Introduction to Marketing: Analysis of Marketing Strategies & Tools

This report provides an overview of essential marketing concepts and tools, focusing on their application within a business context, particularly referencing TESCO. It delves into the 7Ps of marketing (Product, Price, Place, Promotion, Process, People, Physical Evidence), explaining each element's significance in crafting a marketing mix. The report includes a SWOT analysis, dissecting a company's Strengths, Weaknesses, Opportunities, and Threats to understand its competitive positioning. Furthermore, it describes Ansoff's growth matrix, illustrating strategies for market penetration, market development, product development, and diversification. The report also explores the role of digital marketing in enhancing business performance, covering methods to increase customer base, cost-effectiveness, brand reputation, and direct customer interaction. The conclusion emphasizes the importance of these marketing strategies for business growth and customer engagement.

Introduction to
marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
7 P's of marketing:- ....................................................................................................................3
SWOT analysis:-.........................................................................................................................4
Ansoff growth matrix:- ..............................................................................................................5
Ansoff matrix on TESCO................................................................................................................5
Digital marketing:-......................................................................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is term used by companies for advertise their products to the customers. It is a
customer oriented method to fulfils customer's demand, choices and preference. It includes,
direct marketing, T.V, posters, newspapers etc. The following report is based on TESCO
company. It is multinational company which deals in retail and groceries sector. The company
was founded by jack cohen. Headquarter of this company is in England. This case study will
cover 7 P's of marketing, SWOT analysis, Ansoff growth matrix, digital marketing.
TASK
7 P's of marketing:-
This consists of product, price, place, promotion, process, physical evidence, people. Theses 7
factors are used in analysis marketing mix.
Product:- Product is any item or services which is made for sale. In context to the TESCO
company it sells a wide variety of product in every line (Loo and Leung 2018) . Respective
company offers financial services, retail services, groceries, cosmetics, electronic, food , clothing
etc.
Price:- The term is used to define a value of the product. . TESCO is leading in cost strategy.
Respective company offers products and services at a low price in best quality (Kw, Tang and
yu 2020). Company can produce more products in a very cheaper rates it can be a very good
opportunity for them.
Place:- It refers the location where the company is located and provides products and services
to the customers (Khatab, Esmaeel and Othman 2019). There are more than 7000 physical stores
of TESCO. This venture uses different distribution channels in order to reach its customers. In
future company can open more stores and expand its business.
Promotion:- This is a technique used by company's in order to reach its customers.
Companies uses different methods on promotion (Mahmoud 2018). In context to the enterprise
TESCO use mainly the company uses traditional promotion method includes , buy one get one
free, scratch card, company club card etc. company should use different promotion methods in
future for retention of the customers.

Process:- A set of actions that is used to achieve something. The management of the company
uses different techniques to provide services to its customers. There is a different product line for
every product in single store. Company provides best services in payment method in offline
stores. TESCO can use self service payment method in order to save customer's time and making
them satisfying with your services.
People:- In any organisation people plays an very important role in achieving goals wit their
skills and knowledge. In TESCO there is more than 4,00,000 employees are working.
Respective organisation spend a lot of time and money to provide training and development to
the employees. Company can add more schemes and facilities for their employees for retention
for a long period of time.
Physical evidence:- It means presence of the asset of the company in a tangible form and it
contains a value. TESCO has a very good interior, logo design, templates etc. Company can use
more distribution channels to reach out to the customers.
SWOT analysis:-
This consists of strengths, weakness, opportunity,threat( GURL 2017). This shows the internal
factors which impacts on business environment and analysis how they can overcome from these
factors.
Strengths:-
Massive market coverage:- TESCO has
a wide range all across the world. The
company has more than 7000 thousand stores
globally. Its operate its business in approx 15
countries.
Largest retail store :- TESCO has a
leading grocery store. It is successfully covered
largest area in UK. It is the largest retail and
grocery company in UK.
WEAKNESS:-
Food safety:- Government passed many
laws regarding food safety but sometimes the
company fails in order to make tasty item
which contain harmful chemicals which can
cause health problem.
Low cost :- In order to stay competitive
company selling products at low price due to
this company is not able to gain more profit
(Teoli, Sanvictores and An, J., 2019)
Opportunity:-
Expand business:- TESCO has a great
Threat:-
Competition in the market:- Biggest

opportunity to expand its business. It can
spread its business to the new boundaries of
the nations. Company can open new offline
stores which can offer best products with best
price (Hill and Westbrook 1997)
New technology:- present scenario is now
mainly shifts on online shopping. Company
should pay more attention on online store by
providing more options and provide updated
version. New
features can be added to the company's online
store.
threat for the company is the tough competition
in the market where already many big
companies is dealing in the same product line
like,ALDI and LIDL.
Threat of new entry:- There is already
such companies available who are serving
services and products with similar products as
yours but then only there is a chance of new
entry in the market who will offers best quality
products in lower rates (San AKCA 2006).
Ansoff matrix on TESCO
Market penetration:- With the help of this strategy TESCO company offers existing
products to the existing customers in the existing marketplace (Meldrum and McDonald 1995).
Particular enterprise is selling its products at a very reasonable rates and offering new discount
policies to its customers. By these offers company has able to make huge profits out of this.
Market development:- TESCO has applied this strategy into their business and by this they
sell their existing products into newer market in different region of the world (Johannesson
2009). By this customers base of the respective company has increased and they gain huge profit.
They opens new stores into new countries and selling same products.
Product development:- Company has created more new own products design with new
technology. TESCO has many products of their own name and logo (Schawel and Billing 2014) .
They created the new and innovative products and selling them into existing marketplace.
Diversification:- It is very tough to get into the new market and deals with new customers.
Not every company can diversify easily (Wind and Mahajan 2002). With the help of this strategy
TESCO has diversify its business products earlier they only deals in groceries but at present they
offers many products and services to the customers like insurance, banking, electronic, clothing

