Unit 2: Marketing Essentials - Tesco Marketing Analysis Report

This report delves into the core concepts of marketing, examining current and future trends, and outlining the marketing processes. It evaluates the various responsibilities and roles of the marketing department at Tesco, considering its interactions with the marketing environment. The analysis includes an examination of the interrelationships between marketing functions and other operational units within Tesco, such as finance, production, research & development, human resources, customer service, and legal departments. The report also assesses the impact of marketing on the company's overall performance, highlighting areas for improvement and emphasizing the importance of collaboration between departments to achieve strategic goals. The report concludes with an overview of the marketing process within Tesco and offers recommendations for optimizing its marketing strategies.

Marketing Essentials

TABLE OF CONTENTS
 INTRODUCTION
 Concepts of Marketing along with its current and future trends
 Marketing Processes
 Evaluating the various responsibilities and roles of Marketing department at TESCO
 Evaluating marketing responsibilities with regards to marketing environment at TESCO
 Analysing the interrelationships of various marketing functions with other operational
units of TESCO
 CONCLUSION
 REFERENCES

INTRODUCTION
 Marketing can be defined as the process
through which an organisation
encourages purchasing and selling of
their goods and services. Marketing also
includes the promotion, sale and
delivery of goods and services to
consumers and businesses.
 It signifies the various
interrelationships between other
operational units of an organisation and
its marketing division.

Concepts of Marketing along with its
current and future trends
 Marketing is the process of purchasing and selling goods and services in order to help the
organisation achieve its objectives and goals.
 It acts as the face of an organisation which interacts with the public, prepares and
produces all the materials through which the organisation is represented to the public in
market.
 Its the function of an organisation's marketing division to interact with investors,
customers, partners etc. by constructing an image which highlights the organisation in a
positive light and represents all the values and ethics that TESCO represents.

CONT.
 In today's digital age, marketing trends change frequently but one of the most useful and beneficial
marketing trend to arise, has been the creation and implementation of marketing tools and strategies in order
to improve upon current marketing processes and optimise marketing operations to increase productivity.
Currently there exists three distinct types of marketing tools to aid marketers:
 1) Product Management Tools, which can track projects and collect customer's feedbacks
 2) Marketing Automation Tools, which aid in managing and scheduling all processes related to user's
marketing campaign strategies
 3) Product Information Management Tools (PIM), which aid in analysing, storing, collecting and
distribution of all relevant product information.

Marketing Processes
 The marketing process primarily consists of following elements:
 Strategic Marketing Analysis: This analysis helps an organisation evaluate the market, to
discover opportunities that might be present. Opportunities discovered relates to customer's
requirements currently unfulfilled by the competition. Organisation also performs necessary
market research and selects a preferred target market to service based upon the opportunities
present.
 Developing Marketing Mix: After strategic marketing analysis, organisation moves to
planning its marketing mix, which is made up of four P's (product, price, place and promotion)
of market.

CONT.
 Marketing Implementation: After planning
their marketing strategies, the organisation
moves on to the implementation of those
strategies in market with the intention of
achieving set marketing goals.
 Marketing Control: After implementation
of strategies, the organisation evaluates the
performance results of these strategies in
market and if needed, takes steps in order
to guarantee that the marketing goals and
objectives set prior, are achieved.

Evaluating the various responsibilities and roles of
Marketing department at TESCO
 There are various key roles and responsibilities of the marketing function in relation to the
marketing environment in TESCO, most important of which are as follows:
 Collecting and Evaluating Market Information: One of the most important functions of the
marketing division of TESCO is the collection and evaluation of market information. Through
this, TESCO can try to understand the needs, requirements and expectations of their customers.
 It also informs TESCO of other customer attributes such as their purchasing power, preferences
in relation of quantity purchased , quality expected and promotion or advertisement preferences
in order for TESCO to better service them.

CONT.
 Design And Development: The designing and development of products is another major
responsibility of TESCO's marketing division and plays a huge part in the operations of the
organisation and selling of products.
 Product Promotion: Another major responsibility of TESCO's marketing department is the
promotion of products in market. Promotion is the process through which customers are informed
about all the products an organisation sells and are encouraged to buy them in order to satisfy their
needs.

CONT.
 Grading And Standardisation: Another role
of marketing department is the grading and
standardisation of various products.
Standardisation is referred to as the
determination of standards in relation to the
product's design, colour, weight, input raw
materials, quality, size etc.
 Brand Creation and Management: Another
major role of TESCO's marketing function is
the conceptualization and maintenance of
TESCO product's brand and image.

