Marketing Process & Planning: The Marketing Concept, Functions and Mix

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
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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 is the set of activities and operations that are done for communicating with the
target audience and persuading them for buying brand goods and services. It plays an
important function in management. It also assists in enhancing sales of a business
organisation with creating a brand image. There are major losses that have been faced by
business organisations that has resulted in need of marketing after pandemic (Abdullaev and
Nabieva, 2021). It is important to make effective strategies along with implementing for
attaining success of entity.
The present report is covers Tesco’s marketing management. It is a British multinational
retailer that sells groceries and general merchandise which is headquartered in UK. It
revenue makes it world’s third largest retailer. This report is related to marketing and its role
in business. In this report, the interrelation is also discussed. There is marketing mix
comparison that is being used by Tesco for its competition. There is discussion in this report
about media plan of business organisation.
2.0 An explanation of the concept/definition of marketing in
the 21st century
Marketing is a procedure which consists of creating, exploring as well as delivering a value
in form of products and services to its potential customers. It engages target audience
towards business organisation along with retaining them for a longer time in the company. It
is important as to use marketing effective tools for gaining competitive advantages from
market.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Marketing operations are important and needed for success of marketing department. It is
important to have upgraded technology and data analysis in business. In Tesco, all
campaigns are overseen as well as approved from marketing department for attaining
success in market.
There are various functions of marketing and are discussed in context to Tesco:
Distribution: It is important marketing department operation. Distribution strategy helps
business in deciding the ways or channels of delivering their product to final customers
(Stewart, 2019). It is important to select correct marketing channels for reaching more target
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audience. There are greatest distribution channels of network that is adopted by Tesco in UK
that are used for reaching customers with both stores and online mode.
Market research: There is a need as it is important for success of a business organisation.
It is necessary for launching new product as to have complete research that is related to the
trends present in market. It is observed that Tesco guarantees complete conduction of
proper research about products and market for launching a product (Graham, Nilsen and
Payne, 2019). The company targets its market after its research. It helps in carrying its
operations by conducting research in proper manner.
Market planning: After the research, market planning is done by business organisations. It
is important function which brings changes in operations in an effective manner. Marketing
team of Tesco plans and then operates accordingly for launching effective campaign in
market. They make different plans that are related with costs and budgets as well as plan
accordingly the campaign.
Designing and development of product: After analysing various trend of market,
designing or developing a new product is done as the next step. For attaining success in
market, a company needs to improve its product or to do some addition of new features in it.
Tesco sets product’s design by analysing various customer’s needs and wants. It is
important to have feedbacks also from its target audience for more improvisation in its
product portfolio.
Promotion: Marketing department promotes the offered products and services of company.
It is necessary to do advertisements in a good way for carrying out advertisements. Tesco
practises correct strategies for creating valuable brand reputation of it in market. There is a
need for using right and updated marketing methods for more target reach. It is important
that problems and their solutions are addressed on correct time for its customers.
4.0 An analysis of how the marketing function works and
interacts with other departments
The relationship of marketing function with other functions is explained below:
Marketing and research: The research department works for collecting all data and
information that is related to market. The trends are analysed and this helps in carrying on
various market changes. It is important to know changes that are in external environment as
well as they are analysed by Tesco’s research department. After research, they provide all
this information to marketing department (Rouban, 2022). Then it takes necessary actions
with help of addition of new features in product. The marking department explains innovation
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