Comprehensive Analysis: Tesco & ASDA Marketing Strategies & Mix

This report provides a detailed analysis of Tesco's marketing strategies and its interdepartmental relationships, including the finance, HR, sales, production, customer service, and research departments. It examines the role of marketing in Tesco, including market research, strategizing, product development, communication, and sales support. The report also explores Tesco's marketing processes, such as situational analysis, strategy development, and the implementation of marketing tactics. Furthermore, the report compares Tesco's marketing mix (7Ps) with that of ASDA, including product, price, place, promotion, people, process, and physical evidence. The report highlights the importance of effective interrelationships between functional areas for Tesco's success, and the impact of marketing techniques on various departments. The study emphasizes how Tesco adapts to market changes and customer needs to maintain its position in the retail industry.

Task 1:
Brief Title:
Role of marketing and significance of interrelationship
between functional departments of Tesco
Prepared for : Junior Marketing Executive
Prepared by :Your name,
Senior Marketing Executive, Tesco.
Introduction
Marketing strategies and concept are the two fundamental factors that are used for growing
the business in the market. This study will explain all the strategies and techniques that are
used by Tesco plc in achieving success in the business. Tesco plc provides finance and
telecom services to the people, and they also do business of grocery market. A good
marketing strategy will help to enhance the business and will create a positive impact on the
customers that will attract them to their business. Marketing strategy is the backbone of the
marketing plan in a business. This study will explain the marketing concepts that will help in
the coordination of the company with the needs of the customers.
1. Concept of marketing:
The Key roles and responsibilities of the marketing function are very crucial for the growth
and the sustainability of the organisation irrespective of the industry organisation. The
marketing department of the particular company goes for performing the functions of
marketing of the organisations. The different roles and responsibilities of the marketing
department include the following:

 Market research: The market done by the marketing department gives a clear view
of the state of the organisation within the market along with that of the market trends
that are required in order to strategize new plans for the achievement of the
marketing. Further the market opportunities and threats are also evident from the
market.
 Strategizing: Another prominent role of the marketing is that of strategizing plans as
per the target of the organisation which is aligned with that of the organisational
objectives. The identification of the opportunities is thus considered here in order to
device plans for the sales growth and sustainability of any organisation.
 Product Development: The product development is the responsibility of the
marketing department so as to innovate products or services that is evident to bring
about increase in the sales of the organisation.
 Communication: Marketing plays as communicator between the promotional
activities done by the organisation along with that of the sales of the organisation. The
platforms are chosen by the marketing department of the organisation that includes
advertisements in the cross-media platform. The different media creates a
communications between the organisation, the external stakeholders as well as the
customers after purchase as well. These often include press release, newsletters, email
marketing and the like.
 Sales support: The sales and the marketing department are often considered similar
but they are actually interrelated to the growth of the organisation.
The main focus of the company is to satisfy the customers in order to dominate the market
that will help them to become leader in the market. Chng et al. (2015, p.629) has commented
to do this three types of marketing must be followed in the marketing process. It has been
found that Tesco plc is following the marketing process in a systematic manner. They secure
their market by setting the clear objectives about their mission and they do survey at an
interval of one month to check the marketing situation so that they can provide the best
product to their customers. They investigate the whole retail industry so that they can
compete with the other competitors of their market. They do a strategic planning so that they
can enhance the interest in the mind of the customers to use their products. They develop
marketing concept by making a clear objective that leads to the efficiency of the cost and
responsibilities in the market (Gerlemann et al. 2014, p.1200).

Figure 2: Market share of Tesco
(Source: Tesco.com, 2017)

Marketing processes:

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 Situational Analysis:
Tesco plc established the strategies to grow their business by launching new services and
products in the existing as well as in the new market. This function has help Tesco to convey
a strong and effective growth from the past few years. They do their marketing with the entire
UK by providing their different services such as finance, telecom and many more.
 Developing Marketing Strategy:
They have a tremendous international retailer in the stores as well as in the online shopping.
The employees who are working in Tesco have the skills of working in team that has added a
positive impact in the growth of the market.
 Designing Marketing Tactics:
Situation Analysis
Developing
Marketing Strategy
Designing
Marketing Tactics
Implementation and
Control

Griffith and Hoppner (2013, p.21) has mentioned that the product that are non-food achieve
more profit margins as compared to the traditional product. Tesco has discovered this within
the time and has taken the advantage of this factor.
The company has employed the extranet system that has helped Tesco to use internet in order
to develop proprietary and legal information among the company and the business partners of
the company. This system has helped to connect them with their business partners in a most
effective way. This has brought more flexibility and integration in the channels.
 Implementation and Control:
It has been found that this company has a huge number of suppliers and they have developed
an effective partnership with the suppliers. There is huge contribution of the employees who
are working in Tesco in the success of their market. They have developed themselves to give
their best to the customers. The performance of the employees are been examined by the
manager of the company and this indulge them to work effectively in the company.
Moreover, Tesco also assures the local communities to support them actively and provide the
customers with the best choice.

