Tesco's Marketing Process & Planning: HND Business Management Unit 2

This report provides a comprehensive analysis of Tesco's marketing process and planning, focusing on the marketing concept, functions, and extended marketing mix. It explores the role of the marketing function within Tesco, its interaction with other departments such as finance, production, HR, and IT, and evaluates how the marketing mix contributes to the organization's success in meeting its overall business objectives. The report also includes a comparative analysis of Tesco and Sainsbury's marketing strategies, covering product, price, place, promotion, people, physical evidence, and process. Furthermore, it examines the strategic product planning and promotional techniques used by Tesco to attract a large customer base and maintain a competitive advantage. The analysis highlights the importance of aligning marketing strategies with customer needs and preferences to achieve organizational goals.

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
Marketing refers to the process which include about the company’s research
which are effective and allow to provide better help to individual and help to sell,
promote along with better distribution of the products along with service to their
customer base. Marketing include the buying along with selling of goods and
services which are associated with taking care of better improvement in the
organisational benefits. To reach customer, marketing is crucial that can allow
provide better response towards the organisational productivity. It also helps to share
the ideas or concept with the right audience. It is essential to choose correct
marketing strategy which can be effective and allow to provide better response
towards the organisation development. Here, chosen organisation is Tesco which is
a multinational organisation that has headquarter in Welwyn Garden City, London.
This report includes the outlines about the role and concept of marketing function
where Tesco includes the working analysis about its department. This report also
includes about marketing risk strategy which are effective and help to provide
desired outcomes (Karatum, 2018).
2.0 An explanation of the concept/definition of marketing in
the 21st century
Marketing considered as the activity which can be effective for the company
that can help in getting better promotion about the company products for better sales
for their goods and service towards their target customers. Marketing can refer as a
process with traditional along with digital channels which are combined for promoting
service and products.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Marketing function can be effective to provide better help and support in
understanding about the customer requirement along with feedback that can help to
ensure about right products along with services reach to the market. Tesco provides
variety of products that follows the marketing techniques with includes the aim of
customer needs within market (Boyang and et. al., 2022). Tesco include different
product on the better process which allow to catch market with high efficiency. They
are also able to provide better response in the market for getting better quality
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products with different prices that reach to customer range. These marketing function
include-
Identify the customer needs- Marketing have the first step that can be
effective and allow to provide better response towards identification of customer
preferences and their taste. This can be effective and allow to Tesco to perform well
through fulfilling customer needs along with their preferences. Here, Tesco need to
identify through using interviews, surveys along with social listening (Jin and Cho,
2018).
Strategic product planning- Planning refers to the analysis of different
activities that are necessary and required by the organisation to achieve their goal.
Tesco marketing manager need to make plan to improve the brand image that are
effective and help to improve number of sales of product on reasonable price. Tesco
customer get their product due to its good brand image that help to trust on their
products along with their good quality and brand value.
Product promotion along with publicity- This is the promotion technique
that are effective and allow to provide better response towards the creating brand
image that help to increase the sales. Tesco manager use this strategy to attract
their large number of customer base through hoardings, advertising along with
charitable events. Tesco also provide different offers which are effective for their
client and allow to get different benefit for increasing their sales.
Distribution channel- It refers to the act which allow to provide better
response towards the delivery of products along with services. Tesco marketing
manager use different channel to transport their product which is online and offline.
Here, Tesco uses their official websites to sell their product online and enhance their
sales ratio with higher profitability (Botîlcă, 2021). There are large number of
customer base who has shifted towards the online shopping that help them to save
their time along with their effort.
4.0 An analysis of how the marketing function works and
interacts with other departments
Marketing and finance department- Marketing department need to ensure
about establish better coordination with the finance department which can be
effective and allow to provide better support to make budget to effectively meet the
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research, promotion along with distribution of the product. Tesco marketing manager
need to ensure that product should offered to their customer at the best possible low
price without compromising their product quality. Here, finance department role is to
ensure about the business operation which should be effectively carried out with
financial capabilities. Here, marketing manager should focus on sales volume and
cover the market share where finance department should concentrate towards
covering cash flow, covering costs along with investments (Al-Henzab and et. al.,
2018).
Marketing along with production department- These department works
collaboratively that can help in getting better and effective response which are
associated to utilise the resources optimally that can also help ion reducing the
overall cost of production. Here, Tesco marketing manager works with marketing
manager that allow to provide better and effective response towards the production
quality along with design to attract customers. Here, marketing manager sets some
deadline that can help production department for their production time with market
that can help to achieve competitive advantages.
Human resource department along with marketing department- Human
resource and marketing department work together that can help to get better and
effective response towards the achieving their organisational goal through
employees training and their development. Tesco marketing managers uses their
human resource department for recruiting people that have better knowledge.
Human resource department help marketing manager to perform well and allow to
get better response by hiring appropriate candidate that can work effectively for the
business organisation.
