Unit 2 Marketing Essentials: M&S and Tesco Marketing Analysis

This report provides an overview of marketing essentials, focusing on the roles and responsibilities of the marketing function within organizations, and how it interrelates with other business functions. It examines the current marketing trends adopted by Mark & Spencer, a multinational retailer, and analyzes the significance of marketing in meeting organizational goals. The report delves into the elements of the marketing mix (product, price, place, promotion, people, process, and physical evidence) to achieve overall business objectives, comparing and contrasting the strategies of Mark & Spencer and Tesco. Furthermore, it evaluates a basic marketing plan, offering insights into how companies can develop and implement effective marketing strategies. The report is a comprehensive analysis of marketing principles and their practical application in the retail industry.

UNIT 2 MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO-1.................................................................................................................................................3
Marketing overview....................................................................................................................3
Describing the roles and responsibility of marketing function ..................................................4
Explaining the interrelationship between marketing and other functions...................................5
Analysing the significance of the marketing and other organizational functions in meeting
common goals. ...........................................................................................................................6
LO-2.................................................................................................................................................6
Explaining the elements of marketing mix to achieve the overall business objectives of Mark
and Spencer and Tesco................................................................................................................6
LO-3.................................................................................................................................................9
Marketing plan ...........................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing essential is the process which is used by the company to identify the opportunities and
gaps and helps the leaders to take decisions. The chosen firm of the report is Mark & Spencer is
the multinational retailers which deals in selling clothing, food and home products. The study
will explain the roles and responsibility of marketing and how they are interlinked with other
functions under the organizations. It will further present the marketing mix that is used by mark
and Spencer to achieve overall business objective. Lastly the report will evaluate a basic
marketing plan.
MAIN BODY
LO-1
Marketing overview
Marketing is the process of activity which is taken by the company for buying and selling its
products and services. Marketing performs various functions that are related to advertising,
selling and delivering the products to the customers. Mark & Spencer is the public limited
company that is situated in London which sells the products and services like food, clothing and
home (Appel and et.al., 2020).
Current marketing trends adopted by Mark & Spencer are:
Internet marketing: It is the trends which is related to marketing of services and products using
digital application like apps, advertising etc. by seeing the current trend company is already
engaged in internet marketing. The company uses Facebook to increase its presence globally by
focusing on paid sponsorship campaign.

Media marketing tactics: There are different marketing strategy that is adopted by the company
for promoting their products. Current marketing tactics are related to creating content, managing
and creating social media channels and appointing bloggers to promote them.
Future marketing trends of Mark & Spencer
Societal: For their future trends company want to work towards achieving the social
responsibility that are related to welfare of public and their customers.
Ethical in marketing: This is an important trend that is adopted by the company to generate the
interest of customers by creating a good relationships and values that also includes social and
environmental thought (Azhar, Prayogi and Sari, 2018).
Describing the roles and responsibility of marketing function
The primary role of marketing is related to buying and selling of the goods and services by
keeping in mind the needs of customers (Role of a Marketing Department, 2021). The roles and
responsibilities of Mark and Spencer for their marketing function are collecting marketing
information, transporting goods and filling customers needs. These function is also related to
finding the ways in which company can generate profits and identify the customers needs.
Various key roles and responsibility of marketing function are:
IDENTIFYING THE NEEDS OF CUSTOMERS: The main role and responsibility of
marketing is to find out the needs of the customers. Marketing is the primary function that
focuses on distinguishing wants, attitudes, needs and habits of the customers by examining what
actually the customers want by seeing the data.
ANALYSING THE MARKET INFORMATION: Marketing function is responsible for
making al;l the strategy that is related to promotion or buying & selling goods and services.
Marketing department cannot make policies or strategy without knowing the information of
market that is related to what consumers want at what prices and quality.
EVALUATING REQUIREMENTS OF CUSTOMERS: Rome of marketing is to evaluate the
customers' requirement that will also make them one step ahead from their competitors and helps
them to meet the needs and demands of the customers. For the retailer stores and company it is
like let their customers try the products of them before they buy it and also tell their customers to
give new ideas and feedbacks about their products and services (Thornton, Spencer and Perram,
2019) .

