HND Business Management: Marketing Process, Planning & Tesco Analysis

This report provides an overview of Tesco's marketing process and planning, analyzing the marketing concept, functions, and mix within the context of the company's business objectives. It examines the role of marketing functions, their interaction with other departments, and the extended marketing mix, comparing Tesco's approach with that of Sainsbury's. The report evaluates how Tesco's marketing mix contributes to its overall business success, focusing on product, price, place, promotion, people, physical evidence, and process. It concludes with recommendations for Tesco to enhance its marketing strategies through digitalization, quality management, and HRM improvements, emphasizing the importance of marketing in brand awareness, sales growth, and customer engagement. Desklib provides access to similar reports and solved assignments for students.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
Name:
ID:
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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 a method that companies use for research, selling, promotion and
distribution of products and services to the ultimate customer. Marketing can be defined as a
process of buying and selling of goods and services to other businesses or consumers(Arora
and Sanni, 2019). It plays an important role in an organization because it helps in sharing the
idea and concept of the product to the right audience. It is necessary to choose the right
marketing tool that helps in creating brand awareness in the minds of customers. Tesco is
regarded as a British multinational supermarket, headquartered in Welwyn Garden City,
London. The report outlines about the concept and role of marketing functions that help
Tesco in analysing the working of marketing with other departments. The report also
discussed about marketing mix strategy that help the company in achieving the desired
objectives.
2.0 An explanation of the concept/definition of marketing
in the 21st century
According to the author Twin(2021), marketing is considered as an activity that company
uses to promote the sell of goods and services for target customers (Bothma and Kühn,
2018). Marketing can be defined as a process in which both traditional and digital channels
are combined for promoting the products and services.
3.0 Description of the role of marketing function with
examples from the chosen organisation
The role of marketing functions helps company in understanding the customers requirements
and feedback to ensure that right products and services are reaching in the market(Claxton
and Kent, 2020). Tesco is offering a wide range of products in the market to satisfy the needs
of the consumers. The marketing function at Tesco has followed a marketing technique that
aims at producing different range of quality products at varied price so that they reach a wide
range of customers. The main functions of marketing are:
 Identifying customers needs– The first step of marketing is to identify the taste and
preferences of the customer that are available in the market (Pohludka and Štverková,
2019). In context of Tesco, the manager mainly focuses on identifying the needs and
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wants of the customers so that they offer products and services according to their
preferences. The company analysis needs of customer through surveys, interviews
and social listening.
 Strategic Product Planning – Planning is a process of analysing activities which are
required for achieving the organizational goal. The marketing manager of Tesco plans
to use Brand image strategy which helps the company in selling their product at
reasonable price with good quality. This strategy is good because people identify
Tesco products by their brand value and quality.
 Product Promotion and publicity– Promotion is a technique used by companies to
create brand awareness to increase the sale of products and for targeting potential
customers. In context of Tesco, the manager attract more customers by promoting
their products through advertising, hoardings and charitable events. They provide
promotional offer and discounts such as buy one get one free to the customers. They
also has a loyal card known as 'Tesco Club-card' which offers exchange points at the
time of purchase.
 Distribution channel – Distribution refers to the act of delivering company's
products and services to the ultimate customers (da Gama, 2022). In context of Tesco,
the marketing manager transport their products by using two different channels that is
offline and online. The company uses official website to sell their products online for
easy delivery of products to customers. Most of the customers have shifted towards
online shopping which helps customers save time and effort.
4.0 An analysis of how the marketing function works and
interacts with other departments
 Marketing and Finance department
Marketing department need to work in coordination with finance department to make sure
that the budget is set appropriately to meet the needs of promotion, research and distribution.
In context of Tesco, marketing manager ensures that the products are offered at the best
possible price with good quality. The role of finance department is to ensure that the
operations of business are carried out within financial capabilities. The marketing manager
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focuses on sales volume and create market share in relation to which finance department
concentrates on covering costs, cash flow and investment.
 Marketing and Production department
Marketing and production department works together to utilize the resources optimally for
reducing the cost of production (Gonzalez and Claro, 2019). In context of Tesco, marketing
manager works with production department to ensure that the products manufactured are of
good quality and design to attract customers. Marketing manager sets a certain deadline for
the production department so that they produce products on time in market to meet the
competitive advantage.
