Marketing Environment of Tesco Assignment

Marketing Environment of Tesco Assignment Words: 3621

The process of getting to know them better and finding the strengths and weaknesses Of each team ember was hard at first but the more we worked on the presentation, the better we became at communicating and getting the work completed. I found working alongside international students very hard to interpret what they were saying; therefore it was increasingly difficult to get their suggestions and views on the marketing process and market orientation.

However, some members of the group seemed more enthusiastic and therefore working on the presentation with them became very easy and we managed to find a lot of information (attached ‘Marketing Presentation notes’). Felt more effort on my part and other individuals within the group could eve helped the process of researching, and getting the presentation finished quicker and more efficiently. Improvements that could be made for the future would be to communicate more out of class either via email or meeting up.

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This would allow every member of our team to exchange work and information to catheter quickly so that we could all keep up to date on progress. When it came to deciding which order each of us would speak in class, there seemed to be a lack of enthusiasm with some individuals which created a slight unease between the group before we presented to the class our finished presentation. Overall I felt the presentation went very well and the content we provided in the slides were very detailed and of good quality.

The appearance of the presentation was very attractive and appealing to the audience as well. From the feedback sheets (attached) that were given to us as a group I felt that the criticisms we received were necessary and valid points that we could look at to provide better performances in the future. One of the points made was that we did not provide a clear introduction to each individual in our group to the audience which was not a good way to Start Off the presentation.

Simply introducing the people in our group and explaining maybe what the presentation consisted of would be a better way to start off and would allow the audience to feel more at ease and in tune. Another issue raised was that more company examples would have helped within the presentation however the information we provided on ‘Tests’ orientation was very clear and well thought out. Another point mentioned was that some individuals including myself did not interact with the audience much, by not using eye- contact and reading from paper that they were holding.

A solution to this loud have been to all memorized what we were going to say in the preparation for the presentation so that we could give positive eye contact and be more in tune with the audience throughout the presentation. The last criticism that our group received were that in some areas of the presentation we needed to be more clear and precise. The only way we could improve on this technique would be to practice speaking and explaining with large numbers of people to become more comfortable with speech.

However, considering that some members of the group had not spoke to large numbers of people before, I thought the performance we gave was very good. On a brighter note, our group received some very positive remarks from the feedback sheets. Good use of research, pictures, examples and explanations were recognized which made myself and the rest of the group feel credited. We managed to complete all the content requirements that had to be in the presentations and I was pleased with the general performance of individuals within the group.

I will look to the feedback and criticisms given in order to improve on my presentation and communication skills for the future. The only question that we received at the end of our presentation was; “Why didn’t you introduce yourself at the start of the presentation? ” The answer we gave was that we forgot about it and would take it on board in future presentations, but believe that with being the first group to perform to the class, we didn’t get the chance, like the rest of the groups, to look at catheter’s presentations and pick up tips to improve our own, therefore felt we were at a slight disadvantage.

In conclusion, was very pleased with my groups overall performance and the feedback we received was mostly positive. The criticisms we received will be oaken on board for next time and I feel that when there is a task like this in the future I will be able to perform much better and help the rest of the team perform to a high standard also. The information and knowledge that I received from the task and presentation has helped me to understand market orientation in different organizations, and discover about the marketing concept and various processes involved.

Marketing Presentation notes Definitions of marketing ‘Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value tit others. ‘ – Kettle ‘Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’ – Chartered Institute of Marketing The (COM) definition of marketing concentrates more into what the customer wants, and satisfying these needs for the future to gain long-term retention.

Marketing Oriented: Company focus primarily on customers needs and wants based on reliable data. A marketing orientated approach means a business reacts to what customers want. The decisions taken are based around information about customers’ needs and wants, rather than what the equines thinks is right for the customer. Most successful businesses take a market-orientated approach. Sales Oriented: The main objective is sales and customer’s needs are completely ignored. A product orientated approach means the business develops products based on what it is good at making or doing, rather than what a customer wants.

