Marketing Essentials Report

This report provides a detailed analysis of Tesco Mobile's marketing strategies. It begins by outlining the roles and responsibilities of a marketing manager, including brand development, competitive intelligence, and public relations. The report then delves into the marketing process, covering situational analysis (SWOT analysis), marketing strategy, and the marketing mix (product, price, place, promotion). A case study of Tesco Mobile is presented, examining its current marketing situation, internal and external analyses, objectives, and strategies. The report also discusses segmentation, targeting, and positioning, as well as tactics and actions for implementation and control. Finally, the report concludes with a summary of Tesco Mobile's marketing efforts and recommendations for future strategies.

Marketing Essentials
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Marketing Essentials
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Marketing Essentials
Contents
The roles of the marketing manager............................................................................................................3
The roles and responsibilities of marketing influence and interrelates with other functional departments. .4
Marketing Essentials...................................................................................................................................5
Marketing concept...................................................................................................................................5
Production concept..............................................................................................................................5
Product concept...................................................................................................................................6
Selling concept....................................................................................................................................6
Marketing concept...............................................................................................................................6
Societal concept...................................................................................................................................6
Marketing process overview....................................................................................................................6
Situational analysis..............................................................................................................................7
Marketing strategy...............................................................................................................................8
Marketing mix decision.......................................................................................................................8
Implementation and controls...............................................................................................................9
Part 2...........................................................................................................................................................9
Executive summary.................................................................................................................................9
Company overview................................................................................................................................10
Current marketing situation analysis.....................................................................................................10
Internal analysis.................................................................................................................................11
External analysis................................................................................................................................11
SWOT analysis..................................................................................................................................11
Objectives..............................................................................................................................................13
Strategy.................................................................................................................................................13
Segmentation, targeting and positioning................................................................................................15
Tactics and action..................................................................................................................................17
Budget...................................................................................................................................................17
Control...................................................................................................................................................18
Conclusion.............................................................................................................................................18
References.............................................................................................................................................20
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Marketing Essentials
Marketing concept
The concept of marketing mainly deals with the attributes of the market. It actually focuses on
the target markets and delivering the value of the product better than the competitors in the
market. The production of the products, the selling of the product, the demand of the customers
etc. are the parts of marketing. In this scenario the marketing concept believes the pull strategy
where the companies are suggested to make strong brands in order to attract the customers.
Starting from the production of the product to the promotional strategies everything is included
in the marketing part (Sharma, 2017).
Marketing process overview
There are different marketing processes depending upon which the companies take their
marketing strategies. Tesco Mobile is one of them. It can be said that this tour and travel
company has followed all the marketing process in order to seek success. The different
marketing processes are as follows,
The first step of any marketing process is the mission of the company. In this initial stage the
company identifies the reason of being there in the market. It means that the company set their
goals and objectives in this stage. Suppose for example, Tesco Mobile has planned to capture the
entire market of tour and travels. Their main motto is to satisfy the customers or the tourists in all
possible way.
The most crucial part of marketing processes is objectives. It can be said that the company must
make their own objectives to achieve the organizational targets with ease. Objectives are the set
of goals that is set by the management of the company and the employees must work according
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Marketing Essentials
to the objectives. Here Tesco Mobile has its own objectives in different fields of the business.
Their main objective is to capture the major portion of the market.
Production concept
Production concept mainly depends on the criteria of the customers. The customers mainly favor
the products those are widely available. It is the most operation oriented concept than any other.
Product concept
The customers always favor to buy the quality product. The performance and the innovative
features of the products play a vital role in this scenario. The loyalty of the customers lies where
the supply of the product is huge and the customers are responding to it.
Selling concept
The customers will buy the products if the company sells the product. It is very simple that the
demand of the customers actually wants more products in the market. It is to say that the
company must not concentrate on selling the product only. It is necessary for the company to
focus in the marketing part as well.
Societal concept
It mainly focuses on the needs and the values and delivers the product better than the rival
companies. In this case the needs and the demands of the customers are taken under the matter of
concern and at the end the products are delivered.
