Higher National Diploma Marketing Process & Planning Report

This comprehensive report, submitted by a student, examines the marketing process and planning within the context of a Higher National Diploma in Business Management. The report is divided into two parts. Part 1 provides an overview of marketing concepts in the 21st century, the role of marketing functions, its interaction with other departments, and an in-depth analysis of the extended marketing mix, using TESCO as a case study. The report evaluates how TESCO's marketing mix contributes to its business objectives and concludes with recommendations. Part 2 of the report focuses on developing a strategic marketing plan, including setting clear and SMART marketing objectives, conducting marketing research for a new product line, and performing situational and competitive analyses using tools such as SWOT, PESTLE, and 5C analysis. It further articulates the new product's value proposition and develops marketing strategies, including a media plan, to support marketing campaigns. The report provides a thorough investigation into the practical application of marketing principles.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
Name:
ID:
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Table of Content
Part 1: Briefing Paper
1.0 Introduction 3
2.0 An explanation of the concept/definition of marketing in the 21st century
3,4
3.0 Description of the role of marketing function with examples from the
chosen organisation 4,5
4.0 An analysis of how the marketing function works and interacts with other
departments 5
5.0 An explanation of the extended marketing mix and examples from selected
supermarket 6,7
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives 7
3.0 Recommendations 8
9.0 Conclusions 8
References 9
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Process
1.0 Introduction
Merchandising is the activity to sell the product with the help of advertising or
promotion . It is the marketing concept of sales of products. Marketing helps
company in increasing the sales . It helps company in advertising the product by
applying the different strategies . TESCO is a multinational retailer company and its
headquartered is situated in Welwyn Garden City , England. TESCO was founded by
Jack Cohen in 1919. TESCO is a multinational grocery company. Company is also
specialized in selling books , clothing , electronic , beauty etc. This report discussed
about the marketing and marketing concept of the 21st century and the marketing
function and its role in the organization . This report also gives emphasises on the
marketing function that interacts with other departments of the company . Further the
report includes the marketing mix and how it helps in the success of the
organization. The second part of this report involve the marketing plan of the
company . It includes that how the strategic marketing plan , clear and smart
objectives help company in bringing the success (Kitchen, 2020). It further discuss
about the marketing research . Situational and competitive analysis on the new
product line which company is introducing in the market. Apart from this media plan
is also discussed that how it supports the marketing campaigns .
2.0 An explanation of the concept/definition of marketing in
the 21st century
Marketing
It is the process of advertising the product of company in a best possible way.
Effective marketing will lead the company to increase the profit because it will
increase companies sales. It is the process of generating awareness about the
product in the market (Solimun and Fernandes, 2018). TESCO follow marketing to
promote their product in the market this will increase the profit of their company .
There are various method which company uses for marketing such as sales
promotion , advertising through media , newspapers and magazines.
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Marketing concept
Marketing concept is the process of analysing the needs and wants of the
customers and make strategies to satisfy the needs of the individual which will lead
to increase the sales and profit maximization of the company . In the 21 st century
marketing concept is used by the companies in all over the world. To achieve the
goals of the organization it is necessary to satisfy the needs of an customer. TESCO
follows marketing concept to achieve the organisational goals and to fulfil the needs
of individual (Gesualdi, 2019)l . TESCO focuses on the needs , wants and demands
of the customers.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Marketing Function Process
Marketing function plays crucial role in the company. It is the study that
define the practice of marketing. It helps company to sell the products and services .
There are many marketing function which helps TESCO in selling their potential
product. Marketing function plays major role in the TESCO.
Role of marketing function in TESCO -
 Promotion – Promotion helps organization in attracting more customers. To
promote the product TESCO uses hoardings, televisions, ads , and charitable
events as promotion. TESCO also uses social media to promote the product .
 Product Management - It includes the management of the product like the
design , structure and improvement of products and services. The manager
of the TESCO make sure that the change in the product meets the needs of
the customer(Meissner and Kergroach, 2021) .
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 Pricing - Price plays a major role in the organizational success. Company
should set the price accordingly so that the customers can buy it without
even thinking .
