Marketing Essentials (Unit 2): TESCO Case Study and Analysis

This report provides a comprehensive analysis of TESCO's marketing strategies, focusing on the key roles and responsibilities of the marketing function within the organization. It explores how marketing interrelates with other departments like HR, Finance, and Production. The report includes a comparison of TESCO and Marks & Spencer based on the marketing mix (product, price, place, and promotion), highlighting their competitive strategies. Furthermore, it concludes with an overview of TESCO's marketing plan, detailing its elements and objectives. The report aims to provide a thorough understanding of TESCO's marketing practices and their impact on the company's success within the retail industry. This report is a detailed exploration of TESCO's marketing practices.

Marketing Essentials (Unit 2)

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
P1- Key roles and responsibilities of the marketing function......................................................3
P2- Roles an responsibility of the marketing related to the wider organizational context..........5
P3- Comparison of two organisation on the basis of marketing mix.........................................6
P4-Marketing plan.....................................................................................................................10
Conclusion.....................................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is one of the most important part of the organization because its function is to
aware people about companies product and services and help to meet desire customers who can
buy companies products. Marketing managers who are head of this department are responsible to
create marketing campaigns and manage marketing team effectively to achieve companies goals
and objectives.
This report will cover case study of TESCO plc which is an British multinational
company, and they have huge reputation within the Retail industry (Maciver., 2016). This
companies headquarter is in England UK, and they are third largest retailer company on the
basis of their gross revenues generated by them every year. TESCO has expanded their business
in more than 6500 locations and 450000 employees are working for this company.
This report will explain the role of marketing and how it is interrelated to the other
function of the TESCO company. It will compare two companies on the basis of their marketing
mix. In the end of this report will concluded marketing plan of the TESCO company and discuss
the elements that are used within the marketing plan.
MAIN BODY
P1- Key roles and responsibilities of the marketing function
Marketing is one of the most important and valuable part of the company that helps to
bring new customers for the company who buy the product and services from the TESCO
company and satisfy their needs and demand. It is beneficial for the company because by selling
the product, they earn profitability and increase their business each. There are various function
and responsibilities that marketing team play to achieve gaols and objective of the TESCO
company ad help them to be successful in their business.
Gathering and analysing market information
The main function of the marketers of the TESCO is to gather a usefully information
from the market (World Health Organization 2020. ). This is essential for the company to find
the information related to their target market so company can be aware of needs and demand of
the customers so leaders of the TESCO can take decisions according to the information
provided by the marketers and it is also useful to create and develop the new product that can
helps to satisfy the needs and demand of the customers.
Marketing plan
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Markets of the TESCO company create making plans for increasing the production and
sales, promotion of product etc. and also laying down a course of action for accomplishing these
objectives. For example, if a product of the TESCO company has become popular in Uk then
the target of an organization should be to make it popular in rest of other countries as well, so
they take competitive advantages and TESCO can show their presence in the new [product
segment as well.
Product design and development
Another most important function of the Marketing department of the TESCO is to be get
themselves involved in the product designing. The designing of the product can include decisions
that are related to the quality standards that can be used for giving shape and proper design to the
product and packing etc. In order to create product of the TESCO company more attractive for
the customers this strategy can be useful and help this company to provide competitive
advantages within the market where they are operating their business.
Standardization and Grading
Standardization is the [process of creating and producing goods of predetermined
standers so as to achieve the informality and the product consistency (Laurie and Mortimer.,
2019). This helps to assures the buyers about the companies product quality, their prices and the
packaging of the TESCO products. Grading within the business refers to a process of
distributing the TESCO products into different groups on the basis of their features within them
like size, shape quality etc. It is mainly done in case of agricultural products like wheat, rice,
potatoes etc. but it is the function of the marketing team and marketing manager of the TESCO
is responsible to assure the standers are matching with the needs and the demand of the
customers, so they can be satisfy and company can take competitive advantages.
