Marketing Report for TESCO: Analysis of Marketing Mix and Branding Strategy

This report analyzes the marketing mix and branding strategy of TESCO, a successful retail organization. It includes a literature review, marketing mix analysis, branding strategy analysis, and recommendations for improvement.

Marketing report

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Literature review:...................................................................................................................1
Marketing Mix Analysis ........................................................................................................3
Branding Strategy Analysis....................................................................................................5
Recommendations .................................................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management is basically concerned with having the significant information
regarding the organizational discipline which focuses on having the application of orientation,
techniques and methods so that optimum utilization of resources to gain the profitability can
become possible. In the current era, competition has inclined which require the firm to pay
attention on having the effective marketing management so that reliable results from made
efforts can be received. There are different form of the actions which are basically taken into the
execution by the organization so that higher profitable situations can be created. The current
study is based on the TESCO which is one of the successful organization operating in the retail
sector by offering the number of the products such as groceries, clothing, etc. The main purpose
of the current investigation is to pay attention on assessing the understanding about the key
concepts and marketing theories of goods. It will pay attention on demonstrating the impact of
external environment on formulation of marketing strategies. This will emphasize on providing
the information regarding the strategies such as marketing mix, STP and branding strategy. The
recommendations for the improvement will be provided for improving the lacking areas.
MAIN BODY
Background of the company:
TESCO is one of the successful organization that is operating as international company
via offering distinct form of the goods. The specified organization pay attention on having the
reliable efforts of marketing so that attracting and retaining customers for the longer duration
can become possible. For the successful operating in sector the specified organization focuses on
using competitive strategy such as marketing mix in turn accomplishing the objective of higher
profitability & sustainability achieving has done.
Literature review:
According to Ran and et.al., (2022) for being successful it is important for the
organization to pay attention on having reliable branding positioning in turn meeting the
organizational objectives in effective pattern can become possible. For this purpose having STP
strategy is highly crucial in turn effective execution of the organizational profitability can be
received. Segmentation is concerned with having the effective understanding of the basis on
which customer will be segmented. Targeting is related with possessing the effective
information regarding which form of the customers will be attracted. In addition to this,
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positioning is concerned with on the basis of which firm will create its brand image among the
customers. On the basis of this, it can be specified that firm gets the clarity in conducting
positioning to have good market share in the industry.
On the other side, Thabit and Raewf (2018) articulated that marketing mix is one of the
significant approach that is related with having set of actions so that promoting the goods and
services via focusing on crucial elements can become possible. This includes the product, price,
place and promotion which are considered to be crucial elements in turn appropriate marketing
efforts can be conducted. The product involves the what is company delivering to buyers. In this
manner, price is the type of the strategy adopted by organization. Place pay attention on
describing the activities which is concerned with possessing the significant information about
the places which is covered by the firm for selling its goods. Promotion comprises all the
techniques which is taken into the practice to deliver the information regrading the product to
customers. This is one of the highly used strategy that helps in gaining the competitive edge in
turn accomplishing the goal of higher customer reach can become possible.
In opinion of Ran and et.al., (2022) STP approach of marketing is highly important as
it allows to get the various form of benefits in turn accomplishing the competitive edge in
market can become possible. For having successful operating in market it is crucial for the
organization to use the appropriate strategy so that effective increase in sales, streamline process
for having effective g fund transfer, allocation of resources, etc. in turn significant functioning to
uplift the overall processing. On the basis of this, it can be interpreted that having the STP
technique is important in turn accomplishing the objective of gaining clarity in attracting
corrective type of audience so that meeting organizational objectives can become possible.
On contrast to this, Hanaysha and et.al., (2021) it is depicted that marketing mix is the
crucial approach which is related with having the appropriate insights about the crucial elements
so that executing the appropriate actions can be obtained. There are different form of the benefits
which comprises the effective growing sales, higher profitability, higher market share, effective
pricing strategy, etc in turn accomplishing the competitive position can become possible. These
helps in accomplishing the appropriate strategy in turn higher profitability based situation can be
derived.
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Marketing Mix Analysis
It is one of the significant strategy that is concerned with having the effective approach
so that accomplishing the organizational goal of higher profitability and sustainability can be
achieved (Tuten, 2019). The marketing mix is related with having the four crucial elements
which comprises the product, price, place and promotion in turn attaining the success via
focusing on major aspects can become possible. TESCO as being operator in retail sector
focuses on having the effective execution of marketing mix so that objectives such as higher
profitability, market share, competitive edge, etc. can be done.
