Student Name /ID Number

Unit Number and Title Unit 2 Marketing Processes and Planning

Academic Year 2024

Unit Assessor Naweed Riaz

Assignment Title How to Successfully use Marketing and Media Planning in your
Business
Issue Date 12th January 2024

Submission Date 12th April 2024

IV Name Ruth Andes

Date 12th January 2024

Marketing Processes and Planning

Student Name:

ID:

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Table of Contents
Introduction.................................................................................................................................3

About the organisation............................................................................................................3

Marketing....................................................................................................................................4

Brief History of Marketing.....................................................................................................4

Market operations...................................................................................................................4

Marketing Works with Other Departments.............................................................................5

Role of Marketing in the Marketing Environment..................................................................5

The Relationships within Various Departments.....................................................................6

Marketing Mix 7P’s................................................................................................................6

Strategies and Tactics used by Marks & Spencer and ASOS plc...........................................7

SMART Targets......................................................................................................................7

Critical Analysis of External and Internal Environment.........................................................7

Evaluation of strategies and tactics.........................................................................................9

Conclusion................................................................................................................................10

References.................................................................................................................................11

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Introduction
This assessment covers the concept of marketing and marketing operations and the role of
marketing and its functions. This assessment also analyses the role of marketing in the
context of the marketing environment. This report contains an analysis of the external and
internal environment in which the marketing function operates and compares the ways in
which TESCO apply the marketing mix and many more (Jain and Jain, 2022).

About the organisation

TESCO deals in retail and provides products at high discounts to the customers such that
customers are able to get their daily essentials at very cheap prices and prefer TESCO over
other competitors.

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Marketing
Marketing is defined as the process of creating awareness about a product and influencing
customers' opinions about any product or service. Getting feedback from the customer is also
part of marketing such that the company is able to know about its customer preferences and
able to produce products according to fulfil their needs and the company is able to generate
more profit (Rust et al., 2020).

Brief History of Marketing

The Role of marketing is to create awareness of a product in the market and generate
demand in the market about the product by spreading its benefits and association with it such
that demand will be created in the market. Maintaining and Managing the brand is the
indirect goal of the marketing that helps Tesco to maintain an image in the market and know
for their brand. Marketing has the associated benefit of creating a constant effect in the market
such that TESCO is able to maintain its reputation and image in the market.

Promotional material covers the banner, advertisements and many more that help TESCO to
conduct marketing campaigns. Search Engine Optimisation is necessary for TESCO to
come in frequent results on any browser such that it helps the TESCO to rank in higher
keywords and customers can easily browse them. Marketing also covers the Conducting
Marketing Research phenomena because TESCO needs to update its product according to
the customer needs such that they remain popular with their customer. Marketing helps them
to conduct this research and understand customer preferences and choices such that TESCO
updates its product and is able to increase its popularity and sales (Nunan et al.,2020).

Market operations
Market operation is defined as the process from marketing to the final deal of the product
such that the company is able to generate an ample amount of profit. The market operations
include the contribution of People, Processes and Technology to complete the desired goal.
The role of marketing operations in achieving the target of sales is decided by the higher
authorities of TESCO using the resources provided to the marketing department. Project
management is defined as the ability the responsibility to manage a project utilising the
available resources to complete the goal of successful project completion. Customer
research is defined as the process of evaluating the market to get the right customer for the
product developed by the organisation (Shah and Murthi, 2021).
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Market and competitive research is defined as the evaluation of customer needs and the
evaluation of the competitor already existing in the market. Campaign analysis and
Reporting is defined as the process of analysing the marketing campaign performance and
tracking the work of the marketing campaign. Data Management is defined as the process of
managing and organising data such that it can be utilised later in an efficient way.

Marketing Works with Other Departments

The IT department is the soul of the marketing department because using the IT department
the marketing plan has been executed. It department provides the digital resources needed to
execute the plan decided by the marketing team for increasing the sales of the TESCO. The
social media department needs to update and handle the social media platforms of the brand
such that customers will remain engaged with the brand. This will help the brand to maintain
its presence in the market and keep its customers updated.

Promotional material is the need of the marketing department because without any
marketing content and promotional material no marketing campaign is conducted. Media
Liaisons are also important because not every customer uses social media some follow news
channels and to remain connected with those customers Media Liaisons are mandatory.
Conducting Customer and market research is necessary to understand the taste of the
customer and helps to develop market-fit products respectively (Grewal and Levy, 2022).

