Marketing Report Of Tesco Supermarkets Essay


Discuss about the Marketing Report of Tesco.


Objectives Of Tesco

TESCO is one of the gigantic supermarkets of the United Kingdom having a dominating position in British retail segment in domestic as well as global market. The company was founded in 1919 by Jack Cohen. The company is developed with the goal of being the market leader in providing satisfactory services to customers through making their life easier and better (Tesco Plc. Core Purpose and Values: Our core purpose, 2017). The business has been developed with the aim of serving shopper a litter better experience at every visit.


Introducing Healthy Products: A wide range of healthy products are introduced through their stores. The motive behind is to establish their company as a provider of healthy products. Moreover, for same company interacts with customers on a continuing basis for changing and innovating their products in accordance with their needs to enhance their satisfaction level.

Increasing sales along with an increase in profits. Priority will be given to increase in sales, and if the same is attained than another part of this objective, is to increase profit by making improvement in productivity (Tesco Plc. Core Purpose and Values: Our core purpose, 2017).

Reducing the prices of products: An effort has been made by the company to make their shopping centre cheap so that the services can be attained by the average household.

Develop giant internet shopping site: Its objectives comprise providing groceries, clothing, electronic goods and other services through making use of online distribution channels. The company is designing various strategies for attaining this objective.

Providing job to the local community: Decrease in existing unemployment has also been part of the objective of the company. Further, efficient efforts in same are being made so that living standard of society can also be increased with an increase in growth of the company.

Industry Analysis Of Tesco

TESCO is a part of food and grocery retail industry which is highly intensive in competition. Assessment of competition in the industry can be done through analysing the industry in order to ascertain the efficient source of competitive advantage (Lewrick and et al. 2015). Australian retail industry in endures to uphold its impetus, through attaining social and economic developments. Fundamental elements related to the growth of retail industry in country are increasing population, vigorous growth in economy, and escalating purchasing power. Major competitors of business is Asda, Sainsbury and Morrison as they have already captured eighty percent of the market. The company is part of grocery retail market; threat relating to substitutes is low for food items and moderate for nonfood items. It is also establishing shops in local towns in order to create hurdles for a substitute to make their own pace in market.

The substitutes of the major retailers are not assessed as the main threat, and the reason behind the same is TESCO is having a stronghold in the market (Pantano and et al. 2017). Suppliers are inclined regarding major food and grocery organization and make the effort that they continue to operate with same for a longer period. Due to this reason, they have to negotiate price and provide the lowest available price so that they continue with them and do not search for other option. Bargaining power of buyer in comparatively high than a supplier. The reason behind same is that other choices of approximately same quality are available to the buyer in an easy manner. Thus, the buyer can remain connected only if low prices are made available with an online option as they are compared easily for shopping.


Lewrick, M., Williams, R., Maktoba, O., Tjandra, N. and Lee, Z.C., 2015. Radical and incremental innovation effectiveness in relation to market orientation in the retail industry: triggers, drivers, and supporters. Successful Technological Integration for Competitive Advantage in Retail Settings, IGI Global, pp.239-268.

Pantano, E., Priporas, C.V., Sorace, S. and Iazzolino, G., 2017. Does innovation-orientation lead to retail industry growth? Empirical evidence from the patent analysis. Journal of Retailing and Consumer Services, 34, pp.88-94.

Tesco Plc. Core Purpose and Values: Our core purpose. 2017. [Online]. Available through < [Accessed on 25th September 2017].

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