Roles and Responsibilities of Marketing Function in Tesco

Marketing Essentials
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TABLE OF CONTENTS
Part 1................................................................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Roles and responsibilities of marketing function........................................................................3
Interrelationship between the marketing function and other functional units of an organization.
.....................................................................................................................................................5
CONCLUSION................................................................................................................................6
INTRODUCTION...........................................................................................................................7
PART 2 (A)......................................................................................................................................7
PART 2 B......................................................................................................................................12
Strategic marketing plan............................................................................................................12
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18
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Part 1
INTRODUCTION
Marketing essentials are the mostly advertising, publicity and sales technique to attract the
customers and increasing the sales of the business. It is the analysis of various elements of
marketing and finding out the gaps and filling with the opportunities. Tesco is a UK based
multinational retailer which was founded by Jack Cohen and also this company is listed in stock
exchange. The stores of Tesco spreads globally and is the third largest retailer in the world
measured in terms of gross revenues. The main aim of Tesco to help the customers to enjoy a
better quality for life and providing them an easier way for living. In the further report the roles
and responsibilities of marketing will be discussed and also light will be put upon the
interrelationship of the marketing function and the other functional units of the organization.
MAIN BODY
Roles and responsibilities of marketing function
The marketing function in company aims to create communication with the customers
through ads and campaigns to build trust in the brand and also increase the loyalty on the part of
customers. The focus on product promotion and it helped the brand to increase the visibility.
Market research – Marketing research is searching and gathering information and it is
internally conducted by the marketing department as this is the role and responsibility of the
company. There are various ways in which the market research can be conducted such as in the
form of surveys, interviews, observation and sometimes in the form of feedback (Mooi, Sarstedt.
and Mooi-Reci, 2018). Company’s marketing department considers conducting the market
research as their roles and responsibility as it helps the firm in finding out the gaps in customer
expectations and product and services provided by the company. It helps in tapping useful
insights and identifying the opportunities and threats in the organization and helps the business in
making better decisions in future.
Introducing the product to the market – Product development is concerned with the process of
getting the idea till the product is released in the market. Introducing the product developed is
considered the roles and responsibility of the marketing function as they make the product visible
to the customers and for that they make strategy. The marketing function of company undertakes
various tactics for introducing the product to the market such as study their competitors and then
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target the ideal customer for the product. They also create a unique value proposition and
determination of the unique selling proposition of the product.
Identifying the need and requirement of customers – To identify the needs and requirement of
customers is the role and responsibility of company marketing function. They do this by
mapping the journey of their customers and communicating with them on a regular basis. Also
they do this by developing a customer centric culture and by analysing the cause and effect
relationship.
Promotion of product and services – The roles and responsibility of Tesco’s marketing
function is to promote their product and services as it helps the company to get inform their
customers and persuade them to buy the same (Krasnov. and et.al.,2019). It increases the traffic
and increase the visibility of the brand and increase the demand of the company’s product and
services.
Satisfying needs and wants of customers – It is the main aim of company to satisfy the needs
and wants of customers’. Therefore it is the role and responsibility of the marketing function to
satisfy the need and wants o customers and the marketing function of company should make
efforts to identify the product that can satisfy the need of the customer and that can provide
adequate value to the customers in exchange of the value they pay for acquiring the products and
services (Direction, 2019).
Tracking the trends and monitoring them – Tracking the trends going on in the market is the
roles and responsibly of marketing function of the company (Rust, 2020). This helps the
marketing function in getting a competitive advantage in the market and the company can also
differentiate their products and services by knowing the trend and monitoring can also help the
marketing function in identifying their loopholes.
Communicating with the customers – Communicating with the customers comes in the list of
roles and responsibility of marketing function as it helps the ideas, products and services to move
from manufacturer to the end user and it also helps in maintaining the relationship with the
customer. The communication done by the marketing function triggers the decision making
process of the customers and also helps them in taking informed decisions. Regular
communication with the customers builds a strong relation with the company and also create
loyalty on the part of customers. It helps the marketing department in recognising the market
needs and wants of customers and make the strategy accordingly.
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