Marketing Essentials: Roles, Responsibilities, and Strategies

This paper discusses the key roles and responsibilities of the marketing function and how they relate to the wider organizational context. It also compares the ways in which different organizations apply the marketing mix to achieve business objectives and evaluates Tesco's marketing plan for competitive advantage. The paper includes a brief case study of Tesco, one of the leading British multinational groceries and general merchandise retail organizations.

Running head: MARKETING ESSENTIALS
MARKETING ESSENTIALS
Name of the Student:
Name of the University:
Author note:

1MARKETING ESSENTIALS
TABLE OF CONTENTS
UNIT 2.................................................................................................................................2
Introduction..........................................................................................................................2
1. Explain the key roles and responsibilities of the marketing function?........................2
2. Explain how roles and responsibilities of marketing relate to the wider
organisational context..................................................................................................................4
Task 2...............................................................................................................................7
(3) Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................7
Task 3.................................................................................................................................14
(4) Produce and evaluate a basic marketing plan for an organisation (Tesco)..............14
Tesco’s marketing planning that contributes to competitive advantage........................18
Conclusion.........................................................................................................................20

2MARKETING ESSENTIALS
UNIT 2
Introduction
Marketing is recognised as a significant tool in the contemporary business enterprises
which incorporates the knowledge of marketplace, consumer demands along with establishing
profitable associations, customer driven market strategy and further provides quality within the
customer base. The globalised era organisations have comprehended the significance of customer
relationships and have been attaining unique approach towards market strategy while executing
business. The knowledge related to the market essentials has been regarded to constitute greater
degree while evaluating current market scenario across the globe1. The following paper is based
over a brief case study of Tesco, one of the leading British multinational groceries and general
merchandise retail organizations. Furthermore the report intends to focus over previous concepts
related to factors of marketing essentials involved in business enterprises that belongs to
globalised period and further portrays the roles and responsibilities of marketing along with the
way promotion and marketing executive functions as well as their into relations with other
functions of business organizations. In addition to its draws a comparison of the way the
execution of marketing mix within an organization focuses to attain organizational goals and
productivity and further evaluate the fundamental marketing strategies for Tesco.
LO1
Task 1
1. Explain the key roles and responsibilities of the marketing function?
1 He, Yuanqiong, and Kin Keung Lai. "The effect of corporate social responsibility on brand loyalty: the
mediating role of brand image." Total Quality Management & Business Excellence 25.3-4 (2014): 249-263.

3MARKETING ESSENTIALS
As marketing function are recognised as significant roles of the business enterprises it
aims to provide guidance to enterprises in order to recognise and further source the potential
successful products for market and further facilitate the level of promotion. However these
operations are universal in contemporary organisations and further engaged in marketing
observation product strategy development procedure sales and promotion, finance customer
service. However functions of these marketing concepts constituted various roles in order to
enhance the development of any business organisation2. The fundamental rules and
responsibilities related to marketing purpose and aims are namely market research, business
product enhancement communication allocation strategy endorsement, advertising and selling.
As marketing purposes and functions serve an immensely crucial role within organisational
structure there can be witnessed a close association between marketing functions along with
other organisational operations within the business enterprise.
At this juncture, the correlation persistent among marketing functions along with other
organisational units can further be explicated as the marketing purposes which require support
from other operational units of an organisation in order to perform with utmost efficiency.
However if a business enterprise required to plan strategies and approaches and implement a
marketing strategy they would necessitate sport a guidance from financial unit of any
organisation along with set of recommendations from Human Resource Department, Sales
department as well as Production department3. However it has been noted that the marketing
functions or operations are distinctive components within the organisational structure by each
2 Baker, Michael J. Marketing strategy and management. Macmillan International Higher Education, 2014.
3 Gupta, Suraksha, and V. Kumar. "Sustainability as corporate culture of a brand for superior
performance." Journal of World Business 48.3 (2013): 311-320.

4MARKETING ESSENTIALS
and every unit and operational function is associated with each other in order to raise the level of
revenue growth of the company.
However the primary role of marketing is regarded as enhancing the rate of profitability
by further increasing the sales growth of the company whereby it can be attained with the
integrated engagement and contribution of all the units of the organisation at same time and with
same level of intensity. Thus it has been noted that appropriate budget planning to the market
department for implementing strategies and executing effective marketing plans are established
by the finance unit of the company. On the other hand, it has been identified that the production
department aims to establish communication ground with logistic department of an organisation
in order to accomplish the needs demand and supply of products and services4. Furthermore the
policies regulations implemented by the Human Resource Department as per the current market
trends sales and target consumers a generated according to the roles they play within the market.
Thus it has been stated that all the functional units of a business enterprise successfully correlate
and amalgamate to initiate and effective marketing plan among the organisational structure.
2. Explain how roles and responsibilities of marketing relate to the wider
organisational context
The fundamental purposes and responsibilities of marketing pertaining to the market
environment can further be evaluated. As facets of marketing management has been recognised
as an effective method of implementing strategies as well as executing various concepts of
marketing these concepts are considered to be immensely significant for enhancing the growth of
organisational competence.
4 Assiouras, Ioannis, Ozge Ozgen, and George Skourtis. "The impact of corporate social responsibility in
food industry in product-harm crises." British Food Journal 115.1 (2013): 108-123.

