Swot Analysis Of Tesco

Strategic Marketing Plan

(1) Executive Summary - Final summary

(2) Financial Projections

(a) - Summary of business performance

A quantitative summary of the last 3 years' performance using key financials, e.g., volume and gross contribution.

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Suggested format - table or graph plus a very brief summary of reasons for good or bad performance

(b) - Summary of financial projections

The purpose: to summarise, for the person reading the plan, the financial implications over the 3 year planning period.

- Suggested format - a simple line graph showing revenue and gross contribution for each of the 3 years of the plan.

- Could also show 3 years leading up to the plan.

- (Also look at the sales forecast of Weatherpruf case study, see back

- pages of session 2 handout)

(3) Market overview

- Examination of the business environment

- Where are we now? How did we get here? Where are we going?

- Internal and External Audit

From the detailed information gathered from the external audit, a very brief summary of the market.

- Suggested headings:

o Market size and trends

o Market segments (pictoral diagrams)

o Headlines on customer behaviour

o Distribution channels

o Competition

The marketing audit is the information base upon which any marketing plan is built.

(4) SWOT analysis

- Major link to the audit.

External - Opportunities and Threats,

Internal - Strengths and Weaknesses

 Evaluating the strategic position of the business

 Synthesising the results of the market audit.

 Supports decision making, final stage and foundation for making decisions about the future.

 (see session 3 handout for how to set out SWOT matrix (2x2, with more detail in the appendix)

 Need to carry out Critical Success Factor Analysis (CSFs) (assessing strengths and weaknesses) See session 3 lecture handout.

 Important: if market segmentation exists, produce SWOT matrices by segment.

SWOT analysis represents a distillation of the audit

- CSF analysis is crucial to working out differential strengths and weaknesses and will inform Portfolio Analysis.

Example for Weatherpruf

SWOT and CSF Analysis:

o Identify the key opportunities and threats for the 3 segments

o For each segment identify the critical success factors

o Identify the differential strengths and weaknesses vis. these market

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