Developing Marketing Plan for Tesco: Roles, Responsibilities, and Comparison with Sainsbury

This report discusses the key roles and responsibilities of the marketing function in Tesco, its interrelationship with other functional units, and compares the marketing mix planning of Tesco with Sainsbury. It also provides a basic marketing plan for Tesco.

Developing marketing
plan

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
Key roles and responsibility of marketing function....................................................................3
How key roles and responsibility of marketing relate to other functional organisation.............4
Compare ways marketing mix planning of different organisation..............................................7
Basic marketing plan for organisation........................................................................................8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the unique concept by which company can generate interest in minds of
potential customer with help of advertisement. It is the productive process of transferring value
of company offerings to the target customer. Understanding of the marketing essential is very
import mat for the successful business plan. The marketing essentials consist of advertisement,
sales techniques and publicity in order to design products and services for developing more sales
and revenue. The chosen organisation for this report is Tesco which is biggest retail brand of UK
and founded by Jack Cohen (Adong, 2018). The company hold strong position in retailing and
generate more revenue. The report includes key roles and responsibility of marketing function
and its significance of interrelationship of other functional units. The report compares ways
marketing mix planning of different organisation. At the end, report evaluate basic marketing
plan for organisation.
TASK
Key roles and responsibility of marketing function
The marketing function focus on buying and selling of respective products in order to
satisfying actual needs of the target customer. The ultimate role and responsibility of marketing
function combines transportation, storing of goods, collecting market data related with potential
customer. This will help in identifying needs and wants of the customer. In context of Tesco, its
marketing function includes specific roles and responsibility for anticipating consumer demand
and maximise profits of company (Carpenter, 2020). Tesco roles and responsibility of marketing
function are as follows-
Identifying requirements of customers- The function of marketing is highly responsible
in order to recognising changing needs of the potential customers. The primary concentration
will recognise actual needs, attitudes, habits and wants of customer. The Tesco making function
analyse careful data of customers in fulfilling actual demand of the market.
Anticipating customer requirements-The department of marketing is responsible
towards foresee requirements of potential customers. By evaluate actual requirement of the
customer, marketing function of the Tesco deliver productive information to the company in

developing appropriate plan for company profits. This will build strong position of the company
as they are capable enough in fulfilling demands of the customer.
Satisfying customers' needs-The basic role of the marketing function is to fulfilling
satisfying need of the respective customers. In starting marketing function of the Tesco recognise
products and then it satisfies actual needs of the customers. It will help company in offering
value for money to the customers.
Making profit- The marketing function is accountable for introducing devise and
innovative plan in current products and services. It includes delivering more value to the
customer by adding some useful packages (Chernev, 2020). This will not provide only value for
money to the consumer but also enhance sale and organisation profits.
The role of marketing of Tesco can be seen by detail analysis of the exiting situational
analyse of the marketing strategy. This will aid in processing corporate goal as well as develop
marketing goal for establishing company sustainability. With the help of marketing function
Tesco accomplish its marketing goal including cost saving, market expansion, growth and
profitability. This will help in transforming and measuring actual objective of marketing and
improve position of the company.
How key roles and responsibility of marketing relate to other functional organisation
The marketing is the effective business function that develop effective interrelationship
with others business function like production, research & development, finance and so on. The
destination to fulfil business objective by the marketing manager of the Tesco (Hansen, 2017). It
performs its roles and responsibility in the wider context of business to maintain sustainability of
the business. In others words, to execute actual roles and responsibilities manager of the Tesco
focus on completion of overall goal and objective of company. The major types of role of
marketing manager of Tesco company are as follows-
Identification of the marketing plan- In competitive market, Tesco need to develop and
identify its marketing plan for long term survival. This is more essential for marketing manager
to recognise existing marketing trends and potential opportunity in order to generate more sales
of company. In current situation, all other companies will recognise existing marketing needs
and potential sources to accomplish needs of the target market consumer. This is the systematic
and effective approach to target more consumer. The marketing manager of the Tesco focus on
the destination objective and meeting current trends of the market. This will attract more

customer range by the process of satisfying needs of the customer. By this company will
accomplish its competitive advantage.
Creation of marketing plan- Accomplish business goal of Tesco marketing manager
develop productive plan of marketing to provide appropriate direction for enhancing customer
experience and sales of company (Lamb, 2017). During marketing plan, marketing manager
develop significant aspect for targeting, segmenting and positioning activities of company to
generate leads to for successful company. In current scenario, Tesco invest huge number of
investments in their marketing plan because it will aid in analysing existing marketing position.
This will provide appropriate strategic direction for the Tesco in order accomplish desired goal in
significant manner.
Supervision of business activities- This is the high responsibility of Tesco marketing
manager in order to supervise optimum business activities so that it can enhance effectiveness
and efficiency level in the entire business process. The supervision process is developed by
marketing manger is much familiar of its external and internal activities to accomplish goal of
production, procurement as well as service delivery process.
Product launch- While launching product, marketing manager of the Tesco analyse in
detail to deliver positive and negative sides of respective products and services. This will ensure
that no damage will be experience by their respective customer (Kotler and et.al.,2018). The
Tesco pass different test and analyse its business services that is reached by the final customers.
That is why roles and responsibilities of marketing manager is very significant. It will coordinate
premium business departments like finance, production and so on. It refers as desirable goal of
Tesco to coordinates different departments of company.
Among the organisational premises, the marketing process as well as operations plays
significant role for the success of Tesco in influencing overall needs and preferences of
customers during the behaviour of purchasing and alignment of the fashion trends. The process
of marketing and employed workforce aligned premises to predict the sales fashion in the
retailing products and services. The marketing functions is interrelated with other function
department to support the progress of company.
Research- Marketing department of Tesco, provide relevant supervision to the research
department because it will determinate relevant market trends and reserch department will
explore particular market trends to raise sales of company. The research function is the major of

