Icon College: Business Strategy Analysis of Tesco's Strategic Planning

This report provides a detailed analysis of Tesco's business strategy, focusing on its macro and internal environments. The report begins with an introduction to business strategy and then delves into the impact of macro-environmental factors on Tesco using a PESTLE analysis, examining political, economic, social, technological, environmental, and legal factors. The report then analyzes Tesco's internal environment and capabilities using SWOT and VRIO frameworks to identify strengths, weaknesses, opportunities, and threats, as well as valuable, rare, inimitable, and organizationally exploitable resources. Further, the report explores the competitive environment of Tesco, and discusses relevant strategic planning models and concepts. The report includes an analysis of Porter's Five Forces. Finally, the report concludes with a summary of the key findings and recommendations for Tesco's strategic planning.

Business Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Impact & influence of macro environment factors on the organisation......................................3
TASK 2............................................................................................................................................6
Analysis of internal environment & capabilities of organisation................................................6
TASK 3..........................................................................................................................................10
Analysis of competitive environment of the organisation........................................................10
TASK 4..........................................................................................................................................13
Theories, models, concepts that can help in strategic planning................................................13
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21
Tesco Porter’s Five Forces Analysis, 2016. [Online]. Available through: <.................................22

INTRODUCTION
Strategies can be regarded as the various plans that are used by organisations in
achievement of long run goals. It is also very helpful in improvement of overall
performance of various business organisations (Marx, 2015). In present report there has
been different frameworks been applied to a retail organisation of UK for developing an
understanding of how can they form strategies to achieve their overall objectives. There is
application of models such as PESTLE, SWOT, VRIO, Porters five force, porter’s generic
strategy, bowman’s strategic clock all these are said for development of a business plan to
be used in course of achievement of their laid down objectives
TASK 1
Impact & influence of macro environment factors on the organisation
PESTLE Analyses is a framework which is adopted to assess the micro environment factor
that imposes direct impact on the productivity and profitability of business organisation. In
context of TESCO, the manager focuses on grab the opportunities as well as eliminate the risk
in order to boost the success and growth of the company (Murthy, 2012). There are various
external factors in relation to TESCO which is going to be mentioned below:
Political Factor: It includes various factor such as government policy, taxation structure and
many more which directly affect the performance of business. The positive and negative
impact in relation to TESCO which is going to be given below:
 Positive impact: The political condition of UK is stable thus it imposes positive impact on
the productivity of the company. Due to political stability, government does not make any
inference in the activities and functions of business organisation.
 Negative Impact: Due to increase in tax rate it adds cost to the product of the company
thus it affect the company in negative manner.
Economic Factor: Economic factor includes unemployment rate, interest rate, exchange rate,
inflation and deflation rate and so on which imposes positive and negative impact on the
operations of the TESCO which is discussed below:

Figure 1: Interest rates in UK
 Positive impact: Due to decrease in inflation rate, it reduces the cost of product which
imposes the positive impact on the productivity of the company. It helps in increasing the
future sales and growth of TESCO.
 Negative Impact: Due to stable economy, it imposes negative impact on the financial
performance of TESCO because it increases the rate of interest for the business
organisation.
Social Factor: Social factor includes population, lifestyle, preferences as well as trend and so
on thus it imposes both positive and negative impact on the future sales and growth of the
TESCO which is going to be mentioned below:
 Positive impact: In context of TESCO, the manager focuses on providing superior quality
products and services to its customer in order to satisfy them. It helps the company in
retaining the customer for a longer period of time. Tesco organic sales rise by 15 percent
in the year 2017 (Tesco “Organic food sales strongest for over a decade,
2017).
 Negative impact: Due to frequently changes in taste and preferences of customer; it is not
possible for TESCO to cope up with dynamic situation in appropriate manner.
Technological Factor: Technology plays an essential role for the success and growth of
business organisation. It is important for the manager of TESCO to execute the latest
technology in order to offer innovative products and services to its customer (Nurlansa, and
Jati, 2016.). There is some positive and negative impact in context of TESCO which is given
below:

