Higher National Diploma Business: Marketing Process & Planning Report

This report is a comprehensive analysis of the marketing process and planning, specifically tailored for a Higher National Diploma in Business Management, Unit 2. It begins with an introduction to marketing in the 21st century, defining its core concepts and outlining the role of marketing functions. The report then delves into how the marketing function interacts with other departments within an organization, followed by an in-depth explanation of the extended marketing mix (7Ps) and its application, using Tesco as a case study. The report evaluates how Tesco's marketing mix contributes to its overall business objectives, offering recommendations for improvement and concluding with a summary of key findings. The report provides a detailed examination of marketing strategies, providing a practical understanding of marketing principles and their implementation in a real-world business context.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
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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
3.0 Description of the role of marketing function with examples from the
chosen organisation 3
4.0 An analysis of how the marketing function works and interacts with other
departments 4
5.0 An explanation of the extended marketing mix and examples from selected
supermarket 5
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 7
9.0 Conclusions 8
References 9
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1.0 Introduction
Marketing is basically a one type of procedure which is used by organization for
dealing, communicating, creating and delivering offering to society, partners, consumers and
clients globally. In the procedure of marketing various kinds of activities are involved which
includes advertisement, research, sale and distribution and promotional tools for goods and
services. The chosen company is TESCO and it is one of the international retail based firm
which was established in 1919 in UK (Ahmad and Salleh, 2019). The company is dealing
with wide range of products which includes furniture, books, grocery items, home
appliaances, telecommunications and others. The report will be covered concept of marketing
in 21st century, role of marketing functions and analyse how marketing function interact and
work with their department.
2.0 An explanation of the concept/definition of marketing in
the 21st century
The marketing is basically refer to one type of process which is utilized by firm for
sold their services and goods to their targeted audience. It cited the activity of company
which leads to attract the customers in large number towards their high quality and goods in
long term. In aspect of 21st century the marketing is basically a one type of pool for both
customary and digital transmission to motivate the goods and render services. It determines
the needs and desires of users for facilitating them goods according to their desires and
increased expectation levels. It also referring to creative functions of promoting and evolving
the facilities and goods to consumers which leads to increase the profit of business. Due to
the effective use of marketing activities company easily attract the customers in large
number.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Marketing is activity which permits the department operates functions effectively by
developing strategic planning and also delivering expected business results through
information, technology, people and process. In respect of TESCO, the role of marketing is
connected with various activities and obligations which is described below -
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 Ensuring company servival, reputation and growth – The organization is servived
only if the requirements of users are fulfiled in time. This will assist in enhancing the
market share and gaining company objectives in low time. In context to TESCO, they
facilitates premium quality in their goods to targeted audience which supports the firm
in aspect of enhancing their goodwill and also increasing their growth with loyalty of
consumers.
 Increasing market – An company utilized collective human functions which includes
saales promotion, advertising, direct marketing and public relations. Due to the
effective use of these activities company easily increased their market share at higher
rate. These activites also attract the users in large number for availing their goods.
 Good product offerings – Many company sell more than 1 product and have goods
portfolio that are attractively tagged and designed (Andrew-Essien, 2021). In respect
of TESCO, it has goods portfolio of its goodwill from medium to higher category.
The products of this firm are tagged with specific brand name and attractive packing
which facilitates satisfaction to their users.
 Face competition – The process of marketing will assist in facing competition
sustaining in perspectives the expectation of users and competitor's goods that are
made available in market with help of analysing market closely. In respect of TESCO,
they have various competitiors such as Morrison, Mark and Spencer and Sainsbury.
The organization covered broad market share not only with high standard people but
they also covers lower level groups.
 Economic growth – Various promotional functions made up demand to motivate
distributing and manufacturing functions. As an outcome the various industries of
development are motivated and the level of profit margin are improves. It respect of
TESCO, it also improved the living standard of people by providing superior and best
quality good to them and also boost the growth of economy.
4.0 An analysis of how the marketing function works and
interacts with other departments
Marketing is a highly important pillars for company which involves critical human
functions such as marketing planning and functions that are carried by the department of
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marketing. An company is required to create the link in close manner with other departments
or activities of firm.
