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 in which 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
MAIN BODY...................................................................................................................................3
Task1................................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function...............................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................4
Task2................................................................................................................................................6
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................6
Task3................................................................................................................................................8
P4 Produce and evaluate a basic marketing plan for an organisation....................................8
CONCLUSION..............................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
books and journals................................................................................................................13

INTRODUCTION
Marketing can be defining as that function in management which is related to achieving
business objectives by establishing relationships with customer by the means of marketing.
Marketing is essentials for firm in order to achieve its objectives. In this present report it is based
on case study of Tesco. It is a British multinational organisation which is operating in consumer
goods services. It is multinational organization which is performing its function at global level.
In these current reports there is discussion about those roles and responsibility of marking
function which are related to other function of organization. It also relates to the wider
organisational context. Here is also discussion about marketing mix and business strategies
which can be use in marketing.
MAIN BODY
Task1
P1 Explain the key roles and responsibilities of the marketing function
Marketing is essential part of organisation where it plays number of roles and responsibilities in
organisation. This is because it is helpful in achieving business objectives by marketing
producing of organisation in front of customer. This use number of tools lime advertising, sales
promotion and many other in relation to attracting customer towards organisation products.
There are number of roles and responsibilities which are played by marketing function in relation
to organisation. All of these are discussed below:
1. Market information: This is prime function which is played by marting in organisation.
Under this function marketing use to perform an marketing resources which is based on
number of objectives. Under this manager in marketing analysis market in according with
product and services offer by organisation. This is helpful in attracting customer and
taking business decision according to firm requirement.
2. Financing: This is also an activity which is performed by marketing manage in
organisation under this manage has to use its function which are related to performance.
Under this function, marketing use to increases sale of products and services which helps
in increasing profitability of organisation. This is helpful in attracting investors and helps
in financing various functions.

 Market planning: Under this function of marketing, marketing manager in organisation
use to set an perfect plan which is consist of various activities that can be used in to
achieve marketing objectives. It include marketing pans are also used by tesco in its
functioning as these help firm in using its resources properly and getting new resources
on time.
3. Product designing and development: I Under this function marketing department helps
organisation to identify the current trends which are related to designing of organisation
products. In relation to TESCO, marketing function of organisation helps firm in
performing this function in appropriate manner. Here it guide other function in
organisation use current trends and follow objectives which promotes better function.
Marketing function in TESCO guide firm about size, quality and other qualifications of
product to firm.
4. Exchange functions: This act as important function which is performed by marketing
function to achieve there business objectives. Under this function, marketing manger in
organisation use to perform function which are related to managing exchange. These are
important for organisation because Tesco is operating its function at global level which
impact on performance of firm.
5. Distribution channel: This act as an essential function which is performed by marketing
in organisation. Under this function, manager use to perform operations which are related
to managing activities. This includes smooth flow of good and service which can be use
to achieve business objectives. This also relates current performance and helps in
managing it.
6. There are certain functions which are performed by marketing. There are essential in
organisation to achieve business objectives and perform function in appropriate way.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context.
Marketing is important part of organisational function because it helps in performing
various function which is related to different department in organisation. These roles and
responsibilities are important for firm in order to achieve higher profitability and manner
different function in appropriate way. Some of these functions are discussed below:
Marketing and Finance: In context of tesco, marketing and finance function in
organisation has close relations which are related to performance of organisation and using these

business function in effective way. Marketing is associated with establishing better relation with
customer in order to increased sales by attracting customer towards organisation. Finance
department in organisation act as important function in firm as it manage various activities and
helps in managing different function in appropriate way. This is useful in managing and
performing functions which can be use to chive business objectives. Here, marketing function in
Tesco helps Finance department in identifying current trends in market by use of marketing
research. This is helpful in identifying new investment opportunities and dynamics.
Marketing and Human resource: In context of Tesco, marketing and human resources
share comparative goals that appeal to different audiences. Advertising is about identifying the
organization and giving it to customers. Human resources are prone to job identification;
guarantees that the association will be adequately seen by internal representatives and external
competitors. The boundaries between these two divisions are becoming blurred as both
promotion and human resources share the responsibility of ensuring that the industry brand is
strong and that manufacturers are delivering the right brand message to their customers. Both
offices are incredibly important to any company, and most importantly, for leaders we see
extensive collaboration to develop a functioning brand, lead a lifestyle and recognize excellence.
Marketing and Production: To satisfy customers and satisfy their desires, Tesco works
together between presentation and creative skills. The close connection between these two
capacities is important in raising the profile of society. In addition, appropriate matches come
from the collaboration between advertising and creative skills. As a result, it will meet the needs
of the customer and increase the benefits of the association. Be that as it may, there may be a
conflict between these two abilities as each ability is largely aimed at achieving one's personal
goals. This will affect the other skills as well as the presentation of the society as a whole. In
addition, the problems arise from the lack of communication between presentation and
association formation skills. However, in order to expand and develop the society's presentation,
the presentation and creative skills need to help each other. Each skill has different personal
roles. The creative work focuses on creating new articles, quality and quantity of articles, and
orchestrating transport. However, capacity building aims to satisfy customers and address their
needs. As a result, in order to maximize benefits and meet customer needs, the association needs
to work together between advertising and creative skills and breaking down potential disputes.

