Roles and Responsibilities of Marketing Function in Tesco
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Added on  2023/01/12
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This report discusses the roles and responsibilities of the marketing function in Tesco, including gathering and analyzing market information, marketing planning, and the interrelationship with other functional areas. It also compares how Tesco utilizes various elements of the marketing mix for attaining desirable outcomes.
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Marketing Essentials 1
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Table of Contents INTRODUCTION..........................................................................................................................3 MAIN BODY...................................................................................................................................3 TASK 1............................................................................................................................................3 Roles and responsibilities of the marketing function.............................................................3 Analysisofrolesandresponsibilitiesofmarketingfunctionincontextofmarketing environment............................................................................................................................4 How Roles and responsibilities of marketing related with other functional areas.................5 Significance of interrelationship in various department........................................................5 Critical evaluation and evaluate key elements of marketing function and way it interrelate with other functional units of organisation.............................................................................6 TASK 2............................................................................................................................................6 Compare ways an organisation utilize various elements of marketing mix for attaining desirable outcomes................................................................................................................6 TASK 3..........................................................................................................................................10 Build a valid marketing plan...............................................................................................10 CONCLUSION.............................................................................................................................12 REFERENCES.............................................................................................................................14 2
INTRODUCTION Marketing is very much important for an organisation to engage consumers with the business and helps in taking purchasing decisions of products and services. Engagement of consumers in differ from pushing offers of organisation, irrespectively it helps in furnishing consumers with givingrelevant knowledge and information. Respective report is based on the Tesco which is UK based Grocery and general merchandise retailer headquarter is in England. Respective report is based on significance of marketing function with relation of marketing with other functional unitsfor achieving potential results. Further it includes comparison in between the organisational elements ofmarketing mix for attain business goals and objectives.At last it includes the basic marketing plan to market the organisational products and services to enhance sales and profitability. MAIN BODY TASK 1 Roles and responsibilities of the marketing function. Marketing in the organisation is related with the exchange of goods and services to satisfy and gain profitability from consumers in order to remain competitive in the marketplace. To market and sell the products and services to end user there are various marketing functions takes place that are as follows: Gathering and analysing market information: Accumulating and evaluating market information is very much important function of marketing under which various aspects related with consumers should be examined such as wants of consumers, quantity they purchase and price range their consumers can afford (Kreutzer and Vousoghi, 2020). In respect of Tesco for collecting data and information they conduct through research and development to analyse consumers choice and preferences potentially. In 3
context of marketing department they are accountable for accumulating necessary knowledge and information in regards of their consumers so that they can serve them in best manner. Marketing planning: For an organisation to achieve the objectives it is very important to market the products and services by checking the marketing plan very closely. Marketing plan build for enhancing profitability, market share and consumer base with help of SMART objectives to put one of best efforts in achieving desirable goals and objectives. In context of Tesco, they set objectives as per their organisational demand such as increase in profitability, sales after them create marketing plan in order to achieve the same. Analysis of roles and responsibilities of marketing function in context of marketing environment. In the broader terms marketing defined as a chain of activities by which organisation can be able to deliver one of their best products and services as per the consumer choice and preferences.OrganisationsuchasTescoconductmarketresearchtoevaluateneedsand requirement of their consumers. To access consumers requirement it is very potential to evaluate marketing environment that directly influence function and working of organisation. There are 3 categories of market environment consist of internal environment, macro environment and macro environment (Lippold, 2019). The major function of marketing department is to examine the business environment before framing strategy and tactics. In analysis of internal environment which consisted culture and environment of organisation plays very significant role in delivering values to consumers. In that regards marketing function is to analyse best organisational culture and put one of best efforts to adopt it. In Macro environment consist of government policies, global economic conditions and political stability in the marketplace. In context of Tesco their marketing department is responsible for evaluating factors directly impact on their works and activities in potential manner. After accessing respective factors they build strategies and tactics to deal with them in effective manner. Such as Due to Brexit in the UK marketplace the price of products rises gradually that hinders purchasing capabilities of consumers. In that regards it is accountabilityofmarketingdepartmenttoaccumulateinformationandbuildstrategies accordingly. How Roles and responsibilities of marketing related with other functional areas. Marketing is one of most broader activity which encompasses entire business work and activities to give specialised services to the end user (Lippold,2019). To satisfy consumers 4
