Marketing Essentials: TESCO's Application of the Marketing Mix Plan

This report analyzes the marketing essentials for TESCO, a British multinational groceries and general merchandise retailer, focusing on the roles and responsibilities of the marketing function within the company context. It compares different methods through which organizations apply the marketing mix (product, price, place, promotion, process, people, and physical evidence) to the marketing planning process to achieve business objectives. The report also includes a marketing plan analysis for TESCO, emphasizing strategic management and the use of skilled IT employees to track progress. The conclusion highlights the importance of marketing in achieving organizational growth and development, with the marketing department being interconnected with other departments. The report emphasizes the necessity of creating a proper marketing plan at the beginning of the financial year and achieving it through strategy and strategic management.

Marketing Essentials

Table of Contents
INTRODUCTION................................................................................................................................4
MAIN BODY.......................................................................................................................................4
LO1.......................................................................................................................................................4
LO2 ....................................................................................................................................................4
P3 Compare the different ways through which organisations apply the marketing mix to the
marketing planning process to achieve business objectives............................................................4
LO3.......................................................................................................................................................7
P4 Marketing plan for TESCO........................................................................................................7
CONCLUSION....................................................................................................................................7
REFERENCES.....................................................................................................................................8

INTRODUCTION
In this era of competitive world, marketing is considered as major function of marketing
entity which is helpful in terms of increasing sales of a company. There are lots of companies who
stand on successful pace give stress on marketing related operations for purpose of generating
income and heighten themselves at a very fast pace. In order to gain business development, it is the
main responsibility of marketing department of a company to advertise their products and services
of the company. In this report, the analysis has been done on responsibilities and roles of the
marketing function and also on responsibilities and roles of marketing related to the company
context. The analysis has also been done in terms of marketing planning process on the ways in
which different organisations apply the marketing mix. The research has been done on marketing
plan of an organisation. The chosen organisation is TESCO. It is a British multinational groceries
and also considered as general merchandise retailer which is headquartered in Welwyn Garden City
England. According to gross revenues, it is the third largest retailer in the world (Einarsdóttir,
2017).
MAIN BODY
LO1
Covered in PPT
LO2
P3 Compare the different methods for achieving business objectives through which organisations
apply the marketing mix to the marketing planning process
Techniques applied by a company to achieve company objectives
For development of business it is necessary that in the field of marketing a business company has to
implement different techniques and adopt into positive nature which are effective and result
oriented. The marketing management of TESCO adopts various techniques of management so that
it can rule the national and international market. With support of professional techniques of business
development, the marketing management minimises risk associated with the business. There are
some major techniques which are used by TESCO and it has been described into following manner:
 Formulation of sales targets: In the current period of time, there are sales targets which
has been formulated by various companies and management which needs to be achieved
with full enthusiasm (Zaitceva, 2018). For creation of objectives and goals, sales targets
need to be formulated on monthly basis within the business. Sales targets which are related
to business has been formulated by top managers in marketing management and to achieve

organisational objectives they also develop precise business strategy. For effective business
strategy, there are many business organisations into the market place which has used to
develop a precise strategy (John, 2016).
 Hiring trained and skilled employees: For handling different operations there are many
organisations who hire professional and skilled employees. Skilled and trained employees
are those who can handle marketing operations in a proper way and marketing management
mainly focuses on different activities which are helpful in development of business. It is
important for business organisation to hire skilled and trained employees so that they can
handle tasks into pressuring situations as well.
 Strategic Management: The major focus of strategic management of a business
organisation is on business growth and on proper planning. For achieving organisational
goals and objectives it is the main responsibility of management to minimise all types of
risk related with business. In this competitive world, it is compulsory for every type of
business to develop proper strategy for business which is effective in terms of achievement
of different organisational objectives and goals (Maheshwari, 2016).
Marketing mix application
For development of marketing functions into precise manner, the major point is marketing
mix. To develop a proper marketing plan, the major responsibility of marketing management is the
proper functioning of business (Westra, 2015).
To develop a precise a business there are many companies who uses techniques of marketing
mix into the market place. The plan of marketing mix of TESCO has been described into following
manner:
PRODUCTS
TESCO is a company which sells variety of
products which includes food, clothing,
stationary, cosmetics, financial services etc. With
availability of variety of product lines it can fulfil
every type of needs of their customers. Company
has sells products from every kind of product line.
The company has its own products too. TESCO
has its their own brands like Everyday value,
TESCO lotus, TESCO value and F & F. It also
depends on customers that which type of stores
they have visited for availability of different kinds
of range of products.
PRICE
TESCO'S pricing strategy is cost leadership.
Without any compromise in quality parameter
company has maintained price as much as low
as it is possible. To make the supply chain
efficient to reduce prices, company enjoys
economies of scale and works towards it in
continuous manner. Tough competition from
companies like Aldi and Lidli in the UK market
also impacts on the pricing strategy of TESCO
(Ndikubwimana, 2016).