 Distribution - Distribution planning is one of the important function of
marketing . Without distribution product will not go anywhere. It involves
decision making .
4.0 An analysis of how the marketing function works and
interacts with other departments
Marketing function also helps company in interacting with other departments.
It is the process of proper corporation with other business departments to ensure
business success. Marketing function helps in building a relationship with -
 Production - Marketing department works closely with the production
department to ensure the research and development to fulfil the needs of the
customer. To expand the capabilities of production department, marketing
department started to set the deadlines(Tong, Luo and Xu, 2020). Design and
the quality of the manufacturing item laid down to the consumer .
 Finance Department - To work with finance department marketing
department needs to focus on the accurate budget to reach the needs for
promotion , research and distribution. They are likely to focus on the sales
volume and building market share .
 Human Resource Management - Marketing department work closely with
HRM to make sure about that the skills and development of staff that there
should be proper research and development of products and it also make
sure about the recruitment and training program .
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5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Marketing Mix
It is a set of actions that a business takes to set and build its market product
and service to the customers. TESCO follows 7P's of Marketing. Following are the
7P's -
 Product - Product states what the company is producing to meet the needs
of the customer . TESCO is multinational company which provides food,
cloth , electronic and many more products. TESCO provides a wide range of
product .
 Price - Price plays major role in the success of any organisation . Company
like TESCO reduce their prices without affecting the quality of the product .
This strategy helps company to sale more product. TESCO also provides card
system which provide them discounts and various offers .
 Place - Place refers from where the customers can buy the product. This
can be an physical store or through website , app. TESCO sells their products
with the help of both the patterns that is online as well as offline. Customers
can buy the product from any medium which is suitable for them .
 Promotion - To attract more consumers promotion is the best source. It
requires communication with customers . TESCO promotes their products
through sales promotion , newspapers , magazines , charitable events ,
discounts, offers .
 Physical Evidence - This describes the physical environment which are
experienced by the customer. TESCO physical environment is overall good ,
the stores are clean and attractive(Ferrell and Ferrell, 2020).
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 People - People are the most important part of any business . This refers the
people who are involved in the activity of the business . TESCO employees
are very highly compensated for the work they are doing and also they are
very competent to make a successful organization .
 Process - Right process plays crucial role because every organization wants
to fulfil the goals and this can not be possible without the right process . The
main concern of the TESCO is keep their customer happy . TESCO achieve
the goals of organization by applying the right process.
2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
success of the organisation in meeting their overall
business objectives
TESCO follows 7P's of marketing which helps company in achieving the goals
or to maintain the position in the market. It can be said that the main focus of the
company is on 4p's of marketing(Caliskan and et, al., 2021) . TESCO has adopted the
marketing mix in the environment of the company in the most efficient way.
Marketing mix is the combination through which the company attracts the new
customers and retain the exiting ones . Marketing mix helps in understanding the
business in several ways . It aids in formulation , developing strategies in the
organisation . It helps businesses to pan a successful product offering. It helps in
identifying the requirements of the customers and try to fulfil it . With the help of
marketing mix TESCO focuses on the target audience to sell the product and
service. Marketing mix plays important role in the success of any organization.
Company follow marketing strategy which helps organization in meeting with the
overall business objective. Marketing mix aids to understand the customers in a
better way that what is there needs and what they want.
3.0 Recommendations
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It is recommended to the TESCO that they should focus on the 4p's of
marketing that is product , price , place and promotion. These are the cores that
company should concentrate. These 4p's help company in building their reputation
in the market. TESCO pricing strategy plays an absolute role in the company's
success.
9.0 Conclusions
It is concluded from the above report that , marketing helps businesses in
promoting their product and services in the best possible way. It helps businesses in
an effective way to increase the sales of the company. Marketing concept has also
been discussed in this report , they analyse the individual needs and wants and
make different strategies to satisfy the needs of customers. This report also states
about the role of marketing function in TESCO . It describes that how promotion,
distribution, pricing etc. helps company in selling the products and services . It also
describes that how the marketing function helps company in interacting with
departments like human resource department , finance department, production
department . 7P 's of marketing helps company like TESCO to attract more
customers and how the adaptation of marketing mix helps in companies success .
