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Environmental analysis case study - Essay Example

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Introduction Organisations operate in an environment that is characterised by external factors over which the company in some cases has very little control and when investigating these wider factors it is referred to as marketing audit or environmental scanning (Lancaster & Reynolds 1999)…
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Download file to see previous pages It starts by outlining a brief historical background of the organisation in question for the sake of easier understanding then followed by an analysis of the above mentioned tools for scanning the environment in which the organisation operates. Environmental scanning plays a pivotal role in helping the marketing managers of an organisation to be better positioned to know the situation obtaining on the ground for them to be able to gain a competitive advantage especially in view of the competition that exists. Background According to Datamonnitor (2004) “Tesco PLCTesco is the largest food retailer in UK, operating around 2,318 stores worldwide. It operates around operates around 1,878 stores throughout the UK, and also operates stores in the rest of Europe and Asia. is a wholly-owned subsidiary offering a complete online service, including and The company also offers a range of both online and offline personal finance services. Tesco is headquartered in Hertfordshire, UK.” Against this background, this essay seeks to outline the organisation’s PESTEL analysis, Porter’s five forces model as well as the value chain. Kotler (1999) posits to the effect that PESTEL analysis is a powerful tool in determining as well as understanding the market forces that affect the growth of business. In other words, it determines the direction for operations in any given business. PESTEL analysis for Tesco PESTEL stands for factors which may affect the operations of business such as political, economic, social, technological, environmental as well as legal factors (Lancaster & Reynolds 1999). This is a very useful tool in analysing the environment in which an organisation operates. It can be noted that there are various factors that affect the operations of any given organisation and these have to be taken into consideration by the senior management so as to achieve a competitive advantage by the organisation. Any given organisation is guided by certain factors that so as to ensure that it does not violate the needs and interests of the consumers as well as the other stakeholders. Political In UK and Europe at large, there are policies that govern the operations of all retail stores. There are laws that govern monopolies as well as competition and these are some of the main political factors that affect the operations of Tesco. It can be noted that Tesco’s success is owed to the observation of these policies where protection of the consumer interests is take as a virtue. Consumer law in UK is effective and under the EU law, every big organisation like Tesco is expected to protect the needs and interests of the customers. Continuous scanning of the political environment greatly helps Tesco to gain a competitive advantage over other rival competitors. On the other hand, it can be noted that the current political environment prevailing in the EU is not exploitative which is seen as the reason why Tesco is able to keep pace with the demands of the market. The government in the UK determines the value of the currency as well as the exchange rates and it can be noted that the success of Tesco is greatly owed to compliance with these rules and regulations promulgated by the government. The Competition Commission for instance suggests that a supermarket should not account for more than 25% of the national market and these are som ...Download file to see next pagesRead More
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