BTEC Marketing Essentials: Tesco's Strategies, Mix, and Marketing Plan

This report provides a comprehensive analysis of Tesco's marketing essentials. It introduces the concept of marketing, including current and future trends, and offers an overview of varied marketing procedures. The report explains the accountabilities and roles of a marketing manager within Tesco and analyzes how marketing influences and interrelates with other functional departments within the company. It emphasizes the value and significance of marketing's role in a supermarket setting and summarizes the importance of effective relationships between varied functional departments. The report also includes a comparison of Tesco and ASDA based on the 7Ps of the marketing mix and outlines a basic marketing plan to meet the aims and objectives of brand advertising. This student-contributed assignment is available on Desklib, where students can find a wide range of study resources.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
1- Introducing concept of marketing, including current & future trends....................................3
2- An overview of varied marketing procedures.........................................................................4
3- Explaining accountabilities and roles of marketing manager in the TESCO..........................4
4- Analysing how marketing influence and interrelated with other functional departments of
the company-...............................................................................................................................4
5- Analysing value and significance of marketing role in supermarket......................................5
6- Summarizing importance of having effective relationships between varied functional
departments..................................................................................................................................5
PART 2............................................................................................................................................6
Section A.....................................................................................................................................6
7 Ps of marketing mix in a competitive market...........................................................................6
Section B......................................................................................................................................8
Marketing Plan.............................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is one of those essential and beneficial elements that contribute to growth and
success of an company, whether it is small or large. The current assignment will be based on
TESCO, which falls under list of leading supermarket chains in the UK. The study will explain
marketing concept, future and current trends, several marketing processes and role &
responsibilities of a marketing manager in company. Furthermore, it will justify how this
element influences and interconnect with other functional units of firm and also define their
importance in organizational context. The report will summarize value of effective
interconnection between each department and clarify comparison between two companies on the
basis of 7ps marketing mix implication. Lastly, it will specify basis marketing plan to meet aim
and objectives of brand advertising.
PART 1
1- Introducing concept of marketing, including current & future trends
Marketing is defined as procedure of getting potential customers interest in an
organizational services and products, which enable a company to be productive and profitable to
long run. This process contribute in contiguous progress and success of a brand in specific
marketing, through which they may reach at global level and gain competitive edge. In term of
essential and beneficial department, marketing play vital role in excellent performance of
organizations such as TESCO, which seek to grow even better and more than its rivals that has
operated under same sector, in order to achieve strategic goals and key objectives.
In the world of business, there are several market trends in recent time accessible and
further new emerge that may provide a lot of benefits to chosen firm in term of increasing
productivity, profitability and performance level. In today's competitive environment, online
marketing is one of those current trends that affect supermarket in positive manner and support
in its rapid growth. Furthermore, animated marketing is the best example of future trend that help
marketer to gain the attention of potential buyers and retain them with existing forever. It may
look attractive and influence people to purchase that item or service. It drives the attention of
marketers towards more creative and be a creator who always develop innovative ideas for
purpose of marketing (Zheng, Moh and Moh, 2017).

2- An overview of varied marketing procedures
Marketing term encompass key processes that help TESCO to reach at expect outcomes
and obtain competitive edges in excellent manner. These procedures are;
Strategic market analysis-
It is one of those most common, but effective procedures, for which a marketer or
marketing manager is accountable. According to this process they gather useful and essential
data about current market trend that help to take better decision in the context of strategy
formation.
3- Explaining accountabilities and roles of marketing manager in the TESCO
Working with Senior Managers-
This is one of their important roles as they coordinate with senior level of management
and on the basis of that they structure their plan to tasks and policies and work is done without
any errors with the right area of direction.
Supervise and coordinate business activities-
Apart from that they have to maintain coordination and update the activities of business
in different areas such as purchase, sales, transportation, promotion and after sales services etc.
Potential Markets-
In order to form and develop the demand of goods and services it is important for the
manager to explore those markets that has the capacity to achieve growth. This way they can
serve by maintaining relationships in the markets they already deal in and create new ones for
them (Venkatesan and Lecinski, 2021).
4- Analysing how marketing influence and interrelated with other functional departments of the
company-
Marketing with Research and Development-
Tesco has to invest in these aspects as they have to maintain their integrity of business
and keep updating their portfolio so that they can increase their share in market. But in order for
them to be successful with this approach they will have to work with marketing team as they are
the who conducts surveys and provide them with the viable data.
Marketing with Finance-
Department of finance has to allocate funds and form budgets for every department so
that everything is done as per the discussion and target can be achieved but if they do not form it

