Contemporary Issues in Marketing: TESCO's 4Ps Marketing Mix
VerifiedAdded on 2023/06/12
|11
|2665
|310
Report
AI Summary
This report provides a comprehensive analysis of TESCO's marketing strategies, focusing on the application of the 4Ps marketing mix (Product, Price, Place, Promotion). It defines marketing and the marketing mix, detailing how TESCO, a British multinational merchandise retailer, utilizes these concepts to build a strong brand image and maintain a competitive edge. The report examines the products and services offered by TESCO, including clothing, electronics, financial services, and a wide range of food items, both in-store and online. It further explains how TESCO applies the 4Ps to its offerings, emphasizing cost leadership in pricing, diverse distribution channels, and strong promotional activities, including traditional advertising and loyalty programs. The report concludes that effective marketing and a well-executed marketing mix are crucial for TESCO's success in the international market.

Contemporary Issues in
Marketing
Marketing
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Define Marketing........................................................................................................................4
Define Marketing Mix:...............................................................................................................5
A brief theoretical explanation of 4Ps marketing mix................................................................5
Products and services offered by the company...........................................................................7
Application of four Ps marketing mix to the selected product and service ...............................7
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Define Marketing........................................................................................................................4
Define Marketing Mix:...............................................................................................................5
A brief theoretical explanation of 4Ps marketing mix................................................................5
Products and services offered by the company...........................................................................7
Application of four Ps marketing mix to the selected product and service ...............................7
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to the set of institutions, processes for creating, activities, delivering,
communicating and exchanging offers which have value for clients, customers, society and
partners at large scale. Marketing is very important from the organisational point of view and
without marketing it is difficult to create a very strong brand image into the market. In the
present report, TESCO is taken into consideration(Chen and House., 2021). It is a British
multinational merchandise retailer which is headquartered in Welwyn Garden City, England. It is
a famous merchandise retailer into the UK market. The present report will cover discussion
about marketing, marketing mix and four Ps of marketing mix as well. In addition to this , the
present report will cover analysis about products and services offered by the company for their
customers. Moreover, the report will cover discussion about application of marketing mix to the
particular products and services.
MAIN BODY
Define Marketing
It is a set of business plan of promoting and selling of goods and services in the market to
attain profit and increase market share as it is one of the key aspect of business. The company
uses different marketing strategies to attract new customers by innovative advertisements, sales
promotion etc. By the help of marketing it raises brand awareness by selling good quality
products and services at reasonable prices as it makes memorable to customers who become
loyal clients, trust brand and tell sources about the company. The main purpose of marketing is
to analyse and research consumer buying habits, taking feedback, send out surveys,
communicate with customers about their needs and wants. There are different marketing
strategies available by which a company can increases its profitability and brand image
effectively and efficiently (Brudvig, Brusco and Cradit, 2019). It can be done by good and
strong marketing plan so that it can reach to its goals.
Through mobile and e-mail marketing as it is a broad concept which bring customers
together by marketing campaigns etc. Viral marketing is also a great phenomenon as it spread
fast from one person to another which is time effective process. Marketing covers vast areas such
as the design, the brand, market research, pricing, consumer psychology which helps the
company in long run.
Marketing refers to the set of institutions, processes for creating, activities, delivering,
communicating and exchanging offers which have value for clients, customers, society and
partners at large scale. Marketing is very important from the organisational point of view and
without marketing it is difficult to create a very strong brand image into the market. In the
present report, TESCO is taken into consideration(Chen and House., 2021). It is a British
multinational merchandise retailer which is headquartered in Welwyn Garden City, England. It is
a famous merchandise retailer into the UK market. The present report will cover discussion
about marketing, marketing mix and four Ps of marketing mix as well. In addition to this , the
present report will cover analysis about products and services offered by the company for their
customers. Moreover, the report will cover discussion about application of marketing mix to the
particular products and services.
MAIN BODY
Define Marketing
It is a set of business plan of promoting and selling of goods and services in the market to
attain profit and increase market share as it is one of the key aspect of business. The company
uses different marketing strategies to attract new customers by innovative advertisements, sales
promotion etc. By the help of marketing it raises brand awareness by selling good quality
products and services at reasonable prices as it makes memorable to customers who become
loyal clients, trust brand and tell sources about the company. The main purpose of marketing is
to analyse and research consumer buying habits, taking feedback, send out surveys,
communicate with customers about their needs and wants. There are different marketing
strategies available by which a company can increases its profitability and brand image
effectively and efficiently (Brudvig, Brusco and Cradit, 2019). It can be done by good and
strong marketing plan so that it can reach to its goals.
Through mobile and e-mail marketing as it is a broad concept which bring customers
together by marketing campaigns etc. Viral marketing is also a great phenomenon as it spread
fast from one person to another which is time effective process. Marketing covers vast areas such
as the design, the brand, market research, pricing, consumer psychology which helps the
company in long run.
⊘ This is a preview!⊘
Do you want full access?
Subscribe today to unlock all pages.

