Marketing Essentials: Roles, Mix, and Tesco Marketing Plan Analysis

This report delves into the core concepts of marketing, examining the essential roles and responsibilities within a marketing function, and how these roles interrelate with other organizational units. It explores the marketing mix (product, price, place, promotion, people, process, and physical evidence) and its application in achieving business objectives. The report then evaluates a basic marketing plan for Tesco, analyzing the strategies and tactics employed by the company. The analysis includes an assessment of how Tesco utilizes the marketing mix to reach its target customers and manage its operational activities. The report also covers elements like market research, strategy development, planning, and tactics to attract customers. The conclusion emphasizes the importance of a well-defined marketing plan for effective marketing and overall business success.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 Roles and responsibilities of marketing relate to the other organisational units and
functions......................................................................................................................................3
TASK 2............................................................................................................................................5
P3 Marketing mix to the marketing planning process to achieve business objectives...............5
TASK 3............................................................................................................................................9
P4 Evaluating basic marketing plan for TESCO.........................................................................9
Conclusion.....................................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing essential is very important for a firm to reach its targets and objectives
effectively and efficiently. The introduction covers the roles and responsibilities of
marketing functions and how they interrelate with any other organisation to achieve the
targets and objectives effectively. Basic marketing plan is also evaluated for the TESCO
firm with different tactics and techniques used by the business. The introduction also
covers the strategies which is used by TESCO firm for effective marketing and for
managing its operational activities. Finally, the report ends up with developing marketing
plan for the firm for effective marketing.
TASK 1
P1 Key roles and responsibilities of marketing function
MARKETING DEPARTMENT
Marketing functions such as human resource department, IT department,
research and development, production, customer service departments play a vital role
in promoting the organisation and mission. It describes the face of the business with
coordinating, and producing all materials which represent the business (Schoell, Guiltinan,
and Valvatne, 1993). It is the role and responsibility of marketing department to reach out to
prospects, customers, community, investors and overreaching image which represent
organisation in a positive light. Here are some roles and responsibilities of marketing
function or departments given below:
 Defining and managing brand: Managing and defining brand involves the
introduction of business which defines who you are, what you stand for, what the
organisation does and how and what business says itself. Marketing functions
defines the relationship or experience which a business acquire while dealing
with customers and partners. They manage the brand image and goodwill of the
firm which helps them to describe their organisation positively and effectively.
 Conducting campaign management for marketing initiatives: Marketing
functions determine and identify the products and services which focus on over
the course of business sales cycle. They have responsibility to identify those
products and services which is useful and important to improve the sales and
revenue of the firm effectively. After the identification, they produce materials and
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communications which get the word out. This will help the business to improve
their production and increase their profitability effectively and efficiently.
 Producing marketing and promotional materials: Marketing function and
departments have responsibility to create materials which describes and also
promote the main and core products or service as well. They also have role to
manage and keep those products and services up to date as they evolve
effectively. Producing and promoting helps business to compete with others in
the market and also to improve the brand image and goodwill effectively and
efficiently.
 Creating content for business website: Website of the organisation is often
the first place for the peoples to visit and get information about the business
activities. Customers also visit the website and get information which is relevant
for them. Marketing department will be responsible for keeping web contents up
to date and ensures that they are providing essential information for the
customers and peoples. They also ensure the business website comes up
quickly when anyone searches for your type of organisation effectively. This will
create a positive effect upon customers and help organisation to promote itself
effectively (Dibb, and Simkin, 2013).
 Monitoring and managing social media: Marketing function and IT department
have responsibility to contribute, manage and maintain the social media pages
and accounts. There are so many peoples from all over the country who use
social media such as Facebook, Twitter, Instagram and google effectively.
Business can manage its brand image and activities on social media which is a
very good platform to promote and give information about organisational
activities. Marketing function or department carefully watch what's being posted
about their firm and is it relevant or not.
 Producing internal communications: The main work for the marketing
departments is to communicate with employees working in the organisation.
Employees need to understand the business, its values, its objectives and goals
and priorities as well. Employee communications provide information about
organisational activities and help them to understand their individual goals and
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objectives. This will reduce the chances of misunderstandings and conflicts
effectively.
