Unit 2 Marketing Process & Planning - Desklib

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
Name:
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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
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1.0 Introduction
Marketing process and planning refers to defining and organizing the objectives of
their company with the help of their product. In this process specific strategies are used by
organization to increase their market share and profit between the competitors. It includes
effective distribution channel, promotional strategies and allocation of budget for the plan.
The company which is chosen for understanding the marketing plan effectively are TESCO.
TESCO plc is a multinational retail based company and is headquartered in United Kingdom.
The company was established in 1919 and it is the largest retail brand in the world in terms of
generating revenue. This report is prepared according to the analysis of various departmental
functions. It includes marketing, human resource and finance and these department are are
closely connected with each other for run the operational activities smoothly. This report is
prepared on the basis of secondary data which includes newspapers, journals, magazines and
so on.
2.0 An explanation of the concept/definition of marketing in
the 21st century
Marketing basically refers to popularise the product or brand image between the
consumers in market (Astriyani and Febriatmoko, 2021). Before 21st century the facilities are
very less for doing the advertising strategies which includes TV, radios and others. Due to
this reason before 21st century the advertising are done by organization in slow mode. But in
present time organization used various strategies for popularising the product in fast manner.
It includes advertising, digital marketing and personal selling and with the help of these
strategies brand image is highly impact in mind of the consumers in positive way. But in
today's time the highly used strategy is social media and advertising because these two
methods are highly consumed by the customers on daily basis.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Different types of marketing activities are very important to maintain the brand image and
portfolio of organization constantly in long time. In marketing various activities are done to
attract the consumers for buying the product which are described below -
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 Conducting campaign management – In this stage company introducing prototype
product in various locations in front of the consumers (Badhan, Modi and Dodrajka,
2018). With the help of this method the the desires of the customers are easily
increased and then finally tried their product in free of cost or in less price. In this
method the communication are also essential by the employees for convenience the
users easily. In context to TESCO, management must facilitate effective training to
employees which leads to enhance their communication skills for increasing the
organizational productivity.
 Creating effective content - It means that organization must facilitate reliable and
meaningful information to employees (Del Carpio Montalvo, 2020). Because reliable
content is highly essential for employees to provide best quality product and services
to customers easily. For create attractive content in their websites with various
designs talented employees are used by organization. It leads to staying time of
consumers through online mode through long time. In context to TESCO,
management must put reliable content in their official websites or in their store which
is highly essential for customers for purchasing right product easily.
 Effective supply chain management – It is a very important source or element to
maintain effective connectivity between the producer and company for long time.
With help of effective distribution channel organization delivered the product to
consumers in time (Jono and Ardila, 2018). In context to TESCO, management
established supply chain in effective manner with the help of technology. In this
method consumer convenience are easily increased for buying the product from any
location.
4.0 An analysis of how the marketing function works and
interacts with other departments
Interrelation of marketing function with other departments -
 Relation between marketing and HR – HR and marketing department has a close
relation with each other. Because human resource has the responsibilities to prepare
various policies and strategies for run the marketing activities. For example in
organization for the return and replacement policies are made by HR department. It
leads to maintain friendly relations with customers and positive feedback also
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