Product
There are different kinds of the products which is basically offered by the company to
number to its targeted audience (Thabit and Raewf, 2018). It is important for the organization to
pay attention on having the effective understanding of its targeted audience requirements so that
accomplishing the profitable situation can become possible. In order to become possible the
successful it offers the varied range of the products in turn attaining the effective outcome can be
derived. This offers the products such as clothing, groceries, etc. In offerings of its product it
pays attention of having the different kinds of the products in turn accomplishing the
competitive edge to promote brand awareness in the market. There are various form of the
aspects which is required to be taken into the consideration by the organization so that
accomplishing the effective position in the market so that productive outcome can be received.
On the basis of this, it can be articulated that there are different form of the goods which is
basically given by the organization so that effective ability to attract the customers in effective
pattern via overcoming the competition. It is crucial for the enterprise to have productive results
via offering the various form of the benefits such as higher quality, affordable price, varied
range of goods, etc. This is helpful in articulating that obtaining competitive benefit to uplift the
organizational position. The products which are offered by the organization in the market
involves having effectual pattern of liking by the targeted audience which is permitting the
enterprise o have the ability to obtain the strong position in market.
Price
There are different types of the strategy which is basically taken into the practice for
gaining the significant ability to cover market share (Lim, 2021). This includes skimming,
penetration cost plus, competitive, etc. It is important for the organization to focus on having
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effective understanding about the particular strategy so that accomplishing the aim of higher
profit margin can become possible. This is basically associated with possessing the appropriate
information about the strategy so that reliable course of action for attracting customers can be
taken. TESCO uses the low pricing strategy that is kept via using cost strategy so that
appropriate form of appropriate margin of profit can be done. With this pricing approach the
company pay attention on ensuring that effective level of quality with low price to gain
trustworthiness among customers. On the basis of this, it can be specified that low price is
helpful in achieving the strong ability to receive the profitable position in the market. There are
different form of advantages which is attained by organization so that effectual profitable so that
achieving the ability to overcome the irrelevant barriers which can affect the overall position of
the firm. This is showing that how effectively organization is confusing on its current strategy to
attract and retain the customers.
Place
TESCO as being one of the successful company in UK, pay attention on adopting the
effectual pattern strategy so that accomplishing effective position to meet the various benefits.
It is having the larger number of store in the market so that accomplishing productive outcomes
that can help in meeting the organizational objectives has become possible. It is crucial for the
firm to possess the all the varied form of the products in retail sector so that effective ability to
cover great market share (Hanaysha, Al Shaikh and Alzoubi, 2021). TESCO as being
international company the firm is focusing on achieving such effective marketing practices so
that deriving significant benefit to grab the opportunities prevailing in market. On the basis of
this, it can be mentioned that the specified organization is operating on the digital platform
which has permitted to cover the greater market share so that attaining such profitable position
can become possible. The good portion of its total revenue is generated from the online website
so that accomplishing the leading position in market has become possible. For this purpose the
firm has maintained reliable pattern of supply chain so that distribution in effectual manner to
have effective capability to cover the good market share. It is depicting that firm has focused on
making proper distribution strategy so that accomplishing the leading firm in retain industry of
UK has become possible. It ensures that proper ability to meet market demand via effective
coordination in its supply approach so operating via store and digital platform in the most
advantageous pattern has become possible.
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Promotion
For becoming the successful in the retail industry via overcoming the prevailing
competition, it is crucial for the organization to focus on having the effective promotion
approach. This can contribute in spreading the effective awareness among the market so that
achieving the profitable situation to uplift the organizational position. There are different types
of the advertising strategy which is adopted by the firm so that effective position in market can
be derived (Jain, 2019). The company exert it by having effective pattern of advertising so that
accomplishing the competitive edge via using hoardings, television ads, charitable events,
paying attention on social media marketing strategy such as online ads, etc. so that attaining the
attention of customers can become possible. On the basis of this, it can be articulated that
organization is required to ensure that effective offerings of the products so that meeting
effective understanding about the customers so that giving effectual information via building
good extent of brand awareness to meet the organizational objectives. In this manner it can be
interpreted that firm uses the social media approach to promote its products in turn
accomplishing the effective ability to attract & retain the customers.
