Marketing Mix and Planning Process

This assignment delves into the concepts of the marketing mix and the marketing planning process. It provides definitions, explanations, and real-world examples to illustrate these concepts. The assignment utilizes illustrations to visually represent the marketing mix (4 Ps) and a step-by-step marketing planning process. A bibliography of referenced sources is included.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles and responsibilities of a marketing function in context of Tesco...............................3
P2. Marketing influences and interrelationship with other functional department and its
significance ................................................................................................................................5
TASK 2 ...........................................................................................................................................7
P3. Various elements of marketing mix in comparison of Tesco with Asda .............................7
TASK 3..........................................................................................................................................10
P4. Produce and Evaluate a basic marketing plan ....................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing essentials is a important process in which final products and services are produced for
customers in order to full fill their demands and wants effectively. Thus, marketing department
plays a vital role in every business organisation that focus on producing such goods that have
high quality. It is different from sales concept and have number of activities that are involved in
this function that include market research, designing, communicating the necessary information
in market place. This report highlight the case of Tesco which is a well established British
multinational merchandise retailer that have headquarter situated in England, United Kingdom.
Marketing process plays essential role in this business firm as their main aim is to understand
customer's demands and needs and than produce goods accordingly. This report highlights the
roles and responsibilities of marketing function and effective interrelationships that exist among
different functional departments. Assignment also involve basic marketing plan for new product
launch.
TASK 1
P1. Roles and responsibilities of a marketing function in context of Tesco
Every business organisation have certain departments that possess diverse responsibilities and
roles that are played by respective managers (Asaduzzaman, Hossain and Rahman, 2014).
Company have specific vision and mission that has to be accomplished in set time period. Tesco
in of the biggest firm that develop strategies for attaining final goals and aims in effective
manner. Major functions that are played by Tesco is as follows:
 Finance function
 Human resource function
 Marketing Function
Marketing department of Tesco have appropriate methods and steps that is executed in
order to supply their final products to ultimate consumers. They have many roles so that they can
perform in accordance to set policy and objectives of organisational system. They are illustrated
below: Perform Market Research: This is a first step initiated by marketing manager of Tesco in
which they study all factors and elements that are present in dynamic business
enthronement and than draw plans accordingly. This role also include performing

environmental scanning in which they scrutinize all happenings taking place in market
place along with studying strategies of competitors and than finally construct plans in
considering all these aspects. This enable to find out favourable and non favourable
situations so that decision can be made while considering it. Construct a market plan: This is a primary duty of marketing manager to build
marketing plans properly so that they can able to define targets. It include plan of actions
that need to be followed by individuals in order to implement some steps in such a way
so that ultimate marketing functions can be implement constructively. Whole success of
formulated strategy is depended upon how the market plan is drawn and specify time in
which it has to be completed. Developing Product: This is a major role played by marketing team that is to develop
product in accordance to current market condition so that Tesco can able to build goods
in conducive manner. The other function which is involved in this is to examine
strategies of competitors that are there in market place and than make decisions while
considering it. Tesco have complete focus on serving customers with delivery best
quality products hence, their marketing team have crucial role to play. This is very basic
step as the whole process is depended on need and demand of final customers and
consider product requirements and than perform product development function (Black,
2013). Distributing final products to ultimate customers: This is another role played by
marketing department that is to supply final produced goods to their consumers according
to their demands. Tesco have well structured distribution channel that work for rendering
products and services to customers in most convenient way and result in fulfilling their
demands efficiently. They also concentrates on minimizing wastage of resources at
significant level.
 Performing customer support services: this is also a indispensable role played by
marketing department after the principal function that is to supply ultimate products to
the consumers is completed. Tesco have proper system of accepting customers
complaints if it is there and than work accordingly. It is very essential to seek point of
views of clients as it assist in making changes in marketing plans so that new can be
constructed.

