Roles and Responsibilities of Marketing Functions in Tesco

This report discusses the key roles and responsibilities of marketing functions in Tesco, including the analysis of marketing trends, interrelationship with other functional units, and the significance of marketing in the marketing environment.

Marketing Essentials

Table of Contents
Introduction......................................................................................................................................1
Task 1...............................................................................................................................................1
Discuss the key roles and responsibilities of marketing functions.........................................1
Analyse how roles and responsibility of marketing relate to the wider companies context. .3
Assess the roles and responsibility of marketing in context to marketing environment........5
Assess the significance of interrelationship between marketing and other functional units..5
Critically assess the key elements of marketing functions and interrelations with other
functional units of the company.............................................................................................6
Task 2.....................................................................................................................................6
Discuss how various company’s apply marketing mix to the marketing planning process to
achieve business objectives....................................................................................................6
Assess various tactics applied by organisation to achieve organisational objectives............8
Assess a basic marketing plan for an organisation...............................................................11
Produce a thorough evidence based marketing plan for an organisation.............................11
Design a coherent marketing plan which tactically applies 7P’s to enhance marketing
objectives..............................................................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

Introduction
Marketing is defines as the method of making consumers aware of the goods and services
using various marketing tools and techniques such as advertising, publicity, direct sale and so on.
It is the process of analysing the market trends and customers preferences and accordingly
providing them goods and services in order to satisfy their needs and enhancing the overall
profitability of the organisation. For this report Tesco is taken into consideration. Tesco is one of
the well established international Company, considered to be the ninth biggest company in the
world in terms of revenues. Tesco was founded in 1919 by Jack Cohen. This report highlights
important roles and responsibility of marketing functions and purpose marketing concerning the
marketing environment, also how different organisational apply marketing mix in order to
achieve organisational goal is also highlighted. In addition to this detailed analysis of the
essential marketing plan of the organisation is also highlighted in this report.
Task 1
Discuss the key roles and responsibilities of marketing functions
Marketing is essential purpose of the business it is the process of making consumer aware
of the goods and services using various marketing and promotional tools. It includes introducing
new product into the market and doing essential market research in order to analyse and
understand the market trends and taste and preference of the consumers so that their needs can be
satisfied effectively (Ahmad and Al-Harbi, 2019). The main function of the marketing function
is to sell, advertise and distribute products and services to the customers. In context to the Tesco,
the marketing department of the company ensures that products are being placed in the
marketplace effectively so as to fulfil the customers requirement, marketing department of the
company has implemented essential strategies to satisfy their target market
Current and future trends of marketing
With changing market condition the marketing trends are also continuously changing, in context
to the chosen company the marketing department needs to ensure the current and future trends in
order to gain competitive advantage (Baron and Hmieleski, 2018).
Current trends:
Some of the current trends that Tesco needs to focus more are as follow:
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Internet marketing: The use of internet is growing among the customers, to capture
huge number of consumers, organisation can use internet marketing to market their products and
services, Tesco is already using internet marketing, but they can further invest more on internet
marketing (Critchley, 2020).
Content marketing: Another current trends is content marketing, under this creative and
unique content is posted about the products and services on the various social media platforms,
this will allow chosen company to attract huge number of consumers.
Future trends:
Some of the future trends of marketing which will allow company to gain
competitiveness in the market are as follow:
Relationship marketing: This focus on satisfying the customers and retaining them for
long period rather than just focusing on sale. This will allow Tesco to increase their loyal
customer base.
Societal marketing: The societal marketing allows business organisation to focus on fulfilling
their social responsibility and working towards welfare. The Tesco needs to continuously focus
on their corporate social responsibility in order to enhance their performance.
Key roles and responsibility of marketing functions:
Some of the key responsibility of marketing functions are discussed below:
Product concept: The main role of marketing is to offer quality product and services to
their potential customers according to their requirement (Dahri, 2020). In context to the Tesco,
the marketing department ensure to provide quality products at average price to their customers.
