Comprehensive Analysis of Tesco's Marketing Strategies and Approaches

This report provides a detailed analysis of Tesco's marketing strategies. It begins with an introduction to marketing strategy and its importance for businesses, followed by an explanation of the marketing planning process, including mission statements, corporate objectives, marketing audits, and SWOT analysis. The report then explores the link between business objectives and marketing strategies using the Ansoff product growth model, examining market penetration, market development, product development, and diversification strategies. The benefits and limitations of niche and mass marketing are discussed, with specific examples from Tesco's practices. The report also explains the theories of market segmentation, targeting, and positioning, and how Tesco implements these strategies. Finally, the report evaluates Tesco's marketing strategy, including advertising, sales promotion, and customer-oriented approaches, culminating in a conclusion that summarizes the key findings. The report uses various marketing concepts and models to provide a comprehensive overview of Tesco's marketing efforts.

Marketing strategy

Contents
INTROUCTION.........................................................................................................................................................................2
TASK1........................................................................................................................................................................................ 3
1.1Explain the stages in the marketing planning process................................................................................................................3
TASK2........................................................................................................................................................................................ 4
2.1 Explain the link between business objectives and marketing strategies....................................................................................4
TASK3........................................................................................................................................................................................ 5
3.1Explain the benefits and limitations of the niche marketing and mass marketing......................................................................5
TASK4........................................................................................................................................................................................ 6
4.1Explain the theories of segmentation, targeting and positioning market strategy.......................................................................6
TASK5........................................................................................................................................................................................ 7
5.1 Explain and evaluate the marketing strategy of Tesco..............................................................................................................7
CONCLUSION........................................................................................................................................................................... 7
REFRENCES..............................................................................................................................................................................8

INTROUCTION
A marketing strategy is a guidelines framed for gaining increment in the sales and for surviving strongly in
the competitive market. The short terms and the long term activities are included in the marketing strategy which
leads to deal the evaluation of the different market situation and gets an ability to frame the marketing strategies
according to the marketing requirements to achieve the goals and objectives of any organisation (Kirtiş, and
Karahan, 2011). A Tesco is an British company deals in various grocery items and different products line. In the
current report the marketing strategies of Tesco are being discussed and the report also highlights on the advantages
and disadvantages of the niche marketing and mass marketing.
TASK1
1.1Explain the stages in the marketing planning process
A marketing plan is mainly concerned with the framing of the goals and objectives and allocating of resources
in such a way that leads to fuller utilisation of it. There are certain stages involved in the marketing planning process
of Tesco. The stages are:
Mission statement- The mission is the purpose or the motive behind any particular organisation. Different
organisation frames different strategies for achieving their goals. The mission must be clearly stated by the
organisations what they need to achieve. The Tesco mission is to provide their best services to their customers. They
aim at providing the satisfactory services to their customers. They are customer oriented.
Corporate objectives- The corporate objectives are the goals defined by the company that leads to influence its
strategic decision. The Tesco sets up a goal of achieving the maximum number of profit and leads to maximises their
sales by targeting every level of group for their company.
Marketing Audit- The marketing audit is a most important part n the marketing planning process. It leads to monitor
over the all over strategies, goals, objectives of the company. The marketing audit analysis both the external and the
internal factors for planning (Solomon, 2014). It helps Tesco in identifying what type of resources they are required
for the production and helps in getting out how the work will become more effective in nature and leads to a
profitable state.
SWOT analysis- SWOT analysis helps in identifying the current position and the future position of the company.
Ths allows the business to frame its marketing objectives by evaluating the internal and external factors.
Strength- The strength are the strongest point of the company which leads to company survive in the competitive
world. The Tesco strength is to their stores are setup in such a way they leads to effectively.
Weakness- Weakness is the drawbacks of the company that make them less competitive. The Tesco employees are
not well trained and thy does not much knowledge about the system are there weakness.

