Unit 2 Marketing Process & Planning

This report explains the concept of marketing in the 21st century, role of marketing function, how Tesco uses these functions and how these functions work with other departments. It also evaluates the marketing mix adopted by Tesco and how it contributes to the success of the organisation in meeting their overall business objectives.

Marketing Process and
Planning.

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Explain the concept/definition of marketing in the 21st century ....................................................3
Describe the role of marketing function with examples from your chosen organisation ...............4
Analyse how the marketing function works and interacts with other departments.........................5
Marketing mix of Tesco with their competitor Sainsbury's is as follows:......................................6
Evaluate how the marketing mix adopted by your selected business (or business unit) contributes
to the success of the organisation in meeting their overall business objectives..............................8
RECOMMENDATIONS.................................................................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the process of promoting the products and services. It includes advertising,
selling and delivering goods to customers. It identify the ideal consumers and draw their
attention to purchase their commodity. There are four Ps of marketing. They are product, price,
place and promotion. The main purpose of merchandising is to analyse the customers all the
time. The concept of marketing is to achieve organisational goals by anticipating the needs and
wants of the consumers and fulfil the wants accordingly. It is a continuous process as buyer
needs and wants changes time to time and it should be analysed timely to meet their needs and to
achieve the organisation objectives. This report will focus on the concept of advertising in 21st
century, What is the role of marketing function and how tesco uses these function and how these
function works with other departments.
TASK
Explain the concept/definition of marketing in the 21st century
Marketing in the 21st century includes traditional as well as digital ways to promote the
products and services. Before the 21st century businesses have no other option than traditional
such as television, newspaper, radio, etc. to target their customers. They focuses on marketing
campaigns in the target market to create awareness and influence the customers to make decision
to purchase their product(DeJesus, 2021). In the 21st century companies advertise through social
media platforms, search engines, emails and many more. Organisation use social media platform
like Facebook, Instagram, Twitter to advertise their product and services. Companies focus on
adding value to customers by entertaining them through digital platforms. In marketing
companies identify the customer needs and wants, satisfy the needs and build strong
relationships to maximise their sales and to achieve the objectives. Tesco uses the marketing
strategy to describe the role of marketing function with examples from your chosen organisation
ke product innovation, pricing strategy and promotion planning. These strategies are based on
marketing mix of tesco which helps the brand to succeed.
Marketing Sales

Its focus is to move product of business to
market from company.
Its focus is on moving product from market to
customers.
Its focus is on needs of market. Its focus is on needs of company
Describe the role of marketing function with examples from your chosen
organisation
Marketing plays a very essential role in promoting the business and to accomplish the
organisation objectives. It is the job of marketing department to reach out to the customers or
community. This enhances the image of the company. The marketing department has following
roles:-
 Meets customer needs and wants:- Needs should pre exist in the market. The main role
of marketing is to know what the customer wants and to satisfy their demand(Dogu and
Albayrak, 2018). They should identify the needs and adopt strategies accordingly. In
context to Tesco, it analyse what the customer wants and satisfy their needs accordingly.
For instances, Company regularly asks their buyers what they can do to make shopping
better. They offer competitive prices and have friendly personnel which helps the
consumers in resolving complaints quickly.
 Ensures organisational survival, growth and reputation:- Businesses only survive
because of the customer retention and increase in market share. If the organisation
satisfies the customer needs then they gets attached to the enterprise and thus leads the
businesses to grow (Gilligan and et. al., 2021). According to Tesco, it is growing because
it satisfy the customers and in return they get attached to tesco. This helps the
organisation to grow and makes it as a reputed brand in the market.
 Widens market:- Marketers use communication tools to promote their products far and
wide. This includes advertising, sales, promotion, public relations etc. Public relations
protects the company image and product. Tesco uses such communication tools to
promote their products and protect the company image. This helps the organisation to
become wider (Hu and Ma, 2021).

 Adapting the right price:- Cost is the main element in the marketing of a product
because it generates revenue. Marketers should use marketing strategies in fixing the
reasonable value of the product and making appropriate changes. If the organisation
adopted the fair prices the exchange process moves smoothly. According to tesco it take
advantage of economies of scale because it has efficient supply chain network that allows
them to offer reasonable price.
 Face competition:- Competitive position is very important in today's market. Marketing
helps the marketers to maintain a close look on customer expectation and what
competitor offerings(Huang, 2021). This helps the organisation to meet the desired
customer expectation. Tesco is keeping close look on customer wants and satisfy the
needs of their customers and also keep an eye on competitor products.
 Economic growth:- Marketing creates the demand. If needs of the product increases it
promotes the production and distribution activity. And as a result economic growth rises
and income level also increases as it increases the employment opportunities. Tesco also
creates demand by marketing process and this helps the organisation to produce more and
distribute more(Karimova and Shirkhanbeik, 2019). Company also have a efficient
supply chain network so there is no problem in supply chain.
 Discharge social responsibilities:- Social obligations plays an important role.
Companies have forced to enhance social responsibilities due to increase in customer
expectations and government pressure. Marketing is done by cause related. Tesco also
ensures that marketing is done through cause related. Company take care of people
through healthy living and education initiatives, providing good working condition etc.
 Set better goals for the business:- The goals and objectives decides the success of
businesses. Marketing helps the business to set goals. Popularity of brand increases if the
company practice some marketing strategies. Tesco is setting their objectives and
achieving those goals makes reputation and cre The logo of the brand is original and
understandable for the consuates the brand image of the company.