Selling concept: The selling concept of marketing includes marketing product and
services among customers using various tools and techniques as to increase their sale. In case of
chosen company, uses various advertising and social media marketing in order to attract their
customers.
Satisfying customers: The another role of marketing is to satisfy their customers through
investing in market research and finding the current trends and changing taste and preference of
their target customers and according providing them product which leads to satisfying their
needs. The marketing department of Tesco continuously modify their products in order to satisfy
their customers.
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Maximising profit: The main role of the marketing manager of the business organisation
is to maximise their profit through increasing their sale and attracting large numbers of
customers, offering quality product and services and gaining competitive advantage helps
business to maximise their profit. Marketing department of the chosen company ensure to
provide quality products which helps them to gain competitive advantage.
Enhancing brand image: Another role of marketing department is to enhance the brand
image of the company through communicating to the potential customers about the brand and
making them aware of the brand which leads to enhancing the brand image (de la Ballina Ballina
2021). In context to Tesco, company has well established brand image in the market which helps
them to continue to gain competitiveness.
Analyse how roles and responsibility of marketing relate to the wider companies context
The term marketing includes a number of process and activities that are directly helps
business organisation to make their goods and services available to the consumers. The
marketing method helps business to implement effective strategy mainly for the essential four Ps
of market and attract large numbers of customers (Freiling and Harima, 2019). In context to the
Tesco, the marketing process of the company mainly focus on the effective use of marketing
techniques best for attracting target customers.
Product: The product that can satisfy the needs and wants of customers needs to be offered
to the customers
Price: The marketing department needs to ensure that products are offered at the
reasonable price and as per competitive prices.
Place: In addition to this marketing department needs to ensure that product are placed at
the right place at the right time.
Promotion: It includes use of essential marketing and promotional activity to make
consumers aware of product and services.
The interrelationship between marketing and other functional units
The interrelationship between the marketing and the other functional units are discussed
below:
Marketing and human resource: The human resource department of the organisation is
responsible for ensure that there is availability of skilled and talented work force at each and
every department, also responsible for hiring, compensating, training and motivating them. The
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marketing department of the Tesco is directly related with the Human resource department
providing information about the requirement of the workforce in the marketing department, and
HR department ensure that there is availability of right candidate in the marketing department. In
addition to this HR department continuously evaluate the performance of marketing employees
and ensure working in healthy environment (Graham, 2019).
Marketing and finance: The finance department of the business organisation ensure that
there is availability of finance in each and every department in order to carry out there activity
smoothly and effectively. In context to Tesco, the finance department of the company ensure to
provide required finance to the marketing department so that they can effectively carry out their
marketing activity. Also the marketing department needs to be in contact with the finance
department in order to know the financial position of the business so as to carry out the
marketing activities accordingly.
Marketing and production department: The production department is responsible for
converting the raw material into the final product, it includes all the process related to the
development of the product. In case of Tesco, the marketing department is directly linked with
the production department such as marketing department provides all the required information
about the current trends in the market as well as taste and preference of the customers to the
production department, this will help production department to produce goods and services
accordingly. Both the department effectively work towards producing and offering quality
product and services to the customers enhancing the overall profitability and productivity of the
business.
Marketing and IT department: The IT department of the organisation ensure that the
company is using well advance technology in order to get their work done smoothly and
effectively. In addition to this also helps business organisation to gain competitive advantage in
the market (Greasley, 2019). In context to Tesco, the IT department of the organisation ensure
that the marketing g department is using all well advance technology to carry out their marketing
activity effectively. Both the department collectively work towards satisfying the needs of the
customers through following current needs.
Assess the roles and responsibility of marketing in context to marketing environment.
There are various factors available in the marketing environment such as political factors,
economic, technological, cultural and so on that can directly influence the functioning of the
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business. Any change in the political factors will lead to company making changes in their
products and services accordingly. Also economic instability will lead to consumers spending
less on the product and services, in such case the marketing department of the company needs to
restructure their pricing policy in order to retain their loyal customers. Effective evaluation and
analysis of the internal and external environment will allow company to formulate and
implement their marketing strategy effectively and efficiently attracting large number of
customers and enhancing their productivity (Miles, 2020).