in the right manner then department of marketing won’t be able to plan out things or carry the
activities in effective way which will create issues in spreading awareness for their business.
Marketing with HR-
It is important for both the teams to work in coordination because the functioning of their
work depends on efforts of each other. Marketing team helps the company to find areas where
candidate for them can be recruited. On the other hand HR team has to train these personnel so
that they can perform the task in the asked manner (Kopp and Margaret, 2020).
5- Analysing value and significance of marketing role in supermarket
Transfer, exchange and movement of goods-
Marketing is a valuable aspect as it helps to move the goods and services offered by
Tesco with a faster pace. This way they are able to channelize the flow of their products with the
help of intermediaries which is beneficial to both its customers and the manufacturer (Kreutzer
and Vousoghi, 2020).
Decision Making-
Companies such as Tesco who operates on large scale has to focus on different areas
which becomes complex for them. With the help of marketing they set their mechanism and set
their structure on the basis of things they make and sell so that on the basis of that they can take
decisions.
Source of new ideas-
Even dealing in chain of supermarkets require new ideas in order to retain the customers
and expand their business for which activities of marketing are required to boost up the sales.
This is needed because with time pattern and behaviour of buying of people keeps changing
which makes it difficult for them and that is why they take the help of steps of marketing so that
they can match their ideology and serve them on the basis of that (Макарова and Тодорович,
2020).
6- Summarizing importance of having effective relationships between varied functional
departments
It is necessary for management of Tesco to ensure that their departments coordinate with
each other in a healthy manner so that there are no interruptions. If the relation with any of the
department works with grudges or feeling superiority such as keeping them over advantage then

company wont be able to succeed. This is because no single department has the power to achieve
it all in the asked professional manner and without the coordination of each other they will all
likely to met failure. For instance it is necessary for department to interact as if HR of Tesco do
not train the personnel hired or recruited then they won’t come use to any of the department
which will leave a direct impact on the profitability and productivity of business and then they
will face difficulty in accomplishing their targets and objectives. This is why management of
business has to take necessary steps and keep a check on relation maintained by these
departments as any wrong decision taken by them can affect their stages of growth and desired
targets.
PART 2
Section A
7 Ps of marketing mix in a competitive market
Basis Tesco Asda
Product Products dealt by Tesco are mostly
as per the fast moving consumable
items such as groceries, snacks etc.
this was done by the company at
initial stage but with time they have
extended their range of operations
and diversified it and for every range
of category they have divided in their
own stores such as Tesco retail,
Tesco supermarkets etc. so that
customers can go on the basis of
their needs. Simply for every
category they deal in they have
different stores for it.
Products offered by Asda are also
same as they both deal in the
same sector but the diversity in
products offered by company is
less because Asda does not deal
on the similar scale as Tesco and
due to less capital it functions less
(Larson and Draper, 2020).

Place Tesco has more than 4500 stores
across the world which was even
more but due to pandemic they had
to shut many of them down. On the
top of that stores opened up by them
are always in a prime or accessible
area. This is done so that they can get
more footfall. Also after pandemic
they have even gotten great response
from their online channel which is
why they are focusing more on that.
Basis of operations is maintained
directly from their headquarters
which is in Leeds in West
Yorkshire. The success of their
operations has helped them to
ensure them to expand their
operations. On the top of that
Asda merged with Wal-Mart due
to which they have more stores
with them than before and that
has helped them to compete with
their competitors.
Price Tesco works with the strategy and
approach of discounted pricing so
that they can earn on sales
maximization instead of profit
maximization. This helps them to set
the economies of their scale so that
they can sell at less prices. Tesco
openly states and announces that
consumers will not be able to find
products at these rates. They have set
the prices of their products on the
basis of that.
Asda on the other hand sets cheap
pricing strategy which is set up on
the basis of competition in the
market or footfall they get as if
they get more footfall then they
will slowly increase the pricing
and if they get less footfall then
they will tend to decrease it so
that they can maintain their scale
of revenue.
Promotion In order to retain and gather more
customers for their business Tesco
participate in this aspect and use it
with different set of unique strategies
so that they can build up their base of
customers with that. They use
strategy such as loyalty points which
Their pattern of promotion is a bit
different as they use all the
conventional methods to promote
their business such as endorsing
celebrities or marketing through
media by listing advertisements.

