HND Business Management: Unit 2 Marketing Process & Planning Report

This report provides a comprehensive analysis of Tesco's marketing strategies, focusing on the marketing concept, functions, and mix. It begins with an introduction to marketing, defining its role in the 21st century and the impact of digital platforms. The report then examines Tesco's marketing functions, highlighting its role in product development, pricing, distribution, and promotion, including the use of online and offline channels. It also explores the relationship between the marketing function and other departments, such as human resources, finance, and customer service. The core of the report delves into Tesco's marketing mix, examining product, price, place, and promotion strategies, supported by examples. The report concludes with recommendations for Tesco's marketing approach and a summary of the key findings.

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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ID:
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Table of Content
Part 1: Briefing Paper
Table of Contents
Introduction ..........................................................................................................................................3
Main Body .............................................................................................................................................3
Conclusion.............................................................................................................................................8
References ............................................................................................................................................9
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Introduction
Marketing is a business term that is related to selling and buying the products and services. It
is the activity of communicating,delivering, identifying and deciding on its price which is
based on customers preferences (Baines, Fill and Rosengren, 2017).Marketing is finding out
the needs and wants of the potential buyers and providing providing goods as well as services
that meet to their expectations. The main objective of marketing and priority of a company is
focusing on to satisfy their customer need and maximizing profits. This project report is
based on Tesco which is a British multinational groceries, headquartered in Welwyn Garden
City, UK. It is founded by Jack Cohen. It is the third largest retailer in the world measured by
gross revenue. This report covers the concept of marketing,role of marketing, marketing
startegies and marketing mix of the organization and media budget. At last it covers the
multi-media plan based on quantitative and qualitative criteria.
Main Body
Marketing definition
Marketing in the 21st century the arrival of internet transformed the concept of marketing
focuses on adding value to customers by entertaining and educating them through digital
platforms. Before 21st century, organizations had no options to advertise their business , they
only had options such as televisions,newspapers and radio to reach their customers. But
marketing in the 21st century focuses to promote the businesses into inbound marketing to
outbound marketing. Inbound marketing refers to two way communication between the
customers and the organizations which involves digital channels ,email,search engines and
social media platforms to promote and advertising their products and services. (Boshnakova
and Goldblatt, 2017).Email marketing is widely used tool for persuading customers to make
purchases by sending them individualized messages. Social media has become a platform
where people share their purchase experiences and opinions such as Instagram .
Organizations uses social networking platforms including Facebook , twitter, LinkedIn and
Instagram to promote their product and services which is helpful them to reach target
audiences. Content marketing in the 21st century helps to create brand identity and visibility
persuading the buyers in their decision marketing. Strong brands are very important for
business success but branding is not only about the logo ,colour and fonts it can give
direction and clarity to the business which helps to increase the value as well as employee
engagement.
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Marketing function
Tesco is a British multinational retailer company headquartered in Welwyn Garden City,UK.
Tesco sells a wide variety of products and services including clothing,food items, stationary
and electronics etc. The role of marketing function at Tesco has come up with a marketing
technique where they produce different quality products at different price so that a wider
range of customers can shop there. The company has able to create a strong brand image
which is helpful in its promotional activities. Tesco relied heavily on offline as well as online
promotion such as newspapers, social networking platform,television to reach its potential
buyers(Sun, Price and Ding, 2019). It also uses other forms for advertising to promote its
good and services. For example- buy one get one free offers on some of its products online as
well as in their stores. They often provide discounts and loyalty card as well which acquire
lot of customers and they turn their loyalty towards the brand. Tesco has various networks
that brings profit to the company such as online finance services,telecommunication , grocery
and providing goods to consumers. As the company has a very good competition in the
marketplace,it has micro and macro environmental factors which impact on the company's
operations either directly or indirectly. Apart from UK The company also extend their
business in other countries as well to increase sales and growth opportunities. The main
marketing function at Tesco is to meet their customer's need and preferences in order to keep
them content and happy. The role of marketing function is coordinating and producing
materials that represent the business. Marketers use mass communication tools such as
advertising,sales and promotion etc.
Marketing function and other departments
The marketing function works and relate to other departments such as marketing and sales
together closely in a business. Marketing ensures that the sales department are selling
products that meet the need and preferences of customers. The functional areas in any
business can't work alone,they interact with other departments also and have communications
with them. For example the finance department checks the invoices of the suppliers before
they are making payments to ensure that there are no mistakes .The Human Resource
department is responsible for hiring employees ,training the staff etc. The company also
ensures that the customer service and sales staff must be able to provide good customer
service to Tesco customers.
