An Examination of Marketing Essentials: A Tesco Case Study

This report provides a comprehensive analysis of marketing essentials, focusing on a case study of Tesco. It begins with an introduction to marketing and its application within Tesco, defining key concepts such as production, product, selling, and marketing concepts. The report then delves into the roles and responsibilities of the marketing department, both towards the company and its customers, emphasizing the importance of brand image and customer satisfaction. A critical analysis follows, evaluating the impact of these roles on business growth and the significance of maintaining positive customer relationships. The conclusion summarizes the essential role of marketing in achieving business success, highlighting the various functions that contribute to maintaining a positive brand image and fostering customer loyalty. The report references several academic sources to support its findings.

MARKETING
ESSENTIALS

TABLE OF CONTENT
 INTRODUCTION
 TASK A
 CONCLUSION
 REFERENCES

Definition
 Marketing refers to the activities of buying and selling of the products and services by
the company.
It is the actions of the company which maintain the effective relations with the customers
to achieve the success of the company in the present and the future conditions of the
markets (Akbar and et.al., 2017).
 For Tesco Marketing is a business process that defined in dozens of different ways. In
fact at company level people may perceive the term differently.
 Managers at Tesco targeting business to customers with consumer products such as fast
food services, clothing, home furnishing etc.

Concept of marketing
 Production concepts: Tesco uses the concept of production to increase the supply of
the products and services and reduces the cost.
 Tesco reduces the cost of production and increase the profits with the use of the
economies of scale.
Product concept : Product concept is the consumer product that offer the most in quality,
performance and innovative features (Akbar and et.al., 2017). In this concept marketing
manager is focusing on to developing product improvement.
 Selling Concept : Selling concept is based on the selling transactions that on building
long term profitable customer relationship.
 Marketing concept : Tesco marketing manager has providing the best practices to
customers that fulfill the customer needs and wants.

CONTINUE...
Product concept: Tesco provides the best quality products and services to the customers to
attract the number of customers towards the company. It focuses to produce the products
with the features which fulfills the needs and wants of the customer and increase the sales
of the business (Allen, 2016).

Task A

Role and responsibilities of marketing
Responsibility towards the company: Marketing department of the Tesco have the
responsibilities to make the good and effective images of the brand in the minds of the
customers (Allen, 2016).
 They work to identify the various tools and techniques to success and the growth of the
business.
 They coordinate the activates of the business in such a manner to reach the goals of the
business.

Continued...
Responsibility towards the customers:
Marketing manager and the department have the responsibility to provide the best quality
products and services to the customer so that they can fulfil their needs and wants (Allen,
2016).
It focuses to achieve the satisfaction of the customer from the products and services.

Critical analysis of marketing roles and
responsibilities
 These roles and responsibilities of the marketing functions have affected the growth
and success of the business.
The manager of the marketing follows the functions with efficiency and effectiveness so
that the business of the Tesco reaches to the success (Allen, 2016).
 If the images and reputation of the business is not good then there is decrease in the
sales and profits of the customers.
 Marketers are also responsible to make sure the positive customer relationship to gain
the long term relationship within Tesco.
 Marketing managers in Tesco are also accountable for identifying the new business
opportunities to gain the customer interest towards the company services.

CONCLUSION
 From the above study it can be concluded that marketing is very essential for the
success and growth of the business in the different market situations.
 There are various roles and responsibilities of marketing functions which aims to
maintain the image of the business in the minds of the customers.

REFERENCES
 Abushadi, E. and et.al., 2015. The NGO handbook of volunteer management essentials.
 Akbar and et.al., 2017. Niche marketing strategy framework for SMEs: A conceptual
framework.
 Allen, M., 2016. Essentials of publishing qualitative research. Routledge.