Marketing Essentials Report: Tesco PLC Marketing Analysis

This report provides a comprehensive analysis of Tesco PLC's marketing strategies, focusing on the key roles and responsibilities within the marketing function. It delves into the application of the 7Ps of the marketing mix to achieve organizational objectives, examining how Tesco implements these strategies in its marketing planning process. The report also explores the interrelation of the marketing department with other departments within Tesco and evaluates the marketing plan, including a detailed marketing plan for the organization. Furthermore, it provides a comparative analysis, highlighting how Tesco's strategies compare to those of its competitor, Aldi. The report covers topics such as market research, promotional tools, and brand development, emphasizing how these elements contribute to Tesco's overall success in the market. The report concludes with an evaluation of the marketing plan and provides strategic recommendations for improving marketing performance.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ..........................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
M1...............................................................................................................................................3
D1 ...............................................................................................................................................3
P2&M2 Roles and responsibilities of marketing related to wider organisational context ........3
TASK 2............................................................................................................................................6
P3 Application of marketing mix to marketing planning process in achievement of
organisational objectives ............................................................................................................6
M3 Different tactics applied in the organisation to demonstrate how business objectives can
be achieve..................................................................................................................................10
TASK 3..........................................................................................................................................10
P4 Evaluation of marketing plan for an organisation ...............................................................10
M4 Produce a detailed coherent evidence based marketing plan for an organisation.............12
D2 Design a strategic marketing plan that tactical y applies the use of the 7p's to attain overall
performance ..............................................................................................................................12
CONCLUSION .............................................................................................................................12
REFERENCE.................................................................................................................................13

INTRODUCTION
Marketing is the procedure of selling and buying of different products in marketplace.
There are various tools and techniques which are adopted by various companies in order to
enhance the selling and purchasing of various products to loyal in marketplace. There are
different methods and processes which are ascertain by organisation in order to increase
profitability of organisation in proper manner (West, 2012). There are different tools and
techniques which are ascertain by different organisation which aids to manage the various
functions of marketing and controls unwanted activities of organisation in proper manner. Th
chosen organisation is Tesco Plc; which is a multinational company which provide different
grocery and general merchandise retailing services. This organisation provide various grocery
products and services to its loyal customer. In this report it includes roles and responsibility of
marketing manager of company implementation of 7P's of marketing mix which helps to
determine strategies which are ascertain by its competitor Aldi in order to expansion of business
in other sector.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing : It is very important function which is ascertain by marketing manager of different
companies. There are various types of grocery products to different customer. It also aids to

enhance rate of sales of various products in marketplace. This is also termed as the medium by
which the marketing manager can communicate, deliver and exchange the rate of sales of
different products and exchange of different customer, partner, society. This is also related with
the different types operations which are related with various types of research in order to know
demand and desire of different customer. In order to supply different products, organisation
needs to implement effective supply chain management system which aids to fulfil desire and
demand of different customer. There are different types of functions of marketing such as
dynamic market, situational marketing and other different types of marketing trends which aids
to develop concept of market.
Marketing process: This is concerned with the different strategies which are
implemented by marketing department which aids to perform different types of functions of
marketing. Functions of marketing explains the roles an responsibility of various employee
which are working in various department. There are different steps which re involve in this
process like accomplishment of mission determining different conditions, achieve objective,
making different types of marketing strategies and plans. The process which are accomplish by
the management of Tesco which are given below:
Mission: The main aims of marketing department of the Tesco is to make healthy
relationship with different customer present in the marketplace. As this organisation provide
various types of grocery products and many other service to the customer at reasonable price.
The management of company of Tesco provide prepares different types of strategies and plans
which aids to goals and objectives of company (Gummesson, 2011).
Situational Analysis: This is the process which helps to analysis the internal and
external factors which affect different types of functions of business. Marketing department of
Tesco ascertain these strategies in order to determine the strength and weakness of organisation.
Objectives: The marketing management of company requires to set various objectives
which are based on different types of objectives of employee working in the company which aids
to accomplish different type of functions of the organisation in effective manner. It helps to make
effective decision making process.
Strategic and evaluation: This is the last steps of functions of marketing in which the
marketing manager of Tesco prepare different types of strategies on the basis of collection of

