Tesco Marketing Function Roles and Interrelations Report

This report provides a comprehensive overview of the marketing essentials within Tesco, a leading multinational retailer. It begins by outlining the key roles and responsibilities of the marketing function, emphasizing the importance of market research, marketing plan construction, product development, distribution, and customer support services. The report then explores the crucial interrelationship between the marketing department and other functional units, such as finance, human resources, production, and sales, highlighting how these departments must collaborate to achieve overall business objectives. Furthermore, the report details the five elements of the marketing process (production, product, selling, marketing, and societal marketing concepts), and the roles and responsibilities of the marketing department concerning the marketing environment. Finally, the report examines key elements of marketing functions, including research, strategy, planning, and tactics and their interrelation with other functional units. The report also includes an analysis of the marketing mix, specifically the 7Ps (Product, Price, Place, Promotion, People, Process, and Physical Evidence) and their application within Tesco.

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
1. Key roles and responsibilities of marketing function of Tesco...............................................1
2. Importance of interrelationship between marketing and other functional units ....................3
3. Overview of five elements of marketing process ..................................................................4
4. Roles and responsibilities of marketing concerning the marketing environment ..................5
5. Key elements of marketing functions and interrelation with other functional units of Tesco 5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Market essentials are vital procedure under which the complete products and services are
generated for the usage of customers in order to fulfil their desires and requirements in most
appropriate manner. Therefore, marketing department within an organization plays an important
role in each and every business organizations that centre line the production of goods with high
quality. In this whole process, numerous activities are involved such as marketing research,
advertising, designing and communicating effective information within the market space
(Hoque, M.E., and et.al., 2019).
Tesco is a British multinational grocery and general merchandise retailer headquartered
in England (Alexander, I.N., 2020). It is the third largest retailer in the world in context of
revenue generation. This report will describe the roles and responsibilities of marketing
functions and effective interrelationship between different functional departments. Apart from
this, the report will also highlight the marketing plan in Tesco which provides information about
new product launch along with 7P's in order to achieve its marketing objectives.
MAIN BODY
TASK 1
1. Key roles and responsibilities of marketing function of Tesco
In every business establishments, there are various departments those are responsible to
fulfil there pre-defined roles and responsibilities in most appropriate manner. Such roles are
played by the managers within each department by providing effective guidance to their team
mates or followers. Every organization have their specific goals and objectives that needs to be
followed by their employees in order to achieve them properly and timely manner. Tesco is one
of the largest organization that develops strategies for attainment of final goals and company
aims appropriately (Huang, F., He, J. and Lei, Q., 2020). Major functions that are played by
Tesco within their organization are:
 Human resource function
 Finance function
 Marketing function
 Research and development
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 Information technology
In context of marketing department, Tesco have appropriate methods and steps that are
executed in the functioning of supply chain management of their final produced goods and
services to their existing as well as potential customers. The mangers of marketing department
have various roles to perform so that the actions fulfilled by them are able to set policy and
objectives of the organizational system in appropriate ways. They are described as:
 Perform market research: This is the initial step in which marketing manager of Tesco
are responsible for doing study about all the factors and elements that are necessary for
the development of marketing plans in order to provide benefits to the firm along with
their customers. This role also includes performing external environmental scanning in
which they scrutinize all potential happenings taking in market place along with studying
the strategies of competitive organizations and then finally construct their own plans
according to their own products aspects. This enables them to effectively find out
pleasing and non indulgent situations so that the decisions can be taken by them in most
effective and timely method.
 Construction of marketing plan: This is the foremost responsibility of marketing
managers to construct an effective plans in well structured manner so that they are able
to define company targets within stipulated time frame. It involves the action plan which
needs to be fulfilled by various individuals in order to implement some strategies in a
manner which helps them to achieve their goals and fulfil ultimate marketing functions
can be implement constructively. Whole success regarding formulated stages is
dependent upon the the way in which the whole marketing plan has been drawn and with
stipulated time frame in which the whole procedure completes (Hänninen, M., Kwan,
S.K. and Mitronen, L., 2021).
 Development of products: It is also highly important to develop products according to
the latest trends within the market space as Tesco is able to develop goods in conductive
manner. Examination of competitors strategies are also covered within this stage along
with taking decisions accordingly. Tesco is a firm who have their complete focus
towards the fulfilment of the requirements of the consumers.
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 Distribution of final goods: Supply final products within the market space to their
customers is also one of the important role played by marketing managers. In order to
fulfil this requirement, Tesco have structured distribution channels through which the
firm is able to transport goods and services in fruitful manner. It also consists of
activities which minimises waste of resources at considerable level.