Tesco have proper marketing division that have certain roles and obligations that are
discussed above. As it is deals in retailing industry and sell various grocery products to their
customers so that marketing function plays a critical role in this industry. They have to work and
supply products in accordance to demand generated by their customers. They also concentrate on
understanding and than reaching out to customers by creating best possible offers to them.
Another objective of this company include establish healthy relationship with their customers so
that they can build loyal image in customer's mind for longer period of time. As every business
have to operate in dynamic business environment which keeps on changing with time. Therefore,
Tesco have to making modifications according to the requirement in their policies and plans
whenever necessary. There are number of competitors that exist in same industry hence, it
become very necessary to evaluate their schemes and than develop any plans (Chamorro-Mera,
Miranda and Rubio, 2014).
P2. Marketing influences and interrelationship with other functional department and its
significance
There are number of departments that are present in single business organisation and
have particular roles and duties that has to be fulfilled by them hence, it is necessary to
coordinate their efforts in single direction (Ogunmokun and Tang, 2012). Similarly, Tesco also
have different department in their organisational system having specific functions attached to
each division. As company have to work upon set vision and mission therefore, it become
prominent to combine efforts of these sectors so that they can work towards common goal and
objectives. There are other departments like human resource, finance, that is somewhere
interrelated with each other as they work on same basis or grounds. Their interrelationship with
other departments can be described below:

(Source: The marketing planning process, 2016)
 Finance and marketing department: They share strong bond with each other in number
of ways. As marketing department require lots of funds in order to carry out their
operations and transactions. Finance department control all inflows and outflows that take
place within organisational system. Tesco have proper team of finance department which
is managed by financial manager in proper manner. Whereas marketing department
require lot of funds to carry out activities like market research, advertisement, supplying
and many more. Thus, it is important to locate funds or finance in optimum key areas in
proper way. Human resource and marketing department: HR manages all employees and workers
that are working in Tesco company. They have proper system of recruitment and
selection process that assists in carrying out function in effectual and economical style.
Both are depended on each other where HR department perform role of hiring marketing
team members that are prospective and act as an asset for the company institution. Hence,
it is role of HR manager to keep coordination with finance division in order to meet their
requirements in momentous means. Higher management level of Tesco ensure that there
is proper synergy system among these departments so that work is carried out in smooth
condition with out any occurrence of any deviations or barriers. Research & Development and Marketing Department: These divisions are
interdependent on each other in number of ways as marketing department work in
accordance to information which is delivered by R&D sector. Their main duty is to
conduct research work in market place that keep their focus on examining various
conditions and situations that is prevailing in current competitive market area. After
analysis of market conditions final product is developed that assists in fulfilling the
Illustration 1: The marketing planning process, 2016

demands and needs of final customers (Getnet, Kedir and Yousuf, 2014). After marketing
department perform their functions that only concentrates on attaining final mission and
vision of Tesco. Production and marketing department: Production department perform function related
to producing good quality of products so that final customers gets satisfied with their
services. Both these departments have strong relationship with each other. Marketing
section is highly dependent on production sector as after conducting market research,
they gather information and data rightly that result in conducting the process in
conducive manner. Production and marketing managers work together in order to reach
set targets effectively. Sales and marketing department: Both these sections have different roles to play as they
have assorted functions to play. Sales refers to process of delivering final goods and
products to ultimate consumers whereas marketing function starts with creating
relationship with their regular clients and perform many activities so that they remain
happy and contented with company's services. Sales and marketing department of Tesco
execute their selling functions in comely and decorous way.
 Customer service and marketing department: These divisions of Tesco company is not
directly linked with each other. Customer relationship department directs on maintaining
healthy and conducive relation with their customers for longer period of time by
constructing loyalty in their minds as they remain their important resource of the
company institution. Customer services perceive all feedbacks and than execute in proper
and corrective manner so that marketing function is performed in accordance to set goal
(Papasolomou and Melanthiou, 2012).
All the above departments have direct or indirect link with each other that results in
achieving set vision and objectives in constructive way. They have separate roles and functions
that need to be realized by them by aligning their individual objectives with organisation's main
aims and end (Ionitã, 2012).

