Roles and Responsibilities of Marketing Function in Tesco

This report discusses the key roles and responsibilities of the marketing function in Tesco, the relation between marketing functions and the wider organisational context, a comparison between Sainsbury and Tesco in the context of marketing mix, and a basic marketing plan for Tesco's organic shampoo.

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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 Sales team support: It supports sales team of organisation. Marketing department
generates customers needs and promote their products into the target market and helps
sales team to achieve its objective. Marketing department also prepares presentation for
sales team and supplies them so that they can give to customers. Tesco’s marketing team
works with to introduce its products into the market in innovative manner so that it will
be easy for sales team to sale its products with that presentation that is given by
marketing team.
Roles and responsibilities of marketing relates to the wider organisational context:
Relation of marketing department with production department: It is the department in
which production related activities are handled, marketing department have to work properly
with production department. There is need of adequate research and development for the
product in the market, then after the need of product production department produce the
product, which satisfy the customer needs, quality of the product also maintain by the
department which is necessary for marketing and also produce the product on timely.
Through this they can obtain competitive advantage for the firm. Their responsibility is also
that they have to measure safety requirements and health issues. In Tesco marketing
department is linked with production department very positive both market is coordinating
with each other in a effective manner (Lippold, 2019).
Relation of marketing department with HR: Human resource and marketing are interrelated.
Performance of any organization is highly depended on performance of its employees. For
marketing department to achieve its target there is requirement of skilled workers which is
to be to be recruited and selected by department of human resource. In context to TESCO,
when marketing department of firm needs increment in their workforce they communicate
with HR department and then human resource department of business starts recruitment and
selection by conducting aptitude tests, group discussions, and interview rounds for the
purpose of selected best suited employees for marketing.
Relation of marketing department with finance: In every organisation finance plays important
role in the process of every company. Finance support marketing department with lots of charts
and statistics which gives an idea to marketing department to how to perform effectively and
what strategies they can formulate to increase their base in market. Like in the context of Tesco
Firm, marketing departments needs capital to carry out their activities, so they contact to finance
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department to provide them with required amount. Finance department helps in providing funds
to different department and considered as backbone of Company.
Relation of marketing department with sales: Sales is part of Marketing, they are two
different business process. Marketing Department helps sales department with strategies and
insight of consumer. In the context of Tesco Firm, marketing department is responsible for
market strategy, brand building and generating advertising through various programs. Whereas
sales is responsible for executing the strategy through direct contact with consumer and guiding
the marketing department about scenario of consumer and market. Sales and marketing go hand-
in-hand.
Comparison between Sainsbury and Tesco in context to marketing mix:
Basis Tesco Sainsbury's
Product It refers to the finished product of the
organization which they want to sell in
the market. Tesco provide variety of
product which are clothing, electronics
and financial services. Their product
line is expanding to different market
and it also offer groceries delivery
service, it offers all variety of product
choice in its retail stores by which all
need of customer is fulfil (Liu.,
Zhang-Zhang, and Ghauri, , 2020).
Sainsbury's is also a chain of
supermarket which provide
product over 30000 stores and
expand their product line in it’s
own label goods to customers.
Price It refers to the final price of the
finished product which is increasing or
decreasing related to current market
realities, it is main marketing mix to
remain or survive in market. Tesco
use cost advantage strategy which
mean provide low price product
Sainsbury's use competitive
pricing strategy in UK as it
provide product at lower price
with maintaining its quality,
their basic product and kids
product is available in low price
related to its competitor.
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without reducing the quality which
keep customer happy, by this strategy
they become the main supermarket
chain in Britian related to its
competitor Sainsbury's, it also provide
club card system so that customer
collect point at purchase which is
covert into money at later stage.
Place It refers where product or service is
sold, it is the location where customer
easily purchase the product, there are
different marketing methods in this are
telemarketing, direct selling and
through distributor. Tesco stores are
wide in the world. They use channel of
distribution for products and provide
in online form also (Pförtsch, and
Sponholz, 2019).
Sainsbury's also use channel of
distribution for its supply chain
in regional and national centres ,
they also open cafe in many of
its market to increase sales and
customer gathering.
Promotion It refers to the way through which
customer know your product and
service through advertising, sales
promotion, strategies and personal
selling. Tesco focus on its low price
which increase its brand image
through advertisement, sponsor events
related to charitable and also provide
additional discount and in grocery
store they use “BUY ONE GET ONE
FREE” promotional strategy to
increase sales.
Sainsbury's use sales promotion
techniques for promotion of
their product by provide
incentive and also take part in
CSR to build their brand image.
They also promote their product
their celebrity endorsement.
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Physical evidence It refers to the proof of the brand
which customer purchase is exist in
real life or not it is done by website
and logo. Social media existence,
brands name product. Tesco retail
shops is easily available and easily
navigate, they also provide attractive
offer to customer for trust this brand
and its website is also easy to operate.
Sainsbury's is easily navigate
and has different retail design
according to needs of customer
and also provide excellent
quality baskets and shelves in
supermarket by which consumer
do shopping convenient.
Process It refers to the action used in
delivering the product mean payment
system, distribution and customer
relationship. Tesco is very good in
maintain billing services and also
provide educated staff so there is no
issues create to any customer
(Silchenko, and Askegaard, , 2020).
Sainsbury's use different
payment system in every retail
outlet and supermarket they also
accept online transaction from
debit card and credit card and
solve all issues of the customer.
People It refers to the employees responsible
for selling the product to customer
they are well trained, responsibility
related to their roles. Tesco main role
is to well trained their employees and
sales person, they use different types
of schemes for worker which are
“Save as you earn”, “Buy as you earn”
to earn loyalty.
