Marketing Essentials: Evaluating Roles, Responsibilities & Tesco Plan

This report provides an in-depth analysis of marketing essentials, focusing on the key roles and responsibilities of the marketing function within an organization. It explores how these roles relate to the wider organizational context, emphasizing the importance of marketing strategies, information systems, and market research. The report also compares how different organizations apply the marketing mix to achieve business objectives, using Tesco as a case study. Furthermore, it produces and evaluates a basic marketing plan for Tesco, highlighting Tesco's marketing planning and its contribution to competitive advantage, ultimately concluding on the importance of a customer-centric approach and effective marketing strategies for organizational success. Desklib is a platform where students can find similar solved assignments and study resources.

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MARKETING ESSENTIALS
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1MARKETING ESSENTIALS
TABLE OF CONTENTS
UNIT 2.................................................................................................................................2
Introduction..........................................................................................................................2
1. Explain the key roles and responsibilities of the marketing function?........................2
2. Explain how roles and responsibilities of marketing relate to the wider
organisational context..................................................................................................................4
Task 2...............................................................................................................................7
(3) Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................7
Task 3.................................................................................................................................14
(4) Produce and evaluate a basic marketing plan for an organisation (Tesco)..............14
Tesco’s marketing planning that contributes to competitive advantage........................18
Conclusion.........................................................................................................................20

2MARKETING ESSENTIALS
UNIT 2
Introduction
Marketing is recognised as a significant tool in the contemporary business enterprises
which incorporates the knowledge of marketplace, consumer demands along with establishing
profitable associations, customer driven market strategy and further provides quality within the
customer base. The globalised era organisations have comprehended the significance of customer
relationships and have been attaining unique approach towards market strategy while executing
business. The knowledge related to the market essentials has been regarded to constitute greater
degree while evaluating current market scenario across the globe1. The following paper is based
over a brief case study of Tesco, one of the leading British multinational groceries and general
merchandise retail organizations. Furthermore the report intends to focus over previous concepts
related to factors of marketing essentials involved in business enterprises that belongs to
globalised period and further portrays the roles and responsibilities of marketing along with the
way promotion and marketing executive functions as well as their into relations with other
functions of business organizations. In addition to its draws a comparison of the way the
execution of marketing mix within an organization focuses to attain organizational goals and
productivity and further evaluate the fundamental marketing strategies for Tesco.
LO1
Task 1
1. Explain the key roles and responsibilities of the marketing function?
1 He, Yuanqiong, and Kin Keung Lai. "The effect of corporate social responsibility on brand loyalty: the
mediating role of brand image." Total Quality Management & Business Excellence 25.3-4 (2014): 249-263.

3MARKETING ESSENTIALS
As marketing function are recognised as significant roles of the business enterprises it
aims to provide guidance to enterprises in order to recognise and further source the potential
successful products for market and further facilitate the level of promotion. However these
operations are universal in contemporary organisations and further engaged in marketing
observation product strategy development procedure sales and promotion, finance customer
service. However functions of these marketing concepts constituted various roles in order to
enhance the development of any business organisation2. The fundamental rules and
responsibilities related to marketing purpose and aims are namely market research, business
product enhancement communication allocation strategy endorsement, advertising and selling.
As marketing purposes and functions serve an immensely crucial role within organisational
structure there can be witnessed a close association between marketing functions along with
other organisational operations within the business enterprise.
At this juncture, the correlation persistent among marketing functions along with other
organisational units can further be explicated as the marketing purposes which require support
from other operational units of an organisation in order to perform with utmost efficiency.
However if a business enterprise required to plan strategies and approaches and implement a
marketing strategy they would necessitate sport a guidance from financial unit of any
organisation along with set of recommendations from Human Resource Department, Sales
department as well as Production department3. However it has been noted that the marketing
functions or operations are distinctive components within the organisational structure by each
2 Baker, Michael J. Marketing strategy and management. Macmillan International Higher Education, 2014.
3 Gupta, Suraksha, and V. Kumar. "Sustainability as corporate culture of a brand for superior
performance." Journal of World Business 48.3 (2013): 311-320.

