Marketing Process and Planning: Tesco's Strategy, Mix, and Goals

This report provides a comprehensive analysis of Tesco's marketing process and planning, examining the marketing concept, functions, and mix within the 21st-century context. It details the role of the marketing function within Tesco, including its interaction with other departments like HR, finance, and production. The report evaluates Tesco's extended marketing mix (product, price, place, promotion, physical evidence, people, and process) and assesses its contribution to achieving overall business objectives. Recommendations for enhancing Tesco's marketing strategies are provided, alongside a discussion of the strategic marketing plan's alignment with the organization's mission and objectives. The report also includes a situational analysis using SWOT, PESTLE, and 5C frameworks, as well as a competitor analysis, concluding with the critical role of the marketing mix in Tesco's success.

Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
Name:
ID:
Table of Content
Part 1: Briefing Paper
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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 is the process of designing and maintaining an environment in
which individuals working together in groups efficiently accomplish selected aims.
The process of marketing involves four elements which includes marketing control,
strategic marketing analysis, marketing implementation and marketing mix planning.
The process of planning involves thinking related to the activities which are required
to achieve a desired objective. It is basically deciding in advance what to be done in
future and involves determination of activities and goals which are undertaken to
achieve certain objectives. The Organisation chosen for this report is Tesco. It is a
British multinational merchandise retailer founded in 1919 and headquartered in
Welwyn Garden City, United Kingdom. The report involves the role of marketing and
how it inter relates with other business units of an organisation. It also includes
various ways in which organisations uses elements of the marketing mix in order to
achieve overall business objectives. In addition to that there is a marketing plan for
organisation in order to meet marketing objectives. Moreover, there is a media plan
in order to support a marketing campaign for an organisation.
2.0 An explanation of the concept/definition of marketing in
the 21st century
The marketing in the 21st century involves both the digital and traditional
channels in order to promote services or products which are focused on the mass
marketing campaigns in order to influence potential customers and create
awareness in the target market in order to make the purchasing decisions. The
process of marketing has significantly evolved in the last few decade and has
transformed into the digital marketing in the first decade of 21st century (Jaworski,
and Lurie, 2019).The marketing process involves both the digital and traditional
channels in order to promote services or products. Before the 21st century, the firms
had no options in advertising other than ways such as radio, television, radio to
reach their customers. Before that there was much focus on the campaigns related
to marketing in order to create awareness. Nowadays, organizations uses various
social networking platforms which involves Instagram, Twitter, Facebook and
LinkedIn in order to engage with the target audience in influencing and interaction
their behaviour. Through use of appropriate marketing efforts, the firms spread a
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positive word-of-mouth through various platforms. 21st century marketing basically
focuses on adding value to consumers through entertaining and educating them with
use of digital platforms. In context to Tesco, the organisation uses search engines to
reach the target customers online and focuses on creating a suitable brand image for
their products( Yi, 2017).
3.0 Description of the role of marketing function with
examples from the chosen organisation
The marketing function plays an important role in the organisation and
involves selling, transporting, financing, grading, storing and securing information of
market. Nowadays, modern marketing involves various other functions which
involves strategy formation and market planning. In context to Tesco, the marketing
function helps to understand the customer in a better way as compare to its
competitors and also influence the business decisions in order to meet customer's
needs. The company uses direct communication which involves Tesco Advertising
campaigns that aims to develop customer loyalty and trust in the brand. The
marketing function at Tesco helps the company to identify it customer's wants and
needs and ensures that the company meets the needs and wants through their
product and services. The company's managers need to focus on its marketing
functions in order to attract their customers because if they fail to do so, the
customers might to other supermarkets such as Sainsbury's and ASDA. In context
to Tesco, the managers identify customer's needs through conducting surveys. In
Tesco, the company offers club cards to its customers in order to attract and benefit
more customers. The company in order to attract more and more customers need to
focus on advertising through tv and radio (Safari and Albaum, 2019). The company
uses a “unique selling point” in order to attract the consumers through reducing the
prices of their products.
4.0 An analysis of how the marketing function works and
interacts with other departments
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Marketing and other departments work closely with each other in a business
organisation. The main motive of marketing is to attract customers towards
organisation and developing an interest in their services and products. It ensures
that all the departments are working in effective manner in order to sell goods and
services to customers that eventually fulfil the needs and wants of customers. In
current scenario each business is fully dependent on satisfying the customer wants
and needs as the marketing department alone cannot operate each and every
responsibility. In order to develop effective marketing plan it is essential to have
close links with other departments of the business (Young, 2017)
Human Resource Management
The marketing function works closely with the human resource department in
order to ensure that staffing levels and proper skills are in place in order to meet
production targets, developing and researching new product ideas and creating an
competent and ambitious sales team. The HRM department have to perform various
training and recruitment demands across the organisation and in order to effectively
perform its operations it need to make balance its obligations with marketing
function.
