Marketing Process & Planning for Desklib Online Library

This report discusses the various aspects of marketing process and planning for Desklib online library. It covers topics such as conceptual marketing, marketing functions, importance of marketing related to marketing environment, agreement between functional units of organization and marketing, external and internal factors affecting marketing function, marketing mix strategies, and formulation of a marketing plan with key elements.

Marketing Process & Planning

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1) Discuss conceptual marketing and their operations with role of marketing.........................3
P2) Discuss marketing functions that brings widening of organization......................................5
M1) Explain the importance of marketing related to marketing environment............................6
M2) explain the importance of agreement between functional units of organisation and
marketing.....................................................................................................................................6
D1) Analyse the external and internal factors in which marketing function works....................6
P3) Differentiate the processes the organisation utilizes the marketing mix to marketing
planning process to attain organisational goals...........................................................................6
M3) Evaluate tactical approaches and strategies utilized by organisation to describe how
organisational goals can be obtained successfully.......................................................................8
D2) Analyse the tactical approaches and strategies to the marketing mix in obtaining overall
aim of the company .....................................................................................................................8
P4) Formulate a marketing plan that include key elements of marketing planning for an
organisation to achieve marketing objective. ..............................................................................8
M3) Review the strategies and ways approach applied by organisation to demonstrate that how
business objective can have achieved successfully...................................................................10
D2) evaluate the strategies and tactical approach to the marketing mix achieving overall
business objective......................................................................................................................11
P5) Produce a media plan that include suggestion and rationale for media activities to meet the
require budget and objective of media campaigning. ...............................................................11
M5) Devise the integrated multimedia plan, select appropriate digital, offline and social media
channel for communication. ......................................................................................................12
D4) Provide a justified integrated multimedia plan which is based on quantitative and
qualitative criteria. ....................................................................................................................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing mainly is detailed with activities that a company undertakes to promote the
purchasing or selling of the product or services within an organisation. Marketing encompasses
the advertising, selling, and delivering of products and services to consumers and other
businesses. This is a set processes for developing communication among the consumers and their
necessities by creating and delivering offerings to their consumers. Consumers are client,
partners, or society at large who are directly dealing with the organisations and so they should be
provided with utmost services (Bijmolt and et. al., 2021). In this report, The Tesco company has
been taken into consideration to show their various marketing related strategies and activities
with their launch of new products and services in the market place.
MAIN BODY
P1) Discuss conceptual marketing and their operations with role of marketing
Marketing is known as the fine art and relative processes of evolving, executing and
keeping an exchange relationships between the consumer and the organisation. The marketing
mix is detailed with anyone who directly or indirectly is involved in the business side of the
organisation. The marketing mix mainly initiates with pulling of consumers, building a
relationship with their consumers, and keeping it by satisfying to their needs and necessities.
Marketing mix is accountable in holding up the responsibilities of fulfilling the needs by meeting
the requirements of the consumers. The term marketing is a very vast and broad concept that
involves various aspects of marketing concept which is preoccupied with the ideologies of
satisfying the needs of the customer by means of the commodities or product as a solution to the
consumer's needs and requirements (Nikbin and et al., 2021). The marketing concept details the
significant changes and alterations in today's company strategies which mainly provides the
foundation to accomplish combative benefits. The marketing concepts are mainly considered as a
vital activity and they are given as under mentioned:
 The Production Concept: This concept mainly holds the oldest concepts in the business
world. This majorly holds that consumers will prefer products and commodities that are
widely affordable and available for the consumers at a very inexpensive cost prices.
Managers mainly focusses on this concept by concentrating on accomplishing the high
efficiency in production of the products and services with low cost price, and mass

distribution of products. This conceptualisation chiefly focusses on the making sense in
developing nations because consumers in developing nations are very curious about new
products and services with advancements in product's characteristics.
 The Selling Concept: The selling concept in marketing chiefly refers to
conceptualisation of marketing management that one of several strategies makes up to
effective marketing strategies. Selling is basically a term which defines any transaction
in which money is spent for a product or services. Selling concept mainly is one of the
ideologies in marketing like production concept, other holistic concept, and product
concept etc. This is the other average business orientation which is accountable in
holding that the consumers and businesses within the marketplace. This concept chiefly
adopts the strategies which fosters consumer's showing their interests in buying
capacities or resistances and this ultimately indulges consumers to buy products and
avail to services. The selling concepts mainly assumes and makes plan according to
consumer's requirement and attracts their consumer's into buying their products by
effective selling strategies and by utilising promotional tools to boost their growth in
market base (Rosnizam and et. al., 2020). There are organisations who practice the
selling ideologies and follow up strategies when they have efficient capacities. Their
main motive is to sell their products and services rather than making to what market
demands them to do.
The marketing operations is chiefly the function of overlooking into the strategies that is
applies by the organisation to their marketing programs, and other related cultural planning.
There are other responsibilities that are associated with the marketing operation which includes
technology and evaluation of performances and with reporting and data analysis. The Tesco is a
very vast and a large organisation which is mainly based on the values which is accountable in
providing consumer the satisfaction of product and services requirements. Other features are
delivering satisfactory services and great satisfaction to their consumers by meeting to their
needs and necessities. The organisation has a hierarchical structure which is very complex in
their management. Marketing operations of Tesco are mentioned as under:
 The promotional strategies of Tesco are vast and complex as they mainly focusses on
attracting their consumers from different ends of the markets (Rosnizam and et. al.,
2020). The organisation tends to make efficient utilisation of human capital as their

