Marketing Essentials.

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Marketing Essentials

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
TASK1.......................................................................................................................................3
P1: Explain the key roles and responsibilities of the marketing function.............................3
P2: Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................5
TASK2.......................................................................................................................................6
P3: Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives..................................................6
TASK3.......................................................................................................................................9
P4: Produce and evaluate a basic marketing plan for an organisation..................................9
CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................12
Books and journals...............................................................................................................12

INTRODUCTION
There is continuous development within the business organisation as well as business
environment in current market. It is important for organisation to clearly identify this
development and attract customer towards the organisation for getting maximum profit. It
marketing can be used as marketing is that function within the organisation which helps it in
attracting different type of customer by the use of different tools which are advertisement,
promotions and many more (Malhotra, 2018). Marketing can be defined as the activity done
by the business to attract customers within the market by establishing a relationship between
customer and organisations product. This report The Chosen organisation will be Tesco.
Tesco is operating at global level and it is a British multinational joint which is famous for its
retail outlets within the whole world. In the beginning of this report, there will be clearly
identification of key roles and responsibility of a marketing function. Then how the roles and
responsibility of marketing function are related to the wider organisation conceptual also
discuss. Middle of the report there is comparison between different organisations by using the
marketing mix of both organisation for marketing planning and achieving the business
objectives. The end of this report, there will be discussion about basic marketing plan for the
organisation(Maghaireh, 2016).
MAIN BODY
TASK1
P1: Explain the key roles and responsibilities of the marketing function.
There are various roles and responsibility which have to be performed by the
marketing function within the organisation this is because it is a function which establish a
intangible relationship between customer and the organisations product where organisation
can attract customers to word the product of form and increase their revenue by selling the
product to large number of customers. In current market marketing is important part of every
organisation (Omar, 2017). Tesco is also using the marketing function within the organisation
to expand its market and attract large number of customer towards the organisation where it
can easily cell and promote their products and increase the revenue within business
environment. Some of the key roles and responsibilities are mentioned below which are
performed by marketing function.
Accompanying market research: it is a major role which is performed by marketing
function in organisation like Tesco. Marketing function perform effectively by performing

different market research for Tesco. Marketing research will help the organisation in
identifying consumer behaviour Trends and many other things related to the product and
services offered by the organisation, which are going in market. Also help company in
managing their target market as well as using new ideas and innovations to attract large
number of customer (Morgan, 2016).
Facilitating internal communication: Tesco of global British multinational retail
which is operating at global level and it is important for the organisation to maintain effective
communication within different departments as well as customers and Organisation. Function
directly plays the role where it provide effective communication channel between the
customers and the organisation (Le, and Karlsson, 2017). It helps Organisation in promoting
their products to customers and providing information about all parts of their product to the
customers which directly provide effective communication with customers and organisations
product.
Build brand image: brand images of primary objective of every organisation which
is trading within the current market. In organtional marketing function play direct role in
building a proper brand image within the market where organisation is trading. It help Tesco
in establishing its brand by providing different communication about the brand name and
identification of products within the market to customer where they can easily understand
about the brand value of organisation.
Responsibility fulfilled by marketing function in Tesco
Improve customer needs: customer needs of foremost objective of every
organisation. Income tax of Tesco this type of needs are identified and improved by the
marketing function of organisation. Responsibility marketing function provide different
information about the needs and requirements of the customers within the target market of the
organisation and help firm in identifying these needs and fulfil them with a particular product
and quality of their products (Kimura, 2017).
Identification of market competition and market trends: Tesco is a leading retail
company where it provides different type of services and products to their customer. It is
Important for organisation to identify the trend and competition within the market where it
can use innovative products to fulfil the demand of their customers and provide adequate
quality of products according to the trends. Here, marketing function of organisation help in