Customers Support services
The key marketing success is to satisfy the needs and demand of the customers and it is
also a responsibility of the TESCO marketing managers too provide customers support like after
the sales services, they can also handle the complaints from the customers, proceeding the credit
services and take the customers information etc. These services can be helps full for the TESCO
company to gain loyalty of the customers and they can take comparative advantages within the
market where they are operation their business. It will also ensure by the marketing managers
that the number of customers keep growing for the TESCO business.
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Identify new marketers
TESCO marketing team is also helps company to identify the new opportunities such as
markets where company can expand their new business. Marketing research team personally go
to those market and collect information about the customers needs, ability of the resources and
economic growth of the country etc (Yadav, Dokania and Pathak., 2016). As per the information
provided by they marketing team companies leaders take decision that they should take entry
within the new market or not. This shows that how useful marketing function is for the TESCO
business and helps them to grow their business effectively, and they are able to show their
presence.
P2- Roles an responsibility of the marketing related to the wider organizational context
Marketing departmental is one of the most important function of the TECSO company. It
is not helpful within the outside of the organization but it also has role and responsibility to work
with the other function of the company such as HR, Marketing, Finance and production
department.
Marketing with HR
HR department and marketing is interested with each other. HR department provide
skilful employees and workers for the marketing team who can work with them and help them to
run their function smoothly. HR is responsible to provide skills-full employees, and they have to
identify when marketing team is need the new team members. ON the other side marketing team
also help company in the recruitment and job posting. Sometimes HR enable to find the talented
employees but marketing team know everting about the market, so they help Human resource
department to spread recruitment post within the market through the online and offline both.
Marketing with Finance
Marketing of the TECSO company is also helpful for the finance department of the
company (Sarkum, S., Pramuka, B. A. and Suroso, A., 2017). Sometimes finance manger enable
to find the investors and source of finance then they take the help of marketing team to identify
the proper source of funding because they know everything about the market, and they meet
with the various people, and they are having good relationship with them, so they find the
investors and sources of the finance and help finance managers to borrow the fund from the
market so companies other function and growth can be continuously increase and TECSO
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company can take competitive advantages within the market where they are operating their
business.
Marketing with production
Marketers are also interlinked with the production team of the TECSO where they collect
the useful information from the market and identify the needs and demand of the customers, and
they give this Information to the marketing production department of the TESCO company.
Information provided by the marketing team is useful for the product team because it provides
the idea about the customers needs and changes they want in the product and services sell by
TECSO company. Production team develop the product according to the information and satisfy
the needs and demand of the customers. This helps to gain locality of the customers and
company can take competitive advantages within the market where they are operating their
business.
Marketing with research & development
Marketing department is also helpful in the market research and development (Išoraitė,
M., 2016). They collect the information from the market and directly provide the research &
development department of the TECSO company where they find out the changes in the
behaviours of the customers and their needs from the company. They also interpret the useful
information provided by the marketing team which is helpful in the decision-making of the
TECSO company and help them to growth their business rapidly and create opportunities for the
future growth of their business an take competitive advantages.
Marketing with the sales department
Marketing of the TECSO company is also interlinked with the sales department of the
company which another important function. Marketing team identify the customers who can buy
the product and satisfy their needs which help then sales department because it's their function to
sell the product and marketing team also help them in this product which increase the sales of the
company and provide competitive advantages to the TECSO company.
P3- Comparison of two organisation on the basis of marketing mix
Marketing mix is an useful tool that helps too identify the strategies used by Tesco company on
the basis of their product, price, place and promotion and it can also include some other elements
(Andika, A. and Susanti, F., 2018). Tesco and Marks & spencer Are two different organisation
and they both are competitors of each other because both the companies are operating their
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business on international level an they are having good reputation within the UK market. Here is
comparison of both the organisation on the basis of marketing mix.
Tesco Marks & spencer
Product Tesco company provide
varieties of product to their
customers that include
products like clothing,
financial services, electronics
etc. They are continuously
developing the new products
and providing variety of
services to their customers
Marks & Spencer Is also a
top leading company within
the retail industry and they
are providing varieties of
products such as home
appliances, food products,
grocery and many other
product and services to their
customers so they can satisfy
their needs.
price Tesco company try to
maintain their product prices
lower as possible Anne they
try their best to provide lower
prices without affecting the
product quality loss (HR, G.
and Aithal, P. S., 2020). .
