marketing analysis of Tesco Plc. Company

marketing analysis of Tesco Plc. Company

Introduction

The presentation would be based on the marketing analysis of Tesco Plc. Company. The company is a British multinational retail company, which is an eminent name in its industry. The company serves millions of customers through its offline and online outlets. The presentation will highlight the overall market size of the company, including its product segmentation. A trend in the product segment will be examined in the subsequent slide. Further, the presentation will identify the main competitors of the company with a focus on their market shares.

The overall market size of Tesco Plc.

Tesco Plc. has been recognized as one of the most influential brands of the United Kingdom and has been ranked fifteenth among the top brands of the retail industry of the UK. The company is a leading grocery retailer having a constant share of 25% in the market.

Main product segment with trend analysis

Tesco Plc. Segments its main products through four critical bases. The bases are geographic, demographic, psychographic and behavioural. In the geographic segment, the company targets the rural and urban customers belonging to all ages. In a demographic section, the company focuses mainly on low and middle-income customers, who are students or employees. In the psychographic part, the company aims to easy-going and determined people. In the behavioural sector, the company targets people who are active users and are skeptical and positive.

The company has formulated a variety of products to reduce the quantity of fat, salt and sugar from these products. This would consequently add significant value to the products and make the items exclusive to the company. The current estimate of the stock price from these products is likely to increase by 25% from the previous price.

Leading competitors of Tesco Plc.

The three main competitors of Tesco Plc. are ASDA and Sainsbury.

ASDA – The Company is a British supermarket retailer, which has the headquarter in West Yorkshire. The first engagement of the company is retailing, while it is also engaged in financial services and offering general merchandise.

Sainsbury – The Company is considered as one of the largest retailers of UK, holding the largest chain of supermarkets in the country. The company is primarily divided into three divisions, that is, Sainsbury Supermarket Ltd, Sainsbury Bank and Sainsbury Argos.

Market analysis of the competitors

ASDA – In the year gap of 3 years, the market share of the company has ranged from 15.7% to 17.1%. As compared to Tesco Plc, the range of market shares of ASDA has been quite low in the past three years.

Sainsbury – In the range of three years, the company has maintained a market share of approximately 16.5%. The market share is similar to ASDA but quite low as compared to Tesco Plc.

Conclusion

From the presentation, it can be concluded that Tesco Plc. has been successful in gaining a good share in the market as compared to its primary competitors. The company also segments its products efficiently and has observed a good increase in its stock price as compared to the previous years.

References

Evans, B. and Mason, R., 2018. The lean supply chain: managing the challenge at Tesco. Kogan Page Publishers.

Jonah, U.I., 2018. The Influence of Transaction Costs on the Business Performances of Tesco Supermarket. International Journal of Business and Social Science, 9(5).

Kim, W., Hallsworth, A. and Kim, H., 2019. On being local and being successful in Korea: Tesco and E‐mart. Area, 51(3), pp.461-469.

Mooney, S., 2019. An investigation into attitudes of Tesco customers in South Dublin towards private-label brands (Doctoral dissertation, Dublin Business School).

Vu, M., 2016. IS THE BALANCED SCORECARD USEFUL IN A COMPETITIVE INDUSTRY?: Using Tesco PLC as a case study in the UK grocery retail industry.

Walsh, B., 2019. Tales of Broken Water Mains and ASDA Employees: Drafting Evolution or Drafting for Confusion?. Statute Law Review.