Marketing Essentials for Tesco PLC

This report discusses the marketing essentials for Tesco PLC, including the marketing mix and marketing plan. It explores the strategies used by Tesco to improve sales and gain higher productivity in the market. The report also includes a SWOT analysis and financial plan for Tesco PLC.

Unit 2 - Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Marketing Mix for Tesco PLC....................................................................................................3
Marketing Plan.............................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing can be explained as study or management of the exchange relationship with
the customers of the organization in order to improve the performance of business organization
in target market(Blut, Teller and Floh, 2018). Marketing process is considered as process of
identifying, satisfying and anticipating customer needs and require the meet the business
objectives more effectively. This is report is about Tesco Public Limited Company which was
established by Jack Cohan in Year 1919 at Hackney, London, United Kingdom. It is one of the
most famous and larger retail and grocery store in UK retail industry. There are total 6800 Tesco
stores around the world. This report will be explaining various tactics that can be used by a retail
sector organization to gain higher productivity in the market place. An effective marketing plan
also will be developed in the repot to promote product and services of Tesco PLC in target
market.
MAIN BODY
Marketing Mix for Tesco PLC
Marketing mix is considered as set of different actions and tactics that can be used by the
business organization like Tesco PLC in global market to promote their product and services.
Main element of the marketing mix can be explained as 7 P’s of marketing(Datta, Ailawadi and
Van Heerde, 2017). These elements of marketing mix are- Product, Price, Place, Promotion,
People, Process and Physical evidence of organization. Marketing mix can be explained as
process where the actual marketing of product starts. As per the perspective of the organization
marketing of the product starts with the development of product in the organization where all
these elements of marketing are considered by the organization for effective sales of company
product in target market.
Marketing mix elements Tesco ASDA
Product There are different products
are sell by Tesco PLC in their
retail store. Mainly products
that are soled by organization
are- food products, stationary,
ASDA offers quality retail
products and it has wide range
of products that are able to
fulfil needs of each
consumers. Its packaging and

make up kits, electronics
equipment, and some other
economical services are
provided by the company to
their customer in Tesco
Supermarket. Company can
improve packaging and
quality of the product to gain
higher attraction of customer
in global market. by
improving the range of
products company can provide
effective services to
customers.
designing are great that satisfy
consumers. This is different
form Tesco PLC.
Price The pricing policy that is used
by Tesco PLC is based on low
cost production. The company
vision of Tesco PLC is to
provide high quality products
to the customer at effective
low price. Through this
pricing strategy objective of
the organization is to attract
more people to buy their
products and services. By
more focusing on quality
standard company can
improve their sales in target
market.
ASDA implements
competitive pricing strategy it
ensure to offer goods to the
consumers as other
competitors are offering to
consumers. The strategy of the
Tesco is to provide products to
people at cheaper cost.
Place As per the current trends of
the market place there are two
It uses retail and wholesale
distribution channel to reach

types of supply chain are used
by the organization to gain
high productivity in market
place. Two channels that are
used by organization are
online selling channel and
offline channel(Wu and Li,
2018). These two channels are
used by the business
organization to distribute
product and services to
company. This process also
can be more improved by
implementing more effective
system like AI and automation
in organization.
to consumers so that end
product can be reached to
wide range of consumers that
help business in generating
more sales and gaining
success in market. Supply
chain technology used by the
Tesco is different from ASDA
in execution.
Promotion This is important for the
organization to make strong
image in the market place. by
this process organization can
help the organization to
improve the promotional
activity of the organization.
Tesco PLC uses television,
news papers and social media
are used by the organization to
improve the promotion
process of company. There are
different processes like loyalty
card and Tesco Club card are
used by the organization to
ASDA uses social sites and
also advertise through
television. This promotion
strategy of company aids the
firm in generating more leads
and enhancing profitability of
business unit.

maintain marketing process in
target market.
People There are a lot people around
the world are working as
employees of Tesco PLC.
There are large number of
customer services executives
are working for Tesco to
provide better services to the
company customers. These
people are working effectively
to improve the performance of
organization in target market.
Management of the
organization are investing a lot
money on their people to
improve their motivation level
in organization.
ASDA provides incentives to
its workers and also ensures to
give proper leaves to its staff
members so that employees
feel happy. By this way
company becomes able to
retain staff and enhance their
moral as well..By this
productivity of company
raised that helps the company
in gaining success in market.
Process There are some
standardization practices are
used by the organization to
improve their business and
sales process in Tesco PLC.
There are some protocols are
used by the organization to
improve the business process
of organization in store
operations. For examples like
customer pick ups and also
organization provides self
ASDA ensures to deal with
consumers directly hence their
problems are resolved faced to
face through customer care
executives.

service process for the billing
process.
Physical evidence There are different tangible
and intangible sources are
associated with the Tesco
PLC. The physical or tangible
sources of organization like
their furniture, Aprons,
Brochure, Menu, Letter Head,
Reports, Business Cards and
equipment of Tesco PLC are
used by the company to
improve the performance and
promotion in target
market(Stead and Hastings,
2018). There are some
Intangible elements are also
included in the business of
Tesco PLC. For example
LOGO of organization, colour
combination of Tesco PLC
Logo and value of
organization. This is how all
these elements need to be
considered by the organization
to gain higher productivity
with in the global market.
ASD’s infrastructure is unique
and its tag line is also
attractive that make it unique
in market.

Marketing Plan
Exclusive Summary-
This marketing plan is based on the improvement in the marketing process of Tesco PLC
to gain higher productivity of organization in market place. This marketing plan has been
focused on Seven P’s of marketing to attract more people to improve the sales data of company
in target market. SWOT analysis has been performed with in the marketing plan to develop
effective marketing plan for Tesco PLC in target market.
Aim- To improve the sales of organization in UK market.
Objectives-
 To implement various tactics in the marketing process to attract more people in market
place.
 To Implement Technology like AI and Automation in the organization store to gain high
productivity in the target market.
 Improve he market share of Tesco PLC in market place.
SWOT Analysis
Strengths
Most important strengths that are possess by Tesco PLC are-
 Strong position in UK and internal market
 Tesco is Largest retail store in UK market.
 Effective use of technology can help the organization to implement various strategies in
business operations.
Weaknesses
Main weaknesses of Tesco PLC are-
 Poor performance of organization in USA and Japan Market which is major drawback for
organization in market.
 Failure with some strategies in UK market can affect the operation of the organization
Tesco market..

 Financial issues scandals of organization are not good for organization.
 Low cost production is also a weakness of organization business strategy.
Opportunity
Major opportunities for Tesco PLC are-
 There are different emerging market can be targeted by Tesco PLC for better
development and growth.
 Range of products can be included in the business process to get better result with profit.
Threats
Threats that are faced by Tesco in market place are-
 Organizations like Sainsbury are major competitor of Tesco in market place.
 Economic crisis is major threat for Tesco in UK market.
Financial Plan
Planning cost 2000. 00 Euros
Implementation cost 6000. 00 Euros
Total 8000. 00 Euros.
Result
By implementing this marketing plan organization will be able to improve their performance in
market place.
CONCLUSION
This report is concluding the importance of marketing operation of Tesco PLC in the target
market in order to gain higher profit in the market place. The 7 P’s of marketing has been studied
in the report that can help the company to improve their function of marketing department in
target market. A specific marketing plan has been developed in the report that can be used by
Tesco PLC to promote their products and services in target market.overall marketing operation
of Tesco PLC has been studied in the report.

REFERENCES
Books and Journals
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of Retailing. 94(2).pp.113-135.
Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing. 81(3).pp.1-20.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.