Marketing Essentials: Roles, Mix, and Marketing Plan for Tesco

This report provides a detailed analysis of marketing essentials, focusing on the key roles and responsibilities of the marketing function within an organization, specifically using Tesco as a case study. It examines the importance of the marketing department's interrelationships with other departments such as production, finance, HR, sales, R&D, and IT, highlighting how these collaborations contribute to overall business success. The report further compares different organizations' application of the marketing mix elements and evaluates the tactics used to achieve business objectives. A significant portion is dedicated to the development and evaluation of a detailed marketing plan, offering insights into strategic marketing approaches. The conclusion summarizes the key findings, emphasizing the critical role of marketing in driving business growth and achieving organizational goals. The report covers topics such as communication with customers, differentiation from competitors, customer service culture, increasing profitability, listening to customer needs, tracking trends, brand values, and setting marketing goals.

Marketing
Essentials

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1: Key roles and responsibilities of marketing function.........................................................................3
P2: Roles and Responsibilities of marketing in a wider organizational context.......................................4
M1: Analysis of the roles and responsibilities of Marketing....................................................................6
M2: Significance of interrelationships.....................................................................................................6
D1: Critical analysis and evaluation of key elements of the Marketing function.....................................6
TASK 2..........................................................................................................................................................6
P3: Comparison of the ways in which organizations apply the Marketing mix........................................7
M3: Evaluation of tactics used by the Business Organizations for attainment of business objectives....8
TASK 3..........................................................................................................................................................8
P4: Marketing plan..................................................................................................................................8
M4: Producing of a detailed marketing plan.........................................................................................10
D2: Designing of a strategic marketing plan..........................................................................................10
CONCLUSION.............................................................................................................................................11
REFERENCES..............................................................................................................................................12

INTRODUCTION
Marketing refers to the different types of activities which are carried out by the Business
Organizations which help them in ensuring that they are able to raise the awareness level among
the different types of customers in the market about their products and services effectively and
efficiently (Ali and Anwar, 2021). This will be quite helpful in ensuring that the attainment of
the short-term, medium-term and long-term goals and objectives in the future can be attained in
the right manner. The Marketing Department of the organizations is therefore required to make
sure that an appropriate approach is undertaken for the purpose of attainment of the short-term,
medium-term and long-term marketing goals and objectives in the future in a proper manner
which will help in ensuring that the sales revenue can be enhanced and the overall profitability
level can be increased effectively and efficiently. This report is based on Tesco. It is a British
Retail Company which provides different types of products and services to the customers in the
market. In this report, a specific focus will be made on explanation of the role of marketing and
its interrelation with other departments, comparison of the ways in which the organizations make
the use of the elements of the marketing mix. Additionally, specific analysis will be made on
Development and Evaluation of a basic marketing plan.
TASK 1
P1: Key roles and responsibilities of marketing function
There are various types of key roles and responsibilities which are played by the
Marketing Function within the organizations (Cao and Tian, 2020). It is important to understand
them so that the right actions can be taken by the Marketing Managers effectively and efficiently.
The Marketing Function plays the following roles and responsibilities in Tesco-
Roles-
 Communicating with the customers- The Marketing Department makes sure that it is
able to ensure communication with the customers of the organization. This can be quite
helpful in ensuring that their needs and requirements can be identified and can be fulfilled
accordingly (Chatterjee and Kar, 2020). In Tesco, this is an important role which the
Marketing Department has to play.
 Differentiation from the competitors- The Marketing Department in the organizations
ensures that a marketing strategy can be prepared which can be quite helpful in ensuring
that the attainment of the future goals and objectives can be done in the right manner. For
a company like Tesco, this can be useful in ensuring that it prepares such a strategy
which ensures that it can attain a strategic and competitive edge over the competitors in
the market.

