Tesco's Marketing Process and Planning: Strategies for 21st Century

This report provides an analysis of the marketing process and planning strategies employed by Tesco in the 21st century. It begins by defining marketing in the modern context, highlighting the shift from traditional methods to digital approaches, including social media and online advertising. The report details the role of the marketing function within Tesco, emphasizing how it meets customer needs, ensures organizational growth, expands market reach, adapts pricing, faces competition, promotes economic growth, discharges social responsibilities, and sets business goals. It further explores how the marketing department interacts with other departments such as production, sales, finance, and human resources to achieve organizational objectives. The extended marketing mix (7Ps) is explained with examples from both Tesco and its competitor, Sainsbury's, evaluating how Tesco's marketing mix contributes to its overall business success. The report concludes with recommendations based on the analysis.

Marketing Process and
Planning.

Table of Contents
INTRODUCTION : ........................................................................................................................3
Explain the concept/definition of marketing in the 21st century ....................................................3
Describe the role of marketing function with examples from your chosen organisation ...............3
Analyse how the marketing function works and interacts with other departments.........................5
Explain the extended marketing mix and provide examples from your selected supermarket.......6
Marketing mix of Tesco with their competitor Sainsbury's is as follows:......................................7
Evaluate how the marketing mix adopted by your selected business (or business unit) contributes
to the success of the organisation in meeting their overall business objectives..............................8
RECOMMENDATIONS.................................................................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION :
Marketing is the process of promoting the products and services. It includes advertising,
selling and delivering goods to customers. It identify the ideal consumers and draw their
attention to purchase their commodity. There are four Ps of marketing. They are product, price,
place and promotion. The main purpose of merchandising is to analyse the customers all the
time. The concept of marketing is to achieve organisational goals by anticipating the needs and
wants of the consumers and fulfil the wants accordingly. It is a continuous process as buyer
needs and wants changes time to time and it should be analysed timely to meet their needs and to
achieve the organisation objectives. This report will focus on the concept of advertising in 21st
century, What is the role of marketing function and how tesco uses these function and how these
function works with other departments.
TASK
Explain the concept/definition of marketing in the 21st century
Marketing in the 21st century includes traditional as well as digital ways to promote the
products and services. Before the 21st century businesses have no other option than traditional
such as television, newspaper, radio, etc. to target their customers. They focuses on marketing
campaigns in the target market to create awareness and influence the customers to make decision
to purchase their product(DeJesus, 2021). In the 21st century companies advertise through social
media platforms, search engines, emails and many more. Organisation use social media platform
like Facebook, Instagram, Twitter to advertise their product and services. Companies focus on
adding value to customers by entertaining them through digital platforms. In marketing
companies identify the customer needs and wants, satisfy the needs and build strong
relationships to maximise their sales and to achieve the objectives. Tesco uses the marketing
strategy liDescribe the role of marketing function with examples from your chosen organisation
ke product innovation, pricing strategy and promotion planning. These strategies are based on
marketing mix of tesco which helps the brand to succeed.

Describe the role of marketing function with examples from your chosen
organisation
Marketing plays a very essential role in promoting the business and to accomplish the
organisation objectives. It is the job of marketing department to reach out to the customers or
community. This enhances the image of the company. The marketing department has following
roles:-
 Meets customer needs and wants:- Needs should pre exist in the market. The main role
of marketing is to know what the customer wants and to satisfy their demand(Dogu and
Albayrak, 2018). They should identify the needs and adopt strategies accordingly. In
context to Tesco, it analyse what the customer wants and satisfy their needs accordingly.
Company regularly asks their buyers what they can do to make shopping better. They
offer competitive prices and have friendly personnel which helps the consumers in
resolving complaints quickly.
 Ensures organisational survival, growth and reputation:- Businesses only survive
because of the customer retention and increase in market share. If the organisation
satisfies the customer needs then they gets attached to the enterprise and thus leads the
businesses to grow.(Gilligan and et. al., 2021). According to Tesco, it is growing because
it satisfy the customers and in return they get attached to tesco. This helps the
organisation to grow and makes it as a reputed brand in the market.
 Widens market:- Marketers use communication tools to promote their products far and
wide. This includes advertising, sales, promotion, public relations etc. Public relations
protects the company image and product. Tesco uses such communication tools to
promote their products and protect the company image. This helps the organisation to
become wider(Hu and Ma, 2021).
 Adapting the right price:- Cost is the main element in the marketing of a product
because it generates revenue. Marketers should use marketing strategies in fixing the
reasonable value of the product and making appropriate changes. If the organisation
adopted the fair prices the exchange process moves smoothly. According to tesco it take
advantage of economies of scale because it has efficient supply chain network that allows
them to offer reasonable price.