Assess the significance of interrelationship between marketing and other functional units
Marketing is one of the essential function of the business organisation, which directly link
and work with other department of the organisation such as the marketing department directly
like with the finance department of the organisation where the finance department provide
finance to the marketing department to carry out the essential marketing activity and finance
department also provide the required information of financial position of the business to the
marketing department so that they can carry out their activity accordingly. All the department
work together collaboratively to achieve desired goals and objectives of the organisation and
enhancing the overall productivity and profitability of the business (Hilman and Gorondutse,
2019). The human resource department ensure that there availability of skilled and talented
workforce in the marketing department and the marketing department helps human resource
department to attract potential candidates to apply for the job. In addition to this the marketing
department required detailed description and information about the product in order to carry out
the marketing activity of the product in the market, the production and operational department of
the organisation provides detailed information about the product to the marketing department and
marketing department provide information about the current trends and preference of the
customers to the production department so the product can produce accordingly. All the
department collectively work towards satisfying the customers and achieved desired goals and
objectives of the organisation.
Critically assess the key elements of marketing functions and interrelations with other functional
units of the company.
The interrelationship between marketing and other functional department of the
organisation allows business organisation to achieve overall objectives and development of the
business effectively and efficiently. In context to the Tesco, for an effective marketing
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department and functioning requires proper and effective involvement of another departments
also, the marketing department works with the other department to accomplish required goals
and objectives such as the marketing unit work with the operational in order to provide required
information about the required product to be produced to satisfy the customers. However the
interrelationship between all the department can not be profitable all the time as sometimes it can
lead to misunderstanding, loss of information among departments and improper coordination.
The marketing department of Tesco needs to ensure that it is working effectively with the other
departments to achieve desired goals (Kajenthiran, 2018).
Task 2
Discuss how various company’s apply marketing mix to the marketing planning process to
achieve business objectives
Marketing mix is defined as set of tools and techniques used by the business organisation
and the activities carried out by them in order to promote their brand among the potential
customers and marketplace. The mainly 7Ps of marketing elements makes up the essential
marketing mix, so in context to Tesco the marketing mix of the chosen company and its
competitor Sainsbury is discussed below:
Basis Tesco Sainsbury
Product Tesco offers wide range of
provides such as foods,
clothing, electronics and son
on. Offering essential delivery
services also offering vast
variety of choices from
Sainsbury is has more than
30,000 lines of products
offering under their own label.
Offering variety of products
such as foods, beauty
products, household and
healthcare products.
Price The company follows low
cost strategy where the
product and services are
offered at the low prices in
order to attract large numbers
of potential customers
The company follows
different pricing strategy for
their different products, also
following competitive pricing
strategy in order to attract
their customers.
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(Kendall, 2020).
Place Tesco has its stores world
widely, having its
headquartered in United
Kingdom. Mainly following
tow essential channels of
distribution such as offline
and online in order to reach
their potential customers.
The Sainsbury has their own
chain of stores globally and
having its headquartered in
United kingdom. The
company follows effective
distribution strategy also.
Promotion Promotion is the process of
making consumer aware of
the goods and services using
various marketing tools. The
Tesco uses various
promotional tools such as
advertising, direct selling and
online marketing in order to
attract customers.
The promotion strategy used
by the Sainsbury includes
both offline and online
promotional strategy such as
advertising, social media
marketing to attract their
customers.
People The employees and
management is largely
responsible for the success
and growth of the business.
company employs large
numbers of individual having
large amount of workforce.
The employees are the people
of the company in addition to
this the sales executives,
customers services department
and so on comes under the
people.
Process Tesco have well systematic
and well established system,
making it easier for the
customers to understand the
process more easily.
The Sainsbury ensures that the
products are available at their
stores in a systematic manner,
so that customers can easily
find the products, also having
online delivery process.
