Marketing Essentials: Tesco plc Marketing Plan and Strategies Report

This report provides a comprehensive analysis of the marketing essentials for Tesco plc. It begins with an introduction to marketing and its significance, followed by an examination of the different roles and responsibilities within the marketing function, including customer satisfaction, anticipating customer requirements, and generating profitable results. The report then explores how these roles relate to the broader organizational context, emphasizing coordination with departments like finance, human resources, and IT. A detailed analysis of the marketing environment is presented, focusing on aspects such as monitoring the marketing environment and brand equity. The interrelationship between marketing and other functional units is discussed, highlighting how marketing coordinates with production, research and development, and manufacturing to achieve business goals. The report compares Tesco's marketing mix with IKEA, examining aspects like product, price, and place. Finally, a basic marketing plan for Tesco is produced, incorporating strategic applications of the 7Ps of marketing to achieve overall objectives, particularly in the context of the COVID-19 pandemic and Brexit, with a focus on customer needs and satisfaction.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
Different roles and responsibilities of marketing functions..................................................1
Explain how roles and responsibilities of marketing relate to organisation context...................2
Analysis of roles as well as responsibilities of marketing in case of marketing environment....3
Significance of interrelationship between marketing and other functional units of
organisation...............................................................................................................................4
Critically analyse and evaluate key elements of marketing function and in what manner they
interrelate to other functional area..............................................................................................5
TASK 2............................................................................................................................................5
Comparison ways of different organisation by applying marketing mix to marketing planning
process to attain business objectives...........................................................................................5
TASK 3............................................................................................................................................7
Produce along with evaluate basic marketing plan for company................................................7
Produce detailed coherent evidence based marketing plan for organisation..............................9
Design strategic marketing plan that tactically applies use of 7Ps to attain overall marketing
objectives..................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an effective term that demonstrates set of activities, procedures for creating,
communicating, exchanging, delivering that have some value in the eyes of customers, partners,
clients etc. It is an integration of business related activities that mainly involves buying and
selling of products and services (Grewal, D., Gauri and Sethuraman, R., 2021). This report is
based on Tesco plc. That is one of the largest British multinational grocery and merchandise
superstore in England, UK. There are number of employees within Tesco who are working for
gaining profitable results at the time of pandemic situation by performing roles and
responsibilities under marketing functions. This report involves key roles and responsibilities of
marketing function in Tesco along with marketing environment. It also presents interrelation of
marketing role to wider organizational context so that goals are attained in proper manner.
Further it involves 7Ps of marketing mix by comparing with other organisation so that best
results attained on time. At last this project elucidates marketing plan so that overall objectives
are attained on time in the time of pandemic situation.
MAIN BODY
TASK 1
Different roles and responsibilities of marketing functions.
Marketing department is very crucial department for every business enterprise who is highly
responsible for company sustainable results and growth within organisation. It is highly essential
for developing the business enterprise customer base along with satisfying the customers from
the services and products. In case of Tesco plc there are several roles and responsibilities are to
be performed by marketing functional department that is useful to solve the contemporary issues
and sustain in the international market (Peter and Dalla Vecchia, 2021). In this marketing
department of Tesco focuses on develop the strong relationships with customers so that they
enjoy high satisfactory experience with the offerings of the concerned company. Several roles
and responsibilities of marketing functions are demonstrated below:
 Perform the role of customer satisfaction- It is one of the major role that is performed by
marketing department. Therefore, marketing performs the function of satisfying
customers by offering quality products and services. To satisfy the customers’ demands
marketing department of Tesco perform their customer satisfaction role in proficient
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manner by taking regular follow-ups using social media accounts of an organisation. by
this they determine the problems of their customers so that it can be resolved through full
satisfaction and remarkable experience (Kumar, Ramachandran and Kumar, 2021). In
Tesco marketing department focus on taking suggestions from their employees related to
satisfy their customers so that more profitable results are enjoyed by company in long
term survival by easily tackle complex situation that are raise in international business.
 Anticipating customer requirements- Marketing department of Tesco is also very
responsible for anticipating the needs and desires of customers (Cooray, 2020). This
aspect helps company to take the benefits of first mover advantage that helps business
enterprise to fulfill all the demands and needs of customers effectively and efficiently.