 Marketing and production department – The functions of marketing are directly
linked with the section of marketing where by deep research for their development
and the goods is planned to fulfil the requirements of users. Then goods are produced
with best quality according to the needs and desires of customer's. The marketers put
their full effort for gaining the advantages over competitors. But in other side the
section of manufacturing made an effort to facilitate high quality goods without any
type of defects and meets the expectation of users.
 Marketing and finance department – The activities of marketing required to work
with the department of finance for providing the budget needs in distributing,
promoting and searching the goods. The activities of finance support the organization
for enhancing their productivity and also to meet the requirements of finance
(Haslindah, Hamdat and Hanafiah, 2021). The main focus of marketing department is
enhance the sale in their goods and market share but finance department is majorly
concentrate on return on investment, cashflows aand others.
 Marketing and human resource management – The department of marketing have
close relations with HR for managing their staff in properly. These staff members are
placed for promoting, developing and researching activities of goods. It assist the firm
to meet the target in production and developing capable sales team. The management
of human resource management trained their staff in advanced way for accomplishing
their responsibilities effectively.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
The extended marketing mix is defined as the comnbination of seven P's which is
used by firm for accomplishing their goals in time. In context to TESCO, management
utilized the marketing mix strategy for sustaining their position and brand image in market
for long time.
 Product – Product is basically defined as an item which is sell by firm for satisfying
the requirements of users through services and goods. In respect of TESCO, it
contains in its marketing mix at broad range of goods portfolio that covered items for
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all kind of age groups like kids, men and women. It also covered higher and middle
income people according to their market share which assist the firm to enhance its
market share effectively.
 Price – It is defined as the value which is placed for goods and consumer have option
to pay for it. In respect of TESCO, they followed the strategy of competitive pricing
because it facilitates different options of choosing to users. The prices of their goods
are fixed according to premium quality ranging from medium to higher people
category. In some circumstances it facilitates discounts on goods which leads to
attract users effectively.
 Place – It is defined as point of sale where it faciliates consumer access or
convenience for users (Naseri and Noruzi, 2018). In respect to TESCO, these are
spread its overall presence in market globally with around 4683 stores including
franchise stores. The consumers also buy their goods through digital platform which
leads to spread their presence through online mode for gaining competitive advantage
in market effectively.
 Promotion – It is one type of communication which is utilized to provide offers to
potential consumers in market place and also influenced them to analyse it. In respect
of TESCO, they already developed a sustainable position in market by practising
social corporarte responsibility. The various promotional techniques which assist
people for maintaining the natural environment with help of utilizing best practices of
distribution channel.
 People – It is related to the sales person and staff who are doing their job within
organization. The best services of workers will develop experience in positive manner
for consumers and it creates brand loyalty. In respect of TESCO, they followed the
policy of performance payment to retain its workers.
 Process – It is one type of procedure which involved delivering of services and goods
to users. It also make sure that delivering the services and goods to users repeatedly in
same standard without any type of compromise. In respect to TESCO their stores are
identified sub urban and urban areas with seperating sections for kids, men aand
women. This assist the customers to achieve their desired product quickly and easily.
 Physical evidence – It cited the consumers at the time of interacting with business
layout, environment, packing and interior of goods. In respect of TESCO organization
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have their own portals apart from stores in various locations where customers easily
purchase their goods through online mode. In this way their stores shows itself as
physical evidence for firm.
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
The marketing has high importance for gaining objectives of an company because it
assist better understanding of services and goods that organization is offered to users
(Sánchez-Teba, García-Mestanza and Rodríguez-Fernández, 2020). In respect of TESCO
they facilitates various advantages of this mix for meet the company goals effectively.
 Responsibilities allocation – In respect of TESCO, they allocated their various
responsibilities to their team members with the virtue of socialisation of every
members of team. Then it also assist in implementing and developing marketing
strategies in effective manner.
 Resource allocation – In respect of TESCO they facilitates valuable guidance for
allocating their resources which is based on nature of marketing. Therefore, it did not
increase the satisfacton of customers but also facilitates profit to company.
 Customer's wants – In context to TESCO, it assist in understanding the needs of
consumers for their goods and in this way they are able to meet the requirements by
facilitating them high quality goods.
