Marketing Essentials in Tesco

This report discusses the marketing essentials in Tesco, including the role of marketing as a function, the marketing department structure, and the interrelationship with other departments.

Running Head: Essentials 0
TEsco
Marketing Essentials
4/23/2019

Essentials 1
Contents
Introduction................................................................................................................................2
1) Role of marketing as a function of the business.................................................................2
2) Tesco marketing department structure................................................................................3
CEO role in marketing............................................................................................................4
Role of a Marketing manager.................................................................................................4
3) Overview of the marketing process....................................................................................4
Importance of marketing environment...................................................................................6
4) Marketing function interrelates with other departments.....................................................6
Conclusion..............................................................................................................................7
References..................................................................................................................................8

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Introduction
Marketing is an important tool in the modern business organization as it incorporates an
understanding of the market, customer-driven market strategy, demands & preferences of
consumers, provide quality, and maintain profitable relations with the clients. The
organizations have recognized the significance of the relationship with clients and they are
taking effort to get an advanced approach towards marketing strategy in business. The
awareness concerning marketing essentials is too high in the existing scenario around the
world. The assignment is based on an organization named Tesco, which situated in the United
Kingdom. It is a multinational groceries and general merchandise retailer, which has a B2C
market structure as the organization holds 460,000 employees with annual revenue of around
£57,491 million. The reason behind the increasing revenue of a multinational organization is
the customer-centric approach towards the market (Baker, 2016). This report concentrates on
the marketing essentials in Tesco, which belongs to the modern period of globalization. In
addition, it also discusses the role of marketing as a function and their interrelations with
other departments in the organizations.
1) Role of marketing as a function of the business
It is stated that marketing can be determined as the function of the Tesco, which assist it to
recognize and maintain potentially effective products for the market and majorly helps in
advertising significantly. These are common in Tesco as it involves product plan, promotion,
finance, marketing research, sales, and client service, etc. The marketing function
incorporates numerous authorities and responsibilities and accountable for the growth &
development of the Tesco. The marketing function contains product development,
distribution system, strategy management, sales support system, human resource department,
and finance team, etc. (Krush, Sohi and Saini, 2015).

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(Outsourcing Marketing, 2019)
These marketing functions have diverse roles to encourage growth and increase commitment
in Tesco. The significant roles and responsibilities of marketing functions are distribution,
promotion, product development, market research, selling, planning, communication, and
finance. It is stated that the marketing function has an important role in the multinational
organization i.e. Tesco. There is a close link between marketing functions and other
organizational function in Tesco (Kirova, 2017).
2) Tesco marketing department structure
Tesco is a multinational organization, which operates in more than 12 countries worldwide.
The company has 460,000 employees. The diagram below depicts the marketing department
structure, in which positions, obligations, and structure are divided into several parts to make
sure that work will be done productively and efficiently. The one at the top of the
organization pyramid has the highest authority and responsibility (Wood, Wrigley and Coe,
2016).
Chief Marketing
officer
Marketing Manager

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As it is depicted in Figure 1 above, the Tesco marketing department structure is structured
with marketing manager reporting to the CEO. CEO Dave Lewis directs 24 members of the
Tesco marketing committee. Their marketing structure is highly hierarchical demonstrating
its varied business scope. The restructure is generated at streamlining a formerly complicated
marketing structure that depicted the team divided into four extents of management such as
brand manager, marketing analyst, social media manager, and marketing executive. The plan
is to incorporate these extents more closely so that they can create a more customer-centric
view of marketing (Bai and Qin, 2016).
CEO role in marketing
The Tesco CEO Dave Lewis maintains to take utilization of many slogans, promotional tools,
and straplines, which need to be streamlined effectively and efficiently. They increase the
opportunity for the brand to maintain in a productive manner. They have enhanced the brand
perception of Tesco, which has developed a good relationship with their customers and
reengage them to boost empathy (Cacciolatti and Lee, 2016). They have also concentrated on
quality, availability, and service rather than prices as to increase the brand perception and
maintain marketing strategies effectively it is very important to reconnect with them. It can
only be attained by identifying the customers’ needs and concentrate more on quality
(Galbreath, 2017).
Role of a Marketing manager
The main role of the marketing manager is to send out T.V commercials, radio advertisement,
and leaflets to promote their products. In the commercials of Tesco, they probably distinguish
the prices of their products to other businesses. Their main role is to become the global best
multi-channel retailer. They want their customers to be inspired and recognizing customer
needs as well as discovering better ways to deliver it. They need to manage Tesco delight and
premium customers and generate a differentiation point. They need to maintain a clear
strategy involving brand positioning, engagement, and pyramid (Johnson and Matthes, 2018).
Marketing AnalystBrand Manager Social Media manager
Marketing Executive

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3) Overview of the marketing process
The marketing process is differentiated into five main aspects, which shows the fundamental
of marketing at Tesco. The aspects incorporate in marketing are marketing, societal, selling,
and production significantly (Najev Čačija, 2016).
 Marketing concept- It is stated that the marketing concept discusses the desires of
emphasis over the intended customers for the supply of their product and service.
Additionally, to deal with the competition, Tesco requires offering effective value of
products and services. This aspect shows that the Tesco brand value needs to be
enhanced so that they can make an effective relationship with the intended customers
in the marketplace.
 Selling concept- It is stated that the mindset of customers induces with the help of
promotions and leads to concentrate over the products and services, which are
aggressively stimulated in the marketplace.
 Product concept-The customers associate and select the products, which have
recognition for money, innovative, and quality aspect. It also directs the clients, which
can be induced through the products and services, which are profitable for them.
 Social marketing concept- This depicts the main concentration over requirement and
desires of intended customers, so they will desire our brand over other contemporaries
in the marketplace.

