Digital Marketing Strategy for Tesco: A Case Study

PROJECT

Table of Contents
1.Executive summary.......................................................................................................................1
2.Organisational overview...............................................................................................................2
3.Literature review...........................................................................................................................4
4. Market Research .........................................................................................................................5
5.Marketing Mix .............................................................................................................................7
6. Conclusion ..................................................................................................................................8
7.Recommendations ........................................................................................................................9
8. Reflective statement.....................................................................................................................9
REFERENCES .............................................................................................................................11

1.Executive summary
Marketing is one of the essential function of management as it helps in making consumer
aware of the product and services, also helps in increasing sale and productivity of the company,
this report covers the overview of Tesco company which is taken as the base company, its
historical background with its marketing strategy and analysing micro and macro environment.
Digital marketing plays and important role in today's growing digital era, current thinking on
concept of marketing in digital world in context to the company is considered. Also the
importance and various factors of marketing mix and what all recommendations can be taken by
the company is also considered.
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2.Organisational overview
TESCO is a multinational retailer organisation and is the third largest in retailer sector by
measuring their gross revenue. On the other hand, by measuring them by revenue TESCO hold
ninth position in the world. Headquarter of TESCO is located Welwyn Garden city, England and
United Kingdom. It was established in 1919 in Hackney, London and they have opened their
shop in 1931 and they are operating and expanding their business in different countries. They are
selling diversified good and services which include food as well as non food items such as
books, furniture, clothes and so on. In the current report, they are operating in 7,005 shops across
different countries. The number of employees working in TESCO is 4,23,092 in their stores.
They have divided division and named them as Tesco stores Ltd, Tesco bank, tesco family
dining Ltd and so on. The current marketing strategy of selected organisation is that that they
have to gain traditional competitive advantage so that they can retain the trust of stakeholder.
They are the most stable retailer in market and it is known by all people which help them to
attract customer in retail industry. For current market strategy they have introduced a strap line
which is ' Every little helps' . With the help of this strategy they can create new product lines, use
digital marketing to promote their goods and services, pack their products in proper manner and
so on. This lead to attract customers and can gain trust of their stakeholder (Backaler and
Shankman, 2018).
The analysis of micro and macro environment is that they can analyse the strength and
weakness of Tesco as they can also identify the external factors which affect them either positive
and negative. The micro environment means this can be controlled by organisation. With the
help of this Tesco can easily identify what are the strength and opportunities available so that
they can overcome their weakness in retail industry. The strength of Tesco is that they deal in
diversified product and provide better quality goods and services. The another strength is that
they only focus on adopting the latest technology. On the other hand, weakness is that they will
decrease their operation in overseas market and job cut is the major weakness. Opportunity of
Tesco is that they are multichannel retailer and use artificial intelligence(AI). The other
opportunity available with them is that they engage customers and attract them by using
augmented reality (Baker and Hart, 2016). The last factor of internal environment is weakness as
there are various competitors in market which include Morrisons, Asda, Sainsbury and many
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