Marketing Essentials: Tesco Marketing Plan and Analysis Report

This report provides a comprehensive analysis of Tesco's marketing strategies, focusing on the roles and responsibilities of marketing functions within the organization. It explores how these functions interrelate with other departments, such as HR, finance, and customer service. The report examines the marketing mix, including product, price, place, and promotion, and evaluates its application in Tesco's marketing planning. It also includes a comparison of the marketing mix with another organization, Senry, and evaluates various marketing tactics to achieve business objectives. The report culminates in the development of a marketing plan for Tesco, detailing strategies to meet customer needs, enhance profitability, and maintain a competitive edge in the market. The report also contains an introduction and conclusion, and is supported by references.

Submission Front Sheet
Programme BTEC Higher National Diploma (HND) in Business (RQF)
Unit Title and Number: Marketing Essentials (Unit 02)
Assignment title Marketing Essentials Assignment Brief
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Credit Value 15
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I certify that the work submitted for this assignment is my own. Where the work of others has been
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assignment brief and understood the consequences of plagiarising.
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Roles and responsibilities of marketing functions............................................................3

P2 Interrelation of marketing roles and responsibilities with organisation............................5
M1 Roles and responsibilities of marketing in context of marketing environment:..............7
M2 Interrelation between the marketing and other functional units of an organisation........8
TASK 2............................................................................................................................................9
P3 Comparison of marketing mix in the marketing planning in different organisation.........9
Differences in their price of products:...........................................................................................10
M3 Evaluation of various marketing tactics in achievement of business objectives...........13
P4 Marketing plan for the organisation................................................................................13
M4 Development of the Marketing plan..............................................................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................19

INTRODUCTION
The concept of marketing us referred as a activity that is undertaken by the various
organisations to promote the buying and selling functions of respective products and services.
Various tool of marketing is used by the organisations that are advertisement, promotions and
personal selling to sell the products to respective customers and other businesses. Proper
marketing analysation is very important for every organisation to gain the various informations
about the competitive conditions of the market. Marketing analysis help the organisation to find
the opportunities and threats of the market and enable organisation to take effective decisions
accordingly. In this report the chosen organisation is Tesco which is British multinational
groceries and merchandise retailer. It is established in 1919 by the Jack Cohen, headquarter in
England, United Kingdom. The organisation serves 7,005 shops across the world and there are
4,23,092 employees are working in organisation till 2020. in this report various roles and
responsibilities of marketing functions and how these functions are interrelated to the respective
organisation is being mentioned in the report. Marketing mix is essential for the organisation to
achieve various goals and objectives in efficient manner. 7Ps of marketing mix regarding are
being evaluated in the report with respect of the Tesco and Senry. Suitable and effective market
plan also produced in the respective project report.
TASK 1
P1 Roles and responsibilities of marketing functions
The main objective of marketing functions are increase the rate of buying and selling of
products in order to satisfy all needs and demands of respective customers (Akeel, and Gubhaju,
2020). Various roles responsibilities and functions are being done by the marketing department
of the Tesco. Functions of marketing are includes various activities such as transporting goods to
the customers where they are needed, store finished products, gather various market informations
regarding the customers need, demands and preferences and current market trends in order to
fulfil all needs of customers. In the wider context Tesco conduct various marketing functions that
in identify the prospect requirement of the potential customers, provide quality products to them
which satisfy there demands. Marketing activities facilitates the respective organisation to
maximise profit level as well as creates wide customer base. There are various key roles and
responsibilities of marketing are discussed below:

