If you think of it like this, if Tesco had no stock then they wouldn’t really exist. . . Or would they?
The Marketing and sales function.
Peter Drucker once described marketing as “Looking at the business through the customer’s eyes”. I cannot think of any way better to describe marketing. It’s basically finding out what the needs of the customers are and then providing it.
Tesco do not class marketing as a function of its own. They describe it as ‘A fundamental to the way the business operates’. This simply means that all separate functions in the business think of the customer first.
Marketing staff try seeing what customers may want in the future. Tesco does lots of different things so that they are able to help meet the needs of customers. Some of the things they may do are:
- Market research – identifies customer’s opinions on products and services that are available and on ones that are proposed.
- Promotional activities – advertising to customer’s products or service that is available.
- Sales – this is usually done by trained sales staff. They advertise customers on their best product or service.
Sales and marketing has a huge effect on Tesco as there is no point in them producing goods and services if nobody is going to want them.
The customer service function.
Customers are vital to Tesco because what they pay is the income. Without customers Tesco would have no income so they would have to sell up or close down.
Customers expect that what they buy should be of a good quality. The more a customer pays for a product or a service the better quality they expect.
Customers expect the staff to:
- Give quick attention.
- Know about the products or services they are selling.
- Be very helpful, kind and polite.
- Help them specifically with what they need.
These days there is a lot of competition. Lot’s of businesses sell the same products and services. This means that customers don’t have to go to Tesco, they have a choice. If a customer has a good experience they may not only buy the product or service they will probably return and buy something again and again.
Customer service should provide all the little extras that their customers may need, including:
- Giving them information
- Giving them good advice
- Providing them with credit facilities
- Delivering their goods
- Providing them with a good after-sales service.
The purpose of customer services is to give customers a good experience. If Tesco has a good customer service then it will give them a good public image.
The research and development function.
This function is usually called R & D within Tesco. In Tesco this function includes product design. R & D is concerned with:
- New product developments.
- Giving existing products new improvements and additions to their existing lines.
Production.
This functional area is responsible for making the products and services that are provided everyday by Tesco. This involves using assets of Tesco’s and resources. These are:
- Buildings and land, such as offices, factories, shops.
- Equipment, such as vehicles, computer, machinery
- Materials, such retailing products
- People, such as managers, support staff etc…
Tesco make sure that the products and services are provided to customers at an above satisfactory standard. Tesco make sure that they have enough stock and to supply the needs of customers and make sure that all the operations are carried out quickly and smoothly. A production function is responsible for meeting their customers’ demands and they are responsible for the packing, distribution and inspection of food or any other product or service sold.
Below is and example of how Tesco may provide a service to a customer:
[Images obtained from the web]
The example I am showing here is the Tesco bread supply chain. The wheat is harvested from the farm, and then is used to make bread in the stores. After the bread is made it is packaged and put on the shelves in the stores. This then leads to the sales of the bread.
How the functional areas work together in order to keep Tesco running smoothly.
How Human Resources and Administration work together.
The human resource and administration functions are concerned about the employees who we for Tesco, and paper work that has to be done. The human resource and marketing functions make sure that all employees get; an induction for the new job, training for the new job, good working conditions, equal opportunities, treated fairly and the rite equipment. This means it is vital that the human resource and administration functions have good communication between them in order to confirm with one another that each and every employee has had the right training, is in good working conditions and are being treated fairly. This type of communication between these two functional areas is called internal communication. These two functions would do regular checks on employees to make sure that they are doing the job to the standard that Tesco expect. All this is vital to make sure that the business runs smoothly and maximises the profits.
If an employee has got bad working conditions then they will not feel motivated at work. This means they may not do the job correctly. This means if employees are not doing the job correctly Tesco as a whole will not be successful. But if employees are all in good working conditions then they will feel motivated to do the job correctly, they will want to achieve a Tesco aims and objectives. This means that Tesco will be a successful business and will maximise the profits.
The human resource and administration functional areas will make sure that the Tesco Stores are cleaned and comply with all the health and safety regulations. These two functions make sure that all equipment is working correctly and is safe. If a function finds some equipment that is unsafe they will communicate with one another and sort the problem out as fast as possible. This again is internal communication.
