Evaluating Tesco's Sales and Marketing Strategies for Growth

This report provides an overview of Tesco's sales and marketing strategies, including a SWOT analysis, marketing goals, and budget formulation. It details the application of the STP (Segmentation, Targeting, Positioning) model and the marketing mix (Product, Price, Place, Promotion) to enhance Tesco's market performance. The report concludes that effective marketing and sales strategies are crucial for Tesco to achieve its objectives and maintain a competitive advantage. Desklib offers a platform to explore this and similar documents, providing students with valuable study resources.

Sales and Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Overview of the company............................................................................................................3
Marketing Plan.............................................................................................................................3
CONCLUSION................................................................................................................................7
REFRENCES...................................................................................................................................8
Book and journal..........................................................................................................................8

INTRODUCTION
Marketing is the concept which builds awareness among the organization and enhance
image towards the potential consumer. By converting those prospective consumers into real
customers, sales convert that viewing into profit. They both are much important for the
organization in order to achieve marketing opportunities and executing new sales plans so that
the organization can achieve their operations goals in an appropriate manner and perform
managerial duties in an effective manner (Kim and Park, 2017). This report is going to consider
Tesco organization which is situated Welwyn Garden City in United Kingdom and multinational
retail company in the United Kingdom. In addition to this, this report also going to formulate a
marketing plan for the Tesco organization so that the organization can improve their marketing
strategy.
MAIN BODY
Overview of the company
Tesco is the British multinational grocery and general merchandising retail organization.
The organization is founded in 1919 by jack Cohen. The organization is situated in Garden City
London and listed on the London Stock Exchange. The organization provides variety of the
products and services towards the customer in order to achieve their goals and objectives and
improve their efficiency and productivity in the Marketplace.
Marketing Plan
Marketing plan is the concept or is operational document which highlights the advertising
strategy that is adopted by the organization so that they can implement to operate and formulate
leads and achieve their goals and objectives. There are several kinds of components which are
included in marketing plant that is marketing investigation to support decision of pricing and
new market entries (Rojuee and Rojuee, 2017). Marketing plan also support the organization to
improve their marketing strategy so that they can promote their products and services in an
appropriate manner and enhance their efficiency and effectiveness in the Marketplace. There are
few steps of marketing plan which are adopting by the organization in order to formulate the
strategies in order to achieve their goals and objective.
Set marketing Goals:

The organization wants to build a value goods and services for the customer that will
assist the organization to improve their efficiency and to increase their productivity for a long
run.
Identify internal Factors:
In order to formulate marketing strategies and formulate marketing plan it is very
important for the organization to analyze their internal factors which create impact on the
performance of the organization (Hänninen, Smedlund and Mitronen, 2018). In order to analyze
the internal factors the test for organization following SWOT analysis so that they can analyze
their strengths weaknesses threat and opportunities. The SWOT analysis of the Tesco
organization is mentioned below:
STRENGTH
 The organization is providing variety of
the product and services by using social
media platform as well as their stores in
outlets and it is the major strength of
the organization
 Along with this the organization have
strong performance during the
pandemic and it boosting their online
sales so it is become major strength of
the company
WEAKNESSES
 The organization has not appropriate
inventory management at their
organization so it's become weakness
for the organization.
 Shortage of the product due to panic
buying Tesco is facing these kind of
problem
THREAT
 The competition level in the
Marketplace is become major threat for
the organization in order to become
more effective in the Marketplace.
 Due to brexit and supply chain it also
OPPORTUNITY
 The organization is working with
amended Technologies like artificial
Intelligence and machine learning and
it improve their productivity and
operational activities full stop it create

become major threat of the company more opportunities for the organization
to become effective in the Marketplace
Analyzing Marketing opportunities:
It is very important for the Tesco organization to identify their marketing efforts unities
in order to meet the customer demands so that the company can get more competitive advantages
.marketing important is essential in the planning process and it develop a long-term opportunities
for the organization so that the company can improve their performance (Ardiansyah, 2020). It
is an essential marketing tool in order to evaluate the organization opportunities so that the
company can get more Marketing Information and also format the organization to analyze about
the marketing opportunities which is associated with the competitor’s environmental
modification and about the consumers.
Formulate budget: In order to formulate marketing strategy it is very important for the
company to formulate marketing budget and there is a marketing budget in context of Tesco
which are mentioned below:
PARTICULAR
S
I II III IV V
Start-Up Capital 5400 11000 12450 13030 17140
Investment 4300 7800 5500 4465 8636
TOTAL 9700 18800 17950 17495 25776
MARKETING
EXPENSES
Promotion 6500 7800 6900 12700 13660
Publicity 8800 12100 9900 10500 12200
TOTAL 15300 19900 16800 23200 25860
Marketing strategies:

STP:
Segmentation: It is the process which includes categorizing the market in several groups. The
organisation divides their market according to the Geographic and demographic element that
include income gender in several more elements (Kusá, 2016). The chief objective of the
organization is to categorize the entire marketing into small partitions on the basis of their
income age Gender and many more.
Targeting: The main objective of the Tesco organization is to target numerous customers for
conducting several activities in an appropriate manner and create more customer base towards
the company.
Positioning: Organization is using online platform with several physical outlets it provide social
media to so that the company can attract numerous customer what's the company.
Marketing Mix
Product TESCO caters variety of the goods and services which include food clothing
electronics in many more. Along with this the organization also provides grocery
delivery services and free music downloads so that they can create more
opportunities.
Price The company is maintaining low price without reducing their quality of the
product and services so that the company can get more cost advantages and
keep their customer happy
place The organization is using Two main channels in order to distribute their goods
and services are offline and offline. In addition to this the organization has
several stores like Tesco Express Tesco extra Tesco metro Tesco compact so
that the organization can provide comfortable services towards the
Marketplace.
promotion The organization is using social media platform and digital marketing in order
to promote their product and services so that they can satisfy the requirements

of their customer.
CONCLUSION
From the above mentioned report it has been concluded that marketing and sales is very
important for the organization in order to promote their products and services in the Marketplace
and accomplish their goals and objectives in an authentic manner in addition to this it provides
several opportunities for the organization so that the company can overcome the threats and get
more opportunity.

REFRENCES
Book and journal
Kim, W.G. and Park, S.A., 2017. Social media review rating versus traditional customer
satisfaction: which one has more incremental predictive power in explaining hotel
performance?. International Journal of Contemporary Hospitality Management.
Rojuee, H. and Rojuee, M., 2017. The impact of advertising and sales promotion methods on
brand loyalty through brand equity (case study: Chitoz Brand). International Journal of
Basic Sciences & Applied Research, 6(1), pp.11-18.
Hänninen, M., Smedlund, A. and Mitronen, L., 2018. Digitalization in retailing: multi-sided
platforms as drivers of industry transformation. Baltic Journal of Management.
Ardiansyah, D.S., 2020. Peran Sales Dan Marketing Terhadap Penjualan Kamar Di Hotel
Arcadia Surabaya By Horison (Doctoral dissertation, UNIVERSITAS AIRLANGGA).
Kusá, A., 2016. The new rules of sales and customer service. Communication Today, 7(1),
p.133.