5MARKETING ESSENTIALS
 Marketing strategies: The significant role of marketing tends to depict the progress of
marketing conceptualizations strategies and planning for the advancement of the business
enterprises.5 The managerial role comprises the successful identification of desires and
demands pertaining to the target consumer base and further aims to provide supreme
quality goods and services. However the growth of marketing tactics initiates a balance
between organisational aims as well as the areas of avenues relevant to the market.
 Marketing Information System: The Marketing Information System (MIS) has been
recognised to provide adequate rate of awareness and knowledge related to the various
factors associated to organisational performance such as product strategizing and
execution along with regulation of marketing approaches6. For instance, the use of MIS
has been reported to expose the data associated to the logistics on a real time source
which further facilitates the distribution and delivery network of the organisation.
 Regulation of marketing environment: This vital process aims to solve a critical role in
analysing and identifying recent developments that has provided successful response for
the growth of Tesco’s products and services. Further recent developments have
reportedly involved is shifting traits of marketing socio-economic forces along with both
internal and external transitions within the political market as well as legal changes
within the organisational structure7.
5 Mellentin, Julian, and Michael Heasman. The functional foods revolution: healthy people, healthy profits.
Routledge, 2014.
6 Ko, Eunju, Yoo Kyung Hwang, and Eun Young Kim. "Green marketing'functions in building corporate
image in the retail setting." Journal of Business Research 66.10 (2013): 1709-1715.
7 Real, Juan C., José L. Roldán, and Antonio Leal. "From entrepreneurial orientation and learning
orientation to business performance: analysing the mediating role of organizational learning and the moderating
effects of organizational size." British Journal of Management 25.2 (2014): 186-208.

6MARKETING ESSENTIALS
 Market research: Market research within the domain of managing effectiveness has
recognised this concept to be one of the fundamental rules of marketing. However the
observation engages significant knowledge and awareness of the product range price as
well as consumers in order to establish an effective communication round with the
customer base to provide supreme products and services in the market in comparison to
its competitors.
 Market segmentation- It has been noted that in the globalised era market and
organisational growth are regarded to be a volatile and accurate market segmentation of
organisations required in order to provide enhanced rate of services through the functions
of marketing8. However modern theories have noted that marketing manager of any
organisation in order to recognise the accurate customer base in the large diverse
industry.
 Brand equity- While comprehending the role of marketing it has been noted that the
consumer base demonstrate greater degree of propensity over brands or organisations
which offer added value to the chosen products or services as a result marketing tends to
provide the refutation among the consumer base and further establish strong brand loyalty
of the company within its target base and consumer. As this procedure poses direct
recommendation and guidance it facilitates the growth of business organisation and
further aim is to enhance their sales growth9.
Task 2
8 Carlos Pinho, José, Ana Paula Rodrigues, and Sally Dibb. "The role of corporate culture, market
orientation and organisational commitment in organisational performance: the case of non-profit
organisations." Journal of Management Development 33.4 (2014): 374-398.
9 De Roeck, Kenneth, et al. "Understanding employees' responses to corporate social responsibility:
mediating roles of overall justice and organisational identification." The International Journal of Human Resource
Management 25.1 (2014): 91-112.

7MARKETING ESSENTIALS
(3) Compare the ways in which different organisations apply the marketing mix to
the marketing planning process to achieve business objectives
The marketing mix is essentially been applied in the marketing planning procedure in
order to accomplish organizational aims and objectives. However, the organization implements
various approaches and methods for the relevance of marketing mix within the organization. It is
fundamentally been dependable on the demographic factors of the market along with the product
and services of the business enterprise along with the market and volume of the organization.
The concept of marketing mix is regarded as the tool which aids the marketers in order to
understand the product10. It has been noted that the process of marketing mix tend to involve 4
significant P’s of marketing with product, promotion, price and place and which has been further
developed to 7P’s of marketing incorporating aspects of product, place, promotion, price,
process, people and physical evidence. As Tesco executes its operation in over 7000 stores
across the world, they offer its services in the UK which vary in size and range of products.
However, the major proportion of the gross revenue of Tesco has been generated from its key
market that is UK with its two primary competitors in the grocery store business market which
include companies like Asda and Sainsbury. This has been because of the significance of
developed marketing mix by the organization along with authentic zeal of customer sensitive
approach. However, several medium and large business enterprises exerts considerable amount
of money to execute marketing procedures, promotion along with research and development but
have not yet developed the same level of significance as Tesco11.
10 Laudon, Kenneth C., and Jane P. Laudon. Management information system. Pearson Education India,
2016.
11 Hammett E and others, 'Tesco On Rebuilding Trust And Why People Need Brands More Than Ever'
(Marketing Week, 2018) <https://www.marketingweek.com/2018/06/08/tesco-trust-brands/> accessed 6 July 2018