 Serving as media liaison: Every organisation with high brand image and
goodwill surrounded by the media. To react or respond media, a member of
marketing department always ready to act as spokesperson for the business and
also guide other executives in how to respond media queries effectively and
efficiently. Media is a powerful group of members from different channels which
works in both favourable and unfavourable way. Business marketing department
or spokesperson should maintain good relationship with media to produce a good
image of the firm effectively (Farese, Kimbrell, and Woloszyk, 2001).
 Conducting customer and market research: Marketing department has
responsibility to conduct research which helps them to define targets and
opportunities accordingly. This will also help them to understand how the
services and products are perceived. Customer and market research produce
opportunities for the business in terms of finding new customers, competency
evaluation and developing opportunities like technology changes and innovations
effectively.
 Overseeing outside vendors and agencies: Marketing is responsible for
managing and selecting vendors and agencies which produce marketing
materials for the organisation and also provide marketing support. This may
include Web providers, print vendors, Ad agencies and specialists or PR
agencies. This will help business for its expansion and improvement as well as
development effectively and efficiently.
Thus, these are the main roles and responsibilities of marketing functions which
involves HRD, IT, Research and development etc. This will help business towards its
effective growth and increase image or brand value effectively.
P2 Roles and responsibilities of marketing relate to the other organisational units and
functions
Marketing function define and explain the role of the business which helps to
identify the sources potentially and products and services for market and also help in its
promotion. These functions are common in an organisation which includes product plan,
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research, development, sales, promotion, customers and financial service etc.
Marketing functions are consisted of marketing research, product development, strategy
management, human resource departments and distribution system effectively. These
functions have different roles and responsibilities such as planning, promotion, finance,
market research, communication, selling and product development. There is a close link
between other organisational units and functions and marketing functions. Marketing
functions are part of the business organisation and departments and functional units are
connected with each other effectively (Mishra, 2016). Thus, if an organisation needs to
plan and implement marketing strategies, then they require support of financial
departments, Human Resource department, production and sales departments of the
firm effectively. Producing a plan or scheme for the firm in terms of purchasing one
product and get one free requires communication with production and finance
departments. Marketing functions have their own roles and responsibilities but they all
have some common objectives with linking each other to increase the profitability and
sales of the firm simultaneously. Production department works for fulfil the demand and
supply of products and services with communicating logistically with departments.
Human resource department policies and strategies generated according to the targets
and market trends and sales as well. Thus, all the functional units of the business is
related with each other to bring successful marketing plan for the organisation
effectively.
KEY ELEMENTS OF MARKETING FUNCTIONS
 Research: Market research plays a crucial role for the business that without
successful marketing research, organisation is near to impossible. Research
helps business to find important information regarding all actors of the firm
effectively. The business not only gets help from market information but finance,
logistics, resources, raw materials and other organisation prospects can be
achieved only through research.
 Strategy: After the collection of all important and valuable information so as data
from the research, it is possible to judge strengths and weaknesses among the
business operations. These data and information help business to formulate
strategies for the operational activities effectively. The strategies provide
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guidance to business for competing the strong market and become successful in
the market environment effectively and efficiently (Mishra, 2016).
 Planning: After the successful implementation of research and strategies, next
key function for the firm is planning process. The marketing department involves
distribution, financial planning, forecasting sales, communication and other
factors of the firm. Planning department utilize the plan for strategy
implementation and converting business objectives and goals into success
effectively and efficiently.
 Tactics: Tactics are the short and small term plans which is implemented for
attracting the target customers effectively. These includes some limited period
offers which a business provides as a scheme for the promotional boost in
marketing plan. Such schemes include, buy one get one free, buy this and get
this free which is a strategy for the business to attract the attention of customers
effectively. This will help business to put pressures on other firms and also boost
the sales for organisation effectively and efficiently.
The marketing functions are closely linked with other functional units of the
organisations. It can be measured from an example that finance departments are
connected with marketing department. Marketing functions requires economic
resources for planning, research, evaluation of strategies, implementation and other
plans among business which is provided by the finance department effectively.
