Operations Services Management: Improving Marketing Operations in Tesco

This report discusses the importance of operations and service management in organisations and focuses on the marketing operations of Tesco. It identifies the best and worst practices of Tesco's marketing operations and recommends strategies to improve them. The report also evaluates the role of technology and supporting functions in enhancing the success of Tesco's marketing operations.

Operations services
management

EXECUTIVE SUMMARY
Operations and service management is found to be an important concept which is
necessary to understand for each organisation if they want to survive and stay in the market.
Every day the competition is increasing and that's why it provided many impacts on the
organisation and its functional area. It is important to manage the functional areas which are
covered in operation management. So this report will discuss some recommendations in order
to improve the operations practices of the organisation.

Table of Contents
EXECUTIVE SUMMARY........................................................................................................2
INTRODUCTION......................................................................................................................4
MAIN BODY.............................................................................................................................4
4.1 Talk extensively on the Marketing operations in Tesco; explaining what they do and
how their activities could impact the performance of the company. Identifying best
practices and worse practices Marketing operations of Tesco...............................................4
4.2 Critically analysing which operations management techniques or strategies can be
implemented for improving on the worst practice in Marketing operations to boost the
company’s efficiency.............................................................................................................6
4.3 Evaluate how technology could be embedded in this process or evaluate how this has
already been achieved............................................................................................................7
4.4 Identify which other supporting functions are linked to this operation management
practice and evaluate how they can further enhance success of your chosen organisation.. .8
CONCLUSION..........................................................................................................................9
REFERENCES.........................................................................................................................11
Books and Journals:.............................................................................................................11

INTRODUCTION
The organisation's success depends on the management of operations and services.
Operations and service management is referred to the process which involved high-level
management focusing on managing all the operations and services of an organisation in order
to provide the best customer support and experience (Bordoloi, Fitzsimmons and
Fitzsimmons, 2019). The organisation included many operations such as finance, marketing,
human resources, customers, etc. This report will undertake a deep analysis of operation
management tools and techniques with a special reference to the Tesco organisation. Tesco is
found to be a British retailer that deals in a supermarket chain. It is very important for them to
manage their operations so that they will be able to achieve their goals and objectives. This
report included a particular functional area and then analyse the techniques and strategies of
operation management. It also included the technology and other supporting functions which
should be embedded in the process of operation management.
MAIN BODY
4.1 Talk extensively on the Marketing operations in Tesco; explaining what they do and how
their activities could impact the performance of the company. Identifying best practices
and worse practices Marketing operations of Tesco
Operational areas are mainly different functions of an organisation that are required to
perform by collaborating with each other in order to help them in achieving their goals and
objectives. Tesco is a multinational organisation of UK that operates its business in many
countries (Candelo, 2019). The company has different operational areas which helps them to
operate their business in effective manner which includes Finance, marketing, Human
resource management, production, administration, customer service, information technology,
distribution as well as research and development. Marketing function of Tesco is most
effective function of Tesco which helps in promoting their goods and service in all over the
world in order to gain the attraction of more consumers towards their offerings. Marketing
strategy of Tesco helps in positioning the company competitively in the market in order to
achieve their goals. Marketing plays an important role in the organisation as it helps in
understanding the customers in better manner in order to influence the business decision for
meeting the needs of customers. Advertising campaigns of Tesco help in making the direct
communication with the customers that leads in building trust in the brand and customer
loyalty.

Many practices are performed by the marketing department of Tesco which helps them
to increase their sales and profit in better manner. The best and worst practices of marketing
operation of Tesco that affects the organisational performance of the company are described
below:
Best practices of Tesco’s marketing operations-
 Tesco has wide range of products in different categories which helps in fulfilling the
different needs of customers in effective manner. This will include food, health,
electronics, apparel, books, home and décor, sports and fitness equipment, party and
gifting, jewellery, baby products, etc. With the help of this wide range needs and
wants of their customers more effectively (Hunt, 2020).
 Its supply chain network is efficient that allows them to take benefits of economic
scale as well as offers their products in lower cost. The management of Tesco not
affects its products quality due to the price, they always focus on providing quality
products to them in low price in order to build effective relationship with them.
 Tesco operates more than 6900 stores in more than 15 countries which includes
Ireland, UK, France, Hungary, France, Slovakia, Japan, etc. in order to make easier
for their potential customers in order to get their service which helps in achieving
their goals in better manner.
 Tesco has different kind of stores for offering variety of its products and service in the
market in better manner which involves Tesco Express, Tesco Metro, Tesco
Superstore and Tesco Extra. Which helps in making the customers experience more
effective in order to make long term relationship.
 The management of Tesco is hugely relying on promotional offers in order to attract
and retain more customers (Kumar, 2018). The offers provided by the company
includes buy one get one offer and other discounts in their online and offline stores to
attract more customers towards their products and service.
Worst practices of Tesco’s marketing operations-
 The management of Tesco is not using the digital marketing strategy proper manner
which directly affects its overall performance as well as also affects their competitive
growth. Many digital technologies has been developed which help company in order
to attract their customers from all over the world. Tesco has many strong competitors