8MARKETING ESSENTIALS
Furthermore, the sole reason behind the accomplishment of Tesco is the developing
knowledge of its customer base and market through effective approaches of marketing essential
tools and further establishing business goals and strategies along with customer satisfaction
approach. However, this implementation of marketing mix involved in the process of marketing
planning tends relies on the product expansions, position of product sales, value and other
promotional and advertising performance of the company12. Several advertising or marketing
theorists have further aimed to focus on the implication of delivery or allocation procedures
further providing substantial support to the customer base and furthermore shed light on
prominent customers.
Tesco key factor of achieving success
Tesco is identified as one of the significant examples of an organization which has been
successful in achieving its goals through an effective market oriented strategy. However
adaptation of such effective approach mainly demonstrate the transformation of corporate values
into the process of unification of both marketing as well as management strategies with the aim
of regulating all the processes and mechanisms which play the decisive role in short and long-
term customer associations13. Thus efficient marketing strategy is clearly more comprehensive in
comparison to the conventional principles of retail marketing as a distribution process.
The organisations perspective lies in a costly loyalty scheme such as Tesco “Clubcard”
which is regarded as a persistent and effective investment in benefit of both the consumer as well
12 Hill A, 'Going Up: The New Tesco Price Strategy' (the Guardian, 2018)
<https://www.theguardian.com/business/2007/sep/02/supermarkets.retail> accessed 6 July 2018
13 Popovič, Aleš, et al. "How information-sharing values influence the use of information systems: An
investigation in the business intelligence systems context." The Journal of Strategic Information Systems 23.4
(2014): 270-283.

9MARKETING ESSENTIALS
as the marketer. Though more essential objective behind loyalty scheme lie in the regulation of
important data in an efficient way and further evaluate the customer loyalty and satisfaction level
through concepts like recency, frequency and value14. However it is completely standing apart to
the fundamental objective of Tesco which is to generate value for its customer base to achieve
lifetime loyalty and recognition. It has been noted that this very approach has added Tesco to
classify around 15 to finals of customers attach 26 high level category comprising the
potentiality to supply adapted messages to groups involved in each segment. The customer is
thus referred as the primary entity in the process of organisational success even though in the
marketing mix it can be integrated in an inclusive concept of participants.
Marketing Mix
I. Product (Strength)
Tesco comprises of a wide range of product services operating at its diverse number of
stores. The program of name of the company has undergone such great expansion as to cater to
every minute needs and demands of customer base belonging to various segments of the market.
Tesco’s product range comprises of food Frozen Food, pet care products, Bakery products,
technology and gaming products, electronic appliances, sports and leisure goods, books,
Apparels along with health and beauty products. Just go for the constitutes several types of
stones as well as product range which are easily accessible depending on the type of Store it has
opened15. It is significant to know that the major proportion of sales growth of the company relies
14 Peltier, James W., Debra Zahay, and Donald R. Lehmann. "Organizational learning and CRM success: a
model for linking organizational practices, customer data quality, and performance." Journal of Interactive
Marketing 27.1 (2013): 1-13. Peltier, James W., Debra Zahay, and Donald R. Lehmann. "Organizational learning
and CRM success: a model for linking organizational practices, customer data quality, and performance." Journal of
Interactive Marketing 27.1 (2013): 1-13.
15 Hammett E and others, 'Tesco On Rebuilding Trust And Why People Need Brands More Than Ever'
(Marketing Week, 2018) <https://www.marketingweek.com/2018/06/08/tesco-trust-brands/> accessed 6 July 2018

