Marketing Essentials Report: Unit 2 Marketing Essentials, Mr. College

This report examines the key roles and responsibilities of the marketing function, emphasizing their relationship to organizational expansion. It analyzes the marketing environment using PESTLE analysis and explores the interrelationship between marketing and other functional units. The report compares various marketing mix strategies employed by businesses, evaluating tactics for achieving goals. Furthermore, it focuses on producing and evaluating a basic marketing plan, culminating in the design of a strategic marketing plan that effectively applies the 7Ps to achieve overall marketing objectives. The analysis includes a case study of Tesco, highlighting their marketing strategies and their adaptation to the competitive market. The report provides an in-depth view of marketing principles, strategies, and their practical application within a business context.

Marketing
Essentials

Table of Contents
INTRODUCTON..................................................................................................................................3
TASK 1.................................................................................................................................................3
P1.Explain the key roles and responsibilities of marketing function.................................................3
P2. Explain how roles and responsibilities of marketing relate to expansion of organisation............4
M1.Analyse the roles and responsibilities of marketing in context of marketing environment..........5
M2. Identifying the significance of interrelationship between marketing and other functional units
of organisation...................................................................................................................................6
D1. Critically analyse and evaluate key elements of marketing functions that interrelate with
functional units of organisation.........................................................................................................6
TASK 2.................................................................................................................................................7
P3. Comparing various ways of marketing mix which business apply in marketing plan to achieve
objectives...........................................................................................................................................7
M3. Evaluating different tactics applied by organisation to achieve its goal.....................................9
TASK 3.................................................................................................................................................9
P4. Produce and evaluate basic marketing plan for organisation.......................................................9
M4. Producing a detailed coherent evidence-based marketing plan for business.............................10
D2. Design strategic marketing plan that tactically applies the use of 7P’s to achieve overall
marketing objectives........................................................................................................................10
CONCLUSION...................................................................................................................................10
REFERENCES....................................................................................................................................12

INTRODUCTON
Marketing refers as the activity that promotes the products of organisation to increase
its sale through positioning for target audience. This includes advertising, sales promotion,
channel of distribution, print and social media, etc. The organisation selected for this project
is TESCO that refers as British multinational groceries, being the third largest retailer in the
global market. The Chief Executive Officer of TESCO is Dave Lewis who competes with its
rivalries as ASDA Stores Limited, Sainsbury, Morrisons, etc. This project describes key roles
and responsibilities of marketing function that relates to the expansion of organisation for
achievement of its goals and objectives (Aghazadeh, 2015). It compares the elements of
marketing mix from one business to another as to determine their competitive strategies to
remain stable in perfect competition market. Additionally it analyse the strategic marketing
plan for organisation by determining its various strategies and tactics that may provide
opportunity to achieve success efficiently. This also produces and evaluates the detailed
coherent evidence-based marketing plan for business to accomplish its goals and objectives.
TASK 1
P1.Explain the key roles and responsibilities of marketing function
Marketing function:- It is referred as the ability of producers to communicate with
their target market for describing the features of their finished goods which develops
consumer awareness. This plays the major role in survival, growth and expansion of business
for achieving success to compete with its competitors by their increasing consumer retention
and high market share. Some of these are explained with reference for roles and
responsibilities of managers of TESCO are as follows:-
 Gathering and analysing marketing information:- The organisation focus on
marketing functions by gathering and analysing information from its target market to
determine the needs and desires. The role of managers in TESCO is to determine
various ideas and strategies to develop unique product that provides satisfaction to its
target audience for maximisation of revenue and profitability ratios. The
responsibilities for managers of TESCO are to analyse the competitive strategies
adopted by its rivalries that may cause threat to organisation in achieving success.
 Strategic decision making:- The most important function of marketing department is
to develop innovative ideas for planning through strategic decision making that leads
to compete with rivalries. Managers develop ideas to develop brand awareness by
positioning product in the mind of target audiences that will attract to purchase more
of their finished goods. The role of managers for TESCO is to analyse the strategic
marketing plan with various mission, vision, objectives, etc., that will lead
organisation to achieve success. The responsibilities of managers for TESCO are to
signify the importance of project to be achieved with effectiveness and efficiency that
increase market share (Dodds and Jolliffe, 2016).