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 Production concept- This aspect stated that it depends upon the customer perception,
which shows that the clients are directed towards the products, which are certainly
accessible in reasonable quantities in the marketplace at low-priced. Therefore, the
operational capacity of the Tesco must concentrate on improving the production rate
(Lafferty, Lueth, and McCafferty, 2016).
Importance of marketing environment
 The main significance is to maintain the growth of marketing planning and strategies
of Tesco. They need to identify the desires and requirement of the target customers
and offer their products and services significantly.
 They deliver the consideration concerning several factors i.e. planning,
implementation, product, and controlling of marketing strategies.
 They effectively conduct the marketing research, which involves definite knowledge
of customers, product, and price to generate the effective products and services of
Tesco.
 They assist in the engagement of customers in the vast diverse marketplace and
encourage the products and services of Tesco.
 They also deliver engagement and develop the strong brand value of the Tesco among
the customers (Melero, Sese and Verhoef, 2016).
4) Marketing function interrelates with other departments
The interrelationship is among marketing function and other departments as the need to be
explained effectively. If Tesco requires designing and executing a marketing plan then they
have to maintain the contribution of the sales, human resource, production, and finance
department. For example, buy 2 get 1 free scheme, then they need to generate effective
communication with production as well as the finance department. It is stated that the
marketing function in an organization is a solo entity but on the other hand, every function
and department is connected to each other in order to enhance the productivity of the Tesco.
The major function of marketing is to enhance the sales of Tesco, which can be attained with
the contribution of every department of the Tesco. The production department generates
communication with the logistics department to satisfy the supply and demand for products
as well as services. The finance department offers an accurate budget to the marketing budget
for the planning and controlling of marketing strategies. They need to generate human

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resource policies as per the target customers, profitability, market trends, and sales.
Therefore, all the departments of Tesco need to be interrelated to develop a successful
marketing plan between the Tesco (Ramu, 2018).
Conclusion
In conclusion, it has been stated that Tesco needs to be effective and productive in managing
their role & process and despite its accessible assets and innovative technology; Tesco has
developed the marketing function. It is very significant for them to execute effective
strategies to contend in the marketplace. In the following, the discussion has been made on
the role of the marketing function, the significance of the marketing environment, and
interrelationship with other departments. They can provide better communication strategies
and efficient customer relationship framework. They also need to streamline service and
effective development programs, which can offer better customer satisfaction.

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References
Bai, F. and Qin, Y. (2016) The implementation of relationship marketing and CRM: How to
become a customer-focused organization. Journal of Business & Economic Policy, 3(2),
pp.112-124.
Baker, M.J. (2016) What is marketing?. In The Marketing Book, 11(7), pp. 25-42.
Cacciolatti, L. and Lee, S.H. (2016) Revisiting the relationship between marketing
capabilities and firm performance: The moderating role of market orientation, marketing
strategy and organisational power. Journal of Business Research, 69(12), pp.5597-5610.
Galbreath, J. (2017) Drivers of Green Innovations: The Impact of Export Intensity, Women
Leaders, and Absorptive Capacity. Journal of Business Ethics, 54, pp.1-15.
Johnson, J.S. and Matthes, J.M. (2018) Sales-to-Marketing Job Transitions. Journal of
Marketing, 82(4), pp.32-48.
Kirova, V. (2017) Exploring the role of strategic marketing department. Journal of Marketing
Development and Competitiveness, 11(2), pp.27-38.
Krush, M.T., Sohi, R.S. and Saini, A. (2015) Dispersion of marketing capabilities: impact on
marketing’s influence and business unit outcomes. Journal of the Academy of Marketing
Science, 43(1), pp.32-51.
Lafferty, B.A., Lueth, A.K. and McCafferty, R. (2016) An evolutionary process model of
cause‐related marketing and systematic review of the empirical literature. Psychology &
Marketing, 33(11), pp.951-970.
Melero, I., Sese, F.J. and Verhoef, P. (2016) Recasting the customer experience in today’s
omni-channel environment. UCJC Business and Society Review (formerly known as
Universia Business Review), 50(2), pp.23-67.
Najev Čačija, L. (2016) The nonprofit marketing process and fundraising performance of
humanitarian organizations: empirical analysis. Management: journal of contemporary
management issues, 21(2), pp.1-25.

Essentials 9
Outsourcing Marketing. (2019). Just What Are The Functions of Marketing Intermediaries?.
[online] Available at: https://outsourcingmarketingtips.wordpress.com/2013/10/30/just-what-
are-the-functions-of-marketing-intermediaries/ [Accessed 23 Apr. 2019]
Ramu, R. (2018) A Study on the Recent Developments on the Marketing Functions with
Special Reference to Managing Value Networks and Marketing Channels. International
Journal of Advanced Scientific Research & Development (IJASRD), 5(3), pp.146-153.
Wood, S., Wrigley, N. and Coe, N.M. (2016) Capital discipline and financial market relations
in retail globalization: insights from the case of Tesco plc. Journal of Economic
Geography, 17(1), pp.31-57.