Improving Tesco's Sales and Marketing Performance: A System Analysis

Desklib provides past papers and solved assignments for students. This report analyzes Tesco's sales and marketing challenges.

SYSTEM ANALYSIS ASSIGNMENT 1
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Table of Contents
Introduction......................................................................................................................................3
Organization Background................................................................................................................3
Time Management Plan...................................................................................................................4
Gantt Chart.......................................................................................................................................9
PERT Chart......................................................................................................................................9
Fact Finding...................................................................................................................................11
Organization Chart.........................................................................................................................14
AS IS Process................................................................................................................................16
Report to Top Management...........................................................................................................16
Conclusion.....................................................................................................................................16
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Introduction
The contemporary business environment is a dynamic set of different factors that drive the forces
influencing the business functions and operations. This report has been developed to provide
with an overview of different issues and conflicts observed by Tesco plc while operating the
business operations. The report will identify issues faced in the business processes in the areas of
sales and marketing. It will also deploy tools of MS Project in order to create an effective
understanding of the project being undertaken. The project will undertake the development and
implementation of various business strategies will support the resolution of issues identified.
Organization Background
Tesco Plc is a British supermarket organization operating as a multinational grocery and retail
merchandising. The business is headquartered at Welwyn Garden City, Hertfordshire, England,
United Kingdom. The business is the third largest retailing in the world in terms of gross
revenues collected in the industry. Its major competitors are ALDI, LIDI, Woolworths,
Sainsbury and ASDA stores, etc. (Qi and Ellinger, 2017). The business deals in grocery products
and own labeled or branded products in customer products and market segments. With increased
digitalization and inclination towards digital technology in the business operations, Tesco has
observed issues such as decreasing market share and reduced sales in the Brick and Mortar stores
(Stephen, 2016). The business has observed issues due to online business operation and
increasing online branding or marketing strategy used by the competitors in the business. The
industry has further observed increased competition due to globalization and introduction of
global market players. These issues have impacted on the sales and the market revenues for the
business.
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Time Management Plan
Activity
Number
Activity Name Start date End
date
Activity
Description
Planned
Action
Status
1. 1.Project
Initialization
1 March
2019
4 March
2019
This is the
first stage in
project
development.
Identifying
project teams
and
informing the
teams
regarding
project
requirements.
In
Progress
2. 1.1 Initiation of
meetings
5 March
2019
6 March
2019
At this stage,
the project
managers
and teams
come
together in
meetings to
discuss the
issue and
develop
strategies
accordingly.
Informing
the project
teams
regarding the
meeting and
purpose of
the meeting.
In
progress
3. 1.2 Identifying
the issues
7 March
2019
9 March
2019
This is an
activity in a
project
where the
meetings are
conducted in
order to
The project
manager will
plan for
undertaking
discussions
and meetings
with the sales
In
Progress
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identify the
issue and
discuss the
scope of the
issue in the
business.
and
marketing
departments
to analyze
the impact of
issues on
sales and
profit.
4. 1.3 Developing
and researching
the core impact
of the issue
10 March
2019
12
March
2019
Here the
project teams
will
undertake
research and
analysis of
the issue.
The project
stage
requires
researching
the market,
competitors
and the
customer
viewpoints in
order to
analyze the
issue and
identify the
impact in a
strategic
manner.
In
Progress
5. 2. Project
Planning and
Budgeting
12 March
2019
15
March
2019
This is the
second stage
of the project
where
identified
project plans
and
Discussions
and analysis
of project
budgets and
programs
will be taken.
In
Progress
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programs are
budgeted.
6. 2.1 Analysis of
project
requirement and
Planning
Methodology
16 March
2019
17
March
2019
Different
strategies
and policies
will be
researched
and
analyzed.
This stage
requires
developing
strategies and
policies that
will support
for
overcoming
the project
issues.
In
Progress
7. 2.2 Project
budgeting and
Resource
allocation
18 March
2019
20
March
2019
At this stage,
the budgets
are finalized
and
resources are
provided to
the
responsible
departments.
Resource
allocation in
terms of
finance and
nonfinancial
resources is
undertaken.
To be
held
8. 2.3
Implementation
of Strategy
21 March
2019
25
March
2019
This stage is
where the
project
strategies
and policies
developed
are
implemented
and executed
in the
The project
managers
will
implement
marketing
and sales
strategies
identified to
resolve the
decreased
To be
held
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business
processes.
sales issues.
9. 3. Project
Closure
26 March
2019
29
March
2019
At this stage,
all the
required
activities are
completed
and
executed.
The project is
accomplished
with the
delivery of
structured
and
programmed
activities.
To be
held
10. 4. Review of the
Project
Performance
30 March
2019
31
March
2019
This is the
stage where
the
performance
of the project
is reviewed.
Customer
feedbacks
and
evaluation of
the project in
the industry
will be
monitored
with the
application
of different
tools.
