Marketing Process & Planning for Desklib Online Library

This report discusses the concept of marketing, marketing operations, and the role of marketing in the wider organization. It analyzes the marketing environment and interrelationships between marketing and other functional units of an organization. It also develops a marketing plan for Desklib Online Library to achieve marketing objectives.

Marketing Process & Planning

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
CONCLUSION ..................................................................................................................................11
REFERENCES...................................................................................................................................12

INTRODUCTION
The term marketing is referred as the strategies and the activities which are used by the
business and the organisation so as to promote their goods and services in the market sector. The
term marketing is considered as an important activity so as to make the products and services
informed to the customers so that they can be aware about the various features and the
characteristics of the goods and the services (Hu 2020). Marketing is an important function of the
Business as it helps in the selling and promotion of goods and services with the ultimate goal of
attaining the profit. The marketing is also helpful in transfer and exchange of goods. In this report
The Tesco company has been chosen so as to show its various marketing activities and also the
launch of its new product in the market.
MAIN BODY
P1 Explain the concept of marketing and marketing operations including the different areas
and role of marketing.
Marketing is the fine art and process of developing, executing, and keeping an exchange
relationship. The marketing mix begin with pull the customers, constructing a relationship with
them and finally keeping it by satisfying their needs. the eventual function of marketing remains the
same to build a state with customers and fulfil their needs by meeting their requirements (Kowalik
Danik and Francion 2020).
The term marketing is a broad concept which involves various factors which should considered by
the marketers so as to perform the various marketing activities effectively and efficiently. The
marketing concepts are considered as an important activity, given below are some of the marketing
concept.
 The Production Concept
This concept is the aged idea in business. It holds that consumers will like goods that are widely
accessible and less expensive. Managers concentrating on this concept focuses on accomplishing
the high production skilfulness, low costs, and collective arrangement. (Steenkamp 2019). They
assume that consumers are chiefly fascinated in product accessibility and low prices. This
orientation makes sense in developing countries, where consumers are too much curious in getting
the goods than in its characteristics.
 The Selling Concept

This is other average business orientation. It holds that consumers and businesses, if left alone, will
normally not buy adequate of the merchandising of the company’s products. The organization must,
therefore, attempt an assertive marketing and promotion effort (Gillespie and Swan 2021). This
concept adopt that consumers typically show buying capacity or resistance and must be involved
into buying. It also assumes that the company has a full battery of effective selling and promotional
tools to boost more buying. Most firms practice the selling idea when they have overcapacity. Their
goal is to sell what they make rather than making what the market wants them to.
The term marketing operations are referred as the, wide term that together describes the use of the
marketing system, including people, procedure, and technology, that enables selling to go with
efficiency and to scale with choice and uniformity. The Tesco is a large company which is based on
the core values of providing the customer satisfaction and other features so as to deliver the great
satisfaction and also by meeting their needs and wants (Ndofirep Farinloye and Mogaji 2020). The
Organization has the tall or the Hierarchical based structure which is very complex and difficult to
manage. The company is very well reputed and managed So as to make it more effective and
efficient, the organization uses different strategies and tactics in managing the different operations
and marketing policies to deliver The effective products. The ultimate goal of the organization is to
promote those goods which can deliver the highest value and can add to their profits and benefits.
Following are the marketing operations of Tesco
 The promotional strategies of Tesco are very different as they focus on attracting the various
customers from the different segments of market. The company makes the proper usage of
the human as well as the natural resource so as to deliver the best products by its
organization (Mintz Gilbride Lenk and Currim 2021). The company is more focused and
attentive towards providing the ultimate goal of providing satisfaction to the customers.
 The marketing strategies of Tesco is related with the brand positioning and promoting the
brand image to the customers so as to make it more effective and efficient to the customers.
The term marketing is considered as an important part of any business which should be
promoted in such a way so that it can gain the maximum advantage by accomplishing the
organizational goal. (Velez-Ocampo and Gonzalez-Perez 2019).
 The Tesco PLC is also promoting its various strategies which also includes the online
grocery shopping and E commerce strategy such as, It is also providing The path of digital
marketing and online shopping so as to increase the customer's approach towards the goods
and services which are provided by the Tesco PLC.
The above Marketing strategies and marketing operations are promoted I the best possible way by
the company so as to gain the maximum advantage and benefits by the targeted customers of