in the market that uses several digital technologies for attracting more customers for
their customers.
 Customer service of Tesco is not more effective than its competitors which also
affects the overall performance. Its marketing department does not provide better
customer service to their customers in order to solve their queries related to product
and service of the customers in better manners.
4.2 Critically analysing which operations management techniques or strategies can be
implemented for improving on the worst practice in Marketing operations to boost the
company’s efficiency
From the above analyses of best and worst activities of of marketing operations of
Tesco that affects it overall performance. It is important for its management in order to
analyse the best strategy or techniques which helps them to improve their worst practices in
marketing operations which boots their organisational efficiency in effective manner. The
company is failed in using proper digital marketing activity in order to attract more customers
toward their product and service which makes company in order to understand and analyse
about the different types of digital marketing strategies that are available in the market which
helps in attracting more and more customers from all over the world (Paridy, Masitah and
Bahari, 2020). After analysing different kind of digital marketing strategies, they need to find
best one which helps in promoting their products and service in all over the world that
increase the efficiency of the company. The digital marketing strategies that are available in
the market includes search engine optimisation, social media marketing, content marketing,
email marketing, mobile marketing, etc. It has been analysed that management of Tesco need
to focus on social media marketing because there are many social media platforms which is
used by the millions of people for their entertainment purpose which help company in order
to attract more customers for their goods and service in effective manner. This will also helps
company in order to improve their customer service activity in effective manner in order to
gain make customer satisfaction as well as boost their organisational efficiency. Social media
platforms has many features in customers can share their experience with the company which
helps them in order to understand the queries of their customers and provide best service to
them.

4.3 Evaluate how technology could be embedded in this process or evaluate how this has
already been achieved.
Technology is playing a very important role in each and every sector and that's why
the scope of technology is increasing every day. It is not only limited to the IT sector but it is
included in each and every type of sector. Now the organisation can find technology in each
department as well. It is identified that operation management and technology's scope has
evolved over a period of time (Kumar, Mookerjee and Shubham, 2018). Now it is moved
from the development of products to designing, managing and improvement of operational
processes and systems. It is identified that the use of Technology in operation management is
very helpful for companies as they are able to reduce the cost as well as improve the delivery
process. There are many more benefits that will be enjoyed by the organisation as it also
involves the standardise quality with the environment of technology. Tesco is one of the
organisations that one their business very well in the market. The reason behind it is their
marketing strategy as every day they are focusing on some development and improvements in
the marketing strategy. This is the main reason that they are required to manage marketing
operations. For that purpose, it is identified that technology is playing a very important role in
marketing operations management. This can be better understood with the help of the below
points:
 Tesco is found to be one of the leading organisations in the British market and this is
the main reason that their marketing strategy should be very effective if they want to
stay in the market. It is identified in Tesco that after the pandemic situation it becomes
very important for them to take some corrective actions and improvements in the
marketing. Technology should be embedded in the marketing operation management
process. It is identified that a new world is known about digital operations. This is the
main reason that no organisation should focus on digital marketing operations which
transform the business very well.
 With the involvement of technology, marketing is playing a very important in the
success include of a company (Huang, de Koster and Yu, 2020). It is identified that
with the integration of technology with marketing, it is analysed that marketing
becomes easy and more effective. This can be better understood with the help of an
example. For example, Tesco wants to increase customer loyalty and that's why they
are launching a new digital for their loyal customers. In this process, it is very obvious

