Unit 2 Marketing: Tesco's Marketing Process, Planning, and Objectives

This report provides a comprehensive analysis of Tesco's marketing process and planning, focusing on the marketing concept, functions, and mix within the 21st-century context. It explores the role of the marketing function, its interaction with other departments like HR, Finance, and IT, and examines the extended marketing mix (7Ps) with examples from Tesco and Sainsbury. The report evaluates how Tesco's marketing mix contributes to achieving overall business objectives, highlighting aspects like product availability, pricing strategies, distribution channels, promotional activities, employee engagement, process efficiency, and physical evidence. Ultimately, the analysis underscores the importance of a flexible pricing strategy and brand awareness for Tesco's long-term success.

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 process and planning refers to defining and organizing the objectives of
their company with the help of their product. In this process specific strategies are used by
organization to increase their market share and profit between the competitors. It includes
effective distribution channel, promotional strategies and allocation of budget for the plan.
The company which is chosen for understanding the marketing plan effectively are TESCO.
TESCO plc is a multinational retail based company and is headquartered in United Kingdom.
The company was established in 1919 and it is the largest retail brand in the world in terms of
generating revenue. This report is prepared according to the analysis of various departmental
functions. It includes marketing, human resource and finance and these department are are
closely connected with each other for run the operational activities smoothly. This report is
prepared on the basis of secondary data which includes newspapers, journals, magazines and
so on.
2.0 An explanation of the concept/definition of marketing in
the 21st century
Marketing basically refers to popularise the product or brand image between the
consumers in market (Astriyani and Febriatmoko, 2021). Before 21st century the facilities are
very less for doing the advertising strategies which includes TV, radios and others. Due to
this reason before 21st century the advertising are done by organization in slow mode. But in
present time organization used various strategies for popularising the product in fast manner.
It includes advertising, digital marketing and personal selling and with the help of these
strategies brand image is highly impact in mind of the consumers in positive way. But in
today's time the highly used strategy is social media and advertising because these two
methods are highly consumed by the customers on daily basis.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Different types of marketing activities are very important to maintain the brand image and
portfolio of organization constantly in long time. In marketing various activities are done to
attract the consumers for buying the product which are described below -
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 Conducting campaign management – In this stage company introducing prototype
product in various locations in front of the consumers (Badhan, Modi and Dodrajka,
2018). With the help of this method the the desires of the customers are easily
increased and then finally tried their product in free of cost or in less price. In this
method the communication are also essential by the employees for convenience the
users easily. In context to TESCO, management must facilitate effective training to
employees which leads to enhance their communication skills for increasing the
organizational productivity.
 Creating effective content - It means that organization must facilitate reliable and
meaningful information to employees (Del Carpio Montalvo, 2020). Because reliable
content is highly essential for employees to provide best quality product and services
to customers easily. For create attractive content in their websites with various
designs talented employees are used by organization. It leads to staying time of
consumers through online mode through long time. In context to TESCO,
management must put reliable content in their official websites or in their store which
is highly essential for customers for purchasing right product easily.
 Effective supply chain management – It is a very important source or element to
maintain effective connectivity between the producer and company for long time.
With help of effective distribution channel organization delivered the product to
consumers in time (Jono and Ardila, 2018). In context to TESCO, management
established supply chain in effective manner with the help of technology. In this
method consumer convenience are easily increased for buying the product from any
location.
4.0 An analysis of how the marketing function works and
interacts with other departments
Interrelation of marketing function with other departments -
 Relation between marketing and HR – HR and marketing department has a close
relation with each other. Because human resource has the responsibilities to prepare
various policies and strategies for run the marketing activities. For example in
organization for the return and replacement policies are made by HR department. It
leads to maintain friendly relations with customers and positive feedback also
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received by users for long time (Nurchayati, Musprihadi and Suparmi, 2022).
Therefore flexible policies are also essential for employees with in the organization to
maintain their effective productivity in long term.
 Relation between marketing and finance – Finance department has high close
relation with marketing department in the aspect of expenditure (Sopang, 2021).
Because for every marketing activity funds are decided and provided by the finance
department. The other main function of finance department manage the expense of
whole company activities systematically. In context to Tesco, management
maintained records of expenditure effectively with help of equipments.
 Relation between marketing and IT – It are highly connected with marketing for
increasing popularity of their product globally between the customers. Because
without popularity of the organization or product sales and demand by the consumers
are not easily increased. It leads to decrease the productivity and work efficiency of
organization in long run. For increasing the popularity of organization IT and
marketing both department used reliable information in official websites to attract the
consumers easily.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Marketing mix is a tool which is used by organization to analyse the various functional areas
within the organization. For analysing different functional areas systematically 7 P's are
included in this strategy which are described below -
 Product – It refers to increase the availability of product in their store or in online
mode for offering best quality service or products to customers.
