Marketing Essentials: Internal Relations and Marketing Plan for Tesco

This report provides a comprehensive overview of marketing essentials, focusing on key concepts, internal relations within an organization, and the development of a marketing plan. It begins by exploring current and future trends in marketing, such as digital and video marketing, and the increasing importance of customization and mobile communication. The report then details the marketing processes employed by organizations like Tesco, including mission setting, situational analysis, strategy development, marketing mix implementation, and performance control. It further examines the roles and responsibilities of a marketing manager, emphasizing their crucial role in promoting products, building brand awareness, and conducting market research. The report also highlights the interrelations between the marketing department and other functional departments like HR, finance, and production, illustrating how collaboration drives organizational success. Finally, it underscores the value and importance of marketing roles in engaging customers, building brand reputation, boosting sales, and providing business insights. Part 2 includes a comparison of the marketing mix of Tesco and Morrison's.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Current and future trends........................................................................................................3
Marketing processes...............................................................................................................4
Roles and responsibility of marketing of manager.................................................................5
Interrelation of marketing department with other functional departments.............................5
Value and importance of marketing roles..............................................................................6
PART 2............................................................................................................................................7
Comparison of marketing mix of two different companies....................................................7
Produce and Evaluate a basic marketing plan for Tesco........................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is the concept that contains the course of actions to communicate, deliver and
exchange the message and offering that possess the value to the customers and other stakeholders
of the organisation. In this growing competitive world marketing has become essential for the
organisation to survive and gain the competitive advantage (Venkatesan and Lecinski, 2021).
With the growing technology and organisations becoming more customer oriented the concept of
marketing is evolving and widening itself by using digital channels and building marketing
strategies. The present report on marketing concept and internal relations will study the
marketing concept of “Tesco”. Tesco is the multinational British retailer based in Welwyn
Garden City, England, UK. The report will discuss about the role of marketing and how it
interrelates with the functional departments.
MAIN BODY
Current and future trends
Current trends
Digital marketing: There is the huge trend of digital marketing concept in the marketing area
organisations like Tesco are utilizing the social media channels , email marketing and other
digital marketing platforms to communicate with their customers and reach the customers
globally.
Video marketing: currently in the marketing field there is craze of video marketing through
animations and creative content (Proctor, 2020). The organisations like Tesco post videos and
GIFs on the different handles to attract the consumers.
Future trends
Customization in product development and communication for consumers will be more
prevalent: For marketers there is will more complexity in reaching customers as for marketers
there will be requirement of developing the strategies that personalized according to the
customers desires to offer them value. Tesco must develop the personalized products and

services for the customers and their marketing plans used be fully customer oriented to reach
them effectively.
Mobile communication: in the field of marketing the mobile communication will become centre
part of marketing. Therefore Tesco must make target the consumers therefore mobile text
message, calls and ads etc.
Marketing processes
There are different marketing process used by the organisation as per their requirement to meet
their organisational objectives and size of the company (Arustamyan, Al Taj and Nasir, 2020).
One of the basic marketing process used by the Tesco in its organisation is discussed below:
The overview of marketing process
The marketing process is the step by step method of identifying and meeting the objectives and
goals of the Tesco. The five stages of the Marketing process are:
Mission: The stage where the organisation will set the goals and objectives. The mission of the
Tesco is to become the champion for their consumers, aid them to leverage better quality life and
live the easier and comfortable life.
Situational analysis: in this stage the organisation use different analytical tools to analysis the
internal and external factors that affect the organisation operation and also has influence on
marketing strategy of organisation. Tesco conduct SWOT analysis, Pestle analysis to analyse
their internal strengths and market opportunities.
Marketing Strategy: Once the opportunities are identified that can fulfil consumer needs
marketing strategies are planned for which Tesco conduct market segmentation that has bases of
consumer market. The company also develop target market strategy for particular market
segment.
Marketing Mix: The marketing mix includes the four elements related to the marketing product,
price, promotion and place. In Tesco the marketing team focus on these four 4P's of marketing
during the marketing process as they are important for deciding the adequate product price,
promotion strategy etc.
Implementation and Control: The last stage includes the implementation of the marketing plan
by allocating the essential resources. After that the marketing manager of Tesco monitor the
outcomes of the marketing strategy and control its performance consistently (Kalaignanam and
et. al., 2021) .