natural resources. So as they can deliver the best of their products and services to their
consumers. The organisation is more focussed on the providing satisfaction which is the
ultimate goal for the consumers.
 The marketing strategies of Tesco is related with brand vale and their positioning and
promoting the very brand image within the marketplace. So that they provide effective
and satisfactory services to the consumers. Marketing is defined as the vital and very
crucial part of any business which should be promoted in a way that it convinces their
consumer's requirements by accomplishing maximum advantages for fulfilling
organisational goals.
 The Tesco PLC is also promoting their efficient strategies that chiefly includes the online
shopping of groceries and and other relative strategies of e-commerce such as providing
better platforms of digital marketing and online shopping .
P2) Discuss marketing functions that brings widening of organization
The organisation has numerous functions that chiefly relates to organisational concepts
and the vital functions are mentioned as under:
 The marketing trends are mainly comprised of current as well as future trends that are
aiding in fostering of the organisational brand image within the marketplace. The
selling conceptualisations are mainly encompasses marketing strategies that are
beneficial for the growth of the organisation as well as their significance in providing
effective services to their consumers.
 The marketing is mainly related with establishing to effective relationship between
the consumer the organisation.
 Strategies of marketing is associated with betterment and development of the
company as it helps to enhance users satisfaction by making them familiar with
numerous advantages of products, helps to attain organisational financial goals (Zhao,
2021). Marketing strategies of Tesco is completely effective to attain the company
goal as well as assist company to maintain it's market image. It also assist to make
strong and beneficial business relationship with the other nations for the purpose of
development of the company. Tesco conducts numerous complex operations and the
marketing strategies are designed with the purpose of co-ordinate and cooperate with

organisation very well. Company always work to meet with requirements of users in
order to earn profit and attain financial goals (Harsch and Festing, 2020).
M1) Explain the importance of marketing related to marketing environment
 Marketing environment includes both the external and internal factors which may
affects the organisational strategies and their implications. Marketing mangers is
reliable to focus on market activities and different functions in order to promote
activities which are beneficial for organisational development and betterment.
Marketing dynamics totally depends upon the requirements of customers and keeps
changing with the time. Marketing needs to be done well as per the dynamics to
create a balance between customer requirements and marketing environment (Bhaduri,
2019).
M2) explain the importance of agreement between functional units of organisation and marketing
 Marketing is very crucial for the company as it make users familiar with the
advantages of their services and products. Company often wants to build monetary
system stronger and that is why marketing is very compulsory to attain that end goal.
Marketing drives the sale, without marketing it is not possible for an organisation to
survive in a competitive market. Marketing keeps updated customers about the
changes and modifications of upcoming products which attracts customers towards
the product (Famiyeh and et. al., 2018).
D1) Analyse the external and internal factors in which marketing function works
 Marketing of an organisation gets affected by external and internal factors. The
internal environment includes machines, workers, materials, owners and machines.
The external environment is of two types including macro and micro. The micro
environment refers to all the factors associated with organisational benefits or may
hinder to attain organisation financial goals including stakeholders, employees and
people, associated with organisation. Macro environment includes factors affecting
company indirectly including political factors (Obeidat and et. al., 2020).
P3) Differentiate the processes the organisation utilizes the marketing mix to marketing planning
process to attain organisational goals
 Marketing mix of Tesco-

