Marketing Essentials

This document discusses the key roles and responsibilities of the marketing function and how they relate to the wider organizational context. It also compares the ways different organizations apply the marketing mix to achieve business objectives. Additionally, it provides a basic marketing plan for an organization.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................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.........................................................................................................................................3
TASK 2............................................................................................................................................4
P3. Compare the ways in which different organisation apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................4
TASK 3............................................................................................................................................4
P4.Produce and evaluate a basic marketing plan of an organisation..........................................4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................5

INTRODUCTION
A market is a place where buyer and seller come together for exchange of goods and
services. It can defined as the collection of people who wish to buy the product with wide range
of product at a point of time. Marketing is the essential part of the business(Soboleva and et. Al,
2016). It is concerned with the promotion of goods and services to increase the sale of the
company. Marketing department plays important role in any organisation. It derive sales and
provide necessary research of the maker for knowing target market and potential customer for
the company. Tesco is the chosen organisation for this report, It is the multinational company
which is established in Welwyn Garden City, England. It is the third largest retailer in the world.
The report will cover the roles and responsibilities of the marketing and how marketing is
coordinating to order department of the organisation. Further it will cover the marketing mix of
Tesco with its strategies and preparing of marketing plan for the organisation.
TASK 1
P1.Explain the key roles and responsibilities of the marketing function.
Marketing is an important function for any organisation, It deals in advertising and
promoting the products and services of the company (Pooler, 2018). It the duty of the marketing
department to reach out to the customers, investors and prospects. It help in managing the all the
promotion related activities. There are various roles and responsibilities of the marketing
department that are follows:
 Defining and managing the brand: Marketing department is one who manages
promotional activities in the organisation and the first and foremost duty is to define their
profile in the marketing and explain what is to be achieved, what is the business plan for
the company. It defines the experience of target customer with the product and services in
the marketplace. Tesco is also conducted all the brand management task to defines its
various aspects in the business and their effectiveness in the market.
 Conducting campaign management for marketing initiatives: For the effective promotion
of their brand(Novela and Hansopaheluwakan, 2018).Marketing manager conduct
various campaign to start the marketing of product and services in the marketplace and
analysis the need of the market and Its effectiveness in the organisation. With help of

effective marketing, organization can achieve the good profit and generate high sale.
Tesco also conduct the initiate for the marketing and introduce the various ways of
marketing and advancement in the product and services to attract the potential customer
and target the customer. It will leads the organisation to expand their target market.
 Producing marketing and promotional materials: It involves the creation of various
promotional tools for the effective marketing for the core products and services of the
company and attract the customer and expand their target market. With the effective use
of the promotional material by the marketing department. It will help in developing the
new market with the potential customer. Tesco is the leading organisation that manage
the large market segment and this is beneficial for the company to work with new
promotional tolls that will help in effective marketing of the goods and services of the
company.
 Creating content providing for website: When the company is working of social media
platform and it is the first place where customer or the target market approaches the
company profile their product and services offered. It will help in creating the good
content for the website so that potential customer can be attract to the website shop and
purchase product and service. For making website strong, It is necessary to have the
social media guide who can manage the website and add required things in it.
Producing internal communications: This is the important role of the marketing department to
have the effective communication within the organisation so that each information can reach to
every employees in the organisation and have proper flow of communication(Martin, 2017). .It
will help in effective marketing by knowing each factor of the organisation and Tesco is the
large organisation that deals in large number of employees. It will benefits the organisation to
achieve its business goal.
P2.Explain how roles and responsibilities of marketing relate to the wider organisational context.
Marketing department is concern with promotion of business and drive sales of product
and service in the market. It needs high attention of all the activities in the business. The main
motive of this department is to generate higher revenue and earn maximum profit. This is the
main department which concern with the marketing department (Kelly, Johnston and Danheiser,
2020). (Kimura, 2017). There are various roles and responsibilities of marketing department
with other department are as follows:

 Finance and marketing: Finance is the department which is concern with the procurement
and investment of funds in various business activities. It make the budgeting plan and
then locate the funding in all the department. It ensure right implementation of all the
funding in the organisation and with the help of sufficient investment in the marketing
department company can use various means of promotion to increase its sale and earn
higher revenue. Tesco can generate more sale after procurement of sufficient fund with
the help of proper coordination in finance and marketing department.
 Human resource and marketing: Human resource department is responsible for selecting
the potential and talented employees in the organisation so that they can give their best to
achieve the goal of the organisation (Kautish and Rai, 2019).If the HR manager ensure
hiring of skilled and knowledgable employee in the organisation. This will help the
marketing department to get the talented employees who have good skills of marketing
and convincing the target costumer to buy their product and earn maximum profit. Tesco
will earn more profit with the proper coordination between human resource and
marketing department with the help of potential employees.
 Sales and marketing: Sales department is responsible for managing the sales related
aspect in the organisation. This is concerned with the activities and processes that
enhance the sale of the organisation in a effective manner with a systematic approaches
of strategies and objectives. If this department coordinate with marketing department then
with the help of effective advertisement, sales department increases their sale and
generate more profit and revenue. This is the main department which can ear maximum
support with the marketing department. They can innovate new ideas of marketing that
will help in generating higher sale in the organisation. Tesco can increase their sale by
coordinating with the marketing department.
 Information technology and marketing: IT department is concern with the digitalization
in the organisation and using advance technology in the operations(Hamlin, Knight and
Cuthbert, 2016). It can be using of social media as a marketing medium or using email
marketing in the operations. This will help in easy and quick operation in the
organisation. If marketing department coordinate with the information technology
department, It will help in getting new ideas of ideas and innovation in the business
strategies in the operations. Tesco can meet the demand of goods and services by using

various new technology in their business operatons that will help in generating higher
profit and sale and leads to increase the market segment with their targeted customer.
 Research and development and marketing: R&D department is responsible for innovation
and research for new project and the strategy to develop the product(Glassman and et. Al,
2018). It will help in identifying the current trands of the market and then manufacture
the good. Maketing team will do higher and do their level best with the help of
information technology and their advancement in the market. Tesco can produce
excellent product and services with coordination between maketing bad IT department
and leads the organisation to grow. It will enhance the level of maketing and doing
advertising by using current tools of promotion that matches the
TASK 2
P3. Compare the ways in which different organisation apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing Mix
It is a tool for marketing which comprises of certain actions and strategy that helps to uprise
the market value of product or its brand (Folinas and Fotiadis, 2017). It helps to make
proper business plan under which a company may work and may increase its brand and
product value. This mainly comprises 7P's which helps the company in making a good
marketing strategy. Marketing mix of TESCO and its rival is given below:
Elements of
Marketing
mix
Definition TESCO SAINSBURY
Product It refers to the items
which were made by
the company to satisfy
the customers needs’
with proper assortment
and branding.
It deals with
diversified product
range of food,
clothing, financial
services, electronics
etc.
It deals with food
(dairy , desserts or
bakery products)
beverages (wine,
champagne)
households(laundry,

cleaning ) beauty,
baby products etc.
Price It is the amount which
is decided by the
company for their
product.
It applies cost
leadership strategy
by providing
minimum prices and
it change its price as
by changing market
conditions.
It adopts the
competitive pricing
policy where they set
their prices according
to the rival company,
they use price
discrimination of
products by their
position in market.
Place It refers to the area
where the company
tries to sell their
products basically the
market where product
is introduced
It has more than
3400 stores in UK
with wide variety of
products they have
strong brick and
mortar presence,
they also provide
online dealing in
products.
It is the largest
retailer of grocery in
UK, it covers more
than 1400 shops and
also covers online
marketing with
selling products
online
Promotion It refers to the
advertisements of the
product for increasing
its sales through
different platforms
They use various
platforms for their
promotion such as
advertisements on
television, YouTube,
newspapers and tries
to give personalised
offers to their
customers.
It adopts both ATL
and BTL promotions
strategy by launching
ads on newspapers,
tv, billboards etc. its
website provide all
the details of the
products and also
their promotional
activity.
People It refers to the They divide their They hire trained

employees and labour
working within the
company needs to be in
a good relation with
their employees, agents
or distributors.
employee staff in
teams according to
their skills and
knowledge so as to
give proper services
to the customers.
professionals and also
provides training to
the new joiners their
employees work on
agenda of satisfying
customers need.
Process It refers to working of
company in a
systematic manner so
there may not be any
misunderstanding in the
company.
They provides good
buying process
where customers
gets facility of both
online and offline
work and it gave
them various offer in
both areas.
They give click and
collect facility where
they delivers products
at earliest and also
provides changes in
prices with varies
discounts.
Physical evidence It covers all the
physical environment
there layout , premises
so as to attract
customers with their
outer look.
There stores are kept
clean and quiet and
their products are
kept in different
section there website
is simple easy to use
and customer
friendly.
There store designs
and layout are
different and there
baskets and shelves
are designed
impressively to attract
customers.
TASK 3
P4. Produce and evaluate a basic marketing plan of an organisation.
Overview of the company
Tesco is the British retailer in the United Kingdom. This is founded by Jack Chosen in
London. this company deals in general use items and groceries(Earley, 2016).They do not
manufacturers the goods and services which harm the environment and the society and always
try to do CRS activities to contribute in the society for their economic growth. Now the manager
wants to expand their business's in to new market places and It introduces some organic food

