Marketing Planning for Tata Group's Heat-and-eat Dishes in UK Market

This report provides a detailed analysis of marketing planning for Tata Group's Heat-and-eat Dishes in UK Market. It covers company overview, vision and mission, strategic objectives, budget, marketing strategies, monitoring and controlling, SWOT analysis, STP, and marketing mix.

Marketing Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Company Overview....................................................................................................................3
Vision and Mission ....................................................................................................................3
Strategic Objectives....................................................................................................................4
Budget.........................................................................................................................................4
Marketing Strategies...................................................................................................................5
Monitoring and Controlling........................................................................................................5
SWOT Analysis .........................................................................................................................6
STP..............................................................................................................................................7
Marketing Mix............................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing planning is the procedure of managing and explaining the aims or goals of
companies, assembling strategies and plan of actions to accomplish them. The marketing plan
provides a detailed analysis of strategies an organisation would implements in order to market its
products or services within market and to its customers. The plan helps in identifying targeted
market, value of products and the metrics to be utilized to approach effectiveness of marketing
initiatives (Arrigo, 2018). The following report contains vision, mission, strategic objectives,
monitoring and controlling of Tata Group which is a multinational company in India. The
company operates in almost 100 countries across 6 continents. Each company of Tata runs their
business independently under the leadership and supervision of its own stakeholder as well as
board of directors. The company is expanding its business in eat-in or takeaway food retail
industry in the market of UK by launching Heat-and-eat dishes. Furthermore, the report covers
STP and marketing mix of the new product introduced be company in order to make clear
strategy for enhancing company's growth.
MAIN BODY
Company Overview
Tata Group is an multinational fusion of auto-mobiles, air-planes, finance, chemicals,
home appliances and various other products in Indian market. The headquarter of the company is
in Mumbai, Maharashtra, India and was established in year 1868 by Jamshedji Tata. The
company purchased various global organisations which lead to its international recognition and it
is one of the oldest as well as biggest industrial group in the country. There are around 29
publicly listed Tata companies with a united market capitalisation of about $123 billion (INR 9.3
trillion) on March 31, 2020. The revenue generated by company in between years 2019-2020,
was around $106 billion (INR 7.5 trillion) and overall recruitment done by company was around
750,000 (Tata groupBusiness Overview, 2021).
Vision and Mission
The vision of company includes investing in science technologies in order to provide new
and innovative offerings to their customers. The firm focuses on increasing value to its
consumers and deliver fantastic results to its stakeholders (Dewnarain, Ramkissoon and
Mavondo, 2019). Tata Group believes in providing positive working environment through

implementing diversity and team work spirit within employees that could help in nurturing
innovation in the organisation. The organisation also wants to expands more in global market by
the year 2025.
The mission of the company is to remain reliable international market for consumers and
suppliers, that provide value through goods or services. It also aims to be a responsible creator of
values for all their shareholders.
Strategic Objectives
The main objective of selected company is to become bold, active, courageously taking
risks, utilizing deep consumer insights to create innovative solutions. The company also wants to
invest in its people and partners which enables the company in building cooperative relationship
with its buyers that is based on mutual understanding, respect as well as trust.
Budget
It is a systematic plan which is based on the expenses and income a company could spend
or earn over a specific period of time. In other words, budget is a document that is utilized by
management departments of companies in order to evaluate revenues and expenses for an
approaching period which is based on their aims for business (Font and McCabe, 2017).
Particulars Amount
Licenses £500
Incorporation £300
Permits £500
Internet set up £300
Lease Deposit £1,500
Accounting £500
Legal £300
Security £2,000
Transportation £4,500
Payroll services £3,000

