Marketing Strategies and Activities

The provided report concludes that marketing activities play a crucial role in evaluating customer preferences and generating high brand awareness. Marketing is essential for business growth and success, as it helps to gain attention from a large number of customers. The document references various books and journals on marketing essentials and strategies, including 'Marketing Essentials' by C.W. Lamb and J.F. Hair. It also provides an example of how to create a marketing plan, citing Entrepreneur.com's article on the topic. Overall, this report emphasizes the importance of effective marketing in achieving business goals.

MARKETING
ESSENTIALSS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1) The key roles and responsibilities of marketing functions within an organisation..............1
P2) The roles and responsibilities of marketing that are related with firm.................................3
TASK 2 ...........................................................................................................................................6
P3) Comparison among Tesco and ALDI through marketing mix.............................................6
P4) Basic marketing plans for firm.............................................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Marketing can be considered as the place where various marketing activities are held at
large level and exchange goods and services in terms of money. Marketing can be evaluated as
the combination of various activities that has a huge impact on organisational performance.
Promotion, sales, purchase, public relation and marketing campaign are some important tools of
marketing (P. Crick and Spencer, 2011). Tesco Plc is a chosen company for this particular
report. Tesco Plc is trading as Tesco and it is a biggest British multinational general and grocery
merchandise retailer company who deals in variety of goods and services in respect to satisfying
the needs and wants of customers. This report contents the study about the key roles and
responsibilities of marketing function and the relation of roles and responsibilities with business
organisation. The comparison of two different organisation with the help of 7 P' s of marketing
mix will also be discussed in detailed manner. The marketing plan will also explained in
effective manner.
TASK 1
P1) The key roles and responsibilities of marketing functions within an organisation.
Market is place where large number of people meet together for satisfying their needs and
wants in terms of money. The concept of marketing states that the major aim of marketing is
related with finding out the wants and needs of customers and providing variety of goods and
services as per the demand of buyers in order to fulfilling their basic needs. In this modern era
choice and preference of customers are changing rapidly as per the change arises in market trend,
so organisations are concern on identifying new trends in respect to developing their production
as to providing satisfactory products and services to their potential buyers. Marketing function
perform significant role in taking effective decision that are beneficial for growth and success of
firm. efficient implementation of marketing functions are helpful in introducing new and
innovative product at market place, that are more useful and effective in achieving competitive
advantage in this competitive era. The process of marketing is also plays important role in carry
out all business activities in right direction as it has various components which are essential for
growth and progress of firm.
Roles and responsibilities of marketing functions are described and under:
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In this modern era competition is so high and each business firm are concern on finding
out the basic changes that are held in the choice and preference of customers and putting their
significant efforts to fulfil them through offering wide range of goods and services as per their
changing demand. Marketing function play effective role which are evaluated as under: Product distribution Product design and development Customer services Market research
 Financing Risk Taking Packaging and labelling Market planning
Product Distribution: It is required for firm to distribute their products to the final buyers in
order to satisfying their needs and wants. Tesco Plc is widely focused on gaining attention of
customers and providing them variety of products to their potential buyers who are willing to
taking advantage of offered products and services of firm.
Product design and development: In this modern scenario large number of people are attracted
towards the design of products rather than their quality and price, so firms are focused on
developing attractive products in order to enhancing their sales and revenue at market place.
Tesco Plc has variety of products and services which are having some unique features and design
in respect to gaining attention of large number of customers towards their firm.
Customer services: It is the fundamental function of marketing as buyers are the most important
element of market who can be evaluated as the king for whom all business firms are putting
various efforts to satisfying needs and wants of customers. As a worlds largest British
multinational food retail company Tesco Plc is concern on rendering high quality goods and
services to their customers in respect to attaining high profit and revenue for firm as to fulfilling
the wants of people at market place.
Market Research: This can be described as the most essential tool which is used by firm to
determine and collect valuable data and information with the help of various research activities
in respect to identify the present needs and wants of customers at market place. This is effective
in raising their profitability ratios through enhancing sales. Tesco Plc is focused on implementing
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all research activities in efficient manner and this also helps in eventing new products that are
effective in fulfilling the needs of customers.
Financing: This can be considered as the most important function of each firm to make proper
arrangement of capital and funds in respect to carry out all business activities in right direction.
It is fundamental requirement of firm to manage appropriate capital and resources for conducting
business or its activities in right direction. It is the major responsibility of manager and higher
authority to manage capital and funds and at work place for deciding monthly amount that are
needs to be spend in various organisational activities. A proper budget needs to be preprepared as
per the requirement of firms or its activities.