Identify customer requirements: Main role of marketing is identifying the needs,
demands and changing requirements of current as well as potential changing customers. Primary
objective of merchandising activities are properly analyse and evaluate all demands, needs,
preferences, habits and their attitudes to produce the product the have all qualities that are
demanded by the customers (Bhosale,and Phadtare, 2019). Tesco conduct various market
surveys, questionnaires and direct marketing methods to determine current requirement of
customers. Now the digital marketing helps the organisation to reach customers directly. If
organisation is able to find out customer requirements then this will lead it towards success.
Ensure organisational growth and survival: Marketing activities are able attract new
potential customers and retain the existing one that facilitated the organisation to increase the
respective market share. Marketing help the Tesco to achieve pre-determined goals and
objectives because all respective activities are based upon the customers as it is customer-centric
process. The respective organisation identify all current market trends and evaluate customers
needs and provide them better quality product and services, so customers are being engaged with
the organisation for long run.
Face competition: It is very important for every organisation to evaluate all competitive
aspects that are exist in the current market. Marketing help the organisation to maintain
equilibrium between the customer's expectation for the product and what competitors are
offering to them by deep analysation and monitoring the market (Boozalis, and Patel, 2018).
Tesco use various marketing tool to identify all market trends, so it can produce the product
according the requirement of the customers. The respective organisation provides premium
products, superior services and effective deals to customers in order to retain market share. This
will help Tesco to regulate business in competitive environment efficiently and effectively.
Enhance organisational profitability: Various marketing functions are responsible to
provide new and innovative ideas in order to increase the sell of product within the market.
Marketing provides various value added packages to their customers that makes Tesco able to
offer quality products and services to customers. Respective organisation offer products
according to the requirements of customers that build the strong customer base and retain them
with organization. So, the organisation enhance profitability level by covering huge part of
market. Hence, marketing plays vital role to increase the organisational profitability.

Meet customer needs and demands: It is the primary role of marketing to satisfy all
needs and demands of customers. Tesco research the respective market segment and potential
customers to identify the market condition and customers requirement. Then develop the new
product or make some innovations in the existing product according customers. This will make
customers satisfied with the organisation and its products and services. Tesco involve various
marketing strategies in their functions to meet all customer needs.
Offer better quality products and create utility: Mostly organisations are dealing in
various type of products. Products are referred as that have physical existence and they should be
well packaged and labelled and services are characterised with the quality of intangibility and
inseparability (Chuang, and Hu, 2017). Tesco use various marketing functions that plays very
important role in designing and managing better quality products that are being offered to
customers. These products make their utility among the potential customers.
Marketing functions facilitates Tesco to develop various situational analysis strategies. It
helps the respective organisation to establish appropriate corporate goals and prepare marketing
objectives for the organisation and also for the customers as well. It will make the organisation
able to achieve defined goals within specific time period and save costs, increases profitability
and respective market share. Marketing strategies are also launch the new product and ensure its
reach to the customers and retain them with the organisation. It helps the Tesco to target the
specific segment of market and offer better quality services in order to satisfy their needs and
wants.
P2 Interrelation of marketing roles and responsibilities with organisation
Marketing functions are some for all business either it is the business to business or
business to customer. In order to regulate both business various direct marketing, advertising and
internet marketing is being used. Marketing helps the organisation to formulate better strategies
to attract and retain potential customers and effective strategies facilitate the Tesco to achieve all
defined aims, goals and objectives within determined time (Dileep, and Mathew, 2017).
Marketing includes various stages that are related to the initiation of the project to its
consumption by the customers. Tesco use marketing mix such as product, price, place and
promotions that is able to retain old customers and attract new one to expand the business. The
interrelation between the various functions of marketing ease the Tesco to build effective market

strategies that can complete all needs of customers. All the roles and responsibilities are
interrelated to the other organisational functions:
Marketing and human resource: The main objective of human resource department in
the organisation is to recruit right candidate at right place on right time in defined budget. It is
basically related to the welfare of the employees who are currently working in the organization.
HR department is interrelated of Tesla is interrelated to the marketing department to make it sure
the all vacancies are being filled on time with suitable candidate who will appoint in the
marketing team(Hisrich, and Ramadani, 2017). This link of departments is ensures that proper
training opportunities are provided to the employees so they become able to assess all current
challenges of market. Tesco HR department evaluate performance of employees and provide this
feedback to the marketing department, so it can evaluate employees contribution in the
achievement of goals and objectives of Tesco.
Marketing and finance: Marketing is deeply correlated to the all financial activities.
Financial department of Tesco provides defined budget for marketing department in which all
activities of marketing and various campaigns are being conducted. It is necessary for the
marketing department to know all informations about the financial conditions of Tesco, so all
marketing strategies are formulated accordingly. As finance department distribute the budget of
all organisation and marketing activities. This will instruct all department to conduct all activities
according determined budget.
Marketing and customer services: Marketing as well as customer services is very
important for the success of an organisation. Both of activities are run together to ensure that
customers are being satisfied with the product and services that is provided by the organisation.
Department of customer service of Tesco gather customer's feedback about their products and
provide it to marketing department that help to plan for the development of new product and
make various innovations in existing products in order to satisfy all needs of curbstones. Both
departments are important to build and maintain better positive relation with customers
(Kimura,2017). Various online and offline surveys are conducted by the Tesco to be in touch
with potential customers.
Marketing and information technology department: It is important for every
organisation to work both marketing as well as information technology department to ensure that
all organisation objectives are achieved in well-defined manner. Tesco conduct both activities

