Marketing Essentials Report: Marketing Department Analysis - Tesco PLC

This report provides a comprehensive analysis of marketing essentials, focusing on the key roles and responsibilities of a marketing department within a business organization, specifically using Tesco PLC as a case study. It delves into the various functions of the marketing department, including brand management, marketing campaign execution, content creation, social media management, and media liaison. The report also explores the responsibilities of the marketing department, such as understanding customer needs, monitoring competitors, upholding brand values, and implementing effective marketing practices. Furthermore, it examines the interrelation of the marketing department with other functional departments, such as operations, finance, quality control, and human resources, highlighting the importance of collaboration for overall organizational success. The report utilizes examples to illustrate the interconnectedness of these departments and their impact on achieving business objectives. The assignment follows the BTEC Higher National Diploma in Business (RQF) Unit 2: Marketing Essentials curriculum.

MARKETING ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................3
Key Roles and Responsibilities of Marketing Department in Business organization.................3
Interrelation of Marketing Department with Other Functional Department in Organization.....7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is one of the most important activity of the organization. Marketing
department is considered as one of the functional department of the organization that help the
organization to perform promotion of company product and services in target market. Marketing
can be explained as a process which is performed by the marketing department of the
organization in order to maintain effective relationship with customer to full fill the long term
goals of organization in market place. This report is providing brief of Tesco PLC which is an
international organization that is working on global level (Ebbes, Germann and Grewal, 2019).
This organization is considered as one of the largest retail and grocery store in global market.
Tesco PLC was established in year 1919 by Jack Cohan in Hackney, London, United Kingdom.
There are total 6800 Tesco stores are there round the world. There are various things that are
related to marketing function will be explained in the report. Different roles and responsibilities
of marketing function will be analysed for the business organization. The roles and
responsibilities of Tesco PLC are considered in report for the wider business context. The
interrelationship between different functional departments will be analysed in report.
LO1
Key Roles and Responsibilities of Marketing Department in Business organization
There are different roles and responsibilities are performed by the business organization
in target market. These roles and responsibilities of marketing department can help the
organization to gain higher sales performance in target market. These processes can be used by
the organization to gain high marginal profit in market place (Steenkamp, 2018). The roles of
marketing department are related to their actions in market place and responsibilities are related
to the effectiveness of their efforts to gain success in the actions that are performed by them.
Some of the key roles and responsibilities of the marketing department are-
Roles of Marketing Department
Some of the main roles of the marketing department of Tesco PLC are- Defining and
managing brand of organization in market place, run marketing campaign for organization in
target market, produce content and material that can be used by the organization for marketing
process, monitoring and managing social media account of the organization and serving as media

liaison for organization. These roles of marketing department help the organization to get higher
success and profitability in market place. By this process organization can gain higher profit in
market place.
Defining and Managing Brand of Organization in Market Place
This is one of the most important function of marketing department in market place. To
improve the sales of organization this is important for the marketing department to develop
positive image of the organization in market place. These process can draw more people to buy
products and services from the Tesco PLC in local market. Developing company as brand is all
about creating positive image of the organization in market place. There are some processes can
practices can be used by the marketing department of the Tesco PLC to develop organization as
famous brand in market place in Taiwan. For example marketing research, developing name and
logo of organization and effective client relationship can help the organization to develop
positive image in market place.
Run Marketing Campaign for Organization in Target Market
This is the main function of marketing department to run all the marketing and
promotional campaign in market place. This is their role to lead all the promotional activities of
organization in market place. These activities can help the company to make their customer
aware of products and services that are provided by the Tesco PLC through their grocery and
retail store (Kirova, 2017). These activities also can help the organization to provide better
information to people regarding offers and discounts which are provided by company in target
market. This is how organization can improve their customer base by actions of marketing
department in target market.
Produce Content and Material That can be Used By the Organization for Marketing Process
This is also role of the marketing department to run marketing campaign of the
organization. These campaigns requires various kind of information and resources that can be
used by the marketing department to attract people. For effective sales of company in market
place marketing department creates various type of content and process to make more people by
promotion products and services of company with attractive content (Hult and Ketchen, 2017).
Mainly advertisement and promotional stuff is used by organization to get effective result from

target market. This is how these process can help the organization to retain their performance in
market place.
Monitoring and Managing Social Media Account of the Organization
This is important for the marketing department to keep information of the external market
conditions and trends in order to provide better services to the customer. For the maximum
performance of organization in market place this is important for the marketing department to
full fill all the requirement of customers. To full fill these requirement of organization marketing
department have to keep monitor and track current situation to improve the product and services
of organization for customers.
Serving as Media Liaison for Organization
Marketing department is the department that represent organization in target market.
Marketing department act as spokesperson of organization in market place. it is their role to
communicate in market on behalf of Tesco PLC this can help the company to communicate
important details with customer to maintain effective relationship with customers (Baker and
Hart, 2016). This is how marketing department communicate with customer and market to
improve knowledge of organization and maintain effective relationship with customers.
These are some of the main roles of marketing department in organization that can help the
organization to offer better services to customer and maintain effective relationship with
customers.
Responsibilities of Marketing Department
There are some responsibilities marketing department have that are important for
marketing department and organization both. Some of the main responsibilities of marketing
department are-
Listening Customers
This is main responsibilities of the marketing department to stay aware of the
customer needs and requirement in order to maintain the knowledge and information of
organization effective for the customers (Rindfleisch and Malter, 2019). By this process Tesco
PLC will be able to offer better services and product to customer. This is how marketing

