Marketing Process and Planning for Tesco: A Comparative Analysis of Marketing Mix with Morrison's

This report discusses the marketing process and planning for Tesco, a British multinational groceries and general merchandise retailer. It explains the concept of marketing and its operations, the role of marketing in the wider organisational context, and the significance of interrelationships between marketing and other functional units of an organisation. It also compares the marketing mix used by Tesco and Morrison's to achieve business objectives. The report includes a marketing plan and media plan for Tesco.

Marketing Process and
Planning

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
TASK 1............................................................................................................................................4
P1 Explain the concept of marketing and marketing operations including the different areas
and role of marketing..................................................................................................................4
P2 Explain how the marketing function relates to the wider organisational context..................6
M1 Analyse the role of marketing in the context of the marketing environment.......................7
M2 Analyse the significance of Interrelationships between marketing and other functional
units of an organisation...............................................................................................................7
D1 Critically analyse the external and internal environment in which the marketing function
operates.......................................................................................................................................8
TASK 2............................................................................................................................................8
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................8
M3 Review strategies and tactical approaches applied by organisations to demonstrate how
business objectives can be achieved successfully.....................................................................11
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives....................................................................................................................11
TASK 3..........................................................................................................................................11
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives...........................................................................11
M4 Produce a detailed tactical marketing plan.........................................................................13
D3 Produce a strategic marketing plan.....................................................................................14
TASK 4..........................................................................................................................................14
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....14

M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social
media channels for communication..........................................................................................16
D4 Provide a justified integrated multimedia plan based on quantitative and qualitative
criteria.......................................................................................................................................16
CONCLUSION..............................................................................................................................16
REFERENCES:.............................................................................................................................17
Books and Journals...................................................................................................................17
Online........................................................................................................................................17

INTRODUCTION
Marketing can be defined as set of activities that are undertaken in order to communicate
with the customers and persuade them to buy products and services of the brand. It is one of the
integral function of management. Along with that marketing assists a business organisation ton
enhance its sales and create a brand image (Amin, 2021). There is need of good marketing after
Covid-19 as several business organisations have faced major losses. It is necessary to make
effective strategies and implement them in order to attain success of the company. The present
report is based on marketing management in Tesco. It is British Multinational groceries and
general merchandise retailer that has its headquarters in UK. The company has its operations in
more around the globe. It is third largest retailer in world measured in gross revenue. There is
need to use effective marketing tools and techniques in order to gain advantage over the
competitors. In the present report there is discussion related to marketing and role of marketing
in business organisation. The marketing function is related with all the other functions in a
company so the interrelation is also discussed in this report. There is comparison of marketing
mix being used by the company and its competition. It helps to know about the areas that need
improvement. A business marketing plan is formulated for the company that will help them to
achieve the marketing objectives. In the end of this report, there is discussion related to a media
plan that helps a business organisation to meet its objectives and budgetary requirements.
MAIN BODY
TASK 1
P1 Explain the concept of marketing and marketing operations including the different areas and
role of marketing.
Marketing is a process that includes exploring, creating, and delivering value to the
potential customers. It helps to engage the customers towards the organisation and retain them in
the company (Hodgkins and et.al., 2019). It is necessary to use effective tools of marketing by
Tesco so that they are able to gain advantage over all the competitors that are present in the
market.
Marketing operations is the function of checking the marketing campaigns, strategic
planning and marketing programs of the company. It is necessary for the success of marketing
department of the company. It is necessary to check the use of updated technology as well as

