Tesco's Marketing Process: Analysis of Strategies and Objectives

This report provides a comprehensive analysis of Tesco's marketing process and planning in the 21st century. It explores the concept of modern marketing and describes the role of marketing functions within Tesco, including promotion, brand loyalty, selling, pricing, and distribution. The report analyzes how the marketing function interacts with other departments such as finance and human resources. It further explains the extended marketing mix (4Ps) with examples from Tesco and evaluates how the adopted marketing mix contributes to the organization's success in meeting its overall business objectives. The report also provides recommendations for improving Tesco's marketing strategies.

Marketing Process and
Planning

Table of Contents
INTRDUCTION..............................................................................................................................4
TASK...............................................................................................................................................4
Explain the concept of marketing in the 21st century.................................................................4
Describe the role of marketing functions with examples from your chosen organization..........5
Analyse how marketing function works and interacts with other departments..........................6
Explain the extended marketing mix and provide examples from your selected supermarket...7
Evaluating how the marketing mix adopted by your selected business contributes to the
success of the organization in meeting their overall business objectives...................................8
Recommendation.........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRDUCTION
Marketing is a tool which is by the firm for promoting and popularising their products
and services between the public. In this technique management used various strategies for
increasing the reach of their products to consumers at international level. Strategies includes
advertising, direct selling, digital marketing and others. The chosen company for understanding
the marketing activities is TESCO and is headquartered in United Kingdom (Azimovna and
Ilkhomovna, 2022). The company was established in 1919 and it is the multinational retail based
firm with facilitating wide range of products such as grocery items, home appliances and food
products. This report will covers concept of marketing, role of marketing function with examples
of chosen organization, analyse how marketing function works and interacts with other
departments. It also cover the extended marketing mix and provide examples of selected
supermarket and also analyse how the marketing mix adopted in the selected business. With help
of effective marketing strategies firm easily maintained proper communication with different
categories of consumers in long time.
TASK
Explain the concept of marketing in the 21st century
Marketing strategy is a tool which is used by organization for maintaining effective
communication with customers. Due to use of marketing strategies effectively the awareness of
the company products are easily spread at large scale in different locations. In today's time firm
always used modern technologies and advanced equipments for popularising their goods in
various ways use of social media, telecommunications, showing ads in TV etc. In this way
customers are easily attracted for buy their products in large quantity which leads to increase the
portfolio of organization for long time. Especially in present time marketing is a very important
element for TESCO for deliver their product to customers in time (Berkenbosch, Groote and
Stoffelen, 2022). Because in current situation firms faced lot of difficulties for produce and sell
their products in time due to having fear of covid in the minds of people. Therefore, for handling
and reducing such type of critical situations management used skilled employees and advanced
equipments within organisation. In this way their activities and services are done in fast manner
which is essential for maintaining their reputation and goodwill in front of customers in long

time. At the time of using marketing strategy or plan it is also necessary for TESCO that they
must only use accurate and reliable information for introducing their new and existing product
between the public. Because reliable and meaningful information are highly essential for
increasing the knowledge of their product in the customers mind. Then due to receiving right
information customer always buy right product through online and offline both mode. It leads to
increase the productivity of firm at higher level. Due to the use of marketing strategies such as
social media effectively which I mentioned above employees easily built connection with users
in long run. Due to maintaining good relations with users their problems are easily understand by
top level management effectively and then solutions are also provided to them in fast manner.
Describe the role of marketing functions with examples from your chosen organization
Marketing function refer to the act of service and operations where final customers and
products are linked with each other. The major role of marketing functions which is applied by
the company for increasing the sale of TESCO product are -
 Promoting – It basically refer to the promoting or popularising the product through
various activities which includes social media, promotional campaigns, advertising, email
marketing and others. In context to TESCO, management made huge investment in the
marketing activities for increasing the popularity of their productivity at large scale. Due
to using these strategies the visits of the customers are highly increased in their store for
buying wide range of products.
 Maintaining brand loyalty - It means that in which way brand maintain their reputation
in market or between the public (Boskova, Rusnak and Nadtochii, 2022). For maintaining
the brand effectively in marker it is necessary for TESCO that they must keep their
service in 24*7 time concept. Because due to using this concept the desires of the
customers are easily increased for buying their products in any time. It also helps to
increase the trust of customers towards firm in long run.
 Selling – It basically refers to in which way sell their product are increased between
customers. Because sale is the highly essential for organization for completing the targets
of employees in time. In context to Mark and Spencer, management used various
methods for enhancing the sale in their product which includes personalized
communications, providing solutions to customers in time and also facilitating unique