can be redeemed on the basis of
purchases they have made with them.
Apart from that they also use club
cards to offer their consumers
discount.
People People employed by Tesco are more
than 4,00,000 which is pretty huge.
Scale of employees of Asda is
around 1,50,000 which is less in
comparison as their scale of
operations is smaller than them.
Process Process of Tesco is to focus on
continuous development with time so
that they can remain ahead of their
competitors and maintain their
image.
Process of Asda will be to focus
on increasing the returns on the
money they have put on in the
market.
Physical Evidence In order to assess the worth and
existence of business this aspect is
analysed on the levels of its logo,
brand, online and offline channels of
dealings etc.
The level of physical existence
assessment of Asda is same as
Tesco with some minor
differences such as making up
their own merchandises and
selling it through different retail
channels.
Section B
Marketing Plan
Mission
To become champion for its customers
Vision-
To make and convert their business into highly valuable in the eyes of all of its
stakeholders and to serve by gathering their trust.
Objectives-
 Increase the sales of the company by 15 per cent till next year.

 Increase the share of market for products that are newly launched in order to set the base.
 Increase the rate of customers who are satisfied by the service provided by the company
(Blythe and Martin, 2019).
SWOT Analysis-
Strength-
 Company was able to register high end performance at the time of pandemic when it was
least expected.
 Market share owned by company is the highest among all of their competitors.
Weakness-
 There are lot of issues regarding safety as they maintain lot of products and they have
recalled many products this year on the same issue which could have affected their
health.
 They are also receiving complaints to improve the quality of their food which needs to be
taken seriously.
Opportunities-
 Focus on the channel of online platform and improve services through that so that they
can take advantage of that.
 Tesco can start to deal in healthy and vegan products as demand for that is increasing day
by day.
Threats-
 Strategy needs to be formed in order to fight with high level of competition.
 Pandemic has affected and shifted business to different platforms which will require
change and monetary support (Balis, 2020).
7 Ps of Marketing
Product- Products offered by Tesco are groceries, eatable items and with that they deal in
electronics, clothing etc.
Price- Strategy of pricing used by them is discounted pricing (Bhatt and Gupta, 2018).
Place- They sell their products across both the platforms which is online and offline with high
availability of products.
Promotion- In order to boost up their sales different techniques of sales promotion is used in
order to keep the customers retained and entertained.

People- Employment scale of Tesco goes more than 4,00,000 people so that they can maintain
their operations with efficiency.
Process- Company believes in working with those processes that helps them to bring changes
and development with time so that they can achieve constant growth.
Physical Evidence- Company sells their products through both online and offline channel which
is their physical evidence in market.
Evaluation and Control
KPI-
This strategy is mostly used to assess the level of productivity output and compare it with
the target they want to reach. On the basis of it they assess the factors in which they are lacking
and work on them so that they improve it and achieve their goals and objectives. This aspect is
vast because for different areas and sectors they have different indicators such as sales,
production, marketing so that they can ensure their target is being met (Lanier and Lanier, 2017).
CONCLUSION
From the above studies it can be concluded that companies such as Tesco needs to assess
those areas in which they are not performing well and form strategies for them so that they can
achieve their goals and objectives. It is necessary to perform certain activities of marketing and
sales promotion so that they can meet their target and increase sales. With that they will also be
able to increase their awareness. Managers has to look after these activities and assess that
relationships between departments are met so that they can function in the right manner.

REFERENCES
Books and journals
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Bhatt, R.K. and Gupta, D., 2018. Essentials of Marketing Management in LIS. Library
Philosophy and Practice, p.1.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Larson, J. and Draper, S., 2020. Digital marketing essentials. Stukent, Inc..
Макарова, Е.Л. and Тодорович, Н., 2020. Value Chain Management as Essentials of Pricing
Strategy for Digital Marketing Companies. Известия Саратовского университета.
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Kreutzer, R.T. and Vousoghi, D.S., 2020. Voice-Marketing: Der Siegeszug der digitalen
Assistenten. Springer-Verlag.
Venkatesan, R. and Lecinski, J., 2021. The AI Marketing Canvas: A Five-stage Road Map to
Implementing Artificial Intelligence in Marketing. Stanford University Press.
Zheng, E., Moh, M. and Moh, T.S., 2017, January. Music genre classification: A n-gram based
musicological approach. In 2017 IEEE 7th International Advance Computing
Conference (IACC) (pp. 671-677). IEEE.
Balis, J., 2020. Brand marketing through the coronavirus crisis. Harvard Business Review.
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