Marketing Report: Tesco's Strategies, Roles, and Mix Analysis

This report provides a detailed analysis of Tesco's marketing operations, focusing on key roles and responsibilities within the organization. It explores the key roles of marketing, including advertisement, customer needs analysis, and customer acquisition, as well as brand management. The report also examines the interrelationships between Tesco's marketing function and other departments such as finance, human resources, and manufacturing. Furthermore, it applies the marketing mix (7Ps) to the marketing planning process, assessing how Tesco can achieve its business objectives through place, product, price, and promotion strategies. The report also includes an overview of current and future marketing trends, concluding with an analysis of Tesco's marketing plan and its potential for success in the retail market.

Unit 2 Marketing
Essentials

Table of Content
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO1..................................................................................................................................................3
P2 Key Roles and Responsibilities of Marketing Function Within Tesco..................................3
P2 Interrelationships Between Tesco's Marketing and Other Functional Units..........................5
LO2..................................................................................................................................................7
P3 Application of marketing mix to marketing planning process for achieving business
objectives.....................................................................................................................................7
LO3..................................................................................................................................................9
P4 Marketing plan........................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the strategic business operations through which a business organisation
promotes and advertises about its manufactured goods and services to the public in an effort to
generate and increase their interest in the operations and the products of the business
organisation. This report assesses the marketing operations of Tesco, a multinational retail
business organisation that specialises in selling general merchandise and groceries to the
customers in the retail markets (Mix and Brand, 2017). Tesco was founded in 1919, an
astonishing 101 years ago and currently operates from its headquarters in Hertfordshire, England.
Tesco has had ample opportunities to expand its business operations to global markets, with
Tesco currently operating around 6,800 distinct establishments in 11 different countries around
the world. This has allowed for Tesco to diversify their operations and increase their customer
base, market share, productivity and profitability to the point that it has now become the third
largest retail business organisation in the entire world, on the basis of gross revenues generated.
MAIN BODY
LO1
P2 Key Roles and Responsibilities of Marketing Function Within Tesco
Marketing relates to the strategic business process through which Tesco promotes and
advertises about its goods and services to the consumers within the retail markets of UK, with
the intention to increase their interest into the operations of the business organisation and their
sold goods and services within the retail markets, so that interested customers can be converted
into making a financial transaction with Tesco, enhancing its overall customer base, market,
share, productivity and profitability. Marketing is an essential business function that is practised
by business of all scales, sizes and scopes from large organisations such as Tesco to medium and
even small business organisations.
Currently in the digital world, marketing functions of a business organisation can be
conducted primarily using two marketing channels- traditional and digital. Traditional marketing
channels provide the marketers of Tesco with traditional marketing tools in order to promote and
advertises their goods and services to a large base of consumers within the UK population using
methods that have traditionally been used for marketing purposes without making use of the
internet. Such traditional marketing tools include newspapers, magazines, billboards, TV and

radio commercials etc. (Chaffey, 2019). On the other hand, Tesco marketers nowadays also have
access to digital marketing channels that provide Tesco marketers access to digital marketing
tools that make use of the internet to conduct their marketing operations in order to promote and
advertise the goods and services of Tesco to a large base of audience within the retail markets of
UK. Digital marketing tools comprise of online websites, social media platforms, email etc.
Marketing Trends:
The present and future marketing trends from the external environments have immense
impact on the overall marketing operations of Tesco as these tend to massively influence the
marketing strategies that can be made of use by the marketers of Tesco in addition to having an
impact on the success of chosen marketing strategies. Current trends of marketing relate to the
widespread adoption of the internet by increasingly large number of consumers around the
world. This digital trend has effectively resulted in an entire marketing channel to be created
simply based on the immense influence that digital technologies have had towards the marketing
operations of Tesco. Another current marketing trend relates to the importance marketers place
on creating and maintaining effective customer relationship with their customers in an effort to
increase the long term success of Tesco within retail industries of UK.
Future trends of marketing within Tesco relate to the immense importance that
smartphone will play towards marketing operations as the smartphone has increasingly become
an essential part of human life for most consumers. This includes increased emphasis on text and
SMS marketing as well as smartphone applications marketing (Kotler and et.al.,). Another future
trend that shall impact the marketing functions of Tesco relates to transparency of the marketing
strategies and campaign of Tesco. Through technology, it has become increasingly difficult for
the marketers to misdirect and misinform their customers, but this unethical practise is still in
practise in the current times. In the future, it shall inevitably be even harder for unethical
marketers to misdirect and misinform their consumers through marketing operations and thus
Tesco's future marketing operations will surely have to place focus on being transparent to its
customers.
Key Roles and Responsibilities of Marketing:
Marketing functions fulfil various key roles and responsibilities within Tesco, all of
which contribute their part towards the operational success of Tesco within the retail markets of

