Tesco's Marketing Strategies: 7Ps, Ansoff Matrix Report

This report provides a comprehensive marketing analysis of Tesco, a major player in the retailing industry. It begins with an introduction to marketing and its significance for businesses like Tesco, emphasizing the importance of adapting to market changes. The main body of the report delves into the 7Ps of marketing (product, price, place, promotion, people, process, and physical evidence), assessing how Tesco utilizes each element to maintain customer satisfaction and gain a competitive edge. It then explores Tesco's strategies for remaining competitive in the market, analyzing its strengths, weaknesses, opportunities, and threats. The report also applies Ansoff's growth matrix to evaluate Tesco's strategic options, including market penetration, product development, market development, and diversification. Finally, it examines the role of digital marketing in enhancing Tesco's performance and growth, highlighting its benefits and impact on customer engagement. The report concludes by summarizing the key findings and emphasizing the need for continuous analysis and adaptation in the dynamic market environment.

MANAGEMENT

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1. Explain marketing and use of 7P’s..........................................................................................3
2. Business to remain competitive in market...............................................................................4
3. Ansoff’s growth matrix............................................................................................................5
4. Use of digital marketing to improve performance and growth................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is a functioning which organizations use in order to be able to operate
effectively in the market and increase their sales as well so that it results in higher profitability.
Tesco has been in the market from 101 years therefore the company is having high experience
for marketing and it belongs from the retailing industry which is having competition which is
why it is very important for the company to analyse and make decisions accordingly. The report
is going to consist of Ansoff matrix analysis, use of 7P’s, competitive measures and digital
marketing in the chosen business.
MAIN BODY
1. Explain marketing and use of 7P’s
Marketing is an activity which is used to make communication, creating processes,
exchanging, delivering, offering, awareness, etc by the business for the clients, partners, society,
etc on a large platform. &P’s include place, price, physical evidence, people, promotions,
product and process which help in maintaining the customers in the organization (Cadotte,
2016). The company improves the products according to the customers and the trends which are
being followed in the market.
Product
Products and services are based on the customers so that they are comfortable and
satisfied with them. The products of the organization must be having a standard quality so that
they will be able to make a place for themselves and the sales in the company would increase.
Price
Pricing is not too high which is making the customers approach this organization for the
services they which to purchase. GDP and population demands are going to decide the price for
the products and services of the organization so that there are going to be higher performance
and profit margins of the organization in the market.
Physical Evidence

Physical evidence of the company is very good which is making the company have a
strong base for themselves in the market which is a great factor for the company. According to
the customers the infrastructure and other physical outlook of the organization must be improved
so that customers are going to be attracted.
Promotions
The quality of the products and services are based on the customers which is making the
products of the company have a stable working. It is important to make the customers of the
organization be aware of the services and products and also the improvement which the
organization is getting in the company so that there are going to be higher results.
Process
There is good information which is also being given from direct mails, messages, online
websites, etc so that the customers are having a transparency in the company which is going to
make the customers be loyal to this organization (Jacobson, Gruzd and Hernández-García, 2020).
People
The people are also maintained in the company like the employees are being provided
with the sense of direction and rewards so that they give in their personal best in the company so
that the standards of the company are going to be maintained and the organization will be able to
compete in the market effectively.
Place
The company has had a good functioning for themselves because they have expanded
themselves in a lot of developing countries which is a great advantage for the organization. There
have to be more stores so that the customers can find it easy to access the organization and be
able to see the products before purchasing because a lot of customers do get intimidated by
seeing the products in front of them.

2. Business to remain competitive in market
The company must analyse themselves in the market so that they are aware of their own
strengths and weaknesses so that the company can work upon them and make the company have
a competitive place for themselves in the market.
 Strengths
Having a lot of experience in the market which is a very good factor for the organization and
make the company take the right measures for themselves (Lim, 2016). The company
understands the trends which are changing in the market and adapts to them quickly so that they
can have a competitive advantage. The company has gained a good network channels in the
market which is making the company have a strong base for themselves.
 Weaknesses
There is less investments which will have to be made in the market which is not good and
there are limitations are created which the company is having in the market. There are lot
innovations which businesses can make in the products and services of the organization but that
requires a lot of investment which firms is not putting in.
 Opportunities
The networking of the company is very strong and makes the company reach out to their
customers effectively which is a great advantage for the company. There are online channels
which the company is adapting to so that there is going to be effective working and making the
company have a good functioning (Shaltoni, 2016).
 Threats
The competition in the market is huge which needs to be maintained so that the company will
be able to compete effectively and take the right measures as required. Discounts are available by
Aldi and Lidl which is making the company have limited sales and the loyalty of the customers
is missing.

