Marketing Essentials: Roles, Concepts, Planning, and Mix Comparison

This report on marketing essentials delves into the crucial roles and responsibilities of marketing functions within an organization, emphasizing market research, product development, and promotion. It explains key marketing concepts such as production, product, selling, marketing, and societal marketing. The report also examines the marketing environment, strategies, and the role of marketing information systems. It further explores the key elements of marketing functions and their interrelations with other organizational units, using the finance department as an example. The second part of the report compares the application of the marketing mix in marketing planning processes across different organizations, specifically contrasting Tesco and Marshfield ice cream, highlighting their distinct approaches to marketing strategies, segmentation, and the 7Ps of marketing mix implementation.

Marketing Essentials

INTRODUCTION
Marketing is the most important tool in the developed industries. It involves analysing
market conditions, demand of its potential customers and to formulate marketing strategy in
accordance with customer needs and requirement. The knowledge related to marketing essentials
is too high in the recent market environment around the world. The key concepts of marketing
startegy include situational analysis of the company, competitive analysis, market research,
marketing mix etc. This report gives more emphasis on role of marketing and its inter-related
function in an business entity.
TASK 1
a) Key roles and responsibilities of marketing function
Marketing function is an important role of an organisation, as it helps them in analysing
market demand of their particular products and services and also to promote theri products and
services to generate revenue. They are the common functions in the organization and include
marketing research, product plan, development process, promotion, sales, etc. These functions
are responsible for enhancing overall growth of an organisation in a dynamic business
environment. The key roles and responsibilities of marketing function are market research,
finance, product development, communication, etc. Marketing function are closely related with
organisational functions, as their main motive is to improve overall performance of an
organisation in a competitive business environment. Its common function is analyse the current
market trends, promotion of particular products and services and also to improve brand image of
an organisation.
The relation between the market functions and other functions shows the connections of
functional unit with each other. This can be described as marketing are required to backup by the
other operational departments as well as to perform effectively. When a company formulates a
plan they need the help of the production department, human resource department and sales
department of the organisation. Further more if the Tesco team want to give a discount offer on
larger quantity of purchase of the product for example buy 3 get 1 free scheme, then the
organisation needs to coordinate with the production department and finance department first.
The marketing functions are treated as separate identity within the organisation but to increase
the productivity the organisational departments connects together. The main objective of the
firm is to increase its profit and it can be achieved only if the departments of the company work
together. Thus all, the functional departments of the company works together to create a
successful market plan in the organisation.
b) Concept of marketing

The marketing concept mainly includes current and future trends in a market and it is also
sub-divided into five concepts .i.e. Product, production, selling, and societal responsibility which
are discussed below:
Production concept: This concept gives emphasis on customer wants and needs, so in
this context an organisation should have to produce low cost products with best quality. It will
helps an organisation in attracting more customers in a business environment.
Product concept: Under this concept the customers choose a product which is easily
affordable, quality and innovation.
Selling concept: Promotion is the major tool for selling a product and customers
purchases products which are assertively promoted in the market.
Marketing Concept: The marketing concept elaborates the need of concentration over the
targeted customer for the distribution of goods and services. Moreover to have a competitive
advantage, the company needs to produce better value of products and services.
Societal Marketing concept: This concept depicts the focus on the targeted customer
needs so that the consumer will choose their product over the other products brand in the market.
c) Roles and responsibilities of marketing with respect to marketing environment
The marketing managemenr refers to managing and controlling promotion and
advertising segment of an organisations products and services in order to attract its potential
customers. The roles of marketing are discussed.
Market strategies: The major role of the marketing shows the development of marketing
strategies and planning for the organisation. The needs and requirements of targeted customers
must be analysed by the manager of the company so as to give satisfaction to the customers.
Marketing information system: It is an information system which provide necessary
details to its customers about a particular product or services like product quality, pricing,
ingredients etc.
Monitoring of market environment: Marketing have a major role in the determination of
new innovations in the marketing environment, these innovations provide a good response to do
innovation in the products and services of the firm.
Marketing research: It is one of the important concepts of marketing. This marketing
research includes the particular awareness about the product, price and costumers so that they
can deliver the best products and services in the market.