various data and information which are gather from other different phase. 7P's for marketing
mix plays a signifiant roles in completion of various types of functions of company.
Roles and responsibilities: There are different roles and responsibilities which are accomplish
by the manager of Tesco (Davidson, 2012). These activities aids to enhance the rate of sales of
various products and it aids to increase the profitability of the organisation. There are different
roles and responsibilities which are given below: Research about market: It is duty of marketing manager to perform various research for
determining the various trends which are used by different companies present in the
marketplace. It also helps to analysis various demand and desire of customer and
various others. This helps to determine strategies which are ascertain by its main rivals
Aldi and many other competitor present in the marketplace. These strategies aids to
attract large number of customer in the marketplace. Promotion of organisation products: The manager of the company needs to ascertain
various types of promoting tools and techniques which aids to explore the business in
proper manner.
 Brand development: The marketing manager of company needs to complete various
functions which aids to ascertain trust of different customer and it also aids to ascertain
strong brand in the market (Cavusgil and et. al., 2014).
M1
There are various types of roles and responsibility which are perform by the marketing
department of Tesco which are given below: Coordination: This helps to establish effective environment within the organisation
which aids to maintain coordination to accomplish various types of functions which are
accomplish by the company. This helps to controls unwanted activities of organisation
and also perform various functions in stipulated time period.
 Smooth production of products: various types of research are conduct in the market
on the basis of outcome of research it aids to perform different types of functions of
company in stipulated period and also maintain effectiveness in environment.
D1
The major factors of marketing which are related to the various functions which are performed
by the different department which are given below:

 there are various types of market research which are related with department which are
ascertain by organisation in effective manner which are based on the result ascertain by
the research.
 Recognition of demand helps to proper implementation of the allocation of different
resource and give effective service to various customer present in the marketplace.
P2&M2 Roles and responsibilities of marketing related to wider organisational context
Interrelation on marketing department with other department of Tesco
In every organisation, marketing department plays a significant roles in completion of
different activities in a stipulated time period. This department coordinates with the other
department in order to perform different activities which are related to various functions of
marketing. It also aids to maximise the level of profit of company. So it is duty of company to
develop proper marketing department which helps to accomplish different functions of
marketing which are interrelated with department which helps to perform various types of
functions of the organisation (Hugos, 2018). Tesco is multinational grocery and general
merchandise retailer which provide different types of function of organisation which is
controlled by the marketing department. It aids to take different types of order from the different
customer which aids to accomplish goals and objectives of organisation. Marketing department
plays a significant role in maintaining effectiveness while performing various types of strategies
implemented by the organisation. There are various types of functions of organisation which are
accomplished only with coordination of marketing department. Because this department provide
various information which helps to accomplish different types of work in order to enhance
effectiveness in performing various activities. So, the marketing department affect other
functions of organisation in effective manner (Mitchell, 2012). The marketing department of
Tesco perform various types of activities which are related to functions of marketing: Operation department: There are various department of organisation which are
interrelated to the operational department. It is duty of the marketing department to
conduct marker research. This aids to analysis the different demand by the customer
which are concerned with the different delivery of grocery products with in stipulated
time period.
 Finance department: This is most essential department of the company. Marketing
department of the company helps various department by providing relevant information

about the different aspects of marketing. This department aids to allocate different
resources in order to arrange funds for accomplishment of financial activities of
organisation in effective stipulated time period as per the requirement made by the
organisation.
Human resource department. Human resource department is most important department
which includes various functions of organisation it helps to accomplish all functions of
organisation in effective manner (Durand and Barlow, 2012). HR department acquire different
information which is given by the organisation.
Importance of marketing role of Tesco
In order to attain goals and objectives of the organisation the marketing
department plays a significant roles in order to accomplish different types of activities of
organisation in stipulated time period. Tesco implement various types of promotional tools
which aids to attract large number of customer at market (Rowley, 2016). It implement different
types of strategies in order to advertise and promote various products like social media,
electronic media etc, these methods plays an essential roles which make effective promotion and
advertisement. There are some importance of marketing roles which are given below: Higher sales: there are different types of marketing functions which helps to increase
the rate of sales of different products which are provided by the organisation.
Advertisement of the different grocery products which leads to attract large number of
customer which helps to increase the profitability of the organisation. It also helps to
attract large number of revenue and capture large number of shares in marketplace
(Smith, 2012).
 Competitive advantages: In order to conduct different types of research marketing
department of Tesco plays a significant role in order to gain competitive advantage in the
market. Company implement different types of policies and strategies which helps to
stand before its main rivals Aldi.
 Company reputation: There are various types of marketing operation which are
implemented by the company in order to provide different types of service to the
customer. Organisation put its effort in order to delivery of different types of products to
the customer. This leads to attain a sustainable brand image of organisation in proper
manner.

