Marketing Process & Planning: A Study on TESCO

This report provides an analysis of the marketing process and planning of TESCO, a British multinational retailer. It includes an explanation of the concept of marketing in the 21st century, the role of marketing function, the extended marketing mix, and recommendations for the organisation. The report also includes a marketing plan with clear and SMART objectives, marketing research, situational analysis, and competitor analysis.

Unit 2 Marketing
Process & Planning

Table of Content
Part 1: Briefing Paper
1.0 Introduction p
2.0 An explanation of the concept/definition of marketing in the 21st century
p
3.0 Description of the role of marketing function with examples from the chosen
organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected business
(or business unit) contributes to the success of the organisation in meeting their
overall business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p

1.0 Introduction
Marketing process refers to the way in which an organisation is able to crest
customers satisfaction by understanding their overall requirements. The process
consists of various actions and reactions between customers and the organisation to
develop value and satisfaction. For the following report TESCO has been taken into
consideration which is a British multinational groceries and general merchandise retailer
headquartered in Welwyn Garden City, UK. The report will include understanding the
concept of marking in the 21st century along with its role. In addition to this, it will
analyses how marking functions work and interact with other departs of the organisation
. Moreover, the report will consist of marking mix of the chosen organisation along with
suitable recommendations.
2.0 An explanation of the concept/definition of marketing in
the 21st century
Marketing in the 21st century consist of the combination of both traditional as well
as digital channels in order to promote products and services. The modern day marking
is focused upon mass marking campaigns in order to create awareness relative to the
target market and help influence potential customers regarding purchase decisions (Gil.,
2021). Given below is the concept of marking in the 21st century in context to TESCO:
Digital marketing:
The age of digital marketing has enhanced how marketing is perceived. The
concept is highly effective as well as cost efficient allowing organisation to gain
advantage in market. In context to TESCO, the organisation is able to utilized digital
marketing in order to engage with their customers in an optimal manner and also
understand customer behaviour as well.
Social media marking:
The social media making has had a great impact on marking functions as well as
strategies in the 21st centre as it allows to increase brand awareness in an optimal

manner. In context to TESCO, the organisation is able to use social media platform in
order to promote their products and service as well as provide various offers such as
discounts in order to attract larger customers base (Kotler., 2017).
Personalized advertisements:
The 21st century has allowed organisation to develop personalised marketing
campaigns relative to the engagement of customers and their behaviour towards
organisation products and service. In context to TESCO, the organisation is able toi
utilize this concept of marketing in order to reach their customers expectation in an
effective manner. This allows in establishing positive relations as well as increase
customer satisfaction.
3.0 Description of the role of marketing function with
examples from the chosen organisation
There are various role of marking that assist an organisation in ensuring that its
marking functioning as well as strategies are aligned with objective of increasing
profitability and customer base. Given below are the role of marking function in context
to TESCO:
Promotion:
The organisation is able to effective promote its products and service through
techniques such as digital and social media marking. This allows them effectively
communication information to their customers (Palmatier, Kumar and Harmeling. eds.,
2017).
Selling:
This function of marking allow TESCO to communicate with potential customers
and develop sales lead which further helps in building positive relations with potential
customers.
Product management:

This function of marketing enable the organisation to effectively develop, design
as we as enhance products and service relative to the overall needs and wants of
customers in order to enhance their experience.
Pricing:
This function allows the organisation to find a price between customers
perception relative to a product's value and the actual cost of the product. This allows in
development of effective pricing strategy for the organisation.
Marketing information management:
This marking function provided assistance to the organisation by developing
optimal marketing strategy based on collected customer data and information such as
preferences along with demographics (Kumar and et. al., 2019).
Financing:
This marking function allows TESCO to secure funding either internally or
externally in order to develop marking campaigns. This function also allows in
establishing annual marking budget and improve previous campaigns.
Distribution:
This function of marketing allows the organisation to have efficient within its
distribution channels and transportation of products or services to customers. The
organisation utilizes both physical and digital methods of distribution to gain competitive
advantage.
4.0 An analysis of how the marketing function works and
interacts with other departments
The marking function has an overall impact on other departed of the organisation
is has a direct link relative to their operations. Given below are various departs of
TESCO and how marking functions interact with them:
Financial department:

The marking function has a direct connection with the financial department at
TESCO as the financial department allocates necessary financial resources required for
the development of marking campaigns which are necessary to attract and inform
customers relative to organisational products and services.
Sales department:
The marking function allows the sales department at TESCO do attain potential
customer leads in order to influence them in purchasing organisational products and
service. This relationship between making function and sales allows the organisation to
generate high level of profitability as well as growth (Yesiloglu and Costello. eds., 2020).
Human resource department:
The human resource department has a massive impact on the marketing function
of TESCO as it provides capable as well as talented individuals that can help in the
development and implementation of marking strategy. The human resource department
allows the organisation to improve its marketing campaign through skilled employee's.
Operational department:
The operational department provided assistance to the marking function of
TESCO by providing effective understanding relative to production cost as well as
distribution cost to the organisation. This allows in development of suitable marking
strategy in order to gain competitive advantage in market (Palmatier and Steinhoff., 2019).
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Marketing mix consist of various areas that focus upon comprehensive marking
plan. The marking mix is classified as the four P's which are product, price, placement
and promotion. Given below is the marking mix of TESCO:
Product:

TESCO provides a broad range of products and services that are catered to a
large customers base in the market. This allows the organisation to meet the dynamic
needs and wants of customers and enable in increasing their overall level of satisfaction
along with enhanced organisational growth (Sahaf., 2019).
Price:
The management at TESCO is focused upon providing various product and
service to their customers at lest cost possible without compromising the overall quality.
This allows the business to attract a large customer base and build positive brand
image in the market. In addition to this, the organisation is able to establish completive
advantage in market (Deepak and Jeyakumar., 2019).
Place:
TESCO is a well established organisation with various stores both domestic as
well as international. This allows the organisation to have a well structured as well as
systematic supply chain that allow in attaining high quality good at least cost possible.
This enables in achieving high level of productivity along with perforce in marketing
functions.
Promotion:
The organisation utilizes various promotional activities such as digital and social
media marking. This enables the organisation to effectively promote its products and
service to their customers and ensure potential customers are attracted. In addition to
this, it allows the business to develop positive engagement with their customers
(McMurtry., 2017).
2.0 An evaluation of how the marketing mix adopted by the
selected business (or business unit) contributes to the
success of the organisation in meeting their overall business
objectives

The marking mix allows the management at TESCO to understand what products
and service they can offer to their customers. It also allows the organisation to develop
successful product offences through effective marketing strategies. It allows the
organisation to utilize its strengths and negate unnecessary cost. Given below are how
marketing mix adopted by TESCO hep in meeting its overall business objectives:
Product:
The offering of wide range of product and service by the organisation allow it to
fulfil the objective of catering to a broad customer base. This helps the organisation to
attract a large customer base and attain a larger market share relative to their
competitors.
Price:
The organisation offers its products as well as services at least cost possible.
This allows the organisation to fulfil the objective of provide their customers the highest
level of satisfaction. This improves relations with customers and establishes a loyal
bond which is essential in the long-term (Riswanto and et. al., 2019).
Place:
The business is well established in various domestic as well as international
markets. This allows the organisation to accomplish its business objective of expanding
its market share through their effective brand image as well as optimal marketing
strategies.
Promotion:
The organisation utilizes both tradition and digital forms of marketing which allow
them to reach their customers in an effective manner relative to their products and
services. This enable the organisation to not only understand the perspective of
customers but develop products and service that will be appealing in nature.
3.0 Recommendations
There are various types of marketing strategies that an organisation can adopt in
order to enhance their marking operations. This allows an organisation to ensure that it

