Marketing Process & Planning: An Analysis of TESCO's Strategies

This report provides a comprehensive analysis of TESCO's marketing strategies, encompassing an evaluation of marketing concepts in the modern world and their application to TESCO's operations. It delves into the role of the marketing function within TESCO, examining its interconnection with ot...Read More

Marketing Process &
Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Part 1................................................................................................................................................3
Critically evaluate the concepts of marketing in the present world.............................................3
The marketing function play a key role in development of TESCO..........................................4
Marketing department interconnect with other department.........................................................5
Marketing Mix of TESCO...........................................................................................................5
The marketing mix help to TESCO to attain the organisational success ..................................6
PART 2............................................................................................................................................7
Devise a marketing plan including key elements to attain marketing goals of company ...........7
Produce a media plan along with recommendations for selected media activities ...................10
Conclusion.....................................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing refers to a company's activity that promote products and service to influence
the consumer to buy. Marketing involves selling , advertising and delivering service and product
to customers so that company expand the marketplace. The effective marketing rely on identity
the consumer's needs and supply the appropriate service and product to consumer so that
company gain the maximize the profits. (Robson and Pitt, 2018)The Marketing activity is a
process in which professional find out ideal customers and emphasis on these customers to buy a
commodities. TESCO was founded by Jack Cohen in 1919 and its headquarter located in
Welwyn Garden City, Hertfordshire, England, UK. The TESCO is dealing in internet service,
telecoms, financial service, software, petrol, toys, furniture, electronic, clothing and books. The
report will cover discussion about the marketing as well as mix marketing of TESCO. In addition
to this, different marketing that enlarge marketing mix along with marketing plan for the
company.
MAIN BODY
Part 1
Critically evaluate the concepts of marketing in the present world
Marketing a is promotion or action and selling service and product that involves the
marketing advertisement and research. In 21 century, The company have to implement in its
developing strategy in which company use marketing technique to attain their objectives.
(Souiden, Amara and Chaouali, 2020)There are many ways to enhance the effective marketing
through use of social media, mobile , email, website marketing , TV ads, newspaper and radio.
In present world, The marketing activity is create for exchanging offering, communication and
delivering the value to consumers so that they allure to purchase the product and service. The
marketing strategies highly modify the into digital marketing era in the the 21 century. The
marketing activity in 21 century is a combination of traditional and digital channel to boost the
purchasing among consumers. For example, The TESCO has completely transform the
marketing on digital marketing that help to find out the targeted audience so that they more
focusing on selected consumers instead of focusing on whole market. TESCO aim at alluring
consumers with the help of signature of low-level price strategy as respective company makes

usage of media advertising and print to send promotional content to potential consumers and
current consumers. The respective company depend on promotional
offers to retain and attract consumers. Presently, Most of the multinational companies aim at
adding value to consumers by entertaining and educating them with the help of digital platforms.
In competitive market, the marketing has not limits as company can easily extend its
advertisement from different place. (Keyand Keel, 2020)The multi- national companies spend
huge amount on marketing and advertisement so that they enhance the market place value and
take competitive advantage. The professional marketing experts display the consumer's benefits
and make different strategies so that they easily attract to the consumers.
The marketing function play a key role in development of TESCO
The marketing function is activity that help to organisation to comprises a set of task and
responsibility for marketing team to create, execute and organize the successful campaign. In
context to TESCO , The marketing function help to enhance the boost the awareness of the
product and service that help to achieve the given organisational goals. There are seven
marketing functional that asses the TESCO achieve the its objectives that will mention below
Promotion; The promotion play a crucial role in fostering the brand awareness about the
product and service. The TESCO emphasize on examine the potential consumer and display the
promotional campaigns through different medium. (Tuten , 2019) The TESCO uses email
marketing in which they transfer the content to consumer's gmail accounts that help to allure the
consumer to buy a product. The TESCO use social media advertisement in which company
uploads image, information, video about the product the fostering the promotional activities of
the respective company.
Selling: The selling is a process that help to communicating the targeted consumers and
try to sales them. In context to TESCO, The respective company build the strong relationship
with proactivity consumer as company introduce their service and product to consumers. The
TESCO uses effective techniques that can help in distinguish its brand image from competitors.
Product management: The product management of TESCO help to design and enhance
the product and service. The TESCO main aim at finish good meet the consumer's desires as
they analysing the consumer's taste and competitors products.(Gilg, 2019) The TESCO
collaborate with different departments to prepare the finished product for consumers.