10MARKETING ESSENTIALS
on its E-Commerce business. Recent reports have revealed that over 30 food categories have
been assessed and further reduce the product lines by around 19%16. Tesco Financial Services
offered by Tesco Bank primarily comprises of loans savings account mortgages credit cards and
insurance services.
II. Price- (Strength &Weakness)
It has been noted that Tesco implements the strategy of cost leadership in the execution
of its pricing strategy planning. The organisation has obtained considerable degree of
prominence due to its supply of the lowest priced products with Supreme quality range thus has
been utilising economy is of scale and the most improved networks of procurement in order to
maintain economical price range which would gather more customers. the company for the more
has been executed its operation with the distributors to enhance and develop the effectiveness of
the supply chain management in order to reduce its price range which has cut down the cost of an
average weekly purchase by over 4% in last year17. The leading retailer of UK for the constitutes
a unique program call brand warranty why is customers get economical price of any renowned
branded product at any other place. Thus, Tesco will counter the price range if the customer is
purchasing 10th or more goods or products. However in this way the organisation client is that
its customers r charging minimal for purchasing their products buy for the restructuring its
product team in order to attain the most effective outcomes for Organisational performance and
rise in sales growth.
16 Butler S, 'Tesco Increases Grocery Market Share For First Time In Five Years' (the Guardian, 2016)
<https://www.theguardian.com/business/2016/oct/18/tesco-increases-grocery-market-share-sales-rise> accessed 2
July 2018
17 TESCO PLC (Tescoplc.com, 2016) <https://www.tescoplc.com/media/1542/q1_ims_2014.pdf> accessed
2 July 2018

11MARKETING ESSENTIALS
III. Place (Strength)
The company being one of the leading retailers has its operations in over 11 nations with
subsidies namely Tesco metro Tesco extra Tesco superstore and Tesco Express. Tesco metro
comprises around thousand square metres and located in towns and city hubs whereas Tesco
Express are recognised as smaller outlets with increase margin products and I priced at a higher
range than other Tesco stores18. The company strategize to situate their stores in accordance to
the nature of the area. However on the other hand, Tesco Extra is known to be larger hyper
outlets which execute a broad array of goods including groceries and merchandisers which
permits the customers of those regions to accomplish all their routine purchase at a single stretch.
a.
IV. Promotion (Strength &Weakness)
Several reports have revealed a well established brand loyalty and recognition of the UK
retailer which is fundamentally dependent on economical price range. Thus it has been noted that
18 Hartley-Brewer J Merrick, 'Tesco Chairman John Allan Slams Tory Plan For EU Referendum' (The
Independent, 2015) <https://www.independent.co.uk/news/uk/politics/generalelection/general-election-2015-tesco-
chairman-john-allan-slams-tory-plan-for-eu-referendum-10187367.html> accessed 2 July 2018

12MARKETING ESSENTIALS
the organisations promotional strategies have been following this trend by using strategic
advertising planning along with large extent promotional offers to gather a wide range of
customers across the world. It has been previously reported that Tesco uses royalty program
called Tesco “Clubcard” which enhances the company to execute proper segmentation and target
more customers to achieve credits which can for the result to redemption of getting discounts by
further promoting its products through e-commerce services19.
V. Physical Evidence (Strength &Weakness)
Physical evidence or market environment involves not only restricted but all tangible
illustrations of an organization such as business cards, reports, brochures and letterheads.
However it has been noted that Tesco comprises of unique and innovative logo and further
implement efficient use of colours and patterns20. Offline stores have easy process of navigation
with all products with well- categorized systems to provide proper guidance to its customer base.
Furthermore, offers and discounts have been witnessed which aids the customers to sustain their
financial resources.
VI. Process (Strength)-
The factor related to process of a marketing mix in Tesco regards to the procedure of
sustaining the customer base with rapid billing services along with easy acquirement of its goods
in its stores both offline and through e-commerce21. The company has attained this process by
19 Zhao, Shuang. "Analyzing and Evaluating Critically Tesco's Current Operations Management." J. Mgmt.
& Sustainability 4 (2014): 184.
20 Verdin, Paul, and Koen Tackx. "Are You Creating or Capturing Value? A dynamic framework for
sustainable strategy." Working Papers CEB 15 (2015).
21 Bozhinova, Mariyana. "Private Label –Retailers’ Competitive Strategy." Global Journal of
Management and Business Research (2014).

13MARKETING ESSENTIALS
employing high level of proficient employee base and further taking customer grievances and
their sincere feedback and reviews into consideration by efficiently addressing the complex and
challenging areas which the company encounters through their process of business execution.
VII. People (Strength)-
It is significant to note that all business enterprises have immense reliance and
dependability on the employee base who further play a highly crucial and influential role in
business offering. Reports reveal that around 260,000 workers have been employed in the
company and enable them to provide enhanced level of customer existence22. It has been noted
that the customer assistance team plays a highly vital and decisive role in the success of the
company. As Tesco has been strategically employing immensely proficient employees, it has
aided the company to make huge investments and time in employee induction and skills
development. Thus, the reward schemes for its employees are highly prominent in Tesco.
Task 3
(4) Produce and evaluate a basic marketing plan for an organisation (Tesco)
Strategic marketing planning facilitates organizations to take into consideration every
critical aspect of business which involves factors like competition, prospective strategies and
approaches along with the prevailing trends in order to gain competitive advantages in the
industry. The marketing planning of Tesco has been noted to have facilitated in attaining the
purpose of generating maximum level of customer satisfaction and contentment by
accomplishing the required demands and needs in efficient manner23. Channels of product and
22 Christopher, Martin. Logistics & supply chain management. Pearson UK, 2016.
23 Ramanathan, Usha, Yongmei Bentley, and Gu Pang. "The role of collaboration in the UK green supply
chains: an exploratory study of the perspectives of suppliers, logistics and retailers." Journal of Cleaner

