HND Business Management: Marketing, Planning & Tesco's Success

This report provides an in-depth analysis of Tesco's marketing process and planning, focusing on the marketing concept, functions, and extended marketing mix. It examines the role of the marketing function within Tesco, its interaction with other departments like finance, production, HR, and IT, and how the marketing mix contributes to the company's overall business objectives. A comparison of Tesco's marketing mix with that of Sainsbury's is included, covering product, price, place, promotion, people, physical evidence, and process. The report concludes with recommendations for Tesco to enhance its marketing strategies, particularly through digitalization and innovation, to maintain its competitive edge and improve customer satisfaction. Desklib provides access to this and other solved assignments.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
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Table of Content
Part 1: Briefing Paper
1.0 Introduction p
2.0 An explanation of the concept/definition of marketing in the 21st century
p
3.0 Description of the role of marketing function with examples from the
chosen organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p
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1.0 Introduction
Marketing refers to the process which can be effective to demonstrate any
product to market which can have high value for their user and enable them to offer
specific services or product for fulfil their needs. This is company division, product
line for entity or individual towards promoting any product or service. This include
encourage marketing participants for buying their products along with committing
loyalty in specific company (Trushkina and et. al., 2020). Here, chosen organisation
is Tesco which is multinational retail organisation and deals with grocery, cloth and
many more. In this report, there is discussion about concept of marketing and
marketing operations with their roles. There is also discussion about marketing
functions in organisational context. There is also discussion about applying
marketing mix in marketing planning process for achieving organisational objectives.
This report also includes marketing plan and key elements for achieving marketing
objectives (Joseph and Gaba, 2020).
2.0 An explanation of the concept/definition of marketing in
the 21st century
Marketing refers to the process which include different activity that can be
effective to promote or sell any product or services to their target customers. It may
include both process digital channel and traditional that can help to effective promote
any product or services (Al-Henzab, Tarhini and Obeidat, 2018).
3.0 Description of the role of marketing function with
examples from the chosen organisation
There is different role of marketing functions that may help company to
provide better understanding about their targeted customer requirements along with
get feedback to improve the product and services to increase its value and demand
in market (Krizanova and et. al., 2019). Tesco offers different variety of product with
wide range that can fulfil the customer needs. Marketing functions include marketing
techniques which have aim to product quality product at different price which can be
available for every customer. There are some of the functions of marketing which are
going to be discussed further.
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Identifying customer needs- Primary step of marketing team is to identify
their target customer needs along with their preferences which can be available in
the market. Tesco marketing manager have their focus towards identifying their
needs along with preferences that can enable them to offer different products along
with services to fulfil their demands (Riasanow and et. al., 2021). There are different
ways to identify needs and preferences which may include interview, social listening,
surveys and many more.
Strategic product planning- Planning process include analysis activities that
can be effective to achieve the organisational goal. Tesco marketing manager plan
effectively to improve their brand image and use those to sell their product and
attract large customer base. Strategy also include improving the brand image to sell
quality product at reasonable price. This is an effective strategy that can allow
customer to get attracted towards the Tesco products due to their brand value and
their product quality.
Product promotion along with publicity- Promotion refers to the techniques
that are effective and may lead to provide better response towards the attracting new
customer. This can also help to create awareness about the product within target
customers. This can include hoardings, advertising or any charitable events. Product
promotion may include different discounts or promotional offer that may attract
customer to purchase those products. Tesco uses the loyal card that include
exchange points during purchase (Troisi and et. al., 2020).
Distribution channel- Distribution is highly essential for any business
organisation. This include distribution of products and services to their customers.
Tesco marketing manager ensure that their products are effectively transported and
distributed to their centres that help to easy access to products and services. Tesco
uses different channel which is online and offline. Tesco uses their official websites
to sell their products for easy delivery to their customers. Here, most customer have
shifted toward the online shopping that enable them to save effort and time both.
4.0 An analysis of how the marketing function works and
interacts with other departments
Marketing and Finance department- Marketing department need to
communicate with finance department which can help to get proper budget to
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perform their role. This may include research and distribution, meeting the
promotional needs and many more (Meyerding and Mehlhose, 2020). Tesco
marketing manager should ensure that their product offered on the best prices with
better quality. Here, finance department have their role to provide proper budget for
the business operations that can help to effectively carry out the financial
capabilities. This can enable marketing manager to focus on sales volume and
create market share to cover costs, investment and cash flow.
Marketing and production department- They need to work together where
marketing department provide instruction about the demand that should be produced
according to given deadline. Their marketing department need should provide proper
information and instruction that may also include the quality of product that
production department should ensure about taking care of better and effective
response that can enable them to achieve better result through meeting customer
needs (Abbas and et. al., 2020). Production department should ensure about
manufacturing quality product with lower cost. With proper coordination between
marketing department and production department it can enable to produce optimum
product in limited time. Production department can also get enable to provide limited
production in certain time frame.
Marketing along with Human resource department- Both department
works together that enable to achieve the organisational goal through providing
proper training and development of employees. Tesco marketing manager uses HR
department to hire talent that can use their skills in better way. This can also enable
marketing department recruit people that have better knowledge and experience
about the marketing.
