Marketing Essentials: TESCO's Roles, Mix Strategies and Plan Report

This report delves into the marketing strategies of TESCO, a leading supermarket chain in the UK. It examines the roles and responsibilities of the marketing department within the advertising environment, including market research, consumer communication, and brand awareness. The report highlights the importance of interrelations between the marketing department and other functional units within TESCO, such as production and human resources. It also analyzes how the marketing department's roles relate to the wider organizational context, particularly in terms of market research and communication with consumers. A critical analysis of the marketing department's elements is provided, along with a comparison of marketing mix strategies employed by TESCO and ASDA to achieve specific objectives. Finally, the report outlines the production and evaluation of a basic marketing plan for an organization.

MARKETING
ESSENTIALS
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Roles & accountabilities of marketing department in context of advertising environment........3
Importance of interrelation between marketing and other functional units of TESCO...............4
How marketing department roles and responsibilities relate to TESCO.....................................5
Critical analysis based on elements of marketing department and its relation with other
departments of company..............................................................................................................6
Compare ways in different organisations make use of marketing mix strategies to attain
specific objectives........................................................................................................................6
Produce and evaluate basic marketing plan for an organisation..................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing is an essential part of business success; it can be defined as activity a
organization can undertakes in order to promote selling or purchasing of products. The current
assignment will be based on TESCO, which falls under category of leading supermarket chains
in the United Kingdom. This study will explain role and accountabilities of marketing
department in marketing environment context and will define importance of its interrelation with
functional units of chosen brand. Furthermore, this report will describe relation of marketing
roles & responsibilities to wider organizational context. It will also justify key components of
selected department, comparison based on marketing mix model applied in regard to two
different companies and will also clarify basic marketing plan with implementation of
appropriate techniques.
Roles & accountabilities of marketing department in context of advertising environment
Marketing is the main function of a company because it helps to promote venture in all
over the world after its establishment. It play vital role in progress and excellent success of
TESCO (Cheung and McColl-Kennedy, 2019). In context of marketing environment, role and
further things of above department can be defined in following manner-
Roles and Responsibilities-
Conduct Market research-
The current marketing environment is quite competitive because all the brands are using
several approaches and methods like digital marketing tools to promote businesses at
international level. Because of this factor, marketing department of TESCO needs to play their
role in systematic manner, in term of developing plan for conducting market investigation
appropriately, which in return allows management to collect useful data and information about
current market changes (Mu, 2017). With effective market research firm can analyse the needs of
buyers which is essential to known in competitive marketing atmosphere.
Communicate with consumers-
The marketing environment is changing because of development of digital marketing
platforms through which companies can directly communicate with target market (Hussain and
et.al., 2018). In that situation, marketing department of company role is to direct interact with
target consumers by using social media and other digital communication tools like Facebook etc.
It is really very essential for this function is to do this thing because it helps to build trust
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between buyers and brand and also permit organization to determine the preferences of
individual customer in systematic manner.
Reach at stages of consumer journey-
Marketing environment direct impact working and function of a firm, it can be
considered as internal atmosphere. In regard to this factor, marketing department accountability
is to reach at all phase of consumer journey, which make people able to gather data about brand
products and its business and drive them towards purchase which is actually useful and
beneficial in several terms. Department and its workers are responsible for updating current
information about items at all sources through which company has promoted.
Develop marketing content-
Another accountability of marketing function in context of marketing environment is to
develop effective content and message that gain attention of new buyers towards buying goods
that has been manufacture or offer by chosen brand (Wang and et.al., 2019). By developing
attractive message, marketing team can drive each buyer in regard to firm offers which is
essential in marketing environment.
Generate brand awareness-
Marketing function along with above responsibilities and roles can also fulfil this
responsibility as well. As they accountable for generating brand awareness in competitive
marketing environment, which is quite beneficial for brand in term of generating its revenue,
profits margin and maximizing customer base.
Importance of interrelation between marketing and other functional units of TESCO
Marketing department of TESCO works with other departments because it is essential for
success and growth of its business. For example, marketing team can work with production and
conduct collaborative practices with them which are quite essential and helpful for company in
term of satisfying people, which in return increase sales and profit level even well. Not only this,
marketing team work with other functional units as well like human resource management,
because they are able to promote vacancies in market which turn into increase efficiency of
HRM for hiring and recruiting people who have appropriate skills and level of knowledge.
These kinds of interrelation bring a lot of benefits for TESCO as it play important role to
increase productivity and profitability of chosen brand. Within retail industry, competition level
between existing players or companies has been increased and because of that it is really very
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important for departments to work together, which make them capable to boost productivity of
firm more than other organizations.
How marketing department roles and responsibilities relate to TESCO
Market research, communication with consumers, development of marketing strategies
and plans & process of brand awareness are included in list of roles and accountabilities of
marketing department of Tesco. All these elements are related to wider organizational context,
for example, selected functional unit role is to gather information about market and consumers
trends by conducting market investigation in systematic manner (Zerfass and Viertmann, 2017).