This approach is usually criticized because it often leads to unsuccessful products – particularly in well- established markets. The marketing concept is about matching a company’s capabilities with customer wants. This matching process takes place in what is called the racketing environment. The marketing concept and philosophy states that the organization should strive to satisfy its customers’ wants and needs while meeting the organization’s goals. The best way to meet the organization’s goals is also by meeting customer needs and wants.

The marketing concept’s emphasis is to understand the customers before designing and producing a product for them. With the customer’s wants and needs incorporated into the design and manufacture of the product, sales and profit goals are far more likely to be met. With the customer’s satisfaction the key to the organization, the need to understand the customer is critical. Marketing research techniques have been developed just for that purpose. Smaller organizations may keep close to their customers by simply talking with them.

Larger corporations have established methods in place to keep in touch with their customers, be it consumer panels, focus groups, or third-party research studies. Whatever the method, the desire is to know the customers so the organization can better serve them and not lose sight of their needs and wants. Marketing Oriented organization The major feature of the marketing oriented organization is that they are mimed to stay closer to the customers and ahead of their competitors. The reason is that the basic aim of these organizations is to attract the customers.

There are four major characteristics which define the marketing oriented organizations including shared values, organization, strategy and stakeholders. Firstly, all decisions of these companies consider the customers first and they share the common value of superior quality of products. Secondly, their organizational structure has very few layers and their policies are not very difficult. Thirdly, the strategy of a market oriented organization is Eng term, flexible and participative. Finally, they consider the expectations of the stakeholders before making any important decision.

Advantages – -The business should be flexible to changes in demand patterns -The business, through market research, will have a strong understanding of the needs of the customer -New products should have a greater chance of success Disadvantages -High cost of market research to understand the market -Constant internal change as needs of the market are met (Powering Slides in Appendix) Outcome 2 It is important for Deco’s to know about the marketing environment and its impact upon them.

There is commonly known to be three kinds of environment within a business; these can be shown within the diagram below: Internal Environment This includes all factors that are internal to the organization. Businesses can usually audit this by applying the ‘Five ‘M’s’ (men, money, machinery, materials and markets). The internal environment of Deco’s is as important for managing change as the external. Macro-environment A common way to analyses the macro-environment of a business is the PESTLE tool. A PESTLE analysis for Tests must consider all the important external factors impacting and influencing on the company.

Political – There are many different political factors that may influence Tests, whether it be locally, nationally or internationally. Different international markets have strict rules and regulations set by the government that may restrict Tests from selling products to consumers or may cause large financial implications. For example, Tests will have to consider the politics involved with the coffee supply from Columbia to British markets. Another issue that Tests need to be aware of when expanding is planning permission because it is heavily regulated in the UK and could cause them problems when looking o situate new stores.

Also, the recent cut-down on underage drinking and rise in the VAT of goods such as alcohol and tobacco have seen Tests and all its competitors enforce the Think 25′ approach; asking for identification Of people who look under the age of 25 when purchasing alcohol or any other age restricted item. This means that Tests have to be very careful and must give staff extra training in order to keep on the right side of the law and not get caught out which could cause the company a hefty fine and prosecution. Economic ; These factors also have a large impact upon a company as rebound as Tests either directly or indirectly.

Taxation, fluctuations in the stock market and economic trends all affect the economy and these different changes will then affect consumer and Tests customer buying trends. For example, seen as though the current UK economy is suffering from a recession it is necessary for Tests to consider the impact it has upon them and the macro-environment surrounding it. This will particularly affect Tests because the recession will have a dominating effect on customer spending power enabling them to cut down on the cost of a daily/weekly shop, which in urn will decrease Tests sales turnover.

Social – Current sociological trends and changes show that British customers have moved towards ‘one stop’ and buying all their shopping in bulk. Tests have overcome this by increasing the amount of non-food items available for sale so that customers can do all their shopping in one go and not have to travel from shop to shop. Other demographic changes like the ageing population and a decline in home meal preparation is also an area where Tests can benefit from by focusing on added-value products and increase ready made meals.