together to assure that marketing department adopt various technological factors in their
functions that facilitate the organisation to provide advance services to their customers. Tesco
use digital and internet marketing to attract customers and provide them informations about the
respective products that are offered by the organisation.
Marketing and productions and operation department: Production department is
referred as the department that is related to the development of new products and operations by
which the production is done (Kofi Preko, Agbanu, and Feglo, 2020. Tesco's marketing
department is collaborated with the production and operations department to ensure that the
products are developed according the requirement of customer's needs and demands and able to
satisfy them. Tesco regulated both departments simultaneity to research the new taste and
requirements of customers and add then in the existing products. It ensures that all operations are
being done in predefined manner within specific time-period. It becomes important for the
organisation to provide quality products to their customers that will enhance the productivity as
well profitability of the Tesco.
So, it is most important for the Tesco to collaborate all department because all are inter-
connected with each other in order to attain overall objective of organisation. Every department
has their own goals and objectives which are fulfilled by them. These departmental goals helpful
to achieve whole organisational goal (Kumar, and Panda., 2019). Marketing is required at all
level of organisation because in the current market situation it becomes important to satisfy
customers.
M1 Roles and responsibilities of marketing in context of marketing environment:
Environmental factors have various positive as well as negative impact on the business.
Market environment are internal and external that are described below:
Impact of internal environment: Internal environment consist various factors that are
exist within the organisation that have power to affect the Tesco. These are factors are
controllable for the organization. By developing effective strategies Tesco can handle all factors
in efficient manner. It consist strengths, weakness, opportunities and threats that affect the
Tesco . Strengths are it provide the wide range of products to its customers and have the positive
brand image in the customer mind. It provides its products to the limited area of market and have
small number of outlets to customers.

Impact on external environment : External environment is exist outside the organisation
and affect the business of Tesco. Internal as well as external environment factors are properly
evaluated by the organisation then take decisions and formulate effective planning. There are
two models are used to analyse the external environmental factors that are discussed below:
Porter's five forces model: The respective model describes the whole competitive
situation in the external environment (Kupec, 2018). Tesco have to evaluate all factors carefully
and develop planning and competitive strategies to survive in the market. The model contains
five forces that are threats of new entrants, competitive rivalry among the industry, bargaining
power of suppliers, bargaining power of suppliers and threats of new substitutes.
PESTLE analysis: PESTLE analysis is the model that describes all external factors that
are political factor, economic, social, technological, legal and environmental factors that affect
the functions of organisation. All these factors are properly evaluated by the Tesco and then
effective strategies are formulated to cope up with various harmful affects. As these are external
factors which are out of control of respective organisation so it have to aware about these.
Marketing environment is related to spreading awareness among customer about product
and services so, all marketing decisions are taken according to its crucial environment factors.
M2 Interrelation between the marketing and other functional units of an organisation
All marketing functions are interconnected with the other respective functions of the
organization. In Tesco marketing department is working with finance, human resource,
information technology and customers relation department efficiently. To carry all marketing
functions efficiently it requires various financial resources to plan, to conduct research to analyse
market trends, to implement and design marketing plan. It is required for the marketing
department to create coordination with the finance as well as other departments of organisation I
order to achieve all organisational goals and objectives. It need proper and update product
description to make attractive market strategies in order to target a particular market segment.
Market department is depends upon the human resource department to appoint suitable
employees who are able to devise effective and efficient market plan (Kwon, 2019).
Interrelations of these activities facilitates the organisation to achieve its defined goals and
objective in efficient manner.
As marketing is interrelated to whole organisational activities that facilitate it to attain all
organisational goals and objectives in effective as well as efficient manner. Apart from that some