2. Roles and responsibilities of marketing manager in context of Tesco:
The roles and responsibilities of the marketing manager of Tesco include that of the roles that
are generally done by the marketing manager of the organisation. The managers strategies
plans for the organisation in relation to the expansion where required. These include different
marketing techniques. The techniques are advanced level of advertising that is supportive of
the organisation. The company uses massive cost saving activities related to the
advertisement of the organisation through the employment of market differentiation. For
instance, during the Christmas the marketing manager opted for the emotional campaign was
eschewed through the retail chain that created humour for the family gatherings which was an
innovative idea of marketing and involving the potential customers. Sales promotion of the
organisation is done through the employment of the employment of free gifts, point of sake
material, clubcard and the like.


3. Marketing influences and significance of interrelationship between functional
departments of Tesco:
Marketing techniques influence all the functional department of Tesco plc and this has lead to
establish a strong coordination among the departments of the organization. There are various
department such as finance, HR department, sales department, customer care department,
production department and research department.
Figure 3: Functional Departments of Tesco
(Source: Tesco.com, 2017)
The finance department is responsible for providing the funds that are required in
marketing the services and the products.
The role of the HR department is to recruit the right employee those who have the
capabilities to market their products.
Sales department are responsible for selling the products and grab the efficient customers
who will avail their services.
Production department acts as per the marketing techniques that have been used by the
sales and HR department.

Customer service department has a major role who are responsible for listening to the
problems after the production department has manufactured the product and they solve the
problem that are faced by the customers by giving them the right advice.
Research department are responsible for doing the research of the entire market and find the
unique strategy for marketing. All the functional groups are linked with one another and HR
department is the main department without this any further process of marketing can be
proceeds in the company.
Leonidou et al. (2013, p.94) has stated that the success of the company depends on the people
who invest in the company. They focus on developing the team that gives more value to the
company. It has been found that recently they have introduced a pilot project that helps to
maintain the stock, price management and the information related to product.
Liu et al. (2016, p.298) have stated that marketing includes the operational performance in a
business. The role of the marketing has influence the entire marketing environment of Tesco.
They have changed the marketing method by solving the problem of the customers that they
are facing in their life. This method has grabbed many customers in their business because
they are no longer attracted to the clump marketing campaign. They have started focusing in
the business by looking through the customer’s eyes. This has made them realize that
consumers get inspired to buy the products after observing the real stories and the marketing
campaigns. They organize various campaigns and events such as “love stories of Tesco food”
that has influence the people to buy their product.
Significance of having effective interrelationships between functional areas
Tesco plc has developed by improving their organization with the guidance of the interested
parties. This includes the particular people who are interested in the group activities. Finance
department plays a major role in moving the business forward in the entire world. They
provide the funds to increase their marketing and operation that will create more interest in
the mind of the customers to use their services. This department also engaged themselves in
picking the appropriate stakeholders from whom they will get profit in their business (Nobre
and Silva, 2016, p.5597).
Staffs and the manager of Tesco play an essential role in the process of marketing. They
implement in developing the strategic business and this success has a major impact in the
entire organization. The human resource department is the only department that is responsible

for the assessment of the activities of the staffs so that they can implement the strategies in
the suitable way. The important skill that is required in the vision and objectives of the
organization are the decision that is taken by the governance of the organization should be
effective. Tesco has come across many changes in the business environment. Tesco is able to
target the right customers in their business and they are providing the effective business
solution to their clients. They try to meet the demands of their customers by going through
the review about their products.
Conclusion
Tesco plc has made a remarkable position in the market of business in the entire world.

Task 2
Brief Title: Comparing Marketing mix (7P’s) of Tesco and ASDA
To : Marketing Director
From: Marketing Manager
1.0Introduction
Marketing mix and process are strongly established to achieve the business objective in
Tesco plc. They have developed the 7Ps of marketing mix in order to market fashion
products.
1.1 Tesco overview
(When founded, product/service offered, market/customer served, market share/size).
Tesco plc is one of the growing retail industries that have been giving their best to satisfy the
needs of the consumers. Tesco plc uses planning and developing before selling their product
to the customers. They serve a huge number of customers in their market as well as through
online.
1.2 ASDA overview
When founded, product/service offered, market/customer served, market share/size).
The selected company ASDA is a retail industry that and this venture considers the fact of
continuous interaction with the customers will help them to marketwise their services and
also they can rectify the products that need to be improved.

2.0 Marketing mix
Marketing mix and process are strongly established to achieve the business objective in Tesco plc.
They have developed the 7Ps of marketing mix in order to market fashion products. These are as
mentioned below:
Figure 4: marketing mix of 7Ps
(Source: Tiago et al. 2014, p.703)

2.1 Product
Tesco ASDA
Tesco plc manufactures the products to
satisfy the needs of the consumers. They do a
complete research that ensures the product
has a huge demand in the market before
launching it. The grocery product that is
manufactured in the market has the growth
and maturity phase.
The range of product in ASDA is unique as
well as varied. It has followed longest time
for the pricing policy and promotions, which
some critics believe, should have been brand
building instead.
2.2 Price
Tesco Your selected company
Rundh (2014, p.1542) has mentioned that
price is the vital factor in the marketing mix
of the organization. The price of the services
and the product of Tesco plc vary according
to their demand in the market. They set the
price of the product after examining the price
that are set by their competitors.
ASDA has a large portfolio and it has a very
low range of price. They provide discount at
the time of Halloween and Christmas. ASDA
has proved to be very popular and
consequently successful. This gives a clear
view in the pricing strategy in the marketing
mix of ASDA.
2.3 Place