SATISFYING THE NEEDS OF CUSTOMERS: Most important role and responsibility of
marketing is to satisfy their needs of their customers so that they buy their products and services
only. It can also relate to offering them goods and services as value for money.
PROFIT MOTIVE: For every company or business the main role make responsibility is to
make profits. The function is responsible for making new and innovative ways to sell the
products of Mark and Spencer.
As, per the trainee of marketing officer it is the responsibility and role to make strategy that are
made by seeing the current situations of markets. They can be related to processing of goals and
producing objectives of company and customers. The objectives of company are related to
growth in markets by cost saving and profits.
Explaining the interrelationship between marketing and other functions
Marketing function under Mark and Spencer are related to making effective plan to meet the
needs of the customers. In the company it is responsible for promoting and designing the
products to target their customers and market segments (Séraphin and et.al., 2018).
The interrelationship between the marketing and other functions at Mark and Spencer are:
Marketing and production functions: Both functions are related to developing and innovating
new products. Marketing function of Mark and Spencer is linked with the production to satisfy
the needs and desire of the customers by introducing new products. Like both the functions under
Mark and Spencer are concerned with how to innovate and develop existing products to attract
large number of persons. Production function work with marketing to make sure that
organisation are at the path of achieving the objective. Also, they work together to make sure that
they are serving quality product to their customers and to make sure that strategy is made by
seeing the production schedule.
Marketing and finance: Functions are related to making plans by seeing the budget of the
company. The work of finance is to give marketing the details about their budget so that they can
make strategy and plans while conducting marketing campaign according or within the given
cost. Finance department is also responsible for giving the information to marketing related to
cost for conducting the business operations. Further, marketing function also come in contact
with the finance to know what is the current financial position of the company (Schwartz and
Woloshin 2019)

Marketing and human resource: The primary role of human resource is to recruit the right
candidate for right job within the budget of the company. The marketing function is linked with
the human resource to see that all the vacancies are filled on time by selecting and recruiting
right candidate. Also, the work of marketing department is to coordinate with the HR to make
sure that all the new employees are given proper training about the work and to face the
challenge of market. Further the human resource also function to see that all the employees under
the marking department are working in good ans satisfying condition by achieving both
individual and organizational goals.
Analysing the significance of the marketing and other organizational functions in meeting
common goals.
Positive impact of marketing is that it helps the company in innovating and developing the
product that is based on satisfying the needs of customers by creating competitive environment.
On the other side negative impact is that the function related to marketing and advertising cost
lots of money (Ozanne And et.al., 2020).
LO-2
Explaining the elements of marketing mix to achieve the overall business objectives of Mark and
Spencer and Tesco
Marketing mix is the framework that is used by the companies to define its strategies (Marks &
Spencer Marketing Mix (4Ps) Strategy, 2021).
BASIS Mark and Spencer Tesco
Product The product of mark and Spencer are
made by covering all age groups that is
men, women and kids. The company
makes different products for women
that includes jeans, skirts, blazers and
linen. Footwear like sandals, pimps
heels etc. bags and accessories for girls
are sunglasses and beach bags. The
company sells different brands that are
classic, indigo, foot glove and
Company have wide range of
goods and services that includes
clothing, financial services,
foods and accessories. The
product of the company are made
as per the need and preference of
its customers and market
segments. Tesco has its own
brand that include everyday
value, Tesco bank, entertainment

autograph. Mark and Spencer also
have food and wine which are sell at
the time of main course, wine, dinner
and starters. The company sells its
brand products mainly other than
international brands (McGruer, 2019).
and books. It has different type
of stores and all serves the
products according to their types.
Tesco also have special feature
that is selling its products online.
Price Pricing strategy of mark and Spencer
follows competitive pricing strategy.
All the products of the company are
priced according to the high and
medium category that is because of its
premium quality. Mark Spencer also
have to face the world and their
competitor that are online and big
retail players. During seasonal time
company follow dynamic strategy to
offer their customer discounts and to
finish all the old stock.
Strategy of cost leadership is
followed by the Tesco as its
pricing policy. Company offers
low range goods with high
quality products and also uses
best channels for procurements
and economics of scale.
Place It is the international brand which have
1000 stores with 50 countries around
the globe. The company has around 50
or more stores in India. It has his own
website by which the people can buy
products and can also demand for
delivery.
Tesco have around 6900 stores
across 11 countries that are
metro, superstore, express and
extra Tesco stores. Superstores
of the Tesco are large
supermarkets that sells grocers
and small extent of food
products.
Promotion Mark and Spencer uses different
strategy that are made for both
promotion and advertisement that
includes TV ads, social media
Tesco have strong brand image
that are based on low prices. The
promotion activity of Tesco are
based on the channels, social

campaign, print media and mobile ads.
Is also uses its website to promote
their brands and clothes for men,
women and kids. By their website
customers can also find out the tips
that are related to blogs and fashion.
They also perform the loyalty program
for their customers by adding the
points in their account at the time of
shopping and this points can be used
for future purchase at mark and
Spencer (HR, and Aithal 2020). .
media, hoardings and charitable
events.
People Company have around 1000 stores
across the world with around 83000
employees working with them
globally. Mark and Spencer plays
important attention to their employees
by paying them special rewards by
seeing their performance to motivate
them to achieve more for the growth of
company. Also, they have special
offers and discounts for their
employees. The company also provide
different benefits to the employees in
the form of life and health insurance,
share buy etc. they also make different
strategy that are used for promoting
women by bringing female friendly
policies.
Tesco have around 480000
people working with them
globally. The employees of the
company are valued more for the
value and achievement of the
company. Workers are also
encouraged by their leaders to
support each other at thee time of
working.
Process The stores of mark and Spencer are Tesco follow thee process that is

