Marketing Essentials Report: Tesco PLC Marketing Strategies Analysis

This report provides a comprehensive analysis of Tesco PLC's marketing strategies, roles, and responsibilities. It begins with an introduction to marketing essentials, followed by an examination of the key roles and responsibilities of marketing functions, including market research, planning, and customer support. The report details the role of marketing within the organization, emphasizing market analysis, product betterment, sales, and communication. A comparative analysis of the marketing mix of Tesco and ASDA is also presented, highlighting differences in product offerings, pricing strategies, and distribution channels. The report concludes by summarizing the key elements of the marketing function and their interrelation with other marketing functions. The study emphasizes the importance of marketing in enhancing market presence, sales, and revenue, and its role in providing customer satisfaction and achieving business objectives.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing functions......................................................1
P2 Role of marketing in organisation and it's responsibilities...............................................2
M1 Roles and responsibilities of marketing for Tesco's marketing environment..................4
M2 Importance of interrelationship in between marketing and other functional units..........4
D1 Key elements of marketing function and interrelation with other marketing function....4
TASK 2............................................................................................................................................4
P3 Marketing mix of two different organization....................................................................4
M3 Different tactics to achieve business objectives...............................................................6
P4, Marketing Plan.................................................................................................................7
Conclusion..............................................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing programme by Tesco PLC provides with a fast, comprehensive understanding
of the basic concepts and practices of modern marketing. It provides with the basic techniques of
marketing, including promotion, branding, positioning and targeting customers (Nguyen and
Simkin, 2012). It also investigates business-to-consumer and business-to-business issues. The
convincing power of marketing can add value for the Tesco PLC organisations when it applies to
new products or when it creates new markets. Marketing Essentials has been developed to give
an insight to those new to marketing, an understanding of the concepts and processes involved in
how a company effectively places itself and its products in the marketplace. This report is based
on Tesco PLC, which is a British multinational general merchandise retailer with headquarters in
Welwyn Garden City, Hertfordshire, England, United Kingdom. This company was founded in
1919. The Tesco name first appeared in 1924, after Cohen purchased a shipment of tea from T.
E. Stockwell. The business expanded rapidly, and by 1939 and it had over 100 Tesco stores
across the country. This report's main purpose is to explain the role of a marketing manager in
Tesco PLC organisation and also describe the value and importance of the marketing in Tesco
PLC.
TASK 1
P1 Key roles and responsibilities of marketing functions
Marketing plays a prominent role in the success for each and every business organization.
There are various functions which can provide competitive advantage to the cited firm in order to
meet their long term goals and objectives. These function can be market research, transportation,
promotional and advertisement, risk analyses, quality control etc. The role of marketing manager
in the context of present report is too significant. There are following roles and responsibilities of
marketing function are given below:
Gathering market information: This is one of the critical role which is related with the
collecting customer and market customer. It is essential for every company is to identify
customer needs so that they can design and develop product and services. Tesco is operating
their business in UK where competition level is too high. Therefore, this is the responsibility of
marketing function is to provide exact information about market, competitor and end consumer.
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For this, they can use various tools such as primary and secondary data through market survey
and conducting feedback.
Marketing planning: It is essential for business entity is to make an appropriate marketing plan
which can enhanced their market share and profitability. as already discussed that Tesco having
approx. 27 percent market share which is highest. But due to increase in the competition level
and slowdown economic growth, marketing manager is required to use marketing function in
order to increase its presence in the market. Therefore, they required an effective marketing plan
which can leads to increase its market share form 27 percent to 30 percent in near future.
Physical distribution: This is one of the most critical aspects in the success for retail sector.
Strategic location played a significant role in order to achieve organizational goals and
objectives. In the context of Tesco, which having more than 6500 stores across United Kingdom.
These stores are categorized in to three departments such as supermarket, hypermarket and
superstore. Apart from that, cited business organization located their store at the strategic
location like street store, urban store and semi urban store in the country.
Customer support service: After sale service is having a large impact on the future growth and
development of a business unit. As Tesco which provide quality products and services to its
customers at affordable price. But without customer support services a firm cannot compete in
the market. Therefore, marketing manager of cited unit is required to provide best customer
services which can help to attain their long term goals and objectives in an effective manner.
Promotion: One of the most significant function of marketing is related with the advertising and
promotional activities. It is important for a company is to create awareness about their product
and services in the market so that they can increase demand. There are various approaches which
can be used by the cited firm in order to promote organization goods and services. These tools
involve advertising, personal selling, sales promotion and publicity.
P2 Role of marketing in organisation and it's responsibilities
Marketing functions plays a major role in organisation to enhance their presence in
market, sales and revenues. As Tesco is working in retail segment so it is essential for them to
improve their marketing to increase their market share. Currently they are having market leader
position with 26% market share but now they have to move further to increase their size of
market and share by using marketing functions. Each and every organisation which are working
in international market are having their separate department which is having responsibility to
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improve their market position by making regular changes in promotional strategies. They are
evaluating them selves to other companies by which they can make a better promotions as
compare to their competitors. Marketing is playing several significant roles in Tesco which are
described under here:
Market analysis: Marketing is having significant role and responsibility in analysis of their
target market, as Tesco is mainly focusing on retail grocery so it is essential for them to analyse
demands of end users, competitor's actions by which they can make changes in their strategies.
