Marketing Strategies: Uber Eats, Just Eats Comparison & TESCO Plan

This report provides a comprehensive overview of marketing roles and responsibilities within an organization, focusing on the relationships between marketing and other departments such as finance, production, operations management, legal, and human resources. It includes a comparative analysis of the marketing mix strategies employed by Uber Eats and Just Eats, highlighting differences in product offerings, pricing, promotion, and other key elements. Furthermore, the report develops a detailed marketing plan for TESCO, outlining its mission, vision, STP (Segmentation, Targeting, and Positioning) strategies, marketing mix (product, place, promotion, price), budget allocation, and monitoring and controlling mechanisms. The analysis aims to provide actionable insights for improving marketing effectiveness and achieving organizational goals.

Unit 2 Assessment
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Table of Contents
INTRODUCTION .....................................................................................................................3
Roles & Responsibilities of Marketing with other Departments...........................................4
Differentiation of Marketing Mix of Uber Eats & Just Eats..................................................6
Marketing Plan For TESCO...................................................................................................7
CONCLUSION .........................................................................................................................9
REFERENCES.........................................................................................................................10
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INTRODUCTION
Marketing is based on the process in which used by enterprise to promote either
selling or buying a specific products. The purpose of marketing is to establish a strong
interaction with customers. The fundamental concept of marketing includes selling,
advertising and delivering items to the potential clients.
The report will describe the key roles and responsibilities of marketing function. It
will focus on the fundamental concept of marketing and relate to the finance, operations
management, production and human resources. Furthermore, the documentation will discuss
comparison between different enterprises and then applied a marketing mix to planning
process. This will help to achieve desirable goals and objectives of enterprise. At last, it will
produce a specific marketing plan for enterprise.
Roles and responsibilities of marketing function
Marketing function is based on the specialised activity performed by manager within
organisation (Janani and Wiles, 2022). The significant role of marketing function is an
essential to take goods from different place and handle business operational activities. Here
are identified the different roles and responsibilities of marketing function within
organisation.
Responsibilities
 Determine the customer’s needs - It is main function of marketing team to identify
specific demand of potential client. For example- A leader can be established a good
coordination with consumers and understand their specific needs, attitude, behaviour.
Therefore, Marketing team provide the best options for their consumers and fulfil all
essential requirements.
 Track and monitor trends, competition - It is another important responsibility of
marketing team to perform research and identify level of competition. This is
important to manage and control high competition, maintain stable position of
enterprise in marketplace.
 Making high profit rate - Marketing manager is handling the new and innovation in
order to target large number of consumers. In some cases, it should be considered the
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concept of value added packages and fulfil all essential need or requirement for client.
In this way, it may increases sales and production in marketplace.
Roles
1. Conducting campaign management - Marketing manager is actively identifies the
specific products as well as services. In order to focus on the sales cycle, and then
produce best quality of raw materials, communications (Rincon and Puente, 2022).
For example- In M&S, Marketing manager will create materials that help to promote
core items and services. It should be kept up-to-date as resolve queries of individuals.
2. Creating internal communications - Marketing manager needs to be established a
strong internal communication within organisation. In this way, it has become easier
to build a connection with team members. The responsibility of manager is to create a
good coordination with team members.
3. Conduct research and development - the main reason for conducting R&D that
helps to define a specific target markets, opportunities. This kind of marketing
function plays an important role to increase value of business across global world.
Roles & Responsibilities of Marketing with other Departments
Marketing is function of the company which is associated with various other functions
of the company. As the functions of the organization work together they are working
effectively for the development of the company.
Relationship of marketing with finance
Marketing department get their budget of the expenditure from the finance department
which will ensure that they will not spend more than the budget of the company. Also, the
finance department will get the information regarding the customer preferences from the
marketing department. This will allow them while allocating the funds to different functions
of the company. Their relation will ensure that the company is generating more profit as they
will help each other in budget portion as well as information of the customers of the company
(Rangaswamy, and et.al., 2020).
