Marketing Essentials: A Comprehensive Guide to Tesco's Marketing Strategies

MARKETING ESSENTIALS

Table of Contents
Introduction...................................................................................................................................3
Task 1............................................................................................................................................. 4
P1 EXPLAIN THE KEY ROLES AND RESPONSIBILITIES OF THE MARKETING FUNCTION.............4
P2 ROLES AND RESPONSIBILITIES OF MARKETING RELATE TO THE WIDER ORGANISATIONAL
CONTEXT SUCH AS SALES AND WAREHOUSE DEPARTMENTS...................................................6
Task 2............................................................................................................................................. 9
P3 WAYS IN WHICH DIFFERENT ORGANISATIONS (TESCO’S AND MARKS & SPENCER) APPLY
THE MARKETING MIX TO THE MARKETING PLANNING PROCESS TO ACHIEVE BUSINESS
OBJECTIVES................................................................................................................................ 9
Task 3........................................................................................................................................... 12
P4: BASIC MARKETING PLAN FOR TESCO SUPERMARKET........................................................12
CONCLUSION............................................................................................................................... 19
REFERENCES.................................................................................................................................20

Introduction
Marketing is the process of managing various activities of the firm to achieve a specific goal. It
includes analysis, planning and organising the functions of a company to satisfy the needs of
the customers. Marketing management requires coordination among product, price, place and
promotion and planning the functions of the company so that proper implementation of this
marketing mix can be ensured (Kotler, 2015).
The present assignment explains the current trends in the marketing processes and how Tesco
applies these marketing methodologies in the company functions to achieve profitability in the
business and satisfy the needs of the customers. The assignment also discusses various
marketing mix like Product, price, place, promotion, process and physical evidence. The report
also covers the marketing plan followed by Tesco which included the analysis of mission and
goals of the company, external and internal environment, segmenting, targeting and
positioning (Armstrong, et al. 2015).
Tesco has also developed a monitoring plan for the marketing strategies in which the market
share, cost-profitability and sales figures analysis is done and strategies are made based on
these inputs.

Task 1
P1 EXPLAIN THE KEY ROLES AND RESPONSIBILITIES OF THE MARKETING
FUNCTION
Marketing is a function of an organization through which an organization can increase the sales
and make the customer aware of the qualities and specification of a product. A good marketing
strategy helps Tesco to gain a competitive edge against the rivals and claim its marketplace.
With right marketing mixes the company can retain its existing customer base as well as attract
new customers in the business (Baker, 2014).
CURRENT AND FUTURE TRENDS IN MARKETING
With emerging new technologies and changes in the lifestyles several new trends of marketing
have been evolved which are discussed below:
Relationship marketing
The relationship marketing is a new concept in the marketing which focuses on making long-
term relationships with the customer which is in contrast with the traditional marketing
methods in which the primary focus was on selling the product. This relationship benefits the
company in long-term as making good relationships with the customer develops the feeling of
brand loyalty in the customers and it results in a continuous increase in the sales ( Christopher,
et al. 2013).
The relationship marketing also includes handling the queries and complaints of the customers
in a responsive way and providing servicing and replacement facilities. Handling the customer
queries also helps the organization to improve its systems and provide even better services to
the customers.
Digital Marketing

In last few years there is a great increase in the number of people using laptops and
smartphones in their leisure time. Increased online presence of the people makes necessary for
the companies to advertise their products on these mediums. In digital marketing, the search
engine like Google also plays a key role and the optimization of the websites is done to bring
the company name in the top of the search results (Chaffey, et al.2013).
Figure 1: Digital Marketing
[Source: https://mktgessentials.com/inbound-marketing-solutions/what-is-a-content-audit/]

AN OVERVIEW OF TESCO
Tesco is a global grocery and merchandising retailer having headquarters in the UK. The
company has worldwide operations with over 2000 stores in various countries. The company is
operating in all the major economies of Europe, Asia and North America. The mission of the
company is to provide an excellent value to the customers and gain the trust and loyalty of the
customer for a lifetime.
KEY ROLES OF MARKETING AT TESCO
The marketing department at Tesco manages all the function of the marketing in a professional
way so that it may help in increasing the sales and overall profitability. Following are the key
roles of the marketing department at Tesco.
 Identifying the target market based on the customer preference, current market trends,
demographics etc.
 Managing the brand image of the company in a way which reflects the mission and
vision of the goal of the company.
 Identifying the competitive environment and studying the strategies of the competitors,
and based on these results design the strategies of the company.
 To develop right promotion materials for the products of the company and increasing
the brand awareness of Tesco in various markets.
 Handling the online activities related to marking, such as promoting the brand on social
media platforms, designing ads and banners, managing the web content.
 Conducting surveys and customer feedback so that the company can plan its strategy
based on the reviews from the end users.