TESCO understands that successful marketing strategy should be based on customers' need, that is why the Mission Statement declared for the Company sounds as it follows: "One of our values is to understand customers better than anyone. We go to great lengths to ask customers what they think, listen to their views, and then act on them. We look both at what customers say and what they do. This feedback guides the decisions we tale" (www.TESCO.com)
In view of above, I would like to make a try to complete the marketing communication plan for TESCO within the frames of this paper. I will first give a short overview of the company, then provide financial information on TESCO current operations; afterwards I will give recommendations for putting integrated marketing communications (IMC) to TESCO work and shortly discuss television advertisement strategy for TESCO within the boarders of London. Ultimatly, I will come up with conlusion emphasis on main points in TESCO marketing strategy.
TESCO s proved to be a ledng grocery chn n the Unted Kngdom nd lso the bggest grocery of the world. There re bout 2290 stores wth more then 296000 people employed ll over the world nd t hs ttrcted consderble ttenton becuse of ts mbtous overses strtegy nd ts successful on-lne home delvery servce. Relyng on sles of non-food tems nd on nterntonl sles--prtculrly n emergng mrkets--for n mportnt prt of the compny's future expnson, TESCO hs delvered one of the fstest orgnc growth rtes of ny mjor retler n the world. ts nonfood busness rose by 18 percent n 2000-01, nd ts nterntonl busness, whch begn wth lunch n Hungry n 1994, now ccounts for more thn 40 percent of the group's floor spce. TESCO lso hppens to be the undsputed world leder n nternet grocery sles (www.TESCO.com). ts on-lne home delvery servce s now proftble, TESCO sys, nd t hs struck del n the Unted Sttes wth Sfewy, whch wll use TESCO's system for home-shoppng servce. Underpnnng TESCO's success s excellent mngement nd n obsesson wth opertonl effcency nd productvty gns, whch the compny uses to keep prces low or to mprove servce rther thn to ncrese ts opertng mrgns. Despte ths mpressve record, TESCO s stll reltvely smll compred wth the lkes of Crrefour nd Wl-Mrt, but t s growng fster.
Despte ths mpressve record TESCO stll fces number of chllenges during the fiscal year. The UK retler is smll n comprson wth the lke s Crrefour nd Wl-Mrt so it in order to rech hgher records it hd to substntlly nvest n hrdwre nd softwre of both compnes so tht the sustnble compettve dvntge n ts onlne retlng busness hs been reched.
Market Situation Analysis
The target audience of TESCO is people of all ages who make regular visits to grocery shops.
The occupation of people is of vast variety and of different income range.
Prices in TESCO are formatted in the way that people with various money comings could afford the products of certain group. The prices for products differentiate in order to satisfy the needs of all groups of people.
Consumption of TESCO products is of high rate as long as the brand is very famous among the people of different age and occupation. When choosing grocery people would rather prefer the one that is of cool brand, than a shop "by the corner of a house" that does is bad-known in public and does not provide