Responsibilities and Roles of Marketing Function in Tesco
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This report discusses the responsibilities and roles of the marketing function in Tesco, the largest retail organization in the UK. It also explores the interrelationships between different functions within the organization and compares the use of the 7Ps of marketing mix in Tesco and Walmart.
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MARKETING ESSENTIALS
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TABLE OF CONTENTS INTRODUCTION...........................................................................................................................3 MAIN BODY..................................................................................................................................3 LO1..................................................................................................................................................3 P1 Responsibilities and roles of the marketing function.............................................................3 P2 Responsibilities and roles of marketing relate to wider context of the organisation..............4 LO2..................................................................................................................................................5 P3 7Ps of marketing mix..............................................................................................................5 LO3................................................................................................................................................10 P4 Marketing plan......................................................................................................................10 CONCLUSION..............................................................................................................................12 REFERENCES..............................................................................................................................13
INTRODUCTION Marketing is key function of a company, in which top-level management within every company need to manage own various operations of the marketing effectively. Nowadays, there is very higher competition within market places of every nation, and this competition is growing continuously, so conducting functions of marketing in proper way is the most favourable way to the company to gain achieving excellent results within market place. Nowadays, most businesses as well as companies within across the world has fully depended on their marketing functions to achieve many new customers within their respective sector or industry (Arab, 2018). This report discusses the marketing function of Tesco. Currently Tesco is known as the biggest retail organisation of the United Kingdom, which has the largest supply chain in its home country UK as well. Key responsibilities and roles of marketing has been discussed in this report. There are 7Ps of marketing mix also has been used in this report to compare Tesco with another organisation. A very productive marketing plan also has been created to Tesco in this report. MAIN BODY LO1 P1 Responsibilities and roles of the marketing function Currently marketing function is very essential as well very productive to each business including Tesco, and this is the main reason that upper management always tries to make it’s all marketing operations very effective. There are some major roles and responsibilities of the marketing function has been discussed below; Listening needs and demands of customers Currently there are many types of customers exists in market place, and these all employees has different needs and demands due to having different background (Campo, Rosato and Giagnacovo, 2020). In this situation, each company have to know these needs and demands of customers for developing its different products and services accordingly. In the Tesco, marketing department is main responsible body for listening different demands and needs of
customers in order to fulfil them accordingly. This role or responsibility of marketing enables to customers for attracting many new customers towards own brand. Track market trends and monitor the competition This is another major responsibility or role of marketing team in Tesco. Basically, when marketing team informs upper management of venture about the existing market trends and competition, then the management can simply make strategies accordingly. For example; recently team has informed to Tesco that, now people has fully focused on buying healthy food products, in which this role of marketing team has helped to upper management for producing only healthy food retail items. These are major roles and responsibilities of marketing function, and without these roles Tesco cannot gain effective profit margins and competitive advantage in the market. P2 Responsibilities and roles of marketing relate to wider context of the organisation There are roles and responsibilities of marketing completely relates with wider context of organisation (Evans and Mason, 2018). Basically, currently many functional departments exist in the Tesco’s business environment including marketing, and these all departments properly coordinate with each other for achieving better outcomes. There is relationship between all functions of Tesco is as follows; Basically, a function within an organisation cannon achieve its decided target without coordinating with other function. For example; when marketing functional department of company requires some more effective employees or markers within its workplace, then it directly coordinate with HR department, then HR department has started its practices for hiring new employees or marketer for the department of marketing. On the other side, when marketing department need to implement different digital technologies within area of its department, then Tesco’s marketing manager directly communicate with IT manager for fulfilling its needs, then IT department has taken steps towards implementing new digital technologies within marketing team(Taiminen,2016).Manytimes,ITdepartmentimplementsvariousmachinesand technologies within the production department also for improving the quality of produced products and services.