 Designing of product:- This refers as designing and developing the product
attractively with proper labelling and packaging that attracts consumers to purchase
the product. The managers of TESCO implement this strategy in designing their
product with best specialised features that enlarge their consumers with growth of
business in economy. The role of managers for TESCO is to promote their finished
goods with specialised features to their differentiated market at skimming price. The
responsibilities of managers for TESCO are enlarging consumers to enhance market
share for profitability ratios.
 Setting Prices:- It is explained as analysing the expenditures incurred in production
for determining the cost of product which is to be charged by consumers. The
managers of TESCO implement pricing as to compete with rivalries through their
price and quality management (Dwivedi, Kapoor and Chen, 2015). The role of
managers for TESCO is to set prices that may further attract consumers to purchase
more with maximisation of profits. The responsibilities of managers for TESCO are to
develop qualitative products that may provide high level of satisfaction for which they
are ready to pay high prices.
 Promotional channels:- There are direct and indirect channels of distribution of
products which provides products to its target market by removing the hindrance of
place through manufacturers, agents, wholesalers, retailers, consumers. The managers
of TESCO implement promotional channels to meet the requirements of consumers
for achieving their organisational goals and objectives. The role of managers for
TESCO is determining the efficient channel to provide their products to its target
market. The responsibilities of managers for TESCO are to examine the pleasure or
approval of customers from the product by determining its ability to meet their
requirements.
 Consumer support services:- It refers as generating the consumer support and
loyalty by providing them superior qualitative products which meets their
requirements. The managers of TESCO implement this service as to provide future
facilities of services related with product such as servicing, repairing, construction,
etc. Role of managers for TESCO is to determine cost from its customers for the
delivery of service provided to them by the producers. The responsibilities of
managers for TESCO are to solve the problems occurred to them by hearing it
carefully and providing suggestions for its corrective measures (Grimmer, 2018).
P2. Explain how roles and responsibilities of marketing relate to expansion of organisation
The roles and responsibilities of marketing are related with growth and expansion of
business by enlarging its consumers which enhance market share. Managers of TESCO are
implementing these as to direct and monitor the actions of their employees for achieving the
organisational goals and objectives efficiently that lead to attain success. These are as
follows:-
 Marketing with Finance:- Finance is one of the important part of marketing process
as it helps in providing funds for the right campaign at the right time, budgetary
control, adds financial decisions on creativity, etc. Managers of TESCO are

advantageous as they are able to meet their budgeted targets through proper direction
and control by rectifying the errors and solving with corrective measures.
 Marketing with research and development:- This helps in creations and
innovations, new ways for being ahead from competitors by making new products and
using new technology, return on investment are high after getting success. Managers
of TESCO are beneficial with researching on their competitor strategies and to
determine the impact of threat to control it by strategic decision making (Hamid, Ab
Talib and Mohamad, 2014).
 Marketing with operation:- Operations in marketing works as support to achieve
the goals of an organization based on planning, organising, directing and controlling.
The managers of TESCO are highly benefited with the concept of operation as it leads
to manage their actions performed on various departments by controlling its quality
and time management.
 Marketing with production:- Here, production marketing involves distribution,
communication and market strategies. It's responsibilities are product name &
branding, life-cycle and differentiation, launching new products, monitoring the
competition, position and outbound messaging etc. Managers of TESCO focus on
manufacturing those product which satisfy the demand of target market through its
superior quality.
 Marketing with sales:- Sales Management in marketing helps in increasing sales
volume, long term growth and contribution in profits of an organization. It includes
sales promotion, advertisement, pricing, physical distribution and production
merchandise (Hisrich and Ramadani, 2017). The managers of TESCO promotes their
products to customers by sales promotion with print and social media which can
attract large number of rural and urban customers to attain success.
 Marketing with information technology:- The role of information technology in
marketing are customer relationship management, digital marketing, internet
marketing and the most trending in current scenario is mobile marketing. Managers of
TESCO are benefited with information technology as it helps in cost saving, solving
major problems in customer services.
M1.Analyse the roles and responsibilities of marketing in context of marketing environment
The factors of macro environment affects the stability or instability of business in
competitive market. It is further demonstrated with reference of PESTLE Analysis for
managers of TESCO are as follows:-
PESTLE Analysis:- This framework analyse and monitor the factors of macro-
environment to determine the competitive strategies of business as compared to its rivalries.
This is further explained with reference to the managers of TESCO are as follows:-
 Political factor:- This factor consists of tax policies, fiscal and monetary policy, trade
tariffs, labour and environmental laws, etc. The roles of managers in TESCO are
adversely affected as they have to implement new ideas by pausing the existing plan
because of change in political leaders.