getting these Trends and competition identified by the help of proper Research. This also help
Organisation in identifying the current trends and how these trend can be meet by product
and services of organisation (Selvakumari and Kannan).
Innovation: A production service is the important part of every organisation because
it help the firm in surviving within the market where there are dynamic competition as well as
different kind of trends within the market. Marketing department clearly identify the different
trends in marketing competition with in the environment and Health Organisation in using
innovative products for improving their services as giving maximum competitive advantage
within the market.
Market information: marketing function is also effective in providing market
information to the other department of Tesco. This is because Tesco is operating within a
large market where there are various competitive so it is important for organisation to clearly
identify the information and manage the different functions of the organisation according to
this information. Marketing function regularly access the market where the organisation is
trading and help it in identifying The Other information which are related to different
departments of firm (Pater and Cristea, 2018).
Product designing: function of Tesco also help and fulfil our responsibility which is
related to product designing within the organisation. Cause of continuous changes within the
trends in designs and innovation within the designs of a product it is important for
organisation to clearly identify all these trends. Here Tesco’s Marketing department of farm
different functions where it clearly identify the particular designs and strategies which are
going within the market related to product design and placement. It's just the designing
department about the marketing and help in product designing (Bastable, 2016).
P2: Explain how roles and responsibilities of marketing relate to the wider organisational
context.
Marketing function also play different roles and responsibilities in the organisation
with its different other functions within organisation. It help in establishing a proper
relationship between all the functions within the organisation where firm like Tesco can
increase their productivity profitability as well as future growth by achieving their goals and
objectives. Some of these responsibilities and roles are mentioned below:

Marketing and human resources department: marketing and human resources
department have a clear and define relationship within the Tesco. Human resources
department play different roles and responsibility in Tesco where it provides all services
related to human resources of the organisation. In context of Tesco, marketing and play
important roles and responsibility for human resources department where it provide
information about different trends in human resources and opportunities to the human
resources for expanding the organisation by working in a productive manner. Information is
provided by marketing department by the help of proper research within the external
environment. Department also provide human resources to Marketing department for
performing its different functions like promotion advertisement and many more (Martin,
2018).
Marketing and Finance Department: Finance Department act as an backbone of
every organisation because it provide finance two different department of the organisation for
their working and managing their operations. Contract of Tesco, Finance Department also
play very important role in marketing function wear it provide finance to marketing function
for its different operations related to advertisement promotion and other activities which will
help the firm in gaining competitive advantage as well as promoting its product to the
customer where it Can attract different kind of customers for increasing the revenue and
profitability. Marketing department also helped Finance Department by guiding it about the
Trends and future dynamics which can be arise within the business environment and help it in
managing the finance and providing finance to other function in an appropriate way where
organisation can increase its profitability and reduce negative impacts.
Marketing and Research and Development Department: research and
development department and marketing department are always interlinked to each other as
Marketing department help Research and Development Department to analyse what they
have to research and development in the organisation for increasing the quality of the
products and getting the work done within the time by reducing the wastage (Waite and
Pérez-Vega, 2018). In context of Tesco, both of the department perform different type of
functions which will help position in surviving for a long period of time by combining all its
resources in an appropriate manner where Marketing department help Research and
Development Department to get favourable with different dynamics which are going within
the environment.

Marketing and production department: Marketing department also play different
responsibility for production department within the Tesco, as Marketing department analyse
all the factors within the market and help Organisation in reducing the negative impact of
these factors. Also provide a proper analysis of product design product capacities and product
techniques which are used by different organisations within their production departments.
This help Production department of Tesco about gaining the knowledge for different products
offered by competitors and making a better product for Tesco in a highly competitive market.
It can be identified from the above, that there are various kinds of kinds of
relationship and roles which are played by marketing within the organisation. These all rules
are for increasing the benefits of the organisation and making it competitively advance within
the market where it can easily compete with its all competitors.
TASK2
P3: Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.
There are various ways to comparison between two organisations in an business
environment. Important for Tesco to compare itself from its best competitor where it can get
the maximum competitive advantage as well as identify the scope for improvement within its
different factors. Comparison there will be identification of marketing mix of both the
organisations for increasing mutual benefits as well as identification of a proper planning
process to achieve the objectives of Tesco (Kayabasi and Mtetwa, 2016).
` Marketing mix: marketing mix is that Framework which consists of 7 core elements
of the organisation which will help it in identifying its power within the market as well as
giving the competitive advantage in comparison of its best competitor.
Tesco is a leading British retail giant within the whole world which is selling its
product to different countries by the use of 150000 staff. On the other hand its main
competitor is Sainsbury which is also operating at a large level where it have equal staff to
Tesco as well as a good infrastructure for selling its product to different range of markets.
There is comparison of marketing mix between the Tesco and sensory which is mentioned
below:

Components Tesco Sainsbury
Product Tesco have a wide range of products
where company is mainly dealing in
food clothing ice cream chocolates and
many more. Tesco is also operating in
food chain supply where it used to sell
the fast food and its different outlets
within the UK as well as at global
level. Company in using a separate
product mix within the organisation
which help it in increasing its market
share as well as attracting huge
customers.
Sainsbury also have a large number of
product mix where it cell different kind
of products to its customer some main
products of search for its clothing
products and food products which are
consist of 60% total sale of this
organisation.
Price Tesco always prefer the cost
leadership this is the reason that
company operate low prices as
possible as it for its products and
services without any compromise
between the qualities of its product.
Only possible for Tesco because it
enjoy that economy of scale and work
continuously within this its different
functions which help in maintaining
that low prices. Only possible for
Tesco because it enjoy that economy
of scale and work continuously within
this its different functions which help
it in maintaining that low prices
(Sharp, 2016)
Sainsbury always offer the value of
money and hence it always keep pricing
for different set of product. Always want
to attract the customer and retain them
for longer period of time so it maintain a
proper balance between prices and
quality of its services where it use price
cutting strategy where it can easily
position its product within the market.
Place Tesco is operating at global level so it
have to maintain different channels
Sainsbury is also a large organisation
which started it operations with in

where it can distribute its product
effectively. Tesco have maintained to
main channels of distribution which
are classified as online channel and
offline channel company have 6800
offline stores around the world where
it have different type of departments
which are named as Tesco Express
Tesco extra Tesco metro Tesco
compact Tesco home Plus and Tesco
Super Stores. Help Tesco in
maintaining differentiation between all
its departments as well as facilitating
smoothness in work.
London in 1992 but now company is
dominating its position within the
market where it also provide different
kind of shops and services to its
customers. Sainsbury is famous for its
self-checkout systems as well as
convenience which it provided to
different customers at different locations
within the whole UK as well as other
regions of England (Griffitts, 2016).
Promotion A solid brand image within the whole
UK as well as different markets where
it operating so it is easier for company
to use a simple methods live television
promotion news newspaper promotion
and other media about leads to convey
it's message to their customers
sometime it also use promotion for
increasing its product sales.
Sainsbury also use different type of
techniques for promoting its product
where it mainly used the brand name
and sales promotion techniques where it
can easily promote its product by
providing services to its data based
customers and using the proper
promotional strategy for reaching to
customers at ground level.
Process Tesco follow a proper process within
their functioning where it transfers its
entire product to its warehouses. It
always you always use proper
distribution network where it can
easily transfer its product as well as
increase the satisfaction of employees
by decreasing wastage of resources
(Suuronen, 2016).
Sainsbury is also operating at a larger
level where it is required by the
organisation to follow a proper process
within it. Always use proper distribution
channel where all process and finished
goods are stored in warehouses as well
as it also manage different stores where
each product of the stores are manage
with interrelated departments. It also
manages the products which are not in

