Subject: Be able to use marketing research and marketing planning
Date: 04.12.2015
In this assignment, I will be choosing an organisation and investigating how it uses
marketing research information to contribute to the marketing decision making
process and the development of its marketing plans
Tesco
Tesco was founded in 1919 by Jack Cohen from a market stall in London’s East
End. Over the past 95 years, their business has grown and they now operate in 12
different countries around the world, employ over 530,000 people and serve tens of
millions of customers every week.
Task 1
P3. Describe how a selected organisation uses marketing research to
contribute to the development of its marketing plans.
Market research is the gathering of information regarding customer preferences and
needs. Tesco uses Primary and Secondary research to contribute to the
development of its marketing plans. Within the Primary and Secondary research,
there can be two types of research, Qualitative and Quantitative data.
Primary Research is information and data that has been collected first hand and has
not been gathered by a third party or gathered before previously. Tesco use Primary
Research in the form of surveys which they conduct. These surveys consisted of
questions asking the customer to rank what they feel is the most important store
factor to the least important. The results from those surveys concluded that hygiene,
the quality of food and value for money was the most important factors. Tesco took
this information and started to act on it. They released their own branded food and
made prices more competitive much to the delight of the customers. They took
another survey regarding those factors and the customers had said that it had
improved. This is a clear example of Tesco using Primary Research to contribute to
the development of its marketing plans.
Secondary Research is information and data that has been collected previously or by
a third party. Tesco gather information from their competitors past sales and
compare it to their past sales to try and predict future sales and whether they are
likely to gain market dominance. This information will help them to take action early
to try and prevent them from falling behind in the market. For example, if the
previous sales show that there was a decline, and their competitors sales has
increased, then they could change their strategy to try and regain their sales.
Secondary Research can be found from almost anywhere. There are official
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