UK and the business organisation achieving its strategic goals, objectives and vision. The main
roles and responsibilities of marketing function within Tesco are as follows:
Advertisement: The primary role of marketing function within Tesco is to promote and advertise
its manufactured goods and services to the consumers within the retail markets of UK in order to
increase their interest in the goods and operations of Tesco and convert them into making a
financial transaction with the retail business, effectively resulting in the enhancement of Tesco's
productivity, profitability, customer base and market share.
Customer’s Needs and Requirements: Another essential role of marketing within Tesco relates
to examining and identifying the needs, requirements and wants of customers within retail
markets of Tesco (Armstrong and et.al., 2018). This role of marketing is also of immense
importance for Tesco as only after identifying and knowing the needs, requirements and
preferences of their retail customers can they align the various strategies of their business
operations in order to satisfy their preferences, requirements and needs and increase Tesco's
productivity, profitability, customer base and markets share within the retail industries of UK.
Acquiring New Customers: A major role of marketing functions towards the operational success
of Tesco within the retail industries of UK, relates to the responsibilities of its marketing
functions in relation to acquiring new retail customers for Tesco from within the external retail
environments of UK. Without consistently acquiring new customers Tesco cannot hope to
successfully operate within the retail markets of UK for a sustained period of time and also
cannot increase its operational productivity, profitability, customer base and market share
metrics, increase of which are of immense importance to the growth and development of Tesco's
operations, making marketing function play a highly important role within Tesco.
Brand: The marketing functions of Tesco also are responsibilities for maintaining and enhancing
the brand awareness, reputation and value of the business within the retail markets of UK against
their competitors. This is role of marketing function of Tesco is of immense importance to the
business operations of Tesco as a high brand awareness, value and reputation within the retail
markets of UK allows for Tesco to effectively be able to increase their productivity, profitability,
customer base and market share within the retail markets of UK.
P2 Interrelationships Between Tesco's Marketing and Other Functional Units
As marketing functions of Tesco are of such immense importance, they need to
effectively communicate and work together with the other functional units of Tesco in order to

allow for the retail business organisation to effectively operate within the retail markets of UK
and increase their customer base and market share. The interrelationships between marketing and
other functional units of Tesco are as follows:
Finance: The marketing operations of Tesco need to work together cohesively with its financial
functional units because the financial units of Tesco are responsible for creating the financial
budgets that are to be allocated for the marketing strategy of Tesco and this interrelationship
ensures that needed sufficient amounts of financial budgets are allocated towards Tesco's
marketing operations, in order for Tesco's marketers to successfully achieve the objectives of
their strategic marketing plan (Cateora, and et.al., 2020).
Human Resources: The marketing units of Tesco also needs to cooperate and work together
with its human resources units, as the marketers of Tesco are required to convey to the human
resource employees about the number of new marketers and salesmen that is required for their
future marketing strategies to be successful and the marketers also need to relay to the human
resources, the specific skills and qualities that are required from its newly recruited and selected
candidates.
Manufacturing: For successful operations of Tesco, its marketing and manufacturing units also
need to interrelate and cohesively work together (Perreault, 2018). As the operational role of
marketers of Tesco requires them to identify and analyse the needs, requirements and preferences
of the customers within retail markets of UK, the marketers can convey this analysis to the
manufacturing units of Tesco, in order for them to be able to manufacture goods and services
that are effectively able to satisfy all the needs, requirements and preferences of retail customers
of UK.
Leadership and Management: Interrelationships between the management, leadership and
marketing units of Tesco are of immense importance for the marketer's operations towards
creating an effective and productive marketing plan whose objectives and goals on achievement
will also contribute towards the retail business organisation as a whole accomplishing its vision,
objectives and mission, resulting in the growth and development of Tesco in the retail markets of
UK.

