Marketing Essentials Report: Analyzing Marketing for Business Success

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of marketing functions within an organization, the significant interrelationships between marketing and other departments, and the application of the marketing mix to achieve business objectives. The report uses Tesco as a case study to illustrate these concepts, analyzing its marketing strategies, including product, price, place, promotion, process, people, and physical evidence. It also includes an analysis of how Tesco's marketing plan aligns with its objectives, incorporating elements such as SMART objectives, SWOT/PESTLE analysis, and strategies. The report highlights the importance of marketing in exploring market needs, conducting marketing campaigns, branding, managing transportation, and controlling marketing budgets. It also examines the relationships between marketing and other departments like production, finance, research and development, human resources, and procurement. The report aims to provide a clear understanding of how marketing principles are applied in real-world business scenarios to drive success.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 Roles and responsibilities of marketing function in an organization.....................................3
P2 Significant interrelationships of marketing with other functional departments of an
organization to wider businesses.................................................................................................5
P3 Application of marketing mix in the marketing plan of different organizations in order to
achieve their business objectives.................................................................................................6
P4 Basic marketing plan of an organization................................................................................8
CONCLUSION..............................................................................................................................14
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing essentials are the tools that are mostly used for publicity, advertising and
techniques of sales. Every organization aims to introduce their produced, manufactured and
designed products in the market in their unique ways by using these tools and techniques. These
marketing essentials main objectives is to balance long lasting relationship of consumers and
Tesco because this flourishes business to hold an expert position in the industry. Marketing
essentials supports organizations to improve their recognition and brand awareness. Different
techniques of marketing essential in Tesco can maximize brands visibility among existing
customers and prospects. It supports organizations in market segmentation of peoples based on
their geographic location and helps in improving the features in the aspect of products.
Marketing essentials includes price techniques according the demands and requirement factor in
competitive market. It includes market penetration to grow business and establishes secure
channels of distribution for the inventory management, transportation according to the
expectations of consumers that are very necessary for achieving success.
MAIN BODY
P1 Roles and responsibilities of marketing function in an organization
Marketing is an activity to promote business, deliver company's manufactured products
to market, communicate and influence retailers of the society with great deals (Laczniak and
Murphy, 2019). It is a networking process by which relationship of company and customer is
maintained. It plays a necessary role in promoting mission and business of Tesco. Marketing
department in an organization caters as a face of company that produce and coordinate all the
materials which represent the brand of a business (Lim, 2016). Some roles and responsibilities
are discussed below:
Exploring market and knowing customer needs
Primary role of marketer is to explore market and gather information related to customer
needs and take necessary decisions regarding required products. This department of Tesco has to
collect information of price and quantity expected by consumers (Chemuturi and Chemuturi,
2020). Product is planned, packed with price tags and then promoted to markets.

Marketing planning
This is the process in which marketer plan to gather all strategies of Tesco to fulfil aims
and achieve better standards in markets. Solid plans regarding budget of the company,
promotions of the products, process of distribution all over the market are organized. Department
makes several discussions on how to face competitors and reach their organizations target
market.
Extension of market
Marketers extend their markets by utilizing media platforms for promotions of products,
increase sales volumes, advertising and event marketing to promote their business widely and
surround possible markets. Media technology made many revolutions in their way of working
which made it more attractive and more collaborative.
Conduct marketing campaigns to offer the best quality products
Marketing department is also responsible to understand expected quality of consumer and
provide them finely quality checked product. They arrange some programmes to maintain public
relations to communicate and explain quality related concept. By conducting campaigns
consumers get in touch and get to know about product effectively. Marketers motive is to design
and manage product offerings that can achieve goals of Tesco.
Branding
It is the aspect of a Tesco which assures its products differentiate from others. Branding
is a unique identification, promise and attractive creation of an organization. It includes
glamorous name, slogans, logo of organization. This conveys, satisfies and ensure to provide
quality certified products for consumers. It is an image of company which can face tough rivalry
in market. Branding of a product supports effectively in Tesco to achieve a position by offering
well designed product. Long term plan of branding strategies let Tesco acquire a higher position.

Manage product transportation
Transportation is the vital function of marketing essentials. Marketers plan transportation
perfectly because it helps in the movement of goods from the place they are produced to the
place where they get consumed. Transportation significantly facilitates marketing performances
and goods condition such as assembling, warehousing etc. It is necessary to manage logistics to
build up high customer satisfaction.
Controlling marketing budgets
Marketing budget is the estimate of cost of Tesco that is planned to execute and manage
project of product or services. Marketing department tactically focus on spend limit. They put
efforts, stretch their method of marketing to gain high profits comparing to others. This
department probably look out the full investment and get to know operational costs according the
trends.
P2 Significant interrelationships of marketing with other functional departments of an
organization to wider businesses
Marketing is a strategic discipline which strengthen maximum activities of Tesco. It is
very important factor of corporate strategy. It is a specialized activity that encompasses the
whole business. It is connected with almost all departments of organization.
Role of marketing in production department
Relationship and collaboration of marketing and productions department is very
necessary to enhance organizations performances (Maciver, 2016). Marketers of Tesco do
sufficient search and improve their developments to convince customer existing & future
requirements that supports company to gain high profits. Marketing department plans capacity
of production and cooperate to improve performance of entire productivity. Both coordinate to
focus on producing new products and put great efforts to manage quantity and quality of them.
Links between marketing and finance department
Finance department has entire brief of organizations to make sure that all the business
functions are operating within their financial capabilities. Marketing department of Tesco focus

