Marketing Process & Planning | Desklib

Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
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Table of Content
Part 1: Briefing Paper
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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
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1.0 Introduction
Marketing is the process of designing and maintaining an environment in
which individuals working together in groups efficiently accomplish selected aims.
The process of marketing involves four elements which includes marketing control,
strategic marketing analysis, marketing implementation and marketing mix planning.
The process of planning involves thinking related to the activities which are required
to achieve a desired objective. It is basically deciding in advance what to be done in
future and involves determination of activities and goals which are undertaken to
achieve certain objectives. The Organisation chosen for this report is Tesco. It is a
British multinational merchandise retailer founded in 1919 and headquartered in
Welwyn Garden City, United Kingdom. The report involves the role of marketing and
how it inter relates with other business units of an organisation. It also includes
various ways in which organisations uses elements of the marketing mix in order to
achieve overall business objectives. In addition to that there is a marketing plan for
organisation in order to meet marketing objectives. Moreover, there is a media plan
in order to support a marketing campaign for an organisation.
2.0 An explanation of the concept/definition of marketing in
the 21st century
The marketing in the 21st century involves both the digital and traditional
channels in order to promote services or products which are focused on the mass
marketing campaigns in order to influence potential customers and create
awareness in the target market in order to make the purchasing decisions. The
process of marketing has significantly evolved in the last few decade and has
transformed into the digital marketing in the first decade of 21st century (Jaworski,
and Lurie, 2019).The marketing process involves both the digital and traditional
channels in order to promote services or products. Before the 21st century, the firms
had no options in advertising other than ways such as radio, television, radio to
reach their customers. Before that there was much focus on the campaigns related
to marketing in order to create awareness. Nowadays, organizations uses various
social networking platforms which involves Instagram, Twitter, Facebook and
LinkedIn in order to engage with the target audience in influencing and interaction
their behaviour. Through use of appropriate marketing efforts, the firms spread a
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positive word-of-mouth through various platforms. 21st century marketing basically
focuses on adding value to consumers through entertaining and educating them with
use of digital platforms. In context to Tesco, the organisation uses search engines to
reach the target customers online and focuses on creating a suitable brand image for
their products( Yi, 2017).
3.0 Description of the role of marketing function with
examples from the chosen organisation
The marketing function plays an important role in the organisation and
involves selling, transporting, financing, grading, storing and securing information of
market. Nowadays, modern marketing involves various other functions which
involves strategy formation and market planning. In context to Tesco, the marketing
function helps to understand the customer in a better way as compare to its
competitors and also influence the business decisions in order to meet customer's
needs. The company uses direct communication which involves Tesco Advertising
campaigns that aims to develop customer loyalty and trust in the brand. The
marketing function at Tesco helps the company to identify it customer's wants and
needs and ensures that the company meets the needs and wants through their
product and services. The company's managers need to focus on its marketing
functions in order to attract their customers because if they fail to do so, the
customers might to other supermarkets such as Sainsbury's and ASDA. In context
to Tesco, the managers identify customer's needs through conducting surveys. In
Tesco, the company offers club cards to its customers in order to attract and benefit
more customers. The company in order to attract more and more customers need to
focus on advertising through tv and radio (Safari and Albaum, 2019). The company
uses a “unique selling point” in order to attract the consumers through reducing the
prices of their products.
4.0 An analysis of how the marketing function works and
interacts with other departments
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