Marketing Process and Planning: Tesco's Objectives and Mix

This report provides a comprehensive analysis of Tesco's marketing process and planning strategies, 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, and how the adopted marketing mix contributes to achieving overall business objectives. The report evaluates Tesco's pricing, product, place, promotion, people, process, and physical evidence strategies, offering recommendations for improvement in areas such as global reach, market research, online selling, and international expansion. It concludes by highlighting the evolution of marketing concepts and the importance of adapting to current trends in e-commerce, emphasizing the need for effective marketing positioning to maintain a competitive edge.

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
The term marketing is used to refer to the systematized procedure following
which the companies worldwide do promotion of the goods and services that they
produce. In marketing there are serval functions that together forms its structure
when the interrelations of marketing department with the other departments such as
Human Resource, Sales, Purchases, etc. are included. In the current report a
concise discussion and analysation of various concepts of marketing with respect to
a retail grocery giant namely, Tesco will be provided. The role of marketing and its
interrelation with the varied other forms of business activities will be covered. An
examination of the market mix that the chosen organization follows which will be
performance which will be outlining the company’s goals. A media plan will be
prepared for supporting it.
2.0 An explanation of the concept/definition of marketing in
the 21st century
The traditional explanation of marketing is a compulsory or mandatory
function that an organization performs by considering it one of its vital part enabling it
to deliver customer the value which it targets at through its products and services. A
product whose manufacturing, processing and updating is entirely completed is of no
use until the company actually sells it and the product reaches the customer. This
process of selling is made possible by the organization through its marketing
activities. This traditional marketing concept has changed a lot through constant
evolution over the years and is still evolving in the current era of 21st century. The
current definition of marketing describes marketing as a totality of all the things that
are performed by an organization for providing and maximising the customer
experience. Thus in the modern times in marketing, products are not merely
marketed but also modified according to the changing needs of the customers and
their perspective. In addition to this marketing in its widest sense also comprises the
set of processes that leads to satisfaction of the organization’s main stakeholders
and building of good and sound relations between the management and the
customers, suppliers of the company. There are certain technicalities that are linked
with the marketing in the current era, contributing to making of its marketing
processes faster and efficient.
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3.0 Description of the role of marketing function with
examples from the chosen organisation
The role of marketing function performed by an organization is helping or
contributing in the determining of those product lines that have greater potentials of
being successful. The products are sorted and categorised as per the norms that
meets the demands and also the needs of varied types of customers. Connecting it
with the chosen company, Tesco’s organizational structure the marketing
department of the company plays all the functions related to the promotion of
different range of products using the differentiation strategy to ensure the company’s
competitive edge.
The Roles Performed by the Marketing Department of Tesco
Marketing Strategy of Tesco describes the way it functions into varies cultures
and nations. The marketing personnel of the company has set effective standards for
the domestic as well as international Marketing plan of Tesco. The strategies to
marketing keep in place company’s in country and outside the country businesses to
compete with the rivals efficiently. One of the role of such department at Tesco is to
research and identity the needs by an ideal customer. This is done through various
paths such as filling of questionnaires from customers and taking feedbacks on
regular intervals. The determination of market segmentation and targeted audience
while formulating the branding strategy is also done by Tesco’s marketing
department. The local marketing approach is followed by the marketing department
of the Tesco for expanding globally over the years extensively.
4.0 An analysis of how the marketing function works and
interacts with other departments
There are a series of functions that are performed by an organization out of
these wide range of functions one of the important function is the marketing function.
This functions that are performed by the organization’s marketing department
networks with the functions of different departments. The operations management is
one of the department of Tesco. This department is concerned with the administering
of all functions of the company that relates to the starting of product manufacturing to
its ultimate selling. This department is established for ensuring the functions of
organization are conducted smoothly with efficiency. The functions are to ensure
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timely availability of materials and other factors of product, testing the materials for
ensuring the production of good quality products. The marketing department is
interconnected with this department as the personnel of the department needs
updates regarding the flow of products to market accordingly.
After the operations management function of the company, the waste control
management function is interrelated with the marketing function. This function of the
company is aimed at the controlling of waste that generates in the process of
production. There are various reasons that lead to wasting of resources such
ineffective use of resources and also their over use. The corporate social
responsibility objects of the company should be adhered by the marketing
department employees of the company. The HR department of Tesco is concerned
with the finding and putting up the right talent at the right vacant position of the
company. The marketing department of the company is related with the human
resource department to have the skilled people in the department.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Price – The value of the product which is decided by the company and paid by the
customers to enjoy and experience it is known as price of the product. it is one of the
most crucial factor that effects the revenue of the company. Tesco at all times
ensures that the prices of the products offered by the company is competitive in
market.
Product – The tangible as well as the intangible offerings of the are classified as its
product. Various products are available in the market for the customers to make their
choice of buying. The product benefiting the customer most, gets selected. Hence,
Tesco offers those products that benefits the customer to secure its revenue from
sales.
Place – The place element of the marketing mix means the place that is used for the
purpose of storing and distributing the products of the company. Tesco sells its
products through direct selling from its physical stores and also through online
medium.
Promotion – Promotion is the sum total of all activities through which the company
communicates to its customers. Tesco as a part of promoting the products of the
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company uses several marketing tools such as brand awareness, advertising, social
media marketing, etc.
People – People means all the humans that are associated with the business
activities of the company and helps in giving shape to such functions, example the
suppliers, employees and customers of the company.
Process – Process refers to the series of activities that are followed by the company
starting from the planning for the production to the ultimate reach of the product into
the hands of the customers. For happy customer journey the process should be
smooth and efficient.
Physical Evidence – The aspects that create a sort of proof of the brand’s existence
are covered in the physical evidence element. The packaging used by Tesco, its
branding, product quality is all its physical evidence that enhance its customers’
experiences.
