Marketing Principles and Concepts: A Case Study of Tesco

Sales and Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Key marketing principles and its application in the organisation..........................................1
Rationale of marketing decisions taken by Organisation.......................................................3
Assessment of the concepts of segmentation, targeting and positioning specific to a product
or service.....................................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing is the process that involves the various activities which are conducted in order
to promote a particular service or product that helps in promoting a product in the existing and
the new market. The process of marketing helps in deeper understanding of the consumers to
businesses. The process of marketing also helps in boosting organisation's brand image and
reputation. The marketing process helps in developing effective strategies for the purpose to
operate a business operation successfully. In order to understand the marketing concept in a
better way, Tesco is taken into consideration. Tesco is a British based merchandise founded in
1919 and headquartered in Welwyn Garden City, United Kingdom. This report basically
involves the marketing principles and various marketing concepts for the purpose to use it in
business operations effectively. The project basically involves STP analysis that also helps the
organisation to launch a service or new product in the market place.
MAIN BODY
Key marketing principles and its application in the organisation
The marketing principles are usually the principles that involves various ideas which are
used by the organisation for the purpose to develop strategies in effective way. All these
strategies plays a important role and also helps in changes and application according to the need
of the organisation(Naik and Nalla, 2020).In context to Tesco, the organisation uses marketing
principles for the purpose to develop strategies related to promotion for its various products and
services. Also these strategies plays a very important role for the managers as it helps them to
attract large number of consumers and also to get a competitive advantage. The marketing
principles used by the Tesco are mentioned below:
Marketing mix basically involves the combination of elements that are used in a
organisation for the purpose to develop strategies for the promotion for a particular service or
product. The main objective of marketing mix is to related to combination of various elements
that are used by the organisation for the purpose to develop various promotional strategies for a
service or product. The main aim of marketing mix is to determine the combination of various
elements for the objective to gain a competitive advantage. In context to organisation, it uses
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various strategies in order to reduce unnecessary costs on activities and promotion. The various
elements of the marketing mix involves:
Product: It can be described as something which is being offered in the online store or physical
store. The main objective of offering a product is to fulfil the demand of the consumer. The
products and services are mainly designed in a way that that can attract the customers. For the
purpose to be successful in the market place, the market analyst of tesco need to have proper
understanding of the product cycle and also they should know how it can be used in a effective
way in order to compete with the competitors. The organisation provides a variety of products
from groceries to home décor and has various stores across all the parts of UK(Lee, 2019).
Price: It is basically the amount which a customer need to pay in order to purchase a particular
service or product. Different companies adopts different pricing strategies for the purpose to gain
a competitive advantage in the market. The pricing strategies helps in aligning with the
usefulness of the product and the monetary value paid by the consumers. The managers of tesco
have divided their pricing strategies as per the demand of the product and its size. The pricing
strategies basically involves economy tactics, bundle and skimming as per the different
strategies. The skimming of prices is basically related to the products or commodities that are
customer is ready to buy at any cost. In context to tesco, the organisation has kept its products
affordable which can be affordable and sell their products at reasonable prices in the
market(Klein, 2021).
Promotion: It basically in helps in promoting a particular product or service which can be used
by the organisation for the purpose to promote their services or products in the marketplace. The
organisation uses various promotional methods and emotional appeal in their advertisements.
The organisation also carries out various campaigns on social media platform for the purpose to
make a connect with the consumers. The organisation also uses various digital channels and
social media sites in order to inform and influence the buyers about the existing as well as new
products. The managers in the organisation also collaborate with famous celebrities and feature
them in the advertisements. The marketers of the organisation uses vernacular based
communication that helps in promoting the organisation's products worldwide. The organisation
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