Marketing Essentials: Roles and Responsibilities, Interrelationships, and Marketing Planning

This article explores the roles and responsibilities of the marketing department, the significance of interrelationships between marketing and other functional units, and ways of marketing planning process towards achievement of business goals. It also includes a basic marketing plan for a company.

Marketing
essentials
Contents
INTRODUCTION...........................................................................................................................5

TASK1.............................................................................................................................................5
Roles and responsibilities of marketing department/function................................................5
Analyse the roles and responsibilities of marketing in the context of the marketing
environment............................................................................................................................6
The key roles and responsibilities of the marketing relate to the wider organisational context. 6
Analyse the significance of interrelationships between marketing and other functional units of
an organisation........................................................................................................................7
Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation.......................................................7
TASK2.............................................................................................................................................8
Compare ways of marketing planning process towards achievement of business goals.......8
Evaluate tactics implemented by firm in order to demonstrate how business goals can be
accomplished........................................................................................................................11
TASK3...........................................................................................................................................11
Develop and evaluate basic marketing plan for company....................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16
APPENDIX....................................................................................................................................17

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INTRODUCTION
Marketing refers to the process that will help the business or organisation to promote the product
and services and in which the businesses deals. This process will attract the customer by
introducing their specific market plan in which lot of strategies are made on the basis of business
structure such as new product strategy, pricing policies and promotional activities with a motive
to achieve organisational goals or objectives (Baker and Magnini, 2016).
Tesco plc is leading retailer of groceries, electronics and clothing goods based on Britain with
over 400000 employees who works effectively for serving the needs and demands of millions of
customers every week. It was developed in 1919 in England, United Kingdom. Essential
products of Tesco plc may include hypermarket, supermarket, superstores and convenience
shops.
This report is based on the company Tesco ,this industry is a retailing industry which
deals in supermarkets and hyper markets of general merchandise and groceries related products
having a headquarter in Welwyn garden city, UK. This reports covers the topic how the key role
and responsibility of the marketing function will relates with the wider organisation.
TASK1
Roles and responsibilities of marketing department/function.
The marketing department plays an important role in making the organisation more
effective and efficient by designing and creating the marketing strategies in formulation of other
production activities some of the basic role of a marketing department is to promote the product
and services with analysing the market scenario and grow the efficiency of the business through
increase in brand image (Baker and Saren, 2016). There is following roles and responsibility that
is played by marketing department of Tesco and it is explained below as:
 Setting marketing strategy:
Marketing department deals with the formulation of strategy which have to implement in the
course of business or organisation activities by accomplishing the targets related to that strategy
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by the market players which are work under the largest retailing industry Tesco by proper
research and analysis of the market scenario and planning according for the attainment of goals.
 Brand equity: For every organisation the most important aspect is to achieve the strong
brand equity into the competitive market this will leads to generation of their goodwill
through promotional activities. Brand equity is the value of brand or worthiness of any
company or industry within the market place. For increasing the effectiveness of the
brand image Tesco will go with the function of dealing more customers by providing the
quality services in relation of retail merchandise to them.
Analyse the roles and responsibilities of marketing in the context of the marketing environment
Marketing environment is defined as sum of various internal and external arrangement and
factor which are having high impact on business. In current market scenario marketing
environment is highly dynamic in nature and high competition is existed as well. Marketing
department is playing essential role of understanding needs and demands of customers and this
department is putting major emphasis on society and their people (Blythe and Martin, 2019). The
responsibilities of marketing department are elaborated as under:
Responsibility towards customers: For customer marketing department is putting efforts
to recognise needs and demands of their customer in order to fulfil them by business offerings.
On the other hand marketing department is responsible to attain customer satisfaction by
adopting various promotional tools such as offers and campaigns.
Responsibility towards public: The marketing department is having huge responsibilities
of employing skilled people in the organisation so as to attain business objectives. This is helping
them to intensify brand image and customer loyalty so as to get special edge in competitive
market.
The key roles and responsibilities of the marketing relate to the wider organisational context.
