Marketing Planning

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Table of Contents
Task 1...............................................................................................................................................3
1.1. Changing Perspectives in Marketing Planning.....................................................................3
1.2. Capability for Planning its Future Marketing Activity.........................................................4
1.3 Techniques for Organisational Auditing and for Analysing External Factors that Affect
Marketing planning......................................................................................................................5
1.4 Organisational Auditing and Analysis of External Factors That Affect Marketing Planning5
Task 2...............................................................................................................................................6
2.1. Assessing the Main Barriers to Marketing Planning............................................................6
2.2. Overcoming the Barriers of Marketing Planning.................................................................8
Task 3...............................................................................................................................................9
3.1. Marketing Planning for a Product or a Service....................................................................9
3.2. Importance of Marketing Planning in the Strategic Planning Process for Tesco................11
3.3. Techniques for New Product Development........................................................................11
3.4. Recommendations for Pricing Policy, Distribution and Communication Mix...................12
3.5. Factors Affecting the Effective Implementation of the Marketing Plan.............................13
Task 4.............................................................................................................................................13
4.1. Influences of Ethical Issues in Market Planning................................................................13
4.2. Examples of M&Ss Response to Ethical Issues................................................................14
4.3. Consumer Ethics and the Effect it has on Marketing Planning..........................................14
References......................................................................................................................................15

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Task 1
1.1. Changing Perspectives in Marketing Planning
Marketing planning can be simply referred as a strategic practice, which aims at enhancing
organisational growth opportunity in terms of profitability and stability along with ensuring the
achievement of the organisational goal (Bryan, n.d.). However, with the changing conditions in
the contemporary business environment, organisational approach to marketing planning has also
changed to a considerable extent. Organisational perspectives towards marketing planning have
now become much concerned regarding ethical representation of the brand, customer loyalty
augmentation and long-run sustainability of the company (Pulendran & et. al., 2003). These
changes can be apparently observed with emphasis on the marketing planning strategies adapted
by Tesco plc, one of the leading global retail brands.
In its recent marketing conducts, Tesco has been focused on augmenting its standards of
production to ensure higher degree of production efficiency that would reward the company with
better comparative advantages in the global market. In addition, reducing the cost of the
production has also been a primary objective of Tescos marketing planning, which rewarded the
company with pricing advantages to its marketing approach (Scribd, 2014). Over the years,
Tescos product quality has been the key for attracting consumers attention. It has been
apparently observed that by changing the quality attributes of its product, promotional
performances and innovative features in its marketing planning, the company has intended to
grab attention from the consumers and thus, gain competitive advantages in the global market
(Scribd, 2014). The selling concept has remained an extremely important factor in the applied

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marketing practices of Tesco. During the last decade, it has been observed quite clearly that
Tesco have been concentrating on Bricks and Clicks selling since the last few years (Tesco,
2013). Such a marketing planning has helped Tesco bridge the gaps between the organisation and
its target consumers rewarding a higher degree of customer loyalty with brand value emphasising
effective market segmentation (Scribd, 2014).
1.2. Capability for Planning its Future Marketing Activity
Capability of planning future marketing effectively depends on the way an organisation
strategizes its people, process and technology and can be determined by analysing the companys
financial, technological and goodwill (or loyalty) related strengths. As already mentioned and
widely accredited, Tesco is one of the leading retailers in global market. It has been dealing in
telecom and banking sectors as well, along with Fast-Moving Consumer Goods (FMCG) since
few decades (Scribd, 2014). Correspondingly, Tescos financial credibility is related with its
marketing activities. Sales have played a crucial role in this case. Relation within its distribution
channel has also been a vital factor for Tesco to assure its financial capability, which further
assisted the company with a degree of flexibility to charge premium pricing and obtain
comparative advantages therefore. A large volume of market share held by the organisation
against its major competitors also fortifies its financial capability in future marketing activities
(Tesco, 2013). Additionally, in terms of marketing planning, Tesco has been quite aware about its
competitors technological positioning and have been planning its innovative strategies
accordingly that enhanced its technological capabilities to a significant extent (Scribd, 2014).
The quality of the product, consistency in production and supply, better service and social
activities form the key components for Tesco to retain its goodwill and loyalty in the global
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market (Tesco, 2014). Such strategic capabilities have undoubtedly enriched its brand positioning
amid the global customers that again, facilitates better flexibility of the company in risk taking
when planning for marketing in future.
1.3 Techniques for Organisational Auditing and for Analysing External Factors that Affect
Marketing planning
Tesco has emerged as a leading marketer in the UK, along with other European and Asian
markets. Accordingly, the techniques used by the company for its organisational auditing can be
identified in terms of its quality assurance capability in comparison to its major rivals in the
global market scenario along with the trend of its market value fluctuation (Tesco, 2013). As can
be apparently observed, debt reduction is the foremost factor for Tesco when conducting its
organisational auditing functions. Ethical obligations owed by Tesco as a global leading firm,
can also be identified as a major component in the organisational auditing functions conducted
by Tesco. In this regard, the organisation often takes the assistance of strategic auditing on a
continuous basis annually through the involvement of external auditors, who are not only entitled
to perform examination or scrutiny of the market positioning of the company but also attempts to
ensure better linkage between the external business environment and business operations of the
company. Besides, continuous assessment of the imposed business regulations, changing needs
of the customers, understanding of the labour market and competitive scenario based on profitseeking and ethical grounds have also been defined as few major external factors that affect
Tescos overall marketing planning (Tesco Stores Limited, 2009).