 Positive impact: Due to implementation of latest technology, the manager of TESCO
offers innovative and unique products and services to its buyer in order to satisfy them.
 Negative impact: The cost of implementation of advanced technology increases the cost
for the TESCO can affect the productivity of the business firm in negative manner.
Environmental Factor: Environmental factor involves climate as well as weather condition
and so on (Oldmanand Tomkins, 2018). The favourable and adverse impact of this factor in
reference of TESCO which is going to be discussed below:
 Positive impact: The manager of TESCO provides the eco-friendly products and services
to its customer in order to increase their living standard. And also they offer goods and
services which do not harm the environment.
 Negative impact: Due to frequently change in the weather condition it imposes negative
impact on the future sales and growth of TESCO.
Legal Factor: Legal factor includes rules, laws, regulations as well as regulations and many
more thus it imposes both positive and negative impact on the productivity of TESCO which
is given below:
 Positive impact: The manager of TESCO comply the laws which imposes positive impact
on the performance of the company. TESCO has reduced its carbon emissions by
26% (Our Tesco “How We Communicate Together”, 2018)
 Negative impact: Due to change in rules, laws and regulation results in change in the
policies of the business organisation.
Critical analysis of various macro factors to determination of some of the management
decisions.
The manager of the company makes effective strategy, policies and procedures in order
to grab the opportunities and reduces threat which is prevailing in the environment of the
business. From the above mentioned topics, it has been analysed that political condition of
UK is stable thus it imposes the positive impact on the productivity and profitability of
TESCO. In addition to this, they provide eco-friendly products and services to its customer in
order to satisfy them. It helps in increasing sales and growth of business organisation.
From the above analysis there are some opportunities and threats that have been identified in
respect of Tesco:

Opportunities:
Tesco has opportunity to form strategic alliances with other organisations and existing plants
by diversifying their product range. They can launch for the discount change in different parts
of the world where they are presently not having any present surcharge in countries like India.
Threats:
There is a very high threats from various German discount brands and high growth of
competitors. Whether there is any validity to adjust the supply chain because of the brexit
environment and after effects of this referendum.
TASK 2
Analysis of internal environment & capabilities of organisation
Internal environment of every organisation is related to the culture, management and can
impact the overall decision making in the organisation. There is a requirement to study all
such factors in detail that are having an impact on the internal functioning of a organisational
and are also a part of internal business environment. Tesco has to integrate the strength &
opportunities that they have identified and then convert them into strategies for achievement
of their laid d own business objectives. Below discussed is the swot analysis and VRIO
analysis. These two models are basically used for purpose of achievement of certain business
objectives in Tesco. For achievement of certain objectives SWOT analysis.
Strengths Weaknesses
 Tesco has a established brand image as
no other retail store is having a high
trust worthy image that is possessed by
TESCO.
 The capacities only compatible with
their present business model that is
leading to limitation for expansion of
their more product segments.
 Tesco is having a low profitability ratio
& their overall contribution is also low
in their industry average
 The overall investment made in the

 They have a track record of skilled
workforce that they built up by
continuous training & different learning
programmes that have been developed
with time. It is helping Tesco in getting
competetive advantage as compared to
other competitors.
 Tesco has their own supply can
management and at same time they
possess a very strong network of
research and development is low as
compared to other fast growing players
in the retail industry to which Tesco
belongs.

distribution that is helping them in
reaching to their potential customers and
target markets.
Opportunities Threats
 Tesco has a very attractive opportunity
as they are willing to enter some new
emerging markets that can help them in
enhancement of their sales
 There has been lot of cost advantage for
Tesco such as their low transportation
cost is providing them with to increase
their profitability. It is a tool that can
help them in offering products at
reasonable prices so that it is helpful for
their customers in getting attracted
towards such products.
 There has been a huge investment being
made in online platforms by Tesco, as
they will be able to expand in Tesco
locations where they are not having any
physical presence.
 Threat that has been very crucial for
Tesco has been that there is no proper
innovation or timely innovation that is
done by Teso recently all this is leading
to other similar brands getting a
competitive advantage and more variety
products for their customers.
 There is a limitation of coounterfelt &
product quality. The prices of their
goods are many times not in accordance
with the quality of products. It may lead
to dissatisfaction by their customers and
they might switch to other products.
 There have been many law suits that
may have resulted into a threat to tecso
brand image and also there have been
continuous fluctuations in standards of
product in the target market.
For a organisation it is very essential that they have to make a detailed analysis of their
competencies & overall capabilities so that various opportunities can be availed an and
used for the purpose of achievement of laid objectives (PhadermrodCrowder. and Wills,
2019). VRIO framework is a analysis that can be used for purpose of making a detailed
analysis of different factors for attainment of a competitive advantage.
The VRIO analysis consists of four factors such as value, imitability, rareness & the
organisation. The framework can be used for Tesco as given below:
 Value This consists of various factors that can be sued for identification of

