MG529 Strategic Marketing: Tesco Audit & Key Objectives, 2021

This presentation provides a strategic marketing audit of Tesco, analyzing its market position, competitive landscape, and key strategic objectives. It includes a SWOT analysis of Tesco and Lidl, a PESTLE analysis, and a customer analysis to understand the market dynamics. The presentation further discusses Tesco's marketing strategies, market size and trends, and competitor activities, highlighting areas of strength, weakness, opportunity, and threat. The overall aim is to evaluate Tesco's current strategic marketing approach and identify opportunities for improvement and growth, with the ultimate goal of meeting customer needs effectively and efficiently. Desklib provides a platform for students to access similar solved assignments and past papers.

Strategic
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Marketing....................................................................................................................................3
Market size and trend data..........................................................................................................3
Competitor Analysis/ Pictures.....................................................................................................4
SWOT TESCO............................................................................................................................4
SWOT LIDL...............................................................................................................................5
PESTLE.......................................................................................................................................5
Customer Analysis/ table Stakeholder........................................................................................6
Key Strategic Marketing Objectives...........................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Strategic marketing deals with the planning, creating and executing the managerial actions to
satisfy the demands of the market. It is the road map of the targets and aims for the management
and how it will get attained in the competitive field of the area. It will support in understanding
the present trend of the marketplace and will lead to produce the quality and exclusive goods to
meet the requirements and demands of the consumers (Bagheri, Eslami, and Ghaderi, 2021).
The management consider in this report is Tesco. It was established in the year of 1919 by Jack
Cohen in the London. The following report covers the market size and trend data, competitor
analysis, SWOT Analysis, PESTEL Analysis, customer analysis, key strategic marketing
objectives.
TASK
Marketing
Marketing is the promotion of the managerial goods and facilities to the orientated target
consumers and customer. Tesco are the leading brand and dealing with their consumers in an
effective way by which they will be efficient to coordinate them.
Market size and trend data
Market size of the Tesco, functions at 4,008 outlets in the United Kingdom and the
Republic of Ireland involves various term of the franchise stores. The number of outlets have
been maximising since 2013. The management have an effective maximisation in number of the
store in 2015 with 250 more outlets that are compared to the past financial year.
Market termed as a place where the management can work on regular basis with effective
managerial functions and actions (Chat, 2021). Hence, it is important to measure the marketplace
in various manner like market trends.
Key Market Trends
As there are several sort of market trends that supports to measure the global marketing situation.
It follows various sections of these marketing trends in respect to measure the new goods of
Tesco management that are as follows - Social Media Stories – It is termed as a current trend of content merchandising. The
stories of social media will get trendy among consumers as because of this, it will be easy

for the management of Tesco to increase the marketing of their new goods (Filho,
Gammarano, and Barreto, 2021). Content Marketing – It involves standardise method of marketing that provide positive
outcome on the managerial goods and facilities. Semantic Keyword research - In this marketing trend, management utilise keywords to
develop the SEO (Search Engine Optimization) in the business.
 Video Marketing - In present time, videos are relates to the basic section that can easily
gain higher attention of individuals. By video marketing the management of Tesco can
easily conduct their marketing procedure.
Competitor Analysis/ Pictures
Each and every management should have varied sustainable section of competitive
benefits that are generally advantageous for the business to sustain in the field of the market for
longer period of time.
Lidl
Lidl functions over 11,300 outlets in 28 nations and its headquartered is in Germany. The
management will not prioritize its presentation and experience divisions. Staffing is hold as
minimum section in terms of the expenses that are need to decrease their hard works. It manages
low term of concentration on private organisation than Tesco. Lidl also have a special stock of
broad products.
ASDA
ASDA functions at format superstores that will sell the products like clothing and grocery
section in respect to the departments. The management of ASDA plays an essential term of the
strategies with the term of managing the lowest section of the cost (Hughes, and Chandy, 2021).
The management are also enhancing their outlets and online marketing mediums for developing
their practices.
SWOT TESCO Strength – The management of Tesco are enrolled as a 11% development the last three
months to September. The developments comes under Tesco will boost its online gross
sales.