on strategies and analysis of finance department. They engage clients and expectations of finance
department (Fischer and Himme, 2017). Finance department always concentrates on budget and
want to control expenditures. So, marketing department draws cost and profit expressed in
financial units. They implement strategies and activities to grow sales and build market share
whereas financial department focusses on cash flow and getting pay back investments as soon as
possible.
Relations of marketing in research and development department
Efforts of research and development department of every organization is closely linked
up with marketing department. It is detached with the relevant input of marketing. Marketing
department researches and supports R&D to solely generate an idea to develop a product
(Situmeang, Leenders and Wijnberg, 2017). Research understands their capabilities of
influencing Tesco to perform with their new innovations. Marketing in this department helps to
successfully develop new product based on possible research. It shares information which helps
R&D department.
Role of marketing in Human resource department
HR department is concerned with recruiting, training and managing the appropriate staff
for the organization. Marketing is the best team which supports them in screening candidates,
developing descriptions of job, incentive systems according to the valuable demands keeping
insight and design programs of training (Sharmila, 2019). They help HR to reach individuals and
operate on brand awareness to hire perfect match as per Tesco requirement. It conducts a study
of conjoint analysis to create importance of specific features in the system of compensation.
Role of marketing in procurement
Procurement function comes in operation when an organization suffers from lack of
requirements. Marketing department research properly in market about consumers approval of
products with few modifications (Laurie and Mortime, 2019). They plan efficiently for these
activities and make advancements in the development of brand. Marketer plans requires profit
from procurement plan to launch new or modified activities of production.

P3 Application of marketing mix in the marketing plan of different organizations in order
to achieve their business objectives
Marketing mix
It is a collection of business tactics, actions and a model that merges all the elements of
marketing to promote brand and enhance sales volume of products. Marketing mix is one of the
most important strategy to be applied in every brand to survive in the society (Ramadani, 2020).
There are seven 'P's of marketing mix: product, price, place, promotion, process, people and
physical evidence.
Comparing Tesco and Asda to know how they use this model of marketing mix in their business
strategies to fulfil their aim.
Marketing mix Tesco Asda
Product- It is a good which
company sells in market.
Products are distributed in
markets by marketing
department after knowing
customer needs. Products are
provided in different variants
and taste.
Tesco provide huge amount of
products of different brands. It
also offers own brand items. It
invests on development of its
own brand products.
Asda is the competitor of
Tesco. It has 600 stores in
which different varieties of
products including household
supplies, financial and
insurance services in the
market.
Price- Price of a product is
build on expectations of
customer and it has to co relate
with company's budget.
Tesco provides best price
products and maintains
quality. It uses competitive
price strategy rather than
cutting down prices.
Asda offers huge volume of
products and believes in price
over approach. Company
records growth by applying
price strategy.
Place- It is the process of
selecting a perfect space in
markets to understand where
Tesco effectively extended its
stores across UK. Customer
can place order on calls and
Asda opened self service
grocery store in castle ford and
Edlington. It expanded rapidly

the products are getting sold.
Changing place leads to
improve rapid maximization in
sales.
started online services for
consumers.
its stores almost across united
kingdom and started parcel
services and online services.
Promotion- It is the process in
which consumers get to know
about the products. Marketing
make advertising, promotion
plans to improve sales volume.
Tesco uses wide range of
media and social media
platforms to develop
promotions of products and
services. It uses celebrities as
its brand ambassadors and
influence customers.
Asda offers great discounts
and advertise them in
newspapers. It uses
sponsorship for promotion.
Process- This is a procedure in
which products are delivered
to customers. Good process
ensures standard services to be
repeatedly delivered to
customers. It saves money and
maximize efficiency of sales.
Tesco started online services
to make shopping convenient.
It changes prices and allotment
of delivery slots which
increased its number of orders.
Asda organize products
received from the suppliers in
the shelf properly. It arranged
customer assistants to collect
payments. Asda offers 24
hours open store services.
People- This term depends on
the responsibility of hiring
talented people to sell
products.
Tesco appoint expert and
professional employees who
can handle customer sensitive
behaviour and trains new
employees to satisfy
customers.
Asda trains employees to give
high quality customer services.
It also spends high on
employees involved in
delivery services.
Physical evidence- This gives
a proof of brand existence, its
packaging and online
experience.
Tesco designed its store
interior and maintained quality
of trolleys and baskets.
Asda attracts customers by
physical appearance like logos
and brochures.

