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Structure of Assignment: 1.0 1.1 Objective and Scope (About 100 Words)

The document provides a template for a marketing report on a grocery retailer. It includes sections for an introduction, environmental analysis using PESTEL and Porter's Five Forces, SWOT analysis, marketing strategies of segmentation, targeting, positioning, and the 7Ps of the marketing mix. For each section, it provides guidance on what to include such as conducting an analysis, including tables, and explaining how the retailer applies effective strategies to utilize opportunities and reduce threats. The conclusion should link the strategies used to opportunities and strengths, and threats and weaknesses, while recommendations provide ideas for improvement.

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Yexeon Chew
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169 views7 pages

Structure of Assignment: 1.0 1.1 Objective and Scope (About 100 Words)

The document provides a template for a marketing report on a grocery retailer. It includes sections for an introduction, environmental analysis using PESTEL and Porter's Five Forces, SWOT analysis, marketing strategies of segmentation, targeting, positioning, and the 7Ps of the marketing mix. For each section, it provides guidance on what to include such as conducting an analysis, including tables, and explaining how the retailer applies effective strategies to utilize opportunities and reduce threats. The conclusion should link the strategies used to opportunities and strengths, and threats and weaknesses, while recommendations provide ideas for improvement.

Uploaded by

Yexeon Chew
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Grocery shop: Shop that sells baking ingredients, biscuits, cake, chocolates & sweets, snacks, honey, jam,

canned food, pasta, instant noodles, rice, cereals, sauces, seasoning, sugar, cooking oil, Chinese herbs
(dry condiments).
Examples of grocery retailers in Malaysia:
7-Eleven
Aeon
Aeon Big
Econsave
Mydin
Tesco
Giant
KK Super Mart
99 Speedmart
Assignment in report format. The details include:
Times New Roman font, 12 font size
Fully justified alignment, 1 line spacing
Page Numbers, proper headings/titles, bold title and sub titles
Citations and list of references in Harvard referencing system

Structure of Assignment
Faculty of Business & Management Assessment/ Assignment Coversheet
Table of Contents
1.0

Introduction

1.1

Objective and Scope (about 100 words)

The purpose of the report is to analyse and evaluate (Tescos) marketing strategies and practices to
demonstrate that (Tesco) is marketing-oriented. The scope of the report includes..
1.2

Background of (Tesco) (about 100 words)

2.0

Environmental Analysis (about 100 words)

Briefly explain what is environmental analysis. Explain that your selected grocery retailer has analyzed
the environment, which includes the macro environment and micro environment.
Briefly explain what is market research. How the grocery retailer do market research to gather
information? Do they use interviews or questionnaires or observation to gather information for
environmental analysis? What are the marketing intelligence activities that are applied to gather
information for environmental analysis?

2.1

Macro Environment (about 400 words)

Briefly explain what is PESTEL analysis, and why PESTEL analysis is applied.
Table 2.1-1
Situation

PESTEL Analysis of (Tesco)


Impact to (Tesco)

Opportunity

Political & Legal


The implementation of the
Minimum Wages Order
2012 by the Malaysian
Government

Threat

It is a threat, as the cost of hiring


employee will increase and the
operation cost will increase.

Economic
Social
Technology
Environmental

Total Score
Key for Opportunity/ Key for Threats
5: Great Opportunity/ Very serious threat
4: Good Opportunity/ Serious threat
3: Small Opportunity/ Some threat
2: Weak Opportunity/ Weak threat
1: No Opportunity/ No threat
(Source: Star 2013, Ali & Said 2012, Department of Statistics 2011)

Briefly explain your findings of PESTEL analysis (The opportunities include..The threats include..).
Explain that opportunity exceeds threat. The greatest opportunity is..the greatest threat is..
(Tesco) has been taking advantage of its opportunities. The opportunities such as had been
utilized by applying the appropriate marketing strategies and marketing mix strategies. (Tesco) has been
reducing its threats.

2.2

Micro Environment (about 300 words)

Briefly explain what is Porters 5 Forces analysis, and why Porters 5 Forces analysis is applied.
Table 2.2-1
Forces

Porters 5 Forces Analysis of (Tesco)


Explanations

Threat of
existing rivalry
Bargaining
power of
suppliers
Bargaining
power of buyers
Threat of new
entrants
Threat of
substitutes
Total

Rating

/25

Degree of Seriousness
1: no threat
2: small threat
3: medium threat
4: serious threat
5: very serious threat
(Source: Star 2013, Ali & Said 2012, Department of Statistics 2011)

Explain about the findings in more detail than your points in the table (If the point in the table doesnt
need explanation, just ignore it). The most serious threat comes from which factor? Explain that (Tesco)
has been formulating effective marketing strategies and marketing mix strategies to compete with its
competitors.