Marketing and research: Market research (or research promotion) is any
arrangement of methods used to collect data and gain a better understanding of an organization's
target market. Organizations use this data to better design things, improve the customer
experience, and display message graphics that incorporate quality guidelines and improve
conversion rates.
Statistical analysis is the road to a chance to help or do something through a study
legitimately led by potential messengers. Statistical analysis allows the market group to find a
target and get other opinions and criticisms from customers about their price in the article or
administration.
This type of analysis can be conducted internally, by the organization itself or by an
external body that operates in statistical analysis. It can be done very well through panning,
object testing and central collections. Guinea pigs are usually reimbursed by item testing or a
small amount may be paid for the period. Statistical analysis is an integral part of innovating an
item or other administrative work (R&D).
Task2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
\Marketing mix is said to be a crucial process, which may aid an organisation to plan about how
they will be promoting their product and services within market. Basically, marketing mix is
performed by an organisation where a range of activities are performed and several marketing
strategies are developed, which helps in promoting the product. In present context, a comparative
marketing mix has been performed of Tesco and Morrisons, which is presented underneath:
Basis Tesco Morrisons
Product Tesco, which is an international
supermarket offers customers with
varieties of products that are linking
to different elements and these are:
groceries, foods, cosmetics, clothes,
financial, electronics services,
stationary, and so on.
Morrisons, which is a rival
organisation of TESCO, which is
offering customers with a range of
products as well among different
segments and these are Food and
Beverages, clothing and many more
others.

Place Over the years, Tesco is continuously
offering customers with ample
number of services and products on
both online and offline channels. In
present time, Tesco Plc is holding
approximately 6800 stores in all over
the world.
Morrisons is offering customers
with different products in United
Kingdom with more than 500 stores
and an online home delivery service.
Company is called as Yorkshires
food retailer and it is also offering
customers with online stores as well.
People Around 460,000 staff members are
continuously offering customers with
products and services while using
their creative and unique skills which
improved sustainability of firms in
rightful ways.
110,000 number of staff members
have been recruited by Morrisons,
where they are serving around 11
million consumers every 7 days.
Price Low cost pricing is adopted by Tesco
plc, where they are continuously
offering consumers with low prices
based products in order to improve
sustainability and to enhance
competitive advantages as well.
This organisation is also
continuously offering customers
products with competitive prices,
which has helped firm in sustaining
within the market for a longer
period of time.
Process Home delivery is one of the crucial
process, followed by Tesco and also,
customers may effectively reach to the
supermarket in order to purchase
products and services as per their
requirements and needs.
Morrisons is also a crucial business
firm, which offers a number of
products through considering both
online and offline processes.
Promotion In order to improve brand image,
Tesco takes into consideration of
different types of promotion which
may aid in sustaining within the
market for a longer period of time and
Morrisons takes into consideration
of various channels in order to
promote services along with
products and these are: social-

