Marketing essentials

Business

Marketing Essentials

INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Key roles and responsibilities of marketing function.............................................................4
P2 Interrelationships of roles and responsibilities of marketing function with other functional
units present in organisational structure of Tesco.......................................................................5
TASK 2............................................................................................................................................7
P3 Comparison of marketing mix strategy of Tesco with its competitor....................................7
TASK 3..........................................................................................................................................10
P4 Producing a basic marketing plan for Tesco........................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a crucial activity in modern business organisations; it includes several actions such
as marketplace, demands of customers or potential buyers, different strategies and offering
quality goods to customers. Nowadays, businesses are becoming more aware and attentive
regarding marketing essentials around the globe. Organisations are realizing the importance of
spreading awareness in public about the products or services they are offering and maintaining
good relations with the customers (Perreault, 2018). Also, with changing scenarios and
preferences of people need for companies to bring creative and innovative goods in market
increased. Therefore, the techniques of marketing managers uses also have to be creative and
innovative. This report is based on a business organisation known as Tesco plc., which is a
multinational groceries and merchandise retailer. The company was founded in 1919 by Jack
Cohen and headquartered in Welwyn Garden City, England, UK. Tesco has its operations in
different locations serving to worldwide customers. In this assignment, concentration is on
marketing essentials in organisation which belongs to modern era of globalisation. It depicts
roles and responsibilities of marketing function and interrelationships of marketing and other
functional units. Then a comparison is performed between Tesco and one of its competitor in

relation with application of marketing mix strategy. At last, basic marketing plan is presented for
Tesco with thorough analysis and evaluation.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing professionals has various roles and responsibilities, they play very important
role in organisation in relation with promotion and earning revenue for the company. Different
roles and responsibilities are assigned two different professionals out of which some rules are
performed by marketing function of marketing team of an organisation (Bünte, 2018). The most
essential rule which is performed by marketing department is of reaching out people and develop
a positive brand image of company in eyes of public so that more and more customers can be
attracted towards the brand. Where is roles and responsibilities of Tesco’s marketing department
are mentioned and explain below:
ROLES OF TESCO’S MARKETING FUNCTION
 Managing the brand- The role of marketing manager involves studying word about the
company what the entry stands for what in organization office to public how the form
works. These are the actions which are performed by marketing function of a company in
order to spread information in market about the organization and its offering. Marketing
team of Tesco also undertakes some actions by which day introduce the company to
public and make sales on behalf of organization.
Conducting campaign management for marketing initiatives- Another role of marketing
function of a company is to black market research in order to identify the needs and desires of
geographical area in which they are operating (Campbell, Martin and Fabos, 2018). By doing so
company focus on offering those products or services which are actually demanded by the people
for customers they are targeting. According video data collected and development of
understanding of market marketing department reduce plans communicate with the public and
what they require.
 Producing marketing and promotion plans- One of the most important roles which is
performed by marketing team of an organization is to develop strategies to promote the
organization in target market. Tesco’s marketing managers also make plans promoting

the production services company offer to customers and keep them updated according to
the changing market conditions.
RESPONSIBILITIES OF TESCO’S MARKETING FUNCTION
 Monitoring competition- It is very important and essential responsibility of marketing
department of every organization to know no its position in market place and know their
market share. Marketing team also monitor their competition in relation with themselves.
For doing so they will conduct supervising activities and gain knowledge about the best
practices of their competitors (Amoo, 2017). Managers can also use these best practices
in their organization according to their suitability for making all the operation effective
and eliminating flaws from the functions and structure of Tesco.
 Enable organization improve their revenue generation process- As about that it's an
important role of marketing department of every organization to conduct market research
and this is done to fulfill the responsibility of increasing revenues and earnings of
organization. The conducting market research marketing managers games knowledge
about the need and demand of the target market and strategically plans the actions of
Tesco. Marketing team of Tesco can collect information from internal and external
sources such as from different departments of company like sales or by taking third
parties who are external to organization such as customers or other data collecting firms.
Defining strategic marketing plans- The most cost effective strategy is what needed by every
organization and which are planned for long term perspective. These plans are documented in
which objectives are determined for future and present actions of company which are set by the
management by looking at the strengths of Tesco and properly analyzing the competitors of
company (Eng, 2017). All these plans which are strategic by nature should be made by aligning
with other departmental units of Tesco for effective achievement of the aims and objectives of
the company.
These are some basic roles and responsibilities of every marketing functional unit of every
organisation. Tesco’s marketing managers and team members will have to fulfil their roles and
responsibilities for effective functioning of company and efficient use of available resources in
order to attain pre-determined objectives and smooth functioning of company.

