Marketing Essentials

This document discusses the key roles and responsibilities of marketing function and how they relate to the expansion of an organization. It also compares various ways of marketing mix applied by businesses to achieve objectives.

Marketing essentials

Table of Contents
INTRODUCTON.............................................................................................................................1
TASK 1............................................................................................................................................1
P1.Explain the key roles and responsibilities of marketing function...........................................1
P2. Explain how roles and responsibilities of marketing relate to expansion of organisation....3
M1.Analyse the roles and responsibilities of marketing in context of marketing environment. .4
M2. Identifying the significance of interrelationship between marketing and other functional
units of organisation.....................................................................................................................5
D1. Critically analyse and evaluate key elements of marketing functions that interrelate with
functional units of organisation...................................................................................................6
TASK 2............................................................................................................................................6
P3. Comparing various ways of marketing mix which business apply in marketing plan to
achieve objectives........................................................................................................................6
M3. Evaluating different tactics applied by organisation to achieve its goal............................10
TASK 3..........................................................................................................................................10
P4. Produce and evaluate basic marketing plan for organisation..............................................10
M4. Producing a detailed coherent evidence-based marketing plan for business.....................15
D2. Design strategic marketing plan that tactically applies the use of 7P’s to achieve overall
marketing objectives..................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTON
Marketing refers as the activity that promotes the products of organisation to increase its
sale through positioning for target audience. This includes advertising, sales promotion, channel
of distribution, print and social media, etc. The organisation selected for this project is TESCO
that refers as British multinational groceries, being the third largest retailer in the global market.
The Chief Executive Officer of TESCO is Dave Lewis who competes with its rivalries as ASDA
Stores Limited, Sainsbury, Morrisons, etc. This project describes key roles and responsibilities of
marketing function that relates to the expansion of organisation for achievement of its goals and
objectives (Aghazadeh, 2015). It compares the elements of marketing mix from one business to
another as to determine their competitive strategies to remain stable in perfect competition
market. Additionally it analyse the strategic marketing plan for organisation by determining its
various strategies and tactics that may provide opportunity to achieve success efficiently. This
also produces and evaluates the detailed coherent evidence-based marketing plan for business to
accomplish its goals and objectives.
TASK 1
P1.Explain the key roles and responsibilities of marketing function
Marketing function:- It is referred as the ability of producers to communicate with their
target market for describing the features of their finished goods which develops consumer
awareness. This plays the major role in survival, growth and expansion of business for achieving
success to compete with its competitors by their increasing consumer retention and high market
share. Some of these are explained with reference for roles and responsibilities of managers of
TESCO are as follows:-
 Gathering and analysing marketing information:- The organisation focus on
marketing functions by gathering and analysing information from its target market to
determine the needs and desires. The role of managers in TESCO is to determine various
ideas and strategies to develop unique product that provides satisfaction to its target
audience for maximisation of revenue and profitability ratios. The responsibilities for
managers of TESCO are to analyse the competitive strategies adopted by its rivalries that
may cause threat to organisation in achieving success.
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 Strategic decision making:- The most important function of marketing department is to
develop innovative ideas for planning through strategic decision making that leads to
compete with rivalries. Managers develop ideas to develop brand awareness by
positioning product in the mind of target audiences that will attract to purchase more of
their finished goods. The role of managers for TESCO is to analyse the strategic
marketing plan with various mission, vision, objectives, etc., that will lead organisation to
achieve success. The responsibilities of managers for TESCO are to signify the
importance of project to be achieved with effectiveness and efficiency that increase
market share (Dodds and Jolliffe, 2016).
 Designing of product:- This refers as designing and developing the product attractively
with proper labelling and packaging that attracts consumers to purchase the product. The
managers of TESCO implement this strategy in designing their product with best
specialised features that enlarge their consumers with growth of business in economy.
The role of managers for TESCO is to promote their finished goods with specialised
features to their differentiated market at skimming price. The responsibilities of managers
for TESCO are enlarging consumers to enhance market share for profitability ratios.