14MARKETING ESSENTIALS
service delivery as well as promotional activities enable organizations to identify potential areas
of avenues which can seize proficiently in order to attain competitive achievements and further
to equalize the forces generated from external environmental threats and risks which tend to
affect the well-functioning of the organization and may create obstacles to its long term
development and success24. As role of strategic marketing plan does not restrict, it further serves
beneficial factors which guides the management process in decision making processes,
developing awareness of current market trends along with both customer as well as competitor
behaviours. This form of planning results in proper regulation of the company’s resources and
efforts of accomplishing customer expectations better than its competitors within the market25.
The marketing and corporate strategy in Tesco has been linked in value chain which
further aims at establishing and promoting the product in accordance to the customers’ needs and
requirements. Taking into consideration its customer base as a critical factor of the business, the
company aligns its marketing plans with adherence to corporate regulations to achieve
competitive success for enduring sustainability26. Tesco’s customer-centric strategy has been
committed in generating value for economical growth and concentrates on offering the customers
with distinctive and supreme services to improve customer loyalty. Various strategies involves
loyalty programs offering to the broad range of products at highly economical price range which
differentiates Tesco from its competitors and enable them to entice more clientele.
Production 70 (2014): 231-241.
24 Anitsal, Ismet, M. Meral Anitsal, and Tulay Girard. "Retail mission statements: Top 100 global
retailers." Academy of Strategic Management Journal 12.1 (2013).
25 Eneizan, Bilal Mohammad, et al. "Effects of green marketing strategy on the financial and non-financial
performance of firms: A conceptual paper." Arabian Journal of Business and Management Review (Oman
Chapter) 5.12 (2016): 14.
26 Seaton, Jonathan S., and Michael Waterson. "Identifying and characterising price leadership in British
supermarkets." International Journal of Industrial Organization 31.5 (2013): 392-403.

15MARKETING ESSENTIALS
Porter’s 5 Forces Analysis of Tesco
Porter’s five forces evaluated by Tesco aims to analyze five distinctive forces which
determine the level of the overall competition and rivalry in the grocery retail sector of UK.
1. Threat of alternative goods or services for Tesco (low)
The UK retailer (Tesco) offers a wide array of product pertaining from apparels,
technology, and entertainment to grocery which is regarded to be immensely comprehensive.
The UK retail supermarket chain has been recognized for selling a broad range of products along
with the substitutes of the major proportion of similar goods27. Thus, it can be argued that the
threat or force of the substitute products and services for Tesco is regarded to be considerably
low.
2. Threat of entry of new entrants in the food industry retail (low)
The UK retail industrial sector in recent times witnessed a wide series of food market
retail namely Tesco, Asda, Sainsbury which constitutes over 80% of the purchase in the UK.
Thus, it has been noted that, new competitors or retailers have to make strategic planning to
introduce innovative and distinctive products at exceptionally economical price range with
supreme quality in order to determine its value and significance in the market28.
3. Intensity of Industry rivalry (high)
27 Lukic, Radojko. "Sustainable Cost Management in Retail." Revista de Management Comparat
International 14.2 (2013): 268.
28 Cuthbertson, Richard, Peder Inge Furseth, and Stephen J. Ezell. "Tesco and Sainsbury’s: The Need to
Turn Ideas into Action." Innovating in a Service-Driven Economy. Palgrave Macmillan, London, 2015. 159-165.

