Marketing Process & Planning Report: Tesco's Marketing Strategies

This report provides a comprehensive analysis of marketing processes and planning, utilizing Tesco as a primary case study. It begins by explaining the core concepts of marketing, including marketing operations, different areas of marketing such as market research, communication, brand management, and advertising, and the various roles marketing plays within an organization. The report delves into how marketing functions relate to the wider organizational context, emphasizing the importance of promotion, selling, product management, information management, and distribution. Furthermore, it explores the role of marketing within the marketing environment, examining the significance of interrelationships between marketing and other functional units. The report then compares how different organizations apply the marketing mix to achieve business objectives, reviewing successful strategies and tactical approaches. A key aspect of the report includes the development of marketing and media plans for an organization to achieve its marketing goals, incorporating key performance metrics and integrating the extended marketing mix. The report also includes a justified integrated multimedia plan based on quantitative and qualitative criteria.

Marketing Process &
Planning

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
P1 - Explaining the concept of marketing and marketing operations including the different
areas and role of marketing..........................................................................................................3
P2 - Explaining how the marketing function relates to the wider organisational context...........5
M1 - Analysing the role of marketing in the context of the marketing environment..................6
M2 - Analysing the significance of interrelationships between marketing and other functional
units of an organisation................................................................................................................7
D1 - Critically analysing the external and internal environment in which the marketing
function operates..........................................................................................................................7
P3 - Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................8
M3 - Review strategies and tactical approaches applied by organisations to demonstrate how
business objectives can be achieved successfully........................................................................9
D2 - Evaluating strategies and tactical approaches to the marketing mix in achieving overall
business objectives.....................................................................................................................10
P4 - Developing a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives............................................................................10
M4 - Produce a detailed tactical marketing plan that integrates the extended marketing mix to
achieve marketing objectives.....................................................................................................12
D3 - Produce a strategic marketing plan for an organisation that measures achievement of
marketing objectives within key performance metrics..............................................................12
P5 - Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief.....12
M5 - Devise an integrated multimedia plan, selecting appropriate digital, offline and social
media channels for communication...........................................................................................13
D4 - Provide a justified integrated multimedia plan based on quantitative and qualitative
criteria........................................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is a process which help organisations to reach their potential customers and inform
them about products and services through various mediums. Marketing is a subconscious
relationship between company and its customers. Marketing plan is a process companies use to
assess market opportunities and determining marketing objectives (Stoyanov, 2021). A
successful marketing plan can help companies to create a bigger customer base. It provides a
pathway to companies to develop, implement, execute and evaluate marketing strategies. This
report will include the example of Tesco which is one of the largest British supermarket chain.
The company was founded in 1919 by Jack Cohen. Tesco is operating in many countries and has
a diversified business.
MAIN BODY
P1 - Explaining the concept of marketing and marketing operations including the different areas
and role of marketing.
Marketing is a business tool which focuses on increasing brand awareness and sales of an
company. Marketing has been an essential feature which helped companies to establish
themselves in a competitive market. Marketing operations encompasses processes that happens
backstage in marketing. Strong marketing operations enable businesses to execute marketing
campaign effectively and efficiently to get desired results. Marketing operations professionals
are not marketers they usually come from analytical and process oriented roles. Tesco also
focuses on their marketing operations to increase their sales and customer base.
Concept of Marketing
 Production Concept – This concept is based on an assumption that customers are
attracted to products which are easily available and inexpensive from competing
products.
 Product Concept – It assumes that price and availability of product does not effect
consumers purchasing behaviour and customers prefer products with quality, innovation
and performance (Abratt and Bendixen, 2018). Companies following this concept focuses
on regular product development and innovation.

 Selling Concept – Companies following this concept convince customers to buy their
products through aggressive marketing of product. When a companies product or service
is not a necessity for customers, in that case companies adopt this concept. This can
reduce customer satisfaction and repeat purchase of products.
 Marketing Concept – This can be an ideal marketing concept for Tesco, this concept
focuses on target customers for delivering their products and services. While delivering
better value of products and services. This concept suggest that if the brand value of
business is good then consumers will chose your brand over competitors.
 Societal Concept – This concept focuses on society's welfare and based on the idea that
marketers have a social responsibility and they should promote products and services
which are good for customers, regardless of companies sales goals.
Different Areas of Marketing
 Market Research – It is important for organisations to research market and customers to
access insights on various factors like customers needs, expectations and market
opportunities. Market research helps in product development process and it also facilitate
companies to communicate with potential customer and businesses.
 Communication – Effective marketing communication is very important for a successful
marketing campaign. In this are people work to overcome barriers and challenges which
can alter or stop a right message to get across.
 Brand Management – Retail market in the UK is very competitive and brand
management is very important area in this market. Better brand image in customers mind
helped Tesco over the years to gain competitive advantage in the market.
 Advertising – Advertising is a vital aspect of any marketing structure. It is a mean of
communication with consumers that employs an sponsored message to promote or sell a
product or service. Companies advertise their products and services to influence decisions
of customers.

