Tesco and M&S Marketing Analysis: A Comprehensive Report

This report provides an overview of marketing concepts, techniques, and limitations, with a focus on the marketing strategies employed by Tesco and M&S. It begins with an introduction to marketing, defining its core components and tools. The report then delves into specific marketing techniques, such as production, selling, and marketing concepts, along with the limitations and constraints faced by marketers. It explores marketing research methods, including primary and secondary research, and their application in developing marketing plans. The report also examines target customer groups, segmentation systems like ACORN and MOSAIC, and the marketing mix (4Ps) for new products and services. The analysis covers various aspects of marketing, from consumer protection regulations to SWOT analysis, providing a comprehensive understanding of the subject.

Introduction to
Marketing
Table of Contents

INRODUCTION..............................................................................................................................3
TASK 1............................................................................................................................................3
P1 Marketing techniques for products........................................................................................3
P2 Limitations and constraints of marketing...................................................................................4
TASK 2............................................................................................................................................5
P3 Marketing research for plans......................................................................................................5
P4 Marketing research for marketing plan.......................................................................................6
TASK 3............................................................................................................................................7
P5 Groups and customers targeted for products..............................................................................7
TASK 4............................................................................................................................................8
P6 Marketing mix for new product and services.............................................................................8
CONCLUSION................................................................................................................................9

INRODUCTION
Marketing define as a activity, set of different institutions. It is a process of creating and
communicating, delivering, exchanging offerings which satisfy the customers needs and have the
value for clients, partners and society. Tesco company evaluate their marketing function for find
out factors which can affect their products ans services (Burns and Bush, 2013). These
companies use different core components and tools which support them to better understand and
explore their marketing activities. Marketing also include research which is important for brand
strategy, pricing strategy and the coordinate different marketing activities. It also support
companies to develop an effective customer segmentation system and build effective
communication with them.
TASK 1
P1 Marketing techniques for products
The action or business of promoting and selling products or services, including market
research and advertising. Marketing is known as a company advertising a product or a service.
The main aim to marketing is to advertise, gain market share, raise brand awareness and
maximise sales. A business objective is a goal that an organisation sets for itself, for example,
profitability, sales growth, or return on investment (Fill and Turnbull, 2016). Tesco and M&S
company use different marketing techniques.
Tesco: Tesco has started to trade since 1924 they have 2,482 branches in United
Kingdom (Glesne, 2015). Tesco sell a wide range of items in their superstore clothing section,
bakery and ethnic section
Production Concept This is the production concept in which a business focuses on
achieving high efficiency at a low cost and mass distribution. The reason for this is because
when the business produces a high amount of products then this will mean that customers will
want to buy more products. Businesses assume that customers are interested in prices which are
low and the availability of the price which attracts customers.
Selling Concept: This is the selling concept in which says if customers and businesses
are left along then the business not buy enough of the products which means the business will
have to accept a severe selling and promotion effort. It also suggests that the business has a set of
effective selling and promotional tools to inspire more buying.

Marketing Concept: This is the marketing concept which is the key to achieving the
business goals, this consists of being more effective than competitors when creating, delivering
and communication with customers to meet customer’s values. The marketing concepts consists
of 7 pillars; Place, Promotion, Price, Product, People, Process and Presentation. Marketing
concept focuses on the needs and wants of target markets and tries to deliver value better than
their competitors. The marketing concept believes in the pull strategy in which says you need to
make your brand strong so customer prefer to use your brand over other the competitions.
Product Concept: This is where the business focuses on creating economies of scale in
production and distribution of a product or service. This is the product concept in which says that
customers will favour those products who offer the best quality and performance. Managers
focus on this concept as they focus on making bigger products by improving them over time.
P2 Limitations and constraints of marketing
Tesco and M&S companies work to be successful in the field of market and marketing.
But there are always has lots of limitation and constraints of marketing for a marketer. The basic
purpose of formulating the marketing strategy is to effectively allocate and co ordinate marketing
to achieve the business objective for the given product market situation (Hair and Lukas, 2014).
The basic limitations of the marketing are like, consumer protection, promoting healthy
competition and environmental protection. Some major legislation of marketing areas is
described.
Tesco and M&S may faces limitation from the government, customers, EU, competitors
and other stakeholders.
Goods act, 1979: Goods or products are the main limitation as per the act of goods act
1979 (Hallahan, Kauffman and Pullen, 2011). The act was mentioned that are conducted
by the parliament of the UK which regulates the commercial law in respect of goods that
are sold and bought. The act is made by the set of formation of the contract. The contract of sale,
capacity to buy and sell, and ascertainment of price, agreement to sell at valuation, condition and
warranty are the core element of this act.
The consumer protection from Unfair Trading Regulations act, 2008:Consumer
protection act is the regulation that is a general duty not to trade unfairly therefore being honest
and fair to all customers. Consumer protection act is mostly practices on price claims, product

information,competitors, and sales methods and as well as sales services. The legislation is
providing the rights of consumer to search, choose and selection of products.
Use of voluntary codes and conditions:The voluntary code of advertising practice in
business is the one of limitation of the marketing process of activities for business. The major six
issues are mentioned in this section.
1) Decency
2) Truthfulness
3) Health claims
4) Safety
5) Children, and
6) Environment claims
TASK 2
P3 Marketing research for plans
Tesco and M&S companies conduct research for develop market plans. Marketing
research is any organised efforts to gather information about target markets or customers. It is a
very important component of business strategy. Under market research, the organisation uses
Primary research more than Secondary research (Krishna and Schwarz, 2014). Primary research
is gathering information through new research. This data can be collected in either a quantitative
or qualitative format way. Quantitative research is numerically based therefore under quantitative
research have
Survey: this is a formal or official examination of the particulars of a product made in
order to ascertain condition. Example of a survey is postal survey that is when John Lewis sends
a survey form to the address of potential customers who complete the form and send back in a
pre-paid envelope.
Observation: Watching how consumers behave and provides many insights. Observation
works well whereby the staff of the organisation sits outside a shop and watch how many people
walk by, look at the window display etc. Usually this days electronic bars that count the number
of people are now being used by many organisations (Leary, 2016).