Another key social issue that is becoming increasingly redemption in today’s society is that of our health. Consumers attitudes towards food are constantly changing so it is important that Tests keep up to date with the various health issues and diets so that they can give customers the products they want and keep their reputation in place. A good example of Tests adapting its product mix to suit the consumer was to accommodate the increased demand for organic and free from products. Technological ; This is another huge macro-environmental variable in the development of Deco’s as a company and its products.

Because technology is always changing and improving, it is crucially important for Tests to keep up to date and utilize these advances so that the company can perform more efficiently. New technologies like the recent self-checkout machines is an innovative way to lower queues at the checkouts and allow more people to pass through who have small baskets of shopping. Other advances like the widely used Tests online shopping from the internet is another ground- breaking idea that have seen Tests sales figures increase largely.

These new technologies benefit both the customer and company; customer satisfaction uses because now products are more readily available, and the whole shopping experience is much more convenient for people’s needs. Also, the latest technology helps employees and management check stock faster and improves the efficiency of distribution. Electric scanners, new checkout systems, wireless devices and electronic shelf labeling are all better ways in which Tests can keep up to date and keep more accurate levels on their stock.

Tests will always develop and improve the technology of their systems and machines to remain ultra efficient and to stay competitive in the retail racket. Gal – There are various legislations and laws set by the government that have a direct impact on Tests which can limit their performance. The planning law has become a big factor that has prevented many supermarkets like Tests to move out of town and build big developments. The government realized that the damage created by out of town growth would be detrimental towards town centers, the local economy and the countryside.

However, with the planning controls putting a stop to further out of town sprawl, supermarkets like Tests have moved back into market towns and local high trees setting up smaller ‘Tests Metro/Express’ stores which are beginning to replace the convenience store market. Other legislation and rules apply to the recruitment process of Tests looking for new employees, examples of these are: ; Sex Discrimination Act 1975 – employees cannot be sexually discriminated in employment, training or recruitment ; Employment Protection Act 1978 ; employees must be given a written contract of employment, which protects against unfair dismissal. Race Relations Act 1976 – It is illegal to discriminate against someone on the basis Of race, ethnic group or color. In a competitive business environment, organizations need to be viewed in a positive way and if the Tests were to treat their employees unfairly, this could damage their reputation and ultimately face further prosecution from the government. Environmental ; Unfortunately Tests, like many other large international companies, have a social responsibility to care for environmental issues.

They have an environmental policy that means they have to develop, maintain and implement policies, procedures and management systems to assess and monitor, on a continuous basis, the environmental impact of its operations. Ways in which Tests can care for the environment and reduce the company’s carbon footprint have been noticed in: ; Refrigeration systems – which cause 19% of Deco’s carbon footprint has led to new technologies for refrigeration to be developed. A new CO refrigeration system has already been designed and installed which will help reduce carbon emissions further for the future. Reducing waste – the largest source of waste is distribution packaging removed by in store workers. Deco’s are currently working with suppliers to reduce the amount of distribution packaging and since 2007 have used re- sable transit trays to replace the use of 130,000 tones of cardboard. ; Recycling facilities ; Tests is already ahead of EX. Targets for electrical recycling and approximately 200,000 tones is recycled by customers using Tests recycling facilities.

The storage capacity of the automated recycling facilities is very high, mean ins less emissions are used collecting and processing the recycling. ; Carrier bags – Tests do not try and enforce customers to reuse carrier bags, instead inform and encourage customers. The bag for life scheme is being extended due to their success, and a new popular ‘jute bag’. Carrier bag usage in UK stores has dropped by 25%, equivalent to over one billion bags saved.

All these innovative schemes are Deco’s own corporate responsibility to care for the environment and are always developing new ways to promote sustainable living and do its fair share for the environment and world Micro-environment This consists of all the stakeholder groups that Deco’s has regular dealings with. There are many stakeholders within a large national supermarket like Deco’s, and it is important to identify them because the relationships it has tit its stakeholders can have a profound effect on how the business is run, the financial costs, quality of set-vice and overall success of the business.