 Price – Pricing refers to in which price organization attract the customers in large
number for increasing the sale of their product.
 Place – It refers to in which place company's launched or introduced their product
between the customers. In this method informations are also directly connected to
consumers in short period.
 Promotion – It refers to promote the product or company through various activities
which includes advertising, digital marketing, personal selling and so on.
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 People – Here people refers to the employees with in the organization who played
the major to facilitate best quality service to customers.
 Process – It refers to effective supply chain management or the process of delivering
goods to customers in time (Soudikar, 2018). Because when the customers received
product without any damage then user are highly satisfied for long time.
 Physical evidence – It is basically refers to proof or evidence which is formed at the
time of buying any product from the customers.
The company's which is chosen for analysing the marketing mix are TESCO and
Sainsbury which are described below -
Marketing 7 P's TESCO Sainsbury
Product It is one of the company who
facilitate more than 40,000 to
consumers globally in their
stores in different locations
(Srinivasan and Hanssens,
2018). It includes food,
electronics, clothing and
financial services in various
locations.
Sainsbury is one of the
organization who mostly
deals fashionable and healthy
products in their retail store.
It includes cloths, shoes, and
health and beauty products.
They facilitate more than
30,000 products globally to
customers in different
locations.
Price In pricing TESCO always
maintained the low price in
their product in all categories
with out reducing the quality.
It leads to increase the trust of
consumers towards
organization for long time.
But in Sainsbury fixed their
different prices according to
various customer segment or
targets. It means that in some
products their prices are very
high which is highly
favourable only for upper and
middle class segments. In
leads to decrease the loss of
customers in large number.
Place In this stage company used
the well established
distribution channel for
expand their organization in
various locations with
different names. It includes
Tesco superstore, Tesco
express, Tesco metro and so
on.
It is one of the organisation
who used technology in
various locations for
increasing the convenience of
users to purchase the product
in low time through online
mode. Technology includes
self service checkout in store
and use of Amazon's “just
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walk out” for doing payment
in cashless way.
Promotion Due to maintaining low price
in their product, the
promotional activities
affected easily in the minds of
consumers. It includes
increasing the brand image of
organization for long time.
Promotional activities
includes Sponsoring chartable
events, offering discounts and
so on.
It is one of the company
company who mostly focused
those strategies which
increase awareness of the
product in fast way between
the public (Vakili,
Neyebzadeh, and
Yadegariyan, 2019). It
includes television,
newspapers, radios and so on.
The main purpose of using
this method by organization
to sell the products directly to
consumers.
People Highly talented and skilled
employees are used by tesco
within the organization
internally for suggesting right
product to consumers. It is
helpful for achieving their
vision, mission and objectives
in long term.
In this stage the reliable
suppliers are used by
sainsbury to maintain the
stocks in their store with extra
products. It leads to maintain
the availability of products
any time for customers which
enhanced the productivity of
organization.
Process The process of facilitating
best quality product services
to customers is very simple in
tesco . For fast process and
delivering the product to
users in time various payment
systems and other equipments
are used by company.
In this stage company highly
focused on digital platforms
to maintain the inventory
level digitally. It means that
company scan the products
with barcode scanner and
prepare a record in their
system. With the help of this
method employees always
know that how much products
are available in offline and
online mode.
Physical evidence Effective infrastructure are
highly maintained by
organization in their store for
attract the customer in large
number. For example
maintaining well arranged
product in display and
In Sainsbury, management
are used color packages in
their all product categories. It
leads to attract the customers
in large number especially
children and young age
people. Because attractive
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maintain cleanliness in store
for attract the consumer in
large number.
colours and designs are liked
by children very much.
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
After the analysis of marketing mix it is understood that it is a technique which is
useful for increase the sale of product. It also refers to combination of those elements which
is used by TESCO to prepare a effective strategies. It includes product, price, place,
promotion, people, process and physical evidence (Zare, Benar, and Hoseini, 2019). It also
helped to increase the brand popularity of the organization between the public. Because when
the awareness of the brand and product are increased then the demand of particular product
are enhanced from the customers. In context to TESCO, management must manage flexibility
in price in their product which is favourable to all consumers segment. It leads to increase the
profit of company which is highly essential for their success in long run. In this way the good
relationships are maintained with consumers for long time. Because good relationships
always helped company to receive positive feedback from customers which is essential for
their success.
3.0 Recommendations
From the above information social media and advertising are most suitable strategies
for TESCO. Because due to always keeping average price in their product the positive effect
of social media and advertising are spread in fast way. Social media is one the tool or strategy
which is highly consumed by customers on daily basis. With help of social media accurate
and reliable informations are easily delivered to users in attractive way. This method is also
essential for increase the desires of consumers to buy the product in less time. But in
advertising company used various actors to increase the popularity of their product and their
features.