Risk taking: This can be evaluated as the most essential function of marketing which plays
effective role within an organisation. Company is taking various risk at the time of introducing
new and innovative products at market place and these has some positive as well as negative
impact on firms performance. Managers and higher authority are focused on analysing the
market and introducing new and innovative products at market place.
Packing and labelling: This is an effective element of marketing that plays most important
role in providing high quality and featured products to their buyers. As a multinational company
Tesco Plc is focused on their packaging in order to providing satisfaction to their customers who
are willing taking advantage of offered services of firm. This helps in creating sustainability of
customers that is beneficial for growth and success.
Market planning: It is the fundamental responsibility of organisation to make proper plan in
respect to handle their business activities in right direction. Manager have to make a proper
management plan in which all business activity will be implement in effective manner.
Marketing plan helps in attaining organisational goals and objectives in efficient way.
Exchange functions: This is a most important tool of marketing through which firm is able to
promote their brand and products at market place which are more effective in nature to gaining
attention of customers. Tesco Plc is widely focused on changing strategy of in respect to
attracting large number of customers.
P2) The roles and responsibilities of marketing that are related with firm.
It is necessary for each business firm to perform various roles and responsibilities for
gaining desired goals and objectives of organisation. Within a firm manager and higher authority
are responsible for all activities that are held at work place and plays effective role in managing
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firm in efficient manner. Tesco Plc is a large retail company and deals in variety of products and
services in affordable prices. There are various functional areas within an organisation which
involves Marketing, Finance, Information Technologies and Human resource areas that performs
essential role in effectively implementation of organisational activities. Some effective
departments are evaluated as under which work together for generating high profit and brand
awareness among people:
 Marketing and HR Department
 Marketing and IT Department Marketing and Sales Department
Marketing and HR Department: Human resource are the most essential assets of firm as they
are responsible for performing all business activities in effective manner. As a large business
enterprises Tesco Plc has various departments and company is concern on managing their all
resource at work place in respect to rendering high quality and high featured products for
fulfilling the needs of potential buyers. The basic function of marketing and HR department is to
creating awareness among people about the new product and services at market place. HR
department plays vast role in on hiring high skilled and educated people at work place who are
having potential to handle organisational work which are assigned by higher authority for
attaining goals and objectives of firm.
Marketing and IT Department: In this modern and competitive era marketing and IT
Department plays efficient role in respect to performing high range of business activities in well
planned manner. Tesco Plc is concern on applying various new and innovative tools and
techniques for developing organisational performance and productivity that has a huge impact on
firms growth and success. Tesco is executing their business operations in different field such as
distribution, customer service, administration and many others.
Marketing and Sales Department: This can be considered as the most effective department of
organisation and helps in creating more profit and revenue which is beneficial for companies
growth. Tesco Plc apples various tools and techniques in order to creating various changes in
their promotional and selling plans, so awareness can be created in effective manner. As a large
British company Tesco Plc has large number of outlets which are performing various business
functions at different geographical areas. It is the basic responsibility of sales and marketing
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manger to implement various promotion campaigns for attaining attention of customers in order
to enhancing their sales and revenue.
Roles and responsibilities related to Tesco Plc.
Tesco Plc perform various roles and responsibilities at market place, in which some are
described as below:
 Product Development
 Marketing & Research
 Market Segmentation
 Communication Sales
Product Development: It is an essential function that needs to be performed by each business
organisation at the time of introducing new and innovative goods at market place. It plays vital
role n analysing the demand and needs of customers. Company is widely focused on
implementing various changes in their production function in order to gaining high competitive
advantage in this competitive era.
Marketing and Research: It is most important factor for organisation in relation to evaluating
the position of firm or its offered products at market place. The effective research helps in
performing all business activities in significant manner through accomplishing desired goals and
objectives of firm.
Market Segmentation: This is the most effective strategy, used by an organisation in categorised
various marketing functions in various department which perform different activities. The groups
are divided according to demographic, geographic and behavioural aspects which are effective in
fulfilling the basic requirement of customers.
Communication: This plays an important role in transferring all relevant data and information
within the business organisation. The manager and higher authority is focused on implementing
efficient communication among all department in order to carry out business activities in right
direction.
Sales: The major purpose of each business organisation is to enhancing their sales as at market
place. Tesco Plc putting their effective efforts for generating high brand image as it cause high
profit and also helps in sustaining customers and clients for long run of business and its
activities.
