Marketing Essentials: Marketing Plan and 7Ps Analysis Report

This report delves into the core aspects of marketing, examining its crucial role within organizations and its interrelation with other departments such as HR, finance, and research. It explores the roles and responsibilities of the marketing function, including managing brand image, planning, marketing research, packaging, promotion, and pricing strategies. The report further analyzes the marketing environment, distinguishing between micro and macro factors that influence business operations. Key concepts like the marketing mix and its application across different organizations are discussed, along with tactics to achieve business objectives. A significant portion is dedicated to marketing plan development, including an evidence-based approach and the application of the 7Ps framework to achieve marketing goals. The report provides a comprehensive overview of marketing principles, offering valuable insights into strategic planning and execution within a business context.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1. Roles and responsibilities of marketing function..................................................................1
M1 roles and responsibilities in marketing environment ...........................................................3
P2. Interrelation of role and responsibility of marketing to the organisation.............................3
M2 Significance of the interrelation between marketing and other functions............................4
D1. Analysis of key element of marketing function and their interrelation................................5
LO 2.................................................................................................................................................5
P3. Comparison of marketing mix with different organisation...................................................5
M3. Tactics used to meet business objectives.............................................................................9
LO 3.................................................................................................................................................9
P4. Marketing plan......................................................................................................................9
M4. Evidence based marketing plan: .......................................................................................13
D2. Marketing plan that applies 7P's in order to achieve marketing objectives .....................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing plays an important role in every organisation it is essentials functions within the
organisation which contribute to its success(Pike, 2015). The study highlights the role of
marketing in the organisation and its interrelation with the other functions of the organisation.
The study also explains the 7 P's of marketing and how it helps the marketer in conducting the
market research and introduce new product in the market(Blythe, Martin, 2019). The study also
highlights the marketing plan used by the marketers.
LO 1
P1. Roles and responsibilities of marketing function
Marketing
Marketing refers to the various activities which are included in the process of promoting
the buying and selling the product and services. It includes advertising, promotion, selling and
delivering the product and services to the consumer or end users.
Current trend means many trends that increasing day by day for promote products and
improve business in current market. Technologies and many new innovations helpful in increase
and promote products and profit. Future rend includes artificial intelligence that helps in make
easy to work because all work and activities will do by machines and computer science.
Nature of marketing
Marketing is a continuous process and it involves at all level. The top management
requires the marketing for promoting their brand value of company. The middle management
require marketing for promoting their product to the retailer and customer. Marketing id a goal-
oriented process (Pike, 2015). Managers require marketing to achieve the organisational goal. It
starts with the customer and also end with the customer.
Marketing concept
The marketing concept refers to fulfilling the need of the consumer by providing them the
product and the services. The external environment like change in trend fashion, occasion and
the various culture in the market influence the marketing manager to change their strategies and
develop new marketing plan to promote their product and satisfy the consumer by fulfilling their
needs. includes five types of concept :-

production concepts :- this concept dominated to market because it completely elation to
manufacturing of goods. Organization use this concept so it evaluate and understand needs of
customers than produce products. Organization provide low cost products and increase supply.
Product concept :- it includes products that customer prefer because they prefer quality
products with low price. If organization provide great quality and costly so purchase decision not
affect through this decision.
Selling concept :- this concept is important role play in organization a ell a in market
because it main focus on sell large quantity of products. Customer purchase those product if
company sell aggressively. So for sell organization do many activity like promoter products and
attract customers.
Marketing concept :- this concept is a root of marketing because through this
organization understand and know about needs and wants of customers. It also target to market
for promote products and increase sale. Through this concept organization pull potential and rich
customers.
Societal marketing concept :- this concept mainly focus on target market and
provide better products and services compare than competitors. Marketers of organization build
and maintain ethical and social relationship with people. That things increaser profit and improve
business as well.
Overview of marketing process
Marketing process refers to the different activities which are including in the marketing.
For the marketing process they can use the PR SOSTAC model. In which they analyse the
situation of the organisation that where the business stand in the market. It helps to define the
objectives, mission and vision of the organization. Through the different strategies like
marketing mix, segmentation, positioning and targeting strategy to achieve the objective. The
marketing tactics provides the detail about the strategies. Than they have to takle action to
implement the strategies in the firm and control the activities through benchmark method, test
marketing etc.
Role and responsibility of marketing function
Marketing is the essentials part of the organisation. It helps the organisation in promoting
their product and services in the market and increase their profit. The marketing function