data analysis in an organisation. It is seen that in Tesco, all the campaigns are being overseen and
approved by the marketing department so that they are able to attain success.
There are several other functions of marketing and they are being discussed below in
relation to Tesco:
Distribution: It is one of the important function of marketing department. Distribution
strategy of a company helps the organisation to decide the ways their product will be delivered to
the final customer (Greco, 2018). It is necessary to select right marketing channels so that the
company is able to reach more and more customers. Tesco has one of the largest distribution
network in UK. They reach the customers through both stores and online mode.
Market research: There is key role of marketing research in the success of a company.
To launch and new product it is necessary to conduct research related to the trend that is present
in market. It is seen that, Tesco assures that they conduct proper research related to market and
then launch product. The company also decides the target market after conducting proper
research of the customers. It helps the company to carry on the operations in proper manner by
conducting proper research.
Market planning: After the research is being carried on by the company. The next step
is to plan. market planning is an important function of marketing manager and helps the
company to bring changes effectively (Sánchez-Teba, García-Mestanza and Rodríguez-
Fernández, 2020). In Tesco, the marketing team works together and plans to launch the
campaign in an effective manner. They make plan related to cost and budget of the company and
then plan the campaign accordingly.
Designing and development of product: After analysing the trend in market the next
important step is to design or develop a new product. In order to attain success a company must
regularly improvise the product or add new features. In relation to Tesco, the company sets the
design of the product by analysing the needs and wants of the customers. It is necessary for them
to keep on taking feedback from the customers so that they are able to improvise their product
portfolio.
Promotion: Marketing department works to promote the products and services that are
offered by the company. It is important to carry on the advertisements in effective manner so that
effective advertisements are carried on. Tesco, uses right strategies so that they are able create
good brand image in market. It is necessary to use right and updated ways of marketing so that

more customers can be reached. It is important to understand the problem of the customers and
solve the issue of the customers.
All these are the functions that are being undertaken by the marketing department. There
is need of right marketing tools so that marketing function can be carried on properly. The
marketing manager must be active and use all the skills in proper manner for success of the
company. They must take care of the needs of the customers and then work on satisfying the
needs.
P2 Explain how the marketing function relates to the wider organisational context.
Marketing is one of the internal function of an organisation. It is related with all the other
function of the organisation. a company can attain success if all the functions of company are
cooperative (Hanlon, 2022). The marketing department is Tesco, has major role. They work to
know about the trend in the market, analyse the competition, formulate campaigns and launch
them. They also work to enhance the sales of the company and works to reach more and more
customers. The interrelationship of marketing with other functions is discussed underneath:
Marketing And Research: The research department of the company works to collect all
the information related to market. The trends are being analysed by the company and this helps
them to carry on the changes in the market. It is necessary to know about the changes in external
environment and they are being analysed by the research department in Tesco. After conducting
research they share all the information with the marketing department. The marketing
department is then able to take necessary actions by adding new features to the product. The
marking department also discusses all the innovating plan with the research departments so that
they are able to bring necessary innovation. The research and marketing departments share all
the information with each other and the bring changes and innovation for success of the
company.
Marketing and Finance: Finance department of the business organisation works to take
care of money in the company. The budget is being formulated by the finance department of
Tesco. They help to take all the monetary decision related to allocation of funds as well as their
mobilisation. In Tesco, the marketing department has to approve the finances required to
undertake any new project and to launch a new campaign. They discuss on the plan and then the
finance department gives approval related to monetary requirement. In Tesco, the marketing and
finance department also calculates return on investment so that benefits can also be analysed.

The another work is to take care of the salaries of the marketing department. This shows the
interrelationship among them.
Marketing and Production: The production department of the company works to
change the raw material into finished goods. There is need of taking proper care of the process of
production so that the quality products are provided to the customers (Opresnik, 2018). The
production department in Tesco works to enhance the quality of products that are offered by the
company. The information is being communicated by the marketing department to the
customers. It helps them to enhance the sales of the company and know about the enhanced
quality of the products. Along with that, the marketing department takes feedback from the
customers and comes to know about the changes that they want. The same is being
communicated to the production department so that they are able to make necessary changes in
the process of production.
M1 Analyse the role of marketing in the context of the marketing environment.
The marketing plays a critical role for the success of a company. There is need of
conducting market research so that the requirement of customers can be fulfilled. The marketing
department of Tesco modifies and adds new features to the products as per the needs and wants
of the customers. It is seen that the marketing environment is dynamic and there is need to
conduct regular research so that the company is able to meet the competitors (George, 2021). It is
necessary for them to satisfy the requirements of customers and then provide them best products.
The use of right marketing strategy is helpful for the company and its success.
M2 Analyse the significance of Interrelationships between marketing and other functional units
of an organisation.
It is important fort a company to manage their work effectively. It is seen that there are
certain functions that a company has to undertake. By managing all those functions a business
organisation is able to meet its goals and objectives. It is necessary to note that marketing
function of Tesco is interrelated with all the other functions of business organisation. They
regularly contact with the research departments and know about the trends in the market. It helps
them to make necessary changes in product or service development. the finance departments
works to approve the budget of the company so that they are able to use money effectively
(Richardson, 2019). Along with that the marketing department also helps the production
department to make necessary changes in the product design and the process of manufacturing.

