Comprehensive Analysis: Tesco & ASDA Marketing Strategies & Mix

This report provides a detailed analysis of Tesco's marketing strategies and its interdepartmental relationships, including the finance, HR, sales, production, customer service, and research departments. It examines the role of marketing in Tesco, including market research, strategizing, product development, communication, and sales support. The report also explores Tesco's marketing processes, such as situational analysis, strategy development, and the implementation of marketing tactics. Furthermore, the report compares Tesco's marketing mix (7Ps) with that of ASDA, including product, price, place, promotion, people, process, and physical evidence. The report highlights the importance of effective interrelationships between functional areas for Tesco's success, and the impact of marketing techniques on various departments. The study emphasizes how Tesco adapts to market changes and customer needs to maintain its position in the retail industry.

Task 1:
Brief Title:
Role of marketing and significance of interrelationship
between functional departments of Tesco
Prepared for : Junior Marketing Executive
Prepared by :Your name,
Senior Marketing Executive, Tesco.
Introduction
Marketing strategies and concept are the two fundamental factors that are used for growing
the business in the market. This study will explain all the strategies and techniques that are
used by Tesco plc in achieving success in the business. Tesco plc provides finance and
telecom services to the people, and they also do business of grocery market. A good
marketing strategy will help to enhance the business and will create a positive impact on the
customers that will attract them to their business. Marketing strategy is the backbone of the
marketing plan in a business. This study will explain the marketing concepts that will help in
the coordination of the company with the needs of the customers.
1. Concept of marketing:
The Key roles and responsibilities of the marketing function are very crucial for the growth
and the sustainability of the organisation irrespective of the industry organisation. The
marketing department of the particular company goes for performing the functions of
marketing of the organisations. The different roles and responsibilities of the marketing
department include the following:

 Market research: The market done by the marketing department gives a clear view
of the state of the organisation within the market along with that of the market trends
that are required in order to strategize new plans for the achievement of the
marketing. Further the market opportunities and threats are also evident from the
market.
 Strategizing: Another prominent role of the marketing is that of strategizing plans as
per the target of the organisation which is aligned with that of the organisational
objectives. The identification of the opportunities is thus considered here in order to
device plans for the sales growth and sustainability of any organisation.
 Product Development: The product development is the responsibility of the
marketing department so as to innovate products or services that is evident to bring
about increase in the sales of the organisation.
 Communication: Marketing plays as communicator between the promotional
activities done by the organisation along with that of the sales of the organisation. The
platforms are chosen by the marketing department of the organisation that includes
advertisements in the cross-media platform. The different media creates a
communications between the organisation, the external stakeholders as well as the
customers after purchase as well. These often include press release, newsletters, email
marketing and the like.
 Sales support: The sales and the marketing department are often considered similar
but they are actually interrelated to the growth of the organisation.
The main focus of the company is to satisfy the customers in order to dominate the market
that will help them to become leader in the market. Chng et al. (2015, p.629) has commented
to do this three types of marketing must be followed in the marketing process. It has been
found that Tesco plc is following the marketing process in a systematic manner. They secure
their market by setting the clear objectives about their mission and they do survey at an
interval of one month to check the marketing situation so that they can provide the best
product to their customers. They investigate the whole retail industry so that they can
compete with the other competitors of their market. They do a strategic planning so that they
can enhance the interest in the mind of the customers to use their products. They develop
marketing concept by making a clear objective that leads to the efficiency of the cost and
responsibilities in the market (Gerlemann et al. 2014, p.1200).

Figure 2: Market share of Tesco
(Source: Tesco.com, 2017)

Marketing processes:






 Situational Analysis:
Tesco plc established the strategies to grow their business by launching new services and
products in the existing as well as in the new market. This function has help Tesco to convey
a strong and effective growth from the past few years. They do their marketing with the entire
UK by providing their different services such as finance, telecom and many more.
 Developing Marketing Strategy:
They have a tremendous international retailer in the stores as well as in the online shopping.
The employees who are working in Tesco have the skills of working in team that has added a
positive impact in the growth of the market.
 Designing Marketing Tactics:
Situation Analysis
Developing
Marketing Strategy
Designing
Marketing Tactics
Implementation and
Control

Griffith and Hoppner (2013, p.21) has mentioned that the product that are non-food achieve
more profit margins as compared to the traditional product. Tesco has discovered this within
the time and has taken the advantage of this factor.
The company has employed the extranet system that has helped Tesco to use internet in order
to develop proprietary and legal information among the company and the business partners of
the company. This system has helped to connect them with their business partners in a most
effective way. This has brought more flexibility and integration in the channels.
 Implementation and Control:
It has been found that this company has a huge number of suppliers and they have developed
an effective partnership with the suppliers. There is huge contribution of the employees who
are working in Tesco in the success of their market. They have developed themselves to give
their best to the customers. The performance of the employees are been examined by the
manager of the company and this indulge them to work effectively in the company.
Moreover, Tesco also assures the local communities to support them actively and provide the
customers with the best choice.

