Unit 2 - Marketing Essentials

This document discusses the roles and responsibilities associated with marketing functions, comparative analysis of marketing mix factors, and how to create a marketing plan. It focuses on Tesco Company and its marketing practices.

Unit 2 - Marketing Essentials

Table of Contents
INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
Roles and responsibility associated with the marketing functions.....................................................3
LO2.......................................................................................................................................................6
Comparative analysis of marketing mix factors.................................................................................6
LO3.....................................................................................................................................................10
Marketing plan.................................................................................................................................10
CONCLUSION...................................................................................................................................11
REFERENCES....................................................................................................................................12

INTRODUCTION
Marketing is defined as promoting company’s products in front of the target
customers associated with the market. This report is based on the case study of Tesco
Company in respect to its marketing and promotion activity. The organisation was
established in the year 1919 by the founder Jack Cohen. Organisation is associated with
operating functions in retail sector so that company has been engaged selling high quality
clothing, food line and home products. Headquarter of the company is located in London,
United kingdom. Company is currently operating its business operations in more than 6800
locations at a global level. This project would reflect different aspects associated with the
company’s marketing practices. Henceforth, this project would project the roles and
responsibilities associated with the marketing functions undertaken by the company. This
project would also done comparative analysis of different organisation on the basis of the
elements of the marketing mix. Furthermore, this project would discuss the professional
marketing plan.
MAIN BODY
Roles and responsibility associated with the marketing functions
Marketing involve projecting the products in front of the target customers associated
with the market so that company can motivate the potential buyers to make the buying
decision in respect to the products offer by the Tesco Company.
Improving the brand value of company
Marketing play the crucial role in enhancing the overall brand value of company in
front of the potential customers. This is the key responsibility associated with the marketing
operations where company try to improve and boost its existing brand value to enhance the
overall growth and success of the organisation. Improving the brand value of company is
among the ultimate goal and objectives behind channelizing company’s marketing campaign
(Alghizzawi, Salloum and Habes, 2018). Over the period of time Tesco Company have
always guided towards polishing the brand value of company. This has supported the
organisation to achieve the best level of business objectives.
Improve sales of company

Improving the sales of company is another key role associated with the marketing
operations undertaken by the organisation. In every marketing campaign company undertake
it try to project and highlight products offer by company in such a way that customers of
company make the buying decisions related to the product offer by Tesco Company.
Improving the sales of company becomes the ultimate objectives behind the marketing
campaign channelizes by the organisation.
Boost the growth rate of company
Roles and responsibilities associated with the marketing functions of Tesco Company
also involve boosting the overall growth rate of company. This is the ultimate objective
behind the marketing campaign channelizes by the company. Marketing functions of
company are guided in the direction where company allow its customers and target buyers
towards making the buying decision (Berry and Stuart, 2020). All this is a crucial factor that
can influence the company to achieve all its different objectives behind the business
operations undertaken.
Competitive advantages
Taking up the competitive advantages against the marketing campaign launch by
company is another the key role and responsibilities associated with the marketing operations
undertaken by the company. Taking competitive advantages in the market requires effective
projection of all different products offer by company. It allows the company to attract the
customers available in the market in the best way possible to buy company’s products.
The above mentioned roles and responsibilities associated with the marketing
functions undertaken by the Tesco Company.
Interrelation with other functional department
Interrelation of the departments in the Tesco Company can be projected in the
following points.
Marketing and sales department: Marketing and sales department in Tesco Company work
together to achieve the overall business objectives of the company. Marketing team work
along with the sales team of the company to achieve all the sales targets of company.
Marketing team play significant role in attracting the purchase decision of the customers in
the market. They make promotional campaign in such a way that it can attract the buying

decision of the potential customers associated with the retail sector (Finne and Grönroos,
2017). The marketing and promotion campaign team make allow the Tesco Company and
sales team to make competitive advantage in the retail sector of United Kingdom an all other
business locations. Sales team also work along with the marketing department to achieve all
their operational objectives. Sales team provide all key information about the products offer
by the company to the marketing department which they channelizes and project in the
marketing campaign so that company can meet all their business objectives.
Marketing and human resource department: Marketing and human resource department
work together to achieve the overall objectives of the Tesco Company that drive the business
operations of company. Human resource department tae support of the marketing team of
company in order to promote recruitment drive of the company. With the support of the
marketing team human resource department try to attract the young and experienced
professional. Human resource department meet all their objectives with the support of
marketing team by channelizing effective marketing campaign of the organisation. Human
resource department support the marketing team by allocating and recruiting the skilled
human resources at different designated positions in the company (Foutz, 2017). Human
resources also conduct the specific training and development campaigns to enhance the
overall capabilities and potential of the employees associated with the marketing department
to achieve the best level of growth opportunities.
Marketing and public relation department: Marketing and public relation department both
these departments play the crucial role in establishing the brand value of company. Both
these departments play the significant role in enhancing the capabilities and potential of the
organisation that can support the organisation in taking the competitive advantage in the retail
sector. Marketing and public relation department regularly interact with the potential
customers about the products offer by company.
Marketing and finance department: Marketing and finance department are among the key
functional department associated with the Tesco Company. Marketing team provides the
research about the market and competitors that support the finance department in making
decisions to enhance the growth of company (Hastings and Domegan, 2017). Finance team
make strategic decisions in respect to forming collaborations and different other aspects with
the support of research provided by the marketing team. Finance team also support the