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On the other side, when information technology department of Tesco require some new effective employees its department, then it directly coordinate with human resource department, then this HR department has started the process of hiring new employees for IT team for improving the performance of this department in business environment of Tesco. Significance of interrelationships between functions There are all functional department completely interrelates with each other, and these can support to Tesco for gaining very appropriate outcomes in market place. The biggest significance of this interrelationship is that, improving overall productivity and performance organisation. LO2 P3 7Ps of marketing mix 7Ps marketing mix technique is too important technique to different businesses and ventures in this modern world, so currently top-level management of Tesco need to order its department of marketing for using this marketing technique in own workplace (Ishigai, 2020). Generally, strategy of 7Ps of marketing mix has indicated seven 7 key ways of promotion for a company, called; place, product, people, price, physical evidence, promotion, and process. When marketing department of a Tesco follow these all Ps within its daily operations, then it can be able for gaining excellent competitive advantage within selected market segments. Ways of using 7Ps of marketing mix technique in two different organisations has been mentioned below. ThefirstcompanyisTesco,secondoneisWalmart.Generally,Walmartisthelargest international retail organisation in across the world. Currently it has the largest supply chain in global retail sector. Marketing functions of both organisations has been compared below by using marketing mix strategy. 7Ps of marketing mix WalmartTesco ProductWalmartbasicallyprovidesall rangeretailproductswithinits variousofauthorisedstoresand supermarkets,like;groceries, Tescohasalsoprovidedthoseall services and products within market place that has provided by Walmart. For example; groceries, stationaries,
blankets furniture, kids’ toys etc. Top-levelmanagementofretail businessisveryaggressivein maintainingeffectivequalityof own different products, in which it has considered various operations managementapproaches(Alharbi, 2020). Nowadays, this business has themanyrangeofservicesand products in the market place, and customers like while buying them in market as well. furniture,clothes,beautyproducts etc. are some key products of the company which it has provided in own various stores and supermarkets within global retail sector. Top-level managementofTesconever compromise with the quality of own servicesandproducts,soithas orderedtoexistingproduction departmentformaintainingvery excellentqualityandstandardof different products. PriceWalmartisthelargeretail company,andhassucceededin widelyexpandingownbusiness operations within entire the world because of own effectivepricing strategies. Generally, this company has mostly used competitive-based strategyofpricingwithinown workplace, so strategy has helped to company to offer its services and products on something favourable orcheaperratestodifferent customersinthecomparisonof own competitors. However, during sellingpremiumservicesand products within market, Walmart’s top-level management uses value- based strategy of pricing to set rates ofownpremiumproducts In current retail sector, there is very highercompetition,andtop-level managementwithinTesco completelyawareaboutthis competition factor, in which it has believedinadheringvarious principlesofcompetitivebased strategyofpricing.Generally, competitive strategy of pricing has contributed in maintaining rates of its productsfavourablethanexisting marketcompetitors(Muralidharan andSheehan,2016).Sometimes, upper management of Tesco has used value-basedstrategyofpricingas well,becausethisstrategyhas enabledtoTescoforsellingown premiumrangeproductsonvery appropriatepricesinownvarious
according products’ present market value. segments of market. PlaceNowadaysWalmarthasserved withinmarketplacesoflotsof countries,like;UnitedKingdom, UnitedStates,Canada,Japan, Netherlands,France,Irelandand Germany etc. So, it has very large customerbasewithinthe internationalindustryofretail. Nowadays,ithasover11,496 storesandsupermarketswithin differentmarketplaces,sothese numbers of show that Walmart has verysucceededineffectively expandingownoperationsof business in lots of market places (Masito, 2020). Upper management of this business completely focuses ontoohighlyexpandingits operationsof businessinlotsof new market segments or places. Tescohasalsoservedinmany market places with own 6800 stores and supermarkets. Generally, Tesco