Marketing Plan Development for Hospitality Industry

This assignment requires students to create a detailed marketing plan for a hypothetical hospitality firm. Students should analyze the competitive landscape of the UAE's hospitality industry (as per Desai, 2013), utilize fundamental marketing concepts from texts like Dibb & Simkin (2013) and Joshi (2012), and consider entrepreneurial marketing strategies (Jones & Rowley, 2011). The plan should include market research, target audience identification, positioning strategy, marketing mix tactics, and a budget breakdown. Students are encouraged to draw from relevant journal articles and books for theory support.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1) Important roles and responsibilities of marketing functions within firm.............................1
P2) The roles and responsibilities of marketing..........................................................................3
TASK 2 ...........................................................................................................................................5
P3) Comparison between Tesco and ALDI through marketing mix...........................................5
P4) Basic marketing plans for business......................................................................................8
Vision and Mission statement:....................................................................................................8
SWOT Analysis of firm: ............................................................................................................9
REFERENCES .............................................................................................................................12

INTRODUCTION
Marketing is a process in which various activities are include in order to promote and sell
the product at marketplace. It is the combination of different tools and techniques which are used
at large level by the organisations. These activities put huge impact on the performance of the
organisation and they are also beneficial in order to satisfy customers and achieve their trust and
confidence. Some important tools of marketing are advertisement, public relation, direct selling,
marketing campaign etc (Desai, 2013). Marketing activities are beneficial in order to make
customers aware about products so customers can purchase them according to their needs and
demands. In the present assignment, the chosen company is Tesco plc which is a British
multinational company deals variety of products and services in order to fulfil the expectations
of customers. The report includes the study of important roles and responsibilities of marketing
and its relationship with organisational objectives. 7P's of marketing mix and comparison is
made between ALDI and TESCO and marketing plan is also discussed in the report.
TASK 1
P1) Important roles and responsibilities of marketing functions within firm
Market is defined as a place where different individuals meet together in order to satisfy
their needs and wants. Marketing concept states that its main aim is to identify the requirements
of customers and administer them good quality products and services according to the demand of
buyers. In this competitive world, preferences and choices of people changes very fast as there is
any change that takes place in the market. Preferences of customers rely on market trends. So, it
is necessary for every organisation to determine the changing trends in the market and according
to that develop their products as per the needs of customers and satisfy them by providing quality
products and services to them (Dibb and Simkin, 2013). Marketing function helps the manager in
making effective decisions related to the sales and promotions of their goods and services which
are essential for the growth and success of the organisation. Right execution of this functions
helps the firms in introducing innovative and new product in the market that assists in taking
competitive advantage from the market. Marketing process plays vital role in performing
business operations in right way that leads an organisation towards growth and success.
Roles and responsibilities of marketing functions are described below as:
Product Distribution: This is the main function of marketing which is related with
selling products to their customers according to their needs and wants. The main aim of TESCO
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are linked with attracting customers towards their products who can ultimately enhance their
overall sales and profitability ratios and the clients can take advantages of their offered products
and services. If the customers gets timely delivery of products then firms will results in retaining
loyal customers thus growth from their operations.
Product design and development: In this age the people are mostly attracted by design
and packaging of products and they are less attracted by quality factors (Fill, 2011). The firms
should develop plans in order to develop innovative ideas for attractive labelling and packaging
of products in order to enhance their revenues and sales ratios at market areas. TESCO have
designed various products with new and innovative features which are satisfying needs of
customers and attracting them to buy their products and services.
Customer services: It is the main function which are related with marketing activities as
buyers are most vital factors who will have the overall responsibilities in order to achieve growth
and success for firms if they will buy their product. TESCO are British multinational retailing
firms who are offering variety of food products to customers all around the globe. They are
focusing on quality aspects in order to earn profits and revenues in their business operations and
fulfilling desires of customers.
