Marketing essentials

MARKETING
ESSENTIALS
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Roles & accountabilities of marketing department in context of advertising environment........3
Importance of interrelation between marketing and other functional units of TESCO...............4
How marketing department roles and responsibilities relate to TESCO.....................................5
Critical analysis based on elements of marketing department and its relation with other
departments of company..............................................................................................................6
Compare ways in different organisations make use of marketing mix strategies to attain
specific objectives........................................................................................................................6
Produce and evaluate basic marketing plan for an organisation..................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing is an essential part of business success; it can be defined as activity a
organization can undertakes in order to promote selling or purchasing of products. The current
assignment will be based on TESCO, which falls under category of leading supermarket chains
in the United Kingdom. This study will explain role and accountabilities of marketing
department in marketing environment context and will define importance of its interrelation with
functional units of chosen brand. Furthermore, this report will describe relation of marketing
roles & responsibilities to wider organizational context. It will also justify key components of
selected department, comparison based on marketing mix model applied in regard to two
different companies and will also clarify basic marketing plan with implementation of
appropriate techniques.
Roles & accountabilities of marketing department in context of advertising environment
Marketing is the main function of a company because it helps to promote venture in all
over the world after its establishment. It play vital role in progress and excellent success of
TESCO (Cheung and McColl-Kennedy, 2019). In context of marketing environment, role and
further things of above department can be defined in following manner-
Roles and Responsibilities-
Conduct Market research-
The current marketing environment is quite competitive because all the brands are using
several approaches and methods like digital marketing tools to promote businesses at
international level. Because of this factor, marketing department of TESCO needs to play their
role in systematic manner, in term of developing plan for conducting market investigation
appropriately, which in return allows management to collect useful data and information about
current market changes (Mu, 2017). With effective market research firm can analyse the needs of
buyers which is essential to known in competitive marketing atmosphere.
Communicate with consumers-
The marketing environment is changing because of development of digital marketing
platforms through which companies can directly communicate with target market (Hussain and
et.al., 2018). In that situation, marketing department of company role is to direct interact with
target consumers by using social media and other digital communication tools like Facebook etc.
It is really very essential for this function is to do this thing because it helps to build trust
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between buyers and brand and also permit organization to determine the preferences of
individual customer in systematic manner.
Reach at stages of consumer journey-
Marketing environment direct impact working and function of a firm, it can be
considered as internal atmosphere. In regard to this factor, marketing department accountability
is to reach at all phase of consumer journey, which make people able to gather data about brand
products and its business and drive them towards purchase which is actually useful and
beneficial in several terms. Department and its workers are responsible for updating current
information about items at all sources through which company has promoted.
Develop marketing content-
Another accountability of marketing function in context of marketing environment is to
develop effective content and message that gain attention of new buyers towards buying goods
that has been manufacture or offer by chosen brand (Wang and et.al., 2019). By developing
attractive message, marketing team can drive each buyer in regard to firm offers which is
essential in marketing environment.
Generate brand awareness-
Marketing function along with above responsibilities and roles can also fulfil this
responsibility as well. As they accountable for generating brand awareness in competitive
marketing environment, which is quite beneficial for brand in term of generating its revenue,
profits margin and maximizing customer base.
Importance of interrelation between marketing and other functional units of TESCO
Marketing department of TESCO works with other departments because it is essential for
success and growth of its business. For example, marketing team can work with production and
conduct collaborative practices with them which are quite essential and helpful for company in
term of satisfying people, which in return increase sales and profit level even well. Not only this,
marketing team work with other functional units as well like human resource management,
because they are able to promote vacancies in market which turn into increase efficiency of
HRM for hiring and recruiting people who have appropriate skills and level of knowledge.
These kinds of interrelation bring a lot of benefits for TESCO as it play important role to
increase productivity and profitability of chosen brand. Within retail industry, competition level
between existing players or companies has been increased and because of that it is really very
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