16MARKETING ESSENTIALS
The rate of intensity of the competitive competition in the food retail industry has been
recognized to be extensive whereby it encounters the intense degree of rivalry from its direct
competitors such as Sainsbury, Morrison and Asda on the domain of products, price and
promotions of intermittent form. Thus it is important to emphasize that Asda is regarded as one
of the essential competitors in the retail segment with a rise of quota of market comprising of
over 16.5% to 16.8% during the fiscal year whereas Sainsbury has revealed a growth of 16%
from 15.7% while Morrison’s witnessed a growth of 11.7% to 11.2% during the same period29.
However the slow market progress essentially comprehends that these quotas has been further
intensifying the degree of competition within the market thus posing threats to the market
position of Tesco.
4. Bargaining power of buyers (High)
The rate of negotiation of the buyers in UK retail market is high. However, in such cases
the products witness a differentiation whereby the cost of change is low and the purchasers can
easily change their preferences. As the buyer bargaining power articulates and evaluates
consumers’ degree of decisiveness on the price range, customer service and product quality, an
extensive impact within the customer base of Tesco has been witnessed over the previous
delineated organizational factors30. However this has been identified in the frequent price decline
of key brand products in stores along with the customer service review forms in both offline and
online stores.
29 Chaplygin, Yriy. "Business intelligence success factors in Russian controlling system." Controlling in
SMES–Beyond Numbers. University of Finance and Administration Prague Proceedings of The International
Conference. Prague, Aplie. Vol. 25. 2014.
30 Ye, Guangliang, and Samar K. Mukhopadhyay. "Role of demand-side strategy in quality
competition." International Journal of Production Economics 145.2 (2013): 696-701.

17MARKETING ESSENTIALS
5. Bargaining power of Tesco suppliers (low)
Tesco constitutes of a wide range of suppliers thus there can be witnessed very low or no
supplier switching expenditure for the UK supermarket retail chain. However, the company
possesses a history of using its extensive power and influence to delay payment to the supplier
base to enhance its operational revenue margins under previous leadership techniques in 201431.
Furthermore, such events of unconstructive supplier treatment have gathered an extensive media
attention by creating detrimental effects on the brand image and recognition. However, the
supplier association practices have been subjected to an widespread evaluation by new leadership
of George Wright since 2015.
Tesco’s marketing planning that contributes to competitive advantage
In order to obtain competitive advantages in the globalized and intensified business
environment, Tesco requires formulating such effective planning which must align the resource
segment with the changing internal and external environment with the perspective to enhance its
customer base32. Thus the company has employed four fundamental strategies which facilitate in
accomplishing competitive gains in the market such as market penetration, market growth,
product enhancement and diversification.
31 Hammett E and others, 'Tesco On Rebuilding Trust And Why People Need Brands More Than Ever'
(Marketing Week, 2018) <https://www.marketingweek.com/2018/06/08/tesco-trust-brands/> accessed 6 July 2018
32 Verdin, Paul, and Koen Tackx. "Are You Creating or Capturing Value? A dynamic framework for
sustainable strategy." Working Papers CEB 15 (2015).

18MARKETING ESSENTIALS
Market penetration: Tesco, the leading UK retailer has achieved considerable degree of
recognition in being incisive player within the existing retail sector with current goods and
services and thus elevating its growth of market share in the UK retail sector33.
Product diversification: Tesco has been executing its business operations with the diverse
product range under the private labelling such as food and intangible services such as insurance,
merchandise, fuel or petroleum, electronic appliances along with adopting to a competitive
pricing planning which enabled the company to attain competitive advantage and further
surpassing its rivals34.
Market development: Tesco has been able to expand its association in several nations with its
unique and diversified goods and services. Furthermore, the company aligns its strategic
coalition and partnership which the company creates with its domestic players35.
Brand management- Tesco has reportedly created a strong and well-established brand
uniqueness in the retail industry thus has been identified as a prominent provider of excellence
product and services. However, it has been noted that Tesco has managed its branding by
effective implementation of distinctive techniques to enhance the rate of customer shopping
experience36.
33 TESCO PLC (Tescoplc.com, 2016) <https://www.tescoplc.com/media/1542/q1_ims_2014.pdf> accessed
2 July 2018
34 Chun, Jinseok S., et al. "How does corporate ethics contribute to firm financial performance? The
mediating role of collective organizational commitment and organizational citizenship behavior." Journal of
Management 39.4 (2013): 853-877.
35 Bozhinova, Mariyana. "Private Label –Retailers’ Competitive Strategy." Global Journal of
Management and Business Research (2014).
36 Samaha, Stephen A., Joshua T. Beck, and Robert W. Palmatier. "The role of culture in international
relationship marketing." Journal of Marketing 78.5 (2014): 78-98.

