Marketing Fundamentals Analysis and Evaluation

This document discusses the stages and process of marketing, including the role of marketing mix in developing value for customers. It also explores stakeholder involvement and their influence on marketing activities, as well as the use of tactical communication tools to develop awareness. The content is relevant to the subject of marketing fundamentals and provides analysis and evaluation. The document type is an essay or assignment.

Marketing
Fundamentals
Analysis and
Evaluation

Contents
INTRODUCTION.......................................................................................................................................3
TASK 1A....................................................................................................................................................3
Stages and process of marketing including role of marketing mix...........................................................3
The role of marketing in developing value for customers........................................................................5
Stakeholder involvement and their influence on marketing activities of firm..........................................6
TASK 1B.....................................................................................................................................................7
Reflection of tactical communication tools to develop awareness...........................................................7
CONCLUSION...........................................................................................................................................9
REFERENCES..........................................................................................................................................10

INTRODUCTION
Fundamental analysis refers to the method of measuring the intrinsic value that direct
influence overall price of the goods and services in future. This is generally based on external
events which includes industry trends and financial statements etc. Apart from these
fundamentals measures have two types of factors such as technical analysis and market analysis.
These sorts of analysis used by firm in order to look outside factors of price movements that
asset itself. For this assignment retail sector has been choose in order to know about different
types of marketing mix channels and functions and their objectives that influence firm’s value in
positive manner. Moreover, there is individual essay which will cover stages and process of
marketing as well as role of marketing mix that develops value for customers. At last,
stakeholder engagement and their impact on marketing activities of firm along with reflection
report will get covered (Boisen and et.al., 2018).
TASK 1A
Stages and process of marketing including role of marketing mix
Marketing refers to the process in which an organization is able to exchange their ideas,
opinions and thoughts towards their goods and services. With the help of this they can achieve
their goals and objectives in an effective manner. Therefore, the concepts of marketing always
needed by firms by which they can easily identify consumer’s needs and demand and take best
decision towards accomplishments of desired of their customers. Apart from this, consumer
marketing trend is regularly including in several changes and development of firm. For example,
Tesco is one of the best British multinational general merchandise and groceries retailer which
mainly uses large number of sales promotion for better advertising of their goods and services.
Along with Tesco is offering discounted product to their customers together with giving loyalty
card for customers (Aschemann-Witzel and Zielke, 2017). This type of advertising process
makes them attractive and increases their sales every day. Thus, it helps respective firm so that
they can face any kind of competition at marketplace and achieve their goals directly. Process of
marketing generally consist few steps, those are as follows: According to the step 1: For
example Tesco mainly does market surveys in order to know about different types of external
opportunities by which they can availed from market. Along with they can easily understand

overall needs and wants of consumers at marketplace. As per the step 2: Once Tesco done their
survey then they have clear vision towards customers like their demand so that they can segment
their customers according to geographical area. This step makes easy way for firm to achieve
business oriented goals and objectives. Step 3: After segmenting customers Tesco is able to
determine marketing team so that they can easily generate best marketing plan for further
running their business in retailing sector successfully. It also increases their revenue and income
at high level. In the last step: Workforce of Tesco is able to execute on their plan so that they can
easily promote their goods and services in an effective manner (Bourne, 2016).
There are different types of roles played by marketing mix within the particular
organization. For example Tesco is the best global retailing firm which has around 460000 staff
members and having 6809 stores around the world. Thus, this company serves their services to
million customers online as well. With the help of this they can use large number of m marketing
tools and techniques that directly attracts ample number of customers easily. Some of the roles of
marketing mix within Tesco, such as: Finance, This is one of the best function or role played by
marketing mix in which marketing team of Tesco develops best budget statement in order to
achieve benefits effectively. Along with, it gives them best way to use bill boards and hoardings
for promotional their goods. Another is Market information, this type of role performed by
marketing team of Tesco in order to measure entire condition of needs and wants of consumers at
marketplace. Thus, employees collect information first and take better decision towards
achievement of desired goals. Marketing plan, is another role played by marketing team of
Tesco, it helps them to handle every task in any kind of business situation so that they can bring
inventory as well as goods arrangements in stores (Camilleri, 2018). This type of plan makes
them attractive or increases their brand value. Exchange role: The role of exchanging needed by
Tesco in order to share their ideas and views to one to another in order to gain best results. Thus,
exchanging ideas and knowledge of goods and services makes their distribution channel effective
so that they attain their targeted goals. Designing and product development: According to this
marketing role marketing team of Tesco required to produce best goods and services. With the
help of this they can arrange their sells in its supermarkets. Thus, they can make or design best
products and satisfy consumer’s demand. Distribution channel is one of the best roles which are
directly related with logistics decision in this marketing team of Tesco find out the best methods
to provide better services to their customers. With the help of these roles retailing sector can