various capabilities and resources that are very valuable for a
organisation. There are four such resources that is very important
for Tesco and is very helpful for theme in attaining of their
objectives (Policy, 2016). Such as Distribution network, strong
brand image, competent workforce, cost advantage and range of
products.
 Rareness Rareness is used for identification of those resources that are very
rare and is also very difficult to be found in a organisation. In case of
tesco such resources includes their strong distribution network,
competent workforce and their wide product category (Sirén, and
Kohtamäki, 2016). These are resources that are rarely found in a
organisation and are very helpful for Tecso in attainment of a
competitive advantage over a period of time.
 Imitability It refers to a criteria whether a certain range of features and resources
that cannot be copied or imitated by other competitors. Such type of
resources for Tesco is their strong distribution network and the wide
range of products (Varelas, and Georgopoulos, 2017). These two
are such resources that cannot be easily adopted by any
organisation. In case if a organisation wants to then also there is
requirements of huge amount of investment by a organisation.
 Organisation It can be said that every organisation as one particular resource that is
valuable, rare and at same time cannot be imitated by other
organisations. Such resource for Tesco is identified that whether the
organisation can exploit the capabilities or not (Verbeke, 2013).
This resource is the strong distribution network that is helping them
in reaching to a large base of customers in given period of time.
After making a detailed analysis of internal environment it can be said that Tesco has
certain objectives such as higher profits, larger market share that can only be achieved by the
internal factors and the capabilities of the organisation (Rastogi,and Trivedi, 2016). Tesco can

form their strategies so that after considering their strength and weakness they are able to
achieve their overall objectives
Analysis from resource based view
Distribution
network
Brand
image
Competent
workforce
Range of
products
Value Yes Yes Yes Yes
Rareness Yes No Yes Yes
Imitability Yes No No Yes
Organisation Yes No No No
Resources Long term
competitive
advantage
Short run
competitive
advantage
Sustainable
competitive
advantage
Temporary
competitive
advantage
Critical evaluation of internal environment & capabilities
Internal analysis is helping every organisation in identification of their overall strength &
weakness. It is very helpful in understanding the resources and capabilities to minimise the
threats of such organisation. Organisation’s structure also plays a role in utilisation of overall
capabilities and strength of an organisation so that their overall functioning is carried out
smoothly and in a better manner.
TASK 3
Analysis of competitive environment of the organisation
Porters five force model: Porter five forces is a model that is used for the purpose of
understanding of different opportunities that are part of the external environment and can be
used for formation of attractive opportunities. Porters five force model is used for
identification and understanding of what are the opportunities that can be sued by a
organisation in order to expands their present market share and profitability ratio. This is a
model that is used for purpose of understanding of the forces that could posses an impact on

the organisation. The description of porters five force model in case of Tesco is mentioned
below:
Competition in the industry: It can be said that is a requirement to identify the potential
competitors that can posses an impact the operational functioning of a organisation. In case of
Tesco the overall industrial rivalry is very high as there are some of the big brands that are
actually leading to high competition for Tesco. Such brands are Aldi, lidl etc. All these are some
of the retail organisation’s dealing in similar products like Tesco.

Threats of the Substitutes Products: When there are more substitutes available the
threat is high but when there are lesser substitute the threat is less. With the increasing
competition the threat of substituent is increasing day by day for Tesco. Also the low switching
cost increases substitutes which affect their operations such as public transport etc (Köseoglu and
et. al., 2013). There are many substitutes like Morison’s, Sainsbury, ASDA that are leading to
presence of high substitution threat for Tesco that can be understood from graph mentioned
below:
 Figure 2• Market share of grocery retail chains in the UK from January 2015 to
April 2016
Source: Tesco Porter’s Five Forces Analysis, 2016

Powers of the suppliers: This is the factors that are related with the power of suppliers to
influence a business. In case of Tesco, there is not one supplier but 2500 supplier that is actually
supplying raw materials to this organisation. Tesco is negotiating with their suppliers so that they
are able to enhance their overall profitability ratio. So, the overall bargaining power of suppliers
is not that high as they are offering high prices to their suppliers which are preventing them to
switching to any other brand (Kochkina, 2019). Such attempts have lead to long terms
relationships that have been established by Tesco in order to maintaining the higher level of
profits.
Powers of the customers: It is a force that is related to the number of options that are
available for the target customers of an organisation. In case of Tesco it is a feature that is
associated with the switching cost of buyers and number of competitors that are present in the
external environment. This force helps to identify the ability of the customers to influence the
business. In Tesco, it is feature that is associated with number of competitors that are offering
similar products just like Tesco. Such competitors include Sainsbury’s and Asda. All these
factors are increasing the options four tesco
Potential new entrants: It is related with the new entrants and brands that can impact the
exiting players in industry. In case of Tesco, there is very low threat of new entrants that can
impact the functioning of Tesco (Karami, 2016). As Tesco is a brand that has established a huge
brand image because of some features such as economies of scale and the core competencies
which they posses. Further some of the resources are very unique which includes core
competencies that cannot be acquired by any new entrant in the retail markets of UK.
From the above analysis there are some strategies that can be formed from above analysis:
Power Strategies
 Competition in the
industry
high There are some of the
strategies such as low cost
products, high quality; wide
range can be used by Tesco
for dealing with such
competitors.
 Threats of the High To reduce the impact of

