Marketing Essentials Report: Tesco's Marketing Strategies Analysis

This report delves into the core concepts of marketing, examining the roles and responsibilities of the marketing function within an organization. It explores the interrelationship between marketing and other organizational functions, providing a comprehensive understanding of how marketing contributes to overall business success. The report uses the Tesco company as a case study to illustrate practical applications of marketing principles, covering topics such as marketing concepts, current and future trends, marketing processes, and essential marketing functions. It analyzes various marketing strategies, including production, product, selling, marketing, and societal marketing concepts, and discusses the impact of digital platforms and emerging technologies like AI. The report also outlines the strategic marketing analysis, marketing-mix planning, implementation, and control processes, along with key marketing functions like market research, finance, market planning, and product development. Overall, the report offers a detailed examination of marketing essentials and their application in a real-world business context.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1Role and responsibility of marketing function........................................................................3
P2 Interrelationship between marketing and organizational functions........................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing can defined as the activities which is undertaken by the organization for the
purchasing and selling of a products and their services. Marketing concludes commercialism,
retailing and delivering of goods or products to other organization or customers. Marketing is
designed to improve brand awareness in market. While marketing essential refers various
frameworks, theories, web presence, joint ventures, brand ambassador, customer relationship and
social media etc. are essential for marketing and helps to improve brand awareness in global
market. There is an example of Tesco company for understanding marketing essential. It is a
British MNC groceries and general merchandiser retailer. It is headquartered in Welwyn garden,
England, UK. In this report will cover Concept of marketing, concludes current and future
trends.
LO1
P1Role and responsibility of marketing function
Roles and responsibility of marketing
 Roles and responsibilities plays important role in the marketing. Where helps to
understand economical and competitive characteristic of particular sector. Marketing
enhances market shares by offering competitive advantage in business market.
 Marketing plays role for recognizing targeted market which can generate high profit.
 Recognize profitable strategies for selling, promotion, cost-effectiveness etc. also
important role of the marketing. This strategy improves values of products and brand
power.
 Marketing also supports to understand competitors nature and their strategies in hostile
conditions.
 To recognize segment of customers within market also important role of the marketing. It
helps organization to understand demand of market.
 It also involves in establishing macro and micro environmental threats and opportunities
for marketing(Chaffey and Ellis-Chadwick, 2019). For example if organization promotes
their products or services under governmental services, in that state organization enables
to take competitive advantage. Thus marketing plays important role marketing
environment.

 It involves into organizing sustainable competitive advantage by understanding brand's
requirement and expectation.
 Marketing also play essential role for developing new product and customer's brand
experiences.
Concept of marketing
It refers the strategies which is implemented by the companies for satisfying customers
requirements, promoting sales, enhancing profit and getting competitive advantage from
competitive market. Marketing concepts helps organization to establishes good relation with
targeted potential customers so that gets high profit in the company. Marketing is essential part
of the management departments which introduces various strategies so that enables to builds
good relation with potential customers in targeted market (Rowley, 2016). Manager of the Tesco
uses various marketing concept for improving brand awareness across the world. The marketing
concepts are-
Production concept: Customer requires that product which available at affordable price so
that they can purchase. It is the main concept of the marketing but too old because now customer
requirement is enhanced. It posses some drawbacks for example when organization adapts
concept, in that state organization unable to focus on their operations and loses organization's
mission. Still Tesco uses this philosophy for improving distribution efficiency and productivity
of product at workplace.
Product concept: It helps organization to target those customers who require high quality
product along with varieties. The main goal of the product concept to retain customers and attract
new customers by the product innovation. It is essential part of the marketing strategies where
focuses on product quality and their continuous improvement. Manager of the marketing
department adapts this concept so that enables to sell large quantity of goods. Manager always
focuses on innovation of their services so that marketer capable to retail products on wide scale
and leads high revenue in the company.
Selling concept: it helps marketer to understand customers mentality regarding product.
Customers like to purchase products from wide scale company rather to non recognizable
company (Daoud, 2016). To sell products utilizes various strategies such as promotion strategy,
brand ambassador, sales transaction, advertisement etc. are utilized to improve selling of the
products or goods rather than build good relation with potential customers. It holds risk for