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TASK 2
P3) Comparison among Tesco and ALDI through marketing mix
The basic purpose of each business organisation is to gaining attention of large number of
customers towards the offered products and services of firm. Marketing mix plays most effective
role in analysing the performance of company in this competitive era (Desai, 2013). These are
also known as integrating marketing approach in which all task are combined with each other
and very much effective for creating marketing operations in significant manner. This is useful in
introducing new and innovative products at market place. Marketing mix are linked with
marketing plans and strategies before the finished goods are available at market places for
satisfying the needs of buyers.
Basis Marketing mix of Tesco Plc Marketing mix of ALDI
Product Products are considered as the most
essential elements of marketing mix and
plays significant role in an organisation
for carry out business and its all
activities in systematic manner.
Products and tangible in nature which
are offered by company to their
potential customers. The cited company
conduct their operations in variety of
products and services which includes
food, grocery, home appliances,
electronic items etc. as a large business
enterprises Tesco Plc deals in large
number of products which are very
much effective in satisfying the needs
and wants of customers.
ALDI mainly deals in high quality food
products and the company has variety
of goods as compare to their
competitors. ALDI provide
consumable fruits, vegetables, beauty
products, cloths, stationary, household
products, soft tools, health and
electronic goods.
Price This factor plays most vital role in
marketing mix. The company is using
cost leadership prices policy in respect
ALDI use effective pricing policy and
provide high quality products in
cheapest prices. This is more effective
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to gaining attention of large number of
buyers and clients who are willing to
taking benefits of offered products and
services of firm. Effective pricing policy
helps in attaining high growth and profit
in respect to establishing sustainability
among customers (Dibb and Simkin,
2013). Tesco using high quality raw
materials in order to producing high
featured and quality goods for their
buyers.
in gaining attention of large number of
customers towards their firm and
offered goods and services. The
company is applying various pricing
strategies such as unit pricing
strategies, market penetration,
competitive pricing strategies,
psychological pricing strategy.
Place Tesco Plc is a British multinational
company who is operating their
business activities in wide geographical
areas. Company deals in variety of
goods and services all over the world.
The company mainly focused on those
areas where large group of people are
gathered who are beneficial for increase
sales and revenue of firm by purchasing
goods and services in large number.
Their outlets deals in different
departments and focused on satisfying
the needs and wants of customers.
As a popular retailer company ALDI
has captured wide area and render
variety of products and services all
over the globe. ALDI has ten thousand
stores within eighteen countries and
working on high level in united
kingdom.
Promotion Tesco Plc has applied various plans and
strategies in respect to promote their
products so that buyers can be retained
for long time with the firm. Company is
using various promotional tools such as
internet, newspapers, magazines, online,
ALDI use cost effective approach at
market place because it is more
effective in gaining attention of large
number of people towards their brand.
The organisation is using different
strategies of promotion like advertising
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social media and many others (Fill,
2011). Tesco is significantly focused on
attaining high growth and success
through generating awareness among
customers about products and services
which are offered by company to their
potential clients.
on television, newspapers, social
campaigns, personal selling etc
(Ogunmokun and Tang, 2012).
People The organisation is focused on hiring
well educated and skilled people at their
work place because human resource can
be considered as the most effective
element of firm which plays wide role
in generating high growth and success at
market place. As a large retail company
Tesco Plc has more then 30000
employees who are contributing their
significant efforts in developing
organisational performance.
ALDI render variety of products to
their customers in some particular
segment and the company has
specification section for cited group of
people.
Process It is lined with functional activities that
consist of goods which offered to all
clients , include high quality. The
company is focused on delivering
products and services to their last
customers in desired period of time.
As a large business organisation ALDI
has large number of customers who
bare regularly taking advantage of
products. ALDI does not apply any
kind of process for selling their
products and services. Customers are
purchase products as per their own
interest and choice (Musibau,
Oluyinka and Long, 2011).
Physical
evidence
Tesco mainly deals in general, grocery
and electrical goods which are tangible
in nature and people can easily touch,
ALDI deals in international super
market chain, it provides high quality
home products and also considered as
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feel and use them in effective manner as
to fulfilling the requirement of their life.
the high quality brand in cheapest
price.
P4) Basic marketing plans for firm.
Each business organisation is focused on gaining high competitive advantage in respect
to attaining profit and revenue at market place. It is valuable for company to reaching at higher
position at market place. Marketing plan plays most effective role in carry out all business
activities in efficient manner in order to gain high profitability and productivity (Hsu, 2011).