2. Roles and responsibilities of marketing manager in context of Tesco:
The roles and responsibilities of the marketing manager of Tesco include that of the roles that
are generally done by the marketing manager of the organisation. The managers strategies
plans for the organisation in relation to the expansion where required. These include different
marketing techniques. The techniques are advanced level of advertising that is supportive of
the organisation. The company uses massive cost saving activities related to the
advertisement of the organisation through the employment of market differentiation. For
instance, during the Christmas the marketing manager opted for the emotional campaign was
eschewed through the retail chain that created humour for the family gatherings which was an
innovative idea of marketing and involving the potential customers. Sales promotion of the
organisation is done through the employment of the employment of free gifts, point of sake
material, clubcard and the like.


3. Marketing influences and significance of interrelationship between functional
departments of Tesco:
Marketing techniques influence all the functional department of Tesco plc and this has lead to
establish a strong coordination among the departments of the organization. There are various
department such as finance, HR department, sales department, customer care department,
production department and research department.
Figure 3: Functional Departments of Tesco
(Source: Tesco.com, 2017)
The finance department is responsible for providing the funds that are required in
marketing the services and the products.
The role of the HR department is to recruit the right employee those who have the
capabilities to market their products.
Sales department are responsible for selling the products and grab the efficient customers
who will avail their services.
Production department acts as per the marketing techniques that have been used by the
sales and HR department.

Customer service department has a major role who are responsible for listening to the
problems after the production department has manufactured the product and they solve the
problem that are faced by the customers by giving them the right advice.
Research department are responsible for doing the research of the entire market and find the
unique strategy for marketing. All the functional groups are linked with one another and HR
department is the main department without this any further process of marketing can be
proceeds in the company.
Leonidou et al. (2013, p.94) has stated that the success of the company depends on the people
who invest in the company. They focus on developing the team that gives more value to the
company. It has been found that recently they have introduced a pilot project that helps to
maintain the stock, price management and the information related to product.
Liu et al. (2016, p.298) have stated that marketing includes the operational performance in a
business. The role of the marketing has influence the entire marketing environment of Tesco.
They have changed the marketing method by solving the problem of the customers that they
are facing in their life. This method has grabbed many customers in their business because
they are no longer attracted to the clump marketing campaign. They have started focusing in
the business by looking through the customer’s eyes. This has made them realize that
consumers get inspired to buy the products after observing the real stories and the marketing
campaigns. They organize various campaigns and events such as “love stories of Tesco food”
that has influence the people to buy their product.
Significance of having effective interrelationships between functional areas
Tesco plc has developed by improving their organization with the guidance of the interested
parties. This includes the particular people who are interested in the group activities. Finance
department plays a major role in moving the business forward in the entire world. They
provide the funds to increase their marketing and operation that will create more interest in
the mind of the customers to use their services. This department also engaged themselves in
picking the appropriate stakeholders from whom they will get profit in their business (Nobre
and Silva, 2016, p.5597).
Staffs and the manager of Tesco play an essential role in the process of marketing. They
implement in developing the strategic business and this success has a major impact in the
entire organization. The human resource department is the only department that is responsible

for the assessment of the activities of the staffs so that they can implement the strategies in
the suitable way. The important skill that is required in the vision and objectives of the
organization are the decision that is taken by the governance of the organization should be
effective. Tesco has come across many changes in the business environment. Tesco is able to
target the right customers in their business and they are providing the effective business
solution to their clients. They try to meet the demands of their customers by going through
the review about their products.
Conclusion
Tesco plc has made a remarkable position in the market of business in the entire world.