Market Research: This is an important factors which are used by business in order to
collect data and informations which are useful for business for they can manufacture products
according to demands of customers and this will result in increasing their sales ratios. This helps
in achieving loyal customers who will buy their products and enhance their overall profitability
ratios. It is vital factor for firms in order to conduct effective research activities in effective ways
so new and innovative ideas can be developed which satisfies needs of customers.
Financing: This is also one of the vital functions for all business in order to make plans
for managing funds so they can easily execute their working in right directions. It is the most
important factors for business to manage all their capital requirements in planned and systems so
firms will not face any type of difficulty in their business operations (Hsu, 2011). The main
responsibilities of this department is with Finance mangers as they are having money which they
can allocate for executing marketing campaigns in order to create awareness about their products
and services. The proper requirements of managing funds is need of every business organisation
so they can easily carry out all their business operations. In order to make sufficient availability
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of funds there can be monthly budgets designed according to which money can be spend on
creating awareness.
Risk taking: This is also another vital factors for business which are related with
marketing and plays effective role at work places. If there are new and innovative ideas
developed for manufacturing products then it can result in high risk because it can have both
negative and positive aspects on business operations (Jones and Rowley, 2011). If people are
happy with the new products then it results in enhancing their overall sales and profitability
ratios. Managers should reflect market conditions before they are making plans in order to
launch there new and innovative products.
Packing and labelling: This is most important factors of marketing and these are
beneficial in order to gather attention of customers so they will buy the products. In this era all
the customers are attracted by the label and packaging of products and if there is creative
packaging then it results in enhancing their overall sales and profitability factors.
Market planning: This is an important factor for firms in order to develop effective plans
so that all business activities will be carried out in right directions. Authorities have to be
focused on designing proper plans related with management activities so they will achieve
success in their operations. This is an important factor by which firms can easily achieve all
business goals and objectives in desired time frames.
Exchange functions: This is an important function in order to deliver products to
customers which are beneficial for firms and it can enhance their overall profitability ratios.
TESCO have developed plans in order to make changes in their plans and policies so they can
manufacture products according to needs of customers.
P2) The roles and responsibilities of marketing
It is the main objective of every business in order to carry out all their business activities
in right directions in order to achieve all business goals and objectives. Managers are developing
plans so they can carry out all their operations in effectual and planned ways thus attaining
growth and development for business (Joshi, 2012). TESCO is having their business in retail
sector and they are offering goods ta low prices to all their customers. There are different
departments such as marketing, finance, human resource, IT and all these are working together
so firms will achieve goals and earn higher revenues and profitability from their business
operations.
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Marketing and HR Department: Human resources are important departments as they are
recruiting persons who will perform all business operations in effective and planned ways. This
department is interlinked with marketing department as effective manpower is required who are
having skill and capabilities so they can easily carry out all business activities and create
awareness at market places so customers will buy their problems thus their overall sales and
profitability ratios will be enhanced (Kennedy and Parsons, 2014). Thus HR should make plans
to recruit skill and talented employees who can achieve targets in desired time that have been
allotted to them.
Marketing and IT Department: As there is growth in economy and innovative ideas are
developed for making organisations achieve success in their business operations. IT departments
are playing effective roles in order to implement innovative ideas for performing business
activities in effective and planned ways. TESCO are mainly focused towards applying tools and
techniques by which they can generate innovate ideas and enhance business performances.
Marketing and Sales Department: This is an important department at work place as it
helps in generating high amount of profits and revenues by selling their products to their
potential customers. This result in attaining growth and profitability for firms. TESCO have
developed strategies in order to make changes in their plans which are related with sales
promotional methods in order to create awareness so they will enhance their overall sales and
profitability ratios (Khan and Adil, 2013). TESCO are having their operations all around the
globe thus they are offering their products to all their potential customers who will be using
them. There sales can be maximised if they are using promotional tools and techniques which are
best suitable for them.
