Market Analysis and Campaign Strategy for Tesco Whoosh App

MG529 Strategic Marketing.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION.
Global marketing strategies aims at developing techniques that coordinates the marketing
efforts of the company while working internationally. Further, the present report is based on
Tesco that is growing multinational grocery retail company in UK and thus study aims in
analysing the market of the Tesco through using various models. Also, these models will analysis
the market size, competitors analysis and internal and external factors that affects the company.
Moreover, the report will identify the key marketing objectives of the campaign through
developing the campaign strategy that will discuss reason for campaign, market opportunity,
target audience etc. further, strategy implementation for digital marketing campaign will be
explained under this report. Moreover, GANTT chart along with suggested budgets and key
performance indicators will also be discussed in detail. Lastly, certain recommendations on
establishing continuous engagement of Tesco with its customers in long run will also be analysed
MAIN BODY.
Presenting the market analysis.
Market size:
It refers to the total market that is covered by the company in particular time frame. Also,
for the online app like Tesco whoosh the quoted firm would aim to cover whole of United
kingdom and other parts of world through creating proper marketing awareness campaign.
Competitors analysis:
Porter five forces model is analysis that would help the firm in identifying impact of
certain factors on conducting operations in the target market. Further, list of factors in this
includes bargaining power of buyers in which it can be said that Tesco ranks low due to large
customer base and market that does not focus more on individual choices and preferences.
Another element is bargaining power of suppliers and in this regard it can be said that Tesco uses
various techniques to acquire raw materials at low costs so that profit margins could be increased
(Sahaf, 2019). However, there are various number of suppliers available in the UK market.
Further, other factor in this model is threat of new entrants and this factor has the least impact on
the quoted firm as it enjoys economies of scale but even though close analysis of new firms is
done on regular basis. Other is threat of substitute factor and in this regard Tesco offers wide
range of products that are likely to be substituted by smaller firms. Last in this is rivalry among

the competitors and in this context Tesco is having number of competitors in the market and thus
pressure form other rivalries is intense.
Macro and micro economic factors:
Micro are internal to the company and it can be done through SWOT analysis.
Strengths
 The Biggest grocery retailer in most
parts of the world.
 It has diversified stores in various
regions of UK (Srinivasan and Lohith,
2017)
Weakness
 Pressure to maintain low cost strategy.
 Earlier Financial errors that affected
profits
 Sometimes facing shortage of products.
Opportunities
 Growth in the online retail sales.
 Use of artificial intelligence in
increasing the sales.
 New emerging markets like Turkey,
Indonesia etc.
Threats
 Rising costs of conducting business that
affects the revenue.
 Supply chain issues that creates
shortages in supply.
Macro analysis can be done through PEST analysis.
Political factor: Due to the ongoing financial instability in various countries Tesco might
be negatively impacted while selling various goods to various regions. Also, taxes might also
increase the prices of goods.
Economic factors: Factors such as import export restrictions might not allow the quoted
firm to increase the market share in systematic manner. Also, high inflation might also affect
demand of the goods.
Social factor: Social trends, changes and attitudes regarding buying certain goods might
create positive and negative impact on the sales of the company. For example: In current era
Selling more organic food products would increase sales of Tesco.
Technological factor: Self checkout points at the store and use of online delivery app
would play positive impact on ensuring growth of the company (PESTLE ANALYSIS, 2021)