Marketing Essentials Report: Tesco's Marketing Strategies and Plan

This report provides a comprehensive analysis of marketing essentials, focusing on the case of Tesco, a UK-based grocery and general merchandise retailer. The report begins by outlining the roles and responsibilities of the marketing function, including gathering market information and marketing planning, and examines how these roles relate to the broader marketing environment, considering internal, macro, and micro-environmental factors. It then explores the interrelationship between the marketing department and other functional areas, such as operations and finance, highlighting the significance of these connections for achieving business objectives. The core of the report compares how Tesco utilizes the elements of the marketing mix (product, price, place, and promotion) against its competitor Walmart to achieve desirable outcomes. Finally, the report culminates in the construction of a basic marketing plan. The report emphasizes the importance of marketing in engaging consumers and driving purchasing decisions, aiming to provide valuable insights into effective marketing strategies within a competitive business environment. This report is a student contribution to Desklib, a platform that offers AI-based study tools.

Marketing
Essentials
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Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Roles and responsibilities of the marketing function.............................................................3
Analysis of roles and responsibilities of marketing function in context of marketing
environment............................................................................................................................4
How Roles and responsibilities of marketing related with other functional areas.................5
Significance of interrelationship in various department. .......................................................5
Critical evaluation and evaluate key elements of marketing function and way it interrelate
with other functional units of organisation.............................................................................6
TASK 2............................................................................................................................................6
Compare ways an organisation utilize various elements of marketing mix for attaining
desirable outcomes. ...............................................................................................................6
TASK 3..........................................................................................................................................10
Build a valid marketing plan. ..............................................................................................10
CONCLUSION .............................................................................................................................12
REFERENCES .............................................................................................................................14
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INTRODUCTION
Marketing is very much important for an organisation to engage consumers with the
business and helps in taking purchasing decisions of products and services. Engagement of
consumers in differ from pushing offers of organisation, irrespectively it helps in furnishing
consumers with giving relevant knowledge and information. Respective report is based on the
Tesco which is UK based Grocery and general merchandise retailer headquarter is in England.
Respective report is based on significance of marketing function with relation of marketing with
other functional units for achieving potential results. Further it includes comparison in between
the organisational elements of marketing mix for attain business goals and objectives. At last it
includes the basic marketing plan to market the organisational products and services to enhance
sales and profitability.
MAIN BODY
TASK 1
Roles and responsibilities of the marketing function.
Marketing in the organisation is related with the exchange of goods and services to
satisfy and gain profitability from consumers in order to remain competitive in the marketplace.
To market and sell the products and services to end user there are various marketing functions
takes place that are as follows:
Gathering and analysing market information:
Accumulating and evaluating market information is very much important function of
marketing under which various aspects related with consumers should be examined such as
wants of consumers, quantity they purchase and price range their consumers can afford (Kreutzer
and Vousoghi, 2020). In respect of Tesco for collecting data and information they conduct
through research and development to analyse consumers choice and preferences potentially. In
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context of marketing department they are accountable for accumulating necessary knowledge
and information in regards of their consumers so that they can serve them in best manner.
Marketing planning:
For an organisation to achieve the objectives it is very important to market the products
and services by checking the marketing plan very closely. Marketing plan build for enhancing
profitability, market share and consumer base with help of SMART objectives to put one of best
efforts in achieving desirable goals and objectives. In context of Tesco, they set objectives as per
their organisational demand such as increase in profitability, sales after them create marketing
plan in order to achieve the same.
Analysis of roles and responsibilities of marketing function in context of marketing environment.
