Marketing Essentials Report: Analyzing Marketing Strategies for Tesco

This report delves into the core principles of marketing, utilizing Tesco as a practical case study to illustrate key concepts. It begins by defining marketing and its fundamental nature, including its customer-centric approach and the importance of understanding the marketing environment. The report then explores the marketing process, including setting objectives, conducting situational analysis, developing marketing strategies, and implementing and controlling marketing activities. It also examines the roles and responsibilities of the marketing function within Tesco, highlighting areas such as customer relationship management, employee management, and the identification of future trends. Furthermore, it discusses the importance of marketing for Tesco, including brand building and promoting healthy competition, and details the interrelation of marketing with other departments such as finance, human resources, and production. The report concludes with a list of references, providing a foundation for further research and study in the field of marketing.

Marketing
Essentials Task 4

Introduction
• Marketing is a managerial process which helps in moving
goods and services from concept stage to final customer.
• It is the management and study of exchanging
relationships.
1

The Nature Of Marketing
 Customer oriented
 Modern marketing preceded and succeeds production
 It is goal oriented
 It is Science as well as art
 Marketing is a system
 It is also a process (series of interrelated functions)
2

Marketing Concept
This concept is based on the belief that companies should
analyse customers as to make rational decisions.
• The Production Concept
• The Selling Concept
• The Marketing Concept
• The Societal marketing Concept
3

Trends in Marketing
Current Trends-
• Relationship marketing
• Industrial marketing
• Societal Marketing
Future Trends in marketing:
• Digital Transformation
• More opportunities due to urbanisation
• Internet individuals.
4

Environmental impact On Marketing
There are various impacts of the external environment on
the organisation and its marketing function. With the help of
PESTLE analysis the impacts can be understood.
• Political
• Economic
• Social
• Technological
• Legal
• Environmental
5

Marketing Process
Setting Objectives and Goals
Situational Analysis
Environmental audit
Marketing Strategy
Marketing mix
Implementation and Control
6

Roles and responsibilities of marketing
function
Marketing function of Tesco is made up of many factors
which helps it in enhancing its functionality and
productivity.
Marketing Process in TESCO
Conducting market Research
Developing marketing Strategy
Customer Relationship Manager
Employee Management
Identification of future Trends
7

Duties of Marketing Function In TESCO
Brand Development
Competitive Intelligence
Public Relations
8

Importance of marketing for Tesco
Promotes sales Promotes healthy
competition
Builds brand image and reputation Increases the Public relations
9

Interrelation of Marketing with other
Departments
Marketing playing different role and have influence over
different functions of Tesco.
• Marketing with Finance
• Marketing with Human Resource
• Marketing with Production
• Marketing with R&D
10

References
Leite, A.C., 2012. A importância e o contributo do
marketing de guerrilha no sucesso das marcas (Doctoral
dissertation, Escola Superior de Comunicação Social).
Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials
of marketing research. Pearson.
Peter, J.P. and Donnelly, J.H., 2011. Marketing
management: knowledge and skills: text, analysis, cases,
plans. Plano: Business pub., INC.
11

Thank You
12