Marketing Essentials Report: Evaluating Tesco's Marketing Strategies

This report provides a comprehensive analysis of Tesco's marketing strategies. It begins by explaining the key roles and responsibilities of different marketing functions, such as product development, market research, and promotion. The report then explores how marketing relates to the wider organizational context, including its interrelationship with finance, human resources, and customer service. Furthermore, the report compares the marketing mix to the marketing planning process, using Tesco and Sainsbury's as examples to illustrate how different organizations achieve their business objectives. The 7 P's of marketing are compared for both companies. Finally, the report includes the production and evaluation of a basic marketing plan for Tesco, covering its vision, mission, and strategic objectives. The report also includes a discussion of Tesco's marketing strategies and how it uses various methods to promote its products and services to customers.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK ..............................................................................................................................................4
P1 Explain key roles and responsibility of different functions of marketing.............................4
P2 Explain the roles and responsibility of marketing relates to the context of wider
organisation.................................................................................................................................5
P3 By comparing marketing mix to the marketing planning process to different organisation
achieve business objective..........................................................................................................7
P4 Produce and evaluate basic marketing plan for an organisation............................................9
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing essential is the initial stage of planning that give support to marketers to give
attention to key issues. As in marketing various activity related to advertising, purchasing,
distributing and selling of product can be done with the helps of different channel(Charter, 2017)
. It involves an activity in which potential customer are forced by marketers to buy company's
services or product. Tesco is the organisation that is choose in this report. It is a great retails of
groceries in UK. It has its headquarters in Herefordshire and it was founded by Jack Cohen. Key
roles and responsibility of marketing function is to be explain in this report. Explanation of roles
and responsibility of marketing relate to wider organisation context. Application of marketing
mix to the marketing planning process to achieve business objectives is to be done in this
assignment. Basic marketing plan is also be create and evaluate for an organisation in the report.
TASK
P1 Explain key roles and responsibility of different functions of marketing.
Key roles and responsibility of marketing function are product development,market
re3search, finance, planning, distribution, communication, promotion, selling etc. The marketing
functions are interconnected with other organisational functions in a company(Cornwell, 2020).
The marketing function is make focus on buying and selling activity so that the requirement of
audience is to be satisfy. The major roles as well as functions of marketing cover various activity
like transport goods wherever is requires, information related to marketing is to be collected to
satisfy the needs of customers, storing the stock etc. It also include activity like to identify the
needs of the customer, anticipating the demands of customer, the methods to maximise the profit
is to be identified. The description of key roles and responsibility are explain as follows:
Responsibility
• Need of audience is to be identify: The marketing function is responsible to identify the
changing desires of the consumers. The main objective to focus towards identification of
needs, attitude, wants and habits of consumers and also to analyse the data carefully to
identify the demands of customer that are prevail in the market place.
• Anticipating customer requirement: It is the responsibility of marketing department to
anticipate the needs of the customer .Anticipating audience requirement can give the

organisation with first mover advantage and help the company to meet the needs and
demands of the consumer.
Roles
• satisfy the wants of customers: It is the main role of marketing function as marketing help
to identify the item that can easily satisfy the requirement of the consumer and can offer
them value for money.
• making profit: It is the responsibility of marketers to find out the innovative and new
ways to sell its items. By giving the customer different packages of value added that
cannot provide the audience the value for money but also affect the sales and profit
positively.
The role of marketing for Tesco can observe in providing strategy related to situational
analysis. It give support to refine the corporate goals and develop marketing objective in
favour of organisation and for customers also. The organisation provide various
objectives like profitability,cost saving and growth in market share. For example To
introduce new product, marketing objectives are use by organisation that can lead the
marketing to support the corporate goals on profitability. By identifying potential areas of
target market, the marketing function of tesco is also actively involved in growing overall
share of market. Tesco marketing function is also engaged in demand and supply analysis
of product.
P2 Explain the roles and responsibility of marketing relates to the context of wider organisation.
Marketing involve all the efforts and activities that every company undertake to transfer
goods from producer to customer. Marketing function deals in specialized activity that is
necessary to perform at the time of doing marketing as it take goods and services from origin
location to consumption place(De Mooij, 2018). Tesco perform an act for that purpose by
making link between producers and end users. Marketing department of Tesco focus on various
areas for effective results as they do direct communication with their customers. For both B2B
and B2C business the marketing function is remain same. In both business marketing function
involves advertising,public relation, event, direct marketing, and interest marketing. Marketing
department structure of Tesco is describe as follows.