Marketing and IT department- Both department work together that can
enable them to perform well and help in getting better response towards attracting
customer base. IT department help to promote organisational products with new
technology and offers (Olson and et. al., 2018). Tesco marketing manager uses their
IT department to promote their product through using voice, graphics and image
software for attracting their customers. IT department also help marketing manager
to use different websites to promote their products and help in capturing large market
share.
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5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Tesco marketing manager uses marketing mix factors that can help to analyse and
help to meet customer needs and demands. Marketing mix of two companies are
discussed further.
Basis Tesco Sainsbury
Product Tesco is well known and
leading supermarket
within UK which produce
different products like
stationary, clothing, food,
financial service and
cosmetics. They provide
product with their brand
name through both online
and offline. They are also
focusing on launching the
keto products that are
attracting large number of
customer base and their
interest (Campbell and et.
al., 2020).
Sainsbury is also a
supermarket within UK
that provide different
product in the market.
These may include
electronics, food items,
health along with beauty
products, clothing and
many more. They also
provide ready to eat
meals alogn with organic
food product that
attracting large range of
customer towards it.
Company also produces
new products I food
segment which include
the fish and meat
products known by J.
James & Family.
Price Tesco is able to provide
different range of
products at lower price
which enable them to
attract large customer
base. They also able to
Sainsbury provide value
for money to their
customer through
providing them quality
products. This enable
organisation to attract
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provide quality product at
the reasonable price
which attract customer to
purchase those goods
from their store and at
loyal towards it. Brand
Guarantee is one of the
unique program of Tesco
that enable them to get
customer through
providing benefit through
low prices.
large number of customer
base. They also use the
competitive pricing that
help to gain more market
share within less time.
Place Tesco is focusing on all
the possible way to reach
their customer in which
they use both online and
offline services. Here,
company sell their
product on stores and
online through delivering
product to customer on
time (Krizanova and et.
al., 2019).
Sainsbury is having about
700 convenience stores
and about 500
supermarkets within
different countries. They
also provide online
services through
delivering product to their
customer on time through
one phone call.
Promotion Tesco is having high
brand image in the market
through offering product
at lower price. They
promote their products
through different sources
like charitable events,
poster, hoardings,
television and many
more. They also provide
Sainsbury use both above
the line and below the line
strategy which help to
build name and help to
attract customer base.
They also provide Nectar
reward cards which are
effective and help
customer to earn points at
their store on each
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loyalty card to their
customer to attract them.
purchase (Lahtinen and
et. al., 2020).
People Tesco is having around
4,00,000 employees in all
over the world in different
countries. They also
provide different
promotional offer and
rewards to their staff that
enable them to stay
motivated and help to get
high potential towards
work (Parris and Guzmán,
2022).
Sainsbury have trained
employees with good
behaviour that enable
them to work effectively
and help in performing
well in this competitive
market. They also
launched a program
called Level 2 Craft skills
model that enable staff
member to get training for
fishmongers and bakers.
Physical evidence Tesco uses different
labels, equipment,
innovative logos to attract
large customer base.
They also categorise their
products effectively to find
product easily.
Sainsbury designs
effective layout for their
stores which enable them
to easy direct to their
customers. They also
provide good quality
trolleys for better
shopping experience.
Process Tesco perform different
process where they have
focus to make satisfy their
customer through offering
less price and better
quality products through
online and offline both
and perform billing
service in speed (Pulker
and et. al., 2018).
Sainsbury offer online
shopping through click
and collect service which
help customer to order
product more easily. They
also make changes in the
price and delivery
allocation which help to
attract and increase
product order and gain
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customer loyalty.
2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
success of the organisation in meeting their overall
business objectives
Marketing mix plays an important role that can help in implementing effective
marketing strategy for accomplishing organisational goal. Tesco marketing manager
use different strategy that enable them to promote their product and attract customer
base for retaining their customer through providing them quality product at
reasonable price (Critchlow and et. al., 2019). Marketing mix also help Tesco to
focus on right product, at right time, to the right people, at right place. Tesco also
introduce their product at new range with lower price with attractive packaging to
attract their customers.
3.0 Recommendations
Tesco like to offer their product in better way that lead to offer different
products at less price with standard quality. Here, company need to adopt
digitalization which can enable organisation to improve their speed along with quality
services. Tesco should also introduce new innovative strategy that can be effective
for organisational management. It is also recommended to Tesco that they should
update their HRM strategies that lead to meet their standard to satisfy employees
needs with treating them with respect (Zheng and et. al., 2020).
9.0 Conclusions
From above discussion, it can have concluded that marketing refers to an
important tool that can promote wide range of good and services. It also helps to
create brand image that may result in engaging customer, increasing sales and help
in organisational growth and development. Marketing function enable marketing
managers to identify the correct market in which that product may get higher sales.
They also work effectively with each department that enable them to perform well
and for better development. This report also includes evaluation and importance of
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marketing mix that enable organisation to understand customer needs for achieving
organisational goal.
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References
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