Importance of Marketing Function and Marketing

This document discusses the importance of marketing function and marketing in creating awareness about products and services. It explains the key roles and responsibilities of marketing function and how they relate to the wider organizational context. It also compares the ways in which different organizations apply marketing mix to achieve business objectives. Additionally, it provides a basic marketing plan for an organization.

IMPORTANCE OF
MARKETING FUNCTION
AND MARKETING

Table of Contents
INTRODUCTION.......................................................................................................................................3
LO1.............................................................................................................................................................3
Explain key roles and responsibilities of marketing function..................................................................3
Explain roles and responsibilities of marketing relate to wider organisational context............................4
LO2.............................................................................................................................................................6
Compare ways in different organizations apply marketing mix to marketing planning process to
achieve business objectives.....................................................................................................................6
LO3.............................................................................................................................................................8
Produce and evaluate basic marketing plan for an organisation...............................................................8
CONCLUSION.........................................................................................................................................12
REFERENCES..........................................................................................................................................13

INTRODUCTION
Marketing is an essential term that is used by the business to make a strong connection
with their customers and also helps in creating awareness about the products and services in the
marketplace. This will helps in enhancing the brand value with the customer satisfaction. This
report is based on the Tesco which is a leading superstore in the UK. It offers the varieties of
product range like clothing, food, home wares, kids wear etc. to their customers. It involves the
functions of marketing with its roles and responsibilities and also explains the interrelationship
with the other functional area of the organizations. Further it involves the marketing mix that
helps in showing the comparison with the other business enterprise. At last develop a business
case for a newly launched products and services of Tesco(Pike, 2015).
LO1
Explain key roles and responsibilities of marketing function
Marketing department is an important term which is responsible for all the roles and
responsibilities that is attainable to achieve the desired goals. It helps in putting the best efforts in
enhancing the brand image of the company in the market place. In Tesco marketing department
plays an important role in an very effective way that helps in execute in the various considerable
manner and it also assist in the longer sustainability of the firm. Some roles and responsibility of
marketing department can be described below(Larson and Draper 2015).
 Social media monitoring – It is an important role of a marketing department that
includes the tracing of an perception of individual performance with the effective use of
social media such as You-Tube, Instagram, Face-book etc. In case of Tesco the
department of marketing can promote their goods and services by uploading effective and
unique videos and pictures so that if the customers ask anything about the product they
can suggest their reviews and manager can solve their problems in an effective way. They
also promote their product offerings on to the search engine optimization that is helpful in
attracting the customers and creating awareness about the offered products and services.
 Customer and market research - The major role of the company is to research the
demand in the market so that managing the customer satisfaction is gives the efficient
results. In this marketing research helps in improving the customer relations and also

enhance the brand image in the marketplace. In case of Tesco, manager can research the
market so that they can satisfy the demand of the customers by modifying and offering
innovative products according to the needs of the customers. It also inculcates the target
the market to capture the effective opportunities that has been utilized in an effective
way(Cooper, 2016).
 Ensuring customer satisfaction – the major role and responsibility of a department of
marketing within an organisation is to ensure that the products and services they offered
to their customers are fulfilling their demands or not. In this manager can focusing on the
customers needs and wants and according to them they can manage the changes and
modify the goods and services. This will enhance the image of the company and also
attracts the large number of consumers towards the business firm. with the background of
Tesco department of marketing can take the customers follow up so that it will ensures
that there products and services will satisfying their needs and if there is a need to
altering of the goods they can do in an effective manner.
 Defining and managing the brand- It is an effective role of the marketing department
that inculcates the objectives, vision and mission of the company and also shows the
position of the brand in the market. In this Tesco can offers the low price quality products
so that they can mange their brand in the tough situation that was presently affected the
UK market i.e. Brexit. In this manager can focus on enhancing the image of the brand by
using various promotional strategy so that task can be achieved related to customer
satisfaction and they also gain competitive advantage in the marketplace(Perreault,
2018).
Explain roles and responsibilities of marketing relate to wider organisational context
Tesco is one of the largest multinational superstore in UK that deals in varieties of
products and services and because of this it is very essential to have an effective coordination
and interrelation between the departments. With the help of an effective coordination between
the departments helps in achieving the targets and also employees can perform their task in an
efficient manner and earn high amount of profits. Some of the interrelation in the Tesco can be
shown below.