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1.4 Organisational Auditing and Analysis of External Factors That Affect Marketing
Planning
Based on the above-mentioned factors, when conducting the organisational audit for Tesco, it can
be apparently observed that the company has been paying due attention towards its ethically
responsible attitude to strengthen its market presence by way of attaining the identified
opportunities and overcoming the persisting threats (Scribd, 2014). Again, as mentioned above,
Tesco has provided must attention towards aligning its strategies with the changing customer
needs in the global market space, which has further influenced the companys greater inclination
towards Food and Non-food retail markets as one of the most preferred segments for Tescos
management. Health and beauty sector has also been one of the key divisions for Tesco, which
suits the external business environmental factors observable in the current retail industry (Tesco,
2013). Considering its ethical leadership approaches, Tesco is also observed as highly committed
to low cost leadership that shall fortify its future performances to a substantial extent.
Additionally, with an aim to avoid price war with exiting competitors, Tesco ensures a massive
amount of profitability from its host countries in the current given situation of intense
competitive (Tesco, 2013).

Task 2
2.1. Assessing the Main Barriers to Marketing Planning
In fact, companies operating in the global market currently need to face various issues and
obstacles to ensure their smooth functioning and ensure future growth momentum as per the
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desired level. A similar scenario can be observed when assessing Tescos current global situation
wherein barriers can be identified in terms of environmental factors, cultural differences,
behavioural divergences and cognitive obstacles among others.
Environmental Barriers
Environment barriers for Tesco can be identified in terms of the limitations that the organisation
faces in its external operations in terms of imposed legal obligations or ethical responsibilities. In
addition, competitors influence, political interferences, and unfavourable impacts of the nature
often tend to make the smooth functioning of the organisation obstructed to a certain extent
(Bright Hub, 2012). These obstructions are much visible in the supply chain network related
operations conducted by Tesco.
Cultural Barriers
The cultural barriers are combination of belief, moral, values, ethics, habit and many more
elements. Altogether, it has influenced the marketing activities of Tesco to a substantial extent
(Bright Hub, 2012). From a critical perspective, these factors can be identified as shaping the
organisational culture within Tescos workplace, while ensuring that strategic alignment within
Tescos workplace culture and its organisational goals persist at a sustainable degree rewarding it
with enhanced production quality and brand value (Tesco, 2013).
Behavioural Barriers
Behavioural barriers can be identified as a major influencing element in relation to its marketing
capabilities, having a deep impact on the choices of consumers targeted by Tesco. In order to

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control this particular barrier, the company has been focused on making continuous efforts to
examine customer preferences and ensure better customer relation (Bright Hub, 2012).

