Comprehensive Marketing Report: Tesco's Strategic Analysis

This report provides a comprehensive analysis of Tesco's marketing strategy. It begins with an introduction to marketing and its application to Tesco, followed by an executive summary. The main body delves into the STP strategy, examining segmentation, targeting, and positioning. It then explores the marketing mix, covering the 4Ps (Product, Price, Place, Promotion) and expanding to include the 7Ps for services. The report also discusses relationship marketing, defining it and analyzing its importance for customer retention and engagement. Finally, the report offers recommendations for Tesco to improve its marketing strategy, concluding with a summary of the key findings and a list of references.

MM report

Table of Contents
INTRODUCTION ..........................................................................................................................3
EXECUTIVE SUMMARY.............................................................................................................3
MAIN BODY...................................................................................................................................3
STP strategy................................................................................................................................3
Marketing mix.............................................................................................................................4
Relationship marketing strategy and definition of relationship marketing and discuss
relationship marketing.................................................................................................................6
Provide recommendations on how your chosen organisation can improve its marketing
strategy .......................................................................................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
A marketing strategy termed to the management that total plan of actions control for
ranging the potential customers and paring them into consumers of their goods or facilities.
A marketing includes the organisation values of statement as per to its key brand terms of the
information as per to the targeted consumers and their demographics terms, and other high level
elements. The main content that is mannered by the wholesale organisation that is the constant
changing scene of the commerce as with the group action that are facing in the market. The
management consider for the marketing plan in this report is Tesco. The company can be taken
to a new attribute by the marketing plan that is revised. Tesco plc is the sizeable distributor in
British that is doing a well task in the retail enterprise. The organisation deals with food market
and general selling in the wholesale marketplace (Acikdilli, and et.al., 2020). In U.K. this is one
of the best organisation as both in price of national market share and worldwide merchandising.
EXECUTIVE SUMMARY
The marketing plan for the organisation of the Tesco plc has been already visual the
pattern in the company that has the sizeable retail chain in the U.K. It will involves the various
sort of strategies or plan of actions that are to be get followed by which that are important in
managing the demands that are posed in the industry as both of the external and as well as
internal means to it. The situation analysis that has been discussed which includes the
organizational strategy or plan of actions and the SWOT analysis, consumer decision making,
marketing mix as effectiveness in the marketplace. The objective term that will involves the
marketing plan, vision, mission, corporate objectives, marketing objectives and operations of the
Tesco in the field of area.
MAIN BODY
STP strategy
Segmentation targeting positioning (STP) marketing is the centred thought in recent day
of marketing. STP marketing is impressive as because it concentrates on break the consumers
base into smaller sections for allowing to create the particular commerce plan of actions range
and engaged each target consumers (Beirman, 2020). STP marketing symbolise the change from
the products that are concentrates on marketing to customer that are convergent the marketing.
This position gives the businesses a variety of chances to increase the better agreement that deals

with the ideal consumers who are allowed to range it. In short, the more personalised and
targeted marketing efforts that are the more successful manner in the formation of segments.
There is the adjusted set of macro and micro situational factors that change the marketing
decisions of Tesco in the marketing management in respective direct and indirect manners in the
business. Macro environmental factors that have the impact in Tesco marketing decisions that are
known by the procedure of surrounding to get scan the terms that are include the political,
economic, social, cultural, technological and legal components (Brodie, 2017). Micro
environmental factors phrase the impact of internal and external structure of shareholders in the
management it allows the level of contention in supermarket business in generic terms.
Products and services offers by Tesco and other management that can not be fascinating to all
individuals in balanced positions as because the differences in necessity and demands as per to
the multitude the businesses to engage in market segmentation and targeting practices.
Segmentation : Segmentation in marketing means to identify marketplace with different aspects
in order to divide the market. The market is divided on the basis of demographic, geographic and
behavioural factors in order to facilitate selling of a particular product or variety of products. It is
very essential for Tesco to perform an effective segmentation of the marketplace in order to
maximise its sales and revenue.
Targeting : Targeting includes pointing out the target customers on the basis of products selling
in market. Targeting also involves the correct identification of customers according to their
wants and needs. Tesco company sells several products at the marketplace, so it is essential for
the company to identify target customers for its products. Targeting play a crucial role, it helps
Tesco in reaching out to its customers. Targeting also provides a brief analysis of desires of the
customers and helps a business to gain competitive advantage in market.
Positioning : System of positioning, defines several methods and techniques which are used by
an organisation to sell products in market (Chen, and et.al., 2018). Segmentation is the key
function of marketing management which generally takes a lot of efforts from the management.
At Tesco marketing segmentation play a crucial role which defines the actual position of product
selling place.
Marketing mix
The marketing mix termed to the set of activity or plan of action that the organisation will
utilise the manner to present its brand or services or facilities in the market. The 4Ps represent