Situational analysis
In this part of the marketing process the external and the internal analysis of the company are
done. Tesco Mobile has its own strengths and weaknesses. These are the parts of the internal
analysis of the company where the strengths and the weaknesses of the company are known
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Marketing Essentials
effectively. The external analysis includes the opportunities and the threats of the company. This
analysis is mainly done in order to expand the business and to know the movements and the
strategies of other competitors. Situational analysis actually includes the SWOT analysis
depending on which the features of the company and the opportunities of expanding the business
can be known (Expanding opportunities for women entrepreneurs, 2008).
Marketing strategy
Another part of the marketing process is the strategies of the company. A particular company can
set their strategies depending on the objectives. It is so because the strategies are built just to
achieve the organizational targets and the objectives are the semi parts of the targets. Pricing,
product, promotional activities are the part of strategy. Moreover, marketing strategies include
the process of targeting the perfect customers for the business. It helps the business and its
products to reach the desired customers in the most effective way.
The roles of the marketing manager
In the environment of the company there are many managers who help the employees to work
freely in the company. Among them the marketing manager plays a vital role in the field
marketing. There are few roles of the manager by which the company is able to deal with the
customers of the market (Bogomolova, 2011). The roles are as follows,
Brand development
The initial duty of the marketing manager is to develop the brand of the company efficiently. If a
company comes into the market new, then the marketing managers take active part to promote
the brand of the company. Here in this case the marketing manager of the Tesco Mobile has
taken all the responsibilities to promote the packages and the servitude of the company. The
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Marketing Essentials
customers in the market will get to know about the packages and the exciting offers by the
activities of the marketing manager only. Brand development is very crucial if a business want to
capture the main portion of the market. The promotion of the brand must be effective enough in
order to put impact upon the minds of the people. The brand actually says about the mission of
the company. So it is very necessary from the organization’s point of view (Munger, 2013).
Competitive intelligence
This is the capability of the marketing manager which is must for every marketing manager. It is
justified that the company has many rivalry in the market that are willing to grab the market with
their servitude. So in this case a proper plan and intelligence of the managers can help the
company to maintain the position in the market. Competitive intelligence of the manager actually
helps the company to take part in the competition in the market environment with the other
companies. This can be taken as one of the strategies of the company. The feedback from the
previous experience, the current market position of the company plays decisive roles. That is
where the success of the competitive intelligence lies.
Public relation
The fact of public relation is very crucial according to the organizational point of view. It can be
said that the public relations are mainly built just to maintain the right communication with the
right employees. The relation among the employees of the organization, the relation among the
employees and customers of the business are also maintained in order to maintain a proper public
relation.
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The roles and responsibilities of marketing influence and interrelates with other functional
departments
The roles and the responsibilities of the marketing influence and the roles are interrelated with
other functional department as well.
Monitoring and managing the social media
This is a perfect example about the roles of the market influence. In today’s generation social
media has been the best platform to be used as the marketing. The posts and the deals that are
made online are handled by the marketing influence only (Aaker, 2013).
Internal communication
The communication with the employees and the management of the company are maintained by
the influence manager here. It is obvious that setting a perfect communication system inside the
organizational environment can make the organization effective in the field of the business.
Conducting the customers
The customers of the business are conducted and handled by the influence manager. It can be
elaborated from this scenario the customers of the business get all the offers and the features of
the packages are gained from the influenced manager only. These are all the roles of the
influenced managers and the organization takes the full benefits of the servitude of the manager
(Donoghue, 2013).
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Marketing Essentials
Marketing mix decision
Marketing mix decisions are the decisions that decide launch of a new product in the market. The
products are launched in the market based on a few facts. Moreover, with the help of marketing
mix analysis, Virgin can meet their desired goals and objectives.
Pricing
The pricing strategy of the product must be made according to the customers. There are different
customers in the society so before setting the price of the products it is necessary for the
companies to gain knowledge about the financial condition of the customers. So, Virgin airline
needs to provide low price service to attract the customers. British Airways Plc is a strong
competitor which provide expensive service to their customer which is a golden opportunity for
Virgin airlines.
Product
The products of the business must be in accordance with the demands of the customers. It can be
said that the companies produce the products keeping the demand of the customers in mind. So
the products must be made that will fulfill the demands of the customers of virgin airline.
Consequently, Virgin airline needs to provide high quality service to retain the customers as
similar as British Airways Plc which is a strong competitor, provide expensive but poor quality
service to their customer. Thus Virgin should grab this a golden opportunity for development.
