Marketing Essential - Tesco Assignment

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
P1: Key roles and responsibility of marketing function.........................................................3
P2: Roles and responsibility of marketing related to the wider organisational context.........5
CONCLUSION................................................................................................................................6
REFRENCES...................................................................................................................................7

INTRODUCTION
Marketing is a broader aspect that includes the process of promoting goods and services
as per consumer perspective and an individual needs (Malhotra, Birks and Wills, 2013). It is a
very essential concept that not only confined to buying or selling goods and services but also
fulfilling customer needs. This process includes creating, communicating, and delivering as well
as exchange value for its prospectus. For better understanding of this topic Tesco has been
selected which is British multinational grocery store that deals in grocery and daily consumable
products. It has different supply chain management services and retail stores, which are operated,
form specific headquarters in different regions. In this report, following topics will be covered
like key roles and responsibilities of marketing function as well as parts and accountability of
marketing related to wider organisational context.
P1: Key roles and responsibility of marketing function
Marketing is an essential process of building long-term relationship by creating value for
its potential consumers. The prime role of marketing manager is to make strategies based on
current trend or preferences of customers. It delivers goods and services to its customer in order
to satisfy the unfulfilled need of an individual. It is very essential for Tesco to provide premium
level of service experience to its existing as well as potential customers in order to gain
competitive edge and long term sustainable growth over its rivalries. However, the roles and
responsibility of marketing function are described below:
Marketing planning: Marketing planning plays a centre role in marketing function in
order to prepare appropriate strategies against competitors to achieve the marketing objective.
Herein, Tesco all strategies or any move of company is pre decided in advance to reduce the
chaos or confusion within the working of staff. Along, with that respective company pay
attention in activities like promotional activity to increase market share of company.
Standardisation: It is very significant for an organisation to establish certain standards
to conduct work based on particular requirement. Moreover, it not only decreases the chances of
ambiguity but ensure the guarantee of quality by increasing the morale of employee. In relation
to managers of Tesco, must set the standard of product quality as well as guide employees to
achieve the standards of an organisation.

Product distribution: It is a movement of product from manufacturer to customers or
consumer. Here, organisation captures huge market share by making the good available to its
right customers. Herein, the role of mangers of Tesco is to expand its product reach to overseas
in order to dominate globally by covering untapped areas.
Marketing information: Marketing information assist marketing team to identify the
unfulfilled need of customer. In context to Tesco the role of manager is to identify internal and
external factors to gain the current market information like preference, taste, food habit and
target consumers. For instance, with increase demand of healthy food, Tesco offered wide
variety of organic, tasty as well as healthy food to cater the demand of people (Belz and Peattie,
2012).
Exchange function: The primary function of marketing is to deliver goods or services to
its customers. In relation to respective company, marketing team understand the demand of
customer by evaluating overall market. Furthermore, exchange function includes advertisement
and promotion to increase the sales as well as profitability of company.
Product design and development: Product design and development plays a valuable
role in attracting the target market towards products (Pooler, 2018). Tesco pays a lot of attention
in its product quality and designs, as it is one of the factors that increase the footfall of retail
store. Therefore, they research on customer demand in relation to design as well as development
and accordingly make appropriate decision by satisfying the expectation of its customers.
Financing: It refer to allocating funds to carry on business activity. Within, Tesco the
managers plan financial requirements for future and based on it respective company allocate
budget to various department. Apart from that, respective company negotiate with various
brands who place their products at Tesco, extend credit facility to build healthy relationship.
Risk taking: It simply means selecting outcomes that can lead to desirable or undesirable
consequences. Tesco has more than 6000 shops operate worldwide in different market condition,
which clearly depicts its risk taking ability. Apart from that respective company in its growth
phase faced crises because of gender discrimination allegation imposed by co-workers. Thus,
Tesco not only made changes in its policy but rebuild its image in the mind of customer.
Customer support: It refer to the customer services provide by company to maintain
long term relationship by eliminating dissonance. Tesco, being multinational brand pays a lot of
attention in handling customer grievances for instance they adopted RFID technology that

automatically count the products and update supplier to refill it. This technology make sure
customer do not find problem of shortage of products in market. With the increase in number of
people working outside Tesco started delivery facility for convenience of its customers.
P2: Roles and responsibility of marketing related to the wider organisational context
Marketing department helps in promoting business by enhancing the sales of product or
services. They undergo with necessary research to identify need as well as target customers and
share vital information regarding product or services at market. Herein, Tesco the roles and
responsibility of marketing department is interrelated to various other department of organisation
like human resource, finance, production as well as research (Huotari and Hamari, 2012).
Marketing and human resource: Marketing department is interrelated to human
resource function within the company. As human resource conduct, whole recruitment as well as
training and development process whereas, marketing department engage itself in promotional
activity. Herein, Tesco hires talented applicant who retain broad knowledge and expertise in
marketing and sales. The vacant place and make sure they deliver effective service to maintain
the goodwill of company. Therefore, organisations marketing functions be able to manage in
proper and effective manner. Customer will only buy goods or services if internal staff deals
pleasantly with them, due to which human resource department of Tesco keep on providing
training and development session to its new as well as existing employees.
Marketing and finance: The role of finance department includes maintaining
transaction, accounting, and auditing as well as take corrective measures via controlling. Apart
from that, it prepare budget and based on it allocate fund to various department. On other side,
finance department directly affects the role of marketing department as they allocate fund for
promotional activity. Herein, Tesco marketing department communicate with finance department
subject to analyse financial requirement for promoting or introducing new product or services in
the market (Baker, 2016).
Marketing and sales: Sales department is closely connected to marketing department
and work together to increase the customer base for company in comparison to competitors. In
context to Tesco both function are interdependent on each other. Sales and marketing department
remain interconnected due to having dependency upon consumer market similarly; the role of
marketing department is to conduct market research to identify demands as well as expectations

of customer. It helps the sales department to analyse possible market conditions regarding new
products and services.
Marketing and research department: Within, Tesco research department analyse the
market trend effectively and collect the essential information in favour of company. Marketing
department further uses this data by delivering right product to right customer. This will help
Tesco to differentiate product life cycle according to use and perspective of customers.
CONCLUSION
From the above report, it has been concluded that marketing functions plays a very
significant role by increasing market share, profitability as well as strengthening long-term
relationship with customers. Apart from that marketing manager conducts various role with the
help of various other departments of organisation like human resource and finance department to
fulfil the objective of organisation.

REFRENCES
Books and Journals:
Baker, M. J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Belz, F. M. and Peattie, K., 2012. Sustainability marketing: A global perspective.
Christ, P., 2012. KnowThis: Marketing Basics. KnowThis Media.
Huotari, K. and Hamari, J., 2012, October. Defining gamification: a service marketing
perspective. In Proceeding of the 16th international academic MindTrek conference
(pp. 17-22). ACM.
Malhotra, N. K., Birks, D. F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Pooler, J. A., 2018. Demographic targeting: the essential role of population groups in retail
marketing. Routledge.