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
Price – The pricing strategy that the Tesco use is the competitive pricing strategy.
Adapting to this type of strategy involves company I regular reviewing and examining
of the products’ prices helping the company to have high sales volume and maintain
its competitive edge.
Product – The company also constantly reviews and monitors its products and
services to bring required changes into them further helping it to have maximum
level of customer satisfaction.
Place – Various strategies are adopted by Tesco to make sure that its distribution
chain is effective and efficient. This helps the company to ensure that the products
reach the market at the right time.
Promotion – The promotional activities of Tesco such as emphasis advertising over
television and social media platforms facilitates its communication with the
customers.
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People – Tesco always cares for its staff members in the policies and strategies it
develops it stimulates positive working culture. This is the reason behind company’s
happy employees and customers interacting with them.
Process – The process that the is procedures that are followed at Tesco are made
clear to its workers, enabling the company to maximise the satisfaction level of
consumers.
Physical Evidence – At the stores of Tesco a positive environment is created so that
the customers provide good reviews are circulated over the social media and the
website of company.
3.0 Recommendations
There are few areas on which the company can do better and be a leading
brand in the grocery supermarket sector. The reach of Tesco globally is not as per
the requirements; this is because the target market of the company in its home
country UK mainly. The company thus, cannot gain the effective level of audience
attention which is not good for its performance, especially in the times when UK’s
economy is more recession prone.
The need to explore new markets is recently realised by the company. It is
exploring, entering into new markets on the basis of changes in the trends of
industry. It is advised to the company to emphasis more over the market research.
The products of the company are recommended to be segmented on the basis of the
latest research. The market research will help to determine and highlight the market
size which will be appropriate for the company’s capacity and aligning of all in efforts
by the marketing cell.
Further establishment of stronger base for online selling is beneficial for
company. The prime focus of the company is to strengthen its international
expansions. Recommended strategy to the company is undifferentiated targeting to
attain the benefits from the strong relations with small producers or businesses. In
the current era the trend of e – commerce is at peak to avoid the consequences of
the trend effective marketing positioning is required.
9.0 Conclusions
Concluding the Part 1 of the assignment it can be said that the concept of
marketing has evolved in the current century largely. The report has described the
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role of marketing function in Tesco. The functioning of company’s marketing
department and its interactions with the other departments have been covered in the
report. The extended marketing mix of Tesco has been explained and evaluated in
context of its contribution to the success of company. Lastly recommendations to
Tesco and the justifications with respect to it have been included in the report.
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References
Stadnyk, V. and et.al., 2020. The concept of marketing of balanced development and
features of its implementation in the food market. Agricultural and Resource
Economics: International Scientific E-Journal, 6(1868-2020-1687), pp.80-95.
Park, Y. W., Voss, G. B. and Voss, Z. G., 2022. Advancing customer diversity,
equity, and inclusion: Measurement, stakeholder influence, and the role of
marketing. Journal of the Academy of Marketing Science, pp.1-24.
Al-Zyoud, M. F., 2018. Social media marketing, functional branding strategy and
intentional branding. Problems and Perspectives in Management, (16, Iss. 3),
pp.102-116.
Pal, C., A Study on Marketing Mix in Context of Dynamic Marketing
Concept. MARCH THROUGH SEARCH, p.180.
Pheunpha, P., 2021. The Influence of Corporate Image and Marketing Mix on
Consumer Motives: An Empirical Study of MK Restaurants. ABAC
Journal, 41(4), pp.43-66.
Rosnizam, M. R. A. B. and et.al., 2020. Market opportunities and challenges: A case
study of Tesco. Journal of the Community Development in Asia (JCDA), 3(2),
pp.18-27.
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Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organisational
mission, corporate strategy and objectives p
2.0 Clear and SMART marketing objectives p
3.0 Marketing research to support the new product line launch p
4.0 A situational analysis p-p
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis p
4.2 A competitor analysis including the market segments p
4.3 Sub-segments p
4.4 Articulation of the new product value-proposition in the eyes of the
customer p
4.5 Development of the marketing strategies applied to the extended marketing
mix p
4.6 Setting of an overall marketing budget, including allocation of planned
spend p
4.7 Tactical actions p
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
p
5.0 A comprehensive media plan that supports the planned marketing
campaign p-p
5.1 A media budget p
5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives p
5.3 Appropriate digital, offline and social media channels for communication
p
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5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria p
References p
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1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
Strategic marketing plan refers to the method that helps a business enterprise
to formulate and hike its sales strategies effectively with the aim at becoming the
most profitable business in the complete industry (Lo and Campos, 2018). The
marketing plan of Tesco is well – designed to be connected with the mission,
corporate strategy & objectives of the company. This interlinking enable the
company in launching a premium range of products, increasing the overall sales of
the company.
2.0 Clear and SMART marketing objectives
 To increase revenue by 15 % through the launch of the premium range
products.
 To utilize its marketing techniques for hiking profits by 10 %.
 To maximize the level of consumer satisfaction through continual
advancements in the products and services it offers.
3.0 Marketing research to support the new product line
launch
Marketing research or market research is the term used to refer to the
process by which the possibility of success of new offering of the company is
determined, it involves research on the basis of potential customers. The new
product requires market research to be conducted by the researchers concentrating
focus over all the aspects of the product (de Ruyter, Isobel Keeling and Ngo, 2018).
Marketing research will enable Tesco in identifying the expected demand for its new
premium products range. Relevant strategies help the company to conduct
marketing research and follow the trends prevailing in the market.
4.0 A situational analysis
It is the process by which varied tools and techniques are applied for the
purpose of analyzing both the internal and external business environments.
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
SWOT Analysis
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