Marketing Report: Introduction to Marketing and Business Strategies

This report provides a comprehensive introduction to marketing, beginning with a definition of marketing and an examination of the 7Ps of the marketing mix (product, price, place, promotion, physical evidence, people, and processes). It then delves into SWOT analysis, explaining its role in identifying a business's strengths, weaknesses, opportunities, and threats, and how this analysis can be used to gain a competitive advantage. The report also explores Ansoff's Matrix, detailing its four growth strategies (market penetration, product development, market development, and diversification) and how businesses use it to plan for future growth. Additionally, it covers the application of digital marketing to improve business performance and growth, emphasizing its effectiveness compared to traditional methods. The report concludes with a discussion on how these marketing strategies can be applied, using Tesco as a case study.

Introduction To Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Marketing and 7P's of marketing.....................................................................................................3
SWOT Analysis ..............................................................................................................................4
Ansoff's Matrix and how it is helps businesses...............................................................................5
How business use Ansoff matrix to become successful..............................................................5
How digital marketing is used to improve performance and growth...............................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing refers to various activities that helps business or organisation in achieving
goals and objectives by promoting the products. There are many promotional activities that can
be used by companies to attract new customers (Ward, 2021). Marketing is done to increase sales
of the company. Tesco company is a public limited company which was founded in 1919 by Jack
Cohen, it provides groceries and general merchandise retailer. The present report will include
definition of marketing and 7P's that are used by organisations to attract customers. SWOT
analysis and how business use marketing to gain competitive advantage in the market.
MAIN BODY
Marketing and 7P's of marketing
Marketing can be defined as the activity, process or set of institutions that help business
in attracting more customers and helps in increasing sales of the organisation. Marketing is one
of the important activity for generating more profit and helps in future growth of the company.
Marketing helps in educating customers and provide relevant information to consumers about
product. It helps in identifying strategy that is used by competitor and do market research (Iyer
and Reczek, 2017).
7 P'S of marketing
The marketing mix consists of 7 P's that are useful for an organisation to achieve goals
and objectives of the company, attract more customers, increase sale of products , helps in
building good image in the market. The 7 p's are product, price, place, promotion, physical
evidence, people and processes (Jena and Panda, 2017).
 Product – It refers to the product that is made by the company. Before making any
product company should conduct market analysis which will help in identifying that what
are the demands and needs of customers, what type of product they want. After analysing
all these things then decide product. Tesco company is producing groceries and general
merchandise retailer.
 Price – It can be defined as price strategy that is used by company to attract customers.
There are different type of strategy like, penetration pricing, competitive pricing strategy.
Penetration pricing strategy is used by most of the organisations to attract customers. In

this strategy initially prices are kept low so that more customers buy the product and after
sometime prices are increased. Tesco company is using competitive pricing strategy in
which prices are decided after analysing competitors price.
 Place - Products should be easily available to consumers so that they can buy it. There
should be lot of distribution channel for easy availability of products. Business should
provide online shopping facility to consumers so that they can buy easily.
 Promotion- It is an important element of marketing because most of the customers are
attracted by advertisement. Tesco company is using social media sites to do promotion of
product and other advertisements strategy are used.
 Physical evidence – It refers to evidence that a purchase took place and proof of the
existence of your brand. It can be ads that are given by organisation to attract customers.
 People – It refers to people who are involved in selling, manufacturing, designing,
managing all the work. There are many persons who are recruited for performing various
roles in the company.
 Processes – It can be defined as the process which is used by organisation for making
products or delivering products to customers on time.
SWOT Analysis
To remain competitive company can use marketing as it provides information related to
market and identify strategies that is used by competitors. SWOT analysis is best way for
determining factors that can affect performance of organisation (Parvez and et.al., 2018).
It helps in identifying strength , weakness, opportunity and threats of a business. Every
company is having strength which help them in gaining more profit and capturing wide area of
market. Weakness should be identified so that improvements can be made in plans to achieve
goals and objectives of organisation.
Strengths – It refers to the positive points that a company is having and it can be used as
competitive advantage. It will help company in earning more profit and building good image in
the market. As Tesco company is one of the famous brand it is earning more profit and people
are buying more products. Organisation is making innovation in the product to expand its
business and to achieve goals or targets. Financial position of company is good and it has

