Analysis of Marketing, Sales, and Negotiation Skills at Tesco PLC

This report provides a comprehensive analysis of Tesco PLC's marketing, sales, and negotiation skills. It includes a PESTEL analysis to assess the macro-environmental factors impacting the company, covering political, economic, social, technological, legal, and environmental aspects. A SWOT analysis identifies Tesco's strengths, weaknesses, opportunities, and threats, evaluating its competitive position. The report also examines Tesco's marketing mix, focusing on product, price, place, promotion, people, process and physical evidence. It further discusses the sales and negotiation skills applied by Tesco, emphasizing effective communication, problem-solving, and customer relationship management. The report concludes with recommendations for Tesco to expand its business in emerging markets, leverage digital marketing, and adapt to technological advancements.

MARKETING, SALES AND
NEGOTIATION SKILLS

TABLE OF CONTENTS
1. INTRODUCTION..................................................................................................................3
2. PESTEL analysis and SWOT analysis....................................................................................3
3. Analysis of marketing mix......................................................................................................7
4. Sales and negotiation skills applied by Tesco plc...................................................................8
5. Recommendation....................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

1. INTRODUCTION
Marketing is all about promoting and selling services or goods in order to attract
customers. Marketing includes advertisement, promotional activities, product delivery and
market research to provide wide range of goods and services to customers. Nowadays, the
company who invest in marketing and run its business with the help of promotional activities
then they are achieving more success. Marketing is responsible for connecting with people about
goods and services provided by firm. Explaining about details of goods, offers on them and why
they are desirable. The major role of marketing is to listen customers and solve their problems
with the help of marketing and communication skills. It is necessary to collect data and
information and feedback from people, how well they are satisfied with the offers. Moreover, the
present report will provide role of marketing in order to satisfy customer needs and opportunities
for more improvement in marketing strategy.
In UK, Tesco plc is a retail company providing wide range of Groceries products or
financial services. The firm offers online retailing, private label brand of goods and supermarkets
and others. The company enhanced customer relationship and satisfied the wants and preferences
by conducting survey in the business market. Tesco is focusing on collecting important data and
gathering information of potential and existing customers. By understanding the needs of
customer Tesco knows about the demand of the market, which helps the company to make
decisions. The study will find out the strength and weakness with the help of SWOT analysis and
business environment with the study of PESTLE analysis.
2. PESTEL analysis and SWOT analysis
PESTEL Analysis
It is the method used by company to analyse the macro environmental factors which can
impact company. With the help of PESTEL analysis, the firm can identify external marketing
world related to business that have an impact on business industry or operations.

Source: (Achinas and et.al., 2019).
Political factors- Nowadays, due to rapid changing policies and rules made by
government have direct impact the business structure. Tesco needs to keep track on tax and fiscal
policies and must follow various rules that ensure safety of its products or services. so that they
can make necessary adjustments for generating revenue and business structure. This factor
includes foreign trade policies, government rules and regulation, tax policy and political issues
and market trends. For example- due to recent decisions of UK government that is Brexit, new
regulations that might come up and impact the sales or revenue of company. Thus, the change in
policies such as tax, trade and fiscal among the various supply countries will impact the
performance and productivity of the firm.
Economic factors- As the firm is providing wide range of goods and economic factors
plays a vital role in the consumption of this large array of goods (Nandonde, 2019). It is
important for company to keep track on any economic changes that occur in the UK, because this
will affect its sales, profit and revenue. Tesco manager needs to focus on the pricing strategy of
the goods because this will influence the sales. This factor involves inflation, economic
development and growth, unemployment and globalization.
Social factors- nowadays, people are more concern about social life so, their purchasing
power and behaviour is depended on it. They are influence by the changing culture, social
influence among the young generations. While purchasing goods customer prefer buying
everything in bulk rather than buying single products. Tesco has successfully planned out its