Task 2
Brief Title: Comparing Marketing mix (7P’s) of Tesco and ASDA
To : Marketing Director
From: Marketing Manager
1.0Introduction
Marketing mix and process are strongly established to achieve the business objective in
Tesco plc. They have developed the 7Ps of marketing mix in order to market fashion
products.
1.1 Tesco overview
(When founded, product/service offered, market/customer served, market share/size).
Tesco plc is one of the growing retail industries that have been giving their best to satisfy the
needs of the consumers. Tesco plc uses planning and developing before selling their product
to the customers. They serve a huge number of customers in their market as well as through
online.
1.2 ASDA overview
When founded, product/service offered, market/customer served, market share/size).
The selected company ASDA is a retail industry that and this venture considers the fact of
continuous interaction with the customers will help them to marketwise their services and
also they can rectify the products that need to be improved.

2.0 Marketing mix
Marketing mix and process are strongly established to achieve the business objective in Tesco plc.
They have developed the 7Ps of marketing mix in order to market fashion products. These are as
mentioned below:
Figure 4: marketing mix of 7Ps
(Source: Tiago et al. 2014, p.703)

2.1 Product
Tesco ASDA
Tesco plc manufactures the products to
satisfy the needs of the consumers. They do a
complete research that ensures the product
has a huge demand in the market before
launching it. The grocery product that is
manufactured in the market has the growth
and maturity phase.
The range of product in ASDA is unique as
well as varied. It has followed longest time
for the pricing policy and promotions, which
some critics believe, should have been brand
building instead.
2.2 Price
Tesco Your selected company
Rundh (2014, p.1542) has mentioned that
price is the vital factor in the marketing mix
of the organization. The price of the services
and the product of Tesco plc vary according
to their demand in the market. They set the
price of the product after examining the price
that are set by their competitors.
ASDA has a large portfolio and it has a very
low range of price. They provide discount at
the time of Halloween and Christmas. ASDA
has proved to be very popular and
consequently successful. This gives a clear
view in the pricing strategy in the marketing
mix of ASDA.
2.3 Place

Tesco Your selected company
Tesco plc has established its business in
various parts of the world after investigating
the place whether it is accessible to the
consumers or not. They have set their
business organization in various cities and
localities that are popular.
ASDA has its presence in different areas.
They have moved to the Wal-Mart style.
Some have the sales area about 90000 square
feet.
2.4 Promotion
Tesco Your selected company
This helps in boosting the name of the brand
in the mind of the consumers. They promote
their product by giving advertisement in
television, radio and so on. They also
promote their products by giving online
advertisements. They market their product by
doing email marketing.
ASDA has always believed in the price war
kind of pricing strategy, focussing on
discounts and schemes as promotions.
However, ASDA also understands the need
to move buyer perception that the acronym
CBY meaning Chosen by you attempts to
change.

2.5 People
Tesco Your selected company
Sheth and Sisodia (2015, p.56) have stated
that targeting the most effective people
towards their services and product is the
main function of a business. The HR
department of Tesco plc engaged themselves
in hiring the right employees for their
business. This helps to sell their product and
convince the customers to use their products.
ASDA highlights on the employees as well
as millions of customers. The people strategy
employed by ASDA are ranged from all
round training of staff for high quality
customer services imparting them skills on
being friendly and they are helpful as well as
acquire high technical skills.

2.6 Process
Tesco Your selected company
The process and system indulged in the
marketing should be clear to all the
employees in order to have maximum profit
in the business. Tesco plc manages to give all
the information and make all the employees
understand about the business process of the
organization.
ASDA was originally only a food seller.
Later it moved to the retail of other
household goods like kitchenware. It also
moved to the selling of meat items with 4 sub
brands, selling poultry product
2.7 Physical Evidence
Tesco Your selected company
Every organization must establish a real brand value
of the business. Therefore, Tesco plc has
successfully developed their brand name by doing
suitable marketing campaign that has helped all the
people to recognize their organization.
Size, location and number have
categorized the strength of ASDA.
Supermarket division has small store
segments that were formed in 2009.

Conclusion
Therefore, from the following study it has been clearly understand about the marketing
strategies and concepts of Tesco plc and ASDA.

Task 3: Marketing Plan
Introduction
Tesco plc is going to launch a new product and the detailed description has been stated in the entire
marketing plan.
The new product:
Tesco is planning to launch a new heated winter jacket for adult ladies.
The Jacket that is going to launch in the market has uniqueness. Consumers who will buy this
Jacket should be able to make difference with the other Jacketes.
Advertising the target market: women and girls should be targeted for this particular product
by publishing the product in the magazines and newspaper. The managers of the store should
target the women between the age group of 17 and 40 years because the women of these ages
are interested in doing shopping. (Action)
Official launch date
The product is going to be launch on December 12, 2017.
Marketing Plan
A market research will be held for observing the marketing condition of the competitors.
Online promotions of the product, promotions through email, radio, television and so on.
Training of the employees should be provided so that they can effectively sell the product in
the market.
A program related to public relation will be organized so that they can rate the product
because this will create an interest about the product in the mind of people.
A timeline must be created in the marketing plan to indulge the involvement of the customers
in the schedule.

