Case Study: Marketing Process, Environment, and Tesco's Departments

This case study provides a comprehensive analysis of Tesco's marketing operations. It begins by outlining the fundamental role of marketing within a business, emphasizing its impact on organizational success and competitive advantage. The study then delves into the structure of Tesco's marketing department, detailing various roles such as marketing manager, social media manager, chief marketing officer, and market analyst, and their respective responsibilities. Furthermore, it offers an overview of the marketing process, including situation analysis, marketing strategy (segmentation, targeting, and positioning), marketing mix decisions, and implementation and control, alongside the significance of the marketing environment (internal, micro, and macro) to the marketing function. Finally, the case study examines the interrelation of marketing with other departments, such as human resources, research and development, production, and logistics, highlighting the crucial role of effective marketing in influencing and coordinating these departments to achieve organizational goals. The case study uses Tesco as a practical example to illustrate key marketing concepts and their real-world applications.

CASE STUDY

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. Role of marketing as function of business...............................................................................1
2. Structure of marketing department of Tesco and different marketing roles............................2
3. Overview of marketing process and analyse the significance of marketing environment to
marketing function.......................................................................................................................3
4. Define how marketing functions influences and interrelates with other department. ............4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
In every business marketing department plays a significant role in its growth and
development. They perform various roles related to promotion and developing strategies (Jarach,
2017). Also, they are responsible for gathering data and info from market to determine needs of
people. Furthermore, it entirely depends on this division that what price.
Thus, present reports is based on the business activities of Tesco, it is British multinational
grocery retailers engaged in retailing services. This report will describe role and structure of
marketing department in company. Moreover, it will give overview of marketing process and
how marketing function influences other department within a firm.
TASK 1
1. Role of marketing as function of business
Marketing forms an essential part of a business which can lead to the organisational success and
due to which several business functions are effected. Marketing function is referred as a role in
an organisation which helps a Tesco to identify and source the potential successful products and
services in the market place in which the products operate and then promoting the products by
differentiating company's products from that of competitors. Marketing functions are imporatnt
for the company in order for success and competitive advantage. Marketing department of Tesco
helps in promoting the business of the organisation and help in increasing the sales of company's
products and services. Depending on the hierarchy of the organisation there are various levels in
the marketing department. Marketing process of Tesco involving the opportunities which are
available in the market. Within the marketing process there different levels of marketing mix
elements. There are various of marketing as a function of business which is totally opposed to
marketing a department of a company.
Research: Research is one of the major function of marketing in Tesco is conducting research
on a target audience which includes paying attention to buying trends within the market and
search for the type of product which will satisfy the needs of the customers (Olson and et.al.,
2018). Market research also requires checking of various competitors which are present in the
market and also make research on the competitors to identify the products and services they offer
in the market and how successful has been a type of marketing campaign for them.
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Financing an expertise: Marketing is type of function which takes money to generate money,
for business owners one of the major role of marketing a particular product is to generate money
from investments, loans, use of organisation's money for creating and advertising of Tesco's
products and services. So, it is the role of a marketing which helps in gaining more and more
profits for the organisation.
Setting Price: Marketing plays an important role in setting the correct price for Tesco's products
for example if the cost of a product is too high Tesco might lose its customers but with the help
of proper market research it helps in setting a proper price for the products and service of an
organisation in order to keep the customers attracted towards the organisation's products. The
right price of a product normally can come from the trials, errors and proper market research.
Product and service management: Once an organisation has identified its target market and
have set the price of a product then there arise the goal for Tesco which is to effectively manage
the products and service of the organisation (Gnizy and Shoham, 2018). It can include listening
to customers and responding to their needs and wants of the customers.
Promotion channels: it is the one of the major function of a business which is advertising the
products and service of Tesco across the different corner of the world. It is essential for the
organisation to keep on attracting potential customers and holding existing customers. It is the
function of marketing to decide the type of promotion channel which can attract right audience.
2. Structure of marketing department of Tesco and different marketing roles
The structure of marketing department depends on size and nature of organisation. This is
because there are many positions and job roles included in it which differs from one another.
Structure of marketing department of H& is Entire marketing department is headed by Chief
Marketing officer then it is a Marketing Manager who manges the marketing function like social
media marketing which is headed by Social media Manager. Also, heads the marketing analysis
department which is headed by Marketing Analyst. Tesco has kept its marketing simple in order
to involve the Marketing Managers in decision making.
