Premium Essay

Marketing Mix in Tesco

In: Business and Management

Submitted By subashini
Words 2925
Pages 12
GLOBALIZATION
Globalization is a term that is constantly being referred to when discussing the current market. What does it really mean?

Definition: The process of making world economy dominated by capitalist model ( World System Theory By I.Wallerstein) |

Joseph chin (2006) stated that globalization is all about increasing the links amongst organizations around the world to the mutual benefit of all concerned. This involves shrinking space, shrinking time and disappearance of boarders. The idea of globalization may be simplified by identifying several key characteristics that are improved transportation and communication technologies, loosened regulations on financial institutions, increased demand for imported goods, and lowered international trade barriers. Joseph (2006) stated With record harvests being in developed countries it is somewhat easier to enter because they usually have fully development communication, distrubution,and transportation systems to name but a few facilities factors. Most successful global business are aggressively building their global strategies around, common technology used in many markets particularly in areas of information technology, when they high cost of research and development that must be recovered through sales in many countries.

BACKGROUND OF THE COMPANY

McDonald’s is one of the top restaurant chains in the world, touching the lives of people every day. The long journey of the burger brand started in 1940, when two brothers, Dick and Mac McDonald opened the first McDonald’s restaurant in San Bernardino, California(Shamise, J. & Eisner, A, 2007, p. c890).Initially, they owned a hotdog stand, but after establishing the restaurant they served around 25 items, which were mostly barbequed. It became a popular and beneficial teen hangout. In 1948, the brothers closed and reopened the...

Similar Documents

Premium Essay

Business

...Content: Background of Tesco---------------------------------------- Marketing objective----------------------------------------- Marketing strategy------------------------------------------ Marketing mix Product---------------------------------------------- Price-------------------------------------------------- Place-------------------------------------------------- Promotion------------------------------------------- Market segmentation--------------------------------------- SWOT analysis------------------------------------------------- PEST analysis--------------------------------------------------- Conclusion------------------------------------------------------ Background of Tesco: Nowadays, Tesco is the third retailers after Wal-Mark and Carrefour around the world. In 1919, Jack Cohen founded the first Tesco that is a market stall in London’s East End. Nevertheless, Tesco has become a big company and operate in 14 countries in the world. Employ over 500000 staff and serve tens of millions of customers every week. We have been committed to providing the best shopping experience. Today we continue to focus on doing the right thing for our customers, colleagues and the communities we serve. Nowadays, Tesco has about 4800 stores around the world and 3054 stores in UK that meant you can see Tesco in each UK city or town. By the way Tesco slogan which is “Every little helps”. Marketing objective: Marketing objective is......

Words: 521 - Pages: 3

Premium Essay

Marketing

...content Page no (P1- Marketing definition----------------------------------------------------------------------- 2 (P2- characteristic of marketing oriented organisation. ------------------------------------ 2 (P3- Marketing concept. ----------------------------------------------------------------------- 3 (P4- Benefits & Costs of a Marketing Approach ------------------------------------------ 4 (P5- Micro and Macro environment factors affecting business. -------------------------- 5 (P6- Targeting strategies----------------------------------------------------------------------- 8 (P7- Targeting strategies of TESCO. ------------------------------------------------------- 9 (P8- Buyer behaviour affecting marketing activity. --------------------------------------- 10 (P15- Difference in marketing product and service. --------------------------------------- 10 (P16- International marketing operation. ---------------------------------------------------- 11 (P [9-12]- Marketing mix (4ps) --------------------------------------------------------------- 12 (P13- Extended marketing mix. --------------------------------------------------------------- 13 (P14- Recommendation------------------------------------------------------------------------ 14 Reference----------------------------------------------------------------------------------------- 15 Task 1 (P1- Marketing......