Trusted by 1+ million students worldwide

There are some disadvantages also of marketing as it is costly method for small
organisation to sell its goods and services. The return on investment may be low in small
companies as compared to big brands as they have less resources.
Define Marketing Mix:
It is a set of actions which combines a number of components in order to sell its goods
and services effectively in the market to earn maximum profit. Its objective is to sell the products
at the right time with right price. It consist of seven Ps in marketing mix which are product,
price, place, promotion, people, physical evidence and process with the help of these it make it
easier to sell product in the market effectively and efficiently by optimum utilisation of resources
(Khoshtaria, Datuashvili, and Matin, 2020). All products are classified into 3 main categories
which are tangible, intangible products and service. In context to Tesco, it is one of the leading
retail store in the world and has wide range of products available at cheapest rates to its
customers. The 7 Ps of marketing mix is an effective tool for Tesco to sell its product and can
enhance its brand value in the market (Sheth and Parvatiyar, 2021). It provides attractive offers
like buy one get one free offer, half price discount offer, cashback etc. to its consumers which
influence them to buy products.
An organisation uses their strengths to avoid unnecessary expenses and cost. Marketing
mix can be developed by identifying goal and set budget accordingly. It is important to
understand competitors and their different strategies so that a company can make it more unique
and approachable to its customers. For any small organisation it is time consuming and costly
method as they involve small amount of capital as compared to big organisations.
A brief theoretical explanation of 4Ps marketing mix
Marketing mix is a crucial tool that is used to get competitive advantage in market place. It
includes various set of actions, tactics which are implemented to promote a product or service.
Basically, marketing mix is a combination of different elements like product, price, place and
promotion. The main aim of marketing mix is to enhance the brand image of the organization. It
helps in increasing competitive advantage of the organization (Warrink, 2018). In context of
TESCO, it is a well-known organization that offers various food and non-food products. They
also offer the products at reasonable price with an aim to enhance the living standard of the
individuals profoundly.
organisation to sell its goods and services. The return on investment may be low in small
companies as compared to big brands as they have less resources.
Define Marketing Mix:
It is a set of actions which combines a number of components in order to sell its goods
and services effectively in the market to earn maximum profit. Its objective is to sell the products
at the right time with right price. It consist of seven Ps in marketing mix which are product,
price, place, promotion, people, physical evidence and process with the help of these it make it
easier to sell product in the market effectively and efficiently by optimum utilisation of resources
(Khoshtaria, Datuashvili, and Matin, 2020). All products are classified into 3 main categories
which are tangible, intangible products and service. In context to Tesco, it is one of the leading
retail store in the world and has wide range of products available at cheapest rates to its
customers. The 7 Ps of marketing mix is an effective tool for Tesco to sell its product and can
enhance its brand value in the market (Sheth and Parvatiyar, 2021). It provides attractive offers
like buy one get one free offer, half price discount offer, cashback etc. to its consumers which
influence them to buy products.
An organisation uses their strengths to avoid unnecessary expenses and cost. Marketing
mix can be developed by identifying goal and set budget accordingly. It is important to
understand competitors and their different strategies so that a company can make it more unique
and approachable to its customers. For any small organisation it is time consuming and costly
method as they involve small amount of capital as compared to big organisations.
A brief theoretical explanation of 4Ps marketing mix
Marketing mix is a crucial tool that is used to get competitive advantage in market place. It
includes various set of actions, tactics which are implemented to promote a product or service.
Basically, marketing mix is a combination of different elements like product, price, place and
promotion. The main aim of marketing mix is to enhance the brand image of the organization. It
helps in increasing competitive advantage of the organization (Warrink, 2018). In context of
TESCO, it is a well-known organization that offers various food and non-food products. They
also offer the products at reasonable price with an aim to enhance the living standard of the
individuals profoundly.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

