Comprehensive Marketing Plan for Tesco: Strategy and Analysis

This report presents a comprehensive marketing plan for Tesco, a British international groceries management company, linking it with the overall organizational mission, corporate strategy, and objectives. It outlines clear and SMART marketing objectives, supported by marketing research for a new product line launch, focusing on organic vegetables. The plan includes a situational analysis using SWOT, PESTLE, and 5C frameworks, a competitor analysis, and STP model for sub-segments. A new product value proposition is developed, along with marketing strategies applied to the extended marketing mix, including a cost leadership strategy. The report details a marketing budget, tactical actions, appropriate control and monitoring measures like Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV), and a media budget with recommendations for selected and integrated multi-media activities, emphasizing digital, offline, and social media channels. The conclusion summarizes the key findings and recommendations for Tesco's marketing efforts.

Marketing Plan

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Strategic marketing plan links with the overall organizational mission, corporate strategy and
objectives.....................................................................................................................................3
Clear and SMART marketing objectives....................................................................................3
Marketing research to support the new product line launch.......................................................3
A situational analysis.......................................................................................................................4
Marketing audit...........................................................................................................................4
Competitor analysis.....................................................................................................................6
Sub-segments..............................................................................................................................6
New product value-proposition...................................................................................................7
Development of the marketing strategies applied to the extended marketing mix ...................7
Marketing budget........................................................................................................................8
Tactical actions................................................................................................................................8
Identifying appropriate control and monitoring measures..........................................................8
Media budget...................................................................................................................................9
Recommendations and rationale for selected and integrated multi-media activities..................9
Appropriate digital, offline and social media channels for communication...............................9
Multi-media plan based on quantitative and qualitative criteria...............................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is termed as the actions that is utilised by the business with the aim of
promoting managerial goods and facilities in marketplace. The management consider in this
report is Tesco (Brunson, 2021). It is a British international groceries management that was
established in the year of the 1919. The following report covers the scenario of the marketing
plan with managerial mission, strategy and aims, situational analysis, media budget as
effectively.
TASK
Strategic marketing plan links with the overall organizational mission, corporate strategy and
objectives Organizational mission – Management of Tesco follows the mission to be effective in
the marketplace. It have fundamental aim to serve desirable products to their customers.
Mission statement of management of Tesco is “We make what matters better, together”. Corporate strategy – Management's corporate strategy is to extend management into
varied field with new shops, wholesale facilities and adapt the requirements of consumers
(Coelho, 2021). Fundamental purpose of management is to provide services not only the
users of UK but as across to the world. Objectives – Objective of management is to offers products like groceries, electronic and
clothing goods and facilities to consumers by online mode of shopping. Effective target
of business is to become leading wholesale supermarket by offering standardized goods.
Strategic marketing plan is created that include effective targets, aims, measure intrinsic
and extrinsic management factor, execution of planning and evaluating their advancement.
Clear and SMART marketing objectives
 To increase managerial income by 30%
 To increase organisational turnover by 20%
 To enlarge product portfolio to influence wider base of consumer value
Marketing research to support the new product line launch
Management of promotes organic vegetable with effective packaging in the basket that
influence several consumer towards business. Management conduct suitable marketing

investigation before taking decisions to promote new goods. Management collect qualitative and
as well as quantitative data in terms of consumer requirements, demands and choices that allows
management to gain high market share and consumer base.
A situational analysis
Marketing audit
SWOT analysis
Strengths
 Management is one of an effective
outlet in UK that have wider term of
network of suppliers that support
management to accomplish the aims of
profitability (Dragon, and Leisner,
2021). Organisation include high market share
of Britain who have presence in 15
nations of Europe who create effective
goodwill.
Weaknesses
 Lower functional presentation in
particular outlet is the weaknesses of
management. By weak presentation
management gain less term of
profitability.
 Profitability level of management is
have an impact with higher credit card
liability. Management adapt lower
value techniques that decrease
managerial profitability.
Opportunities
 Online shopping outlets and house
delivering are an effective option that
offers chances to management by
increasing their turnover. Management partnering with another
brands with the aim of accomplishing
the targets of success and advancement.
It supports management to deal with
effective goods and facilities.
Threats
 National economic crisis, government
laws and pandemic of COVID – 19
develop an issue for managerial
functions (Ezat Gharieb, 2021).
 Challengers are effective issue that are
faced by Tesco. Challengers like
ASDA, Sainsbury will have an impact
on managerial performance and
operations.
PESTLE analysis

