HND Business: Tesco Marketing Process, Planning, and Objectives

This report provides a comprehensive analysis of Tesco's marketing process and planning strategies within the context of an HND Business Management program. It begins by defining marketing in the 21st century and outlining the role of the marketing function within Tesco, including its interaction with other departments such as operations, finance, and human resources. The report delves into the extended marketing mix (7Ps) as applied by Tesco, evaluating its contribution to the organization's overall business objectives. It also includes recommendations for improvement, focusing on building customer trust and loyalty. Part 2 of the report discusses how the strategic marketing plan links with the overall organisational mission, corporate strategy and objectives with clear and SMART marketing objectives. The report uses analytical tools including SWOT, Pestle and 5C analysis. It also presents a competitor analysis including the market segments. The report concludes by summarizing the importance of digital presence and a well-defined marketing strategy for success in today's market, emphasizing the need for continuous evaluation and adaptation.

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 4
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 5-7
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 7
9.0 Conclusions 8
References 8
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1.0 Introduction
Marketing is an activity of analysing, identifying and distributing goods to fulfil
desire and demands of the market. The report briefly explains the concept, definition
of marketing in 21st century. The project also illustrates the key functions of the
marketing department inside the company, as well as how it operates and
collaborates with other departments. Marketing usually plays an significant role in
assisting the business and vision of the enterprise. Additionally, study reveals Tesco
marketing strategy mix. Tesco is a British multinational retailer and has its
headquarters in Welwyn Garden City, England. Tesco was established by Jack
Cohen in 1919 in London. It provide extensive range of products, like clothing, food
accessories, stationery and electronics.
2.0 An explanation of the concept/definition of marketing in
the 21st century
In 21st century marketing function consider providing significant value to the
consumer by acknowledging them with the help of advance technology and digital
apps. (Boyd and Koles, 2019). In present scenario marketers uses advance and
traditional platform to convey their message and create awareness about their
products and services. The conception of marketing states that in order to attain
business objectives the marketers must evaluate the desire and need of prospective
consumer and effectively fulfil their wish to stand ahead of its competitors. To
understand the taste, preferences, needs and wants of its customers Tesco must
analyses and study the concept of marketing. Marketing may also be referred to as
the exercise of finding and creating utility to accomplish the demands of the target
market segment. Prior to 21st century business used conventional and traditional
channel to promote their goods and services. With the advancement in technology
organization has began to use digital platforms to target their potential customers.
Marketing is the way in which the company determines its best opportunities in the
marketplace, given its objectives and resources.
3.0 Description of the role of marketing function with
examples from the chosen organisation
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The marketing function of Tesco pays definite attention on promoting their
products and services through aggressive selling techniques like digital marketing
and effective advertising. Tesco focus on cost leadership strategy which help it to
gain the attention of customers and this serves as the biggest advantage to the
company. The marketing branch of Tesco serves as key factor in determining the
success of the whole organization.
 Digital presence- A strong and productive website will benefit the company
to develop effective digital presence and convey quality details and
description to its customers. The branch of marketing must assure that the
company has operative website to create awareness among ultimate
customer. If the marketer lacks to make an effective website it will lose lot of
potential buyers. Moreover, it is essential for every business owner to
maintain a proper working website. Tesco marketing department will be
responsible for keeping website intact and ensure that it is easy to use for its
customers. (Nam, et.al, 2021). The company spend 30% of its earning on
online presence.
 Promotional activities- Promotion helps to set business apart fro its
competitors. Tesco marketing department is constantly working to create new
product line for its customers to satisfy their growing demand. The company
recently launched new farm brand products.
 Marketing research- Market analyses is best tools by which a company can
understands its customers and understand their needs and wants. It provides
information that is use to gather market knowledge and improves the
marketing tactics and strategies.
 Conducting marketing campaign- Tesco emphasises on conducting
Marketing campaigns, as it will help to increase brand visibility and helps firm
to reach their target customers. (DZHALOLOVNA, 2020). Conducting
campaign will help Tesco to understand the target audience and latest market
and industry trends.
4.0 An analysis of how the marketing function works and
interacts with other departments
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Every branch need to communicate with one another for better functioning of
the organization. Accurate and efficient communication between different
departments builds trust within the organization.
 Operations and marketing department- The marketing branch has to
interrelate with production department. The marketers will conduct research
and share the collected data to the production team and then they will develop
the product to fulfil the demands of its customers. (Tadj and Djemili, 2022).
