TESCO'S MARKETING PLAN

Tesco's Marketing Plan

Executive summary

Tesco is one of the largest retailers of the world, known for its fresh and quality products at reasonable prices. Tesco has its operations and outlets throughout the world, in different regions of UK, USA, Europe and Asia. This marketing plan is about the launch of Tesco supermarkets in Mexico. Mexico with a population of around 112 million offers a huge market to serve. Tesco has not addressed to this market yet, but its biggest rival Wal-Mart is operating there with a large number of outlets since years. Tesco has ample opportunities in the price sensitive market of Mexico because Tesco competes on its quality, reasonable prices, innovation and range. The launch of Tesco supermarket in Mexico will help the organization to give a competing shake to its rival Wal-Mart. It will also help the organization to increase its revenue. This marketing plan for the launch of Tesco incorporates the objectives of Tesco behind this launch in Mexico. The plan then gives a brief account of different factors in the marketing environment of Mexico. The target market and target segment for Tesco supermarket are then described. The plan then cascade light on the marketing objectives behind the whole marketing campaign that Tesco intends to achieve. A detailed marketing mix combination is given for the Tesco super market in Mexico. The marketing mix describes what the Tesco supermarket will include, the pricing strategy to be followed, and the places where Tesco will be initially launched and finally the promotions which will be used to make people attracted towards Tesco. After describing the marketing mix combination, this marketing plan includes an action plan that will be followed for the launch campaign of Tesco in Mexico. The action plans include activities to be done, the time period for those activities, the staff responsible to perform those activities and the percentage of total marketing budget allocated to each activity. The marketing action plans follows with the marketing budget. This marketing budget elaborates the total amount to be spent and the amount budgeted for each activity alone. The marketing plan then outlines the monitoring and controlling procedures to evaluate and measure the performance of marketing activities executed. The marketing plan ends with the critical issues that Tesco will confront in its launch in Mexico. Tesco needs to be prepared prior in order to deal with these issues. Tesco's launch in Mexico will open the gates of revenue for Tesco, provided it properly manages the marketing activities and properly deal with the critical issues in operating business in Mexico.

Executive summaryii

Objectives1

Marketing environment1

Market identification2

Marketing objectives2

Marketing strategies3

Product3

Price3

Place4

Promotions4

The action plan5

The marketing budget7

Monitoring and evaluation8

Critical issues9

Conclusion9

References11

Tesco's marketing plan

Objectives

To expand Tesco's operations in a market where its major competitor Wal-Mart is already operating since years.

To augment Tesco's profits by launching in a market, that has the potential of giving a competitive edge to Tesco.

Marketing environment

Mexico offers huge opportunities for Tesco. Mexico, with a population of 112 million is a huge market to ...