Career Pathway Report: Analysis of Sales and Marketing in Retail Firms

This report analyzes career pathways in sales and marketing within the retail sector, focusing on Tesco Plc, Morrison Plc, and Sainsbury Plc. The study examines the qualifications, skills, experience, and knowledge required for various job roles within these companies, including marketing manager, sales manager, and marketing executive. The report utilizes both secondary data and primary data collected through questionnaires to assess the career opportunities, job market health, and potential for career progression within the sales and marketing field. The findings highlight the importance of skills like communication, negotiation, and analytical abilities, as well as knowledge of market trends and economic conditions. The report also provides insights into the roles of senior marketing managers and marketing managers and concludes that the sales and marketing field offers significant growth potential within the retail industry.

CARRER PATHWAY
REPORT

INTRODUCTION
To build effective and better career is one of the most important as well as significant for
the individuals who are working in any business of any segment. In order to make and create
pathway of the career in the company there are three firms are to be chosen which operates in
retail segment. In the current case study three entities are selected which are such as Tesco Plc,
Morrison Plc and Sainsbury Plc. On the basis of the report there is marketing and sales is to be
selected in accordance to questionnaires. The study helps to analyse about the different
qualifications, job role and future scope for the sales and marketing segment on the basis of
questionnaires.
Overview of career area
When a candidate or employee going to enter in any organisation for build his career and
make the professional life bright there are several areas are available. In the current case study
there is sales and marketing criteria is selected because most of the employees and respondents
are agreed upon it. They think that by entering in the sales and marketing field the employees are
highly able to grow their career in the overall retail segment (Ford, Honeycutt Jr and Joseph,
2015). In the sales and marketing the employees needs to increase selling of the products and
services by using online and offline advertising strategies. Furthermore, the selected area i.e.
sales and marketing is the most helpful for the employees and workers for build and grow their
professional life.
Role Requirements
Role
Requirements
Secondary Data Primary Data
Tesco Plc
Primary Data
Morrison Plc
Primary Data
Sainsbury Plc
Qualifications MBA marketing
Diploma in field
of marketing
MBA marketing
Diploma in field
of marketing
MBA marketing Diploma in field
of marketing
Skills Communication
skills
Negotiation
skills
Communication
skills
Interaction skills
Negotiation skills
Communication
skills
Communication
skills
Creativity skills
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Creativity skills
Analytical skills
Decision making
skills
Sales skills
and quality
Decision making
skills
Sales skills
Analytical skills Sales skills
Knowledge Knowledge of
market trend
Economic
condition
knowledge
Market trend
ability to
manipulate data
and figures
Know about
economic
conditions
ability to
manipulate data
and figures
Know about
economic
conditions
Experience 2-10 years 5 - 7 years 3 - 4 years At least 2 years
In the sales and marketing area there are various kinds of qualifications are required in
the employees by which he able to meet with the objectives of the businesses. Apart from
different qualifications, several numbers of skills, knowledge as well as experience is also
necessary for the employees in order to grow their future in the chosen retail sector companies.
From the above table it can be found that the marketing employee must has two qualifications on
the basis of secondary data which are such as MBA in marketing as well as diploma in the
marketing department (Job Skill and Knowledge Development - Sales and Marketing, 2016). On
the basis of primary data it can be found that Tesco Plc requires both the mentioned
qualifications for increasing its sales while recruiting the employee or candidate in marketing
function. Furthermore, in the Sainsbury as well as Morrison Plc company there are MBA and
diploma as well as marketing diploma qualifications are required in the candidate for doing
marketing and sell the products and services of them.
In addition to this, there are skills like as communication, analytical, negotiation, sales,
creativity, decision making etc. kinds of skills required by using secondary data for enhancing
sales of the firm. Apart from this all higher knowledge of market trend, economic conditions and
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situations, ability to change and manipulate facts and figures while selling retail products and
services are also required for the marketing employees for Tesco, Sainsbury and Morrison Plc
firms. It can be found and analysed that on the basis of such all roles and requirements the
employees can make their future and career bright in the marketing field (What skills are needed
to be a top product marketing manager?, 2017). In context to this all, on the basis of different
years of experience level the retail sector companies recruit marketing employees at different
designation. It can be said from the analysis that at minimum and maximum level of experience
which the firm require from employee is such as 2 years to 10 years respectively.
Type of organisation which have job roles
Secondary Data Primary Data
Tesco Plc
Primary Data
Morrison Plc
Primary Data
Sainsbury Plc
 Marketing
manager
 Senior
marketing
manager
 Sales
manager
 Sales
executive
 Marketing
executive
 Area manager
 Senior
marketing
manager
 Marketing
manager
 Sales manager
 Marketing
manager
 Sales manager
 Sales
executive
 Sales manager
 Marketing
executive
 Area manager
In the marketing field and department there are several kinds of job roles are available
which are necessary to play by the marketing employees. Such all the job roles and duties are
given to employees on the basis of their experience, skills, qualifications and knowledge. While
analysing and talking about the secondary data there are several job roles are play by the
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marketing staff which are like as marketing manager, sales manager, marketing executive, sales