 Economic factor:- It includes economic growth, interest rates, disposable income,
foreign exchange rates, etc. The roles of managers in TESCO are negatively impacted
by inflation and deflation rates that affect economic growth and stability of business
for competing with competitors.
 Social factor:- It involves population growth, demographic conditions, age and
income distribution, etc. The roles of managers in TESCO are positively affected as
they create job opportunities for literate members of society that will increase
efficiency in goal achievement.
 Technological factor:- The roles of managers in TESCO are positively affected by
this technological factor as it promotes and position their goods to consumers which
leads in maximisation of revenue and profits (Hugos, 2018).
 Legal factors:- The roles of managers in TESCO are adversely affected legal and
lawful obligations, health and safety, consumer protection rights, product labelling
and safety, etc.
 Environmental factors:- The roles of managers in TESCO are positively affected by
this factor as they concentrate pollution targets, business stability and instability,
utilisation of scarce resources, etc which increase consumer support.
M2. Identifying the significance of interrelationship between marketing and other functional
units of organisation
The importance of interrelationship between marketing and other functional units of
organisation are explained below:-
 Utilisation of resources:- The business focus to utilise scarce resources available in
global market as it develops strategic decision making to compete with rivalries.
Managers of TESCO concentrates to fully utilise scarce resources as to attain success
by expansion and growth of business for maximisation of net income and wealth.
 Maximisation of revenue and profits:- Every business target to sell their products at
least-cost effectiveness which attracts consumers to purchase more. Managers of
TESCO attempts to maximise revenue and profits by enlarging their existing and new
consumers which enhance their market share with revenue and profits.
 Meet consumer requirements:- The consumers are king of every organisation which
tends producers to develop product in accordance to meet their requirements.
Managers of TESCO interpret the consumer services as to fulfil the needs, desire and
wants which provides them high level of satisfaction for qualitative products (Martin,
2018).
D1. Critically analyse and evaluate key elements of marketing functions that interrelate with
functional units of organisation
The analysis of key elements of marketing functions that interrelate with functional
units of TESCO organisation are to meet the consumer needs, desire and wants with proper
utilisation of scarce resources. This leads to achieve organisational goals and objectives to
attain success in competitive market by providing high level of satisfaction to its target
market through quality management with least-cost effectiveness.