has an effective strategy of business expansion, and that’s why it has too succeededforexpandingits operationsinlotsofnewmarket placeswithinentiretheworld. However, the retail sector of the UK iskeymarketplacetoTesco, becauseUnitedKingdomis venture’s home country, and it leads theexistingretailindustryofthis market place. After United Kingdom, Tesco’smainmarketplacesare Ireland,Netherlands,France, Australia, New Zealand, etc. PromotionPromotionisveryimportant function for the company, because Walmart can’t be gained its overall objectivesofbusinesswithout properlypromotingownbrand globally. Currently marketing team of Walmart is the key responsible teamtomonitorandcontrol different campaigns and operations Nowadays,marketingteamwithin Tesco is too active for running its variouseffectivecampaignsof marketing within its selected places of market to effectively promote own businessinmarketplace.Dueto havingtheappropriatemarketing team, currently Tesco in attracting lotsofnewpeopletowardsown
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of marketing in Walmart. Currently marketingteamofcompanyhas highly depended on the strategy of digitalmarketing,becausethis strategy has provided very excellent resultstovariousbusinessesand organisations right now in market place. However, the department of marketingatWalmarthasused traditional marketing strategies as well in order to effectively promote ownbusinessatthewidescale within market place. brand within its home country UK. Nowadays, Tesco’s marketing team ishighlyusedsocialmedia marketingaswellasstrategyof digitalmarketingwithinown workplace, because these strategies aremostfavourablemarketing tacticstoTescoforinforming thousands of customers about self- developed services and products in themarket(Andocsová,Géciand Kubelaková,2017). The marketing departmentmostlymakesfew effective plans of marketing as well for raising its market share within retail sector of a country. PeopleTop-level management within the Walmartfullyknowsthatthe employeesorpeoplearevery valuableinworkplacetoan organisation, so it always tries for maintaining effective relations with own various employees as well as workers. Nowadays, it has a very productiveworkforceofapprox. 2.2milliontalentedandskilled employees within entire the world, and these all employees has day and night putted own huge efforts inordertoachieveWalmart’s overall objectives in market (Dibb, ThemanagementatTescoalso knows the value of employees and peoplewithinitsdailyactivities. Nowadays, this retail company has thelargeworkforceofapprox. 450,000employeesorworkers,in whichexistingHRdepartmentof Tesco always adhere all contract and employmentlawsindailyHRM practices, because this step of HR departmentcangivehuge contributionforbuildingeffective relationship with employees. On the other hand, company has used matrix of stakeholder analysis as well for
2017).Ontheotherhand,the managementhastriedfor maintainingproperrelationship withitsdifferentstakeholdersas well. maintainingverywellrelationship with own various stakeholders. ProcessNowadays, Walmart has the biggest distributionchannelinentirethe world, so it has no requirement to put own huge efforts in order to deliveritsvariousservicesand products to people or customers on time. There are logistics department anddistributionofficersofthis businesshasalwaysusedsuch methodsoftransportationwithin own workplace that can provide too productive outcomes in market. For example; Walmart has used cargos to deliver its retail items to own variousauthorisedsupermarkets and stores in whole the world. ThemanagementofTescoistoo aggressive for delivering its various retailservicesandproductstoits customers in market on time, and that’swhycompanyhasavery effective supply chain in own home countrytheUnitedKingdom. Nowadays, customers of Tesco have no need for waiting to a product in thesupermarketsorstoresof company,becausethelogistics department of Tesco has time to time filled it’s all authorised supermarkets andstoreswithvariousretail products to deliver them customers on time. Physical evidence Walmarthasaveryeffective workforce,inwhichwhen customersvisitsthiscompany’s supermarketsandstores,then present staff or employees within a storehasalwaysinteractedwith them in very appropriate manner. Generally, top-level management at Walmart has successfully improved skillsofcommunicationofown Tesco’s employees or staff has also effectivelyinteractedwithvarious customers when they visited Tesco’s authorisedstoresorsupermarkets (Lewin-Jones,2019).Generally, customers mostly have quires about a service or a product, so present staff and employees are helping customers throughsharingeachinformation about a product with customers.