In current marketing situation there is highly competitive environment which will certainly
impact the organisation in their long run. This will be managed by marketing department by
taking all the remaining department inside the activities concerned with the finance, operations
and human resource etc. they are all inter-connected with each other due to marketing strategies
role and responsibilities are followed by the organisation for the completion of tasks and
objectives so in the context of Tesco here are some of the roles and responsibility of marketer
this retailing industry (Campbell, Martin and Fabos, 2018).
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Marketing and human resource department: In the process of marketing, the main
aspect is to enhance the organisation by making changes according to the market scenario if any
need generates in the organisation so to attain these changes marketer have to inculcate to the
company in respect to the organisation requirement for workforce if needed by the human
resource department they have to work according to the information and data of the market.
Marketing and finance department: For any business organisation the main approach
of them is to maintain the records and financial statement on regular basis this will directs the
organisation in dealing with the activities related in marketing in bigger aspect by the way of
converting the opportunities to marketer to go for any changes considered with the pricing
strategy, they will inter-related with each other in the context of Tesco, all the activities related to
marketing of retailing industry will directs the impact on finance department because of the cost
related statement.
Analyse the significance of interrelationships between marketing and other functional units of an
organisation.
Although above consideration it is observed that there are several roles and responsibilities
of different departments within organisation that has prominent impact over business
performance and productivity based on effective relationships between them. Marketing
department of respective firm is related with others departments (Chernev, 2018). For instance
marketing department conducts research and then production department make effective goods
and services so as to meet market demands. Finance department have connection with marketing
department in order to provide effective funds in order to fulfil requirements of business.
Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation.
As per above consideration it is analysed that marketing is essential function of any
business that has prominent impact over firm’s position in order to make marketing effective and
ensure future growth of business. Marketing is interrelated with other departments of respective
firm that has positive impacts on firm. For instance it helps to get right information at right time
that helps to timely producing of goods and products which helps to satisfy customers. Customer
satisfaction increases profits and sales of firm (Chinn, 2017). This helps to evaluate how much
fund is required for producing and manufacturing goods and distributing them to end users. It
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also performs important role in communicating company information as well as give customers
for how its products are different from competitors.
TASK2
Compare ways of marketing planning process towards achievement of business goals.
Marketing mix is defined as the combination of elements that are important from
developing to serving needs and wants of customers. These elements and components of
marketing mix are considered as 7p’s are considered as follows with suitable comparison
between Tesco plc and Sainsbury:
Basis of comparison Tesco plc Sainsbury
Product Based on product element of
marketing mix in the process
of marketing planning for
Tesco includes wide variety of
products such as- food,
clothing, electronics and
financial services. As per
product strategy respective
organisation focus on broader
product portfolio that helps to
gain more customers (Hanlon,
2019).
While as compared to Tesco
plc product portfolio of
Sainsbury includes fresh food
and fresh vegetables so as to
focus on limited portfolio to
make effectiveness in product
portfolio that has prominent
impact over firm’s position
based on customer satisfaction
with better quality.
Price Tesco uses low pricing
strategy for its goods and
services in order to gain more
and more customers and raise
profits of firm through
satisfying customer’s needs
and wants. Respective firm
uses both lower prices for
large stores and little higher
On contrary of Tesco plc,
Sainsbury uses competitive
pricing strategy in order to
provide customers the value of
money. Competitive pricing
helps to attract new customers
as well as retain older ones.
This helps in getting more
customers but have negative
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prices from small stores due to
high overhead costs. This
reflects as effective pricing
strategy of Tesco plc.
impact in terms of ineffective
management of costs.
Place As per place element of
marketing mix stores based on
offline for instance Tesco
Extra, Tesco Express, Tesco
Metro etc. as well online
stores such as- official
websites www.tesco.com.
On the other hand Sainsbury
has 598 supermarkets and 714
convenience stores that offer
24*7 hrs services. It also place
order and deliver goods and
products online. It had own
distributers since 1970 and
after disputes with drivers it
contracted out its distribution
to specialists. For instance
NFT, DHL etc.
