Introduction of Organizational Strategic Marketing
To achieve continuous growth achieve success every organization tries to fulfill the needs and demands of their customers and for this there is a need to implement appropriate marketing practice. Marketing is a process, which helps in identification of customer needs and fulfilling it by providing the best product . Thus, strategic marketing is creating awareness of the products and services of an organization with proper planning and strategy. The current research report identifies various factors which play an important role in the functioning as well as the operations of Tesco. Further there will be an evaluation of internal and external environment of the organization.
Tesco is one of the best and the biggest grocery store based in the UK. It was introduced in 1919. Tesco mainly sells entire fast moving consumer goods such food products and general merchandise in their stores with its headquarters in Hertfordshire . Its large size has created employment opportunities for more than 470,000 people in the world. Its large size comprises of 4,331 stores in more than 14 countries of the world. Apart from retailing of food product and general merchandise, Tesco is also rendering online retail services through their official website i.e. Tesco Direct and Tesco.com. Furthermore, Tesco is also engaged in supply of services like internet and financial services via TPF (Tesco personal finance company) (Tesco PLC (TSCDY) Business and Value Analysis.
Facts about Tesco
During their initial phase they were mainly engaged in selling groceries, but, due to rising competition at increasing globalization, Tesco decided to increase the range of goods by selling furniture, apparels, software, financial services, electronics, and telecoms . With the beginning of 1995, the company also planned to execute a loyalty card scheme for their regular as well as loyal customers. This scheme was named as the “Club Card”. With the help of this card customers could avail discounts by purchasing goods and services from the store. After this Club Card facility Tesco came up in the market also proved the worth of their latest tagline which was “Every little helps”. All these efforts have played a very important role in achieving growth and success for Tesco. With the implementation of their strategies they achieved a great success in the domestic market and after that they moved ahead towards international markets, a result of which they have more than 4000 stores in 14 different countries .
With the view to achieve dominance in international market and to cope up with the rules and regulations of the international business environment, they have adopted a strategy of merger and acquisition with many big organizations . This also represents that frequent innovation and the growth achieved by this organization depict the efficiency of their operations. Tesco has also adopted all the management tricks and technique to grab a superior position and defeat their competitors .
Current issues faced by the organization
The present business environment is dynamic and is changing frequently. The biggest issues faced by the organizations are due to internationalization. There are many more organizations which opt the way of the international market to obtain the desired growth which they are unable to secure in local market . Tesco also affront a strong competition from the stores like JC Penney, Target, Wal-Mart and ASDA etc. With the view to compete all these competitors, it is required that Tesco adopt significant strategies and implement in a planned manner so as to achieve growth and also expand in the foreign market. Thus to achieve a significant growth in local as well as international market Strategic Marketing is required .
Another main issue being faced by Tesco is the reducing demands of customers and the declining profit margin. Recession is one of the biggest reasons affecting the pockets of customer it also raises inflation and reduce the purchasing power of Tesco’s potential customers by raising the cost (Tesco PLC (TSCDY) Business and Value Analysis, . Tesco also faces problems in holding the grip in new markets. It has a strong hold in the U.K. market, but in other market like in Asia they are still to be known (Graham, 2008). This gap in creating brand identity is because of its various competitors and also there are many more similar retail stores which are the biggest barrier in front of Tesco. Keeping an eye on all these factors, the current research report will carry out a strategic analysis of Tesco .
Strategic Marketing is defined as a set of process, which defines explain the proper implementation of strategies by which a firm can market their business and achieved desired growth. Here managers of an organization choose an effective plan and strategy the working process so as to meet the desired aims and objectives (Ohmae, 1982). It can also be stated that strategic marketing management is a continuous process, which supports the business and industries and let them progress. Effective strategic management helps an organization to identify the level of competition level of competition and also suggest measures to overcome.
Strategic Marketing helps to plan out various decisions which managers of the firm take to secure growth within an organization. It helps the managers in evaluating the working of the company and helps to gain the competitive advantage over its competitors . For proper planning and strategizing the mangers of an organization need to have a detailed knowledge of the organization. With this detailed understanding it becomes easy for the managers to plan and strategize the future development process .
Analysis of the Internal Environment of TESCO.
With analysis of the internal environment one can easily identify the strengths and weaknesses of the organization. Various methods or the models used for the internal analysis of an organization are at SWOT and Value Chain Analysis where as PESTEL is used for external analysis. This model helps in identifying the various abilities which an organization possesses and helps in the decision making process (Henry, 2008). Here the internal environment of Tesco is analyzed based on the above stated models:
- The financial stability or the sufficient revenue which company has for the futuristic planning
- Tesco is one of the renowned brand in the Market and also has the largest group of loyal customers
- Tesco has an advantage of the low cost over its competitors.
- Senior management of Tesco is skilled and competent, which help them to give a strong competition in international markets.
- The firm is stable in the U.K. but is struggling to gain competitive advantage in the New markets
- Wastage of stock, they have adopted measures to safeguard still the bulk of food items get wasted, left unsold.
- Their online selling strategy increases the cost of the company.
- Retail store like Tesco have chances of growth in developing countries.
- There are various options available like the joint venture, franchise for targeting markets where they are unable to reach
- Recession and the economic slowdown have negatively affected the U.K. economy.
- Another threat is that the continuously changing buying behavior of customers
- They also affront a strong completion and also fear the risk of takeover by some strong competitors. For example takeover of ASDA BY WALMART.
- Frequently changing government legislations in different market.
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Value chain analysis
Value chain analysis helps an organization to understand the set of activities which an organization possesses; this understanding helps an organization in gaining the competitive advantage. Companies use this model to deliver valuable services to their loyal customers (External environment factors, n.d).
Two main activities involved in the process of value chain analysis are as primary and secondary activities. The primary activities are inbound logistics, operations, outbound logistics, marketing and sales and finally services, whereas secondary activities comprise of infrastructure of the firm, HR Management, and technological development .
Inbound logistics – Inbound logistic helps Tesco to gain cost advantage. It has provided Tesco the bargaining power against the suppliers as the purchase their stock in bulk. They frequently upgrade their in store processes so as to create an efficient management of the stock purchased.
Operations management – With a view to maintain the cost leadership Tesco has used the effective I.T. The system also they have spent more than $75 million to transform their operational processes. This transformation in operation was done with the help of the Tesco Digital Program, which also increased the profits