specified organization pay attention on adopting artificial intelligence for the purpose of
establishing the feedback mechanism on its website, etc platform which aids it to interact with
targeted audience. The organization can get the corrective reviews of its customer regarding the
goods utilized so that making the appropriate decision to resolve the issue in turn effective
performance can be derived. The main fact behind the application of this strategy is to get the
significant effectiveness and efficiency via using the artificial intelligence in respect to
understand the feedback given by customers on timely basis. It can be mentioned that there are
different form of the objectives of organization which pay attention on having trustworthiness
scenario through reflecting the company's concern to offer higher stratification. This can he;p in
accomplishing the proper level of performance by gaining trustworthiness in turn accomplishing
the significant brand image can be maintained to derive competitive edge.
Branding Strategy Analysis
It is important for the organization to pay attention on having the effectual information
regarding the external environment so that formulating precise strategy to meet the
organizational objectives. For having good positioning in marketing understanding the external
factors it is important for the enterprise to make sure that it is considering all the external
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components so that accomplishing the desirable results can become possible. PESTLE is one of
the significant techniques that aids in understanding the external environment so that
formulating competitive marketing strategies that can positively influence the overall processing
of business (PESTLE Analysis for Tesco discusses its Business Environment, 2022).
Political factors:
There are different form of the aspects which includes the stability of the political
environment in which it operates, tax policy, acts of legislation, etc which are found to be
positive in UK for the TESCO.
Economical factor:
Company to need to pay attention on having the effective understanding of the distinct
factors which includes the GDP, interest, disposal income, exchange rate, etc. TESCO as being
the one of the leading operator in the UK get positively affected due to the possessing favorably
influence from the these economic factors.
Social factors
For having the effective understanding the eternal contentment the organizations is
required to concentrate on the external aspects such as social components such as changing taste
& preferences, attitude, belief, culture aspects, etc. it is important to consider all these factor sin
the marketing strategy formulation so that achieving the effective ability to deal to obtain
reliable results from the customers.
Technological factors
In the business environment for being the successful it is highly essential to emphasize
on the aspects such as technological advancement, software update and digital emergence. This
permits the firm to get the effectual positioning in market (Berger-Grabner, 2021). TESCO as
being the one of the successful organization focuses on achieving the adopting of the such
strategies that can allow to build the organizational growth & development in the ease manner
via coordinating with the external environment.
Legal factors
there are certain rules and regulations which is required to focuses by the firm so that
accomplishing the competitive position in the market can become possible. TESCO require to
follow the industrial norms and condition, consumer protection, employment, etc legislation. In
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the formulation of the marketing strategies it is crucial for the business to emphasize on these
aspects so that reliable approach of promotion & adverting can be adopted.
Environmental factors
For the formulation of the marketing strategy it is crucial for the organization to focus
on the environmental aspects which comprises declined pollution reduced carbon foot print,
limited access to the resources, etc. it is crucial for the firm to give emphasis on having the focus
on the these aspects so that effective pattern of method for promoting can be adopted.
On the basis of this, it can be interpreted that the enterprise is required to focus on the
these aspects so that accomplishing the ability to adopt the corrective strategy of marketing can
become possible. The main reason behind giving attention on external environmental to ensure
that the positive impact on the overall functioning of its marketing efforts can be derived
(Schlegelmilch, 2022). This contributes in assuring that corrective decision via adopting ethical
practices in its marketing strategies such as full disclosure of information, etc is done.
STP approaches
it is one of the crucial strategy which is taken into the practice by TESCO so that
effective understanding regarding its targeted audience can be derived. This is concern with
segmentation, targeting and positioning (Tesco’s Marketing Strategy, 2022). It helps in having
effectual pattern of branding approach that leads the firm towards success by ensuring its efforts
in corrective direction. For becoming the successful TESCO has largely emphasized on its STP
strategy so that meeting the competitive benefit to operate strongly in retail sector.
