Marketing Essentials Report: Roles, Mix, and Plan for Tesco

This report delves into the core concepts of marketing essentials, using Tesco as a case study. It begins with an introduction to marketing's significance in business and its role in gaining a competitive advantage, followed by an examination of the roles and responsibilities of the marketing function. The report then analyzes Tesco's marketing strategies, including its marketing mix, and evaluates different marketing tactics. Further, it explores the significance of interrelation of marketing with other functions, and provides a critical analysis of key marketing elements. It concludes with a discussion on the development of a strategic marketing plan for Tesco, including the production of a comprehensive marketing plan, all while emphasizing the importance of customer relationship management and integrated marketing campaigns. The report is based on the case of Your Destination which is a transportation service company operating in the United Kingdom and other Western countries.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibility of marketing function ....................................................................1
P2 Marketing relating to the Tesco ............................................................................................3
M1 Analysis of roles and responsibilities of marketing..............................................................4
M2 Significance of interrelation of marketing with other functions...........................................4
D1 Critical analysis of key elements...........................................................................................4
TASK 2............................................................................................................................................5
P3 Marketing mix in the context of Tesco..................................................................................5
M3 Evaluation of different tactics...............................................................................................6
D2 Designing strategic marketing plan.......................................................................................7
TASK 3............................................................................................................................................7
P4 Marketing plan in the context of Tesco.................................................................................7
M4 Producing a marketing plan..................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES...............................................................................................................................9

INTRODUCTION
Marketing is crucial for maintain a business in the longer run. It is systematic process of
generating value of goods and services for both customer and business organization. Marketing
involves providing update information for the company relating to the customer, marketing
trends, competitors’ products and services and other significant information. This report is based
on Your Destination which is one of the new transportation service company in United
Kingdom. They operate their business in the also other Western countries. This report will have
explained about the marketing function as par the given case and its role in the gaining
competitive advantage (Berkowitz, 2016). Further, this part also explaining about the integrated
marketing plan in which a company can offer its product in the market.
TASK 1
P1 Roles and responsibility of marketing function
Marketing is one of the complex and competitive process for a business organization
which includes various aspects. This process is relating to the planning of purchasing raw
materials from the suppliers transform these to the end users. Therefore, each and every business
is tries to manage their all marketing activities and tries to attract customers which can help to
generate sales and provide competitive position in the market. Tesco is a multinational
corporation which operate a business to the global level. They also acquiring goods from the
other countries which required an effective planning process. There are following functions of
marketing in the case of UK is mentioned below:
Gathering market information: Decision making one of the most critical par in business
and required a large range of information in order to make such decision in an effective manner.
In the context of Your Destination, need to gather various information such as determining the
changing needs of customers, identifying latest information which can helps to make a product
more effective and meet the future demand. Further, there are large number of customers who
operating their business in the UK such as National Express, First Group etc. provide tough
competition to the company (Desai, 2013). In such situation, they required various information
about other enterprise to knowing their price, product range, offers etc. So that they can modify
their strategy accordingly.
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Transpiration: This is another function which is relating with the transportation activity
of the company and can get the right information to maintain its position in the market. Your
Destination operating their public transport in London, Glasgow, Manchester and other major
cities. The cited firm is need offer intercity and intra-city transportation at the minimum cost
(Dibb and Simkin, 2013). It is one of the challenging task for each and every company is to
maintain their supply chain effective so that they can grab future market opportunities to meet
their short and long term targets.
Promotion: This is a most significant function of marketing which involves wide range
of activities and helps to understand various aspects to provide competitive edge in the
transportation industry. These are:
Advertising: Each and every business unit is required to provide relevant and updated
information to its customer. In the case of Your Destination, which spending a large amount on
the various communication channels such as digital media, social media and print media.
Sales promotion: This is another activity where a company using various tools and
techniques to promote their product and services in the market. In this context, the cited firm is
sponsor various events such as Football world cup, Cricket and other types of fair which plays a
vital role.
Public relation: There are large number of stakeholder such as employees, customers,
suppliers, distributors, investors and public at large. Your Destination, required to provide fair
and relevant information in order to make a good relation with them in the longer run.
Sales: Tesco have more than few million sales in the last year which is quite good as
compare to last year (Hsu, 2011). Cited firm set their target for each year and tries to attain these
goals by designing an effective and appropriate marketing plan and strategies which can help to
meet their objectives in a limited time frame and leads to increase revenue and profitability.
Marketing planning: This is another function of marketing and provide strategic
advantage of a company. Every enterprise having its set target for a given period of time which
must be achieved in a given period of time. In the context of Your Destination, unit desire to
increase its market share by expanding its business. For this, required an effective marketing plan
so that they can meet its share and revenue in an effective manner.
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P2 Marketing relating to the Your Destination
In modern and global scenario, the role of marketing is very crucial and sustain a
business in the longer. The role of marketing department plays a prominent role and help to
developing a business in the longer run. Your Destination, market share in more than 9 percent in
the UK market and need to increase in the next upcoming years (Jones and Rowley, 2011).