How Finance and marketing and sales work together.
As we already know marketing and sales will require quite a big budget to promote and advertise Tesco’s Services and products. Marketing and sales will need the support of the finance function in order to pay for advertising, sort out budgets and process any other finance related areas. The Tesco finance department will give the marketing and sales function a budget to which they must try and stick to, her is an example; the marketing and sales function of Tesco want to promote a buy one get one free sale on their ‘Tesco finest chocolates’. They will communicate internally via e-mail or oral communication. They will request a budget for this promotion. The finance function will reply internally and accept or decline the budget request. If a budget is accepted the finance function will process the budget and inform the marketing and sales function that the budget has been accepted and they are now able to promote the ‘Tesco finest chocolates’. As you can see from the above example it is vital that the finance and marketing and sales functions have good internal communication between themselves in order to keep Tesco running smoothly.
How the administration and ICT support function works together with the finance function.
As we know the finance function use computers and information technology to process all of Tesco’s accounts. If the Computer System that the finance function use to process the accounts was to break down then it would not be possible for the finance function to process the accounts. However if the Computer System was to break down the finance function would quickly contact the administration and ICT support function internally so that the problem can be fixed straight away. Here is an example; the finance function is preparing the profit and loss accounts along with the VAT accounts to show the Inland Revenue how much VAT they have to pay. While the finance function are in the process of doing this the Computer System they use breaks down, so they quickly communicate with the administration and ICT support function letting them know of the problem that is/ has occurred. The administration and ICT support function will either give support over the phone or they will come to fix the problem. This is very important if Tesco are to run smoothly.
How internal communication within the functional areas of Tesco helps them achieve their aims and objectives.
The internal communication between the functional areas of Tesco helps them to achieve the aims and objectives in more than one different way. The internal communication systems that Tesco have put in place (internal telephones, e-mail systems and the intranet) help the functional areas within Tesco pass any type of information on quickly and safely. This is very important so that all functional areas are informed of all the information that is important to them.
The types of internal communication used by Tesco are:
- Intranet; every employee will have access to it, and see detailed information on Tesco’s aims.
- Internal telephones; fast and rapid communication between functional areas.
- Internal E-mail systems; these are good for written communication, cheap and fast. Employees can keep copies of E-mail conversations for reference.
- Private radios; these are a good piece of equipment. Employees can have contact with one another while on the move. They are cheap and easy to use.
- Meeting; these have to be organised; but once organised are good because you have all the people together for a bigger input and better outcome of decisions.
- Internal memos; these are good for reminders; eg. Don’t forget your meeting at 1.00.
- Staff newsletter or magazine; these are good because they can hold a lot of information. Staff can read about new things within Tesco and their aims and objectives.
How external communication within the functional areas of Tesco helps them achieve their aims and objectives.
The human resource and customer service functions need to communicate to external customers of Tesco. . . weather it be a job applicant or a person making complaint. They still need to make this communication in order to deal with customers and keep Tesco fully staffed. These functions will many different types of communication including; telephone, leaflets, internet, letters and email. This helps Tesco achieve their aims and objectives of creating new jobs for the local community and providing an excellent service. Also the finance function will use external communication when sorting out loans to expand and build new stores. This helps Tesco achieve their aims of expanding. And finally the marketing and sales function uses many different types of external communication, including; TV adverts, internet, and leaflets to advertise Tesco and their products and services. They will also communicate with advertising companies to make deals on advertising Tesco. All these ways that Tesco communicate externally help Tesco to achieve there aims and objectives.
The types of external communication used by Tesco:
- Job Centres; Tesco use this type of communication when looking for new staff/ staffs.
- Interviews; Tesco use this type of communication after the job centre communication to find a best suited person for a pacific job at Tesco.
- Internet; Tesco use this to give people at home a chance to read up on Tesco; who they are; what they do; what aims they have and so on. This is good because it allows people to understand what Tesco is about. This communication also attracts new customers to Tesco because they are able to shop online.