 Setting Prices:- It is explained as analysing the expenditures incurred in production for
determining the cost of product which is to be charged by consumers. The managers of
TESCO implement pricing as to compete with rivalries through their price and quality
management (Dwivedi, Kapoor and Chen, 2015). The role of managers for TESCO is to
set prices that may further attract consumers to purchase more with maximisation of
profits. The responsibilities of managers for TESCO are to develop qualitative products
that may provide high level of satisfaction for which they are ready to pay high prices.
 Promotional channels:- There are direct and indirect channels of distribution of
products which provides products to its target market by removing the hindrance of place
through manufacturers, agents, wholesalers, retailers, consumers. The managers of
TESCO implement promotional channels to meet the requirements of consumers for
achieving their organisational goals and objectives. The role of managers for TESCO is
determining the efficient channel to provide their products to its target market. The
responsibilities of managers for TESCO are to examine the pleasure or approval of
customers from the product by determining its ability to meet their requirements.
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 Consumer support services:- It refers as generating the consumer support and loyalty
by providing them superior qualitative products which meets their requirements. The
managers of TESCO implement this service as to provide future facilities of services
related with product such as servicing, repairing, construction, etc. Role of managers for
TESCO is to determine cost from its customers for the delivery of service provided to
them by the producers. The responsibilities of managers for TESCO are to solve the
problems occurred to them by hearing it carefully and providing suggestions for its
corrective measures (Grimmer, 2018).
P2. Explain how roles and responsibilities of marketing relate to expansion of organisation
The roles and responsibilities of marketing are related with growth and expansion of
business by enlarging its consumers which enhance market share. Managers of TESCO are
implementing these as to direct and monitor the actions of their employees for achieving the
organisational goals and objectives efficiently that lead to attain success. These are as follows:-
 Marketing with Finance:- Finance is one of the important part of marketing process as
it helps in providing funds for the right campaign at the right time, budgetary control,
adds financial decisions on creativity, etc. Managers of TESCO are advantageous as they
are able to meet their budgeted targets through proper direction and control by rectifying
the errors and solving with corrective measures. In the context of Tesco, the finance
deapartment coordinates with the marketing department to make sure that the marketing
activities have the funds which are required to carry on the activities.
 Marketing with research and development:- This helps in creations and innovations,
new ways for being ahead from competitors by making new products and using new
technology, return on investment are high after getting success. Managers of TESCO are
beneficial with researching on their competitor strategies and to determine the impact of
threat to control it by strategic decision making (Hamid, Ab Talib and Mohamad, 2014).
In Tesco, the R&D department makes sure that it is able to coordinate with the marketing
department so that it can get the required research objectives easily fulfilled in marketing.
 Marketing with operation:- Operations in marketing works as support to achieve the
goals of an organization based on planning, organising, directing and controlling. The
managers of TESCO are highly benefited with the concept of operation as it leads to
manage their actions performed on various departments by controlling its quality and
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time management. In Tesco, operations department should coordinate with the marketing
department so that proper functioning can be maintained effectively and efficiently.
 Marketing with production:- Here, production marketing involves distribution,
communication and market strategies. It's responsibilities are product name & branding,
life-cycle and differentiation, launching new products, monitoring the competition,
position and outbound messaging etc. Managers of TESCO focus on manufacturing those
product which satisfy the demand of target market through its superior quality. Tesco
needs to make sure that production department is able to coordinate with the marketing
department and thus in this way fulfills all its requirements.
 Marketing with sales:- Sales Management in marketing helps in increasing sales
volume, long term growth and contribution in profits of an organization. It includes sales
promotion, advertisement, pricing, physical distribution and production merchandise
(Hisrich and Ramadani, 2017). The managers of TESCO promotes their products to
customers by sales promotion with print and social media which can attract large number
of rural and urban customers to attain success. In Tesco, the sales department needs to
coordinate with the marketing department so that revenues are increased to faciliate the
maximization of profits.
 Marketing with information technology:- The role of information technology in
marketing are customer relationship management, digital marketing, internet marketing
and the most trending in current scenario is mobile marketing. Managers of TESCO are
benefited with information technology as it helps in cost saving, solving major problems
in customer services. In the context of Tesco, the IT department coordinates with the
marketing department so that the desired goals and objectives can be achieved by making
propre use of technology.