the representative marketing mix like as Price, Product, Promotion and Place. Likewise, recently,
the marketing mix progressively involves the another sections of the Ps like Packaging,
Positioning, People and also the Politics as animated marketing mix elements. The marketers and
their activities in Tesco that are frequently deals with the consumers who are frequently
influence the sort of plan of actions that are related with various service or products to get
facilitate them (Hapsari, Clemes, and Dean, 2017). It will also requires the strategies for
communicating the consumers in terms of acquiring the response and processing the type of
manner of response that are being adjusted. The situation analysis that has been integrated and
to get includes the managerial strategies and their plan of actions that have the major impact on
the consumer decision making, marketing mix as effectiveness in the activities of the
marketplace. The aim and goals of the term that will includes the marketing plan, vision,
mission, corporate objectives, marketing objectives and operations of the Tesco in the field of
area. Marketing mix is an applicable that are not only to business management that are also
managing the non-business organizations for the tesco in the industrial field.
Examine their marketing mix, focusing on the 4Ps for products and 7Ps for services Product: Product is considered as an item which is produced by the organisation in order
to fulfil the requirements of customers. In context to Tesco, they are providing variety of
products for all age groups and gender.
Product Life Cycle:
Product life cycle tells the stages of the product from launching into the market to being
discontinued. This strategy assists the selected company in planning for new product
development as well as refining the existing products. Introduction: In this stage, the company introduce the new product in the market with
small price.
Growth: The product will tries to penetrate in the market by increasing the shares.
Maturity: In this stage, the product distribution is intense and price drops.
Declines: It is considered as the end of the product life where the product faces many
competition in the market which prices may drop (Hussain, 2019).
 Price: It termed to the value of cost that put for the product and services to ensure their
facilities that depends on the cost of presentation and their segmented points and their
ability of the marketplace to give the orientated supply and theirs demands to host the

other direct and indirect sections. As there are various sort of types of valuation plan of
actions of the each bound as with the total business plan in the business. Valuation of
price can also be utilise as the boundary to distinguish and ensure the picture of a product
in the marketplace. This is get connected with the sense of the values of the products that
are related to the customer as more than an aim of the costing of the services that offers
them (Jalilvand, and et.al., 2019). As the product is priced high or lower than its sensed
cost, then it will not sell. This is why it is abjuratory to figure the manner that how the
consumer will deals to it.
 Place: It refers to the point of sale in tesco catching the eye of the consumer and making
it easy for her to buy it is the main aim of a good distribution or 'place' strategy. Place is
the distribution location where the products are available to the customers. In reference to
Tesco, they uses both online and offline strategies for distributing the products. Their
offline stores are more than 7000 which are available across the globe such Tesco
Express, Tesco Metro, Tesco Superstore and many more. Online store of Tesco are
working 24*7 so that customers can easily order the products and pay for them online.
 Promotion: It refers to all the actions to undertake the promotion strategies in the business
to form the creation or service to know that the user and trade in the business get deal
with the perception of publicity. It might be involves the promotion or advertising in the
marketplace with the media or press representation of reports that will involves the
payments or bonus, commissions and grants to get the trade done as accurately. It can
also involves the consumer plan of actions and strategies that present the manner of direct
marketing, attempts and rewards in the business. It can relates the mean of the traditional
advertising that mean by the TV, radio, signboards, and many more ultramodern
techniques like advertisements in the web content, advertisements on a podcast, gmail
merchandising or actuation notifications in the marketing sections of the business.
 People : People are most important for the market in the marketing of various product or
service that relates to their activities. Man power stands for the service and their facilities.
In the vocational, economical facilities in the Tesco, individuals are not producers, but
also the products also allows the segments to follows their patterns (Jurše, and Jager,
2017). When people are the product they work for the public representation of the
management in the market as much as any concrete customer of goods can focused. From

