MARKETING

Marketing Management - Tesco PLC

Executive Summary

The effective and efficient marketing management approaches are the key to success for any organization. This paper has conducted the marketing management analysis of the Tesco Company. Tesco is a well known UK based company that is operating in the retailing industry since many years. The company was established in the year 1919. After the giant company Wal Mart, the company is considered as the third largest retailing company across the world that is generating high level of revenues. The in depth analysis of the Tesco's marketing and management system has shown that the company develops and implements effective and efficient decision is meeting its business objectives in the international market. The porter five forces analysis, SWOT analysis and PESTLE analysis of the company are also conducted which has shown that the company is facing challenging situations in different markets due to the different economic situations of the countries in which the company operates its business, and considering these challenges, recommendations have been made to curb these growing issues. The company is operating its business in multiple locations where there are already a number of competitors that are operating in the industry; therefore, there is a great threat that the new market entrants may appear from any of the markets in which the company is already operating its business. Effective use of marketing strategies have been discussed which will help Tesco curb this growing concern of growing international threat. However, while considering the company, it has been found that Tesco is already having the leading position in the market and it does not have such threat of the emerging of substitute products from the competitors because it is the retail chain that offers multiple products and goods of different companies. Furthermore, a detailed analysis of the managerial and marketing decisions taken at Tesco is analyzed so that the current practices of the company can be evaluated and recommendations can be made

accordingly. Finally, recommendations pertaining to investment in the non-food sector; captivating the growing sales of the electronic goods and expanding the clothing sales which are currently on a high has been made, so that the profitability of the company can reach new heights. The overall analysis of Tesco has also shown that the company has a strong strategic management system that provides the potential and the strength to the company to manage its business operations in the global market.

1.Introduction1

2.Methodology1

3.Background to Tesco2

4.Background to Retail Globalization3

5.Strategic Marketing Audit Findings4

5.1 Analysis of decisions taken in Tesco from the managerial and marketing perspective4

6.Recommendations and Constraints6

6.1 Investment in Non-Food Sector6

6.2 Growth in Electrical Good Sales6

6.3 Expanding Clothing Sales7

7.Conclusion8

9.Appendix12

10.Annotated Bibliography18

10.1Primary Sources18

10.2Secondary Sources18

Marketing Management - Tesco PLC

Introduction

This report would focus on a United Kingdom based company, Tesco, which was founded in the East end of London back in the year 1919. The research on Tesco has been carried out from an utterly neutral point of view and it aims to identify the detailed audits and strategies pertaining to its global expansions and ...