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Cognitive Barriers
Cognitive barriers to Tescos marketing planning can be identified in terms of misalignment in
the corporate culture nurtured within the organisation and the external factor demands. Such
barriers are commonly identified when organisations tend to resist change at a competitive level
that hinders its sustainable growth largely (McDonald & Leppard, 1991). Tesco has gathered
experience in terms of providing services, knowledge about product and skill for marketing to
avoid the cognitive barriers (Bright Hub, 2012).
2.2. Overcoming the Barriers of Marketing Planning
Studying the strategic decisions taken by Tesco in order to mitigate the identified barriers, it can
be observed to have applied considerable efforts to ensure adequate effectiveness of its
marketing planning.
For instance, to overcome the uncertainties or barriers associated with Tescos marketing
planning, the organisation aims at effectively segmenting its market on few parameters such as
age of the customers, their gender, financial conditions, seasonal preferences and many other
attributes that determine cultural, behavioural and cognitive barriers for the company (Hulfacto,
2006). In addition, to avoid the unavoidable environmental barriers, Tesco has been
implementing its strategies by unambiguously segregating its short-term goals and long-term
objectives. In accordance to this, the company has also been focused on preserving an adequate
level of flexibility in its strategic operations to inculcate changes as required to sustain in the
competitive scenario of the external business environment (Hulfacto, 2006).

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Task 3
3.1. Marketing Planning for a Product or a Service
With the aim to develop a marketing plan for Tesco, Panasonic ES-SL41 Milano shaver blue has
been chosen from its health and beauty product dimension (Tesco, 2014).
Situation Analysis
Tescos primary mission is to create a lifetime loyalty for its customers by way of providing
utmost satisfaction to its consumers along with employees (Tesco, 2014). Accordingly, during the
analysis it has been observed that Panasonic ES-SL41 Milano shaver blue possesses few
strengths and weaknesses along with few opportunities and threats that further define its future
market performances. Currently, the product is offered with one-year guarantee and cordless
rechargeable system, which have been the key strengths of shaver blue differentiating it from its
close rivals. On the contrary, weakness to deliver satisfactory shaving experience to the
customers has been affective its market demand negatively in the present situation (Tesco, 2014).
Nevertheless, it has the opportunity of attracting desirable human attention due to its userfriendly griping facility along with within 4 working days delivering assurance (Tesco, 2014).
Market/Product/Customer Analysis
This particular product has been facing dramatic challenges in the global realm owing to the
marketability of various other similar products and substitutes. Under this situation, it becomes
essential to differentiate the product from that of its substitutes and competitive brands. Hence,
the company can focus on enhancing its rechargeable facility, along with extending its battery
back-up features and potentials. Accordingly, its target customers must be narrowed from
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worldwide men customers of all age group to young generation consumers stressing on the
features of convenience and price benefits. In addition to young men, the company can also
introduce the product targeting the women populaces wherein stress must be provided to its
quality assurance and feministic nature, which might be deciphered through its colour variations.
Implementation of Plan
As mentioned above, when targeting the young customer group of all income levels, Tesco must
emphasise its 4Ps strategies with extensive importance. It is recommendable that the company
initially offers the product at a low price range along with a quality assurance level. The
company must further promote the product emphasising its sophisticated design and comfort
features that would persuade the young customers on the grounds of their social recognition
needs and preferences. It is also essential for the company to offer better quality assurance to its
customers, as compared to its rivals to obtain a degree of comparative advantage. It is worth
mentioning in this context that in relation to placing strategies of the marketing plan, targeting
the urban along with the sub-urban areas of its major markets.
Evaluation Metrics and Control
Evaluation metrics provides recommendations for a products continuous improvement in terms
of its marketability, which eventually helps the company to indicate the quantitative and
qualitative significance of the implemented marketing plan (Bryan, n.d.). Correspondingly, Tesco
should also perform continuous check of its product performance, which can be conducted on the
basis of customers feedback and financial analysis of the market planning. Conducting