executive, area manager, senior marketing manager etc (Navarro, 2015). Among these all job
roles there are specific and some job roles are to be required by the Tesco, Sainsbury and
Morrison Plc on the basis of primary data collection.
Career opportunities or progression for job
Secondary Data Primary Data
Tesco Plc
Primary Data
Morrison Plc
Primary Data
Sainsbury Plc
 Senior
marketing
manager
 Marketing
manager
 Sales
manager
 Marketing
head
 Senior
marketing
manager
 Sales manager
 Senior
marketing
manager
 Marketing
head
 Sales manager
 Marketing
manager
 Senior
marketing
manager
When an employee enter in a particular field for doing job then there are several
opportunities are available which helps to them for build their career and make future very
bright. From the respective stated table it can be found that for a marketing employee there are
growth opportunities are available in all the companies of selected sector i.e. retail segment. As
per the secondary data collection it can be analysed that when an employee enter in a marketing
and sales department there are new progression and opportunities are available (Sweetwood,
2010). Moreover, different opportunities are such as to promote up to sales manager, area
manager, marketing manager, senior marketing manager etc. Among all the analysed
opportunities from secondary data the growth opportunity available for the Tesco, Morrison and
Sainsbury company.
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Holder of the job
Secondary Data Primary Data
Tesco Plc
Primary Data
Morrison Plc
Primary Data
Sainsbury Plc
 Senior
marketing
manager
 Marketing
manager
 Senior
marketing
manager
 Senior
marketing
manager
 Senior
marketing
manager
Apart from above analysed roles and requirements as well as opportunities of marketing
employees there are the persons and managers who hold the workers and recruit at the
workplace. On the basis of secondary data it has been assessed that there are mainly two
employees who are holder of the marketing job which are like as senior marketing manager and
marketing manager (Ryba and et.al., 2015). In context to the primary data it has been ascertained
that in the selected companies of the retail segment there are senior marketing manager is the job
holder for the marketing employee who analyse about the roles, responsibilities and requirements
of the candidate. On the basis of analysis of the primary data the Tesco, Sainsbury and Morrison
business entities use senior marketing manager as a job holder at the workplace.
How healthy is the Job Market
The respective criteria and aspect describes about the job of the marketing department
that up to which extent the marketing employees will be able to grow in the market. For
analysing the respective aspect there are graph is used which shown and stated as below:
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Secondary Data Primary Data
Tesco Plc
Primary Data
Morrison Plc
Primary Data
Sainsbury Plc
 Up to broader
level
 Middle extent
 Within
country
 Across the
world
 Up to broader
level
 Across the
world
 Up to broader
level
 Across the
world
 Up to broader
level
 Across the
globe
From the above chart it has been clearly found that marketing job in the companies are
consistently grown which is the most beneficial for the employees of marketing. On the basis of
the secondary as well as primary data it can be said that for the employees and workers of
marketing department there are opportunities are available up to higher, global, national and
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narrow level (Philbrick and Cleveland, 2015). The Tesco Plc operates at the global level and due
to this reason there are opportunities to grow up to the higher as well as world level are available.
Conclusion
From the current study of the career pathway report it can be summarised that most of the
respondents and employees of the company agree on the sales and marketing job because of
having higher growth in the future. Apart from this it can be said that from the primary data and
secondary data there are more or less same kind of informations are to be derived. It can be
found that different types of roles and requirements are needed by Tesco, Morrison and
Sainsbury Plc in a marketing employee while recruiting and selecting them. Furthermore, such
roles and requirements are like as qualifications, skills, experience and knowledge.
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APPENDIX
Questionnaires
Name-
Designation-
Age-
1.Which are the sectors in which you can build your career ?
 Retail sector
 Accounting and finance
 Human resources
 Management Consulting
2. What is career opportunities you find in the near future out of the given streams?
 Marketing head
 Sales Executive
 Marketing Executive
3. What is your qualifications for taking the above designation?
 MBA- Marketing
 Diploma in Marketing
4. To whom you will report in the business?
 Marketing manager
 General manager
 Senior marketing manager
4. Do you have working experience in the same field that boost your career?
 Yes
 No
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5. Do you think you can grow in the retail industry with the current job role?
 Yes
 No
6. Which are the competitive firms other than TESCO in retail sector you wish to carry out your
career with them?
 Morrisons
 Sainsbury
7. Which factors influence your decision in making your career choice?
 Current qualifications
 Future scope
 Higher generation of salary
8. Please provide your suggestions how you can improve your career choice
___________________________________________________________
1.Which are the sectors in which you can build your career ?
Respondent
s
Retail sector 15
Accounting and finance 9
Human resources 8
Management Consulting 3
35
2. What is career opportunities you find in the near future out of the given streams?
Respondent
s
Marketing head 16
Sales Executive 13
Marketing Executive 6
10

35
3. What is your qualifications for taking the above designation?
Respondent
s
MBA- Marketing 21
Diploma in Marketing 14
35
4. To whom you will report in the business?
Respondent
s
Marketing manager 11
General manager 6
Senior marketing manager 18
35
5. Do you think you can grow in the retail industry with the current job role?
Respondent
s
Yes 27
No 8
35
6. Which are the competitive firms other than TESCO in retail sector you wish to carry out
your career with them?
Respondent
s
Morrisons 18
Sainsbury 17
35
7. Which factors influence your decision in making your career choice?
Respondent
s
Current qualifications 16
11