Website domain registration £400
TOTAL £13,800
Marketing Strategies
Tata company believes that the marketing approach must not be limited to a small level
rather it should be expanded to all community members. For example, Tata motors one of the
sector of Tata Group serves its services to rural as well to urban people by providing them
options such as from NANO to Jaguar Land Rover. By providing cheapest products to its
customer Tata group enhanced its growth such as NANO which was the cheapest car worldwide,
inexpensive water filter called Swach by Tata Chemical and many more products. The company
invests a lot in research and development department to keep monitoring market changes. The
company utilizes digital marketing, print-media and television for promoting its products or
services to its customers (Hartanto and Agustini, 2020). The organisation also promote its
products through famous personalities who have a strong social media presences as well as fan
base. Tata Group also provide discounts or sale offers on its goods during festival times. It also
organise various promotional events across the globe at several locations and sometimes
provides sponsorships for world famous programmes.
Monitoring and Controlling
The company has an appropriate procedure of internal controls and contains documented
policies that covers all its financial as well as operating management. These controls have been
planned to give a sensible assurance with promise to maintain correct accounting power for
assuring reliability of monetary reporting, observation of operations, defending assets from
unofficial losses, conformity with regulations. The company has also continued its attempts to
line up all its process and controls with international best practices.
The Audit committee of Board of Directors, made up of independent directors daily
review audit plans, audit findings, adequateness of internal controls and also monitors accounting
standards in order to modify accounting policies if any. The Board of company takes
accountability of whole procedure of risk management (Johnson and et. al., 2019) . Tata Group
through an Enterprise Risk Management program, organisation's business parts and corporate
functions finds possibilities and accompanying challenges by an institutionalised approach lined
up to the objectives of company.

SWOT Analysis
STRENGTHS WEAKNESSES
 Tata group has large and broad product
portfolio. The wide-ranging auto-
mobile portfolio assist them in bringing
revenue and stabilization in income.
 The company is well renowned in
home country as well as in global
environment.
 The organisation has strong network of
distribution that has built over the years
and has the ability to reach potential
market.
 Tata Group appoints highly skilled and
talented employees as well as train
them. The company invest a large
number of resources in training and
development programs for workers
which ultimately results in highly
motivated workforce (Ližbetinová and
et. al., 2019) .
 The organisational structure of the
company is only suited with current
business model which results in limited
expansion in adjoining product
segment.
 The company lacks a proper marketing
strategy for promoting its products or
services in international market. The
positioning and specific selling
proposition is not well defined which
could create advantageous situation for
its competitors.
 The company is not good at good
demands forecasting which results in to
higher rate of missed chances as
compare to its rivals.
 Financial planning is also not in proper
and efficient. The present asset ratio
and liquid asset ratio advise that the
firm could utilize cash more efficiently.
OPPORTUNITIES THREATS
 New trends in behaviour of customers
could open fresh market opportunities
for the company. This could benefits
the company in generating revenues
and chances of diversifying its product
portfolio.
 As the organisation is operating its
business in various countries therefore,
it is exposed to fluctuation in currency
specifically in those countries where
political environment is volatile
(Matalamäki, 2017).

 The development of market would
result in weakening of competitors'
advantage and Tata will be able to
enhance its competitiveness as compare
to its rivals.
 The company must implement clear
strategies for marketing for creating a
good brand image which could also
help in enhancing customer base in
India as well as in global market.
 In case of its auto-mobile sector, the
government of many countries have
created carbon emission laws which
could be a threat for company as it has
to develop carbon-efficient cars which
might require additional investments.
 New technologies introduced by other
competitors or market agents which
could be a serious threat to the
company.
STP
STP is most poplar tool now-a-days in marketing of products which at first segment the
market in which the firm is heading and then targeting these segments according to their
preferences and at last specify the positioning of firm and its goods or services according to their
desires and demands.
Segmentation: It involve identifying a basis for segmentation and study the features of
each segment. In general it can be based on demographics, psycho graphics, geography and
behaviour in general (Moravcikova and et. al., 2017). In context to service of Heat-and-eat dishes
offered by Tata group the demographic segmentation would work best to target as the
consumers who are in 9 to 5 service on basis of employment and are not married can be best
potential buyers.
Targeting: Here we evaluate attractiveness to each segment and select one or more out of
above discussed. In context to chosen firm the demographic segment selected to target can use
marketing strategy like direct contact to such audience, differentiation strategy, improving
quality and remain focused to that segment.
Positioning: Its the ability to influence the perception about the offered by a firm. In
general to do so various positioning strategies like product quality, pricing strategies, product use
and best among competitors (Rauschnabel, Felix and Hinsch, 2019). In context to TATA's new
service the quality and ease of use the product can help it to sustain in market for long run.

