Marketing Essentials Report: Marketing Mix, Planning, and Tesco

This report delves into the core aspects of marketing essentials, examining the roles and responsibilities of a marketing function, its impact, and its interconnectedness with other functional departments. It explores the application of the marketing mix within the marketing planning process to achieve business objectives, using Tesco as a case study. The report evaluates Tesco's marketing plan, analyzing its strengths and weaknesses in relation to its competitive environment, including a detailed comparison with Marks & Spencer. It covers product, price, place, and promotion strategies, and the report also examines the interplay between marketing and other departments, such as production, finance, and HR. The report provides insights into Tesco's marketing approach and its strategies for achieving business goals, making it a valuable resource for students studying marketing.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of a marketing function................................................................1
P2 Marketing impact and interlinked with other functional departments...................................3
TASK 2............................................................................................................................................5
P3 Marketing mix to marketing planning process to achieve business objectives.....................5
TASK 3............................................................................................................................................9
P4 Evaluate a marketing plan of Tesco.......................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In today's times, marketing essential is an very main part of every organisation for
sustaining within a market for a long rime. Due to this it help in understanding the customers
demand, wants and taste. In this, company can make their decisions which will help in gaining a
competitive benefit within a marketplace (Babin and Zikmund, 2015). Beside this, producing a
goods according to the customers requirements will aid in earning higher level of profits.
Managers of firms make a plan of marketing for achieving goals within a span of time. Tesco
was established by Jack Cohen in 1919 in UK. It is an industry of retailing along with that they
had establish 6,553 shops within the different areas. Its products are superstore, hypermarket,
convenience shop and many more. In this report, it include the functions roles and responsibility
of marketing along with that they will make a marketing plan and also analysed the marketing
mix of the company.
TASK 1
P1 Roles and responsibilities of a marketing function
Marketing
It is a belief that company have to analysed the wants and needs of buyers as well as
making a decisions of rational for competing rivals in fulfilling their requirements. Various
organisation used these ideas.
Marketing trends
Their are various trends of marketing some of it are current which are used in modern era
as well as future. Some of marketing trends are:
 Relationship marketing as this emphasizes retention as well as customer satisfaction
rather than making a sales.
 Industrial marketing in which a industry sell their goods to others organisation for selling
them again later on, use them in manufacturing other typical products or quality
improvement for selling them again (Baker, 2014).
 Societal marketing is an responsibility of an organisation to find out interests, needs and
wants of a targeted market as well as provide them as per their requirements more
effectively and efficiently.
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 Future public relation is participatory is an social media is updating a country of
publishing as well as slowly the country of public relations.
Process of marketing
 Situational process find out the unexploited buyers desires and satisfying them as well.
They also understand the companies environment and its capability to fulfil their
requirements.
 Marketing strategy is an next process after finding out of opportunity, in this they
develop a strategic plan (Batt, 2013).
 Marketing mix decisions are well defined of tactical are made of pricing, product,
promotion, process, people, place and physical evidence. Applying and control is they analysed the outcomes closely after launching of goods.
Roles and responsibilities of marketing function
Tesco is having an marketing department which is very main part for the firm as they do
a research which aid in taking a adequate decisions for achieving their goals within a period of
time. Their are various types of roles and duties of marketing are given below in detail:
(Source: Roles and responsibilities of marketing functions, 2018) Product: It is made for satisfying wants as well as needs of buyers. They aid in attracting
various numbers of consumers can be accomplished by several manners. Promoting a
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Illustration 1: Roles and responsibilities of marketing
functions, 2018

product in an effective manner will help in earning higher profits. They have to analyse
their competitors product for making their own unique goods within nature is an
important part of an marketing. Price: Tesco is producing a goods according to their needs of customers as well as during
the time of buying a organisation product in exchange they take a monitory value as well.