There are various marketing roles in this department which are as follows :-
Marketing manager: Marketing manager has various roles played by the marketing manager is
to develop a marketing strategies and plans in order to identify the customers needs and
delivering them by adding values in the products (Menguc and Auh, 2015). Marketing manager
has to determine the marketing mission for long and short term goals of Tesco. Another major
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role played by marketing manager is to coordinate the activities of finance, storage, production,
etc. so that marketing program can be easily carried out.
Social media manager: One of the major role which is performed by social media manager is to
manage the social media marketing campaigns by using various social media apps like
Facebook, Twitter, Instagram, etc. Social median manager of Tesco has to develop the topics
which are relevant to reach the organisation's target customers. Social media manger has to
design, create as well as manage the promotions of the products and service offered by Tesco on
social media and this requires high skills and creativity.
Chief marketing officer: The role of Chief Marketing Officer (CMO) includes the
responsibility of formulation of planning, development as well as execution of Tesco's marketing
and advertising initiatives. CMO of Tesco ensures that the message of an organisation is to be
distributed across the various marketing channel in order to reach the target audience for meeting
organisation's sales objectives.
Market analyst: Market analyst has a vital role in Tesco as it is responsible for gathering
customers' information and to examine the buying and sales trends which help in creating the
marketing plan for the company's (Felix, Rauschnabel and Hinsch, 2017). Once this research is
complete Marketing analyst have to evaluate the feedback of the customers and then organise the
reports which can be help for the Tesco in the future.
3. Overview of marketing process and analyse the significance of marketing environment to
marketing function.
Overview of marketing process-
This is concept that defined as identify market needs and to identify the market products
that can aids to satisfy the need of customers. Thus, marketing process defined in following
manner as-
Situation analysis- It is consisting of past, present and future aspect. Therefore, situation analysis
can be viewed as internal and external situation. Under it, external environment defined as macro
environmental factor that mainly affects the firm and micro environmental factor closely relate
with factor that mainly relates with specific situation of entity.
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Figure 1: Overview of marketing process
(Source: The marketing processes. 2010)
Marketing strategy- It is crucial to have strategic plan so that firm can able to satisfy the need
and wants of customers. Therefore, marketing strategy involves-
 Segmentation
 Targeting
 Positioning of product
 Value positioning to target market.
Marketing mix decision- Detailed decision can be taken with controllable parameter of
marketing mix. It includes of-
 Product development
 Price
 Distribution
 promotion
Implementation & control- It is the process that is comprised of changes that aids to undertake
the business activities effectively. Thus, deviation can be taken out from planned to actual
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procedure. If there is any gap between it, then crucial actions can be taken. Thus, better
monitoring needs to be conducted.
Marketing process consist of four elements such as strategic marketing analysis,
marketing mix planning and marketing control. Hence, it is termed out as process of analysing
the opportunities in market, selection of the target markets and management of efforts of
marketing. Thus, value can be created for customers to satisfy the requirements. It is term that
defined as endless series of actions and reaction between firm and consumer to create values and
to take initiatives to satisfy the needs of customers.
Significance of marketing environment to marketing function-
Marketing environment termed out as the combination of external and internal factors
that can affects the firm's ability to establish the relationship that aids to serve their customers
effectively (Marketing and its relationship with other business activities, 2018). This is consisted
of internal and external environmental factors. Thus, marketing environment classified into three
categories as-
1. Internal environment- It is inclusive of factors that can have high impact over the
operational functions of business. Hence, it includes labour, company policy, inventory
and logistic. It mainly affects the marketing decision and its relationship with customers.
These kinds of factors are in control of enterprise.
2. Micro environment- This is term that is inclusive of factors that closely relates with
operation of business and influences its functioning. Thus, it includes customers,
employees, suppliers, shareholders, retailers & distributors. These as are-
Customers- Each enterprise revolves around fulfilling the needs and wants of customers.
Therefore, marketing strategy of Tesco must be customer oriented and it must put focus over
understanding the needs and wants of customers.
Employees- They are main component of the enterprise and contributes highly on success of the
enterprise. Therefore, the quality of employees depends over availability of training and
motivation session within firm.
