Strategic Marketing Planning: An Analysis of TESCO (MKT6801, 2020/21)

This report provides a detailed analysis of TESCO's strategic marketing plan, focusing on the application of key marketing concepts and frameworks. The introduction establishes the significance of strategic marketing and its role in setting objectives, analyzing internal and external factors, and implementing effective strategies. The report then delves into the 7 Ps of the marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence), explaining how TESCO utilizes each element to achieve its marketing goals. For example, it discusses TESCO's product strategies, pricing tactics, promotional campaigns, and distribution channels. The report further explores the Ansoff Matrix, examining how TESCO employs market penetration, product development, market development, and diversification strategies to achieve growth. The analysis includes a discussion of how TESCO can leverage product development to enhance its market position and increase revenue. The conclusion summarizes the key findings, emphasizing the importance of a well-defined strategic marketing plan for organizational success. The report is based on the assignment brief for MKT6801 course at Richmond University.

Strategic Marketing Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Strategic marketing plan theories...........................................................................................3
Ansoff Matrix in relation to TESCO......................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Strategic marketing plan is that kind of process which is been used for setting of goals
and objectives which makes analysis of both internal and external business factors which is used
for planning, implementing and tracking progress in more effective manner. The process helps in
binding of processes together through contributing upon success within business. These
strategies mainly focused over covering of those aspects which is related to managing activities
that is related to business. The main motive of this strategy makes evaluation of all factors
possible. Organization taken within the file is TESCO which a multinational company providing
groceries and general merchandise. Scope of these strategies is wider as it covers various aspect
that is related to business. This file is based upon 4 P's of marketing and Ansoff matrix in
relation to TESCO.
TASK
Strategic marketing plan theories
Seven P's of Marketing Mix
In this seven P's of marketing a framework is developed which is been used by an
organization upon managing of marketing activities and strategy. Under seven P's there are four
main things covered that is based on product, price, place, promotion, people and physical
evidence. Further the strategy helps in making an organization aware about those practices which
helps in analysis of various factors present within an organization. The analysis is done in
relation over TESCO that is as follows:
Product: In this product that has been launched for selling within market is been
explained about with features, advantages and benefits. Further product is been enjoyed over
buying of goods and services. Under it marketing is been done through making needs and
demands of customer understood. In relation to TESCO, it uses this in order to procure a new
product which will help it to build strong customer base. Also, quality of the product is an
important element which is taken into consideration by it (Thrassou, Vrontis and Bresciani,
2018).
Price: This is one of the most important part which is to be used within an organization
in order to sell its product within market among various segments of it. Pricing strategy used
makes product and services reach to customer with easy and effectiveness. Under it price is been

set as per rich, poor and middle class people. Also it helps in enhancing of profit and revenue
generated is high in nature. Such factor is helpful for TESCO by developing competitive edge
which is attained in market with product awareness. It is created through increasing profit and
revenue generation possible. Discounts and seasonal pricing are some of the strategies used by
TESCO in attracting the customers.
Promotion: This is one of the most effective strategy which is based upon creating brand
awareness formed. Further it leads upon making marketing, advertising with sales tactics that
results into affecting direct and online marketing in more effective manner. Organization like
TESCO uses for brand awareness and launching of new products through advertisements and
campaign. In addition to this, existing products are also advertised in a creative.
Place: It is based upon geographical area and condition at within which market is been
set up. This is one of the most important part of organization selling products in order to ensure
over forming of strong customer base. In this, a suitable place has to be chosen by TESCO which
is approachable by its target customers. This makes easy expansion possible by marking of those
factors which creates barriers within growth of an organization. The factor makes all kind of
impact to be created by forming proper network in relation to local selling and manufacturing of
products (THIS, T.M.I.L., 2020).
People: People includes staff members and employee working for an organization. These
are one of the most important part of an organization as they help[s in achieving of various tasks
within more effective manner. An organization such as TESCO, employees and rest of the staff
play a great role in publicising the products in the suitable market as they have all the details and
information about the same. This makes them understand the client about products so that
customers’ requirements can be fulfilled.
Process: In this various elements that is related to delivering of products and services to
its customer. The element deals upon improving process related to delivery criteria which makes
customer attracted to it. Such process helps organization like TESCO in a way that repeated
delivery orders is been achieved and this saves time and money by increasing efficiency
(Schiavone and Simoni, 2019).
Physical evidence
These are those evidences within which presentation of product of customer is done and
in this following things is included and they are