TASK 2
P3 Marketing mix to the marketing planning process to achieve business objectives
To achieve the organisational objectives, proper management is required by the
TESCO firm to achieve their goals and targets effectively and efficiently. Marketing mix
includes 7ps which is considered by the firm, involving approaches which helps to meet
different market aspects from all over the world (Mishra, 2016). It helps to determine the
tactics and strategies which is used by the firms to reach their target customers
effectively. It will consider different elements which determine as firm system and also
help to achieve marketing objectives effectively. This will also help organisation TESCO
to increase its strengths and competency level effectively.
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 Product: TESCO focuses towards product to improve and develop them
according to the needs of customers. Marketing research will help firm to make
exact picture of products respectively. As the need and wants of the customers
changes day by day. The organisations try to improve their products and services
or replace them with existing products effectively. Organisation try to improve
their products according to satisfy the customer’s needs. It will help firm to raise
its profitability and production within the environment.
 Price: It is very important for the firm to make quality products and services for
customer perception. In respect to this TESCO decide their price and strategy
accordingly. Whenever a firm use low price for its products, customers feel that
the quality is being compromised from the business. Apart from this, if the
organisation sets high price for their products and services, it will generate
negativity for the customers that they think products are too costly for them and it
will also affect the business operations effectively (Berkowitz, 2016). Thus, business
needs to make good strategy for deciding their products price according to the
market segmentation efficiently. The firm also need to concentrate on brand of
the services and products effectively.
 Place: Place is a platform for the customers to access the products and services
from the business. TESCO not only consider the physical location of the firm but
also use online system for purchasing services and products effectively. It
determines the range of products which involve and brings products for the
customers. The organisation can also use extensively outlets which will help
them to spread products and services in the market effectively. They ensure the
place which is convenience for the customers so that they can make loyalty
towards them efficiently. As they are able to achieve objectives and goals
effectively (Baker, and Saren, 2016).
 Promotion: TESCO can achieve its objectives and goals through promotion with
the help of making high quality products and services for the customers
effectively. They have so much option for promoting their products which will help
them to increase their profitability and brand image in the market. In addition to
this, they can also make effective results, promoting services and products
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effectively. Promotion will help business to encourage people to buy their
services and products within market. Promotion of the products and services
include advertising, magazines, sales promotion and much more for the firm.
This will help them to increase their brand image in the market segment and to
achieve the goal of targeting customers effectively and efficiently.
 People: Employees working in the TESCO organisation are very friendly and
concerned about their nature which easily attract the customers. They are also
focused towards promoting firms’ products and services which will help it to
achieve desired outcomes effectively. In respect to this, business organize
training and development programs for their employees which help them to make
effective and quality products for the customers in the market efficiently. When
the organisation is able to demonstrate their products and services in effective
manner, they can increase their profit ration and also satisfy the customers’
needs effectively and efficiently (Cooper, 2016).
 Process: TESCO organisation is completely transparent for the manufacturing
process. In respect to this the process will be visible for the customers and
consumers. Customer satisfaction and point of view is very crucial for the firm
that this will help them to manage their business operations in different areas of
the nation. The firm needs to check and verify the process of making products
and services effectively. In respect to this, it will create loyalty for the customers
so that firm can easily increase their profitability and production. The organisation
TESCO also allow their customers to take place in checking materials and
products.
 Physical evidence: The TESCO firm try to focus upon clean and hygiene
interiors of the business outlets effectively. The organisation uses those interiors
which looks very good and also attract customers so that they can pay attention
towards products and business can increase its profit efficiently. They can also
demonstrate their products and services, which will help them to make high sales
within the business and market environment effectively. As the business is able
to manage and maintain their decorum towards their activities and operations
within the environment.
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Here is the same strategy but in different way which Marks and Spencer follow to
promote their products and services for the customers through marketing mix:
 Product: Marks and spencer consider their promotion of products by
themselves. The organisation tries to differentiate their products and services
from TESCO to achieve their objectives in the business and market as well.
 Price: The market is full of competitions that every organisation tries to improve
their profitability and production as they manage the price efficiently. The M&S
business will reduce their prices according to the other firm to attract the
customers and will also improve its quality of products and services.
