L'audit marketing de Tesco PLC

Mémoire Entreprises & gestion Management organisation

Date de publication :

04/07/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

50 pages

Niveau :

avancé

Consulté :

15 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Terms of reference
Rationale
Introduction to the organisation
1. Company situation
2. Market situation for Tesco PLC
3. Competitors
4. Mission statement
5. Demograph of customers
6. Media advertising
7. UK domestic market share competition
8. Tesco proves its world credentials
9. International competition
Strategic analysis
1. Marris model of growth
2. Average profit & average growth
3. Porters value chain
4. Product life cycle
5. Map of Tesco international expansion
6. International business strategies
Financial summary
1. Summary profit & loss account
2. Summary balance sheet
3. Ratio analysis
Business analysis
1. Analysis tools
2. Defining the role
3. Swot analysis
4. Plans to split Sainsbury's
5. Graphical representation of PEST analysis
6. Porters five force framework
7. Strategic clock
8. Prescriptive pricing
Marketing mix
1. Product
2. Place
3. Promotion
4. Price
5. People
Market entry strategy
1. Defining the desired market of USA
2. Defining the desired market of China
3. Growth directions & market penetration
4. Porters five force analysis
5. Porters generic strategies
6. Market entry strategies
7. Segmentation & targeting
Tesco branding
Objectives
1. Tesco PLC objectives & assumptions
2. Loyalty scheme
Forecast & implications

Résumé :

The specific UK FTSE listed company selected for the purpose of this dissertation is tesco plc. The report will create and develop a marketing plan for tesco plc in the medium term one - three years. The creation of such a plan will require various elements. As such the report will clearly be divided into sections with individual subheadings, each leading to the investigating, evaluating, analysing, developing and creating of a successful marketing plan for tesco plc. The initial 5 sections of this report will conduct a comprehensive marketing audit of tesco plc and the market place. Graphical representation will be included where judged appropriate and will at all times complement the aforementioned purpose of this report.

tesco plc the household name supermarket business has been trading In the United Kingdom for 82 years having been established in London in 1924. In the 1950's the company began to build a respectable amount of supermarkets by the late 1970's tesco became a relatively large business. In 1977 the company embarked on a period of investment which saw it overhaul its portfolio and systems. tesco began to work on product development, particularly its own brand. During the consumer slowdown of the 1990's, tesco re-organised and concentrated on its immensely successful mid mass market position. Since then tesco has comprehensively overtaken all of its rivals and its investment in and on ongoing modification ensured that it avoided most of the pitfalls and setbacks which have besieged its competitors both domestically and internationally. The organisation currently operates 1,780 stores within the home market. But have in the past 15 years become a truly multinational company, operating in 12 markets outside the UK. Running 585 stores outside of the United Kingdom and are the market leaders in five of the countries in which they operate.