Roles and responsibility of marketing of manager
Marketing manager is the person that plays a crucial role in promoting and adverting the offering
of the organisation to the consumers thereby helping the business to increase the sales (de Waal
van Nierop and Sloot, 2020). The marketing manager of the Tesco has vast spectrum of roles and
responsibilities within the marketing department of the business that includes the promotion of
products to the setting of strategies for company to grow. Some of the roles and responsibilities
of the marketing manager of the Tesco are discussed below:
 The marketing manager of the Tesco is responsible for managing the activities related to
the promotions, advertising and positioning of the brand to increase the value of the
products and services among the consumers.
 It is the duty of the marketing manager to raise the brand awareness and develop and
execute the marketing campaigns to increase the presence of the Tesco globally.
 The marketing manager of Tesco also conduct market research and analyse it to
understand the type of customers, their needs, competitors activities to develop the
accurate marketing strategies and to invest good return of money in marketing activities.
 As Tesco is diversified organisation at large scale therefore the marketing manager roles
are also diverse such as they handles and manages the social media accounts, website, PR
relations, targeting right audience, managing marketing team etc.
Interrelation of marketing department with other functional departments
The marketing department of the Tesco has the interrelations with the other departments of the
organisations thereby influencing the activities of other departments (Graesch, Hensel-Börner,
and Henseler, 2020). The interrelations of other department with marketing department are
discussed below:
The relation with HR departments
To build a strong marketing team of Tesco the marketing department and HR department must
have good and powerful relations. The HR department helps the marketing manager in recruiting
the talent for assistance and advertising the job roles and profile. The HR also help the
department by conducting induction and training programmes for the marketing employees. The
marketing department help the HR department on meeting the organisational goals of Tesco by
increasing or meeting sales target.
The relation with Finance departments

The money is the important factor for every process of organisation and to manage the money
finance department is located in Tesco. The finance department of Tesco helps the marketing
department in planning the budget for research, promotions, provide them funds for marketing
campaigns, help in setting product price for customers helps in analysing the statistical data
related to finances etc. which important for the marketing team to analyse the their return on
investment in marketing.
The relation with Production departments
The production department and marketing department are highly interdependent on each other.
The marketing department of Tesco provide the information to the production department
regarding the development of products to satisfy the current and potential needs of customers
(Westlund, Krumsvik, and Lewis, 2021). The marketing department also brief the product team
regarding the quality and quantity of orders and set timeline to increase the capabilities of the
employees of Tesco. The production department provide the marketing department the attributes
and features of product to promote and advertise to increase the brand value of Tesco.
Value and importance of marketing roles
The marketing for business of Tesco is a strong tool to increase its value proposition, prosperity,
profitability and productivity. There is great amount value and importance of marketing role in
the business operations of the Tesco that is highlighted beneath:
Engage customers: The marketing helps the Tesco in engaging the large number of customers
globally as it is tool that contains various methods and channels to communicate effectively with
the customers and also help in analysing their needs and desires. Social media, mbile
communications are the best tools of marketing to engage with customers thereby providing
them with the sense of belongingness which increase customer base of Tesco.
Build and maintain brand reputation: The marketing plays an important role in development
of the reputation of the company and its brand image in market with also provide competitive
advantage. As the growth and survival of business of Tesco is completely correlated to the
company's reputation therefore the major marketing activities of the Tesco are leaned towards
the maintaining and building brand equity.
Marketing boost sales: The marketing department of the Tesco has a great importance in
increasing the sales of the organisation products and services by building the loyal customer base

