IntroductionTesco is the largest food retailer in Britain. There are almost three lakh people working in it allover the world (Cushman, 2014). Apart from the UK, the company also serves internationalmarkets including the USA. The range of products and services that the company offers are verybroad. It spans across many sectors and industries. Also, there are many brands under which theproducts of this company are sold like Cullens, Tesco Express, Clubcard, Harts, etc. (Ridolfo,2015).The purpose of this report is to develop a marketing plan for marketing the food productsof this company in international markets. Various analyses will be done to develop aninternational marketing plan for the company Tesco. Strategic Audit1.1 MACROIn the macro analysis, the PESTEL analysis of the business of Tesco will be done. The companyoperates in the global environment, and it has stores all over the world. So the political andlegislative condition of the respective countries affects the business of Tesco to a great extent.The company has to take care of the economic factors as well because they influence the costs ofthe company, demand for products, prices and profits of the company too. There has been theshift in the shopping trends of customers of UK. Earlier they did ‘one-stop' shopping, but nowthey shop in ‘bulk'. So this is due to the social factors. With technology advancements, there hasbeen development in the products of Tesco. This also has an impact on the customer satisfactionbecause, with the latest technology, the goods can be made available to the customers in the shortperiod. The environmental issues threaten the food retailers the most, so they need to act in asocially responsible way. This is done with the help of proper regulations and corporate3
governance. Finally, the legislation of governments and their policies affect the performance ofTesco directly. For example, the FRC has the potential to ban the practices of the company thatis considered as inappropriate by them (Temperley, 2013). These factors affect the decisions of marketing because the ultimate goal of marketing is that theproducts should get sold in the market successfully. But if these factors are not considered so theplan can fail too. 1.2 MICROThe micro factorsthat affect the business of Tesco includecompetitors, customers, suppliers, andemployees. The marketing plan should be able to make the company move ahead of itscompetitors. Competitors have an effect on the business as they copy the moves and thenintroduce similar products in the market. The customers are most important stakeholders of thecompany. If they feel satisfied with the products of the company then only they buy it .Otherwise, they don’t buy the products. So the marketing plan has to be such that it is able toattract more and more people. The suppliers of the company are important too as they determineas per the market plan that how much business will the get from the marketing of the products.The employees of the company are the ones who make every strategy possible by implementingthem successfully (Temperley, 2013). Though this environment is micro and does not have any direct impact on the business still it isan important consideration when the marketing plan of Tesco is made. 1.3 INTERNALTesco has various strengths and weaknesses that it needs to focus and that can help if build asuccessful marketing plan. By analyzing these strengths and weaknesses, the company can meet4
the needs of its target market. This analysis is important because this gives the company anopportunity to determine that what it can do best and what it cannot do at its best. The companyhas to strategies its marketing plan as per the market conditions and the needs of its customers.So the internal analysis of the company will determine the available resources of the companyand its capabilities and strengths that can be deployed to build a successful marketing plan. In the company Tesco, there are large numbers of people who work and they are the strength ofthe company. These people are highly skilled, and they have excellent capability to implementany plan. So Tesco will use its human resources for making that marketing plan a success(Alkhatib. n.d.). Also, it will take inputs from these people to build the plan. Then the companyalso has experienced people in the top management so they can be trusted upon to build a goodmarketing plan.1.4 SWOT•Strengths: The Company Tesco holds large market share. In the UK, the market share ofthe company is approximately 13%. Also, it has the ability to maintain continuous growth in thefood industry. There are no signs of the abatement of growth of the company in future and in theROI of the company. There is one company of Tesco that gives finance, and it has grown into thefastest motor insurance provider. Tesco operates online too, and it emerged to be the largestonline supermarket. The sales that the company makes online are incomparable. The brand valueof Tesco is increasing continuously, and the goods of the company are trustworthy hence theyrepresent excellent value (source: Mintel Report, Datamonitor Reports, Tesco Case Studies). 5
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