Stakeholders of Deco’s ; Employees, e. G – checkout staff, department assistants (fresh foods, bakery, grocery, general merchandise etc) ; Managers/Directors ; Customers ; Suppliers, e. G – Grocery products (cauliflower, carrots, sweetener etc) Vegetables Ltd’ – ‘Barefoot’ – ‘Hatch’ – ‘Premier – Local/ small suppliers – e. G. Dairy farms, local whisky companies etc Electrical retailers – Deco’s may need exclusivity from small suppliers ; Local Community ; Competitors ; Financiers ; Corporate Responsibilities ; e. – charities ; Shareholders Stakeholder Mapping This shows the level of power and interest stakeholders have in Deco’s organizational activities. This can help Tests to take action on which stakeholders to concentrate on and discover which ones arena as important. Here is a stakeholder map for Tests: Government I Large institutional shareholders I Managers/Directors Shareholders I Major Customers I potential Customers Employees Competitors -The high interest, high power stakeholders need more effort to satisfy and

Tests need to fully engage in making sure they keep interest. -The high power, low interest stakeholders of Tests should be kept satisfied at all times but don’t need pushing to keep them interested. -The low power, interested stakeholders should be kept informed by Tests and still be wary of even though they don’t have sufficient power. -The low power, low interest stakeholders are not as important, but because Tests aims to market to every person, this would mean that every customer is a potential customer.

Porters Five Forces A very good model for assessing the nature of competition in the parakeet industry for Deco’s is ‘Michael Porter’s Five Forces Model’. This is a very important tool for marketers because it can help the business understand where power lies in a business situation, and is also useful because it helps understand both the strength of the company’s current competitive position and the strength of the position that they are considering to move into: Threat of New Entrants New entrants in a retail supermarket industry like Deco’s can raise the level of competition therefore reducing its attractiveness.

However in the retail industry, especially supermarkets, there Will be large barriers of entry for omitting companies. High threat of entry means that fewer companies will want to compete and Deco’s has a Vast infrastructure that can enter most markets meaning that most businesses will see them as a threat The read of Substitutes The presence of substitute products and deals can also have significant effects on any industry and companies within it.

Deco’s have many threats from other supermarkets like; Sad, Morrison and Kingsbury. There are also similar threats from retail companies like Marks and Spencer which are always advertising deals like 25% off wine and eat in for DID etc. Threats to Deco’s can also come from out of the retail industry like holidays for example, Thomas Cook selling cheap flights may mean that consumers are going away more often therefore not shopping as much and not buying Deco’s products or using their services.

Supplier Bargaining Power Small suppliers like local dairy farmers do not have any bargaining power over a large powerful supermarket, and if there was any bargaining on the supplier side then Tests could easily look elsewhere and take advantage of a supplier that they can get cheaper products and resources from. However if Deco’s take advantage of local suppliers this may increase customer bargaining power because they may take a negative approach to the somewhat manipulation and bullying of small suppliers that Deco’s take part in.

On the other hand, the big electrical companies that apply Deco’s like ‘Tyson’ and ‘Sony’ will have much more bargaining power because they are already large, well respected organizations that can easily go elsewhere to supply and sell their products rather than relying on Tests. This means that Deco’s don’t have as much say on the price they are buying the products room and may not get as much profit back as they would from their smaller suppliers. Buyer Bargaining Power Customers have a lot of bargaining power in the retail, supermarket industry.

Buyer power acts to force the prices on products down. For example, if the price of tinned tuna at Deco’s were too expensive for the typical customer, the buyer will exercise their power and move to shop at a rival store like Kingsbury or Sad in search of a better deal or price. This is why Deco’s and other supermarkets have disciplined approaches to price setting which stops them from destroying catheter in price wars. The more of the market Tests can takeover, lowers the chance of substitution, therefore lowering the buyer bargaining power.

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