Analysis Of Tesco

In this assignment, I am expected to fully describe the opportunities offered by internet marketing to Tesco.

Targeting is a method of examining the market segments and follow all or any of the following 3 types: undifferentiated, multisegment (differentiated) and concentration (niche) (Palmer, 2009). Selfridges’ products diversity means its target include both men and women aged >25 years belonging to the high-income group whose interest is fashion and luxury. Thus, Selfridges’ targeting can be said to be concentration (niche); however, due to its prime locations, Selfridges also attracts general public including families, singles and tourist. Therefore, in that aspect, its targeting strategy is differentiated.

For Tesco to set its goal and to satisfy all its stakeholders (customers, suppliers, employees, the society) it is important to identify and analyse its five performance objectives. These objectives consist of:

Tesco has increased their market share by increasing their product and service line. Moreover, the main target market of Tesco is the grocery market that covers the majority business of the company.

The purpose of this report is to analyse Tesco’s annual report. The reoprt consist of a sypnosis of Tescos, describing what it does where it does it, how many people it employs and whether it is growing or declining. It also consist of the main accounting policies used by the company; analyses of its financial performance for four years. It also shows the ratios for the performance analyses.

Targeting is the selection of customers that one wishes to service. BPL catered to the masses and wanted to become a household name. Hence, its target audience, when it started was the middle income group and therefore they were priced in accordance.

As the external and internal analysis are very useful for marketing a large enterprise, this essay will explore both external and internal analysis that Tesco has been performed. First, it will define and outline the importance of SWOT and PESTLE. Then, it will examine the Strengths and Weaknesses of Tesco. Next, it will use the PESTLE to carry out Opportunities and Threats. Finally, it will evaluate the reason Tesco’s profits and market share have fallen.

As I have mentioned before, this research paper is being taken exclusively with the aim to evaluate the Tesco’s performance in both financial and business terms over a three years period. Since the financials will be compared with its three year

“Competitive advantage refers to what sets the organisation apart from others and provides it with a distinctive edge for meeting customers or client needs in the marketplace.” (Daft and Marcic, 2011, p.152) I will use a SWOT analysis to identify Tesco’s strengths, weaknesses, opportunities and threats so it will be clear what Tesco need to improve so they can go on to making decisions to compete with their competitors and threats.

As every customer has unique needs and expectations towards certain products, the ultimate goal of market segmentation is to organize customers into groups which allows targeting of customers with similar needs of and response to the products. The key is to minimize differentiation within each segment

The main aim of marketing is to understand customer 's needs and to develop a right way that can cover all this essential matter. Basically marketing jobs is make sure always and find out about customer requirements.

Profits for Tesco’s operations in Europe, Asia and Ireland increased by 78% during the last fiscal year. The company has a strong brand image, and is associated with good quality, trustworthy goods that represent excellent value. Tesco’s innovative ways of improving the customer shopping experience, as well as its efforts to branch out into finance and insurance have also capitalized on this.

A strategic marketing plan focuses on the goals, objectives, strategies and strategies related to the goals. Goals are comprehensive and it provides the general guidelines on how the marketing organization wants to achieve, such as an expanded market segment (Kotler et al, 2013). Objectives are tied up together with target goals and provide further specific, determinate results - for example, an increase in the market share of a specific geographical area for a particular product, with a certain amount

Marketing information system is applied in Tesco. The marketing information system applied in Tesco is due to the people, products and program to collect, tidy up, analyses, assess and distribute needed, timely and exactly information to marketing decision markets. As a biggest supermarket chain, Tesco is necessary to have a good information system about its own business, client, provider, competitor, marketing agency and market, economic and business information to continue its manage over The Tesco in United Kingdom retail chain or to remain competitive in an information technology driven global economy. Tesco is developing a marketing information system that can be used as inclusive source of information for market research

According to Blythe (2010), segmentation, targeting and positioning are fundamental to the concept of meeting customer need. This essay will outline and analyse these fundamental tools of marketing in an academic setting, in addition to, assessing how an organisation of my choice applies them in a working environment. Included in this essay, will be an academic discussion of the advantages of market segmentation, targeting and positioning drawing upon views of various scholars. Furthermore, I will provide a profile of my chosen organisation as well as an assessment of their market segmentation, targeting and positioning strategies. The essay will finish with a summary of the main points and will draw conclusions based on the evidence which has been presented.