Market segmentation: The business needs to have a accurate market segmentation due to
the modern era of globalisation. This process helps the organisation to increase their sales within
the market as it creates a strong value of the brand and company between the customers.
Brand equity: Products and services which provides added value to their products and
services attracts the customers. Therefore marketing helps in building a goowill and creates a
brand of the product in the market among the customers. This process helps the organisation to
increase their sales.
d) Key elements of marketing functions and interrelations with other functional units of the
organisation
Marketing functions includes a various different functions such as advertising, finance,
distribution, etc. The key elements of marketing function are explained below..
Research: In any organisation research place a vital role in an organisation. A successful
market research leads to a successful business of any organisation. Research helps in gaining the
knowledge of all the useful information about the business processes. It also help in other
prospectus like logistics, finance, raw materials, resources and more can be achieved by
marketing research. That is why it is treated as the most important function of the organisation in
marketing.
Strategy: After doing the research, the data is being collected, the next step is to analyse
the advantages and disadvantages of the information or data being collected in the operation of
the business. This data helps to make an idea of the procedures which can be implemented in the
organisation. These procedures give the advantage and guidance to the organisation to get
succeeded or face the competition in the market. The results of which are measurable through
research are created by the possibilities in the realistic state.
Planning: After research and marketing strategy the next step is to make planning for
distribution of products and services. It is essential for an organisation for achieving their
specific goals and objectives.
Tactics: Tactics is the next key of elements of marketing. Tactics refers to the plans
which are for shorter duration to attract the targeted customers. These involves the short plans
which is applicable for a limited period of time to do the promotion of the brand or marketing
plan like buy 3 get 1 free or discounted offers.
The interrelations of the key marketing function with the other functional units of
organisation are discussed:
The connection of the marketing functions with other departments can be elaborated with
an example of marketing department connection with the finance department. The marketing
function requires money for the implementation, planning and measuring of the marketing

strategy which is given by the finance department of the organisation. Marketing Function
cannot resist in the organisation without having interaction with the financial department within
the organisation. Likewise the marketing function is related to other functions of the department
as well. The marketing function needs the correct information about the product from the
production department. As the production department have the knowledge about the good and
services they produce and it also help in making a effective marketing plan. They also require
the need of human resource department for the human resource to work in plan, logistics from
the distribution system etc. The marketing operations are needed to be delivered and
implemented which is possible only through the link of the other departments within the
organisation. For example the HR policies is linked with the marketing department to increase
the volume of sales, collaborating to them production department also needs to spread
knowledge about the product and services so that they can build a effective marketing plan.
TASK 2
Comparison of application of marketing mix in marketing planning process in
different organisations
The marketing mix is implemented in the planning process of marketing for the achievement the
group as well organisational objectives and targets. Various methods are being used by the company for
implementing marketing mix in company. This tool is mainly laid upon products of company, size of
market and organisation, demographics etc. With the help of this the marketers can easily evaluate value
of their own product. This approach involves 7P’s of marketing which are: Product, Price, Place,
Promotion, People, Process and Physical Evidence.
The customer centric approach of the company Tesco helped the firm to make its brand popular in
the international market, because of the implementation of the marketing mix approach in the firm and
was focused on the satisfaction of the customer. Many business organisations spend a lot finance in the
marketing activities and other core areas of research and promotional and advertisement strategies yet
they are not able to get a positive as Tesco. The reason behind the success of the company is using the
marketing tools for analysing the market and the customers and creating objectives in regard to customer
satisfaction approach. The implementation of the marketing mix strategy in the marketing plan
concentrates on the activities of the firm such as product dimensions, place where the product needs to be
sold out, pricing structure, promotional strategies, delivery processes, delivering physical evidence to the
customer and concentrates on the people.
Different tactics applied by the organisation to achieve business objective
Tactics are being applied to the different organisation culture. Tesco uses the 7 P’s of marketing mix in
their marketing planning procedure in order to attain their objectives of the organisation other
organisation. Other organisation such as Marshfield ice creams uses the market segmentation process to
achieve the objective of the company. The marketing segmentation process of Marshfield follows the
discussed process.