Marketing Mix
They are the promotional tactics adopted by firms to remain unique and competitive in
marketplace. There are 7 P's which are elaborated below that can firm use for marketing.
Product: Its the things the firms offer along with its quality, features, variants, use,
availability, warranties, branding and perception. The products which TATA is coming up has
features like easy to use and store and in wide variety from Asian vegetarian food, chicken and
fast food items.
Price: This refers to the strategy adopted to set cost of the product which in this case is
Heat-and-eat dishes which may face a lot of competition from local products so the cost
leadership will work best (Sanclemente-Téllez, 2017).
Promotion: This is how sales is promoted by branding and advertising. TATA can use
social media and promotional champaign to various places like offices and parks as promotional
strategies.
Place: There are two ways to do so that are offline stores big or small and online services
which offer doorstep delivery in minimum time. Availability in maximum possible stores with
continuous supply of products will work best for TATA's new products.
People: The staff mainly in research and development should be very efficient as after all
the products are for consumption so no space for any miss-happening and efforts of other staffs
may also help to succeed.
Process: It is the way by which the product is delivered to customers like packing that
TATA may use to attract by using sustainable material, impressive designs and and physical
environment (Wang and Gao, 2019).
Physical evidence: It comprise of experience of customers with company and its sales or
support staff and in case of online services the speed and accuracy of information on website.
These factors can be best utilize to earn customers trust and retain them.
CONCLUSION
From the above report, it could be concluded that marketing plan is essential for every
company to implement as it helps in selling their products or services to targeted customer base
in order to reduce marketing cost and enhance the opportunity of converting leads into sales.
While entering in new market with new product, company must implement strategic marketing
plan in order to understand market and to analyses behaviour of consumers. The company must

evaluate its strengths and weaknesses before penetrating in to new market and must also examine
opportunities as well as threats it might face within market. This has also been observed that it is
very important to make proper marketing mix in order to target potential customers, to
implement better promotional strategies, to enforce right pricing strategies for new products that
company wants to launch in foreign market.

REFERENCES
Books and Journals
Arrigo, E., 2018. Social media marketing in luxury brands: A systematic literature review and
implications for management research. Management Research Review.
Dewnarain, S., Ramkissoon, H. and Mavondo, F., 2019. Social customer relationship
management: An integrated conceptual framework. Journal of Hospitality Marketing &
Management. 28(2). pp.172-188.
Font, X. and McCabe, S., 2017. Sustainability and marketing in tourism: Its contexts, paradoxes,
approaches, challenges and potential. Journal of Sustainable Tourism. 25(7). pp.869-
883.
Hartanto, F. W. and Agustini, M. Y. D. H., 2020. A THOUGHT ON APPLICABILITY OF SUN
TZU'S STRATEGY ON MARKETING STRATEGY. Journal Of Management and
Business Environment. 2(1). pp.38-57.
Johnson. And . et. al., 2019. The marketing organization’s journey to become data-
driven. Journal of Research in Interactive Marketing.
Ližbetinová and et. al., 2019. Application of cluster analysis in marketing communications in
small and medium-sized enterprises: An empirical study in the Slovak
Republic. Sustainability. 11(8). p.2302.
Matalamäki, M. J., 2017. Effectuation, an emerging theory of entrepreneurship–towards a mature
stage of the development. Journal of Small Business and Enterprise Development.
Moravcikova and . et. al., 2017. Green Marketing as the Source of the Competitive Advantage of
the Business. Sustainability, 9(12), p.2218.
Rauschnabel, P. A., Felix, R. and Hinsch, C., 2019. Augmented reality marketing: How mobile
AR-apps can improve brands through inspiration. Journal of Retailing and Consumer
Services, 49, pp.43-53.
Sanclemente-Téllez, J. C., 2017. Marketing and Corporate Social Responsibility (CSR). Moving
between broadening the concept of marketing and social factors as a marketing
strategy. Spanish journal of marketing-ESIC, 21, pp.4-25.
Wang, A. and Gao, X., 2019. Multifunctional product marketing using social media based on the
variable-scale clustering. Tehnički vjesnik. 26(1). pp.193-200.
[Online]
Tata groupBusiness Overview. 2021. Online Available through:
<https://www.tata.com/business/overview>./