TESCO Ltd: Comprehensive Analysis of Marketing Roles, Mix & Plan

This report provides an analysis of the marketing functions, roles, and responsibilities within TESCO Ltd, including the impact of marketing roles on the organization. It features a comparison of the marketing mix strategies employed by TESCO and Marks & Spencer (M&S), highlighting differences in product offerings, pricing strategies, distribution methods, and people management. The report also includes a developed and evaluated marketing plan for TESCO, covering aspects such as situational analysis using PEST, marketing mix elements, segmentation, targeting, positioning strategies, and proposed actions for marketing experts, digital efforts, e-promotions, and a marketing evaluation team, concluding with an evaluation strategy based on review policies, feedback, benchmarking, and counter actions. Desklib offers similar solved assignments for students.

UNIT-2 ASSESSMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
KEY ROLES AND RESPONSIBILITIES OF THE MARKETING FUNCTION.........................3
ROLES OF MARKETING RELATE TO THE ORGANIZATIONAL CONTEXT......................4
MARKETING MIX OF DIFFERENT ORGANIZATIONS..........................................................6
DEVELOPMENT AND EVALUATION OF MARKETING PLAN.............................................7
Company overview-.....................................................................................................................7
Vision-..........................................................................................................................................7
Mission-.......................................................................................................................................7
Situational analysis-.....................................................................................................................8
Marketing mix-............................................................................................................................8
Strategy-.......................................................................................................................................8
Actions-........................................................................................................................................9
Evaluation-...................................................................................................................................9
Executive summary-..................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
In the report roles and responsibilities of marting functions will be deciphered. The report
will also discuss impacts of marketing roles on the organization, for the purpose TESCO Ltd is
taken into consideration. Further, marketing mix for TESCO and M&S (Graesch, Hensel-Börner
and Henseler, 2020.) would also be compared. At the end of the report a marketing plan will be
produced and evaluated.
KEY ROLES AND RESPONSIBILITIES OF THE MARKETING
FUNCTION
Marketing functions are referred as a set of activities which consists promotion, product
management, selling, pricing, information management, financing and distribution etc. The aim
of these activities is to make the marketing plan successful in an organization. The key roles and
responsibilities of the marketing functions for TESCO Ltd are as follows-
Market research- The foremost role of marketing function is to conduct market research since
in absence of proper availability of data ones can not make its plan successful. TESCO Ltd uses
Focus Groups, Customers interviews, Surveys from different mediums, Questionnaires etc. so
can collect sufficient information.
Product development- This is also an essential role of marketing functions to develop products
for the organization. TESCO which is a retail giant practising a well-defined product
development process so can introduce a new product in fully fledged manner (Huang and Rust,
2021)
Communication- This is the most prominent role of marketing functions in which The
information are communicated in order to get various stakeholders aware of the relevant
information. The company is using various channels like conventional and non conventional
methods. Like social media avenues are also being used to communicate with the stakeholders.
Distribution- In marketing this is a chief role in which the goods or services are distributed
using different suitable channels by the organization. TESCO is having a huge number of stores

where the products are distributed. Through more than 4500 stores the organization is getting
operated.
Selling- The most dynamic role of marketing function is selling. Since at this stage the products
or services are transferred to their users. Tesco uses a well-articulated function to sell out its
products to the customers. It takes orders from both online and offline methods and then sell out
products with proper channel insuring time factor and proper packaging too.
Promotions- The process which consists advertisement, sales promotions, social media and
different types of promotions so can bring the relevant information to consideration of the
customers. For performing the role TESCO is having a strong constellation of promotion
strategy. The company is using both conventional and non conventional methods of promotions.
Like online advertisement from different channel. And conventional methods like hoardings,
and advertisements in magazines etc (Nath, and Bharadwaj, 2020.)
Tactics- This is the role in which short and small term plans are made which are called tactics in
order to attract the targeted set of customers. Tesco keeps using such tactics in order to attract
their customers. Like they offer discount policy, gift, additional discount and many of such types
of tactics so can influence certain group of customers.
ROLES OF MARKETING RELATE TO THE ORGANIZATIONAL CONTEXT
Marketing is a bigger phenomenon due to its ability to influence various components in
the business. In context of wider organization marketing is a leading factors which also impacts
various components which are as follows-
Finance- The blood of the business is finance which impacts all the operations of the business
but it is heavily impacted by the marketing dynamics. For an organization the effectiveness of
marketing also depends on the availability of finance if is sufficiently available then the
functions of marketing can also be carried out with greater efficiency. TESCO Ltd (Peñalba-
Aguirrezabalaga, Ritala and Sáenz, 2021.) every year more than 81 million British pounds on just
advertisement. So it can be concluded that the marketing roles impacts it greatly.

