MARKETING STRATEGY AND INTERNAL RELATION PROCESS 2022

RUNNING HEAD: MARKETING STRATEGY AND INTERNAL RELATION 2
MARKETING STRATEGY AND INTERNAL RELATION 2
Name of the Student:
Name of the University:
Author’s Note:

MARKETING STRATEGY AND INTERNAL RELATION 22
Table of Contents
Introduction:....................................................................................................................................3
Company background:.....................................................................................................................3
Part A:..............................................................................................................................................3
Comparison of the marketing mix:..............................................................................................3
Part B:..............................................................................................................................................5
Marketing plan:............................................................................................................................5
Action plan:.................................................................................................................................5
Measurement:..............................................................................................................................6
Conclusion:......................................................................................................................................6
References:......................................................................................................................................7

MARKETING STRATEGY AND INTERNAL RELATION 23
Introduction:
The officials of a business organisation have to provide attention to the distribution of
products. The marketing mix is a combination of actions, which is used by a business
organisation to promote its product in the targeted market segment. Marketing contains product,
promotion, price, place, packaging, positioning, and people. By using the marketing mix, a
business organisation identifies its marketing plan to attract the potential customers of the
targeted market. This paper aims to compare the 7Ps of marketing between two organisations
from the supermarket industry. In this report, the marketing mix of Tesco and Sainsbury's will be
compared. Both, Tesco and Sainsbury's do their business in the supermarket industry. This
research will help the authority of Tesco to formulate its marketing objectives and fix a
marketing plan to fulfil the marketing objectives.
Company background:
Tesco Plc, known as Tesco, UK based global groceries and general merchandise retailer.
Headquarter of this organisation is located in Hertfordshire, England. In 1919, Jack Kohen
established this organisation. Dave Lewis is the present CEO of this organisation. In 2018-2019,
the annual revenue of this organisation was 56.9 billion British pounds (Tesco PLC 2020). In
2018, the operating profit of this company was accounted for 63.9 billion British pounds.
450,000 employees work in this organisation (Tesco PLC 2020). The mission statement of this
organisation is “we make what matters better, together” (Tesco PLC 2020). The vision of this
company is “to become the most highly valued company by the customers we serve the
communities in which we operate our loyal and committed employees and our shareholders”
(Tesco PLC 2020). The values of this organisation rely on three core values which are “no one
tries harder for customers, we treat people how they want to be treated and we believe every little
help can make a big difference” (Tesco PLC 2020).
Sainbury's Supermarket Company, established by John James Sainsbury in 1869, is a UK
based business organisation its business in the retailing industry (About.sainsburys.co.uk 2020).
Headquarter of this organisation is located in London, UK. Mike Coupe is the present CEO of
Sainbury’s Supermarket Company (About.sainsburys.co.uk 2020). The mission statement of this
organisation is “to become the first preference for food delivering products of exclusive quality
and appropriate service at a competitive caused by working faster, simpler and together”
(About.sainsburys.co.uk 2020). The vision of this organisation is “to become the most trusted old
retailer where people love to work and shop. By putting the consumers at the heart of everything
we do and investing in our store employees and channels to provide the world-class shopping
experience” (About.sainsburys.co.uk 2020). Core values of Sainbury’s are health, sourcing,
environment, community, and colleagues”. In 2019 the net profit of this company was 219
million British pounds. 186,900 people were working in this company in 2018
(About.sainsburys.co.uk 2020).
Part A:
Comparison of the marketing mix:
In this part, the comparison of 7Ps marketing between Tesco and Sainbury’s will be done.
It will help the authority of Tesco to get a clear idea about the marketing strategy of Sainbury’s,
which is the direct competitor of Tesco.