MG529 - Strategic Marketing: Tesco Company Audit Presentation

This document presents a strategic marketing analysis of Tesco, covering a market audit, competitor analysis, and strategic marketing objectives. The presentation delves into Tesco's market size and trends, identifying key competitors such as ASDA, Sainsbury’s, and Morrison. It utilizes PESTLE analysis to examine macro and microeconomic factors affecting Tesco, including social and technological influences. The presentation highlights customer and stakeholder analysis, emphasizing the importance of understanding target customers and stakeholder relationships. Key strategic marketing objectives are outlined, such as providing products at competitive prices, leveraging digital technology, and expanding brand presence. This presentation aims to provide insights into the development of a marketing plan for Tesco, drawing conclusions on the effectiveness of strategic marketing tools.

Strategic Marketing

Table of Contents
INTRODUCTION
MAIN BODY
Market Audit
Market Size and trend data
Competitor’s analysis
Macro and Micro economical forces affecting Tesco
Customer Analysis
Stakeholder Analysis
Key strategic marketing objectives for marketing plan
CONCLUSION
REFERENCES
Books and Journal

INTRODUCTION
 Strategic marketing refers to a strategic tool which helps
the organization to differentiate themselves from their
competitors according to the point of view of their
customers. Marketing helps an organization to promote
their products and services among their customers in
effective manner.

Market Audit
 Marketing audit is an in-depth study of the marketing
environment of business internal or external in order to
ascertain the area of problems and opportunities and
recommend effective plan of action for the marketing. The
factors which helps an organization in market order given
below:

Market Size and trend data
 Tesco is a large organisation which operates in over 11 countries
and have their highest revenue in United Kingdom. This shows
that the company has large market size and have their 7,005
stores approximately all over the world. Great success of the
company in United Kingdom help them to enjoy market
leadership in United Kingdom and even company is base for
their highest revenue on the UK market (Eriksson, Robertson
and Näppä, 2020).

Competitor’s analysis
 The company has high competition in the market and
ASDA, Sainsbury’s and Morrison which are considered as
big four in United Kingdom. To survive in the market of
UK, TESCO has to compete with large organisation which
have their deep footprints on the market of United
Kingdom.

Macro and Micro economical forces
affecting Tesco
 In order to analyze micro and Macro Economic forces
which affect the business of Tesco they use pestle analysis
which help to analyze political economic and social
technological environment and legal factors of the
business environment which have their great impact on the
business of Tesco.

Continue..
 The increase Awareness of Health and safety among consumers
increased the demand for natural product which has been
adapted by Tesco which makes the social environment of the
country favorable for them. With the increase access of mobile
technology the company has increased their distribution with the
help of online shopping which shows favorable aspect of
technological factors on the company.

Customer Analysis
 Customer analysis helps to identify target customers of an
organization which requires proper stages. In order to
analyze customer a company required to identify at initial
stage that Google be the customers for the organization.
Such as in case of Tesco the people who wants to buy
grocery items will be the customer for the company.

Stakeholder Analysis
 The stakeholders of the company Tesco are their employees,
the top level management, their customers and various other
people who invested in the business of the organisation and
are connected with the organisation for some profit.

Key strategic marketing objectives
for marketing plan
 Important strategic marketing objective to create a
marketing plan for Tesco is given below:
 To provide products to their customers at lowest prices and
gain competitive advantage.

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 To use digital technology and direct marketing to attract
more and more customers in the stores of TESCO (Sahir,
and Rosmawati, 2020)..
 To more expand the business to create a brand image all over
the world.