19MARKETING ESSENTIALS
Application and Implementation of strategies by TESCO
The success of company as the leading and most prominent retailers of the world tends to
reveal the effective implementation of branding, promotion and marketing strategies. Tesco has
successfully determined its vital position in the UK retail sector by endorsing the retailing idea
and concept through reinforcing effective marketing strategies into several nations through brand
developments and cultural funding37. Tesco’s strategic planning and approaches at the corporate
level characterizes the product and services whereby it will shed light on available resources in
order to provide improved quality product and services to its customer base38. Tesco has equally
been concentrating on its workforce progress and encouraging them to introduce unique and
distinctive ideas by promoting customer-orientation techniques.
Conclusion
Thus from the above analysis it can be concluded that Tesco’s marketing fundamental
marketing plan reveals that the organization to a great extent has obtained considerable degree of
achievement and success in various markets because of its prominent brand image and
recognition. Furthermore, it has been identified that Tesco has aligned various product growth
planning and have adopted advance technical expertise for its sustainability. The company in
recent times has been focusing on factors related to product segmentation and cost leadership and
thus generating high rate of revenues in the UK retail market39. However, Tesco is required to
37 De Roeck, Kenneth, et al. "Understanding employees' responses to corporate social responsibility:
mediating roles of overall justice and organisational identification." The International Journal of Human Resource
Management 25.1 (2014): 91-112.
38 Foss, Nicolai J., Jacob Lyngsie, and Shaker A. Zahra. "The role of external knowledge sources and
organizational design in the process of opportunity exploitation." Strategic Management Journal 34.12 (2013):
1453-1471.
39 Poulis, Konstantinos, Efthimios Poulis, and Emmanuella Plakoyiannaki. "The role of context in case
study selection: An international business perspective." International Business Review 22.1 (2013): 304-314.

20MARKETING ESSENTIALS
emphasize on adopting its operations with the transforming customer preferences. Thus proper
implementation of various strategies for diverse markets will further offer immense rate of
avenues to advance and achieve success along with proper coordination of distributors and
support from suppliers with employees and stakeholders is also identified as significant to gain
organizational development.

21MARKETING ESSENTIALS
Bibliography
Anitsal, Ismet, M. Meral Anitsal, and Tulay Girard. "Retail mission statements: Top 100
global retailers." Academy of Strategic Management Journal 12.1 (2013).
Assiouras, Ioannis, Ozge Ozgen, and George Skourtis. "The impact of corporate social
responsibility in food industry in product-harm crises." British Food Journal 115.1 (2013):
108-123.
Baker, Michael J. Marketing strategy and management. Macmillan International Higher
Education, 2014.
Bolden, Richard. "Leadership, management and organisational development." Gower
handbook of leadership and management development. Routledge, 2016. 143-158.
Bozhinova, Mariyana. "Private Label –Retailers’ Competitive Strategy." Global
Journal of Management and Business Research (2014).
Butler S, 'Tesco Increases Grocery Market Share For First Time In Five Years' (the
Guardian, 2016) <https://www.theguardian.com/business/2016/oct/18/tesco-increases-
grocery-market-share-sales-rise> accessed 2 July 2018
Carlos Pinho, José, Ana Paula Rodrigues, and Sally Dibb. "The role of corporate culture,
market orientation and organisational commitment in organisational performance: the case of
non-profit organisations." Journal of Management Development 33.4 (2014): 374-398.
Chaplygin, Yriy. "Business intelligence success factors in Russian controlling
system." Controlling in SMES–Beyond Numbers. University of Finance and Administration
Prague Proceedings of The International Conference. Prague, Aplie. Vol. 25. 2014.

22MARKETING ESSENTIALS
Christopher, Martin. Logistics & supply chain management. Pearson UK, 2016.
Chun, Jinseok S., et al. "How does corporate ethics contribute to firm financial performance?
The mediating role of collective organizational commitment and organizational citizenship
behavior." Journal of Management 39.4 (2013): 853-877.
Cuthbertson, Richard, Peder Inge Furseth, and Stephen J. Ezell. "Tesco and Sainsbury’s: The
Need to Turn Ideas into Action." Innovating in a Service-Driven Economy. Palgrave
Macmillan, London, 2015. 159-165.
De Roeck, Kenneth, et al. "Understanding employees' responses to corporate social
responsibility: mediating roles of overall justice and organisational identification." The
International Journal of Human Resource Management 25.1 (2014): 91-112.
Eneizan, Bilal Mohammad, et al. "Effects of green marketing strategy on the financial and
non-financial performance of firms: A conceptual paper." Arabian Journal of Business and
Management Review (Oman Chapter) 5.12 (2016): 14.
Foss, Nicolai J., Jacob Lyngsie, and Shaker A. Zahra. "The role of external knowledge
sources and organizational design in the process of opportunity exploitation." Strategic
Management Journal 34.12 (2013): 1453-1471.
Gupta, Suraksha, and V. Kumar. "Sustainability as corporate culture of a brand for superior
performance." Journal of World Business 48.3 (2013): 311-320.
Haddock-Millar, Julie, and Chris Rigby. "Business Strategy and the Environment: Tesco
PLC’s Declining Financial Performance and Underlying Issues." (2015).

