Marketing orientation may be identified as the process which involves the satisfaction of the market by having a proper understanding of the needs of the market by analysing the market situations and the conditions for growth in the market and also the customer response. It is thus defined as the strategy which involves the need of the customers, competitors and the macro environment which leads to a superior market performance.
Due to a strong emphasis of the needs and the requirements of the customers, Tesco has been successful in having a suitable marketing mix by the strong emphasis on the needs and the requirements of the customer, competitors and other macro-environmental cases which leads to an outstanding performance of the company in the international market. They have been able to get a market gain in abundance by employing a customer centric approach in which their primary focus lies towards the efficient fulfilment of the customer needs and requirements. Satisfaction of the customer is their primary motive and they work very hard so as to fulfil each and every customer requirement. The primary reason for the success of the organization is achieved by having a proper marketing strategy by the distributions of the internal papers of the company through all of its employees. Another important reason behind the success of the marketing mix of Tesco is due to the use of a number of loyalty schemes such as ‘clubcard’ on its website. Tesco has been using a large number of products which influence the behaviour of the customers to a large extent. Another reason for the success of the organization is the market integrated business approach of the organization.
In order to attract its customers all round the world, Tesco uses customer centric approach. It understands the needs of the customers and implements the strategies which can enhance its market. One such approach which has been implemented by Tesco in the recent times includes the establishment of the online site. This is something which is easy to use, fast, reliable, serviceable and relevant. In addition to that Tesco has developed a number of other products in the online market, such as the availability of the services related to the delivery of the groceries such as the wine and other white goods (Wind et al, 2001).