4MARKETING ESSENTIALS
and every unit and operational function is associated with each other in order to raise the level of
revenue growth of the company.
However the primary role of marketing is regarded as enhancing the rate of profitability
by further increasing the sales growth of the company whereby it can be attained with the
integrated engagement and contribution of all the units of the organisation at same time and with
same level of intensity. Thus it has been noted that appropriate budget planning to the market
department for implementing strategies and executing effective marketing plans are established
by the finance unit of the company. On the other hand, it has been identified that the production
department aims to establish communication ground with logistic department of an organisation
in order to accomplish the needs demand and supply of products and services4. Furthermore the
policies regulations implemented by the Human Resource Department as per the current market
trends sales and target consumers a generated according to the roles they play within the market.
Thus it has been stated that all the functional units of a business enterprise successfully correlate
and amalgamate to initiate and effective marketing plan among the organisational structure.
2. Explain how roles and responsibilities of marketing relate to the wider
organisational context
The fundamental purposes and responsibilities of marketing pertaining to the market
environment can further be evaluated. As facets of marketing management has been recognised
as an effective method of implementing strategies as well as executing various concepts of
marketing these concepts are considered to be immensely significant for enhancing the growth of
organisational competence.
4 Assiouras, Ioannis, Ozge Ozgen, and George Skourtis. "The impact of corporate social responsibility in
food industry in product-harm crises." British Food Journal 115.1 (2013): 108-123.

5MARKETING ESSENTIALS
 Marketing strategies: The significant role of marketing tends to depict the progress of
marketing conceptualizations strategies and planning for the advancement of the business
enterprises.5 The managerial role comprises the successful identification of desires and
demands pertaining to the target consumer base and further aims to provide supreme
quality goods and services. However the growth of marketing tactics initiates a balance
between organisational aims as well as the areas of avenues relevant to the market.
 Marketing Information System: The Marketing Information System (MIS) has been
recognised to provide adequate rate of awareness and knowledge related to the various
factors associated to organisational performance such as product strategizing and
execution along with regulation of marketing approaches6. For instance, the use of MIS
has been reported to expose the data associated to the logistics on a real time source
which further facilitates the distribution and delivery network of the organisation.
 Regulation of marketing environment: This vital process aims to solve a critical role in
analysing and identifying recent developments that has provided successful response for
the growth of Tesco’s products and services. Further recent developments have
reportedly involved is shifting traits of marketing socio-economic forces along with both
internal and external transitions within the political market as well as legal changes
within the organisational structure7.
5 Mellentin, Julian, and Michael Heasman. The functional foods revolution: healthy people, healthy profits.
Routledge, 2014.
6 Ko, Eunju, Yoo Kyung Hwang, and Eun Young Kim. "Green marketing'functions in building corporate
image in the retail setting." Journal of Business Research 66.10 (2013): 1709-1715.
7 Real, Juan C., José L. Roldán, and Antonio Leal. "From entrepreneurial orientation and learning
orientation to business performance: analysing the mediating role of organizational learning and the moderating
effects of organizational size." British Journal of Management 25.2 (2014): 186-208.

6MARKETING ESSENTIALS
 Market research: Market research within the domain of managing effectiveness has
recognised this concept to be one of the fundamental rules of marketing. However the
observation engages significant knowledge and awareness of the product range price as
well as consumers in order to establish an effective communication round with the
customer base to provide supreme products and services in the market in comparison to
its competitors.
 Market segmentation- It has been noted that in the globalised era market and
organisational growth are regarded to be a volatile and accurate market segmentation of
organisations required in order to provide enhanced rate of services through the functions
of marketing8. However modern theories have noted that marketing manager of any
organisation in order to recognise the accurate customer base in the large diverse
industry.
 Brand equity- While comprehending the role of marketing it has been noted that the
consumer base demonstrate greater degree of propensity over brands or organisations
which offer added value to the chosen products or services as a result marketing tends to
provide the refutation among the consumer base and further establish strong brand loyalty
of the company within its target base and consumer. As this procedure poses direct
recommendation and guidance it facilitates the growth of business organisation and
further aim is to enhance their sales growth9.
Task 2
8 Carlos Pinho, José, Ana Paula Rodrigues, and Sally Dibb. "The role of corporate culture, market
orientation and organisational commitment in organisational performance: the case of non-profit
organisations." Journal of Management Development 33.4 (2014): 374-398.
9 De Roeck, Kenneth, et al. "Understanding employees' responses to corporate social responsibility:
mediating roles of overall justice and organisational identification." The International Journal of Human Resource
Management 25.1 (2014): 91-112.

