Analysis of Marketing Intelligence and Planning

The provided assignment is a collection of academic papers and articles related to marketing intelligence and planning. The study aims to analyze the concept of marketing intelligence, its significance in business decision-making, and the tools used in market research. It also explores the application of marketing intelligence in different sectors, such as education, tourism, and automobile industries. The study highlights the importance of marketing intelligence in shaping business strategies and informing product development.

Marketing Intelligence

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Main stages in purchase decision making process:...............................................................1
1.2 Theories of buyer behaviour in terms of individual and markets:........................................2
1.3 Factors impacting buyer behaviours:....................................................................................3
1.4 Relationship between brand loyalty, Corporate Image and repeat Purchase:.......................4
TASK 2............................................................................................................................................4
2.1 Different types of market research techniques:.....................................................................4
2.2 Sources of secondary data to achieve research objectives:...................................................5
2.3 validity and reliability of market research findings:............................................................5
2.4 Marketing research plan to obtain information as per objectives:........................................6
TASK 3............................................................................................................................................7
3.1 Assessing market size, trends in Tesco environment:...........................................................7
3.2 Competition analysis for Tesco.............................................................................................7
3.3 Tesco's opportunities and threats:.........................................................................................8
TASK 4............................................................................................................................................9
4.1 Techniques of evaluating customer response:.......................................................................9
4.2 Customer satisfaction survey:...............................................................................................9
4.3 The success of survey:........................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing intelligence refers to knowledge about markets trends which might impact the
company and its products. It enables managers in an organisation to take right decision as to
overcome situations that might affect profitability. Basically marketing intelligence is about data
or information which is related to company and its market. It has to be gathered and analysed as
to ensure that company is ready to face uncertainties and overcome them. This report is based on
Tesco, which is a multinational grocery and general merchandise seller. The research will cover
all factors which might impact consumer buying process and behaviour. It will also state about
techniques which can be used by Tesco as to stay updated about market trends (Jones and
Rowley, 2011). This report will improve knowledge of author about how market trends and
consumer behaviours is analysed with aid of marketing intelligence.
TASK 1
1.1 Main stages in purchase decision making process:
It is very important for an organisation to know about purchase decision making process
of consumers. This assist managers in formulating a proper strategy by which they can target
end users. Purchase decision making process is mentioned in image below:
Tesco has to understand about needs of consumers and target that want as to ensure that
consumer will buy their product only. Process is described below:
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Illustration 1: Business Study

 Need recognition: Consumer first recognise need to purchase a product which will fulfil
his needs and desires. This is a stage which is targeted by the companies. Search for information: Companies have to make sure that there is plenty of information
required by consumer available on internet. Consumer search about various products
which match with his recognised need. Evaluate all alternatives: This is a stage where consumer analyse all alternative
products which he researched about in previous stage. He tries to understand worth and
value of various alternatives. Purchase decision: Finally, consumer buys product which he found suitable for himself.
 Post purchase decision: The company after sales services and consumer experience with
product is what this stage states about.
Consumer buying behaviour is what influence organisation purchasing decisions (Johns
and Van Doren, 2010). Company decides on how much it wants to buy as per demand of
consumers .
1.2 Theories of buyer behaviour in terms of individual and markets:
There are multiple theories relevant for individual and markets that will help Tesco
managers in understanding consumer buying behaviour. To types of consumer buying behaviour
is as follows: Complex: These are buyers who are highly involved in purchase and know about
different brands. Dissonance: Consumer is highly involved in buying process but he has little knowledge
about different brands. Habitual: These are buyers who are least involved in process but he have significant
knowledge about different brands.
 Variety seeking: They are buyer who are least involved in whole process and do not have
knowledge about different brands.
