Marketing Essentials Report: Analysis of Tesco's Strategies

This report provides a detailed analysis of Tesco's marketing essentials. It begins with an introduction to marketing, highlighting its key functions, including communication, selling, and customer retention. The report then delves into Tesco's marketing process, outlining steps such as market surveys and customer segmentation. It emphasizes Tesco's significant growth, global presence, and the crucial role of its marketing department. The core of the report explores various marketing functions at Tesco, including finance, market information, planning, product development, exchange functions, and distribution channels. Furthermore, the report examines the roles and responsibilities of the marketing department in relation to other organizational units like research, production, human resources, and finance, underscoring the importance of collaborative efforts. The report concludes by emphasizing the impact of marketing on achieving organizational objectives, supported by cited references.

Marketing Essentials
Tesco

Table of contents
 Introduction
 Important responsibilities and roles in marketing
 Roles and responsibilities of or marketing relating
to organisation on a wider context
 Conclusion
 References

Introduction
Marketing refers to all those activities which result in consumers receiving
satisfaction through goods and services that is produced by an organisation. There are
a number of different functions which are included in marketing such as
communication of goods and services, selling as well as delivering them. It is also one
of the functions of marketing to retain customers in organisation for a longer period of
time in order to make sure that company is developing sustainably

Important responsibilities and roles in
marketing
 Marketing process refers to the procedure in which an organisation takes a
number of steps regarding identification customers problems, analysation of
customers problems as well as creation of various marketing materials in
order to capture the target market.
 Concept of Marketing: Concept of marketing explains that it is necessary for
organisations to analyse various needs, requirements and demands for their
customers so that decisions regarding satisfaction of their needs can be taken.

Cont.….
Marketing process: Below mentioned are four steps that are followed
by TESCO in their marketing process:
 The first step include conduction of surveys in market place by team. All the
external threats and opportunities are analysed which can either bring them
profits of save them from losses.
 Once the survey is finished TESCO gains insight of market and categorises
the customers demand according to their various needs and requirements.

Cont.…
The business of TESCO have drastically grown resulting in the company to be one of the
greatest retailer throughout the globe which employees around 460000 people and have 6800
operating stores. Million of people are served by TESCO every week with the help of offline as
well as online services they are providing to their customers. Even though it has maximum stores in
United Kingdom but company have great market shares in foreign markets including India, Ireland,
China and so on (Nirschl and Steinberg, 2018). The marketing function of company is one of the
major reason behind development and growth of company. Below mentioned are a number of
functions that are fulfilled by marketing department at TESCO:

Cont.….
 Finance: Finance is essentially required to carry out any task in an organisation. In
marketing also finance is required. They need to create an estimated budget which will be
used by them in order to carry out all the activities. Major budget is allotted to promotional
activities and market research. It is necessary for marketing department to choose such
options which is affordable by organisation as well as bringing good results for it.
 Market Information: The major function of marketing team at TESCO is to study the
market fro information regarding trends, needs and requirements of consumers, competition
in market, strategies of competitors and so on. All the tasks in organisation are dependent
upon the information that is collected by marketing team and then communicated to all other
departments in organisation.

Cont.…..
 Market Planning: The businesses are required to understand the relationship
between cost and its effectiveness. They need to derive a plan as per the needs
of consumers. Marketing team of TESCO develops a plan which works as a
guide for them.
 Designing and development of product: The designing and development of
product should be as per the needs of consumers. It is therefore required by
marketing team of TESCO to understand the needs of consumers and help
production department in packaging and designing. Location of products in
stores is also designed by marketing department (Chernev, 2019).

Cont.…
 Exchange Function: It is duty of marketing team in TESCO to look after the function of
exchange various ways in which customer satisfaction can be increased while providing goods
and services to consumers. Marketing team or TESCO is responsible for execution of exchange
and is also required to provide consumers with maximum satisfaction while exchange process
is taking place.
 Channel of distribution: Logistics is one of the major factor that have to be taken care of by
marketing department as well. While deciding on various target market they are required to
take decision on how the products and services will reach to those potential customers. TESCO
is effectively using offline as well as online medium in order to reach all their customers. They
have set up their physical stores and are also selling through their own website.

Roles and responsibilities of or marketing
relating to organisation on a wider context
There are ample of companies in which functional unit of
marketing is considered as an important factor that assists gaining its
goal. It is needed in every company to improve functional unit of
marketing which can perform work in cooperation with various units
of business organisation to appropriately satisfy the need and wants of
company ( Rowley, 2016).

Marketing And Research:
Research department is considered as a group of individual person
inside the organisation in addition with institutional expenditures that
assess economic matter and also organisations. Hence, it is significant for
organisation to get innovative ideas from research sector for future
perspectives. In reference of TESCO, research department helps
organisation to gather necessary information that assists them in
increasing products and services in the market.

Marketing and Production:
Production department signifies to produce products and
services in an effective manner. There are different functions performed
by manufacturing department like machining, grouping and finishing.
In reference of TESCO, it is important concern of them. For satisfying
market need, production as well as marketing team inter-connect with
one another. It helps them in accomplishing objectives and increasing
productivity at workplace (Campbell, Martin and Fabos, 2018).