Strategic Marketing for Tesco: Market Analysis, Campaign Strategy, and Roll-out Plan

Strategic Marketing

Contents
INTRODUCTION..............................................................................................................1
TASK 1............................................................................................................................. 1
Market Analysis ...............................................................................................................1
Market Size...................................................................................................................1
Competitors analysis.................................................................................................... 1
Macro & Micro economic forces affecting the organisation (using relevant models)
market size and trend data,..........................................................................................2
Customer analysis/person............................................................................................3
Stakeholder analysis.....................................................................................................4
Identification of the organisation key strategic marketing objectives for the campaign.4
Campaign strategy........................................................................................................... 4
Strategic goal of the campaign.....................................................................................4
Market opportunity........................................................................................................5
Target audience............................................................................................................5
General campaign messaging......................................................................................5
RACE model.................................................................................................................5
Marketing roll-out plan..................................................................................................6
GANTT chart activity ....................................................................................................6
Budget.......................................................................................................................... 7
Key Performance Indicators (KPIs)/Metrics..................................................................8
Recommendations........................................................................................................9
CONCLUSION................................................................................................................. 9
REFERENCES...............................................................................................................10

INTRODUCTION
Strategic marketing can be defied as the use of the principles of marketing in
order to promote the goods and services of the company. For this report, Tesco has
been undertaken into the account (Ellis and Derera, 2019). Tesco is a British
multinational consumer goods company which was founded in the year 1919 by the
Jack Cohen. Company's headquartered is in London, England. It is one of the leading
grocery stores across the UK. In this report, there will be the discussion on the market
size of the company. Along with that competitor analysis, SWOT analysis and Pestle
analysis will be evaluated. These models helps the organisation to find out the internal
as well as external factors that affects the operational activities at the workplace. After
that customer analysis and stakeholder analysis will also be undertaken into the
account. Campaign strategy will also be evaluated of the organisation. RACE model will
be undertaken into the account. At the end of the report, GANTT chart will be prepared.
TASK 1
Market Analysis
Market Size
Tesco company is one of the bigrgest retail organisation that is present in the
country of UK. They have captures a huge share in the market of the country and
producing grocery products into the market. They are approximately operating their
operations in approximately eleven countries which makes them more competitive in the
marketplace. It is the leading brand that is carrying out their operations in the grocery
segment. They have captures almost twenty seven percent of the market share in the
country of the UK. They are one of the most established brand which has set up
valuable brand image in the eyes of the customers.
Competitors analysis
Porter's five forces model can be undertaken in order to analyse the level of
competition in the marketplace. It is mentioned below in relation to the Tesco:
Competition in the industry: There is a very huge competition in the market of
1