Marketing Essentials: A Strategic Analysis of Tesco's Marketing Plan

This report provides a comprehensive analysis of Tesco's marketing plan, focusing on the application of the marketing mix to achieve organizational objectives. It compares Tesco's strategies with those of Marks and Spencer, examining elements such as product, price, place, and promotion. The report delves into specific tactics employed by Tesco, including pricing strategies, promotion, and distribution. A detailed marketing plan for Tesco is presented, including an executive summary, target customer analysis, pricing and positioning strategies, distribution methods, and monitoring and controlling mechanisms. Furthermore, the report outlines a strategic marketing plan utilizing the seven Ps (product, price, place, promotion, physical evidence, process, and people) to achieve Tesco's objectives, supported by relevant evidence. The conclusion summarizes the key findings and highlights the effectiveness of the marketing strategies employed by Tesco.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
TASK 2............................................................................................................................................1
PART A ..........................................................................................................................................1
1 Comparison of ways by which organisation can apply marketing mix to planning process
for achieving organisational objectives.......................................................................................1
2 Different tactics which is applied by organisation to achieve its objectives............................2
PART B............................................................................................................................................2
1 Marketing plan for Tesco ........................................................................................................2
2 Coherent evidence based on marketing plan ...........................................................................2
3 Designing of strategic marketing plan for which use seven p for achieving objectives entity 3
CONCLUSION ...............................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing refers to not only buying and selling of goods but includes promotion,
branding of people. Cited entity is chosen is Tesco. This report covers key roles and
responsibilities of marketing function related to Tesco. Lastly, it covers responsibilities of
marketing in context to wider organisational context.
TASK 1
covered under PPT
TASK 2
PART A
1 Comparison of ways by which organisation can apply marketing mix to planning process for
achieving organisational objectives
Marketing mix elements of two organisation named as Tesco and Marks and
Spencer which are as follows product, price, place, promotion etc.
Marketing Mix Tesco Marks and Spencer
Product Products which is offered by
Tesco are in wide range with
quality which is the main
strength.
It offers variety of products in
clothing and food only which
little bit dissatisfy consumers.
Price Cited entity is offering
products at affordable prices
so that products are easily
purchased by consumer.
M&S is offering products in
bit higher prices which cannot
be purchased by all income
group person (Philip, 2014).
Place Location has been chosen
appropriately according to its
business
Marks and Spencer has
chosen that place where lot of
competitors are there.
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Promotion Cited entity has chosen online
as well as offline promotion
which is giving advantage
Marks and Spencer has chosen
one brand marketing strategy
which didn't work.
People There is lot of support from
people with cited entity due to
good brand image
Marks and Spencer has loyal
customers but not that much as
cited entity have.
Process There is lot of process which is
involved like delivery system
and many more which is made
by cited entity
Delivery system of Marks and
Spencer is not so fast.
Physical evidence Cited entity is selling products
in such a good way
Marks and Spencer is not
providing its services in little
bit late.
2 Different tactics which is applied by organisation to achieve its objectives
Tesco
Various tactics can be one used for achieving organisation objectives are lowering of
prices through which entity can achieve goal of earning of profit by cited entity.
 Promotion- Promotion of products can be made strong which help in building of brand
image of entity (Malhotra, 2015). For increasing of sales, this company is offering
various offers so that lot of customers to get them attracted. For decreasing cost or
expenses of cited entity, it can make goods/products which is of low cost.
 Pricing- This entity is using competitive pricing strategy which helps in selling of
product to all range customers.
Marks and Spencer
 Research – Here, Marks and Spencer did lot of research before launching of product.
This is helping entity to grow well to get themselves established.
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 Promotion- in these selling of product is made via social media, internet and lot more
which help in selling of product.
 Pricing - in this entity is selling products on penetration pricing strategy.
PART B
1 Marketing plan for Tesco
Marketing plan is made to develop entity and reach to target audience which ultimately
get success.
Executive summary - This helps in detail of marketing plan under which marketing tools and
techniques are discussed. This gives guidance which path employee and employer has followed.
Target customer- This refers to aiming of people who are interested in purchasing of product of
cited entity. By targeting of product which helps in reaching objectives of entity.
Pricing and positioning strategy- Pricing and positioning is very important which is helping
entity to make good brand image in front of society. This entity is following competitive pricing
strategy and for positioning there are catchy advertisements is made.