 Political factors – Management perform their functions at worldwide level by which they
have political factor that get affected on managerial functions. Such factors involves
stability of nation, laws and rules and as well as tax income sections. Economic factors – It is an effective term of TESCO as managerial value, demand,
profits and cost that rely on it (Gaumer, Ashley-Cotleur, and Amone, 2022). Effective
management are aware about approaches and laws that support management to present in
effective way. Social factors – Regular and variations in social laws, cultural factors and customer
aspects that get affected managerial performance and operations. In the contemporary
world, users are more aware about their diet terms by which management functions their
decisions more effectively. Technological factors – Betterment in technologies have several opportunities for
business. Management starts online shopping and house delivering services that supports
management to have high market share and consumer base. Legal factors – Government policies and laws have affected the presentation term of
Tesco (Jain, 2021). Such laws are dynamic by which management manages them with
managerial functions that secure organisation from lawful penalties.
 Environmental factors – In present managerial situation, ascertain managerial problems
to get pressure in management. Management puts efforts towards decreasing carbon
footprints on atmosphere and decrease waste material manufacturing.
5C analysis Company – Management involves product line, targets and goodwill in marketplace. It
cover fundamental aims that manages effective positioning of business in marketplace by
satisfying consumer requirements. Management is one of the leading supermarket brand
that offers qualitative goods to their consumers that create their effective goodwill. Collaboration – In this respective or management will support an organisation to
accomplish identified targets and aims in an effective way. Providers or distributors of
business will allow this to reach their effective goods to consumer at effective time. Customers – Consumer plays an essential role in managerial development and success. It
is essential for Tesco to determine and satisfy their requirements and demand for
managing them within business for effective time.

 Competitors – Challengers are the management that offers same goods and facilities in
market area. Management measure competitors actions and tactics that allows
management to present in an effective way to hold competitive benefits.
 Climate – In this, there are several external environmental factors that involves effects on
managerial functions. Tesco measure cultural trends, social variations, and several factors
in managerial tactics to operate effective run of management in suitable course of path.
Competitor analysis
Competitors analysis is linked with identifying managerial challengers with marketing
tactics, market share, strengths, weaknesses, pricing tactics and culture and as well as consumer
views. It is a strategic organisation that support management to measure present and effective
challengers and offers several tactics like offensive and defensive to determine several
opportunities and issues (Malaver Ramírez, and Castro Ramos, 2021). Management faces
several challenges from ASDA, Sainsbury and another business. To face challenges, it is
essential for Tesco to create original value statement that distinguish brand from another
challengers. By measuring competitors tactics, management can create their own tactics that
offers competitive benefits to company. As there are various sections that are applied by
management in the procedure of measuring the challenges like shaping the sector, identifying
challengers, ascertain the loyal users who are advantageous for management.
Sub-segments
STP model Segmentation – It is refers as separating the global market in small section as per to same
aspects. Management segments marketplace on the basis of geographical, demographical,
behavioural and as well as psycho-graphical sections. Targeting – It refers to selecting suitable market sections that involves higher term of
development. Management targeted the section that are effectively to create desirable
terms (Pelekh, and Galatyuk, 2021). It supports an organisation to offer relative goods to
consumers that increase their loyalty level towards their brand. Management targeted diet
conscious users for their organic vegetables.
 Positioning – It relates to the creation of distinguished goodwill in mindset of consumers.
By offering qualitative goods and facilities at reasonable cost. Management manages
effective positioning in certain market area.