Words: 4700 - Pages: 19

Premium Essay

Tesco Macro Environmental Factors

...Macro Environmental effects on TESCO Marketing Decision Making As macro environmental factors always effect the development and planning of every business, same as Tesco also has or will have some influences of macro environmental factors towards its marketing decision-making. Socio Culture Environmental Factors Demographic Changes Demographics are the study of the measurable aspects of population structure and profiles, including factors such as age, size, race, occupation and location. As the birth rate fluctuates, and as life expectancy increase, the breakdown of the population changes, creating challenges and opportunities for marketers. Tesco use the demographic changes as opportunity and set its marketing strategy by the running the different kinds of store depending on the population size, location etc. Tesco use ethnic groups as a tool for good opportunities. Tesco divided its stores across the UK into five formats, these stores differentiating with the size of store and product being sold in these stores, TESCO EXTRA is largest store, generally located out the town a wide area. All Tesco products range available here. Free Car Parking also provided here. In 1997 first Tesco Extra was opened. TESCO SUPERSTORES are considered as supermarkets with standard large size. These stores have the stock of grocery and a lot of small non food small items. These store called the superstore for connivance but this word does not use in the shops. Generally these stores open......

Words: 2153 - Pages: 9

Premium Essay

Marketing

...Department of Mechanical and Manufacturing Engineering Faculty of Engineering EMM 5604 INDUSTRIAL MARKETING MANAGEMENT Lecturer: Dr. Siti Rahayu Hussin REZAWATI BINTI ISMAIL GS 38887 ALIMMI FUZAIL MAH HUSSIN GS 41031 KHAIRUDDIN HJ OSMAN GS 40244 REZAWATI BINTI ISMAIL GS 38887 ALIMMI FUZAIL MAH HUSSIN GS 41031 KHAIRUDDIN HJ OSMAN GS 40244 TABLE OF CONTENT 1 Introduction 1.1 TESCO as Giant Retailer in UK 3 1.2 Becoming supplier to TESCO 3 2 Branton Ltd 2.1 Company background 5 2.2 Branston Ltd as TESCO supplier 6 3 Key approach to TESCO 3.1 Product Innovation 7 3.2 Redefine convenience 8 4 Marketing Strategy 4.1 What is the marketing strategy 8 4.2 Key factor driven by Branston 11 4.3 Branston’s Marketing Mix 12 5 Issue and recommendation 5.1 Relational Marketing 13 5.1.1 Long term perspective 14 5.1.2 Trust 14 5.1.3 Commitment 15 5.1.4 Communication 15 5.1.5 Customer Service 15 5.1.6 Mutual benefit 16 6 Reference 17 1. INTRODUCTION 1.1 TESCO as Giant Retailer in United Kingdom (UK) Tesco is one of the leading retailers within the UK industry, and is also one of the largest food retailers in the world. Tesco store was founded in 1919 when Jack Cohen started selling additional groceries from a stall within the......

Words: 4598 - Pages: 19

Premium Essay

Unit 3 Btec Level 3 Business

...Unit 3 – P1 P1 – Describe the marketing techniques used to market products My chosen organisations are NHS which is charity and Tesco which is private P1 Ansoff matrix Strategic marketing planning tool that links a firm's marketing strategy with its general strategic direction and presents four alternative growth strategies in other words there is four strategic parts to ansoff matrix which i will explain what it is and what is the purpose or definition for it. These are the four strategic parts to ansoff matrix below: Market penetration: A measure of the amount of sales or adoption of a product or service compared to the total theoretical market for that product or service.by pushing existing products in their current market segments in other words allowing existing product to gain potential customer in its market segment. Market development: The expansion of the total market for a product or company by entering new segments of the market and also allowing developing new markets for the existing products, trying to target new customer with an existing product. Product development: The creation of products with new or different characteristics that offer new or additional benefits to the customer. Product development may involve modification of an existing product or its presentation, developing new products for the existing markets. Creating new products for an existing market for example iPhone which then developed ipad. Diversification:......

Words: 8278 - Pages: 34

Premium Essay

Marketing

...with looking at and exploring what marketing is and how it has evolved. The report is supported with marketing definitions from three different sources and what is meant by a marketing orientation and marketing process. Secondly, an introduction of Tesco the organisation the report will be focusing on throughout the report. Within the report there are some tables and graphs used to support the answers to some of the assessment criteria. The fundamental concepts and principles that underpin the marketing process are discussed and the use of environmental analysis in marketing, while the narrator carries out their own analyses at both macro and micro levels. The report investigates the importance of market segmentation and how this leads to the identification and full specification of target groups. It then considers buyer behaviour and positioning. The main elements of both the original and the extended marketing mix are then looked at. An introduction to the concept of the product life cycle, new product development, pricing strategies, distribution options and the promotion mix have all been discussed. Finally the narrator has developed marketing mixes to meet the needs of different target groups. The report includes the differences when marketing services as opposed to goods and examines marketing to businesses instead of consumers and the development of international markets. The report concludes by summarising the principles of marketing and recommendations on what an......