is able to effective market its products and services in an effective manner. Given below
are various marketing strategies:
Relationship marketing:
This type of marking strategy is based upon establishing and building customer
loyalty which will ensure that the particular marketing strategy will attract large number
of customers and provide the ability to retain them (Riefa and Clausen., 2019).
Paid advertising:
This form of marking strategy consist of traditions approaches such as television
and print media advertising which can allow an organisation to attract and engage with
a large customer base effectively.
Cause marketing:
The type of marking strategy involves developing a connection between product
and services to a social cause or issue. This allows the business to develop positive
brand image and increase its overall awareness in market (Krasyuk, Kirillova and
Amakhina., 2019).
It is recommended to TESCO that is should pay emphasis on relationship
marketing strategy in order to further enhance their marketing operations. The
organisation has a well established brand image in the market which can be utilize as a
strength in engaging with customers at a higher level. In addition to this, the strategy will
allow the organisation to ensure that the customers are highly satisfied with the
products and services offered by the business. Moreover, the organisation will be able
to attain its customers in an optimal manner.
9.0 Conclusions
From the above report in has been concluded that, marking in 21st century is
highly effective as well as cost efficient relative to tradition marketing. In addition to this,
various role of marking are essential in ensuring that an organisation is able to plan and
implement its marketing strategies in an effective manner. Moreover, the report also
concluded that marking has impact on various other functions of the chosen

organisation . Furthermore, the marking mix of the chosen organisation provide insight
on how the organisation can develop effective marking strategy in order to meet its
organisational objectives.

References
Gil, C., 2021. The End of Marketing: Humanizing Your Brand in the Age of Social Media. Kogan
Page Publishers.
Kotler, P., 2017. Philip Kotler: some of my adventures in marketing. Journal of Historical
Research in Marketing.
Palmatier, R. W., Kumar, V. and Harmeling, C. M. eds., 2017. Customer engagement marketing.
Springer.
Kumar and et. al., 2019. Determinants of Social Media Marketing Adoption among Smes: A
Conceptual Framework. Academy of Marketing Studies Journal, 23(3). pp.1-6.
Yesiloglu, S. and Costello, J. eds., 2020. Influencer Marketing: Building Brand Communities
and Engagement. Routledge.
Sahaf, M. A., 2019. Strategic marketing: making decisions for strategic advantage. PHI
Learning Pvt. Ltd..
McMurtry, J., 2017. Marketing for Dummies. John Wiley & Sons.
Riswanto and et. al., 2019. Empirical Assessment of the Role of Product Innovation in Dynamic
Marketing Capabilities and Company Performance. Quality-Access to Success, 20(173).
Riefa, C. and Clausen, L., 2019. Towards Fairness in Digital Influencers' Marketing Practices.
Krasyuk, I., Kirillova, T. and Amakhina, S., 2019, October. Marketing concepts development in
the digital economic environment. In Proceedings of the 2019 International SPBPU
Scientific Conference on Innovations in Digital Economy (pp. 1-6).
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Palmatier, R. W. and Steinhoff, L., 2019. Relationship marketing in the digital age. Routledge.

Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organisational
mission, corporate strategy and objectives p
2.0 Clear and SMART marketing objectives p
3.0 Marketing research to support the new product line launch p
4.0 A situational analysis p-p
4.1 Marketing audit, making use of appropriate analytical tools including SWOT,
Pestle and 5C analysis p
4.2 A competitor analysis including the market segments p
4.3 Sub-segments p
4.4 Articulation of the new product value-proposition in the eyes of the customer
p
4.5 Development of the marketing strategies applied to the extended marketing
mix p
4.6 Setting of an overall marketing budget, including allocation of planned spend
p
4.7 Tactical actions p
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as Return
on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
p
5.0 A comprehensive media plan that supports the planned marketing campaign
p-p
5.1 A media budget p