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needs and wants, various departments in an organisation contribute to provide ultimately best services to them. Here are the close relationship of marketing department with other departments that are as follows: Marketing department with Operations management/ Production: Marketing department closely work with the operations/ production department to ensure that ample of research and development is planned in order to satisfy the present and future consumer needs potentially. Marketing department with production/ operation to manufacture the quality and design specification that are demanded by consumers in order to gain potential outcomes, further marketing department also accountable to ensure that volume of orders generated by marketing can potentially met with the time schedule required to delivery products and services to end user. In context of Tesco, their marketing department set deadlines that helps to stretch capabilities of the production department. As marketers always willing to get their products frequently in order to gain competitive advantage. Marketing with finance department: To gain business objectives and goals, it is very much potential for marketing department to work very closely with finance department (Malynkaand Perevozova, 2019). Finance department provide information that they have adequate budget to meet the needs of research and development, promotions of various events and distribution to give one of best results to end user. In context of Tesco their finance department allocate budget to set limits for marketing department to work within specified budget so that desirable outcomes should be achieved. Significance of interrelationship in various department. In an organisation there are four main business functions that are marketing, personnel management, financial management and operational management. It is very much important for an organisation to market their product and services if they want to make sales and profitability from it. Business also have to take care of their employee's and it can be only possible by interrelationshipinvariousdepartments(Moulay,2019).Humanresourcemanagement departmentresponsiblefordealswiththepeoplebygivingthemadequatetraining, compensation,recruitmentandrewardswhichispossibleaftercollaborationindifferent departments. In context of Tesco operational department which contributes in day to day running of business activities. In that regards management make sure that resources are made available for business in effective and efficient manner. It helps in allocation and disbursement of funds 5
within the organisation. So it can be said that interrelationship in various departments plays very much important role in gaining desirable goals and objectives potentially. Critical evaluation and evaluate key elements of marketing function and way it interrelate with other functional units of organisation. In the words of Ian Linton, Marketing department has the overall responsibility for attaining revenue, increasing market share and contributing in achieving organisational growth and sustainabilityin order to gain the desirableoutcomes(Responsibilitiesof Marketing Department,2020). There are various marketing functions that contribute in overall development of organisation such as conducting research and development, build the marketing plan and many more. All activities helps in setting goals and objectives in frontof organisation so that they can put one of their best efforts in achieving the same. By not conducting respective activities organisation not able to provide one of their best products and services to the end user that is very essential aspect to remain competitive in marketplace. There is a close relationship in the marketing function with the other functional units as they share goals with responsibilities with one another in order to gain desirable outcomes. For an example marketing function is to collect information and for it marketing department set priority such as improvement in product &S services, consumers and many more. TASK 2 Compare ways an organisation utilize various elements of marketing mix for attaining desirable outcomes. For an organisation marketing mix plays very much crucial role by setting various actions or activities in order to promote organisational products in wider market place.There are majorly four marketing mix that is product, price, place and promotion(Afifiand Amini, 2019). Increasingly includes several other Ps such as People, physical evidence and Process. Here are the marketing mix of Tesco with its fierce competitors that is Walmart are as follows: Marketing mixTescoWalmart ProductTesco provides the wide range of productstotheirconsumersby definingtheirneedssuchas Walmart stores provides the wide rangeofproductstotheir consumers in order to enhance 6
Food,clothing,electronicsand financialservicessoon.They always plan for expansion of their products by accessing every need of their consumers and expanded into onlinemarketingtoo.Itprovides grocery delivery servicesand free music download by their 40,000 or moreproductlines.Ineachand every category they provides range of products as per consumer choice andpreferences(Bozkurtand Bozkurt, 2019). consumerssatisfactionlevel. They build products as per the consumer choice and preferences. They deals in grocery, hardware, furniture,appliances,health goodsandrangeofother products. By purchasing products in bulk they can be able to gain economies of scale and achieve discounts in positive manner. PriceTesco adopt the low pricing without compromising in the quality of their products or running in loss. They remain always happy to pass the cost advantagetotheirconsumers.By usingtheeconomiesofscaleto enjoy sustainability in market place. Toprovidelowpricetheyuse strategiestosurpasstheir expectations and become leading the supermarket chain(Eruand Yakın, 2019).Mostlyorganisationraise their pricing after get established in the marketplace. IncontextofWalmartthey determineprofitabilityrealized by sales and competitiveness of productinmarketplace.The position pricing policy in correct manner as they offer consumer friendlypricingandfocuson bulk sales to maximise pricing ratherthanoverpricingtheir products.Byusingbest procurementstrategieswhich allowtobargainwithmost affordable players to set price at low. PlaceTheheadquarterofTescoisin Hertfordshire,England.Thestores of respective organisation located in There are vital locations in their business undertaking. To enlarge businessopportunitiesbusiness 7