etc. It is said that diversification is not easy task to introduce your new product to the new
market and there is no guarantee to be successful in the new market you might be win or fail it is
up to your quality and price of the product.
Digital marketing:-
By the use of this marketing method company can able to get more profits and easily introduce
their products to the customers. There are various digital marketing methods such as discussed
below.
Increase customer base:- As most of the customers are shifting towards online platforms
very frequently than it is high time to get into the online world for the marketing of the product
because people mainly remember those products which they saw in any social media app. By this
company can increase their customer base easily (Charlesworth 2014)
Cost effective:- By the use of modern marketing method company can reduce their
advertising budget. In today's world now it is very easy to start a new business but once start the
business they fail because their products were not advertise this is because at the initial stage the
do not have enough amount to go on traditional marketing so to avoid this company can use
digital marketing it is easy , cost effective, and can reach many customers(Chaffey and Ellis-
Chadwick 2012)
Build brand reputation:- Digital marketing is term where majority of the people engaged
because now every customer is move towards digital so once they get your services and they are
happy with it they will tell other persons also about your product and services how they are
satisfying with it , it will increase you reputation and can help to build you forever goodwill.
Direct interaction with customers:- Digital marketing helps to get direct communication
between company and customers. It facilities way to interaction through digitally (Piñeiro-Otero
and Martínez-Rolán 2016). In traditional method of marketing do not allow to get directly to the
customers but in digital marketing it is two way communication communication it can help to
know feedback and product related issue so that they can improve their services.
CONCLUSION
From the above report it has been concluded that SWOT analysis helps company to analysis their
internal factors which impacts company's internal environment. In addition the 7 p's price, place,
promotion, product, process, people, physical evidence helps company in marketing mix and

along with this the term digital marketing is very important for the growth of the company by
using various online methods to reach targeting customers. Ansoff growth matrix is used in
strategic planning to increase product line and customers. This report comprises all the method
of marketing which helps company to introduce the product to the customers and helps them to
grow.

REFERENCES
Books and Journals
Loo, P.T. and Leung, R., 2018. A service failure framework of hotels in Taiwan: Adaptation of
7Ps marketing mix elements. Journal of vacation marketing, 24(1), pp.79-100.
Kwok, L., Tang, Y. and Yu, B., 2020. The 7 Ps marketing mix of home-sharing services: Mining
travelers’ online reviews on Airbnb. International Journal of Hospitality
Management, 90, p.102616.
Khatab, J.J., Esmaeel, E.S. and Othman, B., 2019. Dimensions of service marketing mix and its
effects on customer satisfaction: a case study of international Kurdistan Bankin Erbil
City-Iraq. TEST Engineering & Management, 4846, pp.4846-4855.
Mahmoud, T.O., 2018. Impact of green marketing mix on purchase intention. International
Journal of Advanced and applied sciences, 5(2), pp.127-135.
GURL, E., 2017. SWOT analysis: A theoretical review.
Teoli, D., Sanvictores, T. and An, J., 2019. SWOT analysis.
Hill, T. and Westbrook, R., 1997. SWOT analysis: it's time for a product recall. Long range
planning, 30(1), pp.46-52.
San AKCA, H., 2006. Turkey Using SWOT Analysis. Journal of Applied sciences, 6(13),
pp.2837-2839.
Meldrum, M. and McDonald, M., 1995. The Ansoff Matrix. In Key marketing concepts (pp. 121-
126). Palgrave, London.
Johannesson, J., 2009. The Ansoff Matrix revisited.
Schawel, C. and Billing, F., 2014. Ansoff-Matrix. In Top 100 Management Tools (pp. 21-23).
Gabler Verlag, Wiesbaden.
Wind, J. and Mahajan, V., 2002. Digital marketing. Etas.
Charlesworth, A., 2014. Digital marketing: A practical approach. Routledge.
Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy. Implementation and.
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics and
actions. In MBA (pp. 37-74). Springer, Cham.

(Loo and Leung 2018)(Kw, Tang and yu 2020)(Khatab, Esmaeel and Othman 2019)(Mahmoud
2018)( GURL 2017)(Teoli, Sanvictores and An, J., 2019)(Hill and Westbrook 1997)
(San AKCA 2006)(Meldrum and McDonald 1995)(Johannesson 2009)(Schawel and
Billing 2014)(Wind and Mahajan 2002)(Charlesworth 2014)(Chaffey and Ellis-
Chadwick 2012)(Piñeiro-Otero and Martínez-Rolán 2016)