In the broader terms marketing defined as a chain of activities by which organisation can
be able to deliver one of their best products and services as per the consumer choice and
preferences. Organisation such as Tesco conduct market research to evaluate needs and
requirement of their consumers. To access consumers requirement it is very potential to evaluate
marketing environment that directly influence function and working of organisation. There are 3
categories of market environment consist of internal environment, macro environment and macro
environment (Lippold, 2019). The major function of marketing department is to examine the
business environment before framing strategy and tactics. In analysis of internal environment
which consisted culture and environment of organisation plays very significant role in delivering
values to consumers. In that regards marketing function is to analyse best organisational culture
and put one of best efforts to adopt it. In Macro environment consist of government policies,
global economic conditions and political stability in the marketplace. In context of Tesco their
marketing department is responsible for evaluating factors directly impact on their works and
activities in potential manner. After accessing respective factors they build strategies and tactics
to deal with them in effective manner. Such as Due to Brexit in the UK marketplace the price of
products rises gradually that hinders purchasing capabilities of consumers. In that regards it is
accountability of marketing department to accumulate information and build strategies
accordingly.
How Roles and responsibilities of marketing related with other functional areas.
Marketing is one of most broader activity which encompasses entire business work and
activities to give specialised services to the end user (Lippold, 2019). To satisfy consumers
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needs and wants, various departments in an organisation contribute to provide ultimately best
services to them. Here are the close relationship of marketing department with other departments
that are as follows:
Marketing department with Operations management/ Production:
Marketing department closely work with the operations/ production department to ensure
that ample of research and development is planned in order to satisfy the present and future
consumer needs potentially. Marketing department with production/ operation to manufacture
the quality and design specification that are demanded by consumers in order to gain potential
outcomes, further marketing department also accountable to ensure that volume of orders
generated by marketing can potentially met with the time schedule required to delivery products
and services to end user. In context of Tesco, their marketing department set deadlines that helps
to stretch capabilities of the production department. As marketers always willing to get their
products frequently in order to gain competitive advantage.
Marketing with finance department:
To gain business objectives and goals, it is very much potential for marketing department
to work very closely with finance department (Malynka and Perevozova, 2019). Finance
department provide information that they have adequate budget to meet the needs of research and
development, promotions of various events and distribution to give one of best results to end
user. In context of Tesco their finance department allocate budget to set limits for marketing
department to work within specified budget so that desirable outcomes should be achieved.
Significance of interrelationship in various department.
In an organisation there are four main business functions that are marketing, personnel
management, financial management and operational management. It is very much important for
an organisation to market their product and services if they want to make sales and profitability
from it. Business also have to take care of their employee's and it can be only possible by
interrelationship in various departments (Moulay, 2019). Human resource management
department responsible for deals with the people by giving them adequate training,
compensation, recruitment and rewards which is possible after collaboration in different
departments. In context of Tesco operational department which contributes in day to day running
of business activities. In that regards management make sure that resources are made available
for business in effective and efficient manner. It helps in allocation and disbursement of funds
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within the organisation. So it can be said that interrelationship in various departments plays very
much important role in gaining desirable goals and objectives potentially.
Critical evaluation and evaluate key elements of marketing function and way it interrelate with
other functional units of organisation.
In the words of Ian Linton, Marketing department has the overall responsibility for
attaining revenue, increasing market share and contributing in achieving organisational growth
and sustainability in order to gain the desirable outcomes (Responsibilities of Marketing
Department, 2020). There are various marketing functions that contribute in overall development
of organisation such as conducting research and development, build the marketing plan and
many more. All activities helps in setting goals and objectives in front of organisation so that
they can put one of their best efforts in achieving the same. By not conducting respective
activities organisation not able to provide one of their best products and services to the end user
that is very essential aspect to remain competitive in marketplace. There is a close relationship in
the marketing function with the other functional units as they share goals with responsibilities
with one another in order to gain desirable outcomes. For an example marketing function is to
collect information and for it marketing department set priority such as improvement in product
&S services, consumers and many more.
TASK 2
Compare ways an organisation utilize various elements of marketing mix for attaining desirable
outcomes.
For an organisation marketing mix plays very much crucial role by setting various actions
or activities in order to promote organisational products in wider market place. There are majorly
four marketing mix that is product, price, place and promotion (Afifi and Amini, 2019).