3. Ansoff’s growth matrix
Ansoff growth matrix is a tool which businesses use for analyzing their plan and
strategies they have for the future so that there can be sustainable growth and the business does
not have to face any risks. There are a lot of opportunities which are present in an organization
and they must be worked upon so that the business will be able to perform better (Haider and
et.al., 2017). This framework is used by the management, CEOs, executives, etc so that there are
better decisions which can be made.
There are risks which businesses take and to reduce those and make better decisions and
planning is going to be present then the company will be able to penetrate in the market
effectively. There are 4 strategies which are present in Ansoff matrix which are market
penetration, product development, product diversification and market development. On these
basics the company decides their further decisions so that there is going to be good functioning
as well (Balmer, 2017). Customers needs and demands are changing as well as the trends in the
market accordingly the business will have to analyse the market so that there are better decisions
which can be taken out by the organization for higher performance. The businesses in the market
are operating so that there is going to be effective functioning so that the organization will be
able to gain a higher profitability in the market and have a better sense of direction for achieving
the objectives and goals.
 Market penetration
The company puts in the existing product in the existing market which is not going to make
the sales and profitability improve of the organization.
 Product development
New products but old market is a risk which small businesses can also take because they
have loyal customers who can help the business improve the product before they expand it
further.
 Product diversification

New market and new product is a risk which businesses can take because they are
experienced and they will be able to handle this situation effectively in the market (Ansoff
Martrix, 2018).
 Market development
New market but old products is never good for a reputed organization and will not et a
unique selling product for the company as well.
4. Use of digital marketing to improve performance and growth
Digital marketing helps the customers to get the products home and payments are done
online which is a great factor for the company since the loyalty of the customers is increasing.
The trend in the market and customer’s trends are also digital marketing for all the factors in the
organization so that the customers can find it easier to contact the organization and be able to
purchase the kind of services and products they need from home. There are a lot of benefits for
businesses which are using digital marketing strategies to be able to increase the satisfaction
level of the customers and sales of the business as well. Using a very modern method and
applicable in a social factor since the customers want door to door serve (Onaltayev and et.al.,
2019). Digital marketing truly understands the customers and their expectations from the
business which is going to help the company be able to make the company have higher brand
image. Customers are getting technology friendly which is why this is a very effective measure
which the businesses in the market can take so that there is going to be good functioning and
working. Social media is going to make the presence of the business in the market stronger and
make the portfolio of the business in the market also very strong which can be very good for the
overall working (Marinov, 2017). Using digital marketing is easier and with the use of social
media methods the company is going to have a stronger impact on the customers which would
make the organization have higher sales. For the demands to be met the company will have to
improve the performance and productivity in the market.

CONCLUSION
From the above report it can be concluded that the modern market needs different
measures to be able to operate effectively in the market and gain profits and objectives. There is
a requirement of a lot of analyses which businesses have to make so that they can understand the
market effectively so that plans and measures can be decided. There have to be clear sense of
direction which has to be present in the organization so that the objectives can be achieved.

REFERENCES
Books and Journals
Balmer, J.M., 2017. Advances in corporate brand, corporate heritage, corporate identity and
corporate marketing scholarship. European Journal of Marketing.
Cadotte, E.R., 2016. Creating value in marketing and business simulations: An author’s
viewpoint. Journal of Marketing Education, 38(2), pp.119-129.
Haider, A.A and et.al., 2017. Marketing Management. Head, B. p.22.
Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is
watching the watchers?. Journal of Retailing and Consumer Services. 53.
Lim, W.M., 2016. A blueprint for sustainability marketing: Defining its conceptual boundaries
for progress. Marketing theory. 16(2). pp.232-249.
Marinov, M.A., 2017. Introduction: Marketing in emerging economies. In Research Handbook
of Marketing in Emerging Economies. Edward Elgar Publishing.
Onaltayev, D and et.al., 2019. Application of technological innovations in marketing activities of
the enterprise. In E3S Web of Conferences (Vol. 135, p. 04046). EDP Sciences.
Shaltoni, A.M., 2016. E-marketing education in transition: An analysis of international courses
and programs. The International Journal of Management Education. 14(2). pp.212-218.
Online
Ansoff Martrix. 2018. Online. Available Through :< https://www.ansoffmatrix.com/>.