items in the market so that company can earn higher sale and profit in the large market segments
with target customer.
 Executive summary
Tesco is the multinational company and planning to launch the new product in the
market. The product will be organic food item with keeping in mind the current eating habits of
the society and busy lifestyle. Organic food is good source of energy and it gives required
vitamins and mineral to the body. Tesco is planning to introduce the product and the market
place will be London market. Promotion strategies will be social media platform and direct
marketing. The prices of the product will be nominal so that every one can buy the product easily
with their purchasing power.
Mission
The mission of the company to is to give the excellent product to their potential customer to meet
the need and demand of the target customer and leads the organization to generate high revenue
and earn maximum profit in organization. This will help in creating the good brand image in the
market.
Vision
The vision the Tesco is to be the market leader in the United States and offers satisfactory
products to the potential customers. It also ensure the provide the product with fully safety and
ensure proper hygiene in the work place in various operations of business.
SWOT Analysis
Strengths Weaknesses
 1. The company have a good reserve of
funds and profit for the future growth in
the market and have good brand image
in the market.
 2. Retailer has a good history in UK
and Tesco will sustain the market for a
longer period of time.
 1. Company is producing the high
quality product that incurred high cost
and some people are not able to buy the
product and services of the company.
 2. Company is working in large market
and facing political issues and are not
able to manage all the norms.
Opportunities Threats

 1. Company have the opportunities to
expand their market in to new areas.
 2. there is a online platform opportunity
for the company and deals with the
large marketplace with targeted
customer.
 1. company is facing high competition
in the market and have a high risk of
loss.
 2. Company is facing the economic
recession in the UK and facing
decrease in profitability.

Objectives
To expand the market across the world and generate high revenue and leads to higher profit. It
also focuses on providing quality goods in large market and ensure proper supply of goods and
sevices in all the areas. Also, ensure positive working environment to the employees.
STP model
 Segmentation: It is the process of divding the population in to homogeneous group on
the basis of geographic, demographic profile. Organisation find it difficult to cover the
whole maker as their targeted market. So segmentation is done for the dividing the
specific group of people. Tesco is the multinational company and deals in large market
segment. Company can earn maximum profit by offering organic product at specific
market.
 Targeting: It is the process of targeting the segmented audience on the basis of their age,
taste, culture etc. Coutomer will be targeted on the basis of their income. Tesco will offer
organic product at fair price and benefit the middle class people by its services and it help
contributing to the economy and the society.
 Positioning: It is the process of creating brand image of their product in the market and
position their product. It is refers to place in which a brand image set in the mind of
customer and this will leads to earn maximum profit and generate more revenue with
good brand image in the market. Tesco will positioned their product and create good
brand image in the market with enhancing the quality of goods and services so that
audience will be attract at large and leads to grow in the market
Tactics- Marketing mix

 Product- The company is planning to introduce the organic food items in the marketing
that will help the company to create good brand image in the market and customer will
get natural product.
 Place- The company will introduce their organic product in London market to cover the
large market segment and generate higher sale and earn maximum profit with the new
product in large market segment.
 Price- The prices of the product will be nominal. Company set the prices with
consideration of general public of UK that everyone in the organisation buy the product
in easy approach.
 Promotion- The company will use social media platform and direct marketing to
promote their product in the market and attract the large market segment in the London.
Action plan
Controlling and monitoring
The organization will do Bench-marking for controlling and monitoring the flow of work in the
organization. Bench marking is the process of comparing the business activities and
performance to the industry and trying best practices of their company to meet the competition.
Tesco is the leading organization and have lot of competitors in the market. Bench-marking will
hep the company to meet the trends of current market and generate higher revenue.
CONCLUSION
It is concluded from the above report that marketing department has significant role in the
smooth running of the business. There are various roles and responsibilities of the marketing
department in advertising and promoting of their product and services. There are various
departments to which marketing department have to coordinate with them to achieve their
business goal and earn maximum profit. Human resources play important in enhancing and
increasing the effectiveness of marketing department by hiring the skilled and knowledgeable
candidate in the organization. Furthermore it also covered the marketing mix of Tesco and also
explain the factors of competitors in the market and report also makes the marketing plan and
Tesco plans to introduce organic product to provide good quality of product with no harm and
explain the strength and weakness of the company.

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