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Physical evidence The physical evidence are the
stores of the company
including all products
arranged systematically
making it easy for the
customers to find it effectively
(Lichtenthal, 2020).
The company sells its product
in a attractive packaging
attracting customers and also
has an online website where
customers can find the
products and services, its
offline stores are also its
physical evidence.
Assess various tactics applied by organisation to achieve organisational objectives
Marketing plan- It refers to a written document which include different type of strategies which
help an organisation in effectively promoting their goods and services. It will include various
concept such as vision, mission, objective and various functions which assist company in
achieving the goal. Other than this it will include the STP strategy, SWOT analysis of business
and so on ( Roos and Pike, 2018). Marketing plan will play an important role for Tesco
Company, as it will ensure that company will effectively provide their products and services.
Executive summary- Tesco is a international grocery and merchandise retail company.
Which is founded in 1919 by John Cohen with headquarter in United Kingdom. They will
expand their business by retailing in books, furniture, electronics, and home decoration and so
on. Other than this they will also provide various types of internet & financial services.
Mission- The mission of Tesco is to create value for customers to earn their lifetime
loyalty.
Vision- Their vision is to broaden the scope of the business to enable it to deliver strong
sustainable long-term growth by effectively following the customers into large expanding market
at home & new market abroad.
Objective-
 To enhance their retail services in their market.
 To expand their business in the non food market.
 Their aim is enhance sales by 1.36% and maximise their profit by 32%.
Segmentation, targeting and positioning Strategy- It stands for segmentation, targeting
and positioning. This model will help an organisation in effectively catering the demand of
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right customers and positioning their brand. This model is used by organisation for
developing an effective marketing mix. It will assist selected company in better analysing the
right customers and right place for company.
 Segmentation- It means dividing the whole market into various subgroup. In context of
selected company, their segment market will include retail and departmental stores.
 Targeting- It means to effectively cater the market for a specific content. Tesco
Company will target the customers of middle class and premium class households. It will
assist company to achieve better profit by fulfilling the demand of their target customers.
 Positioning- It means creating an effective image of company in the mind of their
customers. Tesco is a retail store which provides good quality products to their customers
and fulfils their daily needs (Sitkin and Mangion-Thornley, 2020). This will help
selected company in better positioning their brand image in the mind of customers.
SWOT Analysis- It refers to a marketing activity which assists an organisation in
analysing their strength, weakness, opportunity and threats. It is a strategy which assist an
organisation in better analysing their internal and external environment, which affect the
growth and success of company. This will help company to make effective strategies which
help in the long term growth of company. In context of Tesco, their SWOT analysis is
discussed below:
Strength Weakness
 Tesco follow the new advances
packaging techniques which gives
unique differentiated position in
consumer minds.
 Its financial strength will help
company to listing in on Landon
Stock Exchange & FTSE index.
 Company faced controversies which
created a few issues.
 Tesco has limited presence in
emerging countries as compare to its
competitors.
Opportunity Treats
 In context of selected company, they
can enter into the emerging market
and expand the area of their business
operations.
 Government policies & taxation will
affect the operations of business.
 In context of Tesco, their products &
services can be imitated by
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 Leverage the digital media in order to
expand its reach.
competitors so constant innovation is
required for achieving competitive
advantage.
Strategies to achieve Tesco new objectives
The strategies that can be employed by the company to achieve their new objectives can be
are market penetration and market development.
Market penetration: This strategy allows company to focus on the selling the existing
product into the existing market in order to increase the sale. This strategy will allow Tesco
to increase the sale of their existing products using various promotional activity and
advertising into the existing market enhancing the sale and profitability of the company.
Market development: Another strategy that can be used by the company used by the
company to achieve their objectives can be market development, this strategy allows
company to focus on expanding their business into new market using existing product. This
will helps company to increase their market size, this can be done through proper market
research and analysis. This will helps company in leading them towards growth and
achieving desired objectives.