To remain in coordination with other related functions is the main objective of Tesco to
come up with better marketing strategy. This give support to the company to achieve its business
target with respect to B2B and B2C business activities.
The interrelationship between marketing and other functional unit are as follows
Marketing and Finance: Marketing strategies as well as relevant plan should be in the
form of particular budget. Product line, profit, product line and cost margin of the brand are
taken ointo consideration. The finance department provide budget to marketing department and
perform marketing campaign with in the defined cost. As finance department also provide cost
related information. Tesco marketing unit is need to be in touch with finance department to
understand the present financial performance of the business so that marketers can perform
activities accordingly.
Human resource and marketing:The main function of the HR department is to recruit
workforce and perform all the administrative work relates to the welfare of the employees
(Hyder, 2016). The marketing department is interdependent to HR department to ensure that all
the vacant position is to be filled on time and suitable candidate is choose by the HR Team to
join marketing team. It also coordinate to ensure that training opportunities are provided that
help the candidate to address the current challenging conditions of the market. The Human
resource of Tesco also give the feedback of the performance regularly to the marketing unit and
evaluate as the target is achieved as per the requirement or not.
Marketing and customer service: Both the functions play a significant role in every
organisation. For functions works simultaneously that whether the customer are satisfied with
product or service. The customer service department of Tesco give the report of customers
feedback to marketing department to help in development of new product. Both the department
of Tesco work simultaneously for developing positive relationship with the audience.
IT and Marketing department: They both work together to ensure achieving the
marketing as well as company goals in the most affective manner (Jarach, 2017).Both
department work together to ensure that all functions functions of marketing department are
equipped with recent technological advances and all the functions are working as per
requirement of customers in the market.

P3 By comparing marketing mix to the marketing planning process to different organisation
achieve business objective
Marketing planning: The position where the organisation is stand currently and
the position it try to reach in future is done only with the help of doing proper planning. Every
organisation has separate department for this purpose(Keegan, 2017). Marketing planning
includes communication strategy, financial planning, sales forecasting etc. to achieve the
strategic targets in future. Timeline track are also be kept by this department of Tesco so that it
can easily determine whether the organisation are on track or not. By adopting different
marketing strategies it stands in the the third position in retail market in the world. Tesco focus
on awareness, accessibility, diversification etc. to expand their brand. By adopting the strategy of
marketing related to brand positioning, customers acquisition they promote their product and
capture large area of market share. Tesco not only adopt online mode but also make update on
online channels for product product.
This section giving attention on analysation of application of marketing mix. For the
purpose of this task Sainsbury has compare with tesco to analyse the different implementation of
the elements of marketing and their respective outcomes. Talented markers use marketing
strategy to analyse the current situation of the market and for developing marketing plan. The
main focus of the organisation is on 7 P's that include product, price, place, promotion,
process,people, physical evidence (Vellas, 2016).
With the help of 7 P's marketing strategy is prepare
Mix Tesco Sainsburry's
Product Huge variety of products of various
different brands are available in the
company. They differentiate their
product into five unique calorie
brands to help match diet plan It
offers different product like food,
electric product, household goods
and furniture. To attract large
number of audience Tesco offer to
It is a chain of supertmarket that
stock around 30000 product line.
Diversified variety of fruit and
vegetables, fish or meat,chilled,
dairy,bakery, beer, wine and
spirit, health and beauty,
household, pet care.

their customers lot of services that
add the value such as customer
service, free parking, toilet, full air
condition , baby room etc. Although
the organisation does not make
emphasise on product quality but
still maintain the quality of product
on acceptable level.
Price They offer reasonable product. The
company launch Price guarantee
scheme for business expansion. To
compete with their competitor cost
plus pricing is suitable pricing
strategy for tesco.
The company challenges tough
competition in the consumer
market. It adopts competitive
pricing policy to make control
over the prices set by its
competitive brand. Low prices
product make available as
compare to other competitors.
Place various large stores are located at
different location in domestic as
well as other foreign countries. As
their stores are fully air conditioned
as it give comfort to their customers.
They have few stores as compare
to tesco and size of stores are also
small
Promotion With the help of different media and
approaches it creates awareness in
the minds of customers various
elements of promotional mix is
adopted by Tesco like public
relation, advertising, sales
promotion to develop good brand
image in the minds of customer.
It can promote their products by
giving advertisement on radio,
television, newspaper. It official
website is the best promotional
tool. Sales promotion via
incentives and database
marketing as become the part of
promotional strategy.
People Large number of employees are
working in the stores of Tesco. The
Around 152000 employees are
working in their stores to give

