Roles and Responsibilities of Marketing Function in Tesco

MARKETING
ESSENTIALS

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
TASK 1............................................................................................................................................1
The key roles and responsibilities of the marketing function:.....................................................1
Roles and responsibilities of marketing relates to the wider organisational context:..................3
Comparison between Sainsbury and Tesco in context to marketing mix:...................................4
A basic marketing plan for an organisation:................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is all about the activities of an organisation for buying, advertising, promotion,
distributing and selling its goods or services. It is process of attracting and retaining customer's
towards firm's goods or services. Marketing helps in transfer, exchange and movement of goods
or services, increase standard of living, generate employment opportunities, creates utility,
satisfies customers needs etc. The company which is selected for this report is “Tesco”. It is a
British multinational retailing company located in England, UK. The firm was founded in 1919 b
y Jack Cohen. This report covers topic such as key roles and responsibilities of the marketing
function, relation between marketing functions to the wider organisational context and
comparision of two brands in context to marketing mix. Apart from this report contains a basic
marketing plan for an organisation.
MAIN BODY
TASK 1
The key roles and responsibilities of the marketing function:
The marketing function is a important key in organisation to promoting the company and
mission of it. Marketing functions including promotion, selling, marketing information
management, pricing, financing, product management and distribution.
Roles of marketing functions:
 Defining and managing the brand: It defines about the firm like what are the products
of firm, their features and activities of the company. It attracts the customer's to buy
firm's product. Tesco as retailer defines its information through marketing for attracting
customers towards buying its product. Marketing or promotional functions creates brand
image of the firm (Lasner, and et.al. 2020).
 Conducting campaign management: Marketing identifies the products or services of
the firm to focus over the sales activities. This prepares advertisement for target
customers so that it can attract and retain customers for buying firm's product. In context
to Tesco, the marketing department of the firm presents ad campaigns for the firm in
order to help its sales team.
 Producing marketing and promotional material: Firm's marketing department should
creates all the information or materials that can describe about the goods or services.
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Tesco's marketing team shows all data related to the products during marketing activities
so that it can communicate customer's about its products.
 Conducting Customer and market research: Marketing helps firm to define target
market and conduct research for the firm's operations. So that it can help firm to operates
its activities according to market research. In Tesco, marketing team of the firm identify
its target market and setting goal according to it so that the firm can easily achieve it.
 Management of demand: Marketers are professionals those plays vital role in influence
and composition of demand. Market department work for to generate consumers demand
and satisfy them according to it. In context to Tesco, the firm's marketing department
search about the market and promote their products to fulfil customer’s needs as well as
organisation's needs (Lippold, 2019).
RESPONSIBILITIES:
 Listening to customers’ needs: To establish a marketing strategy, it’s necessary to
understand about target market and clients needs. In marketing team it is important to
receiving customers feedback. In Tesco, firm’s marketing department working towards
customers needs, they research to the market then according to demand and needs of
customers they produce a product so that they can satisfy them. Customers feedback is
must for the firm’s operations and success.
 Track trends and monitor competition: It is important for organisation to understand
the position of the firm and competition present in the market. For the success of the
organisation, firm must know who are the competitors, and monitor current trends so that
firm can complete its operations according to the current trend. In Tesco, marketing team
analyse the current trends first, what customers want and monitor who is its competitors
and they make their strategies for promote their products and fulfil consumers needs.
 Internal and external product development: The marketing department is work with
development in new product and innovation in existing products. It analyse the sales of
firms products and help in to identify the gap between products availability and demand
in market. In context to Tesco, the firm works with its product, how can they innovate
their products to gain target market. If their is more demand in the firm then firm produce
products according to it.
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