Here, product is a crucial element is a crucial element of marketing mix. It includes
different attributes of commodity to address the needs & requirements of buyers efficiently. A
product is basically an items that is produced with an intention to fulfill the needs of the
customers. Marketers need to analyze the needs and preferences of customers while developing a
particular product or service (Kumar, Shankar and Aljohani, 2020). In context of TESCO, they
offer various food & non-food products to fulfill the requirements of customers in an efficient
manner. They undertake a detailed market research so that they can develop efficient product to
fulfill the preferences of the individuals efficiently.
Price is the another crucial element of marketing mix wherein the cost of a product is
determined. There is requirement to consider ample of factors like cost, expense, profit and more
in order to set an appropriate price. By setting an appropriate price, it is possible for an
organization to earn substantial amount of profit. In present context, TESCO charges adequate
price from its customers. For this purpose, they are likely to set an adequate price which can be
easily afford by the buyers. Setting a suitable price will make the company enable to earn
potential amount of profit in significant manner.
In marketing mix, place is also an essential element. Basically, it shows the place from
where the products are made available to the customers. It also included the distribution and
logistics facilities so that the customers can receive the products in timely manner. In addition to
this, it is about providing access of products to the final users (Stead and Hastings, 2018). In
TESCO, they make sure to offer necessary products to the customers at right time at right place.
Apart from the physical outlets, they also make the products available through online platforms.
Promotion is the final element of marketing mix. Under this, products and services are
promoted through significant advertisement & promotional techniques. Promotion is helpful in
increasing the awareness of the customers regarding particular good or services. Currently, the
companies are likely to adopt online promotional techniques like social media marketing,
website marketing and more in order to advertise the products significantly (Kim and Kim,
2018). In context of the selected company, they promote the products through traditional ways
like newspapers, billboards and more. Additionally, online promotional techniques such as social
media platforms, emails and more are also used by the organization to promote the products
widely.
different attributes of commodity to address the needs & requirements of buyers efficiently. A
product is basically an items that is produced with an intention to fulfill the needs of the
customers. Marketers need to analyze the needs and preferences of customers while developing a
particular product or service (Kumar, Shankar and Aljohani, 2020). In context of TESCO, they
offer various food & non-food products to fulfill the requirements of customers in an efficient
manner. They undertake a detailed market research so that they can develop efficient product to
fulfill the preferences of the individuals efficiently.
Price is the another crucial element of marketing mix wherein the cost of a product is
determined. There is requirement to consider ample of factors like cost, expense, profit and more
in order to set an appropriate price. By setting an appropriate price, it is possible for an
organization to earn substantial amount of profit. In present context, TESCO charges adequate
price from its customers. For this purpose, they are likely to set an adequate price which can be
easily afford by the buyers. Setting a suitable price will make the company enable to earn
potential amount of profit in significant manner.
In marketing mix, place is also an essential element. Basically, it shows the place from
where the products are made available to the customers. It also included the distribution and
logistics facilities so that the customers can receive the products in timely manner. In addition to
this, it is about providing access of products to the final users (Stead and Hastings, 2018). In
TESCO, they make sure to offer necessary products to the customers at right time at right place.
Apart from the physical outlets, they also make the products available through online platforms.
Promotion is the final element of marketing mix. Under this, products and services are
promoted through significant advertisement & promotional techniques. Promotion is helpful in
increasing the awareness of the customers regarding particular good or services. Currently, the
companies are likely to adopt online promotional techniques like social media marketing,
website marketing and more in order to advertise the products significantly (Kim and Kim,
2018). In context of the selected company, they promote the products through traditional ways
like newspapers, billboards and more. Additionally, online promotional techniques such as social
media platforms, emails and more are also used by the organization to promote the products
widely.