Roles of Marketing
Marketing is a essential function to promote the business of an organisation. Marketing
departments reach customers, investors and community to create a image of the company. Roles
of marketing are explained below -
 Market Strategies – Development of marketing strategies is the initial role of marketing.
The manager uses all the information and data available to them, to create a effective and
strong marketing strategy. These strategies brings a balance between market
opportunities and organisational objectives.
 Monitoring of Marketing Environment – Various internal and external factors impact
companies marketing environment. The marketing process plays a very important role in
identifying the new development in the market, these developments provide help to
companies in development of new product and service (Choshaly and Mirabolghasemi,
2020).
 Market Segmentation – Tesco is a multinational company and they serve a very diverse
and big customer base that's why their managers have to do market segmentation.
Marketing provide accurate market segmentation so that company can promote their
products and services to them.
 Brand Equity – In today's competitive market customers are tend to be inclined over
brands. Marketing increases the brand value of the company among the customers. The
companies with positive brand equity can charge a premium for their products.
P2 - Explaining how the marketing function relates to the wider organisational context.
The marketing functions are a vital components of marketing which makes businesses more
valuable. Basic functions of marketing are essential for every businesses to create a successful
marketing campaign. The major functions of marketing which relates to the wider organisational
context are -
 Promotion – Promotion of products is the main function of marketing management
which help companies to increase their brand awareness while educating target audience
about product and services.

 Selling – It is important for marketing professionals to generate sales leads. Selling is the
function of marketing that includes communication with potential customers and
following sales leads. Marketers and salesperson determine how they position their
product with in the market.
 Product Management – It includes development, designing and improvement of product
and service. Product management team ensures that finished product meet customers
needs. Product should be managed by the business using key competitive approaches.
 Marketing Information Management – A company can optimise their marketing
strategy if they focus on the data and information. It is very important to store marketing
information and data like customer preference and demographics. This data can help
organisation to take better and effective decisions.
 Distribution – This process involves transporting products and services to customers.
There are several methods of distribution and marketers choose the best channel which
fits product, brand and target audience.
Marketing functions are the part of business organisation and that's why other departments and
units of organisation are connected with marketing function. Marketing function need backup by
the the other departments for a successful marketing campaign. To successfully implement and
execute marketing strategy marketing department needs support from various departments. They
need support from finance department, human resources department, production department ad
sales department to successfully achieve a target. If marketing team of Tesco wants to offer a
free sample product with a product. First they need to communicate with finance department and
production department too take their feedbacks on the plan. Although marketing department is a
different unit in the company but it is linked together with other department. The marketing
department works on increasing sales, building brand value and promoting products and services
but the main motto of the department is to increase organisation's profit (Büyükdağ Kaya and
Kitapci, 2019). And that can only be achieved with the efforts of all the departments together.
M1 - Analysing the role of marketing in the context of the marketing environment.

Marketing plays an important role in organisations growth it is a dynamic business function
which help companies to increase sales and brand value. Better marketing strategies allow
companies to gain a competitive advantage in the market. Brand value is a crucial aspect of
business in today's competitive environment and it is marketings role to maintain a positive
brand image of companies so that they can create a big and diverse customer base. Marketing
help companies to establish a new product, by promoting and advertising new products
companies can influence customers to choose their product in the market.
M2 - Analysing the significance of interrelationships between marketing and other functional
units of an organisation.
The main motive of marketing is to increase organisation's profit and that can only be achieved
when every department work with coordination in the organisation (Wilson, 2018). Tesco should
focus on increasing coordination among every department in the organisation for the smooth
conduct of business. One of the major expenses that business can have is of marketing and
advertising (Rosário, 2022). A business can create a successful marketing campaign only if they
can able to manage the cost related to that. That's why finance and marketing department have to
work in sync. Marketing department make marketing strategies then finance department allocate
resources and after that human resources department ensures that they train sales department
executives to use these strategies effectively and efficiently on field, this is how these
departments are linked with each other and work in sync on a common goal which in increasing
organisation's profit.
D1 - Critically analysing the external and internal environment in which the marketing function
operates.
The marketing functions of the organisations get effected by various various internal and
external environmental factors. Market forces can change quickly and marketers tries to predict
these forces to make better marketing strategies. Uncertainty of the customers taste, preference
and needs bring changes in marketing functions (Hisrich and Ramadani, 2018). External factors
like social, economical and technological factors also impacts marketing function. Micro

