Executive summary This report deals with the local business that is here considered to be Tesco. The analysis of the company is being done here to show the significance of service marketing strategies. Along with that, there are different services marketing theories that Tesco used to increase their productivity and service their customer well. Analysis of the situation has been done through SWOT analysis and pestle analysis. It is a service firm auditing report.   Contents Introduction 4 Analysis: 4 Service marketing mix 7Ps 4 SWOT Analysis 6 PESTLE Analysis 8 Marketing and Service marketing theory 10 Recommendations 11 Conclusion 11 Reference 13   Introduction Tesco is a famous company that deals with food chain in the system and different multinational merchandise. Tesco is one of the famous multinational business in Britain and its headquarters in Hertfordshire of England. Tesco is world’s ninth largest retailer. Tesco has its own stores in particular eight countries of Asia and Europe. The company was founded by jack Cohen in the year 1919. After launching the company the business of the Tesco was started spread very fast and by the year 1939 they opened 100 stores all over the Britain. In the year 1990 the accompany started to diversified themselves to bring diversified culture and also to promote their business in a new pattern. Analysis: Service marketing mix 7Ps Product: Product is the most important part of the company. Each and every company depends upon the product because the product is the vital part of the company by which company gets the scope to do the business. The Product ought to fit the assignment shoppers need it for, it ought to work and it ought to be what the buyers are hoping to get. There are many products of the Tesco lie foods, beverages, clothes and the electronics good (Dacin et al. 2010). Price: Price is the factor for the companies like Tesco because they are a departmental store and they us to sell different kind of product which has the different price. Price adds the value to the product by which the company can make their profit. The Product ought to dependably be viewed as speaking to the great incentive for cash. This does not mean it ought to be the least expensive accessible; one of the primary fundamentals of the advertising idea is that clients are cheerful to pay somewhat more to something that works truly well for them. Tesco set the price of the product by researching the economical condition of the average customer of the market, they use to look at the price which will become flexible to all kind of customers Place: The most vital point of the company is the place. The company has to look that where they are placing themselves in the area, the area they are doing business is appropriate for the business or not. Will they get any customer from their or not? These are the factors which the company has to keep in mind before starting the business. The item ought to be accessible from where your objective buyer thinks that it is least demanding to shop. This might be High Street, Mail Order or the more present alternative through internet business or an online shop. The location of the Tesco’s retail shops are all in the heart of metropolitan cities of every country. So that they don’t have to face the problems. The places like England, Thailand, Ireland and many other countries. Promotion: When a new product is invented that time the company has to look after the marketing strategy because they have to make the product popular among the customer. From the time of the invention, they have to promote the product. By the promotion, the customer will come to know about the product and the feature of the product. Publicizing, PR, Sales Promotion, Personal Selling and, in later circumstances, Social Media are all key specialized apparatuses for an association. These apparatuses ought to be utilized to put over the association's message to the right gatherings of people in the way they might most want to listen, regardless of whether it be instructive or engaging their feelings. The company use to promote themselves by giving and creating new kinds of service to the people. People: people is the key factor of the marketing mix because of a business rush for the people and there a different sector for the people. Here people are mention to the employers, employees and the customers of the company. These departments are looking after by the human resource development department of the company. The company has to satisfy both the customer and the employee because these are the key factor which helping the company to run their business. All organizations are dependent on the general population who run them from cutting edge Sales staff to the Managing Director. Having the ideal individuals is basic since they are as much a piece of your business offering as the items/administrations you are putting forth. Tesco use to target each and every kind of people specially the higher classes and the middle classes. They always look to target the average customer (Bruton et al. 2010). Process: processing is the important part of the company. From the time of planning, invention, manufacturing, promoting, delivery and selling are called process. It is a long a process which helps the product to develop that will become popular to the customer. The conveyance of your administration is typically finished with the client introduce so how the administration is conveyed at the end of the day part of what the shopper is paying for. Physical evidence: physical evidence is the final process of the product where the product is delivered to the customer is called the physical evidence. On the other hand during the time of billing the bill also comes into the category of the physical evidence. All administrations incorporate some physical components regardless of the possibility that the majority of what the buyer is paying for is immaterial. For instance, a hair salon would give their customer a finished haircut, and an insurance agency would give their clients some written word. Regardless of the possibility that the material is not physically printed (on account of PDF's) they are as yet accepting a "physical item" by this definition. SWOT Analysis SWOT analysis refers to the examining of strengths weaknesses opportunities and threats of a body or a company. Referring to the situation Tesco being and the well established company has to go through many micro-environmental situations that create the impact on the performance of the company. Strengths: strength refers to the internal capabilities of a company that helps them to rule in the market and provide appropriate customer servicing. Tesco enjoys good set of strength which consist of huge business expandability, locations where there operating the business, skilled labours and management infrastructure. Tesco is operating their business worldwide and most of the famous countries. Therefore it enjoys the larger of the market to operate their skills and innovations in order to generate maximum productivity. The management infrastructure is well efficient to deal with any internal problems of the company and make the ready solution to wait. The credibility of the performance of the company and its different departments has generated the maximum profit. Weaknesses: Apart from having a strong internal baseline and proper management infrastructure, there are some weaknesses that make Tesco work not efficiently and thus resulting four performance of the company in some specific areas. Depending upon the viability of the place and variable cultural diversification, it is not easy to analyze and corporate to work for every outlet in the wide platform. Weaknesses of Tesco also consist of poor customer service relationship. The public relation infrastructure of the company has to work more