Marketing Process & Planning: The Marketing Concept, Functions and Mix

This report on Marketing Process & Planning covers the marketing concept, functions and mix, with a case study on Tesco. It explains the extended marketing mix and evaluates how it contributes to the success of the organization. The report also includes recommendations and conclusions. Course: Higher National Diploma in Business Management, Unit 2.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
Name:
ID:
0

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

1.0 Introduction
Marketing refers to the process which include about the company’s research
which are effective and allow to provide better help to individual and help to sell,
promote along with better distribution of the products along with service to their
customer base. Marketing include the buying along with selling of goods and
services which are associated with taking care of better improvement in the
organisational benefits. To reach customer, marketing is crucial that can allow
provide better response towards the organisational productivity. It also helps to share
the ideas or concept with the right audience. It is essential to choose correct
marketing strategy which can be effective and allow to provide better response
towards the organisation development. Here, chosen organisation is Tesco which is
a multinational organisation that has headquarter in Welwyn Garden City, London.
This report includes the outlines about the role and concept of marketing function
where Tesco includes the working analysis about its department. This report also
includes about marketing risk strategy which are effective and help to provide
desired outcomes (Karatum, 2018).
2.0 An explanation of the concept/definition of marketing in
the 21st century
Marketing considered as the activity which can be effective for the company
that can help in getting better promotion about the company products for better sales
for their goods and service towards their target customers. Marketing can refer as a
process with traditional along with digital channels which are combined for promoting
service and products.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Marketing function can be effective to provide better help and support in
understanding about the customer requirement along with feedback that can help to
ensure about right products along with services reach to the market. Tesco provides
variety of products that follows the marketing techniques with includes the aim of
customer needs within market (Boyang and et. al., 2022). Tesco include different
product on the better process which allow to catch market with high efficiency. They
are also able to provide better response in the market for getting better quality
2

products with different prices that reach to customer range. These marketing function
include-
Identify the customer needs- Marketing have the first step that can be
effective and allow to provide better response towards identification of customer
preferences and their taste. This can be effective and allow to Tesco to perform well
through fulfilling customer needs along with their preferences. Here, Tesco need to
identify through using interviews, surveys along with social listening (Jin and Cho,
2018).
Strategic product planning- Planning refers to the analysis of different
activities that are necessary and required by the organisation to achieve their goal.
Tesco marketing manager need to make plan to improve the brand image that are
effective and help to improve number of sales of product on reasonable price. Tesco
customer get their product due to its good brand image that help to trust on their
products along with their good quality and brand value.
Product promotion along with publicity- This is the promotion technique
that are effective and allow to provide better response towards the creating brand
image that help to increase the sales. Tesco manager use this strategy to attract
their large number of customer base through hoardings, advertising along with
charitable events. Tesco also provide different offers which are effective for their
client and allow to get different benefit for increasing their sales.
Distribution channel- It refers to the act which allow to provide better
response towards the delivery of products along with services. Tesco marketing
manager use different channel to transport their product which is online and offline.
Here, Tesco uses their official websites to sell their product online and enhance their
sales ratio with higher profitability (Botîlcă, 2021). There are large number of
customer base who has shifted towards the online shopping that help them to save
their time along with their effort.
4.0 An analysis of how the marketing function works and
interacts with other departments
Marketing and finance department- Marketing department need to ensure
about establish better coordination with the finance department which can be
effective and allow to provide better support to make budget to effectively meet the
3

research, promotion along with distribution of the product. Tesco marketing manager
need to ensure that product should offered to their customer at the best possible low
price without compromising their product quality. Here, finance department role is to
ensure about the business operation which should be effectively carried out with
financial capabilities. Here, marketing manager should focus on sales volume and
cover the market share where finance department should concentrate towards
covering cash flow, covering costs along with investments (Al-Henzab and et. al.,
2018).
Marketing along with production department- These department works
collaboratively that can help in getting better and effective response which are
associated to utilise the resources optimally that can also help ion reducing the
overall cost of production. Here, Tesco marketing manager works with marketing
manager that allow to provide better and effective response towards the production
quality along with design to attract customers. Here, marketing manager sets some
deadline that can help production department for their production time with market
that can help to achieve competitive advantages.
Human resource department along with marketing department- Human
resource and marketing department work together that can help to get better and
effective response towards the achieving their organisational goal through
employees training and their development. Tesco marketing managers uses their
human resource department for recruiting people that have better knowledge.
Human resource department help marketing manager to perform well and allow to
get better response by hiring appropriate candidate that can work effectively for the
business organisation.
Marketing along with IT department- IT and marketing department related
with each other that help to promote products along with new offers with the help of
technology. Marketing manager of Tesco uses their IT department that develop their
product through using different graphics, image or voice software that can help to
attract large number of customer base. IT department also help marketing manager
to perform well through creating websites online that may help in create large
number of demand for specific product and help to capture market share (Olson and
et. al., 2018).
4

