Swot Analysis of Tesco

Strategic Marketing Plan

(1) Executive Summary - Final summary

(2) Financial Projections

(a) - Summary of business performance
A quantitative summary of the last 3 years' performance using key financials, e.g., volume and gross contribution.
-    
Suggested format   - table or graph plus a very brief summary of reasons for good or bad performance
            (b) – Summary of financial projections
The purpose: to summarise, for the person reading the plan, the financial implications over the 3 year planning period.
- Suggested format – a simple line graph showing revenue and gross contribution for each of the 3 years of the plan.
- Could also show 3 years leading up to the plan.
- (Also look at the sales forecast of Weatherpruf case study, see back
- pages of session 2 handout)

(3) Market overview    

- Examination of the business environment
        - Where are we now? How did we get here?   Where are we going?

- Internal and External Audit

From the detailed information gathered from the external audit,     a very brief summary of the market.
- Suggested headings:
o Market size and trends
o Market segments (pictoral diagrams)
o Headlines on customer behaviour
o Distribution channels
o Competition

The marketing audit is the information base upon which any marketing plan is built.

(4) SWOT analysis

- Major link to the audit.
External - Opportunities and Threats,  
Internal   - Strengths and Weaknesses

 Evaluating the strategic position of the business
 Synthesising the results of the market audit.
 Supports decision making, final stage and foundation for making decisions about the future.
 (see session 3 handout for how to set out SWOT matrix (2x2, with more detail in the appendix)
 Need to carry out Critical Success Factor Analysis (CSFs) (assessing strengths and weaknesses) See session 3 lecture handout.
 Important: if market segmentation exists,... [continues]

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