5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives p
5.3 Appropriate digital, offline and social media channels for communication
p
5.6 Full justification for a multi-media plan based on quantitative and qualitative
criteria p
References p

1.0 How the strategic marketing plan links with the overall organizational mission, corporate
strategy and objectives
An overall strategic marketing plan outline the broad objectives for marketing and this
marketing plan detail more about the particular objectives for the marketing department to report
and monitor on. The strategic marketing plan typically subordinate to the business objectives.
Marketing plan objectives are also similar to the business objectives and they are also more
precise and measurable(Beal and Wilson., 2015). Strategic marketing plan is basically related to
the creation of marketing strategy and what they want to achieve through their objectives. All the
marketing planning basically has been done for purpose of promotion of products and services
offered by the company. In context to TESCO company which is focused towards new luxurious
range of own brand food products. The marketing plan for this new range of food product are
directly link in terms of providing best quality products to their consumers and this the major
mission of the company. Their objective is also to become number one among consumers in their
sector and their plan is directly link to the objectives and corporate strategies of the company.
2.0 Clear and SMART marketing objectives
SMART marketing objectives are basically stand for specific, measurable, attainable,
realistic and time bounded as well.
 Specific: Under this step, they have to be defined about their goals in terms of revenue
and for brand as well. With context to TESCO company, they have to grow in retail
services in all their markets.
 Measurable: Under this step, they have to determine key performance indicators in
terms of revenue marketing goals(Hanssens and Pauwels., 2016). With context to TESCO
company, they have basically used six KPIs which include sales, profit, operating cash
flow, customers recommendation, colleagues recommendation and trusted partnerships as
well.
 Attainable marketing goals: TESCO has focused on certain marketing goals which
includes to raise brand awareness, generating high quality leads, grow and maintain

thought leadership, increasing customer value and to empower colleagues in terms of
achieving their targets into realistic manner.
 Realistic marketing goals: According to current scenario, TESCO company is focusing
on regaining the trust of stakeholders for the brand(Jais and Asokumar., 2020). They are
refocusing towards every little helps which strap line to strengthen their traditional
competitive advantage in the marketplace.
 Timely marketing goals: TESCO company aims for increasing the proportion of sales
from healthier products to 65% by the year of 2025.
3.0 Marketing research to support the new product line launch
In terms of launching new product line which involves introducing new luxurious range
of own brand food products. For supporting this product line launch it is necessary to have
deeper study about customers preferences and choices. It is important to have competitor
analysis so that company take steps towards it accordingly. They have to analyse the internal and
external environment into appropriate manner so that they can take their further decision into
appropriate manner for long term sustenance of product line into the market.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
Situational analysis refers tot the collection methods that are utilized to analyze
both internal and external factors in a business. In context to TESCO, situational
analysis will allow for effective market research in order to market their new line of
luxury food products in the market and attract potential customers (Ho., 2018). Given
below are various situation analysis models in context to TESOC:
Market audit:
Market audit refers to effective exploration and analysis of the entire marketing
environment of a business. Given below is the market audit of TESCO:
Establishing goals:

The goals of the organization is to introduce and market their new line of luxury
food products and gain competitive advantage.
Customer persona:
The customer trend is changing towards adopting organic and luxury products.
This makes it effective to introduce new line of luxury food products.
Identifying competition:
There is high level of competition I the market which is a constant threat for the
organization and its objectives (Mityakova and Chernenko., 2018).
Products and service:
The new line of luxury food products can allow the organization to differentiate
their product from its competitors and gain advantage in market.
SWOT analysis:
Strength Weakness
 The organisation has a well
established image in the market
which can allows in development of
effective marketing plan when
introducing new line of luxury food
products.
 The high prices of new luxury food
products can be a weakness of the
organisation. This can result in low
sales and profitably.
Opportunity Threats
 The organisation has a optimal
opportunities of expanding is
product portfolio as well as
customer base through the
introduction of their new line of
luxury food products.
 The organisation has a constant
threat form its existing and well
established competitors in the
market that can negative impact
businesses market plans.
PESTLE analysis:

This analysis will allow the organization to effective understand its external
environment factors that can impact its market planning.
Political:
The organization functions in a stable political environment which can promote its
marking planning process when marking their new line of luxury food products (Hawlk.,
2017).
Economical:
The high price point of their new line of luxury food products may can impact the
overall sales and profitability of the organization in its market planning.
Social:
The customers trend have changed towards utilizing high luxury organic food
products which will help the organization in developing suitable marketing strategy for
their luxury food products.
Technological:
The organization will require effective utilization of digital advertising technology
in order to promote their new luxury food products to their customers in an optimal
manner.
Legal:
The organization will have to ensure that all legal requirements are fulfill while
marking their new luxury food products such as ingredients used and techniques in
order to avoid legal hindrances (Wilson., 2018).
Environmental:
The organization can focus its marking on sustainability when marking their
luxury food products which can help in establishing positive brand image relative to the
new product line.
5C Marketing analysis:

This situational analysis will allow TESCO to make informed business decisions
relative to their marketing:
Company:
The organization is well established as well as structure and has acquired a large
market share. This gives it a competitive advantage in market and provides assistance
in marking new products.
Collaborators:
The business has reliable suppliers that can provide high quality good in order to
produce luxury food products at least cost. This will help the organization in its
marketing campaigns (McDivitt., 2020).
Customers:
The organization has loyal customer base which will provide assistance in
effective marking of new luxury food products and ensure high level of customer
engagement.
Competitors:
The current market of the organization has highly competitive competitors which
can cause hindrance in effective marketing of new luxury food products of the
organization.
Climate:
The various external factors of the environment are primarily in the favor of the
organization which can provide support when marking new luxury food products.
4.2 A competitor analysis including the market segments
Competitor analysis will allow TESCO to understand their rivals in an effective
manner as well as determine the level of there they offer:
Porter's five force:
This framework will allow the organization to identify and analyze five competitive
force and determine organizations strength as well as weakness.

Existing competition (High):
The organization has high level of thereat form its existing competition in the
market that can impacts is marking operations and negatively influence its profitability.
New entrants (Low):
There is low risk of new entrance in the market as it will required high mount =of
financial invest as well as experience in order to compete with TESCO.
Power of supplier (Low):
The power of supplier is relatively low for TESCO due to their positive and
structured relations with suppliers which provide them competitive advantage (Schultz.,
2020).
Power of customer (High):
The power of customers is high due to availability of various organization in the
market that can provide similar goods and various price points.
Threat of substitute products (High):
There is high level of substitution due to various organization developing similar
products in the market. This also enhance the power of customer to barging in the
market.
4.3 Sub-segments
The sub segment of luxury food products can be effective as it will include
product differentiation. This will allow the organization to offer products to customers
that are not available at other organization and can lead to attracting large customer
base. Although the high price point of new luxury food products can have a negative
impact on the overall marking operations as well as planning of the product which can
lead to low level of sales as well as profitability.
4.4 Articulation of the new product value-proposition in the eyes of
the customer