Pricing: The TESCO establish the price of its products and service which depend on
analysis the actual production cost and competitor's product price. The TESCO use low price
strategies that help to attract the consumers so that company enhance the sale in high volume.
Marketing information management: The TESCO focus on analysis the consumer's
information so that they store data such as consumer's preference, demographics and consumer's
behaviours. This information help to given company to create the effective product that attain the
consumer's need.
Financing: The TESCO effectively maintain funds for internal and external activities of
the business to make the marketing advertisement. The TESCO show its added value to its
organisation as they increase the high-quality marketing .
Distribution: The TESCO transport their products or service to consumers through
different ways such as online store, retail store, wholesaler, sales calls and magazine etc.
Marketing department interconnect with other department
The TESCO 's marketing department cannot perform the task sole as the effective marketing
department need close interlink with different departments.
Marketing and Human resource department: The human resource department of
TESCO closely perform the task with marketing team to ensure enough to appropriate skill and
meet the production's targets.
Marketing and finance department: The marketing team closely work with finance
department to insure that TESCO has enough budget to meet the requirements of research,
distribution, promotion
Marketing and operation management:The both department of TESCO perform the
effective operations as marketing teams wiling to get commodities to market so that they ensure
to take competitive advantage. On the other side, the production department wants to produce the
products with low defects and attain the legal requirements.
Marketing Mix of TESCO
Product Strategy: The TESCO supply a huge range of regional products such as
electronic, cosmetic, stationary, financial service and clothing in multiple countries. (Evans and
Mason, 2018)The respective company is trying to expand its brand in every product and try to
meet the current requirements. The TESCO has F&F clothing , Tesco value, Tesco lotus and
everyday value brands

Price Strategy: The TESCO is using cost leadership strategy that help to keep the low
price for its product and service with maintain the high quality. The TESCO supply their
products in bulk quantity that help to reduce the cost of the product
Place and Strategy: The TESCO has main channels to distribute its products and
service namely offline and online. The TESCO has approx. 700 offline outlets in the world
namely Tesco Compact, Tesco metro, Tesco extra and Tesco express.
Promotions Strategy: The TESCO offers a products and service at low cost that help in
promotion and advertisement. (Ali, Nazarov and Kondratenko, 2020)The respective company
promotes its brand through social media, TV , newspaper, email, mobile and pop up ads etc.
Process: The TESCO process activity are more effective as they more focus on fulfilling
the specific task. The respective company has advanced technology in order to completion of
different tasks such as pick up product, consumers assistants, and payment machines
People: The TESCO has millions worker and consumers who play a crucial role in
organisational growth. The TESCO spends a huge capital on employee's development and
training and they use reward policy for existing consumers to perform in effective manner.
Physical Evidence: The TESCO have physical evidence such as offline store, online
website and mobile apps that help to connect with consumer. The physical evidence help to
create the brand image, loyalty and value among consumers
The marketing mix help to TESCO to attain the organisational success
The main purpose of marketing mix to increase the sale as it help to TESCO to perform
the different task in effective manner. Mix marketing help develop the strength and eliminate the
weakness so that TESCO achieve its objectives. The TESCO has enhanced profitability and
reduce the cost with collaboration among departments, Mix marketing help to TESCO for
decision making as it main focus on team work and eliminate the conflicts among different
departments. The TESCO has famous for providing the product and service at low cost with the
help of mix marketing so that respective organisation easily takes competitive advantages.
(Akter,Hossain and Strong, 2021) The TESCO use online marketing such as website, email, paid
post and social media ads that help to expand the market across the global.
Recommendations
After competed the report, I have developed different type of skill that made me more
confidence whiling performing the jobs. I have improved my decision making skill that help me

to make decision at dynamic environment. I have learned how company can collaborate with
other department in order to eliminate the conflicts and enhance the harmony among
departments. I have developed the online marketing skill that help to expand the business across
the world and increase the sale of the company. I have enhanced marketing skill that asses me to
promote the awareness about the product and service.
PART 2
Devise a marketing plan including key elements to attain marketing goals of company
Marketing plan is a document which is prepared by including marketing objectives,
aims, strategies and more. The main aim of preparing such plan is to attain the set goals of the
company to ensure success in the future period of time.
Overview of company
TESCO is a large multinational supermarket chain based on London, UK. It offers
variety of groceries and food as well as non-food products to the customers. Also, it is known as
the third largest retailer of groceries across the world. It was founded by Jack Choen in the year
of 1919 and currently planning to grow the business by launching luxurious food product.
Mission: The mission of the company is to “serve customers in a better way”
Vision: The vision of TESCO is “to help the customers to enjoy a better life and easy way of
living”.
Executive Summary:
The company aims to offer quality products to the customers. By keeping the main
objective in consideration, they are planning to launch a new category of luxurious items. They
are likely to prepare effective strategies to gain the attention of customers.
Objectives:
 To enhance the sales of the company by 25% upto 2023.
 To increase the product range so that customers get better options.
 To increase the customer loyalty to stay in the competitive market for longer duration.
Situational analysis
Marketing audit: Marketing audit is a detailed review of marketing plan, strategies and
current activities of the company. The main goal of marketing audit is to examine areas of
improvement for further betterment (Ferrell, Hartline and Hochstein, 2021). In context of