Figure title: SOSTAC® Planning, Figure source: PR Smith Marketing Success, (2004).
1. Situation Analysis / Environmental analysis
(Situation analysis should clearly indicate: "Where are we now?")
SWOT
ANALYSIS
Internal Strength , Weakness
External Opportunity, Threat
PESTLE
Analysis
External  Political:
 Economical:
 Social:
 Technological :
 Legal:
 Environmental:

2. Marketing Objectives:
S = Specific
M = Measurable
A = Achievable
R = Relevant
T = Time bound

3. Strategy
Developing the brand name:
They should create the brand name of the product because brand of the Jacket is the main
promise that is done to the customers.
Figure 5: STP Model
STP Analysis:
STP meaning STP Analysis for your chosen scenario
S= Segmentation
T= Targeting This fashion product will target only one segment that is women.
P= Positioning This item will be available in all the fashion stores of tesco.
STP analysis of the product
 Segmentation of the fashion product:
This particular product has been launched in the fashion store of Tesco plc. This is
designer product that will be used by the women of all the countries.
 Targeting the customers:
This fashion product will target only one segment that is women. It is very important
to target the specific customer before launching the product in the market.
 Positioning of the product:

After targeting the product, it is important to find a suitable position in the market so
that the market gets the suitable targeted customers.
4. Tactics
Detailed Marketing mix (7P’s)
Marketing Mix Detailed Analysis
Product This Jacket will attract large audience when it will be launched in the
market. The Jacket is made up of cotton, which is very comfortable. This
Jacket will be available in all the size and can be used by all the ages.
Price This is a high quality product therefore, the price is of the product is bit
high. However, this price has been set according to the quality of the
Jacket. The customers who will buy the product will feel satisfy with the
Jacket.
Place This Jacket will be available in all the store of Tesco plc and people can
buy this product from their nearest store. They can also buy this product
through the online site of Tesco.
Promotion The fashion product is promoted through advertising in television and
social media.
There is a 20% discount for the first 500 hundred customers who will avail this
Jacket.
People Staffs have been given training so that they can grab customers for this
particular product. Training and development of the staffs are very
important because this will develop a good impression in the mind of the
customers.
Process The entire process of selling the product is well understood. This
includes from selling of the product to delivery of the product to the
customers.
Physical
Evidence
This includes the logo, brand image and the stores as well through which the
company is known to the customers and in the industry
5. Actions

Budget: The budget prepared is quite affordable for the common and middle class people.
Action plan / Tasks: the workers of the store need to be active so that they can convince the customers
to buy the new launch Jacket in the store.
The product will be launch after doing an effective discussion in the sales meeting.
Sales target can be achieved by doing marketing campaigns and events about the
product.
Research will be done before launching the product to target the appropriate
audience. A survey of the consumers will help to collect the information about
the needs of this product among the consumers.
6. Control
(how would you control the marketing plan if its going in the right
direction )
Control
techniques
Monitoring
techniques
Conclusion
Therefore, from the following study it has been clearly understand the marketing strategies
and concepts of Tesco plc. However, they need to improve their technological structure of the
product in order to increase the efficiency and quality of the product more in the market. It
has been clearly observe that if this industry follows all the marketing strategies then soon it
will become number one industry in the market.

Evaluation of the marketing Plan
Evaluation checklist of the marketing plan
Area of the Marketing Plan Comments
Does the plan identify the trends that
affect the organisation by conducting
multiple analysis of the environment?
Yes No
Is the objectives of the plan been
defined clearly taking in to
consideration the environmental
factors?
Yes No
Does the plan include a clear strategy
developed to cater to needs of the target
market?
Yes No
Is the Segmentation, Target and
Positioning clearly defined using? Yes No
Does it include a discussion of the 7Ps? Yes No
Were marketing metrics, forecasts,
schedules, budgets and implementation
responsibilities clearly delineated and
realistic?
Yes No
Were suitable metrics and
measurement intervals selected for
measuring progress towards achieving
the plan’s financial, marketing and
societal objectives?
Yes No

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