 Customer service culture- The Marketing Department in the firms has to ensure that a
Customer service culture can be created which will be quite helpful in ensuring that the
different types of customers can be served in a right manner and thus the attainment of
the future goals and objectives of the organization can be carried out in a proper manner.
In Tesco, this can be helpful in ensuring that the customer satisfaction level remains on
the higher side in the future.
 Increasing the profitability- The Marketing Department in the companies is required to
make sure that there can be an increase in the overall profitability level of the
organizations (Chou and et.al., 2020). This can be quite helpful in ensuring that the
various types of goals and objectives can be attained in the right manner and thus this can
be quite helpful in raising the overall level of efficiency and effectiveness.
Responsibilities-
 Listening to customer needs- It is important for the Marketing Department in the
companies to make sure that the identification of a wide range of customer needs can be
done and therefore the appropriate actions can be taken in the right manner so that these
customer needs can be fulfilled quite effectively and efficiently (Dash, Kiefer and Paul,
2021). Thus, it is important for a company like Tesco that its Marketing Department is
able to listen to the customer needs and can fulfill these needs in a proper manner.
 Tracking of trends and monitoring of competition- In the Marketing Department, it is
quite crucial that the tracking of trends and monitoring of competition can be done which
will be helpful in ensuring that the identification of the ways in which the overall level of
profitability can be enhanced can be done and thus the use of appropriate ways can be
made (Daviet, Nave and Wind, 2020). Therefore, In Tesco it is quite important that it is
done in the right manner.
 Work and Brand Values- The Marketing Department of the organizations is required to
make sure that the Work and Brand Values can be set by it which will help in ensuring
that that the functioning of the company can be smooth (Moro Visconti, 2020). In a
company like Tesco, it will be helpful in attracting the different types of customers.
 Setting of the marketing goals and objectives- In the Marketing Department of the
organizations it is quite crucial that the marketing goals and objectives which are required
to be attained in the future are set so that the use of the appropriate methods and
techniques can be made which will be quite helpful in ensuring that the attainment of
these goals and objectives can be done in the right manner effectively and efficiently.
P2: Roles and Responsibilities of marketing in a wider organizational context
In the organizations, it is highly necessary that the marketing department is able to ensure
that it can establish the right interrelationships with the different types of departments. The
explanation of these interrelationships can be made in the following manner-
Interrelationship of Production and Marketing Department- In the organizations,
The Production Department has an important role to play because it has to forecast the needs and

requirements of producing the goods to an optimum capacity of the organization. Therefore, in
this way it is highly essential for the Production Department to cooperate and coordinate with the
Marketing Department because it will be helpful in making the products reach the customers in
the market. Therefore, In Tesco such an interrelationship is highly essential so that the goals and
objectives are attained.
Interrelationship of Finance and Marketing Department- It is necessary that the
Finance and Marketing Department in an organization are able to cooperate and coordinate with
each other which therefore are helpful in ensuring a smooth functioning of the organization in a
right way (Dwivedi and et.al., 2020). It can be done as the Finance Department can provide the
Marketing Department with the required amount of funds so that the different types of activities
of the Marketing Department can be carried out effectively and efficiently which will be helpful
in the attainment of the goals and objectives. In Tesco, it can be helpful in ensuring the
attainment of a higher-level of efficiency and effectiveness in a proper manner.
Interrelationship of HR and Marketing Department- It is quite crucial that the HR
and Marketing Department within a company are able to cooperate and coordinate with each
other so that the functioning of the organization can be carried out smoothly (Dzwigol, 2020).
The HR department can forecast the employee requirements of the Marketing Department and
thus it can make sure that the appropriate methods and strategies can be used so that these
requirements can be fulfilled. This will be quite helpful in ensuring that the goals and objectives
can be attained in the future.
Interrelationship of Sales and Marketing Department- In the organizations, it is
absolutely crucial that an interrelationship can be established between the Sales and Marketing
Department (Henseler and Guerreiro, 2020). This is required because the Sales Department
requires that the Marketing Department prepares strategies so that the overall sales of the
organization can be enhanced and therefore it can result in an enhancement in the overall level of
profits effectively and efficiently in the right manner. For a company like Tesco, it becomes
quite important that this type of interrelationship can be established so that it is able to ensure
that the attainment of the future goals and objectives can be carried out appropriately.
Interrelationship of R&D and Marketing Department- In the firms, it is quite
important that the R&D department is able to cooperate and coordinate in the right manner with
the Marketing department which can help them to be able to ensure that the overall goals and
objectives in the future can be set and they can be attained in the right manner effectively and
efficiently (John and De'Villiers, 2020). In Tesco, it is quite important that the establishment of
this interrelationship can be done because such kind of interrelationship is required so that the
R&D department is able to research on the new needs and requirements of the customers and the
Marketing department can design appropriate strategies so that these needs and requirements can
be fulfilled.