7MARKETING ESSENTIALS
(3) Compare the ways in which different organisations apply the marketing mix to
the marketing planning process to achieve business objectives
The marketing mix is essentially been applied in the marketing planning procedure in
order to accomplish organizational aims and objectives. However, the organization implements
various approaches and methods for the relevance of marketing mix within the organization. It is
fundamentally been dependable on the demographic factors of the market along with the product
and services of the business enterprise along with the market and volume of the organization.
The concept of marketing mix is regarded as the tool which aids the marketers in order to
understand the product10. It has been noted that the process of marketing mix tend to involve 4
significant P’s of marketing with product, promotion, price and place and which has been further
developed to 7P’s of marketing incorporating aspects of product, place, promotion, price,
process, people and physical evidence. As Tesco executes its operation in over 7000 stores
across the world, they offer its services in the UK which vary in size and range of products.
However, the major proportion of the gross revenue of Tesco has been generated from its key
market that is UK with its two primary competitors in the grocery store business market which
include companies like Asda and Sainsbury. This has been because of the significance of
developed marketing mix by the organization along with authentic zeal of customer sensitive
approach. However, several medium and large business enterprises exerts considerable amount
of money to execute marketing procedures, promotion along with research and development but
have not yet developed the same level of significance as Tesco11.
10 Laudon, Kenneth C., and Jane P. Laudon. Management information system. Pearson Education India,
2016.
11 Hammett E and others, 'Tesco On Rebuilding Trust And Why People Need Brands More Than Ever'
(Marketing Week, 2018) <https://www.marketingweek.com/2018/06/08/tesco-trust-brands/> accessed 6 July 2018

8MARKETING ESSENTIALS
Furthermore, the sole reason behind the accomplishment of Tesco is the developing
knowledge of its customer base and market through effective approaches of marketing essential
tools and further establishing business goals and strategies along with customer satisfaction
approach. However, this implementation of marketing mix involved in the process of marketing
planning tends relies on the product expansions, position of product sales, value and other
promotional and advertising performance of the company12. Several advertising or marketing
theorists have further aimed to focus on the implication of delivery or allocation procedures
further providing substantial support to the customer base and furthermore shed light on
prominent customers.
Tesco key factor of achieving success
Tesco is identified as one of the significant examples of an organization which has been
successful in achieving its goals through an effective market oriented strategy. However
adaptation of such effective approach mainly demonstrate the transformation of corporate values
into the process of unification of both marketing as well as management strategies with the aim
of regulating all the processes and mechanisms which play the decisive role in short and long-
term customer associations13. Thus efficient marketing strategy is clearly more comprehensive in
comparison to the conventional principles of retail marketing as a distribution process.
The organisations perspective lies in a costly loyalty scheme such as Tesco “Clubcard”
which is regarded as a persistent and effective investment in benefit of both the consumer as well
12 Hill A, 'Going Up: The New Tesco Price Strategy' (the Guardian, 2018)
<https://www.theguardian.com/business/2007/sep/02/supermarkets.retail> accessed 6 July 2018
13 Popovič, Aleš, et al. "How information-sharing values influence the use of information systems: An
investigation in the business intelligence systems context." The Journal of Strategic Information Systems 23.4
(2014): 270-283.