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all over the world to reach at wider consumer base. By using the two main channels of communication of distributionsuchasonlineand offlinetoremaincompetitivein marketplace.Intheirofflinesix differentkindssuchasTesco Express, Tesco Extra, Tesco Metro, Tescocompactandmanymore. They open no. of stores to make purchasingcomfortablefortheir consumers. placementandgeographical accessibilityisverymuch potential. By using the strong e- commerce platform organisation can be able to allow consumers to purchasetheirproductsand serviceswithoutvisitingthe physical location. They by using thewellplannednetworkof distribution centres can be able to collect consumers orders as well as suitable able to deliver order to end user. PromotionTheyuseseveralmodesof promotingtheirproductsand servicesintowidermarketplace. Theirbiggestadvantagethatthey offer low price to their consumers (Fregidou-Malama, Chowdhury and Hyder,2019).Respectivefactor helps them to position oneself apart from their competitors. It helps in enhancingtheirbrandimageby reducing the cost by being true in against towards their words. In their advertisementtheyfocusonone attribute which is their low pricing. By using sales promotion by offering 'Buy one get one free' and 'half price' strivesforconsumerstomake purchase. In context of Walmart in their promotionalandadvertising consistofsalespromotionsby usingproductbuildingand competitive pricing strategies. As the best part of their marketing mix promotional strategy can be abletoreachatlargeno.of consumers. Their website can be able to attract their consumers by offeringgiftingtotheir consumers. In their website they usesloganssuchasGrabit beforeitisdonetoenlarge businessopportunities(Hoque and Awang, 2019). 8
TASK 3 Build a valid marketing plan. Marketing plan is aall-inclusivedocument or blue print whichdevotesthe marketing and advertisingendeavourof an organisation forupcoming duration (Kreutzerand Vousoghi, 2020). It elaborate activities of an organisation involved in accomplishing specified marketing objectives in a specified time limit. Here are the marketing plan of Tesco: Executive summary: Marketing is very much essential for organisation that helps to market organisational goodsin wider marketplace. In context of Tesco they aimed toactuationnew services that is In store drones that helps to locate an deliver goods to consumers within stores. In that regards It is very much potential for them to prepare marketing plan to give knowledge about their new services to consumers. Vision: “To enhance consumer experience by providing valuable products and services to the consumers potentially”. Mission: To offer best service for delivering products accurately and promptly to consumers. Objectives: The sole objective of respectiveadministrationis toheightenconsumers experience and in that series they bring in store drones that deliver products accurately. Here are the Smart objectives of respective organisation: To expand their market share by 10% within the 8 months by launching the new service. To increase consumer base by 15% in 6 months. For an organisation it is very much potential to analyse organisational internal strength that helps in building strategies and tactics. Strength: Tesco is one of most leading grocery retailer and no. 1 supermarket in UK. Their stores are available in most part of the whole world. They Weaknesses: Themajorweaknessesofrespective organisation that they face have high debts and credit card liability which hinders their self 10
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spendlotofamountonpromotionsof organisational products so by using respective servicesorganisationinattainingdesirable outcomes. interest in gaining desirable outcomes. Opportunities: They have the experience of strategic alliance withotherthathelpstoorganisationin enlargingbusinessopportunitiesinpositive manner. They provide opportunities to grow and upgrading their online shopping business. Threats: Themajorthreatinfrontofrespective organisationthattheyfacethreatsofother supermarket chain. Segment of consumers: By segmenting the products on the basis of consumers choice and preferencesas per consumers choice and preferences in order to provide best experience to them (Lippold, 2019). In context of Tesco their consumers are middle and upper class individuals that always demand innovation in products and services. They segment their consumers as per the choice and align their efforts to satisfy the requirements of a specified class of individuals in potential manner. By using thepositioning on basis of functions of organisation, they can be able to enhance quality and functionalities of goods to remain competitive in marketplace. Targeting: In context of Tesco they target consumers that always demand the innovation in their products and services so that they can charge premium price in against of their products. By offering in store drone services they can be able to serve consumers in best possible manner. Positioning: Respective organisation position in mind of consumer as low cost retailers by using the advertisement “Cheapest price everyday” for their selected products and services potentially. Budget: 11
Evaluation and control: It has been evaluated that for respective organisation In store drone services plays very much important role and it also contributes in enhancing their consumers level of experience in most potential manner (Lippold, 2019). By using respective proper evaluation ofevery attribute in proper mannerwhich helps to gain desirable outcomes. CONCLUSION From the above report it has been concluded that for an organisation marketing plays very much important role to market their products and services at wider marketplace. There are large no. of marketing functions that helps to educate the consumers about organisational productsand servicesinordertoremaincompetitiveinthemarketplace.Tocoordinate organisational works and activities it is very important for an organisation to collaborate with other departments. By sharing the goals and objectives with other department organisation can be able to meet consumers expectation potentially. For an organisation to achieve objectives it is very important to prepare marketing plan by defining goals and responsibilities of an individual to attain the same. 12
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