Developing a Marketing Plan for TESCO: Sales and Customer Growth

This report presents a marketing plan for TESCO, a well-known UK retail organization, aimed at achieving predefined marketing goals. The plan includes an executive summary outlining the objectives of enhancing sales by 25% and increasing the customer base. The report employs the STP approach, segmenting the market based on psychological, demographic, and geographic factors, targeting all age groups and income levels, and positioning TESCO positively through effective strategies. The marketing mix elements of product, price, place, and promotion are detailed, highlighting TESCO's diverse product offerings, affordable pricing, widespread store locations, and various advertising techniques. A SWOT analysis identifies TESCO's strengths, weaknesses, opportunities, and threats, providing a comprehensive overview of the company's market position and potential for growth. This plan provides a strategic framework for TESCO to achieve its marketing objectives effectively. Desklib provides a platform for students to access similar solved assignments and study resources.

Introduction
Marketing plan refers to a
document that included various
elements so that the business
organizations can attain their
marketing goals. In the present
study, TESCO is taken into
consideration that is a well-
known retail organization of UK.
The report will cover detailed
marketing elements to attain the
predefined goals efficiently.
Executive Summary
TESCO is a renowned retail
organization that is looking
forward to prepare an effective
marketing plan so that the pre-
defined goals can be
accomplished.
Objectives:
•To enhance the sales of the
company by 25% in upcoming
year.
•To increase the customer base
of the organization to earn high
amount of profit.
SWOT analysis:
•Strengths: TESCO is a well-
known organization with
positive brand image.
•Weaknesses: The company
has been faced several
controversies which will
affect the reputation of the
respective entity.
•Opportunities: They have the
opportunity to grow by
expanding business across
different countries.
•Threats: Competition is the
one of the major threats for
the respective entity.
References
Chernev, A., 2020. The marketing
plan handbook. Cerebellum Press.
Fotiadis, A., Mombeuil, C. and
Valek, N.S., 2018. Designing and
implementing a marketing plan.
In The Emerald Handbook of
Entrepreneurship in Tourism,
Travel and Hospitality. Emerald
Publishing Limited.
Stevens and et. al., 2021. Marketing
planning guide. CRC Press.
Maravilhas, S., 2019. Marketing
and marketing plan for Information
Services. In Advanced
Methodologies and Technologies in
Digital Marketing and
Entrepreneurship (pp. 620-632).
IGI Global.
)
Marketing plan
Product: They are offering several
products in terms of groceries and
general items such clothing, accessories
and mobiles and more.
Price: TESCO is providing quality
products to the customers at affordable
price.
Place: It is analyzed that TESCO has
stores at different locations which
helped them in addressing the needs of
buyers efficiently.
Promotion: In this context, the
respective company promotes the
product through several advertisement
and promotional techniques to get
effective results in future.
STP approach
Segmentation: In this context, the
organization has been divided the
population on the basis of different
methods of segment like
psychological, demographic,
geographic and more.
Targeting: Here, the people of all
age group and different income
levels are being targeted by the
company.
Positioning: TESCO is
implementing significant strategies
with an aim to establish the positive
positioning of the company.
Marketing plan