Swot Analysis of Tesco

Topics: Marketing, Strategic management, Marketing plan Pages: 4 (584 words) Published: July 6, 2006
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:
oMarket size and trends
oMarket segments (pictoral diagrams)
oHeadlines on customer behaviour
oDistribution channels

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, produce...
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