example organization sells their own products which is available in the company rather to market
demands. Thus, organization unable to meets customers objectives in market. Manager of the
Tesco implements the strategies for improving product selling but unable to meet customers
objectives, as result unable to retain them with the company.
Marketing concept: It has main goal to accomplish business goal by fulfil customer's
requirement and expectation. This concept helps marketer to understand customer requirement
and their expectation for the product in the market (Rahman, Rodríguez-Serrano and Lambkin,
2017). By the concept marketer enables to give values to customers by meeting their objectives
and generates high revenue of the company. Tesco has aim to give the value of the customers by
offering expected products. Marketer applies this concept to understand customers needs and
their desires, so that capable to improve purchasing behaviour of the customers. This concept
helps organization to build good relationship with customers.
Societal marketing concept: To lead sustainable profitability from the market to company is the
main mission of the concept. To maintain well-being of both sectors' between customer's
satisfaction and organization profit. Current, Tesco implement's this concept on the organization
so that organization enables to maintain sustainable growth in the business.
Current trends
21st century is digital age where customers want to buy product from online media rather
than wasting time to go and buy products. On other hand organization also wants to improve
their selling scale, that's why they use various new technologies such as Mobile phone,
computers and friendly printer etc. for communicating each type of customers. Tesco is
superstore company in London where manager currently uses marketing concept and societal
concept for trading goods and their services to customers. Manager utilizes digital platform for
the marketing goods to customers (Aslam, 2018). Currently, marketing trends uses digital
platform in which includes promotion by print advertising, television advertisement and
introduction of own website Emails etc. Doctom bubble also current technique in which includes
search engines, page ranks and blogging by Mobile application. Currently Manager utilizes text
message advertisement, targeted Email and internet video advertisement for marketing products.
Thus, It is also usage by the Tesco to retail products and establishes good relation with them.
These techniques' usage by the marketer of Tesco for improving brand awareness and generates
high income of the company.

Future trends
Artificial intelligence (AI) will usage by the organization to improve marketing of
products and their services in the future. Robotic, computer dynamic fluid and AI plays
significant role for the marketing because it improves working efficiency along with product
services. AI improves technology application which can employ by the wide scale businesses for
covering general society and assists to improve product quality. Thus, emerging technology
enhances marketing in the futures.
Marketing processes
There are various processes of marketing in which includes strategic marketing analysis,
marketing-mix planning, marketing implementation and marketing control. These processes'
usage by the organization to trading products. Processes are-
Strategic marketing analysis: in this process analyses about product positioning and
market. Market analyses by the market segmentation which helps to understand about market
demands and their expectation for the products and their services. In the segment includes
various type of customer which posses different requirement for the products. Market
segmentation of customers leads high profitability along with sustainable growth in the
company. Analysis of customers supports organization to give value of the customer by offering
their expected products along with good services (Prakash, Gupta and Medhi, 2019). Even
strategic analysis also assists organization to analyses product positioning in global market. It is
essential marketing strategies where organization offers own app services for purchasing and
communication to seller. On other hand customers also gets values when seller makes them
satisfy by resolving their issues. Thus, organization maintains brand power and positioning
across the world.
Marketing mix planning: It includes four elements which improve brand power along
with selling profitability in competition market. Elements are Price, product, place and
promotion, also known as marketing-mix. The main goal of the marketing mix strategy to fulfil
demand of targeted customers in targeted market. Organization focuses on product development
where improves quality of the products along with continuous innovation, so that potential
customers gets values. Packaging and branding is integral part of marketing products, for
example Tesco is retailer company which offers groceries in well-formed packaging.
Organization focuses on presentation of packaging of goods so that customers attracts. Recently,

Tesco uses reusable packages for packaging non-food and food item. The main goal of the
strategy to improve brand power and maintains sustainable growth in the global market. Price is
essential marketing strategy which has goal to retain existing customers and attracts new
customers. Tesco usages price marketing mix strategy for enhance brand recognition.
Organization offers goods or groceries on the highest affordable price to customers. Thus,
improves purchasing behaviour of customers (Najafi-Tavani, Sharifi and Najafi-Tavani, 2016).
The third marketing mix strategy is place and it is also known as distribution. Place helps
business to promote business on wide scale and also promote brand name in global market.
Tesco offers product services worldwide by own channel distribution. Channel interlinks various
marketing places i.e. warehouses, wholesalers and supermarket between company and
customers. T6esco operates in different countries and gives values to customers by providing
retailing services through internet media, social media and offline media. As same promotion
also a crucial element of marketing mix where provides communication and provokes customers
for buying products. There are major tools of the communication such as sales force, advertising,
sales promotion and customer relation etc. helps to promote product and brand power.
Marketing implementation
It is the third procedure of marketing where organization implement's various strategies
on organization. It hires different agencies which practices these strategies for marketing
products. For example HR department introduces Commercialism, sales promotion and brand
recognition idea around the world, on other hand different type of agencies takes in action and
marketing products.
Marketing evaluation and control: It is crucial procedure of the marketing where
evaluates marketing in term of profitability, gross income, revenue and selling effectiveness. On
other hand marketing control gives control to business to keep control on operations which is
implemented for marketing. It includes annual-plan control, profitability control, efficiency
control and strategic control. Annual plan control evaluates by the manager where goals compare
with actual sales. Manager of the company also usage market share analysis tool in which
compares organizations sales with the competitors, in simple term analyses market shares of the
company. While profitability control helps organization to monitor sales, profit and expenditures
on the sales promotion. Efficiency control concludes marketing mix in which analyses product,

