Unit 2 Marketing Process & Planning

This report explains the concept and understanding of marketing process and planning, role of marketing function, marketing mix analysis, and marketing plan for Tesco. It includes the importance of marketing strategies and their implementation, marketing functions and their roles, and how they are connected with different organizational departments. The report also provides recommendations for Tesco to improve their marketing strategies. Get study material, solved assignments, essays, and dissertations at Desklib.

Unit 2 Marketing Process &
Planning

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
PART 1............................................................................................................................................3
Explaining the concept of marketing in the 21st century..............................................................3
Describing the role of marketing function with examples...........................................................3
Analysing how the marketing function works and interacts with other departments..................4
Explaining the marketing mix and providing the examples........................................................4
Evaluation of marketing mix adopted by business that contributes to the success of the
organisation in meeting their overall business objectives...........................................................5
CONCLUSION................................................................................................................................6
PART 2............................................................................................................................................7
MARKETING PLAN......................................................................................................................7
Strategic marketing plan link with company’s mission, corporate strategy and objectives........7
SMART marketing objectives.....................................................................................................7
Marketing research to support new product launch.....................................................................7
Situational analysis......................................................................................................................7
Setting of an overall marketing budget, including allocation of planned spend.......................11
Tactical actions..........................................................................................................................11
Identifying appropriate control and monitoring measures to ensure achievement of objectives
including metrics to measure success........................................................................................12
A comprehensive media plan that supports the planned marketing campaign, this will include:
...................................................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is a process where an individual person adopts to promote their particular
business and products in the market from which they can create an awareness among people in
regard with the business and its services (Yamin, 2019). The current report will illustrate the
concept and understanding of marketing process and planning where it is essential to be adopted
by an individual organization. Tesco is a leading supermarket chain situated at United Kingdom
where they are required to gain the knowledge in relation with organization marketing functions.
The report will highlight the role and functions of the marketing evaluation of the marketing mix
strategy of the mentioned business which will overall cover the aim of the business requirements.
MAIN BODY
PART 1
Explaining the concept of marketing in the 21st century
The term marketing simply means advertising and promoting any particular business and
goods and services. In 21st century, the marketing defines as adding value to the customers by
providing an appropriate education and knowledge through different promotional platforms.
Today, to run any kind of business and organization, each individual firm needs to understand
the importance and effectiveness of the modern marketing which can provide the appropriate
benefits and profit to the organization (Bizhanova, Mamyrbekov, Umarov and et.al., 2019).
Tesco company has earned the knowledge of the marketing and its planning from where they are
able to interact and attract the wider number of customer at their supermarket store so that they
can acquire the profitable outcome. In this contemporary society, the entire world is growing and
developing in highly manner where the technology is also rapidly increasing as the company
Tesco is able to utilise the technology for the advertising and marketing purposes and can grow
in successful manner. Organization majorly focuses on the customer needs and requirements and
implements the activities which can easily influence the people to visits their store and buy the
goods and products in efficient manner.
Describing the role of marketing function with examples
Marketing function is a set of different factors which an organisation needs to consider
while promoting and advertising any particular product and business in the market areas. It is
important to be considered as it overall help and support to reach the customer in effective
manner from where the business can grow and the sale of the particular product can be increase

in definite manner. However, there are major four marketing function the company Tesco keeps
their focus on.
Distribution: In the marketing process, distribution of the products and services has to be
available for the consumers or business who needs it from which the company can be able to sell
them in definite manner and can adopt the profitable outcome (Nikiforova, 2018). Distribution of
the products should be in proper manner from where the needs and requirements of the
consumers can be fulfilled in appropriate manner.
Market information: The collection of the data and information on distribution, transport, sale
and local and international market from where the organization can get the appropriate marketing
opportunities from which they can overall obtain the profitable outcome and results.
Analysing how the marketing function works and interacts with other departments
The marketing functions are interrelated with the other departments as well which
includes management and production, marketing and finance and even human resource
department. However, here demonstrating how these functions works and interacts with each
other.
Production: The marketing department is closely connected with the production sector as the
marketing team has required to gather the information of the production of the goods and
products including its quality and quantity from where they can apply and implement a strategic
marketing planning and can approach the consumers in wider manner.
Finance: For identifying and getting the information of adequate amount of budget is available
or not from where only the marketing team can meet the needs for the research, promotion and
distribution. The finance department has the role to ensure the financial capacity.
Human resource: The marketing department is connected with the HR as they are having the
responsibility of the recruitment process where HRM department ensure appropriate skills and
staffing level (Länsipuro and Karjaluoto, 2021). Also, they have a duty to provide the
appropriate training and development sessions as well.
Explaining the marketing mix and providing the examples
Marketing mix is a business model which company uses for the better enhancement of
the consumers at their organization and can increase their productivity. The marketing mix is
consisted of four factors which are:

