Roles and Responsibilities of Marketing Function in Tesco

Marketing Essentials

Table of Contents
Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
P1 Explain roles and responsibilities of marketing function.......................................................1
P2 Role and responsibilities of marketing in the context of organisation...................................3
P3 Compare the elements of marketing mix of several organisations.........................................5
P4 Evaluate a marketing plan of an organisation........................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the process of buying and selling of goods and services which is designed to
discover the needs of customers and produce goods in accordance of their requirements and
made them feel delighted (Andaleeb, 2016). In other words, it involves exchange between two
parties so as to meet the requirements of the customer. This report is made on Tesco which is a
known brand in UK. It deals with wide range of products such as groceries, food, clothing, and
various financial services like insurance, banking facilities and many more and also it has 6800
stores worldwide approximately running in 18 countries. This report comprises of Role and
responsibilities of marketing function and interrelation between marketing and other
departments. Various elements of marketing mix are also discussed in this report. At last, this
report also covers a marketing plan with an appropriate budget.
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P1 Explain roles and responsibilities of marketing function
In today’s modern era, marketing is regarded as core function of any business as it
involves the process of buying and selling of goods and services through pricing, promotion, and
distribution of goods or services that create exchange that will satisfy individual and
organisational objectives (Baker and Magnini, 2016). In other words, it is considered as sum
total of activities including communicating and adds value for customers, clients and society at
large. Various strategies are adopted by the marketers to facilitate exchange and identifying the
needs and wants of customers across the globe. There are several marketing concepts or
philosophies that aids in successful planning for accomplishment of task in a respective time
period. These aspects are considered by marketing manager of Tesco relate to following aspects:
Production concept: This concept emphasises the company to produce goods or services
in such a manner that minimise the overall cost of production and increase the profitability of
business entity. It is essential to understand the demand and taste of consumers and produce
merchandise by using new and innovative technology so as to facilitate smooth operations of a
business.
Selling concept: This concept emphasises on selling more and more goods to the
customer as the main motive is to boost sales which in turn increase the productivity of a
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company (Schlegelmilch, 2016). This could be possible by aggressive use of promotion and
effective communication strategy which persuade customers to buy the product.
Marketing concept: this is a broader term which provide assistance of selling goods or
services specially to target customers by delivering fast and efficiency of services (Boddy and
Croft, 2016). This ensure maximum customer satisfaction and as it produce goods according to
the requirements that increase sales and profitability.
Societal concept: This emphasise on needs and requirements of customers and provide
the interlinkage between society and business. This make optimum utilisation of resources and
improve the quality of life as company provide excellent services so as to generate positive
reputation across the globe.
Product concept: This concept depends on several characteristics such as quality, nature
of product, size, colour and many more as quality is given more preference to gain large access
of customers from different parts of the country.
Roles and responsibilities of marketing function are prescribed below:
Marketing function can be understood as several roles and responsibilities that identify
customer needs and involve various market research, product plan, promotion (Campbell, Martin
and Fabos, 2018). These functions are responsible as each have different departments such as
human resource, marketing, finance and so on and prepare an appropriate strategy so that task is
achieved in a short span of time. The manager of Tesco provides excellent quality products or
services by rendering fast and efficient services to gain large access of customers. In the context
of Tesco, various roles and responsibilities of marketing function are given beneath:
Brand management: this is one of the important functions of marketing as it involves
several factors such as reputation, position of company and many more. Tesco is one the leading
company in UK as it emphasises on quality specifications which generate giant number of
customers and also it deals with other operations such as Tesco stores, Tesco mobile and Tesco
bank. The itself brand image of a firm accelerate the sales operation and increase the
profitability.
Product design and development: This function emphasise the production department to
produce goods in a new and unique manner that fulfil the requirements of customers (Rowley,
2016). The manager of Tesco creates a monopoly in the market as it delivers new and innovative
products which ensure maximum customers from different parts of the country.
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