Increasingly includes several other Ps such as People, physical evidence and Process. Here are
the marketing mix of Tesco with its fierce competitors that is Walmart are as follows:
Marketing mix Tesco Walmart
Product Tesco provides the wide range of
products to their consumers by
defining their needs such as
Walmart stores provides the wide
range of products to their
consumers in order to enhance
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Food,clothing, electronics and
financial services so on. They
always plan for expansion of their
products by accessing every need of
their consumers and expanded into
online marketing too. It provides
grocery delivery services and free
music download by their 40,000 or
more product lines. In each and
every category they provides range
of products as per consumer choice
and preferences (Bozkurt and
Bozkurt, 2019).
consumers satisfaction level.
They build products as per the
consumer choice and preferences.
They deals in grocery, hardware,
furniture, appliances, health
goods and range of other
products. By purchasing products
in bulk they can be able to gain
economies of scale and achieve
discounts in positive manner.
Price Tesco adopt the low pricing without
compromising in the quality of their
products or running in loss. They
remain always happy to pass the cost
advantage to their consumers. By
using the economies of scale to
enjoy sustainability in market place.
To provide low price they use
strategies to surpass their
expectations and become leading the
supermarket chain (Eru and Yakın,
2019). Mostly organisation raise
their pricing after get established in
the marketplace.
In context of Walmart they
determine profitability realized
by sales and competitiveness of
product in marketplace. The
position pricing policy in correct
manner as they offer consumer
friendly pricing and focus on
bulk sales to maximise pricing
rather than overpricing their
products. By using best
procurement strategies which
allow to bargain with most
affordable players to set price at
low.
Place The headquarter of Tesco is in
Hertfordshire, England. The stores
of respective organisation located in
There are vital locations in their
business undertaking. To enlarge
business opportunities business
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all over the world to reach at wider
consumer base. By using the two
main channels of communication of
distribution such as online and
offline to remain competitive in
marketplace. In their offline six
different kinds such as Tesco
Express, Tesco Extra, Tesco Metro,
Tesco compact and many more.
They open no. of stores to make
purchasing comfortable for their
consumers.
placement and geographical
accessibility is very much
potential. By using the strong e-
commerce platform organisation
can be able to allow consumers to
purchase their products and
services without visiting the
physical location. They by using
the well planned network of
distribution centres can be able to
collect consumers orders as well
as suitable able to deliver order to
end user.
Promotion They use several modes of
promoting their products and
services into wider marketplace.
Their biggest advantage that they
offer low price to their consumers
(Fregidou-Malama, Chowdhury and
Hyder, 2019). Respective factor
helps them to position oneself apart
from their competitors. It helps in
enhancing their brand image by
reducing the cost by being true in
against towards their words. In their
advertisement they focus on one
attribute which is their low pricing.
By using sales promotion by offering
'Buy one get one free' and 'half price'
strives for consumers to make
purchase.
In context of Walmart in their
promotional and advertising
consist of sales promotions by
using product building and
competitive pricing strategies. As
the best part of their marketing
mix promotional strategy can be
able to reach at large no. of
consumers. Their website can be
able to attract their consumers by
offering gifting to their
consumers. In their website they
use slogans such as Grab it
before it is done to enlarge
business opportunities (Hoque
and Awang, 2019).
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People Tesco appoint one of most talented
personnel within their organisation.
They by appointing one of talented
sales assistants that are one of great
individuals contribute in their
success. They by using programs
such as Colleague privilege card,
Save as you earn that helps in
working self interest of people.
Walmart is a global organisation
that focus on people's
development by providing them
opportunities for their career.
They have external well talented
personnel that are highly
motivated in nature. They have
more than 2 million employee's
at world wide and 200 million
consumers.
Process In process of Tesco refers to process
of keeping consumers happy and
satisfied by providing speedy billing
and easy acquirement of products in
their stores in both online and offline
(.Jiménez-Zarco and et.al., 2019).