Words: 8492 - Pages: 34

Premium Essay

Marketing Principle

...Marketing principles Table of Contents INTRODUCTION 1 TASK – 1 1 1.1 Various elements of the marketing process 1 1.2 Evaluate the benefits and costs of marketing orientation 2 TASK 2 3 2.1 Macro & Micro environment factors influencing marketing decisions 3 2.2 Propose segmentation criteria for the products 4 2.3 Targeting Strategy for products 5 2.4 Impact of buyers behavior on marketing actvities 5 2.5 New positioning for the product or service 6 TASK 3 6 3.1 Development of prodcuts to sustain competitive advantage 6 3.2 Explaining how disribution is arranged to provide customer convience 8 3.3 Explain how prices are set to reflect an organisation’s objectives and market conditions 9 3.4 Integration of promotional actvity to achive marketing objectives 9 3.5 Additional elements of the extended marketing mix 10 TASK 4 10 4.1 Marketing mixes for two different segments in consumer markets 10 4.2 Differences in marketing products and services to businesses rather than consumers 10 4.3 International marketing differs from domestic marketing 11 CONCLUSION 11 REFERENCES 12 List of tables Table 1: Market Segmentation 4 Table 2 : Questionnaire for Tesco service 5 list of figures Figure 1: Elements of Marketing Process for Tesco 1 Figure 2 : Environmental Factors affecting Tesco 3 Figure 3 : Classification of Products 7 Figure 4: Distribution channel of intermediaries 8 INTRODUCTION The heart of success of the......

Words: 3667 - Pages: 15

Premium Essay

Unit 9

...P1- Describe the promotional mix used by two selected organisations for a selected product or service. Businesses that are in a competitive market places, selling products at good prices is not enough for them to generate sales and profits. Businesses have to communicate the benefits of products to customers and in marketing this is known as promotional mix. Promotional mixes are different elements that make up an organisations marketing strategy. They need to have the right mix of promotional activity to suit their business at a particular time and this will depend upon the target audience, the message that is sent and the budget that is available. Below is a brief definition of each promotional mix. Advertising: This is a way of promoting goods and services by an identified sponsor and advertising is the method used by a wide variety of organisations to communicate a message to a selected audience, persuade people to buy a product or service or highlight specific features or qualities within the product or service. Sales promotion: Business usually spends a great deal of money on sales promotions that would attract customers such as the buy one get one free promotion. This promotion has been used by a number of businesses over the last few years however they are many other promotions businesses tend to use to suit that product or service. Public relation: is defined by the institute of public relations as the deliberate planned and sustained effort to establish...

Words: 1557 - Pages: 7

Premium Essay

Mareketing of 2 Businesses

...organisations market their product. * Tesco * Pretty in pink * Rocco’s pizza Content page Content page Page 2 - content page Page 3 – introduction Page 4 – analysing Tesco’s marketing strategies Page 5 – marketing mix for Tesco Page 6 – marketing mix for pretty in pink Page 7 – marketing mix for Rocco’s pizza Page 8 – conclusions Page 9 – appendix 1 Page 10 –appendix 2 Page 11 – appendix 3 Page 12 – appendix 4 Page 13 – appendix 5 Page 14 – appendix 6 Page 15 – appendix 7 Investigation into different Marketing strategies The three businesses I have chosen are Tesco, pretty in pink and Rocco’s pizza. I will be carrying out research to find their marketing strategies. I will then apply this research and analyse and evaluate my findings. I used primary and secondary research to find out the different marketing strategies. These are some of some of the primary research I use; e.g. questionnaires and interviews, the advantages of me doing this is that my data will be more up to date so it will be more reliable but this was also expensive to carry out and also took a long period of time. I used secondary research e.g. internet, I used this to find out information on their reviews and also there website this was good because it was quick to find out information and gave more of a variety of this that is good and bad about their marketing strategies but I didn’t know if the information was reliable.   Analysing Tesco’s marketing strategies: In my research I found......