to grab the attention of customers in
rightful ways.
media, advertisement and so on.
Physical evidence Tesco in present time holding an
effective logo, which catches eye of
customers for a longer period of time
and it also helps them in improving
existing brand image in much efficient
ways.
Morrisons offers a number of
products through considering unique
packaging and this helps firm to
keep itself uniquely different from
any other organisation (rivals).
Considering the above mentioned Marketing mix of both the companies, it can easily be
said that both organisations has their own working style and way to attract customers as well
while focusing on different marketing approaches. Away with this, it can also be said that they
both are giving good rivalry to each other at National and International market. Also, it is
mandatory for both of them to improve proficiency level of their own because then only
sustainability may improve in much effective and in efficient manner.
Task3
P4 Produce and evaluate a basic marketing plan for an organisation.
Marketing Plan is governed by the market analysis and offer items, i.e. the degree of customer
consideration, design, season, appreciation and appropriate emphasis. Tesco has decided that
certain "public" items across Europe will be traded in Europe in an environmentally friendly way
and in good condition, so that there is further access for nearby customers. However, before
choosing the promotional methods, a thorough statistical analysis will be conducted to examine
the perception of other scope, costs, behaviour towards Tesco, new partnerships with partners,
customer buying capabilities. A key structure of the Tesco Advertising Plan will be provided
shortly.

Tesco has enjoyed a successful history for the beginning of the year. Today Tesco PLC UK is a
prolific retailer. Tesco is developing pragmatic advertising systems. With the Ansoff Matrix
system, Tesco was able to expand its market and its products to the UK market and eventually
the expansion method was demonstrated in front of various adversaries, and is applying this
approach. , Tesco has gained the upper hand over its competitors. In the UK, a major player in
the staple food market. Tesco is currently engaged in continuous change in the large segment of
retailers in this global market. Next is the method used by Tesco on Ansoff Matrix and that direct
connection was successful.
Market Penetration
Tesco has a three-pronged approach to reaching the market, for example, high-end with low
value, quality customer support, and using some advertising and promotional strategies or too -
other display devices, it will be a possible contract. The infiltration advertising method is

important for Tesco, as card holders are cheaper than tie. For example, Tesco’s global expansion
system will respond to meet the most pressing messenger needs. It is satisfied by the desire of the
neighborhood for different countries, Thailand.
Market development
Tesco intends to rise beyond the current business climate, create the volume of new items,
circulation channels and other market with the chosen impetus behind attracting customers with
the help of various methods -work. Tesco, UK, manufacturers are basically based in the UK
because they understand the needs of the UK market. It is the amazing company that has built
Tesco's new market for its custom products and administrations.
Product Development
Tesco has a building approach of its own and ahead. It covers item, brand, bundle, quality, size
and customization.
Diversification
Diversification is adding something new, administrations and a new market. It includes, for
example, Tesco Banking, Tesco Mobile, and so on.
Link between Marketing Plan, Objectives, and strategies
The main motive of marketing strategy is to achieve business objectives in best possible way.
The promotion system is ready with the motivation behind your business. The motivation behind
the business and presentation approach is related to the hip. The demonstration plan intends to
address its achievement. The question is that many people try to get an idea of "how" before
"what" was seen. This group could end up losing money and funds at any moment. In terms of
anxiety, he really needs to know what and then dig his way.
Marketing Objectives: To increase market acceptance
Marketing Strategies: Introduction to new market segments.

Marketing plan: Marking the marketing campaign that unfolds and focuses on this particular
segment develops.
With no set up approaches, the inspiration driving advancement stays a tricky dream.
Fundamentally, the objective without a methodology resembles playing a game without a
triumph picture. In the manner it offers each other's endeavors that are genuinely significant and
can demonstrate. All limited time workplaces cooperate so the reason and approach are executed.
The supervisory group will have the occasion to characterize goals obviously and firmly. The
manner in which pioneers do these things isn't the interpretation of their subordinates. At last, the
administration subgroup must accomplish the worth and the framework to accomplish the
objectives.

CONCLUSION
The purpose of this work is to introduce an in-depth analysis of how Tesco's sales group uses a
futures-level approach to promoting mix and managing its objectives. Let us immediately
examine the need for the uniqueness of the administrative area and expand the scope of the
presentation. Second, an examination of the impact of the advertising mix on Tesco's success.
Third, it includes concluding and predicting future problems. Tesco seems to be the best guide to
thank a fertile group for a focused demonstration contract. The appropriateness of this model can
speak to a combination of business features during the time spent including advertising and on-
board systems to address all the cycles that affect short and long-term customer associations
fada. It clearly replaces the usual ideas, for example retail marketing, with the circulation
process. Because Tesco is confident in an exorbitant high - profile design, the "Tesco Club card"
is a widespread boon for both buyers and sellers. In any case, many journalists accept that the
dedication program is useless. Former CEO Andy Bond said, "The theology card is not a loyalty
card, they have valuable and time-limited practices! They do not address the issue of simplicity
with certainty and organization.

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