D1 Critically analyse the external and internal environment in which the marketing function
operates.
The external environment of a business organisation is not in control of company. It is
seen that there are external factors that have impact on the working of business organisation.
These are external to the business organisation. The factors such as political, legal, social,
technological are not in control of company (Fu, 2021). Tesco follows all the policies and laws
that are formulated in the nation of operations. It will help them to operate smoothly and attain
goals and objectives, Along with that to attain competitive advantage Tesco uses uses latest
technology. By analysis the needs and wants of the customers and analysing trend in the market,
Tesco is able to satisfy the social need of customers.
The internal environment of business organisation includes the factors are in control of
business organisation. It is important to take care of all those factors so that they are able to
attain success. The staff members, resources used by the company and their management is
internal to Tesco. It is seen that regular training is provided to the employees so that they are
able to enhance their performance. The use of latest resources is done as it helps the company to
work smoothly and attain successful position.
TASK 2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing mix includes all the actions and tactics that are being used by a company in
order to promote its brand. It helps to formulate best marketing strategies that are for betterment
and success of the company (Berman and Thelen, 2018). To attain the business objectives a
company must follow marketing mix. All the elements of the marketing mix are helpful for the
company and support is decision making. The company must use best combination of the
element so that they are able to design effective marketing strategy. The comparison of
marketing mix use by Tesco and Morrison’s is done below:
Marketing Mix
Elements
Tesco Morrisons
Product Tesco is a multinational business
organisation that deals in variety
The company focuses on
providing quality products to the

of products. The product range
includes food, electronics,
stationary, clothing, cosmetics,
financial services etc. They sell
all the products by maintaining
high quality and it helps them to
achieve goals and objectives
successfully.
customers. They focus on
providing fresh food that is of high
quality.
Price It is seen that Tesco follows cost
leadership strategy. It helps the
company to maintain low price
for its products and do not
compromise the quality of the
product (Yudakova, 2021). It
helps the company to gain
advantage over the competitors
in the market.
The company uses multiple
pricing strategies in order to deal
with the customers. It is seen that
they use premium pricing for the
high quality products. They also
use cost leadership strategy as it
helps the company to beat the
competition.
Place The main distribution channels
that are being used by Tesco are
offline and online stores. The
company is famous for reaching
the customers at right time and
then satisfying their needs and
wants. Tesco has around 7000
offline stores.
There are round 600 offline stores
of the company. They also
maintain good supply chain that
help the organisation to meet the
demand of the customer's.
Promotion The use of promotion helps the
company to reach more and
more customers. It is seen that
Tesco uses television,
newspapers, and other media
In relationship with Morrison’s,
the company uses various
rewarding schemes to its
customers so that they are able
retain customers (Galli and et.al.,