Segmentation
There are different kinds of the segmentation, on the basis of which it is exerted by the
organization so that accomplishing the organizational objectives such as higher targeted
audience, good profitable situation, etc (Hollebeek and et.al., 2019). This includes demographic,
behavioral, psycho graphic and geographic. From the evaluation it can be mentioned that
TESCO as being one of the successful firm focuses on multi basis for segmenting the target in
turn accomplishing the higher profitable position can become possible. In the demographic it
focuses on both the gender, low & middle income possessing households and students. In
addition to this, in the psycho graphic the traditional lifestyle possessing people and easy going
personality is attracted. Those who has the behavior of obtaining cost advantage and positive
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attitude. On the basis of this, it can be interpreted that the firm uses the multi basis for
segmenting its targeted audience in turn accomplishing the relevant results can become possible.
Targeting
It is an important part of the marketing strategy which is highly focused by the
enterprise so that accomplishing the competitive position in the retail sector can be derived
(Syed, 2020). TESCO focuses on having the experiential positioning so that effective
understanding to customers regarding the marketing positioning can be derived. TESCO targets
its customers via focusing on the cost conscious, higher sales & revenue, etc so that effective
information so that effective evaluation of the prevailing market can be done. It is crucial for the
organization to have effective targeting strategy so that accomplishing the appropriate position
to build good working scenario which can uplift its overall organizational position. On the basis
of this, it can be specified that firm targets its customers how ware cots and quality conscious so
that attaining the good pattern of margin can become possible.
Positioning
It is crucial for the organization to have appropriate level of brand awareness in turn
achieving significant position in the market can become possible (Camilleri, 2018). In addition
to this it can be specified that there are different form of the objectives of the organization which
is required to be accomplished in turn significant positioning in the market can be derived. On
the basis of this it can be interpreted that organization is paying attention on having the
significant positioning among the audience so that accomplishing the organizational objectives
of attaining customers has become possible. This is basically exerted by the organization
through having low cost, higher quality, varied range of products, etc in turn accomplishing the
objective of higher profitability and sustainability in market has become possible. This can be
specified that multi segment positioning can be achieved. It focuses on having the appropriate
positioning via formulating the marketing strategy via concentrating on cost leadership,
differentiation and niche approach. Cost controlling is the one of the effective competitive
advantage which is helpful in accomplishing the reliable level of positioning in the retail sector.
The firm is offering the goods in the market via having the effectual level of affordable price
that is due to the cost leadership approach which is boosting its overall performance in turn
effectual productivity in the market can be received.
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The above illustrated information it can be interpreted that there are different form of the
marketing strategies that are helpful in gaining the competitive edge. STP is one of the
significant strategy that is helpful in accomplishing the competitive benefit in market which is
showing that firm is capable of attaining strong positioning in market. The current strategy of
TESCO is contributing in accomplishing the effective performance as compared to its
competitors in the market. It is showing that better results in market is attained by the firm which
is showing reliable results in market.
Recommendations
On the basis of the current strategy it is can be mentioned that there are different form
the aspects which is helping the organization to gain the proper results. There are certain lacking
areas which is required to be improved in turn accomplishing the reliable strategy for the
improvement. For this purpose, the organization is required to pay attention on having the
emphasis on the following the information in order to make the improvement.
 It is recommended to TESCO to focus on having the significant adoption of porters
generic strategy. This involves the strategies such as cost leadership, differentiation and
focus. (Porter's Generic Strategies, 2022). The company can use the different approach
via using technology such as social media so that survey, interview, customer
observation, etc can be done. It can provide the assistance in accomplishing the reliable
information about the prevailing trend in the market so that relevant decision to make
organization functioning effectively via taking utilization of technology can become
possible. The main reason behind the application of market research via using the social
media is that it is helpful in understanding the taste and preference of customer so that
objective of product development can be done. This can contribute in achieving the
success so that significant performance to uplift its overall position through focusing on
its targeted segments so that accomplishing the profitable situation through taking right
strategy in the sector can become possible. This can permit it get the insights for
implementing differentiation in its offerings so that effective improvement can be
exerted.
 This is suggested to TESCO to pay attention on having application of Ansoff matrix
which is associated with having four strategies that involves market development,
penetration, product development and diversification (The Ansoff Matrix, 2022). Using
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the customizing media actions via taking the digital marketing practices can help in
having market penetration through focusing on covering higher market share by tapping
into existing products among current audience. This can allow the firm to concentrate
on publishing this information which is basically ascertained by the customers in respect
formulate their purchasing decision that is not currently taken by firm. It involves the
actions like mailing to the clients on their special occasion regarding the discounts and
other offers so that their attention can be grabbed. It is articulated to focus on possessing
ability to eliminate the irrelevant information about the products which can affect its
impact on customers in adverse manner. It can be exerted by the organization through
taking the digital marketing actions such as email, display, direct adverting actions, etc. it
can help in offering proper insights to the customers so that attaining the reliable position
in the market can become possible. This assists in taking the crucial information to the
clients via using the digital marketing action so that customized pattern of effort to get
attention of each segment is exerted effectively. On the basis of market penetration via
customized media action, it can be identified that firm can get assistance in meeting the
proper ability to achieve good performance in retail sector.
