Marketing Report: TESCO's Marketing Strategies and Competitor Analysis

This report provides a comprehensive analysis of TESCO's marketing strategies and operations. It begins with an introduction to marketing and the selected company, TESCO, detailing its background and subsidiaries. The report then explores the key roles and responsibilities of the marketing functio...Read More

Marketing-
Report and PowerPoint

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Key responsibilities & roles of marketing functions........................................................3
P2. Responsibilities and roles of marketing in wider organization setting............................4
TASK 2............................................................................................................................................6
P3. Compare different organization by applying marketing mix...........................................6
TASK 3............................................................................................................................................9
P4. Covered in PPT................................................................................................................9
TASK 4............................................................................................................................................9
P5. Reflection.........................................................................................................................9
CONCLUSION................................................................................................................................9
REFRENCES.................................................................................................................................10

INTRODUCTION
Marketing refers to activities and process which is conducted by a company in order to
buy and sell products and services. It also includes activities like advertising, promoting, selling
and delivering of services and products to customers (Baker and Saren, 2016). The major work
of marketing department focuses on seeking attention of potential customers to encourage
individual to buy their products and services. For this marketing team design attractive
packaging design, slogans, advertisements and many more. Organization selected to conduct this
report is TESCO which is founded by Jack Cohen in year 1919. Its headquarters is in
Hertfordshire, England. Respective company is public limited company and operating their
business in retail industry. TESCO is dealing in various subsidiaries such as Tesco store Ltd.,
Booker Group, Jack's, Tesco family dining Ltd. and many more. Topics which are covered in
this report are key role of marketing functions and how it is related to organization. Comparison
of relative company and another company. Along with this it includes formulation of marketing
plan.
TASK 1
P1. Key responsibilities & roles of marketing functions
Marketing function in an organisation comprise of different responsibilities and role which
leads to effectively attaining of goal and objectives in appropriate manner. TESCO is a public
limited company which operate its business in retail sector. They are conducting their business
operations and functions in various sectors such as clothing, food products, telecoms, bank and
many more. Below some major role and responsibilities of marketing function is explained in
context of TESCO: -
 Market information: In TESCO it is a role and responsibilities of marketing department
to conduct analysis and evaluation of market. That help manger and leaders of respective
company in conducting and developing strategies and plans in effective and appropriate
manner (Chanavat and Desbordes, 2014). This include both evaluation of both internal
and external information which help manger in developing decisions.
 Product designing and development: It is role and responsibility of a manger of
respective company to do evaluation of market on continuous basis in order to develop
appropriate products and services according to need and demand of customers. By this

TESCO able to attract more and more customers, along with this there will be
enhancement in profit and market shares.
 Distribution channel: It is role and responsibilities of marketing function at TESCO
company is to decide proper distribution channel so that company able to fulfil need and
demand of customers in appropriate manner and in effective time (Šramová, 2014). By
effective distribution channel company able to reach and satisfy customers their
customers in proper manner.
 Pricing, promotion and distribution channel: In TESCO company marketing functions
plays important role and responsibilities in order to selecting appropriate pricing,
promotion and distribution channel. Thorough which they able to attract and retain
customers for a long-time duration. It is responsibilities of company to decide pricing
according to customers as well as competitor.
 Exchange of values: The respective company must exchange values and principles to
their workers, clients, customers and shareholders in order to enhance communication
and connectivity with them (Arseculeratne and Yazdanifard, 2014). By these employees
feel motivated and understand organisation mission and vision and give their full efforts
in order to fulfil goal.
 Customer attraction – In attracting customer marketing department play important role
because with the assistance of their advertising and other promotional activities company
attract lots of people towards the. But in this, it is important that advertisement placing by
TESCO show be realistic. Because if it was not real then people may sue organisation in
court.
P2. Responsibilities and roles of marketing in wider organization setting
In an organisation each and every department is essential and important because by it
they able to attain goal and objectives in effective and appropriate manner. From all department
marketing department is essentials and it is linked with all other departments and help them in
accomplishment of work in effective and appropriate manner. In context of TESCO, role and
responsibilities of marketing department with other are explained below: -
Marketing and Human resource: In TESCO both marketing and human resource plays
an essential role in attaining goal in effective and appropriate manner. Both help each other in
conducting work so that objective of company gets achieved. Such as if human resource has to

recruit employees, they will contact to marketing team so that they do advertisement of
requirement. That help HR of respective company to get more and appropriate candidates for
vacant position.
Marketing and Finance: In respective company both departments are essentials and
important because through both department company's goodwill and market shares get increased.
That leads to increase in customers bases and productivity (Rundh, 2016). Such as if a marketing
department has to do advertising of something, then they have to contact to finance department
to know about budget so that accordingly marketing team conduct promotional and advertising
activity. In other words, it can be said that, finance department is backbone of the business
without it no division can do their day to day activity. Same as in marketing also there is
requirement of funds which is given by finance manager of TESCO. Thus, marketing and
finance both are interrelated with each other.
Marketing and Potential customers: In TESCO marketing plays essentials role in
attracting and retaining customer for a long term in order to enhance profit. This department also
develop various activities and plans in order to attract customers and encourage them for buying
respective company products. Because through advertisement and promotional activities which
is conducted by marketing department respective organisation can target several people and
result in becoming them customer of TESCO.
Marketing and competition: Business environment is full of competition in retail
sector TESCO have lots of competitors such as ALDI, ASDA, Sainsbury and so on who are
using different strategies (Moss, 2017). In respective company marketing department do analysis
and evaluation in effective manner so that they can know strategies of competitors (Joshi, 2012).
Thus, through identifying all these TESCO will implement something innovative or creative
which help them in standing out of the competition. That will help them in making product and
services more effective as compare to competitors. By this they able to attract more customers
and attain goal in effective manner.
Marketing and production – Marketing division of TESCO is directly related to
production because it will be identifying customers’ needs and wants which is necessary for
production purpose. If requirement will not be analysed in appropriate manner then it will result
in wrong production and loss for TESCO. Thus, market and production department have direct
link with each other.