different segments of market.
P2 Explain how the marketing function relates to the wider organization
The organization has various functions which relates to the wider organizational context.
Given below are the necessary functions,
 The marketing concept includes current and future trends as well, The marketing concept is
direct;y related to the various aspects of business as it is a broad concept, focusing on
various areas such as, The selling concept, production concept and various other sections
such as focusing on the marketing strategies so by making the best and optimum utilization
of their resources by making it quite effective in promoting the good values and features to
the customers(Mohapatra and 2021).
 The marketing is also related with establishing the effective relationship with its customers
and with the employers too, so that it can maintain a good balance within the organization
and with its customers too.
 The direct tactics of marketing is also related with the betterment of the organization. As it
also helps in increasing the customer satisfaction with having the maximum advantage of
gaining the profits with also accomplishing the organizational goal as well. The Marketing
of Tesco is also quite effective in helping the Company to maintain its well known reputed
place. The marketing of Tesco is also helpful in making it quite effective and efficient so as
to build the business relationships with other countries and also it has encouraged the
company to manage its functional ability and various other operations successfully in the
direction of achieving the organizational goal. Tesco is a huge company having complex
operations, but the marketing strategies are coping up quite well with the organizational
context as well. (Souiden Amara and Chaouali 2020).
M1 Analyse the role of marketing in the context of the marketing environment.
The term Marketing Environment involves all the internal and external factors which can effect the
organization directly or indirectly. The marketing managers should be aware of the marketing
activities and its various functions so that they can promote various operations and functions
effectively and efficiently. The marketing environment is dynamic in nature as it keeps on changing
according to the needs and wants of the Customers. The marketing should be done well with the
marketing environment so as to make proper balance between the both activities.
M2 Analyze the significance of interrelationships between marketing and other functional
units of an organization
Marketing is essential because it helps the business to sell their products or services. The

lowermost line of any business is to make monetary system stronger and marketing is an essential
transmission channel to reach that end goal(Pantano Pizzi and Rogers 2020). Imaginative
explained that without marketing many businesses wouldn't survive because marketing is finally
what drives sales. The marketing is well linked with each and every area of the organization and it
is also considered as an important part of the business or the organization.
D1 Critically analyze the external and internal environment in which the marketing function
operates.
The marketing environment of a business exist to the internal and an external environment. The
internal environment is company-specific and consider owners, workers, machines, materials etc.
The external environment is divided into two parts such as, micro & macro. The micro
environment is related with the factors which directly effects the organization and are presented in
the Organization only. Such as, The employees, stakeholders and other people who relates directly
with the business and the organization. The Macro environment consists of those factors which can
effect the business or the organization indirectly, such as political factors environmental factors
etc(Lerbinger 2018).
P3 Compare the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve business objectives.
Marketing Mix of Tesco-
Product- Tesco is operating in issuing a large variety of products to their customers which will give
them enough options and restricts them to move towards another stores in the market (Atkinson
Sumnall and Meadows 2021).
. Company mainly focuses on giving quality to their product because of the increasing health
awareness among the consumers. Tesco believes in producing varieties of goods for all the
segments of the customers by identifying their tastes and preferences for the products in the market.
Price- The value of the product which are offered by Tesco is suitable to all the people who belong
to different income groups. Company is following the cost leadership pricing strategy which
focuses on reducing the cost of the products which are presented to the customers to improving the
profit earning of the company. It allows the business firm to attract all those customers in the market
who are looking for the good quality of products in the affordable price range.
Place- Being a largest retail organisation of United Kingdom, Tesco is trying to expand its business
in different nations which increase its opportunities to increase their market share in other emerging
countries. Company is also selling its product to the people through online and offline medium and
also offers the facility of home delivery of product to those customers who are purchasing goods