Importance of interrelationship of marketing department with other department
there are various types of functions of organisation which are perform because of the different
department performing there task in the organisation which are explains below:
 Reduction of cost: There are various types of strategies which are used by the
organisation in order to compete its different rivals present in market. The marketing
department of Tesco decrease cost of different products as compare to price of different
products of of Aldi. It also provide different types of grocery products which are
produce as per the demand of the customer. This helps to manage unnecessary activity of
the organisation in proper manner ( Collins and Stern, 2012).
 Removal of confusion: The marketing department provide various types of relevant
information which are about the different condition of market which helps to attain
effectiveness in the performance of organisation. This helps to remove various types of
controversies between various department which are concerned with the different
activities which is performed by the department.
TASK 2
P3 Application of marketing mix to marketing planning process in achievement of organisational
objectives
Marketing mix is the important factor which helps to perform different type opf functions
of the organisation in proper manner. This helps to maximise the level of profit of the
organisation in proper manner (Kahn, 2014). The element of marketing mix are such as
products, price, place, promotion, process physical environment, people. These aids to prepare
effective policies which helps to perform different types of functions of organisation. It also
helps to prepare effective strategies which are concerned with the expansion of business
activities in different sectors. It aids to accomplish various types of activities of organisation. It
also aids to accomplish various types operation of organisation in stipulated time period. The
element of marketing mix is to prepare plan for the expansion of business in the existing as well
as new market. It aids to accomplish different types of functions of organisation in effective
manner.
Comparison of marketing mix of two different organisation like Tesco and Aldi which are given
below:

Basis Tesco Aldi
Products Tesco provide a wide range of
products which includes food,
clothing, electronics, financial
service and many others. This
ever to to expanding product
line caters to every possible
need of its consumers and it
expanded into online
marketing sector.
Aldi has a strong customer
base because of the effective
pricing strategies and provide
different types of cheap
quality of products to the
customer in stipulated time
period.
Price Tesco attempts to maintain as
low as low price as possible
without reducing the quality of
different products of running
itself in loss. In order to pass
all cost advantages to its
customers and keep them
happy it uses a large number
of measures which is concerns
about the economies of scales
it enjoys.
Aldi implement strategies of
unit pricing strategies which
includes for the different
groceries products so that
customer can easily compare it
also charges low price for the
new products so that they can
enter in the market and gain
share quickly.
Place The headquarter of Tesco is in
Chestnut, Hertfordshire,
England it stores are spread far
and wide in the whole world. It
consists of two main channels
of distribution for its products
and services by online medium
and offline medium. Its offline
forum has stores of six various
Aldi group has more than 8000
stores in almost 18 nations. It
keeps the layout of the store
very simple to have minimum
cost for the customer. Aldi
procure all the products in bulk
from different supplier and
store them at local place.

kind like Tesco Express, Tesco
Extra, Tesco Metro and many
others. It make use of smaller
stores for easier accessibility.
Its online forum is used by the
customer in order to purchase
different types of products and
services
Promotion The biggest advantages of
Tesco is to provide different
products at low prices. This is
what sets it apart from other
supermarket chain, it major
objectives is to improve the
image of brand by reducing
cost and being true to its word.
The promotion activities under
its marketing mix strategies is
comprehensive. Claming it t be
a cost saving strategies Aldi do
not invest negligible amount
for promotion and does not
keep a marketing department.
People Tesco excellence sales
assistants are also greatly
responsible for its success it
uses the programs like
Colleague privilege car save as
you earn it employee are
highly competent and well
compensated for this
contribution in making Tesco a
success (Askeland and Wright,
2013).
Aldi has lower the customer
service than its main rivals as
employee do not assist in
products selection this is
because Aldi has very thought
fully put store layout where
everything is divided into
sector.
Physical evidence The Tesco stores are not
overly elaborate like those of
other grocery stores. This is
Aldi is globally renowned for
simplest business process
standardisation and global

because Tesco doesn't see the
point in spending more than
the necessary amount of
money on furbishing its stores.
pricing 85% of the stock at its
stores has items from home
brand and the rest are from
well recognised brands.
Process The process aspect of a
marketing mix in Tesco to the
process of keeping its
customers happy by speedy
billing services and easy
acquirement of product in its
stores offline as well as online.
Aldi by its sheer layout makes
product finding very easy and
thus customers generally select
the products on their own
which reduces the number of
employee that Aldi needs to
assist the customer.

(Source: 7 P's of marketing mix, 2018)
M3 Different tactics applied in the organisation to demonstrate how business objectives can be
achieve
There are different types of tactics which are used by the management of Tesco in order
to attain various business activities which are mentioned below:
 company use different types of discount offers flexible price in order to attract large
number of customer in marketplace.
 The organisation properly trained employee in order to perform different functions of
organisation.
TASK 3
P4 Evaluation of marketing plan for an organisation
There are various strategies which are implemented in the marketing plan which is
ascertain by the manager of Tesco . It provide various directives to the employee to complete
different functions of company in proper manner (Nguyen and Simkin, 2012).
Marketing situational analyses
Illustration 1: 7P'S Of marketing Mix