was established on 29 November 2001 as a result of a strategic collaboration between Tesco Plc UK and Malaysian conglomerate, Sime Darby Berhad. Another retailing services offered include Tesco Personal Finance. Tesco also has becoming one of Britain’s largest independent petrol retailers. The company sells almost 70,000 products including its own-label products (about 50% of sales). It provides online services through its subsidiary,. UK stores of Tesco are segmented into six formats that are Tesco Extra, Tesco Superstars, Tesco Metro, Tesco Express, One Stop and Tesco Homeplus (Tescoplc 2009). Tesco is operating in 12 countries worldwide, employing over 530,000 people and serve tens of millions of customers every week. Tesco was founded in 1919 by Jack Cohen from a market stall in London’s East End. I have selected Tesco Stores (Malaysia) Sdn Bhd for marketing plan because Tesco is one of the biggest British retailer and operating well in the retail industry worldwide. Marketing plan is the reviving step for the company to give new direction to their business. Apart from this, contingency plan is also considered as part of the marketing plan.Ĭhanging scenario of marketing is posing challenges to the retailer companies, in-spite of their competitive position in the market. Implementation and control plan are also explained in the marketing plan, which includes key performance indicators. Marketing budget is also presented in which staff requirement, resources, timing and marketing expense have been explained in detail. Marketing elements - product, price, distribution channels and promotion will been explained. Marketing models sections describes the strategic alternatives, generic strategies, competitive strategies and other key matters like innovation and branding.
In the part of marketing strategy, segmentation strategies, targeting and positioning are described. In the objective section of the marketing plan, mission, vision, corporate objectives and marketing objectives have been discussed. It discusses situational analysis in which organizational strategy, customers, Porter’s five forces, SWOT analysis and marketing effectiveness has been described. This marketing plan covers various important topics that are significant to handle the marketing challenges posed by internal and the external environment.
Tesco that is the biggest retail chain of U.K. This marketing plan is developed for Tesco Stores (Malaysia) Sdn Bhd. Marketing Plan for Tesco Stores (Malaysia) Sdn Bhd of 45
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