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Explain the processes involved in strategic marketing

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Reference no: EM132767399

A CASE STUDY OF TESCO PLC

Scenario

You have recently been appointed as assistant business director to Tesco PLC in the provision of Frozen Food department. The company has operations in 14 countries spread across Europe, Asia and North America. The UK is Tesco's large market. The company operated 2,715 stores in the country at the end ofFY2011.The UK, Tesco's largest geographical market, accounted for 66.8% of the total revenues in FY2011.Revenues from the UK reached £40,116 million in FY2011, an increase of 4% over FY2010( Data Monitor, 2012).

With demographic and other environmental changes the business constantly needs to adapt to remain competitive. When faced with such pressures for change, managers of this business have looked for situations which are familiar to them. This has involved improving the ways in which the business operates, but only incrementally. The danger is that improving little by little might not be enough. They need to adapt to all of the bigger changes in its environment as recently ‘Horsemeat' scandal has sabotage the company's reputation. Hence, business managers are involved with the planning, organising, and strategic control of marketing activities. Business managers must have the skills in combining target markets, while developing a marketing mix to meet the requirements of those target markets in the long term, in order to help in sustaining the profitability and growth levels of an organization. A business manager must have a strategy in place which is designed to meet the company's marketing objectives.

During the first meeting with your director, you learnt that ‘Horsemeat' scandal already sabotage the company's reputation. Hence, in order to make the company's reputation sustainable, the Business Director of the company has authorized you to provide effective and proactive solutions of the following tasks, which he thinks will be the blueprint for a lunch of a new business strategy for the company.

Task 1

Discuss the role of strategic marketing in Tesco.

Explain the processes involved in strategic marketing.

Evaluate the links between strategic marketing and corporate strategy of Tesco.

Task 2

Assess the value of models used in strategic marketing planning.

Discuss the links between strategic positioning and marketing tactics of Tesco.

Analyse the merits of relationship marketing in a given strategic marketing strategy.

Task 3
Use appropriate marketing techniques to ascertain growth opportunities in a market.

Plan how to use marketing strategy options in a market.

Create appropriate strategic marketing objectives for a market.

Task 4

Report on the impact of changes in the external environment on a marketing strategy of Tesco.

Conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy.

Propose strategic marketing responses to key emerging themes in a marketing strategy.

Reference no: EM132767399

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