Roles and responsibilities related to Tesco Plc
Product Development: It is the most important functions for business while they are
making plans in order to execute new and innovative ideas at market places. It helps in analysing
current needs and also demands of customers so products can be manufactured accordingly. The
main focus of firms are linked with making modifications in their production functions so they
can achieve competitive gains at market places.
Marketing and Research: This is an important function in order to conduct research
activities so they can easily analyse the trends at market places and according they can make
plans in order to manufacture goods which are beneficial for customers according to their
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demands. They are also vital factors in order to run all operations in systematic and planned
ways by which they will attain success in their operations.
Market Segmentation: This is an important function which are useful in order to classify
different market operations according to marketing functions. The groups are classified on the
basis of geographic, demographic, behavioural aspects which results in fulfilling all requirements
of customers in planned and systematic ways.
Communication: This is an important functions which are useful in order to transfer data
and informations which are beneficial for firms to achieve success in their operations (Kranias
and Bourlessa, 2013). Managers are mainly focusing on adopting effective communication plans
so they can carry out all their activities in right paths.
Sales: The main function of each business is related with maximising their overall sales
and profitability ratios in order to achieve growth in their operations. TESCO have developed
plans in order to establish strong images at market places in order to earn higher profitability
ratios. This also results in achievement of loyal customers who will buy their products.
TASK 2
P3) Comparison between Tesco and ALDI through marketing mix
The main aim of each business is related with creating awareness about their products
and services so customers can easily purchase them. Marketing mix are valuable factors in order
to analyse business performances in this age of competition and it helps in achieving the targets
according to their set business objectives. These are also referred as integrated marketing
approaches as all the activities are interlinked with one another and these are valuable factors in
order to execute all marketing operations in effective and planned ways. Marketing mix helps in
developing new and innovative ideas in order to develop products at market areas. They are also
related with marketing strategies ans plans before the goods which can be consumed by people
are available at market places.
The marketing mix of TESCO and ALDI are evaluated below as:
Basis Marketing mix of Tesco Plc Marketing mix of ALDI
Product These types of products are the
important component of marketing mix
and they are playing an important role at
ALDI are mainly focused towards
providing quality products to all their
potential customers and they are having
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work place in order to execute all
business operations in systematic and
planned ways. All the goods which are
offered by firms are tangible in nature
which are satisfying needs of customers.
The firms are selling different types of
products which are dealing in home
appliance, grocery, electronic items and
food products etc. TESCO is having
their operations at larger scales thus
they are beneficial in order to satisfy
needs and wants of all their potential
customers (McDaniel, Lamb and Hair,
2012).
high range of food products as
compared to their rivalry firms. They
are dealing in electronic products,
selling fruits and vegetables beauty
products, health items, stationary,
clothes etc.
Price This is most vital component related
with marketing mix. In order to enhance
their sales ratios and attract large group
of customers firms have adopted cost
leadership pricing strategy so customers
can easily purchase their offered
products and services. This pricing
policy is beneficial in order to gain high
profits and also ensures sustainability
among all their potential customers.
TESCO is buying quality raw materials
in order to offer quality products to all
their customers at economical prices.
ALDI are using effective pricing
policies in order to sell products to
their customers at very low cost. They
have adopted these prices in order to
gain attention of customers who will
be purchasing their products. They are
also using different type of pricing
strategies according to market demands
such as market penetration, unit
pricing, psychological pricing and also
competitive pricing strategy.
Place The firms are selling their products all
around the globe and they have also
established strong images at market
ALDI are very popular retail firms and
they have covered large market areas
where they are selling their goods and
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places. They are dealing in variety of
products all around the world. There
main focus is on large gathering of
people who are will buy their products
and enhance their profitability ratios and
also revenues. There outlets consist of
different type of products which are
beneficial in satisfying needs and wants
to customers.
services to all their potential customers
around the world. ALDI is running
their business activities in
approximately 18 countries and they
are working at higher levels all over
UK.