To be
held
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Gantt Chart
ID Task
Mode
Task Name Duration Start Finish
0 Project1 23 days Fri 01-03-19Tue 02-04-19
1 1 .Project
Initialization
8 days Fri 01-03-19 Tue
12-03-19
2 1.1 Initiation
of meetings
3 days Fri 01-03-19 Tue
05-03-19
3 1.2 Identifying
the issues
2 days Wed
06-03-19
Thu
07-03-19
4 1.3
Developing
and
researching
3 days Fri 08-03-19 Tue
12-03-19
5 2 Project
Planning and
Budgeting
10 days Wed
13-03-19
Tue
26-03-19
6 2.1 Analysis
of project
requirement
and Planning
Methodology
3 days Wed
13-03-19
Fri 15-03-19
7 2.2 Project
budgeting and
Resource
allocation
4 days Mon
18-03-19
Thu
21-03-19
8 2.3
Implementation
of Strategy
3 days Fri 22-03-19 Tue
26-03-19
9 3 Project Closure2 days Wed 27-03-19Thu 28-03-19
10 4 Review of the
Project
Performance
3 days Fri 29-03-19 Tue
02-04-19
25 04 11 18 25 01 08
Feb '19 Mar '19 Apr '19
PERT Chart
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Fact Finding
Research
It has been observed and analyzed while undertaking market research and examination that
Tesco is required to develop and strategize effective marketing and sales promotion. The
business is observing decreased levels of sales volumes and revenues due to increased
competition and the introduction of online services for business operations. It is advisable for the
business organization to indulge in digital marketing and surveying in order to gather
information regarding the perspectives of the customers (Wang, et. al., 2016). There are different
tools and strategies of digital marketing and sales promotion that can be applied in order to
provide with resolving the issue faced at Tesco.
There is an urgent for the business to connect and identify with the customers and their demands
to strategically develop the understating of the needs and market dynamics. The marketing
managers are required to undertake effective market research and gather feedback from the
customers. The market research is required to be developed on various digital and technological
platforms. The contemporary business organization and environment has been supported by
different digital platforms such as social media platforms and the development of online
applications (Pacheco and Rahman, 2015). The business and marketing managers are required to
develop surveys and feedbacks from the customers in order to identify reasons forcing for
reduced sales volumes and revenues.
These feedbacks and information gathered will support for identifying the drawbacks in the
performance of the business and policies. The approach of developing digital marketing
strategies will also create opportunities to retain the existing consumer and attract a new
consumer base. Digitalization has transformed the operations and processes through which
business is undertaken (Hanssens and Pauwels, 2016). The presence and increased activities of
Tesco on these digital platforms such as Facebook, Twitter, and Instagram, etc will enable create
brand awareness. Digital marketing is also considered as a cost-effective alternative of marketing
which serves for providing instant results on the business investments and developments.
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Another strategy that can be used by Tesco Plc is sales promotion and approaches. Sales
promotion is a business and management strategy that is used in order to increase the sales
volumes and develop for revenues for the business. Sales promotion can be applied through a
different tool such as personal selling, direct selling, discounts, coupons, and exchange offers,
etc.
There are various approaches and strategies that can be deployed in order to support for
developing the sales and revenues of the business (Santini, et. al., 2015).
The sales are required to be developed through of increased customer base. This customer base
can be achieved by providing specific discounts and coupons to the consumers. The discounts
and special offers provided to consumers acts as a motivating factor for indulging the process of
sales and purchase. The offers and discounts provided also enhance sales volumes by
marginalizing the revenues or profits for the business (Mendez, et. al., 2015). These special
offers and discounts inculcate of a sense of importance and priority for the consumers which
further develops brand loyalty. Therefore it is recommended for the marketing and sales
departments of Tesco to invest in the approaches of digital marketing and sales promotion.
Questionnaire/ Interview
The approach of gathering information and details can also be processed through acquiring
interview feedback and questionnaires from the customers. The interview questions are
developed:
Q1. What are the reasons drifting you away from shopping at Tesco Plc?
 Lesser availability of products
 Reduced in house alternatives
 Payment methods
 Services
 Others
Q2. What are the improvement areas you see for the services and operations at Tesco?
 Sales department
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 Marketing department
 Human resources
 Services Department
 Others
Q3. What sales promotion activities you wish to see at the stores of Tesco?
 Discounts
 Coupons
 Loyalty Cards
 Special Offers
 Seasonal Offers
Q4. Which digital platforms you wish to see Tesco at?
 Facebook
 Twitter
 Instagram
 Snap Chat
Q5. Which other store do you shop at instead of Tesco?
 ALDI
 ASDA
 Woolworths
 Sainsbury
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Organization Chart
In order to determine the improvements and developments at the store levels for Tesco plc
interview will be conducted with the customer relation manager, marketing manager, and the
sales managers at every store.
Objectives of interview questions
It is the objective of the interview questions to analyze and identify the needs and requirements
of the business along with the demands of the customers. The objective is to determine the
perspective of business regarding the directions of business expansion and sustainability.
Interview Questions
 What is the strategy of top-level management regarding the business areas of marketing
and sales?
 What is the process followed by business to derive for customer retention?
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