Relationship of marketing with production
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The relationship of marketing and the production department is very important for the
business. It is because production department focus on manufacturing the products with
various innovations. While the work of marketing department is to promote the product and
generate the needs for those products. Also the marketing department helps them for
determining the demand of the consumer either in quality as well as quantity. The production
department do their best for fulfilling the needs of the customer disclosed by the marketing
department (Thabit, and Raewf, 2018).
Relationship of marketing with operations management
This relationship ensures that the consumer get their demand fulfilled on time. As the
marketing department ensures that the operations department know every strategy of the
marketing which make the product distribution such that every target market is covered. The
operations department ensures that they do everything which is disclosed by the marketing
department to them. The operation department will ensure that the product reaches to every
target market on a particular time. This will make sure that the customers are satisfied with
the availability of the product as well as get their demand fulfilled within a timeline (Bolton,
2020).
Relationship of marketing with legal
This relationship is crucial for an organization as it ensures that the company is able
to fulfil the requirement of legal aspects. In this relationship the marketing department will
communicate the strategies formed to the legal department. It is because the legal department
can analyse that the company is fulfilling every criterion of the legal aspects. It protects the
company from any legal suit as they ensure that the company is abiding with every rule
(Mintz, and et.al., 2021).
Relationship of marketing with human resource management
This is important for an organization that their human resource department is
coordinating with the marketing department. The marketing department will ensure that they
communicate with the human resource department about the skills they need in the marketing
person of the company. Whereas the human resource department will ensure that the
company is getting highly skilled employees who will contribute to the growth of the
company. Also the marketing department will be promoting the companies vacancies when
the human resource will communicate with them regarding the employees they need in the
organisation in a limited period of time (Khanta, and Srinuan, 2019).
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Differentiation of Marketing Mix of Uber Eats & Just Eats
Factors Uber Eats Just Eat
Product They are providing the service of
delivering food picked from the
restaurant. The restaurant are
those which are famous in the
city they are providing their
services.
They have wide range of products
such as vegetables, meat, etc. They
also do the delivery of various other
products to the customers for
meeting their needs.
Place Uber eats is present in various
countries. They are mostly
connected through networks
through online platform. This
helps them to reach wide range
of people who are interested in
their services (Mallik, and Farhan,
2018).
Just Eat is also present in various
countries. They are connected with
the technologies in various
countries. They are also planning to
enter into various new countries
where they have not established their
company.
Price Their price strategy is affordable
and adapts competitive pricing.
The competitive pricing strategy
ensures that the company gets
more and more customers who
will remain loyal to the
company.
Just Eat price strategies is higher
than its competitors. It is because the
quality of product they are offering
is better in the quality. The quality is
the main advantage for the company
which attract various new customers.
Promotion Uber eats promotes its brands
with the help of websites and
application. This ensures that the
company's user who are using
the application of uber will want
to use the new services which
they are providing.
Just eat takes help of various social
media platforms and influencers to
promote its products. This helps
them to increase their reach of the
products to various new customers.
This also ensure that they will get
those customers who are not aware
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will also get the idea of the products.
Physical
Evidence
Application & website with their
offices. This ensures that the
customers can recognize their
products from anywhere.
The packaging colour as well
offices. Also, their application and
website. This makes sure that the
customers can easily recognize their
products wherever they are
purchasing.
Process The order is made through the
application and reach to server
then the restaurants. This make
sure that the product is delivered
correctly and fast. This make the
company image in the view of
customer's.
Here also the order is made through
the application then with the help of
technology they get the data. This
helps them to maintain the data for a
longer period of time as well as
complete the delivery as fast as
possible.
People They are employing their
workforce in every ethnicity.
This ensures that the employees
are respecting the culture of
different people. Also, it brings
various innovative ideas to the
company which was not existing
previously (Thabit, and Raewf,
2018).
They are employing the workforce
from scatter areas. This ensures that
the work environment have various
people of different ethnicity. This
helps the employees to work easily
and respect the culture of the other
person. Also, it brings various
innovative ideas to the company
which was not existing previously
(Lim, 2021).
