SCENARIO

You are to investigate and analyse the UK marketing activities of Tesco http://www.tesco.com/ focusing on one of the following Tesco own label brands:

• Finest

• Organic (i choose this one)

• Healthy Living

TASK

Produce a report (3000 words) that identifies, describes and critically evaluates Tesco, in the following marketing areas:

• The main strengths and weaknesses of the company, the key opportunities and threats for your chosen brand. (20%)

• The segmentation, targeting and positioning strategy for your chosen brand. (15%)

• The marketing mix for your chosen brand. (40%)

• The competitive situation the company faces for your chosen brand. (15%)

• Recommendations based on the analysis above to improve the companies’ competitiveness (10%)

NOTE

1. Your report should show evidence of understanding of marketing principles and concepts, analytical rigour and clarity of interpretation.

2. You are required to research academic journal articles which must be appropriately referenced using the Harvard Referencing style.

3. Your analysis is to be presented as a report of approximately 3000 words in length excluding appendices and should contain clearly defined sections.

5 The report must be in word format.

6 An electronic copy of your report must be uploaded to Turnitin via the M04MKT Module web by X. University regulations on coping and plagiarism apply.

Coursework Structure

Executive Summary

Contents Page

Introduction

SWOT

Segmentation Targeting and Positioning

Marketing Mix

Competitive Analysis

Recommendations

References

Appendices