CONT.
 Social Media: Marketing division should also make use of current technology to cater
to as many customers as possible through the use of social media platforms. TESCO's
social media page are a great way of interacting with the customers in addressing any
of their needs or for promotion of existing and new products.
 Labelling And Packaging: Another responsibility of TESCO's marketing division is the
proper labelling and packaging of its products. Labelling is the process of attaching a
slip, cover or seal to the product which gives all relevant product information needed
by the consumer for its operations.

CONT.
 Transportation: As product
manufacturing, sale and consumption
usually take place at separate locations,
the transportation of goods and services
for physical distribution is another key
responsibility of TESCO's marketers.
 Customer Service: It is one of the chief
responsibilities of TESCO's marketing
division to provide service to their
customers in providing whatever help
they require in relation to the product.

CONT.
 Media Liaison: It is the responsibility of TESCO's marketers to function as the
intermediary between the members of the media and TESCO organisation and act as a
liaison while keeping in line with and abiding by the values, ethics, objectives and
aspirations of the company, its stakeholders and customers represent.
 Vendors And Agencies: It is also the role of TESCO's marketers to identify, select and
manage various external vendors and agencies that support their marketing operations or
generate relevant marketing information. These external vendors and agencies may
include printing vendors, public relations agencies, website handlers etc.

Evaluating marketing responsibilities with regards to
marketing environment at TESCO
 TESCO's marketing team has been able to function productively within the marketing
environment, overlooking many key marketing responsibilities with considerable success which
have helped increase TESCO's profitability and market share as well as raising customer
satisfaction and loyalty levels.
 TESCO and its product's brand image in the market is exceptional even after operating in the
market for a whopping 101 years, with customers being able to recognise the brand easily in
everyday life.
 The marketing team's efforts in product promotion has also been exceptional with various
different modes of promotion being used such as social media, advertisements, publicity, personal
selling etc.

CONT.
 On the contrary, some functions of the
marketing team in TESCO can be improved in
relation to the marketing environment, in order
to better satisfy customer needs and increase
profitability and market share.
 The collection and evaluating of market trends
and customer needs within TESCO can be
improved by the use of feedbacks and surveys.
 This in turn would also help marketers in
designing and development phase, where
TESCO is also lagging behind the competition

Analysing the interrelationships of various marketing
functions with other operational units of TESCO
 Marketing with Finance Department: The collaboration and communication between
TESCO's finance and marketing department is crucial for generating an effective marketing
plan as finance department sets the marketing budget and without their help, marketers
would not be able to efficiently allocate financial resources towards various different
marketing strategies in the marketing plan.
 Marketing with Production Department: The communication and collaboration between
TESCO's production and marketing divisions is very important. As marketers conduct
market research and identify customers requirements, marketers can guide the production
department towards making any essential changes in a product's specifications, in order to
increase its profitability or marketability.

CONT.
 Marketing with Research & Development Department: The collaboration and communication
between TESCO's research and development department and marketing divisions is also extremely
necessary. As marketers conduct market research and identify opportunities in the market due to
customer's requirements currently being unfulfilled by the competitors,
 Marketing with Human Resources Department: TESCO's marketing and human resources
divisions also need to work together as the marketing team needs to brief human resources
department in relation to its recruitment requirements, level of skills and education required. The
two departments also need to work together if some sort of special training is required for larger
TESCO operations.

CONT.
 Marketing with Customer Service Department:
TESCO's marketing and customer service teams also
need to work very closely with regular
communications. Customer service division is a great
source for the procurement of relevant data needed to
conduct market analysis by marketing department.
 Marketing with Legal Department: As TESCO is a
multinational retailer operating in multiple countries,
the marketing team also has to consult with legal
division in order to ensure no international rules or
regulations are accidentally being broken during
implementation of the marketing plan.

CONCLUSION
 This report analyses the idea of marketing, the current and future marketing
trends present in the marketing environment and educates the reader on the
four main elements present in different marketing processes.
 It also evaluates the various responsibilities and duties of marketing function
at TESCO and its relationship with the functioning of larger organisation
TESCO.
 It evaluates the various marketing responsibilities and duties in relation to the
marketing environment and goes on to signify the interrelationships between
most other operational units of TESCO and its marketing department.

REFERENCES
 Armstrong, G.M. and et.al., 2018. Marketing: an introduction. Pearson UK.
 Bespalko, V.A., Voronov, A.A. and Martynenko, O.V., 2019. Marketing and operational
aspects of the strategy of industrial import substitution.
 Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
 Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
 Gowreesunkar, V.G., Séraphin, H. and Morrison, A., 2018. Destination marketing
organizations: Roles and challenges. In The Routledge Handbook of Destination Marketing
(pp. 16-34). Routledge.