P4 Basic marketing plan of an organization
Executive summary
Marketing plan includes various business strategies of organizations that are implemented
to handle challenges to oppose market and examines internal and external factors of company
(Chernev, 2020). Organizational strategies includes some analysis in their business like Smart
objectives, SWOT/PESTLE analysis, effectiveness of using marketing mix 7 Ps, its vision, STP
strategies, budget planning, investment techniques, how it monitors and controls market
changing scenarios are discussed in this marketing plan.
Introduction
Tesco is a multinational public limited company which holds third position in retail
business globally in terms of its revenue. It started business related to food and drinks then later
provided services like financial, telecom, insurance. Later organization offering products related
to health, home and clothing. It is considered as one of the best organization in terms of shares in
market and global sales.
SMART objectives (specific, measurable, achievable, relevant and time oriented)
Objectives allows employees and managers of a company to accomplish goals & achieve
success that are very necessary to improve performance (Moore, 2017).
 Specific objective of Tesco is to achieve leading position in retail industry and essential
market share.
 Measurable objectives of it is to boost its market share up to 40%.
 Achievable objective is to increase 70-80% of sales.
 Relevant aim is to provide average products which are affordable for every class.
 Time orientation period is of one year in which Tesco wants to complete it's all
objectives.
SWOT analysis

This analysis helps organizations to identify its internal and external factors (Vlados,
2019). SWOT analysis examine what are Tesco's essential steps to go forward with brand
engagement and business strategies. This analysis survey organizations strengths, weaknesses,
opportunities and threats.
Strengths of Tesco
Tesco is the largest supermarket chain in United Kingdom. It is the leader of all retail
stores possessing high sales volume with great revenue across UK. Company dominates and
leads 27% of market share. Organization has a huge amount of market shares in Asian countries
as well. Company offers different range of products. Tesco is the greatest private employer
offering job opportunities of over 743k Worldwide and obtained international awards for
performing well in retail industry.
Weaknesses
Tesco was failed in diversifying markets in japan and US markets. Organization was
charged fine for presenting fraud profits. Its share prices fell down and proved as worst
performed company since Brexit Referendum. Company profits were affected because of its high
debts. Its low cost strategy reduce profit margins of organization.
Opportunities
Company got opportunity to enlarge its recent jacks store because it shown its growth in
market. Developing business strategic partnership with other highly reputed companies. Tesco
was offered a joint venture programme of places where its stores are underperforming.
Upgrading its online services and home delivery service and enlarging its business in countries
which are emerging can be very profitable opportunity for Tesco.
Threats
Growth and superb performance of other competitive giant stores. Regulations, Tax and
legal matters of government can affect performance of Tesco. Absence of Britain in union of
Europe and cost It came into controversies and faces backlash on social media for launching an

advertisement related to Christmas. People claimed that ad as disrespect and can boycott the
store is the threat of Tesco.
PESTLE analysis of Tesco
This is the tool which is used by marketers to analyse external marketing factors which
highly impacts organizations and can build competitive advantage (Shtal and et.al, 2018).
Political
Countries economic conditions where Tesco is operating. Existing and impending
legislation, tax rates, unemployment rates. EU referendum was also creating risk factor while
economy was suffering from harsh time.
Economic
Organization should focus on borrowing rate of products in United Kingdom because it
maximizes cost and prices and minimize company's profit. This affects reputation of brand and
strategy of cost leadership.
Social
Changes in shopping trends and engaged schedule of people who prefer one stop
shopping is the social factor for Tesco. Consumers become more concerned towards their health.
Company should consider modifications and focus on organic products as per consumer
demands.
Technological
Company was suffering from horse meat scandal and poor consumer experience. Some
technological advancements helped company to gain consumers faith again. It introduced
technology called RFID which automatically counts stock and remove it after the product is sold.
It developed mobile payment app in which company was offering loyalty points.
Environmental

Tesco was facing enormous pressure from government like removing plastic bags in
stores, huge use of carbon emissions were the environmental factors which were affecting Tesco.
Legal
Government legislation and policies were putting direct impact on Tesco. This factors
were not allowing Tesco to merge with other supermarkets of its same size and cannot pay
employees less than the minimum salaries set by the government.
Marketing mix 7Ps
It is a framework used to define organizations marketing strategies as discussed above in
this report.
Product- Tesco provides Products on the basis of preferences and requirements of customer as
mentioned above.
Price- It follows cost leadership strategy in its marketing mix and provides cheaper goods by
maintaining the best quality of the product as discussed above.
Place- Tesco has extended its market effectively. It divided its big stores and outlets according to
place strategy.
Promotion- Tesco focusses on advertisements, sponsor charitable events and provide
promotional discounts and sale strategies and many more mentioned above.
People- Tesco has excellent sales assistant who supports consumers to know about product
details. They are also responsible for company's success.
Process- The aspect of process strategy in Tesco is to keep its customers satisfied and happy by
advancing payment services.
Physical evidence- Its products are well organized and easily accessed. All stores are and
attractive. Products are arranged in a manner and its website is very easy ans simple to operate.