Strategic Marketing for Tesco's New Organic Health Food Product in Australia

Strategic Marketing

EXECUTIVE SUMMARY
Strategic marketing is the management of the involvement of the strategic decisions
which helps the business with a current plan that helps the current marketing plan for getting the
maximum results for the organization. Understanding the analysis of the current and the future
internal and external environment and their impacts of the marketing strategy. Strategic
marketing plan is developed for realizing the organizational objectives. Managing the resources
for delivering the strategic marketing plan is helpful for an organization. Continuous
improvement can be improved in marketing through measurement, monitoring and adaptation of
the marketing plan.
Strategic management is becoming the most essential and as well as fundamental concept
in now a days. In this section, it is found that the complex and as well as dynamic behaviour of
managerial environment are maximising that directly create problems for the business of
management. In respect to deal with all such complexities, it is important for the management
that they should use strategical management in order to overcome them in an effective and
efficient manner. The following report is evaluating and examining marketing mix with the use
of effective structure and then use strategic managerial tactics or plan of actions. As on the other
hand, it also covers significance for launching the new goods for selecting to market
communication as their effective and suitable profitable returns to investment.

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Marketing mix, its standardization and adaptation......................................................................4
CBBE model................................................................................................................................5
Integration of communication mix and methods.........................................................................7
Success measurement...................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Strategic marketing is the tool which is used for the marketing disciplines which helps an
organization in achieving organizational goals for developing and maintaining a sustainable
competitive advantage. In this project the chosen organization is Tesco which was founded in
1919 by Jack Cohen at England, UK. For this project the new product line Tesco is introducing
after the global pandemic is organic health food in the Australian market. This project the main
aim is understood the marketing through the 4Ps of marketing mix. This project will also help in
finding the CBBE model which has different components that will be discussed. In this project
the true meaning of IMC and its importance for launching the new products for choosing to
market communication as their best and most profitable returns to investment.
MAIN BODY
Marketing mix, its standardization and adaptation
Marketing mix includes the different areas which the organization needs to
comprehensively focus on marketing plan. It can be said as the term which refers to the common
classification of the 4Ps of the marketing mix which are as follows,
Product :
The product of this organization needs to keep a standard which all the other products of
this company maintains. These standards will include the best quality, proper and promised
quality as per marketing and packaging and other health relation rules and regulations which are
maintained by Tesco in its other products (Budiyono, Muliasari and Putri, 2021). The launch of
this product is during the pandemic which will mean that it will need to adapt to the health guide
lines which are present for pandemic regarding product positioning, quality and also packaging.
This product of the organization will be aiming to target the customers which have become more
concerned about their health since the start of the pandemic.
Price :
The organization Tesco is known for providing the public with affordable rates with most
of its products in its supermarket. There are generally discounts on bulk purchases and other
attractive offers on the products of the company (Nurendah and Rainanto, 2019). Thus, Tesco
needs to keep the price of this product reasonable in order to ensure the business to maintain a
standard. As this product is based on the health of the consumers, specially in Covid-19