Tesco Marketing
INTRODUCTION
Marketing is essentially a matching process between the needs and expectations of customers, and the organization’s ability and capacity to satisfy them.
One of the main points of this process is the marketing planning.
The purpose of marketing planning and its principal focus are the identification and creation of competitive advantage. Marketing planning is the planned application of marketing resources to achieve marketing objectives.
In other words, it is the written document that describes your advertising and marketing efforts for the coming year; it includes a statement of the marketing situation, a discussion of target markets and company positioning and a description of the marketing mix you intend to use to reach your marketing goals. A company needs a marketing plan just as it needs a business plan.
The benefits to an organization of having a marketing plan are that it: - achieves better coordination of activities - identifies expected developments - increases organizational preparedness to change - minimizes non-rational responses to the unexpected - reduces conflicts about where the organization should be going - and improves communications
One area where the marketing function, and so the process of marketing planning, is crucial, because of the high level of competition, is the mass market. It is defined by the approach to advertising that attempts to reach every consumer, rather than targeting a particular market segment. A mass market strategy is effective for products that appeal to a broad cross-section of consumers, like aspirin or orange juice.
As mentioned earlier, the multiplicity of actors on such market makes the differentiation and the markdown required to stay on this market and keep existing customers and attract new ones. Moreover, this is what the subject of our study, Tesco group, is trying to do.
Tesco was originated in the markets of London’s East End, where in 1914, war
Marketing is essentially a matching process between the needs and expectations of customers, and the organization’s ability and capacity to satisfy them.
One of the main points of this process is the marketing planning.
The purpose of marketing planning and its principal focus are the identification and creation of competitive advantage. Marketing planning is the planned application of marketing resources to achieve marketing objectives.
In other words, it is the written document that describes your advertising and marketing efforts for the coming year; it includes a statement of the marketing situation, a discussion of target markets and company positioning and a description of the marketing mix you intend to use to reach your marketing goals. A company needs a marketing plan just as it needs a business plan.
The benefits to an organization of having a marketing plan are that it: - achieves better coordination of activities - identifies expected developments - increases organizational preparedness to change - minimizes non-rational responses to the unexpected - reduces conflicts about where the organization should be going - and improves communications
One area where the marketing function, and so the process of marketing planning, is crucial, because of the high level of competition, is the mass market. It is defined by the approach to advertising that attempts to reach every consumer, rather than targeting a particular market segment. A mass market strategy is effective for products that appeal to a broad cross-section of consumers, like aspirin or orange juice.
As mentioned earlier, the multiplicity of actors on such market makes the differentiation and the markdown required to stay on this market and keep existing customers and attract new ones. Moreover, this is what the subject of our study, Tesco group, is trying to do.
Tesco was originated in the markets of London’s East End, where in 1914, war
References: McDONALD Malcolm and CHRISTOPHER Martin, Marketing, a complete guide. Palgrave, 2003 Tesco Company Profile, Datamonitor http://www.businessdictionnary.com http://www.321books.co.uk http://www.wikipedia.org http://www.tesco.com http://www.fairtrade.org.uk http://www.ikea.com http://www.walmart.com