Marketing Fundamentals Analysis and Evaluation for Tesco

Marketing
Fundamentals analysis
and Evaluation

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Conduct the internal and external analysis which can impact the business organisation......1
You should use appropriate academic theory and industry examples in order to support your
answer.....................................................................................................................................1
Analyse the external environment using the various models for the chosen business
organisation............................................................................................................................4
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Fundamental analysis is defined as the method used to measuring and examining economic
and financial factors. It includes the microeconomic analysis, company analysis and industry
analysis. Whereas market fundamentals analysis are the factors that needs to be consider to a
company before starting their business or maintaining steady growth in the business. It comprises
various shifts in the company marketing strategy, tools used be company in marketing and the
project planning. These marketing fundamentals includes finding and understanding needs of the
market, create communication process with the potential customers and the process of marketing
by the specific organisation. Marketing fundamentals is a framework that companies acquire in
order to maintain stability in the organisations as per the current trends in the market and
customer expectations. The report is being conducted on the Tesco which is a United Kingdom
based retail supermarket. Tesco is having its headquarter in Welwyn Garden City, UK. (Alanzi,
S., 2018). The aim of this report is to highlight the internal and external analysis of the Tesco
company and also the effect that the COVID 19 pandemic have on Tesco with relevant
academic theory and industry examples.
TASK
Conduct the internal and external analysis which can impact the business organisation
You should use appropriate academic theory and industry examples in order to support your
answer
Due to pandemic most of the organisations gets badly impacted all over the globe. The retail
sector is mostly impacted due to this as this sector includes number of factors. There is huge
change in the demands of the customers with that most non essential retail activities shuts down
because of difficult conditions. The after effects of the pandemic also making impact on the
different organisations as there is major changes in the approaches of work in the context of
employees as well as the organisations. Tesco is the company which deals in day to day activities
of the customers and after pandemic many customers changes their approaches towards and
foods and other essential items.
Internal analysis of Tesco
1

The internal analysis focuses on the Tesco competency in dealing with situations, resources and
competitive advantage. SWOT analysis in the context of Tesco are discussed below:
SWOT Analysis- It is the framework which is establish to evaluate the and develop strategic
planning in the organisation. It decides the capabilities of the organisation and the area in
which organisation is lacking. With that it describes the current and future potential of the
organisation. (Bakhat, R. and Marroun, S., 2022)
Strengths Weaknesses
It includes the internal positive elements of the
organisation which contains some factors of
the company such as at what process business
is successful , What are the competitive
advantage that a company having in the
market? and What are the assets that company.
In the context of Tesco, their strength includes
their strong recital during pandemic which
delivers growth in its online sale, their huge
market share as it contains 27% of the grocery
market share and their constant invention in
agreement to customer expectations. In the
pandemic Tesco benefited through a jump in
the demands for the groceries as more meals
are eaten at home by the customers. Tesco
has shown great agility and strength in all over
the time in pandemic.
It is defined as the negative factors that are
opposite from strengths and distract from
company. These are the features of the
company which might need improvement in
order to be more competitive. This comprises
things which business need to improve, assets
company requires and the gap which requires
to be completed. In the context of the Tesco,
they also possess some weaknesses that are
inventory management which requires to be
managed effectively, food safety issues which
are lacking in adhering food safety. For
example, Their instant food recalls detects
safety issues. Amid the pandemic Tesco prices
fell approximately 1.5%. Company have huge
brand image but somewhere in the pandemic
there is lack of loyal customer base and
company have high level of debts on them.
Opportunities threats
Opportunities includes all the external factors
in the company's business environment which
are likely to make aids in the success of the
Threats are describing as the external factors
that business has no control over. But it
impacts the functioning of the company. These
2