M1.Analyse the roles and responsibilities of marketing in context of marketing environment
The factors of macro environment affects the stability or instability of business in
competitive market. It is further demonstrated with reference of PESTLE Analysis for managers
of TESCO are as follows:-
PESTLE Analysis:- This framework analyse and monitor the factors of macro-
environment to determine the competitive strategies of business as compared to its rivalries. This
is further explained with reference to the managers of TESCO are as follows:-
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 Political factor:- This factor consists of tax policies, fiscal and monetary policy, trade
tariffs, labour and environmental laws, etc. The roles of managers in TESCO are
adversely affected as they have to implement new ideas by pausing the existing plan
because of change in political leaders.
 Economic factor:- It includes economic growth, interest rates, disposable income,
foreign exchange rates, etc. The roles of managers in TESCO are negatively impacted by
inflation and deflation rates that affect economic growth and stability of business for
competing with competitors.
 Social factor:- It involves population growth, demographic conditions, age and income
distribution, etc. The roles of managers in TESCO are positively affected as they create
job opportunities for literate members of society that will increase efficiency in goal
achievement.
 Technological factor:- The roles of managers in TESCO are positively affected by this
technological factor as it promotes and position their goods to consumers which leads in
maximisation of revenue and profits (Hugos, 2018).
 Legal factors:- The roles of managers in TESCO are adversely affected legal and lawful
obligations, health and safety, consumer protection rights, product labelling and safety,
etc.
 Environmental factors:- The roles of managers in TESCO are positively affected by this
factor as they concentrate pollution targets, business stability and instability, utilisation of
scarce resources, etc which increase consumer support.
M2. Identifying the significance of interrelationship between marketing and other functional
units of organisation
The importance of interrelationship between marketing and other functional units of
organisation are explained below:-
 Utilisation of resources:- The business focus to utilise scarce resources available in
global market as it develops strategic decision making to compete with rivalries.
Managers of TESCO concentrates to fully utilise scarce resources as to attain success by
expansion and growth of business for maximisation of net income and wealth.
 Maximisation of revenue and profits:- Every business target to sell their products at
least-cost effectiveness which attracts consumers to purchase more. Managers of TESCO
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attempts to maximise revenue and profits by enlarging their existing and new consumers
which enhance their market share with revenue and profits.
 Meet consumer requirements:- The consumers are king of every organisation which
tends producers to develop product in accordance to meet their requirements. Managers
of TESCO interpret the consumer services as to fulfil the needs, desire and wants which
provides them high level of satisfaction for qualitative products (Martin, 2018).
D1. Critically analyse and evaluate key elements of marketing functions that interrelate with
functional units of organisation
The analysis of key elements of marketing functions that interrelate with functional units
of TESCO organisation are to meet the consumer needs, desire and wants with proper utilisation
of scarce resources. This leads to achieve organisational goals and objectives to attain success in
competitive market by providing high level of satisfaction to its target market through quality
management with least-cost effectiveness.
TASK 2
P3. Comparing various ways of marketing mix which business apply in marketing plan to
achieve objectives
The marketing mix is defined as the set of marketing tools which includes product, price,
place, promotion, people, process and physical evidence which starts from the production to its
consumer service. These elements of marketing play major role in promoting products to its
target market for maximisation of revenue, profitability ratios and market share.
Elements of Marketing
Mix
TESCO ASDA
Product:- This refers as
producing the finished
good in accordance
with the needs and
wants of the consumers.
If it is not satisfying
their needs, then demand
of the product will
The TESCO products consists
of food, pet care product,
beverages, technology,
electrical and gaming
products, sports and leisure
products, etc. It is
advantageous in developing
large variety of its products
The products of ASDA are
food, grocery, clothing,
home, entertainment goods,
etc. The company is
beneficial in developing
varieties of products by
providing financial services
such as Credit Card, Travel
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decrease and customers
will not pay the desired
amount.
offered in accordance with the
taste and preference of
consumers to meet their
requirements. Thus Tesco
should develop such products
and services which meets the
criteria set by the customers
for the fulfillemt of their
demands (Pater and Cristea,
2018).
Insurance, Personal loans,
etc., that attracts consumers
to purchase more which
leads to maximise revenue.
Asda needs to find out hte
needs and requirements of
its customers and develop
the products which are
required by them.
Price:- The pricing
strategy of the product
should be based on the
customer satisfaction
that creates comparison
with other organisation.