 Weaknesses - Tesco compensated £175,000 as the fine in terms for demonstrating goods
15 days past of their expiration date. By analysing the problem, Tesco removed the
products and mention them in the spot groups to obviate same issues. Opportunities – The management take suitable measures to forbid the spread of COVID-
19 and also foreclose individuals from going out as much as they utilised to.
 Threat - The adaption of new regulation will lead to additive tax, customs duty, and
import barrier (Mazaraki, and et.al., 2021). Hence, COVID-19 expenditure also hit the
management with £530 million.
SWOT LIDL Strength – Basic reason for the success of Lidl are their discounted low cost that they can
provide in regular use of goods. Weaknesses - Lidl has faced the critique from various sections for their unethical
managerial exercises. Opportunities – Retail across the globe is prospering and have the development of online
wholesale of geographical matter.
 Threat -The primary challengers of Lidl are Aldi, Morrisons, Asda, Sainsbury’s
and Tesco are the basic threat for the business.
PESTLE Political - As the business works in several nations they require to hold dynamical
political conditions in every nations in which they functions. Economical - Tesco also requires to keep in mind about their costing of the goods that
might have an impact on the the marketing (Tariq, and Abonamah, 2021). In manner of
the economy that are under pressure where they have rising prices, goods of regular
necessity should be priced accordingly. Social - The goods that are supplied by several consumers will rely on their social
impact. Technological - The online buying by the social or digital media promotions that are the
part of attracting the consumers as by offering several specialised advantages. Legal – As it is important to follow some of the local and the global market rules in
respect to proceed with effective deal of the functions.

 Environmental - Presently Tesco has set up its strategies in terms of Remove, Reduce,
Reuse and Recycle program.
Customer Analysis/ table Stakeholder
A customer analysis is a crucial division of the managerial strategies and marketing plan
(Wiengsimma, 2021). It determines target consumers, requirements of these consumers and then
mentions that how the goods can be get satisfied their requirements.
Key Strategic Marketing Objectives
Tesco are following the marketing procedure of planning and implementing the concept,
costing, promotion and distribution of the orientated thought of ideas, products and facilities to
meet the requirements of customers and management as effectively and efficiently.
CONCLUSION
From the above mentioned report it has been concluded that, Strategic Marketing is termed as
utilisation of marketing values and standards to attain managerial targets by growing and
managing a sustainable competitive benefits.

REFERENCES
Books and Journals
Bagheri, R., Eslami, G. and Ghaderi, F., 2021. Functions of multidimensional marketing
strategy. Journal of Strategic Management Studies.
Chat, A.B., 2021. Strategic Corporate Communication in the Digital Age. Artif. Intell, 164,
p.244.
Filho, E.J.M.A., Gammarano, I.D.J.L.P. and Barreto, I.A., 2021. Technology-driven
consumption: digital natives and immigrants in the context of multifunctional
convergence. Journal of Strategic Marketing, 29(3), pp.181-205.
Hughes, N. and Chandy, R., 2021. Commentary: Trajectories and Twists: Perspectives on
Marketing Agility from Emerging Markets. Journal of Marketing, 85(1), pp.59-63.
Mazaraki, A., and et.al., 2021. Strategic Brand Management in the Market. Studies of Applied
Economics, 39(5).
Tariq, M.U. and Abonamah, A.A., 2021. PROPOSED STRATEGIC FRAMEWORK FOR
EFFECTIVE ARTIFICIAL INTELLIGENCE ADOPTION IN UAE. Academy of
Strategic Management Journal, 20, pp.1-14.
Wiengsimma, T., 2021. A Marketing strategic model towards millennials customers’ buying
decision using food delivery application (Doctoral dissertation).