Strategic Marketing: Market Size, Competitor Analysis, SWOT, PESTLE, Segmentation, Targeting and Positioning of Tesco

STRATEGIC
MANAGEMENT

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Market size and trend data of Tesco plc .....................................................................................3
Competitors analyses of Tesco ...................................................................................................4
SWOT analyses of Tesco ...........................................................................................................6
Weakness.........................................................................................................................................6
Pestle analyses of Tesco..............................................................................................................7
Segmentation, targeting and positioning of TESCO...................................................................8
Stakeholders analyses of Tesco...................................................................................................9
CONLUSION ...............................................................................................................................10
.......................................................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic management is related to those process under which the business organisation
plan and implement different strategies to achieve the goals and objectives of the organisation.
Strategic management is important to provide the direction to all the policies and strategies of the
organisation. Tesco is the organisation which is chosen here to prepare this report. This report
provides systemic information related to market size and industry trend of Tesco and defies
porters five forces model (Allison, 2019). It includes various micro and macro forces affecting
the organisation and discussion related to both customer and stakeholder analyses.
Tesco is a British multinational grocery and merchandise retailer. It was established in
1919 by Jack Cohen and its headquarter id located in Welwyn Garden city. Tesco is the third
largest retailer in the world on gross revenue. Tesco deals in Retail industry and operates in five
countries across Europe. In Retail industry there are many competitors of Tesco such as Asda,
Sainsbury’s and Morrisons . These competitors holds considerable market share and provides
extensive competition to Tesco.
TASK
Market size and trend data of Tesco plc
Tesco is British multinational grocery company which achieves many millenniums in
their business but between January and may of 2021 company loses about 0.9 percent of its
market share ans now holds 27 percent grocery market. The main reason behind this downfall is
covid pandemic. This pandemic impacts very badly to the global economy and enables all the
economies to go down. During this covid outbreak the most effected organisation of United
kingdom is Asda and Tesco and Sainsbury has the highest market share at that time such as 42
percent but this shall be continue for long time because of Brexit. Under this scenario it becomes
hard for Tesco to operates their business in European nations. Brexit becomes the reason for
inflation in Britain and the preference of customers are shifted towards low price product and it
also the price war start in market. Tesco operates in many countries of world and currently
maintain more than 4000 stores in world wide includes franchisee.

Competitors analyses of Tesco
It is not possible for any organisation operates in market to not have competitors. The
presence of competitors impacts the company in both aspects such as positive and negative. In
positive aspect it enables the organisation to work efficiently for achieving competitive
advantage in industry and in negative aspect it becomes the reason of price war in industry which
decreases the profit margins of organisation (Barney, 2017). Tesco has many competitors such
as sains bury and Asda which provides competitive challenges to company. The comparative
analyses of these competitors are given below on the basis of marketing mix.
Factors Tesco Sainsbury Asda
Product Tesco's products are
Food, pet care
products, gaming
product, toys and party
and gifts product
Sainsbury operates a
chain of supermarts
under which it
maintains of stock
more thamn 30000
ASDA provides
different types of
product under their
diversified range. It
provides groceries,
Illustration 1: Super market shares