 Product- Tesco maintain its quality as it has a good market reputation. Tesco make
sure that consumers are getting the service as per their requirements. Tesco design the
products according to customer demand which make users stick to the company and
not go to other stoker for their the same product.
 The main goal of the company is to deliver quality products as the company is
creating health awareness among service users. Tesco truly beliefs designing and
producing different products, so that consumers can chose and buy the products
according to their requirements and preferences. Company earn profits by producing
low manufacturing cost products with minimal prize (Isensee and et. al., 2020).
 Price- The prize, company offers to consumers, is appropriate for all people having
different incomes. The organisation also design cost strategies which emphasizes on
cost reduction and low manufacturing cost. Offering low cost products to the
consumers, assist to earn profits for the company. Low cost products often attract
consumers and enhance the sale. Good quality and affordable products make people
come to the company and make good market image.
 Place- Tesco is the biggest retail company in United kingdom and wants to expand
the business to other nations. Company has started selling products online, so people
would get the opportunity to get their products sitting at home. People who are
purchasing the products from the official website of the company may order products
by getting discounts. Selling products online assist company to save rent and
electricity consumed at offline stores and increase the profit (Huang and Wan, 2019).
 Promotion- promotional strategies are also being designed by the company to make
maximum consumers across the nation. Organisation often offers charitable programs
and discount offers to enhance the goodness of the company against competitors.
Tesco also offers premium cards to customers who regularly purchasing the products
of the company, in order to make consumer stick to the company for a long time.
Effective promotional activities are designed to attain organisational achievements.
Promotional activities includes all the benefits of the products which is offered to
consumers in order to attract them to enhance the sale. Company deliver detail
information about the characteristics features about the upcoming product in the

market. Company presents the uniqueness in front of consumers so they easily get
attracted and buy the products.
M3) Evaluate tactical approaches and strategies utilized by organisation to describe how
organisational goals can be obtained successfully
 Organisation has to make strategies in order to obtain organisational goals and earn
benefits, so they can grow rapidly. Planning and implementing strategies assist
organisation to survive in the market. Identifying goals and objectives of the
company, making strategies according to the market environment assist company for
its development and betterment. Place, promotional activities and product cost affects
the sale and productivity of an organisation.
D2) Analyse the tactical approaches and strategies to the marketing mix in obtaining overall aim
of the company
 Strategic marketing associates with marketing activities with organisational short and
long term objectives. Tactical marketing includes organisational strategies which
helps to attain organisational goals. Implementing strategies assist company to reach
their goals efficiently and effectively. Tactics assist company to enhance their
goodwill against rivals.
P4) Formulate a marketing plan that include key elements of marketing planning for an
organisation to achieve marketing objective.
The marketing plan is related with the advertisement strategy which is based on firm that
utilise to sell their product and service on the wider scale. The assign marketing plan as a
program help to engage the audience and also analyse the best way to reach them in adequate
manner. In addition, it clearly state about the roadmap or strategy concept that used by
organisation to create enterprise efforts. In addition, the marketing plan is referring as strategic
map where firm use to organise and execute their strategy and plan on fixed time (Bala, and
Verma, 2018). The marketing plan that include various selling strategies of various marketing
team across the company, therefore, all the working towards firm have their goals that they must
reach on certain period. Moreover, the marketing plan used to design as important part of whole
marketing process which is best refer to the necessary in order to takedown the measure which is
relevant for delivering of service or product to consumer. The maximum satisfaction is enriched

when the customer start valuing product and service provided by firm. In context with the Tesco,
it is huge retail enterprise which have efficient to cope a marketing plan that help them to
accompanied the schedule objective and can also add the value with different good and service
that offered by organisation which include food product, dairy product, home appliance and so
on. The marketing plan must adopt by Tesco in order to introduce their new product in market
(Chung, and Kuo, 2018).
 Market strategy: The Tesco PLC is usually foci on the ways that is significant to
influence customer for their product and service. Therefore, the firm is generally
choosing such strategy that is helpful in formulating proper pricing policy that can lure
the various customer from various segment of market as well. The organisation is help to
promote the effective ways which help to promote marketing of luxurious item that used
to introduce from the enterprise in the capable market so that they can make the customer
best aware for their product and service.
 Target market: The target market which is chosen by Tesco PLC for their product is
high class people that require food with the high quality packaging. The Tesco PLC is
well focus and concentrate on the taste and preference which is best according to the
customer and they also take feedback for the change form customer that help to make
understanding regard with the target market (Djakasaputra and et. al., 2021).
 Target audience: The target audience is defined as people which help business and the
organisation to deliver the ultimate product and service which is best acquired. The
audience which is selected as target market for the Tesco PLC is best cost conscious
individual who are well interested in the bargain and also used to make the sale and value
of variety as well.
 Marketing channel: Tesco PLC generally uses the online and offline distribution
channel that help the firm to get operation with thousand store in the global level. Such
store is usually different type. In this, organisation can use both channel which is well
effective to show the aspect that is best deliver the product to their customer for taking
service again and again.
 Product offering: Tesco PLC is referring as variety of product as food, clothing,
stationary and cosmetic. In this, company has number of store that is outside from UK.
The business is well show their expansion by offering a wide range of product that is