Interrelationship of IT and Marketing Department- In the organizations, it is crucial
that the IT department is able to establish interrelationships with the Marketing department. This
can be done by ensuring that both of these departments are able to ensure that the attainment of
the future goals and objectives can be done. The IT department has to make sure that it uses its
technology in a better way and provides the Marketing department with different types of options
in terms of the use of technology. Therefore, this will be helpful in the attainment of the future
goals and objectives effectively and efficiently in the future in the right manner.
Thus, in this way it can be said that it is necessary for the different types of departments
in an organization that they are able to establish a particular link with the Marketing department
effectively and efficiently so that the attainment of the future goals and objectives can be carried
out appropriately (Musarra and Morgan, 2020). Therefore, the marketing department of Tesco
will be able to ensure that in this way it is able to increase the overall level of sales of the
different types of products within the company in the right manner by targeting the customers.
M1: Analysis of the roles and responsibilities of Marketing
The Marketing Department in the organizations is required to make sure that it plays
different types of roles and responsibilities so that the goals and objectives can be attained. Thus,
the Marketing Department in Tesco is also required to ensure that it plays its roles and
responsibilities in a proper manner and ensures that it is able to make use of the appropriate
techniques and methods so that the efficiency and effectiveness can be developed in a right
manner in the organization.
M2: Significance of interrelationships
It is quite necessary that the establishment of the different types of interrelationships
within the organization is carried out so that the cooperation and coordination of the different
types of departments with the Marketing Department can be established which will be quite
helpful in ensuring that the attainment of the future goals and objectives can be carried out in a
better manner. Tesco has to make sure that its management is able to understand the significance
of these interrelationships and thus can ensure that the attainment of the future goals and
objectives can be done by it in a better manner.
D1: Critical analysis and evaluation of key elements of the Marketing function
It is quite important in the organizations that the Marketing function is used appropriately
so that it can set out short-term, medium-term and long-term goals and objectives to be attained
in the future and thus is able to ensure that it can effectively and efficiently attain them. In Tesco,
it is quite necessary that the Marketing Department is able to set out these goals and objectives
which will be helpful for the company in the future as it will be able to attain a strategic and
competitive advantage over its competitors in the market.

TASK 2
P3: Comparison of the ways in which organizations apply the Marketing mix
Organizations tend to make the use of different types of methods and techniques in which
they apply the Marketing Mix effectively and efficiently (Kohli and Haenlein, 2021). Therefore,
it is quite important for them that they are able to make the use of Marketing Mix in a better
manner so that their marketing strategies in the future can be successful. The comparison of the
ways in which the organizations apply the Marketing Mix is as follows-
Basis Tesco Sainsbury’s
Product Tesco provides a wide range
of retail products to the
customers and ensures that it
enhances their satisfaction
level. It has different types of
goods to offer to the
customers.
Sainsbury’s also offers a wide
range of goods to the
customers in the market. It
ensures that the customers are
able to trust its goods in the
market because of the superior
value provided by them.
Price Tesco makes the use of the
Price Skimming Strategy for
some of its new products and
services in which initially a
higher price is set and
gradually the price is lowered
as the product becomes older.
Sainsbury’s makes the use of
the Penetrating Pricing
Strategy in which it keeps low
price of the goods initially so
that the different types of
customers in the market can
be targeted.
Place Tesco has set up its stores all
across the world and therefore
in this manner it can ensure
that it is able to provide the
wide range of facilities to the
different types of customers in
a highly effective manner.
Sainsbury’s has set up its
stores all across the world and
provides its products and
services to the wide range of
customers effectively and
efficiently which can help
them a lot in the future.
Promotion Tesco makes the use of
aggressive promotional
strategies so that it is able to
target its wide range of
customers in the market and
can ensure that they can be
made aware about the
products and services of the
company.
Sainsbury’s makes sure that
the use of the promotional
strategies can be made by it so
that it is able to ensure that the
customers are made aware
about its products and services
which it provides to the
customers in the market.
People Tesco makes sure that it
provides its staff members
with the right opportunities so
that they grow in their
Sainsbury’s takes care of its
employees by providing them
with the right compensation
and also provides them a wide

