Report on Tesco plc: Marketing Activities, PESTLE, SWOT, and Analysis

This report delves into the marketing activities of Tesco plc, a major retail organization. It begins with an introduction to marketing concepts and their application within Tesco. The report then examines Tesco's marketing plan through PESTLE and SWOT analyses, evaluating the political, economic, social, technological, legal, and environmental factors impacting the company, along with its strengths, weaknesses, opportunities, and threats. It explores the core marketing activities, including the 7 Ps of the marketing mix, market segmentation, and positioning strategies. The report also investigates Tesco's previous marketing activities, identifies its market segments, and examines the marketing mix for each target segment, providing a comprehensive analysis of Tesco's marketing strategies and their impact on the business.

UNDERTAKE
MARKETING ACTIVITIES

INTRODUCTION
Marketing activities are those kinds of activities that deal upon various factors relates
over processes existing within market. These activities help an organization in performing
management and other activities in more effective manner. Marketing activities helps in making
an organization attain stability within its process. Marketing is one of the most important factors
that help an organization to grow itself. Scope or marketing activities is wider in nature as it
provides about those factors which makes various kinds of activities related to business covered
within it. Nature is dynamic as it has tendency to affect working of an organization. The
organization taken in this file is Tesco plc that is a retail organization selling all kinds of product
that is of daily use. The file covers about marketing process, seven Ps and concept of marketing.
In the end the file covers about communication channels within an organization.
MAIN BODY
ACTIVITY1A
Research concept of marketing as it applies to the organisation
Marketing is the process by which an organization helps in gaining sustainability within
market. This process makes an organization develop itself with the help of advertising, selling
and makes delivering products in order to make customers developed within business. Also
marketing is with the help of certain elements that is promotion, price, place and people.
Marketing involves those kind of things which helps in boosting an organization upon delivering
of product and services. In order to understand the concept of marketing 7 P’s model is been
used that helps i developing of those element used for marketing in better and effective manner.
Also organization like Tesco plc is being helped from getting marketing done with the helsp of
these factors. Such factors helps in developing and organizations within its market in more
effective manner.
ACTIVITY1 A
Identify and analyse organisation's marketing plan and relevant policies and procedures
PESTLE analysis on Tesco plc
PESTLE analysis is that kind of framework that has been formed in order to make sure
that macro-environmental factors used within an organization are been analyzed in proper a more
effective manner. This analysis helps in developing strategies in relation to management of
external factors and its impact upon an organization. Also this analysis covers about various kind
of factors like political, economic, social, technology, legal and environment factor. Further the
analysis is done over Tesc plc.

Political factor: These are those factors that are based upon policies that have been formed by
government. Such factors includes policies related to taxes and other elements of that helps in
making an organization impacted form external factors. In this factor government makes policies
for example if tax policies formed by government make tax increase then it eventually impacts
prices of Tesco plc products. This decreases sales of product and makes organization face loss.
Economic factor: These factors cover about economic activities that are related to
unemployment, inflation rate, import and export rates. Also economic factors plays crucial role
in making an organization attain economic stability. In Tesco plc if deflation is there then the
demand for its good increase which eventually impacts selling by increasing it. Tesco with the
help of economic factor can increase its revenue generation.
Social factor: These factors mainly covers about trends and taste that exists within a society or is
been followed by people living in a country. Such factors are required to be analyzed by an
organization for making its products sold within the market. Organization like Tesco plc use the
factor for making sales enhanced. Tesco with the help of this factors analysis taste of people
which makes products selling as per market scenario possible.
Technological factors: Technology has been improving day by day and has seen lot of changes
taking place within it. These changes are required to be analysed by organization for increasing
its production capacity. Tesco plc is to be benefitted by this factor in a way that through
including new technologies and machinery various processes is going to be ease down which
uplifts manufacturing capacity of an Tesco plc.
Legal factors: These are those factors that help in making laws in relation to business applied to
an organization. These laws make formation of organization possible in legal manner. Tesco plc
with the helps of law factor makes strong rules and regulations which gives employees better
environment to work. Also law factor makes legal issue avoided in future.
Environmental factor: Such factors make environmental safety to be maintained by an
organization. In these environment laws and tribunals is been used for organizing factors which
helps in making Tesco Plc develop environmental friendly or degradable products which attracts
customer who are environment conscious.
SWOT analysis:
It is that kind of analysis that is based upon strength, weakness, opportunity and threat to
be faced by an organization. Such analysis helps in making an organization aware about
opportunities that an organization gains and threats to be faced by an organization. This is very
important analysis as it makes an organization compete within market and stay ahead of its
customers. Further SWOT analysis in relation to Tesco is done as follows:
Strength
Biggest grocery retailer in the UK: As Tesco is
Weakness
Failed operations: Tesco plc has failed

