Marketing Function Analysis: Roles, Trends, and Tesco Report

This report provides a comprehensive overview of the marketing function, detailing its roles and responsibilities within an organization, with a specific focus on the context of Tesco, a major supermarket chain. The report explores the core functions of marketing, including managing customer relationships, enhancing sales and revenues, and maximizing customer satisfaction. It examines current and future trends in marketing, such as video content, content marketing, and the application of artificial intelligence to improve visibility and efficiency. The report also analyzes the marketing process, covering situation analysis, marketing strategy development, marketing mix decisions, and implementation and control. Furthermore, it highlights the interrelation between the marketing function and other departments within Tesco, such as finance, human resources, and IT. The report also discusses the importance of market research, customer satisfaction, and brand equity in the context of the marketing environment. Finally, the report concludes that effective marketing is crucial for business success, emphasizing the importance of adapting to trends and maintaining strong interdepartmental relationships. This report is a valuable resource for students, offering insights into real-world marketing practices and strategies.

Marketing Essentials

 Introduction
 Roles and responsibilities of marketing function
 Roles and responsibilities of marketing relate to other wider context
 Conclusion
 References
Table of content

Introduction
 Marketing refers to a process that
includes directing, managing,
maintaining and controlling the
relationship with the consumers and the
company so that business can increase
its value, sales, revenues and most
importantly customer satisfaction. In
every business marketing function
assists the business enterprise to
attracting the customers by promoting
their product offerings into the market.

 Marketing
It refers to a process of managing and organizing the relationship between
the customers and the organization. It is the study of satisfying the demand
of the customers and enhances the profits and sales in the broad terms.
Roles and responsibilities of
marketing function

 Current and future trends of marketing
There are various trends of marketing that was followed by the company
currently but they includes some trends for future point of view that helps
in increasing the sales and profits and also the market growth of the firm.
 Video content- According to the today’s people demand and the changing
business environment currently Tesco, using video content to promote
their goods and services and enhances their profits for long term.
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 Content Marketing- It is also the
current trend that was followed by the
company Tesco, to promote their goods
and services on a large term.
 Artificial intelligence- In Tesco, to
increase its visibility and proficiency it
can use AI in their future terms so that
they will increases their income and
profits and attracting many customers.

 Marketing processes
 Situation analysis- A manager of a Tesco, use this technique to examine
the unsatisfied customer needs and wants and after that make opportunities
and reduced the threat to fulfills the demands of them.
 Marketing strategy- Manager of a Tesco, can make plan on the basis of
above opportunity by segmenting, targeting and positioning the offerings
within the market for the customers that helps in increasing the brand
image in the market place.
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 Marketing mix decisions –In context
of Tesco, they use these elements for
their products offerings so the work
can be done very smoothly and
effectively.
 Implementation and control- In
context of Tesco, manager can
implement all the plans and introduces
the product in the market that helps in
earning the profits while satisfying the
needs and wants of the customers.

Roles and responsibilities of marketing function
 Profit maximization – The major role and responsibility of a marketing
function is to maximize the profits and growth in the market place. For
instance, Tesco has the various numbers of outlets that helps in earning
more and more profits with high sales.
 Promoting brand- In Tesco, promoting the brand is the main role and
responsibility of a marketing function in front of large base customers.
This helps in enhancing the customer base and the sales with also profit
margins.
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 Tesco is one of the largest supermarket store in UK that deals in various
sectors like groceries, home wares, bank, clothing etc. it has number of
stores. To manage and coordinates all the stores it is very necessary to
interrelate it with different deparments of the company. The inter
coordination about the roles and responsibilities with different departments
of Tesco are as under.
Roles and responsibilities of marketing
function in marketing environment

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 Marketing and finance department
- It is the major and the important for
every business unit to interrelate with
this two department. Finance
department is responsible to arrange
funds for promoting the activities and
solve any financial crises that were
arising in it.

 Marketing and human resource department - In context o TESCO, both
the department manager can closely work and gives the best results by
show their skills and experiences in their fields. This helps in achieving the
organizational goal very easily.
 Marketing and IT departments - In Tesco, IT department provides the
full knowledge about the technology that was used by the marketing
manager to promote and aware the customers about the products. Both are
interconnected with each other, if they cannot provide a information
properly to the marketing department then it reduces its customer base and
the profits.
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