Price: The Tesco company puts the prices of the product in affordable manner from where they
can buy the products and services from which they can increase their sale and can grow their
supermarket in definite manner.
Place: The place refers where a consumer can visit and but the products in comfortable manner
where nowadays with the rapid increase usage of the technology, Tesco has started to sell their
products at online platform from where they can provide a comfortable place to the customers.
Product: Tesco deals is a supermarket store who deals in groceries and home essential products
along with skin care goods from which it satisfies all the needs and requirement of the customers
and influence them to purchase the products efficiently (Mas’ari, Hamdy and Safira, 2019).
Promotion: The mentioned organization has its offline store where they promote their store on
online platform by using social media and also has created heir own store website which helps
them to attract and approach the consumer in wider manner.
Evaluation of marketing mix adopted by business that contributes to the success of the
organisation in meeting their overall business objectives
Marketing mix work as a roadmap for the organisational objectives. It keeps the firm on
track and helps in targeting the market to generate the greater revenues. Marketing mix enables
the businesses to ensure better marketing for their right product and to offer pricing according to
the consumer demand in a given time frame (Velikorossov and et.al 2019). Tesco is the leading
platform which means they have responsibility to deliver the product that satisfies the
requirement of their consumer. Tesco’s adoption of marketing mix enables the firm to develop
efficient insights on future opportunities and other variables, with this they are able to allocate
the budget which helps them to eliminate the capital loss chances. Company has huge range of
products that range from brand to regional type and other product, therefore lot of options in
product line is able to make consumer to take decision for purchasing in no time. Tesco follows
the cost leadership pricing for their products with the aim to decrease the buying cost and
operational cost from economical scale and et the measure for providing cost benefits to target
consumer as the key brand value. Thus it is able to develop greater customer base for the firm
and to generate revenues and overall helps in achieving the greater success and to accomplish
their desired goals.
Tesco company uses the two distribution channel which is offline and online that is
available worldwide (GÖKMEN, 2022). However, for the company online business is rapidly

growing because of emergence of different technologies, also company uses the both traditional
and digital medium for the promotion of their product and services. Therefore, their marketing
strategy helps them to make future strategy as to where to positioned their product and many
more, it enables the firm to acquire greater market share and to make their goals achievable.
Recommendations
Marketing functioning always brings a positive outcome for the firm, therefore for the Tesco
company it is recommended to have better marketing team at workplace in order to carry out
efficient marketing operation (Spichak and et.al 2021). As marketing in modern era is all about
delivering the valuable customer experience that turns consumer into a potential or loyal
audience of business. Tesco company needs to concern with the brand awareness which will
make them to maximise their sells and to make them able to acquire the greater market share that
is important for competing in market. It is suggested that company can proceed to adopt
affiliated marketing concept in order to generate traffic over their website and to adopt influencer
marketing to better promotion of their products and services. There is different technological
platform available, company can promote their products over wider social media platform like
Instagram, Facebook, Twitter on this they can be able to develop online community for the
specific products and services. It is one of the better approach to maximise the sale of specific
product.
CONCLUSION
The report has concluded the importance of the marketing and its strategies from where
the mentioned organization is able to grow and develop in definite manner. The report has
included the different marketing functions and their roles and how they are connected with
different organizational departments. Along with this, the report has included the marketing mix
analysis which is a business model which support the company to approach the wider range of
customer at their organization and provided the recommendations and its justification which the
company should use to grow definitely.

PART 2
MARKETING PLAN
Strategic marketing plan link with company’s mission, corporate strategy and objectives
Strategic marketing plan enables the firm to develop an entity for the clients to make it
sale. Organisation made the suitable marketing strategy for accomplishing their desire objectives
(Jenkins and Keisler, 2022). Tesco’s strategic plan involves launching of new Luxurious range
of brand food products, for that company’s mission is to increase the sale of their new product
and to provide better and valuable services to consumer.
SMART marketing objectives
Marketing objective of Tesco is as follows:
 To increase the revenue of luxurious food products from online sales for the successful
growth of business.
 To maximise 15 percent net profit by using Omni channels for attracting consumers
within firm.
 To understand the desired objectives are achievable in given time frame or not.
 To measure the result of digital marketing on sales volume and profitability of firm.
 To strengthen the consumer satisfaction level by providing quality services in order to
develop strong brand image of firm by 21st July.
Marketing research to support new product launch
Market research is prominent that helps in designing the new product, Tesco has done the
research and analysed the latest trends and consumer demand. It helps in forming the strategy
regarding launch of their new Luxurious food product.
Situational analysis
SWOT is the strategic analysis tool that helps in analysing the internal environment of the
organisation for the Tesco’s this framework is as follows:
Strength
 Talented and skilful employees
Weakness
 Low cost strategy

