Marketing Essentials

This document provides an in-depth analysis of marketing essentials, including the functions and purpose of marketing, marketing role and responsibilities, marketing mix of 7P's, and more. It focuses on the case study of TESCO, a groceries retailer in the UK. The document also includes a detailed marketing plan for the company.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Functions and purpose of marketing.....................................................................................3
P2 Marketing role and responsibilities connect the broader reference of company...................5
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment.................................................................................................................................6
M2 Analyse the significance of interrelationships between marketing and other functional
units of an organisation...............................................................................................................6
D1Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation...........................................................7
TASK 2............................................................................................................................................7
P3 Marketing mix of 7P'S...........................................................................................................7
M3 Evaluate different tactics applied by organisations to demonstrate how business objectives
can be achieved...........................................................................................................................9
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve
overall marketing objectives.......................................................................................................9
TASK 3............................................................................................................................................9
P4 Marketing plan of company...................................................................................................9
M4 Produce a detailed, coherent evidence-based marketing plan for an organisation.............12
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................14
Books and Journal.....................................................................................................................14

INTRODUCTION
Marketing is considered as a process in which various kinds of activities and function
perform by organisation for promoting products and services. In other words, marketing involves
delivering, marketing and advertising products to its user and other businesses. It includes
various kinds of action which is undertaken by company for maintaining superior relationship
with its user. This kinds of relation with its user is always plentiful for organisation that helps in
achieving competitive advantages at marketplace. This assignment is depend upon TESCO
which is considered as groceries retailer and located in UK. Furthermore, it provides discussion
regarding marketing role as well as their interconnection with functional unit of company. There
are various methods in which organisation adopts marketing mix. This report also covers
marketing plan in detailed manner (Perreault, 2018).
TASK 1
P1 Functions and purpose of marketing
Marketing is considered as a procedure in which company exchange its views, ideas in
relation to products as well as services provided by them.
Marketing Concept: It signifies that it is needed by organisation to assess need and
wants of its user and take decision to satisfying their needs in proper manner.
Current and Future Trends in Marketing: Present marketing trends is regularly
developing due to alteration and improvement in industry. In this assignment, it has been assess
that TESCO adopts television, newspapers and other media to provide messages to its users.
Apart from advertising, TESCO adopts different kinds of tools for promoting sales. TESCO offer
different types of offers such as buy one get one free. In addition to this, the organisation also
provides loyalty card to its user for retaining them for longer time period.
Marketing process: Marketing process is adopted by TESCO involves four levels which is
given below:
Step 1- In this level, marketing team of organisation focuses on conducting survey at
marketplace. By using this, they understand regarding external opportunities which is prevailed
in market. It involves need and wants of its user.
Step 2- After survey, TESCO possess clarified vision regarding its user, its needs in market as
well as geographical sphere where it is required.

Step 3- After dividing user and assessing its market, marketing team of company improves
marketing plan that assists in promoting goods and services in order to enhance revenue.
Step 4- Herein, the subordinates of company perform their work in order to implement plan.
TESCO is considered as a famous retailer in world. There are approx 460000 staff as
total 6809 outlets across globe. The company provide services to millions of users involving both
online and offline. Marketing role of TESCO is important for growth and development of
organisation. The functions and purpose of marketing department which is going to be
mentioned below:
1. Market information- Herein, the marketing team of company focuses on analysing need
of its user. It assesses both micro and macro environment which impose direct impact on
growth of company. It also assists in understanding whether it is necessary to change
services which is offering. Therefore, the information is gathered by organisation for
taking decision in appropriate way (Purvis, 2016).
2. Finance- There are various function carry out in marketing which must be connected to
finance. It is necessary for marketing team of company to maintain budget for promoting
products and services at marketplace. Major budget of company is adopted in bill boards
as well as hoarding.
3. Market Planning- Marketing planning is important for organisation to understand cause
and effect relation among task which is carry out. Marketing team of TESCO maintain
plan which involves bring inventory, managing products in outlets, promotional tools
adopted and advertisement for brand.
4. Product development and designing- Herein, the marketing team know the need or
wants of its user and provide them good for fulfilling their wants. They improve and
design their outlets for offering convenient to its user.
5. Exchange Functions- In present time, TESCO focuses on understanding needs of its
user. These needs assists in creating effective marketing plan. The implementation of
plan involve providing products and services to its user at marketplace.
6. Distribution Channel- Herein, the decision is taken which is completed linked to
logistics. The marketing team focuses on identifying superior methods for providing
products and services to its user at marketplace.