Qualitative research focuses on customer feelings and opinions on a product or service.
Under this research we have
Interviews: this is a conversation between two or more people where questions are asked
by the interviewer to elicit facts or statements from the interviewee about a certain product.
Example an interview is depth interview which involves a researcher accompanying the
customer on a shopping trip in store
Force groups: Groups of potential customers are brought together to discuss their
feelings about a product or market. Focus groups are a good way of getting detailed information
about customer tastes and preferences.
P4 Marketing research for marketing plan
Marketing is the process of developing and implementing a plan to identify, anticipate
and satisfy consumer demand, in such a way as to make a profit. The two main elements of this
plan are market research to identify and anticipate customer requirements and the planning of an
appropriate marketing mix to meet these requirements. Market research involves gathering and
recording information about consumers, market, product, and the competition in an organised
way. The information is then analysed and used to inform marketing decisions (Louviere and
et.al., 2013).
Marketing planning
Marketing planning can then be used:
 To assess how well the organisation is doing in its markets.
 To identify current strengths and weaknesses in these markets.
 To establish marketing objectives to be achieved in these markets.
 To establish a marketing mix for each market designed to achieve organisational
objectives.
Tesco and M&S companies carry out marketing to find out about the sort of service that
their customers and clients require in order to create an appropriate marketing plan (Marshall,
2012).
SWOT analysis:
Strengths:

 They will not have a lot of competition due to how unique it is. Each event has its own
different theme which means that the company can reach out to lots of different people;
they cater for all different types people.
 The tickets are affordable for everyone; the company makes a good profit without
charging extortionate prices.
 No other company is quite like them
Weaknesses:
 The company is very out there in the way they expect people to dress, this could be quite
daunting to certain types of people so they might not bother going.
 Rumpus parties only take place in London which means they do not take advantage of the
fact that other people in different regions would want to go to their parties, they could
expand to other big cities. The business only appeals to a particular age group which means they are missing out on
a potential rise in profits
Opportunities:
 They could start catering for children, for example by having an earlier start time,
serving no alcohol and only allow under 18s in to keep them safe.
 They could expand to other areas of the UK or even beyond.
 They could offer ‘calmer’ themes that are not so daunting for people
Threats:
 Due to geographical restrictions people may not be able to justify spending money on
travel and costumes which can be very costly (Masterson, and Pickton, 2010).
 With all companies, competition is always a threat that could affect the business this
TASK 3
P5 Groups and customers targeted for products
A customer is an individual or an organisation that a marketer believes will benefit from
the goods and services offered by the Tesco and M&S company. A consumer is an individual
who buys products or services for personal use. A consumer is someone who can be influenced
by marketing and advertisements (McGivern, 2013). A buyer is an individual or group which
agrees to own a good or benefit from a service in exchange for money or other consideration

under a contract of sale. The difference between them is that a buyer is an individual or business
that makes a purchase whereas a consumer is a person who uses a product or service. The
consumer is often called an ‘end user’ because the user does not usually have to buy the item or
sell the item to another party. Businesses segment customers in a variety of different ways
including; Existing customers, Former Customers, and Potential Customers. Businesses also use
systems to identify and reach their target groups. The two main systems they use are ACORN
and MOSAIC. ACORN stands for ‘A Classification of Residential Neighbourhoods’. It is a
segmentation tool which categorises the United Kingdom’s population into demographic types.
ACORN analyses significant social factors and population behaviour. The purpose of this is to
provide an in-depth understanding of the different types of people across the UK. MOSAIC is
UK based system by Experience used to classify UK households. It is a geodemographic
segmentation system which is a technique for discovering whether the individuals of a
population fall into different groups by making quantitative comparisons of multiple
characteristics.
TASK 4
P6 Marketing mix for new product and services
Tesco and M&S company use marketing mix. Marketing mix is commonly known as the
4Ps: product, price, place and promotion (McKenzie-Mohr). These are controllable element and
it importantly use when determined and adjusted until the right combination that serve the needs
of the product’s consumers.
A marketing mix deals with the way a business uses the ‘Four P’s’ known as price,
product, place and promotion. It is used to market and sell the business’s product. The reason it
is called a mix is because each element (ingredient) affects the other and overall must be suitable
to the target market.
 Price refers to how much the customer would pay for the product/service.
 Place refers to how the product/service is distributed to the customer.
 Product refers to the product/service itself that the customer would purchase.
 Promotion refers to how the product is marketed to persuade customers to purchase

CONCLUSION
From the above report it has been concluded Tecso and M&S company apply different
tools and techniques for their product and services. Marketing is a important function for Tesco
and M&S companies for their businesses. It is become increasingly important to success in
modern business economy. Tesco and M&S company use different tools and techniques which
support to understand and evaluate marketing activities. It helps to develop pricing strategies for
products and services.
Online
Introduction to Marketing. 2013. [Online]. Available through
<https://www.edx.org/course/introduction-marketing-ubcx-marketing1x>. [Accessed on
6th June 2017].

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