Marketing Strategies and Analysis for Tesco Company Report

This report provides a comprehensive analysis of Tesco's marketing plan, focusing on its strategies, objectives, and competitive environment. The report begins with an executive summary, highlighting key aspects of Tesco's marketing approach. It delves into various marketing concepts, including unique selling propositions, cost leadership, and market audit techniques. The study examines the macro and micro environmental factors influencing Tesco's marketing activities, such as social, cultural, political, economic, technological, and environmental variables. The report also explores Tesco's competitive landscape, including market share and strategies adopted by competitors. Furthermore, the report discusses Tesco's marketing objectives, strategies, and tactics, including the use of social media and websites for promotion. The analysis includes the use of the Ansoff matrix, and the application of retail strategies. The report concludes with an overview of Tesco's marketing audit and its impact on the organization's performance, providing insights into how Tesco has achieved its leading position in the retail industry.

Marketing Management
Executive summary

Marketing plan is created by the Tesco Company for promoting the product or services.
Tesco is recognized as very big organization operating in retail industry. Business entity has
achieved leading position in terms of sales and profitability. An organization offers goods quality
of food to its customer at reasonable price. This marketing strategy has enabled firm to gain the
customer loyalty. It has helps an enterprise in becoming the global brand and increasing market
share. Tesco Company consists of the large number of talented workforce which has as helped an
organization in expanding the business operations and achieving the objectives. There are
numerous other factors which has helps business entity in achieving success and fostering
growth. Some of the elements are the leaders in Tesco have established Smart goals and have
define the clear mission which has helps an employees in identifying their roles as well as
responsibilities. It has allowed workers to make their significant contribution in achievement of
target by an enterprise. The people oriented approach has been adopted by Tesco which has
assisted firm in providing the high level of satisfaction to both employees and also customers. An
organization has focus on the providing the memorable experience to their client. Marketing
manager in the Tesco has formulated an effective marketing plan which has helped in increasing
the profitability and sales.

Contents
INTRODUCTION.......................................................................................................................................5
Main Body...................................................................................................................................................5
CONCLUSION.........................................................................................................................................11
REFERENCES..........................................................................................................................................13

INTRODUCTION
Marketing management is defined as the procedure of directing business resources towards reach
the target customer segment with the objectives of improving financial performance. It is considered to
be the important activity which assists an organization in reducing the costs associated with the marketing
or promotion of goods or services. Marketing management procedure includes several tasks such as
planning, organizing, directing, and controlling marketing activities .These tasks are executed with the
intention of achieving personal or mutual gain. In addition to this marketing management also involves
tracking as well as reviewing the resources and promotional activities carried out by firm. The objective
of marketing management procedures is to help an organization in developing as well as maintaining the
strong relationship with customers. It also intends to support business entity in communicating business
goals to the customers and informing them about the goods or services offered by company. Marketing
management is also refers to as the art or science of selecting the suitable market for poisoning the
products or services. It helps business entity in retaining the profitable customer for long time. Marketing
management also assist a firm in increasing market share.
The purpose of the report is to develop the understanding about the concept as well as
importance of marketing management in an organization. Study will include the detail about
several tools which can be used for measuring the effectiveness of an industry as well as
analyzing the intensity of completion in the market.
Main Body
The Tesco company is operating in retail industry which has highly competitive market.
An organization is performing well in an industry and has able to achieve good position with the
support of effective strategies. Marketing objectives of an organization is to increase market
share and maintain leadership position in an industry. There are different approaches, concepts,
strategies and tactics has been adopted by firm in order to improve the marketing activities and
for achieving desired objectives. One of the approach that unique selling concept has used by
the Tesco which has assisted an enterprise in differentiating itself from competitiors.It has
supported an organization in attracting the more number of customers as well as helped business
entity in increasing sales. Unique selling is defined as the additional benefit provided by an
organization to its customers which allows enterprise in making it different from other
companies in an industry (Tomczak Reinecke and Kuss, 2018). The unique selling approach has
helped an organization in increasing competitive strength and assisted firm in gaining the
competitive advantage in the market. Marketing manager in Tesco has planned to develop
innovative products and has planned to add more features or value in existing goods which has
helps business entity in delivering high level of satisfaction to the customers. In addition to this
market manger in cited business venture has adopted the strategy to facilitate research in order to
develop the understanding about the target market as well as customers. It has also supported
business entity in identifying the needs and demands of the customers. Research techniques has

