Strategic Marketing - A Case Study on Tesco

This presentation discusses the importance of strategic marketing for organisations with a case study on Tesco. It covers market size, competitor analysis, macro and micro economic factors, customer analysis, stakeholder analysis, and more.

Strategic Marketing

Table of content
 Introduction
 Market Size
 Competitor Analysis
 Macro and Micro economic factors affecting organization
 Customer Analysis
 Stakeholder Analysis
 Conclusion
 Reference

Introduction
 Strategic management assist organisations in setting their
objectives and analyse their procedures which help them in
competing in better manner.
 The internal structure of an organisation is identified and
strategies are formulated in order to overcome difficulties.
 This report is based on Tesco which is founded in 1919 by
Jack Cohen and headquartered in London, UK.

Market Size
 Tesco have covered large market area and have their stores
in five countries of Europe.
 They are one of the leading organisation in the retail sector
which provide higher quality of product and services to their
customers.
 Over all twenty seven percent of market share of United
Kingdom is effectively acquired by them.

Competitor Analysis
 Porter's five forces is a framework which is used by organisations in
order to identify the competition level in their respective market
place. Tesco have used porter's five forces which is discussed below:
 Competition in the industry:
 Supplier power:
 Buyer’s power:
 Threat of substitute:
 Threat of new entry:

Macro and Micro economic factors
affecting organization
Strengths Weaknesses
 The biggest strength of Tesco is that they are financially
very strong and have covered large market area in
different countries.
 They deal in variety of products which attract large
number of customers on regular basis.
 They majorly dependent on the manual operations for
most of the operation s which delays in various
functions.
 Tesco sell their products on less margin in order to
compete with other organisations which results in lower
profits.
Opportunities Threats
 Tesco can expand their operations in different countries
which results in growth and expansion.
 They can use different technological advancements in
their operations which improves their profitability.
 The emerging competition becomes greatest threat for
Tesco which lower down their revenue generation .
 Changes in taste and preferences of customers on
regular basis is threat for Tesco.

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PESTLE ANALYSIS
 Political factors: Tesco follows all the rules and regulations which are
formulated by government.
 It helps them in eliminating risk and threats which results in smooth
operations.
 Economic factors: Tesco set the prices of their products and services
according to the economic condition of the country so that they can
satisfy the needs of their targeted audience.

Customer Analysis
 Customer analysis refers to the collection of data related to
the behaviour of customers so that organisation can satisfy
their demands.
 Tesco focus on the requirements of the customers so that
they can provide them customized services.
 It helps them in establishing positive brand image in market
by offering required products and services.

Stakeholder Analysis
 Tesco performs stakeholder analysis which includes different
factors. Those factors are mentioned below:
 High interest, high power:
 High power, Low interest:
 Low power, High interest:
 Low power, low interest:

Conclusion
 From the above presentation it can be concluded that strategic marketing is important for every
organisation.
 It ensures that all the activities in an organisation are carried out in proper manner so that goals
can be achieved.

Reference
 Assenova, M., 2018. Scope, Specifications and Elements of Strategic Marketing planning
in Banks. Entrepreneurship, 6(1), pp.34-48.
 Larkin, T., 2020. A Dissertation of Practice of Superintendents’ Perceptions on the
Strategic Marketing of K-12 Public Schools (Doctoral dissertation, Lamar University-
Beaumont).
 Mishra, C.K., 2018. Strategic Marketing Opportunities in Higher Education in India.
In Strategic Marketing Issues in Emerging Markets (pp. 107-121). Springer, Singapore.

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 Selimi and et.al., 2018, June. Utilization of Customer Relationship Management (CRM)
theory, prototype and tools for improved strategic marketing in HE. In 2018 7th
Mediterranean Conference on Embedded Computing (MECO) (pp. 1-4). IEEE.
 Watanabe and et.al., 2019, June. Day-ahead Strategic Marketing of Energy Prosumption:
A Machine Learning Approach Based on Neural Networks. In 2019 18th European
Control Conference (ECC) (pp. 3910-3915). IEEE.