environment directly effects organisational activities and it also effects marketing functions. The
company's marketing strategies revolve around customers and competitors. The main aim of
marketing functions is same as every other function or organisation and that's why it get effected
with every internal and external factor which effects the company.
P3 - Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
Marketing mix is applied in marketing planning process to achieve organisational objectives.
Companies use different ways for applying marketing mix in their business. After analysing
market data and information like demographics and market size marketers apply this tool in their
businesses. Marketing mix is one of the key approach that is effective and deliver best value to
businesses (O’Sullivan and Ngugi, 2022). Tesco can also use this tool to promote their products
and services to target audience. The application of marketing mix for Tesco -
Place – It is geographical location companies use to sell their products, Tesco uses different
channels to sell their products. They use both online and offline channels to reach their
customers. The place plays and important role in marketing. Place of product determines if it is
easily available to customers or not or if a product is place at a right place there are more chance
that customers will buy the product. The company also decides the place and size of store by
analysing the data and information. The company open different types of there stores. The offline
supermarkets store of the company are of six different types and the online business of the
company is called Tesco Direct.
Price – Pricing strategy the company use is cost leadership, the company maintain low prices by
maintaining quality or products. The company operates in many countries and enjoy economies
of scale which helps them to follow their pricing strategy. Also the company have developed
dependent suppliers over the years which helps Tesco to keep supply chain efficient. The
competition in the market is very high and that also effects the price of products in the market.
Product – Products are a very important aspect of the market mix, through a big range of
products Tesco serve its big and diverse customer base. Through different products Tesco and
categories the company cater different needs of different market segments. The company have
different categories of products like food, pet care, beverages, health and beauty and clothing etc.
With different categories the company also offer their own brand products.

Promotion – The company have a very strong brand image that the company offer best prices to
its customers. And Tesco's promotions are also focused on this theme, they use various
promotional techniques and channels. The company offers promotional discounts and loyalty
cards to its customers which allows them to make loyal customers. The company also sell online
and they also have a good online marketing strategy. Their digital marketing campaigns helps
them to cater customers online through online ads and from social media.
People – Tesco is one of the leader in retail market and employee so many peoples. Workforce
of a company is there biggest asset and that's why the company follow their human resource
policy to hire correct people for organisation. People for every background, culture, race and
ethnicity work for the company and Tesco value every employee to encourage them to perform
better. The fulfil every need of their employees to keep them motivated.
Process – The company always try to keep their processes easy for employees and customers
both. The processes are designed to attain the tasks effectively and efficiently. Processes are also
important to maintain capacity of production.
Physical Evidence – The physical evidence is the proof of genuine product that company offer
to their customers. The logos, labels and receipts are some evidences that Tesco use as proof to
its customers. Their stores can also be described as physical evidence.
The company has expended its business in domestic and global market in past and this is due to
their application of effective marketing mix and customer centric approach. Many organisations
apply this tool to get a better response from market but they are unable to get results like Tesco.
The main reason behind Tesco's success is their understanding of market, effective goal setting
processes and customer satisfaction approach.
M3 - Review strategies and tactical approaches applied by organisations to demonstrate how
business objectives can be achieved successfully.
Effective marketing strategies are important for organisations to maintain a stable growth rate
and competitive advantage in the market (MANVI, 2020). Different businesses use different
approaches to achieve business objectives successfully. Many companies use 7P's of marketing
mix in their marketing planning and some use marketing segmentation to achieve their

organisational goals. Some companies in market also play with customers psychological
tendencies, they maintain their prices high to create a image of their product as high quality
products. Tesco follows a low price tactics and provide discounts and special sales to its
customers.
D2 - Evaluating strategies and tactical approaches to the marketing mix in achieving overall
business objectives.
The company consider four P's of marketing to successfully implement marketing strategies to
market their products and services. These are essential factors involved in marketing process.
The company serve wide range of products to its customers and they try to create differentiation
in their products to capture market. Pricing strategy of company gave company a huge
competitive advantage in the market. The company always try to reduce their production cost
while maintaining the quality of their products. So that they can get cost advantage in the
industry. The company sell their products at their physical and online stores, they have different
types of stores which they have designed after analysing market insights.
P4 - Developing a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives.
The marketing plan of company decides who will be the target audience and how the company
will reach them. The marketing plan is strategy that companies follow to sell its products. To
gain advantage in today's competitive market every company develop their marketing plan. The
marketing plan of Tesco to achieve marketing objectives.
Objectives of marketing – The company want to establish their new range of products in the
market. The company will position their product as luxury products which are superior in taste
and value. The marketing team will make sure that these products will be available to the target
customers easily. The company will create a brand value of these luxurious products so that they
can charge a premium amount from customers.