This company is using a
competitive pricing strategy
that is helping them to take
competitive advantages
Marks &Spencer Also using
competitive pricing strategy
because within the retail
industry it is necessary for the
company to stay within a
market they have to provide
Lower pricing product so
they can be stay within the
competition. some of their
products are costly that show
company leaders also follow
premium pricing strategy.
Place Tesco is operating their
business in all around the
world and this company
employs two men channels of
the distribution provide their
product and services to their
Marks & Spencer Has
successfully spread their
presence within the global
market and they are operating
their business within the
country such as Egypt, India,
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customers both online and
offline. It’s online forum Has
6 type of different kinds that
include Tesco Extra, Tesco
home plus, Tesco superstore
etc.
China, Ireland, Canada etc.
They showed that distribution
channel of the Marks
&spencer also strong because
they are able to provide their
product and services and this
all countries and their
products are easily available
for their customers this all
countries and their products
are easily available for their
customers.
promotion This company has one of the
biggest advantage from the
lower prices and it is also
helping them to create their
brand image. this company
focused to advertise on one
thing that is there prizes.
company provide very
discounted offers to their
customers and they run their
campaign on the social media
platforms.Marketers of this
company believe that social
media marketing has power
to influence people To buy
product from the Tesco
company and satisfy their
needs and demand.
Marks & Spencer Believe in
policies related to the
marketing and has aligned
themselves with the each and
every possible tools of the
marketing. This company has
chosen their campaigns very
carefully an displayed it in
the digital, print and visual
medium. This company’s ads
are showed on the magazines,
television, billboards,
newspapers, radio. this
company is also using social
media where they used to
post their campaigns and they
are also having account on
the social media sites such as
Facebook, Instagram etc.
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process Tesco case refers to the
process of keeping their
customers happy by
providing the fast billing
services an easy equipment of
products in their store both
online and offline.
Online process of the Mark
& Spencer Is very smooth
where they provide product
and services to their
customers without having
any problem or any kind of
delay (Pogorelova, E. And
et.al., 2016). It helps to take
competitive advantages to the
Marks & spencer Within the
market where they are
operating their business.
people Tesco provide skilful
training to their employees
that helps to motivate them
and also useful for that future
career. To add value in
customers mind and their
customers Life Tesco has
created a good relationship
with the suppliers so they can
provide a lower pricing
products in with Higher
quality.
Employees who are working
within the workplace of
Marks & Spencer Are well
experienced and they are
working under the
professional that helped them
to Gain better
knowledge.Employees get
skilful training at the
backyard a company that
helps them to achieve success
in there Carer.
physical evidence This company is having a
good reputation within the
market and they have got
many awards for their
product and services,
customer services etcAnd
they are also one of the top
Marks & Spencer His having
their presence in all over the
world. They are one of the
best choice among the people
to buy their clothes and
grocery products. this
company is also having a
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leading company within the
retail industry that shows
there physical evidence And
availability within the market
where they are operating their
business.
good online reputation well
they are providing improved
customer care services to
their customers that is helping
them to show their presence
within the market.
P4-Marketing plan
Executive summary
Marketing plan is helpful to define the outline of the companies strategies that directly aim to the
firm To generate more profit and sales within their business. Efforts done by the marketing
team help the Tesco company to gain a attention from the mass customers our audience and
successfully run there business within the market (Han, Y., Qu, S., Wu, Z. and Huang, R., 2019).
Tesco is one of the leading company within the retail industry where they are providing quality
products for the lower prices.
Mission
Tesco’s core mission is to ' We make what matters better, together.
Vision
To be most highly valued business by the customers we serve, the communities in which
we operate, our loyal an committed colleagues and of course, our stakeholders. Inspiring, earning
trust an loyalty from the customer s.
Objectives
 To increase the sales of Tesco products by the 15% within the one year
 To open more branch and different location till the end of 2021
Situation analysis
SWOT analyses
Strength
 Tesco company has recently introduced their discount store Jacks, that is showing higher
growth for the company. It is helping them too take this company competitive advantages
within the market.
