Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................4
PART 2............................................................................................................................................4
a) 7P's of marketing.....................................................................................................................4
b) Strategic marketing plan of company.....................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is defined as a procedure of getting potential customers who are interested in
goods and services offered by the company. It consist of various activities such as researching,
selling, promoting as well as distributing products and services. It is important for marketing
manager and senior authorities of an organisation to focus on analysing customer requirements
and market so that they can fulfilled it and satisfy customer with their brand (Campbell, Martin
and Fabos, 2018). Marketing plays an important role in every organisation as it aid in enhancing
sales of company which has positive impact on the profits and revenue level of company. In the
present report, Tesco is chosen as a base company. It is a British multinational retail organisation
which offer quality home essentials and grocery at marketplace. The company was developed in
the year 1919 by Jack Cohen and its head office is located in United Kingdom. Tesco has around
7,000 shops worldwide which shows company has high market presence and market share as
well. The report will discuss about roles as well as responsibilities of marketing function along
with how it relate to wider context of company. In addition to this, marketing mix of respective
company with its major competitor is described in order to attain business objectives. Later, a
marketing plan is developed for the company in an appropriate manner.
PART 1
(Covered In PPT)
PART 2
a) 7P's of marketing
Marketing mix is defined as a set of actions and tactics which an organisation used for
promoting products and services at marketplace. In addition to this, marketing mix assist an
entity to gain insight about what products and service offer to the customers (Chernev, 2019).
Further, it help in effective planning, developing and implementing of marketing strategies in an
effective manner. In relation to Tesco, its major competitor is Sainsbury's, which is the second
largest supermarket chain in UK. Marketing mix consist of 7P's that is given below of Tesco and
Sainsbury's:
Marketing Mix Tesco Sainsbury's

Product It is defined as a commodity
that is offered in market by an
organisation. Tesco offer wide
range of products such as
clothing, food, financial
services, electronics and so on.
In addition to this, it offer
delivery service of grocery &
free music downloads that is
other than 40,000 or more
commodity line which Tesco
stores exhibit.
Sainsburys is dealing in wide
range of products such as
vegetables, fruits, grocery
items, dairy products, baker
products, health & beauty
products, pet care items that
can satisfy the requirements of
their large variety of
customers.
Price The company focuses on
maintaining low price of its
products as well as services
without compromising the
quality. Tesco follows low
pricing strategy that help in
attracting large number of
people and also assist in
attaining competitive
advantage at marketplace
(Eletxigerra, Barrutia and
Echebarria, 2018). In addition
to this, it has Club card system
which allow customer to
collect points for their
purchase of goods and services
that can be converted into
Sainsbury's is not having cost
leadership position as
compared to Tesco but they
have been able to satisfy their
customers according to their
prices by targetting families
shopping and household
customer. They are providing a
stiff competition by using a
competitive pricing strategy as
they are offering prices lower
as compared to other
competitors such as Morrisons.