Tesco Bank Marketing Essay

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1. Executive Summary-----------------------------------------------------------------------1 2. Task 1 Area of Study----------------------------------------------------------------------2 3. Task 2 PLC Stage-------------------------------------------------------------------------2 4. Task 3 Target Market----------------------------------------------------------------------5 5. Task 4 Product repositioning------------------------------------------------------------6 6. Task 5 Pricing Strategies----------------------------------------------------------------8 7. Task 6 Poster Design For Advertising Campaign--------------------------------10 8. Conclusion and
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It is hard to analyze the trend of sales from 2009 to 2011. The sales fluctuated during this period. The profit increased rapidly from 2002 to 2005, then declined gradually due to the possible reasons of the bad global economy situation and the financial crisis. After Tesco Bank was entirely owned by Tesco, the profit boosted remarkably again such as the growth rate was 65.625% in 2009 and the average growth rate of profit from 2008 to 2011 was 29.72%. However, the growth rate declined year by year.

Based on the evidence above, it can be inferred that Tesco Bank is now at the maturity stage. According to the trend of profit, the product achieved acceptance by customers for a period of time, then the big change in 2008 led to rejuvenation of its business. At the same time, the sales growth was slowdown but it seems to increase in the future. These points match to the characteristics of maturity stage (Kotler and Armstrong, 2012).

Boston’s Matrix is a chart to evaluate a company’s market strategy and situation according to its relative market share and market growth rate (Kotler and Armstrong, 2012). It can be described as Figure 3.

The market growth rate of Tesco Bank was high in recent years but the relative market share is still low based on the data above. Pettinger (2011) states that Tesco Bank is a smaller bank in the UK which ranks 10th of 10 Largest UK Retail Banks.
Question marks means a company has relative low market share and high market growth
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