LO2
P3 Application of marketing mix to marketing planning process for achieving business
objectives
Marketing mix is one of the most important procedure within marketing planning process
highly important for bringing on innovation and for gaining strong business objectives within
profitability segments and to bring on diverse technicality. The marketing mix is divided in 7ps
where the focus is for bringing on new working paradigms within products and services delivery
to gain wider consumer profitability. Tesco being one of the biggest retail brand works with
innovative marketing mix and functional efficiency for establishing successful position into
wider audience within new untapped international countries segments (Jindal, Zhu and Dhar,
2020)
Marketing mix (7Ps) Place: Tesco for developing strong position within retail industry with strong channel
management and best delivery standards of goods and services to enter into untapped
new international countries marketing segments have to work onto supply chain
management. The brand by improving its logistics chain and improved functional ethics
to develop long term position onto new pertaining goodwill potentialities among
consumers have to work onto place factor, which will also improvise delivery time for
customers. Aldi place factor is also one of the most important paradigm where brand
focuses to give strong place factors as developed parameter for bringing on advanced
synergy where aim is to improvise further with strong convenience factors (Ndofirepi,
Farinloye and Mogaji, 2020) Product: Tesco for developing innovative products within retail industry has to work on
product factors where innovative marketing, strong branding techniques and new use of
efficient technology will be targeted to be improved further with more specialization. The
product factor will also improve higher marketing position factor and build competitive
position onto business world with higher creativity within product factors. Aldi, one of
the most common retail company within world industry works with strong quality factors
within its products but as comparatively innovation is low in this brand. Price:The price factor is also one of the most important which tesco needs to focus onto
for establishing strong effective marketing plan and to enter into wide competitive

paradigms for technical advancement. The price needs to be highly competitive for
developing strong place into business world and within retail industry through which
large customers can be attracted. Aldi pricing factors are less than Tesco and also focuses
to bring on bests pricing strategies with coming of competitiveness within retail industry,
where customers are also looking upon price paradigms (Ray, 2020). Promotion: Digital marketing holds the major promotion opportunities within dynamic
business world and to develop wider scale functional efficiency for pertaining onto wider
scale new customer segments and higher profitability segments. Tesco for new promotion
strategies have to work onto development paradigms for effective technical advancement
which will further add onto building competitive developments which will further add
onto wider synergy of innovation. Aldi works on promotion techniques are programmed
with changing viable technical developments coming onto business scenario and to
technically improve wider scale services for higher working efficiency pertaining onto
productive promotional avenues. People: The people factor includes employees and management officials who are
working within business scenario pertaining onto services delivery and wider scale
productive distribution activities for stronger effective technical distribution where Tesco
aims to keenly bring on more advanced synergy of active development which will
increase profitability factors. Aldi on other hand has major shortfall when it comes to
employees working within stores, to improvise its business paradigms employees need to
be further trained (Gupta and Rajan, 2020) Physical evidence: Tesco stores are highly conveniently situated among major parts of
world which works as one of the best factor for strong physical evidence factors and fro
bringing higher viable position metrics pertaining onto customers viable position
facilities. The Aldi on other hand has less number of stores and physical evidence which
impacts viable services of marketing and is also less impactful to produce wider
developed synergy within business scenario.
 Process:Tesco process function in marketing mix is important to bring on new synergy
of innovations at operations where the procedure factor is developed with new
technology paradigms pertaining onto competitive development. Aldi on other hand is
less responsive and has less innovation into its operations of procedures where all factors

