Analysis Marketing Plan of Tesco Plc Essay

5178 Words Jul 11th, 2011 21 Pages
Table of Contents
Executive Summary
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

Executive Summary
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
…show more content…
Consequently, Tesco will be strongly affected with any slowdown in food market of the Great Britain and exposure to market concentration risk.
Social/Cultural Factors
Current trends specify that the British clients have inclined to "one stop" and "volumetric" shopping that is connected with various social changes. Therefore Tesco have increased the quantity of non food items available for sale. (Kotler, 2008)
Demographic changes, such as ageing of the population, an increase of women-workers and decrease in house preparation of meal means, that the Great Britain retailers are concentrating on added value products and services. (Lancaster,2005)
Besides concentration is now moving towards, own labels share of business mix, supply chain and other operational improvements which can lower expenses of business. National retailers are more and more constrained to find new suppliers. Type of the goods and the services demanded by consumers depend on their social conditionality and their subsequent installation and belief. Consumers become more and more informed on questions of healthcare, and their attitude to meal constantly change.
One of examples Tesco adaptation of its product mix is to accommodate increase in demand of organic products consists. The company also was the first to permit consumers to pay in the form of checks and cash in cash department.
Technological Factors
Technology is a major macro-environmental variable which has influenced

Related Documents