Marketing Essentials: Comparing Marketing Mix and Creating a Marketing Plan

Marketing Essentials

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 2.................................................................................................................................................3
P3: Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.............................................................................3
TASK 3.................................................................................................................................................6
P4: Produce and evaluate a basic marketing plan for an organisation.............................................6
CONCLUSION..................................................................................................................................10
REFERENCES...................................................................................................................................10

INTRODUCTION
Marketing refers to activities, techniques, strategies made by the companies for promote the
buying and selling of the products and services. The process of marketing is about bringing
products and services in the suitable market. It includes various steps such as broad market
research, determining distribution and diversification, promotion and pricing strategies, determining
areas for the distribution and budgeting. This report is based on the company named Asda which is
supermarket chain headquartered in London. It is currently working in fresh groceries, general
merchandise and financial services. It was established in 1949. This report studies includes
comparison between Asda and Tesco by applying marketing mix and the marketing plan to achieve
objectives of the business along with the conclusion.
TASK 2
P3: Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing mix is a process refers to tactics, actions which are used by a company for
promotion of its brand and products in the market through various positive factors. It is used for
designing and integrating the various elements of the market in such a way to ensure the objectives
of the enterprise. There are 7P's which are considered for marketing planning which is price,
products, place, promotion, people, packaging and physical evidence. These 7P's are analysed and
compared below through the table:
Marketing mix Asda Tesco
Products Asda is a supermarket chain
which offers mobile phone with
EE network, financial services
and groceries items. It also
offers electronics and clothing
items. (Kupec, V., 2018)
Tesco is the famous
multinational organisation hat
providing various types of
products and services like
grocery products, household
products. Tesco provide good
quality products that attract lots
of customers.
Place Asda has more than 600 stores
across the world. It has moved
Tesco operating more than 6993
stores and Tesco running their

to Walmart style after the
acquisition with around 3 zones
of the simplistic shopping.
stores and supermarket in 7005
places. Tesco is considered the
most trustworthy organisation
so that their stores increasing
day by day in various locations.
People Asda has workforce of more
then 18,000 people which are
highly trained and have
knowledge of employment.
People employed at Asda is
able to understand the needs
and demands of the customers.
It spends huge funds on their
training and development.
Tesco have strength of over
423092 employees which are
focused on learning and growth
of the company. Employees of
Tesco are treated equally and
focused on motivation of
employees and training is given
to employees which tends to
make it as one of the biggest
and efficient workforce of the
company among other big
brands(Del Giude and et .al.,
2017)
Price Asda is using price penetration
strategy as it has huge volume
of products. It offers low prices
to its customers for its product
so that it can attract customers
and sell its wide range of
offering.
Tesco is following penetration
pricing strategies in the
international market. The
pricing strategy of Tesco has
played an crucial role in growth
and expansion in the market.
They provide variety of
products which contains higher
as well as low costs products.
This strategy of Tesco is made
with motive to attract average
middle and higher class
customer also.
Promotion Asda gave high importance to
promotional strategies and
tactics . Asda uses discounts
Tesco uses marketing &
promotions at minimal
spending. They have never used