Besides this, it is necessary for Tesco management for fixing their rate of finished goods
by analysing both market environment and buyers pocket. In this, company can predict
their ratio of profit. Marketing department research team of Tesco keep on continuously
analysing the needs and taste of buyers for taking a better decisions (Functions of
marketing, 2017). Distribution: Tesco main purpose is to increase the buyers satisfaction level as well as
higher rate of probability. Every particular company purpose is to make a revenue at a
time of allocating their best opportunities for organisation. Tesco is selling their goods
within a retail sector as they are producing products are accomplished within factory
after they finished product is sent to overall markets so it can reach with buyers easily.
Organisation is not able to establish a manufacturing unit at each particular locations. So,
they sell or distribute their products to various areas within a marketplace. Promotion: Various promotion functions of services as well as goods will help in
developing a awareness within a large numbers of customers in the entire globe. It is an
important for Tesco to identify the better opportunities by which firms can provide detail
of goods for enhancing their appetite (Walliman, 2015). Financing: Tesco should have proper funds for accomplishing each activities of
producing goods. In this, they can able to operate their enterprise without any issues. If
company is not having a sufficient amount for their operational activities then they will
not able to take a place within a market. MIS: It stands for management information system as they gather lots of data for better
analysing of market conditions. Many of organisation are used in this kinds of systems
for analysing a marketplace, so, company can take a appropriate decisions for creating a
better situation for them.
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P2 Marketing impact and interlinked with other functional departments
In current times, biggest companies makes various techniques for attracting higher
numbers of customers towards their product. By this help, company can increase their rate of
profits. Their are various roles and responsibilities of marketing department are interlinked with
other divisions are explained in detail below:
( Source; Functional departments, 2017) Production Department: It is necessary to have interlinked relations within marketing
and operations sector of the organisation (Swenson, Rhoads and Whitlark, 2014). In this,
proper decisions are taken such as collected information by the manager of marketing
which will be linked to modern trends as well as customers needs will aid the department
of operation in several manner. After that, section of producing a goods will be
according to customers needs. Marketing and Sales department: Many of persons think that there are two divisions are
similar but they vary in various manners from one another. Interlinked can be seen if the
plan of marketing is effective then apply it directly for attracting customers at a large
number. In this, it will aid in increasing of sales automatically as it will be important for
both divisions in an proper manner. Finance department: It is important for each company to have effective finance for
operating their enterprise in an effective way within a market. Failing in this department
will create a loss to the company itself. In every activities of enterprise they are
requirements of finance. Department of marketing can aid in fixing cost of functions as
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Illustration 2: Functional departments, 2017

well as it is necessary for both the managers of marketing and finance to have a better
understanding for running a enterprise successfully. Research and development department: Tesco management have to keep on making
techniques by which they can identify the needs of buyers. Therefore, research and
development are having various sub sections which aid in making several schemes. In
this both divisions of R&D and marketing can make a favourable situation for this
organisation (Rudden, 2016). Human resource department: Management of HR select or hire a applicants from the
outside. They recruit a talented employees for their company who will grab the higher
numbers of customers and make customers relations for a long term. Tesco is keep 9on
making techniques for their buyers in order to achieve goals which will help in
increasing of profits.
 Information technology department: In current era, it is essential for company to have
an proper department of IT. Selecting a perfect technology at a right time at a period of
accomplishing a research of marketing may provide benefits such as complete the
investigation in less time, less use of resources and finance and many more. Tesco will
enhance their enterprise by having a better interrelation with the division of IT as well as
marketing (Purvis, 2016).
TASK 2
P3 Marketing mix to marketing planning process to achieve business objectives
Marketing mix is an method as it is used by each type of firms for knowing the current
trends as well as for satisfying the wants and needs of customers. In this, it is important that
management have to keep in mind about their buyers demands along with that they have to
produce a quality of goods. Their are several tools and techniques which are adopted by Tesco
organisation. Competitors of the company is Sparks and Spencer. In order to compete they have
to compare their activities with their competitors. Therefore, comparison within Tesco and
Marks and Spencer are given in detail below:
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( Source: Marketing Mix, 2017)
Particulars Tesco Marks & Spencer
Product It gives wide varieties of goods to
their buyers like as financial
services, electronics, clothing etc.
as well as also gives several
choices to their buyers like as
international cuisine in food,
regional goods, brand etc.