TESCO, it is a large multinational brand. Marketing audit of the respective company can be
conducted through the below mentioned tools:
SWOT analysis:
Strengths Weakness
 The major strength of TESCO is its
giant supply network. They have
efficient supply network and also
maintains good relation with
suppliers (Fine, 2017).
 It is the biggest supermarket of
Britain in terms of revenue as well as
market share.
 The brand has been witnessed drastic
failure in the market of US and China
in 2021.
 Additionally, the brand has been
involved in various scandals and
finical errors which directly affected
their brand reputation in market
place.
Opportunities Threats
 The brand has opportunity to grow
business by launching new product
range to grab the attention of more
number of new buyers.
The Brexit and other such sudden economic
events can hamper the existing operations of
the respective company.
PESTLE analysis:
 Political Factors: Although TESCO is headquartered at London but it operates across
different countries. The political environment of different countries is likely to affect the
business operations of the respective country in a profound way (Sousa, 2021).
 Economic Factors: TESCO is required to keep a keep eye on the changes which are
coming in the economic conditions of different countries. Brexit put a major impact on
the working of the company with UK & European nations.
 Social Factors: Now, customers prefer to purchase all the products at one time. TESCO
offer such facility by offering variety of food & non-food product at one place.
 Technological Factors: In context of TESCO, they are likely to implement recent
technology to offer better as well as effective services to the end users.
 Legal Factors: Change in the government policies, amendments at local as well as
international level affects the functioning of the TESCO in a profound manner.
 Environmental Factors: To sustain in the current environment, there is requirement to
follow necessary environmental protection laws. These laws are also helpful in
maintaining positive brand image of the entity.
Competitors Analysis:

TESCO is working in highly competitive environment. There are ample of supermarkets
like Morrisons, Sanisbury, ASDA are in direct competition with the respective company. Here,
TESCO needs to structure suitable plans with an aim to sustain in the competitive environment
for longer period of time.
STP Model:
 Segmentation: It is the first step of STP model wherein the entire population is
bifurcated into smaller components. There are ample of ways of segmenting the
population such as demographic, geographic, psychographic and more (Minton and
Krszjzaniek, 2021). In context of TESCO, the company is working on demographic as
well as psychographic segmentation wherein they also target people based on their
income, occupation, lifestyle, attitude and more.
 Targeting: Targeting is the next step wherein TESCO is likely to select a particular
segment of customers to target. Here, the respective company is targeting huge number of
customers by offering products at different range.
 Positioning: After targeting, the next step is positioning wherein TESCO position the
product amongst target group. For this purpose, they use advertisement and promotional
strategies. For this purpose, they are likely to use online as well as offline techniques with
an aim to grab the attention of more number of buyers.
Marketing Mix:
 Product: TESCO offers wide range of products to address the needs of customers. In the
given scenario, they are launching new range of luxurious products. By launching new
product, the organization can easily enhance its existing profit margin.
 Price: In context of TESCO, they set price of product in such a manner which can be
easily afford by customers.
 Place: With the digital revolution, the respective entity is likely to offer their products
through online platforms and supermarkets.
 Promotion: In terms of promotion, TESCO is using different online as well as offline
mediums to grab the attention of buyers.
Marketing Budget:
Particulars 1st year 2nd year 3rd year 4th year

Investment 11000 20000 6500 6000
Initial money 12000 25000 7500 8000
Total 23000 45000 13000 14000
Marketing outlay
Sales publicity 2300 2000 2000 2000
Direct selling 4900 4500 2000 2000
Promotion 6000 2500 6000 3000
Total 13200 9000 10000 7000
Control and monitoring measures: After preparing the plans, the next step is to control
the outcomes. For this purpose, different measures are followed by TESCO. In this context, the
respective company follows different metrics such as return on marketing investment, customer
lifetime value and more. They are likely to take necessary corrective actions after analyzing the
results of such metrics.
Produce a media plan along with recommendations for selected media activities
Media plan signifies the process how, when the message will be delivered to the target
audience. Basically, it is related with determining different ways of marketing & promotion to
maintain effective communication with target audience (Melchiorre and Johnson, 2017).
Media Budget:
Budget category Amount $
Content Creation 100
Social advertisement 70
Paid partnership 80
Software 60
Promotions 140
Contest 50
Total 500 $