Opportunities- Tesco includes the new segments in their business they lead to add up the new opportunities in their
business for the growth of their work.
Threats- The threats are the risk factors .Tesco has a threat of the competitor and the taxation policy the government
such as increase in tax.
Marketing objectives and strategy – The marketing objectives are often considered as the SMART goals that are
the specific, measurable, achievable, realistic and time sensitive. The marketing strategies mainly aim at attracting
the customers for their product. The Tesco implies the marketing such as advertisements and sales promotion. The
Tesco believes in advertising through print media for communicating their message to their loyal customers and
Tesco also conduct various sales promotion activities like free gifts, discount offers on particular products and
various beneficial schemes to attract more buyers towards their company.
TASK2
2.1 Explain the link between business objectives and marketing strategies
The Ansoff product growth model depicts the marketing position and helps in identifying whether there is a
requirement for the new product in the existing market or there is a requirement of the existing product in the new
market. It briefs about the product positioning in the particular market segments. The outcomes derived after the
evaluation in the Ansooff product matrix helps in identifying the growth strategies which leads to setting a direction
towards the business strategies (Armstrong, Kotler and Brennan,2012 ). The ansoff model consists of the four parts
that are market penetration, product development, market development, and diversification. The brief descriptions of
the Ansoff model are which the Tesco is implying for the product services and for the expansion in their business are:
Market Penetration-The market penetration leads to focusing on selling of the product in the existing market. The
transactions are occurred within the existing market. Marketing penetration mainly defines the four objectives
1. They lead to provide a security to their local markets for the growth. They get dominance security to the
growth of their markets.
2. They emphasis on maintaining a stability towards their existing product. They mainly focus on the current
product and aims at developing the marketing share of the current product in the market. They can achieve by
implying certain strategies and tools such as advertising, sales promotion and can also imply the personal
selling.
3. Tesco can imply a strategy of selling the sold to their loyal customers. They may provide the first priority to
their existing customers.
4. Restructuring of the market by analysing the competitive strategies and framing pricing strategies
cooperatively low than competitors for customer’s attraction.
Market development- The marketing development is an stage where the any business leads to transcits its existing
products in the new markets. The market development leads to development of the product into the new markets and

its leads more risky sate as it need targets into the new markets. The marketing development includes certain
approaches of expansion of business such as
 Tesco Exports their existing product into the new countries
 Innovation in the packaging to attract the buyers
 Change in the distribution level
 Differentiation in the pricing policies for seeking attention of the customers
Product development- It is an stage of development of new products in the existing markets. It leads to bring a change
in the product by developing them with the innovative way and sells in the existing market to gain the customers
attraction towards the new product (Baker, 2014.). In order to sustain in the competitive environment the Tesco
brings certain modification in their working and products services. The Tesco also grants certain discount schemes to
customers initially for making the product familiar within them.
Diversification- It is a state of new products in the new markets it is has more rsk nin it. The Tesco divers it service in
banking as well as in financial sector.
TASK3
3.1Explain the benefits and limitations of the niche marketing and mass marketing
The mass marketing consists of doing marketing over the large scale. It is an attempt to capture over the
market with the single marketing strategy which includes the utilisation of the mass media and the mass distribution.
The mass marketing is also known as the undifferentiated marketing. The market strategy which ignores over the
markets segments and considers all the market as whole by offering one marketing strategy. The Tesco implies a
strategy of as whole for all the market segments (Kumar and Rajan, 2012). They offer a return policy of seven days to
all their customers within the marketing segments. The Tesco implies there product familiarisation on the social sites
as it is now commonly used by the people.
The niche marketing is marketing of goods consentingly in small segments of market. They particularly seyt up a
target market where they need to imply there marketing tools for the further promotion. They are not done on the
public bases it contains a special segment of people for their marketing purpose. The Tesco gives their loyal and
regular customer first priority for the goods offerings. They inform their customers firstly for any sales issue or for
nay beneficial schemes such as discount buy one get. Their regular customers get informed first and the new products
are also detailed them first by the Tesco.
The benefits and limitations of the niche marketing and mass marketing in the Tesco are:
Advantages and disadvantages of niche marketing
Advantages-