Marketing Plan For TESCO
The marketing plan of the company helps them to cater to the needs of the customer's
as well as deliver what image they want of themselves.
Mission
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The mission of TESCO is to have wide scope of expansion which will be done with
the help of marketing dependent on the various platforms.
Vision
TESCO vision is they want to be one of those business which is valued by their
customers. This also include their shareholder as well as their employees.
STP
The STP marketing helps the company to reach its goals and provide their products to
various people. This marketing strategy ensures that the needs of the customer's is fulfilled.
 Segmentation – Segment for the TESCO will be catering to the needs of the every
age group. Those people whose income is either low of middle can afford their
products. The personality should be easygoing as well as have positive attitude.
 Targeting – The target market for TESCO is those who are cost-conscious as well as
needs quality products.
 Positioning – The positioning of TESCO consist of various strategies such as
experiential & multi segment. This will ensure that the consumer know what type of
product TESCO deals with.
Marketing Mix
 Product - Tesco provide various category of products with a big amount of variety
whether it's branded or local. Some of their product category list are mentioned
below:
◦ Accessories & Apparels
◦ Automation & Games
◦ Well Being & beauty related
◦ House Electronics
◦ Amusement & Study related, etc.
 Place - They have 2 way of distributing the product to various country's which is
Offline & Online. It has around 7000 Outlets all over the world. Also, having various
size of outlets whether it is small or big and on this basis they have different brands.
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 Promotion – They are doing the promotion on the social media which attract various
customer. For which they need various connections and tools which help them to
promote their brand on the social media.
 Price - They try to provide the product at as low price as possible without even
compromising the quality. For achieving this they contact various distributors who are
ready to sell at the reasonable prices.
Budget
Maintaining the platforms £5000
Partnership with influencer £4000
Social media promotions £5000
Technologies £7000
Total £21000
Monitoring & Controlling
The company monitor and control its marketing activities by setting some criteria for
every work which will be done regarding the strategy. It will ensure that the employees know
the quality of work they have to provide to their company. They will also monitor the
activities which is being done on the various social media platforms. This will ensure that the
company will get good results of the campaign which they have run for their social media
platform.
CONCLUSION
In above discussion, it has been summarized the concept of marketing. It can be identified the
roles and responsibilities of marketing function, relates to the concept of marketing in terms
of finance, operations management, production and human resources.
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REFERENCES
Books and Journals
Bolton, R.N., 2020. The long view on the responsibilities of business and marketers. Journal
of Macromarketing. 40(3). pp.332-335.
Janani, S., Christopher, R.M., Nikolov, A.N. and Wiles, M.A., 2022. Marketing experience of
CEOs and corporate social performance. Journal of the Academy of Marketing
Science, pp.1-22.
Khanta, F. and Srinuan, A.P.D.C., 2019. The relationships between marketing mix, brand
equity, lifestyle and attitude on a consumer’s private product brand purchasing
decision. African Journal of Hospitality, Tourism and Leisure. 8(5). pp.1-14.
Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing. 29(5). pp.453-469.
Mallik, A. and Farhan, S.N., 2018. Customer Centric Approach Using 7ps of Marketing Mix.
International Journal of Innovative Knowledge Concepts. 6(11). pp.136-149.
Mintz, O. and et.al., 2021. The right metrics for marketing-mix decisions. International
Journal of Research in Marketing. 38(1). pp.32-49.
Rangaswamy, A. and et.al., 2020. The role of marketing in digital business platforms.
Journal of Interactive Marketing. 51. pp.72-90.
Rincon, M.L.C., Diaz, M.L.A. and Puente, R.C., 2022. Is entrepreneurship enough to achieve
superior performance in SMEs in emerging countries? Multiple mediation of market
orientation and marketing capabilities. Journal of Entrepreneurship in Emerging
Economies.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case study.
International Journal of Social Sciences & Educational Studies, 4(4).
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case study. International
Journal of Social Sciences & Educational Studies, 4(4).
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