physical stores to facilitate these wants. The firm has to keep in mind that People are shifting
towards organic food and goods which is beneficial for health. Therefore, the company shifted its
attitude towards promoting organic food in order to satisfy customers. social factors include
customer behaviour of purchasing, attitudes, population growth rate, trends and traditions and
standard of living.
Technological factors- due to rapid changing in technology, and to stay relevant in
today’s business world, it is necessary for a firm to keep up with changing innovation and
technology. For company, it is important to use updated technology and techniques in order to
attract more new customers and satisfy existing clients (PESTEL analysis, 2022). Tesco has
achieved success in a few endeavours by adopting different retailing methods such as online
shopping, promotional activities with the help of social media, providing different technical
benefits.
Legal factors- this factor tells that a rapid change in policies made by government has
directly impact the business operations of the firm. It is important to follow both international
and domestic market laws, in order to run business with smooth operations (Abdel-Basset,
Mohamed and Smarandache, 2018). As per recent update is the firm being sued for unequal
distribution and pay, among women and men working in the firm. So, it is necessary to follow
these legalities in order to maintain the reputation of firm.
Environmental factors- nowadays, people think twice before purchasing any commodity
because they are now becoming health and environment conscious. Tesco has undertaken
various steps in order to improve the environment and create a more sustainable world. The firm
is focus on eco-friendly products or services to remove and reduce all the non-recyclable plastic.
The firm also focuses on removing waste products which can harm the environment. The
environmental factors include Health and safety, customer rights, product safety, positive
environment and laws.
SWOT analysis
Tesco plc is one of the most popular brand in UK in retail and lifestyle sector, with the help
of SWOT analysis company can develop its strategic planning. This method is used by firm to
evaluate a firm’s competitive position by assessing external and internal factors as well as future
potential.

Source: (Christodoulou and Cullinane, 2019)
Strengths- Tesco has expanded its business internationally and offering wide range of
products and services like electronics, books, financial services and furniture etc. The firm is
using new advanced technology and packaging techniques which gives a unique differentiation
to its clients. In UK, the firm has provided employment to more than 3,00,000 members who are
working in different roles and responsibilities and they have almost 7000 physical stores where
people can purchase easily (Teoli, Sanvictores and An, 2019). The sales and marketing team has
focused on spreading awareness about brand and its products and more focused on its digital
marketing in order to satisfy customers through market campaigns, offering coupons, online
advertisement and social media.
Weaknesses- As compared to other company, Tesco has limited presence so the firm needs
to expand its business in emerging markets. Years ago, the firm has faced a legal issues and
lawsuits which impact its brand image and unsatisfied lots of clients.
Opportunities- Due to rapid change in advanced technology, the company needs to keep
using new and advanced technology and techniques to satisfy clients. As people are attracted

towards technology, the firm has opportunities to adopt advance techniques such as promotional
activities through digital marketing and social media which will be helpful to expand business.
Threats- Due to heavy competition in retail sector, the firm has to use effective marketing
strategy, new technology, tools and maintain relationship with customers (Hajizadeh, 2019). The
big concerns for company is change in taxation policies and trading policies made by
government. So, in order to avoid any uncertainty, the firm has to keep track on such rules which
can impact business operations and performance.
3. Analysis of marketing mix
Marketing strategy of Tesco analysis shows the importance of this method which covers the
4PS named as promotion, place, product and price. There are different types of marketing
strategies such as promotion planning, pricing strategy and product innovation. With the help of
these strategy, company has successfully achieved its market position and created its brand
image and customer base. By adopting marketing strategy effectively, the firm has position itself
competitively in the business market of UK and achieve desired target and goals.
Source: (Thabit and Raewf, 2018)
Product strategy- the firm is offering a wide range of products or services such as clothing,
financial services, electronics, food items, jewellery, health and beauty products, groceries and
furniture at its physical stores and online store. The firm has its own private labels such as Tesco

lotus, everyday value and finest etc. and also the company provides financial service like saving
accounts, loans and insurance to people.
Price strategy- the company is using cost leadership strategy in its pricing strategy, which
help the brand succeed. It provides the low price products while at the same time maintaining the
quality of goods. Tesco is continuously works with its suppliers and team in order to improve
supply chain management successful by reducing prices of goods. The firm provides stable price
to its customer after collecting the feedback from its clients. At low price the company has
launched new food brands recently to gain customer base.
Place- the company has more than 7000 physical stores and online website where people
can make purchase easily. The stores are classified as Tesco extra, superstores and express
depending upon the market size of the store.
Promotional strategy- the firm has strong digital marketing strategy and uses social
marketing, campaigns, television ads, events and medias as promotional channels (Lim, 2021).
They provide discount coupons and various offers to attract new customers and satisfying
existing customers.
Process- The company is following effective process of business and it was designed from
the firm policies were kept minimum. The another factors such as capacity production levels and
service features included in it.
People- Tesco plc is providing employment to lot of people, by adopting selection and
recruitment procedure the employees has to undergo procedure of recruitment. The staff
members of company are motivated to help each other and to be supportive, which is beneficial
for company performance.
Physical evidence- The firm used colors, logos, equipment’s and tools as a proof to its
clients. The physical stores and online store are fall under this category of the brand; this
completes the strategy used by company.
4. Sales and negotiation skills applied by Tesco plc
Good and effective negotiations contribute to business success and productivity of
company. During the module I have learned a lot about skills required to run a business and the
importance of negotiation and sales skills. It is helpful to build relationship and deliver proper
solutions in order to satisfy the needs of customers, party and other people related to business.
With the help of negotiations skills and sales skills, I have learned that anyone can solve

