Marketing Strategies Put in place by Tesco

Tesco is almost certainly biggest food and grocery retailers in across the world, they operate around 4331 stores. Tesco main aim such as PESTEL, Porter five, SWOT and value chain research have been used by main organization in order to achieve this goal.

Tesco company analysis:-Tesco is among the largest food sellers in the world with revenue more than £54 billion in '09 2009 and recruiting over 470, 00 people. They functioning around 4331 stores in 14 countries throughout the world. Tesco have 960 express store which sell around 7000 products including fresh food in ideal localities, 170 metro stores, 450 very stores which sell both food and non foods including literature and DVDS. Tesco was abounded in 1919 and it was starting the first store in Edgware, London, UK IN 1929 (Tesco 2010)

share of leading players in UK food retail market.


Domestic market :- UNITED KINGDOM

Turnover :-GBP 57, 538 MILLIONS.

No. of platforms :- 11

operating countries:- 14

no. of stores :- 4836

sales area:-8837, 433 Sq. Mt. (Website E)


A PESTEL evaluation for Tesco must consider all the key exterior equators imparting on the business. These equators many have political, economic, sociological, technical, legal or environmental measurements.

the political analysis must are the impact of local and nationwide administration and the international situation. The financial analysis need investigate the affects of the currency markets and tax raises, amongst many other monetary issues.

sociological factors are difficult to suss out. We swim in the "water" of your culture without recognising it as an important identifying factor. and sociological evaluation is all about analysing the background culture. technological factors are usually much easier to place. Because new technologies entail change and change is obviously noticed for occasion, online shopping has already established a major effect on Tesco recent success. the change created by technologies move forward often lead to legal problems which is why legal analyses is always an important part of any PESTEL evaluation.

Tesco operations enviously have a substantial environmental impact from possil energy use to packaging issues. minimizing the demand on earth is challenge for any big company.

A PESTEL examination for Tesco must look at all six factor we've mentioned. Here they are simply again with example of earth.

POLITICAL an increase in unemployment anticipated to a downward tarn in the world economy. The political factors can be local, countrywide or international. Many governments can be engaged. For example, Tesco might have to deal with British and Columbian politics in regards to its coffee resource. Tesco works in six countries in Europe in addition to the UK. The republic of Ireland, hangary, Czech republic, Slovakia, turkey and Poland. it also works in Asia, south Korea Thailand, Malaysia, Japan and Taiwan, Tesco performance is highly inspired by the political and legislative conditions of these countries, like the European union (EU). Tesco operating in a globalize environment with stores about the world.

the government promotes retailers to give a mixture of job opportunities from flexible lower -paid and locally based jobs to highly skilled, higher paid centrally -located jobs (balchin, 1994)also to meet up with the demand from society categories such as students working parents and senior citizens. Tesco understand that retailing has a great effect on jobs and folks fuictors new stores development tend to be viewed as additional stores walk out business or are obligated. To spend less to compete as an inherently local and labours -intensive sector. Tesco staff large number of learner, decaled and older workers, often participating in them lower rate. Within a industry with a typically high personnel turnover these employees offer a higher-level of locality and therefore represent advisable employees.

ECONOMIC : impact on sales of the market meltdown. Financial factors have large influences. Fluctuations in the currency markets, or tax rises, can seriously have an effect on the bottom line of a corporation like Tesco. one of the very most influential quotations on the economy is high unemployment levels, which decrease the effective demand for many goods, adversely influencing the demand necessary to produce such good. economy factors are of concern to Tesco because they are likely to effect demand cost, prices and profits. These market factor are basically outside the control of the company. But their results on performance and the marketing mixture can be serious. although international business continues to be growing (appendix A)and is expected to add greater portions to Tesco prolitover the next few years, the business continues to be highly determined by the UK market. Hence Tesco would be badly influenced by any slowdown in the united kingdom grocery store and face market amount risk.

SOCIOLOGICAL: an increase in immigration from eastern European countries resulting in a demand for new goods. Sociological factors may differ from the impact of immigration, to changes popular.

current trends point out that British customers have transferred towards one stop and "bulk" which is due to a variety of sociable changes Tesco have there for increased the quantity of non-food items avail bales on the market. Demographic change including the gapping populations meal preparation mean that UK suppliers are also concentrating on added value products and services. National retailers are increasingly retain to defend myself against new suppliers (clrake bennison and way 1994, datamonitor record 2003)

the type of goods and services demanded by consumers is a function with their social fitness and their consequent behaviour and beliefs. Consumer are becoming more and more aware of medical issues, and their behaviour towards foods are constantly changing. One example of Tesco adapting its product blend is to support in increased demand for organic products. The company was also the first ever to allow customers pay in cheques and cash at the checkout.