Role of Marketing in the Marketing Environment

The marketing environment is defined as the environment which can be affected by the
external and internal factors of the business. The external and internal factors will easily
affect the marketing decision framed by the TESCO. The external factors include Political,
Economic, Social and Technological have the ability to change the marketing strategies and
decisions framed by TESCO. The Political role of marketing is to ensure the organisation is
complying with government requirements, similarly, economical factors can affect the budget
of a marketing campaign in recession and any worse economic condition of the country and
the company. Social factors can cause a ban on the advertisement because of illegal means of
advertisement and the lack of technological resources will make it unable to execute the
marketing plan framed.

The internal factors that can affect the marketing plan of TESCO include its strengths,
weaknesses, opportunities and threats due to advertisement and marketing. The strength of

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TESCO will make it unable to conduct more marketing campaigns and the weakness will
affect its marketing plan in terms of not providing the right and complete information to the
customer. Opportunity will make the marketing campaign unsuccessful it is deployed in the
developed market in comparison to the developed market. Threats will affect the marketing
campaign in terms of forcing the marketing team to show only the good side of the company.

The Relationships within Various Departments

The relationships with different departments within the TESCO make it successful because
key relationships will increase the ability of different departments and enhance the
performance of the overall organisation. The advantage of these relationships is that they are
very helpful in making the team consistent and efficient whereas the disadvantage is that it
will result in a more time taking process because relationships within a department take time
to process different ideas (Chandy et al., 2021).

Marketing Mix 7P’s

The marketing mix 7p's is considered as the variables and elements of a set that can be used to
influence the opinion of the customer and encourage them to buy a particular product or
service of the company. The seven elements of the marketing mix are Product, Price, Place,
Promotion, People, Process and Physical evidence.

Marketing Mix Marks & Spencer ASOS Plc

Product Fast-fashion Fast-fashion
Price Premium Premium
Place Offline and Online Online
Promotion Through strategic partnership Through social media
People Well qualified employee Well qualified employee
Process Simple Simple
Physical evidence Branding and store Branding
This is the comparison between the two organisations Marks & Spencer and ASOS plc
which deflects that both the companies are of the same industry and both deal in fast fashion.
The products offered by both companies are related to fashion and lifestyle. The prices
offered by both companies are premium which makes them premium product companies and
the places they use to sell their product include offline and online both. The promotion
strategy used by Marks & Spencer is a strategic partnership and by the ASOS plc social media
is used to promote their business. Both have quality employees and the process of both
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companies is very easy and simple. The physical evidence of Marks & Spencer includes
branding and store whereas the physical evidence of ASOS plc is branding only (Buye, 2021).

Strategies and Tactics used by Marks & Spencer and ASOS plc
The strategies and tactics used by Marks & Spencer and ASOS plc to achieve their business
objectives include Marketing at the right place at the right time, promotion and creation of
brand awareness. Both companies focus on marketing initially and analysis the market and
customer audience for their product and target them using digital marketing, social media
marketing and many more digital marketing ways to catch the attention of customers and
convert them into clients. Both these companies are able to understand customer preferences
and price points which helps them to market their product which makes them capable of
achieving their business objectives and fulfilling their decided target to generate revenue.

SMART Targets
Specific, Measurable, Achievable, Relevant and Time-bound are the parameters which help
Marks & Spencer and ASOS to get achieve their targets. These targets SMART targets help
the company to frame small targets which are measurable and achievable such that fulfilment
of these smart targets will give the idea about fulfilling and setting bigger goals. Marks &
Spencer and ASOS plc understand the importance of small goals because they can be fulfilled
in time and need limited resources which helps the company to plan for bigger goals and take
lessons from the small goals learn from them and apply knowledge in achieving bigger goals.

