Market Analysis and Strategy Implementation for Tesco

MG529 STRATEGIC
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
1. Market analysis.......................................................................................................................3
2- Strategy implementation covering key areas of communication & marketing mix and
RACE model for digital campaign planning...............................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Strategic marketing refers to the process that uses in order to have the marketing
principles in order to achieve the company’s gaol by maintaining and developing the competitive
advantage. This report is based on the Tesco which is the British multinational company based
on selling the groceries item and having its headquartered in Welwyn Garden City, England. The
report will outline the market analysis of the company which includes market size, competitor’s
analysis, macro and micro factors, customers analysis and stakeholders analysis. Further it will
organization key strategic marketing objectives for the campaign which includes reason for
campaign, market opportunity, target audience and general message. At last this report will cover
the key areas of the marketing and communications mix by using the RACE model.
TASK
1. Market analysis
a) Market size: Market size is the area of the market that used to specify the number of
potential customers that the company used to sell its products or services in the market
(Cheng and et.al., 2019). The market size is determined by having the potential target
audience in the market. As Tesco is the leading grocery store in the United Kingdom it
has over 25 per cent of the market share. The organization holds 28.4% of the overall
market in the UK. By having the biggest retail store it used to have big market size which
helps the organization to have earned the good profits.
b) Competitors’ analysis: The competitive analysis is basically the strategy which involves
the major competitors of the company in order to have good marketing tactics
(Verasophon, 2019). This analysis will help the company to know about its negative and
positive aspect that used to provide them an opportunity to grow in the market. The
competitors of Tesco are Sainsbury’s, Asda and Morrison’s. These are the four main
supermarkets in the UK. The organization also competes with the convenience stores
which used to gain the reputation as customers tastes are changing on the continuous
basis. Tesco used to compete with the competitor’s by applying the different marketing
strategies as it used to provide the quality products, affordable prices and best store
locations.