On the basis of this it can be interpreted that there are distinct form of the improvement
action which can help in having technological component so that accomplishing reliable
performance can be obtained. The reason behind the application of these recommendations is to
achieve the relevant insights about the appropriate strategy that can lead towards success.
CONCLUSION
From the above report it can be mentioned that marketing strategies are crucial for the
company to spread the information regarding its products to targeted audience. The current study
has involved the marketing mix analysis which is helpful in gaining the insights about the
product, price, place and promotion. With help of the marketing mix strategy the firm is
effectively performing in the retail industry by offering the groceries & clothing so that
competitive edge accomplish has become possible. The present investigation has comprised the
information regarding the external environment which has major influence in the formulation of
the marketing strategies. This is exerted by taking the PESTLE analysis into consideration so
that depth understanding about the political, social, economical, etc elements has been obtained.
Branding strategy analysis via using STP has given focus on identifying the basis of
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segmentation, targeting criteria and positioning. The firm uses the multi segment for attracting
the cost conscious people and positioning in market is obtained through offering higher quality
& lower expenditure. Present study has included the recommendations by involving porters
generic strategies and Ansoff growth matrix so that significant improvement can be derived to
get success.
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REFERENCES
Books and Journals
Berger-Grabner, D., 2021. Strategic Retail Management and Brand Management. In Strategic
Retail Management and Brand Management. De Gruyter Oldenbourg.
Camilleri, M. A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Hanaysha, J. R. And et.al., 2021. Importance of marketing mix elements in determining
consumer purchase decision in the retail market. International Journal of Service Science,
Management, Engineering, and Technology (IJSSMET). 12(6). pp.56-72.
Hanaysha, J. R., Al Shaikh, M. E. and Alzoubi, H. M., 2021. Importance of marketing mix
elements in determining consumer purchase decision in the retail
market. International Journal of Service Science, Management, Engineering, and
Technology (IJSSMET). 12(6). pp.56-72.
Hollebeek, L. D. and et.al., 2019. Customer engagement in evolving technological
environments: synopsis and guiding propositions. European Journal of Marketing.
Jain, R., 2019. Analysis of indian consumers’ behaviour using lifestyle segmentation. Journal of
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Lim, W. M., 2021. A marketing mix typology for integrated care: The 10 Ps. Journal of
Strategic Marketing. 29(5). pp.453-469.
Nikbin, D. and et.al., 2021. Marketing mix strategies during and after COVID-19 pandemic and
recession: a systematic review. Asia-Pacific Journal of Business Administration.
Ran, C. and et.al., 2022. Revival Strategy of QVOD Technology Based on SWOT and STP
Method. Frontiers in Business, Economics and Management, 3(3), pp.94-102.
Schlegelmilch, B. B., 2022. Segmenting targeting and positioning in global markets. In Global
marketing strategy (pp. 129-159). Springer, Cham.
Syed, A. B., 2020. The Power of Pricing Strategy LIDL. WHD Publishing House.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Tuten, T. L., 2019. Principles of Marketing for a Digital Age. SAGE.
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Online
PESTLE Analysis for Tesco discusses its Business Environment. 2022. [Online]. Available
thorough: <https://pestleanalysis.com/pestle-analysis-tesco/>
Porter's Generic Strategies. 2022. [Online]. Available thorough:
<https://www.mindtools.com/pages/article/newSTR_82.htm>
Tesco’s Marketing Strategy. 2022. [Online]. Available thorough:
<https://iide.co/case-studies/tesco-marketing-strategy/#:~:text=Tesco's%20target
%20market%20is%2C%20thus,and%20sales%2C%20and%20value%20variety.>
The Ansoff Matrix. 2022. [Online]. Available thorough:
<https://corporatefinanceinstitute.com/resources/knowledge/strategy/ansoff-matrix/>
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