Situation Analysis - To establish new range of products the company need to analyse various
factors that can influence the plan. To analyse the marketing situation we will evaluate the micro
and macro environment of company.
 Micro Environment - These factors influence organisations directly or indirectly. Since
Tesco is a multinational organisation and it is working in the industry for so long they
have a very suitable micro environment to roll out a new range of products. The firm has
a skilled workforce which can adopt new products easily and they have a very big and
diverse customer base which also helps them to easily sell new products.
 Macro Environment – The external factors can impact Tesco's marketing strategies
because it is hard to control or avoid the effect of these factors (Aponte, Álvarez and
Lobato, 2019). The firm can analyse these factors to make a plan which can easily handle
the impact of these factors. From external factors Social, economical and technological
factors can have a influence of company's plan to establish new products. Social factor
can effect because there is a image of Tesco that the company only offer products which
are cheap and also their target customers will be the one who do not care about the price
of product they only look for quality and differentiation in a product. Economical factor
can influence because the cost of the new range products will be on a higher side and
that's why economical factors like customers income, tax rate and recession can impact
the sale of these products.
Strategies to achieve the objectives – To establish luxurious food products rang the company
has to create the brand value for that range. The company have to provide more customer
satisfaction from these products to create that image. The company should also create a
particular distribution channel for these products. If the company will sell these products with all
the products it will become hard for company to create unique value for products. The company
support sustainability and they can use this factor to establish their new range. The target
customers for luxurious range will be the same customers who care about the sustainability
factor and can pay a premium amount for products which give something back to the society.
The company will follow Segmentation, Targeting and Positioning process to divide the
customers in segments. The company will target customers and will promote the product to

them, customers with high level of income will be the main target customers. Positioning of
product will impact heavily on long term success of the new range.
M4 - Produce a detailed tactical marketing plan that integrates the extended marketing mix to
achieve marketing objectives.
The tactical marketing plan can help Tesco to establish new range of products easily in the
market. The companies objective to position the new product range as luxury and superiors
products. For that the company have to create a perceived value of these products in customers
mind. With correct use of segmentation, targeting and positioning Tesco can establish new
products in market easily (Haas, 2019). Positioning of this range will impact heavily on the
overall marketing result of the plan.
D3 - Produce a strategic marketing plan for an organisation that measures achievement of
marketing objectives within key performance metrics.
It is important for organisations to measure the progress of the plan to know if the company is on
right path to achieve the objective or they need to make any changes. The company can use the
key performance metrics to measure the performance of the plan. Financial metrics which can be
drawn from company's financial statements can help company to analyse profit margin and
revenue company generates through the marketing plan. Customer metrics can also help in
measuring performance which is based on customer satisfaction and retention rate.
P5 - Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief.
Tesco can make a media plan to use latest media trends and technologies to create an effective
marketing campaign. Media plan has capacity to incorporate all the company's social media
campaign, advertising, print media to form a cohesive message. Media plan for Tesco is as
follows

Discovering media planning tool
It is important for Tesco's managers to find media planning tool and software to promote their
products online. Software such as Comscore and HubSpot can help company to promote their
products in effective manner. These software can help them to choose best media strategies for
them.
Choosing media mix
Marketing team of Tesco can use content marketing and influencer marketing to advertise their
new product ranges. The company chose Instagram, Facebook and Twitter as their media
channels. These channels will post relevant posts which will create the brand awareness and
value of the new range. The company will also share the feedbacks of their customers which will
also help them to create the goodwill in customers eyes.
Budgetary requirements
The marketing team of Tesco have to collaborate with financing department to decides the
budget of the marketing plan. The budgetary requirements of the media plan can prepared by
with analysing various factors like how long the company wants to run the campaign (Negoiţă
and et.al., 2018).
M5 - Devise an integrated multimedia plan, selecting appropriate digital, offline and social
media channels for communication.
Media planing help managers to use media platforms to promote their products and services
(Chin and et.al., 2021). Tesco will use the combination of different media channels for
promotions. The company will use search engine optimisation to improve their ranking on the
search engine through this company can communicate to the customers who are looking for the
luxurious food products. As offline channel the company will use billboard ads and a
combination of social media channels will be used by the company
D4 - Provide a justified integrated multimedia plan based on quantitative and qualitative criteria

The company will follow a multimedia plan which will be based on quantitative and qualitative
criteria. The marketing plan will target the customers in accordance to both the criteria. It
includes recorded videos, customer feedbacks, tweets and other related components. These
aspects help Tesco to pursue the target customers. The company uses Facebook and Instagram as
their main promotional channels. These channels provide analytical data to the company which
they can use to create a stronger marketing strategy (Sharma, Nasreen and Kumar, 2019).
CONCLUSION
From this report it is concluded that marketing management and planing is vital for every
business which help organisations in overall growth. In this report we discussed marketing mix
and how its applications help businesses. This report also concludes that it is essential for every
business to formulate marketing plan to successfully achieve marketing objectives. Further in
report we developed a marketing plan by which the company can achieve its marketing
objectives easily. This report also underlines the significance of relationship between marketing
function and other functional units in the organisations.

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