9MARKETING ESSENTIALS
as the marketer. Though more essential objective behind loyalty scheme lie in the regulation of
important data in an efficient way and further evaluate the customer loyalty and satisfaction level
through concepts like recency, frequency and value14. However it is completely standing apart to
the fundamental objective of Tesco which is to generate value for its customer base to achieve
lifetime loyalty and recognition. It has been noted that this very approach has added Tesco to
classify around 15 to finals of customers attach 26 high level category comprising the
potentiality to supply adapted messages to groups involved in each segment. The customer is
thus referred as the primary entity in the process of organisational success even though in the
marketing mix it can be integrated in an inclusive concept of participants.
Marketing Mix
I. Product (Strength)
Tesco comprises of a wide range of product services operating at its diverse number of
stores. The program of name of the company has undergone such great expansion as to cater to
every minute needs and demands of customer base belonging to various segments of the market.
Tesco’s product range comprises of food Frozen Food, pet care products, Bakery products,
technology and gaming products, electronic appliances, sports and leisure goods, books,
Apparels along with health and beauty products. Just go for the constitutes several types of
stones as well as product range which are easily accessible depending on the type of Store it has
opened15. It is significant to know that the major proportion of sales growth of the company relies
14 Peltier, James W., Debra Zahay, and Donald R. Lehmann. "Organizational learning and CRM success: a
model for linking organizational practices, customer data quality, and performance." Journal of Interactive
Marketing 27.1 (2013): 1-13. Peltier, James W., Debra Zahay, and Donald R. Lehmann. "Organizational learning
and CRM success: a model for linking organizational practices, customer data quality, and performance." Journal of
Interactive Marketing 27.1 (2013): 1-13.
15 Hammett E and others, 'Tesco On Rebuilding Trust And Why People Need Brands More Than Ever'
(Marketing Week, 2018) <https://www.marketingweek.com/2018/06/08/tesco-trust-brands/> accessed 6 July 2018

10MARKETING ESSENTIALS
on its E-Commerce business. Recent reports have revealed that over 30 food categories have
been assessed and further reduce the product lines by around 19%16. Tesco Financial Services
offered by Tesco Bank primarily comprises of loans savings account mortgages credit cards and
insurance services.
II. Price- (Strength &Weakness)
It has been noted that Tesco implements the strategy of cost leadership in the execution
of its pricing strategy planning. The organisation has obtained considerable degree of
prominence due to its supply of the lowest priced products with Supreme quality range thus has
been utilising economy is of scale and the most improved networks of procurement in order to
maintain economical price range which would gather more customers. the company for the more
has been executed its operation with the distributors to enhance and develop the effectiveness of
the supply chain management in order to reduce its price range which has cut down the cost of an
average weekly purchase by over 4% in last year17. The leading retailer of UK for the constitutes
a unique program call brand warranty why is customers get economical price of any renowned
branded product at any other place. Thus, Tesco will counter the price range if the customer is
purchasing 10th or more goods or products. However in this way the organisation client is that
its customers r charging minimal for purchasing their products buy for the restructuring its
product team in order to attain the most effective outcomes for Organisational performance and
rise in sales growth.
16 Butler S, 'Tesco Increases Grocery Market Share For First Time In Five Years' (the Guardian, 2016)
<https://www.theguardian.com/business/2016/oct/18/tesco-increases-grocery-market-share-sales-rise> accessed 2
July 2018
17 TESCO PLC (Tescoplc.com, 2016) <https://www.tescoplc.com/media/1542/q1_ims_2014.pdf> accessed
2 July 2018

11MARKETING ESSENTIALS
III. Place (Strength)
The company being one of the leading retailers has its operations in over 11 nations with
subsidies namely Tesco metro Tesco extra Tesco superstore and Tesco Express. Tesco metro
comprises around thousand square metres and located in towns and city hubs whereas Tesco
Express are recognised as smaller outlets with increase margin products and I priced at a higher
range than other Tesco stores18. The company strategize to situate their stores in accordance to
the nature of the area. However on the other hand, Tesco Extra is known to be larger hyper
outlets which execute a broad array of goods including groceries and merchandisers which
permits the customers of those regions to accomplish all their routine purchase at a single stretch.
a.
IV. Promotion (Strength &Weakness)
Several reports have revealed a well established brand loyalty and recognition of the UK
retailer which is fundamentally dependent on economical price range. Thus it has been noted that
18 Hartley-Brewer J Merrick, 'Tesco Chairman John Allan Slams Tory Plan For EU Referendum' (The
Independent, 2015) <https://www.independent.co.uk/news/uk/politics/generalelection/general-election-2015-tesco-
chairman-john-allan-slams-tory-plan-for-eu-referendum-10187367.html> accessed 2 July 2018