Marketing Audit Tesco Essay

2419 Words May 26th, 2013 10 Pages
Running Head: Marketing Audit

Tesco Plc Marketing Audit
[Name of the Writer]
[Name of the Institution]
Executive Summary This report contains the company overview and details of marketing audit carried on Tesco Plc, which is largest retailer in UK. The marketing audit has covered various important areas that are significant to analyze, indentify and understand the issues and challenges of internal and external environment of the business. Tools used to conduct marketing audit of the Tesco Plc are, marketing mix 4P’s, SWOT analysis, PESTLE analysis and porter five forces.

Introduction Changing marketing scenarios are a challenge for retailers, despite the fact it has captured large share in the market. Tesco
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In china prices of products differs from UK because of several factors (i.e. cheap labor cost), so prices can’t be same in all countries They also decide whether the price should be reduced to attract more customers and how to alter the cost of the products, which has short life and would be expire soon. The Marketing department also responsible for making the deals and discount offers packages for customers in order to avail maximum profits (Chandrasekar, 2010).

Promotion Promotion refers all the activities performed to introduce the product and services among the customers for selling purpose (Lamb et al, 2012). Many areas are considered before TESCO actually promoting the product, including how to inform customers about their products and services. They also need to know what type of advertising they use and where they can be used to direct the attention of customers and what other ways to apply can promote their products. A good way to do it and get free advertising is to distribute free samples and run the competition of product by selling in cheap prices initially. Promotion of the products can be done easily now days on the internet and through online shopping. Place Place simply refers to point of sale (Chandrasekar, 2010). Another important mix is place, whether the products will sell to the retailers or directly to the end user, through store or online. As TESCO itself is a big retailer and expanded its business

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