BUSINESS OPERATIONS
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A free samples on business operations

BUSINESS OPERATIONS

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TABLE OF CONTENTS

INTRODUCTION ................................................................................................................. 3

TASK ................................................................................................................................... 3

1) Key PESTLE factors that are impacting Tesco Plc ..................................................... 3

2) The core target market of the Tesco Plc ..................................................................... 4

3) Tesco uses its marketing mix (4Ps) to attract its target market ................................... 6

CONCLUSION .................................................................................................................... 7

REFERENCES .................................................................................................................... 8

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INTRODUCTION

Business operations are a collective techniques which gathers the value of assets and also monitors

different operations of the organisation. The main aim of the business operations is maximize the value

of the assets, generate recurring income, and secure value of fundamental management imperatives.

The business enterprise model describes how management imperatives are achieved whereas

operations are the execution of this model (Chandraserkar, 2010). For the present report, organization

chosen is Tesco PLC. It is a UK based multinational company which comes under retail industry. It

covers high ratio of market share in UK in terms of grocery. Company is founded by Jack Cohen in

year 1919 and Tesco PLC has been investing in other different types of products and also expanding its

business globally (About us, 2016). The reports include the key factors of the PESTLE which examine

the macro environment, the target market which is targeted by the Tesco and the strategies used in the

marketing mix.

TASK

1) Key PESTLE factors that are impacting Tesco Plc

To analyse the macro environment of organisation, Company uses PESTLE factors to examine

the organisation's political, economic, social, technological, legal and environment factors (Cockburn

and et. al., 2014):

Political Factors: As the company is operating worldwide, the political factors are influencing

the sales performance of the Tesco globally. Political factors of Tesco Plc include tax rates, acts

of legislation and stability of the country in which it operates etc. Due to the ongoing financial

instability or in the period of recession, prices of the products go down and company offer

products at economic rates according to the wealth of the customers. Whereas in the normal

period, the company increases the prices of the products and try to increase their sales

performance as well as the profitability of the organisation (Martin, 2009).

Economic Factors: Tesco main focus is on the leverage costs, demand, price and profitability

of the organisation. The company should be adaptable in nature with respect to changes in

policies such as changes in taxation or others factors which could influence the finance of the

business enterprise. Tesco is expanding globally but its market share is more in the UK as

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compared to the internationally market. Tesco follows two major strategies to achieve their

goals i.e. internationalization and diversification and if tax rates of the product increases then,

it will be a huge effect on the organisation because they have to make balance between their

actual prices and selling prices (Bharwani and Mathews, 2012).

Social Factors: Changing in lifestyles leads to bulk shopping and one-stop shopping from the

customers in the UK. . Tesco has increased their products in their retails outlets and some non-

food items are offered for sale (Baxter, 2015). Consumers demand the products and services

according to their tastes, preferences, attitudes and perception which are influenced by the

social factors. Tesco is offering organic products to their customers because they are now

aware of the health issues due to which people are changing their food products and adapting

those changes.

Technological Factors: New and advance technology has offered various opportunities to the

Tesco such as the development of online shopping with facilities like home delivery etc. Tesco

is also providing self -service checkout points which are easy for customers and which are

reducing the labour costs of the company as well (Team FME, 2013). Moreover, Tesco is

contributing some amount on the energy efficiency projects to fulfil their long-term goals to

decrease the company's carbon footprint. Some of the advanced technologies of the Tesco are:

Radio Frequency Identification, Electronic shelf labelling, Electronic Fund transfer system etc.

(About us, 2016).

Legal Factors: Tesco can be influenced by the government policies and legislations which can

affect the performance of the company (Murray-Webster, 2010). When FRA introduces

policies like Code of Conduct in which change in price without prior notice etc. are should be

banned. And to adapt these policies, Tesco is providing fuel to its customers at low price when

they make purchase from grocery stores. Tesco has also kept low prices for its promotional

activities so that they can improve their sales performance.

Environmental Factors: Tesco is taking the social responsibility while developing its products

in the organisation. Company is focussing on the environmental factors like cutting wastage

while product manufacturing, optimum utilization of resources and reducing environmental

damage etc. Tesco is adopting different ways of operations which is benefiting the society and

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addressing environmental issues (Smidt and Wever, 2013.). The organisation is also

concentrating on minimizing the wastage in their stores by increasing the social ethics and

morals in their customers.