PLACE
TESCO has mainly used two channels of
distribution namely offline and online like other
many retailers. Around the world TESCO has
7000 offline stores and it has six different types of
offline stores which includes TESCO express,
TESCO extra, TESCO metro, TESCO compact,
TESCO home plus and TESCO superstore. To
reach out to their customers it has showed that
TESCO uses different channels.
PROMOTION
TESCO has used television, newspapers and
other media outlets to give their messages to
customers. Due to its strong image it has
helped into significant manner for purpose of
promotional activities. In addition to
advertising, company uses other forms of
promotion as well (Unachukwu, 2016).
PROCESS
Process can be defined in a manner that it is set of
activities performed in order to achieve
something. Business process is basically a set of
activities into standardised form that
accomplishes a specific task such as processing
customer's order. In terms of company's offline
stores customers have to pick up their products
and need to go to cash counter for purpose of
payment. Customers can also use self service
machines for purpose of making payments
(Sawaftah, 2020).
PEOPLE
There are approximately 42000 people working
in TESCO company. To achieve success for the
company there are number of customer
assistants who plays a very important role for
positive growth of company. The employees
are usually competent in terms of nature and
company has invested large amount of money
and time for training and development of
employees. Within the company, the reward
schemes for employees are very good in terms
of nature. It has been observed that there are
many analysts who argue that company has
failed in terms of motivating their employees.
PHYSICAL EVIDENCE
Physical evidence or environment refers to that
term which is not restricted to all the
representations related to tangibles of a company
such as menu brochures, letter head, signage and
equipment. Company makes good use of
colours and also have an excellent logo.
Particularly offline stores are easy to handle
with all kinds of products which is categorised
for customers to find their products. The
company's website is also very fantastic in terms

of their look and also easy to operate (Tarka,
2018).
LO3
P4 Marketing plan for TESCO
Marketing plan Analysis
The plan of marketing of TESCO is majorly developed with support of strategic
management so that plan can remain into flexible manner. Into the marketplace, this type of
marketing plan requires more budget as it will be helpful for company to consider different types of
operations at international level. In terms of overall growth of the organisation, marketing plan
evaluation will also be developed with the support of different types of techniques which is very
beneficial. To develop business operations, the management of TESCO will be facilitated by the
help of various experts. Skilled employees from IT department will be used in tracking progress of
marketing plan to develop business functions (Sharma, 2018).
CONCLUSION
It has been concluded from above report that essentials related to marketing plays a very
important role in the business at international level. The roles and responsibilities related to
marketing department are very important to consider because it is necessary for organisational
growth and development. The marketing department of an organisation is related to other
departments as well because they are directly or indirectly dependant on each other. There are
different ways in which various kinds of organisation apply the marketing mix to the marketing
planning process to achieve TESCO'S business objectives. For proper development of an
organisation it is necessary that to crate a proper marketing plan for achieving goals and objectives
of an organisation. This report also concludes that it is compulsory for business organisation to plan
a marketing strategy at the starting of the financial year and achieve it with help of strategy and
strategic management.

REFERENCES
Books and Journals
Einarsdóttir, V.A., 2017. " From celebrities to the girl next door": Influencer marketing with a
special focus on the social media platform, Instagram (Doctoral dissertation).
John, S., 2016. Essentials of nutrition and dietetics for nursing. Wolters kluwer india Pvt Ltd.
Maheshwari, P., Seth, N. and Gupta, A.K., 2016. An empirical approach to consumer buying
behavior in Indian automobile sector. Industrial and Commercial Training.
Ndikubwimana, P. and Berndt, A., 2016. Service quality and customer satisfaction among bank
clients in Rwanda. British Journal of Economics, Management & Trade, 13(4), pp.1-11.
Sawaftah, D., Calıcıoglu, C. and Awadallah, R., 2020. The relationship between viral marketing and
consumer purchase intention, the moderator role of brand image and age: Evidence from
smartphone users in North Cyprus. Management Science Letters, 10(6), pp.1307-1320.
Sharma, Y., Nasreen, R. and Kumar, A., 2018. Impact of marketing-mix for core-food items on
purchase behavior at subsistence marketplace-An empirical study of urban subsistence
market of Delhi. Global Journal of Management And Business Research.
Tarka, P., 2018. The views and perceptions of managers on the role of marketing research in
decision making. International Journal of Market Research, 60(1), pp.67-87.
Unachukwu, C.N., 2016. Effectiveness of strategic marketing in Nigerian banks: a study of some
selected banks (Doctoral dissertation).
Westra, E., 2015. Python Geospatial Analysis Essentials. Packt Publishing Ltd.
Zaitceva, E., 2018. The fight for customers’ attention: YouTube as an advertising platform.