Marketing Assignment 104

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Module Title: Corporate Performance Analysis
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Word count: 2,22 !ords
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Table of Contents
1.0 Introduction..............................................................................................................2
2.0 Description of the Marketing Concept.....................................................................2
3.0 Introductions to Tesco PLC......................................................................................2
4.0 Ep!anation of the "e!e#ance of the Marketing Concept to Tesco PLC..................2
$.0 Conc!usion................................................................................................................2
%.0 "eferences................................................................................................................2
#$ %ntroduction
Tesco PLC is one of the !argest retai!ers around the &or!d and the core 'usiness of
Tesco is the !arge for(at super(arket for food and other con#enience products. This
essa) &i!! first!) gi#e a detai!ed discussion on the description on the concept of
(arketing* and then carr) on the Introductions to Tesco PLC 'ased on the eisting
infor(ation. +o!!o&ing this* this essa) &i!! gi#e an ep!anation on the re!e#ance of
the (arketing concept to Tesco PLC. In this part* this essa) &i!! research the
corporation carefu!!)* and !ist so(e ea(p!es to ,ustif) the 'eha#iours of Tesco PLC.
In the fina! part* the essa) &i!! state that it is #ita! for a corporation to ha#e good
perfor(ance ') adopting the (arketing concept.
2$ "escription of t&e Mar'etin( Concept
Marketing is kno&n as a process of se!!ing products or ser#ices to the consu(ers ')
negotiating the #a!ue of the ser#ices and products &ith the custo(ers -Mc.a(ara/
Carter* 20001. Marketing is one of the #ita! parts of the 'usiness of the corporation*
and it can create profits ') attracting custo(ers in good (arketing (ethod. 2ith
regard to the societa! point* (arketing is indispensa'!e in connecting the socia!
de(ands for the (ateria!s and the econo(ic (odes of response correspondent!).
Marketing can (eet the needs of the custo(ers through the echange process and
esta'!ish a !ong3ter( re!ationship &ith the custo(ers -Drake* Phi!ip* 20041. Through
the (ethod of positioning* the co((unication process can 'e carried out to discuss
the #a!ue of the products or ser#ices &ith custo(ers. In addition* (arketing can 'e
regarded as a function of the organi5ation* and it is a set of processes &hich can 'e
used to create* transfer and disse(ination #a!ue to custo(ers. It can 'e a!so conduci#e
to the organi5ation and its shareho!ders and custo(er re!ationship (anage(ent
-6ensen. M. C. and Meck!ing. 2.* 100%1.
In the (arketing concepts* there are (ain!) fi#e concepts of co(petition for the
corporation to choose fro( in operation 'usiness* the) are concept of production* the
concept of (arketing* the concept of se!!ing* the concept of product* and the concept
of ho!istic (arketing-7reen* 8.2.* 2hitten* D. / In(an* ".9.*20121. 9s for the
concept of ho!istic (arketing* there are (ain!) four parts* na(e!)* the integrated
(arketing* the re!ationship (arketing* (arketing of socia! responsi'i!it)* and the
integrated (arketing. .ecessar) co(ponents of a :uccessfu! (arketing (anage(ent
inc!udes* a good foresight into the future* 'ui!d strong 'rands of the corporation*
contact &ith custo(ers* and shaping the (arket issuance* and de#e!op appropriate and
efficient (arketing strategies and p!ans.
7ood (arketing p!ans are the &ise choices of the target (arkets through ana!)5ing the
(arket and ana!)sis of the (arket seg(entation -:u((er* 6.".* 104$1. +or ea(p!e*
the (arketing (i and the ana!)sis of :2;T* &hich is used to deter(ine the
co(petiti#e ad#antage* co(petiti#e disad#antage* opportunities and threats of the
enterprise* is ai(ed at co('ining the interna! resources and eterna! en#iron(ent to
p!an out the strateg) of the co(pan). It is #er) i(portant for the for(u!ation of
co(pan)<s future de#e!op(ent (arketing strateg). +urther(ore* is the science of
understanding consu(er 'u)ing 'eha#ior and pro#ide ece!!ent custo(er #a!ue. In the
(arketing progress* ana!)sis of the ad#antages* disad#antages* opportunities and
threats &hich can he!p enterprises to for(u!ate the strateg) of de#e!op(ent* 'e
co(petiti#e &hen co(pared &ith co(petitors and take it o&n ad#antages to the
(ai(i5e -=righa( E+.*20021. 9t the sa(e ti(e* tr) to integrate the interna! and
eterna! resources to achie#e a greater efficienc) of enterprises.
