Swot Analysis Of Tesco
Essay by 24 • March 9, 2011 • 568 Words (3 Pages) • 1,822 Views
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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