 Face competition:- Competitive position is very important in today's market. Marketing
helps the marketers to maintain a close look on customer expectation and what
competitor offerings(Huang, 2021). This helps the organisation to meet the desired
customer expectation. Tesco is keeping close look on customer wants and satisfy the
needs of their customers and also keep an eye on competitor products.
 Economic growth:- Marketing creates the demand. If needs of the product increases it
promotes the production and distribution activity. And as a result economic growth rises
and income level also increases as it increases the employment opportunities. Tesco also
creates demand by marketing process and this helps the organisation to produce more and
distribute more(Karimova and Shirkhanbeik, 2019). Company also have a efficient
supply chain network so there is no problem in supply chain.
 Discharge social responsibilities:- Social obligations plays an important role.
Companies have forced to enhance social responsibilities due to increase in customer
expectations and government pressure. Marketing is done by cause related. Tesco also
ensures that marketing is done through cause related. Company take care of people
through healthy living and education initiatives, providing good working condition etc.
 Set better goals for the business:- The goals and objectives decides the success of
businesses. Marketing helps the business to set goals. Popularity of brand increases if the
company practice some marketing strategies. Tesco is setting their objectives and
achieving those goals makes reputation and creates the brand image of the company.
Analyse how the marketing function works and interacts with other
departments
The marketing department has to synchronise the activities of different departments so
that task can be done effectively and efficiently. Marketing department needs to coordinate with
different departments like production, sales, finance and human resource. With the production
department it ensures that the number of orders that it has generated can be met within the
scheduled time, the product should be manufactured with the quality and design that was
prescribed by customer and the research should be planned according to the needs and wants of
the customer to satisfy the present as well as future needs. It also need to co-ordinate with
finance department to ensure that there is adequate funds to meet the needs for promotion,

distribution and investigation. The finance department have a whole organisation which it
operates within its budget(Rayburn and et. al., 2021). All the departments have to work within
the allocated funds. Marketing department also need to interact with human resource
management to ensure that appropriate skills and staffing are in place to meet the production
targets, research new ideas etc. The HRM department have many recruitments across the
organisation and it will have to balance with marketing and with those of other departments.
When sales and marketing works together the leads generated will increase. Sales help the
marketers to identify the ideal customer for the business so that marketing department can attract
the customers. Having a strong relationship between two is necessary as it will enable effective
cooperation.
Explain the extended marketing mix and provide examples from your selected
supermarket
It is the combination of seven elements that aims to work collectively to accomplish the
objectives. These elements are: product, price, place, promotion, people, process and packaging.
 Product:- It refers to what company is selling. Anything that company sold and has
physical presence(Yeniaras and Kaya, 2021).
 Price:- It refers to the pricing strategy of the company's product based on what the
customers are willing to pay.
 Place:- It refers where the company is selling their product. Place is very important as
customer wants quick delivery of products.
 Promotion:- It means promoting the company's product. Rising awareness of a brand
within the market.
 People:- It refers to anyone who involved in the business. It includes staff, salesperson,
management and customers.
 Process:- It refers to the processes of delivering the product to customers effectively.
 Physical evidence:-It refers to everything your customer see when interacting with your
business from the beginning . It includes packaging, branding, layout and interior design
of stores.

Marketing mix of Tesco with their competitor Sainsbury's is as follows:
Elements Marketing mix of Tesco Marketing mix of Sainsbury's
Product
Price
Promotion
Place
Process
Tesco caters to every needs of the
customer. It provides a wide variety of
products like clothing, food,
stationery,cosmetics etc.
Tesco has efficient supply chain works
continuous with suppliers to reduce the
prices of goods.
It has a good brand image and it helps
the company in promoting its products.
Organisation uses newspaper,
television and other channels to
promote their commodities.
It has two main channels of
distribution online as well as offline. It
allows the customers to get the
products quickly. It has 7000 offline
stores worldwide(Marketing mix of
Tesco (7Ps of Tesco)).
In stores customer can pick up their
products and go to the customer
assistant to pay. Self service machines
also used to make payments.
It has a wide range of commodity to
its customers with focus on quality.
And it also developing the new
products.
It provides the customer the value of
money and maintains product quality
with reasonable price.
It uses the ATL and BTL promotional
strategy to influence customer
attention. It uses television, radio and
other digital channels to promote
their products.
It has 500+ supermarkets and 700
convenience stores and some of the
stores are working 24*7. It also have
home delivery that attracts the
customer(Sainsbury's Marketing
Strategy & Marketing Mix, 2022).
It has systematic process that makes
the customer convenient with its click
and collect services.