Promotion This is an important aspects and firms
are using different plans and strategies
in order to do effective promotion of
their goods at market places thus
attaining loyal customers who will
enhance their profitability ratios
(Musibau, Oluyinka and Long, 2011).
The advertisement of their products are
given in newspapers, internet, social
media websites, magazines etc. There
main focus are linked with achieving
higher growth and success in all their
business activities by providing quality
products to their potential clients.
In order to promote their products at
market places and gain attention of
large group of customers firms have
used effective strategies so that people
can consume their products and
enhance their sales. They are using
promotional techniques like personal
selling, sales promotion, public
relations etc.
People The human resources are responsible for
attaining growth and success for firms
in their business activities. They have
hired skilled and talented employees
who can develop innovative ideas and
achieve targets in desired time frames.
TESCO have presently more then 30000
ALDI are mainly focusing on offering
different type of goods to their
customers in particular segments and
they have also segments for group of
individuals who can easily use their
products.
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employees who are working in order to
make their organisations grow thus
enhancing their productivity scales.
Process There process are related with
operational and functional activities that
includes goods and services which are
offered to all their potential customers
and there quality factors is also very
high (Ogunmokun and Tang, 2012).
They have developed plans in order to
do timely delivery of their products thus
achieving success in their operations.
ALSI is having their operations thus
they have gained customers who will
be using their products and services
which contains quality. They have not
adopted specific process in order to sell
their products to customers. The clients
are buying the products according to
their own needs and requirements.
Physical
evidence
The goods which are offered by firms
are tangible in nature such as grocery
products, electronic goods etc. People
who are consuming their products can
easily see touch them, they can check
their quality thus their needs will be
easily fulfilled.
ALDI are running their operations in
both national and international markets
and they are offering quality products
to all their valuable customers at low
prices.
P4) Basic marketing plans for business
Each business are mainly focused on attaining high profits and revenues by selling their
quality products to all their customers and achieving competitive gains. This is the most vital
factors which are useful for firms in order to develop strong images at market areas. Marketing
plans are very useful factors in order to execute all activities in effective ways so they can earn
high revenues and profits from their operations (Crick and Spencer, 2011). TESCO is having
their operations in retail sectors and they are classified under public limited firms and the firms
started their operations in 1919 in England, UK and Hackney. They have recruited more then
476000 employees who are working under them in order to offer products to customers
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according to their choices. Different elements which are related with marketing plans are
evaluated below as:
Vision and Mission statement:
These are the most important statements which are designed by firms and it is beneficial
in order to analyse the position of firms in future time. They are directing employees to work
according to these statements and achieve all business goals and objectives in desired time
frames. The vision of Tesco are related with achieving high values at market places by serving
quality products to all their customers, the communities should identify the business as high
valued which they are executing their operations, labours and stakeholders should also have the
similar perception. The main focus of firms are linked with offering quality products to all their
clients at very economical cost.
SWOT Analysis of firm:
Strength These are the benefits for firms which are achieved by firms by offering
their goods to their potential customers and satisfying their needs and
wants.
TESCO is dealing in variety of product ranges which are useful in order to
gain high competitive advantages.
The firms have kept economical prices of goods in order to attract
customers and enhance their sales and profitability ratios.
Weaknesses There weak areas are that they are not bale to generate sufficient amount
of capital for expanding their business activities.
They are not able to develop strong images at some areas.
They faced losses from bad debts and their profitability factor.
Opportunities The firms are achieving higher growth by running their operations at
private level.
There main focus are linked with achieving profits by offering non food
items to their clients.
They have variety of products ranges for their products.
They have achieved growth by selling their goods online.
Threats As the values of currency have declined so it has affected growth and
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productivity of firms. AS there were different rivalries (ALDI, LIDL)
operating at market places thus there shares were also very low.
Competitors of company:
In this modern age there are rivalries who are running their business activities in similar
fields thus they are greatly impacting growth and success of business. The main rivalries of
TESCO are LIDL, Wait-rose, Sainsbury and ASDA.