5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Tesco manager uses marketing mix which can help to analyse the factor that
can be effective in meeting the changing customer demand along with their needs.
There is discussion about two companies related to marketing mix.
Basic Tesco Sainsbury
Product Tesco refers to the
leading supermarket
within UK which provide
large number of product
that help to deliver better
and effective response
and include different
products like food,
clothing, stationary,
cosmetics along with
financial services. Tesco
offer their product using
both mode online along
with offline (Hernández-
Linares and et. al., 2021).
Sainsbury includes as a
famous producer that
provide wide range of
products within UK
market. Different product
may include electronics,
food items, baby
products, clothing, health
and beauty products and
many more. They also
offer ready to eat meal
along with some organic
products for people who
are allergic to diary,
gluten food or wheat.
Sainsbury has also
introduced some new
product like meat and fish
that are known by J.
James and Family.
Price Tesco is known for
providing good quality
product at reasonable
prices which can help to
Sainsbury provides
quality product to their
customer which are
associated with providing
value for money to their
customers. This company
5

uses competitive pricing
policy which can help to
gain profit towards the
market share within short
time period.
Place Tesco have its
headquarter in Chestnut,
Hertfordshire, England.
Here, company uses both
mode online and offline
which allow to sell the
product in effective way.
Company also uses their
store in different which is
easily accessible for large
number of population that
allow to provide better
response to their
customer and enable
them to get their product
more easily.
Sainsbury have large
number of store which
include about 700
convenience stores along
with 500 supermarkets
within different countries.
They also provide home
delivery for their products
when their customer
orders their product
through online or through
phone calls.
Promotion Tesco have a brand
image which lead to
attract large number of
customer based due to
their brand image. Here,
Tesco provide quality
products to their customer
which are associated with
lower price of products.
Company also uses,
charitable events,
television adds, hoardings
Sainsbury like to use
above the line and below
the line strategy which
can help to build brand
image for attracting large
number of customer base.
They have also launched
card which are known as
the Nectar reward card
which allow customer to
earn point at store on
their every purchase
6

and other to make
advertisement that help to
provide better response
towards promoting their
products. Tesco also
provide loyalty card to
target their customer.
(Karunarathna and et. al.,
2020).
People Tesco has about 4,00,000
employees within world in
various countries. They
are able to motivate their
company employees
encourage and perform
well towards working
together and effectively.
They also offer different
promotion that can help
staff member to work with
high potential.
Sainsbury have also large
number of employees
who are having good
experience and perform
professionally that enable
them to work effectively
and help customer with
their good behaviour.
Physical evidence Tesco also uses
innovative logos, colours,
labels alng with
equipment which help in
attracting customers.
They categorise their
product in better way that
can enable customer to
get easy access towards
the required products
(Hanaysha and et. al.,
2021).
Sainsbury design their
stores along with layout in
better way which can help
their client to get attract
and help them to get
access to their needed
product in more easy
way. This can allow to
perform well and help in
achieving better response
towards fulfilling their
customer needs. They
also provide basket along
with trolley of high quality
7

to ensure the great
shopping experience.
Process Tesco process is
associated with keeping
their customer happy and
comfortable to shop. This
also help them in getting
better response through
different offering through
online along with offline
with the fast billing
services.
Sainsbury also provide
different benefit where
click and collect service is
one of the online
shopping benefits to their
customers which can
enable them to get their
products easily. Company
also provide some other
benefits like getting
reduce price on larger
number of orders to gain
customer loyalty.
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
Marketing mix strategy refers to an effective tool that help Tesco to implement those
effectively as the marketing strategy that can help to achieve the organisational
objective. Company uses this strategy to position their brand in market that can allow
to use those in the marketing department within Tesco. Marketing mix also enable
organisation to ensure that marketing manager should focus on the right product
along with right product. This can also help them to focus on providing low price
product with better quality (Kwok and et. al., 2020).
3.0 Recommendations
Tesco offer different products which at reasonable price without compromising their
product quality. This can help to introduce different new product through adopting
digitalisation for offering quality services. Tesco uses their innovative strategy for
8