outlets to reach customers. They
also use online marketing in
order to be in trend and use
effective marketing.
2021). Along with that they use
social media platforms and sales
promotion techniques so that they
are able to satisfy the needs and
wants of the customers.
People The employees of business
organisation comes under
people. There are around
420,000 people who work in
Tesco. There is need to provide
training and development to the
customers so that they are able to
achieve success of the company.
It is seen that they also keep on
motivating the employees as it is
also beneficial for the effective
performance of the employees.
Morrison’s generally hire skilled
staff. the strategy used by the
company helps them to serve the
needs and wants of customers.
They work effectively with all the
skills and try to achieve goals and
objects effectively. They also
focus on solving the problem of
employees on regular basis.
Physical evidence It includes all the tangible assets
of the company such as
furniture, business cards, menu,
brochures, letterhead, reports,
and equipment. Along with that
logo of the company is also
attractive and an example of
physical evidence of the
company.
The company focuses on
enhancing their packaging so as to
create good image of the company.
They also have user friendly
websites so that they are able to to
work effectively.
Process Systematic process is being used
by the company in order to serve
needs and wants of the
customer's. The carry on proper
They follow the process to
enhance the productivity of the
company and follow the structure
so that they are able to reach more

research and innovate the
product (Ghahnavieh, 2018).
Use of right marketing strategy
help them to reach more and
mire customer.
and more customers.
M3 Review strategies and tactical approaches applied by organisations to demonstrate how
business objectives can be achieved successfully.
There is need to carry on proper research in order to develop the right strategy for the
business organisation. It is seen that, Tesco works on marketing mix and use combination of
strategies in order to attain success. The use of quality products in the diversified portfolio is
important for the company and their success. It is seen that the by adopting cost leadership
strategy the company is able to gain lead over the competitors. The company also uses right
channels of marketing and they also help them to be successful. It is necessary to use right
approaches to train the people of the company and achieving goals and objectives effectively.
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives
A company must use best tactics and action that will help them to reach more customers.
The right distribution strategy used by the company helps them to reach more and more
customers and attain the goals and objectives of the company. It is necessary for Tesco to use
right promotional tools and techniques and then reach more and more customers. There is key
role of using right marketing mix so that the company is able to reach high performance
objectives. This approach is beneficial for the success of the company and can be used to become
leader in market.
TASK 3
P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives
Marketing plan is a document that is being used by a company to set marketing
objectives and work to achieve them. It is necessary for them carry on detailed research and set
SMART objectives that they can achieve for the success of business organisation (Bagnied,

2018). The company must follow all these steps in order to formulate marketing plan. The steps
are mentioned below:
About the organisation
Tesco is a multinational British multinational groceries and general merchandise retailer
headquartered in England. The business organisation was founded in 1919 by Jack Cohen. The
company is ninth largest company in the world measured in revenue. They have around 7,005
stores around the globe. The product portfolio of the company includes books, electronics,
furniture, toys, clothing, petrol, financial services, software, telecoms and internet services
Mission
"To provide better to the customers and keep them together."
Vision
To become highly valued business by serving the customers effectively, maintaining
good relationship with customers and providing all the information to the shareholders.
Marketing Objectives
 To enhance the customer base by 5% within 6 months.
 To increase profitability of company by 10% within 1 year.
 To use latest marketing tools to attract the customers.
STP
It is necessary to target the right customers and serve them effectively. It is seen that STP
model will help Tesco to know about the target customers.
Segmentation: There is certain basis of segmentation that are available. It is necessary to
know the best suitable for the business organisation (Karunakaran and Raveendran, 2018). They
are geographical, demographical, Psychographical and behavioural.
Targeting: The company targets urban as well as rural region. The male and female of
middle class and upper class family are being targeted.
Positioning: Tesco has targeted themselves as high class brand that generally sells all the
products and services that are required by the customers.
SWOT Analysis
Strengths Weakness
 Tesco has established good brand
image and it helps them to get loyal
 There are various competitiors such as
ASDA, Morrison’s that are present in

customers in the market. the market.
Opportunities Threats
 There are various opportunities that are
present in market (DO, 2021). By using
latest technology they will be able to
attain success and expand the business
operations.
 Covid-19 is a major threat that is being
faced by Tesco. Te situation of lock
down caused problems in operations of
the business organisation.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 10000 10000 6000 5000
Initial money 10000 5000 5000 5000
Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
Sales
publicity
2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Promotion 4000 1000 5000 2000
Total 25000 7000 10000 9000
Monitoring and Controlling
It is necessary to control the performance. This can be done by using KPI and
benchmarking. It will help the company to now about the deviations and attain their objectives
effectively.
M4 Produce a detailed tactical marketing plan
By discussing the objectives of Tesco, it becomes important for the company use
marketing mix in effective manner so that their objectives can be achieved. There is requirement