place, price and promotion efficiency. Manager enables to evaluate strategic effectiveness in
term of portability and task achievement.
Marketing functions
Market research: Market research is important function of the marketing where
analyses product demand and expectation. Even market research helps to understand competitor
nature in competition market. It analyses brand positioning in targeted market. If market research
doesn't effective as result marketing of product can't possible.
Finance: It is also important function of the marketing where analyses cost-effectiveness
of the product on customers or targeted market. The price of the product generally get impacted
by governmental policies, rate of profit, cost and cost of competitive products. There is an
example to understand cost-effectiveness (Kingsnorth, 2019). If product price is high as result
purchasing power of customers decreases. On other hand if product price is low as result selling
power enhance but sustainable growth cant maintain prolong time. Therefore, product cost
should fix so that enables to profit margin.
Market planning: to promote business or product in global market requires well-settled
planning so that enables to get marketing objectives in term of marketing shares. Marketing
planning gives guidance to marketer how promote product, what media use and how make it
effective. It also posses negative impact for example if marketing planning doesn't effective as
result doesn't get profitable outcomes.
Product development: product development also important function of the marketing
where designing and introducing of product in targeted market etc. part of marketing function. If
product designing or existing product development doesn't effective, in that case marketing of
product can't possible.
Communication & distribution: these are marketing function which helps to improve
brand power in global world and provides high level communication. To communicate each type
of customers usage new technologies such s internet and social media. On other hand distribution
also integral part of the marketing functions where offers distribution channel for delivering
products to warehouse, wholesaler and superstores. Thus, both functions of marketing promotes
brands and businesses.

Promotion & selling: Interrelationship between marketing and organizational functions
is important for enhancing brand recognition in global market and it also enhances selling
behaviour of the company to customers (Harmeling, and et.al., 2017). Promotion strategies are
celebrity endorsement, TV advertisement, video advertisement etc. usage for brand promotion.
Selling is basically depended on above function of marketing which has been described above.
P2 Interrelationship between marketing and organizational functions
Marketing plays vital role in organization where work as mediator for all department
within organization. Interrelationship between-
Marketing and HR
Human resources plays important function in the Tesco because it plays various function
such as planning, organizing, controlling and coordination etc. on other hand marketing helps
HR by giving information about customers feedback regarding products and their services,
competitors, brand positioning, opportunity and threats for the organization. While HR helps
marketer to recruit talented employees according to marketer requirements and offers training
classes so that helps marketer for gathering information (Eteokleous, Leonidou and Katsikeas,
2016). Thus marketing supports organization HR functions. Both interrelationship gives negative
impact on organization operations. For example if HR doesn't recruit talented or skilled
employees who can help marketer, in that situation marketer unable to gather information of
market. As same hypothesis apply for marketer if marketer doesn't able to analyses market
situation, in that state HR unable to introduces profitable strategies for selling of products.
Marketing and finance
Finance department also plays important function for marketing where finance
department prepares fixed budget for the product marketing. While marketer tells about product
promotion expenditure so that finance department enables to yield appropriate budget. Marketer
always wants to expenditure high amount so that product promotes well-formed (Davis, 2017).
On other hand finance department try to save extra expenditure money so that organization gets
profit. Marketing department informs about product cost which is executed in market while
finance department fixed product price so that marketer enables to generate high profit through
marketing. Thus, both department plays important function in the organization. Interrelation with
finance and marketing function also give negative impact on organization. For example finance
department has function to save extra expenditure on additional curriculum which creates

problem for marketer because unable to promote product in predetermined budget as result
promotion strategy fails.
Marketing and R&D
Research and development department is basically depended on the marketing research
which is important function of marketing. Marketer gather information and analyses them during
market research and address R&D department. On other hand it has main function to do create
creativity in product and their services so that marketer enables to attract large number of
customers thorough marketing. Thus, both works closely and main goal of the both department
to meet organization mission over the time. Interrelation of both function also gives negative
impact on organization (Drucker, 2018). For example If R&D department unable to designing of
new product or development in existing product, in that state marketer unable to enhance product
popularity. As same if R& D department introduces new products application and marketer
unable to represent product and selling as result organization comes in loss.
Marketing and customer services
Tesco has main function to meet customers objectives by offering desirable services or
goods. Where marketing plays significant role in this function. Marketer offers expected product
to customer along with good services and establishes good relation so that customers retain
within company. While Tesco offers various strategies for the marketing so that marketer gets
easiness during marketing of the products.
CONCLUSION
This report can be concluded Key roles and responsibility of the marketing. The concept
of the marketing has been summarized in the report. It can be concluded different marketing
processes. Key roles and responsibility of marketing function has been summarized in the report.
Interrelationship with marketing and organizations function has been concluded in the report.
Marketing function includes financing, communication, market research, product development
and promotion selling etc. can be concluded in the report.

REFERENCES
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Harmeling, C.M and et.al., 2017. Toward a theory of customer engagement marketing. Journal
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Rahman, M., Rodríguez-Serrano, M.Á. and Lambkin, M., 2017. Corporate Social Responsibility
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In Creating Marketing Magic and Innovative Future Marketing Trends (pp. 667-671).
Springer, Cham.
Rowley, J., 2016. Information marketing. Routledge.