includes the marketing research, product development, finance, communication, planning,
distribution, promotion etc.
 Managing the brand: the marketing manager or the marketing department present the
organisation in the front of the investors, customers, shareholders etc. to create the brand
image and maintain the value of the organisation. Tesco provide their services in the
market with various promotional techniques to create the image of the company. They
provide the qualified product and services to the customer to maintain the brand of the
organisation.
 Planning : The roles and responsibilities of the marketing function is to make the proper
plan for launching the product in the market and change the existing strategies to
renovate the product and fulfilling the consumer demand. Tesco timely search the new
area of planning to modify their product and services in the market. They use different
strategies in planning process to make the product more attractable and qualified.
 Marketing research : The responsibilities of marketing function is to research the
market for the new product and innovating the old product. It helps to get the feedback of
consumer about the product and services and their preferences. Tesco use various
strategies to get the feedback of the consumer. Tesco research the market about the latest
trend, fashion, consumer demand and needs, marketing strategies and the strength and
weaknesses of the competitors.
 Packaging and labelling : the role and responsibilities of marketing function to provide
the proper packaging of the goods to the consumer to attract them with different methods
of packaging and provide the proper knowledge about the product to the consumer before
using the product through packaging and labelling. It helps to protect the product.
 Promotion : The marketing department use various techniques to promote their product
in the market. It is the responsibility of marketing function to use the advertising,
campaign techniques to promote their product. Tesco organise the various campaign to
promote their product. In this campaign Tesco aware the consumer about the product,
their usage and the benefits to attract them and capture their attention toward the
organisation (Lane, 2016). Marketing department also use the advertising techniques to
promote the latest trend and fashion in the market with their product.

 Pricing : The role of marketing function is to set the appropriate price for their product
and services. They use the different strategies like evaluate the market, analyse the
competitors price, calculate the whole price of transformation of product from raw
material to the finished goods to set the price. Tesco set the appropriate pricing for their
product to get the profit margin in the market.
 Manage the budget : Manage the budget is the key responsibility of marketing
functions. They prepare the budget for the different marketing activities like promotion,
pricing, advertising etc. and try to manage them. The marketing department of Tesco
estimate the budget for the different marketing activities and try to achieve them within
the budget.
Role of marketing within B2B and B2C
marketing helps in B2B business. It provides the details of different organisation and
connect the organisation activities. For example in tesco it provide the detail of other
organisation and connect them by purchasing their goods and sale them in their store. In
B2C, marketing helps to connect the business directly to the customer. They use the various
promotional strategies to attract the consumer and meet their demand.
M1 roles and responsibilities in marketing environment
The key responsibility of the marketing department is to develop and research the
marketing plan. Marketing plan describes the current situation of the organisation in respect to
the consumer, external environment and the competitors and then analyse the internal strength
and weaknesses of the organisation to prepare a solid plan for the growth of the organisation.
Marketing department monitor the marketing environment to convert their opportunities into
their strength and fulfil the demand of the customer. Marketers monitor the changing factor of
the environment like technological. Socio-cultural, political, legal, demographical and economic
factor to adopt or prepare according to the marketing environment. Tesco use various digital
media to monitor the market like social media, internet, advertisement etc.
Marketing environment
Micro
in micro environment the technology, suppliers, competitors and customer affect the
business of Tesco. Suppliers provide the goods to the business, increasing the price of goods
by suppliers increases the overall cost of the organisation and reduces their profit.

