Marketing Essentials: Roles, Mix, and Interdepartmental Analysis

This report provides a detailed analysis of the marketing functions within the context of two distinct organizations: Tesco and Oxfam. The introduction establishes the significance of marketing in driving business success, highlighting its role in understanding market dynamics and fostering customer relationships. Task 1 delves into the roles and responsibilities of the marketing function, examining market research, marketing strategies, product development, and promotional activities, as well as the significance of the interrelationship of the marketing department with other functional departments such as finance, human resources, and production. Task 2 compares the marketing mix strategies employed by Tesco and Oxfam, assessing their product offerings, pricing, promotion, and distribution strategies. The report concludes by summarizing the key findings and insights gained from the comparative analysis of the two organizations, providing a comprehensive understanding of marketing principles and their practical application in diverse business contexts.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Roles and responsibilities of marketing function...................................................................1
Marketing...............................................................................................................................1
Explaining the roles & responsibilities of marketing relate to the wider context. ................3
Analysing Roles and responsibilities of marketing in the context of marketing environment4
Significance of interrelationship of marketing department with other functional departments
of the firm...............................................................................................................................5
Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units ....................................................................................5
TASK 2............................................................................................................................................6
Comparison of various marketing mix in different organizations..........................................6
Different tactics apply by the different organisation to achieve the business objectives.....10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing defines as the most important tool which helps the business firms to work
towards the goal to enhance its sales, it supports in earning more profitability and gaining
success. It plays an important role in understanding the market place, demand of customers,
building a profitable relation, customers driven market strategy and providing a better quality
goods to customers. Good marketing strategy leads to the success of the firms and also focus on
the long term growth of the firm(Daft, 2015). Tesco is the British multinational groceries and
merchandise retailer, established by Jack Cohen in 1919 at the London, United Kingdom. Report
will present the roles and responsibilities of the marketing function and also defines the
interrelation of marketing function with other functional department of the firm. Assignment
will compare the way in which Tesco and Oxfam apply their marketing mix strategy in their
marketing planning process to achieve the business objectives.
TASK 1
Roles and responsibilities of marketing function
Marketing
Marketing defined as the systematic activity which is undertaken by a company promote
the products and service of the enterprise which results in increasing the productivity of the firm.
It involves various tools which plays an important role while delivering the goods and services to
customers such as market research and advertisement(Pike, 2015).
The concept of marketing
The marketing concept helps in achieving the organizational goal efficiently through
understanding the needs and want of the target market and then accordingly providing the goods
and services to customers. The current trend of marketing concepts includes the digital media
which is used by companies for increasing their sales rate(Armstrong 2015).
The future trend of marketing includes marketing mix to attract the interest of new
customer towards the firm and also maintaining the transparency for creating the effective
relationship with consumers.
Marketing process
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It includes the various steps which creates the value of the company for the customer in
terms of satisfying their needs through providing the goods and services according to their
demands.
Situation analysis: The first step of marketing process is situation analysis which helps in
identifying the strength and weakness of the organisation. It also analyses the marketing option
and capability of company for producing the goods and services effectively.
Marketing strategy: In this step Tesco develop a strategic marketing plan for fulfilling the
consumers needs. Company select the best option and strategy is made for that
option(McDONALD, 2016).
Marketing Mix process: In this step of marketing process, company takes the various decision
which related to the product development, product pricing, product promotion and product
distribution.
Implementation and control: Company implement their marketing plan and also control the
marketing efforts and adjust the marketing mix according to the market changes. In this stage
company provides the goods and services to customers according to their needs and wants.
Marketing department plays an important role in increasing the overall performance of
the organization because marketing department is responsible for increasing the market share and
contributing to the firm's growth in the potential market. It includes the marketing research,
product plan, development process, promotion, sales and customers services. The roles and
responsibilities of marketing department includes market research, setting marketing strategy,
product development, communication and promotion(Daft, 2015).
Market research
It is the key responsibilities of the marketing department which helps the company in
terms of identifying the market opportunities and various requirement of customers for Tesco's
products. With the help of this information company enhance its productivity through providing
the goods and services to consumers according to their needs which results in improving the
brand image of the Tesco.
Setting marketing strategies
Marketing department is responsible towards setting the marketing strategies in order to
achieve the business objectives of the Tesco. Marketing strategies increase the market share of
the firm in market place through promoting their business operations in terms of their product
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and services. Marketing strategies develops by the marketing department, it supports in meeting
need of buyers by offering them satisfactory goods and services.
Product development
Marketing department play an important role in developing the new as well as existing
product of the enterprise which can be possible only through working with product development
teams and these process results in high productivity and profitability of the Tesco. Marketing
team provides the various information to product development teams about the customer needs
in terms of product quality, packaging and price and then development team accordingly develop
and improve the product(Johnson, Leenders and McCue, 2017).
Communication and promotional activities
it also plays an important role in developing the communication material for promoting
the goods and services of the Tesco in the market place for accomplishing the desired level of
result of the firm and also marketing team communicate to customers and provides the
information about the products in terms of its quality, values and price which results in
increasing the productivity of the enterprise.
