Marketing Essentials: Tesco's Plan, Strategy, and Market Analysis

This report provides an analysis of marketing essentials with a focus on Tesco, a UK-based retailer. It examines the utility and objectives of the marketing function within the enterprise, its relation to the larger organizational context, and differentiates between methods organizations use to apply the concept of the marketing mix. A detailed marketing plan for Tesco is constructed and evaluated, including an executive summary, mission, vision, objectives, STP strategy, SWOT analysis, and a marketing budget. The report also emphasizes the importance of monitoring and controlling activities for successful execution of the marketing plan, highlighting Tesco's introduction of a new instant milkshake product and their use of online promotional channels. The analysis concludes that effective marketing is crucial for building brand image and gaining loyal consumers, while the 7 P's of marketing and frameworks like SWOT and STP aid in enhancing product quality and consumer experience.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................4
TASK...............................................................................................................................................4
P1 Utility and objectives of marketing function in an enterprise..............................................4
P2 Objectives and duties of marketing in relation with larger organisational context...............4
P3 Differentiate between the methods in which organisations apply concept of marketing mix
to formulate efficient marketing strategies ................................................................................4
P4 Marketing plan for TESCO...................................................................................................5
CONCLUSION ..............................................................................................................................8
REFERENCES................................................................................................................................1
Books and Journal.......................................................................................................................1

INTRODUCTION
The procedure of forming strong bonds with target consumer base and implementing
policies which help in promotion of the company is defined as Marketing. It plays an important
role in the success of an organisation as effective marketing helps a company build awareness
about their products to a large number of consumers. The base organisation selected for this
report is UK based retailer TESCO. The corporation was founded by Jack Cohen in the year
1919 and has since globally expanded with more than 6,000 outlets spread across 13 countries.
The organisation is leading retailer of groceries and daily use products in UK. This report
describes purposes of marketing function and contribution in the success of organisation along
with interrelation with various the divisions of the organisations. This report covers marketing
mix in context of TESCO and a marketing plan is build and evaluated which increases overall
performance of the company.
MAIN BODY
TASK
P1 Utility and objectives of marketing function in an enterprise.
Covered in PPT
P2 Objectives and duties of marketing in relation with larger organisational context.
Covered in PPT
P3 Differentiate between the methods in which organisations apply concept of marketing mix to
formulate efficient marketing strategies .
The marketing mix is marketing tool widely used by organisations to influence consumer
demand in their target consumer base. The marketing mix of retail corporations TESCO and
Sainsbury's is provided below:
TESCO Sainsbury's
Product The organisation offers wide range of
products at their different outlets to
fulfil the needs of various consumers.
The organisation provides various
services through their subsidiaries
Sainsbury's sells various general
merchandise which include kitchen
products, offers biodegradable
packaging, organic groceries and has
own brand range of products with

such as F&F,TESCO bank and tech
support.
focus on diversifying their products
further.
Price The organisation offers lowest prices
possible for most of their products by
collaborating with suppliers to reduce
prices of products by raising
economies of scale (Baker and Saren,
2016).
The company offers competitive
pricing for their quality products and
general merchandise sold by the
organisation have low prices in
comparison to market rivals.
Place The organisation has various store
formats to attract consumers such as
TESCO Express,TESCO Metro and
others along with strong online
presence.
The enterprise offers their products
through online channels as well as
supermarket and convenience stores
and provides on call delivery services
for their consumers.
Promotion TESCO advertises their brand through
all mediums of mass communication
(Rowley, 2016). The company offers
various reward programmes to attain
loyal consumers.
Sainsbury's markets their products by
sponsoring sports tournaments and
gaining celebrity ambassadors for
their promotion (Charlesworth, 2020).
Process The organisation uses technological
equipments such as self checkout
systems along with talented
employees to complete various
organisational operations.
The organisation offers easily
accessible online ordering and
delivery services and is introducing
new sales outlet formats according to
the needs of the consumers.
People TESCO has implemented reward
structures for deserving employees to
increase overall performance and
conducts training regular training
sessions.
The organisation has able employees
and regularly invests in training
employees in order to enhance
consumer experience and improve
employee engagement.
Physical The organisation uses various factors The stores of the organisation are

evidence such as brand logo and ambiance of
their stores to provide best shopping
experience to the consumers
(Charlesworth, 2020). The
organisation has easy checkout
systems and website services.
designed to increase consumer
accessibility to their designed
products and has simple website
design to minimise difficulty in
online ordering process.
P4 Marketing plan for TESCO
The map which contains directions for accomplishing certain tasks undertaken by the
corporation in the market is termed as marketing plan . It includes detailed description of
strategies adopted by the organisation along with roles and duties of various employees in order
to achieve specific objective of marketing .
Executive Summary: TESCO is an international retail cooperation that offers wide range of
basic products along with groceries and financial services to their consumers . The organisation
is present in 13 international markets with 4,50,000 employees present at 7000 outlets. The
organisation wants to offer instant milkshake products to their consumers.
Mission
The mission of the organisation is to develop high quality products to sell under their
brand name.
Vision
The vision of the organisation is “ To become enterprise with highest value by providing
the consumers best services and completing responsibility towards their workforce, community
and shareholders”.
Objectives
 The organisation aims to become highest valued retail corporation in international
market.
 To outperform their opponents and gain consumers by reducing product prices and
selling affordable products with high quality.
STP strategy:

This strategy helps an organisation analyse their products to communicate with target
consumer base effectively (Perreault, 2018). The STP process that a company should adopt
during new product launch to maximise consumer satisfaction is provided below:
Segmentation: The corporation should assort consumers by common characteristics such
as age, culture, disposable income and others in order to develop effective strategies that satisfy
each consumer group.
Targeting: This stage of STP strategy involves determining most profitable market for
product launch. In context of TESCO the target group includes health conscious consumers
between ages of 14 to 24.
Positioning: This phase includes formulating policies which positively position
organisation's brand in consumer's psyche and help the company gain loyal consumers. With
reference to TESCO social media marketing plans are implemented which strengthen the brand
image of the company and create emotional connections with the company in the minds of
consumers (Pride and et. al., 2017).
SWOT Analysis
This is a tool which helps an organisation accurately asses their strengths and weaknesses
along with providing information about threats and weaknesses in current business environment.
The information provided by this analysis help a company formulate effective strategy for
attaining various objectives. SWOT analysis of TESCO is provided below:
Strengths Weaknesses
 The organisation has huge brand equity
and consumers consider their products to
be of high quality.
 The organisation has diversified range of
products and services catering to large
number of customers.
 TESCO has easily accessible online
ordering website.
 The organisation has faced controversy
for selling horse meat in some of their
poultry products (Zackariasson and
Dymek, 2016).
 The organisation is not able to gain
talented employees due to low paying
jobs.
 TESCO paid £175,000 penalty for
showcasing expired products which

damaged their reputation.
Opportunities Threats
 The organisation can provide
environment friendly alternatives to
dairy and meat products and attract new
consumers(Campbell, Martin and Fabos,
2018).
 TESCO can attract skilled employees
due to increase in unemployment.
 The organisation can expand their stores
to developing economies.
 The organisation faces threat from
discount retailers Aldi and Lidl as they
offer cheaper products.
 The pandemic has disrupted economic
activities globally and is threat towards
retail corporations.
 Impending Brexit deal aims to increase
tariffs on retail chains, which is a threat
to the organisation as it will increase
costs.
MARKETING BUDGET
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial amount 3000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
TOTAL 8146 4159 11896 4467 6405
Monitoring and controlling
It is necessary for an organisation to supervise various activities and operations on a daily
basis for successful execution of the market plan. The management at TESCO recognises this
necessity and supervises daily operations for continuous improvement of organisational
activities (Charlesworth, 2020). Organisations use various AI technology to effectively monitor

day to day activities that are conducted on company grounds. Supervising and controlling
activities help the organisation maintain superior level of quality in their products.
TESCO is introducing a new instant milkshake product for their consumers. The
company aims to advertise this product through online promotional channels (Chernev, 2018)..
A market plan is constructed, which includes vision, mission and goals of the corporation.
SWOT and STP frameworks are constructed by the organisation to use their resources for
enhancing product quality and consumer experience . This aids the organisation in maximising
their sales, net profit, market share and help the company expand their market presence.
CONCLUSION
From the above report, it can be determined that marketing function is an important
element in an organisations success as it helps in constructing and promoting brand image of the
organisation. The company is able to construct effective brand image by adopting various
marketing policies which help the company gain loyal consumers. 7 P's of marketing give the
company information about their imperfections which help the company implement policies that
eliminate such weak elements. At the end, marketing plan is developed by TESCO which assists
the company successfully launch their new product in the market.

REFERENCES
Books and Journal
Baker and Saren, 2016. Marketing theory: a student text. Sage.
Campbell, Martin and Fabos, 2018. Media essentials: A brief introduction. Bedford/St. Martin's.
Charlesworth, 2020. Absolute Essentials of Digital Marketing.
Chernev, 2018. Strategic marketing management. Cerebellum Press.
Perreault, 2018. Essentials of marketing. New York: Mc Graw Hill.
Pride and et. al., 2017. Marketing Principles with Student Resource Access 12 Months. Cengage
AU.
Rowley, 2016. Information marketing. Routledge.
Wilson, 2017. Marketing Controllership. Routledge.
Zackariasson and Dymek, 2016. Video game marketing: a student textbook. Taylor & Francis.