And at last the recommendation is given to the company related to marketing mix .
References
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Kitchen, P.J., 2020. Marketing communications. In A reader in marketing
communications (pp. 1-9). Routledge.
Solimun, S. and Fernandes, A.A.R., 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.
Caliskan and et, al., 2020. Digital transformation of traditional marketing business model in
new industry era. Journal of Enterprise Information Management.
Tong, S., Luo, X. and Xu, B., 2020. Personalized mobile marketing strategies. Journal of the
Academy of Marketing Science, 48(1), pp.64-78.
Meissner, D. and Kergroach, S., 2021. Innovation policy mix: mapping and
measurement. The Journal of Technology Transfer, 46(1), pp.197-222.
Gesualdi, M., 2019. Revisiting the relationship between public relations and marketing:
Encroachment and social media. Public Relations Review, 45(2), pp.372-382.
Ferrell, O.C. and Ferrell, L., 2020. Technology challenges and opportunities facing
marketing education. Marketing Education Review, 30(1), pp.3-14.
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Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organisational
mission, corporate strategy and objectives 11,12
2.0 Clear and SMART marketing objectives 12,13
3.0 Marketing research to support the new product line launch 13
4.0 A situational analysis 13-18
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis 13-16
4.2 A competitor analysis including the market segments 16
4.3 Sub-segments 16
4.4 Articulation of the new product value-proposition in the eyes of the
customer 17
4.5 Development of the marketing strategies applied to the extended marketing
mix 17
4.6 Setting of an overall marketing budget, including allocation of planned
spend 17
4.7 Tactical actions 17
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
17,18
5.0 A comprehensive media plan that supports the planned marketing
campaign 18-19
5.1 A media budget 18
5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives 18
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5.3 Appropriate digital, offline and social media channels for communication
19
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria 19
References 20
1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
Marketing plan is the strategy that a businesses apply to sell their product and
services in the market. It helps in determining the target market to reach the
organizational goals. Basically it is the process to follow a particular plan with good
strategy to meet the marketing goals (Assenova, 2018). TESCO strategic marketing
planning aids company to differentiate its product from the competitors in the market
by providing better services to the customers. Following are the elements which links
company to its objective-
 Market research – Market research help organization in identifying the nature
of the business environment. It helps TESCO in collecting information about
the target market like customer needs , wants , tastes and preferences and
helps an organization in accomplishing the task.
 Target Market - It is the market in which the company focuses the main.
TESCO target market depends on four elements that is demographic ,
geographic, psycho graphic and and behavioral segmentation.
 Marketing Mix – It is the process from which the company promotes their
brand or product to to attract the customers. This includes the 7p's of
marketing that helps in achieving the organizational goals.
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 Competition - This is the situation in which at least the two or more
organization are involved to obtain the goals or any things in a better way with
each other. This factor help TESCO to identify the competitors in reference to
gain the advantage.
It can be reflect that the marketing plan defines the marketing objectives of a
business with the help of these elements which are discussed above.
2.0 Clear and SMART marketing objectives
Marketing Objective
It is the goal which is set by the company while promoting the product and
services to the customers within a limited time(Tomczak, Reinecke and Kuss, 2018).
This is the strategy to achieve the organizational goals .
Here are the some objectives of TESCO -
 Specific - The goal of the organization should be very specific , concise or
clear so that it can be achieved. TESCO keeps their goal very simple and
understandable so that the result can be in the favor of the company .
 Measurable - Organization should set the goal standard measurable in
order to achieve the targeted result . TESCO sets benchmark to define the
outcome of the organization.
 Actionable - The goal of the organization should be achievable means it
should be realistic and factors that are involved in it is skills , budget ,
resources.
 Relevant - The goal of the business should be relevant on the basis of the
economic conditions and the environment of the business to gain the profit for
the organization. TESCO sets the relevant goals to the business to gain the
benefit of profit.
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 Time bound – Time restriction help organization to complete the task on time
to achieve the organizational goals . For this the marketing objective need to
be specific .