Marketing along with IT department- IT and marketing department related
with each other that help to promote products along with new offers with the help of
technology. Marketing manager of Tesco uses their IT department that develop their
product through using different graphics, image or voice software that can help to
attract large number of customer base. IT department also help marketing manager
to perform well through creating websites online that may help in create large
number of demand for specific product and help to capture market share (Olson and
et. al., 2018).
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5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Tesco manager uses marketing mix which can help to analyse the factor that
can be effective in meeting the changing customer demand along with their needs.
There is discussion about two companies related to marketing mix.
Basic Tesco Sainsbury
Product Tesco refers to the
leading supermarket
within UK which provide
large number of product
that help to deliver better
and effective response
and include different
products like food,
clothing, stationary,
cosmetics along with
financial services. Tesco
offer their product using
both mode online along
with offline (Hernández-
Linares and et. al., 2021).
Sainsbury includes as a
famous producer that
provide wide range of
products within UK
market. Different product
may include electronics,
food items, baby
products, clothing, health
and beauty products and
many more. They also
offer ready to eat meal
along with some organic
products for people who
are allergic to diary,
gluten food or wheat.
Sainsbury has also
introduced some new
product like meat and fish
that are known by J.
James and Family.
Price Tesco is known for
providing good quality
product at reasonable
prices which can help to
Sainsbury provides
quality product to their
customer which are
associated with providing
value for money to their
customers. This company
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uses competitive pricing
policy which can help to
gain profit towards the
market share within short
time period.
Place Tesco have its
headquarter in Chestnut,
Hertfordshire, England.
Here, company uses both
mode online and offline
which allow to sell the
product in effective way.
Company also uses their
store in different which is
easily accessible for large
number of population that
allow to provide better
response to their
customer and enable
them to get their product
more easily.
Sainsbury have large
number of store which
include about 700
convenience stores along
with 500 supermarkets
within different countries.
They also provide home
delivery for their products
when their customer
orders their product
through online or through
phone calls.
Promotion Tesco have a brand
image which lead to
attract large number of
customer based due to
their brand image. Here,
Tesco provide quality
products to their customer
which are associated with
lower price of products.
Company also uses,
charitable events,
television adds, hoardings
Sainsbury like to use
above the line and below
the line strategy which
can help to build brand
image for attracting large
number of customer base.
They have also launched
card which are known as
the Nectar reward card
which allow customer to
earn point at store on
their every purchase
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and other to make
advertisement that help to
provide better response
towards promoting their
products. Tesco also
provide loyalty card to
target their customer.
(Karunarathna and et. al.,
2020).
People Tesco has about 4,00,000
employees within world in
various countries. They
are able to motivate their
company employees
encourage and perform
well towards working
together and effectively.
They also offer different
promotion that can help
staff member to work with
high potential.
Sainsbury have also large
number of employees
who are having good
experience and perform
professionally that enable
them to work effectively
and help customer with
their good behaviour.
Physical evidence Tesco also uses
innovative logos, colours,
labels alng with
equipment which help in
attracting customers.
They categorise their
product in better way that
can enable customer to
get easy access towards
the required products
(Hanaysha and et. al.,
2021).
Sainsbury design their
stores along with layout in
better way which can help
their client to get attract
and help them to get
access to their needed
product in more easy
way. This can allow to
perform well and help in
achieving better response
towards fulfilling their
customer needs. They
also provide basket along
with trolley of high quality
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to ensure the great
shopping experience.
Process Tesco process is
associated with keeping
their customer happy and
comfortable to shop. This
also help them in getting
better response through
different offering through
online along with offline
with the fast billing
services.
Sainsbury also provide
different benefit where
click and collect service is
one of the online
shopping benefits to their
customers which can
enable them to get their
products easily. Company
also provide some other
benefits like getting
reduce price on larger
number of orders to gain
customer loyalty.
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 strategy refers to an effective tool that help Tesco to implement those
effectively as the marketing strategy that can help to achieve the organisational
objective. Company uses this strategy to position their brand in market that can allow
to use those in the marketing department within Tesco. Marketing mix also enable
organisation to ensure that marketing manager should focus on the right product
along with right product. This can also help them to focus on providing low price
product with better quality (Kwok and et. al., 2020).
3.0 Recommendations
Tesco offer different products which at reasonable price without compromising their
product quality. This can help to introduce different new product through adopting
digitalisation for offering quality services. Tesco uses their innovative strategy for
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management and improving product quality. Company also improve their HRM
strategies which can help to treat their employees in better way (Jarek and et. al.,
2019).
9.0 Conclusions
From above, it can conclude that marketing is an effective tool that uses by
the organisation that help to promote goods along with services. Marketing have
different benefits which can help to provide better response towards the increasing
sales along with growing business through engaging their customers. Marking
function also include to find the correct market for the sales which can be effective to
provide better response towards the right market for the large customer base. This
report includes the informant about the marketing work with different department
within organisation for better development and coordination. This report includes the
evaluation and importance of marketing mix that can help company about customer
needs for achieving goals and objective.
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References
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Karunarathna, A.K.P., Bandara, V.K., Silva, A.S.T. and De Mel, W.D.H., 2020.
Impact of green marketing mix on customers’ green purchasing intention
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