The organization has a well established image in the market which enables it to
provide high level of value proposition relative to the new luxury food products. In
addition tot his the new product is able to provide high level of experience to its
customers due to its exclusive nature which further enhance its value. Moreover, the
product is different from other products available in the market which enhance its appeal
as well value relative to customers.
4.5 Development of the marketing strategies applied to the extended marketing mix.
For developing marketing strategies into effective manner, it is necessary to understand
different P'S of marketing mix. TESCO company has to majorly focus on new line of food
products so that they can deliver qualitative products into the market. Company has to take
proper decision in terms of distribution channels through offline and online stores so that
products can be delivered according to set period of time(Kumar and Ghodeswar., 2015).
TESCO company has to deeply analyse about pricing strategy for their new food product launch
so that every kind of customer can afford it. For promotion of their new product launch they have
to majorly use social media platforms and take support of updated technologies so that they can
reach to large number of customers.
4.6 Setting of an overall marketing budget, including allocation of planned spend.
For the purpose of successful launch of new food product line into the market, TESCO
company has set a marketing budget for it. They can estimate their budget for marketing around
75 million British pounds in terms of promoting their products. They can use various sources for
promotion of their products which include advertising, use of digital technologies, social media
platforms and can take support of online ads as well.
4.7 Tactical actions
There are certain actions that needs to be taken by the TESCO company for this new food
product launch. First of all send an email to VIP customers then plan a photo shoot day for the
product launch(Rana and et.al., 2020). After that leverage the influencers and then tell about the
origin story to their customers. In addition to this, run a contest so that launch can become
successful and then collaborate with partners. At the end, throw a virtual launch party and pre-
order discount can be offered to their customers.

4.8 Identifying appropriate control and monitoring measures to ensure achievement of objectives
including metrics to measure success such as Return on Marketing Investment (ROMI) and
Customer Lifetime Value (CLV).
The control and monitoring measures has been used in order to ensure about achievement
of objectives. In this current period of time, TESCO has generated around 48.8 billion pounds in
the country of UK. The company has also earned revenues amounted to 53.1 billion pounds in
the same period of time. Customer lifetime value is also another parameter through which it can
be measured about new food product revenue by the company through single customer in the
overall year. It can be expected by the TESCO company that through its new food product
launch they can attract large number of customers in order to make their launch successful. In
this way, these measures can be helpful in terms of controlling and measuring the performance of
a company in the particular year.
5.0 A comprehensive media plan that supports the planned marketing campaign
Company has spend or invested around 81.15 million British pounds in advertising in
country of United Kingdom. For meeting out the marketing objectives, google ads and social
media ads can be used in order to provide advanced targeting options to support in terms of
reaching out to large number of customers (Siripipatthanakul and Puttharak., 2021). For effective
communication with audience, TESCO company can use Facebook and Instagram for spreading
awareness about their new food product launch. In this way, TESCO company has supported the
planned marketing campaign through its media plan.

References
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Hanssens, D. M. and Pauwels, K. H., 2016. Demonstrating the value of marketing. Journal of
marketing, 80(6), pp.173-190.
Hawlk, K., 2017. Need marketing ideas? Ask your target audience. Journal of Financial
planning, 30(11). pp.28-29.
Ho, J. W., 2018. Cost strategy for product planning under competition. International Journal of
Production Research, 56(24). pp.7444-7457.
Jais, J. B. and Asokumar, A., 2020. Psychological Process, Social and Environmental Influence
on Retirement Planning: Malaysian Energy Industry Perspective. Management &
Marketing, 15(2).
Kumar, P. and Ghodeswar, B., 2015. Green marketing mix: A review of literature and direction
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Management (IJABIM), 6(3), pp.42-59.
McDivitt, J. A., 2020. Behind the Scenes at the Social Marketing Quarterly from the Perspective
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Mityakova, O.I. and Chernenko, A.V., 2018. Tools for planning research and development
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Rana and et.al., 2020. Determinants of international marketing strategy for emerging market
multinationals. International Journal of Emerging Markets.
Schultz, D. E., 2020. From Advertising to Integrated Marketing Communications. In A Reader in
Marketing Communications (pp. 10-40). Routledge.
Siripipatthanakul, S. and Puttharak, S., 2021. Marketing Mix Analysis in Private Dental
Healthcare Service Sector. Siripipatthanakul, S., & Puttharak, S.(2021). Marketing Mix
Analysis in Private Dental Healthcare Service Sector. International Journal of Trend in
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