TASK 2
P3. Compare different organization by applying marketing mix
Marketing mix is the set of actions as well as tactics which use by organisation for
promoting their brand or products in the market area (Yoganathan, Jebarajakirthy and Thaichon,
2015). For conducting comparison with competitor TESCO use 7 P's factors of marketing mix,
then accordingly they decide to develop strategies and plans. It involves price, product, place,
promotion, physical evidence, people and process. Comparison of respetiv3e company with its
competitor that is ASDA is given below: -
Basis TESCO ASDA
Product TESCO deals in wide ranges
of products such as books,
clothing, toys, software,
financial services, telecom,
internet services and many
more (Brady, 2014). But
according to customers
clothing products offer by this
company are appropriate and
quality is poor. Moreover,
product of an organisation
builds its image in market as
well as can decrease also.
Thus, TESCO have to take
care of their offering quality so
it will result in building brand
image within market area.
ASDA is also dealing in wide
products and services ranges.
Products offer by respective
company are clothing, animal
welfare, foods products,
poultry and many more. Along
with this quality of products is
also best according to
customers.
Price Price of the products which is
offer by respective company
are according to products and
its quality. The strategies
Price of the Products and
services which is offered by
ASDA is high as compare to
TESCO products price. Due to

which is adopted by TESCO is
premium pricing method
which create value of products
and services. Along with this
respective company products
are affordable by all peoples.
Moreover, company is
adopting premium pricing
strategy for some products
because it shows value of their
offerings which is targeting
high class people. Apart from
this some are at affordable cost
by keeping In mind average
people.
this it is not affordable by all
income group peoples which
leads to decrease in sales of
respective company (Chang,
Yu and Lu, 2015).
Place Products and services of
respective company are
available at almost every
marketplace. Such as United
Kingdom, Ireland, Hungary,
Thailand and many more. The
respective company establish
their store at remote area
which is easily reachable by
customers.
Whereas stores of ASDA is
only offering their products
and services in United
Kingdom market place. They
have less and limited stores as
comparison to TESCO. Along
with this respective company
stores are in limited areas.
Promotion TESCO use various attractive
promotional strategies which
attract customers on huge
ratio. They also offer discounts
and vouchers on regular basis
ASDA also do various
promotional activities which
attract customers. The
respective company also offer
discounts and gifts coupons.

to its customers. Such as they
offer 50 percent discount on
weekends, provide free
products offer, buy more and
save more, occasionally
discount and many more.
But in case of respective
company they not do much
efforts on products advertising.
Due to which many peoples
not get aware about products
and discounts.
Physical Evidence Physical evidences of TESCO
stores are clean, hygiene and
attractive which encourage
customers to visit their stores
for do shopping. Along with
this everything is placed at its
place by which customers find
products easily and quickly
(Du Plessis, 2015).
ASDA is mainly focus on
attractive and effective interior
for its physical evidences. This
help them in a attracting
customers in huge ratio which
leads to increase in
profitability and market shares.
Peoples TESCO treat their employees
in effective and appropriate
manner. Due to which
employees feel motivated and
connected towards company.
They also provide various
training and development
programs to employees on
regular basis which enhance
there productivity and leads to
organisation profitability.
In ASDA employees get
awards and promotions on the
basis of their performance. By
which they feel motivated and
encourage to do work in
appropriate and effective
manner. They also recruit
employees on regular basis and
then provide training to them.
Process Process adopted by TESCO is
mainly focus on reduction in
operational cost. Along with
this they also update their store
Whereas process which is
adopted by ASDA is mainly
focus on reduction of wastage.
For which they remove

and process with new and
innovative techniques. By
which employees fell
encourage and their workloads
also get reduced.
unnecessary activities and
steps form there process. By
this they also able to enhance
their productivity in effective
and efficient manner (Pooler,
2018).
TASK 3
P4. Covered in PPT
TASK 4
P5. Reflection
From this report I learn many things which help me in conducting work in effective
manner in team. Along with this I also able to enhance my skills, confidence and knowledge
which will helpful for me in conducting work in future. In starting I face some issues while
working in team because every person has different aspects and view due to which some time
conflict occurs. Due to which everyone work get suffered, so leader of our team make rule and
policies regarding everyone role and responsibilities. Apart from this, my major learning through
this assignment is marketing concept which include SWOT as well as marketing mix analysis.
CONCLUSION
From the above mentioned topics it can be analysis and conclude that for operating
business in effective and appropriate manner company has to do marketing. By which they
attract customers, identify appropriate market, develop products or services accordingly and
many more. For effective marketing a company conduct various activities such as prepare
marketing plans by which they able to develop framework of marketing activities which a
company conduct to attain goal and objectives. By effective marketing company able to attract
more and more customers which directly leads to enhancement in profit and market shares. In an
organisation every department are essential for attaining profit. Along with this all departments
of an organization are interrelated with each other which help in conducting business in proper
manner.

REFRENCES
Books and journals