TASK 2
P3. Comparing various ways of marketing mix which business apply in marketing plan to
achieve objectives
The marketing mix is defined as the set of marketing tools which includes product,
price, place, promotion, people, process and physical evidence which starts from the
production to its consumer service. These elements of marketing play major role in
promoting products to its target market for maximisation of revenue, profitability ratios and
market share.
Elements of Marketing Mix TESCO ASDA
Product:- This refers as
producing the finished good
in accordance with the needs
and wants of the consumers.
If it is not satisfying their
needs, then demand of the
product will decrease and
customers will not pay the
desired amount.
The TESCO products
consists of food, pet care
product, beverages,
technology, electrical and
gaming products, sports and
leisure products, etc. It is
advantageous in developing
large variety of its products
offered in accordance with
the taste and preference of
consumers to meet their
requirements (Pater and
Cristea, 2018).
The products of ASDA are
food, grocery, clothing,
home, entertainment goods,
etc. The company is
beneficial in developing
varieties of products by
providing financial services
such as Credit Card, Travel
Insurance, Personal loans,
etc., that attracts consumers
to purchase more which leads
to maximise revenue.
Price:- The pricing strategy
of the product should be
based on the customer
satisfaction that creates
comparison with other
organisation. It does not
mean that the product should
be sold at cheaper rates
because the customers are
willing to pay more, if the
satisfaction level of the
product is high.
The TESCO maintains its
expenses on production by
implying cost plus pricing
strategy which is to be
charged by consumers for
their satisfaction level. It
plays the most important role
in discriminating the business
with its qualitative products
and price for which
consumers are ready to pay
certain amount.
The ASDA focus on low cost
pricing strategy as it targets
to enlarge consumers in
providing satisfaction by
meeting their needs, desires
and wants with qualitative
products. It is essential for
organisation in maximisation
of revenue and profits to
compete with its rivalries.
Place:- It is described as the
availability of product to its
target market through direct
and indirect channel of
distribution. This removes
the hindrance of place by
providing goods to its
potential consumers which
increase their revenue and
profits.
The TESCO spread its
product while providing it
either online or offline which
reduce efforts for consumers
as they can receive it
anywhere. The company
plays major role in removing
the hindrance of place by
distributing their products
through direct channel to
analyse the change in taste
and preference of their
customers.
The ASDA attempts the
indirect channel of
distribution for promoting
their products through
manufacturers, agents,
wholesalers, retailers and
consumers. The organisation
is advantageous as it
determine the behaviour of
its target market by
identifying their gestures
while purchasing the product.

Promotion:- There are some
tools which create awareness
about organization products
through sharing information
to target audience. Some of
these tools are personal
selling, sales promotion,
advertisement, etc., that are
mostly used in current
scenario at social media for
being connected to existing
and new customers.
The TESCO promotes its
product through print and
social media, which attracts
consumers through their
brand awareness and
positioning. It is beneficial
for businesses for the low
prices which enlarges
consumers and enhance their
market share.
The ASDA promotes its
product through
advertisement, sales
promotion, etc., which
attracts large number of
customer to purchase their
products. It creates
opportunity for business to
survive in competitive
market with consumer
support and loyalty.
People:- This is one of the
most important part of the
business because it is internal
core of the business. It
consists of all the staff
members from the lower
staff, supervisors to
managing director of the
company. Peoples should be
placed as per their ability of
doing work, so that the
procedure of making the
product is distributed to
customers should be done
perfectly.
The TESCO organisation
consists of large number of
employees such as
manufacturers, supervisor,
sub-ordinates, employees,
etc. These collaborate
perform their task in order to
achieve success by
accomplishment of
organisation goals and
objectives (Podnar, 2014).
The ASDA consists of
approximately 160,000
people working in its
organisation. It provides both
on-the-job and off-the-job
training to its workers as to
increase their specialisation
in performing task which
result in efficiency of target.
Process:- This is the
procedure of transferring the
finished goods to the final
consumers. Customers also
pay for the delivery service
provided to them by the
producers.
The procedure of TESCO is
to provide input from raw
material which are further
transmitted in work-in-
progress and then converted
to finished product. it is
beneficial with this process
as it creates opportunity in
expansion and growth of
business in economy.
The ASDA perform certain
activities to achieve its goals
and objectives in order to
attain success. The
organisation is advantageous
with this procedure as to
perform certain task in
various departments that
creates perfection in working
style.
Physical evidence:- It is
described as either goods or
services which are provided
to the customers should have
an physical existence or
evidence at which they are
ready to pay high amounts.
The TESCO focus on the
physical evidence of its
product through producing
it's finished goods with
prescribed details mentioned
on its labelling which
develops the support of
consumers. It is
advantageous by improving
its total quality management
with six sigma, key
performance indicator and
The physical evidence of
Asda includes unlimited
stores, equipment, logo,
websites, brochures, etc. The
Asda plays major role with
its fantastic website which is
easy to access.