and also through the promotions that triggers the purchasing decisions of the buyers. Marketing
roles also ensures the quality of product is high which complement in increasing sales.
Aids in providing business insights: The marketing department through their market analytics
tools analyse the business operations and practices of business of Tesco which provide a deep
knowledge about strengths and weaknesses of business and also help in accessing market
opportunities to gain competitive advantage. This also help in recognising the potential threats to
business and provide the assistance to build solutions to mitigate them (Nunan, Malhotra, and
Birks, 2020).
PART 2
Comparison of marketing mix of two different companies.
Marketing Mix
Marketing mix is the strategy for the planning and implementation of the product and service of
the organisation in the market. Basically the aim of the this tool of marketing is to position the
company's product at right place, right price, among right people and at right time. The tool
contains the 7Ps of marketing mix and all are interrelated to each other and product is the centre
of each element (Sawaftah, 2020). The comparison of two companies marketing mix Tesco and
Morrison's a competitor company's in the retail industry of UK to achieve business objective is
discussed below:
Basis of Marketing
mix
Tesco Plc Morrison's
Product Tesco products are in wide range
such as food, clothings, electronic,
financial services etc. all have a
objective to satisfy the customers and
increase their satisfaction level. The
products of the Tesco are expanded in
every sector line for the customers
and now have the step into online
marketing service too. The strategy of
A product is the entity or
commodity produced as per the
customer needs and to satisfy their
desires. Morrison’s product include
general merchandise and other
grocery items in the supermarket.

the company is to increase brand
value.
Price The product prices of the Tesco are
kept low as much possible without
compromising the quality as they
have objective to keep customer
happy and save their every penny
(Singaram, and et. al., 2019). The low
pricing strategy for marketing is the
advantage of the Tesco to retain loyal
customer base.
Price is the value in exchange of
the product developed by the
organisation. Setting the price is
critical for Morrison’s as this will
decide company's survival and
profit. Basically company operates
in both high and low price strategy.
Place The headquarter of Tesco is
Hertfordshire, England and also has
stores worldwide. The company also
distribute its products through online
channel. Tesco also use the small
store retailer in local region for easy
access of their products to customers.
A location where the product
developed and will be distributed
among the potential buyers and
customers. Morrison’s has different
stores and website for the
distribution of product .
Promotion
To promote the developed product
the biggest competitive advantage to
promote the Tesco offering are its
low prices. It is also useful in
enhancing in brand image. Tesco also
use advertisement, promotional
discounts and other sales strategy.
According to the Morrision’s
Promotion is the part marketing
communication process in which to
make the people aware about of the
product they offer and o the public
speaking through advertisement or
any other promotional activity
using different channels.
People
For the marketing of the product, the People implies to the employee's of

Company's marketing and sales team
is superbly talented and contribute in
the success. The team develop
strategies like loyal program, buy and
earn campaigns to attract the
customer and increase the sales
(Stevens, and et. al., 2019).
the organisation that contribute in
the development and success of the
product. Employees are also
important to deliver the suitable
service to the customers.
Process
In the case of Tesco to keep their
customer satisfied the company has
increased the speed of delivery by
adopting digitalization and also on
their inline service the products are
delivered fast. Company also has
segregated department to address and
resolve the customer complaints
quickly.
Process is the way in which
business operates the different
activities related to the marketing
of the product. The process of the
company must be cost effective
and improved timely for the
enhancement.
Physical evidence
Tesco does not invest much in
furbishing its stores compared to the
competitors like Sainsbury,
Morrison's etc. but as the part of
physical evidence the stores of Tesco
are clean and attractive. The website
of Tesco is also easy is navigating
and easy to operate.
Physical evidence is the physical
tangible existence of the company
which is visible and accessible to
the customers. Morrison’s have
different size stores and well
designed website as the physical
evidence on its brand name.
Produce and Evaluate a basic marketing plan for Tesco
Company overview