through their websites.
Promotion- Tesco is building various innovative promotional strategies for advertising its product to
the maximum customers across the world. Company is also offerings different discounts and
charitable programs to increase the goodwill of the organisation against their rivals. Tesco is also
providing loyalty cards to their regular customers to maintain a better relation with them for a
longer period of time. All these creative promotional activities by Tesco helps in achieving its set
organisational goal.
M3 Review strategies and tactical approaches applied by organizations to demonstrate how
business objectives can be achieved successfully.
The business and the organization has the sole purpose to achieve the targeted goal or objective, so
that they can be successful and can boost their growth as well. There are various ways by which the
ultimate goal of an organization can be achieved. The Tesco PLC can opt these ways so that it can
opt an effective and efficient way to accomplish the organizational goals. Such as, Identifying the
goals and objectives, Tracking the goals in the visible place, defining the clear milestones and
connecting those activities to the milestones and goals as well (Piroth Rüger-MucK and Bruwer
2020).
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives.
Strategic marketing relates with the marketing plan of actions with the company's short and long
term objectives in mind. The Tactical marketing carry the strategies to life with attending to The
various detail and measurement. They work differently, but collectively, to help The organization
accomplish Their goals effectively and efficiently.
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives.
A marketing plan is the advertisement strategy that a business organization will utilise to sell its
goods or service. The marketing program will help to find who the target market is, how best to
reach them, at what cost point the good or service should be sold, and how the company will
standard its efforts. marketing plan is a strategic roadmap that businesses use to organise, execute,
and trail their marketing strategy over a given period. Marketing plans can include different selling
strategies for various marketing teams across the company, all working toward the same business
goals. The Marketing plan is considered as an important part of the whole marketing process as it is
necessary to take different measures and steps for delivering The maximum and best satisfaction

along with the unique value to the customers. The Tesco is a huge Retail company which has to
maintain effective and efficient marketing plan so that it can achieve the targeted objective and can
also add to the value of various products and services which are offered by the company such as,
households, grocery, retailing and other services as well. Following is the Marketing plan which can
be opted by Tesco so as to launch its new premium luxury product in the Market.
 Market strategy
The Tesco PLC can focus on the strategy of attracting various customers from the targeted market.
The company can also choose the strategy of making effective pricing policy by which it can also
lure the different customers from different segments of market as well. The company can also
promote some effective ways to promote its marketing of luxurious item which will be introducing
b y the firm in the market so that it can make the customers aware and known about the product and
the services.
 Target market
The Target market of the Tesco PLC will be the effluent people and high class people which wants
high quality packaged food. The Tesco PLC should focus on the Tastes and Preferences of the
customers so as to increase their sales.
 Target Audience
The target audience is referred as the people to which the business and the organisation wants to
deliver the ultimate product or service to. The Targeted audience of Tesco is the cost conscious
individuals who are interested in the bargains and sales and the value variety as well.
 Marketing Channels
The Tesco PLC uses various distribution channels i.e. online and offline. The company has
thousands of stores that are operating worldwide, These stores are of different types . The
organisation can use both the channels in an effective and efficient way so as to deliver the products
to the targeted customers (Dickel 2018).
 Product offering
The Tesco PLC is selling a variety of products as, food, clothing, stationary and cosmetics. The
company has also various stores outside the UK. The business wants to expand itself by offering the
new luxurious products which is also different and quite unique from its competitors. The company
is also offering various other strategies and features through which the customers can be attracted
towards the product and they can also increase the demand of their products as well.
In order to provide some legitimacy to the plan and give it financial viability, a budget has also been
prepared which has been listed herein.

Partic laru s earY 1 earY 2 earY 3 earY 4 earY 5
penin apitalO g C 0 1500000 1090000 835000 573000
n e tmentI v s 2000000 0 0 0 0
Total 2000000 1500000 1090000 835000 573000
Mar etin t lok g Ou f w
Mar etink g 350000 250000 175000 185000 175000
P licitub y 100000 85000 80000 77000 90000
e Prod ctN w u
e elopmentD v 50000 75000 0 0 0
500000 410000 255000 262000 265000
lo in apitalC s g C 1500000 1090000 835000 573000 308000
M3 Review strategies and tactical approaches applied by organisations to demonstrate how
business objectives can be achieved successfully.
The Tesco PLC can use various strategies and tactical approaches so that it can achieve its targeted
objectives and goals such as, The Company can establish the vision, mission and aim of the
business. It can also measure the progress of the employees and other operations that are being
performed in the organisation. Turning the long term strategies into short term tactics can also help
other company to meet its targeted goals and other needs and wants as well. The effective marketing
and other planning can also help the company to Promote its Luxurious goods in the market so as to
achieve the objective of the Business or an organisation(Zhang and Hardaker 2020 ).
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives.
Strategy prescribe the marketing act that is needed to accomplish the business goals and
imagination, whereas tactics refers as the 'particular plan of action' which is used to answer how
exactly that will happen. strategic selling looks at the goals of the company whereas the tactical
marketing focuses on the details to achieve that goal The vagarious tactics which can be opted by
the company are the uses of marketing mix and various other promotional tactics so that they can
mange to promote their goods and services in an effective and efficient way, the Tesco plc can
generate its luxurious product through various strategies and effective marketing tools as well.
P5 Produce a media plan that includes recommendations and
rationale for selected media activities that meet budgetary requirements and objectives of a
marketing campaign brief.
The term media plan is referred as the marketing and the publicity of the products and the services
of the company by the help of various digital platforms and other activities which can help The
Tesco PLC to achieve its marketing objectives. There are a a lot of digital technologies which are