Analyse how the marketing function works and interacts with other
departments
The marketing department has to synchronise the activities of different departments so
that task can be done effectively and efficiently that are as follows -
 Marketing department needs to coordinate with different departments like production,
sales, finance and human resource.
 With the production department it ensures that the number of orders that it has generated
can be met within the scheduled time, the product should be manufactured with the
quality and design that was prescribed by customer and the research should be planned
according to the needs and wants of the customer to satisfy the present as well as future
needs. It also need to co-ordinate with finance department to ensure that there is adequate
funds to meet the needs for promotion, distribution and investigation.
 The finance department have a whole organisation which it operates within its budget
(Rayburn and et. al., 2021). Marketing department have to work within the allocated
funds which the finance unit has allocated to it and this unit also makes sure that it
provides sufficient budget the finance so that they can promote the offering in better way. The HRM department have many recruitments across the organisation and it will have to
balance with marketing and with those of other departments. Marketing department also
need to interact with human resource management to ensure that appropriate skills and
staffing are in place to meet the production targets, research new ideas etc.
 Sales department help the marketers to identify the ideal customer for the business so
that marketing department can attract the customers. Having a strong relationship
between two is necessary as it will enable effective cooperation. When sales and
marketing works together the leads generated will increase.
Marketing mix of Tesco with their competitor Sainsbury's is as follows:
Elements Marketing mix of Tesco Marketing mix of Sainsbury's

Product- It is the
offering which the
business makes to its
customers.
Tesco caters to every needs of the
customer. It provides a wide variety
of products like clothing, food,
stationery, cosmetics etc. It refers to
what company is selling. Anything
that company sold and has physical
presence (Yeniaras and Kaya, 2021).
It has a wide range of commodity
to its customers with focus on
quality. And it also developing
the new products. The
fundamental purpose is to offer
high qualitative goods to their
customers.
Price- It is the value
on which the
customers are given
the products or
services by business.
Tesco has efficient supply chain
works continuous with suppliers to
reduce the prices of goods. It refers
to the pricing strategy of the
company's product based on what the
customers are willing to pay.
It provides the customer the
value of money and maintains
product quality with reasonable
price. It uses several pricing
tactics such as psychological
pricing tactics to have higher
amount of sales.
Promotion- It
involves promotional
activities which the
business undertakes in
order to advertise its
offering.
It has a good brand image and it
helps the company in promoting its
products. Organisation uses
newspaper, television and other
channels to promote their
commodities. It means promoting the
company's product. Rising awareness
of a brand within the market.
It uses the ATL and BTL
promotional strategy to influence
customer attention. It uses
television, radio and other digital
channels to promote their
products. It concentrates on
utilising graphical art and as well
as optic media to declare
promotional campaign.
Place- It is the place
wherein the products
will be made available
to the customers.
It has two main channels of
distribution online as well as offline.
It allows the customers to get the
products quickly. It has 7000 offline
stores worldwide(Marketing mix of
Tesco (7Ps of Tesco)). It refers
where the company is selling their
It has 500+ supermarkets and
700 convenience stores and
some of the stores are working
24*7. It also have home delivery
that attracts the
customer(Sainsbury's Marketing
Strategy & Marketing Mix,

product. Place is very important as
customer wants quick delivery of
products.
2022). It also offers effective
products by supermarket. Online
and social media that can also be
an effective source for business
to sell their sections.
Process- It involves
different process
which the company
uses in order to bring
the best product to
customers.
In stores customer can pick up their
products and go to the customer
assistant to pay. Self service
machines also used to make
payments. It refers to the processes
of delivering the product to
customers effectively.
It has systematic process that
makes the customer convenient
with its click and collect
services. The functions are well
structured and try to have goods
effectiveness. Management
strictly concentrates on managing
of qualitative of goods.
People- It includes
the staff member of
business.
It has a large customers which makes
it a successful company. It also
invest huge amount in employee
training and development. It refers to
anyone who involved in the business.
It includes staff, salesperson,
management and customers.
It has a well trained experts and
professionals who aware with the
customer reaction(Zeneli and et.
al., 2018). Company always
gives first preference to its
customers. They also
concentrates on developing a
consumer relationship for longer
term with revenue generation.
Physical evidence-
This involves the
point of attraction for
the customers which
attracts them towards
business.
Its products are well classified which
makes easy for their customers to
find them. It has a excellent logo and
well uses of colours. It refers to
everything your customer see when
interacting with your business from
the beginning . It includes packaging,
branding, layout and interior design
It has excellent strategy to
market its products through
physical evidence. Various store
design and layout attracts the
customers. The logo of the brand
is original and understandable for
the consumers.

