Review this scenario and reflect on the marketing activity of Tesco
SCENARIO

Tesco have a long history in the food retailing industry (We?ve come a long way since Jack Cohen first opened a market stall in the East End of London in 1919 www.tesco.com).

Today, Tesco sell a diverse range of products and services. You have been requested to write a report which focuses on the techniques used by Tesco with regard to their marketing activity.

Review this scenario and reflect on the marketing activity of Tesco to:

a) Identify different definitions of marketing and evaluate the costs and benefits of Tesco focusing on marketing orientation to achieve objectives.

b) Use examples to extended how Tesco use the marketing mix to achieve objectives. Also, using the example of Tesco?s

home delivery service, show explain how Tesco use the extended marketing mix to achieve objectives.

c) Discuss the segmentation and targeting strategy used by Tesco with regard to their Tesco Value, Tesco, and Tesco Finest range of products.

d) Analyse the factors of buyer behaviour and explain how this affects Tesco?s customers and also explain the reasons why Tesco consider it to beneficial to encourage the use of their loyalty card scheme (Tesco Clubcard)

e) Explain how PEST and SWOT factors have an effect on Tesco and also evaluate the different methods Tesco can use to conduct market research and assess the validity and reliability of market research findings(with regard to methods used)

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