that the company requires and involvement of technology so that they are able to
make digital campaigns and communicate with the customers directly.
 The organisation can use technology in the marketing operations for the purpose of
transforming marketing by making campaigns more immersive and personalized for
people.
 It is identified that formerly companies are not able to make personalized campaigns
for people because they do have not many sources and communication facilities
which makes the process easy and deliver to the customer. But after the involvement
of technology, it has been identified that it becomes very easy to manage the
operations of marketing because it provided social media communication facilities
and other many tools and techniques which help a marketer to communicate with the
customers directly and able to deliver the personalised campaigns for the customer.
4.4 Identify which other supporting functions are linked to this operation management
practice and evaluate how they can further enhance success of your chosen organisation.
It is identified that marketing is concerned with the promotion of goods and services
in the market. This is the main reason that it includes many other supporting functions which
are necessary for the purpose of managing the marketing and achieving the objective of the
organisation (Balthu and Clegg, 2021). Some important supporting functions are market
project planning, market research, to end creative process management, brand compliance,
marketing technology infrastructure, etc. These are the important marketing supporting
functions which are necessary for enhancing the success of Tesco. It is very well known that
currently each and every organisation is facing many negative impacts due to the pandemic
situation. It becomes necessary for Tesco to reimagine the marketing strategy and that's why
they required the supporting functions. These can be better understood with the help of the
below points:
 In order to re-imagine the marketing strategy, it is very important for Tesco to make a
market project plan as re-imagine is not an easy process. With the help of market
project planning, a marketing manager is able to develop new marketing strategies
and definitely manage complex digital projects as well.
 It is identified that this is very common for a marketing manager to manage the
marketing operation but it is expected for them to manage the multiple marketing
activities and automation platforms which can be possible with the help of effective
marketing technology infrastructure (Cornillie, 2022). It is an important function of

marketing managers in which they need to find out the solutions such as reviewing
software and integrating marketing with technology and content management system.
This is one of the important functions because every day digital communication is
increasing especially in the marketing field. With the help of this function, Tesco is
able to make more effective communications on digital media.
 Marketing research is being a very important role as it is one of the most important
functions of an organisation which is necessary for the purpose of marketing
management. With the help of marketing research, Tesco is able to enhance the
success of the company because if they have the right information and knowledge
related to the customer then they are able to analyse the needs and wants of
customers. This is definitely assured to meet the expectations of customers. When
Tesco will successful in this activity, then the success of the organisation in the
market is definite. Apart from the analysis of customer needs and wants, market
research is an important function which needs to be performed by a marketing
manager because it helps to review the market trends which is necessary to
understand. There are many market trends are running in the market that needs to
analyse as it helps to achieve the goals and objective of the organisation. The business
environment is very dynamic in nature and especially the market is becoming
unpredictable which will arise many problems in front of the organisation if they are
not effectively focused on market research.
 It is identified that brand compliance and risk is a very important functions. It is
necessary to manage and review the process of marketing material which ensures
compliance with all important laws. It is very important for an organisation to make
sure that their brand should comply all the important rules and regulations as it is a
risk of legal suites.
CONCLUSION
It can be concluded from the above discussion that every day the complexities are
increasing in the market and this is the main reason that organisations of focus on operations
and service management than only they will be able to achieve the goals and objectives. It is
identified in this report that there are many important operation areas which are necessary for
the company to manage them effectively as then only they are able to achieve the goals and
objectives. Management of operations in services is crucial as it helps to reduce the
complexities of the organisation. This report included how operation management could be

performed in the organisation and also included the tools in techniques of operation
management which should be adopted by the organisation.

REFERENCES
Books and Journals:
Balthu, K.C. and Clegg, B., 2021. Improving professional service operations: action research
in a law firm. International Journal of Operations & Production Management.
Bordoloi, S., Fitzsimmons, J. and Fitzsimmons, M., 2019. Service Management: Operations,
Strategy, Information Technology, 9e.
Candelo, E., 2019. Mass Customization: Another Marketing Breakthrough. In Marketing
Innovations in the Automotive Industry (pp. 95-103). Springer, Cham.
Cornillie, T.C., 2022. Public Transportation Systems: Principles of System Design,
Operations Planning and Real-Time Control: Carlos F. Daganzo and Yanfeng
Ouyang (2019). World Scientific, 493 pages, $68.00 (softcover).
Huang, G.Q., de Koster, R. and Yu, Y., 2020. Online-to-offline ecommerce operations
management (EOM). Transportation Research Part E: Logistics and Transportation
Review, 138, p.101920.
Hunt, S.D., 2020. For re-institutionalizing the marketing discipline in Era V. AMS
Review, 10(3), pp.189-198.
Kumar, S., Mookerjee, V. and Shubham, A., 2018. Research in operations management and
information systems interface. Production and Operations Management, 27(11),
pp.1893-1905.
Kumar, V., 2018. Transformative marketing: The next 20 years. Journal of Marketing, 82(4),
pp.1-12.
Paridy, R.D., Masitah, M. and Bahari, D.I., 2020. Marketing Channel Analysis in an Effort to
Develop the Potential of Bananas in Pinrang Regency. Agribusiness Journal, 3(2
December), pp.1-7.