Marketing Strategies and Cultural Considerations for Tesco PLC Report

This report examines the marketing strategies of Tesco PLC, a prominent retail organization in the UK. It begins by exploring various marketing techniques used by different companies, such as Coca-Cola, Starbucks, Nike, and Apple, highlighting their approaches to brand consistency, social media, sports associations, and product innovation. The report then discusses the limitations and constraints of marketing, including budgetary and time constraints, data reliability issues, and legal constraints. It emphasizes the importance of market research for developing effective marketing plans, targeting specific customer groups, and creating a coherent marketing mix (product, price, place, and promotion). Furthermore, the report analyzes how cultural differences influence marketing messages and concludes with an overview of the essential role of marketing in driving future growth. The report provides insights into Tesco PLC's marketing practices, including its targeting of young customers and its consideration of cultural factors in marketing.

Marketing for Business

Table of Contents
INTRODUCTION...........................................................................................................................1
1) Various marketing techniques used by range of companies...................................................1
2) Limitation and constraints of marketing.................................................................................2
3) Use of marketing research for better development of marketing plan...................................2
4) Use of marketing research for marketing planning................................................................3
5) How and Why groups of customers are targeted for selected products..................................4
6) Coherent marketing mix.........................................................................................................4
7) How cultural difference alter the marketing message............................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing function is a foremost consideration of all enterprises where it directly assists
in a better promotion of the products and services and carry out the various operations of the
company in a very effective way. In this report, a renowned retail organisation called Tesco PLC
has been taken into consideration. This firm operates in the retail industry of UK (Armstrong and
et.al., 2015). In this report, we will discuss various marketing techniques for a range of the
organisation and its limitations or constraints are taken into consideration. The marketing
research of the cited firm is being conducted and importance of the target group of customers is
been taken into consideration. Besides this, a marketing mix is being given and the impact of the
various cultural differences is taken into consideration (Sheth and Sisodia, 2015).
1) Various marketing techniques used by range of companies.
Various organisations take into consideration different types of the marketing techniques
that helps the firm to attain its marketing objectives and meet their needs in a better way. For
instance, the Coca cola has adopted the strategy of brand and quality consistency. Since the
beginning, the company has not changed the colour scheme of red and white, which makes it
easily recognisable all over the world. Besides this, it has maintained the unique taste since the
beginning, making it popular among the old and new customers. Similarly, the Starbucks follows
the social strategy where it uses the social media platforms to get an improved idea of their
several operations that are taken into consideration by the entity to promote its services and
products (Papadopoulos and Heslop, 2014).
The Nike, has followed the strategies to associate with various sports persons and
champions and worked in a particular, target field. This has given the company a better
understanding, carrying out its operations in a better way and meet its productivity requirements.
Apple Inc. is known to come up with better and innovative products that help the business to
effectively meet the identified needs of their customers. Such marketing techniques helps the
company to take into the consideration the various approaches to improve the proficiency and
productivity of the firms. Besides this, such approaches and techniques help the company to
easily connect with the customers (Pulizzi, 2014).
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2) Limitation and constraints of marketing
The marketing and the promoting activities are very important for the better growth and
development of the company. But it has certain limitations and constraints too. Some major
constraints or limitation of the various marketing techniques are as follows:
 Budgetary limitations: The marketing operation's that are been taken into consideration
by the cited firm is directly dependent on the budget that is been provided by the
management of the organisation (Kleinaltenkamp and et.al., 2015). It helps the company
to carry out the marketing related operation in a better way and fulfil the demands of
their customers and the establishment in an improved way. The inadequate budget may
lead to the failure of the marketing strategy of the company.
 Time constraints: The time is also very important and vital factor that affect the various
sort of the operation's carried out by the marketing department of the company.
Marketing is a very time consuming process and requires the effective management in
order to gain the suitable and desired results (Theron and et.al., 2015).
 Data reliability: A better administration of several operations that are undertaken by the
marketing department of the firm is to be verified in a very effective way. Many times,
the data that is been gained by the extensive market research is found to be non-relevant
and ineffective, thus causing the wastage of resources implemented.
 Legal constraints: Many times, the marketing process requires asking and storing the
vital and confidential information of the customers. Thus, the safe guarding of this data
is the liability of the organisation. If it fails to maintain the data security, it may lead to a
legal problem (Crittenden and Crittenden, 2015).
3) Using market research for a better development of marketing plan
An effective market research that is been conducted by the Tesco PLC is proven to assist
the cited firm in gaining a better share of the market for fulfilling the factual demands of the
company in an improved manner. This is also apparent help the business in meeting the desires
of their customers in the significant manner and fulfilling them to attain a better satisfaction level
and productivity from their customers. Besides this, the effective marketing research will aid the
organisation in gaining increased market shares and fulfil the requirements of the establishment
in a very effective manner (Merigó, Gil-Lafuente and Gil-Lafuente, 2016). Apart from this the
effective management of the various marketing research operations will help the company to
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analyse its feasibility and various strength and weaknesses that helps the company to meet the
opportunities in a better way.
Other than this, it helps the company to identify various risk factors, and changes that it
needs to make in order to maintain the level of efficiency and productivity. It supports the
enterprise to take appropriate decisions and get proper information about the requirements of the
entity. It is proven to assist the company in meeting the level of competition of the company that
it faces in the market by improving the work efficiency of the workers and the cited firm, as
whole. Also, the rise in the productivity will help the company to develop a better marketing plan
or strategy to deliver a good quality products and services (Charter, 2017).
4) Use of marketing research for marketing planning
The effective marketing research techniques undertaken by the company in a market will
support the organisations to develop an improved marketing plan. Other than this, it will help the
corporation to meet the realistic demands of the market to gain an increased productivity. The
efficient management of several operations and the identification of the customer's requirement's
with better assessment of the operations will aid the firm to gain a raised productivity. Other than
this, the market research is also evident to provide the organisation with effective idea of the
ongoing market trends and the economic conditions to make a more appropriate sustainable
marketing plan. Besides this, the effective marketing research helps the organisation to develop a
better products and services to cater the needs and demands of their customers in a significant
and effective manner (Chaffey and Ellis-Chadwick, 2016).
Other than this, it supports the company to get a good control over their actions as a way
of meeting the operational requirements of the cited firm. A detailed market research helps the
organisation to make an effective strategy about the financial requirements of the company and
meet the identified needs of the business in a better way. Besides this, it will support the
management of the corporation to provide efficient and adequate budget and other support to
carry out the marketing operations undertaken by the company. It helps the company to manage
the various operations and carry out the strategic changes that are been required to be made into
the company to carry out the various operations in the given time. The adequate knowledge of
the market conditions will help the cited firm to take in consideration appropriate strategy to
meet the requirements of the company as well as the clients in a better way (Theron and et.al.,
2015).
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5) The way in which the groups of consumers are targeted for chosen products.
In an organisation, a particular group of customer is being targeted to gain more share of
the operations along with high profitability. For instance, Tesco PLC has undertaken the
different operations into the consideration and has launched several products keeping in mind the
young customers, as they consist of the highest number of buyers of the various services of the
cited firm. Thus, such approaches assist the enterprise in gaining raised shares in the market and
provide a competitive advantage to the company. Besides this, targeting of the particular group
of customers helps the establishment to have an improved share of idea regarding various needs
and demands of the customers (Pulizzi, 2014).
This approach allows them to develop better products and services that will aid the firm
to fulfil the exact needs of its clients to gain an improved market productivity. Besides this, the
analysis and setting up of the target customers will lead to the company gaining a good market
position. Besides this, the target audience will help the company to make a marketing plan,
keeping in mind the demands of the company. Apart from this, it will also help the company in
effectively meeting the targeted goals to fulfil the requirements of the company and will help the
cited firm to undertake various market activities. This will help the business to acquire a better
position in the market.
6) Coherent marketing mix
The marketing mix consisting of 4 p's of the Tesco PLC is as follows:
 Product: The product is the core requirement of the company. The effective and good
quality product will help the company to gain a better productivity and meet the
requirements of the customers in a better way to fulfil the requirements of the consumers.
Tesco PLC has to look after the quality of the product before marketing them as the poor
quality may affect the sales (Papadopoulos and Heslop, 2014).
 Price: The price that is been kept by the Tesco PLC should be appropriate and reasonable
for the customers, keeping in mind the manufacturing and marketing cost of the product
or services.
 Place: The place also plays a very vital and significant role in the company. Tesco PLC
has to place its outlets in a better place which is easily accessible to the customers and
helps the company to fulfil the requirements of the clients in a better way. Other than this,
it will also improve its chances of growth.
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 Promotion: To gain a better success, the products of the Tesco PLC are required to be
promoted in a well manner. A good marketing or advertising will help the company to
sell its products and services to the customers in a better way.
7) How cultural difference alter the marketing message
The cultural factors play a very deep and significant role in the better management and
development of an organisation. Tesco PLC has to look after the effective management of the
various cultural factors, that will help the company to gain a good market support. If the
company fails to meet the cultural requirements of the consumers, this may lead to the negative
impact on its growth and better performance (Chaffey and Ellis-Chadwick, 2016). On the other
hand, effective fulfilment of the cultural requirements of the customer will help the company to
get a better profitability and market share.
CONCLUSION
This report has concluded an essential role of marketing for a better growth in the future.
In this study, several techniques of marketing for a range of the organisation and their
limitations. The marketing research of the cited firm is being done and importance of the target
customers is being taken into consideration. Besides this, a marketing mix is being given and the
impact of the various cultural differences is being discussed.
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REFERENCES
Books and Journals
Armstrong, G. and et.al., 2015. Marketing: an introduction. Pearson Education.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Prentice Hall.
Charter, M. ed., 2017. Greener marketing: A responsible approach to business. Routledge.
Crittenden, V.L. and Crittenden, W.F., 2015. Digital and social media marketing in business
education: implications for student engagement.
Kleinaltenkamp, M. and et.al., 2015. Fundamentals of Business-to-business Marketing. Springer.
Merigó, J.M., Gil-Lafuente, A.M. and Gil-Lafuente, J., 2016. Business, industrial marketing and
uncertainty. Journal of Business & Industrial Marketing. 31(3). pp.325-327.
Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Pulizzi, J., 2014. Epic content marketing: How to tell a different story, break through the clutter,
and win more customers by marketing less. pp. 5. McGraw-Hill Education.
Sheth, J.N. and Sisodia, R.S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Theron, E. and et.al., 2015. The role of trust in relationship marketing in business-to-business
financial services. In Proceedings of the 2008 Academy of Marketing Science (AMS)
Annual Conference. pp. 209-213. Springer, Cham.
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