On basis of above discussion, it has been assess that role and responsibility are important for
organisation. There are different functions of market which is interconnected to one another for
increasing revenue and market share. It also generates good brand image in front of user at
marketplace.
P2 Marketing role and responsibilities connect the broader reference of company
In every organisation, marketing functional unit is important for achieving goal as well as
objectives in targeted time period. It is necessary to have a marketing department for achieving
target. Hence, every company needed to have various kinds of functional unit for smooth running
of organisation (Bojanic and Reid, 2017). In context of TESCO, it is British biggest retailing
company located in UK. There are various kinds of marketing department for increasing their
greater presence in front of its rivalries. In addition to this, it is determined as a third biggest
company which is depend upon sales and profiMain aim of this report is to understand the
rationale of performing & underperforming stores by managing all operations of a firm.
Sainsbury, a largest supermarket store headquartered in UK. Firm deals in ample number of
products such as apparels, cosmetics, retail etc. This report comprises of roles & characteristics
of leader & manager, role of leader and function of manager, different theories, approaches of
operation management, importance & value of operation management and factors of business
environment.t margin. There are various marketing department of company which is given
below:
Marketing and Research:
Research department signifies group of individual person within organisation which
assess firms, securities as well as economic matters. Hence, it is important for organisation to
bring ideas from research department for future advantages. In reference of TESCO, it assists
organisation in collecting more and more information for promoting products and services in
market. By collecting reliable information, the organisation is capable to understand wants of
individual person that offer advantages and enhance productivity of organisation. In addition to
this, marketing department of organisation conducting appropriate research for execution of any
innovative strategical tool. It displays appropriate interconnection of both marketing as well as
research report in improved way.
Marketing and Finance:

Finance department assess various activities which is linked with capital market,
investment as well as money and so on. In addition to this, it comprehends study of assets and
other financial system. In respect of TESCO, finance department improve superior strategical
ideas for manufacturing appropriate quality of goods and services at relatively low price. In
addition to this, they make appropriate budget for organisation and implementation on innovative
costing tools. Hence, marketing department is capable to directly interconnected with finance
department perform work for achieving goal in short span of time.
Marketing and Production:
Production department includes producing proper products and services in improved
way. There are various example of functional unit such as finishing, assembling and many more.
In context of TESCO, it is most significant part through which they can produce various kinds of
products and services for its user and satisfying their needs. Along with this, production team of
organisation make interconnection with other functional units for accomplishing goal in targeted
time period (Bünte, 2018).
Marketing and Human resource:
Human resource department is significant for business organisation. They focus on hiring
and choosing capable and competent subordinates for growth and development of company in
the market. In context of TESCO, there are various kinds of subordinates who perform their
work for accomplishing goal at marketplace. Hence, HRM department of company share
opinions that helps in promoting products at marketplace (Hanzaee, Sadeghian and Jalalian,
2019).
On the basis of above interconnection of various department of TESCO, It is assessed
that, if such company assorted different functional unit that helps in grab opportunities and also
helps in achieving competitive edge at marketplace. Hence, it is important for every organisation
to have this types of functional unit in order to interact with individual person and capable to
know needs or requirement of staff member in improved manner. It is advantageous for
providing advantages to user by offering them products and services in good manner.
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment.
It is necessary for organisation to consider marketing environment for satisfying need and
wants of its user. Hence, they implement advanced technology for providing innovative and

unique products and services to its user at marketplace. It helps them in enhancing loyalty and
trust of consumer for longer period of time and also build positive brand image of company in
front of user in the market.
M2 Analyse the significance of interrelationshiMain aim of this report is to understand the
rationale of performing & underperforming stores by managing all operations of a firm.
Sainsbury, a largest supermarket store headquartered in UK. Firm deals in ample number
of products such as apparels, cosmetics, retail etc. This report comprises of roles &
characteristics of leader & manager, role of leader and function of manager, different
theories, approaches of operation management, importance & value of operation
management and factors of business environment.ps between marketing and other
functional units of an organisation.
Herein, it is important to interconnect various department for smooth running of
organisation. The company focuses on interlinked different functions and activities that helps in
achieving goal and objective in pre-decided period of time. There are a number of operation in a
business which requires assistance of more than one function. This describes the interrelationship
and need for coordination between various functional units of an organisation. Hence, it assists in
increasing success and growth of organisation during specific time period.
D1Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation
There are various elements of marketing functions which helps in maintaining
interconnection with other functional unit of company that is going to be mentioned below:
Products: It is necessary for organisation to offers wide variety of products such as
clothing, foods and electronics for satisfying them. Therefore, it is necessary to have production
department in order to offer goods to its user.
Price: Herein, the quality products and services provide to its user at relatively low cost.
The finance department focusing on making appropriate budget in order to offer innovative
foods to its customer.
Place: It is necessary for organisation to provide convenience to its user in the market.
The logistic department offer products and services as per requirement of consumer.

