This report analyzes the marketing strategies of Tesco, a major British multinational retailer. It begins with an introduction to marketing principles and the importance of marketing within a business. The main body of the report examines the effectiveness of Tesco's marketing mix (product, price, promotion, and place) in comparison to Sainsbury's. It then demonstrates knowledge of the STP (Segmentation, Targeting, and Positioning) marketing planning process as applied by Tesco, detailing how they segment their customer base, target specific groups, and position their brand. The report also identifies key components of the marketing environment, including political, economic, competitive, technological, and socio-cultural factors. Finally, it outlines the research requirements necessary to address business and marketing problems within the company, focusing on areas like brand image, market characteristics, and market share analysis. The report concludes by summarizing the key findings and the importance of marketing principles in achieving organizational success.
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