By using the smart and clear objective , company like TESCO is capable to increase
the profitability of the company and the performance of the employees.
3.0 Marketing research to support the new product line
launch
Research plays an important role in achieving the organizational goals. To
launch new product in the market company required to do market research for find
the suitability of the product(Bondarenko and et, al., 2021) . To understand the tastes
and preferences of the customer Is necessary. Company can adopt various method
to do research in the market . TESCO can use the methods like surveys ,
observation to know the taste and preferences of the customers. With the help of
marketing strategies company can do research in the most effective way .
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
SWOT Analysis
It is a planning and management technique which is used to identify the
strengths , weaknesses , opportunities and threats of the business . TESCO is
introducing a new product line in a market and here are the SWOT analysis of
TESCO -
 Strengths - It is internal to the company . TESCO is good in identifying the
environment of the market as it provides goods in the international market.
This is the strength of the company to maintain its high performance while
bringing the new product line in the market(Chitra and Kalaiselvi, 2021).
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Process
 Weaknesses - TESCO is a giant company but the supply chain of the
company is not that much strong. So it may create a problem while
introducing a new product line in the market .
 Opportunities - This is the opportunity for the company as they are bringing
new product line in the existing market by identifying the tastes and
preferences of the customer. This can also help company to attract more
consumers .
 Threats - The competition in the market is very high so it can be threat for
the company to bring new product line in the market. Government policies
can also affect the companies position.
PESTLE Analysis
It is the study of the external factor of the business environment. It is used to
analyze the environment of business in which it operates. Here are the factors -
 Political Factor - This describe the government and government policy
impact on the organization. To introduce the new product line in the market
company can act and work with the UK govt to protect their business by
following their policies and guidelines.
 Economic Factor - A increase in the inflation rate or interest rate can create
an impact on the business financial position. To bring new product line in the
market the company can sell the product on the discount prices to get the
attention of the customers towards the product(Berman and Thelen, 2018) .
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 Social Factor - By providing them best quality goods company can retain the
customers and this will help company in getting good perception about the
product .
 Technological Factor - Company like TESCO can use new technological
techniques to enhance the production of the goods , this will lead to increase
the sales .
 Legal Factor - To protect the company from legal issues, company should
follow all the legal procedures and all the formalities to bring the new product
line in the market .
 Environmental Factor – Company can go for Eco-friendly products to
protect the environment of the society.
5C Analysis
It analyze the environment in which a companyProcess operates. In relation
to TESCO , following are the 5C's -
 Company - it helps company in identifying sustainable competitive
advantage by using VRIO model.
 Collaborations - These are the external stakeholders who team up the
organization. This helps TESCO in promoting the particular product around
all over the world.
 Customers - This help TESCO to reach out to the set of potential customer
on the basis of the size, behavior , pattern.
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 Competitors - This help company in finding out its competitors in the
business industry . They can use the standardized method to analyze the
business environment.
 Context - It reflects those areas of business which affect the business by
using the PESTLE analysis.
4.2 A competitor analysis including the market segments
Competition analysis is the process of analyzing the competitors and to
identify their marketing strategies. TESCO is introducing a new product line and for
that here are the analysis to identify the market segment -
 Demographic segment - TESCO should introduce a new product line
according to the all age group of people and gender .
 Geographical segment - TESCO is a very giant company so it has decided
to divide their product into various regions , countries and cities so it will help
the company in recognizing the tastes and preferences of the customer.
4.3 Sub-segments
TESCO has decided to segment its market on the basis of demographics
where the company will bring the new product line according to the suitability of all
the age groups and genders(Elsharkasi, 2022) . In this ,company also involve all
category of people whether it is low level income group people or high level income
category people. TESCO bring the new product in the market keeping this
perspective in mind .
4.4 Articulation of the new product value-proposition in the eyes of
the customer
It reflects what the consumer will get out of that new product . That's why
TESCO uses the unique selling proposition which helps company to make the
product unique and differ from its competitive brands in the market . This helps
company in motivating the customers to buy this product instead of having an high
product price . Company also provides some offers or discounts to motivate the
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employees to purchase the product . This also increase the reputation of the
company.