Macro
in macro environment factor the political; cultural and environmental factor affects the
business of tesco. The changes in the legal policies, increasing tax rate, inflation rate affects
the business. It will reduces their profitability and productivity of the organizatuion.
P2. Interrelation of role and responsibility of marketing to the organisation
The roles and responsibilities of the marketing department are interrelated with the other
department like HR, finance, operation and research department. The interrelation of the roles
and responsibility with different department help the organisation to manage their budget, task
and get the organisational goal but some time the interface of the different department may
create problems and delay their work.
Interrelation between marketing and HR department
The HR department provide the right person for the marketing by recruiting the
employees. Marketing department are interrelated with the HR department. It provides the
various information about the market to HR department to reconsider their decision about the
employees and select the skilled person which is demanded by the market (Fan, Lau, and Zhao,
2015). Tesco HR manager use different method to recruit the right candidate for marketing
department so the marketing depart can get the work from the employees effectively.
Interrelation between marketing and finance department
Marketing department are highly related with the finance department. It helps the finance
department to prepare the budget for the marketing department. Marketing department give the
estimated budget of their expenses of different activities so the finance department can easily
estimate the budget for the whole organisation and allocate the fund to the various department. In
Tesco, marketing manager prepare the list of activities like promotion, advertising pricing etc.
along with their cost and provide to the finance manager. Marketing manager try to cut down
their cost of promotion via using the online method. It helps them to minimize their expenses and
ultimately help the finance department in managing the finance.
Interrelation between marketing and research department
The aim of the research department is to find the new area for the growth of the company.
They research the new opportunities in the market to develop their product to get the more
preferences. Marketing department provide the external knowledge to the research department so
they can get the taste and preferences of the consumer and develop product according to it.

Marketing department people are the main person who deal with the consumer and can get the
better knowledge about their buying behaviour and help the research department in their market
research. The aim of the Tesco is to provide the excellent product to the customer and maintain
their loyalty. They research the market through the market survey, online research etc. marketing
department help the research department to find the area of research and develop their product.
The different department of the organisation are interlinked with each other to get the
higher result of their performance. The relation between the various department helps to increase
the efficiency of the organisation with the profit. It also helps to in achieving the objective and
manage the employee in the vacant position of the organisation through the job rotation and
promotion. Tesco rotate their employees in the organisation within the different departments to
develop the skills of employees.
M2 Significance of the interrelation between marketing and other functions
Marketing function are related with the other function like operation, finance, HR and
research department function. Role of marketing function is to prepare the marketing plan. The
marketing plan are coordinated with the finance, operation and research department for getting
the short term and long term benefit.
Marketing department provides the various tools and information to other departments to
satisfy the consumer by fulfilling their needs. The importance of the interrelation between the
department is to link the department with each other and regulate their functions to minimize the
wastage and duplication of work. It helps in improving the employees skills and knowledge in
the organisation.
D1. Analysis of key element of marketing function and their interrelation
The key element of the marketing suction are prepared the marketing plan with the 4P's
of marketing i.e. product, price, place and promotion. The role of marketing is to prepare
marketing plan, analyse budget, review the activities to control the marketing area. Product is
offered to the consumer in the market to fulfil their demands and needs. Price is the key element
of marketing. Customer wants the lowest price for their product and seller wants the best price
for their product. Marketing department set the price which satisfy the consumer and also the
seller (Mishra and Modi, 2016).

