This case study provides a comprehensive analysis of Tesco's marketing strategy, encompassing a market audit, competitive analysis using Porter's Five Forces, PESTLE analysis, SWOT analysis, customer analysis (STP), and stakeholder analysis. It identifies key strategic marketing objectives for a market plan, emphasizing the need for Tesco to strengthen its online presence due to changing market dynamics and COVID-19 restrictions. The analysis suggests leveraging strengths, addressing weaknesses, capitalizing on opportunities, and mitigating threats to enhance brand image, increase customer satisfaction, and achieve a competitive advantage. The study concludes that adapting the marketing plan towards the digital market is crucial for growth and profitability, enabling Tesco to maintain its customer base and improve overall business operations.
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