one of the biggest grocery retailers within UK.
It has been generating high sales and revenue
in relation to other supermarket chains in Great
Britain. According to its 2018 annual report. Its
annual operating profits rose 28%.
Leading market share: Since Tesco is known
for its services it has got place in big four
supermarket. It is having marketing share of
27%. This has increased popularity of brand all
over the world.
operation in various countries that has helped
due lack of export facilities which made
company close its stores in various countries.
This resulted in causing loss to organization at
global level.
Fraud Trial and Accounting Scandal: In 2017,
Tesco was charged with fines due to the false
accounting declaration and misrepresentation
of profits.
Opportunities
Expanding Jacks’ business: Tesco has introduced
its new sub brand that is Jacks which offers
discount with significant growth. This makes
opportunities to be created for growing business to
tesco plc.
Strategic alliances with other brands: In order to
develop itself within market and bring it back
partnership is the best opportunity which makes
Tesco attain opportunity in relation to attract its
customers with variety of products.
Threat
Christmas ad controversy: Tesco faced social
media backlash when it launched its Christmas ad
in 2017. People boycotted the store claiming a
disrespectful act from Tesco against Christian faith.
‘Fake Farm’ legal threat – Tesco was accused of
misleading customers with fake farm brand names
and marketing its food products under fake name of
ACTIVITY 1 B
Marketing activities and Its needs
Marketing activities these are that kind of activities which is been used by an
organization to enhances its sales of product and services in order to improve image of brand.
Marketing activities helps in understanding customers in more effective manner. These activities
help in boosting organization. There four main kind of marketing activities that is mainly based
over customer value and they are creating, communicating, delivering, and exchanging value.
These values have helped in shaping values within an organization and have made customers
behaviour to be understood in more effective manner. The come marketing needs which is based
upon those kinds of factors which helps in making an organization understand about the trends
existing within market. Through which it develops its product and services with more accuracy.
Organization like Tesco Plc using these activities is able to achieve its goals of generating
customers at large. Marketing needs helps in understanding environment existing within market.
Tesco plc for making itself re established within market is required makes analysis of
these needs in order to understand about market condition in detail with more efficiency. Tesco
is requiring developing. These pints for making its brand attain global reorganization in those
countries where it files to establish itself.

Functionality. Customers need your product or service to function the way they need in order
to solve their problem or desire.
Price. Customers have unique budgets with which they can purchase a product or service.
Convenience. ...
Experience. ...
Design. ...
Reliability. ...
Performance. ...
Efficiency.
ACTIVITY1 C
Investigate previous marketing activities for relevant information

The above graph shows that has attained profit more than all its competitors in market
because its ahs learned from previous year’s loss. The loss accrued previous years has made
Tesco understand about the requirement of changing marketing needs. Also they realized the fact
that an organization like Tesco plc should makes its network stronger which is going to enhance
its services. This made profit attained in more effective manner in the year 2020.
ACTIVITY1 D
Identify profile of market segment
Market segmentation is a process of dividing a heterogeneous market into relatively more
homogenous segments based on certain parameters like geographic, demographic,
psychographic, and behavioural

ACTIVITY1 E
Identify positioning and market mix for each target segment
Marketing is a continually evolving discipline and as such can be one that companies find
themselves left very much behind the competition if they stand still for too long. One example of
this evolution has been the fundamental changes to the basic Marketing mix. Where once there
were 4 Ps to explain the mix, nowadays it is more commonly accepted that a more developed 7
Ps adds a much needed additional layer of depth to the Marketing Mix with some theorists going
even going further
The Marketing Mix 4 Ps:
Product - The Product should fit the task consumers want it for, it should work and it should
be what the consumers are expecting to get.
Place – The product should be available from where your target consumer finds it easiest to
shop. This may be High Street, Mail Order or the more current option via e-commerce or an
online shop.
Price – The Product should always be seen as representing good value for money. This does
not necessarily mean it should be the cheapest available; one of the main tenets of the marketing
concept is that customers are usually happy to pay a little more for something that works really
well for them.
Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in more recent times,
Social Media are all key communication tools for an organisation. These tools should be used to
put across the organisation’s message to the correct audiences in the manner they would most
like to hear, whether it be informative or appealing to their emotions.
People
Your customers are unlikely to separate the product or service from those who provide it.

Your staff—and that means anyone who comes into contact with customers, even remotely,
through something that they have written for the company website—are therefore vital. They
will have an important effect on customer satisfaction. This is even more important now, because
so many people are active on social media, and staff therefore can (and will) communicate with
customers directly.
Processes
Processes was originally added for service industries, but there is increasing recognition that
processes also affect customer experience in product companies.
What’s more, it is very clear that customer experience shapes customer satisfaction.
The experience starts from the first point of contact, and goes on until after the sale, including
after-sales service. The process of handling customers at first contact, during sales and beyond, is
therefore crucial to overall customer satisfaction. This might include:
The website, and how the pages load;
The ordering process: one-click or not, how the customer can pay and so on;
The information provided to customers after purchase, including about any delays in delivery;
The delivery time and method, and the way that the person delivering the product behaves;
and
The helpfulness of staff if the customer has to telephone or message for any reason.
Physical evidence

Physical evidence refers to what the customer ‘sees’ of your product. It shows them what it
would be like to own or use it.
It therefore includes your website, or your business premises or shop, models wearing your
clothes, or photos of them doing so. It also includes customer testimonials, especially if they are
on an independent reviewing site, and not under your control.
Like price, the physical evidence sends an important signal to your customer about your product,
so it is important that, for example, your website sends the right impression of your product or
service.
ACTIVITY1 F
Identify outcomes expected from marketing activities
ACTIVITY1 G
Undertake analysis of collected basic marketing information