23MARKETING ESSENTIALS
Haddock-Millar, Julie, and Chris Rigby. "Business Strategy and the Environment: Tesco
PLC’s Declining Financial Performance and Underlying Issues." (2015).
Hammett E and others, 'Tesco On Rebuilding Trust And Why People Need Brands More
Than Ever' (Marketing Week, 2018) <https://www.marketingweek.com/2018/06/08/tesco-
trust-brands/> accessed 6 July 2018
Hartley-Brewer J Merrick, 'Tesco Chairman John Allan Slams Tory Plan For EU
Referendum' (The Independent, 2015)
<https://www.independent.co.uk/news/uk/politics/generalelection/general-election-2015-
tesco-chairman-john-allan-slams-tory-plan-for-eu-referendum-10187367.html> accessed 2
July 2018
He, Yuanqiong, and Kin Keung Lai. "The effect of corporate social responsibility on brand
loyalty: the mediating role of brand image." Total Quality Management & Business
Excellence 25.3-4 (2014): 249-263.
Hill A, 'Going Up: The New Tesco Price Strategy' (the Guardian, 2018)
<https://www.theguardian.com/business/2007/sep/02/supermarkets.retail> accessed 6 July
2018
Ko, Eunju, Yoo Kyung Hwang, and Eun Young Kim. "Green marketing'functions in building
corporate image in the retail setting." Journal of Business Research 66.10 (2013): 1709-1715.
Laudon, Kenneth C., and Jane P. Laudon. Management information system. Pearson
Education India, 2016.

24MARKETING ESSENTIALS
Lukic, Radojko. "Sustainable Cost Management in Retail." Revista de Management
Comparat International 14.2 (2013): 268.
Mellentin, Julian, and Michael Heasman. The functional foods revolution: healthy people,
healthy profits. Routledge, 2014.
Peltier, James W., Debra Zahay, and Donald R. Lehmann. "Organizational learning and
CRM success: a model for linking organizational practices, customer data quality, and
performance." Journal of Interactive Marketing 27.1 (2013): 1-13.
Perrea, Toula, Klaus G. Grunert, and Athanasios Krystallis. "Consumer value perceptions of
food products from emerging processing technologies: A cross-cultural exploration." Food
Quality and Preference 39 (2015): 95-108.
Popovič, Aleš, et al. "How information-sharing values influence the use of information
systems: An investigation in the business intelligence systems context." The Journal of
Strategic Information Systems 23.4 (2014): 270-283.
Poulis, Konstantinos, Efthimios Poulis, and Emmanuella Plakoyiannaki. "The role of context
in case study selection: An international business perspective." International Business
Review 22.1 (2013): 304-314.
Ramanathan, Usha, Yongmei Bentley, and Gu Pang. "The role of collaboration in the UK
green supply chains: an exploratory study of the perspectives of suppliers, logistics and
retailers." Journal of Cleaner Production 70 (2014): 231-241.

25MARKETING ESSENTIALS
Ramanathan, Usha, Yongmei Bentley, and Gu Pang. "The role of collaboration in the UK
green supply chains: an exploratory study of the perspectives of suppliers, logistics and
retailers." Journal of Cleaner Production 70 (2014): 231-241.
Real, Juan C., José L. Roldán, and Antonio Leal. "From entrepreneurial orientation and
learning orientation to business performance: analysing the mediating role of organizational
learning and the moderating effects of organizational size." British Journal of
Management 25.2 (2014): 186-208.
Samaha, Stephen A., Joshua T. Beck, and Robert W. Palmatier. "The role of culture in
international relationship marketing." Journal of Marketing 78.5 (2014): 78-98.
Seaton, Jonathan S., and Michael Waterson. "Identifying and characterising price leadership
in British supermarkets." International Journal of Industrial Organization 31.5 (2013): 392-
403.
TESCO PLC (Tescoplc.com, 2016)
<https://www.tescoplc.com/media/1542/q1_ims_2014.pdf> accessed 2 July 2018
Verdin, Paul, and Koen Tackx. "Are You Creating or Capturing Value? A dynamic
framework for sustainable strategy." Working Papers CEB 15 (2015).
Verhoef, Peter C., and Katherine N. Lemon. "Successful customer value management: Key
lessons and emerging trends." European Management Journal 31.1 (2013): 1-15.
Ye, Guangliang, and Samar K. Mukhopadhyay. "Role of demand-side strategy in quality
competition." International Journal of Production Economics 145.2 (2013): 696-701.

26MARKETING ESSENTIALS
Zhao, Shuang. "Analyzing and Evaluating Critically Tesco's Current Operations
Management." J. Mgmt. & Sustainability 4 (2014): 184.