supported manger in making the plans related to the product development .Tesco company has
established the several retail outlet which has enabled an organization to reach wide number of
customers and provide them product or services. Marketing manager in Tesco has established
Smart marketing objectives. An effective marketing plan has been created by manger in an
enterprise which has supported employees in identifying the ways or techniques for
accomplishing several long as well, as short term target (Villeneuve and Pasquier, 2017) .
Marketing manager in Tesco has also adopted the retail strategy in order to recognize the target
customer in the market .An organization has conducted the several retail procedures as trade
system which has provided by the legal authority which has helped firm in communicating their
objectives to customers. Marketing manager in an organization have focus on analyzing the
demand of customers and are more concerned about delivering high level of satisfaction to
client. Marketing manager in Tesco has adopted the cost leadership strategy which has provide
firm an ease in entering into new market and helped business entity in gaining the attraction of
customers (Jaworski, 2018). Cost leadership is the marketing strategy which enabled an
enterprise in fostering growth and achieving success at very rapid rate.
Marketing audit
Marketing audit or assessment has helped manager in making suitable plans as well as
policies. It has also supported the management in providing the suitable response to changing
business environment and helped an organization in increasing capability to maintain its position
in an industry. Marketing audit is considered to be as a tool utilizing which an enterprise can
utilize for analyzing weakness as well as strength which can be further related to the external
opportunities and threats. As per Anshof matrix model, it is required by marketing manager in
an organization to make major business decisions considering several factors such as resources ,
business structure. In context of Tesco, objective of marketing audit is to develop the
understanding about the changes in the environmental variables which have direct effect on the
marketing system. Other purpose of executing the marketing audit for Tesco is to measure the
effectiveness of Tesco marketing system in relation to the fulfilling the demand of situation.
There are two types of constituents in the environment such as micro as well macro factor which
either have direct effect or influence on the marketing activities, plans, policies and strategies
adopted by the firm for promoting goods or services (Chernev, 2018). Macro environmental
variables includes social, cultural, legal , political , environmental , economical and
technological variables. Macro elements are customers, suppliers, drib tutors and competitors.
Social factors are those which encourage company to adopt the new marketing techniques
and bring improvement in practices especially conducted for promoting goods or services. It is
required by manager in Tesco to make marketing or promotional plans on by analyzing the
trends in an industry. As this strategy will provide firm an ease in attracting more number of
customers. Marketing manager should also conduct research, as this will assist business entity in
identifying the needs of the customer. It will also allows company to develop strong relationship
with customers and retain profitable client for long term. When making the marketing plan it is