Words: 2458 - Pages: 10

Premium Essay

Describe How Marketing Techniques Are Used to Market Products in Two Organisations

...P1- Describe how marketing techniques are used to market products in two organisations. Marketing is the process in a business that it’s publicising the value of a product or a service to the customers with the aspiration of selling the product or the service; it is a demanding business function in order to attract customers. Tesco and McDonalds are the two chosen businesses where I will be looking at their objectives and marketing objectives; as well as at the marketing techniques used in order to succeed. Tesco is the biggest private sector employer in the UK; the company has more than 360,000 employees worldwide. Tesco operates in 12 countries outside the UK, including China, Japan and Turkey. The company has recently opened stores in the United States. This international expansion is part of Tesco’s strategy to diversify and grow the business. Whether McDonald’s is the leading global foodservice retailer with more than 35,000 local restaurants serving nearly 70 million people in more than 100 countries each day. Tesco’s objectives are: * To meet the needs of customers by constantly seeking, and acting on, their opinions regarding innovation, product quality, choice, store facilities and service; * To work closely with suppliers to build long term business relationships based on strict quality and price criteria; * To provide shareholders with progressive returns on their investment improving profitability through investment in efficient stores and......

Words: 2316 - Pages: 10

Premium Essay

Analysing the Working System of Tesco’s Business

...of Warren Buffett 2.2 Skills lead to success 3Marketing strategies of Tesco p4/p5/p6 3.1 The overview of marketing and marketing mix 3.2 Four P’s strategies of Tesco 3.21 Product 3.22 Price 3.23 Place 3.24 Promotion 4 Organisational culture of Tesco p6 5Employee motivation strategies of Tesco p6/p7 5.1 Definition and Importance of motivation 5.2 Theories of motivation 6 Conclusion p7 7 Reference list p8/p9 8 Appendix p10 1. Introduction In 1919, Jack Cohen built a small shop in the east of London. Afterwards, Tesco was born because of the combination of Jack Cohen and a tea supplier called T.E.Stockwell (Time100, 2012). Since then, Tesco has a steady growth. Now, Tesco is a leader in the UK retailer field which own 2979 stores and employ about 300,000 staffs in the Britain, accounting for more than 30% market share (Tesco, 2012). What’s more, Tesco is also honoured as the world’s third largest grocery retailer with 520,000 employees in 14 countries catering for different customers worldwide (Tesco, 2012). In 2011/2012financial year , the group sales and the profits before tax up to £72bn and £3.8bn respectively. Tesco is aim to provide value for customers to make them happy and earn their......

Words: 1953 - Pages: 8

Premium Essay

Business

...Business Level 5 Unit Name: Marketing Principles Student Name: Date Issued: 10/07/2014 Fail P1 P12 P2 P13 P3 P14 P4 P15 Pass P5 P6 M1 P7 M2 Lecturer’s Name: Completion Date: 07/08/2014 Merit P8 M3 P9 D1 P10 D2 Distinction P11 D3 Year: 2013/14 Learning Outcomes: 1 Understand the concept and process of marketing, 2 Be able to use the concepts of segmentation, targeting and positioning, 3 Understand the individual elements of the extended marketing mix, 4 Be able to use the marketing mix in different contexts. Comments: Assessor’s Signature: Date:______________ Referred Late: Yes No Internal Verification: Yes No I declare that the work I am submitting for assessment contains no sections in copied in whole or part from any other source, unless it is explicitly identified by means of quotation mark or by means of wholly indented paragraphs. I declare that I have also acknowledged such quotations by providing detailed references in an approved format. I understand that unidentified and un-referenced copying both constitutes plagiarism which is an offence. I give my consent for my work being scanned by Turnitin formatively and summatively for the purposes of assessment. Student Signature: Received: Date: Date: T +44 (0)20 8795 5509 ǀ info@csbm.co.uk ǀ www.csbm.co.uk Capital House ǀ 388 High Road ǀ Wembley ǀ Middlesex ǀ HA9 6AR ǀ Registered in Cardiff. 7027500 EDEXCEL HND Business Level 5 Unit 13: Personal and Professional Development Tesco was founded......

