Unit 3 Assignment 2 Marketing research and Marketing Planning at Tesco. CRITERIA COVERED P3, P4, M2,...

Unit 3 Assignment 2Marketing 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 researchMention what it is, and how Tesco would do

this, why

P3

Primary research (cont)

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

and limitations / disadvantages (cost effectiveness, validity of data collected

Mention the overall disadvantages to Tesco of using these research techniques

M2


Secondary Research Mention what it is, and how Tesco would do

this, why

P3

Secondary Research (cont)





M2


Internal/external researchMention what it is, and how Tesco would do this, when and why





P3

M2


Quantitative ResearchMention what it is, and how Tesco would do this, why





M2

P3


Qualitative Research Mention what it is, and how Tesco would do this, why





M2

P3

Limitations of The Market Research

• What are the limitations of Tesco’s Market research for planning

• 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

D2

• Cost Effective– How does this effect the validity of the market

research• Reliability– How can reliability of market research be

improved/assured• Validity– What can be done to make market research valid

D2• How can/what do Tesco do to ensure that

there market research is:• Cost effective

• Reliable

• Valid

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

• 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.

Marketing Planning at Tesco

How Tesco uses marketing research to create marketing planning

Mention how Tesco uses marketing research to create marketing plans

Unit 3 Assignment 2 Marketing research and Marketing Planning at Tesco. CRITERIA COVERED P3, P4, M2,...

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