marketing team by allocating the budget to channelize various functional activities of
company.
The above mentioned points denote the interrelationship of the marketing department
and other functional department to achieve the best level of objectives of the department. The
collaborations in between all these departments play the significant role for the company to
achieve the business objectives of company.
LO2
Comparative analysis of marketing mix factors
Marketing mix elements Tesco Company Marks and Spencer
Company
Product Tesco Company is among the
big brand associated with the
retail sector.
Company offers different
retail sector products such as
food, clothing line and other
home products.
Product portfolio of company
is well diversified as it allows
the company to achieve all its
various business objectives.
As compare to the Marks and
Spencer Company product
line of the Tesco Company is
more advanced as it match
with the latest fashion and
trends associated with the
retail sector (Hisrich and
Ramadani, 2017).
Marks and Spencer Company
offers all different retail
sector products such as food,
clothing and other home
products.
Company’s product portfolio
covers all gender, age group
customers associated with the
retail market.
In compression to the Tesco
Company is is noted that
company’s product portfolio
is not much effective as it not
able to deal with the
changing nature of fashion
and trends that could harm
the sales capacity of the
company in market.
Price Tesco Company is well
known for its affordable
Marks and Spencer Company
also offer all top level brands

pricing policies.
Company offers discounts
and seasonal sail which
allows the Tesco Company to
attract more number of
customers associated with the
retail sector.
Pricing policies of the
company could make the
products of company more
affordable that could support
the organisation in taking the
competitive advantages in the
retail sector.
As compare to the Marks and
Spencer Company it could
attract more customers at all
its business locations due to
effective and affordable
pricing structures of
company.
The pricing [policy of
company make the brand
customer friendly.
associated with the retail
sector in all its product
segment.
The pricing strategies of
company have always been
challenging by other brands
even the small companies.
It keeps its profit margins
more which could potentially
increases the overall prices of
products offer by company.
Pricing is the element that
could somehow restricts the
company in taking the
competitive advantages
against the Tesco Company.
Place Tesco Company channelizes
its business operations at
approximately 5000 business
locations all across the globe.
As comparison to the Marks
and Spencer Company it
offers its services to less
number of potential
customers in the market.
The less number of places
Marks and Spencer Company
offer its business at
approximately 14000
business locations all across
the globe.
As comparison to the Tesco
Company this organisation
offers double the business
locations its services which
allow the company to ake

also allow the company to
give equal emphasis to the
business growth of each
business location.
Company also try to form
strategic alliances and
partnerships to expand the
business beyond the existing
scale of business of
organisation.
competitive advantages
against the Tesco Company
(Lam and Li, 2019).
Promotion Tesco Company utilises all
kinds of promotional
channels such as social
media marketing, digital
channels, traditional channels
such as radio, television,
search engine optimisation
and different others channels
to promote the products and
brand value of company.
As comparison to the Marks
and Spencer Company it give
more emphasis over the use
of the modern promotion
channels like social media,
digital marketing and other
such promotional channels.
Promotions strategies of the
company became one of the
key reason it could take the
competitive advantage
against the Marks and
Spencer Company (Mandal
Marks and Spencer Company
also run a consistent
promotion campaign that
could support the company in
enhancing the best level of
growth in the market.
Marks and Spencer Company
utilises promotional mediums
like social media, digital
channels, search engine
optimisation, radio,
television, email and
different other marketing
channels to promote the
products offer by the
company.
In comparison to the Tesco
Company it more give
emphasis over utilising the
traditional marketing
approaches to support the
sales growth of company.