Words: 5867 - Pages: 24

Premium Essay

Business Mngt

...1.0 Tesco Malaysia Tesco stores (Malaysia) Sdn Bhd was first introduced on 29 Nov 2001 in Malaysia. Malaysia was selected as the market of entry due to its developing economy with political stability, market capacity which was positive signs of establishing a business in a country. The first Tesco store was officially opened in May 2002 in Puchong. Sime Darby owns 30% of Tesco shares and the rest is own by Tesco itself, since the launch of the business. Tesco has a total of 49 hypermarkets in Malaysia. Tesco basically caters for the needs of people by the sale of fresh foods to groceries, household needs to apparels they cover almost everything. Tesco carries a total of 86,000 lines of products including more than 1,300 Tesco branded items. Tesco is one of the only retail outlets to have the online services whereby customers are allowed to order products just by clicking on their computers and the goods are directly delivered to their home’s(Studymode.com). Tesco is operated by their CEO Mr Grorg Fischer who has lots of experience in the retail industry and plans to broaden the online services. (News Straight Times Oct 2014) Tesco is one of the leading companies that aim’s to provide business strategies and practices to adapt business based on the changes of the environment. Therefore the vision of the company is “To be the most highly valued business by the customers we serve, the communities in which we operate, our loyal and committed colleagues and of course, our......

Words: 3185 - Pages: 13

Premium Essay

Tesco

...Analysis of Tesco’s Marketing Strategies Name: University: Course: Instructor: Date: Table of Contents 1.0 SUMMARY 3 2.0 INTRODUCTION 4 2.1 BACKGROUND 4 3.0 CURRENT SITUATION 5 3.1 PESTEL ANALYSIS 5 3.1.1 Political 6 3.1.2 Economic 6 3.1.3 Social 6 3.1.4 Technological 7 3.1.5 Environmental 7 3.1.6 Legal 8 3.2 SWOT ANALYSIS 9 3.3 DIFFERENTIAL ANALYSIS/COMPARATIVE ADVANTAGE – USP 9 4.0 RECOMMENDATIONS 9 4.1 SEGMENTATION TARGETING AND POSITIONING (STP) 9 4.1.1 Segmentation 9 4.1.2 Targeting 10 4.1.3 Positioning 10 6.2 MARKETING OBJECTIVES AND GOALS (SMART) 11 4.3 MARKETING MIX (4P’S) 12 4.3.1 Product 12 4.3.2 Price 13 4.1.3 Promotion 13 4.1.4 Place 14 6.0 References 16 7.0 Appendices 19 7.1 Appendix 1: Tesco Market Share versus Competition 19 1.0 SUMMARY Tesco is one of the most successful food and grocery retailers in the world. According to (Tesco 2012b), Tesco’s success is seen in its growth over the years. The company’s growth is projected from its core operations in UK into the other continents. Tesco had established its subsidiaries in 14 countries by the year 2010, (Tesco, 2012b). Currently, Tesco is the market leader in Europe, with approximately 30% market share. Tesco attributes this success to its marketing strategies. The Company has market its brands in a way that is customer personalized. Customer personalization has been arrived at by doing researching on market needs and expectations. An example...

Words: 3986 - Pages: 16

Premium Essay

Marketing

...Marketing Principle Marketing Principles Table of Contents Introduction 1 Assignment 1 1 LO 2.1 show macro and micro environmental factors which influence marketing decisions 1 Assignment 2 3 LO 1.1 explain the various elements of the marketing process 3 LO 1.2 evaluate the benefits and costs of a marketing orientation for a selected organization 3 LO 2.2 propose segmentation criteria to be used for products in different markets 4 LO 2.3 choose a targeting strategy for a selected product/service 4 LO 2.4 demonstrate how buyer behavior affects marketing activities in different buying situations 4 LO 2.5 propose new positioning for a selected product/service 5 LO 3.1 explain how products are developed to sustain competitive advantage 5 LO 3.2 explain how distribution is arranged to provide customer convenience 6 LO 3.3 explain how prices are set to reflect an organization’s objectives and market conditions 6 LO 4.1 plan marketing mixes for two different segments in consumer markets 7 LO 3.4 illustrate how promotional activity is integrated to achieve marketing objectives 7 LO 3.5 analyze the additional elements of the extended marketing mix 8 LO 4.2 illustrate differences in marketing products and services to businesses rather than consumers 8 LO 4.3 show how and why international marketing differs from domestic marketing 8 Conclusion 9 References 10 Introduction Marketing can be described as the total number of activities involved in transferring of......

Words: 3820 - Pages: 16