 Place: M&S will make their operations in different part of global market. The
organisation will try to Manage its activities in different countries and will also
compete TESCO firm in the market segment effectively. Place is a platform
where customers purchase their needs and wants (Luchs, Swan, and Creusen, 2016).
 Promotion: The M&S will also promote its products and services in the market
with using different types of promoting methods. They will also try to improve
their brand image and goodwill in front of customers that they can also increase
their profit and customer satisfaction.
 Process: M&S make their efforts and focus towards customer segmentation
which spend money effectively. The young students visit the organisation for the
development of products and concentrating on new strategies. The process is
also visible for customers as this will increase the customer loyalty.
 Physical evidence: The M&S firm also make efforts for their physical evidence
towards reinvesting their brand image through make changes in decorum
effectively. The M&S will also provide website for his customers to interreact well
with each other and this will also provide detailed information of the firm for them.
 People: The M&S make effective products and services by the help of their
employees. They also provide beneficial products for the customers according to
their satisfaction. Training and development programs are also organized by the
firm to improve their employee’s effectiveness and efficiencies. This will provide
benefit for the business to increase its profitability and production as well
customer loyalty effectively (Akbar, Omar, Wadood, and Yusoff, 2017).
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Thus, TESCO and Marks and Spencer have their own strategies with same
elements from which they are able to increase their market position and profitability. 7ps
are common for both business and they use these strategies to differentiate each other.
TASK 3
P4 Evaluating basic marketing plan for TESCO
Marketing plan is a documentary of outlines from which TESCO firm advertise
and operate its operations effectively. The plan determines the needs of firm for few
upcoming years. The plan changes according to the needs of market and customers.
This will include strategies, plan development, reviewing etc. it will also help
organisations to achieve their objectives and goals effectively and efficiently. Marketing
plan for TESCO will include such elements considered below:
 Current market analysis: The organisation TESCO analyse the market position,
environment and size to find features which will help it to develop and improve
products and services effectively. The business is able to calculate competition
level with current market analysis which will help it manage the strategies and
plans accordingly. They can also provide facilities in their services from which
they are able to compete others in the market (Cunha, 2017).
 Competition: Competition in the market is generally arising day by day. The
local businesses are also competing with their efforts to make position in the
market segment. There are so many other firms similar to Marks and Spencer.
They also make substitute products to divert the customers and distract attention
towards quality products. Here are some strengths and weaknesses of
organisations competing in the market:
TESCO
Strength Weaknesses
 High reputation and brand image
 Experienced organisation
 Consider friendly environment
 Increase loyalty in customers
 Low advertisement,
 Lack of management and corporate
directions
 Health concern
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Marks and spencer
Strength Weaknesses
 High brand name and image
 Hygiene
 Different products
 Suitability towards customers
 High price for products and services
 High turnover rate
 Major conflicts and issue arises
The strength of TESCO is effective because of its quality services and products,
which is effectively applied by management known as marketing plan. In addition to this
they also analyse the customers who are concerned with their products and services.
There are many customers to take place within the business in terms of children,
students, family etc. they formulate their strategies and plans for developing their
products and services according to them (Medina, Coelho, and Bellido-Pérez, 2017).
 Marketing plan for segmentation: In order to achieve market strategies
TESCO consider STP criteria. They make segmentations bases in which
company use demographic, geographic, psycho graphic and behavioural
segmentation. They demonstrate effective packaged system for small parties and
celebration which are highly affordable for upper and middle class effectively and
efficiently. In order to make segmentation criteria on the basis of psycho graphic
cited firm demonstrate their plan for all types of people such as middle, lower and
uppers.
 Marketing plan for target: There are so many target markets for the
organisation TESCO which is helpful for them. The business uses different
marketing for successful operations within business environment. It can be uses
to demonstrate targeting the family unit and particular children with happy meals
and price. This strategy is also known as multi segment marketing which appeals
to two different types of market segmentation. In addition to this, organisation use
different marketing plan for each and every criterion effectively and efficiently.
 Marketing goals with product strategy: Marketing goals and objectives for
product strategies include different types of levels with core benefits such as
good techniques, hygienic and effective products. Actual products design makes
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