Market research is the main element of marketing team which they can use in
organization benefits like increase sales. It can be used in different context as well for instance,
by conducting market investigation workers can collect information about new and skilled
applicants, who seeks to work with well known brands in world of business like TESCO. With
the help of this force, human resource department can select and recruit knowledgeable workers
who can contribute in success of company and for achieving set goals of its venture. Marketing
department role work for HRM as it help to strengthen workforce and build strong team of
players who are suitable for specific job role at workplace.
Furthermore, marketing department another role is to communicate with target buyers
that relate to finance department. For example, by communicating with customers, marketing
gain their trust which make them able to visit again at physical outlet of brand and allow them to
promote products nearby areas. All these things could increase customer base and then profits
margin. Finance department is the one who can support in overall procedure by allotting money
according to needs in context of using social media sites through communication is possible.
This relation provide Tesco benefit in term of reaching at target consumers or international
buyers who seeks to purchase quality items that consume less chemical and have all good
features that boost health and allow individual buyer to be healthy for longer period of time.
Moreover, marketing department is responsible to create unique and impressive message
to promote items in industry, which also needs money and that can be provided by finance
department. It help department to achieve set objectives and goals of company, and strengthen its
management activities in term of satisfying people.
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Critical analysis based on elements of marketing department and its relation with other
departments of company
Market research is one of the marketing function elements that provide benefits to
company as well as overall marketing team in different terms like allow gaining data about
people, competition level within retain industry and permit determining which digital marketing
tools is effective as compare to current one. Along with this benefit, it also has some drawback
like in order to conduct market investigation marketing needs to hire more people as the overall
procedure needs a lot of hard work and efforts which is not possible with few workers.
Development of product promotion content is another element of above function which
also caters benefit to supermarket in term of gaining attention of more buyers and retaining new
consumers for longer period of time. Furthermore, this procedure takes a lot of time and require
large amount of money to create the most attractive message that directly influence mind of each
customers in positive manner. It is quite important but challenging act that needs extra care and
focus when management want to get desire outcomes through this.
Moreover, it can be analysed that market research and content creation as marketing
element are interrelated with finance and human resource department as functional units of
TESCO, which bring benefits and is beneficial for progress of company. For instance, market
research element can be use to find out the talented people in market and to identify buyers needs
or any change within current one. Second element could utilize in context of promoting different
job roles.
Compare ways in different organisations make use of marketing mix strategies to
attain specific objectives
Marketing mix is set of marketing tool or techniques that are used by firm to influence
individual or target market so that end objectives can be achieved. In another terms it include
decision of marketing manager related to seven elements that is price, product, place, promotion,
physical distribution, process and people. Tesco and ASDA by making use of different
marketing mix strategy have enhanced their sales volume and market share. Such as:
Marketing mix Tesco ASDA
Product Company have wide product
portfolio ranging from food,
On the other hand ASDA has
products and services like
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electronic, clothing and
financial services. There are
several brands in each and
every product line like Tesco
lotus, F&F clothing and Tesco
value.
clothing, health and beauty,
fresh food and entertainment.
It also offers financial,
insurance and credit card
services to customers thus able
to meet needs of different
individuals.
Price Company have set cost
leadership price strategy in
order to attract maximum
number of individuals to be
part of firm for satisfaction of
their respective needs
(Marketing mix of ASDA –
ASDA marketing mix, 2017).
ASDA is well known for
providing heavy discount to
customers in whole retail
sector of UK. Thus, pricing
strategy of ASDA have
created threat or huge
competition for Tesco
operation and sustainability.
Place Tesco have its positioning in
both online and offline such as
in offline it has 6,809 stores
like Tesco compact, Tesco
express and Tesco superstores.
There are more than 600
stores of ASDA in United
Kingdom with different
formats like supercentre,
supermarket and superstores.
Promotion Company strong brand image
and low pricing strategy helps
in promotion of company. TV
advertisement, billboard,
personal selling are some
traditional method used by
Tesco to induce customers
prefer it in order to satisfy
their respective needs. Tesco
club card that is getting every
time point when customers
ASDA have make best use of
digital technology to promote
business to large number of
individuals within limited time
frame. It have post image,
videos on social sites as well
as provide heavy discount that
have contribute in inducing
more and more individuals to
select ASDA as compared to
other competitors in market
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shop is also act as a promotion
strategy of organisation.
(Tesco Marketing Mix (4Ps)
Strategy, 2020).
Physical distribution Tesco have attractive logo,
strong reputation in minds of
maximum number of
individuals that are living
across UK.
Official websites, discount
offers and physical stores are
all physical evidence or
distribution from where
customers can easily get
products as per their
requirements.
People There are around 46000
employees working for
smooth operation of enterprise
in retail industry.