Therefore, cited firm is required to understand all marketing function which having direct
influence on the business objectives. These are:
Proving competitive advantage: The major role of marketing function is to developing
competitive position in the market. For this, they required to understand the overall market
situation and react accordingly. For instance, Your Destination can increase their operation area
which facilitate more sales and revenue. With the help of an effective marketing strategies they
can build their own core competencies and leads to increase customer loyalty. Further, they can
also design various counter tactics to facing various issues and meet their targets in an effective
manner.
Knowing customer demand: In modern business, each and every company focusing on
product in customer centric. Because, customer needs are change over a period of time and
required to modify products and service. In the context of public transport, it is more difficult to
maintain its market presence updated so that they can meet their short and long term targets.
There is various substitute transport such as subway lines, rail network and increase in personal
vehicle can create serious issue in front of cited enterprise (Kongstvedt, 2012).
Integrated marketing campaign: An integrated marketing campaign is very significant
which is very crucial. Your Destination, wants to increase their market share and for they
marketing manager is required to design and develop such plan and supported by the strategies
and tactics. For this, there required to use various communication channels such as social media-
Facebook, Instagram, You Tube, Twitter etc. Further, company should understand the overall
market and make their decisions accordingly so that they can attain its target in an appropriate
manner.
Effective crises management: This is significant for a company to response crises and
preventing bad image of the company. each and every enterprise is having its own issue and tries
to manage such problem which can sustain its brand value in the market. This is the role of
marketing manager to maintain proper communication. For instance, Your Deestination facing
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issue in their quality and required to provide justification which can satisfied the customer and
public.
Customer relationship management: A company cannot succeed without customer
relation in the longer run. There are various tools and methods can be used by enterprise to
sustain such relation. Tesco having large number of loyal customer and its required to provide
different types of information to them on regular basis. For example, cited firm can send main
and message regarding its upcoming ticket pricing (Lamb, Hair and McDaniel, C., 2011). This is
very crucial to maintain its position in the market in the longer run.
From the above explained functions, Your Destination can relate with its various
department. Additional, this is also required an integrated communication system which can
provide a long term growth to their business.
M1 Analysis of roles and responsibilities of marketing
Marketing plays a crucial role in the organisation. It helps in analysing the need of the
prospect in the market and assists in producing a good that matches their requirement. An
effective marketing strategy can help enhance the brand value along with maximising the sales
volume with its promotional tools. Marketing aid a company in achieving competitive advantage
over its rivals.
M2 Significance of interrelation of marketing with other functions
Marketing is an indispensable part of the organisation. It forms interrelations with all the
other functions. Marketing with its research finds out the goods to be produced. It helps in
determining the pricing of the goods and services. Marketing helps an organisation in selecting
the best distribution channel and the markets to be targeted. The company before marketing
expansion conducts research to analyse the profitability. The Public relations activities are
carried out by the marketing team. Most importantly it helps in influencing the sales volume of a
product.
D1 Critical analysis of key elements
The various marketing components are research, strategy formulation, promotional tools
and data analysis. The market research has a direct relation with the R&D where data analysed
used for development of new product. The strategy formulation is done to make business plan for
the company. The promotional tools of marketing help in increasing sales volume and
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profitability of business. The analysis obtained is analysed with the help of IT tools and decision
are made on the basis of that.
TASK 2
P3 Marketing mix in the context of Your Destination
Marketing mix is a set of controllable marketing tools used by an organisation to
influence the sales or position of the company. The original marketing mix given by Edmund
McCarthy had four elements. The present day marketing mix has extended to 7 elements. The
elements of extended market mix is as follows:
Product: Product is defined as the output which is being offered to the market. Your
Destination caters the needs of people in various departments. Company mainly deal with
transportation facility whom lead to enable and work in satisfying more and more number of
customers. This diversified product line encompasses almost all major sectors and fulfils their
needs. They are working at small level where services are luxury in nature so that profit get
maximise in an appropriate manner as well (Lane, 2016). On the other hand, National Express
are working at wide level and dealing with transportation services with courier services facilities
as well. Although, they are dealing in more number of products as compared to Your Destination
and their profit margin is also high.
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Illustration 1: Extended marketing mix

(Source:Extended marketing mix, 2016)
Price: It is the amount paid by the consumer for purchasing certain product and
commodity. The price set by the company of its products line-up is lower than its rivals to main
cost leadership in the market. The economies of scale help company in achieving price
efficiency. Therefore, can afford to set low prices of the product in the market. The prices set by
the rivals also affect the pricing strategy of the company. Your Destination prices are usually
high as compared to other local competitors. Hence, they want to expand business and for this
management have to target suitable market whom being to render them more and more profit.
National Express is already an establish association whom prices are moderate in nature where
they want to ascertain more and more market through effective pricing strategy.
Place: Place can be defined as the geographical location where business operation takes
place. Tesco is the leading retailer in the country therefore has a very active chain of distribution.
