Unit 4 D1 Evaluate the appropriateness of business information used to make strategic decisions

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D1- Evaluate the appropriateness of business information used to make strategic decisions


In this report will evaluate the appropriateness of business information used to make strategic decision, this will be based upon marketing and finance. It will also state how the marketing and finance team actually do their research and what they do with it in


Tesco PLC uses and requires information for marketing, they require the information because it will help the marketing department to invent techniques that are effective in catching the customer’s attention and also making them want to buy the product even though they might not need it, they use the information that they have collected to introduce new adventurous marketing techniques

The marketing all occurs in the marketing department in the headquarters, the marketing team markets all the promotional tactics and research and also analyses. It would have information such as budgets, when promotions are taking place, customer’s opinions, trends and fashion trends in the market etc  

The advantage of the marketing team is that they are able to check and also research which kinds of promotional and advertisement tactics they will have to use in order to attract all the different people and ethical groups in the different geographical areas they operate in the advantage of having a marketing team in the headquarters making the marketing decisions is that they will be portrayed across all the stores, i.e. no supermarket make their own offers, the advantage of this is that you will get the same prices and offers everywhere so nobody will have to travel to different supermarkets because they have an offer that the other supermarket doesn’t

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The disadvantage of having the marketing team based in the headquarters is that they might not be able to attract the minority groups, because the offers may be irrelevant to them, an example of this is if the marketing team has a promotion on ham/bacon it will be irrelevant to vegetarians as they don’t have meat, it will also be irrelevant to Muslim as they are not allowed to eat it, another disadvantage of marketing is that they don’t collect market data through the customers but resources so they won’t know what their customers actually want and require  

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