TECHNOLOGICAL: how do Tesco take full advantage of the internet. New technologies have had a great impact. For example, online shopping has become a major factor in Tesco's recent success. technology is major malro -environmental variable which includes affected the development of many of the Tesco products. The brand new technologies profit both customer and company. customer satisfaction rises because goods are readily available services may become more personalised and shopping far more convenient. the kick off of the successful consumer response(ECR)initiative provided the switch that is now visible in the management of food resource chains (datamoni for record 2003)Tesco stores utilise the fallowing systems.

wireless devices

Intelligent Scale

electronic shelf libelling

radio frequency identification(RFID)

The adoption of digital point of sale(EPOS)

electronic funds copy systems(EFTPOS)

LEGAL: how can Tesco avoid legal opposition to broadening into new high roads. various federal legislation and procedures have a primary impact on the performance of Tesco. For instance, the meals retailing commission(FRC) Suggested and enforceable code of practice should be create Bunning many of the current techniques, such as challenging repayment from suppliers and changing's decided retrospectively or without notice (mentel statement 2004) the presence of powerful opponents with established brands creates a risk of intense price warfare and strong requirements for products differentiation the government authorities policies for monopoly controls and reduced amount of buyers power can limit entrance to this sector with such contras as certificate requirements and boundaries on usage of recycleables (initial survey, 2004 myres2004)

ENVIRONMENTAL : elevate changes is affecting supply and carry, how can Tesco adjust?

The changes triggered by all the exterior impacts lead to numerous legal problems.

Finally, any large company comes with an environmental impact. For instance, Tesco uses fossil energy in its transfer network. Minimizing this demand is a major obstacle. (website A and B)

Environmental factors:- in 2003, there has been increased pressure on many companies and administrator to acknowledge their responsibility to contemporary society and act in ways which benefits culture overall (lindgreen and hingley 2003)the major societal issue threatening food suppliers has been environmental concern, a key area for companies to get in a socially in charge way. hence, by spotting this craze with in the extensive ethical stance, Tesco 's corporate social responsibility is concord with how an organization surpasses the minimum obligations to stakeholders specified through legislation and commercial governance(jhonson and scholes 2003)

Tesco SWOT Analysis

Tesco has a completely national network in the uk, stronger in the south of the country, growing internationally taking with strong bahrti enterprises in regards to a retail join endeavor. This is a huge opportunity, which could increase its size to US $ 640 billion by 2015. Tesco major super market chain in U. K. and Strong brand name and financial electricity. Tesco founded in 1919, more than 90 years of record. Tesco grew with pole naturally and through acquisitions. it's been famous for drink and food however now it also offers in clothing home health gadgets, financial service, telecoms, home, health care, and dental insurance, retailing and booking Dvd videos, CDs, music downloads, internet services and software. third largest shop after wal-mart and Curryform. Tesco store can be found in 4811 locations with international within 13 countries. Strong dedication to corporate cultural responsibility. Tesco is running store in format's which includes Tesco extra, Tesco superstores, Tesco metro, Tesco exhibit, one stop and Tesco home plus. (website C)


well-established brand and customer bottom part.

loyal and trusting customers.

great store locations.

superb warehousing and logistic capabilities.

a well established internet presence.

a clubcard design for enhancing customer loyalty.

strong bond with supplier, increasing supply chain to reduce the price.

better use of technology in marketing and distribution.


interring amount of different marketplaces so not able to concentrate on style market for specialty area.

lake of experience in telephone and insurance market.

high carry costs.

massive amount of energy is used in transporting vehicles which causes pollution.

more dependently on UK market.


strategic alliance with others.

opening of in close proximity to stores.

joint projects.

online industry for advertising and marketing of product and service.

recommendations Tesco to open a play area for children.

improve its internet shopping.

make their store more ethic.


tough competition from giants wal-mart and Carrefour.

take over of asda by wal-mart.

fluctuation in taxes may impact the Tesco financials.

innovation by other supermarket.

government restrictions and insurance policies.

rising raw material cost. (website D)

Porter's Five Causes Analysis

An research of the structure of the industry should be carried out and discover effective resources of competitive gain (Porter, 1985). Therefore, to be able to analyse the competitive environment of Tesco, Porter's five forces research has been utilized by the researcher the following:

Threat of alternative products and services

The threat of substitutes in the grocery retail market is considerably low for foods and medium to high for non-food items.

In the food retail market, the substitutes of major food vendors are small chains of convenience stores, off licences and organic shops which are not seen as a threat to supermarkets like Tesco that provide high quality products at substantially lower prices (Financial Times, 2009). Moreover, Tesco is further getting hold of these retailers by opening Express stores in local cities and city centres creating a hurdle for these substitutes to enter into the marketplace.