required by manager to consider the cultural factors ,m as this will aid business entity in
eliminating the negative effect of these elements on the marketing activities. As cultural factors
can be create major barriers in accomplishment objectives of firm.
Political factors, includes the rules enforced by the political parties related to the
marketing activities executed by the companies. It is required by manager to consider these rules,
as this will help firm in eliminating legal obligations.
Economical factors , these variables are considered to be as very important as it defines
the potential of the firm to facilitate marketing activities. Economic constituents have direct
influence on marketing plan of Tesco.
Technological factors , these variables have positive impact on the marketing activities.
Technological constituent has provided very modes through which a form can easily reach wide
number of customers. Some of the technologies such as social media sites and internet has
provided business entity an opportunity to communicate directly with buyer and influence them
to purchase product or services offered by an organization. It has provided company a chance to
attract people by developing new products as well as delivering additional facilities to them.
Environmental variables, these constituent can create hurdle sin organizing the
marketing campaign for promoting brand , products or services. These elements also include the
environmental law which has direct as well as major influence on marketing activities.
All the above factors has direct as well a major influence on the potential of Tesco
organization in relation to operate profitably in an industry as well as at market place. Market
manager in an organization has develop several, effective strategies in order to explore as well as
capture different market opportunities and protect the firm from the competition or threats
(Usui, 2017). It is very much important for marketing manager in an enterprise to gather
information about competitors. As this strategy will support an enterprise in addressing the risk
which might have adverse effect on the business performance as well as position in the market.
Tesco company has market share approximately 30 percent. Competition within an
industry has direct as well as significant influence on the market share as well as business
performance of Tesco. Many of the competitors of Tesco have adopted the aggressive strategies
which have significant impact on the profitability and sales of business venture. Tesco
competitors by developing the innovative product has lead to the decrease in demand for
products of the company. It has been analyzed that Tesco Company emphasizes on expanding
the business operation rather than on the market. This factor has significant as well as negative
effect on the financial performance and market growth of firm. An organization has an
opportunity to form strategic alliance with the global companies. As this strategy will help
business entity in reducing the negative effect of macro environmental factors on its business

operation. It will also allows business entity a chance to gain competitive advantage in
international environment and increase its sustainability in global market. It is required by
marketing manager in an organization to develop innovative products .As this tactics will help
firm in attracting more number of new as well as existing customers.
In addition to this marketing manager in Tesco has adopted the environmental open policy which
has assisted firm n representing the ethical behavior. This strategy has assisted business entity in
gaining the loyalty of customers and provided an organization an ease in influencing people to
buy particular product or services. Marketing strategies include the activity or procedure of
analyzing the needs of customers (Moutinho and Vargas-Sanchez, eds., 2018). All the strategies
are applied by the marketing manager with the support of suitable marketing plan which contains
the detail information about the several elements such as the price as also detailed about the way
product should be distributed. Marketing manager in Tesco has developed the websites and has
used social media sites for promoting good or services. Tesco is competing with the domestic as
well as international companies in successful manner due to effective marketing strategy and
plans. An organization has adopted the different marketing approaches in order to attain the
marketing objective of delivering high value to customers as well as earning life time loyalty.
Unique selling strategy has helped firm in reducing the negative effect of several micro as well
as macro environmental factors on the marketing activities. An organization has invested its
financial resources on conducting the marketing campaign for directly directing the customers
and influencing them to buy the product or service offered by an enterprise (Sharma and Syam,
2018). It is required by marketing manager in Tesco to overview as well as monitors the
strategies or action taken by its direct as well as indirect competitors. Direct competitors are
those who offer same products. Indirect competitors are those who sell the same type of goods
but they generally have different targets. The third type of competitors in an industry is
Replacement competitors. Replacement competitors are those they have high potential to
develop substitutes of the products by utilizing the same resources. It is quite a difficult as well
as challenging task for marketing manager in an organization to identify the replacement
competitions.
In addition to this marketing manager in Tesco has also planned to adopt the market
development strategy with the purpose of increase market share and foster growth. This
marketing strategy has assisted business entity in increasing the revenue and rising sale. Manager
in Tesco has planned to expand business operations in international market most preferably
Japan as the country is developing there is the great scope of market growth . Company fan also
expand business in Asia market as the nation has favorable economic condition which will help
an enterprise in increasing sales .By expanding the business in this countries Tesco can explore
as well as capture market opportunities.
Porters diamond Model can be used by marketing manager in an organization for
measuring the intensity or level of completion in an industry. It is required by marketing
manager in Tesco to develop the understanding about the different tactics or plans adopted by