Grocery products are having straight connection with customers so it is essential for company to
manage standards in their quality as compare to their competitive products. Market surveys can
help to them make better products and as well as services to increase number of customers.
Product betterment: As Tesco is a retailer company so it puts a lot of pressure on them to make
changes in products which they are selling in market. Marketing activities are having a huge
responsibility to find out finest outcome from customers response against their products and
services. Marketing manager has to convey these outcomes to their supplier companies to make a
better products against demands of end users. As many companies are working in retail grocery
sales market so it is necessary for company to make regular improvements in produ8cts and
services as per market research and competitors analysis.
Sales: It is the main aim of company to improve sales so in this segment marketing activities are
playing a responsible role to grow up their sales. It is essential for the company to enhance their
sales year by year so they have to make changes in their marketing and promotional strategies
which can help to cited organisation to increase sales graph as per their objectives. Marketing
department has to communicate with sales team to make effective changes in their policies and
strategies. Marketing helps to sales to provide data related to market demands by which sales
team has to increase their supply in particular area which can support to Tesco to enhance their
sales.
Communication: Marketing is having based up on promotional activities so it is essential for
company to make a better promotions as per the market needs. It helps to improve brand
awareness so their marketing managers has to make a better advertisement of their [products in
suitable medium. Now company has to use current trend in advertising which can help to them to
make a proper communication with customers and helps to provide information about their
products in their target markets.
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Market segments: Finally marketing works in market segmentation to make their promotional
and sales strategy in that particular area. Marketing helps to identify customers needs also it can
help to company to know which products are having increase in demands and which are having a
need of improvements. By this they can adjust their suppliers in that particular area to enhance
their sales and growth in that market.
M1 Roles and responsibilities of marketing for Tesco's marketing environment
Marketing is having very broader term and it is having significant role in the
organisation. As Tesco is having huge competition with Sainsbury, Asda and Next Plc So it is
essential for them to make regular betterment in their promotion and marketing. To provide
proper customers satisfaction so this market research can help to the company to make a better
products and services for their customers.
M2 Importance of interrelationship in between marketing and other functional units
Marketing activities always helps to cited business entity to enhance their sales in their
targeted market. Each marketing activity provides a data to the company which helps to product
development, sales team to make changes in their acts to support their organisation. It is essential
for the company to make a proper communication in between marketing and other functional
teams to enhance satisfactory elements in products.
D1 Key elements of marketing function and interrelation with other marketing function
Product , price, place and promotions are the key elements of marketing functions,
according to Mittal, (2014), prices having a huge significance in marketing process and it makes
a huge impact up on sales so it is essential for higher authorities to keep prices as per market to
manage sales standards.
TASK 2
P3 Marketing mix of two different organization
Tesco is one of the well-known brand name in the United Kingdom. Its market share is
about 30 percent which is too high as compare to its rival companies. There are large number of
retail companies which provide tough competition in the UK market (Martin and Reed, 2015). It
can large impact on market share and profitability of firm. Therefore, they required to increase
its position and profitability which is one of the main objectives of every unit. Marketing mix is
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the element of product, price, place and promotion which can create awareness and provide
competitive position in market.
Marketing Mix Tesco ASDA
Product Firm is providing a wide range of
product and services at the high
quality. These products are food
products, pet care, beverages, frozen,
electronic items, toys, clothing and
jewelry etc (Lipsman and et. al.,
2012). Apart from that, Tesco also
having patrol store and bank.
The product range of ASDA
is quite limited as compare
to Tesco. Because firm is
only providing food,
grocery, electronics, clothing
to is customers.
Price This is another element of marketing
mix which is related with the pricing
strategy. Cited business unit can use
various strategies such as discount
pricing or competitive pricing. In this
case, marketing manager provide
product at the lower price which
provide competitive advantage in the
market.
On the other hand, ASDA
can be using premium
pricing where offering
product at different price to
its customers. the main aim
of this strategy is to increase
firm’s revenue.
Place It is related with the warehouse, urban
store, semi urban store etc. Tesco is
having approx. 6500 stores in the
worldwide. Apart from that, they also
having various distribution center
which enhanced supply chain.
ASDA also have large
number of stores but their
global presence is quite good
as compare to Tesco (Lane,
2014). Cited company is
conducting their business in
to various emerging market
such as India and China
which can provide consistent
growth in the long run.
Promotion There is various promotional tool ASDA can be used modern
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which can be traditional and modern.
Tesco is using both approaches in
order to promote their product in an
effective manner. Apart from that,
marketing manager can also use social
media methods such as Facebook,
Instagram, you Tube etc.
promotional tools such as
electronic media and social
media. They spending
billions of dollars in order to
promote firm’s products
effectively.