Substitutes Products substitute they need to
increase the quality of the
products that they offers
 Powers of the
suppliers
Low There is requirement to form
strategies to reduce the power
of suppliers.
 Powers of the
customers
high There is requirement to
maintain high competitive
advantage this can be done
by strategically maintaining
the cost leadership position of
Tesco.
 Potential new entrants Low There is low power of new
entrants this is a benefit for
Tesco as they can establish
themselves by increasing
satisfaction level of their
customers. This can be done
by expanding to services such
as financial services that have
been recently started by
Tesco.
Appropriate strategies to improvement of competitive edge & market position
There are certain strategies that can be used by Tesco as discussed below:
 More loyalty programmes can be developed such as weekend offers or may be some fixed
discount coupons so that they can have a differentiation advantage.
 There must be some aggressive marketing campaigns that can be formed that can have
high involvement from their customers.
 There can be adoption of certain digital media tools also like face book and instagram is
that Tesco can get a competitive advantage.

TASK 4
Theories, models, concepts that can help in strategic planning
Strategic planning is basically a process that is used for the purpose of determination of
some of the strategies that can be adopted by a organisation so that they are able to achieve
some of their laid objectives in a particular strategic plan (Huang, ., 2019). In present
scenario, of Tesco, there are two models that is Bowman’s strategy Clock and Ans off matrix
is also used for purpose of formation of some strategies.
Bowman’s strategy clock:
There are some of the positions that are part of this strategy clock that can be used for
purpose of attainment of a particular position by Tesco as discussed below:
 Low price & Low value added: It is not a competitive position for a particular business.
In this product is not having kind of differ nation and the overall value perceive by a
customers is also low. It is also regarded as a bargain basement strategy. In this strategy
Tesco will have to just focus on offering cheap products to their customers and not focus
on the value that is being offered to their customers.
 Low price: It is a strategy in which there is presence of low cost leadership position for an
organisation (Guptaand Mishra, 2016). The major focus is on minimisation of cost and
profit margins by a organisation. In Tesco this strategy can be adopted by production in
large quantities so that the overall profitability ratio does not get impacted and there is
products at low cost that are offered to their target customers.
 Hybrid position: It is a position that can be adopted by a organisation in which there is a
combination of both low price and differentiation of products. The major aim is to
persuade their customers to accept the differentiation in product and this is a strategy For
Tesco this strategy will be offering an effective position in the market that can help them
in providing a consistent value to their customers in a given point of time.
 Differentiation: The main aim of this strategy is to offer their customers a high perceived
value. Branding is playing a key role in this type of strategy in this strategy there is focus
that is o having a high value to their customers so that loyalty can be achieved. In Tesco,
differentiation strategy can be used for addition of high value to their brand with help of
something different in their products.

 Focussed differentiation: It is a basic strategy that is aiming at high price levels in which
customer are willing to achieve high perceived value. In this strategy, there is achievement
of premium pricing so that higher profit levels can be attained in longer run. In Tesco, this
strategy can be used for expansion of their profit percentage and further in increasing the
market share.
 Risky high margins: it is a position that is a little risky for organisations. In this customer
may buy products but after some time they can find a alternative that is offering better
process or lower process with the same quality & value of products. In such cases they
switch easily to other products (Groverand Kohli, 2013). It is a very uncompetitive
strategy that might not be very profitable fir organisations such as Tesco in long run
survival.
 Monopoly pricing: It is a strategy that is part of Bowman’s strategy clock and the major
objective is to caret a monopoly position in the market. In this there are no alternatives
that are present for their customers. In case of Tesco, monopoly position can be created for
purpose of achievement of a monopoly of products.
 Loss of market share: It is a position in which it is a type o f disaster for any
organisation. In this customers may not be able to get a better option or a high value of
products. More options are available for the target market (Esteves, Roqueand Garrido,
2018). Tesco must not adopt this strategy as they have other available options and they
can easily switch to such products.
From above discussion it can be said that the most appropriate strategy that can be used by
Tesco the present context is hybrid strategy that will help them in achievement of high
differentiation of products.
Porter’s generic strategies:
It is a model in which there are three basic strategies that is related with a firm to be used
while willing to achieve some of the laid objectives:
 Cost leadership strategy: In this strategy there will be low cost products that will be
offered to by an organisation. In this there is large market share that has to be acquired by
use of cost as a feature (Drnevich. and Croson, 2013). Tesco can use this strategy by
making long terms association with their suppliers and economies of scale so that they can
maintain their profitability ratio and at same time expand their market share.