3.0 Recommendations
The marketing mix permits the organization to achieve high portfolio in comaprison
with other competitors. It brings value for its shareholdsers and its company. In respect of
TESCO the utilization of natural resources are recommended for them in aspect of
manufacturing goods that facilitates low price to firm. They also select unique geographic
places to enhance the market share and brand image recognition between peoples. The
organization must improved tax and complaince provide advantage that will support in
mitigation the expenditure and product diversification and development.
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9.0 Conclusions
After the analysis of above data, it concludes that marketing assist the firm for
enhancing the awareness of their goods and services effectively. Due to this firm is able to
sustain their goodwill or reputation in market for long time. Due to the effective use of
marketing strategies company is able to fulfil the needs and desires of users in time. The
marketing planning and process also dispalys that in which way organization gained its goals
by executing strategies of marketing mix that support an company to gain competitive
advantage.
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References
Ahmad, A. and Salleh, S.M., 2019. Brand related capabilities and the process of integrated
marketing communications (IMC): A resource based view (rbv). Journal of
Contemporary Research in Social Sciences, 1(6), pp.136-150.
Andrew-Essien, E., 2021. Art As a Dependable Driving Force In New Age
Marketing. PINISI Discretion Review, 5(1), pp.9-20.
Haslindah, A., Hamdat, A. and Hanafiah, H., 2021. Implementation Of Marketing Strategies
In Increasing Sales Volume. International Journal of Science, Technology &
Management, 2(5), pp.1449-1459.
Naseri, Z. and Noruzi, A., 2018. Content marketing process model: a meta-synthesis of the
literature. Webology, 15(1), pp.8-18.
Sánchez-Teba, E.M., García-Mestanza, J. and Rodríguez-Fernández, M., 2020. The
application of the inbound marketing strategy on costa del sol planning & tourism
board. Lessons for post-covid-19 revival. Sustainability, 12(23), p.9926.
Shun, C.A.P. and Yi, Y.C., 2018, June. A medical co-creation system crafts B2B marketing.
In Proceedings of the 2nd International Conference on Medical and Health
Informatics (pp. 223-228).
Vaníčková, R. and Szczepańska-Woszczyna, K., 2020. Innovation of business and marketing
plan of growth strategy and competitive advantage in exhibition industry. Polish
Journal of Management Studies, 21.
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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 12
2.0 Clear and SMART marketing objectives 12
3.0 Marketing research to support the new product line launch 13
4.0 A situational analysis 13
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis 13
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 16
4.5 Development of the marketing strategies applied to the extended marketing
mix 16
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
5.0 A comprehensive media plan that supports the planned marketing
campaign 17
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
18
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria 19
References 20
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1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
The maarketing plan is basically defined as one type of written document which lays
out the marketing strategies for an upcoming time. In context to TESCO, the straategic
marketing plan assist the firm to differentiating itself from its competitors with help of
concentrating on strength to facilitate better services to users.
The elements which are involved in this plan are described below -
 Market research – In respect of TESCO, a research facilitates detailed investigation
regarding consumers taste, needs, tendency, competitors and so on that assist the firm
for accomplishing its aims and introduced new product in market successfully.
 Target market – In respect to TESCO, it involves business dealings market on the
basis of income, places, demographics etc. to identify the behaviours of users and
enhanced the share of market for company's growth (Baxodirovna, 2021).
 Marketing mix – It is a combination of various tactics which is used by organization
for promoting their goods and services. It leads to attract the consumers in large
number for buying their goods.
 Competition – In respect of TESCO, this companent assist the firm for identifying its
competitors effectively. In this way firm easily sustained their competitive advantage
in maarket for long duration.
That means due to the effective use of marketing plan company is able to sustain their vision,
mission and objectives in market for long time.
2.0 Clear and SMART marketing objectives
SMART objectives is basically defined as goal setting methods which enables the
team members to develop a effective marketing plan in order to achieve and assist company
objectives. In context to TESCO, an effective smart objectives asssit the teams of marketing
for clarifying what to achieve, how to achieve and helps in determining the areas where
improvement is required.
 Specific – Here goals must be clear, consise and specific so that they are more likely
to gain. In respect to TESCO, goals have enough details and due to this people easily
understand what output are expected.
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