 Making profitable results- The marketing department is performing the role of selling
their products to customers in innovative and creative manner (Yerpude and Singhal,
2020). In this marketing manager of Tesco plc ensures that they offer customers a value
added package that is not only beneficial for customers in termide\s of worth money to
buy products and services but also develops the overall profits and sales of business
enterprise. It helps business to sustain in pandemic situation within the world by offering
their products in innovative way so that they earn higher profits. Due to gain higher
profitable results they pay the high tax rate that was raise due to Brexit occurred in UK.
As there are various marketing functions that are to be performed by company in order to
meet company goals in an effective manner. As in relation to Tesco, could effective marketing
functions like implementing promotional techniques in order to promote their products in
mindset of customers. Along with there are various operations that are to be marketing function
of company that could identify in pricing, distribution as well as operations of their products for
sustaining in market place.
Explain how roles and responsibilities of marketing relate to organisation context.
Marketing is having a different roles and responsibility in organisation preference. In company
like Tesco PLC marketing coordinates with different department like human resource Finance
operation and information technology departments to make their work flexible and generate
positive outcomes. Similarly in following there are some roles and responsibility of marketing
with several departments for Tesco company perspective.
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Marketing with finance department: As per the finance department is responsible to generate
required fonts the business so that the business can work smoothly and flexibly. It is because
without deprive estimation and handling of cash flow within an organisation marketing cannot be
possibly initiated. The procurement of fund which provided by finance department to marketing
is to making their promotional activities in effective manner.
Marketing with Human Resource Department: Marketing job it is one of the hardest part of
organisation practice which need to teaching the product in market for customer buying
expectation. It is influencing encouraging and convincing the motivating someone their needs
and wants as per their Hai skills and training part which is given by Human Resource
Department (Deery, Hosey and Waterhouse, 2019). They are responsible for the training and
development in terms of sales and marketing team if it could be done properly then the
marketing can prove very difficult talks to handle for an organisation. A perspective of Tesco
marketing team needs someone who can convince the customer and promoting their products
and services from that human resource and important role where they provide effective and
potential manpower to them.
Marketing with IT Department: Today's World Technology has a very good hold on marketing
because today generation are more involved with social media platforms and different other
websites. All this technology is many organisation used to required for there this is for purchase
in which Tesco PLC also hired effective IT Department who acknowledge all the resources and
students information to utilise artificial intelligence trade resource which will generate positive
outcomes and prefer Internet browsing. Therefore it is a deep relation between marketing and IT
Department as there indirectly it also help communicating with customer and providing them
feedback on the basis of services (Gogoi and Jyoti, 2020). Moreover the Tesco PLC information
technology in any the overall operation in an organisation with the effectiveness and employees
contributes a skills and knowledge to getting more positive outcomes effectively.
Analysis of roles as well as responsibilities of marketing in case of marketing environment.
From the above analysis it is to be reflected that there are several crucial roles which was
performed by marketing department so that issues like Brexit and COVID 19 can be handle
effectively and appropriately. There are several roles and responsibilities of marketing in
relation to marketing environment within Tesco context are presented below:
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 Monitoring marketing environment- In Tesco marketing manager perform the role of
identifying the new developments that are present within marketing environment
(Abdavi, Pashaie and Gafari, 2021). This is useful for business to get constructive
response for developments of offerings in competitive international market. In this
several types of aspects are included that are monitored by marketing manager of Tesco
such as socio- economic forces, internal and external changes present in market, political
and legal changes etc.
 Brand Equity- In case of Tesco, marketing department is mainly responsible for develops
and builds strong brand reputation in competitive marketplace. this is properly done
influencing customers to buy the product and services along with targeting potential
customers by offering satisfactory products (Mennicke and et. al., 2021). To develops the
brand image in market marketing manager, use several promotional tools such as digital
media. TV, pamphlet etc. that impact positively on attracting more customers due to
which high brand image is developed in market that helps in facing the issues easily such
as Covid 19.
Significance of interrelationship between marketing and other functional units of
organisation.
Marketing is said to be as a business function which is being analysed that could help in
coordinating through other functional units of company so that their business goals could be
achieved in a higher number. As sum of most important functional units of company are
considered to be production, research and development as well as manufacturing and so on. In
terms of Tesco Marketing department coordinates with their other functional units so that they
could be able to operate their business operations carrying out marketing task which is said to be
an effective way (Rasch, 2018). Marketing department collect information according to needs
and wants of customers so that market trends could be followed by company in terms of
fulfilling requirements of customers by designing product and services according to them. As
Tesco' s product and services are design according to their customers wants in terms of quality as
well as price. As these business practices helps in defining as well as influences a positive impact
on having business growth along with that it also helps Tesco in achieving their objectives in a
specified period of time with higher performance. As inter relationship among marketing and
other units could help company in achieving their pre-determined objectives and goals by
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carrying out their working operations in a planned way by having optimum utilisation of
resources. As these practices helps in providing a sense of effectiveness in in working operations
of Tesco.
