Unit 3 Assignment 2
Marketing research and Marketing
Planning at Tesco.
CRITERIA COVERED
P3, P4, M2, D2
Guidance on what to include
• For P3, learners should investigate the marketing research
used by one organisation and link this to the development
of the organisation’s marketing plans.
• To obtain the information required need to find out what
market research is done and what plans are produced.
• For M2, learners should identify and explain the limitations
of the marketing research methods used in the selected
organisation investigated.
• To achieve D2, learners should make, and justify,
recommendations for improving the validity of the
marketing research used in the selected organisation.
• Three sound recommendations with justifications would be
sufficient to achieve the criterion.
Task –What to Do
• Prepare a presentation describing how marketing
research is used to create and develop marketing plans
for your chosen organisation
• Choose an organisation- Tesco
• Research to find out what market research- TESCO –
PLC
– VISIT TESCO
– TESCO- Website –customer feedback
– Leaflet/forms
• Say what techniques they use- describe each
one(theory) detail how Tesco do it.
http://www.bized.co.uk/learn/business/index.htm
Market Research- P3
• Add a general theory overview, show you
know what subject matter is
• market research is
• Types of market research are
• How is it carried out
• How is it analysed
• What is it’s purpose
• How is and why is it used by Tesco
How do Tesco Carry Out Market
Research
• Say what Tesco’s do to get Market Research
• Your Research
P3
Why DO Research
• To find out what customer want, good bad
points.
• To decide what to buy To Sell more products=
customers happy.
• Promote the company.
• Marketing- how to market when and where.
• Price Product Place People.
Marketing Research at Tesco
Tesco uses the following methods of Research
Primary research
Mention what it is, and how Tesco would do this, why
P3
their uses / advantages (i.e reduce risk in decision making, measure
progress over time);
Mention the overall benefits to Tesco of using these research
M2
techniques
and limitations / disadvantages (cost effectiveness, validity of data
collected
Mention the overall disadvantages to Tesco of using these research
techniques
Marketing Research at Tesco
Secondary Research
Mention what it is, and how Tesco would do this, why
P3
their uses / advantages (i.e reduce risk in decision making,
measure progress over time);
Mention the overall benefits to Tesco of using these researchM2
techniques
and limitations / disadvantages (cost effectiveness, validity of
data collected
Mention the overall disadvantages to Tesco of using these
research techniques
Marketing Research at Tesco
Internal/external research
Mention what it is, and how Tesco would do this, when and why
P3
their uses / advantages (i.e reduce risk in decision making, measure
progress over time);
M2
Mention the overall benefits to Tesco of using these research
techniques
and limitations / disadvantages (cost effectiveness, validity of data
collected
Mention the overall disadvantages to Tesco of using these research
techniques
Marketing Research at Tesco
Quantitative Research
Mention what it is, and how Tesco would do this, why
P3
their uses / advantages (i.e reduce risk in decision making,
measure progress over time);
Mention the overall benefits to Tesco of using these research
techniques
M2
and limitations / disadvantages (cost effectiveness, validity of
data collected
Mention the overall disadvantages to Tesco of using these
research techniques
Marketing Research at Tesco
Qualitative Research
Mention what it is, and how Tesco would do this, why
P3
their uses / advantages (i.e reduce risk in decision making,
measure progress over time);
Mention the overall benefits to Tesco of using these research
techniques
M2
and limitations / disadvantages (cost effectiveness, validity of
data collected
Mention the overall disadvantages to Tesco of using these
research techniques
Limitations of The Market Research
• What are the limitations of Tesco’s Market
research
• Select 3 of these and
• recommend how the validity of this
type/method of market research can be
improved
• why and how your recommendation will
improve the validity of the market research
D2
Marketing Planning
• What is it- general theory
• Who does it marketing team lead by the
marketing manager- gradute jobs
• How is it done by using PESTLE SWOT and
PORTER 5 FORCES plan data analysis
• When is it carried out/done ANNUALLY
• Why do Business need to plan their marketing
• SO they know what they are doing
• Achiev their goals which could be profit
Market Planning At Tesco
• Tesco’s Marketing Plan(s) is…
• Overall Concept find out what it is and explain
here
• Marketing Aims- what does Tesco hope to
achieve
• Marketing Objective- how Tesco plans to
achieve it’s aims
Marketing Planning at Tesco
•
For Marketing planning you must include marketing planning process models of:-
•
PESTLE (political, economic, social, technological, legal and environmental external factors)
•
Mention what it is, and how Tesco would use this and why they would use this
•
•
SWOT (internal strengths and weaknesses, external opportunities and threats)
Mention what it is, and how Tesco would use this and why they would use this
•
•
The setting of SMART (specific, measurable, achievable, resourced, time-bound) objectives
Mention what it is, and how Tesco would use this and why they would use this
•
•
and how these determine strategy and tactics, help implement changes; and evaluate progress
Mention why they need to do marketing planning, what benefits does it become and how does it
help them achieve the main goals of company such as making a profit.
How Tesco uses marketing research to
create marketing planning
Mention how Tesco uses marketing research to
create marketing plans
http://www.free-encyclopediaonline.com/business/tesco/pestleanalysis.htm
Political
Economical
Increase in VAT
Cut backs
Task force- work with gov to make policy
Farming policy
State of the pound
Increase in taxes
Banks not lending money- so less cash to
spend. Not effect Tesco as everyone
needs to eat effect tesco, insurance and
other products furniture
Oil prices
Social
People down
Skint
Everyone is trying to save money
Oil crisis-Libeya
People demonstrating
Technology
I phone revolution- App for shopping
Self service tills cuts costs cut queue
heat-sensing technology to monitor lines
at tills.
The Tesco website Online grocery orders
lifted by 10 per cent to £7.5 million