It does not mean that the
product should be sold
at cheaper rates because
the customers are
willing to pay more, if
the satisfaction level of
the product is high.
The TESCO maintains its
expenses on production by
implying cost plus pricing
strategy which is to be charged
by consumers for their
satisfaction level. It plays the
most important role in
discriminating the business
with its qualitative products
and price for which consumers
are ready to pay certain
amount.
The ASDA focus on low
cost pricing strategy as it
targets to enlarge consumers
in providing satisfaction by
meeting their needs, desires
and wants with qualitative
products. It is essential for
organisation in
maximisation of revenue
and profits to compete with
its rivalries.
Place:- It is described
as the availability of
product to its target
market through direct
and indirect channel of
distribution. This
removes the hindrance
of place by providing
The TESCO spread its product
while providing it either online
or offline which reduce efforts
for consumers as they can
receive it anywhere. The
company plays major role in
removing the hindrance of
place by distributing their
The ASDA attempts the
indirect channel of
distribution for promoting
their products through
manufacturers, agents,
wholesalers, retailers and
consumers. The organisation
is advantageous as it
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goods to its potential
consumers which
increase their revenue
and profits.
products through direct
channel to analyse the change
in taste and preference of their
customers.
determine the behaviour of
its target market by
identifying their gestures
while purchasing the
product. This is so because it
has presence in many
countries.
Promotion:- There are
some tools which create
awareness about
organization products
through sharing
information to target
audience. Some of these
tools are personal
selling, sales promotion,
advertisement, etc., that
are mostly used in
current scenario at social
media for being
connected to existing
and new customers.
TESCO promotes its product
through print and social media,
which attracts consumers
through their brand awareness
and positioning. It is beneficial
for businesses for the low
prices which enlarges
consumers and enhance their
market share.
ASDA promotes its product
through advertisement, sales
promotion, etc., which
attracts large number of
customer to purchase their
products. It creates
opportunity for business to
survive in competitive
market with consumer
support and loyalty.
People:- This is one of
the most important part
of the business because
it is internal core of the
business. It consists of
all the staff members
from the lower staff,
supervisors to managing
director of the company.
The TESCO organisation
consists of large number of
employees such as
manufacturers, supervisor,
sub-ordinates, employees, etc.
These collaborate perform
their task in order to achieve
success by accomplishment of
organisation goals and
The ASDA consists of
approximately 160,000
people working in its
organisation. It provides
both on-the-job and off-the-
job training to its workers as
to increase their
specialisation in performing
task which result in
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Peoples should be
placed as per their
ability of doing work, so
that the procedure of
making the product is
distributed to customers
should be done
perfectly.
objectives (Podnar, 2014). efficiency of target.
Process:- This is the
procedure of transferring
the finished goods to the
final consumers.
Customers also pay for
the delivery service
provided to them by the
producers.
The procedure of TESCO is to
provide input from raw
material which are further
transmitted in work-in-
progress and then converted to
finished product. it is
beneficial with this process as
it creates opportunity in
expansion and growth of
business in economy.The
processes of the company are
qutie efficient in the creation
of products and services.
The ASDA perform certain
activities to achieve its goals
and objectives in order to
attain success. The
organisation is advantageous
with this procedure as to
perform certain task in
various departments that
creates perfection in
working style. Asda makes
use of different types of
tactics which can lead
towards an increase in its
overall efficiency and
effectiveness.
Physical evidence:- It is
described as either
goods or services which
are provided to the
customers should have
an physical existence or
evidence at which they
The TESCO focus on the
physical evidence of its
product through producing it's
finished goods with prescribed
details mentioned on its
labelling which develops the
support of consumers. It is
The physical evidence of
Asda includes unlimited
stores, equipment, logo,
websites, brochures, etc. The
Asda plays major role with
its fantastic website which is
easy to access.
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are ready to pay high
amounts.
advantageous by improving its
total quality management with
six sigma, key performance
indicator and benchmarking
that enlarge consumers with
loyalty. Tesco attracts its
customers by making its stores
look attractive.
Justification- Tesco has an advantage on Asda in terms of its marketing mix because it is
a much larger company than Asda. Also, its substantial base of customers allow it to make use of
its different techniques to faciliate the maximization of its profits.