Promotion: The marketing department of organisation adopt promotional technique such
as sales promotion, publicity and advertising in order to promote products and services in front
of customer at marketplace (Eng, 2017).
TASK 2
P3 Marketing mix of 7P'S
Marketing Mix (7 P's)
7P'S TESCO ALDI
Product It offers wide variety of
products such as clothing,
foods and electronics. It helps
in satisfying requirement of its
user and enhance level of
productivity at UK.
It is well known brand offer
qualitative products to its
users. They offer variety of
food items like biscuits, rich
tea and so on for satisfying its
user.
Price There are various kinds of cost
benefits provided to its user
and they always put low
pricing strategy to accomplish
goal.
Consumer market is
competitive so that ALDI
target consumer for fixing
price goals that helps in
achieving competitive
advantage at marketplace.
Place Herein, the organisation
outlets are wide around world
and also deal in both offline as
well as online products and
services such as TESCO Metro
, TESCO Extra and so on for
satisfying its user.
It is considered as a chain of
supermarket which offer
facilities to its user around
globe. There are 10,000 store
in different counties (Burgess
and Munn, 2017).
Promotion For promoting various kinds of
products and services, organise
advertise products by using
It is multinational brand to
manage its effect on global
arena, for promoting products

offline and online application
for targeting user.
and services they specifically
adopt superior communication
way within its stores.
People This company adopt various
programmes such as colleague
privilege card, save as you
earn that helps in success and
growth of company (Holbrook,
2018).
Herein, the organisation pay its
staff member more than its
rival firm in order to provide
better services to its user.
Process It signifies the procedure for
put its user happy by
appropriately improving
facilities of goMain aim of this
report is to understand the
rationale of performing &
underperforming stores by
managing all operations of a
firm. Sainsbury, a largest
supermarket store
headquartered in UK. Firm
deals in ample number of
products such as apparels,
cosmetics, retail etc. This
report comprises of roles &
characteristics of leader &
manager, role of leader and
function of manager, different
theories, approaches of
operation management,
importance & value of
They keep qualitative brand
for gripping attention of its
user and have bigger barcodes
for assessing fast billing.

operation management and
factors of business
environment.ods in both online
and offline outlets for
accomplishing goal.
Physical evidence All outlets of TESCO is very
attractive and they focus on
satisfying need of users at
marketplace.
It is internationally well known
company which provides 30%
cheaper products and put low
cost day by day.
M3 Evaluate different tactics applied by organisations to demonstrate how business objectives
can be achieved.
There are various tactics which is adopted by company to achieve business objective in
timely manner such as increasing knowledge regarding need and wants of consumer for
achieving competitive advantages over rival firms at marketplace. And also they adopts different
social media tools such as advertising, publicity and sales promotions for providing innovative
goods to its users for satisfying them (Fill and Turnbull, 2019).
D2 Design a strategic marketing planthat tactically applies the use of the 7Ps to achieve overall
marketing objectives.
 Products: It offers wide variety of products such as clothing, foods and electronics.
 Price: There are various kinds of cost benefits provided to its user and they always put
low pricing strategy to accomplish goal.
 Place: Herein, the organisation outlets are wide around world and also deal in both
offline as well as online products and services such as TESCO Metro , TESCO Extra and
so on for satisfying its user.
 Promotion: For promoting various kinds of products and services, organise advertise
products by using offline and online application for targeting user.
 People:This company adopt various programmes such as colleague privilege card, save
as you earn that helps in success and growth of company
 Process: It signifies the procedure for put its user happy by appropriately improving
facilities of goods in both online and offline outlets for accomplishing goal.

