STRATEGIC MARKETING MANAGEMENT

Strategic Marketing Management



[Name of the instructor]

Strategic Marketing Management

1. Introduction

Tesco is a retail based company which focuses on its customers and staff. The main priority of Tesco is to serve quality around the globe along with availing different opportunities for growth and expansion. The main mission of Tesco is to gain and win achievements from its partners. The continuity is the aim for the company in the future. Trade diversification is one of the strategies of Tesco. Also, Tesco team believes in having a strong team with strong strategies and pulling themselves stronger during risky periods. Improvements are possible at any time and with time, changes are a necessity too. The demands and views of clients change and with them, Tesco changes too. The main mission of Tesco is to gain customer's loyalty and keep generating it in lifetime. The success of Tesco is dependent on its customers and its people. Customers include the end-clients of Tesco whereas people refer to the employees. Tesco has to make attractive offers to retain customers all the way so they visit and shop again and again (Palmer 2004, p. 1075).

2. Procedure

Tesco is the company chosen for the strategic market management and analysis in terms of external and internal environment. The data has been gathered from various secondary online sources.

3. Findings

a. Marketing Report Phase I (Situation Analysis)

The following is the marketing report of Tesco to explain how Tesco deals with different situations of external environment. Through PESTLE analysis, Tesco's strategies can also be analyzed.

Competitor Analysis

The main threat from external environment to Tesco Corporation is the technological and social factors where the factors are improving and developing on daily basis. Tesco is required to keep itself up-to-date continuously. Internet access has been increasing day by day where 29.8 million households have been noted to use internet. Internet usage has increased the trend of online access and online buying and marketing. Tesco can help and gain advantage through this technological advancement where Tesco can start their online marketing campaigns. It is reported that only on weekends and evenings, 90% people are recorded to watch TV and use Internet. USA is a technological advanced country where the retail industry is also facing the technological advancements. The business operations and the way transactions are made have been affected with technology. This is done with the help of internet access and facility. Also, through the internet online payments can be made to the retail companies when purchasing something online. For the progress of Tesco and its products, the technology plays a pivotal role. It has been easy for customers now to purchase online and experience shopping with more convenience and personalized options, because of technology (Kim 2009, p. 78).

Market Analysis

The market of Tesco can also be affected by some economical factors. This involves the purchasing power of present and potential customers. The low inflation rate in the economy is considered as a positive sign for many companies. Another positive factor for Tesco is the high ...