The Marketing Concept Functions and Mix Part 1 Marketing Planning Part 2

This report discusses the marketing concept functions and mix in part 1 and marketing planning in part 2. It includes the extended marketing mix, market research, and situational analysis for Tesco plc. The report also provides clear and SMART marketing objectives and recommendations to improve marketing operations. The product line selected for the marketing plan is mini bread cakes with ingredients such as saffron, cherry, and milk. The report includes the mission, vision, market strategy, objectives, and aim of the business.

The marketing concept
functions and mix Part 1
Marketing planning part 2

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
(1)................................................................................................................................................3
(2)................................................................................................................................................4
(3)................................................................................................................................................4
(4)................................................................................................................................................5
(5)................................................................................................................................................6
(6)................................................................................................................................................7
PART 2............................................................................................................................................7
(1)................................................................................................................................................7
(2)................................................................................................................................................8
(3)................................................................................................................................................8
(4)................................................................................................................................................9
(5)..............................................................................................................................................11
(6)..............................................................................................................................................12
(7)..............................................................................................................................................12
(8)..............................................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing means business related activities any organisation undertakes in order to
promote the selling or buying of a service or goods. In today’s business world, marketing is
necessary to promote or spread awareness about brand name, product details and image of the
firm. The present report will provide detailed information about importance of marketing and its
functions. Tesco plc is a most popular retail company situated in UK, deals in groceries, food
items, gaming products, bakery goods and homeware and many others. Furthermore, the study
will analyse the work of marketing function and its interaction with different departments. The
report will explain about marketing mix which is adopted by the business. Further it will make
marketing plan for own brand food products. At last the study do situational analysis by using
tools such PESTLE analysis, 5C and SWOT analysis.
PART 1
(1)
The concept of marketing
In today’s business environment, marketing plays a vital role to promote the product
details, company’s name and brand services. People are using various strategies and techniques
in order to satisfy their promotional activities. Various marketing methods includes delivering
goods to customers or businesses directly, advertisements, nowadays, marketing is done by
different agencies and others. Company is using relationship marketing strategies for segmenting
customers in order to increase bond and loyalty. As per the market trends, people are focusing on
green marketing strategies which means improvement and marketing of goods so that it can
minimize effects on the atmosphere (Hanson and Kalyanam, 2020). In other words, customers
are more concern about eco-friendly products, so people designed this method to decrease
negative impact on the environment in order to improve quality. The another famous marketing
is helpful for the company to attract customers and initiates contact with the audience through
digital marketing, Television, radio and social media. Inbound marketing is one of the traditional
method and modern technique both in which audience initiate contact with the company or
marketer in response to different tools used to gain customer attention. It includes event
marketing, content marketing, email and web designing. The major purpose of marketing is to

establish the business in the competitive market, which is helpful to solve the issues. This will
ultimately foster the trust and loyalty of audience and increase the brand awareness.
(2)
The role of marketing function
In today’s world, it is necessary to understand the core functions of marketing which can
be helpful to focus on efforts and method in order to support business operations. Marketing
function is a basic role which is really important for company to identify potentially successful
goods for the marketplace and then spread awareness about it by using differentiation method.
There are types of marketing function which includes market research, marketing plan, market
and product development and improvement in strategies. The major function of marketing team
of the company is to reach out to customers and their expectations. So, for every company it is
essential to create positive image that represents company in a positive light to gain competitive
advantages. Marketing majorly identifies the services and products details to focus on over the
selling and later communicate about the materials. It will ultimately promote mission of the
company as it serves as the face of an organisation (Deepak and Jeyakumar, 2019). For example-
Marketing team of Tesco plc should maintain and manage website of the company so that they
can easily post about the company online. It is responsible for managing the suppliers who
produce material of marketing and they offer support to team. It includes specialists, agencies,
advertisement agencies and etc. The another role of marketing function is developing internal
communication and fill communication gaps between employees. It is necessary to understand
about company’s strategies such as goals, objectives priorities and values. Employees of the
company are more focused on these factors thus, marketing is responsible for communication
through intranet and newsletter.
(3)
Assessing how the marketing function works and interacts with other departments
The major function of the marketing is to identify successful goods for the market position and
then promote them by different promotional activities as per the trends by using differentiation
method. The marketing department uses distribution channels to promote the brand image and its
products or services. Firstly, they research market strategies by analysing the method used by
different company. After that the team work on price of products or services with the help of