the Tesco which aim to recognise target audience and perform best to stand out from other
competitors. This will concentrate on detail attention of the current market trends in order to
manage purchasing behaviour of the customers. The research department predicts or examine
marketing trends of the different season in competitive market. The department mainly
concentrate on examining appropriate competitors actions and by understanding them it will
move into the new market segment (Hollensen, 2019). The research deportment wants to uplift
operations and position of company at premium level and conducting suitable research to
contribute positive outcome for company performance.
Logistics- The marketing department determine established deadlines to expand
capabilities Tesco logistic department consist of transportation products regarding inventory in
their respective segments. This will ensure Tesco ability in order to distribute suitable products
and services while matching preference of target customers. It will focus towards several
methods of storage as well as shipping in their business practices. The logistics department of
Tesco deals in appropriate way to provide products as per the desire of the customers. This will
influence entire business model to make sure all products must be available in the targeted
market.
Finance- The marketing department need to perform with finance department in order to
ensure adequate level of budget so that they can meet their objectives in research, promotions
and distribution (Linneman, 2020). The finance department have to facilitates entire business
operations and examine financial capabilities. The Tesco finance department wants to allocate
budget by matching marketing profitable opportunity. The marketing department focus to
enhance sales volume and contributing market share where as finance department have to make
sure cash flows, covering cost and paying back for investment.
Human resource management- The marketing department will closely supervision and
perform with the HRM practices. It will determine appropriate skill set during staffing and
recruitment process. They will research and develop exclusive products ideas in order to
accomplish new production targets. This will create more ambitious and diverse team that fulfil
overall demand of the market. The proper training of the recruited staff will maintain balance
marketing objectives with other department.
Operations management- The marketing department closely perform with the
production department to ensure planned objective of the research development to satisfy present

and future needs of the customer. The sales volume is develop by the marketing department and
operational department deliver the products at schedule timing.
Compare ways marketing mix planning of different organisation
The marketing mix is the effective tool to control variables of the marking in the Tesco
which split into proportionate portions to accomplish desirable goal of the target market. The
marketing mix includes elements of product, price, place and promotions. While comparing
marketing mix of different organisation, Tesco and Sainsbury is chosen.
Product- Tesco offers huge range of products and services in range of food as well as
non food items that will fulfil actual needs of the UK customers. The range of the products
consist from clothing, kitchenware, mobile, accessories, electronics and so on (Maravilhas,
2019). The Tesco chain of products includes range of products into the name of their own brand.
The organisation currently embarked to enhance portfolio of the products and services on online
channels to serve wide category of customers across the globe. On the other hand Sainsbury also
offers same range or categories of products and services and focus to ensure maximum
satisfaction of different types of customers. Both Tesco and Sainsbury exploit their loyalty cards
to capture useful inforamtion of the target audience. It will secure maximum satisfaction of
customer as company provides valuable products to the customers.
Price- The customer of the UK, are very price sensitive because there is no product
differentiation in the retail market segment of UK so consumer can easily switch to the other
retail company (McCarver, 2017). Tesco and Sainsabury adopted competitive pricing strategy in
which price of the company will be possession in order to avoid loss of customer in retail chain.
The mission of the Tesco is to provide affordable products in bulk and established price setting
of the products and services to capture attention of maximum customers. Sainsbury offers money
back coupon strategy to grab focus of maximum customers but these are still more expensive
from the Tesco products and services. Teesco focus to deliver more pocket friendly chain to gain
maximum confidence of customers to defeat their competitors.
Place- The place of the business consist distribution network with appropriate strategic
positioning. The retail chain of the UK market ensure that most the desired products and services
will be available to potential customer. Tesco established more than 1800 stores in the markets of
UK and distributes their products to wider category of target customer so that they can satisfy
wide range of customers. The category of their stores is classified into metro, express,