It carries its operation through the online and offline platform. Your Destination mainly dealing
at London and their business expansion is also not so much wide in nature as well. They are
rendering services from London, UK whereas National Express dealing at wide level, hence,
they are delivering services from every location of UK. This enable them in ascertaining more
and more number of customers.
Promotion: It is a technique to increase and retain a customer base of the organisation.
Tesco is active in promoting its goods and services through various medium such as TV,
newspapers and other sources of media marketing (Mihart, 2012). Your Destination use social
media and other digital platform through which they are going to promote their product and
services in an appropriate manner. On the other hand, National Express use digital advertisement
as well as TV channel for promoting their business. National Express usually earn more and
more profit compared to Your Destination as thus they have more option to promote business
properly.
Process: It involves an ordering of activities necessary to produce a product. Your
Destination is a service industry therefore process in this will relate to delivering their services
directly to number of users. They are following an easy and convenient manner to deliver
services and bookings. For this, they reduce load of many users by opening online booking
facility. National Express render services directly from private provider which restrict them in
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growth and development. They have wide number of stores and option to book tickets by each
and every user.
People: People in this context refers to the employees that constitute an organisation.
Employees are the most important part of an organisation as they contribute in the success. Your
Destination is a small organisation with workforce of about 100 employees and they provide
good interaction process with users as well. On the other hand, National Express have more than
200 employees with wide range of customers as well. This facilitate option for delivering quality
based services.
Physical Evidence: It is referred to environment in the product and service is delivered.
The tangible factor which alleviate the communication between the consumer and the firm can
be taken under this. In a service industry justification of the service is to be done with the
tangible aspects (Nguyen and Simkin, 2012). Your Destination is a service sector industry whom
physical evidence are their two or three stores or outlets whom are opened at different streets of
London but National Express have more number of outlets which indicates that user experience
and believe on them with more appropriate in manner.
M3 Evaluation of different tactics
Tactics are the business strategy formed to achieve the organisational goals. It refers to
the tools and actions undertaken such as budget, staff, technicalities and expansion tools are
undertaken to achieve the objectives. The tools of designing and expansion are utilised to fulfil
objectives. The company can expand its operation into newer market through various expansion
programs such as market penetration and market development.
D2 Designing strategic marketing plan
Strategic marketing plan is the action plan for achieving the marketing objectives. The
company wishes to increase its customer base which can be done by employing the 7P's of
marketing mix. The objectives can be achieved by offering differentiated product, effective
pricing, spreading distribution channels, utilising sales promotional tools, development and
training of employees, efficient process and justification of physical environment.
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TASK 3
P4 Marketing plan in the context of Your Destination
Transport industry one of the attractive and most competitive market and it having
negative impact on the market share and profitability. For this, company wants to sustain their
position in the market and for then they can implement the following marketing plan:
Mission and Vision: This is the first stage of marketing plan where Your Destination
required to identify their mission and vision. This is a statement which provide a safe and secure
journey for their customers (Papasolomou and Melanthiou, 2012). The mission and vision of
Tesco is mentioned below:
“To provide a highly secure and safe transportation platform to its customer at the affordable
price”
Situation awareness: In this stage marketing manager need to determine and analyse
their environment both external and internal. The internal environment can be controlled by the
enterprise but external factors create various issue in front of the company. These factors can be:
External factor: In order to analyse external environment marketing manager can be used
PESTEL analysis. These are:
Political factor The role of government stability is very significant for the
current and future business performance. UK, having political
stable which maintain consistent growth in their business. Your
Destination tries to evaluate such element so that they can
overcome potential risk.
Economic factor This is related with the fiscal and monetary policies of the
country and its influence on the business.
Social factor There are various social beliefs such as customs, trends, culture,
language etc. For instance, there are large number of people in
UK who prefer public transport which help to increase such
service in the country.
Technological factor Your Destination can use new technology which can provide
competitive superiority in the market. For example, they can use
integrated communication tool where various department such
as finance, marketing, HR, production, sales etc. so that they
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can interact with each other (Wirtz, 2012).
Environmental factor Today, customer is more aware towards the climate issues and
required to a sustainable business practices. For example, Your
Destination can use electric vehicle helps to increase its
corporate image in the market.
Legal factor There are various legislation and its large influence on the
business decision making. This is the responsibility of
marketing planner to understand legal issue and make their
strategies accordingly.
Internal factor: Marketing department can be used SWOT analysis approach to
understand the strength and capabilities of cited firm.
Strength Your Destination emerging transportation service in UK.
The firm is having 5-6 cities transportation with intercity public
transport service in the UK.
The customer service is high quality which leads to increase
their competitiveness in the market.
Weakness There are various players such as National Express, First Group
etc.
This provide a tough competition to Your Destination.
Opportunities There are various new and emerging market such as India and
China helps to provide a long term growth to their business.
Threats Global economic slowdown one of the major threat for Your
Destination.
Developing strategies: Tesco can use following strategies to meet their set objectives.
These approaches can be involving:
Product expansion Marketing manager of Your Destination can design attractive
product which can meet the customer changing demand. The
firm is required to increase its product range which can helps to
make more choices for the customers (What is marketing mix?,
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