M3. Evaluating different tactics applied by organisation to achieve its goal
The various tactics implemented by TESCO organisation to achieve its organisational
goals and objectives are as follows:-
 Brand Positioning:- The managers of TESCO promotes their products to its target
market by positioning it effectively in the mind of consumers which attracts them to
purchase more (Pollock and Edwards, 2019).
 Brand Awareness:- The managers of TESCO create brand awareness by describing
safety measures which are to be implied by consumers while using the product for their
safety.
 Diversification:- The managers of TESCO develop differentiated products that enlarge
consumers for the varieties of different product for particular brand which increase its
loyalty (Sharp, 2016).
TASK 3
P4. Produce and evaluate basic marketing plan for organisation
Strategic Marketing Plan:- This is defined as setting goals and objecitves by analysing
the internal and external environment of business that emphasize competitive strategies to
compete with rivalries. Managers of TESCO attempts to plan new ideas for the growth of
investors in Capital marketing by expanding the use of technology to boost efficiency. The
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strategic marketing plan is further classified on various business purposes of TESCO are as
follows:-
Business Purposes Explanation
Executive Summary In this marketing plan, focus will be made on the growth of the
company by using new technology which will result in more
efficiency. Marketing efforts of business assist in discovering areas
that are affected due to growth and expansion and helps in creating
effective plan to cater towards needs of customer. Tesco managers
are planning to improve sales of its product that is Tesco Cornflakes
with the help of execution marketing plan.
Mission The mission is to be champion for customers service in helping them
to enjoy better quality of life and an easier way of living.
Vision The vision is to be the most highly valued business which provide
effective consumer service to communities with operation, loyal and
committed colleagues, shareholders,
Objectives The key objectives of Tesco with its product are as follows:
 To increase market revenue with 25% in 2 years
 To increase consumer loyalty with 40%
Situational Analysis In this analysis the managers make their focus on the different types
of situations. Accordingly they take the desired action. Thus Tesco's
managers should also make their focus on the analysis of the
situation and then taking the required decision. The SWOT analysis
of Tesco is as follows :
Strengths:
 Tesco has a substantial
customer base in the
market which acts as its
strength.
 Tesco has higher amount
of funds available with it
which helps it in making
Weaknesses:
 Tesco is still weak in the
execution of its online
marketing strategies
which gives its
competitors an
advantage.
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the desired investments in
its marketing process.
 Tesco is weak in the
execution of its pricing
strategies which gives
advantage to its
competitors.
Opportunities:
 Tesco can make use of
opportunity of expanding
in the markets of
different countries.
 Tesco can make use of
innovation in its products
and services.
Threats:
 Tesco faces a threat from
the higher-level of tax
rates which the
government can levy on
it.
 Tesco faces a threat from
the increasing level of
competition in the market
which can reduce its
profits.
Marketing strategies Strategies of marketing plays crucial role in gaining success in
competition and sustaining position for longer duration. The
marketing mix of Tesco for the new product is as follows:
Product: Tesco is required to concentrate on innovating large
number of merchandise and grocery commodities in order to meet
needs of population in global market. For this aspect, it is launching
a new product that is Tesco Cornflakes which is mixture of fruit and
nuts, flavoured taste, cereals and various nutritious grains. With this,
company will be able to attract larger market that will lead to
increasing market revenue and enhancing customer loyalty.
Price: Value based pricing strategy will be used by Tesco for its new
product that is Tesco Cornflakes. The strategy is all about setting
prices on the basis of perceived values of customers for products.
Place: Tesco will be using value chain approach in which it will
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devise and maintain close connections with distributors and
suppliers. Moreover, Tesco Cornflakes will be available at all its
retail stores, online sites and departmental stores that will be
convenient for its customers to make purchase and will result in
attaining objectives.
Promotion: Tesco will promote the new product through social
media platform, advertising and relationship marketing which will
generate awareness among customers for the new products and
influence them to buy it again and again so that they become loyal to
company.
People: Tesco treat its employees as main assets and this reflects that
the company makes huge attempts to retain its employees through
providing them incentives and additional benefits. This makes goof
image of Tesco in the market and increase its market revenue.
