Marketing Essentials: Comparing Marketing Mix Strategies of Tesco and Aldi

Marketing Essentials
Table of Contents

INTRODUCTION...........................................................................................................................1
TASK 2............................................................................................................................................1
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................1
TASK 3...........................................................................................................................................4
P4 Produce and evaluate a basic marketing plan for an organisation.........................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing can be defined as a group of activities through which organisations or brands
create or develop interest among the customers for their products and services (Allen, 2016).
These activities can be advertising, promoting, distributing sample products etc. All these
activities help the help in making the customers aware of the company's products. The
organization chosen for this report is Tesco which is a multinational British merchandise retail
brand headquartered in England, United Kingdom. The company was founded in 1919 and is
leader in the groceries market in UK. This report compares the ways in which Tesco and one of
its competitors, Aldi implement the marketing mix to achieve their goals and objectives. The
reports also explains a basic marketing plan for the company.
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 tool that integrates several number of components in order to
strengthen a brand and therefore help sell its products (Duffett, 2017). It comprises of 7Ps
namely- Product, Price, Place, Promotion, People, Physical Evidence and Process. Tesco, being a
market leader was designed to primarily fulfil the customers' needs and wants. Aldi, is the
chosen competitor of the brand. A list of comparison of the various ways in which both these
organizations apply the concept of marketing mix to their planning process in order to achieve
goals and objectives is described below -
Marketing Mix Tesco Aldi
Product
Tesco offers a variety of
products to the customers to
choose from. The products
range from food, clothings etc.
The never ending product line
in their offline store, but also
online is able to fulfil every
need of the customers. There
Aldi is a Germany based
competitor to Tesco that offers
food products at affordable
prices and are of similar quality
that is offered by other brands.
The products that are sold by
Aldi are sourced from limited
suppliers which the company
1