 Differentiation strategy: In this strategy there is a product that is being developed with
some different attributes and which does not possess any similarity to other exiting
products in the market (Chen, and et. al., 2018). It leads to creation of a monopoly kind of
situation.
 Focus strategy: The focus strategy is divided in two parts it can based on either low price
or differentiation strategy. Only one strategy can be focussed at a particular pint of time by
an organization.
From the above discussion it can be said that Tesco should adopt price leadership as a
strategy for expansion of their market share and attainment of a leading position in the retail
industry.
Intangible tactics:
Brand image strategy:
Tesco can make use of brand image strategy as on intangible strategy by starting the selling
part of the products by use of their own brand name. Tesco is one of best retailers that is
providing good quality products and they are dealing with several products range like food
beverages home appliances financial services and clothing. Tesco has an aim to fulfil the
demands of low income group of customers so they are willing to minimise their cost and
create a cost leadership position in the organisation.
Tangible tactics:
Tesco have recently expanded in small electrical items like heaters, kettle and toaster. Tesco
can now into high income group of customer by starting a new store like Tesco finest where they
can keep top quality products and offer high prices to customers. Globalisation strategy can also
be used by Tesco for entering in different markets of us they have planned recently to open
hundred new easy neighbourhood markets in Nevada, Arizona and California. Tesco is also
willing to set shops in many different cities of UK but it is a very is high amount of investment
Tesco can take out the investment made in their some of the stores that have failed and then use
those resources in investing to profitable opportunities.
Strategic marketing plan

Strategic marketing plan is considered as the blueprint of overall marketing activities along with
their key objectives. It includes various sub sections that are specified as below:
 Vision: To become best retail company that delivers electric vehicles to customers.
 Mission: To develop sustainable vehicles with higher quality of experience.
 Strategies: The top management team of the company makes use of market development
strategy which will support them enhancing their market share as well as profitability.
 Objectives: The main objective of TESCO motors is to enhance its market share with 5%
within the 1 year.
 Tactics: The tactics that would be adopted by manager of TESCO is acquiring of
marketing mix strategy in order to improvise their quality of marketing activities at
marketplace. Marketing mix for TESCO Motors is specified as below in brief
manner:
 Produc
t
The respective company mainly deals in grocery, clothing etc.. It is also
focusing on entering into new marketplace with the same product only.
 Price The management team of this company makes use of premium pricing
strategy. The main reason behind choosing this is it’s highly values
innovative products. Here, TESCO will enter into new place with the same
strategy only.
 Place It will sell its products in its own stores only at new market.
 Promot
ion
Social media marketing, hoardings, magazines and newspaper ads will be
taken as promotional strategy.
 Implementation: Manager of the TESCO will execute the plan accordingly with the
adequate usage of available resources. Here, financial plan that is budget for the same plan
has been developed by the marketing manager of the company which is stated as below:

 Evaluation: In this step there is evaluation of the objectives have been achieved or not at
the end of the time period that has been decoded initially while the plan was being
developed. There is comparison that has to be made between the decided objectives and
actual achieved objectives. So, that overall success can be evaluated based on overall
deviations between actual and set objectives.

Critical analysis and interpretation of data and information
Strategic directions can be very helpful for organizations in having a performance that is
designed towards goals in the organisation (Bohari, Hin, . and Fuad, 2017). Tools such as
PESTLE, SWOT, Porters generic strategy, bowman’s strategic clock are very helpful to form
the strategies to be achieved in given course of time. Further VRIO framework helps in
determination of resources that can provide a competitive advantage to an organisation.

CONCLUSION
It can be concluded from the report that in every organisation strategy formulation plays a
very crucial role in tactics and strategies formulation. There is use of PETSLE analysis for
making an analysis of the external environment and SWOT, VRIO are the two frameworks for
internal analysis. Porter five forces is also a scenario that is used by organisations in order to
develop an understanding of the five basic forces that could be a barrier or offer a opportunity
to them. All such factors are tighter combined by all organisations to prepare a business plan
and then evaluate it further.

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