Critically analyse and evaluate key elements of marketing function and in what manner they
interrelate to other functional area.
As per above and evaluate the key elements of marketing about how marketing play roles
and responsibility in organisation to generate the practice is an increase the business volume
effectively. Some other functions like marketing research, brand image and customer satisfaction
is our the main functions and which important to organisation like Tesco ( Scarrett and Wilcox,
2018). The marketing relation with other department is to co-ordinate their work and generate
productivity competitive Marketplace.
TASK 2
Comparison ways of different organisation by applying marketing mix to marketing planning
process to attain business objectives
Basic Tesco plc IKEA Group
Product As the Tesco based products are quality
enough in which they provide to every
segments of people. The range of product
are considered of Tesco is home
appliances, electronic, groceries, food
and beverages product etc.
The product of IKEA company
simple range of product for
provide to customer where
overall IKEA product which are
getting more trending because it
is having long lasting and also
having quality enough on which
customer can easily used.
Price The pricing strategy which Tesco follows
their pricing strategy which is low range
of product pricing offers to people
effectively. As Tesco team, usually focus
on quality of product to provide and they
are the one business who ready to
compromise within their pricing rather
On the pricing strategy which
IKEA follows is also lower
range where company is famous
for their quality of wooden base
product and services effectively
manner.
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than quality.
Place There is having many stores within
United Kingdom which above spread
around the world to having main
experiments through better distribution
the product and services where they
majorly manufacturing offline and online
division. The channels on which
distribution of which Tesco United
Kingdom demand of customer effective
manner.
As per the point of view IKEA
group of product and services
where they have obstacles
manner of serving product and
services to customer on stores
and online through e-commerce
platform.
Promotion The strategy of promotion which Tesco
used to follow is low prices offered to
customer. What is the reason what this
set apart from other Supermarket Chain
and enhance the brand image effectively.
It is having objective to improve the
brand image by reducing cost being used
true and maximize the profit. Desert
digital marketing platform in which
Tesco also has contributed where they
promote their products and services
through online portals to make more
awareness competitive market.
The promotion strategy IKEA
use to consider is online as well
as offline on which past few
years IKEA is largely active on
their website for their
promotional activities to which it
provide more and more product
and services variety effectively.
People Tesco is currently serving 50 lakhs
subscribers and around 1500 manpower
are serving their services to provide them.
IKEA company human resource
practices to having more than 50
lakh subscribers where is
manpower only focus to earn
more outcomes and better
handling task-oriented.
Process On the process of marketing mix of The process of IKEA company
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Tesco use to follow the marketing mix
strategy that would generate positive
outcomes.
used to insists focus of
manufacturing their product and
services on the basis of
economic range of product and
service within better quality of
cooperation within better quality
even there is not have to chance
of convert in there systematic
production \..
Physical Evidence There is presence of Tesco in United
Kingdom as well as other international
market on the basis of counted their
services pattern and quality of product
effectively. Tesco Logo is quite influence
towards lower and premium customer
household people for buying product and
services .
IKEA is one of the most
influence retail company in
which stablish through Sweden
country as well as in worldwide
where IKEA logo is enough to
customer cataract where they
have to relationship within
company for longer period of
time
TASK 3
Produce along with evaluate basic marketing plan for company.
The marketing plan is related to the efficient documents, which has been organised by the
purpose for developing the new products and services inside the market. The marketing planning
will be related to involve the company overview, objectives as well as strategy and action plan of
the company. The strategic action plan has to be focused on implementing the prepared strategies
strength as well as weakness of the company within the proper way to perform the situational as
well as related to the complex analysis. The marketing plan for Tesco is as follows-
Overview of the company- The Tesco Plc is the British multinational company for groceries as
well as general merchandise situated in UK. This is third largest retailing company across the
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world, that is measured by the gross revenues as well as the ninth-largest company across the
world ( Ryan, 2020). As well as Tesco is the supermarket company chain. The supermarket
company is getting revolutionise inn the way that people will be shopped. Apart, from this Tesco
is being initiated with the massive strategy. As well as Tesco is also one of the largest food
retailers in the world.