There are multiple theories which are describes different behaviour of consumer in
marketplace. These aids manager in understanding about various factors which have impact on
consumer. These theories are:
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 Theory of Reasoned Action: According to this theory, consumers do not take specific
action until they are sure that outcome will be as expectation. It stated that consumers can
change their mind anytime, if he is not sure for end result. Motivation need Theory: This theory stated that consumers tend to fulfil their needs and
desires as per five stage based model given by Abraham Maslow. They prioritise wants in
a specific order, that is: survival, safety, love, esteem and self actualisation. Marketer has
to understand concept to target right consumers.
 Hawkins Stern Buying theory: According to Hawkins Stern, consumers tends to make
an impulse purchase driven by external stimuli. This concept helps marketing individual
in understanding how their promotional activity can lead to impulse buying.
1.3 Factors impacting buyer behaviours:
There are several factors which have direct and indirect impact on consumer buying
behaviour which has to be understood by marketing manager of Tesco. These influencing forces
are in environment of company and individuals (Gök and Hacioglu, 2010). Factors are as
follows:
 Cultural: This factor is most influential force as it supports habitual buying process. It is
based on values, ethics and lifestyle of consumer. It is divided in two 3 parts, culture
which is made up by sub culture(values and lifestyles) that is also built on social class. Social: A consumer ask social elements before making purchase. These are people who
live around him or those with whom he consults. Personal: Consumer own lifestyle, age, income, taste and preference leads to different
purchase decisions.
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Illustration 2: Marketing Insider

 Psychological: This is factor which is related with consumer mental framework. His
motivation level, way of perceiving, Learning, experience and various beliefs and
attitudes leads to purchasing.
The marketing personnel has to ensure that they analyse these factors before formulating any
strategy for the company.
1.4 Relationship between brand loyalty, Corporate Image and repeat Purchase:
There are different terms which are stated by marketing theories and concepts. They help
managers in Tesco to understand them and differentiate between them. Brand loyalty, corporate
image and re-purchasing are most used terms to state about different concept. They are defined
below: Brand Loyalty: It is a pattern where consumers are committed to buy products of same
company again and again. End users are consistent in making purchase and they are loyal
towards an organisation. Corporate image: This is a virtual image which comes up in mind of users when
organisation name is called upon (Gabrielli and Balboni, 2010). It is basically a
composite of psychological impression a company was able to build in mind of
consumers about itself.
 Repeat purchasing: This is a action which is taken by end users, when they are highly
satisfied with product and company. Consumer purchases its product again and again.
Basic relationship between these three terms is that they state about how companies
image and product quality have impact on buying decision of consumers. Tesco is providing
high quality products at lower rates, that is why when ever consumer thinks of buying household
products they prefer going to super market store of company.
TASK 2
2.1 Different types of market research techniques:
Market research is a process in which researcher collects data from different customers
and clients of an organisation as to know about their satisfaction level or quality of product and
services. Motive can be anything behind conducting research. Very first thing which is vital for
whole process is to set objectives. As per report requirements objectives of research are:
 To know about performance of organisation in past two years
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 To understand difference between industry vs organisation performance
There are multiple research techniques which can be used: Primary: This types of method is used when researcher wants to know about ways by
which company can improve its products and services on basis of feedback received. It
aims to gather information from scratch.
 Secondary: This is a type of research where research uses difference reference material
as a source to collect information. It is a method which states about past results and
studies conducted by different companies. For current objectives, secondary research
methods will be appropriate.
2.2 Sources of secondary data to achieve research objectives:
Tesco is a multinational grocery retailer. As per objectives set in previous stage
secondary data collection will aid organisation in reducing cost and time taken to conduct
research. This will assist in generating ample amount of information for organisation (Cheah and
Phau, 2011). It will also specify area's where they can expand there operations. There are
multiple sources which can be used for obtaining information:
 Previous reports on market research
 Different online sites
 Other reliable sources which states about retailing industry performance
Tesco can gather data from various sources, such as:
 European directory for reliable sources in marketing
 Industry performance (online)
 Business information directory
The company has to ensure that they are able using right sources for getting right data.
There will be a brief outcome of research conducted. First result is that Tesco is in a state of
crisis due to scandals which took place in organisation. Though its performance is much better
than its competitors, it has registered a massive boost in its market share and sales while whole
sector saw slow down.