Physical Evidence It is another element which is related
with the firm’s logo, color, labels and
brand. In this case, Tesco is having all
these physical evidence which
differentiate company to another.
Whereas, ASDA also
available all these things
which can include business
organization brand name,
labels etc.
Process This is another most critical element
of marketing mix which related with
the overall process of the company
(Jones and Rowley, 2011). Tesco is
having integrated supply chain system
and all stores are interlinked with
each other. With the help of such
system they can share their resources
in an effective manner.
Information technology
played a prominent role in
the success for business.
ASDA can use information
system where all dada is
interconnected with different
stores and they can share its
information and make their
decision effective.
People Human resources are the valuable
asset for each and every business unit,
because they contribute to achieve
organizational goals and objectives. In
the context of given case study, Tesco
is having approx. 450000 highly
skilled workforce.
ASDA employed more than
180000 staff which is
qualified and skilled which
can provide competitive
advantage in the market.
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M3 Different tactics to achieve business objectives
Keep features as per customer demands: It is essential for the sales team of Tesco to
keep all features in their products which can help to them to manage their sales.
Convenience in product delivery: it is also significant factor which can enhance their sales and
market share. As the company is having huge market competition it can support them to reduce
it.
P4, Marketing Plan
The basic marketing plan of organisation is depending upon on their capabilities. A good
marketing plan does not have any headache. Following are simple plan which has to be followed
by manager of TESCO (Hoványi, 2013). These steps have been broken down into five section
which are as follows;
ANALYSING – It contains overview of organisation situation that what is existing position in
today scenario. Through this it will helpful in providing benchmark that what they will adopt and
refine plan in coming years (Draelos, 2010). With sort description of current market product
offering to customers, company can look upon threats which has been posed by the competitors.
Manager has to also analyse outside market forces that may affect the objectives of organisation.
They have to analysed all these things on regular basis to implement appropriate market plan. It
can help to company to make a better marketing plan to make better products and services for
their targeted customers.
 Target audience – In this, the manager has to identify their customers that who need
these products. They can target audience in different ways such using promotional
techniques. In this technique, the manager can do advertising, sales promotion, direct
selling even personal selling also (Dibb and Simkin, 2013). Target audience, is based on
demographics which include age, gender, income and many more. While targeting new-
audience also the company can increase their brand awareness also. However, targeting
new customers, cited firm will also able to know about that who are their competitors that
they are targeting their existing consumers. They have to make target audience and
segments which can help to them to make effective services for particular areas.
 Goals – Manager have to list their marketing goals for future. The goals should be
realistic and measurable so that they can easily evaluate their performance (Chamorro-
Mera, Miranda and Rubio, 2014). If there are no effective goals, then it will directly
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impact on sales of products and services. The aims and objectives of firm should be
related with needs of customers so that they can target audience. It helps organisation in
order to increase their sales and profits. Managers and leaders has to make appropriate
goals for each employees and teams of the company to attain their targets.
PLANNING– The strategies which has been made by manager should be appropriate. For
example, they can use cost pricing strategies. In this the company sale their products at
reasonable price to attract large number of customers. As there are different types of strategies
which can be adopted by manager in order to earn large amount of profits and maintain their
position in market (Desai, 2013). On other side, tactics should include all actionable steps which
includes in marketing plan such as promotion techniques. They have to set that which product
should be sell in which time period. Along with this, have to follow their schedule strictly while
selling product during the year.
 Budget breakdown – In this section, budget of organisation should be split into small
costs. The cost which are associated with tactics should be properly used. It is
responsibility of finance department to revise their budget as per need of firm so that they
can use resource in appropriate manner (Cua, Reames and Chai, 2013). Through this, it
will help to organisation in growing their business and to evolve marketing programmes.
IMPLEMENTATION: In last, the manager has to monitor their market plan while taking
feedbacks from employees and customers and take appropriate actions whenever its needed.
While taking feedbacks from customers it will be helpful for organisation in achieving their
targets in time period (Clow and James, 2013). Through this they will also analyse their
competitor’s strategies in targeting their customers. Nowadays, the use of social media has also
increased. So, it can also include in while making marketing plan. In this, company can attract
large number of customers because there are many users who are active on social media sites. it
will also beneficial for organisation in order to maintain their sturdy position in competitive
market and beat their competitors. Marketing plan should be revised on regular basis to make
more effective and use new strategies to target customers.
Conclusion
On the basis of the above content it can be concluded that marketing mix play an important role
in product development as per the needs of the customers. Marketing plan helped a lot in the
betterment of sales which can increase their position in targeted market.
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CONCLUSION
As per the above mentioned report it has been concluded that marketing is essential in
order to attain long term goals and objectives. The report is discussed about the roles and
responsibilities of marketing function in the wider organizational context. Marketing mix and its
comparison between two or more business unit such as product, price, place, promotion, process,
physical evidence and people. The report also explained about the marketing planning and its
stages so that firm can attain its long term targets in an effective manner. Tesco has to make all
of the changes in their products and services as per the data provided by the marketing teams.
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