 the physical environment where you provide the product or service
 the layout or interior design
 your packaging
 your branding.
Physical evidence can also refer to your staff and how they dress and act. This is helpful
for an organization like TESCO by making customers attracted towards product because
appearance with packing plays key role in making product more effective.
Ansoff Matrix in relation to TESCO
The Ansoff Matrix is based upon those kinds of strategies which makes plaining tools
and providing of framework through making various processes within an organization run in
more effective manner. Further it helps in making sure that strategic marketing planning where
it can be applied to look at opportunities to grow revenue for a business through developing new
products and services or "tapping into" new markets. So it's sometimes known as the ‘Product-
Market Matrix’ instead of the ‘Ansoff Matrix’(Eriksson, T., Robertson, J. and Näppä, A.,
2020).This focus on growth means that it's one of the most widely used marketing models. It is
used to evaluate opportunities for companies to increase their sales through showing alternative
combinations for new markets. Further matrix has been discussed in relation TESCO as follows:
The Ansoff Matrix: Market Penetration
Under this strategy an organization used products existing within market. In relation over
firm and its aiming makes strategy developed which is based upon three things that is as
follows :
 Decreasing prices to attract new customers
 Increasing promotion and distribution efforts
 Acquiring a competitor in the same marketplace
The Ansoff Matrix: Product Development
Under it product development strategy is based upon firm which makes development of
new product possible within the existing market. This helps in making extensive research with
development possible leading upon expansion of companies product range. Under it
development of product strategy is been used which makes understanding possible with
innovation strategy for meeting needs of customers (Donthu and et. al., 2020).
The Ansoff Matrix: Market Development

Under it market development strategy is been used that helps in making firm enter within
new market by making expansion possible of it as per customer segments. Also market
development is used for providing of better place within market. In this strategy expansion in
new market is done as per geographic regions and customer segments. Also this makes strategy
more successfully implied regarding firms own proprietary technology and leverage within new
market. Potential consumer in new market is profitable and then customer behaviour makes
existing consumer become loyal within market.
The Ansoff Matrix: Diversification
In this new strategies is been applied which is based upon diversification of new product
possible in both market and product development through risk mitigated. Also it promotes more
innovative ideas which can be used by an organization for capturing market. Further the strategy
has greatest strategy which offers potential upon increasing revenue by making product and
services attain sales opportunities. Also it allows spending done in more impactful manner by
managing of resources in more effective way. It is based upon diversified nature of an
organization (Chandra and Sharma, 2018).
TESCO should use Product development which is going to helps in making its product
and services more popular within the market. This increases sales and revenue of an
organization.
CONCLUSION
From the above discussion it can be concluded that Strategic marketing plan is the
process by which an organization makes its product and services introduced within market in
more affective manner. The file covers about 7 P's of marketing which explains about stages that
is involved in making organizations product attain smoothness. In the end ansof matrix is
explained which tells about strategy used by an organization for introducing itself within market.

REFERENCES
Books and Journals
Chandra, P. and Sharma, V., 2018. Strategic marketing prospects for developing sustainable
medicinal and aromatic plants businesses in the Indian Himalayan region. Small-scale
Forestry. 17(4). pp.423-441.
Donthu, N and et. al., 2020. A retrospective of the Journal of Strategic Marketing from 1993 to
2019 using bibliometric analysis. Journal of Strategic Marketing. pp.1-21.
Eriksson, T., Robertson, J. and Näppä, A., 2020. Functional top management teams and
marketing organization: exploring strategic decision-making. Journal of Strategic
Marketing. pp.1-18.
Schiavone, F. and Simoni, M., 2019. Strategic marketing approaches for the diffusion of
innovation in highly regulated industrial markets: the value of market access. Journal of
Business & Industrial Marketing.
THIS, T.M.I.L., 2020. Strategic Marketing Planning. Hashtags and Headlines: Marketing for
School Leaders. p.29.
Thrassou, A., Vrontis, D. and Bresciani, S., 2018. The agile innovation pendulum: A strategic
marketing multicultural model for family businesses. International Studies of
Management & Organization. 48(1). pp.105-120.
Wanjiku and et. al., 2018. Strategic marketing of electronic resources in academic libraries in
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