Spring Semester 2011/12
Module Code: HNBS 104
An in depth study into marketing at Tesco
[Word Counts: 2188]
18 May 2012
Table of Contents
The role of marketing2-6
Vision and business objectives2
Elements of the marketing process4
Principles of marketing7-8
Segmentation, Targeting and Positioning strategy7
I am an employee as a marketing consultant that wishes to expand operation from mainland Europe into the UK market. Our business model and image is similar to the UK supermarket chain Tesco. Before we acquire site in the UK, my company wants me to carry out an in depth study into marketing at Tesco, which will help us with their future business plans. Therefore first I am going to explain the concept and process of marketing and secondly I will illustrate the concepts of segmentation, targeting and positioning which are related to the grocer´s shop Tesco.
The role of marketing
Before starting to commence with the main topics of my report I would like to give two briefly explanation of how marketing can be defined.
The Chartered Institute of Marketing has been described marketing as “The management process responsible for identifying, anticipating and satisfying customer requirements profitably”. (Baines P, 2011)
The Board directors of The American Marketing Association defined marketing as “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”. (Baines P, 2011)
Vision and business objectives
“We talk about Every Little Helps a lot, but it's not just a catchphrase or marketing slogan, it represents everything we stand for. For our people and our customers, it's how we run our businesses from China to Chorley”.
The customers reminded Tesco of a small, simple truth. Nobody loves doing the shopping (not the “we've run out of loo roll” kind, anyway). So they thought maybe it would help if they were to make shopping a little nicer. (http://www.tesco-graduates.com/home/about/vision-and-values) And as part of Every Little Helps, Tesco made promises:
* You'll find what you want
* The aisles will be clear
* The prices will be good
* You don't have to queue
* The staff are great
* Pure and simple
Tesco´s vision is to pursue and aim the best standards of good quality for their customers and to keep their good position in the UK market. Tesco´s vision is to be most highly valued by the customers they serve, the communities in which they operate, their loyal, committed staff and their shareholders; to be a growth company; a modern and innovative company and winning locally, applying their skills globally (http://www.tescoplc.com/index.asp?pageid=13)
In May 2011, Tesco introduced their four part- vision for the future of the business: * most highly valued - valued not only buy their customers, but also by the communities they serve, their staff and shareholders * a growth company – they will continue with the growth in all parts of the business such as in the UK, international, in services and across general merchandise, clothing and electrical * a modern and innovative company – Tesco will stay ahead of the curve, anticipating changes and adapting for the sake of our customers and staff * local by apply our skill globally – utilising the skill and scale of group to benefit the performance and competitiveness of each of our businesses around the world. Tesco's objectives are to increase sales, increase market share, to maximise sales, to grow and maintain the number one retail...