2.3

SWOT Analysis (about 300 words)

Briefly explain what is SWOT analysis, and why SWOT analysis is applied.
Table 2.3-1

SWOT Analysis of (Tesco)

Strengths

Weaknesses

Opportunities

Threats

(Situation from PESTEL analysis)

(Situation from PESTEL analysis)


(Forces from Porters 5 Forces)

(Source: Star 2013, Ali & Said 2012, Department of Statistics 2011)

Explain about the findings. Explain that (Tesco) has been formulating effective marketing strategies and
marketing mix strategies to utilize its strengths, take advantage of opportunities, reduce threats and avoid
weaknesses.

3.0

Marketing Strategies

Briefly explain that marketing strategies include market segmentation, market targeting and market
positioning.
3.1

Market Segmentation (about 80 words)

3.2

Explain that (Tesco) is applying effective market segmentation strategy.


Explain why you said (Tesco) does effective market segmentation by explaining how they
segment the market. You can draw diagram.
Market Targeting (about100 words)

3.3

Explain that (Tesco) is applying effective market targeting strategy.


Explain why you said (Tesco) does effective market targeting.
Because (Tesco) targeting right segment of customers? Explain more: Which segment is
that? Why (Tesco) choose to serve this segment?
Because (Tesco) is applying the right market targeting strategy? Explain more: Which
market targeting strategy (Tesco) is applying? Why (Tesco) select this targeting strategy?
Market Positioning (about 80 words)

4.0

What is Tescos USP?


How (Tesco) position their product? Explain with a diagram.
Explain that the marketing mix strategies are designed to support the positioning of the grocery
retailer.

Marketing Mix Strategies

Briefly explain that the marketing mix strategies include the 7Ps.
4.1

Product (about 100 words)

4.2

What is the product range in the grocery store


Is the grocery retailer an established brand? Explain why you said it is an established brand.
Is the product support services good? Explain what are the product support services that are good.
Price (100-200 words)

What is the pricing strategy of the grocery retailer?


Define the pricing strategy
Is the pricing strategy effective for your case?
Explain why you said the pricing strategy is effective. What is the benefit or advantage of
applying that pricing strategy?

4.3

Place (100-200 words)

Which distribution strategy is used?


Define the distribution strategy
Is the distribution strategy effective?
Explain why you said the distribution strategy is effective?

Is the location good? Where the retailers are located? Explain why you said the locations of the
retailer are good.

4.4

Promotion (100-200 words)

4.5

Which type of promotion tools are used?


Define the promotion tool.
Is the promotion tool used effectively?
Why you said that the promotion tools are used effectively?
Advertisement
Because the advertisement message is clear? What is the advertisement message?
Because it uses the right media? What is the media used? What is the advantages
of advertising through that media?
Because they select the right message source? Who is the message source? Why
is it the right message source?
Sales promotion
Because the sales promotion activities can increase sales?
What are the sales promotion tools that are used to increase sales?
Public relations
Because the public relations activities can strengthen company image?
What are the public relations tools that are used to strengthen company image?
Personal selling
Because the company has a great sales team? Why you said the company has a
great sales team?
People (about 100 words)

Is the people marketing mix effective?


Explain why you said it is effective.
Employees:
Because they recruit the right employees?
Because the employees are well-trained?
Customers:
Because they provide information to customers?
Because they monitor customer satisfaction? How they monitor customer
satisfaction?

4.6

Process (about 100 words)

4.7

Physical evidence (about 100 words)

5.0

Is the process effective?


Explain why you said the process is effective? Because there is a balance of supply and demand?
Explain more about how they balance supply and demand?
When demand is too high
Charge full price during peak periods
Longer duration of opening hours during peak periods
Hire more part-time employees
How they differentiate the waiting customers
When the demand is low
Lower price during non-peak periods
Schedule down-time for maintenance, repairs, modify/ move facilities, staff
training

Are the physical evidence good or enough?


What are the physical evidence? Physical evidence can be the surrounding environment, building
design, interior design, facility design, equipment, signage, uniform, communication materials,
business cards, annual reports, awards and certificates, web site

Conclusion

Explain that the grocery retailer has applied appropriate marketing strategies and marketing mix
strategies. Link which marketing strategies and which marketing mix strategies are related to utilizing the
opportunities and strengths that you identified. Link which marketing strategies and which marketing mix
strategies are related to reducing threats and weaknesses. (100-200 words)
Recommendations for improvement of marketing strategies and marketing mix strategies (100-200
words)

List of references (minimum 5 references)


Turnitin receipt
Turnitin Originality report containing % similarity
CD containing the assignment and Turnitin Originality Report

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