First they describe the require market for company for instance marked market. At next, market
segment is created. Further analysis of various kind of segments are conducted for specific role.
Segment process is constructed. It also measures relevancy of segments. The target markets are then
selected. Positional Strategy of the company, is created and taken into action. At last the feedback and
evaluation process of segmentation takes place.
Tesco utilise the marketing mix within the company for the achievement of the targets and goals,
the process is as follows:
Product: Customer satisfaction is the main priority of the company. The company produces
products and services which are according to the requirements of the cunsumers.
Place: The products and services of the company must be purchased by the customers with an
ease. Therefore the stores must be located near or at a approachable location for the targeted customers.
The delivery of the products should be at the door steps of the customers.
Price: The customer should get a wide range of products at a affordable prices. They should give
offers in the products and services for the seasonal periods and should provide money valued products
and services to consumers of the product and services.
Promotion: This involves advertising, sales promotion, social media promotion and more.
Tesco is a retail industry which concentrates on personal selling apart from sales promotion and
advertisement.
Process: It includes the way the products and services are rendered by the organisation. For
example Tesco produces the products keeping in mind the customer requirements and satisfaction.
People: It includes management, organisational culture, employees and consumer service of
Tesco are important part of the company.
Physical Environment: Physical environment involves rundown, facilities, comfort and user
interface in the organisation.
Basic marketing plan of Tesco
Marketing plan is considered as written statement related to business for describing the marketing
position of the company. It also involves the procedures and strategies of marketing which a company
adopts for achieving its goals and objectives. A plan usually covers a period of approx one to four years.
The main motive of a making a marketing plan is to analyse the course of actions which needed for the
organisation for achieving its goals and objectives. For instance, the marketing plan of Tesco might
involve the plans to be used for improvising or modifying their business to achieve a higher market share.
The plan than determines the procedures to be used for achieving the targets of the company.
Overview of the company
Tesco is one among multinational retailers across the globe and was founded in 1929. The
company follows the plans which insisted the suppliers to sell their goods and services at a set price.
There are around 2319 outlets and around 326100 employees works at Tesco and has the largest market in

UK. The company also produces grocery products which include clothing and non-food items. The three
levels at which Tesco sale their own branded products are value, normal and finest.
Vision: The vision is described by the five key elements
 Global wants and needs.
 Increasing opportunities because of the expanding business environment.
 Innovation and great deals of ideas
 Great market share
 Inspiration and winning the loyalty of the consumers.
Mission statement: It maintains the sustainability of the loyal people. It requires the need for determining
the loyal customers for achieving its mission.
Marketing objectives: The objectives of the company are connected with each other. These are goals of
the company and are for short period of time.
Segmentation: It is the process is which market is being divided into smaller sections which involve a set
of targeted customers. This helps in giving satisfaction to the customers by delivering products according
to their requirements. With context to Tesco, the segmentation is done on the basis: Demographic,
Physcographic, Behavioural and demographic.
SWOT analysis of Tesco
Strengths
 Strong brand name
 Valued customer services
Weakness
 Finance were affected through bad debts
and credit card arrears
 Grocer outlets are not set up to operate as
specialist retailers
Opportunities
 It can expand its market in Asia
 It can also expand its market in digital
entertainment
Threats
 Global economic decline
 Frequent changes in customer’s mentality
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Initial money 12000 4000 8000 7000
Investment 13000 11000 6000 4000
Total 25000 15000 14000 11000
Marketing 1000 6000 3000 4000

outlay
Promotion 5000 1000 4000 1000
Sales publicity 12000 3000 1000 2000
Direct selling 4000 2000 1000 1000
Total 22000 12000 9000 8000
b)Marketing plan which is tactically applies 7 P’s to achieve marketing objectives
The coherent marketing plan of Tesco using 7 P’s of marketing are as follows:
Product: The chosen organisation Tesco has large variety of products like food, clothing, electronics
and financial servces. In this regard, Tesco has already expanded its market in digital marketing sector,
which leads in gaining competitive advantage in a competitive business environment.
Price: It follows a low pricing strategy without reducing the quality in its products and services. It
uses a club card system which helps customers in receiving points on their purchase and they can redeem
these points any time. It is the excellent price promotional strategy of giving loyal customers discounts
and offers.
Place: It has headquarter in England and it has its outlets and stores spreaded widely in the world. It
has two channels of distribution. The offline channel has six different kinds of stores which are Tesco
Express, Tesco extra , Tesco home plus and Tesco superstore and its online channel is Tesco Direct
comprises of its official site.
Promotion: Tesco has the major advantage as it has low cost products that gives a advantage over
other firms. It also make use of television advertisements, offers promotional strategies, sponsors
charitable events and more to do promotion of its product and brand.
Physical Evidence: The Company find a waste in expending money on furbishing its stores. All the
stores are clean and hygienic. Navigation of the products is easy and are being kept in well categorised
manner.
People: the people involved in the sales department are responsible for increasing productivity and
profit of the company. It uses different programs such as Save as you earn, colleague privilege card, etc
for their workers. They have a highly skilled staff which contributes to the success of Tesco.
Process: It refers to the way of keeping people happy by doing speedy billing services and easy
procurements of the products and services in its online as well as offline stores.

Conclusion
This report concludes the role of the marketing function and connection of it with the other
functional departments. The main aim of the company is to provide efforts to the customers to excel in
their business. The ways in which the elements of marketing mix can be used in the overall business
strategy and to create a marketing plan. It also shows the development and evaluation of marketing plan.

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