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Human Resources-
Human Resources Department of Tesco provides training to the new employees and prepare
them for deliver excellent customer services in Tesco. It is important to the HR department to
train the employees because if they don't provide them appropriate training ,the employees
may not be able to deal and meet customers expectations( Bratton,et.al., 2021). This situation
can lead to Tesco losing their customers. If the HR give training to employees in new ways
and technology then employees will be able to deal with customers needs and satisfaction and
Tesco will be achieve more growth opportunities of success.
Finance-
The finance function relates to each other department in Tesco. Human resource is link to the
finance department as it is responsible for payroll of the staff. They decide whether the
employee get bonuses or not,then they tell the finance how much to pay each employee. The
main function of Finance department is to record all money which are generated from sales.
They send out invoices to the customers after knowing the deliveries are ready to go or
dispatched. Banks are also contacted to the finance function in case of facing any issues
related to loan facilities and bank accounts.
Customer Service-
The customer service is excellent in Tesco, this leads to attract customers towards Tesco to
buy more products and become loyal customers. The sales service and customers service are
link to each other in Tesco because sales staff is able to respond the queries and question
customers have , if they don't work together then customer think that the staff is not well
trained and they prefer to go other supermarket. This is a huge loss to Tesco as it lose their lot
of customers. If the delivery service and customers service is helpful for customers then
customers choose to shopping in Tesco which has make positive impacts on Tesco
Company.
marketing mix and examples from selected supermarket
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Marketing-mix is a framework of actions used by a company to achieve marketing goals and
to promoting brand , products and services in the marketplace. It helps in evaluating the
needs of the customer as well as the company in earning higher profits & increasing sale.
The marketing mix strategy of Tesco is mention below:
 Product-
Tesco believes in the eco-friendly goods and products that's why they work hard for
achieving. They have the best quality of food, Clothes and toys etc. When it comes to
customers choices the company provides huge range of variety of products and their brand
that makes the customer satisfaction with their services. Their product packaging method is
excellent and innovative(Solimun and Fernandes, 2018). They uses sustainable methods for
manufacturing the products and reusable materials for done the best packaging of products.
For example-Tesco chopped garlic,Schwartz mixed herbs etc.
 Price-
Tesco is using cost leadership pricing strategy because the company provides good product
and services in low price. The company has its own unique brand, they have variety of
clothes, electronic items,food,toys and books etc. to reduce prices Tesco continuously work
with its suppliers to make supply chain better. Their products are sustainable and of high
quality so the company has kept competitive pricing policy that is in between medium to
low.
 Place-
Tesco operates 2,318 stores stores in 12 countries .It uses two main distribution channel
available to reach out to customers including online or offline stores. The online business of
the company is called Tesco direct while it has approx 7000 offline stores around the world.
A better place can be major attraction for buyers and helpful for company to promote
products. Tesco has been spread international places, it is an international brand which
operates more than twelve countries. Tesco must ensures its place and their sustainability.
 Promotion-
The low pricing strategy makes Tesco different from other super chain markets. The
company has able to create a strong brand image which is helpful in its promotional
activities. Tesco relied heavily on offline as well as online promotion such as newspapers,
social networking platform,television to reach its potential buyers. It also uses other forms for
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advertising to promote its good and services. They just focusing on low pricing strategy. For
example- buy one get one free offers on some of its products online as well as in their stores.
They often provide discounts and loyalty card which acquires lot of customers and they turn
their loyalty towards the brand (Lim,2021).
An evaluation of how the marketing mix adopted by the selected business
Tesco adopted the marketing mix strategies because it helps in achieving their overall
business objectives such as to maximise sales to increase their profits(Yus,2019). It helps to
learn when and how to produce product or services to customers. Tesco's aim is to providing
excellent quality of goods and services in lowest price. The other objective is to introducing
healthy eating products to customers that will attracts those customers who are interested in
buying healthy eating products.Marketing mix provides a roadmap to the company which
helps the business in marketing the right product , to the right people, at the right time and
place. Tesco also able to develop large internet shopping website and fulfil their aim by
providing products and services online to customers (Shokrani et.al., 2019).Through market
research Tesco can get to know about targeted customers needs and wants which help them
to satisfy their needs.
Recommendations
It is recommended to the manager and management team of Tesco that they should adopt
more digital channels and keep an eye on trends and the competitions. It is desirable to the
company to improve marketing strategies it helps in their competitive advantage. They can
enhance their product portfolio to add some innovation and changes , it can be major
attraction for new generation customers. Creating new product lines also help to engaged
Tesco in broad customer reach. Tesco should slow down its expansion plans and focuses on
refitting the existing stores.
Conclusion
From the above project report it has been concluded that the marketing and marketing mix
strategy of business plays very important role in the development of the organisation. This
report includes the definition of marketing in 21st century and the marketing mix strategies in
relevant to Tesco. The marketing function of Tesco coordinates with other department such
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as HR and marketing working together to create strong brand of the organization. Then it
consists internal and external stakeholder of the Tesco which are
customers,employees,finance department and HR which provides training to the new
employees and prepare them for deliver excellent customer services in Tesco.
