Marketing Strategy And Plan For Tesco And Woolworths

Competitive Advantage in the Marketing Process of Tesco Plc

Discuss about the Marketing Strategy and Plan for Tesco Plc and Woolworths.

This study is helpful to identify the marketing strategies and the marketing processes of Tesco Plc and Woolworths of Australia. Both these organisations are belonging from the retailing industry. In this connection, this study has tried to provide the competitive advantage of both the organisations. In order to identify the competitive advantage of both the organisations, the business objectives of both the organisations have mentioned. In addition, in this study the importance of Ansoff matrix would be discussed, which would be benefitted to identify the growth strategy of the organisation. On the other hand, Ansoff matrix can also identify the risk for the growth strategy of the organisation. Moreover, this study is also important to identify the reasons of theoretical analysis for the achievement of the competitive advantage of both of the organisations.

In order to identify the competitive advantage of an organisation, it is necessary to discuss the business objectives of the company. If the organisation can achieve the proposed business objectives, then it can be stated that the organisation will be able to meet the business goal. As a result, it can be mentioned that the organisation has the competitive advantage to meet the business objectives. As per the statement of Barbera et al. (2012), it can be mentioned that Tesco plc aims to increase the sale of the organic products by the amount of 1 billion to the coming five years. Moreover, it can be mentioned that Tesco Plc has the market share of 6.5% in case of the non food business. In this context, it can be added that their target is to hold a stronger position in case of the non food production. On the other hand, it can be mentioned that Tesco Plc has tried to provide a greater organisation culture, so that the employees would like to maintain long run relationship with the organisation and the productivity of the organisation can be improved. According to Basili et al. (2013), it can be mentioned that the human resource management can develop a team as well as individual business objectives, personal improvement planning career planning and the performance appraisal for improving the employees’ commitment.

According to Bentley, Omer and Sharp (2013), it can be mentioned that “economies of scale” is the competitive advantage of Tesco Plc. On the other hand, Tesco Plc has the competitive advantage in case of retail lower price, higher quality and the experienced consumer service. This would be helpful for developing the profitability and the growth of the organisation. Therefore, it can be mentioned that the promotion of the Tesco’s corporate image is depending upon the trustworthiness and the quality (Bharadwaj et al. 2013). In addition, it can be stated that another competitive advantage of Tesco is to maintain the market leadership. Therefore, the market scope of the organisation has increased.

Market Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper Product	Existing	New
Existing	Market penetration ·         Enhance the business share of grocery compared to the other retailing store’s expenditure.	Market development ·         Move to the store market ·         Expand the business in the global market
New	New product development ·         Financial services development ·         Enhance the sales of the petrol	Diversification ·         Higher risk

From the above table, it can be mentioned that market penetration is required to enhance the consumer loyalty. On the other hand, it can be noticed that market development is helpful to identify the business performance in case of business expansion in the global market. Therefore, Connor and Lande (2012) mentioned that these four strategies can effectively determine the relevant strategies and the sales will be increased. As a result, it can be stated that the business risk will be reduced.

Business Objectives

In the point of Haley and Haley (2013), it can be mentioned that the objectives of Woolworths is to increase the stock returns and can optimise network effectively. The strategic objectives of Woolworths are to be a consumer centric business, to be a brand value driven organisation. In addition, it can be mentioned that Woolworths also aimed to maintain a greater profitable consumer relationship as well as also aims to lower the cost structure of the products (Iacob, Quartel and Jonkers 2012).  

As per the statement of Klettner, Clarke and Boersma (2014), it can be mentioned that the organisation has optimised the value chain across the business in order to make higher margins. In addition, it can be mentioned that the organisation has the efficient sourcing capability (PLC, 2016). Therefore, the business performance of the organisation would be improved. In addition, to increase the profitability of the business, Woolworths has aimed to set the price of the product affordable, so that the consumers are willing to purchase the products from this organisation.

Market Product	Existing	New
Existing	Market penetration ·         Promoting of new products ·         Repositioning the brands ·         Increase the market share	Market development ·         New distribution channels ·         Woolworths has followed several pricing policies to follow new marketing segments.
New	New product development ·         Develop new and innovative techniques, which can replace the existing strategy.	Diversification ·         The horizontal diversification is important for the production programme. ·         The vertical horizontal diversification is benefitted for the sales stage storage programme (Woolworths Online. 2016).

Tesco Plc has followed a specific strategy, which can be discussed in terms of cost leadership approach and has followed “every little helps” strategy to achieve the competitive advantage of the organisation. In the short run, Tesco Plc has aimed to regain the stakeholder’s trust as well as the consumer’s trust. As opined by Oestreicher-Singer and Zalmanson (2012), it can be stated that Tesco Plc. has framed a significant programming for the financial development. On the other hand, it can be mentioned that in order to achieve the competitive advantage of Tesco Plc, the organisation has launched a renewal program for restoring the trust. On the other hand, it can be added that with the help of value chain analysis, the value of the organisation would be increased and the cost would be minimised (Reich and Benbasat 2013). These key factors would be helpful to achieve the competitive advantage of the organisation.