4.5 Development of the marketing strategies applied to the
extended marketing mix
Marketing mix is depend on the seven P's that helps organization in executing
the marketing strategies to accomplish the organizational goals. In introducing a new
product in the market , marketing strategies helps organization to attract the
customers towards the brand . Marketing strategies also increase the confidence of
potential buyer.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
Before starting any product the first thing that company do is setting the
budget and how will they allocate in different section to accomplish the project .
Marketing budget is required for promoting the product . It determines all cost that
include advertising , public staff , promotion cost, office4 cost and other costs also .
Marketing budget is calculated to determine the cost for the project to flourish the
business. TESCO sets their budget before starting the project , it includes all the cost
which include all the cost of promotion .
4.7 Tactical actions
Company like TESCO apply certain tools and tactics to achieve the marketing
objectives . It include all the marketing activities such as conducting social media
campaigns, blog post and various method that helps company in satisfying the
needs of the organization . Company develop different strategies to bring the new
product in the market in the most efficient and effective way(Senanu and Anning-
Dorson, 2022) .
4.8 Identifying appropriate control and monitoring measures to
ensure achievement of objectives including metrics to measure
success such as Return on Marketing Investment (ROMI) and
Customer Lifetime Value (CLV)
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 Return on marketing investment - It is used in online marketing to measure
the effectiveness of market campaigns. This is a contribution of profit which
is divided by investments .
 Customer life time value - It is the entire amount of money of a customer is
planned to spend on the business during the lifetime of the business
relationship .
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
Media budget plays an important step in creating an effective marketing
campaign . To create a media plan , TESCO uses different channels to deliver
message , number of impression and creative development specification with the
help of these steps -
 TESCO need to send the request to the media vendors so they would
establish the KPI's .
 This would helps company to link the arrangements to budget line to not
spend so much.
 After than , it would analyze flow chart and allotment.
 At last , this would generate the tracking system to track the purchased
product .
5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
Company like TESCO can reach the marketing objectives by following the
media budget so that it can help company to attract the new customers by delivering
the messages. Media activities help company in increasing the sales. Marketing
strategy helps company to share the correct information about the product at correct
time to the right audience .
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5.3 Appropriate digital, offline and social media channels for
communication
TESCO uses several methods for communication . Following are the some channels
-
 Digital Channel - Company uses different channels for advertising the
product which include email, websites and researching and so on .
 Offline Channel - Offline channels include newspapers, magazines, reports
etc . To communicate with the public .
 Social Media Channel – Company uses various social media channels such
as Instagram , Facebook , linked in etc..
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
 Quantitative research - It deals with the number, logic and an objective
stance . Company uses this method to identify the situation that affect the
marketing objective .
 Qualitative research - It analyze the non- numerical data to understand the
marketing concept , opinions and experiences . It examines the data and
information .
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References
Assenova, M., 2018. Scope, Specifications and Elements of Strategic Marketing planning in
Banks. Entrepreneurship, 6(1), pp.34-48.
Tomczak, T., Reinecke, S. and Kuss, A., 2018. The Information Basis of Marketing
Planning. In Strategic Marketing (pp. 19-48). Springer Gabler, Wiesbaden.
Bondarenko and et, al., 2021. The investment component of territorial marketing in the
sustainable development.
Chitra, C. and Kalaiselvi, K., 2021. AN OVERVIEW OF SOCIAL MEDIA PLATFORMS,
STRATEGIES, PROS AND CONS AS A MARKETING TOOL. Ilkogretim
Online, 20(1).
Berman, B. and Thelen, S., 2018. Planning and implementing an effective omnichannel
marketing program. International Journal of Retail & Distribution
Management, 46(7), pp.598-614.
Elsharkasi, F., 2022. Strategic Marketing Management .
Senanu, B. and Anning-Dorson, T., 2022. Marketing Communication Planning for SMEs in
Emerging Markets. In Marketing Communications in Emerging Economies, Volume
II (pp. 65-92). Palgrave Macmillan, Cham.
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