Tesco is the British multinational retailer that operates with the wide range of products and
service. The company is based in Hertfordshire, England UK. Company was found in 1989 by
Jack Cohen is the third largest retailer in terms of revenue all over the globe. The company is a
famous for its wide product portfolio with reasonable prices (TADELE, 2019).
Mission
The mission of the Tesco is to become the winner for the customers, and support them for better
quality life and for easier lifestyle.
Vision
The company has vision to become the value based business through customers they serve,
communities in which they work loyal and committed employees and the stakeholders.
Marketing Objectives:
The marketing objective of the Tesco is to understand the customer behaviour to develop the
product that can meet needs and wants of the new target customer base (Tien and Tien, 2019).
Situational analysis
SWOT Analysis
Strengths Weaknesses
 The company’s wide product portfolio
as per the customer taste, preference,
income is the biggest strength to attract
the customers.
 The strong brand image and recognition
of Tesco in UK market with supportive
colleagues is the another strength.
 The low cost strategy of the company is
reducing the profit margins during the
time of financial crisis.
 the company insufficient market
research is leading to the poor
operational performance in the some
countries.
Opportunities Threats
 The jack business of the company has
the major opportunity to grow and beat
the rival companies like Aldi and Lidl.
 With the changing customer preference
for vegetarian and vegan food company
 Economic crisis in UK market has lead
to downfall of disposable income of the
people which has reduced the
company’s sales numbers.
 the competition with giants of

has opportunity to diversify the
customer segment and increase the
product portfolio.
supermarket and their acquisition
strategy such as acquisition of Walmart
and Asda is the biggest threat for
company’s growth and rising
(Unterseher, 2019).
STP analysis
Segmentation
It is the process of dividing the customers into specific groups on the basis of their taste, income,
age, location, behaviour etc. Tesco has the customer segment of each age, gender, location,
behaviour and occupation and income. The company’s segmentation is only for the market they
are operating for their services and products.
Targeting
Targeting is the process of choosing the particular segment of the customer as the target audience
for the new product to be delivered and sold. Tesco target the college students, working class
families, housewife’s for the grocery and other items.
Positioning
Positioning is the part of marketing by which company build brand value and good reputation in
the minds of customers and stakeholders. Positioning also help the Tesco in capturing larger
market share. The low cost strategy for the products and services the best strategy of the
company to position in the market (Zhang, 2019).
Marketing mix of new product
Product: vegan and healthy food products are the new products for the company to capture new
customer base that prefer healthy and vegan food which will also help in gaining more profits at
the time of Covid-19. The product is healthy and also vegan, full of raw green vegetables and
rich in quality and taste as per the current customer taste and preference.
Price: The Tesco always work with low price strategy, therefore with this new product to
increase the sales and also to sold this new product in bulk and accessible to everyone the
company must keep the price affordable.

Place: Tesco must choose the both brick and motor and website to distribute the product. The
company should more look for the stores where the customer segment of vegan healthy products
is high for keeping the stock of such items their high (Zhu and Mazaheri, 2020).
Promotion: Tesco should more use the digital marketing tools and channels to promote the new
product. The company use also promotes the product on TV advertisements and social media
handles for the better promotion and must use creative and effective social media content.
People: The colleagues of the Tesco are highly supportive to make the launch of new product
successful. The marketing team, sales team and research team is highly dedicated to make the
new product effectively good in taste and quality and as per the customer demand.
Process: The process to develop the new healthy and vegan product was kept sustainable to
increase the value proposition and also for the sustainable development of the organisation.
Physical evidence: the packaging and branding of the new product and its availability in the
stores of Tesco and on the website are the example of the physical evidence (de Waal van
Nierop and Sloot, 2020).
Budget
Budget is the amount set for the different activities and departments involved in the operations of
the development and commercialization of the new product. Tesco has set the budget for each
department to maintain the adequate flow of resources and money. The budget will help the
company to reach their marketing goals and also to gain larger market share. The company has
set largest budget of the promotional activities and innovation.
CONCLUSION
It is concluded from the above information that there is huge significance of the effective
interrelationship of the different functional departments as this helps the organisations to have
effective communication that builds the employees relationship with other. The effective
interrelationship also helps the organisation in having conflict free working environment which
lead to better performance and productivity of the organisation and its employees. The effective
interrelationship of functional department also assists an organisation in meeting their
organisational goals and objectives timely and efficiently and making the process easier. This
also builds a team working culture which helps in providing the customers better service which
beneficial for organisation in smooth flow of work and professional advancement.

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