Place
The place of the company may play a vital role in the field of the business. The place where the
company is must be surrounded with desired customers. This will make the products of the
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business to be sold more efficiently and the business will be able to make a continuous run in the
market field. Virgin airline is based on Australia but they have passengers across the world. So,
Virgin needs to provide high class service than British Airways to sustain in this competitive
airline market.
Promotion
This is the most crucial fact in the market in mix concept. This is the part where the promotions
of the business products are done. It means that this is the part that helps a particular product to
reach the concerns of the customers of airline sector. After knowing about the product the
customer approaches to buy the product in order to fulfill the satisfactory level of him or her.
Thus, Virgin should promote their service quality through online media. In other words, in order
to beat British Airways, the management of Virgin should implement online marketing strategy
as promotional strategy.
Implementation and controls
The implementation and control of the marketing plan is a process which ensures the
achievements of the strategic objectives of the company. It actually includes the different
activities of the employees of the company. Controlling the marketing plan, evaluation of the
marketing activities, and recording and reporting of deviations to the management are the main
features of implementation and controls (Gagliardi, Brouwers and Bhattacharyya, 2014).
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Part 2
Executive summary
In this part of the report a clear elaboration of Tesco Mobile is given. All the marketing analysis
and the objectives of the company are given here with details. Tesco Mobile is basically a tour
and travel company that arranges many tours in different part of the world. In some ways it have
been seen that the company faced some difficult situations and the competitors have captured the
market. In this scenario the company needs a perfect market analysis and few strategic plans in
order to regain the position in the market.
Company overview
Tesco Mobile is a tour and travels company that has many branches in different part of UK. It is
a renowned company and has arranged many tours in different location of the country and
outside the country. The packages and the features of the packages have made the company more
interesting from people’s point of view. Standing in this scenario the company want to spread the
business and wants to be effective among many companies in the markets of UK. It can be said
that there are various stages where the company has maintained its uniqueness and there are
various stages where the company needs to be improved. Anyhow the company wants to spread
the business to a bigger range and that is why they are working hard to be more perfect ion the
field.
Current marketing situation analysis
This marketing analysis of the business actually says about the situation of the business in the
market. It also gives the information about the market and the demands of the customers. It is
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Marketing Essentials
necessary for every business to reach the customer in order to know their criteria and demand
from the business’s point of view. Moreover, the movements of the competitors in the markets
are the main matter of concerns for the company. Tesco Mobile has taken all the strategies to
know the movements and plans of the rival companies. It will help the business to reach the
desired goal in an effective way.
Internal analysis
Internal analysis of the company includes the analysis of the company’s strengths and
weaknesses. These factors of the company help the company to know about the potential
capability of the company. Internal analysis of the company also gives the information about the
employees of the company in the organization. The planning and the resources of the company
can be known through internal analysis (Cadle et al., 2014).
External analysis
External analysis of the company tells about the opportunities and the threats of the company. In
this scenario the company comes to know about the field where the company has opportunities to
spread the business. Threats are considered to be the competitors of the company those are ready
to capture the market if the performance of the company breaks down. Here in this case Tesco
Mobile needs to know every single aspect in the market in order to expand the business. It may
also help Tesco Mobile to know about the potential capabilities and movements of the rival
companies as well.
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Marketing Essentials
SWOT analysis
SWOT analysis is just the combination of the internal and the external analysis of a company. In
this scenario the strengths, weaknesses, opportunities and threats are described through different
elaboration.
Strengths
The strength of the company can be its structure. The employees of the company and the
management department of the company can make the company strong by their performances.
The objectives and the goals of the company can be reached with ease if the performance of the
organization is good. The main strength of Tesco Mobile is their exciting packages and the way
they handle the tourists in different tours are their strengths. These characteristics of the
company can make the impact of the company better in the market.
Weaknesses
The weaknesses of the company can be different. There are many places where the company
may have their weaknesses. They may have the weaknesses in the organizational structure. They
may have inefficient employees and the communication system in the organizational
environment can be the weaknesses for the company. Tesco Mobile mainly has their weaknesses
in the communication system. It means that the tourists often need to communicate with their
families back in home. In this case, the company hasn’t show effectiveness in order to maintain
the accurate communication system (Jenks, 2011).
Opportunities
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