Strategic Marketing Planning Report: Tesco plc Analysis, MKT6801

This report provides a comprehensive strategic marketing plan for Tesco plc, a major UK retailer. It begins with an investigation of the retail industry, highlighting the impact of Brexit and COVID-19, discussing both positive and negative effects on the sector. The report then analyzes Tesco's organizational structure, assessing its resources and management layers. A thorough environmental analysis is conducted, emphasizing the importance of understanding external factors in strategic marketing. A PESTEL analysis examines the political, economic, social, technological, environmental, and legal factors affecting Tesco, specifically in the context of Brexit and the pandemic. The report then outlines Tesco's corporate and marketing objectives, followed by the selection of appropriate marketing strategies. Segmentation, targeting, and positioning (STP) are discussed, including global implications. The 7Ps of the marketing mix are assessed, providing analysis and recommendations for each element. Finally, the report addresses implementation, control, and evaluation of the marketing plan, offering a complete strategic overview for Tesco.