problems, avoid any uncertainty and reduce conflicts between each other. For sales skills, With
the help of effective communication, listening skills, problem solving skills and knowledge about
customers’ needs people can attract new clients and satisfy the needs of customers (Shaw,
Terrion and Mavriplis, 2021). The major role of sales team is to deal with difficult situations
while doing marketing campaigns, reducing misunderstanding about business related topics
because it is a key part of effective negotiation, says (Fioravanti and et.al., 2021). By adopting
strong communication, sales and negotiation skills the managers and team of Tesco has
successfully achieved the customer based and competed their sales targets. This ultimately help
the company to expand its business and development strategy which is useful to create
relationship with stakeholders and investors.
5. Recommendation
By evaluating the report, it is recommended to company to expand its business in emerging
market and expand the areas of its business operations. This step will be helpful for them to
create more customer base and market position in the competitive world. It is also advisable to
use digital media and marketing to spread awareness about brand name internationally which is
helpful for ecommerce presence. Also, the firm needs to acquire small businesses and tie-ups can
help boost the business of company. It is suggested to keep track on rapid changing technology
and techniques and also invest more in promotional activities such as campaigns and
advertisements to gain competitive advantages.
CONCLUSION
To conclude, marketing is helpful to meet the needs and wants of customers, so, marketer
needs to adopt few steps to satisfy the customers wants. Marketers identify the preference of
customer and adopt marketing strategy to fulfil those needs accordingly. By adopting effective
marketing companies can easily achieve their objective because it is customer centric which
helps the firm to satisfy clients beyond their expectations. By evaluating the report, it has been
concluded that tesco uses pestle and swot analysis to find out strength and weaknesses and
business internal & external environment. By understanding this concept any company can be
successful and implement marketing strategies and also make necessary changes. With the help
fo negotiation and sales skills company can attract new customers and improves performance to

gain competitive advantages.

REFERENCES
Books and Journals
Abdel-Basset, M., Mohamed, M. and Smarandache, F., 2018. An extension of neutrosophic
AHP–SWOT analysis for strategic planning and decision-making. Symmetry. 10(4). p.116.
Achinas, S. and et.al., 2019. A PESTLE analysis of biofuels energy industry in
Europe. Sustainability, 11(21), p.5981.
Christodoulou, A. and Cullinane, K., 2019. Identifying the main opportunities and challenges
from the implementation of a port energy management system: A SWOT/PESTLE
analysis. Sustainability. 11(21). p.6046.
Fioravanti, M. L. and et.al., 2021. Role-Playing Games for Fostering Communication and
Negotiation Skills. IEEE Transactions on Education.
Hajizadeh, Y., 2019. Machine learning in oil and gas; a SWOT analysis approach. Journal of
Petroleum Science and Engineering. 176. pp.661-663.
Lim, W. M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
Nandonde, F. A., 2019. A PESTLE analysis of international retailing in the East African
Community. Global Business and Organizational Excellence. 38(4). pp.54-61.
Shaw, J., Terrion, J. L. and Mavriplis, C., 2021. The Effectiveness of Negotiation Skills Training
in Advancing the Status of Women in Science and Engineering. International Journal of
Gender, Science and Technology. 13(2). pp.184-195.
Teoli, D., Sanvictores, T. and An, J., 2019. SWOT analysis.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Thakur, D. and Sharma, M., Marketing & Sales Skills for Entrepreneurs. Model Training
Course, p.66.
Online
PESTEL analysis. 2022. [Online]. Available through: < https://www.mbaskool.com/pestle-
analysis/companies/18023-tesco.html>