 Marketing and Human Resource department
Marketing and human resource department works together to achieve the goals of the
organization by training and developing employees(McGlynn and Garner, 2018). In context
of Tesco, the marketing manager uses the HR department to recruit people that have good
knowledge of marketing concepts. HR department helps the manager in finding the right
candidate by assessing the profile of different people and by organising their interviews.
 Marketing and IT department
Marketing and IT department are interrelated with each other and helps in promoting
products with new offers and technology (Kolomytseva and Pavlovska, 2020). In context of
Tesco, the marketing manager uses IT department to develop product by using graphics,
voice and image by software to attract customers. IT department helps the marketing
managers in creating websites online that create more demand for their products and captures
large market share.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
The manager of Tesco uses marketing mix to analyse the factors that help in meeting the
changing demands and needs of the customer (Safari and Albaum, 2019). The marketing mix
of two companies is discussed below:
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Basis Tesco Sainsbury
Product Tesco is a leading
supermarket of UK that
produces a wide range of
products such as food,
stationary, clothing,
cosmetics and financial
services. They offers
products in their own brand
name through both online and
offline mode. Currently
company is planning to
launch Keto food products
(Na, Kang and Jeong, 2019).
Sainsbury is one the famous
producer of a wide range of
products in the market of UK
which includes clothing,
electronics, baby products,
food items and health and
beauty products. They offer
ready to eat meals and
organic food products for
people that are allergic to
dairy, wheat and gluten food
items. The company
introduced a new product in
the food segment for meat
and fish products known by J.
James & Family.
Price Tesco provides good quality
products at reasonable prices
by using economies of scale
and the best procurement
channels. Brand Guarantee is
a unique program of Tesco
which gives customers a
benefit of paying low price at
different stores.
Sainsbury focuses on
providing 'value for money' to
the customers by maintaining
the quality of the products.
They uses competitive pricing
policy which helps in gaining
more market share in a shot
period of time (Xie and
Bagozzi, 2019).
Place Tesco has its headquarter in
Chestnut, Hertfordshire,
England. The company uses
two types of distribution
Sainsbury holds around 700
convenience stores and 500
supermarkets in many
countries. They provide home
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channel that is online and
offline to deliver products to
the customers in time.
delivery for its products and
customer can place order
online through website or by
phone call.
Promotion Tesco has a strong brand
image in the market by
offering products at low
prices. They uses television
adds, charitable events and
hoardings to promote their
products. Tesco also provide
a loyalty card known as
'Tesco Clubcard' which is
used for targetting customers.
Sainsbury uses Above the
line and Below the line
promotional strategies to
build brand name and to
attract customer. To increase
the sales of the company,
they launched a card called
'Nectar reward card' which
helps customer to earn points
at the store on every purchase
they do.
People Tesco has around 4,00,000
employees across the world
in different countries. They
motivate their employees to
perform well and encourage
them to provide support to
each other. The company also
offer promotions to the staff
so that work with full
potential.
Sainsbury has a good number
of trained persons and
professionals that are aware
about the behaviour of the
customers. They have
recently launched a program
known as Level 2 Craft skills
model for providing training
to bakers and fishmongers.
Physical evidence Tesco uses innovative logos,
labels, colours and equipment
to attract customers. There
stores are clean and every
product is well categorized
which helps customers to find
Sainsbury designs its stores
and layouts in accordance
with the needs of the
customers. The basket and
trolleys are of good quality
which ensures great shopping
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the product easily. experience for customers.
Process The process of Tesco mainly
focuses on keeping its
customers happy by offering
its products online as well as
offline and by speedy billing
service.
Sainsbury provide the benefit
of online shopping by 'click
and collect' service where
products are easily ordered.
The company also make
changes in pricing and
delivery allocation which
helps in raising the number of
orders and gains customer
loyalty.