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9.0 Conclusions
After the analysis of above information it is concluded that effective marketing plan is
highly essential to run the operational activities smoothly. Effective marketing strategies
organisation easily increased their profit for long time. Good marketing process also helped
the company for maintain good relations with consumers for long time. Because without
better relation the brand image of the organization are not sustained between other other
competitors easily. Effective marketing also helped to increase awareness of the product with
the help of using marketing mix strategy which includes product, price, place and promotion.
With help of using marketing strategy right location was find easily by the organization
which is useful for increase the sale in their product.
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References
Astriyani, V. and Febriatmoko, B., 2021. KONSTRIBUSI MARKETING MIX DALAM
MENCAPAI KEPUASAN DAN MENINGKATKAN MINAT BELI ULANG
KONSUMEN. NUSANTARA: Jurnal Ilmu Pengetahuan Sosial, 8(7) pp.2273-2286.
Badhan, V., Modi, P. and Dodrajka, S., 2018. A Conceptual Paper on the Marketing Mix of
‘Maruti Suzuki’. International Journal for Advance Research and
Development, 3(2). pp.1-3.
Del Carpio Montalvo, J. L., 2020. Plan de marketing mix para incrementar las ventas de los
servicios de capacitación profesional en la empresa JGM consultores EIRL,
Chiclayo 2019.
Jono, S. and Ardila, H., 2018. THE EFFECT OF MARKETING MIX UPON THE
CONSUMER’S DECISION MAKING TO BUY A PRODUCT AT PT GRIYA
PAGELARAN BOGOR. The Management Journal of Binaniaga, 3(01) pp.59-70.
Nurchayati, N., Musprihadi, R. and Suparmi, S., 2022. Peningkatan Loyalitas Nasabah Bank
BPR-BKK Melalui 3 P’S Marketing Mix di Kabupaten Demak. Jesya (Jurnal
Ekonomi dan Ekonomi Syariah), 5(1) pp.96-114.
Sopang, F. I., 2021. Analisis Strategi Bauran Pemasaran Eceran (Retail Marketing Mix) Yang
Menentukan Tingkat Kepuasan Konsumen Swalayan Maju Bersama. Cybernetics:
Journal Educational Research and Social Studies pp.1-14.
Soudikar, A., 2018. Assessing the Role of Marketing Mix in International Shipping Services:
8 P's in Ethiopian Context. AMBER–ABBS Management Business and
Entrepreneurship Review, 9(2) pp.17-23.
Srinivasan, S. and Hanssens, D. M., 2018. Marketing and firm value: Metrics, methods,
findings, and future directions. LONG-TERM IMPACT OF MARKETING: A
Compendium pp.461-519.
Vakili, K., Neyebzadeh, S. and Yadegariyan, M. A., 2019. The Effect of Organizational
Resources, Organizational Capabilities, and Learning Orientation on Marketing Mix
in Yazd Hospitals. Management Strategies in Health System, 4(1) pp.29-36.
Zare, M., Benar, N. and Hoseini, S. E., 2019. Designing marketing mix pattern of women’s
futsal premier league by emphasizing on environmental factors and Porter’s general
strategy. Sport Management and Development, 8(2) pp.176-189.
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Table of Content
Part 2: Marketing Plan
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
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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
References p
1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
Strategic marketing plan refers to preparing outline and blue print with the help of
unique ideas and creativity before launching any product or starting any business (Al-Tit,
Omri, and Euchi, 2019). The elements which are includes in marketing plan are marketing
research, using of pricing strategies and so on. The company which is selected for
establishing new product is TESCO and the name of new product is organic meals eat food.
The important link with marketing plan for achieving company's mission, corporate strategy
are. Firstly, this type of plan helped the company to facilitate healthy and best quality
products to customers in time. Secondly, the trust and loyalty from the customers towards
organization are maintained for long time. Due to launch of organic food product consumers
easily attracted towards companies for buying the product in large number. Especially in
covid pandemic these organic meals if highly essential for human beings to live their life for
long time.
2.0 Clear and SMART marketing objectives
The various marketing objectives which are used by TESCO for their organisation
growth are -
 Specific – The ultimate motive of company is to develop effective communication
and relation with customers with the help of facilitating effective service to
customers.
 Measurable – It refers to measure performance of the employees on daily basis
within the organization by the top level management. It leads to maintain the
productivity of employees in future also.
 Achievable - It refers to achieve the brand image and reputation in market between
the public constantly . It leads to increase the portfolio of organization in long run.
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