)$ %ntroductions to Tesco PLC
In 1010* Tesco PLC &as set up ') ,ack Cohen. The na(e Tesco &as a co('ination of
the fist t&o capita!s in the na(e of the t&o founders* 6ack Cohen and his partner T.E.
:tock&e!!* a tea supp!ier &ho Cohen had &orked &ith. In the )ear of 1040s* Tesco
carried on the !argest in#est(ent to support a de#e!op progra( of 'ui!ding up the
superstore. This in#est(ent &as &orth) of >14$(* and there &ere another >$00(
in#ested in opening ne& stores -Tesco* 20131.
.o&ada)s* as a =ritish 'ased corporation* Tesco has 'eca(e one of the !argest food
retai!er around the &or!d. Ti!! 2013* Tesco ranks the third !argest =ritish se!!ers* on!)
'ehind the ?:9 'ased* the !argest retai! corporation 2a!3Mart and the second* +rance
'ased corporation Carrefour. Tesco is not on!) a corporation &hich does &e!! in
grocer) retai!ing* it 'ut a!so se!!s other products* for ea(p!e* utensi!s* e!ectrica!
app!icants* c!othing* and so on. Tesco has (ore than 3*000 stores around the &or!d*
and a(ong the(* o#er 2*000 &as opened in the ?8. There are #arious for(ats of
stores of Tesco* such as super(arket* (etro and Etra. The goods ranges fro( #a!ue*
it can 'e nor(a! and fine to 'e chosen ') nu(erous custo(ers fro( different inco(e
groups -Tesco* 20131.
*$ +,planation of t&e -elevance of t&e Mar'etin( Concept to Tesco PLC
The reason for the success of retai! supp!iers !ies in the de#e!op(ent of supp!) chain
(anage(ent* (arket p!anning and (arketing strateg). 9(ong these factors* the
for(u!ation of (arketing strategies deter(ines the achie#e(ents of sa!es in the fierce
(arket co(petition and it can create a good corporation i(age. Tesco has !ong 'een
regard econo() in trif!es ensures a'undance. 9s the (anage(ent princip!es and
s!ogan* and it has set the positi#e enterprise i(age of a corporation &hich is acti#e!)
focus on socia! and !i#e!ihood de#e!op(ent -:u((er* 6.".* 104$1. 9t the sa(e ti(e*
Tesco has 'ui!t its o&n (arketing strateg) de#e!op(ent p!an &hich e(phasi5es the
responsi'i!it) s)ste(* &hich ai(s at pro#iding the !o&est price for custo(ers* as &e!!
as shapes the great inf!uence in the !oca! area. In recent )ears* peop!e focus on the
concept of @green retai!@ o#er the &or!d. In order to respond to the ca!!* Tesco acti#e!)
de#e!ops green (arketing strategies. The strategies co#er fro( the green products to
energ)3sa#ing e(ission reduction* fro( the contro! of the use of p!astic 'ags in the
super(arkets to ha#e the en#iron(enta! reAuire(ents for supp!iers. =) carr)ing out
the strategies* Tesco &ant to i(pro#e the i(age of enterprises* strengthen its (arket
position* and sei5e the retai! 'usiness opportunities* and fina!!) achie#e creating
greater profits.
=efore the corporation in retai! industr) to for(u!ate their strategic p!an* it (ust
thorough!) ana!)5e strateg) under the &ho!e 'ackground. :trategic 'ackground
inc!udes &hat the target (arket is* ho& to use the eisted resources* ho& to face the
co(petition fro( co(petitors* and so on. The 'ackground of Tesco green (arketing
strateg) can 'e di#ided into four parts* the eterna! en#iron(ent* the a#ai!a'!e
resources* target custo(ers and the co(petitors.