luxurious that also different and quite unique from their competitor. The firm is also
offering various of other strategies and make the feature which is helpful for customer
that can attract towards product and they can also enhance the demand of their product
and service in the adequate manner (Hsu, and Chen, 2018).
It helps to provide some of acquired legitimacy to make the plan and provide the best
financial viability that focus on budget which has been prepared. The list is well prepared that
contains,
Particulars Year 1 Year 2 Year 3 Year 4 Year 5
Opening Capital 0 1500000 1090000 835000 573000
Investment 2000000 0 0 0 0
Total 2000000 1500000 1090000 835000 573000
Marketing Outflow
Marketing 350000 250000 175000 185000 175000
Publicity 100000 85000 80000 77000 90000
New Product
Development 50000 75000 0 0 0
500000 410000 255000 262000 265000
Closing Capital 1500000 1090000 835000 573000 308000
M3) Review the strategies and ways approach applied by organisation to demonstrate that how
business objective can have achieved successfully
Tesco PLC that use can show the various strategies and tactical approaches which can help
to accompanied that show the target objective and aim such as the company can have established
the vision and mission of the business. It is also show the measure that used to show the progress
of the employee and others operation that is being well performed in the organisation. They are
usually show turning the long term strategies into the short term tactics can also help to other
needs and wants as well. The effective marketing and make the planning that can also company
to make promotion it is luxurious good in the associated market size which help to achieve the
objective of business or a firm (Iyer, Davari, Zolfagharian, and Paswan, 2019).

D2) evaluate the strategies and tactical approach to the marketing mix achieving overall business
objective
Strategy used to prescribe the marketing act which is required to achieve the goals of
business. Whereas, tactics and tool which is required in order to implement a plan and also show
their relevance to achieve with set of action that is focus on particular ways. The selling which is
strategic in nature is help build the company objective where tactics of marketing is well reliable
in order to focus on the detail which is help to accompanied the gaols. The various tactics that
can opted the firm and they are uses in marketing mix and various other promotional tactics so
that they can manage to explore their good and services which is effective and efficient.
P5) Produce a media plan that include suggestion and rationale for media activities to meet the
require budget and objective of media campaigning.
The term of media plan which is well referred as the marketing and the public of the
product and the service which is well related with the service of the organisation and other
activity which is helpful in order to promote the product and service of organisation. There are
higher number of digital technologies are used to discover which is helpful in order to make
promotion for the product and service (Thabit, and Raewf, 2018). In addition to this, the social
media platform is referring best source for the promotional activities because it generates the
trend of the social media. The people usually associated and linked with social media platform to
each and get online and active for the number of hours. In this, social media is helpful platform
which may generate the aspect that help to derive the source which is well reliable for the
promotional activities. In reference to Tesco PLC, they also used social media platform to
introduce their new product and service to market and also connected with number of customer
(Jobber, and Ellis-Chadwick, 2019)(Kahn, 2018).
Particulars Year 1
Opening Capital 0
Investment 2000000
Total 2000000
Marketing Outflow
Social Media
Instagram 20000
LinkedIn 10000

Facebook 15000
Publicity 100000
New Product
Development 50000
195000
Closing Capital 1805000
M5) Devise the integrated multimedia plan, select appropriate digital, offline and social media
channel for communication.
Tesco PLC can also use with various platform which is well follow: Instagram: Instagram is also taken as important channel of communication where paid
promotion and campaign are used to hosted with the wide range of customer base. Tesco
PLC is uses such kind of platform for the promotion of luxurious packaged food that they
can reach up to the maximum level of consumer (Marjański, and Sułkowski, 2019).
 Facebook: The term is well referred as digital platform which can be used to make the
promotion various product and service of the company to the wide range of people. Tesco
PLC used to opt this platform to promote the product and services.
D4) Provide a justified integrated multimedia plan which is based on quantitative and qualitative
criteria.
As per the social media, the qualitative researcher helps to provide report which is massive
and diverse related with individual and content which they formulate. In addition, quantitative
analysis is also used to taken which is referring a valuable data based on message and
competitor. The company show their branding in the media with campaign (Mehralian, Nazari,
and Ghasemzadeh, 2018).

CONCLUSION
As per the above discussion, it is well analysed that there is various type of innovative
concept which is help to reflect the process of effective marketing in the global market. In this
report, Tesco is chosen as form which is focus on several trend of market that show various
impact on the functioning of the company along with this, the discussion also used to carry the
marketing mix that is used by companies in the international market in order to promote business
on worldwide level.

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