satisfaction of workers is necessary
for service provider that is
beneficial to compete with
competitors in the market.
good services to their audience.
Physical evidence It refers to the element that are used
for visitors for experiencing the
environment as well as customer's
experience. Due to their
infrastructure and interior they
attract huge customers.
It has large stores so that it can
easily store huge large variety of
products in great quantity.
Process The process includes various
activities that are used to something.
It undertake various strategies that is
useful to deliver the product to the
audience. Tesco provide free home
delivery service to their customers
that motivate them to purchase
items from their stores.
Sainsburry's provide door to door
service that help to influence
large customers.
P4 Produce and evaluate basic marketing plan for an organisation.
Company Overview:
Tesco Plc is the large British multinational groceries and general merchandise retailer
which has its operations within the wider level, thus the head quarter of the business is in
Welwyn Garden City, Hertfordshire, England, United Kingdom. The company is having around
450000 employees who are implementing their significant efforts in the growth and success
operations of the business (Rowles, 2017).
Vision and Mission statement:
It tends to be considered as the optimistic perspective on where the business firm needs to
be. It gives a huge bearing to accomplishing objectives of firm. The significant vision of Tesco
Plc is to be the exceptionally esteemed association through their clients whom they serve, the

networks wherein they work their business exercises, their representatives, works or partners and
investors. The organization is centred around giving top notch items and administrations in
reasonable costs to their critical clients (Park, 2020).
Basis Description
Strength  Tesco Plc is having a large amount of product and this can be
considered as the primary strength of the business as it leads the
business to gain growth.
Effective brand image within the market is also a major strength of Tesco in
increasing the number of customers.
Weakness  Organization is confronting different issues related with account and
capital.
 The organization has week presence in different nations.
 Through awful obligations the benefit and progress of firm were
affected.
Opportunity  The organization is worry on growth of private label.
 Creating premium reach items.
 Best opportunity to develop online administrations.
Threat  Increase in inflation and economic crises influences the
organisational efficiency and performance of the business.
 With Brexit the business might face the issue within in trade deals
and cost matters that can influence the business in negative way.
Marketing Strategies:
Segmentation Tesco can fragment its market based on segment, geographic and psycho
realistic factors so an enormous market can be isolated into little portions
which will help in proficiently promoting organization items.
Targeting It defines to choosing an objective market where the organization will centre
its showcasing technique and offers in order to impact clients to make buys.
Positioning It implies accentuating on the critical highlights of organization items so the
items offered by it can help it in accomplishing an upper hand on the lookout.
Budget allocation

It is important for the business to determine the new market trend and strategies which
are adopted by the business in the manner to carry out their business activities in systematic
manner. The marketing budget of Tesco is explained as below:
Particulars Amount (£)
Marketing 1800
Human resources 10000
Equipments 300000
Place 30000
Controlling and monitoring:
It is essential for the business and its management to control and monitor the marketing
strategies and policies executed through the business so that an suitable guidance can be attained
to achieve the desired aim and objective of the business. This will also aid the business in
developing its performance so that efficient outcome are obtained and the activities can take
place within the determined cost and time (Kingsnorth, 2019).
CONCLUSION
After deep study it is to be conclude that marketing plan is necessary to follow for the
Organisation Tesco. It is the largest supermarket that attracts huge number of customers towards
its quality product and services. With the help of marketing plan the smart strategies are share by
the marketers in the market. This will help to achieve the objectives in the market also. It become
beneficial for the organisation tesco to make focus on the techniques and methods of marketing
concepts that are helpful for explaining qualities of the product. On the basis of above summary
it also reflects that by adopting new practices and policies smart marketers can increase the profit
margin of the company. It become necessary for every organisation make contingency plan as it
help the organisation when the plan becomes fail due to uncertain event so to survive in the
competitive environment it is necessary to formulate marketing business plan.
REFERENCES
Books and Journals

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SAGE Publications Limited.
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buzz, and increase revenue. BenBella Books, Inc..
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Routledge.
Keegan, W. J., 2017. Global marketing management. Pearson India.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
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communications and advertising. Kogan Page Publishers.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.