and Joshi, 2017).
Process Tesco Company follow the
precise process like
segmentation, targeting and
positioning approves to
channelizes the marketing
campaign of organisation.
Company follow the precise
process which allows the
organisation to take
competitive advantage in the
target market.
Marks and Spencer Company
follow the standard process
to achieve the best level of
marketing campaign.
Company offers all type of
process that can support the
organisation in generating the
best level of outcomes
against the marketing
campaign of organisation.
Physical evidence Tesco Company follows the
practice of total quality
management to ensure the
bets level of quality of the
products offer by company.
This practice of company
could support the
organisation in enhancing
and boost the growh rate of
the company.
Marks and Spencer Company
also follow the practice of
total quality management to
ensure the best level of
qualitities in the operation
practices of company.
This practice could allow the
company to achieve the best
level of work efficient
against the operations of
company.
People Tesco Company aim to target
all types of customers
irrespective of any age group,
gender and any other
elements.
Company offer all types of
products that can meet up the
need and requirements of all
types of customers target by
company.
Marks and Spencer Company
also offer products that can
match up the needs and
requirements of all types of
potential customers
associated with the retail
sector.
As compare to the Tesco
Company it give more
emphasis to the young

customers.
LO3
Marketing plan
Aim
 To increase the market share of company by 30%
Objectives
Company is using the smart objectives for this marketing plan.
Specific: The objectives of the strategic plan are to achieve the increased sales turnover of
the company. All objectives and goals behind this strategic marketing plan is specific and
company knows what they are looking to achieve against the strategic planning. Its essential
to have the some specific objectives for the marketing plan.
Measurable: The increased market share of company can be measured with the support of
analysing company’s sales. It can easily be measured by the company to such increased sales
turnover of organisation (Petrescu and Lauer, 2017). This is equally important for the
organisation to know what they exactly try to achieve against the strategic marketing plan.
Achievable: The sales boost of 30% is achievable in nature. Company can achieve this target
with the support of effective strategies. The aim of the marketing plan is to get the certain
amount of boost and growth in the overall sales of the company. This is achievable for the
company.
Realistic: The sales growth of 30% is realistic nature. Company has previously also achieved
the same quantitative of the sales hike. This strategic planning can also allow and support the
company to gain the respective sale hike.
Time based: Company will try to achieve the sales hike by the end of this year.
Strategies
Management of Tesco Company will follow the following strategies to gain the
marketing plan objectives.
Social media marketing: Company will achieve its objectives behind the strategic plan with
the support of social media marketing. Company will target different social media
applications like Facebook, Instagram and other such applications to achieve the success in
the marketing plan.

Digital marketing: Company will target customers over various digital platforms like
Amazon Prime and many others.
Search engine optimisation: Company will channelize the search engine optimisation
strategy to gain the success in the marketing plan (Portet, 2016).
Segmentation: Company will use demographic segmentation practices.
Targeting: Company will target all customers irrespective of gender and income
background.
Positioning: Company will position its products over social media and other modes.
Control and evaluation
Company has formed a team that will look at the plan. This team will control all areas
of marketing plan.
Budget
Company has set a budget of 500000.
CONCLUSION
Marketing is defined as promoting company’s products. Role of marketing team is to
increase the sales of company, growth rate of organisation and various other roles and
responsibilities marketing team try to achieve in the company. Marketing plan involve
strategies such as digital marketing, social media marketing, search engine optimisation and
different other strategies.
REFERENCES
Books and Journals

Alghizzawi, M., Salloum, S. A. and Habes, M., 2018. The role of social media in tourism
marketing in Jordan. International Journal of Information Technology and
Language Studies. 2(3). pp.59-70.
Berry, L. L. and Stuart, B., 2020. An “Essential Services” Workforce for Crisis
Response. Journal of Public Policy & Marketing, p.0743915620928111.
Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing.
Foutz, N. Z., 2017. Entertainment marketing. Foundations and Trends® in Marketing. 10(4).
pp.215-333.
Hastings, G. and Domegan, C., 2017. Social marketing: Rebels with a cause. Routledge.
Hisrich, R. D. and Ramadani, V., 2017. Entrepreneurial marketing mix. In Effective
Entrepreneurial Management (pp. 75-99). Springer, Cham.
Lam, J. S. L. and Li, K. X., 2019. Green port marketing for sustainable growth and
development. Transport Policy. 84. pp.73-81.
Mandal, P. and Joshi, N., 2017. Understanding Digital Marketing Strategy. International
Journal of Scientific Research and Management. 5(6).
Petrescu, M. and Lauer, B., 2017. Qualitative Marketing Research: The State of Journal
Publications. Qualitative Report. 22(9).
Portet, S., 2016. Observing the e-reputation of hotels. An essential marketing tool in
Champagne Ardennes (and elsewhere...). Espaces, Tourisme & Loisirs. (329).
pp.124-129.