People
Physical
evidence
It has a large customers which makes it
a successful company. It also invest
huge amount in employee training and
development.
Its products are well classified which
makes easy for their customers to find
them. It has a excellent logo and well
uses of colours.
It has a well trained experts and
professionals who aware with the
customer reaction(Zeneli and et. al.,
2018). Company always gives first
preference to its customers.
It has excellent strategy to market its
products through physical evidence.
Various store design and layout
attracts the customers.
Evaluate how the marketing mix adopted by your selected business (or
business unit) contributes to the success of the organisation in meeting
their overall business objectives
Marketing mix helps the Tesco in achieving the overall business objectives. Through this
organisation has made better strategies. It has made strategies related to product, price, place,
promotion, people, process and physical evidence. In this company caters to the needs of the
customer without compromising the quality of the product and satisfy their
customers(Shemyatikhina and et. al., 2020). It provides the product at reasonable price which the
consumer prefer buying. It has good relations with suppliers which supply the commodity on
time and also efficient supply chain which reduces the prices of the product. Company also
engaged in promotional activities which helps them to attract new purchaser. It uses online and
offline channel for distribution and allows the customer to get the products quickly. Its stores are
designed in such a way that attracts consumer to buy goods and helps in increasing the sales. Its
process is also simple and systematic that buyer pick up the product they want to purchase and
then go the assistant to pay. Company also have a trained professionals who assists the buyer in a

better way. In this way tesco meets its objectives as it provides the premium quality products
with fair prices which attracts the consumer and in return they get attached to the brand and
hence helps in increasing the sales of the company.
RECOMMENDATIONS
From the above report it has been recommended that the company have to use the
marketing strategy in order to grow and increase sales. Marketing helps the customer to know the
product and its uses. Tesco has to use the marketing process regularly to attract the new
consumers and promoting the sales of the organisation. Company has to use marketing mix
process in order to formulate the better strategies for their commodity so that customer will
prefer buying their product over competitor products. It also helps the company in positioning
their brand in the market.
CONCLUSION
From the above report it is concluded that marketing mix is the important concept in
marketing which comprises of 7 P's that are product, price, place, promotion, people, process and
physical evidence. Strategies that are based on marketing mix determines the success or failure
of any business. Marketers have to realise the usefulness of merchandising. It helps the
organisation to achieve its goals by the strategies they have formulated. It helps the businesses to
grow as promotional activities creates new customers and helps in increasing the sales of the
company. The company also have attractive stores which also helps them to increase sales. The
role of marketer is to analyse the consumer needs and design products accordingly.

REFERENCES
Books and Journals
DeJesus, G., 2021. Integrated Marketing Communication Plan: Event Scheduling & Reservation
Management App.
Dogu, E. and Albayrak, Y.E., 2018. Criteria evaluation for pricing decisions in strategic
marketing management using an intuitionistic cognitive map approach. Soft
Computing. 22(15). pp.4989-5005.
Gilligan, C. and et. al., 2021. Marketing and Retail Pharmacy. Routledge.
Hu, Y. and Ma, H., 2021, May. On Modular Teaching Reform of Marketing course Based on the
Mass Entrepreneurship and Innovation. In 2021 2nd International Conference on
Computers, Information Processing and Advanced Education(pp. 86-91).
Huang, Y., 2021, March. Research on e-commerce precision marketing strategy based on big
data technology. In 2021 2nd International Conference on E-Commerce and Internet
Technology (ECIT) (pp. 87-90). IEEE.
Karimova, G.Z. and Shirkhanbeik, A., 2019. Marketing artificial intelligence: Creating the AI
archetype for evoking the personality trust. Academy of Marketing Studies
Journal. 23(4). pp.1-13.
Rayburn, S.W. and et. al., 2021. Future thinking continuity of learning in marketing: A student
perspective on crisis management in higher education. Marketing Education
Review. 31(3). pp.241-255.
Shemyatikhina, L. and et. al., 2020. Marketing management of a nonprofit
organization. Ekonomicko-manazerske spektrum. 14(1). pp.19-29.
Yeniaras, V. and Kaya, I., 2021. Relational governance, strategic planning and firm
performance. Marketing Intelligence & Planning.
Zeneli, V. and et. al., 2018. Terrorism, competitiveness, and international marketing: an
empirical investigation. International Journal of Emerging Markets.
ONLINE
Marketing mix of Tesco (7Ps of Tesco), 2022 [online] available through
<https://howandwhat.net/marketing-mix-tesco-tesco-marketing-mix/>
Sainsbury's Marketing Strategy & Marketing Mix, 2022 [online] available through
<https://www.mbaskool.com/marketing-mix/services/16809-sainsburys.html>