Finance Department
The marketing function need to work in a close manner with the finance
department in order to prepare a proper adequate budget for meeting the needs
related to distribution, promotion and research( Baack, Czarneckam and Baack,
2018)
Production/Operations management
The production or operations management need to work with marketing department
in order to ensure proper research and development is done for satisfying present
and future needs of customer.
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5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Marketing mix involves a set of marketing tools that are used in the
organisation in order to pursue its marketing aims in the target market.
Product – It involves a object or anything which can be offered to a market in order
to satisfy the need of a consumer. In context to Tesco, the company provides a
variety of products and services which involves clothing, food, electronics etc.
Price – It refers to the amount of money which a person pays in order to avail a
product or service. In context to Tesco, the company focuses to keep their product’s
prices low with focusing on quality in order to attract more customers (Waheed and
Jianhua, 2018).
Place - It involves a chain of intermediaries and businesses through which a service
or good passes until it reaches to the end customer. In context to Tesco, the
company’s stores are spread wide and far across the world.
Promotion - It involves spreading information about the service, product or issue. In
context to Tesco, the company uses various promotional discounts, television
advertisements and sponsors charitable events in order to boost its sales.
Physical evidence - It involves a material object that plays an important role in
order to prove a fact. In context to Tesco, there stores are clean and attractive and
their website is easy and simple to operate.
People - It involves those who are involved in the sales and marketing processes
which involves customer service teams, staff and sales person. In context to Tesco,
the company’s sales assistant plays an important role in success of the company.
The employees are well compensated and highly competent for their contributions in
the organisation.
Process - It involves flow of mechanism and activities in order to interact among the
businesses and customers. In context to Tesco, the company focuses on keeping its
customers happy through easy acquirement of product in the stores and by providing
speed billing services in its offline and online store (Parowicz, 2019)
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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 helps a business organisation to make profitable marketing
decisions and helps businesses to improve collaboration among partners and
departments, developing strengths and becoming more adaptable and competitive in
the market. In context to Tesco, the managers uses marketing mix in a effective
manner in order to achieve success. The company uses various promotional
channels which involves charitable events, television ads and hoardings in order to
attract large customers. The organisation also uses promotional offers and discounts
to segment and target its audience. The company efficiently uses its marketing
strategies and focuses on online communication, public relations, sale
advertisement, promotion and personal sales in order to attract its customers. The
company mainly focuses on identifying the main components of marketing plan
which involves four Ps. In context to Tesco, the company uses marketing mix to
attract more and more customers and developing its popularity and brand image.
3.0 Recommendations
The marketing mix plays an important role when it comes to business growth as it
helps to build the most effective marketing strategy plan. The marketing mix helps
the companies in identifying its potential consumers and their uniqueness as
compare to its competitors. On everyday basis it is hard to focus on big picture when
an organisation is handling multiple things. Marketing mix helps a business to guide
towards its business objectives. In context to Tesco, the marketing mix helped the
company to create a budget plan, getting advice and feedback from customers,
aware about distribution channel, making pricing strategy and selecting promotional
methods.
9.0 Conclusions
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From the above report it can be concluded that marketing mix plays an essential role
in achieving company’s objectives and reaching a level of success. It helps to
coordinate with other functional departments in order achieve objectives efficiently
and effectively. In context to Tesco, the company uses marketing mix to operate its
business operations successfully. It also helps in analysing how a organisation
adopts marketing mix and marketing strategies for achieving its aims.
References
Baack, D. W., Czarnecka, B. and Baack, D., 2018. International marketing. Sage.
Jaworski, B. J. and Lurie, R. S., 2019. Building marketing capabilities: Principles
from the field. AMS Review, 9(3), pp.372-380.
Parowicz, I., 2019. Cultural Heritage Marketing. Palgrave Macmillan.
Safari, A. and Albaum, G., 2019. Transactional or relational exchange theory in B2C
marketing: An agenda for a different type of relational exchange theory. Journal of
Customer Behaviour, 18(2). pp.87-100.
Waheed, A. and Jianhua, Y., 2018. Achieving consumers’ attention through
emerging technologies: The linkage between e-marketing and consumers’
exploratory buying behavior tendencies. Baltic journal of management.