Their process to deliver products
and services to end user is very
much efficient and helps to
consumers in purchasing
products conveniently. In their
process includes having
systematic product placement
and categorization, multiple kind
of payment counters and many
more.
Physical evidence In context of Tesco are not overly
elaborate like the Sainsbury and
other grocery stores. They do not too
much money on furnishing of their
stores as their stores are enough
attractive by categorized products so
that consumers can easily find out
products.
In their physical evidence of
products includes seen more than
11000+ stores in all over the
world. There each store provides
multiple category of products and
efficient product placement in
order to enhance consumers
experience potentially.
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TASK 3
Build a valid marketing plan.
Marketing plan is a all-inclusive document or blue print which devotes the marketing and
advertising endeavour of an organisation for upcoming duration (Kreutzer and Vousoghi,
2020). It elaborate activities of an organisation involved in accomplishing specified marketing
objectives in a specified time limit.
Here are the marketing plan of Tesco:
Executive summary:
Marketing is very much essential for organisation that helps to market organisational
goods in wider marketplace. In context of Tesco they aimed to actuation new services that is In
store drones that helps to locate an deliver goods to consumers within stores. In that regards It is
very much potential for them to prepare marketing plan to give knowledge about their new
services to consumers.
Vision:
“To enhance consumer experience by providing valuable products and services to the
consumers potentially”.
Mission:
To offer best service for delivering products accurately and promptly to consumers.
Objectives:
The sole objective of respective administration is to heighten consumers experience and
in that series they bring in store drones that deliver products accurately. Here are the Smart
objectives of respective organisation:
 To expand their market share by 10% within the 8 months by launching the new service.
 To increase consumer base by 15% in 6 months.
For an organisation it is very much potential to analyse organisational internal strength that helps
in building strategies and tactics.
Strength:
Tesco is one of most leading grocery retailer
and no. 1 supermarket in UK. Their stores are
available in most part of the whole world. They
Weaknesses:
The major weaknesses of respective
organisation that they face have high debts and
credit card liability which hinders their self
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spend lot of amount on promotions of
organisational products so by using respective
services organisation in attaining desirable
outcomes.
interest in gaining desirable outcomes.
Opportunities:
They have the experience of strategic alliance
with other that helps to organisation in
enlarging business opportunities in positive
manner. They provide opportunities to grow
and upgrading their online shopping business.
Threats:
The major threat in front of respective
organisation that they face threats of other
supermarket chain.
Segment of consumers:
By segmenting the products on the basis of consumers choice and preferences as per
consumers choice and preferences in order to provide best experience to them (Lippold, 2019).
In context of Tesco their consumers are middle and upper class individuals that always demand
innovation in products and services. They segment their consumers as per the choice and align
their efforts to satisfy the requirements of a specified class of individuals in potential manner. By
using the positioning on basis of functions of organisation, they can be able to enhance quality
and functionalities of goods to remain competitive in marketplace.
Targeting:
In context of Tesco they target consumers that always demand the innovation in their
products and services so that they can charge premium price in against of their products. By
offering in store drone services they can be able to serve consumers in best possible manner.
Positioning:
Respective organisation position in mind of consumer as low cost retailers by using the
advertisement “Cheapest price everyday” for their selected products and services potentially.
Budget:
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Evaluation and control:
It has been evaluated that for respective organisation In store drone services plays very
much important role and it also contributes in enhancing their consumers level of experience in
most potential manner (Lippold, 2019). By using respective proper evaluation of every attribute
in proper manner which helps to gain desirable outcomes.
CONCLUSION
From the above report it has been concluded that for an organisation marketing plays
very much important role to market their products and services at wider marketplace. There are
large no. of marketing functions that helps to educate the consumers about organisational
products and services in order to remain competitive in the marketplace. To coordinate
organisational works and activities it is very important for an organisation to collaborate with
other departments. By sharing the goals and objectives with other department organisation can be
able to meet consumers expectation potentially. For an organisation to achieve objectives it is
very important to prepare marketing plan by defining goals and responsibilities of an individual
to attain the same.
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