benchmarking that enlarge
consumers with loyalty.
M3. Evaluating different tactics applied by organisation to achieve its goal
The various tactics implemented by TESCO organisation to achieve its organisational
goals and objectives are as follows:-
 Brand Positioning:- The managers of TESCO promotes their products to its target
market by positioning it effectively in the mind of consumers which attracts them to
purchase more (Pollock and Edwards, 2019).
 Brand Awareness:- The managers of TESCO create brand awareness by describing
safety measures which are to be implied by consumers while using the product for
their safety.
 Diversification:- The managers of TESCO develop differentiated products that
enlarge consumers for the varieties of different product for particular brand which
increase its loyalty (Sharp, 2016).
TASK 3
P4. Produce and evaluate basic marketing plan for organisation
Strategic Marketing Plan:- This is defined as setting goals and objecitves by
analysing the internal and external environment of business that emphasize competitive
strategies to compete with rivalries. Managers of TESCO attempts to plan new ideas for the
growth of investors in Capital marketing by expanding the use of technology to boost
efficiency. The strategic marketing plan is further classified on various business purposes of
TESCO are as follows:-
Business Purposes Explanation
Mission The mission is to be champion for customers service in helping them
to enjoy better quality of life and an easier way of living.
Vision The vision is to be the most highly valued business which provide
effective consumer service to communities with operation, loyal and
committed colleagues, shareholders,
Plan The strategic marketing plan is to develop new ideas for the growth
of investors in Capital marketing by expanding the use of technology
to boost efficiency.
Objectives The main purpose of TESCO is to provide groceries, electronics and
clothing goods as well as large number of online services.
Strategies The strategies of TESCO focus upon improving customer loyalty by
developing online shopping experience to its customers. Some of
these strategies are as follows:-
 Increase market revenue with 25% in 2 years:- The
managers of TESCO attempts to increase revenue through
supplying finished goods to its end-users for satisfying their
needs with qualitative products (Smith and Stewart, 2014).
 Increase consumer loyalty with 40% :- The managers of

TESCO enlarge their consumers by positioning their finished
goods to consumers by promoting it for their speicalised
features on advertisement, print and social media, etc.
Potential Consumers The potential consumers of TESCO are classified on the basis of
Segmentation, Targeting and Positioning target market, which leads
to emphasize business on particular market for their product. These
are described as under:-
 Segmented Market:- This refers as segmenting the whole
market into small group which provides managers of TESCO
to implement new idea of product for the specific market
with same needs, desire and wants. The organisation target to
fulfill their requirement with differentiated product as to
meet the consumer equilibrium which increase support
(Smith and et.al., 2014).
 Target Market:- It is explained as targeting the particular
group for their specialised demands which are to be satisfied
with unique product. The managers of TESCO focus on this
target market as to provide them high level of satisfaction for
which they are ready to pay high prices which leads to
maximise revenue and profits.
 Positioning Market:- This refers as ability to position
product for their targeted audience by promoting it through
advertisements, sales promotion, print and social media, etc.,
which affects the mind of consumers. This results in increase
of sale with developing brand awareness with consumer
protection laws.
M4. Producing a detailed coherent evidence-based marketing plan for business
The evidence-based marketing plan for TESCO consists of seven phases which are
situational analysis, market intelligence, assessment, research and reality check, test,
expansion and refinement. This enhance the marketing plan by determining various strategies
to compete with rivalries in order to sustain in perfect competitive market.
D2. Design strategic marketing plan that tactically applies the use of 7P’s to achieve overall
marketing objectives
The marketing plan is to develop new ideas for the growth of investors in Capital
marketing by expanding the use of technology to boost efficiency. This emphasize on 7P’s of
marketing mix which creates opportunity for managers to direct and control the employees
actions to increase their effectiveness with proper quality and time management (Van der
Wagen, 2015).
CONCLUSION
From the above discussion it have been concluded that marketing plays the dominant
role in promoting the qualitative products at least-cos effectiveness that attracts consumers to
purchase more of their items. It creates opportunity to develop their competitive advantages
for maximise revenue, profitability ratios and market share of business to compete with its

rivalries. This project analyse the key roles and responsibilities of marketing function which
are channel of distribution, marketing research, setting prices, consumer services, etc. These
functional unites relates to the expansion of organisation for achievement of its goals and
objectives. It provides differentiation between two enterprises through the seven element of
marketing mix that are product, price, place, promotion, people, process and physical
evidence. Apartly, this project evaluates different tactics that are applied in business to
achieve its organisation goals and objectives with producing coherent evidence-based
marketing plan.

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