Distribution and advertisements - in marketing there must be strong distribution chain is
necessary for entity. This helps in reaching customers in easy way.
Monitoring- in this firstly Tesco is reviewing market which help in making of product according
to demands of customer. This is helping entity in fulfilling demands of clients. It is helping entity
in building good image in front of society.
Controlling- Tesco has grabbed the market share which built an image in front of the entire
community. This entity is controlling its products and market which help in making goods brand
value of entity.
Activities Budget in £
Social Media Advertising 3000
Campaigns 2000
Online Marketing 4000
Television Commercial 7000
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Total 16000
2 Coherent evidence based on marketing plan
 Target customer- Tesco is targeting customers of all rage mostly youngsters, family and
children. This is one of the ways by which Tesco is selling its products in successful way.
This entity is selling its products to all income level customers.
 Pricing and positioning strategy- This entity is offering products at low range which
help in selling of product. In grocery sector competitive pricing strategy is followed.
 Distribution and advertisement- For selling of product entity has lot more channels
which help in reaching to customers. This is helping entity in making profits.
 Monitoring – Here, before making of product lot of research is made which help in
selling of product. Like in food products lot of research is made before making of product
which suits the taste of local people.
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3000
2000
4000
7000
social media advertising
Campaigns
online marketing
television commercial

3 Designing of strategic marketing plan for which use seven p for achieving objectives entity
In this certain evidence which are required based in marketing plan are described as
follows:
 Product -The cited entity’s products are sold in wide variety such as mobile,
clothing, food etc. to consumers which help in increasing sales and brand value.
Tesco is offering product to all range customers which help entity to increase its
customers.
 Price- The cited entity is offering products in affordable prices which help in
purchasing of product to all income group (Moore, 2014). Competitive strategy is
followed this entity. Process set by entity are low enough which help in selling of
product to all income group.
 Place- This company is doing its business in UK at place which is easily
accessible by anyone. It is helping entity to make its recognition between
consumer. Location which is set by entity which is in main city and help
customers in purchasing products with ease.
 Promotion- Various promotional tools which is used by entity to popularise
product are advertisements, online presence, social media and many more.
Promotion with help of Facebook, twitter, internet and many more.
 Physical evidence- This is providing its evidence to tangible and intangible
services which are making its products in such a way that most of consumer buy
its products. Tesco is providing its services which is very fast and attract
customers.
 Process- This is one of the ways by which Tesco is making products in such a
way which is it help people to make consumer buy product. Tesco is making
product with additional features which help entity to attract lot customers.
 People- There is lot of support from consumers and local people which is helping
entity to make recognition in front of consumer as well as society. Tesco has lot
of customer base in making brand image of product.
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CONCLUSION
From this report, it is concluded that marketing mix would be used to achieve objectives
of Tesco. It has also discussed about developing a marketing plan in cited organisation. Lastly, it
also studied coherent evidence which was based on marketing plan.
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REFERENCES
Books and Journals
Babin, B. J. and Zikmund, W.G., 2015. Essentials of marketing research. Nelson Education.
Hair Jr, and et.al., 2015. Essentials of business research methods. Routledge.
Lilly, M. C., 2014. Content marketing essentials for small business. London: Create Space
Independent Publishing Platform.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
Moore, G. A., 2014. Crossing the Chasm: Marketing and Selling Disruptive Products to
Mainstream Customers (Collins Business Essentials).
Moore, G. A., 2014. Crossing the Chasm: Marketing and Selling Disruptive Products to
Mainstream Customers (Collins Business Essentials).
Philip, K., 2014. Marketing Essentials. A brief course: Translated from
English. Moscow:“Williams” Publishing House, 496.
Scarborough, N. M., 2016. Essentials of entrepreneurship and small business management.
Pearson.
Więcek-Janka, E., 2015. The Essentials of Marketing Research. Publishing House of Poznan
University of Technology.
Więcek-Janka, E., 2015. The Essentials of Marketing Research. Publishing House of Poznan
University of Technology.
Zolkifly, N.H. and Baharom, S. N., 2016. Selling Cars Through Visual Merchandising:
Proposing Emotional Design Approach.Procedia Economics and Finance. 37. pp.412-
417.
Online
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