finance team. They work on managing product strategies with the help of product management
skills, to be successful in sales channel they use different ways to promote products. They use
method includes campaigns, social media, direct selling and others in order to attract customers.
Marketing and sales department of the company are important team to work for brand
awareness and attracting customers. Both of the team is establish by the top level management of
the Tesco plc to attract a customer needs and preferences and improves an interest in products or
services. Marketing team will ensure the department of sales are selling company’s products in
effective way to meet the preferences of audience.
For example- The marketing department in an organisation helps the Tesco plc to boost
its sales in order to attract more new customers and offers discounts by using pricing strategies
so that they can satisfy existing customers. While, on the other side, the operation department
optimizes price of product efficiency through logistics, stock, materials, inventory and other
business activities.
After studying the market and the customer trends, the best way to reach customers
satisfaction is to offer them a product with good cost and determine the new product needs of the
market. Therefore, marketing department will make sure to satisfy the needs of customers by
offering them good discounts, offers, coupons and special discounts on festival. In this scenario,
the finance, human resources and accounting department of the company helps marketing team
by providing them amount after maintaining budgets in the books of accounts, to promote the
brand image effectively.
(4)
Extended marketing mix with examples
Extended marketing mix is the combo of seven elements of the marketing that makes the
company to achieve its marketing strategy. The extended 7P's of the marketing mix are people,
processes and physical evidence (Lim, 2021). Extended marketing mix of Tesco creates the
strong image and makes the company to sell it products at reasonable prices. The extended
marketing mix of the Tesco are as follows:
People: The companies are very reliant on those people who run from low level to the top or
middle level. Having the right people in the organization is very essential because they help the
company to grow in the competitive market. Tesco is the leading brand which employing lot of

people. For example, the employees of the organization are always motivated and encouraged
which helps the company to increase profits.
Processes: This marketing mix element includes that how the business activities are run, how the
products and services are delivered, how the products are packed, etc. It basically describes the
series of action that are included in delivering of the products and services (Blut, Teller and Floh,
2018). The processes is followed by the organization by keeping the market in the mind. For
example, in COVID time the company used to deliver their products online in order to maintain
the profitability.
Physical Evidence: The physical evidence includes the proof of the purchase. All such
determinants offers the customer physical evidence which makes them know that company is
viable and legitimate. The organization must have good logo, colours and labels which provides
proof to the customers. For example, Tesco must have the unique logo which makes the
customers differentiate its products from other supermarkets.
(5)
Marketing mix adopted by organization and its contribution towards success
Marketing mix refers to the combination of the multiple areas in order to focus on the marketing
plan and strategies of the organization. It includes the 7P's which are product, price, placement,
promotion, people, processes and physical evidence. The marketing mix has the significant
impact on the company in order to create value and satisfaction for the consumers of the product
(Dost and et.al., 2019). The organization has adopted the 7P's of the marketing mix in order to
create the make their business profitable and have the good decision-making at each level of the
marketing.
The effective marketing mix helps the company to be more focused on the aims and objectives
and improve the performance related to the short-term as well as of long-term. By adopting the
elements of the marketing mix it makes the company to have good and valuable decisions in
order to achieve the success. The marketing strategy of Tesco helps the organizations in order to
maintain the position in the competitive market and achieve the planned goal. It is one of the