management and improving product quality. Company also improve their HRM
strategies which can help to treat their employees in better way (Jarek and et. al.,
2019).
9.0 Conclusions
From above, it can conclude that marketing is an effective tool that uses by
the organisation that help to promote goods along with services. Marketing have
different benefits which can help to provide better response towards the increasing
sales along with growing business through engaging their customers. Marking
function also include to find the correct market for the sales which can be effective to
provide better response towards the right market for the large customer base. This
report includes the informant about the marketing work with different department
within organisation for better development and coordination. This report includes the
evaluation and importance of marketing mix that can help company about customer
needs for achieving goals and objective.
9

References
Al-Henzab, J., Tarhini, A. and Obeidat, B.Y., 2018. The associations among market
orientation, technology orientation, entrepreneurial orientation and
organizational performance. Benchmarking: An International Journal.
Botîlcă, C.M., 2021. Retranslation as a Necessity for the 21st Century Reader. Old
Possum’s Book of Practical Cats–TS Eliot. Philologica Jassyensia, 17(1
(33)), pp.143-152.
Boyang, L.U. and Chaipinchana, P., 2022. The Customer’s Satisfaction in Marketing
Mix of Guangxi Wuzhou Ou Shu Liubao Tea Industry Co.,
Ltd. Psychology, 12(6), pp.410-423.
Chamberlin, L. and Boks, C., 2018. Marketing approaches for a circular economy:
Using design frameworks to interpret online
communications. Sustainability, 10(6), p.2070.
Hanaysha, J.R., Al Shaikh, M.E. and Alzoubi, H.M., 2021. Importance of marketing
mix elements in determining consumer purchase decision in the retail
market. International Journal of Service Science, Management,
Engineering, and Technology (IJSSMET), 12(6), pp.56-72.
Hernández-Linares, R., Kellermanns, F.W. and López-Fernández, M.C., 2021.
Dynamic capabilities and SME performance: The moderating effect of
market orientation. Journal of Small Business Management, 59(1), pp.162-
195.
Jarek, K. and Mazurek, G., 2019. Marketing and artificial intelligence. Central
European Business Review, 8(2), p.46.
Jin, B. and Cho, H.J., 2018. Examining the role of international entrepreneurial
orientation, domestic market competition, and technological and marketing
capabilities on SME’s export performance. Journal of Business & Industrial
Marketing.
Karatum, S., 2018. The place of digital marketing on Turkish small
businesses. Journal of International Trade, Logistics and Law, 3(2), pp.36-
43.
10

Karunarathna, A.K.P., Bandara, V.K., Silva, A.S.T. and De Mel, W.D.H., 2020.
Impact of green marketing mix on customers’ green purchasing intention
with special reference to Sri Lankan supermarkets.
Kwok, L., Tang, Y. and Yu, B., 2020. The 7 Ps marketing mix of home-sharing
services: Mining travelers’ online reviews on Airbnb. International Journal
of Hospitality Management, 90, p.102616.
Olson, E.M., Slater, S.F., Hult, G.T.M. and Olson, K.M., 2018. The application of
human resource management policies within the marketing organization:
The impact on business and marketing strategy implementation. Industrial
Marketing Management, 69, pp.62-73.
11

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
12

1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
Tesco is multinational retail company which have positive brand image and
produce high quality product.
Mission of Tesco
Mission include “we make what matter better together”. This help to provide better
response towards the company success.
Corporate strategy of Tesco
This include the Steering wheel model that is effective within inclusion of all the
element about business, customers, finance, operations, community along with
people (Taqatqa, 2021).
Objective of Tesco
Tesco objective is about providing grocery items, electronics along with clothing
goods with the help of online services. It has the aim to provide better quality product
at lower price which can help to compete supermarket business.
2.0 Clear and SMART marketing objectives
Smart marketing objective of Tesco
Specific- Keto product introduction in food segment include company to aim towards
the earning profit.
Measurable- Tesco objective is to increase sales by 8% by offering low price with
better quality products.
Achievable- Keto products within market trend which are healthy for people and
maintain their health. This can help to increase the customer base along with share
market.
Realistic- Tesco introduce the Keto products towards fulfilling customer needs which
are changing with time towards the healthy food.
Time bound- Tesco should achieve the target by next year with better planning and
its implementation in better way (Krummel, 2022).
3.0 Marketing research to support the new product line
launch
Marketing research steps for launching Tesco's new product
13