Yi, Z. G., 2017. Marketing services and resources in information organizations.
Chandos Publishing. Taylor, H., 2017. B2B marketing strategy: differentiate, develop
and deliver lasting customer engagement. Kogan Page Publishers.
Young, C., 2017. Place marketing for foreign direct investment in Central and
Eastern Europe. In Foreign Direct Investment and Regional Development in East
Central Europe and the Former Soviet Union (pp. 103-121). Routledge.
Table of Content
Part 2: Marketing Plan
8

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
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria p
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References p
1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
A strategic marketing plan involves objectives and goals, product planning,
implementation, analyzing external and internal business factors and tracking
progress of the organization. In context to Tesco, the strategic marketing plan helps
in establishing clear marketing objectives which can have a specific time frame and
are measurable. It also helps in assessing the performance and positioning of an
organization. It also helps the organization to plan for strategic marketing activities.
It also helps the organization to create services or product in order to provide high
profits to the company. Tesco uses strategic market plan in order to meet
continuous change and build a competitive advantage in the market. The market
plan helps to implement a campaign or revamp website in order to measure success
and develop campaigns. A strategic market plan works as a major tool in order to
conduct a situation analysis. A defined market plan helps a company to establish its
objectives and marketing goals. The major way to achieve smart goals is to set a
particular time frame which is measurable and specific. A strategic strategic market
plan helps to set overall marketing goals. The main key to build a competitive
advantage involves a good plan and smart goals for marketing objectives (Modesto,
2021).
2.0 Clear and SMART marketing objectives
It stands for specific, measurable , achievable, realistic and timely. These
marketing objectives helps in providing a structured guideline in order to access the
most effective course of action. The clear marketing objective involves two terms
Specific – It involves goals which are clearly outlined and defined in order to make
the team understand regarding the aims and its importance.
Measurable- It involves the benchmarks and key performance indicators(KPIs)
which allows to measure success of the organization.
In context to Tesco, it smart objectives involves providing clothing goods, electronics
and groceries as well as services. The company aims to develop its online shopping
experience for customers in order to attract more and more people which will help
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the organization in achieving its objectives. The company also focuses on growing
retail services in all the markets and expand its non-food business. The company’s
main objective is to increase its sales by 1.36%.
3.0 Marketing research to support the new product line
launch
It involves the process of determining the viability of a product or service
through continuous research with potential customers. It allows the organization to
discover the target market and get feedback from consumers regarding their interest
in the service or product. In context to company , it need to conduct proper market
research before launching a new product. The company first need to understand its
market and competitors, then it need to target its customers, devise it unique value
proposition, determining the marketing strategy, testing product or overall approach,
rolling up with the marketing campaign and then monitoring the product lifecycle. The
company need to conduct proper research about its customers and how they can
attract new customers through their new launches and in addition to that they need
to continuously analyze its competitors strategies. A proper marketing research
helps to understand customers better and helps organization to develop products
and services according to customers needs and desires.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
A marketing audit involves analysis and full exploration of the marketing
environment of a business that involves strategies and targets to specific marketing
activities. In context to Tesco, the company uses marketing audit in order to examine
the complete promotional environment which involves social media campaigns and
direct mail newsletters. The main objective of marketing audit is that it helps to sort
and figure out strategies that will help to achieve objectives efficiently without
wasting the budget.
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Swot Analysis
It involves strategic management planning and technique which is used for
helping a organization to identify its strengths, weakness, opportunities and threats
which are majorly related to project planning and business competition. In context to
company , Tesco aims to examine its strengths and weakness through swot analysis
and to explore more opportunities for the company in order to pay attention to the
threat that might affect its future operations.
Strength: The company’s main strength is its brand image. The organization has
won various awards for its excellent customers service, retail and overall shopping
experience and is considered to be one of the profitable retail formats in the world.
Weakness : The company has suffered from a huge financial debt in the past as
could not be able to cope up its debt as compare to its competitors and due to
suffering from such financial loss the company has removed a series of products
from its supermarkets.
Opportunity : The company has developed strategic partnerships with few of the
reputed companies which acts as an excellent opportunity or the company.
Threat : The company’s competitors are its main threats. The pricing policy of its
competitors creates a negative impact on its business operations.
Pestel analysis : It involves a tool that helps to understand and get a clear picture of
an industry environment. It involves Political, economic, social, technological , legal
and environmental factors.
Political factors : In context to company , the company operates worldwide and is
highly influenced with the performance of the company . It includes acts of
legislation, tax rates and stability of the country where it operates.
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