superstores ans extra stores. Whereas Sainsbury established large range of stores approx 934
stores including convenience, supermarket stores that is distributed in strategical way. The Tescp
distribution system is much wider and strong in comparison of Sainsbury because Tesco leaders
provide influencing leadership to build strong position in the market place. To improving
effective channel, Tesco operates its business in the online platform so that they can reach most
of the customers but Sainsbury company still need to develop their channels of online platforms.
Promotions- The promotional activities is associated with the means of effective
communication channel that develop demand of potential customer. The promotional activities
that company adopted is direct marketing, sales promotions, advertisement, personal selling and
advertisement. The Tesco modify its direct marketing style in order to capture information from
its loyalty cards that is utilise to recognise needs of the customers (Nagra, 2017). Tesco
segmented their target customer into kids club, healthy living, baby. World of wine club. Other
promotional tools utlise by the Tesco is radios, newspaper, magazines and so on. On the other
hand Sainsbury executed only limited direct marketing as compare to Tesco. Sainsbury utilise
Nector loyalty card to retain their target customer and recognise customer habits so they can
develop their marketing plan accordingly (O'Neill, 2019). The company also focus on other
promotional activities like radio, television and so on to encourage wide range of customer. The
company run brilliance marketing strategy as an initiative step with help of seasonal campaign.
The potency of marketing process can be determined by the financial result performance and
Sainsbury campaigns are much effective and ranked above.
Basic marketing plan for organisation
Executive summary- The study determine effective marketing plan for the retail
business of Tesco in parts of UK in order to enhance its premises in strategic way.
Vision statement-The ultimate objective of the Tesco to enhance existing and potential
volume of customers and improve its customer satisfaction with help of effective promotional
and marketing strategy.
Goal and objective- The goal of the effective marketing plan to develop premium
marketing strategies to understand their needs and preferences of target customers. This will
enhance sales volume and revenue level of company and develop productive marketing plan.
Market research-The company has biggest market share and scope to expand its market
share in other segment as well. The online digital technology is the marketing trends of the

retailing segment. The new entrants and existing same category of companies are the biggest
competition of the company. The consumer analysis also done by the company to improve sales
volume and profitability. Lots of demographics influences has been seen by the Tesco like
loyalty, motivation, expectations and so on.
Market overview (STP)- To determine marketing opportunity Tesco will segment their
customer on basis of age, gender, customer preferences and so on (Pride and et.al.,2017). The
Tesco can generate more revenue by targeting customer from older to younger one. Their
products and services will be positioned in appropriate way so that pricing of the products will be
justified their premium quality.
Marketing mix strategies -Tesco must be focus upon selling products to all genders
with best product strategy . The competition level of the new entrants impact operations of the
company so that company need to adopt competitive pricing strategy. They can sale their
products in the online platform such as websites and social media. Company must enhance
promotional strategy of social media applications so that business easily grab the attention of the
maximum customers (Ramkissoon-Babwah, 2020). Company must trained their employees so
that skilled and trained workforce will produce more productive results to increase sale. The
company should focus on adopting total quality management approach which improve
operational process of company. The web and mobile appliances is best approach regarding its
physical evidence for targeting more customer.
PESTLE Analysis- The pestle analysis determine external elements that influence
company performance. The political factors are very strong for Tesco as their relations with UK
government is very impressive as they provide trade and tax befits to the company. The Tesco
need to examine economic factor of company because due to low level of country economy
impact operations and sales of company. The social factor needs and preference of customer is
shifting towards online presence that is why company need to serve effective channel of online
platform. By using advance level of technology company company can enhance its operating
cost and lower the stress of the workforce. As per environmental factor company need to adopted
recycling and waste management technique to reduce pollutants aspects in its business operation.
The legal factor involve strict regulation and protection of laws regarding employees. Company
must ensure practice of employee safety and security law for improving working culture of the
company.

SWOT analysis- The Tesco biggest strength must be consider as online store presence
that actually serve real demands and services to the targeted market. The company is able to
expand its market in other parts of the world and capable enough to target personal style
assistance in order to provide guidance to the customer in matching their preference. The
opportunity for Tesco is proposed to expand business at globalised level. By providing
appropriate training to the staff they can promote franchise of their retail outlets (Surać, 2017).
The biggest threat for Tesco company is people are restricting their expenditure level due to low
economy level. Along with this company will face threat of new entrants as they develop
innovation and creativity in its products and services.
Budget and time- The respective business of Tesco along with marketing plan has to
introduced in its business perspective so that they can estimate its time frame within two years
with estimated budget about 200000.
Implementation and control- The strategies and activities that is discuss in marketing
plan that need to be supervise in the direction of entrepreneurship in order to running business
operations. Through this company can control and manage negative application of business
while operating in competitive market.
CONCLUSION
From the above report, it has been included that marketing essentials are signification to
develop opportunity for growth and expansion of the company. The company need to examine
latest trends of marketing to maintain long term sustainability in the marketplace. The role and
responsibility of marketing function is very extended from other functional department because it
will provide base to increase sales of company and help in achieving organisational goal. The
marketing mix of company provide appropriate direction to evaluate marketing and developing
plan and accomplish business objective. The basic marketing plan determine feasibility and
scope of performance improvement so that company can maintain its competitive benefit.

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