The operation department have to follow deadline set by marketing section to
provide products as soon as possible to gain competitive edge in the industry.
 Finance and marketing- The finance section is responsible for providing
specific budget to every department to perform their respective task. Finance
department has to connect with marketing branch to assure its activities
operates in the budgeted amount. (Lin and Lucas, 2018). The financial brand
will also responsible for maintaining the financial accounts and the cash flows
of the company.
 Human resource and marketing- The marketing function of Tesco will
require to relate with the human resource section to ascertain valuable
candidates are been recruited in the company to make sure organization
success. (Saidi, 2019). The HR department will help in bringing new and fresh
talent in the organization through recruitment process and train them
according the companies requirement.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
The seven elements of marketing serves as a strategic planning tool that a
organization use to elevate its services and product in marketplace. (Lahtinen,
Dietrich and Rundle-Thiele, 2020) It is also referred as the combination of marketing
strategy that a firm use to accomplish its marketing objective in the industry
environment. The seven elements of marketing of Tesco is briefly described below:-
 Product- Product symbolize the product and services that an organization
offers its customers in order to satisfy their basic needs and desire. To
productively and constructively market a product and service, it is important to
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carefully scrutinize what differentiates it from competitive products and
services. Tesco offers expanded range of products including clothing,
groceries and stationery.
 Price- Price element of marketing mix determine what customers offer in
exchange of product and services. A depth research is required to regulate
and ascertain the price of the product. Tesco follows cost leadership pricing
strategy. It aims to maintain low price to attract its customers.
 Place- The location where a company has to establish its store is significant
in determining the success of the company. So, Tesco must carefully identify
areas where it want to establish its presence.
 Promotion- This part of marketing mix consist of all promotional activities that
a company plans in order to promote its product in market its includes, sales
promotion, personal selling, advertising etc. Tesco uses numerous
conventional platform such as newspaper, television and other digital platform
to convey their message to its customers. It also provides suitable discounts
to attract and retain its customers.
 People- Human resource plays an important role in achieving organization
success as they are the key presenter of the company. The company must
ensure that they are hiring right candidate who will effectively contribute in
achieving companies goals and objectives. Tesco has great human resource
and it spends a lot of time and money in training and development of its
employees.
 Process- This element of marketing mix represent that a company should
have a well establish business process in order to avoid any mistake and to
minimize cost. Tesco follows a standardized process to accomplish a task.
 Physical evidence- Tesco enjoys a strong brand image in the market. The
website of Tesco is easy to use and operate. It is feasible to navigate all the
products and it offers attractive discounts to attract customers.
2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
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success of the organisation in meeting their overall
business objectives
The marketing strategy of Tesco assist to gain competitive advantage in the
market segment. The company offers wide range of products including groceries,
electronics, clothing etc. and follows a pricing strategy of cost leadership to allure its
customers. The company implements a wide variety of media for advertising, and
online platforms. However, Tesco must analyses what its competitors are doing to
attract its customers and try to offer certain discounts and rewards to expand its
market segment. Tesco has its roots in many countries which help in targeting more
customers.
3.0 Recommendations
Tesco must work on to build its customer trust and strengthen its programme
of loyalty. This scheme will provide people to get reward and discounts and it will
benefit Tesco to expand its customer and gather knowledge about expenditure
pattern of its customers. The company may also adopt the method of product
penetration to increase profitability. Tesco must ensure and check the quality of
machines as it may cause wastage of food during the logistics process. Tesco need
to evaluate its retail market needs to avoid providing excessive supply of fresh
groceries in the market.
9.0 Conclusions
As per the above report, it can be stated that it is important for businesses to
build digital presence with traditional stores to attract and retain their customers in
21th century. Further the project demonstrates the major functions of marketing
department and how they interact and collaborate with other departments in the
company to ensure success of the organization. In addition to this, the report
emphasises on the marketing mix strategy used by Tesco to stay ahead in the
marketplace. This Repost also states some recommendation that Tesco must
implement within the company.
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References
Books and Journals
Boyd, D.E. and Koles, B., 2019. An introduction to the special issue “virtual reality in
marketing”: definition, theory and practice. Journal of Business Research,
100, pp.441-444.
DZHALOLOVNA, M.S., 2020. The Role of Marketing Research in the Formation of
Competitive Advantages. JournalNX, 6(10), pp.403-406.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix.
Testing the effectiveness of the commercial marketing mix in a social
marketing context. Journal of Social Marketing.
