Unit 2: Marketing Essentials - Marketing Functions at Tesco Plc

This report provides an analysis of marketing functions, using Tesco Plc as a case study. The assignment begins by defining marketing as a business function, emphasizing its role in promoting and selling products, conducting market research, and implementing advertising initiatives. It then examines the role of marketing at Tesco, highlighting its importance in driving sales, enhancing customer satisfaction, and building brand image. The report further explores the relationships between marketing functions and other departments within an organization, such as strategic management, information management, and human resources. It details the significance of these relationships, illustrating how elements like mission statements, SWOT analysis, marketing strategies, and the marketing mix are interconnected with various functional units. The report concludes by summarizing the essential role of marketing in an enterprise and how it is linked to various functional activities within Tesco. References are included to support the analysis.

Marketing Functions
An example of Tesco Plc in UK

Marketing as a function
 The marketing as a function of the business
can be defined as promoting and selling the
products of the firm.
 It also reflects to the activities related to the
marketing research advertising initiatives
(Jobber and chadwick 2012)

Meets
consumer
needs and
wants
Ensures
survival in the
competitive
market
Ensures
reputation
Helps to widen
the market.
Helps in the
right pricing
activity.
The role of the marketing
function in an enterprise

Better
products
being
offered
Helps in discharging
responsibilities
Creates
utility
Helps in facing
competition
Manageme
nt of
demands
Economic
growth(Lovelock and
Patterson, 2015)
Cont..

 Tesco Plc is a supermarket in UK.
 It engages in effective marketing activities to
ensure:
 Higher sales
 Customer satisfaction
 Building of the brand image (Kotler and
Armstrong 2013)
 Targeting new customers
Marketing at Tesco

Relationship of the roles Marketing
functions with other functions in a firm

Roles of marketing Other functions involved
Consumer needs and wants Information management
Survival in the market Strategic management
Reputation Risk management
Widen the market Operations management
Pricing Financial management
Product Manufacturing department
Competition Strategic management
Meeting demands Operations management
(Kotler, et al. 2017)
Company growth Strategic management

 Hence, it can be mentioned that the marketing
function is a key function of the enterprise which is
related to several other initiatives and activities.
 From the given analysis it can be reflected that at
Tesco, the Marketing management as a function is
related to a number of activities such as the
Strategic management department function,
Information management, Customer relationship
management and related operations (Keegan
2017).
Cont.…

 The reasons why these relationships can be
stated to be significant can be mentioned to
be as follows:
Significance of these
relationships
Helps in
smoother
operations
Ensures
long term
success
Ensures
customer
satisfaction

Key elements of the marketing
function

 As observed earlier, it can be mentioned that, the following
elements are related to the other functional units in the
following manner:
 1. Defining mission statement: Planning and organizing
 2. SWOT and PESTLE: Planning and strategic development
 3. Marketing strategy: Planning and related operations
including manufacturing
 4. Marketing Mix: Operations and Financial development
 5. Execution of the process: Human resource management
 6. Measurement of the results: Information's
management (Haider et al. 2017)
Interrelation with other functional units of an
organization.

 Therefore, it can be understood from the
given analysis that, marketing is the
essential function of the enterprise.
 The given presentation analyzed how the
role of marketing at Tesco is linked to the
different functional activities.
 The marketing functions and its association
with the firms function was also examined.
Conclusion

 Haider, A.A., Zafar, A., Khalid, A., Majid, A., Abdullah, M.A. and Sarwar, M.B.,
2017. Marketing Management. Head, B, p.22.
 Jobber, D. and chadwick, F. ,2012. Principles and Practice of Marketing. 7th
Ed. Maidenhead: McGraw-Hill.
 Keegan, W.J., 2017. Global marketing management. Pearson India.
 Kotler, P. and Armstrong, G. 2013. Principles of Marketing. London: Prentice
Hall.
 Kotler, P., Bowen, J.T., Makens, J. and Baloglu, S., 2017. Marketing for
hospitality and tourism.
 Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
 Mcdonald, M. and wilson, H. ,2011. Marketing Plans: How to Prepare Them,
How to Use Them. 7th Ed. Chichester: John Riley and Sons.
 Peattie, K., 2016. Green marketing. In The marketing book(pp. 595-619).
Routledge.
References