These three basic strategies are used by TESCO are segmentation, targeting and positioning are
strategies of marketing which are used by organisation for promoting their products for
increasing sales. These three strategies are as follows:
 Segmentation: Strategy of segmentation play a very important role in failure or success
of organisation. Niche, local and mass are all segments of markets which should
addressed in the plan of marketing for sales boost of products by raising satisfaction of
customers in a very effective way. For value of customers are maximized, behaviour of
consumers before segmentation in which preferences and taste, behaviour of buying and
attitude will assessed.
Local market
Niche market
Mass market
High medium low
Green: Segment matrix is a part which least attractiveness reflects in segmentation ans suitability
is less in a plan of marketing which are develop in a chain of retail.
Red: this part reflects matrix of medium, having a less attractiveness of segments in comparing
with a market of mass. It suitability is less for planning while comparing with a market of mass.
Pink: matrix of a red part denotes area. Having a higher level of segmentation and suitable in a
TESCO long run. Targeting strategy: this strategy in a plan of marketing determines viability of industry.
They should involve in target market of all persons, products preferences such as middle
age man, youngsters and children's. TESCO assess the needs of customers for targeting
them in a well planned way. They should analyse taste and preferences for their
products. Before strategies are targeted they had to analyses behaviour of consumers.
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 Positioning strategy: Selected product are positioned in a market play a very important
role in a plan of marketing. Products of fair-trade should position in a centre of city in a
place of market at TESCO stores. These products are for middle aged people and
youngsters of UK and others countries. For meeting a demand rising of customers target
for products of fair trade. Positioning of a product in a regular basis by adding a quality
value and something innovative design of a products. TESCO do innovation for atracting
of customers towards their products.
MARKETING OBJECTIVES AND GOALS
 Framework of strategy and tools are structurization are a business situation assessment.
Cost and risk are neatly compromises, leading to a proposals of a increasing value for a
low risk.
 Actions of explicit plan contains planning of a effective indispensability can developed
as a alternatives of a strategies of TESCO.
 This organisation apply two strategies having a version of prime market objectives and
concentrate in market development through diversification by new product development
use and attitudes of market.
 Strategies of market development such as alliances of strategies and joints developments. In TESCO offered version of strategy in alliances of international with dealers of a local
retailers in a markets of Asian. This method considered progress and generate on using a
resources which are exist and competence.
Marketing Budget
It is the most important factor for firms in order to analyse all the current trends and
strategies at market places so all their operations will be executed in systematic and planned
ways. It is the major responsibilities of Financial managers of organisation to develop plans and
budgets so they can easy develop plans for promotional campaigns which are beneficial for firms
to achieve growth in their operations.
The Marketing Budget of TESCO is evaluated below as:
Marketing budget
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Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 9000 10000 15000 19000 30000
Investment 27000 38000 45000 14500
Total 9000 37000 53000 64000 44500
Marketing
expenditures
Advertisement 4000 6000 7000 8000 7000
sales promotion 2000 2000 3000 4000 4000
Direct marketing 1000 2000 5000 5000 6000
Total 7000 10000 15000 17000 17000
Available balance 2000 36000 38000 47000 27500
Monitoring and control:
AT every business organisation mangers are focused towards evaluating all plans and
policies which are adopted by them in order to carry out all their operations in systematic and
planned ways thus attaining growth for firms. This is vital factors in order to achieve all business
goals and objectives in effective ways.
CONCLUSION
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From the above report it has been concluded that marketing are valuable factors in order
to create awareness about the new and innovative products which are developed by firms so
customers can buy their goods and it will enhance their sales and profitability ratios. The main
aim of business are related with attracting customers who will enhance their growth and firms
can attain high shares at market places. Marketing plans are useful in order to carry out all
activities in systematic and planned ways so firms will attain success in their business operations.
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