TASK 2
P3. Various elements of marketing mix in comparison of Tesco with Asda
A marketing mix is a important component of marketing plan that involve all elements
that aids in carrying out function in conducive and formative manner. There are primarily four
elements of marketing mix that involve product, price, place and promotion (Wright, 2015). But
due to modern and advanced changes three more components are also included in this that lead
to formulation of 7P's marketing mix that pertain physical evidence, process and people. Every
business organisations work on this seven aspects, similarly Tesco also concentrate on these
aspects.
(Source: The Marketing Mix, 2018)
The comparison of marketing mix of Tesco and Asda Ltd is as follows:
Basis of Difference Meaning Tesco Plc Asda Ltd
Product A product can be
defined as a tangible
objects and things that
It is a third largest
retail company and
deals in areas such as
It is a tuff competitor
of Tesco Plc which
deals in financial
Illustration 2: The marketing mix, 2018

has been offered to
final customers in
market place. There
are different types of
products and have
distinct nature. It is
indispensable to
produce such
commodity and
products in corrective
and right manner.
Business firms have to
perform market
research to carry out
their operations firmly
(Peck and Hall, 2013).
furniture, toys, petrol,
electronics, financial
and internet services.
Their product have
range from “Tesco
Value” item to “Tesco
Finest” range.
services but other
differentiated area
include that they have
their own mobile
phones.
Price This element is a
important component
of marketing mix that
defines the final price
in which company
have to sell their
products or services to
ultimate customers in
market place. It is set
in accordance to
demand and supply
conception.
Tesco company set
low prices without
compromising their
quality of goods, they
work on concept of
economies of scale.
This main strategy of
supplying products at
lower and affordable
prices have enable this
company to enjoy
retention of customers
for longer period of
time.
They also offer their
products in lower and
minimized cost. But
differentiated point is
that they render price
guarantee offer to their
customers (Natarajan
and et. al., 2013).

Place It refers to positioning
of products in market
area. It also include
finding out target
group of people and
than make selling
plans accordingly. In
order to locate perfect
and accurate place in
market place they have
to conduct market
research that allow
them to take decisions
in this respect (Xiao-
zhong, 2012). They
make use of small
stores to make it
accessible. Its forums
are Tesco Express,
Tesco Extra, Tesco
Metro.
Tesco have stores
which are located in
many places in all
over nation. They also
have online and
offline basis as they
believe that all
consumers do not like
to visit stores and
hence they can enjoy
their services through
online services. Their
forums include
supermarkets, Asda
Living, superstores.
Out of it Super centres
are among the largest
store.
It has around 500
stores that are located
in various places
across UK.
Promotion It assists in
constructing brand
image in customer's
mind. Company have
to perform various
functions like sales
promotion etc.
Tesco make use of
Club card services in
order to render
consumers with some
discounts. Its all
advertisement strategy
that concentrates on
attracting large
number of customers
by providing them
They make use of
newspapers,
televisions and other
print media to promote
their products
effectively. They also
make sponsorships in
order to promote their
brands.

various offers.
Process This component
involve the ways
through which
managers have to
follow carrying out
their market conditions
(Lin, Li and Wang,
2015).
Tesco conduct their
process by keeping
their final customers
satisfied with their
services. They have
proper billing services
and easy procurement
of goods in conducive
and constructive
manner.
It involve set of
activities that is
conducted to
accomplish set targets.
They acquire their
ultimate products from
suppliers and is
demonstrated in their
stores where final
customers can
approach to buy that
products.
People It include all human
resources that are
included in business
organisational system
and all clients that are
situated in market area
so that they remain
happy and contented.
Tesco consist of
superior sales team
and contributes in
attaining final success
in set time period.
Their workers are also
competent and highly
skilled that contribute
significantly.
This company offers
on the job and off the
job training methods in
order to enhance their
skills and knowledge.
They also offer
incentives to their
workers.
Physical Evidence It defines any symbol,
logo or any mark that
is used by company
which make them able
to identify their
products in market
area.
They have attractive
stores that attract large
number of consumers
in market area. They
perform navigation
process and establish
categories of their
products (Solutions,
It have very attractive
websites in its look and
appearance. It is not
concentrated on logo,
website, stores etc.