2ith regard to the eterna! en#iron(ent* changes on g!o'a! c!i(ate and the car'on
e(issions are the t&o focuses in the &or!d o#er the recent )ears. In 2010* one of the
goa!s of Tesco is to reduced car'on e(issions of the corporation fro( 40B to 00B.
This goa! can on!) 'e achie#ed through the p!an @green gro&th@. The so3ca!!ed green
gro&th p!an is to increase the i(p!e(entation of the @!o& car'on !ife@ needs. 2ith ta
!ia'i!it) and trading ru!es* the so3ca!!ed @green ta@ super#isor) can ha#e contro! on
the green (anage(ent* contro! of the corporation -Laroche* M. / Park* :.* 20131. In
addition* for Tesco* go#ern(ent po!icies such as @green ta@ and the ne& techno!ogies
ha#e i(portant inf!uence on (aking the green (arketing strategies. Through the
i(p!e(entation of green (arketing :trateg)* Tesco reduce green taes* &hi!e increase
the profits for the corporation.
The supp!iers are one of resources &hich Tesco can not ignore. ;ne of the
funda(enta! of green (arketing is to pro#ide green products and ser#ices* &hich are
c!ose!) re!ated c!ose!) to the cooperation &ith supp!iers. In the ?8* Tesco 'egan to
i(p!e(ent the p!an of co!!ecting opinion fro( supp!iers since 200$. More than 00B
of the ?8 supp!iers think that Tesco is &orth) of trust* and Tesco has c!ear thoughts*
&hich is &orth) of respect. Tesco has a #er) high reputation a(ong the supp!iers* so
the corporation got sufficient support fro( supp!ier in the green (arketing strateg).
Tesco has g!o'a! supp!) chain and a !ong histor)* &hich can epand the si5e and
internationa! inf!uence of Tesco. The (assi#e sa!es p!ans guarantee the !o&er costs in
operating the 'usiness* and can 'e a usefu! support in carr) out an) strategic.
9s for the target custo(ers* in recent )ears* (ore and (ore peop!e 'egin to pa)
attention to hea!th) diet* fitness* diet structure* and ho& to get rid of 'ad ha'its and
ha#ing a #ariet) of en#iron(enta! protection products. Tesco super(arket can sei5e
the opportunit). 9nd the target custo(ers of Tesco &i!! a!so 'e the popu!ation &ho are
concerned a'out the hea!th) !ifest)!e.
In the ?8 and Ire!and* Tesco<s (ain co(petitor is Ma +aith =en 6ose super(arket
-M / :1 and 29L3M9"T 'ranch 'rand 9:D9. 9ccording to the researches fro(
En#iron(enta! organi5ations* the en#iron(enta! in#estigation agenc) -EI91* Tesco
has ranked the second in p!ace 'ecause of its in#est(ent in en#iron(enta!!) friend!)
refrigerator* ,ust 'ehind M / :. In the o#erseas (arket* co(pared &ith 29L3M9"T
and Carrefour* Tesco not on!) use green (arketing to reduce costs* 'ut a!so put
e(phasis on gi#ing consu(ers (ore rights green consu(ing* &hi!e tr) to change
consu(er attitudes at the sa(e ti(e. The strateg) of de#e!op(ent of Tesco is (ore
perfect than the other internationa! super(arket chains.
In conc!usion* the green (arketing strategies carried out ') Tesco is rather good. The
strategic #ision of Tesco is to run the !arge organi5ation step ') step* to esta'!ish the
ci#i!ians* prudent 'usiness st)!e of corporation. The 7reen (arketing strateg) and the
o#era!! strategic #ision of Tesco is echoing har(onious!) &ith each other. =ased on
the pre(ise of creating in a green &a) of !ife for the co((unit) residents and
protecting en#iron(ent* the corporation o'tains econo(ic 'enefits fro( green
'usiness. Tesco has !ong carr)ing out the p!an of creating #a!ue for custo(ers to &in
the !o)a!t) custo(er during !ifeti(e. In the green (arketing strategies* Tesco fo!!o&s
the strategic task* and defines green de#e!op(ent &i!! a!&a)s 'e the de#e!op(ent
trend of the retai! industr). The fina! goa! of strategic task of green (arketing is to
create opportunities for the custo(ers to consu(e under a sustaina'!e de#e!op(ent
en#iron(ent. Therefore* the supp!iers* e(p!o)ees and custo(ers &ork together to
achie#e the a('ition ') starting the 'usiness fro( the !oca! neigh'our areas. The
'usiness o',ecti#e of the green strategies of Tesco concerns ho& (uch econo(ic
'enefits can the corporation gets* &hat is the (arket share* share #a!ue* in#est(ent
capita! reco#er) rate* and &hether the custo(er credi'i!it) is high or not. In addition*
thousands of ne& ,o's can 'e 'rought ') the de#e!op(ent of green retai! industr). :o*
the strateg) can 'enefit 'oth the corporation and the !oca! citi5ens.