The interrelation of the various department are benefited to the organisation but in some
cases it creates various problems for the organisation growth.
Benefits of interrelationship of the marketing function with other departments
Improve the growth of the organisation : the interrelation of the various function helps the
organisation to improve their interrelation and work as a team. It helps to maintain the
management in the company.
Filling the space : The interrelation between the various department helps to fulfil the vacant
space in the organisation by job rotation and promotion (Responsibilities of Marketing
Department, 2019). It also helps to get the objective within the budget.
Disadvantages of interrelation
Increase the conflicts : The interrelationship between the departments create the dependency on
each other which creates the conflicts within the organisation. It also delays their work because
the department are dependent so the delay of one department work could affect the all over
productivity.
LO 2
P3. Comparison of marketing mix with different organisation
Basis Tesco Marks & Spencer
Product
11 Tesco sale their product
under the 5 category and
each product line serve as
separate product line.11 The services provided by
the Tesco are consulting
services, design and
development, quality
assurance etc. to their
customer.11 Mark & Spencer sells the
variety of product under
the product line to attract
the consumer toward the
organisation.11 The product of marks &
Spencer are highly
differentiated to the
competitors with various
feature.11 It allows their customer to
customized the product
according to their need.

Price  Tesco use the competitive
pricing strategy for their
product and services.
 It also uses the cost
leadership strategy for some
product. Tesco set the
higher price of their product
because it offers more
feature in compare to their
competitors in the market.
 It uses the bundle price
strategy for some of their
product to capture the
market share. In these some
product are bundled and sell
at lower price in compare to
the price of the individual
item (Opute and Madichie
2017).
 It uses the optional pricing
strategy for some product
in which it the price of the
base product are offered
and separate price for the
accessories are come along
with the base product.
 It charges the higher price
for the online product
because they include the
delivery price along with
the product price.
 They used the skimming
pricing strategy for their
product in which they set
the higher price for the
product in initial time and
then lower the price.
Place  Tesco sell their product in
the market with the B2B
and B2C marketing
channel.
 They sell their product by
using the online method
through the various sites. It
helps them to achieve their
objective quickly without
minimum cost.
 It follows the omni-channel
for placing their product
 Marks & Spencer sell their
product to the wholesaler,
wholesaler to retailer and
the retailer to customer
channel.
 They also sell their product
online by using their own
websites.

where it integrated the
online and offline store for
the easy access of product
for their customer.
Promotion  Tesco promote their
product by using the social
media like YouTube,
Facebook, Twitter etc.
 It helps them to achieve the
objective at cheaper rate.
 They also organise various
events and trade exhibition
to promote their product
and service in the market.
 They promote their
product through the multi
media, advertisement.
Social media, campaign
etc.
 It uses the lower price for
promoting their product in
the market and attract the
customer.
People  Tesco train their employees
to work effectively and
efficiently in the
organisation (Bahl, and
Chandra, 2018).
 The sales department
appoint the persons to
resolve the consumer
problem by assist them
during their shopping.
 They train the employees
to maintain the quality of
the product and improve
the product timely.
 The redesign the product to
achieve their objective and
satisfy the customer.
 Research and development
department innovate the
various product to increase
the market share.
Physical evidence  Tesco use the different
packaging style to attract
their customer and protect
the product from the
external environment.
 They use the distinct
colour packaging strategy
for their product to attract
the consumer and
differentiate their product

 They use the glass bottles,
plastic bottles and pouches
for packaging their product
and label them to describe
their ingredients with their
benefit and usage.
from the competitors.
 They have their own
websites which allow their
customer to see the product
with high picture quality
and through the various
angles.
Process  Tesco have the online
delivery process where
customer place their order
and Tesco deliver the
product by using their
computer system.
 They installed a system in
their stores to detect the
availability of the product
in the store and order the
product according to their
availability.
To achieve the business objective of Tesco. Tesco shift from the 4P's of marketing mix to the
7P's of marketing mix. Tesco use different strategies to minimize their cost and provide the
better quality product to their customer at lower rate and achieve their target of maximizing
profit and market share.
Tesco use the marketing planning process to analyse the market structure and plan according to
the structure to gain the higher profit.
M3. Tactics used to meet business objectives
In order to analyse that whether the business objective are met or not the company can take the
feedback from the customers. The company can also track the social media to analyse what the
customer want, and can design a basic plan and goal for the business .
LO 3
P4. Marketing plan
Importance of marketing plan : Marketing plan is required by every organisation whether it is
big or small in order to identify the market potential and the target customers . Thus before