competitors in the market for attracting customers. As this will assist n organization in
determining the effect of the action taken by the firm on competitors. It will also help an
organization in gaining the competitive advantage on an industry. Gathering the detail
information about the competitors will support marketing manager in formulating the suitable
strategies as well as tactics for providing suitable response to the competition. It also assist
business entity in dealing with the changes in trends which have direct as well as significant
impact on the marketing or promotional activities of firm. Development of the understanding
about the competitors is also important as the steps or action taken by them can have negative
effect on the sales as well as profitability of an organization . In context of Tesco , Asda ,
Sainsbury are the major competitors in an industry, Competitors of Tesco has the high potential
to influence the market. For instance , change in the pricing policy by the Asda and Sainsbury
can have negative impact on the sales as well as profitability of firm. The strategy for analyzing
the competitions has been propounded by Michael Porter. The strategies provided by the porter
for analyzing the competition as well as measuring the effectiveness of an industry is based on
the different aspects these are:
Competitors objectives-In context of the Tesco , its competitions can have both financial as well
as non financial motives. The marketing manager in Tesco is required to develop the effective
organizational structure, and need to establish corporate level goals which will help an
organization in influencing competition in an industry. Analyzing the structure of competitors
can assist marketing manager in identifying the objective of competitors (Arkadan, Macdonald
and Wilson, 2017). It will also support marketing manager in developing the tactics or plans
providing the appropriate response to the action taken by competitor.
Competitor assumption – An assumptions made by the competitors are dependent on regional
factors. These assumptions can be related to the trends in an industry, past experience, position
of competitions etc. All constituent has direct as well as significant influence on the market plan
as well as customer policies of firm. It is required by marketing manager in Tesco to gather the
information about the assumption made by its competitors and foundation for the same. As this
will help firm in ensuring the success in an industry and gaining the competitive advantage in the
market. This activity will support marketing manager in determining the suitable strategy which
can be applied in the highly competitive market. It also help san organization in exploring as
well as capturing several growth opportunities.
Competitors capabilities –this factor including present strategy and assumptions exemplify the
way Tesco competitor wants to respond to competition but the competitor’s potential and
resources determine the way they quickly and effectively provide response to the competition.
Competitor’s strategies- It is required by marketing manager in an organization to keep
check on the plans made by the competitors. There are mainly seven elements in marketing mix
are:

Product: Tesco offers a big range of goods including electronics, food, clothing and also
financial services. Marketing manager in Tesco has plan to expand product line in order to cater
the needs as well as demands of customers. An organization also provides wide variety of choice
ranging from brand, regional produce, type etc.
Price: The marketing manager in Tesco Company has focus on the lowering the price as well as
delivering the good quality of products to customers. There are numerous measures have been
taken by employees towards helping the firm in achieving the target of gaining customer loyalty.
It is required by manager in an enterprise top implement technology at workplace. As this
strategy will assist company in improving or maintaining the quality of goods and delivering
products top customer at reasonable price. Low pricing strategy has provided Tesco an ease in
entering into new market. It has enabled firm to achieve leading position in an industry. An
organization has introduced club card system in order to provide the additional benefit or
incentives on the frequent purchases made by its customers. This strategy has helped business
entity has supported an organization in providing high level of satisfaction.
It is required by marketing manager in Tesco to launch several offers and provides
discounts .As this strategy will assist an enterprise in attracting more number of customers. It
will also help business entity in increasing sales as well as profitability. Low pricing and other
strategies will also assist firm in improving financial performance of company.
Place: Tesco has many stores or retail and retail outlets located in both domestic and
international market. These stores have helped an organization in delivering the products or
services to customer at different locations. Retail outlets are established at the center location of
the country in order to provide customer an ease in getting access to the services or products
offered by organization. By facilitating the research marketing manager of Tesco has realized
that its clients are not comfortable with the big outlets and due to the limited resources, it is not
all possible for Tesco to open more big outlets (Steenkamp, 2017). An organization has online as
well as offline distribution channel which has provide firm an ease in reaching to the wide
number of customers. Marketing manager in Tesco has created the official websites from where
the customers can get the complete information about the company as well as products or
services offered by an enterprise. Business entity seeks to enter highly competitive market.
Promotion- it is considered to be as important element in marketing mix. Low pricing strategy
adopted by Tesco has enabled firm to attract more number of customers and attract more number
of buyer. The objectives of the company are to enhance its reputation and get brand recognition
in the market. Business entity in order to achieve such target has taken high initiatives as well as
efforts to fulfill their commitment. This strategy has helped an enterprise in delivering high level
of satisfaction to customers and gaining their loyalty. It has also helped business entity in
increasing profitability (Fotiadis and Folinas, 2017). Discounts have been offered by the