respective roles and thus in
this way takes the care of its
staff members.
range of benefits. In this way
it ensures that it takes the care
of its staff members.
Process In Tesco the use of both online
and offline modes is made so
that the different types of
products are provided to the
customers quite effectively
and efficiently.
In Sainsbury’s also the use of
both online and offline modes
can be made which will be
quite helpful for the company
to be able to make sure that it
can attain its goals and
objectives in the right manner
by providing its products and
services to the customers.
Physical Evidence In Tesco the proof of purchase
is provided to the customers
through the receipt which is
given to them at the time of
purchase.
In Sainsbury’s also the
customers are provided with a
receipt which validates their
purchase.
M3: Evaluation of tactics used by the Business Organizations for attainment of
business objectives
It is quite necessary for the Business Organizations that they are able to make sure that
they can effectively and efficiently attain the business objectives by ensuring that the marketing
strategies which they are using can be developed appropriately and in the right way so that the
management of the strategies and methods can be made in a right manner and thus the marketing
strategies can become successful in the future.
TASK 3
P4: Marketing plan
A Marketing plan refers to a plan in which a detailed structure is created which enables
the organizations like Tesco to make sure that the different types of goods and services can be
provided to the customers effectively and efficiently (Kukartsev and et.al., 2020). Therefore, it is
quite necessary that the use of the following Marketing plan can be made by Tesco for the
purpose of ensuring that the sales of its products and services can be increased-

Marketing plan
Particulars Details
Vision Tesco’s vision is to become the highest valued business which it
aims to become by ensuring that it serves customers, communities,
colleagues and the shareholders in the right manner (Ndofirepi,
Farinloye and Mogaji, 2020).
Mission Tesco’s mission is to ensure that it is able to provide its customers
with the products which help in ensuring their higher satisfaction
level (Sample, Hagtvedt and Brasel, 2020).
Marketing goals and
objectives
 To bring an enhancement in the overall level of sales
revenue in the future.
 To ensure that the market share can be increased.
 To introduce new products and services in the market.
 To identify the new segments in the market where the goods
and services can be provided to earn higher-level of profits.
STP framework Segmentation- Tesco will segment its customers so that it can
identify the customer segment which is required to be targeted in
order to earn higher-level of profit in the future (Tong, Luo and Xu,
2020).
Targeting- Tesco will target its customer by making the use of
aggressive approaches which will enable it to ensure that the
customers can be attracted towards its products and services.
Positioning- Tesco will position its products and services in the
market in such a manner so that it is able to identify the scope of
earning higher-level of profits in the future in the right manner.
Marketing strategy Product- Tesco will make sure that it targets its customers by
providing wide range of products in the market.
Price- Tesco will make the use of penetrative pricing strategy which
will enable it to be able to launch the new products and services in
the market.
Place- Tesco will make sure that it sets up its stores in the different
places in the world which will enable it to be able to target a wide
range of customers.
Promotion- Tesco will make the use of aggressive promotional
methods and techniques so that it is able to attain its goals and
objectives.
Competitive analysis Tesco will make the use of Competitive analysis in order to ensure
that it is able to find out the strategies and methods which its
competitors are using in the market so that it can use the appropriate
strategies and methods so that the attainment of the future goals and
objectives can be done (Yasa and et.al., 2020).