perform well during the pandemic time. Tesco has captured large area of market, now it will be
difficult for new entrants to enter into the market.
Weakness – It refers to weak points of the organisation that should be improved to
increase sales of the company and generate more revenue. Tesco company is not applying
effective leadership style due to which not able to manage activities properly. Managers of
company should also take steps to measure the quality and performance of employees so that
good quality products can be provided to create good reputation.
Opportunity – It can be defined as growth opportunities for future or expand its business
by manufacturing new product. Opportunities for Tesco company are, growth of online grocery
sales, high unemployment rates, rise of meat alternatives, social supermarket or using artificial
intelligence and machine learning.
Threats – It means problems that company has to face when working or making new
product. Threats for Tesco company are, increasing competition, covid 19 pandemic, economic
recession, supply chain, UK- EU relations.
Ansoff's Matrix and how it is helps businesses
Ansoff matrix is refer to as using planning tools that helps in providing a framework
which help senior managers, executives and marketers strategies for future growth. It has four
components i.e., market development, diversification, market penetration and product
development. It is used by organisations to analyse plans or strategies to achieve goals and
objectives. Ansoff matrix is used in planning process where strategies are made for how to
accomplish targets and conduct market analysis.
How business use Ansoff matrix to become successful
Business use Ansoff matrix to become successful as they make plans or strategies for
developing new products or making improvements in the existing products. There are four
growth strategies that is used by company to get success i.e., market penetration, product
development, market development and diversification (Loo and Leung, 2018).
 Market penetration: It is used by companies to use existing products in the same or
existing market. There is change in price of products, decrease cost of product to attract
new customers, increasing promotion and distribution efforts and acquiring a competitor
in the same marketplace. This strategy can be used by Tesco company in increasing its

market share by using penetration strategy. In this pricing strategy initially prices are kept
low as compare to competitors to attract customers and after sometime prices are
increased (Ravangard, Khodadad and Bastani, 2020).
 Product development: It means to develop new product in existing market to
consumers. When needs and wants of customer changes then companies make new
product to increase its sales. It helps in forming strategic partnership with other
businesses to gain access to every partner's distribution channels, investing in research
and development so that new products can be made.
 Market development: It refers to entering into new market or expand business in foreign
country. The seller wants to sell the existing products in new market to capture wide area
and increase sales of the company. Expanding business can be like, new geographic
regions, customer segments (Sharp, 2017).
 Diversification: It means that entering into new market by making new product, it is
risky to change products and then enter into completely new market. In this company is
having lot of opportunities as new customers will buy products ad give their feedbacks.
All these growth strategy will help business to become successful as there are many
options that are available for organisation to expand its business in international market and
increase profit of company. If business use strategy like penetration pricing it will helps in
attracting more customers and fight against competitors (Deepak and Jeyakumar, 2019).
How digital marketing is used to improve performance and growth
Digital marketing is one of the best way to promote products and provides good return of
investment than traditional marketing channels. Digital marketing refers to tools and techniques
that are used by company to attract new customers. Nowadays people are purchasing products
from online sites because it is easy way to buy goods of your choice and home delivery services
are provided (Saidani and Sudiarditha, 2019). Online marketing allows organisation to boost
their sales by promoting business on website or through mobile apps. On online sites provide all
the relevant information so it is easily visible or accessible to many people. It will help in
covering a wide area of market and target audience who are searching for products. Digital
marketing channels helps in promoting goods or services and increase sales of the company.

Tesco company is taking help of social media for promotion of products. They give
advertisement on Instagram, Facebook, etc. to make customers aware of new product and reach
more customers located in different part of world. Digital marketing helps in improving
performance and growth of Tesco business as if promotion is good then more customers will be
attracted to buy the product (Blythe and Martin, 2019).
CONCLUSION
From the report it can be concluded that, marketing plays an important role in promotion
of the product and generating more revenue. 7P's are discussed and how it helps in achieving
goals and objectives of the company. SWOT analysis is described and use of marketing to
remain competitive. Further, Ansoff's growth matrix which includes, market penetration,
diversification, product and market development is described and how it is useful for business to
be successful. Use of digital marketing to improve performance and growth of Tesco.

REFERENCES
Books and Journals
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Deepak, R. K. A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Iyer, E. S. and Reczek, R. W., 2017. The intersection of sustainability, marketing, and public
policy: Introduction to the special section on sustainability. Journal of Public Policy &
Marketing. 36(2). pp.246-254.
Jena, A. B. and Panda, S., 2017. Role of marketing automation software tools in improving or
boosting sales. Splint International Journal of Professionals. 4(7). pp.30-35.
Loo, P. T. and Leung, R., 2018. A service failure framework of hotels in Taiwan: Adaptation of
7Ps marketing mix elements. Journal of vacation marketing. 24(1). pp.79-100.
Parvez, S. J.,and et.al., 2018. Digital marketing in hotel industry. International Journal of
Engineering & Technology. 7(2.21). pp.288-290.
Ravangard, R., Khodadad, A. and Bastani, P., 2020. How marketing mix (7Ps) affect the
patients’ selection of a hospital: experience of a low-income country. Journal of the
Egyptian Public Health Association. 95(1). pp.1-8.
Saidani, B. and Sudiarditha, I. K. R., 2019. Marketing Mix-7Ps: The Effect on Customer
Satisfaction. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB). 7(1). pp.72-86.
Sharp, B., 2017. Marketing: theory, evidence, practice. Oxford University Press,.
Online
Ward, S., 2021. Marketing. [Online]. Available Through:<
https://www.thebalancesmb.com/marketing-in-business-2948349> [Accessed On March 16,
2021].