 Marketing and finance department – In terms of Tesco, department of finance can
helps in providing the funds and budget and also maintains all the cash flows in the
organization so that business firm can work in an appropriate manner therefore, in this
marketing department can be accountable for promoting the goods and services and do
market research so that they can obtain the effective and appropriate data that helps in
enhancing the base of the customers. If these two departments cannot work properly and
coordinately then the company cannot achieves the targets. in this marketing departments
collects funds from the finance department and ensures so that they can spend according
to that and it also maintains the healthy environment in the business(Purvis, 2016).
 Marketing and human resource department – In this marketing department can
attracts the number of candidates for the vacant jobs that is disclose by the HR
department so that they can easily hired a skillful candidates that can fulfills the overall
roles of that vacant positions. In case of Tesco marketing and human resource department
are work with coordination so that it gives the effective results by providing the
knowledgeable and skillful candidates that shows the professionalism towards the
company and also gives the productive results to the task. it helps in maintain the longer
profits and sustainability in the marketplace.
 Marketing and it departments – In case of Tesco all the gadgets and equipments are
place and work under the control of IT departments within the organisation and in this
marketing department can perform their projects and achieves the objectives and their
duties by using these gadgets and equipments. Marketing department can use the variety
of software and equipments in the process of marketing research and taking the
customers reviews at this time it is the duty of the IT department to check all the software
that they are working very smoothly and efficiently. In this department of marketing can
install the system so that they can easily communicate within the organisation with their
employees to provide the information related to market and this helps in minimizing the
time of solving the problems. due to this it is very efficient to have an productive
interrelations between this two department so that firm will enjoy high earnings and
longer sustainability(SHUKLA, 2016).

LO2
Compare ways in different organizations apply marketing mix to marketing planning process to
achieve business objectives
Marketing mix – It refers to a framework which shows the variety of aspects on the basis of
which Tesco can examine their all factors that is related to earning profits and satisfying the
demands of the customers. In this manager of Tesco can make a chart that shows the study of the
various elements of the marketing mix in a comparative form with other same industry firm and
it can be shown below(Baker and Magnini, 2016).
Basis Tesco Sainsbury
Product Tesco is the British
multinational company that
provides the various range of
products like food, clothing,
home wares, furniture,
financial services, electronic
etc(Muralidharan and Raval,
2017).
Sainsbury’s is the largest
superstore in the UK that sales
the variety of products lines
such as fruits and vegetables,
diary products, bakery, wine,
health and beauty products,
baby, household products etc.
Price Tesco use the cost leadership
pricing strategy so that they
can attracts the large base of
customers and also enjoys
economics of scale.
Sainsbury’s can use the
competitive based pricing that
can help in gaining the
customer attraction and longer
sustainability in the market.
Place Tesco can deals in European
and Asian countries with a
6400 stores in all over the
world And headquartered in
Welwym Garden city,
England.
Sainsbury is the largest
grocery store in UK that that
have around 1423 outlets
globally(Faßmann and Moss,
2016).
Promotion Tesco can use both online and
offline media to promote their
As Sainsbury is the largest
superstore that includes

goods and services in this they
can use social media,
television, radio, pamphlets
and also take initiative to
participate in the events so
that they can attracts the large
base of customers.
mainly traditional form of
marketing like Television,
billboards etc. and also use the
social media because of seeing
the trend in the market it helps
in attracting the large number
of customers in the short
period of time.
People In this Tesco can provide the
proper training to their
employees so that they can
satisfy the demand of the
customers and retain them
towards the company.
In Sainsbury manager can
hires professionals and experts
who can manage their relation
with the customers that is
more important for them to
enhance their market share
and profits.
Physical evidence In Tesco the internal
environment is very relaxing
and they can adopt the distinct
packaging in their products so
that customers can easily
identified the
products(Piñeiro-Otero and
Martínez-Rolán, 2016).
Sainsbury has the excellent
strategy related to physical
evidence in this they provides
the baskets and trolleys so that
customer can enjoy the
shopping and consumers are
conveniently shopping.
Process In this Tesco can use the RFID
technology that can count all
the products and make easier
for the customers to make
payments very easily by using
this RFID technology.
Sainsbury has provide the
online shopping to their
customers so it is easy for the
customers to shop with one
click and collect the groceries
without spending much time.