Promotion As per promotional element of
marketing mix Tesco plc
prefer to use advertisements to
focus on low pricing. Tesco
also uses club cards services
in order to offer customers
additional discounts that have
been mentioned earlier. Easy
availability and accessibility
helped company to get more
loyal customers that has
prominent impact over rising
market shares and profits of
firm.
While as compared to Tesco,
Sainsbury uses celebrity
endorsements in ads to attract
customers for buying of
products. Sainsbury also uses
Nectar reward cards that help
customers to earn points on
every year purchase made at
stores. Thus it has also good
promotional strategies but less
effective as compared to Tesco
plc (Nirschl and Steinberg,
2018).
People When it comes to people
marketing mix of Tesco plc
On the contrary of Tesco plc,
people or human resources of
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includes use of effective sales
assistance that is responsible
for success of firm.
Employees of Tesco are
highly competent and
compensated well that has
prominent contribution in
huge success of firm
(Perreault, 2018).
Sainsbury are well trained and
by experts and professionals
who are well aware about
sensitivity of behaviours of
customers. Thus it reflects
effectiveness in behaviours
and experience of employees
needed while attaining
customers.
Physical evidence Based on physical evidence
Tesco stores are not over
elaborate as compared to
Sainsbury rather it spends
more on furnishing stores and
making clean stores to attract
customers and creates healthy
and positive environment.
This reflects more effective
strategies for firm regarding
physical stores component of
marketing mix.
While, physical evidence of
Sainsbury ensures the quality
of baskets & trolleys to
enhance shopping experience
of customers. Use of
impressive shelves and store
layout makes shopping
convenient for customers
based on this element of
marketing mix.
Process It refers as the process of
keeping customers happy
through speedy billing
services and make easy for
customers to acquire of goods
and products from offline and
online as well. Through
employing competitive staff
Tesco plc achieve
effectiveness in process
On contrary Sainsbury makes
it easy, simple and convenient
for customers to assess goods
and products without any
delay and wasting of time &
money. It also comes up with
new stores formats to fulfil
changing needs of customers
and helps in selecting effective
locations (Pike, 2016).
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element of marketing mix.
Evaluate tactics implemented by firm in order to demonstrate how business goals can be
accomplished.
As per above consideration it is evaluated that marketing mix plays significant role in
achieving business objectives. For instance elements of marketing mix are prominent for
implementing effective strategies such as- product, price, place and other elements related
strategies those impacts significantly towards accomplishment of business goals. This reflects
future growth of firm and ensures long terms sustainability through effective application of
components of marketing mix (Piñeiro-Otero and Martínez-Rolán, 2016).
TASK3
Develop and evaluate basic marketing plan for company.
Strategic marketing plan
It reflects as significant impact in any business that makes effective guidance to managers
towards development of effective marketing strategies for projects and business processes (Pride
and et. al., 2017). There are some aspects of marketing plan regarding respective organisation:
Basis Details
Vision The main vision of Tesco plc is to provide value for
customers to serve customers better. This helps in
enhancing customer loyalty that has prominent impact
over firm’s position. Vision may include reason of firm
and what are the main function and work of company.
This helps to create awareness and communicate all
about business to customers so as to make assure them
offerings of firm.
Mission The mission of Tesco plc is to provide effective goods
and services to customers in order to make their life
better and effective with suitable offerings. It helps to
make customers aware about work and offerings of
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company. Both vision and mission are important part of
any business that has prominent impact in terms of
building brand image and reputation of firm within
market or industry.
Marketing goals and objectives Tesco plc marketing goals and objectives are customer’s
interests and gives priorities to them in order to help
them in fulfilment of their needs and wants so as to
better their livings. It is essential to take care about
values and preferences of customers in order to raise
market shares and profits of firm. Customers are
main element of any business that plays significant
role in growth and success of firm as it based on
buying more will reflects more profits of firm.
Marketing strategy The marketing strategy is Tesco designs and develop
goods and products in such a way that offer effective
satisfaction for customers in order to gain their attention.
Strategic priorities of respective organisation may
include reliability, durability and sustainability for
customers. These are important for effective operation of
firm and helps in marketing and promoting of goods and
services in effective manner.
