Marketing Process & Planning for Desklib Online Library

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

Table of Content
Part 1: Briefing Paper
1.0 Introduction 3
2.0 An explanation of the concept/definition of marketing in the 21st century
3
3.0 Description of the role of marketing function with examples from the
chosen organisation 4
4.0 An analysis of how the marketing function works and interacts with other
departments 5
5.0 An explanation of the extended marketing mix and examples from selected
supermarket 5-7
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 7
3.0 Recommendations 7
9.0 Conclusions 8
References 8
2

1.0 Introduction
Marketing is an activity of analysing, identifying and distributing goods to fulfil
desire and demands of the market. The report briefly explains the concept, definition
of marketing in 21st century. The project also illustrates the key functions of the
marketing department inside the company, as well as how it operates and
collaborates with other departments. Marketing usually plays an significant role in
assisting the business and vision of the enterprise. Additionally, study reveals Tesco
marketing strategy mix. Tesco is a British multinational retailer and has its
headquarters in Welwyn Garden City, England. Tesco was established by Jack
Cohen in 1919 in London. It provide extensive range of products, like clothing, food
accessories, stationery and electronics.
2.0 An explanation of the concept/definition of marketing in
the 21st century
In 21st century marketing function consider providing significant value to the
consumer by acknowledging them with the help of advance technology and digital
apps. (Boyd and Koles, 2019). In present scenario marketers uses advance and
traditional platform to convey their message and create awareness about their
products and services. The conception of marketing states that in order to attain
business objectives the marketers must evaluate the desire and need of prospective
consumer and effectively fulfil their wish to stand ahead of its competitors. To
understand the taste, preferences, needs and wants of its customers Tesco must
analyses and study the concept of marketing. Marketing may also be referred to as
the exercise of finding and creating utility to accomplish the demands of the target
market segment. Prior to 21st century business used conventional and traditional
channel to promote their goods and services. With the advancement in technology
organization has began to use digital platforms to target their potential customers.
Marketing is the way in which the company determines its best opportunities in the
marketplace, given its objectives and resources.
3.0 Description of the role of marketing function with
examples from the chosen organisation
3

The marketing function of Tesco pays definite attention on promoting their
products and services through aggressive selling techniques like digital marketing
and effective advertising. Tesco focus on cost leadership strategy which help it to
gain the attention of customers and this serves as the biggest advantage to the
company. The marketing branch of Tesco serves as key factor in determining the
success of the whole organization.
 Digital presence- A strong and productive website will benefit the company
to develop effective digital presence and convey quality details and
description to its customers. The branch of marketing must assure that the
company has operative website to create awareness among ultimate
customer. If the marketer lacks to make an effective website it will lose lot of
potential buyers. Moreover, it is essential for every business owner to
maintain a proper working website. Tesco marketing department will be
responsible for keeping website intact and ensure that it is easy to use for its
customers. (Nam, et.al, 2021). The company spend 30% of its earning on
online presence.
 Promotional activities- Promotion helps to set business apart fro its
competitors. Tesco marketing department is constantly working to create new
product line for its customers to satisfy their growing demand. The company
recently launched new farm brand products.
 Marketing research- Market analyses is best tools by which a company can
understands its customers and understand their needs and wants. It provides
information that is use to gather market knowledge and improves the
marketing tactics and strategies.
 Conducting marketing campaign- Tesco emphasises on conducting
Marketing campaigns, as it will help to increase brand visibility and helps firm
to reach their target customers. (DZHALOLOVNA, 2020). Conducting
campaign will help Tesco to understand the target audience and latest market
and industry trends.
4.0 An analysis of how the marketing function works and
interacts with other departments
4