LO3
Produce and evaluate basic marketing plan for an organisation
Marketing plan
It refers to that plan which is used to provide an outline so t5hat manager can make best
strategy for their future. It can include various elements that can show the description of the
current marketing plan. In case of Tesco, manger can make a proper marketing plan that can be
shown below(Pike, 2016).
Overview of company
Tesco is one of the British multinational groceries and general store in UK Headquartered
in Welwyn Garden city, Hertfordshire, England. It is placed at the third largest store in the UK
and has shops in different nations of Europe and Asia. It has diversified collection of products
including foods, clothing, electronic, toys, petrol, telecoms, financial services, software’s,
internet services etc. They offer their products on the low pricing strategy so that every customer
can enjoy their products and also retain with the company. Now manager of Tesco wants to
introduce and launch the organic species in the food related to bread and rolls that is more
preferable by the consumers and baby food range that is also organic so that it cannot harm the
health of the baby so that they can earn high amount of profits and also get the well reputed
investors who can invest money in the new launching and get the higher returns from it. it helps
in enhance the grand image of the firm(Rancati, Gordini and Capatina, 2016).
Situational analysis
SWOT
STRENGTH WEAKNESSES
 The major strength of the Tesco is that
it is the largest retail store in the UK
with having a large market share and
having a global presence in 14
countries.
 The major weakness is the scandal they
can face in 2017 due to the wrong
accounting declaration so that brand
image in the market will be reduced.
 Due to credit purchase by the customers
company may face major loss and due

 It use the advanced technology i.e.
RFID enabled barcode system that have
the ability to take a recode by counting
the goods so that customers
conveniently pay the price without
facing any problem(Zheng, Moh and
Moh, 2017.
to this its overall operating cost may be
affected.
OPPORTUNITIES THREATS
 The major opportunity of the Tesco is
to provide the online services to their
customers so that their business will
grow and upgrade in all over the world.
 As Tesco is the growing company to
expand their business in all over the
world and earns a high amount of
profits they can explore their units in
Turkey, south Korea etc. it will shows
the great opportunity.
 The major threat of the company is
Brexit because of this there trade in
other European countries may affect
and it will impact the profitability of
the company.
Objectives
 Smart – The main objective of Tesco can enhance their customer based and revenues by
offering quality products to them.
 Measurable – In this Tesco will enhance their potential customers by 25% and profits by
20%.
 Achievable- In this Tesco can achieves the goals that can provides the high returns for
this manager can provide proper training and development session to their employees.
 Realistic –In this organisation can expand their sales and profit margin by examine the
current and past data. in this they examine the sales of the products and their profits of the
company that can help in sustainability of the firm( Okumus and Cetin, 2018).
 Time bound – In this company can measure the time for accomplishing the goals for
enhancing the customer base and profits organisation may considers 5 months to attain
their targets.

Strategies with STP model
 Targeting – In this Tesco can target those consumers who are well aware about their
health and their children health and invest large amount on them. in this target customers
are those people are are conscious about their health so that company will earn high
amount of profits by offering their organic species related to adult and baby food.
 Positioning – In this UK market Tesco can holds the largest and the prominent position
in the market due to this their products and brand image also good. In this to maintain the
image and profits company can offers the quality and good standard goods to their
customers so that they will satisfy with them and enjoys the company offering for a
longer period of time.
 Segmenting – In this Tesco can segments the people of market on the basis of the age,
gender, incomes etc. so that it is easy for the company to target the market and attracts
the large base of customers. In this Young people are most conscious about their health
and they are the best people for the company for their new launching products and
parents are the main targets whose children are under the age of 5(Akbar, Omar and
Wadood, 2017.
Marketing mix
 Product- In this Tesco is planning to introduce the organic species related to adults and
kids so that they can enjoy the foods without any added artificial colors and any
chemicals so that people can enjoys the products and company will enjoys the high
profits.
 Price- Fro their new offerings Tesco charge high price because organic species are very
expensive to produce and collect and due to this they can charge the high price and every
customer pay it.
 Place- The place where they sale their products is the London where they attracts the
large base of people.
 Promotion- In this company use the traditional and modern ways to promote their new
launching in this they can use the newspaper and billboards and digital methods they use
social media like Instagram, Face-books etc.