Identifying competitive market- Tesco manager need to identify the competitive
market which can help to launch the new Keto product in the market through using
their offered services. Tesco need to target young people to provide healthy lifestyle
through using their products within UK market. Here, new generation people are
interested about the better response towards their health.
Define goals- Marketing manager have the goal to increase their sales by the 9%
about the selling of Keto products with the target market.
Unique value proposition- Tesco marketing manager have focus on producing
better quality products with lower price value.
Determining marketing strategy- After market analysis, there is need to choose
appropriate media for the promoting Keto products. Target customer like to use
social media which help to improve the brand value (Sreenivasan and et. al., 2018).
Monitoring product- This is last step which include monitoring about the market
about online and offline mode which can help to aware customer about the new
products.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
SWOT analysis of Tesco
Strength- Tesco have positive brand image in the market with providing
better quality products. They also provide Keto products to their customers.
Weaknesses- Tesco need to fight hard to establish in market with new Keto
products which is not easy task to stay in the existing market.
Opportunities- They should work on online channel to capture more
international market on high range.
Threats- Pricing policy of Lidl along with Aldi can be threat for Tesco which
can impact the organizational profit.
PESTEL analysis
Political- Tesco need to ensure about following up government rules along
with regulation which can help in getting better safe products for their customer.
14

Economic- There are different factors like inflation rate, interest rate or
taxation policy can impact the Tesco businesses (Van De Sanden and et. al., 2019).
Social- Tesco ensure about tastes along with preferences about the customer
which can help in getting better response towards providing better quality products.
Technological- Tesco should perform well in which they need to ensure
about adopting new technology within their business to improve its quality.
Environmental- They have taken initiative to reduce the use of plastic bags
to improve and contribute towards better environment.
Legal- Change in government policy directly impact the business operation
and their profitability.
5C’s analysis of Tesco
Company- Tesco is international company and have online presence in the
market that take large markets (Visser and Kloos, 2021).
Collaborators- Tesco need to establish better relationship with their suppliers
along with their strategic partner which can help to perform and run the business
operation in better way.
Customers- Tesco should provide priorities to their customer to get better
response to their business.
Competitors- Sainsbury provides tough competition to Tesco in the Aldi
along with Lidl market within UK.
Context- There are different macro factors which can effect business
operations. This include both own and branded products.
4.2 A competitor analysis including the market segments
Company Description
Morrisons It is fourth largest chain of supermarkets
within UK. They deal with food along
with grocery and provide fresh food
within stores. They have about 1753.6
crores GBP as the revenue. They also
use product bundle, pricing along with
premium pricing (Klaus and et. al.,
2020).
15

Asda They are well known bristish
supermarket within UK. They are able to
offer different range of products like
food, home and fashion products. They
have about 22.90 billion of revenue.
They use various method which can
help to promote different products like
buying and price reduction that can
provide free offers to their customer.
4.3 Sub-segments
Tesco STP Analysis
Segmentation- Tesco splits their market in small group on customer needs and their
preferences. This include income people, health conscious people and many more.
Targeting- Tesco target their customer according to their products that may include
different markets (Kang and et. al., 2020).
Positioning- Tesco position their products on the market basis which can help to
target large customer base.
4.4 Articulation of the new product value-proposition in the eyes of
the customer
Value proposition in customer mind
Relevancy- Tesco include different Keto products to provide better health to their
customer.
Quantified value- Keto provide have high value like reduces body weight, improve
heart health, maintaining sugar levels etc (Cooper, 2019).
Differentiation- Keto product are offered by Tesco at reasonable price with high
quality. They also provide online and offline mode for shopping.
4.5 Development of the marketing strategies applied to the
extended marketing mix
Extended marketing mix Tesco
16

Product- Tesco provide better range of products which include the Keto products
like Keto rice, keto biscuits and many more (Dziallas Blind, 2019).
Price- Keto product prices are high reasonable price.
Place- Tesco sells their product on both online and offline to reach their potential
products.
Promotion- Tesco offer their product through distributing free samples and advertise
through social media.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
Particulars
Income
&
Expendit
ure
Utensils
Furniture
Ingredients
Marketing budget
Equipments
Store rent
Miscellaneous
£43,000
£50,000
£80,000
£16,936
£8,800
£440,336
£176,134
Total £815,206
4.7 Tactical actions
Tesco provide different tactic which can be helpful for the customer within UK that
also provides better and health quality products 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)
Return to Marketing Investment
This is the method which are used by the Tesco which can help to provide better
return on the investment which are effective and allow to help in getting better
response towards the company (Clarke, 2021).
Customer Lifetime value
17

