This report provides a comprehensive analysis of Tesco's marketing process and planning strategies in the 21st century. It begins by defining modern marketing and detailing the role of the marketing function within Tesco, including its interaction with other departments. The report evaluates the extended marketing mix (7Ps) as adopted by Tesco and its contribution to the company's overall business objectives. Furthermore, the report examines how Tesco's strategic marketing plan aligns with its organizational mission, corporate strategy, and objectives, including the setting of SMART marketing objectives and the use of marketing research to support new product launches. A situational analysis is conducted using SWOT, PESTLE, and 5C analyses, alongside a competitor analysis focusing on market segments and sub-segments. The report articulates the new product value proposition, develops marketing strategies for the extended marketing mix, and sets an overall marketing budget with planned expenditure allocations. Tactical actions, control measures, and metrics like Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV) are identified to ensure the achievement of objectives. Finally, the report includes a comprehensive media plan supported by a media budget, recommending integrated multi-media activities across digital, offline, and social media channels, justified by quantitative and qualitative criteria.
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