- Letters; Tesco may send out letters to customers regarding various thing; eg. Club card points, and information about their services, and people’s accounts with them.
- External E-mail; Tesco will use email to deal with customer complaints or enquiries. This is a good way of external communication for Tesco because it is free and easy to use. Not much staff training is required.
- TV adverts; this type of external communication helps Tesco to advertise their products and services and the business as a whole on a much larger scale.
- Tesco also use catalogues to advertise their products to the community. This is good because people get the chance to look at Tesco products at home. . . And products they might of mist in the store.
I have attached on the following pages of my portfolio some external communication methods that are used by Tesco.
The Tesco website.
Above is the Tesco.com website where you can do you shopping online, by electronics and any of the Tesco services. As you can see below:
On the Tesco website they also have a ‘Contact Us’ page. This is a good use of communication. Now people can see all the ways that they can contact Tesco easily in one place.
[Tesco Website]
Customers of Tesco that visit their website can obtain all the contact information they will need to communicate with Tesco weather it be for a new job or a complaint about some milk that has passed its ‘Sell By’ date.
On this page and the following are some leaflets that Tesco produce to advertise (Tell us about) there services. You will see that each leaflet has all the critical information the customer will need to set up and use this service.
[Tesco broadband leaflet. I got this from my local Tesco store]
Here is an example of how Tesco use E-mail for quarries and complaints.
I emailed Tesco asking for information. Then I had a reply within 24 hours.
Thank you for your email.
With regards to your request for information, I would like to confirm that at Tesco we appreciate when students take an interest in us.
We're always happy to help, but I'm afraid that we don't have any specific information on your chosen subject. I'm really sorry that I can't help you any more. We do have quite a lot of general information about Tesco on our website at:
www.tesco.com/corporateinfo
I wish you all the best with your subject and thank you for contacting us.
If you have any further queries please do not hesitate to contact us at [email protected] quoting TES4652684X.
Kind Regards
Patricia Nirmala
Tesco Customer Service
----- Original Message -----
From: "myles howson" <[email protected]>
Date: 26 January 2008
Subject: Tesco. . Aims.
Dear Tesco.
I am writting to you in need of some information that I cannot find on the internet after hours of searching.
If it is possible for you to give a few minutes of your time to answer the following questions that would be great.
How do you aim to maximise profit?
What is your aim on expanding the business? And how are you going about it?
How do you intent to improve the quality of your products and services?
How do you aim to be environmentally friendly?
I am in need for these questions to be answered for my business coursework.
It would be much abliged if you could email me back with some answers.
Many thanks,
Myles Howson.
_________________________________________________________________
Who's friends with who and co-starred in what?
-------------------Warning------------------------
This e-mail is from outside Tesco - check that it is genuine. Tesco may monitor and record all e-mails.
---- Disclaimer ----
This is a confidential email. Tesco may monitor and record all emails. The views expressed in this email are those of the sender and not Tesco.
Tesco Stores Limited
Company Number: 519500
Registered in England
Registered Office: Tesco House, Delamare Road, Cheshunt, Hertfordshire EN8 9SL
VAT Registration Number: GB 220 4302 31
This will help Tesco achieve their aims and objects because by using E-mail to help customers with a quick response from the Tesco customer service function customers are more likely to come back to Tesco after this good service.
Communication within Tesco.
Why is communication needed in Tesco?
A constant flow of communication is needed in a Tesco because accurate new information is needed to make decisions. The communication helps the running of Tesco. Usually it is a four-stage process:
- Obtaining the information.
- Sharing information with relevant colleagues.
- Deciding what information is needed.
- Communicating the decision or plans for action.
A range of different communication in a business is needed for different reasons.
There are four main types of communication:
- Oral - including telephone, voicemail and face to face.
- Video – includes internet video link and video conference.
- Written – includes emails, letters, faxes and memos.
- Graphical – includes videos, graphs and drawings.
There is no ‘best’ method of communication because the type of communication that is best to use depends on the type of message and the situation at the time.
The range of communication in business.
Internal contact would include as follows:
- People that are in the same functional area. E.g. someone from operations talking to someone from operations.