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organisational auditing and external factors assessment shall also be effective for the company at
this stage of the marketing planning.
3.2. Importance of Marketing Planning in the Strategic Planning Process for Tesco
Over the years, Tesco has implemented its marketing planning activities to ensure the realisation
of the desired outcomes from the object. The company pays utmost attention on planning, as it
helps to set realistic organisation goals, perform internal and external analysis and define most
effective strategies to achieve those goals following the accurate identification of the controllable
and uncontrollable risk factors. To be precise, marketing planning is important for an
organisation as because it helps to influence several dimension, as can be apparently observed in
the case of Tesco, ranging from the quality of product and services, accuracy of its pricing
strategies, controlling distribution channels and making persuasive advertising and promotion
strategies as suitable to attract consumer likeness (Lawlor, n.d.).
3.3. Techniques for New Product Development
Techniques of new product development hold considerable significance in ensuring the market
performances of any organisation when launching or re-launching a product.
Idea Generation
Prior to develop a new product, it is essential to develop a precise and realistic idea through
extensive research and development. It is worth mentioning in this context that the accuracy in
the results obtained through the research and development functions shall determine the
strengths, weaknesses, opportunities and threats for the product and hence, shall be highly
essential to ensure the long-run sustainability of the product (Sambandam, 2012).
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Concept of Development Testing

In order to assess the market performance of the new product developed, testing can be regarded
as an essential tool. Companies mostly use the customer feedback process to ensure the
marketability of the new product and therefore, play a major role in determining the success
potentials of the product in its introductory phase (Sambandam, 2012).
Business Analysis
Business analysis can further termed as quite significant for Tesco, as it helps in estimating the
break-even point for the product and therefore, portraying its profitability (Sambandam, 2012).
3.4. Recommendations for Pricing Policy, Distribution and Communication Mix
Suggestively, it shall be beneficial for Tesco to emphasise competitive pricing, keeping the price
of its product at a margin that would facilitate its profitability concerns and promote customer
demands accordingly, being within the affordability of young consumers including adult
teenagers, university students or employees who have just started their professional career.
Accordingly, it will be wise to utilise the distribution channels already in use by Tesco that will
not only limit the expenses associated with the marketing plan but shall also minimise
behavioural barriers for the company. Concerning the communication mix strategies of the
company regarding the chosen product, internet can be considered as the prime media apart from
television, wherein print and audio media can be disregarded in promoting the selected good
(ManagementMania, 2013).

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3.5. Factors Affecting the Effective Implementation of the Marketing Plan

The marketing plan as proposed above shall be affected due to various factors identifiable in
terms of the internal and external business environment components associated with Tescos
operations. For instance, its strategic capabilities to persuade a new bunch of consumers can be
regarded as a key influencing factor in this regard. Other factors that might have considerable
influences on the marketing plan shall be identified in terms of leadership, human resources,
organisational structure, companys ability to manage information and technology. In other
words, these factors can also be stated as the key determinants of organisations marketing plan
success (Zaribaf, 2010).

Task 4
4.1. Influences of Ethical Issues in Market Planning
Importance of marketing ethics is certainly non-negligible in modern era. It has been observed in
this regard that ethical issues not only affect the future marketing abilities of the company but
also hinders the success potentials of its products in the market to a substantial extent. It can be
mentioned as one of the prior threat for a firm. Misconduct in terms of disregarding the promises
made to the customers and illegal activities can influence a marketing plan in terms of its overall
performance and goodwill in a contradictory way. Thus, it can be mentioned that ethical issues
influence marketing planning significantly that further determines organisational success in a
particular market (Murphy, 2002).

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4.2. Examples of M&Ss Response to Ethical Issues

Organisations have been responding to ethical issues since 18th century concerning its
significance in determining effectiveness of marketing planning. For instance, over the years,
Marks and Spencers (M&Ss) have stricter concerning its ethical issue. Correspondingly, to
avoid ethical issues, the company has been implementing a variety of rules and regulations for its
employees, investors and business partners that has certainly helped it to integrate its marketing
practices to a substantial extent (Ferrell, n.d.).
4.3. Consumer Ethics and the Effect it has on Marketing Planning
The term, consumer ethics define positive buying in simple words, having a significant
influence on the success potentials of marketing planning as conducted by any organisation. It
can be related with consumers responsibility. For example, the notion of consumers ethics has
influenced M&Ss marketing planning massively (M&S Code of Ethics, 2010). Over the years, it
has helped organisation to ensure a positive environment of sustainable growth, adding to its
brand value and furnishing the features of the product in accordance with its customers
preferences (Marks and Spencer, 2014). Hence, it can be asserted that consumer ethics plays a
vital role in minimising the gaps between the marketing strategies of the company and customer
preferences, which further contributes to the success of the entire marketing plan.

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at: