Tesco Supermarket
Scenario
You are employed as a marketing consultant by a supermarket chain that wishes to expand operations from mainland Europe into the UK market.
Their business model and image are similar to the UK supermarket chain, Tesco. Before they acquire sites in the UK, they want you to carry out an in depth study into marketing in Tesco. This will help them with their future business plans.
Most of the information you require will be available through the Tesco website. You should do additional research into news and financial reports about the chain, for example, there are several articles in the publication ‘Marketing Week’. It would be useful to visit a Tesco store to help with your research.
Your research has been divided into different tasks to help you structure your assignment. The findings from tasks 1, 2 and 3 can be submitted in one report containing one introduction at the beginning and one conclusion at the end. The findings from tasks 4 can be presented in a class presentation and presentation slides need to be submitted.
LO1: The concept and process of marketing
Carry out appropriate research and produce the first section of your report explaining the concept and process of marketing in Tesco. You should ensure that this section includes an explanation of the elements of the marketing process in Tesco.
Please be aware that the following ACs must be considered in your report;
AC1.1 Explain the various elements of the marketing process in Tesco, by providing an overview of marketing process in Tesco. You can discuss marketing audit process in Tesco; conduct a SWOT analysis for Tesco and identify marketing objectives of Tesco.
AC1.2 Evaluate the benefits and costs of a marketing orientation, and establish links between marketing orientation and building competitive advantage in Tesco. Look at how Tesco is being benefited from building customer satisfaction, relationship marketing and customer retention.
LO2: Segmentation, targeting and positioning
In your report, you will demonstrate an understanding of the segmentation, targeting and positioning strategies in Tesco.
Please be aware that the following ACs must be included in your report;
Show macro and micro environmental factors which influence marketing decisions in Tesco
Propose segmentation criteria to be used for products in different markets, include a review of Tesco’s main market segments and an explain how they have been segmented e.g. demographic and geographic.Choose a targeting strategy for a selected product/service in Tesco.
Demonstrate how buyer behaviour affects marketing activities in different buying situations with examples with Tesco products/services.
Propose new positioning for a selected product/service, by comparing Tesco with other supermarket chains
LO3: Individual elements of the extended marketing mix
Carry our appropriate research and produce this section of your report explaining the role of the individual elements of the extended marketing mix (7Ps) in Tesco’s and how it helps contribute to business objectives.
Please be aware that the following ACs must be included in your report;
Explain how products in Tesco are developed to sustain competitive advantage
Explain how distribution is arranged to provide customer convenience in Tesco
Explain how prices are set to reflect Tesco’s objectives and market conditions
Illustrate how promotional activity is integrated to achieve marketing objectives in Tesco
Analyse the additional elements of the Tesco’s extended marketing mix
LO4: Using the marketing mix in different contexts
Scenario
The CEO of the supermarket chain knows you are an expert in marketing. You have both theoretical and practical expertise. In addition to your investigative consultancy report, he wants you to make a presentation for the Board of Directors and explain some marketing issues they are struggling to deal with. The issues CEO identified and requested you to make presentation are: panning marketing mixes for different segments; business to business model and differences between international marketing and domestic marketing.
In order to explain them marketing mix you have selected two of their existing products from the existing market: one is a fruity breakfast cereal and another one is Tesco Mobile. You have identified potential segments for both products from the UK consumer market and planed marketing mixes for both products. Present your plan of marketing mix. In your presentation illustrate differences in marketing products and services. Also explain the business to businesses marketing model. Show them how and why international marketing differs from domestic marketing.
Please be aware that the following ACs must be included in your report;
Plan marketing mixes for two different segments in consumer markets
Illustrate differences in marketing products and services to businesses rather than consumers
Show how and why international marketing differs from domestic marketing.