Operation management- This is the practise which make sure highest level of efficiency in the
operations of the organization. Operation management is considered one of the toughest task
which is behind the operational success of an entity. Marketing roles and responsibilities are also
conjoined with it. Since communication, distribution are those marketing roles which ensure
higher operational efficiency. Further the product development role of marketing substantiate the
ability of operational performance.
Production- The process of producing the goods which is offered by the organization. The
efficiency of this organizational function also related with marketing since if the roles of
marketing like promotion, selling and distribution are not working with higher efficiency then
production function would not work on its merit. TESCO Ltd (Park, 2018.) is spending its huge
amount of budget on promotion, distribution so can ensure higher selling which will ultimately
cause better production function in an organization.
Legal- Legal aspects of a business are also related with marketing roles and responsibilities. Like
for an entity it is essential to abide all lows or regulations which are laid down with regard to
marketing by the competent authority. Organizational success also depends on their response
toward legal factors which may hinder their smooth going operations. With this respect TESCO
Ltd is having its well-articulated code of conducts so can abide the legal factors while
performing marketing roles. Like in promotion ensure that the customers must have given proper
information so can not get misled.
Human resources- Marketing helps in achieving some objectives pertain to HR like HR and
marketing roles both tries to uphold brand and gains of the organization. To satisfy customers so
here marketing roles and responsibilities help HR in practising its activities and also grabbing
bigger success in various activities. Both works to uphold value of each other.
So from the explanations above it can be concluded that the marketing roles are related to
the wider organizational context.

MARKETING MIX OF DIFFERENT ORGANIZATIONS
Different organizations apply different marketing mix approaches in attempt to achieve
business objectives. Here a brief comparison is made for TESCO and marks & Spencers, both
are engaged in retail organization with number of stores and strong presence specially in UK.
Compon
ents
TESCO LTD Marks & Spencer
Product
strategy
It offers a wide range of products from a
number of stores across the nation and in
many other countries as well. The
products are offering to cater the needs
and preferences of every customer. So
segment wise proper products are made
available. Products are segmented in
various categories like Frozen food,
Bakery products, Technology and
gaming products, Electronic items, home
and garden products, toys, car products
etc. so as per ease or desire people may
get the products of their choice
(Sotiriadis, 2020.)
The items are targetting all groups men,
women, kids etc. for women it offers
clothings like Blazers, Cardigans,
Cashmere, Jeans, Linen, Shirt, Skirt and
many more. Footwear section is very large
with great number of choices. Food
products including wine is also available.
It sells gift items and flowers to get the
young and aristocratic generations
attracted.
Pricing
Strategy
It strictly follows Cost leadership model
so can provide the lowest priced products
and services with better quality. The
company also uses Economy of scale so
with higher products can provide the
goods on cheaper prices. It also pays
attention on stable prices as well so can
make people loyal.
M&S practices Competitive Pricing
strategy. This keeps prices between high
and medium category for its premium
quality. In this high competition the
customers may get comparatively cheap
products at stores.

Place
strategy
Tesco is having more than 7000 stores
across the world. It depends on the
market what would be the size of the
stores. Stores are classified as TESCO
metro, TESCO express, TESCO extra,
TESCO superstores etc. (Blut, 2018) as
per their names the size of the stores is
decided.
M&S is having more than 1000 stores in
more than 50 coutures. In only UK it is
having 850 stores. M&S also follows the
same place and distribution strategy. It
depends on the range of customers like in
India the customers of the organization
are high so where it is having more than
50 stores.
People
strategy
More than 4,00,000 people are employed
in the organization in different nations.
They are encouraged to uphold the values
of the organization.
Timely performance assessment are
made and employees are given training,
development and education as per their
needs.
Over 70000 people (Lim, 2021) are
working as employee for the organization.
It follows competitive payment policy so
can hire the best talent.
It also runs learning and development
programme so can hike the talent of the
employees.
DEVELOPMENT AND EVALUATION OF MARKETING PLAN
Company overview-
TESCO is UK based retail organization. Which is operating its business in more than 14 nations
now with 7500 stores and 400000 employees. The organization shares 30% of retail revenue in
UK. For this purpose marketing plan is being made (Al Badi, 2018)
Vision-
To broaden the scope of the business to enable it to deliver strong, sustainable long-term growth
by following the customer into large expanding markets.