 Unique HRM and other resources
 Potential consumer base
 Geographically diversified
 Poor operational performance
 Unfair business practices
Opportunity
 Emerging market
 Cashless stores
 Strategic alliances with other brands
Threat
 Economic crisis
 Intense Competition in food market
 Rising costs
PESTEL analysis of organisation
Political Economical Social Technology Environmental Legal
It involves
the political
aspects, taxes,
for the retail
industry
political
operation
affects the
organisational
profitability.
Tesco
operates in
different
countries that
means they
need to keep
monitor
political
Inflation,
interest,
employment
rate changes
in this have
lead to create
challenges for
retail
industries
(Casas and
et.al 2019).
As increment
in taxes, and
changes in
policies
impact the
organisational
operational
Demographic
trends,
cultural
beliefs,
buying
behaviour all
have greater
impact,
regarding
retail food
sector
changing
buyer attitude
towards
healthy and
nutritional
food have
made firms to
Emerging
technologies,
digital tools
are
anticipating
market. Tesco
has
experimenting
with different
aspects of the
retailing and
has
accomplished
the massive
success in
some
endeavours.
Environmental
issues are major
concern for
which the
government is
also
pressurising
retail sector to
reduce their
carbon
emission. Tesco
is committed to
utilise the
renewable
resources for
their new
product and
also aim to
Legal
policies,
regulatory,
tariffs, non-
tariffs all
falls under
this
category.
Tesco
company
follow the
food
retailing
commission
in order to
avoid any
legal
actions.

stability in
the region, it
will be better
for their
launch of new
product.
tasks. For
their
luxurious
product Tesco
need to keep
in mind that
better pricing
over product
influence the
sale.
come up with
products that
meet
consumer
demand.
Therefore
Tesco has
managed
their
consumers
attitude by
launching
luxurious
organic food.
generate 100
percent of
electricity by
the 2030 year.
5C analysis
Marketing framework to analyse the marketing environment where the organisation
operates. For Tesco 5C analysis is as follows:
Company: Tesco has strong brand equity among its existing and potential customers, firm can
simply leverage their brand equity for expansion into the new market segment. Company’s
financial position for food product is strong, thus it will help them to invest as much resources
for producing new luxurious product.

Customers: Company has potential consumer base and they always listen to their customers for
meeting their demands. Therefore, their luxurious product will aim to satisfy the need of
consumers.
Competitors: Competition in the retail sector is relatively high, company have utilised the
significant strategies in order to beat their competitors.
Collaborators: Company have various collaborators as they work with thousands of suppliers
and other strategic partners, their success is all depends over the collaborator who provides them
resources in order to develop product (Kamal, Bowman and Ritchie, 2019).
Climate: Often known as the context where it states the number of external factors that affects
the operation of firm. Thus company follows all the legal regulations, social and other factors
that helps them to run their business.
Competitor analysis and marketing segments
Supplier power For the Tesco this power is low as they have
number of suppliers so whenever prices goes
high they can easily switch vendors.
Buyer power This power is low as company have greater
consumer base and their offering is better that
makes their consumer to remain loyal with
them.
Competition rivalry This power is relatively high as Sainsbury,
Asda and other firm are in market always acts
as an threat for firm.
Substitute product It is moderate for Tesco as their products are
unique and have greater consumer base for
their food products.
New entry threat This threat is low Because Retail sector in UK
is hard to enter.