leading retail supermarket in the United Kingdom so it has adopted this marketing strategy in
order to be become successful in the competitive market. All the elements of the marketing mix
has god impact as it provides the wide range of products from the groceries to many more
products.
(6)
Recommendations- in order to improve marketing operations in the company it is suggested to
work as per needs and preferences of the firm. It is important establish a cross department of the
company’s workflow with the help of different methods. To increase the customer base and
attract more new clients the firm needs to invest on promotional activities.
PART 2
With the help of product line, company can prepare new luxurious range of own brand food
products. This Can be done while positioning in inviting way that combines value, taste, superior
goods.
(1)
Marketing plan is prepared by the Tesco plc that lays out the efforts of business in an
upcoming time period. This plan highlights the promotional activities, advertising of products or
services, marketing strategy after analysing the market (Palmer, 2021). The new product line
selected is mini bread cakes with ingredients such saffron, cherry and milk.
Mission- Tesco plc mission statement says that to be the popular brand for customers who like to
eat healthy food items. The purpose is to serve every people as per their choice, preference and
needs.
Vision- to be the most famous and reputed business by the people, the society in which they
operate and the loyal shareholders and customers.
Market strategy- the Tesco corporate strategy believes in exploring new methods in order to
expand the business in different locations so that it can be helpful to reach market and customer
trends.
Objectives- the major aim behind this is to become one of the leading supermarket in retail
industry and by offering high quality services and goods so that it can be beneficial for audience
health.

Aim- The main aim of this business is to serve the client who like to luxurious food items to
maintain their health, not just in the UK but around the world.
(2)
Clear and SMART marketing objectives
The company is focusing on clear and SMART objectives in order to support their long
term goals and objectives. It is used to assess the suitability of goals set to drive various
marketing strategies and trends and development of the business process or practice. To develop
the digital marketing plan, the firm is looking forward to use this method.
Specific- the goal needs to be specific showing whether the detailed information is sufficient to
highlights the opportunities and problems of the business.
Measurable- it should be measurable to help marketers succeed through using a marketing tools
and structured approach.
Action- it will show whether the market objectives modify behaviour in employees to help them
develop their skills and performance.
Relevant- it will show if the information be applied to the specific issue in the company which
may be faced by the business.
Timely- it should be done on time such as delivery of food items, which means the goals set for
different period as main target to review.
Achieve customer satisfaction and revenue contribution within two years, this should be
done by acquiring 20,000 new online clients.
(3)
Market research to support the new product line launch
Firstly, it is important to know market trends and strategies of competitors, it will capture
customer trends and needs, which allows the company to understand the experience and wants of
target customers. For example- the present product line launch is focusing on target customer
who are more concern about health and want to eat pure food with luxurious item like saffron.
The next stage is to determine Market strategy by identifying business goals and marketing
goals. It is important to profile potential customers who want this product, after that it is
necessary to do competitors analysis.

Stages in developing new food product: screening of product, feasibility, test marketing and
commercialization. It will analyse detailed information about product which include strategies
used during product launch such as pricing ad quality strategy to attract customers. In order to
test the ideas and techniques, the company needs to launch this product in few areas. This will
provide idea about the customer response and satisfaction level. To know the level of satisfaction
the company and its marketing department needs to collect feedback from customers by doing
surveys.
Product development strategy- A product development strategy is one of the most used method
among the companies that can leverage their bond and business relationships with existing
clients. In other words, creating new goods or items to sell to existing clients in order to satisfy
them by offering special offers. For example- the Tesco marketing team can take new product
line to existing customers and provide detailed information about this product line.
(4)
Situational analysis- it is well known for collection of techniques that leaders and managers of
the company use to analyse the firm’s external and internal environment in order to understand
the customer’s response, capabilities, business structure and overall atmosphere.
Marketing audit- marketing audit is all about systematic analysis of business marketing
environment which includes strategies, objectives, goals and principles to ascertain the issues
and opportunities of company and suggest a plan of action to achieve success. With the help of
past data and previous performance of the company, along with current marketing
operations/activities the Tesco, it can identify functions that need attention and improvement for
the future needs.
SWOT analysis
Strengths- the major strengths of the Tesco plc are: it is the leading and popular brand in grocery
retailer which provides varieties of other products too. Tesco has great global presence as it is
expanding its business in different locations/areas, they have more than 6800 physical stores. So,
the new product can easily attract more customers and thus, it will gain competitive advantages
in the market.
Weakness- due to its liability, high credit and debit card debts, the company financial errors has
impacted the profitability which needs to be covered up to avoid any uncertainty. Although, the
company is the leader of pricing strategy, its low cost method can lead to decrease in profits