P2 Interrelationships of roles and responsibilities of marketing function with other functional
units present in organisational structure of Tesco
Organisations are of different types, nature and sizes therefore many different functional
units are present in company and in their structure. All these different functional units of
company have different roles and responsibilities which they perform effectively so that
organisational goals can be attained. For effective functioning of company these different
departments of functional units which are present in entity have to work with one another so that
all goals are achieved. Is an interrelationship of different departmental units makes the
organisation effective brings cooperation in environment of entity and enables it to work
properly. Some of these linkages of different functional units with marketing function is explain
below in context of Tesco:
 Marketing and finance department- The role of marketing function is to conduct
several activities from market research to making plans of promoting the offerings of
company in market (Pappas, 2017). All these different activities which are performed by
marketing department of Tesco requires money as finance is very important and key
resource of every organization. Therefore both finance and marketing department of
Tesco works with one another as finance department also it all the required funds to
different departments and so as to marketing. Responsibilities of finance department is
the create balance in company make budgets for different functional units according to
their plans and activities they are performing and allocate required funds to departments.
It is very important for both the departments to work with one another as finance
department will make budgets for marketing according to the knowledge they have about
the activities marketing function are conducting (Nirschl and Steinberg, 2018).
 In and human resource department- The duties and role of HR department is to
provide best talents to the entity as employees or staff or workers of entity will execute
all the strategic plans made by the management. Therefor HR department place a very
potential role in every company by bringing potential talents and effective employees in
organization. Human resource is a very important it and necessary resource Tesco and
this is where both the marketing and human resource functional units actions and
activities interrelates with one another. Marketing function performs very crucial and
important activities for Tesco, which is only possible when all best expertise are involved

in marketing team of company. These best talents export staff or team members are
provided by the human resource department of Tesco. HR team of Tesco will recruit and
select appropriate candidate for marketing team according to the requirements of
marketing department and by looking at the activities they need to perform for company.
 Marketing and sales department- One of the prime motives of each and every entity is
to enhance their sales or revenue in the regularly and aggressively changing market
condition. At this stage both marketing and sales department of Tesco and their activities
interrelations (Chinn, 2017). Marketing unit are responsible for making strategic plans of
promoting and communicating effectively with the population about the offerings of
Tesco. Marketing team conduct market research and then plans and strategies to promote
their goods and services. Then the sales department for sales members of Tesco develops
their strategies to deal with the customer and generate revenue by selling the goods and
services which are offered and in accordance with the promoting schemes and ideas used
by marketing department. Therefore it is required for both the departments to work with
one another while making strategies and performing their activities effectively so that all
predetermine aims and objectives of Tesco can be achieved effectively and efficiently.
TASK 2
P3 Comparison of marketing mix strategy of Tesco with its competitor
Marketing Mix is a framework or a technique or a tool which involves various actions and
unique tactics for promoting the brand and products or services which are produced by the
companies according to the needs and desires targeted market. This tool has seven different
elements which are defined according to the market situations (Stern and Porr, 2017). There were
just four elements in marketing mix framework due to changing market conditions and dynamic
nature of market please three more factors are added in the tool. All these components defines
different sales and promotional plans of company for earning better profits and making effective
use of available resources. Comparison of marketing mix strategy is shown below of Tesco and
Sainsbury for better understanding of marketing mix tool.
Basis Tesco Sainsbury
Product Tesco offers wide range of products Sainsbury has a wide of rainforest

to its worldwide customers including
food, clothing, electronics and
financial services (Zimmerman and
Blythe, 2017). Company is
expanding the product line fulfil
every possible needs of their target
market and buyers.
customer under which marketing mix
product strategy it focus on innovation
and quality management it also looks
after developing new products and
enhancing their existing range.
Price Tesco attend to maintain a low price
as possible without reducing the
quality of its products or running
itself in loss. The did to pass all costs
advantages to his customers and keep
them happy uses a number of
measures which includes the
economy scale. Therefore Tesco
adopts low pricing strategy making it
possible to surfers all expectations of
the buyers and becoming the leading
supermarket the economy is
operating.
Sainsbury pricing strategy based on
providing BIOS the value for money
and does maintain the quality of
production services accordingly
insurance customer retention.
Place Tesco has several stores around the
world and have its operations in
different locations around the globe.
It employees to main channels of
distribution of its products and
services to its customers and that is
online and offline services. Company
uses smaller stores for easier
accessibility by the customers.
Sainsbury has almost 600
supermarkets and 714 convenience
stores in various locations serving use
number of customer’s every day
(Rowley, 2017).
Promotion Tesco advantage is its low pricing
strategy this is what makes it
Sainsbury make effective use of above
the line and below the line promotion

different from other supermarket
chains. Marketing team of company
uses this in their promotional
schemes and strategies for enhancing
its brand image and promoting its
products in appropriate marketplace.
Different tools used by organisation
such as television advertisements,
promotional offers and discounts,
participating in charitable events and
using points as the sales strategy.
strategy to draw customer’s attention
and building their brand name.
Process The process aspect of marketing mix
refers to the process of keeping its
customer happy to speedily billing
services and easy acquisition of
goods in their stores or at their online
portal. Tesco made this process
effective by employing effective and
competent staffs that provide best
services to their customers making
them satisfied and leaving the stores
happy (Bojanic and Reid, 2017).
Sainsbury uses both online and offline
methods of making sales making it
very convenient for its customers and
follow this process appropriately.
People Staff which is employed by Tesco
for conducting its operation and
executing all is plan a best and holds
huge expertise. Tesco provide
several training and development
programs to its staff workers for
keeping their knowledge updated and
developing better skills and talents.
The employees play a very important
Sainsbury has a good mix of well
trained and talented experts associated
with it. Its workers understand the
needs and requirements of the
customers by analysing the behaviour
and using this in making sales.