Frequently they are increasing
their enterprise like as they are
started using the online marketing
domain along with that also deals
with that grocery providing
services (Chinn, 2017).
M&S is a famous as well as top
brand of retail chain within the
globe. Its goods portfolio cover wide
range of products for every age
groups like as kids, women, and
men. Products of women's are skirt,
shirt, linen, jeans, Blazers and so on.
Along with that also having various
sections which are bags, footwear,
jewellery etc. They also provide that
furniture and home and also having
a section of food as well as wine.
Price It is one of important competitive
advantages of Tesco. Therefore,
except the biggest retailers some of
rivals are able to match the cost
which is given by Tesco to their
M&S is using the competitive
pricing within their marketing mix
for its foods portfolio. Mainly in the
section of house brands they are
having a category of medium as well
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Illustration 3: Marketing Mix, 2017

customers. This company is using
a low strategy of pricing along
with that they do not compromise
with the goods quality. Through
that it help in capturing a large
share of market. It use stable as
well as lower cost and also cut the
expenses of promotional activities
so it will aid in giving services at
an economic price. It also adopt
geographic, product line,
psychological and economy
pricing (Desai, 2013).
as higher dur to having a premium
quality. They are facing competition
from the largest retail player and
online retailer. They also follow a
changing strategy of pricing at a time
of seasons it gives discounts on
goods to attract more buyers along
with that mainly old stock is on sale
with low costs as compare to new
stock.
Place Tesco is using a wide network of
distribution as well as having a
various retail shops within the
world. They distribute their
products by offline and online
both. They are having a online
chain of supermarkets which is
called as direct Tesco which will
aid in achieving success. In offline
there are six kinds of stores like as
superstore, home plus, compact,
metro, express and extra. It also
gives services 24 hours per day.
It is an brand of international which
has establish their stores approx
1000 in more than 50 nations. M&S
main enterprise is in United
Kingdom in which they are having
850 shops. Certain nations where it
is having their presence are Finland,
Hungary, Ireland, France, Spain,
Turkey etc. All the goods can be buy
in local currency at a time of buying
online (Perreault, 2010).
Promotion It is having a positive image of
brand within market just due to
providing a cheaper rate of
services. Their are various sources
M&S had selected their strategy of
marketing very carefully for align its
campaign of advertisements with
store strategy as well as digital
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of promotion but Tesco use
sponsors chartable discounts,
promotional discounts, television
etc. they had also establish the
latest way of promotional
functions are loyalty card etc. it is
very useful in attracting huge
numbers of customers. Tesco is
also promoting their products by
online.
marketing. It emphasizes to give a
similar message to all
communication medium. They are
using social media campaign, mobile
ads, TV advertising and print media.
They are also using their own
websites for promoting their brand
name.
Physical Evidence It shows that organisation is giving
services to buyers. Tesco used
labels, logos, colours and
equipments are a physical evidence
to its buyers. Tesco are using
physical evidence within their
stores. It is an most successful
method of social marketing. They
had started a supermarket which is
environment friendly which help in
declining carbon footprint by half.
M&S is having a various smart
stores within the overall world. It is
having their stores are clean, touch
facility, air conditioning stores and
many more (Diana, 2013).
Process They adopt the process by which
buyers can get happiness. Tesco
buyers are getting goods easily as
well as fast billing. Company had
designed the process as per needs
of buyers. They had establish the
portal online so that buyers can get
goods quickly. Tesco maintain
employees competencies in the
Marks and Spencer process is
especially relevant to the industries
services along with that service and
home consumed (Mitchell, 2012).
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context of productivity and skills
so they can achieve higher results
from low process of inputs.
