This report involves the marketing plan for the company Tesco. The report covers various important topics such as situational analysis, marketing mix, branding, and reputation of service. It also includes STP analysis, marketing theories and models, and marketing budget with implementation and control plan.
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Table of Contents INTRODUCTION...........................................................................................................................1 MAIN BODY...................................................................................................................................2 Application of environmental analysis tools and its impact...................................................2 Examination of marketing mix and its application.................................................................5 Various ways to improve branding and reputation of service................................................9 CONCLUSION..............................................................................................................................10 REFERENCES..............................................................................................................................11
Executive Summary : The present report involves the marketing plan for the company Tesco. The company is a British Based retail chain founded in 1919 with its headquarters in Welwyn Garden City, United Kingdom. The present report covers the marketing plan and it involves various important topics that plays a crucial role in order to handle the marketing challenges that are faced by the company in its internal and external environment. It involves situational analysis in which it includes customers, organizational strategy, porter's five forces, swot analysis and marketing effectiveness in detail. It also involves the company's marketing plan, vision, mission, corporate objectives and other marketing objectives. In addition to that it involves STP analysis and marketing theories and models to describe the strategic alternatives, competitive strategies, generic strategies and other important key factors such as branding innovation. Moreover it involves various marketing elements and marketing budget with implementation and control plan which involves key performance indicators. INTRODUCTION Marketingmanagementinvolvestheplanningprocess,executionofconception, promotion, pricing and distribution of goods, ideas and services in order to create exchanges in order to satisfy organizational goals and individuals.A marketing plan is a document that involves the marketing efforts of a company in its upcoming period which is usually for one year. It involves the marketing strategy, promotional activities and advertising activities planned for the period. The organization chosen for the assignment is TESCO. It is a British based leader chain of food items in UK founded in 1919 with its headquarters in Welwyn Garden City, United Kingdom. In the present scenario, the company is planning to revamp its online website with updated features of offering personalized products and gifts. The report involves how the company is analysing its competitive environment in order to identify opportunities and threats that impact its operations. In addition to that it involves marketing mix that the company is currently applying and few recommendations in order to improve its marketing mix. 1
MAIN BODY Application of environmental analysis tools and its impact Swot analysis of Tesco : It involves strategic management technique in order to help the organization to identify its strengths, weakness, opportunities and threats in relation to project planning and business competition. It is also known as situational analysis or situational assessment. In context to Tesco, it uses swot analysis in order to identify strengths and weakness in order tocreate its marketing plan and develop various strategies(Sarah Laoyan, 2021). Strengths The company's main strength is its brand name in the market and its valuable customer base. The company has obtained consumer loyalty during these years and had a strong relationship with its customers. The company operates not only in UK but has its operations in other countries such as Asia and Europe and holds a 13% share and 26% growth in international market. The company follows a focused price strategy and have strong customer base as compare to its competitors. Weakness The company's main weakness is that it is substantially depended upon the Great Britain for its sale . The company 's business model uses approaches for the Great Britain rather than other world. The company's sales grows only through low priced items and involves a continuous fall when it cones to sell of expensive products. Opportunity The company's operations in the Asia and Europe provide various excellent growth opportunities and it results in possibility for an increase of sales. Threats The company's biggest threat involves various environmental factors such as taxes issue, political issues, climate changes which are the biggest threat 2
