Tesco Marketing Plan Essay Example | Topics and Well Written Essays - 2500 words

Tesco Marketing Plan - Essay ExamplePrice competition, backed by improved efficiency, is the main lark about of food retailing manufacturing today. UK food retailers fight for survival in markets faced with over-capacity. Within rapidly changing environment, this kind of development ensures that long-term survivors be those firms who be more competitive and are better able to satisfy consumer needs and adapt to the new competitive environment. In 2004, consolidation re-shape UK retailing industry and Hypermarket retailers (like Tesco) want to make sure they dont miss out on this growing area of the UK market (Moreau, 2004 Desjardins, 2005).The first marketing aim is to get the estimable goods to the right consumers, trying hard for customers. A nonher marketing aim is to build and promote healthy living brand. Knowing what individual customers appreciate and what they want to avoid fucking add up to one of differences that create a competitive advantage.C) Tesco customer sort outs are defined on the basis of their specific segments and buying potential whether they be country groups or individual consumer groups-of potential customers with homogeneous attributes who are likely to exhibit similar responses to a companys marketing mix. Tesco customers can be divided into phoebe bird broad categoriesThe second group of customers share universal wants, n... Life stage of customers (students, young adults, older adults, young families, older families, over 60s)lifestyle (Basket typology)Customers compulsive by product promotionsCustomers loyal to specific brands (New Marketing Techniques Search for the Edge, n.d.). The first group of consumers is characterized by strong purchase power. They need high quality product and lay out to pay for them. This is a high-income group. The second group of customers share universal wants, needs, desires, (for name brands, novelty, entertainment, trendy, and image-oriented products). This segment is attractive both in t erms of its size and its multi-billion dollar purchasing power. This segments needs and wants are spread over various product categories durable and nondurables goods. The third group is characterized by share few family activities they want build-to-order solutions. They do not need a specific brand or new product, but high service and product at low price. This is a fast-growing segment. Customers driven by product promotions are not usual visitors of Tesco being attracted by low price and discount for new products. They are deluged with passive information. The fifth group includes people whose tastes are based on desired standards. Quality is the main purchasing criteria of this group. Their choices are made on the basis of price and product features. diagrammatically these groups can be represented as follows 100% (customers)50%12345(Groups)It is important to note that there are some customers which belong to two different groups. For instance, they can represent lifestyle (Ba sket typology) group, but be loyal to specific brands. D) The main competitors of Tesco are Sainsbury and Asda. Minor competitors