Sainsbury's also give proper
training to their employees
regarding their roles so customer
feel comfortable or satisfy with
their services. In addition, the
firm encourage and motivate its
people.
A basic marketing plan for an organisation:
Marketing plan, it is set of overall business plan. Proper marketing strategy is helps
mangers to achieve marketing goal. It is a kind of roadmap that help organisation to
execute, monitor and control their marketing activities so that managers can track their
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performance in order to achieve overall organisation’s objective. In Tesco, the firm’s
marketing team is plan for its retail that is organic shampoo. Firm makes proper planning
for execute it on target market and achieve customer base.
Overview of the firm: Tesco trading as a multinational retailer base company headquarter
situated in England, UK. It is a third largest retail base company across the world. It sales
its products at supermarket, hypermarket, superstore and convenience shop. The product
which is taking for this marketing plan is its organic shampoo.
Mission: The firm want to sales its organic product into the target market and make
customers loyal towards the brand. It wants to expand its market so that company can
achieve its short term goal and gain maximum profit.
Vision: Firm wants to become as market leader for its organic shampoo across the world.
So that it can achieve more profit and brand image for the organisation.
Smart objective: From its marketing plan firm wants to increase its sales by 10% in
coming year (Trihatmoko, 2020).
SWOT ANALYSIS:
Strengths Weaknesses
 It is a one of the largest retailer
across the world, most profitable in
supermarkets and has a power to
compete its similar competitors.
 It has long standing history in UK
and its credibility assures that it will
be more successful organisation in
the future.
 It has more competitors and
competitive pressure have led to cut
down its prices and decrease its
profit margin.
 The firm is more dependent for UK
an d Europe for its sales that’s why it
has not spent resources and money in
development of other markets.
Opportunities Threat
 It has opportunity that it comes with
new product into the market and it
can attract more consumers in
certain target markets.
 It has opportunity to grow at online
platform by selling its products on
 Firm has a threat of labours, in terms
of increasing wages that impacts its
cost strategy.
 Raising in raw materials price will
impact firm’s profitability and
impacts on its supply chain.
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online sites as well as its home
delivery services.
 Stakeholders and social environment
will affect’s its cost basis.
Marketing mix:
It includes set of marketing tools that firm uses to gain its objectives. Marketing mix
includes 4 ps such as product, place, price and promotion.
Product: Product is the main element in marketing mix, it includes size, colour and other
personalities of goods or services that company offers to sale. In this marketing plan the
product is its Organic shampoo that firm planning to sale in its target market.
Place: It refers the place of sale from manufacturing to its end users, where the product is
move. Like in Tesco it sales its product into the hypermarket, supermarket, retailers and
online platform.
Price: It refers to the value of the product which company offers to sale in the market.
Pricing strategy adopt by Tesco for this product is cost based strategy that helps firm to
target its customers.
Promotion: It refers to how firm present its product into the market. The activities used by
firm to introduced its product into the market. Tesco used ad campaigns and presentations
so that it can present its product into the target market in order to achieve firm’s goal and
objective (Warnaby, 2019).
STP STRATEGY:
Segmentation: It refers to identifying the common traits between the people in the market
which allows firm to develop marketing campaigns. In context to Tesco for its marketing
strategy of organic shampoo it has to consider all elements such as age, gender, culture etc.
Targeting: After the segmentation process firm has to decide who is its target market.
Like in Tesco, for its organic shampoo firm’s target market is adults such as boys and girls
both.
Positioning: It will help firm in respond to unmet needs or wants in targeted market in
order to fulfil that with firm’s products. In context to Tesco, firm used various ad
techniques to present its products into the target market. Company creates an image into
the customers mind so that it can retain them for its product.
BUDGET:
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Advertisement exp. 3000
Packaging 2500
Wages 10000
Transportation exp. 2000
Warehouse exp. 5000
Total 22500
Monitoring: it is about to monitor all the activities according to the plan. It is about to
measure it’s all activities regarding its organic product that operations should done in
expected way so that firm can achieve its overall business goal in effective and efficient
manner (Weller, 2019).
Controlling: It helps in measuring the actions towards the organisation’s goal and
improvement in performance. It is way to analyse the actual performance in order to
expected performance. If activities are not performed in planned manner then organisation
has to take corrective actions in order to achieve its goal efficiently.
CONCLUSION
From the above report it has been concluded that marketing is a activity to generate
consumers needs and satisfy them. Marketing helps in promotion of firm’s products so that firm
can achieve its target market and its goal in effective and efficient manner. Marketing
department of an organisation has some roles and responsibilities towards organisation and
customers as well. It is related to the organisation’s other department operations such as finance,
HR, production, sales etc. Marketing essentials involves marketing mix with it. Marketing mix
plays key role in organisations functions; these are 7 p’s that give organisation to better
competitive advantage. For the success of any business it is important to make better business or
marketing plan so that it will help organisation to achieve its goals in expected manner.
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REFERENCES
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GeschäftsbeziehungenzwischenUnternehmeneffizientgestalten. Springer-Verlag.
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capabilities on international market performance. International Marketing Review.
Pätzmann, J.U. and Busch, A., 2019. Storytelling mitArchetypen: Video-Geschichtenfür das
Content Marketing selbstentwickeln. Springer-Verlag.
Pförtsch, W. and Sponholz, U., 2019. Das neue Marketing-Mindset. Springer Books.
Silchenko, K. and Askegaard, S., 2020. Powered by healthism? Marketing discourses of food
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marketing. Journal of Place Management and Development.
Weller, R., 2019. Grundgedanken des Portfoliomanagementsim Content-Marketing.
In Portfoliomanagementim Content Marketing (pp. 3-13). Springer Gabler, Wiesbaden.
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