make better strategies to run their business successfully worldwide. Along with it helps them to
give better services to their customers so that they can achieve their targeted goals on time.
The role of marketing in developing value for customers
On the other side, customer value plays significant role within the market place or firm as
they have power to increase brand image of firm within the competitive scenario. Therefore,
customer value considered as the perception of what a goods and services is worth to customers
versus the possible alternatives (Davcik and Sharma, 2016). Herein, worth means what customer
exactly feel towards services and goods offered by the firm. With the help of this, customers can
get huge benefits and able to understand their value for firm. For example, Tesco is one of the
best multinational groceries and merchandise retailer so that they always value their customers as
they provide huge services to them and get good feedback from customers. It directly affects
their sales and revenue in a high manner. Thus, marketing team of Tesco plays significant role
and create best value for customers by following few aspects that are: Product: According to
this strategy, Tesco mainly provide ample number of goods within its so many stores through
considering different needs and wants of customers at marketplace. With the help of this they can
develop best value for their customers and understand them easily. Price: It is another strategy
which is considered as cost leadership. On the behalf of this respective retailing sector provide
lowest priced products while maintaining their quality. Tesco mainly uses different types of
channels for procurement to maintain their lower price strategy. It helps them a lot to improve
their work and make better supply chain through reducing prices. It attracts the most of
customers so that they can easily buy their goods and services in a perfect mode. Place:
According to this strategy Tesco has more than 6,900 stores within 11 countries. Along with this,
they sell same item in every store in order to satisfy consumer’s needs and wants, Thus it allows
to customers to shopping from everywhere of their goods and services. But on the same side,
there are few small stores of this company that generally charge higher rates than any other
stores of Tesco. Promotion: Tesco has strong brand image as they sell their goods at lower
prices so that it influence buying behaviour of consumers positively (Colicev, Kumar and
O'Connor, 2019). For promoting their goods and services this company mainly use charitable
events, hoardings, television ads and many more. With the help of this they develop best values
for customers and create awareness towards their goods and services. People: These are the
employees of firm who mainly generate few policies for their customers in order to give them

better services and make them happy. Process: Tesco followed particular process for their entire
work by which they can design more valuable product to their customers and able to increase
their level of production. At last, Physical evidence: It is considered as the proof of authentic
goods offered by firm to the customers. Herein, Tesco use different color, logo and labels as a
proof to its customers. Thus, all these specified concept of marketing used by Tesco in order to
develop real value for their customers through considering what customers perceived as value.
Moreover, create real value always helps company to make their potential customers through
giving them best kind of goods and services on time when customers want. It increases the value
of firm and make firm profitable. Therefore, it is essential for every firm to understand their
customer’s value so that they can achieve competitive advantages in a best possible manner
(Davcik and Sharma, 2016).
Stakeholder involvement and their influence on marketing activities of firm
A stakeholder considered is a party that has an interest and can get influence by business
or any kind of firm. Stakeholder engagement considered as helpful for the firm in order to
determine their marketing strategies. Another side, different types of stakeholders works together
within the Tesco for identifying engagement of stakeholders and their impact. Within the Tesco
stakeholders includes customers, employees, government and many more people. These all helps
firm to increase their brand value and have good impact on several marketing activities. As per
the matrix of stakeholders they are segmented in five categories, those are as follows:
Unaware: These are those stakeholders of Tesco who mainly are not aware towards
marketing activities along with project of firm. Thus, these types of stakeholders can reduce the
sales and revenue of firm so it is required for Tesco to focus on them.
Resistant: It consist those stakeholders who always aware towards functions of
marketing along with ready to bring changes any time as per the situation at marketplace. Thus,
they can have impact on firm rather than the unaware stakeholders (Gemser and Perks, 2015).
Neutral: These are those stakeholders of Tesco who are aware such as customers about
marketing projects but do not have influence on activities of marketing negatively. Therefore,
firm is not needed to concentrates on them and no requirement of developing best strategies.