Critical Analysis of External and Internal Environment

 PESTEL analysis

Factors Marks & Spencer ASOS Plc

Political The political factors which The instability in the political
can affect Marks & Spencer situation of the country will
is instability in the political definitely affect the revenue
situation of the country of the ASOS plc (Benzaghta
which can affect their et al., 2021).
productivity and profitability.
Economical The instability in the The instability in the
economic condition of the economy due to recession
country will affect customer and, the exchange rate of

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 spending power which will foreign currency will affect
directly affect sales of Marks the revenue and profit of the
& Spencer. ASOS.
Social The boycott of Marks & Brexit has an adverse effect
Spencer due to Brexit will on the business of ASOS Plc
affect their revenue because it will slow down
generation. their sales and productivity
due to many allegations.
Technological The change in technology ASOS need to change its
will affect the profit of Marks technology to cope with the
& Spencer in order to adopt current trend and for that
the latest technology profit reason, it needs to invest its
will be negotiated. profit in the business.
Environmental The change in government To adopt the change in
policies related to the policies related to the
environment will affect the environment ASOS need to
business and manufacturing change its complete process
process of Marks & Spencer. which disturbs their normal
operations.
Legal The change in business To adopt the legal changes
policies will affect the ASOS need to change its
execution of the operation of process which affects its
Marks & Spencer which productivity and profitability.
affect their revenue and
productivity.

 SWOT analysis
1. Strength
The strength of Marks & Spencer is their presence and brand quality whereas the
strength of ASOS is its design and brand image in the online world.
2. Weakness
The weakness of Marks & Spence is the execution of operations whereas the
weakness of ASOS is the offline store.
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 3. Opportunity
The emerging markets and developing economy are opportunities for both Marks
& Spencer and ASOS (Puyt et al., 2020).
4. Threat
The threats to both organisations are recession and instability in political
situations.

Evaluation of strategies and tactics

SMART strategies are favourable for both the companies and organisations because with the
SMART objectives, they are able to achieve their goals with minimum resources and
minimum time which makes them able to set bigger goals and get an idea about the required
resources and number of team members needed to achieve the goals. Marks & Spencer and
ASOS both understand their capability and the strategies they want to use to increase their
sales and revenue such that they become leaders in the fast fashion industry (Darmawan and
Grenier, 2021).

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Conclusion
The conclusion of this report is that marketing is a necessary element of any organisation.
Marketing is the key element with the help of which organisations can become successful and
capture most of the market. There are many factors that can affect the marketing environment
including internal and external factors. The marketing mix also plays an important role in the
success of any organisation. Marks & Spencer and ASOS are the leading organisations in the
fast fashion industry and they are in this position only because of the SMART objectives they
set.

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References
Benzaghta, M.A., Elwalda, A., Mousa, M.M., Erkan, I. and Rahman, M. (2021) SWOT
analysis applications: An integrative literature review. Journal of Global Business
Insights, 6(1), pp.54-72.

Buye, R. (2021) Critical examination of the PESTEL Analysis Model. Project: Action
Research for Development.

Chandy, R.K., Johar, G.V., Moorman, C. and Roberts, J.H. (2021) Better marketing for a
better world. Journal of Marketing, 85(3), pp.1-9.

Darmawan, D. and Grenier, E. (2021) Competitive advantage and service marketing

mix. Journal of Social Science Studies (JOS3), 1(2), pp.75-80.

Grewal, D. and Levy, M. (2022) Marketing. McGraw-Hill.

Hussain, H.N., Alabdullah, T.T.Y., Ries, E. and Jamal, K.A.M. (2023) Implementing
Technology for Competitive Advantage in Digital Marketing. International Journal of
Scientific and Management Research, 6(6), pp.95-114.

Jain, R. and Jain, S. (2022) Analyzing and exploring the effectiveness of each element of 7Ps
of marketing mix. International Journal of All Research Education and Scientific
Methods, 10(1), pp.243-251.

Nunan, D., Birks, D.F. and Malhotra, N.K. (2020) Marketing Research. Pearson Education,
Limited.

Puyt, R., Lie, F.B., De Graaf, F.J. and Wilderom, C.P. (2020) Origins of SWOT analysis.
In Academy of management proceedings (Vol. 2020, No. 1, p. 17416). Briarcliff Manor, NY
10510: Academy of Management.

Rust, R.T. (2020) The future of marketing. International Journal of Research in

Marketing, 37(1), pp.15-26.

Shah, D. and Murthi, B.P.S. (2021) Marketing in a data-driven digital world: Implications for
the role and scope of marketing. Journal of Business Research, 125, pp.772-779.

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