department can listen to the customer to maintain business practices and methods effective along
with high marginal profitability. This responsibility of the marketing department also can be
related to demand of company product in market place. By this process marketing department
can help operation and production to change the production or storage of goods and services in
inventory to keep organization productive and profitable in market place.
Track and Monitor Competitors
This is main responsibility to keep knowledge of the business practices and marketing
plan of the competitors in market place to maintain their marketing practices effective and
relevant to develop effective customer base of organization. By tracking actions of the
competitors Tesco PLC will be able to maintain their marketing process more effective relevant
to gain higher attraction from customers. This responsibility of the marketing department can
improve the brand image of the organization as compared to other competitors in market place.
Work on Brand Values
This is important for the marketing department to keep the brand value of organization in
market place to maintain higher sales and profits in market place. This responsibility of the
marketing department can help Tesco PLC to create better image in market place that is effective
to attract people to take services from Tesco PLC. These can help organization to gain loyal
customer base to complete the long term goals of organization in market place. This is how it is
main responsibility to create positive brand image of company in market place. It can also help
the organization to develop more sales and revenue for organization.
Implementing Better Effective Marketing Practices in Organization Practices
There are various functions are performed by the marketing department in market place
to offer better high capacity to the organization in order to stay productive and profitable in
market place. there are different new technologies are emerging in market place that can allow
the Tesco PLC to gather effective data and information about market place and keep developing
practices that can help the organization to generate more revenue from their business activities.
These are some main responsibilities of marketing department that can help the
organization to gain high productivity in market place. This also can improve the performance of

the organization in market place and offer better services to the customer to maintain their
satisfaction level very high.
Interrelation of Marketing Department with Other Functional Department in Organization
There are different functional department are there that can help the organization to
maintain their performance effective and productive with in internal and external operation of
organization. Some of the main functional department in the business organization like Tesco
PLC are Marketing Department, Operation Department, Finance Department, Inventory
Department and Human Resource Department (McDonald and Wilson, 2016). These are most
common departments in organization that can help the organization to run their internal and
external operation with high effectiveness. All the functions that are performed by these
department are interrelated to each other and these interrelated operation of organization can help
the Tesco PLC to maintain effective performance in market place. The interrelation of marketing
department with other department is important for effective performance of the organization in
market place.
Marketing Department & Operation Department
The operations of marketing department and marketing department are highly interrelated
in Tesco PLC. These department are related with the exchange of data and information in
business operation. This is role of the marketing department to provide effective information and
data to operation department to maintain stoke in company stores to meet the market demand to
provide satisfactory services to people (Ebbes, Germann and Grewal, 2019). In exchange the role
of the operation department is to make the marketing department about products specification to
develop effective marketing campaign for specific product. This is how operation and marketing
department are interrelated to each other’s.
Marketing Department & Finance Department
Finance department provides all the funds to the marketing department that are required
for their effective operation in market place. It is role of the finance department to offer better
and effective budget to the marketing department for their effective performance in market palce
to promote the company products and services in effective manner. The role of the marketing
department is to collect market data by the market research for finance department in order to

develop effective budget planning for organization and allocate and invest financial resources of
company in right place.
Marketing Department & Quality Control
Quality Control department and Marketing department are also highly interrelated to each
other. This is role of the Quality Control department to maintain the quality of the product and
services of the organization to develop better brand image in market place. Quality control
department provides specific information to the marketing department in order to develop
effective campaign for organization (Rindfleisch and Malter, 2019). In return marketing
department provide information regarding customer needs to make positive development in
quality standards. This is how these departments are interrelated to each other.
Marketing Department & Human Resource Department
Human resource department provide different type of resources that are important for
marketing department. These department helps the organization to maintain effective
performance in market place. human resource department manages the work force of the
marketing department to improve their operation in marketplace and in return Marketing
department make HR department aware of market condition to develop effective policies for
business organization. This is how these interrelationship can help the organization to gain
higher productivity in market place.
CONCLUSION
This report is concluding the importance of marketing department in business
organization. Various roles and responsibilities of marketing department has been discussed and
analysed in the report for Tesco PLC. There are different functional department are present in
organization. A brief of interrelation between these Departments has been analysed and
evaluated for the performance of organization in market place.

REFERENCES
Books and Journals
Baker, M.J. and Hart, S. eds., 2016. The marketing book. Routledge.
Ebbes, P., Germann, F. and Grewal, R., 2019. Marketing Department Power and Board
Interlocks. Wharton Customer Analytics Initiative Research Paper.
Hult, G.T.M. and Ketchen, D.J., 2017. Disruptive marketing strategy. Ams Review. 7(1-2).
pp.20-25.
Kirova, V., 2017. Exploring the role of strategic marketing department. Journal of Marketing
Development and Competitiveness. 11(2).
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Rindfleisch, A. and Malter, A.J. eds., 2019. Marketing in a digital world. Emerald Group
Publishing.
Steenkamp, J.B.E., 2018. The future of the marketing department at business schools.