the merchandising management the role of perspective phrase it as an essential term to
assures that the employees will stand for the company in order to visual the term with
broader messaging plan of actions. It will be easier to secure when individuals feel that
they have been activate moderately and earn rewards as sufficiently to help them.
Relationship marketing strategy and definition of relationship marketing and discuss relationship
marketing
This is a marketing strategy which is designed for relating the customer in a positive manner.
This will help to manage the customer service in effective manner. There are different rules for
managing the customer retention and developing ways to support the operating values. This
approach to relationship marketing can often be difficult to implement, so first consider the
typical customer service issues your business faces (Liu, Zhang, and Keh, 2018). In every facet
of your operations, you should consider potential customer service issues that might arise, and
how you plan on handling them if they do. It is a proactive approach to customer service will
solve some problems of the company.
Relationship marketing strategy is considered as a long term strategy which helps and focuses on
relationship development with the customers. This strategy helps in providing customers
personalized experience which leads in customer engagement with the organisation. Also it helps
in improving the performance as well as reputation of the organisation. Relationship marketing is
also known as personalized marketing as well as building a buyer journey as the relationship is
healthy with the customers it will leads to the higher revenue to the company. In relation to the
selected company, relationship marketing strategy is necessary as it helps in building relationship
with customer which requires strategies that are mentioned below-
Emotional connection with customers: Emotional connection with customers to the
organisation is very deep that customer cannot hear any criticism about the company and this
emotional connection can be created by building trust. The selected company make sure to fulfil
the requirements of customers keeping in mind about the need and preference of the customers.
They also offers free trials of the products which helps in maintaining the consistent brand in the
company as well as relations with people. Moreover, the feedbacks of customers are used for
improving the performance of the selected organisation (Mehmet, and Simmons, 2019). These
feedbacks are essential for an organisation as they provide insights about their performance as
well as their faults while delivering the products and services to the customers. It leads to making

the relationship stronger with the organisation as the organisation are working for them which
can be easily identified by the customers.
Establishing meaningful reason: In context to Tesco, they value their customers which
helps in strengthens the relations with customers. This strategy focuses on prioritizing the
customers for providing the desired products and services. Customers chooses organisation that
are working as well as supporting the environment issues and thus this creates a trust of
customers on the organisation. Tesco make sure to reduce the carbon emission by 3.1% year on
year which leads customers to attract more (Reza, Mubarik, Naghavi, and Nawaz, 2020).
Along with this, they are the first retailer for joining the sustainable agriculture initiative which
creates impact on the customers. This given a reason for customers to buy from their products
from Tesco as well as the services provided by them. The selected company work on various
issues of environment which create a huge impact on the minds of the people.
Leverage community: Relationship with the customers are deep by promoting the
brands by brining all the communities together with the help of social media it helps in catering
large number of people so that the selected organisation can discuss with the new ideas and
various launches. The content posted should be effective by mentioning about the brands and
these can be done with help of influencers. Influencer have large number of follower and posting
an effecting content and advertisements helps in catering more number of people with the help of
their followers. The people share their experiences with respect to the company and appeal to
their friends and families to spread the marketing campaigns and stories. Their experiences and
word of mouth has a positive impact on their friends and families. In addition to it, people make
videos about the various products and services they use which helps in catering people. The
company also done their promotions through events or blogs which helps in highlighting their
product and services as well as their work and achievements (Singh, 2017). The sharing of
videos and stories helps in making the relationship stronger by the organisation which enhance
the customers satisfaction as well as gaining of the trust.
Provide recommendations on how your chosen organisation can improve its marketing strategy
It is essential to use effective and strong marketing strategy to manage the functioning of
the company. Efficient pricing strategy is used by Tesco to manage the working abilitiess of the
company (Spiller, and Tuten, 2019)(Sun, Yao,and Govind, 2019). The target customers of this

company are premium customers. It is properly managed by providing quality products to clients
and customers.
CONCLUSION
From the above report it has been concluded that, it can be said that TESCO has grown
up to be the world’s third largest grocery retailer. They are known for their consumer service and
their facilities to maintain the orientation in the business that deals with the management. Their
plan of action of growth and development that are spread over the non food section and the retail
services of facilities of the international and community that will includes the UK business of
management. It includes various important decisions that will related to all elements of the
marketing mix. The impact of the marketing mix will be the first as when the accurate weight
age is get allotted to each components and it will be get integrated so that it will combined each
and every effect that will leads to the best results in the business.

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