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
Marketing mix strategy works as an important tool which helps Tesco in implementing an
effective marketing strategy for achieving organizational objectives (Nguyen and Harrison,
2019). This strategy helps the company to position its brand in the market by applying
promotional methods which help the company to attract and retain the customers that is the
key aim of the marketing department of the Tesco. Marketing mix helps Tesco to ensure that
the marketing manager is focusing to the right product, to the right people, at the right time
and place. Tesco introduced a new product range that is low priced and brightly packaged
food under a new brand to attract customers.
3.0 Recommendations
Tesco use to offer products at reasonable prices with good quality standards but to diversify
the product line for introducing new products the company must adopt digitalization because
that will help the company in improving their speed and quality of their services. The
company should also introduce an innovative strategy for quality and information
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management (Naudé and Sutton-Brady, 2019). The company also needs to update HRM
strategies to meet the standards for treating employees and by satisfying their needs.
9.0 Conclusions
It can be concluded from the following report that marketing is an important tool that
organization use to promote goods and services. Marketing not only helps in creating brand
awareness but also results in increasing sales, engaging customers and growing businesses. It
has been evaluated that marketing functions helps marketing managers in identifying the
right market with large customer base. The report evaluates that marketing works closely
with each department of organization for proper coordination and development. The above
report also concludes the importance and evaluation of marketing mix which helps the
company to understand the customer needs and to achieve the company goals.
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References
Arora, A.S. and Sanni, S.A., 2019. Ten years of ‘social media marketing’research in the
Journal of Promotion Management: Research synthesis, emerging themes, and new
directions. Journal of Promotion Management, 25(4). pp.476-499.
Bothma, M. and Kühn, S., 2018. The coffee shop dining experience and customer loyalty
intentions: Brewing the perfect blend. Management Dynamics: Journal of the
Southern African Institute for Management Scientists, 27(4). pp.12-28.
Claxton, S. and Kent, A., 2020. The management of sustainable fashion design strategies: An
analysis of the designer’s role. Journal of Cleaner Production, 268, p.122112.
da Gama, A.P., 2022. Marketing performance: aligning people, processes, and
results. Journal of Business Strategy.
Gonzalez, G.R. and Claro, D.P., 2019. How intrafirm intermediary salespeople connect sales
to marketing and product development. Journal of the Academy of Marketing
Science, 47(5). pp.795-814.
Kolomytseva, O. and Pavlovska, A., 2020. The role of universities in the national innovation
system. Baltic Journal of Economic Studies, 6(1). pp.51-58.
McGlynn, P. and Garner, G., 2018. Intelligence analysis fundamentals. CRC Press.
Na, Y.K., Kang, S. and Jeong, H.Y., 2019. The effect of market orientation on performance
of sharing economy business: Focusing on marketing innovation and sustainable
competitive advantage. Sustainability, 11(3). p.729.
Naudé, P. and Sutton-Brady, C., 2019. Relationships and networks as examined in Industrial
Marketing Management. Industrial Marketing Management, 79. pp.27-35.
Nguyen, H. and Harrison, N., 2019. Leveraging customer knowledge to enhance process
innovation: Moderating effects from market dynamics. Business Process Management
Journal.
Pohludka, M. and Štverková, H., 2019. The best practice of CRM implementation for small-
and medium-sized enterprises. Administrative Sciences. 9(1), p.22.
Safari, A. and Albaum, G., 2019. Transactional or relational exchange theory in B2C
marketing: An agenda for a different type of relational exchange theory. Journal of
Customer Behaviour, 18(2). pp.87-100.
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Xie, C. and Bagozzi, R.P., 2019. Consumer responses to corporate social irresponsibility:
The role of moral emotions, evaluations, and social cognitions. Psychology &
Marketing, 36(6). pp.565-586.
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Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organizational
mission, corporate strategy and objectives p
2.0 Clear and SMART marketing objectives p
3.0 Marketing research to support the new product line launch p
4.0 A situational analysis p-p
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis p
4.2 A competitor analysis including the market segments p
4.3 Sub-segments p
4.4 Articulation of the new product value-proposition in the eyes of the
customer p
4.5 Development of the marketing strategies applied to the extended marketing
mix p
4.6 Setting of an overall marketing budget, including allocation of planned
spend p
4.7 Tactical actions p
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
p
5.0 A comprehensive media plan that supports the planned marketing
campaign p-p
5.1 A media budget p
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