Mission-
Create value for customers to earn their lifetime loyalty.
Situational analysis-
PEST analysis-
Components
Political The political situations are in favour of the organization. After pandemics
government is giving them ease so can bring the economical flow.
Economical The economy of the markets where the company is operating business is not
good but showing recovery (Opresnik, 2018,)
Social The mood of people and socio cultural dynamics are getting changed with the
time, in a few markets consumerism is also on its peak.
Technological TESCO is already using great technology like official website, mobile app,
smart stores and multiple ways for making payments.
Marketing mix-
Components
Product All types of retail products are available with multiple choice and varieties at
stores
Place More than 7500 stores are in the world with well decorated and attractive
stores. Also, digitalized platform is available (Pyykkö, 2020.)
Price Foll wing “price leadership model” for pricing the products.
Promotion Both traditional and modern mediums are being used.
Strategy-
elements
Segmentation For successful marketing plan it will be segmenting the market in different

parts like on the basis of income, gender, culture, age etc.
Targetting It targets high-income groups and middle. Such people who want good
quality goods on comparatively cheaper prices would be targetted.
Positioning It can go with “Price Positioning Model” so people with better purchase
power can be got attracted and also offer lower price goods too (Vaníčková
and Szczepańska-Woszczyna, 2020.)
Actions-
 Will hire marketing experts- So they people can keep their strong surveillance on the
marketing process of the company.
 Digital efforts- For grabbing better results the company would also intensive its digital
marketing efforts. Like will use digital platforms on wider scale (Li, 2018)
 E- Promotions- The organization will be promoting its goods and services by using E-
promotion strategies.
 Marketing evaluation team- Such team will be guided to look over the marketing plan
and their successful operations.
Evaluation-
This is an essential process in which the fabricated marketing plan is evaluated. How it is
working or working as per the plan or not, If there are variances then the reasons would be
figured out and on the basis of it such action plans will be carried out. For the company the
evaluation strategy is as follows-
 Review policy- The company will be setting up strong review policy so can examine the
marketing plan (Alders, 2021)
 Feedbacks- From various sources the feedbacks of various stakeholders will be taken into
consideration so can consider and fix their issues.

 Benchmarking- The standards for marketing plan will be made and on regular interval the
progress of the marketing plan.
 Counter actions- If the variances are found then actions will be taken to encounter those
changes.
Executive summary-
In the marketing plan for TESCO Ltd. Various elements like 4Ps of marketing mix, business
over view, STP analysis, PEST analysis are carried out. On the basis of it, actions are planned
and also how the progress will be assessed also decided in evaluation policy.
CONCLUSION
Form the report above it can be concluded that marketing functions perform great role in
an organization. The report had discussed relationship between such roles and organizational
aspects like production, legal, HR etc. at the end of the report marketing mix for two
organization was also compared and marketing plan was made for the TESCO Ltd.

REFERENCES
Books and journals-
Al Badi, K. S., 2018. The impact of marketing mix on the competitive advantage of the SME
sector in the Al Buraimi Governorate in Oman. SAGE Open. 8(3).
p.2158244018800838.
Alders, T. J. A. M., 2021. Marketing plan for FOREO: Introducing the innovative skincare
brand in the Netherlands (Doctoral dissertation).
Blut, M., 2018. Testing retail marketing-mix effects on patronage: A meta-analysis. Journal of
retailing. 94(2). pp.113-135.
Graesch, J. P., Hensel-Börner, S. and Henseler, J., 2020. Information technology and marketing:
an important partnership for decades. Industrial Management & Data Systems.
Huang, M. H. and Rust, R. T., 2021. A strategic framework for artificial intelligence in
marketing. Journal of the Academy of Marketing Science. 49(1). pp.30-50.
Li, Q., 2018. Digital Marketing Plan For A B2B Company: Case company: Verkotan.
Lim, W. M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
Nath, P. and Bharadwaj, N., 2020. Chief marketing officer presence and firm performance:
Assessing conditions under which the presence of other C-level functional executives
matters. Journal of the Academy of Marketing Science. 48(4). pp.670-694.
Opresnik, M. O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer, Cham.
Park, J. H. 2018. Internal marketing, employee customer‐oriented behaviors, and customer
behavioral responses. Psychology & Marketing. 35(6). pp.412-426.
Peñalba-Aguirrezabalaga, C., Ritala, P. and Sáenz, J., 2021. Putting marketing knowledge to use:
marketing-specific relational capital and product/service innovation
performance. Journal of Business & Industrial Marketing.
Pyykkö, R. A. O., 2020. Digital Marketing Plan Steni Finland Oy.
Sotiriadis, M., 2020. Tourism destination marketing: Academic knowledge. Encyclopedia. 1(1).
pp.42-56.
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Vaníčková, R. and Szczepańska-Woszczyna, K., 2020. Innovation of business and marketing
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