2.3 validity and reliability of market research findings:
It is very vital for managers to check findings of research conducted. If results are not
reliable and valid then whole research will be seen as a wastage of time and resources.
Reliability measures uniformity of scores over a specified time period. Basically, measuring
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research will ensure that it have no errors which can cause any loss in future. There are certain
way by which manager can check whether outcome of whole process conducted by researcher is
valid and reliable. First of all, a manager has to find various systematic errors which might exist
due to biasness of research process chosen. There is a probability of many random mistake which
might have occurred due to negligence of researcher. Several methods are there in market which
assist in checking out reliability, such as- test-retest method, internal consistency and alternative
form reliability method. It can be gained by introducing different methods of mismeasurement in
place of scores. It also requires good experimental control which will aid in reducing random
factors.
Validity is a way to measure research finding are as per objectives. There are many ways
to measure creditability, such as internal method which states about cause and effect relationship
in study or there is external validity which defines that finding are right for general public and
not just for an organisation (Burke, 2010). Most used technique is content credibility and expert
method which will help manager in assessing validity of organisation.
2.4 Marketing research plan to obtain information as per objectives:
The researcher has to make proper plans as to get desired results and outcomes. This
marketing planning will involve a process which will define how various activities will be
conducted. There is a proper sequence of steps which will enable researcher to ensure that whole
process is completed in minimum time period. The research plan is as follows: Set Goals and objectives: There is need to set long term and shot term targets. Research proposal: This will state about the strategy, time and resources, which will be
employed by researcher. Designing research study: Type of data sources which will be used will be mentioned.
For this secondary information will be collected. Resource allocation and budgeting: All required equipments and finances will be
allotted to research by company and then he will invest them in different activities. Data collection: Information will be collected from chosen secondary sources. Analysis and interpretation: collected information will be analysed as to get finding in a
proper way.
 Measuring and reporting results: outcome will be measured and if it is found as per
requirements then it will be reported to company.
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TASK 3
3.1 Assessing market size, trends in Tesco environment:
Tesco is a third largest retailer in terms of profits and ninth in terms of revenue. It have
operational capabilities in more than 11 countries. United kingdom is its prime market. It is
currently market leader with a share of 28.2%. it have world largest online grocery store with
URL www.tesco.com. It has customer base of more than 1 million and it attracts more than
25000 orders per week. Company also deals in food, electronics, financial services, etc.
In last few years, company has been struggling a lot due to weak economic outlook of
United Kingdom. There is high competition in market due to presence of discount stores such as
Aldi and Lidi. They are offering products at much lower prices than Tesco which is shifting
customers (Annie Jin, 2012). As per reports, company is losing its market share due to these
competitors. Also there are various changes in taste of consumers which is making it difficult for
Tesco to serve them in a better way. Company has to keep on updating its product shelf's as to
ensure that they are able to sell the items which are in demand.
3.2 Competition analysis for Tesco
Tesco is facing stiff competition in United Kingdom and that is why the company has to
keep on analysing different competitors which might impact its sales and profitability. A
competitor analysis will assist the company in ensuring that its policies are made after evaluation
of its rivals. The company was established in 1919 and by 1940 it has 100 stores in United
kingdom. Today it have more than 6000 stores in 11 countries. It has grown in its size and
market share. There are many competitors in UK which the company has to face, such as-
ASDA, Sainsbury, Morrisons, Aldi, Lidi. These organisations present a threat to the firm
profitability and revenue.
In current scenario, they only have to identify the market share which occupied by
various companies in retailing sector. The market share of Organisations is as follows:
Companies Market Share
Tesco 30.60%
ASDA 16.60%
Sainsbury 16.30%
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Morrisons 11.10%
Waitrose 5.40%
Iceland 1.80%
Tesco has to ensure that it stays as a market leader and its sales as well as profitability
grows further (Albayrak, Aksoy and Caber, 2013). To make its organisation more effective,
company has to do SWOT analysis which will state about different strength, weakness,
opportunity and threats.