of stores.
Evaluate how the marketing mix adopted by your selected business (or
business unit) contributes to the success of the organisation in meeting
their overall business objectives
Marketing mix helps the Tesco in achieving the overall business objectives. Through this
organisation has made better strategies. It has made strategies related to product, price, place,
promotion, people, process and physical evidence. In this company caters to the needs of the
customer without compromising the quality of the product and satisfy their
customers(Shemyatikhina and et. al., 2020). It provides the product at reasonable price which the
consumer prefer buying. It has good relations with suppliers which supply the commodity on
time and also efficient supply chain which reduces the prices of the product. Company also
engaged in promotional activities which helps them to attract new purchaser. It uses online and
offline channel for distribution and allows the customer to get the products quickly. Its stores are
designed in such a way that attracts consumer to buy goods and helps in increasing the sales. Its
process is also simple and systematic that buyer pick up the product they want to purchase and
then go the assistant to pay. Company also have a trained professionals who assists the buyer in a
better way. In this way tesco meets its objectives as it provides the premium quality products
with fair prices which attracts the consumer and in return they get attached to the brand and
hence helps in increasing the sales of the company.
RECOMMENDATIONS
From the above report it has been recommended that the company have to use the
marketing strategy in order to grow and increase sales. Marketing helps the customer to know the
product and its uses. Tesco has to use the marketing process regularly to attract the new
consumers and promoting the sales of the organisation. Company has to use marketing mix
process in order to formulate the better strategies for their commodity so that customer will
prefer buying their product over competitor products. It also helps the company in positioning
their brand in the market.

CONCLUSION
From the above report it is concluded that marketing mix is the important concept in
marketing which comprises of 7 P's that are product, price, place, promotion, people, process and
physical evidence. Strategies that are based on marketing mix determines the success or failure
of any business. Marketers have to realise the usefulness of merchandising. It helps the
organisation to achieve its goals by the strategies they have formulated. It helps the businesses to
grow as promotional activities creates new customers and helps in increasing the sales of the
company. The company also have attractive stores which also helps them to increase sales. The
role of marketer is to analyse the consumer needs and design products accordingly.

REFERENCES
Books and Journals
DeJesus, G., 2021. Integrated Marketing Communication Plan: Event Scheduling & Reservation
Management App.
Dogu, E. and Albayrak, Y.E., 2018. Criteria evaluation for pricing decisions in strategic
marketing management using an intuitionistic cognitive map approach. Soft
Computing. 22(15). pp.4989-5005.
Gilligan, C. and et. al., 2021. Marketing and Retail Pharmacy. Routledge.
Hu, Y. and Ma, H., 2021, May. On Modular Teaching Reform of Marketing course Based on the
Mass Entrepreneurship and Innovation. In 2021 2nd International Conference on
Computers, Information Processing and Advanced Education(pp. 86-91).
Huang, Y., 2021, March. Research on e-commerce precision marketing strategy based on big
data technology. In 2021 2nd International Conference on E-Commerce and Internet
Technology (ECIT) (pp. 87-90). IEEE.
Karimova, G.Z. and Shirkhanbeik, A., 2019. Marketing artificial intelligence: Creating the AI
archetype for evoking the personality trust. Academy of Marketing Studies
Journal. 23(4). pp.1-13.
Rayburn, S.W. and et. al., 2021. Future thinking continuity of learning in marketing: A student
perspective on crisis management in higher education. Marketing Education
Review. 31(3). pp.241-255.
Shemyatikhina, L. and et. al., 2020. Marketing management of a nonprofit
organization. Ekonomicko-manazerske spektrum. 14(1). pp.19-29.
Yeniaras, V. and Kaya, I., 2021. Relational governance, strategic planning and firm
performance. Marketing Intelligence & Planning.
Zeneli, V. and et. al., 2018. Terrorism, competitiveness, and international marketing: an
empirical investigation. International Journal of Emerging Markets.
ONLINE
Marketing mix of Tesco (7Ps of Tesco), 2022 [online] available through
<https://howandwhat.net/marketing-mix-tesco-tesco-marketing-mix/>
Sainsbury's Marketing Strategy & Marketing Mix, 2022 [online] available through
<https://www.mbaskool.com/marketing-mix/services/16809-sainsburys.html>