MARKETING PLAN

Marketing Plan

Contents

Introduction3

Expansion of Tesco3

Task 14

a.Review the Changing Pattern4

b.Marketing Environment5

PEST Analysis5

SWOT Analysis6

Task 27

Barriers7

Barriers to Marketing Planning8

Task 39

a.Marketing Plan9

Objectives of Tesco9

SWOT Factors10

b.Marketing Strategies10

Positioning10

Market Segmentation11

Marketing Mix12

Budget13

Justification14

Task 414

Ethical Marketing14

Ethical Issues in Marketing15

Tesco's ethical policies in planning16

References18

Marketing Plan

Introduction

Tesco started their journey in 1991. Jack Cohen, founder of Tesco started selling groceries from a small shop or a stall in the area of east London. At that time Mr. Cohen gained the profit of £1from sales of £4 at his first day. Tesco brand first appeared in 1924 when Mr. Cohen brought a shipment of tea from Mr. T. E Stockwell. The Tesco, name was originated from the initial letters combined and form Tes-co. in 1929, Mr. Cohen opened the flagship in Burnt Oak, North London as the name of Tesco. In 1930, Mr. Cohen built Tesco headquarter and warehouse in North London. In 1932 Tesco became a private company.

Expansion of Tesco

Tesco showed up their expansion in very early year, they take many small stores and started expanding Tesco with very confined manner. In 1950's the retailer bought 70 Williams stores, 97 Charles Phillips store, and 200 Harrow stores followed by the Victor value chain early in 1960. As the leading supermarket, Tesco was building a national store network to cover the whole of the United Kingdom market. In 1974, Tesco opened its first petrol filling station, and would become one of the largest independent petrol retailers in U.K. By 1979 total sales topped £1bn, and by 1982 sales had doubled to more than £2bn.

Tesco Plc is the leading retailer in Britain. It is a global chain of retailing that has its basis in United Kingdom. It deals mainly in grocery and general items. The stores of Tesco in UK are categorized into six different categories, including Tesco Superstar, Tesco Extra, Tesco Metro, One stop and Tesco Home plus (Tesco Plc, 2009).

Tesco has more than 3000 stores in UK alone, and it employs around 310,000 employees from UK alone. Likewise, UK alone has the most shares in the profits and sales of Tesco all over the world.

Tesco was the world's first online grocery retailer. It has around more than 2 million GBP sales right now from its online grocery section throughout the world. There are many exclusive services that Tesco's customers are entitled to, which include click & collect service, club card service and Tesco's talking shop. Tesco owns the two largest food brands in the entire UK, which are Finest and Everyday value with each having sales of more than GBP 1 million.

The six key priorities of Tesco include colleagues & service, Price & Value, Range & Quality, Stores & Formats, Brand & Marketing and Clicks & Bricks.

Task 1

Review the Changing Pattern

Tesco is one of the largest retailer stores in United Kingdom. Tesco work hard to get their market share and stand at the highest growth point as retail store in all over the globe. British consumers and customers are become savvier with regard to how ...