Factors Relating To Marketing & Human Resource Management of TESCO

SWOT ANALYSIS

The Swot analysis framework explains TESCO as a global retailing powerhouse and portfolio of retail brands that offer food and other comfort living items in countries all over the world in different formats, including large online retail stores (Düking, Holmberg and Sperlich, 2018 ).The internal factors which are strengths, weaknesses, opportunities and threats in context to Tesco are explained in detail to examine how company can enhance its productivity levels keeping the profit margins.

Strengths:

• Tesco can be considered as one of the largest profitable retail supermarket in the world with significant enormous cash reserves and a wide range of products and services to offer all customers.(Hague, 2019.)It has created a brand equity and goodwill among customers with global recognition in satisfied products and services in terms of quality inUK retail industry.
• The various stores of TESCO appeal to local and cultural needs, helping it offer the best quality products and enable superior quality of service experience for all customers. It has improved the use of technology throughout its operations, creating cost efficiencies and enhanced services by formulating clear business strategies.
• Tesco aims to provide an improved long term consumer loyalty and its core UK businesses in order to develop shopping experience for all customers and spreading its stores worldwide.
• Tesco believes in keeping a commitment of quality and to provide a high value at affordable low prices which makes it extremely clear that the primary focus for company is their customers.

Weaknesses:

• With expansion in market growth some subsidiaries of TESCO are vulnerable to external factors affecting their growth and pricing strategies which affect their market sale and the global credit crisis has also impacted its market largely (Gürel and Tat, 2017.).
• Competitive price pressures have led to price wars that have led to erosion in the profits margins of TESCO and relating the consumer market which has less disposable income and also affects by various price behaviour theories.
• The retailer is highly dependent on its internal UK marketplace for its sales and has not spent the time and resources on increasing the market globally which affects its presence at a global structure and thus limits the growth of brand.

Opportunities:

• There are various opportunities of collaboration in form of strategic alliances with other brands and companies to offer more attractive products and services in increased demographical target markets.
• The countries where stores are underperforming ,TESCO can go for joint ventures in which local companies can collaborate along in market research and improve the performance levels.
• There is immense growth opportunity for Tesco to spread in online market presence where customers find it easier to shop from and it can increase its service portfolio for enhancing customers shopping experiences.

Threats:

• Competitive threats are coming from global retail emerging brands who offer new variety of products and lower competitive prices with satisfied market in customers and efficient market supply networks to move the goods faster than TESCO because of innovative technologies.
• Increased raw materials cost is also a threatening factor for company profitability levels which is causing to expand the supplier network in order to get good pricing in the raw materials and thus affecting the overall pricing structure of goods which may affect the consumer purchasing behaviour.
• Government regulations and the political landscape of country also puts a pressure on TESCO to adhere to the new policies which require them to make significant changes in the operating structures which adds to additional expense.

DRIVERS AFFECTING TWO FUNCTIONAL AREAS

The key drivers analysed by the SWOT analysis would affect the functional areas of management such as Marketing and HRM in various ways for promoting the brand name globally and furthermore affect the formulation of business strategies.

MARKETING:

• Strong brand image: Tesco strong brand image in the marketplace with high consumer loyalty is a big strength for the marketing department to promote other emerging products effectively and enable a wide range for everyone to shop from.
• Technology: Tesco works in enhancing the technology usage for its marketing strategies of products and services so it competes effectively with all emerging new brands in the marketplace and emerge as the best brand when it comes to offer customers great shopping experience.
• Social factors: Tesco has expanded its international market operations by expanding its growth outside the UK in more than 11 countries (Vlados,and Chatzinikolaou, 2019). It has worked on bringing new variety range of products for all age group customers and strategically plans the marketing tools it should utilize.
• Competition: Tesco marketing strategy aims management to reduce the cost of purchase and operation costs, through economies of scale. Company thus function out the marketing strategy by passing the cost advantage to consumers and offer a cheaper competitive price for the average household in comparison with other brands.

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HUMAN RESOURCE MANAGEMENT:

• Government regulations: Tesco human resource management function out its policies for all the workforce working in company for an enhancement in the production and performance in organization working. It promotes effective performance appraisal techniques to keep the morale of people high.
• Productivity: Tesco aims at hiring qualified and high skilled workforce for reaching the production targets effectively, and enable a long-term establishment in market. Proper training and advancement in technology up-gradation should be given to compete with other brand names.
• Decreasing Threats: Tesco works on promoting team work and provides an environment for creative problem solving and innovative solutions for each of the organizations problems (Vlados,2019).Efficient communication skills and collaboration in workforce allows them to provide the best quality services for the company.
• Company performance: Tesco awards its employees for higher performance in the organization. The agenda of the form in implementing proper human resource policies is to keep higher satisfaction levels and better commitment in the employees of company which thus has an impact on goodwill of company too.

REFERENCES

• Düking, P., Holmberg, H. C. and Sperlich, B. 2018. The potential usefulness of virtual reality systems for athletes: a short SWOT analysis. Frontiers in physiology 9 .p.128.
• Gürel, E. and Tat, M., 2017. SWOT analysis: A theoretical review. Journal of International Social Research 10(51).
• Hague, P . 2019. The Business Models Handbook: Templates, Theory and Case Studies. Kogan Page Publishers.
• Vlados, C. and Chatzinikolaou, D., 2019. Towards a Restructuration of the Conventional SWOT Analysis. Business and Management Studies 5(2), pp.76-84.
• Vlados, C., 2019. On a correlative and evolutionary SWOT analysis. Journal of Strategy and Management.

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