products which is totally different from others. In this way the economic growth of firm
are easily increased in any situation.
 Pricing – It refer to maintaining average and affordable prices in the product by the
management according to the target customers. In context to TESCO, management must
maintain affordable and average price in their products which is favourable for
customers. Due to fixing average price all categories of customers are able to buy their
products without facing any type of difficulty. In this way the sale of their products are
effectively increased globally for long time.
 Distribution – It refer to effective supply chain management which is essential for each
and every organization to serve their product to customers in time(Nugraha and Rahadi,
2022). In context to TESCO it is important for their employees to to manage the supply
and demand of products systematically. Because with help of good supply chain
management easily received the orders of the product by customers in time. It is highly
essential for sending products to users in right location without facing any difficulty.
Analyse how marketing function works and interacts with other departments
The interrelation between various departments with marketing are -
 Marketing with finance - The main role of finance department is to manage overall
expenditure of organization in the form of records etc. In context to TESCO, managing
expense is the most important asset for run their departmental and operational activities
smoothly. In aspect of expense finance department plays the important role for deciding
or preparing the overall budget for the marketing activities. Due to this finance
department has the major importance within organization and are closely linked with
marketing. The other highlight is that marketing and finance both department are
interlinked closely with each other for increasing the sale of their product
(Purwaningwulan, and Ramdan, 2022). Marketing activities includes digital marketing,
advertising, promotional campaigns etc. which is highly essential for increasing the sale
of their product in various countries. Due to presence of both finance and marketing
department activities of the firm are easily run in smooth manner.
 Marketing with human resource – The main role of human resource is to enhancing the
optimum utilization of resources by the employee's in the work place area. This
department is also essential for hiring talented and qualified candidates from various

locations according to their requirement. In context to TESCO, it is necessary for
management that they must facilitate effective training to the new and existing
employee's increasing clear understanding about roles and responsibilities. The
relationship between marketing and human resource are also very strong. Due to
maintaining strong communication between these two departments qualified employees
are easily identified and hired for vacant post in marketing department. Because talented
employees are highly important for preparing or implementing effective policies and also
for increasing the sales of the product. Because in the aspect of human resource, they
release their notifications and vacancies with help of using marketing strategies which
includes salaries of employees during training period and after completion of training etc.
Due to using this type of strategy large number of candidates are applied for job in
various post. The other highlight of relation between marketing and HR are at the time of
training seniors officers of TESCO provides proper knowledge to employee that in which
way they sell their product to customers in large volume.
Explain the extended marketing mix and provide examples from your selected supermarket
Marketing mix 4 P's -
It is a set of actions which is used by organization in the form of strategies which
includes product, price, place and promotion. The main purpose for using this strategy by
TESCO is to increasing their profit and market share in short time and it is basically divided in
four parts which are explained below -
 Product – Here products refer to the finished and quality based goods which is facilitate
by the company to users. In context to TESCO, management must facilitate variety of
products to customer according to the needs and desires of customer which includes
home appliances, electronic items, grocery items and others (Rangkuti and Aslami,
2022). Due to facilitating these type of products to users in time their goodwill and
reputation of brand image are easily sustained in market for long duration. With help of
using wide range of products the choices of the users are also easily fulfilled in time.
 Price – It refer to the use of various pricing strategies and maintaining premium or
average price in their all categories of product. Pricing strategy includes competitive,
pricing, skimming pricing, discount offers and others. In this phase, it is necessary for
TESCO that they must introduce their products at wide range in market with valuable and

