5MK006 Marketing Plan: Executive Summary Report and Analysis

This report provides an executive summary of a marketing plan, detailing its various components. It begins with an introduction highlighting the importance of marketing plans for businesses like Tesco, a multinational corporation introducing a new fizzy drink. The report then outlines the organization's mission statement and objectives, followed by a situational analysis using SWOT analysis to identify strengths, weaknesses, opportunities, and threats. Market analysis includes consumer demographics and market share trends. The marketing strategies section covers objectives (marketing, financial, and societal), core target markets, and positioning strategies. The marketing mix (7Ps) is discussed, including product, price, place, promotion, physical evidence, process, and people. A promotional and communication plan is presented, along with planning budgets and forecasts. Finally, the report addresses implementation, monitoring, and control aspects of the marketing plan, including annual plan control and profitability control.

5MK006
MARKETING
PLANNNING

EXECUTIVE SUMMARY
This report present a brief overview about how marketing plan is implemented,
monitored and is to be present in market. Also, decision making depends upon how well plan has
been prepared and to achieve this SWOT Analysis has been used so that market situations are
known in better way. Moreover, this report carries brief knowledge about planning forecast and
discussion about market. How product is developed, marketing control and its techniques are
also important which are needed to be used while developing plan in firm. Thus, marketing mix
and strategies give a boost to plan for actual course of action.

Table of Contents
5MK006 MARKETING PLANNNING..........................................................................................1
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................5
SECTION 1.....................................................................................................................................5
Organisation mission statement.......................................................................................................5
SECTION 2.....................................................................................................................................6
Situational Analysis.........................................................................................................................6
Section 3 - Market Analysis............................................................................................................7
Section 4 - Marketing Strategies......................................................................................................8
SECTION-5.....................................................................................................................................9
Marketing mix.................................................................................................................................9
SECTION-6...................................................................................................................................10
Promotional and communication plan...........................................................................................10
SECTION- 7..................................................................................................................................11
Planning Budgets and forecasts.....................................................................................................11

...................................12
SECTION 8...................................................................................................................................14
IMPLEMENTING, MONITORING AND CONTROL................................................................14
Explain implementation of plan.................................................................................................14
Explain how monitoring sales and other activities will be planned..........................................14
Explain marketing control types relevant with plan..................................................................15
Annual Plan Control:.............................................................................................................15
Profitability Control:..............................................................................................................15
CONCLUSION..............................................................................................................................16

INTRODUCTION
Marketing plan is essential for every business to face competitors and rivals in proper
manner. It is a time consuming process but effective which is used by most of the firm to gain
competitive advantage within the firm. Tesco, a leading multinational corporation headquartered
in UK. Enterprise deals in variety of products such as cosmetics, apparels etc. They operate their
functions and operations at global level. They are planning to introduce new product which is
named as fizzy drinks. To develop this product in appropriate manner they need to have
structured marketing plan which is going to assist them in their decision making. This report
includes mission, aims, situational analysis, market analysis, marketing strategies, marketing
mix, promotional and communication plan, planning budgets and forecasts, implementation and
monitoring & control.
SECTION 1
Organisation mission statement- Main mission of Tesco is to deliver customer
satisfaction by providing them with high quality of products. It is important to have mission
statement because it helps in achieving goals as well as objectives in proper manner (Magalhães,
2020).
Objectives/aims- Main objective of Tesco is to deliver quality of products with cheaper and
affordable price.
 To be the leading supermarket in retailing sector
 To acquire larger customer base so that profit and sales revenue increases.
 To provide service to users 24 hour and maintain customer relationship management.
 Objective is to have a strong customer base in market so that they run their business
smoothly (Hollensen, 2019).
To achieve their objectives and aims, Tesco is changing their marketing strategy so that
decision making is done appropriately regarding the business and products.
Mission marketing statement- To evolves with innovations and inventions and change
retail sector.