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The company can carry out high degree of purchasing capacity to guarantee and involves a scale effect in its home brand line. In the year 2008, the companies mobile have grown with million customers and which resulted in providing profitable status suggesting development in it technological area and further growth opportunities. for the company. The company's operations can be highly affected by its customer's mentality which frequently keeps on changing and might become a threat for the company in future. The constant increase in the prices of the raw material for both of its non food and food items can result in crashing general profit boundaries. The company's constant threat involves capture from the market leader who have equal motive and means to follow such accomplishments. Market analysis involves crucial part of marketing plan and it involvesdiscussion about the organizational customers, strategies and marketing effectiveness.For market analysis, Pestle analysis will be done in order to understand the external environment factors which involves political, economic, social, technology and legal factors (Narendra Kumar, 2017). Pestle analysis involves a tool or framework that is used by marketers in order to monitor and analyse the external marketing environment factors which have a major impact on the industry, company and organization. The pestle analysis is used in order to identify weakness and threats which are used in the swot analysis. Political Factors : It involves how the government intervenes in the economy. It involves factorssuch as labour law, environmental law, tax policy, tariffs, trade restrictions and political stability. In contexttoTESCO,thecompanyisoperatinginglobalizationconditionswithitsstores worldwide. Operating in 6 countries the company's performance is highly under influence of legislative and political conditions of these countries including European Union ( EU). 3
Economic Factors : It involves factors that affects the economy and involves factors such as tax rates, interest rates, governmental activities, wages and policies. These factors are not directly in relation with the business but has a major influence on the investment value in future. In context to Tesco, the economic factors causes a concern as it can affect the costs, prices , profits and demand. One of the crucial influential factors involves increasing rate of unemployed which decreases demand for goods and have a negative influence of demand of goods. These economic forces does not depend on the company but their impact on marketing and productivity can be deep. In addition to that, Tesco will be affected with any slowdown on the market of the Great Britain and its exposure to market concentration risks(Ovidijus Jurevicius, 2021). Social/Cultural Factors : It involves the range of elements that have their roots in the social environment and cultural factors have their roots in a particular society or culture. In context to Tesco, the companies client in Malaysia have inclined to “volumetric” and “one stop” shopping which is connected with various social changes. In order to deal with these social changes the company have increased the quantity of non food items which are available for sale. Various other factors such as ageing of the population, increase of women-workers, ageing of the population and decrease in house preparation of meals have affected the operations of the company. With consumers becoming more and more informed about health factors and their attitude towards food has also changing day by day( Peter Betts, 2021). Technology Factors: It involves information and communication resources, production techniques, logistics, production, e-commerce technologies. All these factors affect the operations of organisation, products selling, interaction and gathering intelligence on suppliers, customers and competitors. In context to Tesco, technology acts as a major macro-environmental variable which has major impact on development of various tesco products. The innovation and development of new technologies benefits both the company and customers. In addition to that customer satisfaction rises because of goods being available easily and services has become more personalized and 4
convenient shopping. In order to enhance operations the stores ofTesco utilizes various technologies which involves Electronic point of sale, radio frequency identification, intelligent scale , wireless devices and electronic shelf labelling(Avetta Marketing, 2020). Environmental factors: It involves food, pollutants, sound, parasites, light , sound and population density. It involves all those factors that influences living organisms. In content to Tesco, the managers need to recognise the responsibility for the society in which the company operates. It is important for the companies to fulfil its social responsibilities and taking care of environment in order to maintain its reputation. The company in order to fulfil its environmental obligations started following the strategies developed by the government which involves reduction in consumption of resources, development of new strategies for consumption and manufacture to reduce waste and to reduce the amount damage to an environment(Kristen E. Cosselman, 2020). Legal factors: These involves the factors that defines what a business organisation can or cannot do. It involves political factors that have relationship between the government and business. Both legal and political factors intersect when government bodies introduces new policies and legislature thataffectsthebusinessoperations.IncontexttoTesco,therearevariouslegislations government policies that have di8rect influence on performance of the company. For example, FRC( Food retailing commission has offered code of practice which prohibits many of the existing practices which involves demanding payments from suppliers, variation to coordinate prices without notice or retrospectively. In addition to that, government policy on monopoly of managementcanresultindecreaseinpowerconsumptionofbuyersandvariouslaws implemented on access to raw materials. Examination of marketing mix and its application Marketing mix involves a set of tactics, actions that a organisation uses in order to promote its product or brand in the market.The marketing mix involves the 7ps which comprises of product, price. Place , people, process and physical evidence. 5