 Product: Tesco includes wide variety of products
such as- food, clothing, electronics and financial
services
 Price: This firm uses both lower prices for large
stores and little higher prices
 Place: It is providing their services online and
ofline.
 Promotion: Tesco plc prefer to use
advertisements to focus on low pricing. Along
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with use social media for promotion of their
products.
STP framework  Segment: Customer segment in UK is targeted
different types of customers from supermarket
chains. The buying behaviour direct impact on
marketing activities in broad manner to handle
purchasing conditions.
 Targeting:There is targeting people in different
manner like age, gender, income, occupation and
education. Accordingly Tesco target people to
increase their customers.
 Positioning: It is related with aims and objectives
of business that increased range and quality of
functionalities of products as well as services. For
the position company use two types of position
like symbolic and functional.
Strategies to achieve marketing
goals and objectives
In order to implement marketing plan effective and
successful it is essential for respective organisation to
analyse risks involved within the plans and after
evaluation of risk it needs to overcome the risk with
proper effectiveness and efficiency. Risk in marketing
plan may includes risk of unavailability of financial
resources, rejection of human resources of firm towards
change and new ideas to be implemented within firm,
technology and governmental limitations etc. all are
create barriers in successful application of strategic
marketing plan for business that has prominent impact
over business (Rowley, 2016)
Monitoring and Controlling
strategies
The last phase of strategic marketing plan is related to
inspection and estimation of plan for evaluating defects
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and overcome them for making effectiveness within
marketing function of firm. Monitoring and controlling
of elements of marketing mix leads to effectiveness and
efficiency within organisational context. This helps in
measuring effectiveness and efficiency within process so
as to satisfy customers effectively.
Budget In terms of financial resources requirement may includes
marketing research, analysis on customer expectations
and buying behaviours, market demands and trends,
distribution activities etc. in terms of Tesco plc can use
internal sources of funds such as- retained earnings,
selling of assets etc. there are several other sources of
funds based on external sources for instance bank loans,
public finance etc. both are important for fulfilling
financial requirements of firm that has prominent role in
effective and smooth functioning of firm for long term
sustainability (Proctor, 2020)
CONCLUSION
On the basis of above report it is observed that there are several roles and responsibilities
of marketing function of business that has prominent impact over firm’s position as well as
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ensures long terms sustainability of firm. Roles and responsibilities of marketing with wider
organisational context are explained within report. Furthermore comparison between marketing
mix elements of Tesco plc and Sainsbury are considered within the report. In additional strategic
marketing plan are developed to make effective implementation of estimated plan and project
that has prominent impact in terms of rising successful application of plan. Thus marketing is
important function that has prominent impact at overall functioning and growth of business and
helps to raise market share, customer’s base and profits of firm.
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REFERENCES
Books and Journals
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.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Chinn, E.R., 2017. Essentials of Branded Event Marketing (Doctoral dissertation, University of
Oregon).
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Nirschl, M. and Steinberg, L., 2018. Einstieg in das Influencer Marketing. Springer Fachmedien
Wiesbaden.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
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.
Pride, W.M. and et. al., 2017. Marketing Principles with Student Resource Access 12 Months.
Cengage AU.
Proctor, T., 2020. Absolute Essentials of Strategic Marketing: A Research Overview. Routledge.
Rowley, J., 2016. Information marketing. Routledge.
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APPENDIX
Year 2020 2021 2022 2023 2024
£m £m £m £m £m
Sales 25 15 20 30 35
Expenses
Cost of goods sold 5 6 7 8 9
Depreciation 0.5 0.5 0.5 0.5 0.5
Advertisement 1.5 2 2.5 3 3.5
Rent 0.2 0.2 0.2 0.2 0.2
Salaries and wages 1.1 1.2 1.3 1.4 1.5
Furniture and equipment 4
Travel 0.1 0.2 0.3 0.4 0.5
Interest expense 3 3 3 2 3
Total Expenses 15.2 12.7 13.5 14.7 16.5
Net Income before taxes 4.9 9.2 10.5 10.3 12.6
Income tax expenses 0.98 1.84 2.1 2.06 2.52
Net income after taxes 3.92 7.36 8.4 8.24 10.08
17