 The niche marketing consists of the less competition with their competitors. As they mainly focuses on the
purchase of their regular customers and not for their public dealings in their marketing purpose.
 The niche marketing helps the Tesco in maintaining their brand loyalty and provides the services to the
customers according to their needs and wants (Freng Svendsen, Haugland, Grønhaug 2011).
 They lead to sell for the goods to only those segments that are already having a interest in their company and
leads to bring innovative ideas for the business.
Disadvantages
As it is smaller in size in the marketing approach does not applicable for the small organisation who tends o keep a
growth in their business and have a limited growth of expansion because as they targets only the limited set of people.
Advantages and disadvantages of the Mass marketing
Advantages
 The mass marketing helps in covering over the large segments of the market.
 It leads to capture over the market by with the formation of the single marketing strategy.
 It emphasis on all the marketing segments
Disadvantages
 It is only beneficial when it covers a large segment segment it is harmful in small segmented market
 It is very expensive. The mass marketing consists as a most expensive way of marketing.
 It takes a time in changing with the factors
TASK4
4.1Explain the theories of segmentation, targeting and positioning market strategy
There are certain sets of the macro and micro factors that influence on the environmental factors and also
affects on the marketing decisions of the Tesco. Macro factors includes the environments scanning such as the
economic, social, poltical,legal etc Micro factors includes the stakeholders the shareholder and the internal impact of
the organisation The products and the service which the Tesco are not equally attract to the customers in terms
money, assuage and needs and wants requirements. Therefore Tesco requires doing the market segmentation and
targeting the particular set of market for the business (Sousa and Filipe Lages, 2011). Market segmentation s majorly
based on the population and according to the wants of goods according to the particular segments of the group.
Segmentation can be classified on the bases of the geographic, demographic, psychographic a behavioural. The
segmentation, targeting and positioning can be executed in Tesco brand as well for the implementation of the
individual products. The targeting leads to target on the particular group of the people or for an individual. The Tesco
aims at targeting over the house makers or the housewife’s for their grocery products supply. The Tesco aims at
targeting their regular customer’s needs and wants and focus on their satisfaction level. Tesco marketing emphasis on

the cost efficiency and leads to an integrated set of the marketing communication practices. The positioning of a
product includes the supplying of the inidval elements related to the marketing mix for achieving the attention of the
customers in an most effective manner. Tesco implies a certain range of postponing strategies for reaching to certain
customer levels. They use certain positioning range such as the functional positioning leads to increment in the
function services. Tesco deals in several ranges in their functional positioning and mainly the range of products are
high in the Tesco. The symbolic positioning is implicated on the values of the customers. This type of positing is
helps in Tesco in the clothing range by refusing the child labour in their organisation.
TASK5
5.1 Explain and evaluate the marketing strategy of Tesco
All business aims at for the development and for maximisation of the profit. The managers of any business
manages over their product with care and maintains a regularly check over it and ensure over the proper delivery of
the product on the time to meet it’s to the customer as per there wants and requirements. The stage over which the
product development is based on is known as the product life cycle. The product life cycle deals with the four
segments as the introduction, growth, maturity and the decline. Products enter within the lifecycle at the time when
they are offered in the market. Profits on the products gets increases when they get familiarised in the market ad
consumers get aware bout the product (Kumar, Bhaskaran, Mirchandani 2013). Tesco deals in offering various
products in their business. The product life cycle will be appropriate for evaluating the marketing strategy in the
Tesco. Tesco grocery product cheese has been get introduced in the market and leads to an growth stage because they
settled up the price at an initial stage at low price so that people buy their product. Later the cheese growth declines as
competitors develop more new products of cheese at low rates and also cheese is an unhealthy product and people are
more health concise these days. The brief descriptions of each stage in the Tesco are:
Introduction- It is a first stage where the product gets initially entered into the market for the first time. The product
gets promoted to make people aware about the product in the market. The various number of channels of distribution
are engaged at the initial stage.
Growth- In this stage the product gets stable in the market. The competitors enter with the substitute products in the
market. The products become more familiar in the consumers mind and reaches to a profitable state.
Maturity- This is an most stage where the product are at its high scale and reaching to an maximum level. The
completion level stared occurring at this stage. Promotion takes a significant role at this stage.
Decline- It leads to a low level in the market. It may be due to the change in taste and preference of the consumers or
the shifting of people to a different brand leads to an decline in product in the market.
CONCLUSION
From the above report it has been concluded that marketing strategy are framed for surviving the business for
the long term .It helps the organisations to achieve their goals and targets settled by them as strategies helps in dong

working as per the requirements. The Tesco deals in various grocer products offering implies various marketing
strategies for attracting the customers towards there company. The report detailed about the marketing planning
process which includes the SWOT analysis the marketing audit and many more. The ansooff growth model is also
detailed about the growth strategies of the Tesco and targeting segmentation and positioning of Tesco also takes place
and the product life cycle of the Tesco products

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Online
Marketing strategy overview 2017. [Online] Available on <http://pestleanalysis.com/what-is-a-marketing-strategy/>
Accessed on [26 may 2017].