People Its workers are having a standards
uniform as well as generally it
concentrate on giving a prompt and
best services to their buyers by the
aid of their staff members. It gives
manpower training so they can
fulfils their buyers wants and needs
(Jones and Rowley, 2011). It
provides workers rating as per their
performance which assist in
motivating them.
M&S mainly interact with their
customers in an effective manner.
They are providing quality products
to peoples. They are having a proper
aptitude, interpersonal skills and
knowledge of services for providing
expected products and services.
Marketing process is analysed effectively by Tesco for meeting their targets and
objectives of the company. They accomplish their research of the marketing process in a very
proper way for achieving results.
TASK 3
P4 Evaluate a marketing plan of Tesco
Marketing plan is mainly made by the management of Tesco for achieving goals for a
long time. Various benefits are gained by company within a marketplace. Manager of marketing
is very much effective within nature as well as at a time of making a plan there are certain
components that have to be considered are given below:
Tesco Objective
 Organisation have to meet their leading position within the retail sector in each market
they are running.
 Tesco have to do marketing of new product launching so they can aware to their
customers about new product.
 Organisation have to give active involvement in social problems as well as their efforts is
to create a position of new jobs while launching a new product.
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 They have to increase their sales of new product by 7% in a month
Environment analysis
Tesco had launch a new product line of beauty products for that they have to analyse the
external market and its rivals within a marketplace. Environment is having various points which
they have to analysed are given below: Political factors: In this, china is an most profitable within a market. In order to
establish a product line they have to study the policies of government, tariff and taxes
laws, entry mode regulations and stability of government. Economic factors: In this factor, if they want to launch a beauty product line in Tesco
then they have to analyse that which factors will affect their enterprise are interest rate,
credit accessibility, inflation rate, disposable income of customers, foreign exchange
rate and unemployment rate (Ogunmokun and Tang, 2012). Social factors: Before launching a new product line they have to evaluate the social
factor which are wealthy distribution, educational level, domestic structure, social
lifestyles, cultural implications, connected demographics and gender. Technological factors: For their beauty products they have to adopt the latest
technology for new discoveries in beauty products, innovations in the platforms of
technological and many more.
STP
New product establishment they have to plan a STP which is given below: Segmenting: They are having a segment of beauty product which Tesco had decided to
launch within a market. Targeting: Tesco is going to target the females for increasing their sales of new product
line (Papasolomou and Melanthiou, 2012). Positioning: Organisation is having a better positing within the mind of customers. So, it
will help in making a position of new product line successfully.
Marketing Mix
Tesco have to analysed the marketing mix before launching a new product line which are
given below: Product: They have to see that market is having a demand of beauty products as well as
they have to analyse competitors and establish a unique product line.
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 Price: Tesco have to analyse the pricing strategy which is used by their competitors
according to that they can adopt their product line pricing. Place: Organisation have to see that in their location the decided product line can take
place or not in an effective way. Promotion: They are promoting their product by using magazines and social media. Process: Tesco is using the process of selling their products directly to the female for
increasing their sales. People: Company is targetting mainly Females for their new product line. Physical evidence: They had manage their store effectively as they had kept tester of all
the products.
Control and monitoring techniques
By using these techniques like as competitors analysis, consumers analysis, research
testing, consumer feedback and cost analysis are used by Tesco organisation at a time of
launching a product line of beauty products.
CONCLUSION
As per above report it has been concluded that policies, plans and strategies are made by
companies management for eliminating barriers which are faced by company foe meeting
objectives as well as goals too. Therefore, they target the peoples for increasing their products
sales which can be accomplished by the department of marketing. Goods at cheaper rates,
concession in product price, unique taste, purchase offers within a span of time are certain
marketing schemes which are used by companies within a present market. It is working
continuously with their suppliers for making a effective chain of supply which will help in
declining prices. It involve various elements such as product, price, promotion, place, process,
people and physical evidence by which organisation can provide proper product to customers
according to their requirements.
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<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
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