Tesco Plc is a public limited company and deals in retail sector. It is founded in the year of 1919
in Hackney, London, UK and England. The company has more than 476000 employees who are
putting their significant efforts in their different outlets. Marketing plan has involves various
elements which are evaluated as under:
Vision and Mission statement:
It can be considered as the aspirational view of where the business firm wants to be. It
provides a significant direction for attaining goals of firm. The major vision of Tesco Plc is to be
the highly valued organisation through their customers whom they serve, the communities in
which they operate their business activities, their employees, labours or colleagues and
shareholders. The company is focused on providing high quality products and services in
affordable prices to their significant customers.
SWOT Analysis of firm:
Strength This can be described as the power of firm, which is effectively
implemented through the organisation for developing their performance.
 The firm is having large number of products that are helpful in
achieving competitive advantage at market place (Jones, R. and
Rowley, 2011).
 The company is concern on attracting customers through applying
less pricing methods.
Weaknesses  Company is facing various issues related with finance and capital.
 The company has weak presence in other countries.
 Through bad debts the profit and progress of firm were impacted.
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Opportunities  The company is concern on private label growth.
 Focused on providing non food products to their consumers.
 Developing premium range products.
 Best opportunities to grow online services.
Threats Falling value of currency impacted on decreasing growth of firm.
Shares attained through low cost due to various rivals available at market
place such as ALDI and LIDL.
Competitors of company:
In this competitive era there is various competitors are available at market place which
has huge impact on firms growth and success of firm (Joshi, 2012). The major competitors of
Tesco Plc are ASDA, Sainsbury, ALDI, Morrison's, LIDL and Wait-rose.
Marketing Budget:
It is necessary for organisation to analyse the new market trend and strategies that are
adopted by firm in order to carry out their business activities in systematic manner. It is the
fundamental duty of financial manager to make proper budget in respect to conducting different
promotion activities which create value for firm or its progress. The marketing budget of firm is
explained as below:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 80000 110000 165000 125000 40000
Investment 28000 35000 42000 15600
Total 80000 82000 130000 83000 24400
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Marketing
expenditures
Advertisement 7000 8000 7500 6000 6000
sales promotion 2000 3000 2500 3000 6500
Direct marketing 5000 2000 5500 8000 3500
Total 14000 13000 15500 17000 16000
Available balance 66000 69000 114500 66000 8400
Monitoring and control:
in an organisation mangers are focused on analysing and evaluating plans and strategies
in respect to enhancing work efficiency (McDaniel, Lamb and Hair, 2012). This is valuable in
attainment of goals and objectives in effective and well planned manner.
CONCLUSION
As per the above report it has been concluded that marketing activities plays most
effective role in evaluating the new choice and preferences of customers through the process of
market research. The basic purpose of each business organisation is to gaining attention of large
number of customers in order to generating high brand awareness among people so that growth
can be attained by firm. marketing is a wide term which plays most effective role in growth and
success of each business organisation and its growth and success.
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REFERENCES
Books and Journals
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Fill, C., 2011.Essentials of marketing communications. Pearson Higher Ed.
Hsu, W., 2011. The vocabulary thresholds of business textbooks and business research articles
for EFL learners. English for Specific Purposes. 30(4). pp.247-257.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Joshi, M., 2012.Essentials of marketing. Bookboon.
Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing, 4(3). pp.198-209.
Khan, M.N. and Adil, M., 2013. Data analysis techniques in service quality literature: Essentials
and advances.Serbian Journal of Management.8(1). pp.95-112.
Kranias, A. and Bourlessa, M., 2013. Investigating the relationship between service quality and
loyalty in Greek banking sector.Procedia Economics and Finance.5. pp.453-458.
McDaniel, C., Lamb, C.W. and Hair, J.F., 2012.Marketing essentials. South-Western.
Musibau, A.A., Oluyinka, S. and Long, C.S., 2011. The relationship between strategic planning
and the effectiveness of marketing operations.International Journal of Innovation,
Management and Technology. 2(5). p.390.
Ogunmokun, G.O. and Tang, E.C.H., 2012. The effect of strategic marketing planning behaviour
on the performance of small-to medium-sized firms.International Journal of
Management.29(1). p.159.
P. Crick, A. and Spencer, A., 2011. Hospitality quality: new directions and new
challenges.International Journal of Contemporary Hospitality Management.23(4).
pp.463-478.
Online
How to Create a Marketing Plan. 2017. Available through:
<https://www.entrepreneur.com/article/43018>. [Accessed on 2nd September 2017].
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