3466 Words14 Pages Tesco: Marketing at Tesco The essay examples we publish have been submitted to us by students. The essays are the students ' work and are not examples of our expert essay writers ' work. READ MORE Get a quote for your own custom essay here... Share/download essay: Company Description: Tesco started life in 1919when Jack Cohen started selling surplus groceries from a stall in the East End of London. Mr Cohen made a profit of £1 from sales of £4 on his first day. It then appeared as a brand after five years later in 1924 when he bought a shipment of tea from a Mr T E Stockwell. The initials and letters were combined to form Tes-Co and in 1929 Mr Cohen opened the flagship…show more content…
The audit would cover the marketing operations of the company as a whole. b) Data collection: More time is spent on the gathering data. More auditors are involved when the project is large. Auditor has to spent time in deciding what question to be asked, who will be interviewed and so on so forth. Daily reports of the interviews are to be written up and reviewed. c) Report preparation and presentation: When the data gathering is over, auditor prepares notes for a visual and verbal presentation to the company officer. Techniques used for auditing the marketing environments are as follows. 1) SWOT Analysis: It is one of the most important tools of marketing audit. It helps a lot of help to the marketers and is used at the beginning of the marketing audit process. It has advantages as well as drawbacks. Some of the drawback are subjective and cannot be relied too much. Therefore it should be used as a guide in the marketing planning and not as a prescription to the process. 2) PEST Analysis: Various factor of the marketing is analysed by PEST analysis that effects upon the marketing process. An organization that is carrying the analysis needs to study the environmental factors that are internal and external. 3) Five Force Analyses: This is an analysis that helps the marketers to have a clear picture of competitor 's for the market. This analysis has some similarities with PEST analysis. In this analysis the marketer goes through five
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