(Swot analysis, 2021). but for new launch the company needs to invest in luxurious items and
they need to make budgets with the help of budgetary control.
Threat- the major threat for the company is trend in online shopping and entry of new players in
the market adopting high and upgraded technology, as people are more attracted towards online
shopping business as well as home delivery of goods.
Opportunity- due to heavy competition in technology and innovation, the company can avail the
opportunity by expanding and growing its online marketing and online service to attract more
new customers for new product line.
Pestle analysis
Political- it is said that the more the stable the political atmosphere, the better is the
benefits and opportunity to carry out trade system. As the Tesco operates across different
locations, it is necessary to keep track on the changing political rules and regulation made by
government (Pestle analysis, 2021). For example- due to change in price policy and tax policy, it
will affect the profit margins of the company which can also affect the customer base.
Economic- economic factors can impact the company’s sales, market share, revenue and
profit, so it is necessary to keep proper record of any economic changes in the country. The firm
needs to keep eye on changing taxation policies, because any kind of changes or minor change in
delivery model or supply chain will impact the company’s performance.
Social factors- due to changing behaviour, attitudes and purchasing habits of customers
the company’s performance may get affected in negative way or positive way. Because of high
trend the people prefer buying in bulk, so the company has planned out its physical stored to
facilitate these wants of customers (Alvarez-Milán and et.al., 2018). With the changing
behaviour and attitude, they are shifting towards high quality products and organic food items
which is healthy for them. For example- Tesco has successfully managed to capture satisfaction
of customers.
Technological- it is important to keep up with changing technology and new methods in
order to achieve the customer satisfaction and to gain competitive advantages. Rapid change in
technology has impacted the business of many industry, so Tesco has been experimenting
various aspects of retail industry (Riva and Pilotti, 2021). For example- online shopping, online
payment options, social media promotion.

Legal- due to change in policies made by government, directly affect the company’s
operations, so it is necessary to keep proper knowledge about rapid change in legal
circumstances. For example- it is necessary to follow rules and regulation which is made by food
retailing commission in retail segment.
Environmental- in order to develop and improve the environment the company has taken
major steps, such as remove wastage, recycle plan and reuse of products. It will help to create a
more sustainable society which is beneficial for environment and customer’s health. In this way
the firm is focusing on eco-friendly products to make environment clean and positive in order to
maintain sustainability.
5c- Tesco is focusing on 5C of marketing which includes customers, company, competitors,
collaborators, climate. While creating a marketing plan or marketing strategy it is necessary to
undertake these 5C to make plan effectively.
Competitor analysis
Physical evidence- Tesco is a popular brand which also competes with convenience stores,
gaining satisfaction of customer tastes, wants and needs. The market share of the company is
27% which is more than its competitor Sainsbury that is 15.7%. Tesco has more than 6800 stores
across the world while on the other hand, Sainsbury is having 1418 locations as it is split roughly
in half between convenience formats and supermarket chain.
(5)
Marketing mix
People- The company is well known for customer service and customer assistants, as this
factors plays a vital role in the success of company (Wróblewski and Lis, 2021). They are also
more focused on providing training and development to their employees, the firm is making a
huge investment and time to train their staff members. Because they are the only main people
who can attract more customers by offering them good quality servicing.
Process- It is a set of business activities which is performed in order to accomplish
something such as goals or objectives. For new launch product line customers can pick up their
goods and go to customer centre to pay the payment for that goods. They can utilize the self-
service machines in order to make payments as per their convenience.
physical evidence- the firm has a great logo and make efficient colours usage for presenting
the company’s physical evidence. Physical stores are easy to search as people can reach their