staff or employees in workplace, so these employees mostly give every information regarding to a product or service during interacting with customers in store. Evaluation According to the implementation of 7Ps of marketing, Tesco and Walmart both retail organisations are taking huge of benefits from strategy marketing mix. Marketing departments and marketers in these both organisations are putting huge efforts in order to improve their brand value in global retail sector. LO3 P4 Marketing plan In existing competitive market environment, upper management of an organisation or business has highly required to order their marketing department to create or formulate an effective plan of marketing, because it is too important to gain very appropriate competitive advantagewithinselectedmarketsegments(Sahoo, 2020). In thissituation,aneffective marketing plan has been created below to Tesco, so marketing team of this business have to follow this plan within its daily business operations. Marketing Plan Aim:The Tesco is aiming to rise its market share in the UK’s retail sector with 14%. SMART Objectives Offerqualityservicesandproductsforputtingpositiveimpressiononvarious customers. Adopt modern marketing tactics and techniques for gaining many new customers or people towards brand. Run different informative advertisements to positively impact customers’ stages of
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decision-making. Maintainseffectiverelationswithcustomersbymarketingtomakethemloyal customers. STP Model STP model is generally a marketing strategy which currently used by many businesses and companies in market. This STP term always indicates three prime stages of marketing that has been mentioned below to Tesco. Segmentation Segmentation is the beginning stage within the STP strategy, in which top-level of company need to order own marketing team to divide whole large market into the small or mini market segments (Wilson, 2018). It can be divided the whole market into mini segments on the basis of their geographic and demographic background. Targeting This is another key stage under model of STP, so this stage generally influences to various companies to target their customers for raising own sales ratio in selected segments. In this situation, marketing team at Tesco can be targeted its customer on the basis of their attitude, religion, interest and hobby etc. Positioning Positioning is final stage in the strategy, in which the marketing department of company need for putting its excellent efforts to build effective relations with various new customers as well as people in market segments. On the other hand, top-level management have to be focused on improving operations of its department of logistics as well in order to timely deliver its various services and products to customers. Marketing Analysis Marketing analysis is too mandatory activity to a business while employing a plan of marketing in daily operations, so a very appropriate market analysis model named; PEST analysis framework has been implemented below in order to analyse the existing market situations of Tesco. PEST Analysis PEST framework is helpful as well as useful to a business in identifying major external factors of own business environment (Wood, Coe and Wrigley, 2016). Basically, tool informs
companies about four prime external factors, in which these factors has been discussed below; Political Factors:Political factors highly influences to Tesco in global market place, like; governments of all countries have imposed the taxation duty on this company where it operates. Economic Factors:There are economic factors also influences to Tesco in both ways, positivelyandnegatively,like;nowadaystheUK’ssystemofeconomyisnegatively influencing Tesco, because his economic situations of this country are very poor right now due to corona pandemic. Social Factors:These factors are too appropriate to Tesco in many of market places, because customers mostly like to buy quality items in market place, and Tesco already has provided quality products to different customers. Technological Factors:These technological factors have affected to Tesco to continuously raise its productivity as well as performance within market place. Budget Upper management of Tesco need to pass an appropriate budget to its marketing department to proper implement this marketing plan in different selected market segments. Monitoring and Controlling Excellentcontrollingandmonitoringmarketingplan’svariouspracticesisvery important to company in order to gain positive outcomes from existing plan, so top-level management and department of marketing need to properly control and monitor this plan of marketing. Key performance indicator (KPI) Tesco’s upper management should order to its manager of marketing department for using key performance indicator tool to check present performance of this plan of marketing after the implementation (Parvatiyar, Donthu and Gruen, 2018). It is really mandatory task to Tesco to ensure that, there are all marketing plan’s operations are running effectively. CONCLUSION It can be concluded that upper management at Tesco always need to adopt and use both marketing strategies (modern and traditional) for achieving effective results in selected market segments. However, nowadays modern marketing strategies are too appropriate to Tesco,
because these strategies can be enabled to company in to attract lots of new customers in current highly competitive market. The marketing team of Tesco need to use different productive strategies of marketing that has been included above in market plan, because these strategies will be able to positively influence the all stages of customers’ decision-making journey. At the end, company can simply increase its market share in international retail sector.
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Taiminen, H., 2016. One gets what one orders: Utilisation of digital marketing tools.The Marketing Review.16(4). pp.389-404. Wilson, A., 2018.Marketing Research. Macmillan International Higher Education. Wood,S.,Coe,N.M.andWrigley,N.,2016.Multi-scalarlocalizationandcapability transference: exploring embeddedness in the Asian retail expansion of Tesco.Regional Studies.50(3). pp.475-495.