Role and responsibilities of Marketing Manager -
Marketing Manager of Tesco is responsible to perform various types of functions such as they
play an important role in supporting top management to develop marketing plan. They helps to
develop co-ordination between various types of activities of different departments of the firm.
Explaining the roles & responsibilities of marketing relate to the wider context.
Marketing department interrelates with the other functional department of the Tesco
company and it can not run individually towards the accomplishing the business objective of the
enterprise(Feng, Morgan and Rego, 2015). It works in collaboration with other departments such
as human resource, finance, production, purchase etc.
Marketing and finance
Marketing department and finance department are interrelated because if Tesco need to
plan and implement the marketing plan they want the support of the financial department. The
marketing department requires working closely with the finance department to ensure that there
is an adequate budget to meet needs of the market research, promotion and distribution. Apart
from this, marketing department also provides the estimate budget to the finance department for
integrating the funds for effective financial planning.
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Marketing and human resource department
Human resource and marketing department runs together in the achieving the business
objective of the Tesco. Human resource department provides the employees with appropriate
skill and knowledge to the marketing department for creating the effective marketing team for
researching and developing the new product idea and meeting the production target of the Tesco
which results in increasing the productivity of the firm(Noe, 2017). marketing department
provides the various information about the market place to human resource department for
designing various companies policies.
Marketing and production department
Marketing department provides the information to production department about the
various need and wants of the customer through analysing the market research for satisfying the
current and future needs of the customer. Marketing and production department runs together for
accomplishing the desired level of results of the Tesco because through production department
marketing produce the products in the market according to the need of the consumers which
ultimately result in the better brands image of the company.
Marketing and research department -
Research department of Tesco helps to conduct research activities for identifying the changes in
need and demand of the customers on the basis of which marketing department develops
marketing campaign for attracting large number of buyers.
Analysing Roles and responsibilities of marketing in the context of marketing environment
Marketing department plays an important role in analysing the market strategies and
market research for improving the productivity of Tesco in the wider marketing environment. It
is also responsible for implementing the marketing information system in the company.
Marketing department also plays an important role in monitoring the marketing
environment(Pike, 2015).
Market strategies: The first role of marketing in the context of marketing environment to
develop the marketing strategies and planning of the business activities of Tesco. Production
departments need to recognize the need of the customers and provides their goods and services
accordingly. Effective marketing strategies maintain the balance between business objective and
marketing opportunities.
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Marketing information system: In the context of marketing environment, marketing
department is responsible for implementing the marketing information system which provides
the information regarding various aspects such as planning. Implementation and controlling the
marketing strategies in the market environment for effective distribution of goods and services to
the customer.
Monitoring of marketing environment: It is the crucial role of the marketing to control the
external marketing environment of the Tesco which can be possible only through identifying the
new developments in the market place. It includes the various factors which affect the marketing
environment of the business such as political, legal, environmental and social factor(Mu, 2015).
Trends in marketing – There are various current and future trends in marketing such as -
Relationship marketing -
It helps the firm to focus on improving customer satisfaction rather than focussing the
number of products sold by the company. Under this firm uses various methods for
communicating with customers.
Societal marketing -
It is related with responsibility of company towards the society. It is the duty of
Management of Tesco to identify need and demands of target market so that, it can satisfy
customers demands in more effective way.
Significance of interrelationship of marketing department with other functional departments of
the firm
Better relationship of marketing department with other departments of the Tesco like
Human resource, finance, research etc. helps in efficient achievement of organizational goal
because better relationship between different departments helps in building a collaborative and
cooperative working environment which helps them to share the various requirement of
consumers so they can provide the better services to customer with more effectiveness. Better
relationship also creates the respect and trust among different department which results in the
high productivity as well as the profitability of the Tesco.
Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units
The key elements of the marketing function including research, strategy and tactic.
Research helps in getting the valuable information in terms of all the factors which are concerns
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with the marketing process such as raw materials, finance and other resources. The strategy
element of marketing provides the valuable idea for competing with the competitive market
environment. Tactic used by the companies to attract the customers towards its products and
services. Marketing functions are interrelated with the other function of the Tesco because they
require the various economic resources for the implementation, research and evaluation of
marketing strategies which is provided by the finance department(Harrison and Lock, 2017). The
key function of marketing department such as market plan require an accurate description from
the production department in terms of product and services of the firm.
It can be said that, marketing and finance departments both are considered as the most
important departments of any organisation. Both are important for success of Tesco. As
marketing department helps in promotion of products and services whereas, finance department
helps in implementation of these activities by providing adequate finance.
TASK 2
Comparison of various marketing mix in different organizations.
Marketing Mix Tesco Oxfam
Product It provides the wide range of
products to consumers through
its stores. Products such as
frozen foods, bakery products,
food products, technology and
gaming products, home and
garden products and health and
beauty products. It has wide
range of product variety which
are depends on the type of
store and it sells its product
online. The banking industry
of Tesco provides the financial
services such as loans, saving
accounts and insurance(Mu,
It provides the second hand
products such as books and
also provides the services in
terms of finding practical and
innovative ways for people to
lift themselves out of poverty
and thrives. It has shops all
over the world that sell many
fair-trade and donated
items(Hastings, 2019).