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Product: It involves a system orproduct which is made for the use of consumers which can be offered to a market in order to satisfy the need and desire of a consumer. In context to TESCO, the company offers a wide variety of products which involves stationery, clothing, food, financial services, electronics etc. With a expanded product line, the company aims to fulfil every possible demand of consumers. In content to company, it is now focusing on enhancing its online operations with updated features and easy mode of payment in order to increase customer satisfaction. The company through new features can create needs for new services and products in the business scenario at the cost of established provision. In diversification and expansion, assortment of products is important for the company in order to realise the internal process when new products are developed(Benson P. Shapiro , 2021). Price : It involves the amount or sum of money in which a particular thing is valued. In context to Tesco, the company followsa cost leadership pricing strategy which results in maintaining low prices for both the services and products without compromising with the quality of services. The company enjoys economies of scale and work continuously with suppliers in order to make efficient supply chain to reduce prices. The companies pricing strategy is also affected by fierce competition from companies which involves Aldi and Lidl in the UK market. Tesco in order top gain a competitive advantage need to provide fair trade products at lower prices as compare to its competitors. It is essential for the company to provide products at value added prices in order to attract new customers. Pricing is also considered to be an effective and important element in the marketing mix but when it comes to retail sector its importance is more significant by considering few factors. The company through its recent changes in the website is focusing on providing less prices to online customers as compare to retail stores with special discounts and offers. Place: It involves the geographical location in which the organisation sells its products and provide its services. Location of nay organisation plays an important role in preparation of marketing strategies.In context to Tesco, it uses two main channels of distribution which is divided into online and offline with almost 7000 offline stores around the world.The company 6
has a m multi-channel approach that allows people to shop from anywhere whether its there store or direct catalogue. The company offers different formats in order to fulfil customer needs. The company now adding new features to their online sites which will provide 24 hour delivery with easy mode of payments which will allow consumers to make less trips to retail shops in order to buy daily necessities.The new features will help the consumers who are mum as it will allow them to shop in their comfort zone. Now with the world going digital, consumers are choosing cashless mode of payments, new features will allows them to pay digitally through any online payment method. Promotion: It involves spreading information about a service, product or issue. Promotion is basically a part of marketing mix which spreads information about the brand, product line, product and company. It involves advertising, public relations and publicity. In context to Tesco, the company has strong brand image which significantly helps the brand in its promotional activities. The company uses newspaper, television and media outlets to send its message to the consumers. In relation to advertising, the company uses forms of promotion such as providing offers which involves discounts, buy one get one free offers for their online sites with loyalty card as well( The company provides various o0fers and discounts as well. The company's promotion strategy is consistent with its overall business strategy of cost advantage. The marketing objective of company involves profit maximisation in long term and short termperspectives and increasing the value of brand image.The objective can be achieved through various promotional tools which involves charitable causes, sponsorships of events, media advertisements and regular promotional offers and discounts. Moreover, the company's Clubcard is considered to be a effective promotional tool that contributes to the business strategy of cost advantage.The promotion involves all the various ways of how the company can communicate with consumers involving various promotional tools such as publicity, public relations, sales promotion, direct mail and direct and internet communications(Claudi, 2020). Process: 7
It involves the flow of mechanism or activities that takes place when there is a situation of interaction among customers and businesses. In addition to that it is a set of standardized activities to accomplish a specific task or processing a customer's order. In the company's offline stores, the consumers pick up their products and make use of self-service machines to make payments. People: It involves the transactional interface among the company and its customers. In context to Tesco, it has a great number of consumer assistants who plays an important role in successful operations of the company. The employees are highly competent andthe company invests a large sum of money development and training of employees. Although reward schemes for the company's employees are very good but some analysts argue that Tesco fails to motivate young workers Physical Evidence: It involves everything that a customer sees while interacting with the business. It includes the environment where a product or service is provided. The environment includes all the tangible representations of a company such as menu, brochures, reports, signage, equipment etc. In context to Tesco, the company uses an excellent logo and uses attractive colours.The company through launching its new products have given a complete new transformation which catches customer's attention. Various ways to improve marketing mix: Innovative product packaging :Packaging plays an important role in any organisation. In context to Tesco, the company has to shift towards higher quality packaging. The company in the past has already beeninvolved in repackaging of its high quality products in higher quality packaging. The company in order to stand out among its competitors need to develop branding campaigns and new packaging designs for various items 8