Budget Particulars Amount (In Pounds)
Admin Exp. 40000
Marketing Exp. 80000
Promotional Exp. 60000
Controlling and Monitoring Exp. 15000
Other Exp. 5000
Total 200000
M4: Producing of a detailed marketing plan
It is quite important for the organizations like Tesco that they are able to make sure that
the preparation of a detailed marketing plan can be done which will be quite helpful for the
company in ensuring that it is able to target the different types of customers and ensure that they
can be targeted by making the use of appropriate marketing strategies. Thus, in this way it can be
said that it is quite necessary for the Marketing department of the company that it is able to
prepare this plan so that the strategic edge over the various types of competitors in the market
can be attained which will be quite helpful for the company in the future.
D2: Designing of a strategic marketing plan
A strategic marketing plan is required to be designed by the organizations like Tesco
which will enable them to ensure that they are able to effectively and efficiently attain the wide
range of goals and objectives in the future in the right way. Therefore, it is quite important for
the people who are working in the Marketing Department of the company that they are able to
ensure that they can help the company a lot by ensuring that the overall strategic goals and
objectives can be attained which will help the organization a lot as it will gain more market share
and will be able to ensure that through gaining more market share it is able to attain its strategic
goals and objectives in the future in the right way effectively and efficiently.

CONCLUSION
From the above report, it can be concluded that Marketing refers to the different types of
activities which can be used by the Business Organizations so that they are able to ensure that
they can attain their goals and objectives in the future effectively and efficiently in the right way.
Through its use, the firms can ensure that the awareness level of the customers about their
products and services can be enhanced which can help in enhancing the level of sales and can
also help in increasing the level of profitability. There are various types of roles and
responsibilities of Marketing function. These roles and responsibilities also relate to a wider
organizational context. There are different types of ways in which the organizations make the use
of Marketing Mix. The use of a Marketing plan is helpful in ensuring that the Marketing goals
and objectives can be set for the future and therefore the marketing goals and objectives can be
attained in the right manner effectively and efficiently.

REFERENCES
Books and Journals:
Ali, B. J. and Anwar, G., 2021. The Effect of Marketing Culture Aspects of Healthcare Care on
Marketing Creativity. Ali, BJ, & Anwar, G.(2021). The Effect of Marketing Culture Aspects of
Healthcare Care on Marketing Creativity. International Journal of English Literature and Social
Sciences. 6(2). pp.171-182.
Cao, G. and Tian, N., 2020. Enhancing customer-linking marketing capabilities using marketing
analytics. Journal of Business & Industrial Marketing.
Chatterjee, S. and Kar, A. K., 2020. Why do small and medium enterprises use social media
marketing and what is the impact: Empirical insights from India. International Journal of
Information Management. 53. p.102103.
Chou, S. F. and et.al., 2020. Identifying the critical factors of customer behavior: An integration
perspective of marketing strategy and components of attitudes. Journal of Retailing and
Consumer Services. 55. p.102113.
Dash, G., Kiefer, K. and Paul, J., 2021. Marketing-to-Millennials: Marketing 4.0, customer
satisfaction and purchase intention. Journal of Business Research. 122. pp.608-620.
Daviet, R., Nave, G. and Wind, J., 2020. Genetic Data: Potential Uses and Misuses in
Marketing. Journal of Marketing, p.0022242920980767.
Dwivedi, Y. K. and et.al., 2020. Editorial introduction: Advances in theory and practice of digital
marketing.
Dzwigol, H., 2020. Innovation in Marketing Research: Quantitative and Qualitative Analysis.
Henseler, J. and Guerreiro, M., 2020. Design and marketing: Intersections and
challenges. Creativity and Innovation Management. 29. pp.3-10.
John, S. P. and De'Villiers, R., 2020. Elaboration of marketing communication through visual
media: An empirical analysis. Journal of Retailing and Consumer Services. 54. p.102052.
Kohli, A. K. and Haenlein, M., 2021. Factors affecting the study of important marketing issues:
Implications and recommendations. International Journal of Research in Marketing. 38(1). pp.1-
11.
Kukartsev, V. V. and et.al., 2020. Features of evaluating the effectiveness of industrial enterprise
marketing activities. In IOP Conference Series: Materials Science and Engineering (Vol. 734,
No. 1, p. 012081). IOP Publishing.
Moro Visconti, R., 2020. The valuation of digital intangibiles. Technology, marketing and
internet.