.$ Conclusion
To su( up* first!)* it is kno&n to us a!! that the price is one of the (ost i(portant
factors of (arketing p!ans in deciding the consu(er choice. +ro( corporations* the
discounts shou!d 'e reasona'!e and see(s to 'e the 'est econo(ica! on certain kinds
of products. The specia! discount in the price is especia!!) targeted for different
custo(ers* the) can 'e pro#ided &ith discounts on different products &hich are fu!! of
characteristics. :econd!)* i(pro#e the 'randing (echanis(* (ake the 'est use of the
ideas of the think tank and cooperates &ith the !oca! (ass (edia. Carr) on 'rand
propaganda through (ass (edia. The Internet and !oca! (edia &i!! 'e the (ost
effecti#e &a) to ad#ocate the reputation of the co(pan). In this &a)* the pu'!ics are
easier to kno& that the re!ated ser#ices of the co(pan) are going to 'e perfected*
&hich &i!! 'enefit a!! the citi5ens* so the co(pan) shou!d tr) its 'est to fu!fi!! a series
of strong (easures to ensure its 'rand (arket share and profita'i!it) -Mc.a(ara*
Carter*20001. ;n!) in this &a)* can the co(pan) sustain the status of de#e!op(ent*
and continue to gro& up. Third!)* for the &a) of sa(p!ing* &hich is presented to 'e
the (ost effecti#e (ethods of sa!es pro(otion* it can create the high rate of the tria!
and 'ui!d up an a(a5ing 'rand con#ersion rate* (ake the ones &ho uses the sa!es
sa(p!ing once 'eco(e the rea! consu(ers. If the products a!so ha#e a uniAue se!!ing
point* the co(pan) can 'e effecti#e in 'att!ing &ith co(petitors* and fina!!) occup) a
!arger (arket share.
/$ -eferences
=righa( E+. -20021. Inter(ediate +inancia! Manage(ent. .e& CorkD The Dr)den
Press
Drake* Phi!ip -20041. In McDona!d / 2asko. Distri'ution and Marketing in
Conte(porar) Eo!!)&ood. Ma!den* M9D =!ack&e!! Pu'!ishing. p. %3F42.
7reen* 8.2.* 2hitten* D. / In(an* ".9. -20121 9!igning (arketing strategies
throughout the supp!) chain to enhance perfor(ance* Industrial Marketing
Management* 41-%1D 100431014.
Mc.a(ara* Carter. -20001.Marketing 3 9 Co((on!) Misunderstood Ter( retrie#ed.
.e& Cork.
Laroche* M. / Park* :. -20131. "ecent ad#ances in g!o'a!i5ation* cu!ture and
(arketing strateg)D Introduction to the specia! issue* 6ourna! of =usiness
"esearch* %%-41D 0$$30$G.
6ensen. M. C. and Meck!ing. 2. -100%1.The Theor) of the +ir(DManageria!
=eha#iour. 9genc) Costs and ;&nership :tructure. 6ourna! of +inancia!
Econo(ics.Ho!.3.p30$I3%0

:u((er* 6.". -104$1.I(pro#e C)our Marketing TechniAuesD 9 guide for Eote!
Managers and Caterers. LondonD .orth&ood =oorks. P22323
Tesco JInternetK. 9#ai!a'!e fro(D httpDLL&&&.tesco.co(LJ9ccessed 9ugust 2* 2013K.