The mission marketing statement is being taken because it helps Tesco to prepare
marketing plan for their new product which is fizzy drink. By adopting and making marketing
plan in proper manner they will be able to develop their product easily. Both mission as well as
objectives is crucial as they help in achieving the desired common goal and motivates others to
achieve within a period of time.
SECTION 2
Situational Analysis
SWOT Analysis
It is framework which is used by enterprises to determine as well as identify their internal
capabilities and factors which affect their business and slow down growth as well as
development. In relevance with chosen firm, management of entity use this so that decision
making is done properly. Also, to conduct this accurate market information is required so that
result is known effectively (Dib, 2018).
Strength
 Tesco main strength is that they are the
leading and well-known brand which
makes it different form their competitor
and rival (Winston, 2020).
 They do also have loyal customers
because of which their base is strong in
the market and this also results in
increase of goodwill in market at wider
level.
 Tesco is diversified company which
attracts large customers in market with
positive outcomes.
Weakness
 There are many stores of Tesco which
are not performing properly due to
which their profit margin is decreasing
at rapid level
 Ethical issues are faced by Tesco such
as child labour, giving less than
minimum wage etc. This has affected
the marketing of their product at larger
level.
 Government rules and regulations are
changeable and dynamic which makes
it difficult for selected brand to acquire

Opportunity
 Enterprise has the opportunity to adopt
joint venture through which it becomes
easier to run the business in smooth
manner.
 They are developing new product
named as fizzy drinks which can raise
their profit scale at high.
 Also, they might gain profit firm their
new market sector which is technology
by implementing effective smart
devices.
Threat
 As competition is rising, Tesco is
competing with big brands such as
Walmart, Carrefour etc. are targeting
Tesco to get their business down by
merging up rivals or other competitors.
 Due to implication of Brexit, various
police and procedures are imposed by
government which is being considered
as threat (Engelbrecht, 2019).
After a brief analysis of above matter, it is examined that situational analysis is important
which is to be considered priority so that market situations are known so that challenges are
faced in effective manner. So, SWOT Analysis has been used as tool to analyse the situation and
events in market in proper way (Verma, 2019).
Section 3 - Market Analysis
 An overview of consumer demographics: Demographics factors related with age, sex,
family size and phase of life, the age of salary, occupation, instruction, social class, and
so on. The data got from the utilization of the Club card related to the information of a
similar client, enabling the Tesco to order clients better and be set available dependent on
their particular needs. For instance, stores Tesco Finest made for purchasers with
progressively discretionary cash flow for utilization, dissimilar to the stores Tesco Value
focusing on low pay buyers with more noteworthy affectability to value. Company which
is Tesco has specifically, targets both men and women at international level considering
their income level that belongs to middle and low level of earning.
 An overview of market share & trends: This measurement shows the piece of the pie of
markets in Great Britain from August 2012 to August 2019. In the 12 weeks to August
11, 2019, Tesco's piece of the overall industry remained at 27 per cent. On the other
hand, if it is talk about the trends adopted by Tesco then Reason for existing is the new
digital. A true design is presently as significant as computerized to the up and coming age

of clients. Brands that have a reason have all the more importance according to buyers.
As Tesco begin putting reason at the centre of their business, they should reconsider a big
motivator for they and characterize the business model required to convey it.
Section 4 - Marketing Strategies
Objectives
Marketing:
 To enhance the utilisation of search engine optimisation in promotional strategies to
enhance sales by 20%.
 To improvise the customer base by engaging then among social media campaigns.
 To increase competitive advantages through digital marketing strategy (Büyüközkan, 2019).
Financial:
 To enhance attractive economic value added (EVA) performance of Tesco by utilising
financial ratios.
 To deliver high returns on investment which is made by shareholders with the help of
more diversified revenue base.
 To improve Tesco’s revenue and profit by 5% in 10 months.
Societal:
 To deliver the products to customers in reasonable prices.
 To contribute 2% of the profit in social welfare and better environment.
 To follow all the provisions of quality so that no compromise takes place while serving
customers with products and services (Bellver, 2019).
Core target markets: Tesco target clients who get nominal pay with small kids. Be that as it
may, it despite everything targets different fragments like these individuals who are
progressively inspired by the quality. So Tesco targets individuals who need something sensible
as far as quality and cost too.
Basis for competing: Primal competing strategy is High Brand an incentive for the business-The
income for the tasks of this association has broadened in 75% covering the nations in Europe,
Asia and Ireland in the last financial year.

