Assignment on The Marketing Plan

Running head: THE MARKETING PLAN
THE MARKETING PLAN
Name of the Student
Name of the University
Author Note

THE MARKETING PLAN1
Executive Summary:
The purpose of this paper is to analyze the internal and external environment of a company to
assess the industry potential and market attractiveness of a particular company. The report
highlighted minute details of how Tesco Plc can penetrate new market. The country selected
for Tesco in this paper is Australia. Tesco imports a lot of raw materials from Australia. The
paper presented a discussion about the business environment of Australia. It provides a
thorough analysis of the economic and legal, cultural, geographic, physical, competitive and
technological environment. The entry mode has also been analyzed. The paper also reflected
the target market and positioning strategy that Tesco can select for Australia. The 4Ps- Place,
Product, Price, and Promotion strategies have also been analyzed. After analyzing the report,
it can be understood that Tesco has got an immense opportunity in the Australian market.
Although the company will receive huge competition from Wesfarmers and Woolworths, it
has got a huge growth opportunity in the online market sector and the fashion apparel and
electronics sector.

THE MARKETING PLAN2
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................4
About the organization:..........................................................................................................4
Country Selection:..................................................................................................................5
Economic or Legal Environment-......................................................................................5
Cultural Environment:........................................................................................................6
Competitive Environment:.................................................................................................7
Physical Infrastructure:......................................................................................................8
Geography:.........................................................................................................................8
Media and Technology:......................................................................................................9
Entry Mode Selection:............................................................................................................9
Target Market.......................................................................................................................10
Positioning Strategy.............................................................................................................11
Place Strategy.......................................................................................................................11
Product Strategy...................................................................................................................12
Pricing Strategy....................................................................................................................12
Promotion Strategy...............................................................................................................13
Conclusion................................................................................................................................14
References................................................................................................................................15
Appendices...............................................................................................................................17

THE MARKETING PLAN3
Introduction
The marketing plan of an organization consists of the overview of establishing a
newer business, updating am existing business plan and/or expanding operations in a newer
market for recognizing the opportunities. The operational outline, which includes the
advertising or promotional strategies of an organization for an identified and recognized
target market demonstrate the document of the marketing plan. The marketing plan enables
the functionalities of an organization to undertake PR campaigns over a certain period with
the measurement metrics for the effectiveness of the marketing initiatives. A marketing plan
helps in the identification of the competitors, the value added by the company to respond to
the strengths and weaknesses of the organization followed by brand positioning. A well-
structured marketing plan also helps in setting specific and measurable goals with a certain
time frame for conducting the activities. The strategies in a marketing plan aimed at reaching
out to the target audience by the elements of messages and tools.
The purpose of the paper is to construct a well-structured marketing plan for
facilitating an international marketing motive of the company Tesco in the international
market of Australia. The paper will include components such as an overview of the existing
multinational company followed by the main goal of assessing the targeted country for
expansion. The paper will also strategize the entry mode approach for the targeted market of
Australia. The positioning strategy of the company in the foreign market will be discussed
along with the discussion of the marketing mix. The paper will be concluded by summarizing
the main components of a marketing plan for expanding offerings and operations on Tesco in
the Australian market.