Supportive: These sorts of people are aware towards every project and always support
their team members positively. Thus, this type of stakeholders has always positive impact on
firm and able to gain best results for long term in a perfect way.
Leading: It refers to those stakeholders who aware towards project of firm along with
actively participate within several changes. In Tesco, it includes business stakeholders and
partners who are essential for firm as they developed loyalty and better services within firm.
From the above specified stakeholder engagement, it can be said that respective firm
should use more strategies in order to increase sales and revenue of firm in an effective manner.
Apart from this, there is more need for firm is to more concentrate on resistant and unaware kind
of stakeholders so that they can overcome negative impact from firm (Herremans, Nazari and
Mahmoudian, 2016).
TASK 1B
Reflection of tactical communication tools to develop awareness
Tactical communication plays significant role in order to develop awareness towards
functions and activities of marketing. Functions of marketing generally based on different types
of several goods and services in which firms are able to increase their profit in a right manner.
Along with communication tools of marketing includes video, E-mail, computers, search engine
and many more. Therefore, marketing communication is one of the essential tools for every firm
in order to develop best communication process at workplace. Now I can say all these assorted
communication tools help for firm in order to make strong relationship with its overall
consumers and it also develop best awareness towards goods and services within the consumer’s
mind. Along with there are few tactical communication tools that develop awareness within the
wider context of marketing. Thus, it can be said that tactical communication tool being used
when firm required managing and plan frequently changes within the communication network
for developing best working environment (Kotler and et.al., 2015). In regards with marketing
there are different types of communicating tools with customers has been used that helps firm to
develop awareness, those are as follows:
E-mail: It is also known as marketing tactics as well as communication tool. I am sure
this tool can easily help to Tesco in order to develop effective brand awareness and covert E-mail

receivers into essential customers. As e-mail can directly goes into the person’s e-mail box so
that there is lack chances for message to get lost as compare to the communication tool. If we
compare e-mail to another tools like social media and communication so we can easily say that
e-0mail is the best option to ignoring so many issues towards awareness along with it influence
people positively (Loo and Leung, 2018).
Search engine optimization: In regards with this, it can be said that a marketer can
easily take help from this SEO by which they can easily publish better content quality and able to
use different types of keywords that clearly identify the brand name and make senses for web
searches.
Social media: According to this type of marketing channel are mainly used via few
social websites or platform like Instagram, Facebook and many more. Here, I can say that now a
days this this type of communication channel is more trending rather than the others and
influence people in a positive manner. Thus, as per mu view it is more helpful for firm to use so
that they can create awareness and increase their profit effectively.
Thus, it has been clearly specified that different types of communication tools are very
helpful for firm to enhance their brand awareness within customer’s mind through targeting
people (Martynenko, Lysytsia and Prytychenko, 2018). As lots of people spend their time on
internet so this is the best way to provide information via online websites to develop more
awareness towards brand and their products.

CONCLUSION
According to the above mentioned report it has been analyzed that, marketing
fundamental analysis and evaluation is considered as the best method of evaluating intrinsic
value in regards with financial and economic factors. With the help of this type of study firms are
able to know about their overall financial as well as microeconomic factors so that they take their
decision accordingly. Moreover, in this assignment retail sector has been selected to know proper
roles of marketing mix and stakeholder engagement in so many activities of firm. It makes better
relations between firm and employees and help firm to make fair value for their customers to
achieve goals. At last, reflection report has been completed which includes developing awareness
of retailing sector within customer’s mind at marketplace.

REFERENCES
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