Tesco Marketing Plan: Analysis, Strategy, and Implementation

This report provides a detailed analysis of Tesco's marketing plan. It begins with an executive summary, followed by an introduction to the company, highlighting its position as a leading British multinational retailer. The report then examines Tesco's current condition, including its market presence and historical development. A significant portion of the report focuses on the development and implementation of Tesco's marketing strategy, emphasizing the STP (Segmentation, Targeting, Positioning) model. The report also includes a thorough examination of Tesco's marketing mix, covering product, price, place, promotion, people, process, and physical evidence. The report concludes by summarizing the key findings and implications of the marketing strategies employed by Tesco.

MARKETING PLAN

PART A – INDIVIDUAL PRESENTATION

PART B – REPORT
Table of Contents
EXECUTIVE SUMMARY.............................................................................................................7
INTRODUCTION...........................................................................................................................8
CURRENT CONDITION OF COMPANY.....................................................................................8
The purpose of the marketing plan and why this is important for your selected organisation........9
DEVELOP AND IMPLEMENTATION OF MAREKTING STRATEGY..................................12
MARKETING MIX OF TESCO ..................................................................................................13
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

EXECUTIVE SUMMARY
Marketing plan is the business document which is useful in terms of attaining appropriate
position in the market place by introducing effective commodities according to the needs and
requirements of customers. Along with this, management need to include effective situation that
exist within the market and have huge impact on the objectives and targets of an organisation as
it leads to identify the prominent situation of company. Along with this, STP model is also
included which is useful in terms of formulating the effective strategy for the business models
and consider 7P's which is performed in order to analyse the market share and growth of
company.

INTRODUCTION
The report leads to put emphasis on the marketing plan which is useful for company in
order to select company and also leads to enhance sales through developing their customer base.
Moreover, organisation which is taken into consideration is Tesco, which is British multinational
company deals in groceries and merchandise and headquarter in Hertfordshire, England, United
Kingdom. Besides this, company is the third largest retailer in the world that is measured by the
gross revenues. Hence, the report is going to cover the overall situation of company, STP model
including marketing mix of Tesco that leads to enhance the marketing performance at the
international level.
CURRENT CONDITION OF COMPANY
The current report is based on Tesco, which is the Britain multinational organisation in
England, United Kingdom. Along with this, Tesco has stores in various countries across Asia
and Europe and also become the market leader of groceries in UK. Moreover, it is founded in
1919 by Jack Cohen which is a group of market stall or considered as the discount store. Tesco
also listed under the London Stock Exchange and also had the market capitalisation that is
approximately 18 billion and become the 28th largest company with primary listing in the London
stock exchange. Moreover, Tesco started to expand the variety of its products including
household goods and clothing and opened its first petrol station in 1974. Moreover, Tesco
become the involved grocery retailing industry in US after obtaining around 35% stake in
GroceryWorks.
Besides this, the significant opportunity that company leads to create and manage with its
whole work by offering effective job opportunities. Moreover, they also undertake the significant
research as it leads to analyse the prominent marketing plan which is useful in attaining
prominent goals and desired results considering the expansion of company and also include
market share and growth. The marketing plan include effective matrix and grid which is helpful
in the processing and making things more stable by showing marketing efforts towards company.
Hence, maintaining and considering the effective initiatives leads to improve effective elements
and also get prominent return on the investment on the marketing plan and enhance the cost of
company.

DEVELOP AND IMPLEMENTATION OF MAREKTING STRATEGY
Marketing strategy defines the effective plans that leads to create considering
achievement for the prominent result that matches with the overall marketing objectives. STP is
the fundamental concept which is useful in order to identify the market and success factor which
is quite effective and this process significantly depicts how to form effective marketing strategy
on the grounds of selection and positioning which is the key strategy for the brand. Along with
this, several tasks are performed by the management in terms of finishing their work and also use
significant techniques that leads to improve market image and share and bring effective changes
in target market which is useful in attaining competitive advantage (Hollensen, 2019). This
procedure is also useful in identifying the market factors and also helps in gaining effective
market position. As the letters of STP shows the effective concept of marketing which is an
integrated process and also leads to work collectively in order to deliver the top level marketing
strategy and also it is executed by the marketing mix. It shows as the guide regarding the overall
development and implementation of effective marketing mix. Therefore, implementation of
marketing strategy considering STP is useful in terms of targeting people. Segmentation: It is useful in analysing the profitable customers considering the
convenience of products and services that are offered. Moreover, retail sector also leads
to try to improve their products by undertaking the demands and needs of customers in
terms of satisfying the purchasers and useful in achieving new market segment
(McDONALD, 2016). Moreover, in terms of Tesco they need to develop their products
and commodities by considering the lifestyle of customers in terms of its strategies and
also put emphasis towards the health of customers by identifying their health pattern. Targeting: It focuses on the prominent area that leads to attain and manage the overall
market which is useful in attracting maximum number of customers for company. Tesco
needs to enhance their target market by exploring prominent market area which is helpful
in showing the features of commodities. Moreover, in relation with this, company need to
consider the size of market including small, medium and large and for this, market size is
vital in terms of attaining desired outcome and targets of business concern (Perreault,
2018).
 Positioning: It leads to offer the effective condition and path to an organisation
considering the attainment of market segment as it leads to provide effective position and