On the other hand, it can be mentioned that Woolworths has followed and launched “Fresh food people” campaign and “Loyalty scheme” for the employees. Therefore, it can be stated that the subordinates of the organisation wanted to maintain a long term relationship with the organisation (Woodard et al. 2012). The performance of the workers also increased effectively. As a result, it can be stated that the overall productivity of the organisation has also improved from the previous. On the other hand, it can be added that the business objectives can be achieved. Moreover, it can be mentioned that Woolworths has started an employee reward program, which would be helpful to enhance the employee engagement of the organisation. Hence, Verbeke (2013) mentioned that the employee loyalty would be increased and this would also significantly enhance the performance of the organisation. In this context, it can be mentioned that the raw material suppliers also willing to supply as they expect they would return back their share from the business. This is how, the Woolworths has achieved the business competitive advantage by following these strategies.

Competitive Advantage

Conclusion

This study is important to identify the marketing strategy and planning of Tesco Plc and Woolworths. In this purpose, this study has tried to highlight the business objectives of both the organisations. Therefore, based on the business objectives, both the organisations have planned to follow some specific marketing strategies to achieve the business goal. On the other hand, the competitive advantages of the organisations have been discussed in this connection. Moreover, it can be stated that in this study the Ansoff matrix of each of the organisation have mentioned in order to identify the marketing growth strategy in long run. Therefore, by following this matrix, the organisation can enhance the profitability statement to reach to the new consumers. This is also helpful for the consumer segmentation. Lastly, this study has also described the process how the organisations can achieve the competitive advantage. The organisations have followed some specific strategies to achieve this. 

After analyse the business objectives and the competitive advantages of the organisations, this study can follow the SWOT analysis. In this purpose, it can be recommended that SWOT analysis will be helpful to identify the weakness and threats of the organisations. Based on these, the organisations can try to improve the performance of the business more effectively. In addition, it can be mentioned that to improve the performance, the organisations require to follow the PESTLE analysis, which can identify the political, economic, social, technological, legal and the environmental factors of the organisation. These factors are important to understand as these factors have a greater influence on the performance of an organisation.

References

Barbera, L., Crespo, A., Viveros, P. and Stegmaier, R., 2012. Advanced model for maintenance management in a continuous improvement cycle: integration into the business strategy. International Journal of System Assurance Engineering and Management, 3(1), pp.47-63.

Basili, V.R., Heidrich, J., Lindvall, M., Münch, J., Regardie, M., Rombach, D., Seaman, C. and Trendowicz, A., 2013. Linking software development and business strategy through measurement. arXiv preprint arXiv:1311.6224.

Bentley, K.A., Omer, T.C. and Sharp, N.Y., 2013. Business strategy, financial reporting irregularities, and audit effort. Contemporary Accounting Research, 30(2), pp.780-817.

Bharadwaj, A., El Sawy, O.A., Pavlou, P.A. and Venkatraman, N.V., 2013. Digital business strategy: toward a next generation of insights. Mis Quarterly, 37(2), pp.471-482.

Connor, J.M. and Lande, R.H., 2012. Cartels as rational business strategy: crime pays.

Haley, U.C. and Haley, G.T., 2013. Subsidies to Chinese Industry: State Capitalism, Business Strategy, and Trade Policy. Oxford University Press.

Iacob, M.E., Quartel, D. and Jonkers, H., 2012, September. Capturing business strategy and value in enterprise architecture to support portfolio valuation. In Enterprise Distributed Object Computing Conference (EDOC), 2012 IEEE 16th International (pp. 11-20). IEEE.

Klettner, A., Clarke, T. and Boersma, M., 2014. The governance of corporate sustainability: Empirical insights into the development, leadership and implementation of responsible business strategy. Journal of Business Ethics, 122(1), pp.145-165.

Oestreicher-Singer, G. and Zalmanson, L., 2012. Content or community? A digital business strategy for content providers in the social age. A Digital Business Strategy for Content Providers in the Social Age (July 01, 2012).

PLC, T. (2016). Tesco PLC Employer Salary, Average Salaries | PayScale Australia. [online] Payscale.com. Available at: https://www.payscale.com/research/AU/Employer=Tesco_PLC/Salary [Accessed 5 Dec. 2016].

Reich, B.H. and Benbasat, I., 2013. 10 Measuring the Information Systems–Business Strategy Relationship. Strategic Information Management, p.265.

Verbeke, A., 2013. International business strategy. Cambridge University Press.

Woodard, C.J., Ramasubbu, N., Tschang, F.T. and Sambamurthy, V., 2012. Design capital and design moves: the logic of digital business strategy. Forthcoming, MIS Quarterly, Special Issue on Digital Business Strategy: Toward a Next Generation of Insights.

Woolworths Online. (2016). Woolworths Supermarket – Buy Groceries Online. [online] Available at: https://www.woolworths.com.au/ [Accessed 5 Dec. 2016].