role and contribute their part in
success of company.
Physical
Evidence
Basically all promotional activities
and actions companies’ takes place
works as physical evidence for
Tesco. The most effective and
influencing physical evidence of
Tesco are there stores which are
situated in several locations.
Sainsbury uses its products as
physical evidence also the quality of
baskets and trolleys ensures excellent
shopping experience for buyers and
working as the best physical evidence
for company (Hair Jr, Page and
Brunsveld, 2019).
TASK 3
P4 Producing a basic marketing plan for Tesco
Company overview
Tesco is leading retailer and supermarket chain in UK holding position of largest supermarket
position amongst all the other companies of same kind. The company is very big in size which is
proved by the huge employee base of it, almost 450000 number of people are associated with
Tesco. They are the best having huge expertise and serving good quality services to the
customers visiting Tesco. Company serves millions of people everyday and satisfy the need of
potential buyers on regular basis. The company was founded in 1919 and headquartered in
Welwyn garden city, England, UK. Tesco deals in several products offering various number of
goods to different segments of society targeting almost all kind of population. Tesco is a cost
leader they provide goods and services to people in lowest cost possible which is the biggest
strength as they imposes great competition on other companies of similar kind.
Vision
It refers to the long term objectives of every organisation, vision statement Tesco depends upon 5
different elements. Tesco vision statement encompasses more than one perspective referring to
innovation, methods of doing business, staff associated with it, their potential customers and
communities to which company is serving (Okumus and Cetin, 2018). Main motive of Tesco is
to conduct its operations in an innovative manner, inspiring others and winning the trust of

consumers. Also company focuses on their employees and their development as they are the ones
who execute all different plans and strategies of company.
Mission
Mission statement refers to breaking down of long term aims and objectives of company into
small all goals which are measurable and achievable. Tescos missing statement imposes building
strong relations with customers and serving best quality goods to buyers. Tesco always provide
value for money products and justify that prices by the quality products they are offering to
public. These quality goods and best services offered by the employees of Tesco is the main
reason behind the success of company.
Objectives
The main objective of Tesco is always expansion and innovation keeping this in mind company
regularly make changes in their operations. They brings innovation in structure of organisation
by either adding new product lines or by serving entirely new market segment. For this market
plan the objective of company is to satisfy the needs of new segment which is students. The
students belongs to different religions, classes and sectors.
STP analysis
This is a tool strategy which has three broad dimensions which enables organisations to divide
the market into small groups according to their characteristics. After doing so companies gain
knowledge about their potential buyers and make for the strategies accordingly. Once the market
is divided and targets are being set now company make plans for placing itself in marketplace.
All these actions are defined by this model.
 Segmentation- This strategy is used to divide market, Tesco do not segment its market.
Company aims at fulfilling all different kinds of needs and desires of almost the whole
population.
 Targeting- Here for this marketing plan targeted audience are the school or college
students. Moreover not only school or college students are being targeted by
Tesco(Akbar and et. al., 2017) . Aim of company is to satisfy the need of every student
ignoring their age, class, society and religion.
 Positioning- In this strategy plans are made for placing offerings of company in
marketplace and building strong brand image in minds of potential customers. Tesco is

using social media and other promotional actions for conducting effective positioning
plans.
Marketing mix
 Product- The product which is being offered buy Tesco are different items stationery
which are useful for students enabling them helping them in the studies.
 Price- Cost strategy is used by Tesco for all its operations and same strategy is again
used by the company for offering products to students.
 Place- Two main distribution channels are used by company for making sales and
earning profits those are offline and online channels.
 Promotion- Tesco is making effective use of digital technology and regular
advancement in technology. Company is using several social media handles to promote
their products for new offerings and spreading word about their goods in public.
 People- Best staff is associated with Tesco and do to increase their knowledge and skills
company regularly provide them training and development sessions.
 Process- Mainly to process are involved in operations and structure of Tesco one is
making sales online and another is through online applications.
 Physical Evidence- The stores which are located in several locations of the world are the
best physical evidence of Tesco.
CONCLUSION
From the above assignment it is concluded that marketing is a very effective and crucial activity.
This activity includes several actions and starts from the very beginning of product life cycle.
Marketing managers of company have different roles and responsibilities which the need to
perform effectively in order to attain on predetermined objectives of entity in an efficient manner
and attaining better performance level. All these roles and responsibilities of marketing managers
had to be fulfilled by them so that company can smoothly and with utmost perfection. There are
several functional units present in organisational structure which have to be aligned with one
another so that all task and duties assigned to each department can be fulfilled. These linkages
interrelationships of different functional units with Marketing department is very essential and
important for smooth functioning of organisation. At the end a marketing plan is presented for

the entity as they are acquiring new market segment by offering in entirely new products and
services to targeted audience.

REFERENCES
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