Tesco Marketing Plan: SWOT, PESTLE Analysis, Objectives, Strategy

This report provides a comprehensive analysis of Tesco's marketing plan. It begins with an introduction highlighting the importance of marketing plans for businesses like Tesco. The analysis then delves into a SWOT analysis, identifying Tesco's strengths (leading position, effective online services) and weaknesses (decreasing financial performance, weakened worker's morale), as well as opportunities (expanding internationally, developing non-retail products) and threats (inability to maintain competitive advantage, currency fluctuations). A PESTLE analysis examines the political, economic, social, technological, environmental, and legal factors impacting Tesco. The report outlines Tesco's corporate and marketing objectives, including maximizing profits, increasing market share, and increasing consumer base. The marketing strategy focuses on enhancing and creating awareness about its products and services. Finally, the report discusses monitoring and controlling techniques and concludes with the effectiveness of the marketing plan and provides references.

MARKETING PLAN

INTRODUCTION
Marketing plan is a backbone to marketing functions
as it helps the management in determining its own
weakness and strengths according to changing
market situations.
The marketing team of Tesco makes appropriate
market plan to implement effective techniques and
strategies to accomplish organizational goals and
objectives.
Marketing plan is made by the company to make
innovation in already existing products and for
creating new commodities according to consumers
requirement.

SWOT
Strength The major strength of retailer lies in its leading position.
The effective online services of Tesco is continuously enhancing its
consumer base.
Weakness The decreasing financial performance from past few years is major
weakness of Tesco which is damaging its market reputation.
Weakened worker's morale and performance.
Opportunities Expanding business operations across international boundary it's the major
opportunity which can assist the retailer in improving its efficiency and
effectiveness.
The company can focus on developing non retail products in order to
increase its market.
Threats The enterprise is unable to maintain competitive advantage.
The fluctuation in currency is the major threat which is interrupting the
leadership position of Retailer.

PESTLE
Political The changing tax regulations of UK has affected operations of Tesco as the
rates increased from 17.5 % to 20 %. Further, the government has enacted
new law of fat tax to control the health diseases of obese population sue to
which the sales revenue of company has decreased as now it is focusing on
launching healthy food range.
Economic The financial crisis on UK economy are improving which demonstrate positive
change for retail business.
On the other hand the economic recession is increasing unemployment and is
decreasing consumer spending over products.
The drift buyers preference due to pricing is fluctuating the revenue growth of
Tesco.

CONTD.
Social The consumer opinion towards products impacts the profitability of
organization for a long run. For instance the horse meat scandal and
wrong advertising has impacted the consumers base of retailer.
Thus, it is important for the marketing team to protect consumer rights
when advertising and promoting products and services in market.
Technological Advancement in technology impacts the efficiency and effectiveness of
management system.
The disruptive technological changes are impacting the ability of performing
functions as adapting every advanced according to consumers demand
interrupts the business operations.

CONTD.
Environmental The increasing effects of Global warming are disturbing the stability of
environment for which now the Tesco is responsible of using environmental
friendly products and methods of production like, reduce, reuse and recycle.
The minimum use of harmful gases and utilization of resources green house
gases.
Legal There are various products of Tesco which are affected by legal framework of the
country.
The organisation is bound to comply with labor law, tariff rates, employment law
etc.

CORPORATE OBJECTIVES
Maximizing profits
Increasing market share
Improving effectiveness of products
and services.

MARKETING OBJECTIVES
To increase consumer base with every new product.
To increase profits and revenue with every new products.
To evaluate the changing taste and preferences of
consumers.
To increase awareness about its grocery products.

MARKETING STRATEGY
The marketing strategy of Tesco are focused on enhancing
the and creating awareness about its products and services.
Marketing strategies are the tactics used by the
organization to establish communication with consumers
in order to evaluate the market requirement.
.

MONITORING AND
CONTROLLING TECHNIQUES
To make optimum utilization of resources.
To measure the effectiveness of actual performance and
market plan.
To evaluate more and more effective marketing strategies
to attract more and more consumers.
To regularly analyze changing taste and preferences of
buyers.

CONCLUSION
The marketing plan of Tesco comprises various steps
which includes all the necessary strategy of accomplishing
organizational goals and objectives.
The marketing plan comprises macro and micro analyses
of leading retail enterprise which is done through Swot
and Pestle analysis.

REFRENCES
Jung, S. E. and et.al., 2013. Formative Assessment using
Social Marketing Principles to Identify Rural Older
Oklahomans’ Perspectives of Health. Journal of Nutrition
Education and Behavior. 45(4). pp. S32-S39.
Liu, Y.,and et.al., 2017. The Effects of Products’ Aesthetic
Design on Demand and Marketing-Mix Effectiveness:
The Role of Segment Prototypicality and Brand
Consistency. American Marketing Association.