used by the people nowadays and which can also help the business to achieve its targeting
objectives by knowing more about the tastes and the preferences of the customers as well as the
general public. The up gradation in the technologies a must nowadays as being g able to work
effectively and efficiently is the first motive of the business and the organization. Following are the
various components of marketing plan which can be opted by the Tesco PLC so as to deliver the
best of its potential to the various users. The TESCO PLC is a huge company whose operations are
spreaded world wide, so the Media plan should also be effective and efficient.
The first step which should be considered by the Tesco PLC is the selection of media channels such
as Traditional and modern channels. The Traditional method of media channel includes thee
newspaper and print media, As they both are the old methods of promoting the goods and services
through advertisements. Whereas the Modern media channels includes the Digital marketing tools
and platforms through which the customers can get aware about the features and the qualities of
various goods and products which are offering by the company. The Tesco PLC can use the modern
media channels so as to promote the Luxurious packaged foods. The Tesco is choosing various
platforms such as, Instagram, Facebook, website so as to Promote their Luxurious packaged food.
The digital media are in great use nowadays as it is a platform which can help the business or an
organization to encourage their product digitally. A budget for the media plan has also been
prepared and has been listed herein in order to ensure that it is in full adherence with the budgetary
requirements.
Partic laru s earY 1
penin apitalO g C 0
n e tmentI v s 2000000
Total 2000000
Mar etin t lok g Ou f w
ocial MediaS
n ta ramI s g 20000
in edinL k 10000
ace ooF b k 15000
P licitub y 100000
e Prod ct e elopmentN w u D v 50000
195000
lo in apitalC s g C 1805000
M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social
media channels for communication. The various social media channels will be integrated
together to form a communicative campaign.
The Tesco PLC can also use various digital platforms which are as follows.
 Instagram

The Instagram is the most used platform by the youth generation and it is also gaining a specific
position in the market. The Tesco PLC can use the platform of Instagram so as to promote the
Luxurious packaged foods so as to make it more effective and efficient. The Tesco PLC can also
choose the Instagram so as to make there product look more exiting and interesting so as to lure the
customer.
 Facebook
The term Facebook is referred as the digital platform which can be used to promote the various
goods and services of the company to the mass public. The Tesco PLC can opt this platform of
digital marketing so as to encourage its Luxurious packaged food. The company can also promotye
its product to the large number of people so that they can get the benefit and advantage of making
the customer known and aware about their food item.
 Website
The Tesco PLC can make a website page of its own so that the customers can get the access to its
new products and services and also be known about the qualities and features which are offered.
D4 Provide a justified integrated multimedia plan based on quantitative and
qualitative criteria.
Through social media, qualitative researchers gain access to a massive and diverse range of
individuals, and the content they generate. Quantitative analysis gives you valuable data on your
messages and your competitors. On the other hand, qualitative analysis gives The company in-
depth insights into the way The brand is being perceived in the media.
CONCLUSION
From the above report it has been concluded that there are various types of innovative concepts
which are used in the process of effective marketing in the international market. In this Tesco has
been selected for representing the several marketing environment which can have various impacts
on the functioning of the company. Along with this, a discussion on the marketing mix which are
used by the companies in the international market, in order to promote their business world-wide.
Further more, The various strategies and tactics were also detailed so as to makes it more lear and
understandable.

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