 Mission- The mission of the company Tesco is getting inspire and to create the value as
well as make differences from the other company. The deepest purpose of the
organization is getting help as well as supporting the health and wellbeing for its
customers.
 Vision- the main vision of the company Tesco to listen their customers, the different
suppliers as well as to create sustainability within the environment. As well as be
responsible on their commitments.
 Objective- The main objective of the company to creating and developing the new
products like recently company Tesco is focusing on making natural organic beauty
products, that is purely organic and customer will prefer the product in various ways.
This offering of products will create competitive environment also the company will
make available this product for customer in reasonable prices.
Strategies;
Segmentation- The company Tesco is planning to innovate their products on the basis gender,
age as well as their income. These is necessary because this is a beauty product and mostly this
will be going to be preferred by the women.
Targeting- The company is targeting mostly the younger peoples and women. Who are really
getting concerned about their beauty and will believe the organic product most of the time.
Positioning- The company Tesco is already having the big brand name. so, the company product
is always do focus on providing its product in quality in order to satisfy the customers in well
appropriate manner.
Produce a detailed coherent evidence-based marketing plan for organisation
Monitoring and controlling- The company are mainly using the indicator to measure the key
performance of the company in order to do evaluate the performance of the product of the
company at every stage. As well as the company Tesco is to do focus on giving the benchmark
performance in relation to its new beauty products.
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Marketing plan for the business assist organization to develop positive brand image so that the
potential customers of the business can get the product and services of the business and helps
business to gain effective growth in the marketplace. Marketing plan provides insight about the
organizational goals and objectives in the market also assist the business to promote effective
product and services.
SWOT analysis of Tesco:
SWOT analysis is the framework that helps the businesses to gain insight about the capabilities
of the business that helped them to gain competitive advantages and growth in the market
( Trino, 2020). SWOT analysis of Tesco assist the business towards the insight about the
internal factors of the business that have an impact on the growth and development of the
business in the industry.
Strength of Tesco: one of the greatest strengths of the company is their financial position in the
market that assists the business towards the high turnover and high customer base. Also the
market share of the company is also high and this helps the business to gain better objectives and
growth in the marketplace.
Weaknesses of Tesco: Shortage of product is one the weakness of the business that could affect
the business growth and could help the competitors of the business to gain advantages in the
market.
Opportunity for Tesco: Growth in the online grocery’s sale is one of the big opportunities for
the business of Tesco.
Threat for Tesco: high level of competition in retail industry could be a threat for the business
of Tesco.
Design strategic marketing plan that tactically applies use of 7Ps to attain overall marketing
objectives
Strategic marketing plan assist business towards the achievement of long-term goals of the
business in the market. Also, this provides insight to the better competitive advantages in the
market. Below is the use of 7ps of the Tesco to understand their strategic marketing planning.
7ps of marketing:
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Product: For the effective marketing strategy Tesco introduce new product in the market
“Natural and Organic Beauty product”. This product helps the business to attract high customer
base in the marketplace.
Price: For this product segment moderate price strategy could help the business to gain customer
attention in the market. To high level of customer base in the market effective price strategy can
help to develop effective customer base.
Place: For the effective growth of the product company could provide the evidence in all the
stores in the UK.
Promotion: For the promotion of “Natural and Organic Beauty product” company can
use digital marketing of these product so that customer can know about the product and services
People: for the sale of product services many people such market team, suppliers,
customers etc.
Process: For the delivery of Product Company use the effective process of supply the
product in the market.
Physical evidence: Brand image of the company is the identity of the product in the market.
CONCLUSION
By the above report it is to be concluded that marketing is a significant concept for a
business enterprise that is highly responsible for performing and managing advertising and
marketing activities of a business enterprise. This report elucidates key roles and responsibilities
of marketing functions that helps in satisfying customer demands to attain profitable results. In
this marketing department focus on working collaboratively with various organizational
departments so that smooth execution of task is to be done and firm will attain high profitable
results. Further it illustrates the marketing mix of different organisation that is highly beneficial
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for business enterprise to recognize the effectiveness of various tactics to gain competitive
advantage within the marketplace. At last this report helps in gaining knowledge regarding
developing marketing plan for launching a new product of company in the marketplace place to
gain success and growth by beating competition in rival international market.
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