Trends by transferring them from One
store to other.
People The employees are the important
people for the Tesco where
approximately 5 lack employees are
working at a global level with Tesco it
is a greater number as well as the
responsibility of organisation
increased after joining each and every
employees. These all employees are
play important role within the
organisation so it is a proper training
and development method to save the
money as well as improve the
productivity within these employees.
Sainsbury also have a used number of
employees with it which are equal to
Tesco but organisation does not perform
any training and development
programme within it because all
employees on contract basis which are
not more than and one or two years.
Difficult for sensory to manage its
employees as well as it also impacting
negatively on the organisation because it
delay in performance as well as reduce
the productivity of the organisation
(Kotoua and Ilkan, 2017).
Physical
evidence
Physical evidence or environment
includes those elements which are
tangible or can be visible to different
stakeholders. There are various kind of
Physical evidence which includes
furniture menus pouches letterheads
business card report and other
equipment which are used by it
(Payne, 2016).
Sainsbury also have various kind of
Physical evidence which are mainly in
form of logo marketing colour efficient
use of Different techniques within the
organisation and equipment which is
used by it for different system like check
out check in system and many more.
TASK3
P4: Produce and evaluate a basic marketing plan for an organisation
Marketing plan: it can be defined as a rules policies and activities which have to be
done by the organisation to increase their market share and improve the marketing strategies
within the targeted market. Company have to clearly identify it mission vision and objective.

Tesco is a leading multinational retail giant within the market of UK as well as Global world
below there are some mission objective and vision of the organisation within the current.
Mission: improve the working condition as well as attract large number of customer toward
the organisation for increasing the revenue and profitability.
Vision: to provide quality products and services to its customer where they can satisfy their
needs as well as written for long period of time with organisation.
Marketing objectives
 Increase the share of organisation by 30% within 1 year
 To sponsor the cricket team of England where organisation can easily increase its
share within the market as well as promote its product and services through it.
 Increase the profitability ratio by 25% for the current year and 22% for next year.
For achieving these objectives Tesco can use a proper strategy which will help it in
achieving them as well as using appropriate manner
STP approach: it is that approach which includes three steps which are related to
implementation of a marketing plan in an appropriate manner within the target market of
organisation. There is three steps which are segmenting targeting and Positioning (Berkowitz,
2016). It Can be used by Tesco for gaining the competitive advantage by properly execution
of its marketing plans.
Segmenting: in this step organisation have to divide its target market according to its
products and services for the use of proper marketing strategies and tools within these
markets. In context of Tesco, it will divide its target market according to age class and
preference of individuals where it will target the young individuals who like to shop online as
well as offline where it can easily increase its sales of different products (Fill and Turnbull,
2019). The market in this manner will have Tesco in gaining the maximum competitive
advantage where it can easily execute its market plan according to the young customers who
want to purchase the product of the company according to the prices offered by Tesco.
Targeting: this is type Tesco have to formulate a proper targeting plan where it can
easily target the customers which it want to use for its products and services. It is have to
target the young customer by the way of different promotional Tools and techniques within
the marketing plan. Sales promotion and advertisement technique where it can easily attract

the customer to add the product of organisation and offer a huge discount on these products
care customer can buy that product this will help company in informing about the product to
the customer and then it can retain these customer by the help of sales promotion (Manion
and Widder, 2017).
Positioning: after completion of all the above stage it is now the time to position the
product within the market which is targeted by the organisation for this organ it can use
different marketing techniques like sales promotion and other methods which will help
Organisation in positioning its product in the given target market.in Context of Tesco, can
easily position its product in the target market because there are huge number of youngster
within whole UK which can easily targeted by providing effective product which have a
proper quality and quantity. Also increase the share of organisation within the market as these
customer will directly by the product and services of the organisation because of their quality
and services offered by Tesco (Ivanov, 2019).
From the above, it can be analysed that using the STP approach can help Tesco in
easily using its marketing plan where it can sell its product to large number of customers at a
single time. Wastage of resources as well as proper utilise The Other financial resources of
the organisation for decreasing the cost and increasing the benefits.
CONCLUSION
It can be concluded from the above mentioned report that it is essential for the
organisation to clearly identify all the roles and responsibility of marketing function within
the organisation. There are Responsibility which are played by marketing function towards
the organisation in relation to different functions of which are marketing Finance HRD and
many more. It is also identify that marketing mix will help Organisation in gaining the
competitive advantage it must be used in an appropriate manner by comparing with it best
competitor. Marketing plan is essential for the organisation as it help it in gaining the
competitive advantage as well as reducing the wastage of resources by proper implementation
of plan so Tesco must use all this information in an appropriate way where it can get
maximum advantage.

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