 Performing customer support services: Tesco has proper and structured system
through which they highly gives emphasis on the complaints of their consumers and
work accordingly in order to resolve them in timely manner. This is also an important
aspect for the firm as it helps in improvement of goods and services offered (Azad,
M.M., 2018).
2. Importance of interrelationship between marketing and other functional units
Marketing function within an organization requires back up by other functional units
within the Tesco. Such as in order to perform various functions within the external environment
with the help of fulfilment of plans that has been prepared by the marketing manager, then the
department requires support from finance department of the company along with human
resource department, production as well as sales department (Ismail, I.N., 2017). Moreover, if
the marketing team of Tesco wants to introduce new product or innovate existing goods and
services or provide discount opportunities to their customers within the market place then they
have to communicate with the finance and production department of the firm at very initial
stage. The major function of marketing is to enhance the profit margins of the firm with the help
of increased sales with the participation of all other departments. In such manner the finance
department is responsible for providing appropriate budget in order to prepare merchandising
program. Production department communicate with supply division in order to complete the
economic process and provision of goods and services. HR policies are created accordant to the
industry tendency, income and reference customers (Yrjölä, M., Saarijärvi, H. and Nummela, H.,
2018). Thus, in order to perform in effective manner, each department or functional unit is
interrelated with each another to bring booming selling thought within Tesco.
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3. Summary of five elements of marketing process
The thought of commercialism includes the present-day as well as approaching ways for
successful preparation within the organization. Thus, the construction of ideas are categorised
into five starring elements which describes the centre of marketing at Tesco. The elements that
are involved in marketing procedure are:
 Manufacture construct: This is completely based on the customers perception which
interpret that the customers are more inclined towards the goods and services which are
well available in the market place in bang-up quantities along with its high quality
in market at affordable price rates (Trnavčević, A. and Faganel, A.P.D.A., 2019).
Thus the operations department of the organization must provide focus on increasing the
rate of production within the firm.
 Product concept: The customers are more likely to purchase the products that are able to
provide value for money,innovative approach and effective quality. This concept
describes that the customers are able to retain by the firms through the products and
services that are offered by Tesco for the betterment of consumers.
 Selling concept: This concept shows that the customers have been attracts by the
organizations through their promotional activities. Such as Tesco is able to attract the
attention of buyers through their advertisements that has been utilised to promote their
offered products at attractive prices. The major focus of consumers are drawn towards
the products and services which are sharply encourage by firm within the market space.
 Marketing concept: It explains the focus on target customers in order to deliver them
their required goods and services in proper manner. In order to sustain in competitive
market, Tesco ensures to give better valuable products and services to their customers
(Lazarević-Moravčević, M., 2019) Marketing concept helps in order to enhance the
brand value of the firm which also encourage customers to choose the brand over other
competitive brands available within the external market space.
 Societal marketing concept: Tesco provides their major focus on the fulfilment of
desires and demands of customers at affordable prices so that in such manner, the
customers automatically choose Tesco offered products over any other competitive
products (Kashyap, S., 2019).
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4. Functions and duties of merchandising concerning the marketing environment
Merchandising direction is the function of preparation and execution of different
concepts of marketing which involves evaluation, statistical distribution, gross revenue,
publicity, etc. which compliments the target customers of the organization. The roles and
responsibilities of commerce has been described as:
 Industry plan of action: The primary role in commerce is to prepare schemes and
readying for the betterment of the social group. The managers of Tesco have to
appreciate the demands and desires of their targeted customers and provide services to
them accordingly. It helps to maintain balance among the objectives and opportunities of
the firm (Kemper, J.A. and Ballantine, P.W., 2019)
 Marketing information system: This tool enables the Tesco to identify various
components such as trade good, preparation, program execution and control over them.
For instance information regarding the logistics helps the arrangement channel to work
in effect within Tesco.
 Observation of merchandising situation: The marketing activity have significant role
in the designation of new evolution in marketing situation, which includes dynamic
industry attribute, interior and outside changes, governmental and legal change, socio-
economic forces, etc. (Albl-Mikasa, M., 2019).
 Market segmentation: In today's world, concern arrangement requires faithful division
provided by marketing. The marketing administrator of Tesco helps in the identification
of customers in the large different market and advance bang-up and employment of the
company.
5. Key elements of marketing functions and interrelation with other serviceable units of Tesco
The key atmospheric condition of commerce function are identified that it can be
categorized as research, strategy, planning and tactics. These are intimately linked with the other
functional units of Tesco. For instance, the marketing functions within the Tesco requires
economic resources in order to implement, preparation, investigating and judgment of marketing
plan of action and design among the firm, provided by the business section of the institution
(Wroblewski, L., 2017). Marketing function cannot activity without proper connection and
sorting with financial team. Likewise, marketing department requires faithful description from
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the presentation department regarding products in order to supply marketing plan. Requires
quality resource from HR department, revenue from business department, etc. The operations of
the merchandising needs to be communicated and backed by the other departments of the firm.