Lin, P. and Lucas, R., 2018. THE RELATIONSHIP BETWEEN MARKETING AND
FINANCE.
Nam, S.H., Kim, H., Chang, B.H. and Chan-Olmsted, S.M., 2021. Marketing
theatrical films for the mobile platform: the roles of web content/social media,
brand extension, WOM, and windowing strategies. International Journal of
Mobile Communications, 19(4), pp.413-438.
Saidi, Z., 2019. THE MOTIVATION AND EMPLOYEE’S ENGAGEMENT BETWEEN
INTERNAL MARKETING AND HUMAN RESOURCES MANAGEMENT.
Tadj, L. and Djemili, S., 2022. Joint optimization of the marketing and operations
functions. OPSEARCH, 59(2), pp.574-593.
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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
2.0 Clear and SMART marketing objectives 11
3.0 Marketing research to support the new product line launch 12
4.0 A situational analysis 12-16
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis 12-14
4.2 A competitor analysis including the market segments 14
4.3 Sub-segments 14
4.4 Articulation of the new product value-proposition in the eyes of the
customer 14-15
4.5 Development of the marketing strategies applied to the extended marketing
mix 15
4.6 Setting of an overall marketing budget, including allocation of planned
spend 15-16
4.7 Tactical actions 16
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)
16
5.0 A comprehensive media plan that supports the planned marketing
campaign 17-18
5.1 A media budget 17
5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives 17
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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 18
References 19-20
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1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
The Marketing strategy assists in discovering the various areas affected by the
organizational growth and further helps in creating the organizational plan to cater its
customer's needs (Stevens, et. al, 2021). Strategic marketing analyses various
factors such as: Performance of the organisation, competitive environment, to
achieve organisational goals, competitors and demographic behavior of the
customers. Tesco focuses on attracting the customers via their signature strategy of
low price. Also, it makes substaintial use of print and media advertising as their
tested channel to send promotional messages to their current and potential
customers.
2.0 Clear and SMART marketing objectives
Marketing objectives are those objectives which are measurable to map out the
efforts in a strategic and focused way to attain the output an organisation desires to
generate from its marketing activities. To be effective one should follow the SMART
philosophy. The SMART acronym stands for:
 Specific:- Clear and focused on one target are specific objectives. Tesco
displays its objectives in figured out way where whole team understands the
objectives and importance of it.
 Measurable:- Quantifiable with an attached metric is measurable objectives.
Tesco with the help of key performance indicators attached to the mission
evaluates the percentage of goals achieved.
 Attainable:- Objectives which are realistically able to be achieved. Tesco
focuses on each of its objectives to be attained realistically.
 Relevant:- Reasonable, resourced and results based objectives are relevant
objectives.
 Time-bound:- Every objective needs a target date to accomplish, so that an
organisation have a deadline to focus on and something to work towards.
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3.0 Marketing research to support the new product line
launch
A marketing research for developing a new product line is all about determining
opportunities and finding out the worth introducing that product idea to the market
audience. Marketing research and strategy that Tesco introduced was to launch a
new line of farm brand products. This re-branding of products like beef, fish, pork
and fruit allowed the company to appeal the cost-conscious consumers who didn't
previously value the offerings from Tesco. The firm understoods the need to
compete in the said category and accordingly the prices were reduced. The result
was a vast increase in the farm and fish sales along with the new price point.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
A marketing audit is a complete exploration and analysis of the entire marketing
environment of a business, assessing everything from strategies and targets to
particular marketing activities (Kupec, 2018). Various analytical tools have been
discussed below to understand the marketing strategies of Tesco:
1. SWOT Analysis
Tesco's SWOT Analysis describes its internal benefits, obstacles holding it back,
opportunities towards progress and external factors threatening the company (Teoli,
Sanvictores and An, 2019).
 Strengths: Its internal benefits to ascertain its growth. There are numerous
strengths of Tesco, for instance Wide range offerings, Vast store network in
Britain, Globalization, Dominating Market Share, Worldwide brand value,
employee praised company.
 Weaknesses: Obstacles with Tesco which are held back. There are several
weaknesses of Tesco, such as: Legal battles, Inexpensive Techniques, Poor
operational performance in some countries, Downfall of markets in Japan and
US.
 Opportunities: Event of situations to enhance Tesco's growth. There are
various situations of growth faced by Tesco such as: Imminent arrival of
markets, Online sales platforms, Business partnerships, Emerging
Technologies, Saving the shipping cost.
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