Company have hired and
retained around 145000
employees in different stores
to deliver qualitative services
to end customers.
Process Standard procedure and
policies have been set by
manager of Tesco regarding
the way particular task can be
completed and goals can be
attained in minimum time
frame.
Manager have clearly stated
the process and procedure that
needs to be followed by
employees while completing
their respective task so that
maximum value can be
delivered to end customers.
Produce and evaluate basic marketing plan for an organisation
Marketing plan is a written document that contains information related to key objectives
and strategic action that company have planned to undertake in future so that company can gain
and retained its competitive positioning. Therefore, marketing plan of Tesco is as follows:
Marketing plan
Situation analysis
SWOT model is used to understand or analysis situation in which Tesco operates so that key
strategies can be decided to motivate more customers to have products and services of firm in
order to fulfil their respective requirements (Baker and Saren, 2016). Associated internal i.e.,
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strength, weakness and external i.e, threat and opportunities of Tesco are explained below:
 Tesco strength lies in its huge market
share that is around 28% in retail
industry
 Strong brand image to offer
qualitative products at minimum
prices.
 Company have limited global
presences which act as biggest
weakness of Tesco.
 Tesco have been found indulge in
unethical or fraud activities like
misrepresentation of profit.
 Organisation has opportunities to
expand its operation in international
market.
 Company can enhance its market
share through increasing its presence
in online sites.
 Increasing competition
 Covid-19
 Changes in customers taste and
preferences
Objectives
 To introduce organic products range so that needs of customers can be fulfilled beyond
their expectancy.
 To invest 5% of total profit towards digital technology in order to deliver better services
to customers,
 To diversify business operation and expand market share by 15% till 2021.
 To take steps towards sustainable management of resources so that maximum value can
be offered to customers in minimum cost (Biaudet, 2017).
Strategies
Marketing manager has decided to make use of segmentation, target and positioning strategy to
attain specific objectives. Like company have segmented group of individuals on basis of
demographical, social culture, psychological, income and geographical basis. It has targeted each
and every individual by offering range of products which could motivate them to prefer Tesco.
Tactic
Marketing mix strategies are tactics or small steps that are decided by marketing manager to
take in near future to promote business operation. Like
Products: It has planned to launch organic or hygiene products range so that needs of health
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concern people can be fulfilled.
Price: Low pricing strategy will be used by Tesco to expand its business operation.
Place: Products can be available to customers through both offline and online channels.
Promotion: Marketing manager has decided to make maximum use of social media, email and
content marketing to promote new product launch by company.
Action
Manager have planned set of action, procedure and steps that company and employees will
performed in order to attain specific objectives. Systematic procedure and standard rules have
helped in saving time, efforts and resources of organisation (Dzyaburav and Yoganarasimhan,
2018).
Control
Marketing manager has decide to make use of information technology and continuously monitor
key performance indicators of firm in order to identify areas in which company lack thus decide
appropriate strategies that can be used to attain desired outcome.
CONCLUSION
By summing up above discussion, it has been concluded that by developing effective
marketing content and product promotion plans, marketing department of TESCO has been
provided a lot of benefits. It has successfully increased sales and productivity level of brand
which make them able to gain competitive edge. Furthermore, from above analysis it has been
identified that TESCO by using effective approaches and strategies like pricing tactic has
increased its consumers base and profits margin even better than its rivals. With marketing plan
company as successfully achieved its set goals and objectives. Moreover, by taking right action
and using methods organization has reach at global level.
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REFERENCES
Books and journals
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Biaudet, S., 2017. Influencer marketing as a marketing tool: The process of creating an
Influencer Marketing Campaign on Instagram.
Cheung, L. and McColl-Kennedy, J.R., 2019. Addressing vulnerability: what role does
marketing play?. Journal of Services Marketing.
Dzyabura, D. and Yoganarasimhan, H., 2018. Machine learning and marketing. In Handbook of
Marketing Analytics. Edward Elgar Publishing.
Hussain, S and et.al., 2018. Consumers' online information adoption behavior: Motives and
antecedents of electronic word of mouth communications. Computers in Human
Behavior. 80. pp.22-32.
Mu, J., 2017. Dynamic capability and firm performance: The role of marketing capability and
operations capability. IEEE Transactions on Engineering Management. 64(4). pp.554-
565.
Wang, W.L and et.al., 2019. B2B content marketing for professional services: In-person versus
digital contacts. Industrial Marketing Management. 81. pp.160-168.
Zerfass, A. and Viertmann, C., 2017. Creating business value through corporate
communication. Journal of Communication Management.
Online
Marketing mix of ASDA – ASDA marketing mix, 2017, [Online]. Available Through:<
https://howandwhat.net/marketing-mix-asda-asda-marketing-mix/ >.
Tesco Marketing Mix (4Ps) Strategy, 2020, [Online]. Available Through:<
https://www.mbaskool.com/marketing-mix/services/16731-tesco.html >.
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