For example, the HR argumentation needs to be straight with marketing department to enhance
income, industry team must convey the information about goods and services in order to build
faithful plan. If the marketing department remain unknown about their products then in such
cases the managers are unable to prepare plan in order to promote their offered goods (Capriello,
A., 2018). Thus, it is important to have an interrelation among marketing department with all
other functional units of Tesco in appropriate manner.
6Marketing mix
Marketing mix refers to collection of different activities or tactic which are helpful to promote
the product and services in the respective market place (Minculete and Olar, 2018). There are 7
P's of marketing mix which are helpful to know the brand and market standing.
Basis Tesco Marks and Spencer
Product: This is basically
the commodity which is
being offered by the brand
and have the ability to
satisfy needs of the
customers.
Tesco is an huge company operating
internationally provide different
type of products in the market.
Mostly food, stationary, clothing
and other services are offered by the
company to its targeted people.
Tesco uses to sell its products with
every product line and also provides
its own product categories (Ampah,
2019).
M&S is one of the biggest
retailing organization and
cover all type of people to
offer it product range in the
market. Its top products are
clothings, footwear for
women , the company also
offer home furniture products
and food section.
Price: This is the value
which is charged against
the product and services
offered in the market. The
organization uses different
Tesco is using cost leadership
strategy to offer its products in the
market with this they are able to
offering their product at minimal
price. Basically when they reduce
M&S is trying to offer its
products from medium to
high because the product
quality is basically high.
They are following
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price strategies to attract
the customers in the
market.
the cost then also their quality
remain the same and also work
economies scale.
competitive pricing strategy
as customers know have
more option to select as the
competition is being higher.
Promotion: This is
basically the practises used
to promote the commodity
in market. This also
include advertisement
practises and direct
marketing and many more.
Tesco is having favourable brand
image in the market this assist to
promote the activities significantly.
The company is mostly made use of
television, newspaper and other
related media to reach its target
audience.
The M&S is selecting itss
marketing approach very
significantly and properly
(Chatterjee, 2018). They are
highly promoting their brand
through digital technologies
and applications. The
company is promoting the
product through printing
media, TV advertisement,
mobile advertisement its
website and social media
campaign.
Place: The area where the
products and services are
offered to the targeted
people in the society for
sale. Different
organization are using
different ways to distribute
its products in the market.
Tesco make use of different
channels through which they offer
their product in the market. They are
using offline as well as online
selling practises. Offline stores
named as Tesco express, Tesco
metro, Tesco superstores etc.
M&S is one of the biggest
international brand having
large number of stores all
over the world. Yet the
majority of its stores are in
UK market place.
People: people are those
people who are
contributing their efforts
and time to sale the
products as well as
Tesco is having around 420000
people who are working to achieve
the organization goal. There are
large number of people who are
working to distribute the products to
M&S is having a huge
amount of employees who
are working for the brand.
They are also having a
payment policy to retain its
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services of the company.
This is being one of the
most important element in
the marketing mix
(Hanlon, 2018).
its final customers. employees for long-term.
The company is providing
different type of benefits to
its employees so that they are
being more motivated
towards the work.
Physical evidence: This is
basically the knowledge
regarding the company in
the customers and market
audience.
Tesco is having an effective
physical evidence as it logo is so
attractive to the customers and its
stores are easily identified as
different colour are used in effective
manner.
The stores of M&S are
designed very effectively that
assist to present a positive
image of the company and
the website of the company is
also developed unique and
specific.
Process: This is the
activities which are being
undertaken while
transferring its products to
final customer.
Tesco is having both the way to sale
its product online and physical
stores. In this they are making use of
different technologies and tool
which is helpful in doing the sales
process.
Normally the stores of M&S
are available in the large
shopping centres. They are
having separate section for
the different type of age
group (Chaffey and Smith,
2017).
1Marketing plan
Executive summary
The internal analysis of Tesco will be presented to find the current market stand of the
company and know the weaknesses and threats to improve further. The objectives are
determined for Tesco to achieve them and make efforts accordingly (McCollough and Shook,
2017). The target customers are identified and Tesco current positioning is presented. The new
product marketing tactics are done to know more about the plan. Moreover, the action plan are
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explained to know the activities which are need for the plan and monitoring efforts are made and
inspect the success of the plan.
SWOT analysis of Tesco
This is an internal analysis of the company through which strength, weaknesses, opportunity and
threats of Tesco can easily identify (Büyüközkan and Ilıcak, 2019).
Strength: Tesco is having a large supply chain in the international market and having big market
share in the UK. The company have ability to perform in every situation which help company to
perform better in the pandemic situation as well.