From the above-chart, it is identified that the company is going to adopt different ways of
marketing. They will use different mediums like content, social media, promotion, context and
more. For this purpose, they have been determined a budget of nearly 500 $.
Rational for multi-media activities
In the present competitive environment, it is important to utilize different media channels
to maintain proper communication with target audience (Meyers, 2017). In the given context,
TESCO is going to launch a new range of luxurious food products. In this situation, it is
imperative to adopt different mediums like digital, online, offline and more so that more and
more customers get attracted towards the product of the company. Here, the company is using
integrated multi-media strategy wherein they will use different media channels to set a unique
image among target customers. Rationales behind using integrated multi –media channel are
mentioned below:
 The company is not only targeting the young audience hence, it is imperative to use
offline tactics to attract seniors people. For this purpose, they are adopting TV
promotions, context, hoardings and other such techniques. It will help in gaining the
attention of senior citizens to earn high profitability.
 Through integrating media activities, they can easily attract young audience as well. In
this regard, they are adopting digital techniques such as apps, websites and more. It
provides ease to working people as they can buy the product from their own place.
 Additionally, integrated multi-media activities will enhance the presence of TESCO
within competitive market place. Here, they are using different channels like social
media, promotions, contest and more. It will circulate their message to larger audience
which eventually benefitted the company in terms of enhancement in the overall sales &
profit margin.

Conclusion
Out of the above-mentioned information, it is summarized that marketing is one of the
most crucial function for each & every business entity. Here, marketing is about promoting and
advertising the product or service thoroughly to gain the attention of ample number of buyers. It
is analyzed that marketing is a wider function that has interrelation with other business activities
as well. Further, there is comparison between the application of marketing mix of two
companies. A marketing plan has been developed to launch a luxurious food product range in the
market. At end, there is a media plan including different channels to strengthen the marketing
position of the organization.

REFERENCES
Books and journals
Akter, S., Hossain, T.M.T. and Strong, C., 2021. What omnichannel really means?. Journal of
Strategic Marketing, 29(7), pp.567-573.
Ali, A.A.H., Nazarov, A.D. and Kondratenko, I.S., 2020, May. The Role of Advertising in the
Organization of Digital Marketing Concept. In 2nd International Scientific and
Practical Conference “Modern Management Trends and the Digital Economy: from
Regional Development to Global Economic Growth”(MTDE 2020) (pp. 31-41). Atlantis
Press.
Evans, B. and Mason, R., 2018. The lean supply chain: managing the challenge at Tesco. Kogan
Page Publishers.
Gilg, J.Y., 2019. Paul Harvey: Picking up the Tesco Law Challenge. Solic. J., 162, p.48.
Key, T.M. and Keel, A.L., 2020. How executives talk: Exploring marketing executive value
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REVI, D., The impact of Work Place Bullying practices and Job Satisfaction among Employees
of Tesco Stores in Johor Bahru.
Robson, K. and Pitt, L., 2018. Tesco in South Korea: Strategic Localization. SAGE Publications:
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Souiden, N., Amara, N. and Chaouali, W., 2020. Optimal image mix cues and their impacts on
consumers’ purchase intention. Journal of Retailing and Consumer Services, 54,
p.102011.
Tuten, T.L., 2019. Principles of Marketing for a Digital Age. SAGE.
Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021. Marketing strategy. Cengage Learning.
Fine, S.H., 2017. A generic social marketing plan. In Marketing The Public Sector (pp. 289-300).
Routledge.
Sousa, M.V.A.D., 2021. Development of a marketing plan to expand business opportunities in
the accommodation area: Uniplaces’ sales department (Doctoral dissertation).
Minton, E.A. and Krszjzaniek, E.J., 2021. Enhancing marketing research learning outcomes
using the outdoors. Marketing Education Review, 31(2), pp.93-98.
Melchiorre, M.M. and Johnson, S.A., 2017. Finding new ways to reach older students: Creating a
social media marketing plan for professional and continuing higher education
programs. The Journal of Continuing Higher Education, 65(2), pp.73-81.
Meyers, C.B., 2017. Social media influencers: A lesson plan for teaching digital advertising
media literacy. Advertising & Society Quarterly, 18(2).
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