For the luxurious food product company will positioned this product into the
demographic market segment initially where they aim to target consumer who have better
income level and belongs to upper social class.
Value proposition
Value proposition refer to statement which states about the product’s features and also
comprises of consumer requirements and wants. For the luxurious food product line of Tesco
value proposition is “Eat healthy”.
Marketing strategies applied to marketing mix
For the Tesco it is important to better positioned their product in the market in order to
grab audience attention. As for their luxurious product company can begin to initially launch it in
existing market, it will help them to create awareness of this. For this they can proceed to
conduct online or offline marketing campaign to convey the product’s message to consumer. It is
advisable to set the premium pricing for the product as it is luxurious and made from rare
resources. Company can begin to use social media and other traditional medium for the
promotion of their item.
Setting of an overall marketing budget, including allocation of planned spend
Creating and setting of an overall marketing budget requires to understand their goals and
targets from where they can plan the expenditures and spending of the economy. It has been
already known that marketing budget is dependent on aim of the company where which target
customer and market people they have to approach and what kind of resources they will need to
create a perfect marketing strategy at their workplace which will support them to influence
maximum number of customer (Hartono, Budiman and Sembiring, 2021). In the entire marketing
planning, SMART goals is required to be constructed where it also involves the calculation of
ROI, allocating of spending and tracking of the overall implementation.
Tactical actions
The company Tesco can adopt some appropriate tactical actions and strategies to promote
their business and products in wider manner where they have to do a proper business analysis,
creation of marketing objectives, adopting a marketing method and execution where it will allow
the company to obtain the appropriate and definite outcome (Revilla‐Camacho, Palacios‐

Florencio and et.al., 2020). However, the company can adopt the tactic where they can utilize the
blog posting, social media platform, digital campaigns, generation of leads and even hosting of
an event to market the particular product and business.
Identifying appropriate control and monitoring measures to ensure achievement of objectives
including metrics to measure success
The company Tesco is launching a new luxurious food product where they have to
evaluate and identify the appropriate metric for measuring its success. There are many and
different types of methods and models can be utilized by the company where ROMI and CLV
are the best models and tactic the Tesco can use to measure their product success and
achievement.
Return of Marketing Investment
It is the contribution to the profit through the marketing where it is calculated to identify the
investment and risk of the overall product growth and development (Mari, Mandelli and
Algesheimer, 2020). It is a metric used especially in online marketing to measure the
effectiveness of the marketing campaign to support the company and marketers to take the better
decision for the investment of the future. Its main purpose is to assist better decision-making
ideology for future and upcoming growth. However, this ROMI is calculated as:
Sales growth-Marketing Cost/Marketing cost =ROI
Take the sales growth from the business and subtract the marketing cost and then divide it by the
marketing cost which provides the return on investment.
Customer Lifetime Value
In general, it is the tool or metric used for understanding the customer needs and
requirement. In other words, it is a measure of a total income a business or company can expect
which brings the perception and ideology of a person or customer. It can simply understand as if
a customer subscribe to any company's plan then they are joined with that customer for one year
long and expects from them to take more plans in future period. This CLV can be calculated by a
formula:
CLV= Average purchase Value * Average purchase frequency * Average customer lifespan
APV = Total revenue/ Total number of purchase
APF= Number of purchase/ Number of unique customer
ACL= Sum of customer life span/ Number of customer

A comprehensive media plan that supports the planned marketing campaign, this will include:
Media budget
A Media budget is company's promotional expenditure where the new launched product
of the Tesco has created a three months media budget which has been described below:
Media Channels July August September
Blog 20£ 30£ 20£
Video Advertising 160£ 160£ 150£
Social media
advertising
40£ 36£ 32£
Marketing platform
(Hub-spot)
50£ 50£ 50£
Design Software
(TBD)
20£ 10£ 20£
Recommendations and rationale for selected and integrated multi-media activities within
the set budget that meet the marketing objectives
Tesco is launching new luxurious food product in the market from where they require
promoting and advertising the product through the multi-media activities from which they can
approach and influence the maximum number of customer at their store (Ikumoro and Jawad,
2019). It has been recommended to the company that they should increase the usage of social
media platform for the promotion of their product and can hire an influencer on social media
where they are able to attract the customer to purchase the particular product more efficiently.
Today, the impact of influencer on people are higher where they easily approach the people to
purchase and use the products they promote digitally.
Appropriate digital, offline and social media channels for communication
Today, the technology and media communication channels is increasing in rapid manner
where the company Tesco also can use the different media channels for the communication as
the offline store of the company is able to take the direct feedback from the customer and build a

communicational relationship among consumer which allow the company to interact and make
the changes as per the views and requirements of the people (Mintz, Gilbride, Lenk and et.al.,
2021). Also, looking at digital and social media platform, like Instagram where the comments
section and feedback option enable the customer to give their views and ideologies to the
company from where the organization can focus on such feedbacks and can implement the
changes as per the requirements.
Full justification for a multi-media plan based on quantitative and qualitative criteria
According to the multi-media plan which is mentioned above, it has describing that the
company has measure the qualitative criteria of the channels by the number of followers over the
social media page and platform where the particular number of people liking the products and
following the page of the company. On another side, the qualitative criteria can be measured by
company by collecting the insights of the customer on post basis where how people are get
influenced and get attracted towards the brand image and positively showing their interest on
comments.

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