time it become difficult for organisation to handle all marketing activities with other
organisational functions.
TASK 2
P3 Comparison of marketing mix in the marketing planning in different organisation
Marketing mix is the combination of various factors that are very important for every
organisation to plan various marketing strategies in order to achieve organisational objectives
within defined time period. Here marketing mix of Tesco is compared to the Sainsbury to
examine the different execution of various elements of marketing mix and their receptive
outcomes in organisation. Marketing mix is used by the marketing department in order to prepare
marketing strategies and plans. In the initial stage Tesco focus on the only 4Ps of marketing that
are product, price, place and promotion. After these marketing mix are expended to the to 7Ps
which are process, people and physical evidence(Lancaster, Massingham, and Ozuem, 2018).
These marketing mix help the respective organisation to build market strategies that are helpful
to survive in the competitive market. There is defined time period in which all goals and
objectives have to achieved by the organisation. These objectives are explained at every
organisational level so every member of organisation contribute their efforts in order to
accomplish them. The marketing mix determines the objectives of Tesco and Sainsbury that are
defined by the 7Ps which are discussed below:
Goals and objectives of Tesco and Sainsbury
Name of companies Goals Objectives
Tesco To provide better quality
products to customer at low
price.
To offer quality grocery
products to its specific
customers to ensure their
satisfaction with organisation.
Sainsbury To create value to its
customers and goal to lead the
grocery market.
Maximise the profitability,
growth and enhance the
customer base for the
organisation.

Differences in products and services they offered:
Name of companies Products and services offered
Tesco Tesco provides wide rage of products and services to its
customers by various stores that are situated across the world.
Tesco provides care products, beverages, bakery products,
frozen food and various technological products (Mgiba, 2019)..
Sainsbury Sainsbury also offers various products to its customers and it
focus upon the innovation and quality aspects. It offers ready to
eat meal and bakery products, organic food products, low fat
food products, clothing and kitchen products to their customers.
Differences in their price of products:
Name of companies Pricing tactics
Tesco Tesco provides quality products in lowest price to its
customers. It uses best channels of procurement and improve
supply chain to reduce the price. It cut its promotional expenses
to reduce the price at customer's desired level. Organisation
also provides various offers to its customers to get quality
product at low price.
Sainsbury On the other hand, Sainsbury price strategy is depends upon the
offering better quality product to their customers to ensure their
retention with organization. It applies competitive price policy
in their organisation instead of cutting price in other activities.
It use the price distribution policy to make better positioning in
the market.
Difference in their place:
Name of companies Place tactics

Tesco Tesco offers its product in 11 countries by opening 6,900 stores
. These stores are Tesco Metro, Express, Extra and superstores.
By these stores customers can purchase products easily. As
Tesco express are small size stores that provides high priced
products to customers.
Sainsbury Sainsbury has the 598 supermarkets and 714 convenience
stores which provides mid night and whole day services to their
customers. The organisation also provides home delivery
option to its customers by regulation its own websites. It use
DHL and NFT distribution channels.
Difference in their promotions:
Name of companies Promotion and advertising tactics
Tesco Tesco is as brand that have to strong image among the
customers. The organisation use various promotional activities
such as hoardings, advertisements in television, and through the
events. It also provides various offers and discounts to enhance
sales.
Sainsbury Sainsbury use the above the line as well as below the line
advertising strategies to drag customers attention towards
products and build the effective brand image. It use the various
media channels such as television and radio to communicate
information to respective customers (Nguyen,2017).
Differences in People:
Name of companies People
Tesco Tesco is the leading brand that employing number of people in
its organisation. Proper selection procedure is followed by the
organisation to get suitable employees. People are very

important for the success of organisation. Various development
programmes are being conduct to discover the potentiality in
customers.
Sainsbury Sainsbury have the well trained and effective professional
experts who have grate knowledge of customer's behaviour. It
give preference to these type employees and also provide
training to new employees in order to develop various skills.
Differences in their process:
Name of companies Process
Tesco Tesco use the various market aspects in their process in order to
ensure the success of company. Processes are designed that
there are minimum deviations are occur in the process. It
considers accessibilities and service feature in their process.
Sainsbury Sainsbury use online shipping process in its organisation by
which provides click and collect policy to its customers. There
are various changes are done by the organisation in its pricing
and delivery processes (Marketing mix.2021). It also opening
various new stores in different locations.
Differences in their physical evidences:
Name of companies Physical evidences
Tesco Tesco use the differentiated logo, colour, labels and various
equipments that provides to its customers as proof that the
organisation is actually exist. Various stores are opened by the
organization at various places.
Sainsbury Sainsbury use effective strategies to use its physical evidence.
It has various designs stores that fulfil the needs of customers.
It provides better quality baskets as well as trolleys that