Suppliers- They are the individual with help of which material can be purchased in order to
covert into the finished good and it is very crucial for the enterprise.
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Retailers & Distributors- It plays an imperative role with terms to determine the success of
operational process of marketing. They are having direct touch with customers and can give
suggestion about the consumer desires about the product and services within market.
3. Macro environment- It is term that is inclusive of factors that exist outside the enterprise
and that cannot be controlled. Hence, factors include social, economic, technological
forces. These as are-
 Political & Legal factors- By having changes in political parties, several changes can be
seen in terms to trade, taxes and duties etc. Hence, firm needs to comply with changes
and violation.
 Economic factors- Each enterprise operates in the economy and affected by differed
phases. Under the case of recession, the marketing practices must be differ as what are
followed during inflation.
 Social factors- Business operates in society has some responsibility towards marketing
practices. Therefore, firms are requires investing in the welfare of people by undertaking
construction of parks, sponsoring education and public conveniences etc.
 Technological factors- Technology is becoming advancing day by day. Therefore, the
Tesco needs to keep updated the customer’s needs so that long-term sustainability of firm
can maintained.
4. Define how marketing functions influences and interrelates with another department.
Marketing function of Tesco connects with all other functions. Therefore, research &
development, production, logistic and human resource plays crucial role. Thus, interrelation of
marketing with other departments defined as-
Human resource department- It is enterprise that overlooks recruitment and selection, training
and professional development of employees. Henceforth, HR department is responsible to
undertake he responsibilities as hiring, firing, recruiting and selecting the employees and this
process affects the working of other departmental activities. They are responsible to take care of
functional responsibilities as well-bring, employee motivation, performance management and
safety. In the competitive scenario, companies are increasing day by day and to select the right
candidates at right time is one of the big challenge to enterprise. Therefore, effective marketing
is one of the crucial key for getting right candidates at the right time. Marketing department
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individuals reach to the human resource department to select qualified candidate who can handle
the operations of marketing.
Finance department- Marketing department of Tesco needs to work closely with finance
department to ensure that in firm there must be adequate budget to meet the needs for research,
promotion and distribution (The Marketing Function - Market Environment, Marketing Cycle
and Components of Marketing Information System, 2019.). Thus, marketing department
concentrate on the sales volumes and building marketing share. On the other hand, finance
department put major focus over the cash flow, covering cost and paying back investment as
possible. Thus, finance department needs to arrange adequate amount of fund, if they avail low
fund to other department than it could impact the working of other departments.
Hence, it can be stated that both are the department are interrelated to each other. They
both are responsible in undertaking the operational functions effectively and efficiently.
CONCLUSION
It can be concluded from the report that there are various roles of marketing in the
business functions which can help in achieving the marketing and business objectives of an
organisation. Present report also concludes that there are four major levels in marketing in the
marketing department which has to perform the different role in their fields and these roles are
really important for the organisation growth and development. The process of marketing is huge
and is complicated and this process of marketing depends on the marketing environment which
help in formulating the strategies of marking. It can also be concluded that there exists a strong
interrelation between the marketing and other departments of an organisation.
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.
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REFERENCES
Books and Journals
Felix, R., Rauschnabel, P. A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research. 70. pp.118-126.
Gnizy, I. and Shoham, A., 2018. The power of international marketing functions: antecedents
and consequences. Journal of Business-to-Business Marketing. 25(2). pp.67-89.
Jarach, D., 2017. Airport marketing: Strategies to cope with the new millennium environment.
Routledge.
Menguc, B. and Auh, S., 2015. Managing Marketing Employees for Superior Business
Performance Through High-Involvement HRM Practices: Does Marketing Department
Structure Matter?. In Proceedings of the 2010 Academy of Marketing Science (AMS)
Annual Conference (pp. 22-22). Springer, Cham.
Olson, E. M and et.al., 2018. The application of human resource management policies within the
marketing organization: The impact on business and marketing strategy
implementation. Industrial Marketing Management. 69 pp.62-73.
Online
Marketing and its relationship with other business activities. 2018. [Online] Available through :
<http://www.sanandres.esc.edu.ar/secondary/Marketing/page_14.htm>
The Marketing Function - Market Environment, Marketing Cycle and Components of Marketing
Information System. 2019. [Online] Available through :
<https://www.managementstudyguide.com/marketing-function-and-information-
system.htm>
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