company for attracting consumer. In addition to this an organization has also used various
marketing tools such as advertisement, internet, print media, for promoting its brand, products
and services. Tesco also offers many attractive offers to its customers. Business entity intends to
provide memorable shopping experience to clients. Easy accessibility and availability has also
helped Tesco acquire more loyal customers. Marketing manager in Tesco utilizes mainly online
platform for promotional activities which h helped an enterprise in reaching to m number of
customers. It also allows business entity to gain customer loyalty by communicating business
objectives. By utilizing the internet business entity has able to provide payment and self-service
options to customers.
Physical evidence- Tesco company does not have much resources to invest on the redeveloping
its infrastructure or designing its outlets. Still an organization has attractive store. All retail stores
of Tesco are located at the location from where the customer can easily access the services or
goods offered by company( Datta, Ailawadi and van Heerde, 2017). Manager in Tesco have
much focus on maintaining the quality of products and persevering the financial resources which
could then can be used for dealing with difficult situations. As this strategy will also help firm in
reducing the negative effect of changes in economical factors on its marketing or other business
activities.
Procedures- the several procedures are created by marketing manager in Tesco for delivering
services and high level of satisfaction to customers. Such as speed billing system has been
implemented and easy acquirement of product in its stores offline and online are provided by
business venture. Manager in Tesco has appointed the skilled as well as competent employees
for handling and managing the processes(Eggert, Ulaga, Frow and Payne,2018). An organization
has focus on developing the understanding about the problem faced by customers when availing
services or products and emphasizes on delivering suitable solution to client.
People - Employees working in sales as well as marketing department has supported Tesco in
achieving success and fostering growth. Workers has encouraged an organization to facilitate
innovation which has further assisted business entity in influencing people to test the
product .Employees has also helped an enterprise in identifying new solutions for eliminating
the barriers which might occur in organizing the marketing campaign for promoting product or
services and also generating brand awareness (Tomczak, Reinecke and Kuss, 2018). Manager in
Tesco have focus on making the p[roper training arrangement for workers those who are
associated with sales or promotional activities. As this strategy will help workers in developing
the skills or core competencies which are required for solving the customer problems , handling
complaints by clients and also for understanding the needs of shopper.
CONCLUSION
It has been concluded from the project that unique selling approach adopted by an
organization assist a firm in differentiating itself from competitions. Report has also conducted

that Tesco company is performing well in the market and has great scope to foster growth. It has
been concluded from the assignment that marketing management is very important in order to
accomplish several business objectives. Study has successfully explained the various macro as
well as micro environmental factors which might have effect or influence on marketing
activities.
It has been suggested to Tesco that instead of concentrating on the expansion, business entity
need to focus on improving marketing activities. Studies have suggested several strategies which
can be adopted by an enterprise for improving its promotional activities. It has been suggested to
the marketing manager in an enterprise to conduct market audit at regular interval of time. As
this strategy will assist business entity in identifying and capturing market opportunities. It will
also assist organization in developing as well as gathering the depth information about the
market which is very important in order to develop suitable marketing plan.

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