Tesco applies this method to identify the customer needs along with measure
the feedback which can help to calculate increase sales about the specific products.
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
Tesco spend their maximum funds on advertisement which include the promotion of
the Keto products which can allow to attract large number of customer base. Here,
Tesco spend about 81.15 British pounds which can help to achieve target market
(Rogers and et. al., 2020).
5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
Tesco should consider which can use the digitalization in the marketing framework
towards their products competitive market along with generate high profitability.
Digitalization also include the new trends within the market that can also help
company to achieve their marketing objectives (Annan and et. al., 2018).
5.3 Appropriate digital, offline and social media channels for
communication
Digital channel- This include the E-mail for delivering information.
Offline channel- this include television for promotion sales within different market
segment (Tanoyo and et. al., 2020).
Social media channel- This include marketing through promotion on Instagram and
other.
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
Multimedia channels help to build brand awareness which can be effective and allow
to deliver better response through using unique logo along with style for better
promotion of goods along with services within market segment. Media uses as
strong promotional tool for conveying message to their customer regarding their
products (Tanoyo and et. al., 2020).
18

References
Taqatqa, A., 2021. 5 Tesco. Business Management Case Studies: Pran-RFL, Netflix, Mc
Donalds, Google, Tesco, Apple, COCA COLA, PSA Group, Mercedes, Tesla,
Toyota, Beximco, KFC, LBC Lao Brewery Company, p.97.
Krummel, D., 2022. Expansion in the Retail Sector—Market Entry Strategies in
Consideration of Formal and Informal Institutions: A Tesco Case Study. Open
Access Library Journal, 9(2), pp.1-19.
Sreenivasan, R., Ludbrook, L., Fisher, B., Declosmenil, F., Knower, K.C., Croft, B., Bird,
A.D., Ryan, J., Bashamboo, A., Sinclair, A.H. and Koopman, P., 2018. Mutant
NR5A1/SF‐1 in patients with disorders of sex development shows defective
activation of the SOX9 TESCO enhancer. Human Mutation, 39(12), pp.1861-1874.
Van De Sanden, S., Willems, K. and Brengman, M., 2019. In-store location-based marketing
with beacons: from inflated expectations to smart use in retailing. Journal of
Marketing Management, 35(15-16), pp.1514-1541.
Visser, M. and Kloos, M., 2021. Customer acquisition: digital brand communications.
In Digital Marketing Fundamentals (pp. 170-221). Routledge.
Klaus, P. and Zaichkowsky, J., 2020. AI voice bots: a services marketing research
agenda. Journal of Services Marketing, 34(3), pp.389-398.
Kang, J., Diao, Z. and Zanini, M.T., 2020. Business-to-business marketing responses to
COVID-19 crisis: a business process perspective. Marketing Intelligence & Planning.
Cooper, R.G., 2019. The drivers of success in new-product development. Industrial
Marketing Management, 76, pp.36-47.
Dziallas, M. and Blind, K., 2019. Innovation indicators throughout the innovation process: An
extensive literature analysis. Technovation, 80, pp.3-29.
World Health Organization, 2020. A situational analysis of programmatic management of TB
preventive treatment in the WHO South-East Asia Region.
Clarke, A.E., 2021. From grounded theory to situational analysis: What’s new? Why? How?.
In Developing grounded theory (pp. 223-266). Routledge.
Rogers, A. and Vertovec, S. eds., 2020. The urban context: Ethnicity, social networks and
situational analysis. Routledge.
Annan, J. and Priestley, A., 2018. Inquiring through the appreciative, interactive perspective
of Situational Analysis. In 40th International School Psychology Conference, Tokyo,
Japan. www. positivelypsychology. co. nz.
Tanoyo, T., Belski, I. and Harlim, J., 2020, October. Application of TRIZ Substance-Field
Analysis and Situational Analysis for Risk Analysis and Development of Common
19

Language Among Stakeholders. In International TRIZ Future Conference (pp. 209-
220). Springer, Cham.
Tanoyo, T., Belski, I. and Harlim, J., 2020, October. Application of TRIZ Substance-Field
Analysis and Situational Analysis for Risk Analysis and Development of Common
Language Among Stakeholders. In International TRIZ Future Conference (pp. 209-
220). Springer, Cham.
20