2) The core target market of the Tesco Plc

To target any market for making profits for any organisations, the company makes strategies

like segmenting target market into different sub groups, targeting specific markets and positioning that

particular product etc. (DeSarbo and et. al., 2009). To attract more customers, the company engage in

market segmentation, targeting and positioning practises. Tesco Plc is focussing on the particular

product i.e. Tesco clothing in which the company has done segmentation, targeting and positioning of

the product:

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Segmentation: It is a marketing strategy which divides large target market into sub-groups like

consumers, business, region on the basis of needs, interests and requirements of the target

groups and further executes this strategy on different markets (Budeva and Mullen, 2014). The

segmentation is further categorized into demographic, geographic, behavioural and

psychographic segmentations. Tesco clothing is also categorised in these four segmentation

and they are as follows:

Demographic segmentation: It includes age, gender, income level etc. so the Tesco can provide

clothing for all ages of the customers according to their income level.

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Geographic segmentation:This segmentation includes customer’s location, regions etc. and

also consider ACORN classification in their segmentation to attract the customers and improve

their sales performance.

Behavioural segmentation: It includes rate of usage, benefits, loyalty status etc. in which

customers buy the products according to the value of that products (Gretzky, 2010.). Tesco is

also providing their clothes to the cost advantage customers who prefer clothes quality

equivalent to price.

Psychographic segmentation: This segmentation is segmented into tastes, preferences,

lifestyles, attitudes and class of the customers. Tesco is offering different varieties of the

clothing products to their customers according to their tastes, preferences, lifestyles etc.

Targeting: The targeting strategy includes segmenting of the market, selecting more

appropriate for the organisation to determining the products that will offered in each segments

as well as increases of the profitability (Doole and Lowe, 2008). Tesco is targeting the

demographic segmenting because in that it offers both gender related as well as age related

segments. Because the company is selling the clothing lines for both men and women and these

clothing lines may include casual and business attire for both genders. Tesco is also targeting

teenage girls with their trendy new fashion lines including different apparels with affordable

prices. Children, infants, toddlers etc. also comes under Tesco targeting market to attract its

customers.

The company is providing clothes to both the genders of all the ages at different prices at one

place so that it can be easily accessible and affordable for the customers. Tesco provides some benefits

to their loyal customers to retain them in the organisation and company targets impulsive buyer to sell

their products. The organisation is offering costly products to their premium class customers whereas

their low price products to the middle class people (Shiels and et. al., 2013). Tesco is placing their

retail stores in the centre of the cities to attract large number of customers and to increase the demand

of its products.

Positioning: Tesco is positioning the retail stores which help the customers in getting their

preferable clothes in nearby places. Positioning defines where your product and services is in

the market with a good position and holds the brand image in the mind of the customers

(Kengthon, 2011). Tesco uses large number of strategies to attract targeted customer market

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such as functional positioning, symbolic positioning, price positioning, experiential positioning

etc. Positioning of a product involves dealing with marketing mix each elements to established

their brand image in the target market as well as in the minds of the customers. In functioning

positioning, Tesco sells its Tesco Finest range products through advertisements for the selected

customer segment (About us, 2016).

3) Tesco uses its marketing mix (4Ps) to attract its target market

Marketing mix defines as the elements which are used by the marketer to influence the demand

of the products and the elements include product, price, place and promotion (Bowie and Buttle, 2011).

Tesco uses each and every elements of the market mix to provide competitive benefits to the target

customer and enhances its sales performance.

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Product: Tesco is providing range of products and services to their customers which are

expanding in terms of sales as well as in the profits. Products and services which are offered by

the Tesco are food, clothing, consumer electronics, financial services, banks etc. Tesco focuses

to achieve the competitive advantage to their customers by maintaining a balance between

quality and price for its products and services. The organisation should consider restoring or

revising models of their products to provide its customers according to the needs and

requirements (Kotler, 2008). product i.e. Tesco clothing in which the company has done

segmentation, targeting and positioning of the product:

Price: Tesco pricing strategy plays an important role in their business strategy which are

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contributing to its competitive advantage. Tesco tag-line 'Every Little Helps' is absolutely

relating to its company's pricing strategy. Tesco is focussing into reducing the purchase cost and

business operational costs through economies of scale (Shiels and et. al., 2013). Company is

also aiming at cost advantage measure to retain its brand value in the market and in the minds

of the consumers. Cost advantages can be enhances by process efficiencies, expanding

exclusive contact of low cost materials by anchoring cost leadership.