Strengths:
 Control over market and its actions.
 Positive goodwill.
 Expert workforce.
 Program and procedures are goal
oriented.
Weaknesses:
 Demand of Technical modifications
 Need to modify client service
procedures.
 Solely depends on UK market
Opportunities:
 Venture into Cyberspace retailing
 Enlargement of business in new
markets
 Worker relations improvements
 Increasing the employed force.
Threats:
 Competition.
 Demand of the customer keeps
changing.
 Ever-changing environment
The recommendations will be simple that company has to work on its weakness as to
ensure that it stays a market leader in long term.
3.3 Tesco's opportunities and threats:
No matter how big a company is, it always have certain threats and weakness which can
hamper its functioning and bring it down. Tesco core products are food and grocery, so they have
to make plans according to the type of goods. The company have some opportunities and threats
which can have impact on its core products.
Opportunities:
 Venture into Cyberspace retailing: Company is in the phase of establishing itself in the
online retailing and it needs more efforts.
 Enlargement of business in new markets: It has opportunity to enter into new developing
nation market as there is no high level of competition.
 Worker relations improvements: Organisation need to focus on maintaining management
and employee relation by providing good environments.
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Threats:
 Competition: There is tough competition in the retail market, such as ASDA, Sainsbury,
etc
 Demand of the customer keeps changing: Trend analysis has to be conducted on routine
as to ensure that company is serving consumers in right way.
 Ever-changing environment: All environmental factors needs to be carefully analysed and
handled.
TASK 4
4.1 Techniques of evaluating customer response:
It is very important for the company to understand how customer respond to certain
changes and queries (Akturan and Tezcan, 2012). There are certain methods which will assist
them in analysing end user reactions towards a product and service: Home customer survey: The researcher or his agents go to customer's house and takes his
interview as to know what are his perception and reaction to certain products and services
of the company. Customer service questionnaire: This will be done with the help of questionnaire. Customer suggestions and complaints: There are various complaints and suggestions
which will improve the company's product and services.
 Third party agencies: These are the external parties which will help the company in
getting information regarding customer needs and satisfaction level.
4.2 Customer satisfaction survey:
The survey will be conducted with the help of a questionnaire.
Questionnaire
Q.1. Do you use Tesco products?
Yes
No
Q.2. Are you satisfied with the products quality?
Yes
No
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Q.3. How many times a week you visit the store?
Once a week
Twice a week
Once a month
Twice a month
Q.3. Are you happy with the services of the company?
Yes
No
Q.4. Is company able to satisfy your needs?
Yes
No
Do not know
Q.5. Do you know about the company other products?
Yes
No
Q.6. Is a store is located near to your place?
Yes
No
4.3 The success of survey:
The survey success depends on the number of factors, such as customer response and
range of study. The questionnaire will enable the researcher in carrying out research in proper
manner. To review success of survey, manager have to look at the outcome and the objectives for
which it was conducted (Mitic and Kapoulas, 2012). A proper comparison will enable the
researcher in finding out it success.
There are different aspects which was addressed in the questionnaire. They covered all
the areas which impacts customer satisfaction level. The outcome was favourable. As people
used Tesco products and they were quite satisfied with it. The only loophole was that they did
were not happy with the current customer grievance strategy.
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CONCLUSION
Tesco has to ensure that its marketing department is ready to face the uncertainties. For making
sure that they are prepared, it has to find different sources of intelligence or information. There
are multiple resources which can be used by the company to gain more knowledge about market
trends and changes. The most important factors which they have to analyse is customer
satisfactory with their services. According to their needs and desires they have to develop
strategies.
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Market Intelligence. 2017. [Online]. Available Through:
<http://www.businessnewsdaily.com/4697-market-intelligence.html> . [Accesses On
17th June 2017].
Market Intelligence. 2017. [Online]. Available Through:
<http://economictimes.indiatimes.com/definition/marketing-intelligence> . [Accesses
On 17th June 2017].
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