Products and services offered by the company
As TESCO is a general merchandise retailer which provides their services into diversified
areas which includes clothing, retailing of books, furniture, electronics petrol, toys, software,
telecoms, financial services and internet services as well. It is basically the third largest retailerin
the world which is measured by gross revenues and also the ninth largest in the world which is
measured by revenues. Within the United Kingdom country, they have offered services into the
financial stream as well through the TESCO bank(Dodds and Butler eds., 2019). It has formerly
joint venture with The Royal Bank of Scotland. They also offer wide range of food and non-
food products which includes fresh food, bakery, drinks, grocery, entertainment product and
baby products as well. It has been observed that the company has shifted themselves on the
online basis and from there as well they provide their services into positive manner to their
customers. TESCO has five shops in five countries across Europe and also act as market leader
of groceries within the UK country. So these are the products and services which is offered by
the TESCO company.
Application of four Ps marketing mix to the selected product and service
Marketing mix basically refers to the set of actions, activities which has been taken by the
organisation in order to promote their brand or product within the market. There are basically
four Ps of marketing mix which includes product, place, price and promotion. They are defined
into the following manner:
Products: TESCO sells a wide variety of products which includes clothing, food,
stationary, cosmetics, financial services and electronics etc. The company has tried to expand
themselves into different product lines which fulfils every kind of needs of their customers. They
also sells products from great brands as well which includes every product line (Jin and Cho.,
2018).There are certain own brands of TESCO company which includes Everyday value,
TESCO value, TESCO Lotus and F & F as well.
Price: It is the most important parameter of marketing mix because on the basis of it
company makes profits or generate revenue on large scale as well. TESCO's pricing strategy is
the cost leadership which results into this action that they set low prices as much as possible
without compromising the quality of their products.
As TESCO is a general merchandise retailer which provides their services into diversified
areas which includes clothing, retailing of books, furniture, electronics petrol, toys, software,
telecoms, financial services and internet services as well. It is basically the third largest retailerin
the world which is measured by gross revenues and also the ninth largest in the world which is
measured by revenues. Within the United Kingdom country, they have offered services into the
financial stream as well through the TESCO bank(Dodds and Butler eds., 2019). It has formerly
joint venture with The Royal Bank of Scotland. They also offer wide range of food and non-
food products which includes fresh food, bakery, drinks, grocery, entertainment product and
baby products as well. It has been observed that the company has shifted themselves on the
online basis and from there as well they provide their services into positive manner to their
customers. TESCO has five shops in five countries across Europe and also act as market leader
of groceries within the UK country. So these are the products and services which is offered by
the TESCO company.
Application of four Ps marketing mix to the selected product and service
Marketing mix basically refers to the set of actions, activities which has been taken by the
organisation in order to promote their brand or product within the market. There are basically
four Ps of marketing mix which includes product, place, price and promotion. They are defined
into the following manner:
Products: TESCO sells a wide variety of products which includes clothing, food,
stationary, cosmetics, financial services and electronics etc. The company has tried to expand
themselves into different product lines which fulfils every kind of needs of their customers. They
also sells products from great brands as well which includes every product line (Jin and Cho.,
2018).There are certain own brands of TESCO company which includes Everyday value,
TESCO value, TESCO Lotus and F & F as well.
Price: It is the most important parameter of marketing mix because on the basis of it
company makes profits or generate revenue on large scale as well. TESCO's pricing strategy is
the cost leadership which results into this action that they set low prices as much as possible
without compromising the quality of their products.
⊘ This is a preview!⊘
Do you want full access?
Subscribe today to unlock all pages.

