This comprehensive guide delves into the fundamental principles and practices of marketing, exploring the role of marketing within organizations, the elements of the marketing mix (7Ps), and the development and evaluation of effective marketing plans. Using real-world examples from Tesco and Sainsbury, the guide provides insights into how organizations utilize marketing strategies to achieve their business objectives. It also includes a detailed marketing plan for Tesco, outlining its objectives, target market, distribution channels, competitive forces, and a comprehensive action plan for implementation and monitoring.