Place: It is an element in the marketing mix which is relates to the location and region where

customers purchase their products and services and company distributes their products at

various location (7 P's of marketing mix. 2015.). Tesco distributes its products by two mediums

i.e. offline and online. Offline sales channels of distribution has four retail stores formats and

they are : Tesco Express, Tesco Metro, Tesco Compact and Tesco Superstore (About us, 2016).

Whereas online channel of distribution is Tesco Direct which is related to the company website.

Tesco should make large investment in the store expansion in low income districts and

localities.

Promotion: Tesco main aim is increasing in profitability in all perspectives and also increases

its brand value in the market. This objectives can be achieved by promotional activities such as

advertisements, mass media like television, newspapers etc., social media like Facebook,

Twitter etc. The organisation can offers sponsorship, discounts, vouchers etc. and charitable

events to create its brand image in the market (Urde and Koch, 2014). The company introduces

Tesco Clubcard which is an effective promotional tool for cost advantage in which company

collects the feedback of the consumers and this can help in the brand value of the company

(About us, 2016).

CONCLUSION

From the entire study it has been found that business operations plays important role in the

organization and it is a beneficial for Tesco in every possible manner. Marketing tool being designed

by the company is strong and helps the company to attract more customers. To know the macro

environment of the organisation, company has done PESTLE analysis to its factors about the

organisation. Apart from this, firm operates in competitive market due to which main stress is on

segmentation, targeting and positioning as it provides competitive advantage to the organization. Prices

set by organization are low so as to attract more customers and due to this reason company is regarded

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as leader in the market.

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REFERENCES

Journals and Books

Baxter, T. F., 2015. Newbies Guide to Pestle Analysis. CreateSpace Independent Publishing Platform.

Bharwani, S. and Mathews, D., 2012. Risk identification and analysis in the hospitality industry:

Practitioners' perspectives from India. Worldwide Hospitality and Tourism Themes. 4(5). pp.410 – 427.

Bowie, D. and Buttle, F. , 2011. Hospitality Marketing. 2nd ed. CRC Press.

Budeva, D. G. and Mullen M. R., 2014. International market segmentation: Economics, national culture

and time. European Journal of Marketing. 48(7\8). pp.1209 – 1238.

Chandraserkar, K.S. , 2010. Marketing Management: Text & Cases. Tata McGraw-Hill Education.

Cockburn, J. and et. al., 2014. Macro-Micro Models, in Cathal O’Donoghue Handbook of

Microsimulation Modelling. Contributions to Economic Analysis. 293. pp.275 – 304.

DeSarbo, W. S. and et. al., 2009. A New Spatial Classification Methodology for Simultaneous

Segmentation, Targeting, and Positioning (STP Analysis) for Marketing Research, in Naresh K.

Malhotra. Review of Marketing Research. pp.75 – 103.

Doole, I. and Lowe, R., 2008. International Marketing Strategy: Analysis, Development and

Implementation.Cengage Learning EMEA.

Kengthon, W., 2011. Consumer Buying Behaviour. GRIN Verlag.

Kotler, P., 2008. Principles of Marketing. Pearson Education India.

Martin, D.M., 2009. The entrepreneurial marketing mix. Qualitative Market Research: An

International Journal. 12(4). pp.391 – 403.

Murray-Webster, R., 2010. Management of Risk: Guidance for Practitioners. The Stationery Office.

Shiels, C. and et. al., 2013. How accurately does regeneration target local need? Targeting deprived

communities in the UK. International Journal of Public Sector Management. 26(3). pp.203 –

215.

Smidt, M. and Wever, E., 2013. The Corporate Firm in a Changing World Economy (RLE International

Business): Case Studies in the Geography of Enterprise. Routledge.

Urde, M. and Koch, C., 2014. Market and brand-oriented schools of positioning. Journal of Product &

Brand Management. 23(7). pp.478 – 490.

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Online

7 P's of marketing mix. 2015. [PDF]. <Available through: http://www.cim.co.uk/files/7ps.pdf>.

[Accessed on: 28 January, 2016].

Gretzky,

W.,

2010.

[PDF].

<Available

through:

http://www.ache.org/pdf/secure/gifts/Harrison_Chapter5.pdf> . [Accessed on: 28 January,

2016].

Team FME, 2013. PESTLE Analysis. [PDF]. <Available through: http://www.free-management-

ebooks.com/dldebk-pdf/fme-pestle-analysis.pdf> . [Accessed on: 28 January, 2016].

TESCO

Plc.

About

us,

2016.

[online].

<Available

through:

http://www.tescoplc.com/index.asp?pageid=6>. [Accessed on: 28 January, 2016].

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