References
Baines, Fill and Rosengren, 2017. Marketing. Oxford University Press.
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Boshnakova and Goldblatt, 2017. The 21st century meeting and event Technologies:
Powerful tools for better planning, marketing, and evaluation. CRC Press.
Bratton,et.al., 2021. Human resource management. Bloomsbury Publishing.
Lim , 2021. A marketing mix typology for integrated care: The 10 Ps. Journal of Strategic
Marketing, 29(5), pp.453-469.
Shokrani,et.al., 2019. A comparison of statistical and decision-making techniques in
marketing mix evaluation. Journal of Management Development.
Solimun and Fernandes, 2018. The mediation effect of customer satisfaction in the
relationship between service quality, service orientation, and marketing mix strategy to
customer loyalty. Journal of Management Development.
Sun, Price and Ding,2019. The longitudinal effects of internationalization on firm
performance: The moderating role of marketing capability. Journal of Business Research, 95,
pp.326-337.
Yus, 2019. Tesco Plc likely to exit Asia business, focus on home country, EU. New Straits
Times, pp.1-1.
Table of Content
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Part 2: Marketing Plan
Table of Contents
Introduction ..........................................................................................................................................3
Main Body .............................................................................................................................................3
Conclusion.............................................................................................................................................7
References ............................................................................................................................................9
Main body............................................................................................................................................11
A situational analysis......................................................................................................................12
comprehensive media plan .................................................................................................................16
References ..........................................................................................................................................18
Main body
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Strategic marketing plan
To clearly define the marketing objectives of the business that align with the corporate
mission and vision of the organization. The marketing plan usually assists in the growth of
the business by stating appropriate marketing strategies, such as plans for increasing the
customer base (Chernev, 2020).The strategic market plan helps Tesco to increase its market
share,revenue& profit and brand awareness. It also helps the organization when and how to
produce product or services to customers , Tesco's aim is to make shopping cheaper by
decreasing their prices and provide best quality of goods and services. The marketing plan
links with its objective that introducing healthy eating products to customers which attracts
more customers towards Tesco that will interested in buying health eating products. The
marketing objectives indicate where the organization wishes to be at any specific period in
the future.
SMART marketing objectives
Smart and clear Marketing objectives are easy,specific ,not too ambitious or possible to
achieve which also helps the business to move forward. These are often called smart goals
that are specific,measurable, achievable,relevant and time-bound.
Specific- In order to achieve the goals it is essential to analyze that it is clear and and specific
including with realistic deadlines and numbers.
Measurable- Smart goal must have the reliable criteria for measuring progress. Because it is
important to measure the progress in order to know that the progress is on the track or not.
Achievable- The Smart Objectives should be attainable or achievable and it is important to
check up that team has enough resources or capabilities to-work for it or achieve the goals.
Relevant- Realistic are those in which the chances of achieve the goal is high So the
objectives to achieve the goal must be realistic and sustainable in order to achieve it.
Time-bound- It may allow the organization,team or individual to see whether the team is
working according to the plan to hitting the goal or not ,the given deadlines are very helpful
to achieve the goals on time.
Marketing research
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Market research is crucial for the company in order to know the target market,competitors,
get opinions and feedback from the potential customers about their need and preference in the
product and services. During the new product line launch, the Company should conduct
research and development ,by doing this activity company will remain competitive in the
market place (Carlson, 2018). Marketing research links competitors to consumers to solve
marketing challenges, supplying marketing information and help in decision making process.
Therefore, the marketing research is essential to do before launching the new product line for
a better understanding of the target market.
A situational analysis
Marketing audit
The company should market audit by using appropriate analytical tools such as Swot
analysis,pestle analysis and 5c analysis. The Swot analysis is the framework of internal and
external factors of the organization that influences the company's operations in either
negative or positive way. Swot analysis of Tesco defines as the strengths,
weaknesses,opportunities and threats which are mention below-
Strengths- Tesco serves their customers in a unique way that it becomes the champion for
their customers.
Weakness-During pandemic Tesco faces issues in supply chain distribution and labour
shortage.
Opportunities-Using machine learning and AI is a game changer for Tesco to predict and
deliver street level requirement.
Threats-Tesco's one of the major threat is the horse meat scandal in 2013 , it was founded
that the fault occurs in their supply chain.
Whereas the pestle analysis describes a framework of macro-environmental factors used to
gain a macro picture of an industry environment. It is also used in the environmental scanning
component of strategic management(Trott,2017).Pestle analysis defines as the external
factors that influences the organization including
political,economical,social,technological,legal,environmental factors these factors have no
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