Suggest desired positioning strategy: In present context, strategy that can be adopted by
Tesco is experiential positioning which mainly to target its customers for its health and beauty
range of products. Multi-segment positioning is an alternative type of positioning used to target
several segments at the same time with different products (Cruz, 2019).
SECTION-5
Marketing mix
Marketing mix is the integration of product, price, place and promotion. It has been
described as the marketing tool which assists business firm in accomplishing marketing objective
in stipulated period of time. The business organisation uses this strategy for promoting the
products and services at marketplace. In context of TESCO, the manager adopts this strategy in
order to gain goal and objective in stipulated period of time. It also helps in increasing brand
value and reputation of company in front of customer (Dost, 2019). They make products which
are named as health phish for providing health benefits to its customer in order to retain them for
longer period of time. It also increases sales as well as profitability level in future time period.
The 7ps which is adopted by TESCO is going to be mentioned below:
Product: The product is the thing which is offered to its customer in order to satisfy
them. They offer superior quality products and services to its user at affordable cost for retaining
them for a longer period of time. It aids assistance in increasing sales as well as level of
profitability in future time period. The manager of TESCO offers innovative and unique products
as per the needs customer at marketplace. They offer health phish to its customer as per their
needs (Jindal, 2020).
Price: Herein, the manager makes effective strategy, policies as well as procedures in
order to increase the knowledge regarding superior quality products as well as services to its user
at relatively less price. Therefore, the supervisor of TESCO focuses on satisfying the
requirements of customer in order ot gain competitive advantage over rival firm at marketplace.

Place: Place is considered as a process in which distribution of products conveniently to
its customer. It increases brand value and reputation of company in front of customer at
marketplace. It increases sales as well as profit in future period of time.
Promotion: There are different promotional technique such as advertising, sales
promotion, publicity and many more in order to promote products and services for attracting
large number of customer in the market. They want to attract customer towards their product
which is named as health phish.
Physical evidence: In this process, it is the outlet form which the manager of TESCO
provides products and services to its user during the period of time. It helps in increasing sales
and profit in upcoming period of time (Juska, 2017).
Process: Herein, the process is the range of series which is used for offering products to
its customer at affordable cost. They want to retain them for a longer period of time in order to
boost brand value and reputation of company in front of customer at marketplace.
Person: The person is considered as an employee or staff of company. The manager
provides effective training to its employees in order to serve the customer in better way. In
context of TESCO, the manager focus is to attract customer towards their products which is
named as health phish (Iliev, 2019).
SECTION-6
Promotional and communication plan
Marketing communication plan can be said to be a strategy which helps in informing the
target customer audience about the product as Willis services provided by the company. It is
important to incorporate various communication mix into this plan in order to promote the
product or service. There are a number of ways through which the product and services can be
promoted as well as communicated to the target audience. The communication mix and
promotional strategy of Tesco is mentioned below:

Advertising- advertising refers to marketing communication which is sponsored by a
particular sponsor, a non-personal message for everyone using it in order to promote as well as
sell the product or service. There are various ways of advertising used. The traditional ways of
advertising include newspapers, magazines, television, radio, billboards and hoardings and so on.
All these methods are effectively used by Tesco in order to make sure that their products and
services are communicated to their customers effectively. Some of the modern ways of
advertising are outdoor transit, direct mail, catalogues, online and. Tesco uses a combination of
both traditional as well as modern ways of advertising in order to communicate their products
and services in the market to their target audience (Grzegorczyk, 2016).
Sales Promotion- Sales promotion can be said to be a process through which marketers
influence and persuade their potential customers to buy the product. It is often called as a plan
which is designed in order to boost the sales for a short time period. They are not eligible for
building long-term loyalty with the customers. There are a number of ways through which Tesco
uses sales promotion to increase its sales. Some of the methods of sales promotion used by Tesco
are money off coupons, discount vouchers, loyalty cards, free gifts, offering samples of product
and so on (Patil, 2020).
Online and digital marketing- online as well as digital marketing promotion refers to
using internet and connected devices to engage the customers while promoting and advertising
the product so services of a company online. It is often seen that Tesco uses online marketing,
webvertising as well as e- marketing in order to market its products to the customers. Online
marketing is helpful as it reaches a huge number or population at a time. Digital marketing
actively seeks customer content through their web searches and help in reaching the targeted
customers. The world is moving towards digital media and it is important for companies to use
digital platform for advertising
Other Promotions- Other than the categories mentioned above there are various other
ways through which companies can effectively promote their products and services in the
market. Company uses public relation, causes and charity in order to enhance their brand name.
This is also a professional promotional strategy used by company which could spread awareness
about their brand along with a positivity attached to it. Tesco uses a number of such techniques

to effectively promote its product and services in the market to the potential customers. For
example- They are promoting fizzy drinks through professional gym and trainers.
SECTION- 7
Planning Budgets and forecasts
 Plan sales forecasts
 Plan project profit and loss statement