Sales and Marketing (Report)

Sales and Marketing
(Report)

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Concepts of segmentation, targeting and positioning specific to a product or service..........3
Rationale for innovation in a new product or service design.................................................5
A specific target group within the framework of chosen business and viable solutions that
would appropriately specify target customers' needs.............................................................7
Evaluation of role of data in improving relationship marketing and improvement in target
customer's expectations as well as levels of service provided...............................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing activities in a business firm attracts and leads various operational activities of
the business firm towards effectiveness in operations. On the other hand, sales activities related
to various activities performed in an organisation relating to selling up of respective product or
service of the company. In current times respective leaders and managers of the business firm are
focusing on adoption of more and more innovate techniques for conducting respective tasks in an
organisation. It helps in providing a better shape to efforts being produced by various individuals
working in the business enterprise towards effective attainment of desired business goals and
objectives(Lussier and et. al., 2021). It serves as an important tool for management of the
company, as it importance can't be neglected for giving a strong competition to company’s
competitors. In this meta-analysis, operational activities of Tesco are being taken into
consideration. It is the largest British multinational grocery store with its operational activities
mainly based in UK origin. The company was founded by Cohen and is currently being leaded
by Murphay as newly appointed CEO of the company as on 1 Oct. 2020. With relation to
respective company, its higher authorities, invest a huge chunk of financial resources of the
company in carrying out marketing activities of the business firm. With regular general meeting
and interpersonal relation with respective staffs working in the firm helps in extracting innovate
approaches for conduction of various operational activities of the firm and promotes growth in
the business firm (Fischer and Himme, 2017). This document will apply various concepts of
STP, evaluation of role of innovation as well as target customer expectation.
MAIN BODY
Concepts of segmentation, targeting and positioning specific to a product or service
Segmentation, targeting and positioning is a very familiar approach being used in modern
marketing. In general sense, this process refers to establishment of proper communication
platforms for effective operations respective tasks allotted to various individuals working in the
business firm. With regards to chosen company i.e. Tesco, marketing department of the firm uses
this analysis to carry out various operational activities of the firm whether it is launching up of
company’s new product or service in the market or boosting up of sales of current product or
service being offered by workforce in existing market (Geiger and Hüffmeier, 2020). With
addition to that, by using this approach management department of the business firm is to carry

out its respective activities by attaining innovations and also ensures professionalism of work
being done in the business firm. As in this approach various entire market of the firm is being
divided into various segments on the basis of various constitutes such as age, gender, market
trend and many more. Further moving ahead towards next step of this approach depicts, targeting
up of segmented group of individual customers by evaluating various plans and strategies that
suites to the best to respective segmented group. In the final stage, mean position of the business
firm is being determined, as by using respective strategy or approach, management of the
company is able to achieve company goals and objectives in required time period or not.
Evaluation of this approach with regards to chosen company are as follows:
Segmentation: In this stage of the approach, given marketplace of the company is being
divided into various segments based on various factors such as age group of people, taste and
preferences, market trend and many more constitutes. In context to respective business firm, as
the main production activity of the firm is based on delivering grocery items to their customers.
Marketing department divides various customers of the company on the basis of Geographic
conditions including, Region and density, Demographic conditions including, gender, income,
occupation, education and family size, Psychographic condition that includes lifestyle and
personality of an individual or a group of individual as well as Behavioural conditions which
includes occasions, user status and attitude.
Targeting: In the next step of STP, targeting in organisational sense refers to introducing
various plans and policies for the segmented group which is divided in previous stage. By
targeting separated groups of customers, marketing department of business firm is able to operate
its business activities effectively avoiding any sort of wastage of valuable resources of the
company. With relation to chosen organisation, by using this step, respective marketing
department of the workforce is able to apply innovate approaches for conducting various
marketing activities of the business firm. It ensures better working of the firm as various policies
are being implemented by deeply analysing market trends of the business firm (Dwivedi and
McDonald, 2018). It creates less possibilities of wastage of resources of the firm, with addition
to that, it promotes effective working of the firm and also gives strong hand to company
management to fight with their competitors.
Positioning: In this last stage of STP approach, positioning up of various operational
activities being performed by the business firm is being analysed. This stage helps management