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Customizing Media:As the company has revamped its website, the brand focuses on enhancing individual experience. The company's marketing managers has come up with a variety of ideas for this approach. It involves sending personalised messages, discounts by emails on occasions such as birthdays, direct delivery to door and customized products. Shifting towards digital marketing : There has been a major influence of digital marketing in today's world and companies are now moving from traditional marketing to digital marketing. In context to Tesco, digital marketing allows the companies to reach highly targeted individuals and provides an opportunity to reach millions of customers that the traditional marketing method cannot provide(Digital Marketing Insititute ,2018). Various ways to improve branding and reputation of service The company in order to improve its branding and image or reputation of the product or service need to segment its audience and targeting each customer group according to their habits or needs and developing marketing strategies in order to fulfil their needs and preferences. STP Analysis: It involves three terms segmentation, targeting and positioning.It is a marketing tool that summarizes and simplifies the process of market segmentation. In context to Tesco, the company identifies well-defined buyers who differ in habits and needs. The company in order to improve its branding and enhance the image and reputation of the service or product need to use these marketing strategies in order to promote fair trade product. Segmentation:It involves division of huge market into identifiable groups that allows to develop more related and engaging marketing campaigns. In context to Tesco, if the company need to build reputation for its website and new features such as easy payment methods, 24 hour delivery of groceries, the company need to evaluate difference among customer groups and developing strategies according to various segments based on geographic, demographic and behavioural. Targeting:It involves the process of identifying potential customers to whom the company wants to offers its products or services which involves segmentation of market, choosing 9
appropriate market and determining products that need to be offered. In context to Tesco, the company is focusing on younger generations who are very much fond of personalized products or gifts in order to maintain company's reputation. Positioning:It involves the last stage which focuses on how consumer eventually views the brand's product or service as compare to other competitors in order to gain competitive advantage in market. In context to Tesco, it is necessary to maintain and revamp product positioning in order to create a stronger impact on target audience. CONCLUSION From the above report it can be concluded that marketing management plays an important role in development of company's new product and developing a market plan is important in order to introduce the product in the market. In addition to that it involves how Tesco analysis its external environment in order to identify its strength and weakness. Moreover, the report involves the current marketing mix of Tesco and how the company can improve its marketing mix in order to introduce new services. In the last it involves the ways through which company can improve its branding and reputation of the service in the market. 10
REFERENCES Books and Journals Avetta Marketing. (2020).7 factors to choose when choosing a technology solution.Available : https://www.avetta.com/blog/7-factors-consider-when-choosing-technology-solution/Lastaccessed 04/12/2021 BensonP.Shapiro.(2021).RejuvenatingtheMarketingMixAvailable: https://hbr.org/1985/09/rejuvenating-the-marketing-mix/Last accessed 01/01/2021 Claudi. (2020).9 Marketing Promotion Strategies from Concept to Top Brands Practice Available :https://www.creatopy.com/blog/marketing-promotion-strategies/Last accessed 06/11/2021 Digital Marketing Insititute ,(2018). How to Make the Move From Traditional to Digital MarketingAvailable:https://digitalmarketinginstitute.com/blog/how-to-make-the-move- from-traditional-to-digital-marketing/Last accessed 04/01/2018 Kristen E. Cosselman. (2020).Environmental factors in cardiovascular diseaseAvailable : https://www.nature.com/articles/nrcardio.2015.152/Last accessed 13/10/2015 Narendra Kumar. (2017).Tools for International Business Environment Analysis.Available : https://enterslice.com/learning/business-environment-analysis/Last accessed 17/10/2021. OvidijusJurevicius.(2021).PEST&PESTELAnalysis.Available: https://strategicmanagementinsight.com/tools/pest-pestel-analysis/Last accessed 11/11/2021. Peter Betts. (2021).Cultural, Political and social factors influence the meaning Translations. Available:https://www.globalizationpartners.com/2016/06/09/cultural-political-and-social-factors- influence-the-meaning-of-translations/Last accessed 09/06/2021 SarahLaoyan.(2021).19typesofmarketingyoushouldknowabout.Available: https://asana.com/resources/types-of-marketing?utm_campaign=NB--APAC--EN--Catch- All--All-Device-- DSA&utm_source=google&utm_medium=pd_cpc_nb&gclid=EAIaIQobChMI4Kaq24fr9 AIVjUNgCh0iYgFjEAMYAiAAEgLB5fD_BwE&gclsrc=aw.ds/. Last accessed 30/09/2021. 11
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