easily in order to purchase products. Also, the website of the company is also fantastic in its look
where people can make online shopping and operate it without any issues.
(6)
Budget
Expenses £
Marketing strategy 400
Wages, salary, bonus 2000
Maintenance and repairs 600
Training programmes 1000
Equipment’s 500
Total 4500
(7)
Monitoring and control
The firm measures and monitor the overall performance and progress of business on
regular basis and improving its performance of employees at individual level. With the help of
surveys, feedback and other tools the firm is performing this task very effectively. In order to
control, the firm must be focusing on using method like benchmark with other departments and
work units.
ROMI- return on marketing investment
The firm is using ROMI as it important tool to measure the effectiveness of a marketing
campaign for new launch of product line. It is a metric used by the company in online marketing,
so that customers can be attracted easily.
Customer lifetime value-
It is an important metric used by company to keep their existing customers in order to
increase the value of them for a longer period of time. For example- firm is offering discounts
and special offers to their existing customers to maintain long term relationship.
(8)
The firm is focusing on Media plan in order to support market campaigns so that more customer
can be attracted towards the purchase of products or services (Le, 2021). It is a critical

component to ensure that company’s media placements align with objective related to business
market.
Social media advertisement £80
Designing software and marketing platform £80
Online video conference/advertising £90
Total £250
Media budget- the firm is investing £250 per month in media budget in creating an effective
marketing campaign so that more customer base can be achieved
Appropriate digital, social media channels for communication
The firm is using various digital and marketing platforms such as YouTube, Facebook,
Instagram to engage customers so that they can make purchase effectively (Bernyte, 2018).
With the help of qualitative research company can provide a more realistic feel that
cannot be experience by the customers or people in the statistical analysis and numerical data.
The another one will improve an evaluation by ensuring the types of information and
understanding by integrating various ways of knowing things.
It is recommended to more focus on training and development of employees so that they can
attract more customers and satisfy their need with the help of professional and personal skills
like communication and interpersonal skills. By evaluating the report, it is also suggested to use
various methods and techniques and invest more to promote new product line such as
advertisements, email marketing and online digital marketing.
CONCLUSION
To conclude, marketing, marketing research and marketing plan plays a vital role in creating
and communicating in order to attract customers. With this factors, any company can make
success by promoting the brand and its product with the help of analysing marketing strategy,
customer trends, marketing trends and other techniques. Tesco is focusing on its new product
line to promote it through social media platform, online marketing and direct selling.
Furthermore, the report has concluded that by using SWOT and PESTLE analysis company is
analysing market situation.

REFERENCES
Books and Journals
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meta-analysis. Journal of retailing. 94(2). pp.113-135.
Dost, F. and et.al., 2019. Seeding as part of the marketing mix: word-of-mouth program
interactions for fast-moving consumer goods. Journal of Marketing. 83(2). pp.62-81.
Riva, A. and Pilotti, L., 2021. Digital marketing strategy: a comparison of international world-
leading companies. Economia Aziendale Online-. 12(3). pp.329-349.
Palmer, T., 2021. Digital marketing plan for Noxam Oy.
Bernyte, S., 2018. Sustainability marketing communications based on consumer values and
principles. Regional Formation and Development Studies. 26(3). pp.26-35.
Alvarez-Milán, A. and et.al., 2018. Strategic customer engagement marketing: A decision
making framework. Journal of Business Research. 92. pp.61-70.
Wróblewski, Ł. and Lis, M., 2021. Marketing mix of cultural institutions on the cross-border
market of a city divided by a border-an analysis and evaluation. Polish Journal of
Management Studies. 23(2). pp.555-572.
Le, T., 2021. Digital marketing plan for a mobile application: Case Memoa.
Hanson, W. A. and Kalyanam, K., 2020. Internet marketing and e-commerce.(Student ed.).
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Online
Swot analysis. 2021. [Online]. Available through: <https://www.businessnewsdaily.com/4245-
swot-analysis.html>
Pestle analysis. 2021. [Online]. Available through: <https://www.analyticssteps.com/blogs/what-
pestle-analysis>