Understanding and Planning Strategic Marketing. The Example of Tesco Plc.

Essay , 2019 , 35 Seiten

BWL - Offline-Marketing und Online-Marketing

This essay examines the principles and requirements of succesfull strategic marketing on a broader level. Within this context, special emphasis is put on understanding customer behaviour and developing an implementable strategic marketing plan.

In order to so, five strategic key targets are singled out and explained thereotically. In a second step, follwing this explanation, an exemplary marketing plan for Tesco PLC is created, based on the criteria established earlier.

Table of Content

Task 1 – Understand the Principles of Strategic Marketing
Analyse the Relationship Between Corporate Strategy and Marketing Strategy
Analyse the Development of Marketing Strategies
Explain, Using Examples, How Different Marketing Strategies Contribute To Competitive Advantage
Relationship between strategic intent, strategic assessment, strategic choice and their impact on the formulation of marketing strategy

Task 2 – Understand How to Carry Out Strategic Environmental Analysis
Evaluate Different Approaches to Conducting an Internal Environmental Analysis
Evaluate Different Approaches to Conducting an External Environmental Analysis
Assess the Integration of Internal and External Analyses

Task 3 – Understand the Role of Customer Behaviour in Marketing Strategies
Analyse the Role of Marketing Research Process and Its Relationship to Consumer Behaviour
Evaluate the Role of Relationship Marketing In Customer Behaviour Analysis

Task 4 – Understand How to Develop an Implementable Strategic Marketing Plan
Analyse the Factors to Be Taken Into Account in the Development of a Marketing Plan

Marketing Plan for Tesco Plc.
Executive Summary
Vision
Strategy
Corporate Objective
Target Market
Market Division and Segmentation
Unique Selling Proposition
Marketing Objectives
Pricing Strategy
Needs and Requirements
Distribution Strategy
Customer Communications
Promotional Strategy
Financial Projections
Design Monitoring Systems That Are Capable of Identifying Performance Deviations from the Plan’s Original Objectives
Anticipate the Need for Contingency Plans

Task 5 – Understand How to Create a Marketing Strategy to Meet Business Objectives
Evaluate the Requirements of a Marketing Strategy
Explain the Relationship between a Marketing Strategy and a Corporate Strategy
Explain How the Marketing Strategy Should Address Competitive Forces and Their Likely Impact
Design a Dissemination Process to Ensure Internal Stakeholders Are Informed and Committed To the Marketing Strategy

References

• Erscheinungsjahr: 2019
• Seiten: 35
• Katalognummer: V498857
• ISBN (eBook): 9783346023018
• ISBN (Buch): 9783346023025
• Sprache: Englisch
• Schlagworte: understanding, planning, strategic, marketing, example, tesco