also offer prominent strategy to potential customers. In terms of this, Tesco also depicts
the significant marketing strategy which is useful for the respective company in order to
achieve its position in market area. Along with this, effective interpersonal relations plays
an important role in order to enhance the market size and also offer effective position in
order to analyse the existing market position for the company.
MARKETING MIX OF TESCO
Marketing mix refers to the procedure or a foundation of model of an organisation that is
centred around the seven elements of market. It is also defined as the set of marketing tool which
is used by company in order to pursue its marketing objectives within the target market area. It
also include various areas that focus as the section of comprehensive marketing plan. The below
marketing mix is in the context of Tesco which is a leading retailer in the world and around
460,000 people work in Tesco that has around 6809 stores across the world. Along with this, it
also serves to millions of customers every week through its stores and online platform. Along
with this, company also operates in UK, Ireland, China, India and others and few elements of
marketing mix are mentioned below: Product: It leads to offer new and fresh groceries including veggies, fish, meat, bread and
other excellent products considering the wellness of company. Along with this, company
also offer family functional items, infant food and other services. Tesco offer every
possible services they can offer to their customers and also sell products from the great
brand from each and every product line. Moreover, they also focus regarding the
acceptable quality effectively sourced food products (Kotler and et. al., 2017). For
example, in UK around 70% of the items of Tesco are offered by British farm and
suppliers. Moreover, currently Tesco moving forward to introduce the new product which
is the energy drink including the effective identification of company that leads to give
effective solution which is useful for the customers in order to make them feel more
energetic and also help them in changing their constant taste. Price: Currently Tesco follows cost leadership strategy as for this, they offer lowest price
merchandise at the specific time and also maintain the quality of commodities. Along
with this, Tesco also usages economies of scale as it is considered as the best channel
regarding the procurement in order to keep prices low. Along with this, Tesco also
brought down the cost regarding the average shop which is by 3% in 2016. Respective

company also offer prices low and receive feedback from their customers to cut down the
promotional expense for the further cheap prices (Da Silva and Mazzon, 2016). Place: The headquarter of company is in Hertfordshire, England and expand their
products world wide. Tesco employs two prominent channels of distribution for its
commodities like online and offline. Moreover, its offline forum has six prominent stores
like Tesco express, Tesco extra, Tesco Metro, Tesco superstore, Tesco homeplus and
Tesco compact. Moreover, it also leads to enable the company to contend with the
opposition more significantly. Hence, it also helps them in maintaining strategic distance
from the long lines regarding their checkouts. Hence, it is helpful in order to eliminate
waiting lines for the customers. Promotion: Tesco has already taken into consideration including the digital marketing as
their promotional strategy in terms of acquiring more and more customer base across the
world (De Pelsmacker, Van Tilburg and Holthof, 2018). Along with this, organisation
prominently leads to develop promotional campaign and also use various social media
sites that are useful for the individuals in terms of developing better communication.
Tesco also use different forms of sales promotion like they offer buy one get one services
to their potential customers regarding some of its products. Along with this, company
also offer loyalty cards to their customers as they get points on each shop and after few
points they redeem these points in order to get discount. They also get personalised
discounts and offers also. People: Approximately 3,00,000 and above workers are work in Tesco and specifically
deliver their best performance which is useful for their different skills and attributes in
terms of serving best experience to their potential customers towards an organisation.
Along with this, it is not only helpful for company in terms of achieving success but also
useful in giving tough competition to their products regarding the opportunities for their
business expansion in various areas of UK. Process: It include the delivery of services which is done by Tesco by using various ways
like supermarkets, online distribution, home delivery and so on. Moreover, it is also
helpful for Tesco in order to gain customer loyalty by considering customers with their
best quality products that leads to include low prices (Han and et. al., 2019). Moreover,
Tesco also reaches to the next level that relies under big supermarket of UK. Along with

this, company is also going to launch its new products which is energetic drink and also
distributed among their customers with the help of online websites and other relevant
channels. It also depicts the business process which is standardised and also set actions in
order to achieve the particular task regarding the procedure of customers order. For this,
Tesco's offline stores plays important role as here customers pick up their products and
go to the customers assistants to pay and also use self service machines to make
payments.
 Physical Evidence: Tesco significantly delivers its items by marking bundling that
prominently recognise on the shelf. Along with this, it put extra frameworks that are
given by the company that additionally has unique marking structure (Fursov, 2017).
Along with this, it is easy for the customers to find effective shelves in order to occupy
the retail area. Moreover, it is easy for the customers to get more acknowledgeable at the
supermarket for most of company and competitors in terms of doing their business.
CONCLUSION
By considering the above report it is analysed that developing and creating effective
marketing strategies is helpful for an organisation in terms of involving their customers that is
more effective and efficient by serving its services. Moreover, an organisation also launch its
new product in order to come up with unique marketing strategy at the same time as it is useful
for company in order to improve their customer base and also give tough competition to
customers. Moreover, marketing mix and STP both are interlinked procedure and conducted in
order to analyse the efficiency within the market regarding their product.

REFERENCES
Books and Journals
Da Silva, E.C. and Mazzon, J.A., 2016. Developing social marketing plan for health
promotion. International Journal of Public Administration, 39(8), pp.577-586.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Fursov, V.A., 2017. Marketing planning in industrial enterprises in the context of import
substitution strategy.
Han, Y and et. al., 2019. Robust consensus models based on minimum cost with an application
to marketing plan. Journal of Intelligent & Fuzzy Systems, 37(4), pp.5655-5668.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Kotler, P and et. al., 2017. Marketing for hospitality and tourism.
McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice. The
marketing book, p.87.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.