1. Contextual analysis of the Tesco
2. Customer Analysis (markets, segmentation, targeting and positioning, branding) 3. Competition analysis (major competitors, their strengths and weakness etc) 4. Tesco strategic approach
5. Channel analysis (distribution and communication)
6. Marketing Management Implementation of Tesco Plc
7. Contingency Plan
This article discusses about marketing-plan developed for Tesco Plc which is the largest retail network of retail food stores in UK. The marketing plan covers various important aspects which are significant for processing the marketing problems connected with internal and the external environment of Tesco. The article has critically analyzed the situational analysis in which organizational strategy, client’s behavior, Porter’s five forces; the Ansoff matrix (to determine products and market growth strategy), SWOT-analysis and marketing efficiency have been described. In the objective section of the marketing plan, mission, vision, corporate objectives and marketing objectives of Tesco are examined from high angle of perspective and various strategic measures of segmentation, targeting and positioning are suggested to gain competitive advantage. As Tesco constantly faces threats of capturing its market share by nearest rivals, how marketing mix of 7ps, will help Tesco to analyze its current position in food retail sector of UK is highlighted. Assessment of Tesco management also has been given in the marketing plan which includes key parameters of efficiency. Beside contingency plan of Tesco is also discussed. (Clarke, 1994) Introduction
Changes occurring in scenario of marketing have been posing problems for all retail companies in-spite of their competitive positions in the market. The marketing plan is revival step for the company to give a new direction for its business. I have chosen Tesco Plc for the marketing plan which is the largest UK retail trade and operational chinks in field of food retail commerce. Tesco PLC is the global general merchandising and the grocery retail seller. It is the largest British retail from the point of view of global sales and a fraction in a home market.
1. Contextual analysis of the Tesco
Industry analysis: Pestel framework
Operating in globalization conditions with stores worldwide (Tesco now operates in six countries of the Europe, in addition to the Great Britain, Ireland, Hungary, Czech, Slovakia, Turkey and Poland, it also operates in Asian countries such as South Korea, Thailand, Malaysia, Japan and Taiwan). Performance of Tesco is highly under influence of political and legislative conditions of these countries, including the European Union (EU). For employment, the government encourages stores to provide mix jobs possibilities for employment from flexible, lower paid and local jobs to highly paid, highly skilled and centrally located jobs. Also to cater the demands of the population categories such as the students, working parents and older people. Tesco understands, that retail commerce has dramatic effect on jobs and people factors (new development of store often saw, how destruction of other jobs in sector of retail commerce as traditional stores leave business or compelled to save the cost to compete), being inherently and local labor-consuming sectors. (Kotler, 2008) Economical Factors
Economic forces cause concern to Tesco because they can affect demand, costs, the prices and profits. One of the most influential factors on economy is the high rate of unemployment which decreases demand for many goods, negatively influencing on the demand of such goods necessary for manufacture. These economic forces substantially do not depend on the company, but their influence on productivity and marketing maybe deep. Though the international business still grows, and it is expected, will assist the greater sum...