2011).
TASK 3
P4. Produce and Evaluate a basic marketing plan
Marketing plan refers to the procedure that are designed by marketing manager in which
he define objectives, aim, plan of actions, budgets that are connected with this plan (Jacobs,
MacRae and Sladyk, 2017). It is legally written in document form and signifies different steps
that has to be followed while conducting actions. The marketing plan of Tesco plc is as follows:
Introduction to company: Tesco is known as global supermarket chain and grocery mechanise
retailer which operates across the world by having more than 4000 stores. The firm was founded
in 1919 and currently its overall revenue is £62.54billion. There are over 5000000 employees are
currently working with Tesco. The market share of business organisation is 30.4% in current
market area.
Vision of Tesco: the vision of this company is to provide a benchmark that whole business
organisation have to accomplish. “ To be among high valued business by their consumers they
serve and the community where they operate and provide satisfied services to their shareholders,
employees.”
Mission: “ We make what matters better, together”. This highlight that whatever the company
produces it should lead to fulfilment of their goals and aims in effective manner. It play a vital
role by utilising key performance indicators in order to control performance of every individuals.
Objectives:
 They have to conduct their operations in accordance to society norms.
 They perform trade function properly.
 They treat every one equal in front of them (Khan and Adil, 2013).
Situational analysis: It is a important step that involve SWOT analysis that is conducted
properly and rightly which is described below:
STRENGTHS WEAKNESSES
 Tesco have receive several awards in
rendering first class customer services.
 They have introduce advanced and
 There are situation of price wars that
exist due to competitors that are present

modern technology aspects in their
system.
 It has well established brand image in
customer's mind.
in market place (Shukla, 2015).
 They are several stores of Tesco that is
not performing well.
 Due to less disposable income of
individual, customers are not buying
much products
OPPORTUNITIES THREATS
 They have opportunity of performing
strategic alliances with other successful
brands (Rossi, Allenby and McCulloch,
2012).
 They can carry out their operations in
private label market.
 They have added opportunity of
growing in online shopping filed.
 Labour related threats due to increase
in wages, cost system.
 There are number of government
regulations that are imposed on the
company.
 Various social responsibilty.
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 50000 13000 14000 22000 19000
Investment 20000 11500 16000 14200
Total 50000 33000 25500 38000 33200

Marketing
expenditures
Advertisement 8600 7700 7200 7000 6800
Sales promotion 3000 4000 3500 3000 7500
Direct marketing 8000 7000 3000 6000 3000
Total 19600 18700 13700 16000 17300
Available balance 30400 14300 11800 22000 15900
Target Market: This phase is very much important as it defines the market area that Tesco have
to focus all their working actions.
Evaluation and controlling: This is a last step that is executed to check whether the current
formulated marketing plans is correct or not. It also checks that company is gaining significant
financial gains and outcomes (Kwon and et. al., 2017).
CONCLUSION
From the above prepared report it has been concluded that marketing plays a very
important role in any business organisation. It is a crucial department that enable company to
earn maximum revenue through selling process. This report highlight the case of Tesco which is
a well established retailing company. Marketing department perform many duties in this
company. There are 7p's of marketing mix that have certain importance associated to it. Proper
marketing plan is also developed for that assist company to execute function in effective manner.

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Marketing mix.2016.[Online].Available through:<https://www.marketing91.com/marketing-mix-
of-Tesco/ >.