 People- Manager of Tesco can provide proper training to their employees so that they can
attend their customers and solve the problems related to the products and services they
offered.
 Process – In this company can offers the organic food services with the RFID technology
use so that they can collect and count the orders and products by using digitalization.
 Physical evidence- In this Tesco can use the different packaging to their products so that
customers can easily identify the products and purchase them( Okumus and Cetin, 2018).
Action plan
Budget allocation – it is very essential to allocate the budget by the manager of the
Tesco so that they can invest the amount in the new launching appropriately. this budget includes
the hiring, promotional tools, installing new software’s and food products. the budget can be
shown below.
Particulars Amount (£)
Marketing 10000
Promotional activity 100000
Software 100000
Organic food products 200000
New recruitments 10000
Training and development 10000
Total 430000
Monitoring and controlling
It is very essential to monitor and control all the activities by using the effective toll like
key performance indicator on each level. They also use benchmarking procedure to set the
objectives according to the perceived marketing standards and monitor all their organic foods by
taking the customers follow up, So that they can sustain in the marketplace for a longer period of
time. To monitor and controlling that the marketing plan is implemented successfully manager of

the Tesco can use the sales analysis technique that helps in identify the sales of their organic
food for babies and adults.
Sales analysation
It refers to analysis which is typically belonging to the overall sales data that helps the
company to knowing the profits and revenues so that if is not matching the target sales than the
manager of company can focus on improving the products and services to enhance their sales.
This analysis helps the manager of Tesco to improving the performance of sales in short and long
term of the business firm. In this company can focus on enhancing the sales by 20% in a year so
that they can capture the new opportunity for enhance their market share and growth?
This analysis can be done by formulating the audit session that helps in identifying the
sales and improving the performance. at this time manager can compare the previous sales to the
current sales so that they identify the increasing sales and this helps in longer sustainability of the
firm.
CONCLUSION
From the above explained report it is to be concluded that the marketing helps in
satisfying the customers by promoting their goods and services in the market. This also helps in
encouraging more people and enhances the brand image in the marketplace. In these roles,
responsibilities and the functions are implemented by the marketing departments of the company
so that they will maintain the sales and profits of the firm. It also inculcates the interrelation
between the other departments of the organisation with marketing departments so that task can
be achieved and performance can be improved. It also helps in solving the queries of the
customers and the employees in a specified time period. Further marketing mix suggest the
various aspects of the organization so that it’s easy to build a plan according to the required
strategy. it helps in gaining the profits and revenues in the marketplace( Okumus and Cetin,
2018).

REFERENCES
Books & Journal
Akbar, F., Omar, A. and Wadood, F., 2017. The Niche Marketing Strategy Constructs
(Elements) and its Characteristics-A Review of the Relevant Literature. Galore
international journal of applied sciences & humanities. 1(1), pp.73-80.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management.
Cooper, C., 2016. Essentials of tourism. Pearson.
Faßmann, M. and Moss, C., 2016. Instagram als Marketing-Kanal. In Instagram als Marketing-
Kanal (pp. 13-21). Springer VS, Wiesbaden.
Larson, J. and Draper, S., 2015. Internet marketing essentials: A comprehensive digital
marketing textbook. Stukent, Incorporated.
Muralidharan, K. and Raval, N., 2017. Six Sigma marketing and productivity improvement. A
Quarterly Journal of the National Productivity Council. 58(1). pp.107-114.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Pike, S.D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th International Conference on Tourism. International
Association for Tourism Policy (IATOUR).
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—Basics and
actions. In MBA (pp. 37-74). Springer, Cham.
Purvis, J., 2016. Human resources marketing and recruiting: Essentials of digital recruiting.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and measuring content
marketing in luxury firms: an exploratory analysis. In Global Marketing Strategies for
the Promotion of Luxury Goods (pp. 109-132). IGI Global.
SHUKLA, P., 2016. Essentials of marketing research.
Zheng, E., Moh, M. and Moh, T.S., 2017, January. Music genre classification: A n-gram based
musicological approach. In 2017 IEEE 7th International Advance Computing Conference
(IACC) (pp. 671-677). IEEE.