However, the risk of substitutes for non-food items, for instance clothing, is fairly high. It ought to be noted that as long as the economic tough economy prevails, customers will be inclined towards low priced prices hence Tesco is a danger to the speciality outlets.

Threat of admittance of new competitors

The risk of accessibility of new rivals into the food retail industry is low.

It requires huge capital investments to become competitive and establish a brand name. Major brands that contain already captured the food retail market are Tesco, Asda, Sainsbury's and Morrisons and they account for 80% of all shopping in the united kingdom (Mintel, 2010). Therefore, new entrants have to create something at an exceptionally good deal and/or high quality to determine their market value.

Gaining planning authorisation from municipality takes a considerable amount of their time and resources to determine new supermarkets which is therefore a significant hurdle to new entrants.

Intensity of competitive rivalry

The power of competitive rivalry in the food and grocery retail industry is incredibly high.

Tesco faces intense competition from its direct competitors, including Asda, Sainsbury's, Morrisons and Waitrose, that are competing with one another over price, products and offers intermittently. It should therefore be highlighted that Asda is one of the main element rivals in this portion with a rise of market talk about from 16. 6% to 16. 8% through the fiscal season 2010/ 09, while Sainsbury's has shown a rise to 16. 1% from 15. 8% and Morrisons to 11. 6% from 11. 3% through the same period (Euromonitor, 2010). The sluggish market progress essentially means these increasing market stocks from rivals have intensified the market rivalry, which is intimidating Tesco's market command position.

In rural areas where in fact the nearest superstore can be some distance away, some most important consumers are attracted by merchants like Somerfield and Co-op.

Hard discounters like Aldi and Lidl took over the market in times of recession. During 2008 they recorded a growth of sales of over 25% (Keynote, 2010).

Bargaining electric power of buyers

The bargaining electricity of buyers is fairly high.

In situations where products have hook differentiation and tend to be standardised, the transitioning cost is suprisingly low and the buyers can easily switch from one brand to another.

It has been proposed that customers are fascinated towards the low prices, and with the availability of online retail shopping, the prices of products are easily compared and so selected.

Bargaining power of suppliers

The bargaining electric power of suppliers is rather low.

It should be observed that the suppliers are inclined towards major food and grocery vendors and dread losing their business agreements with large supermarkets. Hence, the position of the retailers like Tesco, Asda, and Sainsbury's is further strengthened and discussions are positive in order to get the cheapest possible price from the suppliers.

Market Access Strategy and Aim for Customers

We can use Ansoff's product/market matrix to recognize directions for Tesco's strategic development. This matrix offers guidelines for tactical option open to Tesco in conditions of products and market coverage, taking into account its strategic capacity and also expectation of stakeholders.



Source: Johnson, G. , Scholes, K. , Whittington, R. , (2005)

From the Ansoff Matrix above, it will be presumes that Tesco's launch of Baby wear in Sweden calls for market development strategy. Tesco already offers children's clothing (existing product) but Sweden will be a new market and Tesco will need to consider whether it's existing products conform to Sweden's conditions to be made from renewable sources, or whether they will need to form an alliance with a proper partner, as advised following SWOT evaluation. Both capacity and market awareness has motivated Tesco in to the development of new markets. In today's 'inexperienced environment' children's clothing made from renewable resources is a new slant on something that may be exploited in other market sections and countries. Tesco may encounter some troubles around creditability and anticipations for the clothes they currently supply through their stores are advertised as affordable day-to-day wear whilst the new range is likely to be aimed at the quality high end of the market. Tesco may not be seen as a credible 'mainstream' dealer of quality clothing.

It is important for Tesco to decide on the correct market segment to focus on in Sweden as this will subsequently determine its general strategy. If it needs to compete with the low cost suppliers, as it presently does in the united kingdom contrary to the ADSA George brand and Sainsbury's new TUI range, then it must adopt a cost control strategy. Alternatively it has to consider differentiation so that it can charge high quality prices at the 'luxury' high-end of the marketplace. As the competitive rivalry in the reduced cost market is powerful, revenue relatively low and market admittance costs high, Tesco should enter in the high-end market with a differentiation strategy which would exploit the Swedish criteria for clothes made from renewable options such as cotton and wool and emphasising the green approach.

However, before Tesco decides on its concentrate on customers, market analysis should be undertaken in conditions of

The size of the infant and child clothing market in Sweden

Market shares of all the existing businesses in the forex market and finally

Segments/ demographics within the marketplace, to identify the account of the new customer to guarantee the most practical method of targeting can be used and the marketing campaign appropriate to address their needs.