on developing the relation with customers and paying them back good values. Opportunities: Opportunity refers to the scope that a person company can get to flourish their skills and talent to make Fame and increase the productivity of a company. Tesco enjoys quite a lot of opportunities like big market share, favorable environmental conditions and sharing good competitive advantage with the competitors. Any favorable external condition of the company becomes an opportunity for it to give a tough competition and make out of it successfully (Burns, 2010). Threats: Threats can be considered as unwilling conditions that create a threatening situation for a company to operate their business. Tesco also faces some situations that act as a threat to their business. World economic downturn and recession affect the smooth operation of the company hugely. They have to cut their cost and think less of getting profit in such situations. PESTLE Analysis Pestle analysis refers to the analysis of political, economical, social, technological, legal and ecological policies of a company. Political: Political situation analysis refers to the situation or the condition of the company that it is operating their business in, and therefore, it is important to know the surrounding situation along with governmental intervention. This deals with the geographical boundaries of the states that the business is operating their functions. It refers to the place where business can be conducted. Concerning Tesco, the political situation of analysis here refers to the areas and boundary released where the company has stretched their business (Gartner, 2007). Economical: Economics is related to the financial structure and situation of a company or a country. Referring here it is related to the company where the analysis is being done to find out the economic condition of the financial structures’ of Tesco. It has been a tough situation for the company when there was the economic downturn in the country where it is operating their business. However, it has successfully accomplished to overcome the situation and have developed the financial condition of the company right. With increased effort and productivity of the company, it has been able to flourish with their economic development. Socio-cultural: socio-cultural situation analysis of a company refers to the assertion of the group of members who are dealing with the business and the customers who are involved to enjoy the services provided by the company. The organizational culture of Tesco has enabled many employees to work in a free going environment and develop the business performance overall. The cultural aspect is judged from the viewpoint of customers; it is seen that Tesco enjoys a varied culture of consumers who are happy with their servicing (Drucker, 2014). Technological: analysis of the technological aspect of a company is very much important. It is to be analyzed how much a company is technologically advanced and updated so that it can help the customer to serve better and enjoy the healthy process of servicing. It is not the only thing that Technology increases the productivity of the company but improvisation and development in the overall business behaviour are also seen. Tesco has been able to interpret with new technological updates and plants so that they can bring in innovation and creativity in their products and services. They try to renovate the old products and invent new ones (Delgado et al. 2010). Legal: analysis of the legal situation here refers to the legislative formulation and obedience of the rules and regulations government under the Companies Act. Every company has to abide by the rules of government that are laws by actual sense. Tesco has encountered some legal issues quite a few years back regarding the quality of products it was providing to the customers. However, it has successfully been able to overcome the situation with proper legislative steps. Ecological or environmental: the company has to work keeping in mind the protection of the surroundings that is the environment. Any operation of the function that causes harm to nature and the natural resources are considered to be the ecological problem. These are the issue that the company is causing to nature. It falls under the Company Act to Foster ecological development and not cause any hazardous situation for the environment. Tesco strives to use as much as ecologically balanced products especially the carry bags an improved research and development plants (Bosma and Levie, 2010). The key competitors of Tesco are Sainsbury and Morrison. Marketing and Service marketing theory Service marketing theory consists of different situations and application of legitimate approaches while serving the customers. The target customer is one such factor whom the company should give much importance. The service marketing theory consists of analyzing the problems that the consumers are facing while they are buying the products are enjoying the services provided by the company. Then the company has to analyze and endorse with the problematic situations to provide a better service to the customers and grow customer satisfaction and customer loyalty. Word of mouth is a step that falls under the service marketing theory which deals with the promotion of the company by forming trustworthy relationship approaches. Personal selling also falls under which category where the customers can make the company famous for its good service and recommend other new customers to use their products and services. This is one of the most powerful promotional tools. Consideration with bad servicing can affect the performance of the company. Hence, Tesco works efficiently on this matter to provide their customers better services when they feel that they are not able to satisfy their customers (Defourny and Nyssens, 2010). Recommendations It is recommended for the company that it should deal with the issues regarding the seven marketing mixes. Tesco needs to implement better marketing strategies and servicing policies that would help their company to flourish with the performance and increase productivity. Apart from creating goodwill, Tesco should also focus on building better customer relationship because customers are needed to provide better service for making the big brand image. Conclusion Tesco is a multinational operating firm providing services to the customer since a very long time. The report has focused on the marketing mixes of Tesco as a tool for promoting the business and its success. The specification of the products, availability at various places. Quality of the products attracts huge mass of customers on whom Tesco is liable to serve. The swot and pestle analysis shows the situation of the company both internally and externally. Analysing the factor of micro environment and macro environment help the company to cope up with the respective situation and formulate appropriate strategies for marketing.   Reference Bosma, N.S. and Levie, J., 2010. Global Entrepreneurship Monitor 2009 Executive Report. Bruton, G.D., Ahlstrom, D. and Li, H.L., 2010. Institutional theory and entrepreneurship: where are we now and where do we need to move in the future?. Entrepreneurship theory and practice, 34(3), pp.421-440. Burns, P., 2010. Entrepreneurship and Small Business: Start-up. Growth and Maturity. Palgrave Macmillan. Dacin, P.A., Dacin, M.T. and Matear, M., 2010. Social entrepreneurship: Why we don't need a new theory and how we move forward from here. The academy of management perspectives, 24(3), pp.37-57. Defourny, J. and Nyssens, M., 2010. Conceptions of social enterprise and social entrepreneurship in Europe and the United States: Convergences and divergences. Journal of social entrepreneurship, 1(1), pp.32-53. 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