New product value-proposition
A product value proposition is termed as an effective section that manages goods aspects,
clients differentiation with evaluating consumers issues, wants and desires (Purwanto, 2021).
The procedure of value proposition are as follows -
Consumer profile Job to be done – Management evaluates consumer requirements and desires to create
goods. In relation to the goods, users desires is high by which management require to
know it and offers offers them effective goods. Gains – It is termed as an effective purchasing behaviour of consumer towards business.
Management promotes organic vegetables that satisfy requirements and desires of diet
consciously users. Pains – It manages the factors of consumer experiences that is annoying for consumers.
As there are some example of pain like time consuming consumer services, late delivery
and so on.
Value proposition Products and services – It focuses on goods an facilities that are provided by business.
Management offers organic vegetables that are effective in taste with their own label. Gain creators – Home delivery and online shopping relates to an alternative that increase
managerial value proposition front of users (Raji, and Barzegar, 2021). It influence
consumer towards business.
 Pain reliever – Management have potential and talented workers who offers quality of
shopping experiences to their consumer that is pain reliever for business.
Development of the marketing strategies applied to the extended marketing mix
As there are several marketing tactics that are applied by management of TESCO in the
marketing mix. TESCO utilise cost leadership strategies that allow management to offer goods to
their users at less cost. To launch managerial goods, management utilise both online and as well
as offline platform of marketing tactics that support management to reach their larger consumer
base. Management utilise standardized term of actions to present functions in a suitable way.

Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 10000 10000 6000 5000
Initial money 10000 5000 5000 5000
Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
Sales
publicity
2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Promotion 4000 1000 5000 2000
Total 25000 7000 10000 9000
Tactical actions
Identifying appropriate control and monitoring measures
Management utilise diverse sort of controlling and supervising measures to manages
managerial performance. Some effective measures are utilised by business that are as follows - Return on Marketing Investment (ROMI) - It is linked to the performance measurement
tool to identify the fiscal value and aspects to certain term of marketing initiatives that is
separate by marketing investment (Reghunathan, and Sridhar, 2022). It supports

management to power and anticipate further cash flow, enhance efficiency of marketing
and develop trust section. It allow management to review marketing budget, take
effective marketing campaign decisions and assign suitable monetary value between
marketing actions.
 Customer Lifetime Value (CLV) – It demonstrate further value of cash flow or the value
of management aspects to the users while the whole dealing with management. It is
essential metric that support management to take effective decisions about goods
advancement, sales, marketing and consumer help. It support Tesco to hold consumer
with management by offering qualitative goods and facilities (Shuotie, and
Wanitwattanakosol, 2021). It is utilised by the managerial marketing managers at the
time of holding consumers. CLV should be effective then the price of holding their
consumer that it offer advantages to the business.
Media budget
A media budget
Marketing activities Expenses (In Euros)
Marketing research 2500
Owned media (Blogs) 2000
Video advertisement (You Tube) 1500
Social media marketing ( Facebook) 1000
Recruitment (Full-time) 1500
Recommendations and rationale for selected and integrated multi-media activities
Management utilize diverse sort of media channels for the aim of advertising managerial
goods and facilities in the marketplace. It support management to accomplish identified
marketing targets and aims in an effective way. Management of TESCO utilize several
marketing actions that offers competitive benefits to company. Recommendation of multi-media
actions are as follows -