Marketing Objective

Profitability, in conditions of working margin (a 10% focus on)

Swedish Market talk about (a 20% aim for)

Customer advocacy (the number of customers who recommend Tesco branded clothing, repeat business)

Respected company/ brand awareness (the amount of community stakeholders who value Tesco)

Employee inspiration (the number of employees who feel motivated to deliver Tesco's goals)

Tesco must be sure that it pieces 'SMART' marketing targets that are specific to the needs of the audience, measurable, achievable, relevant, time limited,

Marketing Strategy

Tesco's strategy is clear, with development being pursued from four areas - the core UK grocery store business, non-food, international extension and retailing services such as financial services, the dotcom business and telecommunication plans. Basically, Tesco is which consists of strong stable primary to keep the business ticking over although it forges new riskier regions of growth. Pressing further into non-food in the next stage (Johnson, G. , Scholes, K. , Whittington, R. , (2005)). Lidl is currently "destroying" the marketplace by selling the merchandise below cost price.

Having undertaken the SWOT and PESTEL analysis, Tesco's universal strategy should be differentiation so that a prime price can be incurred. It will do that by joining pushes with/ building a proper alliance with a preexisting maker of Swedish children's clothes with a credible reputation for quality clothes at the high end of the Swedish market and by creating a new 'children clothes brand', not using the current Florence and Fred or Cherokee labels. All clothes will be manufactured from totally sustainable materials and made in Sweden itself. The brand new type of childrens clothes will eventually be rolled out through the others of European countries and the Swedish and the brand beliefs means quality and style.

The online marketing strategy calls for analysing the markets, and deciding which products to offer and the exact a long time of the children to be best suited, considerations relating to sizing, fashion, times and so forth will need to be produced, as well as the appropriateness of every garment for export to other Tesco shops in neighbouring countries. Tesco may well decide that you will see a 'main' European range of Environmentally friendly clothes that could be exported throughout European countries, whilst there would be a broader range available for local customers. However before any decisions are made, a detailed market research activity will need to be undertaken to check the idea of the new range, the supposed pricing parameters, behaviour towards Tesco as a retail outlet and attitudes on the new Swedish Alliance spouse, purchasing behaviors of the clients (parents buying for children) etc.

Having established the clothing (product) requirements, the strategy is put in place through marketing strategies, which involve detailed decisions about factors such as the price and what sort of product is allocated. In regards to to price, factor must be given that the new Swedish range is to be synonymous with quality and style therefore would demand reduced price. Certainty it must be higher than Cherokee and Florence and Fred, such as the price differentiation in Markings and Spencer between it's own named brands and Per Una. However, consideration would also need to get to the actual fact that the reality is that it's distributed within a string store, so reduced price charged within a Tesco wall plug cannot demand the same price as a boutique. (Website F)

A Swot examination giving a synopsis of the main element internal and exterior factors important to Tesco, was performed, appendix 1, and from this key talents, weaknesses, opportunities and dangers were noted. They were now further enhanced.


1. Brand awareness growing globally

2. Innovation and alliances


1. Existing competition

2. High Competition for customers and resources

In considering using advantages to help make the most of opportunities (SO)

Tesco has a solid home brand which is now known throughout European countries due to existing expansion programme

Tesco could build on the strength of it's brand to become listed on with a respected Swedish maker of children's clothing and jointly there may be promotional opportunities for both Tesco and the Swedish company concerned.

Tesco is at very good financial health, so would likely afford to pay for expansion ideas incorporating marketing programmes.

In considering how opportunities could be studied to handle the weaknesses, provided that SO was achieved

Tesco's growing brand consciousness throughout European countries could overcome lack of local knowledge by using local Swedish general managers to both run the stores, and recommend location, and by making sure their engagement in local marketing initiatives.

By developing alliances with Swedish clothing manufacturers and because they build upon their knowledge of the neighborhood population's sizing and purchasing habits, it can only just be a win win situation for the companies concerned.

In reviewing the key threats and applying the strengths

Existing competition in the Swedish market means that Tesco will need to use their financial tool to produce and sustain a higher profile and multi level marketing advertising campaign to both raise the profile of Tesco within Sweden and introduce the idea of quality children's clothes at Tesco and also to reinforce the message occasionally throughout the years. (Website G)


the resources of the Tesco show now significantly he barding and effective services deliveries can come in moving beyond splashing one's brand on a billboard. it experienced fostered powerful identities by marketing their retailing strategy into a pathogen and spending it out into the culture via variety of programs, culture sponsorship, political controversy, consumer experience and brand extensions in a rapidly changing business environment with a higher rival pressure Tesco have to look at new growth strategies or varied the existing to be able to sustain it s leading market position within an already set up retailing market. The company must constantly adapt to the fast changing circumstances. strategy formulation should there fore be regarded as a process of continuous learning which include learning about the goals the effect of possible activities towards these goals as well as how to implement and do these actions. the grade of developed strategy and the swiftness of its execution will therefore directly depend on the grade of Tesco's cognitive and behavioural learning operations.

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