Weaknesses: The company haven't taken any step in the market to produce organic product yet
as its competitor are known have an effective market share in this field. The people are more
concern about their health and Tesco is not having any product related to health.
Opportunities: When the Tesco will move towards organic products in the market then it will
helpful for the company to grab large amount of customers and also attract the new audience in
the market.
Threats: Tesco is not yet include any organic product so if they will be later in introducing such
product then they may lose their potential customers in the market (Thamrin and et. al., 2017).
Objectives
Specific: To launch organic products in the market.
Measurable: To increase the sale of organic food product by 40 percentage.
Achievable: To make use of all the resources effectively to achieve the desirable goal.
Realistic: To know the importance of organic food in the international market.
Time frame: To launch the organic product in range within net one year.
2Budget
Particular Amount
Machinery $ 4000
Research and development $2500
Stationary $500
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Wages $200
Other expenses $800
Total $9000
STP Analysis
This is a model through which Tesco can know about the targetted audience in the
particular area.
Segmentation: Tesco has segmented its audience according to behavior and geography bases in
the market in this type are basically focused on UK audience in the market. Behaviorally they
have segmented interested people who are concern about their health and safety (David, Creek
and David, 2019).
Targetting: From this two segmentation mostly Tesco is mostly targeted towards behaviorally
segment in this they are offering product to those people who are highly concerned about their
health. They make efforts to reach to them and offer them product in effective manner so that
they are engaged with the brand as well as product.
Positioning: They are having favorable position in the market with effective pricing and quality
they provide in the market. They are having a favorable trading range of its products in the food
sectors.
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Marketing mix
The Tesco is coming in the market with new product range so with the help of marketing mix it
can be easily understandable (McCollough and Shook, 2017).
Product: The company is coming with new range of product that is organic food product they
are decided to launch a range of food product which are organic. People in the current market
about the pandemic are more health concern so the company has decided to bring organic
product to cover more customers and satisfy their needs.
Price: Pricing of the product will be normal and more appropriate that is affordable for the
existing customers. They are charging less and provide higher quality of product to its customers
so that they are more engaged with the company.
Place: They are already have a large number supply chain, so they will sale their products
through online and offline channels because the targetted customers are having different
preference to shop so the organic product are provided in both the way (Chatterjee, 2018)
(Hanlon, 2018).
Promotion: They are using promotional activities such as advertisement in TV, ads in
newspaper, social media and website are used as the promotional tools. The promotion is done
to attract the maximum customer together.
Action plan
To undertake the activities of new product launching the senior people of Tesco will
provide necessary information to the employees to perform their task (Ampah, 2019). They will
clarify all the aspects related to the new product including the features and ingredients. The
manager of Tesco will also provide all the resources which are necessary for the new product
launching process. The leaders will inspire the employees so that they can perform their
activities with maximum potential and help them where they are lacking. The employees who
are involved in this process are being trained by the leaders and managers so that they can
perform effectively. The roles and responsibility is being provided to all the employees so that
they can perform their individual task and duty.
Monitoring and controlling
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when the employees are working for the new product launching then the managers and
leaders will monitor their performance and control the function by improving the effectiveness
(Minculete and Olar, 2018). Tesco will make use of two techniques for monitoring and
controlling that is benchmarking and the keep performance indicators. In benchmarking process
Tesco will make a standard as per that they will analysis the sale and revenue incurred. They
will also inspect the number of customers which are attracted towards this brand is being
compared with the respective standard made previously.
In the key performance indicators process they will make some indicators which help
Tesco to know the success and failure in the market (Malhotra, 2018). As they will check the
sales which is being occurred for the organic product and check whether it is favourable or not.
The performance of this organic product also check with marketing value that product earned in
the respective market. The reaction of customers are also checked because this will help to know
the success and failure of the product.
CONCLUSION
This report concludes that the marketing essential is an important term to understand and
implement in the organization for better interaction with the customers. When the marketing is
done effectively then products and services are able to build a brand image within the market
place on front of their customers. Tesco is a well-established firm dealing in retail industry in
which satisfying needs and demands of consumers are highly crucial and significant in nature.
This report had described the concepts of roles and responsibilities of marketing manager withi
the organization along with its interrelationship significance with other functional units within
the establishment. It also explains the key elements of marketing functions along with its
interconnection with other functional units within Tesco. In order to get advantage to the firm,
marketing manager will review the strengths, weaknesses, various opportunities according to
current situations and potential threats, they are able to analyses that the requirement of the
introduction of innovative organic products within the external environment is highly beneficial
and required in order to fulfill the demand of current scenario. Thus, for this marketing plan has
been created which supports the firm in effective manner with the support of doing applying
marketing plan through tactics with the help of 7 P's in order to achieve marketing objectives
and goals in most appropriate manner.
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