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2015).
Price Tesco follow the cost
leadership price strategy so it
provides the goods and
services at the low price and at
the same time also maintains
the better quality of goods and
services which can be possible
only through using economic
scale because it maintains the
low prices. It produces the law
and stable prices to its
consumers for achieving the
desire level of results from the
market place(Ibrahim,
Alkhawlani and Al-shaghdari,
2017).
Oxfam provides the products
to its consumers at the price
which affordable for them. It
uses the psychological price
strategy.
Place Tesco operated its business
operations across the world. It
has more than 6900 in 11
countries worldwide. Its
superstores has large
supermarkets that sells the
groceries and small range of
non-food items. Smaller stores
of Tesco which are recognized
as an Express are provides the
high price products. It has
1000 square metres sized
metro stores which are
It has 20 independent
charitable organization
focusing on the alleviation of
global poverty. It operates its
operation and social activities
across the world.
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established in the town and
city centres.
Promotion Due to low pricing strategy
Tesco has the strong brand
image and its promotional
activities are based on this
theme. It uses various
promotional tools such as
hoardings, television ads and
charitable events as
promotional channels. It also
provides its consumers a large
extent promotional discounts
and offers such as buy 2 get 1
free in its stores. Tesco also
provides the club card to its
consumers that allows
company to segment and target
its customers. It also sells its
product and services online to
customer with providing home
delivery facility.
It uses two type of channel
distribution for promoting their
services in the market place
which results in gaining
donations from other business
firms such as social networks
and online websites.
People Tesco is the one of the highest
employment provider
company and the leading retail
brand who employs a lot of
peoples(Martínez-Ruiz, 2016).
It has large chain of employees
such as 480,000 number of
employees in 11 markets
It employs more than 5300
people across the world which
works with more than 22000
volunteers and provides the
better quality services to local
communities.
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across the world. It provides
the promotional activities tom
its employees which encourage
them to give the best possible
efforts towards the attainment
of business objective of Tesco.
The employees of Tesco also
encouraged to help them each
other and to be supportive
which creates the healthy
working environment in the
work place of the enterprise.
Process Tesco follow the process with
the aim of attaining market
task effectively which results
in higher productivity and
profitability of the firm. The
process is design in the way in
which the policies of the
companies kept minimum.
It uses various tools which
encourage peoples interest
towards giving donation in its
donation Box.
Physical evidence The physical evidence defined
as the proof in terms of
authentic products is provided
by the Tesco. It uses various
evidence as a proof to its
customers such as company
logo, colors and labels. The
stores of the company is also
defined as the physical
evidence of the brand and it is
It manages its volunteers and
supporters through choosing
well and investing time on
them which add more value
what the organization is
selling. For generating more
donation it provides detailed
information about the use of
money in front of the
peoples(Bruce, Byrne and
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the place of moment of truth
with the
consumers(Steenkamp, 2017).
Myers, 2018).
Different tactics apply by the different organisation to achieve the business objectives
The Tesco company use the marketing mic strategies in their marketing process to
achieve the organizational goal effectively. It includes the 7 P's of marketing mix such as
product, price, promotion, people, process and physical evidence. All of these elements provides
the information about the product and services in the market place which helps the Tesco to
achieve the desired level of results(Grant, 2016).
Significance of Extended marketing mix -
It refers to all the seven elements that works together to achieve the aims and objectives of the
company. It includes product, price, place, promotion, people, physical evidence, process etc.
The Oxfam use the marketing segmentation for accomplishing the business objective. It
includes the identification of target market and evaluation of different segments for target
customers. In this process Oxfam develop position strategy of its organization and implement in
the market place for improving the brand image of the firm which results in the high productivity
of the firm. Through its evaluation and feedback process Oxfam can improve its marketing
process.
In order to implement the business aims & objectives adopt the following business
tactics.
Tactics : Establishing your vision, mission and overarching goals
This is the best tactic through company can achieve their aims and objectives. The aim of
the cited firm is to provides of choice as measured by customer delight. Other aim is to measure
the employee satisfaction levels.
Tactics 2: Measure progress
After, completion the primary objective company need to make sure that to develop
strategies to achieving them. It will help to motivate and concrete with breakthrough objectives
for achieving the working objectives work.
Tactics : Develop long term & short term plans
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By developing the short and long term goals, metrics for the company. that helps to
analyse the gaps between current performance and the benchmark. Proper planning and
containing business is the way through company can successfully achieving the business aims
and objectives.
CONCLUSION
The above study has been summarized with that the success of every industrial unit is
largely depends on its marketing department because it promotes the business operation of the
company in the market place which results in increasing the goodwill of the enterprises. Through
using marketing planning process company can achieve desired level of results from the market
place because it uses various tools such market research which provides the information about
the various need of consumers to the company and then company produce the goods and service
accordingly which results in the higher productivity of the firm.
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and Intersections Between Marketing Education and the Marketing Profession (pp. 1-5).
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