 Physical evidence: All outlets of TESCO is very attractive and they focus on satisfying
need of users at marketplace.Main aim of this report is to understand the rationale of
performing & underperforming stores by managing all operations of a firm. Sainsbury, a
largest supermarket store headquartered in UK. Firm deals in ample number of products
such as apparels, cosmetics, retail etc. This report comprises of roles & characteristics of
leader & manager, role of leader and function of manager, different theories, approaches
of operation management, importance & value of operation management and factors of
business environment.
TASK 3
P4 & M4 Marketing plan of company
Marketing plan signifies to the specific business plan for improving various kinds of
marketing tactics for satisfying need of organisation in given time period. It is determined as a
blueprint representation which is useful in performing different activities and execute innovative
ideas for improvement in future. In addition to this, the organisation can assess whole value of
goods and capable to manufacture such types of products which is needed by its user and
favourable elements of environment. In context of TESCO, the management team capable to
implement appropriate marketing plan for survival and maintenance of company that helps in
accomplishing goal within confronting any types of issues. Marketing plan adopted by TESCO
that is given below:
Overview of Firm
TESCO is considered as a largest organisation at UK that helps in increasing sales and
profit margin. This industry displays various kinds of groceries in retail sector and provide
employment opportunities to individual person at UK. It is biggest food retailing company
around the world that run across 2,318 outlets and around 326,000 employees. The company
provide ample of products and services to its user in the market and enhance whole value in front
of rivalries and it also increases profit margin and sales of organisation.
Mission
The mission of TESCO is to offer innovative products and services for accomplishing
goal in targeted time period.
Vision

The vision of company is to improve organisation with opportunities by achieving wants
of its user around world.
Marketing Objectives
 The main objective of TESCO is to retrieve the trust level of stakeholder towards specific
brand.
 Furthermore, the organisation wants to enhance sales by 20% in 6 months.
STP Approach:
The model signifies segmentation, targeting and positioning adopted by company for
improving superior marketing plan to accomplish objective in targeted period of time. It is
appreciable part of company which is segmented in various parts to assess various types of goods
and services in good way ( Jolliffe, 2016). This model as well as their three levels which is going
to be mentioned below: Segmentation: TESCO adopt geographical segmentation for segmenting its market in
proper way. They assess whole purchasing power based on segment for attracting large
number of user to increase larger profit. In addition to this, market segment is considered
more profitable which is advantageous to provide better services to its user in an
appropriate way. Targeting: TESCO specifically adopts mass marketing strategy which assists in avoiding
segmentation differences and target whole market with appropriate offer, it also focuses
on wants of individual person rather than any kind of differences. TESCO provides
discounted offer that differ the kinds of users,
 Positioning: It signifies the action of designing various kinds of products and services
which is provided to its user. The primal purpose of brand is to increase value of goods in
front of customer at marketplace. They provide products and services at low cost to its
user in order to retain them for longer time period.
SWOT Analysis of TESCO
Strength Weakness
 TESCO is largest grocery retailer at
UK, it has high level of profit margin in
 In 2018, share pricing of TESCO is
reduced around 9% because of decrease

comparison to supermarket chain in
Great Britain.
 It is determined as appropriate leading
shares of market around 27% addition
with it currently become well known
supermarket chain in Ireland (Al Badi,
2019).
in managing profit is determine as a
weakness for company.
 Because of increasing high debt as well
as credit card liability, financial
performance of company get affected.
Opportunities Threats
 TESCO has launched Jack store which
displays necessary growth and helps in
achieving competitive advantage over
rivalries at marketplace.
 TESCO focuses on grip opportunities
for joint ventures by offering proper
knowledge of market by increasing
performance in different regions.
 Economic crisis is considered as a
largest threat which includes tax, credit
crunches and many more that can affect
whole performance of TESCO.
 TESCO has ample of rivalries such as
ALDI, Walmart and many more.Main
aim of this report is to understand the
rationale of performing &
underperforming stores by managing all
operations of a firm. Sainsbury, a
largest supermarket store headquartered
in UK. Firm deals in ample number of
products such as apparels, cosmetics,
retail etc. This report comprises of roles
& characteristics of leader & manager,
role of leader and function of manager,
different theories, approaches of
operation management, importance &
value of operation management and
factors of business environment.
Marketing budget

Particulars 1st year 2nd year 3rd year 4th year
Investment 10000 10000 6000 5000
Initial money 10000 5000 5000 5000
Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
Sales
publicity
2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Promotion 4000 1000 5000 2000
Total 25000 7000 10000 9000
Monitoring and Control
According to given budget of TESCO, marketing team fulfil the responsibility in order to
monitor and control whole day by day transaction in appropriate way. Therefore, primal goal is
to overcome from unnecessary activity to save finance with resources (Dioko, 2016).
CONCLUSION
As per above given assignment, it has been assess that marketing signifies various kinds
of activities related to exchanging of products and services adopted by organisation for
promoting its goods in an effective manner. In addition to this, marketing mix signifies various
kinds of elements adopted by company to assess their goods for achieving competitive advantage
at marketplace. It is necessary to have superior interconnection with various kinds of functional
unit, the organisation is capable to accomplish target in successful way.

REFERENCES
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Accelerating Growth in Strategic Accounts. Kogan Page Publishers.