Unit 2 Marketing Planning and Control Level 5 Higher National Certificate


Planning is defines as the activity which involves various functions such as establishing objectives, designing strategies and implementing the procedures in order to achieve desired outcomes. In context of marketing, planning includes monitoring as well as controlling the implementation of marketing strategies or plans. Marketing control is defined as the procedure of monitoring the proposed plans. Monitoring as well as controlling market plan is important as the resources in the organisation or environment are scarce and it has multiple use at workplace. Evaluation and control also includes process of determining the effectiveness of a given strategy in achieving marketing objectives. Marketing plan provides the direction and details about the sequence of activities which are to be conducted in order to achieve marketing goals. Marketing planning and control is also considered as major strategic issue related to marketing or promotion. Increase in competitions and change in marketing trend has force firms to monitor or control marketing activities.

The purpose of the report is to identify an effective tool for monitoring as well as controlling marketing activities in context TESCo. It also emphasizes on evaluating the function of marketing planning procedure in delivering marketing strategy.

1. Environmental analysis

Background of an organisation

Tesco company is recognised as on of the leading retailer in food industry. Business entity follow the systems which allowed suppliers for insisting the retailers selling their products for a fixed price. By adopting this plans, Tesco company has been successful in gaining the loyalty of customers. Fix price strategy and good quality of products as well as services has allowed firm to provide high level of satisfaction to clients. Marketing team in an enterprise have focus on customer's satisfaction and building customer's loyalty through their service. Business entity sells approximately 39000 grocery products as clothing and other noon food items. An organisation also delivers own brand goods which intends to provide high value to customers. Objective of an organisation is to render high value to its customers and gain loyalty of clients (Bahadir, Bharadwaj and Srivastava, 2015).

Environment analysis is considered to be as important part of marketing plans. In other words, it can be stated that environmental analysis is helps in gathering information which is essential as well as beneficial for developing effective market plan. As Tesco is operating in diverse product segment, external factors in business environment has little effect or influence on business and also on marketing plans.

PESTLE analysis

PESTLE analysis is considered to be as an effective tool in terms of measuring the impact or influence of several factors on Tesco marketing plan or strategies,These external variables also have direct as well as significant effect on the marketing or promotional activities conducted by an organisation.

Political factors-

These factors includes political instability in the country,wars, regulation as well as policies developed by powerful authorities etc. has direct and major impact on the marketing activities by firm. As Tesco organisation is operating business in global environment political factors have influence on marketing plan. Employment law makes mandatory for companies operating in retail sector to provide job opportunities. Tesco company is complying with this law and appointing the candidates for marketing of goods and services. This factors have enabled firm to eliminate legal obligations. As legal issues have adverse impact on the brand image as well as reputation of an organisation. Marketing team in Tesco has adopted the strategy to participate in programmes or events related to social cause. As this strategy has supported business entity in generating brand awareness. Political factors also have direct as well as major effect on the Tesco business performance in international market. Major amendments in laws and regulations made by the government considering the political issues in nation has great effect on firm business. Policies framed by the government has restricted the companies firm from entering into new market. This factor has significant impact on the profitability and sales of an org

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