Trusted by 1+ million students worldwide

Company has also enjoyed economies of scale and work into continuous manner with
their suppliers in order to make the supply chain more efficient in order to reduce prices. The
pricing strategy of company also got affected through their main competitors such as Lidl and
Aldi into the UK market.
Place: There are many retailers who uses channels of distribution and TESCO has use
two main channels of distribution which includes offline and online. They have almost seven
hundred stores in all over the world and there are different kinds of offline stores of TESCO
company. It includes TESCO express, TESCO extra, TESCO metro, TESCO superstore, TESCO
metro. The online business of TESCO company is also known as TESCO Direct and it shows
that they uses different kinds of channels which is available in order to reach out to their
customers.
Promotion: TESCO company has a very strong brand image which supports in terms of
activities of promotion into significant manner. The company has basically used television,
newspaper, media outlets in order to convey information to their customers. TESCO is also one
of the biggest spender in traditional advertising in the retail industry of UK grocery (Kumar and
et.al., 2020). Apart from advertising they have also used other forms of promotion as well. They
also provide certain kinds offers to their customers into the form of buy one get one free for
certain kinds of products. They also have loyalty cards where club card owners get points every
time when they shop in order to redeem to get discounts. So these are the main Ps of marketing
mix which can be used by the TESCO company in order to create their strong brand image
within the market.
CONCLUSION
The above stated report concludes that marketing plays a very significant role in terms of
creating strong brand image within the international market. It has been concluded that there are
certain tactics which can be used in order to create strong brand image with support of marketing
mix. It has been determined that there are certain products and services which has been offered
by the company for their customers. There are certain main parameters of marketing mix which
includes product , place, price and promotion. There are different companies who offer different
kinds of product and services but their prices has been decided on this factor that how much cost
has been incurred by the company into the production of that particular product.
their suppliers in order to make the supply chain more efficient in order to reduce prices. The
pricing strategy of company also got affected through their main competitors such as Lidl and
Aldi into the UK market.
Place: There are many retailers who uses channels of distribution and TESCO has use
two main channels of distribution which includes offline and online. They have almost seven
hundred stores in all over the world and there are different kinds of offline stores of TESCO
company. It includes TESCO express, TESCO extra, TESCO metro, TESCO superstore, TESCO
metro. The online business of TESCO company is also known as TESCO Direct and it shows
that they uses different kinds of channels which is available in order to reach out to their
customers.
Promotion: TESCO company has a very strong brand image which supports in terms of
activities of promotion into significant manner. The company has basically used television,
newspaper, media outlets in order to convey information to their customers. TESCO is also one
of the biggest spender in traditional advertising in the retail industry of UK grocery (Kumar and
et.al., 2020). Apart from advertising they have also used other forms of promotion as well. They
also provide certain kinds offers to their customers into the form of buy one get one free for
certain kinds of products. They also have loyalty cards where club card owners get points every
time when they shop in order to redeem to get discounts. So these are the main Ps of marketing
mix which can be used by the TESCO company in order to create their strong brand image
within the market.
CONCLUSION
The above stated report concludes that marketing plays a very significant role in terms of
creating strong brand image within the international market. It has been concluded that there are
certain tactics which can be used in order to create strong brand image with support of marketing
mix. It has been determined that there are certain products and services which has been offered
by the company for their customers. There are certain main parameters of marketing mix which
includes product , place, price and promotion. There are different companies who offer different
kinds of product and services but their prices has been decided on this factor that how much cost
has been incurred by the company into the production of that particular product.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

There are certain distribution channels through which products can be distributed into
successful manner. There are also certain promotional parameters which needs to be included in
order to create strong brand image into the market. That's why marketing is very important at the
organisational level.
successful manner. There are also certain promotional parameters which needs to be included in
order to create strong brand image into the market. That's why marketing is very important at the
organisational level.

REFERENCES
Books and Journals
Brudvig and et.al., 2019. Joint selection of variables and clusters: recovering the underlying
structure of marketing data. Journal of Marketing Analytics, 7(1). pp.1-12.
Chen, L. A. and House, L., 2021. Food lifestyle patterns among contemporary food
shoppers. International Journal of Consumer Studies.
Dodds, R. and Butler, R. eds., 2019. Overtourism: Issues, realities and solutions (Vol. 1). Walter
de Gruyter GmbH & Co KG.
Jin, B. and Cho, H. J., 2018. Examining the role of international entrepreneurial orientation,
domestic market competition, and technological and marketing capabilities on SME’s
export performance. Journal of Business & Industrial Marketing.
Khoshtaria and et.al., 2020. The impact of brand equity dimensions on university reputation: an
empirical study of Georgian higher education. Journal of Marketing for Higher
Education, 30(2). pp.239-255.
Kim, M. S. and Kim, J., 2018. Linking marketing mix elements to passion-driven behavior
toward a brand: Evidence from the foodservice industry. International Journal of
Contemporary Hospitality Management.
Kumar and et.al., 2020. A big data driven framework for demand-driven forecasting with effects
of marketing-mix variables. Industrial marketing management, 90, pp.493-507.
Sheth, J. N. and Parvatiyar, A., 2021. Sustainable marketing: Market-driving, not market-
driven. Journal of macromarketing, 41(1). pp.150-165.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
Warrink, D., 2018. The marketing mix in a marketing 3.0 context. International Journal of
innovation and economic development, 4(4), pp.7-11.
Books and Journals
Brudvig and et.al., 2019. Joint selection of variables and clusters: recovering the underlying
structure of marketing data. Journal of Marketing Analytics, 7(1). pp.1-12.
Chen, L. A. and House, L., 2021. Food lifestyle patterns among contemporary food
shoppers. International Journal of Consumer Studies.
Dodds, R. and Butler, R. eds., 2019. Overtourism: Issues, realities and solutions (Vol. 1). Walter
de Gruyter GmbH & Co KG.
Jin, B. and Cho, H. J., 2018. Examining the role of international entrepreneurial orientation,
domestic market competition, and technological and marketing capabilities on SME’s
export performance. Journal of Business & Industrial Marketing.
Khoshtaria and et.al., 2020. The impact of brand equity dimensions on university reputation: an
empirical study of Georgian higher education. Journal of Marketing for Higher
Education, 30(2). pp.239-255.
Kim, M. S. and Kim, J., 2018. Linking marketing mix elements to passion-driven behavior
toward a brand: Evidence from the foodservice industry. International Journal of
Contemporary Hospitality Management.
Kumar and et.al., 2020. A big data driven framework for demand-driven forecasting with effects
of marketing-mix variables. Industrial marketing management, 90, pp.493-507.
Sheth, J. N. and Parvatiyar, A., 2021. Sustainable marketing: Market-driving, not market-
driven. Journal of macromarketing, 41(1). pp.150-165.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
Warrink, D., 2018. The marketing mix in a marketing 3.0 context. International Journal of
innovation and economic development, 4(4), pp.7-11.
⊘ This is a preview!⊘
Do you want full access?
Subscribe today to unlock all pages.

Trusted by 1+ million students worldwide

Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser

1 out of 11
Related Documents

Your All-in-One AI-Powered Toolkit for Academic Success.
+13062052269
info@desklib.com
Available 24*7 on WhatsApp / Email
Unlock your academic potential
Copyright © 2020–2025 A2Z Services. All Rights Reserved. Developed and managed by ZUCOL.