affordable price which is essential for capture the customer in large number. Because
with help of valuable price the sale of their product are effectively increased for long
term.
 Place – It refers to in which place organization introduce or sell their product effectively
between customers. In context to TESCO it is necessary for management that they must
select the effective infrastructure and supply chain in their chosen location which is
essential for deliver the product to customers quickly without any delay. Good location is
also essential for developing the positive relationship with customers and also develop
the effective supply chain management in long term.
 Promotion – It basically refer to the promoting or popularising the product through
various activities which includes social media, promotional campaigns, advertising, email
marketing and others. The main role of promotion by TESCO is to spreading the
popularity and awareness of their product between public by using various strategies. It
includes advertising, digital marketing, personal selling etc.
Evaluating how the marketing mix adopted by your selected business contributes to the success
of the organization in meeting their overall business objectives
Due to adopting marketing mix effectively by TESCO their revenue are highly increased
in comparison with other other competitors. According to the analysis of marketing mix
company are also able to establish effective supply chain and good infrastructure within and
outside the organization (Sebby, Jordan and Brewer, 2022). Because due to having effective
distribution channel and infrastructure they easily maintained proper communication between
employer and employee or employee and customer in long term. In this way work efficiency and
productivity of firm are highly increased for long time (Siagian, Riesmiyantiningtias and
Amalia, 2022). Due to the use of effective marketing mix buying power of the customers are
easily increased effectively Effective marketing mix are also essential for producing new
customers according to their targets because increasing of new customers means increasing of
profit. The other advantage for using this method by management is that high use of technology
in various aspects which includes social media and advertising. Because with help of technology
management increase the awareness of their product in fast manner. In today's time consumers
mostly used social media like Instagram, watsup and other sources for achieving knowledge

about various products. In this way customers are attracted in large number for availing their
services effectively.
Recommendation
From the above information it is understood that social media and company's official
website is the suitable strategy for TESCO. Because with help of these two strategies customers
are able to access the informations easily from any location regarding their products and services
in fast manner. The other fact is that today technology are highly advanced which is essential for
employees for doing any type difficult in smooth manner. Due to heavy use of technology
information are easily shared between multiple users within few time. In this way the reach of
company's services and products are effectively enhanced for all customer segments.

CONCLUSION
After analysing the above information it is concluded that marketing planning and
process is an essential element for running the supply chain management smoothly. Because
good distribution channel is important for sending the product and services to customers in fast
manner. Effective marketing and process are also essential for running the operational activities
systematically and in smooth manner. Due to good planning and process customers always get
right product in difficult situation also and misunderstanding between employees and customers
are also reduced effectively. Then in this way goodwill and reputation of firm are also sustained
in minds of customers for long time.

REFERENCES
Books and Journals
Azimovna, M. S. and Ilkhomovna, U. D., 2022. Problems of Marketing in the System of Higher
Education. Academic Journal of Digital Economics and Stability, 13, pp.71-75.
Berkenbosch, K., Groote, P. and Stoffelen, A., 2022. Industrial heritage in tourism marketing:
legitimizing post-industrial development strategies of the Ruhr Region, Germany.
Journal of Heritage Tourism, pp.1-15.
Boskova, V., Rusnak, A. and Nadtochii, I., 2022. The essence of business-processes and
process-oriented management in agricultural enterprises. Агросвіт, (1), pp.44-52.
Nugraha, A. B. and Rahadi, R. A., 2022. PROBLEM ANALYSIS ON SHARIA PROPERTY
BUSINESS AND ITS PROPOSED SOLUTION. Eqien: Jurnal Ekonomi dan Bisnis,
9(1), pp.13-32.
Purwaningwulan, M. M. and Ramdan, T. D., 2022. Digital Promotion of Local Tourist
Destinations in the New Normal Era and Its Effect on the Economy in Indonesia.
Journal of Eastern European and Central Asian Research (JEECAR), 9(1), pp.29-40.
Rangkuti, R. A. and Aslami, N., 2022. INTERNATIONAL MARKETING. Indonesian Journal
of Multidisciplinary Science, 1(4), pp.402-408.
Sebby, A. G., Jordan, K. and Brewer, P., 2022. Travel Decisions: The COVID-19 Paradigm Shift
on the Use of Travel Aggregator Websites for Vacation Planning. Tourism: An
International Interdisciplinary Journal, 70(2), pp.223-242.
Siagian, A. O., Riesmiyantiningtias, N. and Amalia, R., 2022. Planning Model and
Questionnaire for Measuring MSME Performance through (TOE) Technology
Organization Environment: indonesia. Journal of Computer Networks, Architecture and
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Yarashevich, P. N. J., 2022. Factors for Choosing a Marketing Strategy in Tourism
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pp.166-171.