Marketing Essentials: Tesco Company

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P 1 Key responsibilities and roles of the marketing functions...............................................3
P 2 Relation of marketing to the wider organizational context..............................................4
LO 2.................................................................................................................................................5
P 3 Application of marketing mix on the marketing planning in order to achieve business
objective.................................................................................................................................5
LO 3 ................................................................................................................................................8
P 4 Marketing plan.................................................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The term marketing refers to the process through which company makes efforts and
adopt several practices which involves promoting products and services which are produced by
the company in order to increase its sales and revenue. The marketing is such a function without
which company cannot run successfully (Chang, Yu and Lu, 2015). The present study is based
on the company Tesco. This company deals in merchandising and the groceries retail and
supermarket stores. This company was founded in Hackney, London by Jack Cohen in the year
1919, around 100 years ago.
The report will start by outlining the important and crucial roles and responsibilities of
the marketing function within the company. Further, it will discuss about the relationship that
marketing function has with the other functions and departments of the company. Furthermore
the report will highlight that how the marketing mix that is the 7 P' s are applied by the Tesco
with intention of accomplishing the business objectives and goals.
LO 1
P 1 Key responsibilities and roles of the marketing functions
Marketing is the major function which is performed in any company. Marketing refers to
as an activity or a process through which the company market its products and services in the
external market in order to increase its sales and revenues. In today's cut throat competitive
world it is very necessary for the companies to have a very strong marketing department in their
companies to face the tough competition because marketing is only function which provides a
competitive edge to Tesco. The marketing in organization plays a very important and crucial role
and is also responsible for the success of the company and its working. The various roles of the
marketing function within Tesco is discussed in the adjoining points-
Analysing the consumer needs- It is the responsibility of the marketing function of
Tesco to study and analyse the needs and requirements of the consumers. The business
environment is very dynamic and ever changing so tastes and preferences of the consumers also
keeps on changing with these changes (Erevelles, Fukawa and Swayne, 2016). So it is duty of
the marketing function or the marketing manager of company Tesco to constantly study the
requirements of consumers and convey it to the production department of company.
Innovation and creativity- This is yet another major role of the marketing function. In
this marketing function of Tesco keeps on doing new and latest innovations and creativity in

order to attract new and potential customers towards products and services of our company (Fan,
Lau and Zhao, 2015). The customers because of the changing standard of living and increase in
income level prefers new and innovative products. So the marketing function keeps on bringing
new innovation in its products and services.
Communication with other departments- This is yet another important role of the
marketing function. Under this role the marketing function of Tesco is responsible for
communication with other departments also. This is of utmost importance because of the reason
that all the other function are based on the marketing function. For example the marketing
function of Tesco gathers information relating to the feedbacks of the customers after they use
the product or the services, the marketing function then passes on this information to production
functions which then makes necessary changes in the products according to the requirements of
the customers.
Improves the sales- This is also a role of the marketing function because the marketing
function basically works for the customers only and they tries to understand the preferences and
the requirements of the consumers. The information collected by marketing manager of Tesco is
helpful for production department in producing the goods or services according to the needs of
consumers. If products produced by Tesco will be according to the requirements of consumers
then they will buy the products in large numbers and hence the sales will be increased and
fostered (Sheikh, Shahzad and Ishak, 2016).
P 2 Relation of marketing to the wider organizational context
The marketing is a crucial and the most important function within company. This is
because of the reason that marketing function is responsible for successfulness of company. It is
due to the reason that marketing is a function or a process through which company markets its
products and services of company into market in order to increase sales of company. The
marketing function of company Tesco is also linked and interrelated with other functions and
departments of the company. The interrelation of these different functions with marketing
function within Tesco are as follows-
Marketing with finance- The marketing function of Tesco is closely linked with the
finance department. The finance refers to money which is required for every work which is done
within company (Bradford, Harden and Yen, 2018). Without money or finance not a single work
can be done within organization. The marketing is a department which requires most of the