Marketing Essentials: An Analysis of TESCO's Strategies

This report provides an overview of marketing essentials, using TESCO as a case study. It begins with an introduction to marketing, defining its various activities and functions, including selling, advertising, and customer relationship management. The report then delves into the roles and responsibilities of the marketing function within TESCO, examining market information gathering, financial aspects, and product development. It highlights the importance of understanding customer needs, conducting market surveys, and categorizing customers. Furthermore, the report explores the relationship between the marketing department and other organizational units such as finance, production, and human resources. The conclusion emphasizes the significance of marketing in achieving organizational goals and the use of the marketing mix for product differentiation. The report references several marketing publications to support its analysis.

MARKETING ESSENTIALS
TESCO

Table of Contents
 INTRODUCTION
 Various roles as well as responsibilities of marketing function
 Roles and responsibilities or marketing related to a wider context
 Conclusion
 References

INTRODUCTION
 Marketing includes various activities all of which are
undertaken by an organisation to communicate their
goods and services to their target consumer in market
place. Marketing includes a number of functions such as
selling, advertising as well as delivering goods to their
consumers. Organisations are also required to manage
their relationship with their consumers which will help
them in long term (HR and Aithal, 2020).

Various roles as well as responsibilities of
marketing function
In marketing process organisations exchange various views, thoughts and ideas related to the services and
products they are offering to their customers.
 Concept of marketing: The concept of marketing states that organisations are required to study needs,
requirements and demands of their consumers in order to take various decisions to satisfy their needs.

Marketing process
the marketing process followed by TESCO have four steps incorporated in it. Below mentioned are
these four steps:
 Step 1- Surveys are conducted by marketing team of TESCO at this stage. This helps them to
examine all the external opportunities that can bring them benefit.
 Step 2- After the survey is completed TESCO have a clear vision of customers along with their
demand in market place . Customer of company are also categorised based on their different needs.

Roles and functions of marketing department
in TESCO
 Market information: The first job that is to be performed by a marketing team is to collect information
from market. They need to understand need of customers in market by studying them precisely. There are
a number of internal as well as external factors affecting a customers behaviour which is required to be
analysed by them. A
 Finance: Marketing also include functions that are related to Finance. It is required by marketing team of
TESCO to prepare a budget for their communication and promotional activities. It is required by them to
make an estimate of the amount that will be spent by them in those activities.

Roles and functions of marketing department
in TESCO
 Product development and designing: The marketing team is required
to collect information from the market and then understand the need of
customers in the market. However, there are also a number of suppliers
who provide products and services to TESCO and that is forwarded by
them to their customers. They focus on designing and arrangements of
product in stores in order to attract customers towards them. They make
sure that inventory management is done effectively an order is placed
with supplier at the right time (Gupta and Nair, 2020). Stores of Tesco
are developed and designed in such a way that customers are attracted
towards it and it is also convenient for customers.

Roles and responsibilities or marketing related
to a wider context
 There are a number of organisations for which
marketing functional unit is one of the essential
factor which helps in completion of its goals and
objectives. It is therefore required in every
organisation to develop a marketing functional unit
which can work in coordination with all different
units of organisation to effectively fulfil all the
requirements and needs of business.

Marketing and Research:
 Research department is a group of
people inside the firm along with
institutional expend which analyse
economic matters, securities and
firms..

Marketing and Finance:
 The team of finance department search out various
activities linked with banking ,credit, capital,
money, investments and debts. As well as it covers
study of assets, money, liabilities, and so many
financial systems.

Marketing and Production
 Production department refers to
manufacture of good and services in
attractive manner. Function of
production department is machining,
assembling, and finishing.

Marking and Human resource
 Human resource department plays a
vital role in all firms. Role and
responsibilities of the department is to
hire, select, train and develop in order
to increase growth of firm