of working segments for products delivery, services need to be more invested by higher
capitalization of resources.
LO3
P4 Marketing plan
Aim: Tesco aims to improvise its position within international business segments by working to
bring on more dynamic business marketing techniques which will enable to bring on more higher
revenue, keen synergy of innovation and to develop best marketing practices by which new
segments can be developed.
Strategic objectives:
 To increase the sales by 40 % till the starting of 2021.
 To increase the CSR by the company by 5 %.
 To increase the investment within the technology by 10 % to improve the performance of
the company.
 Tesco strategic objectives, business tactics are aiming to bring on wider developed
synergy through bringing on advancement within fundamentals , rationally bring on
stronger quality factors of production through which larger international segments can be
explored with more profitable revenues.
 Tesco aims to build strong position within new untapped countries segments and to use
digital marketing media for developing longer strong position with effective promotional
paradigms pertaining to brig on goodwill among consumers. Tesco also aim to use new marketing factors of innovative business paradigms for
developing larger business avenues, use of social media handles and new technical viable
metrics to develop best services for catering onto more rational profitable outcomes and
services for gaining stronger customer goodwill (Kasilingam, 2020).
STP
This is the tool which assist the company in identifying the target audience for the company and
to find out the ways of positioning the company in the highly competitive market.

Element Description
Segment The major segment being selected by the Tesco
is based on the geographic and the
demographic segment for the marketing of the
company.
Target The major target will the urban area population
and on the basis of the demography the gender
group will be selected.
Positioning The company will position itself with the help
of the providing of good quality of product to
the consumers.
SWOT:s
Strengths:
 Tesco has high recognized goodwill among global customers market share. High capital to invest for further innovation and quality up gradation of marketing
functions
Weakness:
 Tesco is facing high extensive competition from new retail brands coming with high
fashionable clothing products , services as per changing viable customers business
positions. There is also deficiency within internal management where tesco is still not using
effective new technology to produce functional efficiency for gaining wider customers
pefrences.
Opportunities: Tesco has opportunity for entering onto digital marketing space with optimum use of
innovative marketing strategies which will develop new marketing paradigms.

Threats:
 Tesco faces threat from new brands coming up within business world where retail
industry is facing extensive competition form global new brands, which may impact
future business scale if strong steps not taken.
Sales analysis
With the above data it can be seen that the sales of the company is constantly increasing and this
assist the company in taking measures in improving the sales of the company. Thus, with the
help of this the company need to work upon the improving of marketing and promotion of the
goods and services of company.
Market share analysis

from the above data it is clear that the market share of Tesco is high as compared to all the other
competitors and with Aldi as well. Thus, this will assist the company in managing the market
position and also the company will have to make the good marketing and promotional strategies
as this will assist the company in managing and keep increasing the market share of the company
in the global market.
Key actions: Tesco for developing strong innovative marketing actions which will further
proclaim to bring on positive synergy of development have to work onto more rapid innovation
and use of digital marketing space where wide customers integrated services can be built on with
use of innovation services, technology usage. The brand also aims to invest further for
administration and fulfilment of new marketing demands where wider scope of marketing
profitability, increased revenue is there (vMcGowan and Branche, 2020).
Marketing tactics: Tesco for developing strong effective marketing segments with use of digital
media and rational function ethical paradigms have to bring on new synergy of motivation and
developed synergy of effective marketing by working onto customers preferences, changing
wider scope and developing keen use of technology and innovation for technical up gradation.