 Tesco is one of the leading grocery retailer company who is number 1 within the UK.
The annual operating profit of this company is around 28%
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Weakness
 This company has been exit their business from the American and Japanese market and
year 2012.
 In 2017, Tesco company was charged with the high finds due to the false accounting
declaration an manipulation in there profits (Chernev, A., 2020).
Opportunity
 Online expansion can be a good opportunity for the Tesco because retail industry is
shifting toward the virtualising their business.
 This company is developing the strategic partnership with some of the reputed companies
that can help damn 2 create a good opportunity for their business and they can attract
customers.
Threat
 The Christmas controversy in 2017 create a huge threat on the Tesco had people
boycotted them claiming that it was an disrespectful act from Tesco.
 With Britain no longer in the European Union, the trade deals and cost matters have
posed a threat on Tesco business and affecting their profitability.
Marketing strategy
Marketing mix
Product
Tesco products are made with the highest quality within the lower prices it helps to
attract customers and helping them to take competitive advantages. This company is Varieties of
product within the market.
Price
Recently Tesco companies using competitive pricing strategy but in this marketing plan
they will try to use a premium pricing strategy with the best possible quality.
Please
Tesco will expand their business in the new market such as India, Thailand and
Indonesia. here they will expand their business and take competitive advantage (HR, G. and
Aithal, P. S., 2020). Tesco is looking to improve their distribution channel for that Use value
chain approach to create a better connexion with their suppliers and distributors.
Promotion
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Company will run their campaign on the social media platforms to reach a young
audience so they can take future opportunities for their business.
Budget
Entire marketing plan will need a proper budget, so the budget of this marketing
campaign will be around 41,000 pounds and that will be used for marketing advertisement and
salaries and rest other expenses.
Expenses amount
marketing advertisement 1800
salaries 800
rent 1000
other expenses 500
total 4100 pound
Monitoring and controlling
This is one of the most important part of the marketing plan and it is necessary for the
marketing manager to monitor the whole process and control the plan and activities. In order to
monitor the success of entire marketing plan Tesco will use the sales review strategy. By
reviewing these sales every month marketing manager of the company will able to know whether
the entire marketing plan is working or not. it will provide a estimation. An effectiveness of the
plan, if they feel that there are some changes are required then they can immediately gain this
success soon.
Conclusion
As per the Report has been covered case study of Tesco company which is one of the
most popular retailer chain but in the UK. This reporthas been explained the role of marketing
and how it is interrelated to the other function of the TESCO company. It has beencompared two
companies on the basis of their marketing mix that was Tesco and Marks & Spencer. In the end
of this report has been concluded marketing plan of the TESCO company and discuss the
elements that are used within the marketing plan.
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REFERENCES
Books and journals
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Laurie, S. and Mortimer, K., 2019. How to achieve true integration: the impact of integrated
marketing communication on the client/agency relationship. Journal of Marketing
Management. 35(3-4). pp.231-252.
Yadav, R., Dokania, A. K. and Pathak, G. S., 2016. The influence of green marketing functions
in building corporate image. International Journal of Contemporary Hospitality
Management.
Sarkum, S., Pramuka, B. A. and Suroso, A., 2017. Dynamic Marketing through Engagement:
Answering the role of marketing functions. International Journal of Marketing,
Communication and New Media. 5(9).
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah. 4(6). pp.25-37.
Andika, A. and Susanti, F., 2018. Pengaruh Marketing Mix
TerhadapKeputusanPembelianParfum di AzzwarsParfumLubeg Padang.
HR, G. and Aithal, P. S., 2020. Integrated Marketing Mix Framework for Baby Care Retailing in
India. International Journal of Applied Engineering and Management Letters
(IJAEML). 4(1). pp.191-218.
Pogorelova, E. And et.al., 2016. Marketing Mix for E-commerce. International journal of
environmental & science education.11(14). pp.6744-6759.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
Han, Y., Qu, S., Wu, Z. and Huang, R., 2019. Robust consensus models based on minimum cost
with an application to marketing plan. Journal of Intelligent & Fuzzy Systems. 37(4).
pp.5655-5668.
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Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
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