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Report On TESCO Mobile - Marketing Processes| Marketing Strategies
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Added on 2020-02-05
Report On TESCO Mobile - Marketing Processes| Marketing Strategies
Added on 2020-02-05
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Marketing EssentialsUniversityMarketing EssentialsByDateNameLecturer’s name
Marketing EssentialsContentsThe roles of the marketing manager............................................................................................................3The roles and responsibilities of marketing influence and interrelates with other functional departments..4Marketing Essentials...................................................................................................................................5Marketing concept...................................................................................................................................5Production concept..............................................................................................................................5Product concept...................................................................................................................................6Selling concept....................................................................................................................................6Marketing concept...............................................................................................................................6Societal concept...................................................................................................................................6Marketing process overview....................................................................................................................6Situational analysis..............................................................................................................................7Marketing strategy...............................................................................................................................8Marketing mix decision.......................................................................................................................8Implementation and controls...............................................................................................................9Part 2...........................................................................................................................................................9Executive summary.................................................................................................................................9Company overview................................................................................................................................10Current marketing situation analysis.....................................................................................................10Internal analysis.................................................................................................................................11External analysis................................................................................................................................11SWOT analysis..................................................................................................................................11Objectives..............................................................................................................................................13Strategy.................................................................................................................................................13Segmentation, targeting and positioning................................................................................................15Tactics and action..................................................................................................................................17Budget...................................................................................................................................................17Control...................................................................................................................................................18Conclusion.............................................................................................................................................18References.............................................................................................................................................20Page | 2
Marketing EssentialsMarketing conceptThe concept of marketing mainly deals with the attributes of the market. It actually focuses on the target markets and delivering the value of the product better than the competitors in the market. The production of the products, the selling of the product, the demand of the customers etc. are the parts of marketing. In this scenario the marketing concept believes the pull strategy where the companies are suggested to make strong brands in order to attract the customers. Starting from the production of the product to the promotional strategies everything is included in the marketing part(Sharma, 2017).Marketing process overviewThere are different marketing processes depending upon which the companies take their marketing strategies. Tesco Mobile is one of them. It can be said that this tour and travel company has followed all the marketing process in order to seek success. The different marketing processes are as follows,The first step of any marketing process is the mission of the company. In this initial stage the company identifies the reason of being there in the market. It means that the company set their goals and objectives in this stage. Suppose for example, Tesco Mobile has planned to capture theentire market of tour and travels. Their main motto is to satisfy the customers or the tourists in allpossible way.The most crucial part of marketing processes is objectives. It can be said that the company must make their own objectives to achieve the organizational targets with ease. Objectives are the set of goals that is set by the management of the company and the employees must work according Page | 3
Marketing Essentialsto the objectives. Here Tesco Mobile has its own objectives in different fields of the business. Their main objective is to capture the major portion of the market.Production conceptProduction concept mainly depends on the criteria of the customers. The customers mainly favor the products those are widely available. It is the most operation oriented concept than any other.Product conceptThe customers always favor to buy the quality product. The performance and the innovative features of the products play a vital role in this scenario. The loyalty of the customers lies where the supply of the product is huge and the customers are responding to it.Selling conceptThe customers will buy the products if the company sells the product. It is very simple that the demand of the customers actually wants more products in the market. It is to say that the company must not concentrate on selling the product only. It is necessary for the company to focus in the marketing part as well.Societal conceptIt mainly focuses on the needs and the values and delivers the product better than the rival companies. In this case the needs and the demands of the customers are taken under the matter ofconcern and at the end the products are delivered.Situational analysisIn this part of the marketing process the external and the internal analysis of the company are done. Tesco Mobile has its own strengths and weaknesses. These are the parts of the internal analysis of the company where the strengths and the weaknesses of the company are known Page | 4
Marketing Essentialseffectively. The external analysis includes the opportunities and the threats of the company. This analysis is mainly done in order to expand the business and to know the movements and the strategies of other competitors. Situational analysis actually includes the SWOT analysis depending on which the features of the company and the opportunities of expanding the businesscan be known(Expanding opportunities for women entrepreneurs, 2008).Marketing strategyAnother part of the marketing process is the strategies of the company. A particular company canset their strategies depending on the objectives. It is so because the strategies are built just to achieve the organizational targets and the objectives are the semi parts of the targets. Pricing, product, promotional activities are the part of strategy. Moreover, marketing strategies include the process of targeting the perfect customers for the business. It helps the business and its products to reach the desired customers in the most effective way.The roles of the marketing managerIn the environment of the company there are many managers who help the employees to work freely in the company. Among them the marketing manager plays a vital role in the field marketing. There are few roles of the manager by which the company is able to deal with the customers of the market(Bogomolova, 2011). The roles are as follows,Brand developmentThe initial duty of the marketing manager is to develop the brand of the company efficiently. If acompany comes into the market new, then the marketing managers take active part to promote the brand of the company. Here in this case the marketing manager of the Tesco Mobile has taken all the responsibilities to promote the packages and the servitude of the company. The Page | 5
Marketing Essentialscustomers in the market will get to know about the packages and the exciting offers by the activities of the marketing manager only. Brand development is very crucial if a business want tocapture the main portion of the market. The promotion of the brand must be effective enough in order to put impact upon the minds of the people. The brand actually says about the mission of the company. So it is very necessary from the organization’s point of view(Munger, 2013).Competitive intelligenceThis is the capability of the marketing manager which is must for every marketing manager. It is justified that the company has many rivalry in the market that are willing to grab the market withtheir servitude. So in this case a proper plan and intelligence of the managers can help the company to maintain the position in the market. Competitive intelligence of the manager actuallyhelps the company to take part in the competition in the market environment with the other companies. This can be taken as one of the strategies of the company. The feedback from the previous experience, the current market position of the company plays decisive roles. That is where the success of the competitive intelligence lies.Public relationThe fact of public relation is very crucial according to the organizational point of view. It can be said that the public relations are mainly built just to maintain the right communication with the right employees. The relation among the employees of the organization, the relation among the employees and customers of the business are also maintained in order to maintain a proper publicrelation.Page | 6
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