The marketing audit of Tesco PLC

Résumé du document

The specific UK FTSE listed company selected for the purpose of dissertation is Tesco PLC. The report will create and develop a marketing plan for Tesco PLC in the medium term of one to three years. The creation of such a plan will require various elements. As such the report will clearly be divided into sections with individual sub-headings, each leading to the investigating, evaluating, analyzing, developing and creating of a successful marketing plan for Tesco PLC. The initial 5 sections of this report will conduct a comprehensive marketing audit of Tesco PLC and the market place. Graphical representation will be included.

Extraits

[...] Marks and Spencer appear to have taken one step further by declaring that they intend to be 100% carbon neutral by 2012. It must be noted that the prime objective of every business is to maximise profits, a businesses publicly operating ‘ethical/environmental' initiatives are likely, not undertaking them out of a new found compassion. Such initiatives create a beneficial public image, which in turn inevitably increases sales turnover thus increasing profits in the long run and must be considered in a future marketing action plan. [...]

[...] “TESCO is to press ahead with a big expansion of its nonfood website Tesco Direct by launching a bumper, 1,000page supporting catalogue and adding about 2,000 product lines. Britain's biggest supermarket chain will put the new catalogue, which is expected to be five times bigger than the existing 184-page trial version, into Tesco stores in Imminently. It will showcase most of Tesco's nonfood online offerings, which will be expanded from 8,000 lines to about 10,000. Over time the range is expected to grow to about 16,000 lines as Tesco tries to take on Argos. [...]

[...] The particulars and subject matter contained within this report are authentic and accurate to the complete knowledge of its author. All quotations and any pre existing material have been given due credit. Although opinions and judgements expressed within this paper are that of said author they are not necessarily those of any Tesco PLC employee *unless otherwise stated. The Business Marketing Audit For Tesco PLC Including: Mission Statement Financial Overview Market Overview Marketing Analysis 2. Rationale The specific UK FTSE listed company selected for the purpose of this dissertation is Tesco PLC. [...]

[...] As the marketing audit stages of this report detail in the UK market, Tesco PLC operate a multi-format approach, allowing customers to access the ‘brand' at several different levels. In the development of a marketing plan, this dissertation has concluded that there are several elements to consider and develop. With the achievement of the implemented objectives set out in this dissertation, Tesco PLC will increase its lead in the UK market. Although competition concerns must be uppermost in the companies psyche at all times. [...]

[...] Many grocery markets overlap with one another and the whole country is covered by one or more of them, Tesco says. It argues that the Competition Commission's approach to geographic market definition has been overly. The supermarket giant insists that the commission should instead define the market with reference to marginal customers those who are willing to switch between retailers. Tesco is trying to avoid being forced to sell off stores to rivals by the regulator by proving the market is large, interlocking and competitive. [...]