of using the marketing mix in appropriate manner in order to attain success (Kikut and et.al.,
2020). The possible actions taken by Tesco are as follows:
Product By maintaining quality of the products Tesco will be able to
enhance profitability.
Price By providing good at low cost they will be able to attract more4
customers.
Place The loyalty of customers will be enhanced by providing them
products and services at right time.
Promotion They must use latest technology such as digital marketing that will
help them to reach more and more customers.
Process They must work on using the process of reaching the customers
effectively so that the customer base gets enhanced.
People The regular training will help the company to enhance the skills of
employees. This will also be beneficial in building customer
relationship.
Physical evidence It is necessary for a company to enhance their image in the market.
D3 Produce a strategic marketing plan
Strategic marketing plan can be defined as the process of creating marketing strategy that
will help to achieve the objectives. There are certain steps that are followed by Tesco in order to
achieve their marketing goals. It is seen that, the company must measure the performance by
using KPI. It will help the business organisation to keep track on the activities that they have
done (Vaníčková and Szczepańska-Woszczyna, 2020). The use of key performance indicators
will help the business organisation to check the performance of the company. It is important to
check the standard performance with the actual performance. Along with that benchmarking is a
technique that helps to measure the performance of products and services of the organisation. To

achieve the success of the company there is need to keep track on the performance of the
company. It is necessary to work on all the aspects that will help Tesco to attain success.
TASK 4
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
Media plan can be defined as a process that helps the business organisation to decide
upon the time and ways of silvering the message (Dong and et.al., 2018). The plan helps, Tesco
to deliver the message in best possible manner. The media plan in relation to “order online or
pick up from outlets” and the plan in regard to Tesco is analysed below:
Campaign type and rationale It is important to select the best campaign so that more and
more customers are made aware. The digital media platforms
are being used in order to reach more customers.
Objectives The objective of the media plan is to reach more customers
and enhance sales by 20% in upcoming year.
Target Audience The company will target people from age group of 20-40
years as they are active users of technology.
Medium of Marketing
Campaign
They will be using their own website and form application to
take online orders.
Content The message is to reach more and more customers (Chernev,
2020). They want to make their products available for the
target group of customers.
Recommendations Tesco must analyse the strategies of the competitors and
work on providing best to them. The proper scan of
environment will be helpful for the company and attaining
the objectives.
Media budget
Particulars Amount

Equipment 160000
Advertising 40000
Promotional tools 10000
Media house 10000
Total 2, 20,000

M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social media
channels for communication.
To provide best plan an business organisation must take care of all the channels of
marketing. It is seen that the Tesco, must use banners as offline tool of marketing, Instagram and
Facebook as social media channels (Franco, 2018). It is necessary for business organisation to
use appropriate channels so that they are able to attain success. This will help them to reach more
and more customers.
D4 Provide a justified integrated multimedia plan based on quantitative and qualitative criteria.
The multi-media plan must be checked through both qualitative and quantitative criteria.
It is necessary to check and evaluate the performance of the organisation. The Tesco checks that
engagement, conversion rate, reach as quantitate measures. At the same time, they take feedback
from the customers that can be both negative and positive that will help to check the qualitative
criteria.
CONCLUSION
From the above report, it is analysed that there is need to marketing in each and every
business organisation. It helps the company to reach more and more customers so that success
can be achieved. In this report there is evaluation related to role of marketing and its
interrelationship with other functions of management. Along with that marketing mix being used
by different business organisation is compared. It helps the company to use marketing in proper
manner and then attain success of the company better then the competitors. Proper marketing
plan that includes objectives is also important part of this report. The ways of measuring the
performance by controlling and monitoring is done in the report. It is necessary to use media
plan so the steps of the plan are mentioned in the report.

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