- People talking to people from different functional areas. E.g. A person from operations communicates with a person from sales to let them know if the goods will be made in time for sales.
[Obtained from the Heinemann applied business text book]
How communication helps Tesco achieve its aims and objectives.
Communication does help Tesco to work towards achieving all of their aims and objectives. This is because it is not possible to achieve aims and objectives without communicating with other departments.
Tesco communicate with the customers to advertise their products in a number of different ways, including; internet adverts (On there own website and on others), on leaflets and on the television to show people new product prices, promotions and some other things that may need advertising. Tesco spend a lot of money annually making sure that adverts reach their customers and by doing this it allows them to make a lot of profit. Tesco advertise there new job vacancies through job centres, their own internet website and possibly news papers. This allows Tesco to find the right person for the job, meaning that they can provide a good service to their customers. This type of communication helps them achieve their aims and objectives such as providing the public with jobs and making profits.
Tesco use communication to train their staff in order for them to provide a good service for the customers. Tesco use communication to contact suppliers in order to keep the shelves in store stocked so that customers are provided with a good service again. This helps them achieve aims and objectives such as providing a good service to the public and maximising profits because customers are more likely to come back to a good service.
Tesco need to communicate to arrange meeting to discuss things like; new services and products, health and safety issues, general issues, customer feed back, recruitment and more. This will help Tesco to become a bigger, more efficient and powerful store.
Tesco need to communicate with staff when they are doing wrong. They have to communicate when following the disciplinary procedure. This will help Tesco to provide a good service to the customers, helping them in the long term to achieve more aims.
Tesco provide their store security guards with walkie-talkies so that they can have quick and easy communication when needed. Tesco use e-mails, pagers, walkie-talkies and oral communication to pass on vital communication rapidly when machines break down and there are hazards in stores. This helps Tesco to keep providing good services to customers.
Some examples of what types of communication Tesco would use are listed below:
- If they needed to give a member of staff a warning they may use verbal or written depending on how serious, usually they will do it in a written type of communication because they will always have a copy of it on record.
- If they needed to show profits and losses in a meeting they will use verbal communication to communicate with participants at the meeting and they may use graphical communication to show charts of profits and losses with some written communication on as well.
- If a Tesco store needed to communicate with another verbal (telephone) or written (letter, email) communication may be used. Depending on the importance of the communication a suitable choice of communication will be used.
- Tesco also need to communicate with customers. They need to let them know the price, this is usually done by a written communication on paper stuck to the shelf by the product. They will need to communicate with customers while they are paying for their items, this is usually done verbally. Tesco Have a rule that checkout assistance have to ask if the customer wants help with packing, this is done verbally. If a customer wants help to find something in the store they will ask a member of staff who will communicate friendly with them verbally and help them.
- Tesco use communication in everything they do. No matter how big or small it is. If they did not communicate Tesco would not be one of the leading competitors in supermarkets today.
Tesco invest in the best communication systems there is. Next time you visit a store take a look, you will probably see that nearly all of the staff have radios. This is a good method of fast communication.
Some more examples of Tesco communication.
Tesco will use all four types (oral, video, written and graphical) of the communication at some stage:
Tesco may use oral communication at some stage; I will give two examples one of internal and one of external communication:
Tesco staff may talk to there customers giving them advice on what to buy, this would be external oral communication.
Tesco staff may talk to each other about ideas they could develop for the future, this would be internal oral communication.
Tesco may use video communication at some stage; I will give two examples one of internal and one of external communication:
Tesco may have TV displays in the store to advertise new products, this would be external video communication.
Tesco may have video conferences with other stores, this would be internal within Tesco but external outside of the store.
Tesco may use written communication at some stage; I will give two examples one of internal and one of external communication:
Tesco may send out letters to staff informing them of new promotions available to them, this would be internal written communication.
Tesco may use graphical communication at some stage; I will give two examples one of internal and one of external communication:
Tesco may produce graphs to show sales of the month, this would be internal graphical communication.
Tesco may produce a leaflet with products in for customers; this would be external graphical communication.
As you can see from above Tesco use a varied range of communication.