Marketing environment of tesco assignment

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.

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.

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.

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.

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

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.