MG529 Strategic Marketing: Customer and Stakeholder Analysis at Tesco

This report provides a strategic marketing analysis of Tesco, a global grocery retailer. It covers market size and trend data, competitor analysis focusing on Sainsbury's and Asda, and micro and macro factor analysis using SWOT and PESTLE frameworks. The report also examines customer and stakeholder analysis, emphasizing the importance of understanding customer needs and engaging stakeholders for business growth. The conclusion highlights the significance of strategic marketing for organizational growth and competitive advantage, noting that while legal factors may pose a disadvantage, technology and environmental factors can drive growth. The report references academic sources to support its findings.

MG529 Strategic Marketing

Table of contents
• Introduction
• Market size and trend data
• Competitors analysis
• Micro factors analysis
• Macro factors analysis
• Customer analysis
• Stakeholder analysis
• Conclusion
• References

Introduction
Strategic marketing is the process of
marketing corrections in order to accomplish
organisational objectives by crating and
maintaining a competitive advantage which
is actually sustainable. It involves high level
issues that involves which market to target,
services to offer and how to market the
product or service and its price.

Market size and trend data
Tesco is the one of the largest grocery retailers
in the entire world, having its mart stores in
United States of America, Europe and Asia.
Initially first store was inaugurated North
London in 1929. After that company has grown
through many combinations of different
acquisitions, retail services and consumer
adaptation. It is very essential to keep the
consumers satisfied and happy as they are more
motivated to return.

Competitors analysis
Sainsbury’s- It was founded in 1869 in Dury Lane, London, and it was founded
by John James Sainsbury. It became a largest market leader till Tesco overtook
and company. It deals in Argos, banks and super markets.
Asda is a British supermarket chain having its headquarters in Leeds, England. It
was founded in 1949 and specialises in dealing home, food and retail products.
Apart from it they also provide financial services like insurance, banking,
payment service and mobile phone provider.

Micro factor analysis
SWOT Analysis- It is a basic technique which can help in evaluating the internal
capabilities of the company which helps in better decision making and strategy
development
Strength
Weakness
Opportunity
Threat

Macro factor analysis
PESTLE Analysis- Many organisations use this framework to keep track on the outside
factors impacting business operations. Entrepreneurs consistently uses business analysis
framework to assist them in making the better decisions for the benefit of their
organisation. Below is the all factors of this analysis described below:
Political
Economic
Social
Technological
Legal
Environment

Customer analysis
Customer analysis is a kind of research which combines methodologies like
quantitative and qualitative to increase a better understanding or company’s
customer base. Business will be capable to cater their consumer’s demand. This
helps in making a business growth for long term and also in generating more
revenues. In case of Tesco, they keeps their consumers priority in everything they
do. For them consumers are the main on which company is running.

Stakeholder Analysis
Visibility, education and communication are
equally essential as strategic position when it
comes to a approval and buy in of stakeholder.
They should be able to consume where a
investment or project can be suitable to overall
business. With it businesses can invest the proper
amount of time and interaction with the
stakeholders which is based on their interest and
influence that will required.

Conclusion
From the above PPT it is concluded that strategic marketing is essential for the
growth of the organisation and after analysing market size and trend company
have an competitive edge over its competitors but after evaluating the external
factors of the company, their legal factor can be a disadvantage but technology
and environment factor can help them grow.

References
• Balane, M., 2020. Towards understanding power and agency in policy
implementation: A stakeholder analysis of a primary care NCD policy in the
Philippines. European Journal of Public Health, 30(Supplement_5),
pp.ckaa165-022.
• Chang, C.I. and Ho, J.C., 2017. A two-layer clustering model for mobile
customer analysis. It Professional, 19(3), pp.38-44.
• Chavez, R. and Sharma, M., 2018. Profitability and environmental
friendliness of a closed-loop supply chain for PET components: A case study
of the Mexican automobile market. Resources, Conservation and
Recycling, 135, pp.172-189.

Thank You