mainly found at urban areas and malls.
It is decorated beautifully with wild
lifestyles and pantaloons etc. all the
brands and clothes of the company are
divided into different floors with
sections that is gifts, flowers, furniture
and home accessories (Dadzie and
et.al., 2017).
related to attaining the market
task. That are used and designed
in a ways by keeping policies in
mind.
Physical evidence Most of the stores of mark and
Spencer are situated in UK and other
in Spain, India, Finland and turkey.
Physical evidence of the company is
its stores.
The physical evidence of the
company is its logo, equipment,
colours and labels that is used by
the Tesco as a profs for its
customers.
LO-3
Marketing plan
Executive summary
The summary will highlight upon the marketing plan that is of cosmetic products which will be
launched by mark and Spencer. The plan will include the company overview along with
marketing objectives that is made by the company. Further it will discuss the swot and pestle of
cosmetic products. It will also reflect marketing mix of the products. Lastly comparative analysis
of mark and Spencer and the body shop is done (Pomering, 2017).
Company overview
Mark and Spencer is the multinational retailer company that is suited in London. It sells different
product that are for all age groups that includes clothing, food and home products. The shares of
the company are listed on the London stock exchange. It has around 78000 employees working
with them globally. It has around 1000 stores in 850 are in UK (Blut, Telle and Floh, 2018).
marketing objectives
 The marketing objective of mark and Spencer for their new product launch is to increase
their sales by 20% till 2022.
 To increase the customer satisfaction up-to 30% in six months.

 To increase it productivity by 15% till the end of 2021.
SWOT
Strength
The strength of the company is that it makes it
products completely innovative from its
competitors.
Good reputation and goodwill of the company
Weakness
The company has poor supply chain as
compared to its competitors.
This cosmetic are mainly for women.
The product of mark and Spencer are high in
rate as compared to other industries
Opportunity
The company has the opportunity to promote
its product online so that it can attract large
number of customers.
The company sells it product across various
countries it has the opportunity increase its
sales faster than compared to other
competitors.
Threats
The biggest threat of mark and Spencer is
taxation that is paid on the goods.
The competitors of this cosmetic already have
new and innovative products
PESTLE
Factors Analysis
POLITICAL The company have to face the taxation policy
with changing government
ECONOMIC Mark and Spencer have to face various
conflicts that are related to small retailers as
their price is low people will prefer to buy
them
SOCIAL The social factors is that it will have new
industry and a massive opportunity for its
cosmetic products.

TECHNOLOGICAL The company has already strong e-commerce
presence as compared to its competitors
LEGAL This factors are related to the laws and
regulation that are to be followed by the
company as per made by the government
ENVIRONMENTAL Company can use environmental friendly and
sustainable products
Marketing mix
Product:- The company is innovating and planning an expansion programme by entering the
new market of cosmetic and skincare products. The offering is made to the highly beauty and
skincare conscious people of the society. The products are highly effective in quality and are
suitable for all the skin types from the sensitive skin to rough and to different skin tones. The
cosmetic products offered are enhancing the outer beauty and the inner self-confidence of the
individual which shall be highlighting the overall personality.
Price:- The prices of the new market offerings are established at the medium level which can be
affordable from the lower to medium income group of the society (Blut, Teller and Floh, 2018).
The company is following the market penetration pricing strategy to assume higher proportion of
the market share. The lower prices help it to develop competitive advantage in the industry as it
is striving to provide quality products at reasonable price to attract customers.
Place:- The product shall be easily accessible by its target market on both the online and offline
modes. M&S shall be creating an optimized company website which shall offer proper
description of the products, online purchasing as well as digitalized payment. Apart from that it
shall also be having the facility of feedbacks and grievance redressed. The offline stores'
availability like at the retail stores, supermarkets and the shopping malls (Pomering, 2017).
Promotion:- The product shall be capturing the market through aggressive tools of marketing
like advertisements, internet ads, digital marketing tools like the search engine optimization,
optimized website and the social media applications. Through these channels the company shall
be reaching wider public.
Comparative analysis

Mark and Spencer The body shop
Product The product is effective in quality and
offers multi-purpose utility.
The products shall be of premium quality
such which is suitable for the highly
sensitive skin type.
Price Market penetration pricing strategy by
offering at lower prices to capture the
market share (Dost, Phieler, Haenlein
and Libai, 2019).
The premium pricing strategy that shall be
affordable for only the high income group
customers of the society.
Promotion Aggressive marketing strategy through
digital marketing tools and online
channels.
The traditional methods of marketing are
followed by the company where the
advertisements are conducted through
print media, over the television, radio and
through banners and the advertising
campaigns.
Place They offer the products and post sale
services both on online and the offline
modes and channels. They have
innovated by using better technology
through which the time, cost and the
efforts are saved.
They offer the products through the offline
or traditional stores and shops to the
customers.
Budget:
Particulars Amount
Social media marketing $5000
Television advertisements $2000
Optimization of the company website $3450
Search engine optimization $850
Print media $200