MARKETING BUDGET
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial amount 3000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
TOTAL 8146 4159 11896 4467 6405
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Monitoring and controlling- In context of selected company, they will effectively
analysis the performance of their employees. Company use various KPI indicators which help in
analysing the level of satisfaction so that they will provide better facility to their customers
which help company to enhance their profitability. Proper and effective control on their
employees will help selected company in efficiently achieving their organisation objective. In
context of Tesco, their manger will analysis the business operations and timely take correct
action if require which help them in smooth functioning of business activities (Tieman, 2019).
Assess a basic marketing plan for an organisation
From above discussion on various practices of organisation it was evaluated that company
will provide various product categories which help them in better expanding their market area
(Smith and Brotherton, 2018). While it was analysis that company will adopt cost leadership
pricing strategy which help company in providing their products at a reasonable cost which
increase the sales of their product. It was evaluated that company will require adopting social
media promotion strategy which assists them to promote their product at a wider area. Company
will provide effective training and development programs for increasing the efficiency of their
employees (Wright and McKeown, 2018). Other than this company simple on their products and
stores will help customers in identifying the company products.
Produce a thorough evidence based marketing plan for an organisation
Tactical action plan-
Tactic Action steps Resources needed Deadline Person
accountable
 Analysis the
customers’ needs
and demand by
conducting an
effective market
research.
 Effectively
develop an plan
including effective
strategies for these
 Raw material
related to
producing non-
food products.
 Require skilled and
knowledgeable
human resources.
 Require sufficient
amount of
Achieve the
objective
within the
next 1 year
by
implanting
the plan.
CEO and
manager of
various
departments
of company
are
responsible
for it.
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types of goods and
services.
 Manager of
different
department are
require to
effectively
communicate the
plan and objective
to their employees.
 Develop a unique
and good quality
product and
provide it to the
customers
(Capcarova, and
et. al. 2020).
 Measure the level
of satisfaction of
their customers
and earn maximum
profit.
financial resources.
Design a coherent marketing plan which tactically applies 7P’s to enhance marketing objectives
The marketing plan of the chosen company is well developed and will helps them in
achieving their goals and objectives in the long run and also will allow them to maximise their
profitability and productivity. Their objective of growing retail services in the all the marketplace
will allow company to increase their market size and increasing their customer’s base effectively
this will automatically allow company to increase their overall performance (Thal and Hudson,
2019). In addition to this expanding into the non food business will also allow them to cater new
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customers’ base. The company has set the target of increasing their sale by 1.36% and maximise
their profit by 32%, enhancing their focus on promotion of existing products in the marketing
plan have been helpful for the company to achieve desired goals and objectives (Witcher, 2019).
The application of the marketing mix to achieve the strategies
Application of the marketing mix
Product Tesco should expand their product line
further and should offer various kinds of
product to their customers.
Price Company follows low pricing strategy
which needs to be continued in order to
attract large number of customers.
Place Tesco needs to enter in more well advance
and developed countries which will help
company to grow more effectively.
Promotion Tesco needs to focus more on the social
media marketing in order to attract their
customers because of the increasing use of
social media.
People Tesco needs to hire more skilled and
talented candidates for their marketing
department which leads enhancing overall
performance.
Process The company is using well systematic and
effective process making it easy for their
customers to find things.
Physical Evidence The needs to update and use well advance
equipments and furniture. Company’s
outlets attract large number of customers.
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Conclusion
From the above it can be concluded that marketing is one of the most essential function of
the business organisation, it helps business organisation to enhance their productivity and
profitability through making consumer aware of the product and services as well as making them
aware of the brand image. It includes satisfying the needs and wants of the customers through
offering them quality products and services. The marketing process helps business organisation
to enhance their productivity and profitability. This report highlights the detailed description of
the marketing essentials, which includes detailed analysis of roles and responsibility of
marketing units and their link with company’s relation along with importance of interrelationship
among marketing and other functional departments. In addition to this how marketing mix helps
achieving business objectives and detailed analysis of basic marketing plan is also highlighted in
this report.
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