Physical evidence: The details of product and used ingredients to
made it will be published on package of Tesco cornflakes. Addition
to this, all the information about its calories, usage, expiry date and
others will be provided on each product package that will make
customer happy and make them loyal.
Process: Tesco will be going to use systematic procedures in
promoting the product, delivering it to end consumers, taking
feedbacks and working on them.
Strategies The strategies of TESCO focus upon improving customer loyalty by
developing online shopping experience to its customers. Some of
these strategies are as follows:-
 Increase market revenue with 25% in 2 years:- The
managers of TESCO attempts to increase revenue through
supplying Tesco Cornflakes to its end-users for satisfying
their needs with qualitative products (Smith and Stewart,
2014).
 Increase consumer loyalty with 40% :- The managers of
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TESCO enlarge their consumers by positioning their finished
goods to consumers by promoting it for their specialised
features on advertisement, print and social media, etc.
STP Framework  Segmentation- This refers as segmenting the whole market
into small group which provides managers of TESCO to
implement new idea of product for the specific market with
same needs, desire and wants. The organisation target to
fulfill their requirement with differentiated product as to meet
the consumer equilibrium which increase support (Smith and
et.al., 2014). Tesco will segment its customers for Tesco
Cornflakes on the basis of behavioural segmentation as per
previous purchased product, similar reactions, usage, timings,
user status and loyalty.
 Targeting- It is explained as targeting the particular group
for their specialised demands which are to be satisfied with
unique product. The managers of TESCO focus on this target
market as to provide them high level of satisfaction for which
they are ready to pay high prices which leads to maximise
revenue and profits. The target market for Tesco Cornflakes
are children that buys its product on daily basis and are its
regular users.
 Positioning- This refers as ability to position product for
their targeted audience by promoting it through
advertisements, sales promotion, print and social media, etc.,
which affects the mind of consumers. This results in increase
of sale with developing brand awareness with consumer
protection laws. Tesco will make use of its strategies so that it
is able to acquire a higher position within the market. To
promote Tesco Cornflakes, promotion tactics such as sales
promotion, work of mouth, social media marketing and
advertisement will be used.
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Financial and
budgeting
The estimated budget for Tesco Cornflakes is as below;
Expenses Amount (In £)
Salaries to employees 150
Acquiring resources 200
Packaging 150
Marketing and promotion 180
Others 100
Total 780
Monitoring and
Controlling
Tesco will make sure that it monitors and controls its various
activities so that it is able to execute its marketing plan with
perfection. Type of KPI that Tesco managers will use in measuring
success is leading indicator that predicts results of entire marketing
plan effectively. The other indicator is quantitative indicator that will
present success or profits in numbers. With benchmarking system
and key performance indicator, entire marketing plan will be
monitored and deviations will be controlled through taking timely
decisions.
M4. Producing a detailed coherent evidence-based marketing plan for business
The evidence-based marketing plan for TESCO consists of seven phases which are
situational analysis, market intelligence, assessment, research and reality check, test, expansion
and refinement. This enhance the marketing plan by determining various strategies to compete
with rivalries in order to sustain in perfect competitive market.
D2. Design strategic marketing plan that tactically applies the use of 7P’s to achieve overall
marketing objectives
The marketing plan is to develop new ideas for the growth of investors in Capital
marketing by expanding the use of technology to boost efficiency. This emphasize on 7P’s of
marketing mix which creates opportunity for managers to direct and control the employees
15

actions to increase their effectiveness with proper quality and time management (Van der
Wagen, 2015).
CONCLUSION
From the above discussion it have been concluded that marketing plays the dominant role
in promoting the qualitative products at least-cos effectiveness that attracts consumers to
purchase more of their items. It creates opportunity to develop their competitive advantages for
maximise revenue, profitability ratios and market share of business to compete with its rivalries.
This project analyse the key roles and responsibilities of marketing function which are channel of
distribution, marketing research, setting prices, consumer services, etc. These functional unites
relates to the expansion of organisation for achievement of its goals and objectives. It provides
differentiation between two enterprises through the seven element of marketing mix that are
product, price, place, promotion, people, process and physical evidence. Apartly, this project
evaluates different tactics that are applied in business to achieve its organisation goals and
objectives with producing coherent evidence-based marketing plan.
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