 It is recommended to Tesco that to execute video promotions to advertise managerial
goods and facilities (Silva, 2021). You-Tube is the medium that is utilized by the
business. It services management to impact on consumer more effectively.
 Management should enhance their investment on digital media marketing due to which
they support management to make relationship with consumer and know their desires and
preference develop high web page collection. For example, Facebook is generally utilized
by management of TESCO.
Appropriate digital, offline and social media channels for communication Digital channels are termed as the medium in that management promotes their goods and
facilities by utilising internet. Management utilise display marketing, search engine
marketing and as well as email marketing (Zeewy, 2021). Display marketing influence
wider amount of users with the support of presenting data and qualitative goods. Offline channels are the platform of interaction like television, promotions, radio and so
on. Television is an effective medium that support management to involves high market
share.
 Social media channels involves several channels by that management advances their
goods and facilities like Facebook, Twitter, and many more.
Multi-media plan based on quantitative and qualitative criteria
Multi-media plan is related to the marketing tools that allows management to advances
their management by utilizing one or more platforms. Multi-media is termed to diverse
marketing channels like advertisement, print media to reach wider term of users. It support
management to accomplish qualitative and quantitative data that are linked to consumers that
allow management to created goods.

CONCLUSION
From the above mentioned report it has been concluded that, in the marketing term, several sort
of the activities that involves like promoting, selling and delivering goods to consumers and
another managerial entities. Marketing planning is termed as the procedure of managing and
referring managerial goods and facilities.

REFERENCES
Books and Journals
Brunson, K.W., 2021. Establishing the Value of the Marketing Projects Portfolio.
Coelho, M., 2021. Bringing Excitement to Learners Working With Real-Life Clients: Students
Developing a Marketing Plan for Companies. In Developments in Virtual Learning
Environments and the Global Workplace (pp. 228-246). IGI Global.
Dragon, A.C. and Leisner, T., 2021. The ABCs of implementing library marketing. In Marketing
and the library (pp. 33-47). Routledge.
Ezat Gharieb, M., 2021. The effect of online marketing through social media platforms on Saudi
Public Libraries. Journal of Information Technology Management, 13(Special Issue),
pp.238-262.
Gaumer, C.J., Ashley-Cotleur, C. and Amone, C., 2022. Use of client-based projects in business
education: A comparison of undergraduate and graduate pedagogy. The Coastal
Business Journal, 11(1), p.5.
Jain, V., 2021. An overview on social media influencer marketing. South Asian Journal of
Marketing & Management Research, 11(11), pp.76-81.
Malaver Ramírez, A.S. and Castro Ramos, A.Y., 2021. Plan de marketing digital para el
programa ingeniería industrial (Universidad Antonio Nariño Sede Villavicencio 2019).
Pelekh, Y. and Galatyuk, M., 2021. Designing the marketing activities of a modern higher
education institution. Pedagogy and Psychology of Sport, 7(1), pp.94-104.
Purwanto, P., 2021. RECOVERY MARKETING STRATEGY FOR CUSTOM BAG
PRODUCER-HOME INDUSTRY DURING THE COVID-19
PANDEMIC. International Journal of Economics, Business and Accounting Research
(IJEBAR), 5(2).
Raji, M.H. and Barzegar, E., 2021. Political Marketing and the Triple Pattern of Islamic Political
Thought. Contemporary Political Studies, 12(3).
Reghunathan, A. and Sridhar, G., 2022. Enjoy Your Favourite Book as a Movie: Using an
Experiential Learning Exercise to Improve Student Understanding of Brand Extensions
and Marketing Plan Preparation. IIM Kozhikode Society & Management Review,
p.22779752211051101.
Shuotie, A. and Wanitwattanakosol, J., 2021, September. A Framework of Digital Marketing
Through Knowledge Management. In 2021 The 3rd World Symposium on Software
Engineering (pp. 91-96).

Silva, P.M., 2021. Examination in B2B trade show: the effects of competitive intelligence and
the information management system on the exhibitor's marketing strategy. Journal of
Marketing Analytics, 9(3), pp.228-241.
Zeewy, O., 2021. Ready, Launch, Brand: The Lean Marketing Guide for Startups. Productivity
Press.