Marketing and Consumer Behaviour: Significance of the Marketing Planning Process - Assignment Example

The nature of the planning process makes the same fit into the strategic framework of the retail organization. The planning activities carried out at the strategic level contribute to enhancing Tesco’s competitive advantage.The mission statement of Tesco Plc relates to the generation of value to customers through that of quality products in an affordable price range. It also aims to provide greater accessibility and convenience to the customers and enhance loyalty parameters of the customers through establishment of a loyalty scheme (Baines and Fill, 2014).

The Business Plan of Tesco aims to increasingly fit with global nature of the business corporation so as to focus on meeting changing needs of the global consumer force. Business plan of Tesco Plc relates to its key business segments operating along different markets like, the United Kingdom, the United States, European and Asian markets and also the Tesco Bank (Barrow, 2012).The marketing audit of Tesco reflects that owing to emergence of the horsemeat scandal, its annual profits that had tumbled down during 2013 is in a state of recovery, owing to the marketing and branding efforts undertaken.

Marketing and branding efforts of the company, along with development of product quality and services through the different store operations, have contributed in creating a positive consumer perception towards the Tesco Brand. The Index Scores of Tesco measured by the UK Government that had fallen to 9.1 during March 2013 is observed to rise to 13.4 during April 2013 (Baker, 2013).The marketing objectives of Tesco Plc relate to helping the customers to enjoy greater accessibility and comfort in availing the goods and services from its different retail formats.

 Tesco Plc also focuses on increasing the number of retail store formats to reach customers in remote areas. The retail strategy based on which Tesco Plc performs to deliver enhanced value to customers is reflected as follows.