Essentials of Marketing and Management

This assignment covers various topics such as marketing research, destination marketing, information technology, human resources marketing, and entrepreneurship. It includes a list of essential books, articles, and papers related to business management and marketing. The assignment is likely to be used by students in a business or management course, possibly for research purposes or as a reference guide.

Marketing
Essentials

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function........................................................1
P2 Roles and Responsibilities of marketing related to the organisational context.................5
TASK 2............................................................................................................................................8
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives ..................................................8
TASK 3..........................................................................................................................................17
P4.Basic marketing plan for Coca-Cola...............................................................................17
CONCLUSION..............................................................................................................................21

INTRODUCTION
Marketing refers to the different activities like advertising, developing or selling of
various goods and services to the consumers and other businesses in a appropriate manner.
Marketing is a very important part of every firm or business which define the customer services
(Allen, 2016). This is a process which is used to create valuable goods and services for the
consumer, an individual and good research for marketplace. This present report is based on
Coca-Cola, it is a carbonated soft drink company which is manufactured by the coca-cola. It was
formed in may 8, 1886 by John S. Pemberton in Atlanta, Georgia. Coca-cola has lot of varieties
in their product such as Rc cola, Inca cola, Kola real, Cavan cola etc. the most famous products
of coca-cola are fanta and spirit. Coca-cola have 10 employers with more than 700,000
employees. It is the world's powerful system which operating in cash flows. Through this report,
key roles and responsibilities of the marketing function will be discussed, along with this roles
and responsibilities of marketing relate to the wider organizational context will be define. The
interrelationship between marketing and other departments of the company and marketing mix of
coca-cola will also identify. Lastly, this report will be focused on the marketing plan for an
organization.
TASK 1
P1 Key roles and responsibilities of marketing function
Definition of marketing:
Marketing is a social and managerial process through which individual and group of
members can observe what they required and demand in order to developing and exchanging
offers that have values for consumers, suppliers, buyers and clients (Boschetti and Massaron,
2015). On the other side marketing is the process of plan and execute the concept and
implements the promotion, pricing and distribution of goods and services to develop exchanges
that satisfy the consumers and organizational needs in a effective manner. The main concept of
marketing is the consumer oriented which satisfy their needs and wants in order to achieve their
objectives.
The current and future trends of marketing:

The term of marketing is a very crucial part of any firm which follows several types of
current and future trends for more growth of an organisation in a marketplace. Current trends
also helps organisation to gain knowledge about the product and services which attract the
customers in a effective way. Coca-cola use several methods of marketing such as social media
marketing like Facebook, gmail, yahoo, twitter, Instagram for advertise their product in a
efficient way. According to the present scenario, future trends of marketing are done by the
advertising and promoting products to its consumers like videos which is very helpful for them
in order to select product as per their choice.
External environment influences and impacts upon marketing activity:
Marketing activities and marketing strategies of any firms are affected by the several
external factors of environment (Brown, 2016). These factors are includes in political,
economical, social, technological, environmental and legal. The marketing scheme and planning
of Coca-cola is influenced through different changes in any factors.
Political factors- In this, this Coca-cola is a international brand and for market
enlargement in new countries it has to follow all rules and regulations which are made by
government in the country. But in this factor, It is easy for Coca-cola to ignore the senseless
issues and conflicts in order to increase to increase brand image in front of the consumers.
Technological factors- In this, new and changes factors are adopted by Coca-cola to
make their consumers satisfactory at higher level. This company uses effective programme like
social media, advertisements, online advertisements for reach their customer effectively.
Structure and operation of marketing department:
Marketing structure is basically based upon the business requirements and in this
situation, leader is responsible for preparing new strategies which will give more benefits and
effective outcomes ( Brychkov, and Domegan, 2017). Many leaders concentrate on the overall
marketing dealing in the form of relation manager, product manager, advertising manger and
marketing President. On the other side marketing operation is a aspect that always follows
several types of departmental activities or functions to achieve the appropriate goals and
objectives in a effective way.
Roles and responsibilities of a marketing function:
2

In the term of any organisation, the marketing department concentrate on different
marketing functions like produce a product and services of the company. There are some roles
and responsibilities of a marketing function in Coca-cola, which are follow as under:
Market information- It is an important function of marketing department which develop
the demand the requirement of consumers before launching the product in market area. This
function determine Internal or external factors of market before the maximization of market.
Market planning- According to this, marketing managers concentrate on the generating
plans and unique strategies to increased sales of product in the market division (Cornwell, 2014).
This process is done for change brand name or identity in a market. It involves in effectiveness
of promotion, discount and offers etc.
Product designing and planning- As per this, marketing function deals with creating
and growth of new products in order to retain consumers. On the behalf of everyday changes in
product design is effective which attracts the consumers towards the product. Coca-cola provide
its own soft drinks with attractive packaging with effective bottles, they have various
configurations, size and colour. Coca-cola support on everyday changing and their product’s
packaging in unique style. It also focuses on make effective media advertisements on the behalf
of regularity to attract lot of consumers towards consuming their col drinks products in a
optimistic way.
Exchange Functions- Marketing department of Coca-cola analyse the market condition
and evaluate the real needs and wants of customers. The main aim of this function is to provide
products and services according to customer's requirement.
Financing- It is necessary function for every firm, in this team work with several
activities in a market area which is related with finance ( Dessain, 2016). For example: the
marketing manager of the Coca-cola offers credit card facility to its customers as they are
ascertained as the daily client of an organisation.
Promotions- These are activities which are performed through the company for creating
awareness in people about their products and services. Marketing manager of Coca-cola have to
make few strategy for promotions, advertisements through newspapers, magazines, T.V., and
different social sites.
3

Marketing process:
It is a process, which is used by companies for analysing the opportunities, selecting
targeted markets, develop marketing mix, and managing marketing activity. There are several
steps include in marketing mix, which are explained under:-
Analysis of opportunities within market: It is very important for an organisation to analyse
the opportunities that are gettable in market. These opportunities may be the
requirements of customers which are not acquiring fulfilled through products and
services availability in the market (Dioko, 2016). Coca-cola has prepare a research in
market which is helpful for them in informing the factors that can helps in order tom
make changes to products and services. This will lead them in long term sustainability in
the market and also it is helpful in preparing products which can accomplish the
customer needs and want in a effective manner.
Selection of targeted segment: It is not so much easy for any firm to fulfil the needs of every
division. That's why it is required to select a specific segment for their goods and
services. Coca-cola offers fast food for this, they have chosen young segment of the
market, as it is a group of individuals which eat the fast food in largest way. It will help
to company in order to make products and various strategies which attract the selected
segment in a perfect way.
Developing marketing mix: Marketing mix is a very helpful aspect for an organisation in
order to know about their present status in the form of comparison to their competitors,
so that they are able to make several strategies and plans according to this situation.
Coca-cola has various flavours in soft drinks like fanta, spirit, diet cock etc. therefore,
there are lot of competitors who fix marketing mix with them which will help coca-cola
to knowing their improvements in which sector they have to change.
Management of marketing efforts: This is a necessary process for an industry, it will help
them in order to make marketing process in a effective way (Dodds, and Jolliffe, 2016).
Coca-cola use to perform lot of efforts in marketing such as promotion, selling,
advertising and producing the product. It is very crucial process for company in order to
make a appropriate management through their efforts.
As per the above represented process, functions and meaning of marketing, it has been concluded
that department of marketing activities in Coca-cola follow all tat function in order to increase
4

their profitability and future growth of the market in a effective manner and also focused on
consumers requirements and demands in a efficient way.
P2 Roles and Responsibilities of marketing related to the organisational context.
Marketing is set of activities, institutions and processes for creating, communicating,
delivering, and exchanging offerings that create value for customers, clients, partners and society
at large. It is one of the important component of business management because it helps in
planning, organising and controlling various marketing activities (Faßmann, and Moss, 2016).
Marketing comprises of four major elements product, price, place, and promotion. It is very
important part for every organisation as it helps in gathering information about its product,
customers, competitors and suppliers. This function is also responsible for identifying,
anticipating and satisfying customer requirements by maximising returns. Marketing function is
also interlinked with each and every business function of organisation such as production
department, Finance Department, Human Resource Management, IT And Research &
Development. The interlinking of above mentioned functions helps in fulfilling customer
expectations and creating awareness at marketplace about its product and services. This
interrelationship between marketing and business function helps in developing business plans
and incorporation of marketing inputs with other corporate plans. The interrelationship between
marketing and other business functions of Coca-Cola are described as below:-
Marketing and Production Department: The operation, and production functions
within organisation need to work in cooperation with marketing department. The
interdependency between marketing and production is most important for development of new
and existing products (Folinas, and Fotiadis, 2017). The relationship between the design of new
products and production facilities is based on extensive market research based including
estimates of the demand for the new products, time and space distribution. The marketing
department is required to work closely with production department to ensure adequate research
and development planning, deliver products on time as per volume of orders generated and
manufacturing as per specifications given by consumer. In context of Coca-Cola marketing
department assist the production department by providing with the detailed information of
customer needs, demands and expectations. Accordingly, production department carries out their
functions effectively and efficiently.
5

Marketing and Finance Department: Finance plays very important role in making
organisation successful at marketplace because it helps in providing finance to other department
on time for performing their activities effectively and efficiently. Budgeting and profitability
analysis are key aspects of marketing planning and control. Financial instruments and criteria
should be used to evaluate the investment whenever decisions for new product are made. This
evaluation should also include decisions for advertising, promotion, price, and distribution.
Finance and marketing department are two pillars of a company which help in overall growth or
development. In context of Coca-cola, finance department provides adequate fund to marketing
department to perform their promotional activities effectively and efficiently. On the other hand
marketing department helps finance department, to set prices of their product, according to what
the market can bear and inclusion of margin by finance department.
Marketing and Personnel Department: The personnel department of every
organisation is very important part for success and growth. This function is concerned with
recruitment, selection, training and management of appropriate marketing personnel. Marketing
research provides valuable help in designing and implementation of personnel research projects
(Guilding, 2014. Jacoby,2014). Also, effective collaboration should be their with marketing
department for development of job descriptions, screening candidates , designing training
procedures and incentive systems. Marketing department helps the human resource department
for attracting talented candidates towards their company which helps in order to accomplishment
of organisational goals and objectives effectively. In context of Coca-cola marketing manger
should communicate with human resource manger for fulfilling a vacant seat in their
department. HR department helps marketing department for increasing the volume of sale by
hiring a right candidate for the right position at right time. Also,human resource department of
Coca-Cola should adopt marketing techniques for inspiring employees or workers for increasing
profitability and productivity.
Marketing and IT Department: IT department plays a very crucial role for effective
marketing. This is because of acceptance of technological advancements by society. IT helps
marketing department in developing attracting websites for customers and company
(Karnaukhova, and Polyanskaya, 2016). So, that customers can interact with product, and buy
more and more products of the company. Customer relationship management (CRM) software is
6

used by companies to build long term relationships and maintain the records of customers. IT
department by developing internal website helps in supplying up-to-date information to
employees and other key stakeholders. IT department helps Coca-cola in evaluating and finding
out results of market research. In this advanced economy, there is cut-throat competition but
have build a very good reputation in market because of innovative ideas of marketing. Some
reasons behind this reputation includes coke blogs and stories, amazing twitter profile, and
advertisements on television. This provides additional benefit to company which helps in
enhancing the growth of company.
Marketing and R&D Department: The Research & Development effort of every
organisation should be linked closely to marketing department. The role of R&D department is
to generate new ideas for product development. Whereas, role of marketing department is to
provide information regarding customer needs and demands. Each of new product development
stages, from idea generation to final product development stage, requires close interaction
between marketing and R&D department (Kayabasi, and Mtetwa, 2016). In context of Coca-
cola, marketing manager coordinate with research and development manager for collecting
information regarding their product from potential customers at marketplace. Marketing
department provides various promotional activities for attracting or influencing customers
towards their new or innovative products. Research and development department are very
important tool for the growth of Coca-cola. Both marketing and research & development
department are working together for creating a brand of the organisation. Also, coca-cola have
many R&D centres for its innovations and product development.
From the above discussion it has been analysed that interrelationship between marketing
and organisational functions are important for organisation. Proper interaction between these
departments helps in accomplishing goals, objectives effectively and efficiently (Kotoua, and
Ilkan, 2017). Further it has been analysed that interrelationship between marketing and other
department provides both positive and negative impact on growth of the organisation. Some of
positive impact of interrelationship between marketing and other departments are as follows:-
 Effective communication and coordination between departments helps company to set
benchmark for competitors in the market.
 For solving problems this interrelationship between departments helps in taking right
decision on right time.
7

 Helps in building trust and better relationship between departments and its members.
 To provide better customer service which will help in attracting more customers towards
its offerings.
Whereas, negative impact of this interaction between marketing and other department is that
sometimes there is wastage of resources as well as time because of unnecessary gossips and
conflicts.
TASK 2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives .
Marketing mix is the set of marketing tools through which a company can promote their
products or service in the market . It helps an organisation to make strategic decision at the time
of introducing a new products or modifying an existing product (Malhorta, 2014.) . This 7Ps
model helps an organisation, to conducting SWOT analysis, setting objectives and also to
identifying a strategies of their competitors. The element of marketing mix or 7Ps are product,
price, place, promotion, people, process and physical evidence. It helps an organisation to
achieve a long term goals and objectives and also to capture a market share (Mankiw, 2014) .
Every company adopt marketing mix for promoting their product or brand but it is different for
all companies as it is based on their work or objectives. Their are two different brands who are
using marketing mix according to their companies objectives. Such as COCA-COLA marketing
mix is totally different from PEPSI are discussed as below:-
Basis of Marketing Mix COCA-COLA PEPSI
Product In COCA-COLA they have
large product categories in
which they offer beverages
such as various types of cola
drinks, juices, energy drinks
and so on. Coca-cola is world's
leading soft drink company in
all over the world. They also
provides low or no calories
Pepsi is a biggest competitor
of COCA-COLA. It is a
second largest soft drink
company in the world. Pepsi
not only offers beverages they
also offer snacks such as
Quaker Oats, Kurkure, Lays
And Cheetos. Pepsi have
expanded their business by
8

drinks. using strategic strategies for
improving their turnover and
profit. Pepsi is one of the
popular brand comprising of
almost 22 dollar brands in its
product portfolio.
9

Price Price of product is based on the
market and geographic
segment (Meyerson,2015).
Along with this, coca cola
main motive of pricing
strategy is to keep their
customers loyal towards their
product. Coca cola is using
competitor pricing strategy.
They keeping average price on
their products and provides it
at large customer segment with
offering good quality of
products.
Pricing strategy of Pepsi is
market oriented pricing
strategy and hybrid everyday
value pricing strategy. They
provide discount at the time of
purchasing products in bulk
and also they give promotional
discount. Pepsi also provides
good quality of product .
Along with this, by offering
discount on good quality
products attract huge customer
and influence them to buy it.
Place Coca cola preferred FMCG
distribution pattern and it is
easily available at market place
such as supermarkets, cafes,
restaurants, and so on. It
captures huge market share in
which they cover both rural
and urban areas. They sell their
products in more than 200
countries all over the world.
Distribution channel of coca
cola is Company> C&F
Agent>Distributors>Retailers>
End Customers. It has strong
brand image in market because
it has high presence in the
market all over the world.
 Customer prefers to
buy more products
which are within their
reach (Okumus, and
Cetin, 2018). Pepsi
used two modes of
distribution channel for
their products such as
primary and secondary
mode. In primary mode
they give products to
retailers, restaurants
and convenience stores
which is easy for
customers to buy it.
Whereas in secondary
mode, retailers can buy

products in bulk
directly from the
company. Distribution
channel of company
are as
follows:Company>Dist
ributor>Small
Retailers/Small
Buyers> End
Customers.Company>
Bulk Buyers> End
Customer.
Promotion Coca cola follows many
advertising and promotional
techniques for increasing
demand at marketplace. They
used CSR tool of marketing,
for providing social messages
to people and get benefits from
it. Along with this, they make a
positive image of their
company and its products in
consumers mind (Pike, 2015).
They used dual strategy for
promoting their product that is
jingles and celebrity
endorsement.
Pepsi spend lots of money on
promoting and positioning of
its products at market place
and customers mind. This
company is used above the
line (ATL), below the line
(BTL) and Digital Channels
for providing information
about product to their potential
customers and to create
awareness in the market.
Mostly they used famous
celebrities for promoting their
product or brand at market
place. Along with this, they
attract customers towards their
company in order to
accomplishment of goal and
11

objectives.
People People are very important part
of any business (Perry, and
Pyatt, 2015). Therefore, coca-
cola hire a right staff for their
company and provide them
training on time to time for
delivering their products or
services to their customers.
Along with this, staff should
have good knowledge and
interpersonal skills for
providing better services to
their potential customers. This
is helps in maximising
customer satisfaction.
Pepsi People or employees are
essential element for any
company or organisation.
Coca-Cola mainly focus on
providing continuous training
sessions to their staff in order
to achieve their objectives
effectively. By using latest
technology company can
maximise their market share
and provide good quality
products to their customers in
order to satisfy their needs and
requirements.
Process Process means when product
are competed then it is
transferred to wholesalers, and
then they stored it in
warehouses (Podnar, 2014).
According to the need or
demand of products,
wholesalers transferred
products to retailers for
providing it to end customers.
It is a very important element
of marketing mix. It helps to
deliver the product or services
to their end customers
effectively ( Purvis, 2015). So,
Pepsi hire a talented and
highly skilled staff for offering
their product or services and to
influence their customers for
buying it.
Physical Evidence It is essential element of
marketing mix for Coca-Cola.
It allows consumer to make
judgements about company.
Physical evidence of Pepsi
includes its website as it
provides wealth of information
about the company including
12

For coca-cola physical
evidence refers to ability and
environment in which the
service is delivered. It is first
distinction of product, easily
identified by its looks and
company's logos is sufficient
for physical evidence.
firm's history and
manufacturing process. Also,
it is industry leader in
packaging which helps to
promote and implement
standards for sustainable
packaging. Along with this
Pepsi. Has packaging
philosophy i.e. reduce,reuse,
recycle, remove and renew.
TASK 3
P4.Basic marketing plan for Coca-Cola
A marketing plan is draft which includes goals and objectives of a company along with
the strategies which are used to accomplish all these goals within a given time period. It is a
blueprint of various strategies which are undertaken to achieve the predetermine task (Walliman,
2015). It is basically a formal structure, but companies use it according to the situations which
makes it more flexible in nature. Marketing plan of a company includes various data, future
predictions and preferences of customers, along with various methods which help them in
achieving goals and objectives (Van der Wagen, 2015). Marketing plan is also known as
techniques which are used by Coca-Cola to successfully accomplish their corporate goals. While
forming a marketing plan various important things need to be considered which includes proper
market research, competition at market place, budget, strategies, goals and objectives of the
company. Some of the marketing plan of Coca-Cola are as follows:-
Company overview:- Coca-Cola is one of the biggest carbonated soft drink company
which is manufactured by The Coca-Cola Company. It is an American based multinational
company which was founded by John Stith in the year 1886 with the headquartered at Atlanta,
United States. Company deals in various products which includes soda drinks, fruit juice, diet
coke etc. Coca-Cola is well established and well known brand in all over the world.
13

Vision:- The vision of Coca-Cola is to promote brand without compromising on quality
of products. Company provide better products and services to its customers which will help them
in retaining for a long period of time.
Mission:- “Refresh the world in spirit, body and mind” it is the mission statement of
Coca-Cola. Company's reputation is built on the quality of product along with this they keep a
promise which ensure that they will continuously improve their product quality.
Objective:- It is the major aim or objective of Coca-Cola to become world's largest and
best soft drink company. Objective of the company is to expand its product line with the help of
new product launch which is Sugar free drink. In order to achieve success at the competitive
marketplace company need to adopt SMART objectives. SMART objective consists of specific,
measurable, attainable, realistic and time bound which help Coca-Cola while launching their new
product. By the year 2020 objective of the company is to capture 20% market share. Along with
this, in order to increase overall growth, production and performance, technology up gradation
will be an effective tool.
Offerings:- Coca-Cola offers products and services across the world which includes UK,
India, Canada etc. Coca-Cola offers products which includes fruit juice, mineral water, flavoured
soft drinks and many more.
Market analysis and research:-It is necessary for Coca-Cola to conduct a market
analysis in an effective manner. This will aid the company to allocate required future trends. By
taking care of customers requirements and market trends, company can achieve its goals. With
the help of both primary and secondary research company can achieve its pre determined goals
and objectives effectively.
STP approach:- STP stands for Segmentation, targeting and positioning. STP approach
helps in analysing the overall market and how a company choose to compete in that market place
(Yan, 2016). The major aim of STP process is to aid the company for proper implementation of
marketing mix. Under this process, group of people divides according to their taste, preference
and culture of the country.
 Segmentation: Segmentation is the process of breaking market in different small groups
with same products, which is required for selecting suitable target markets. Demographic
segmentation is chosen by Coca-Cola, as it includes various elements which is age,
marital status, income level and many more.
14

 Targeting: In target market, company selects to whom they wants to sell their products
and services. Under this process, organisation mainly selects a suitable market place and
attract them towards their product by providing various schemes and attractive offers.
Coca-Cola mainly targets young customers between age group of 15-30 years as they are
the one who can easily be influenced by attractive advertising techniques.
 Positioning: Positioning is the process in which company takes major steps to keep the
product in consumers mind (Bull,2016.). In order to distinguish product from rival
companies, Coca-Cola provide attractive offers to their consumers. With the help of
effective advertising and promotion techniques Coca-Cola positions its products at
market place. Along with this, youngsters sees Coca-Cola as a soft drink synonym with
the help of effective brand positioning.
SWOT analysis for Coca-cola
Strength Weakness
This industry has unbelievable brand identity
and it is a famous brand name in soft drinks
across the world.
Pepsi is the biggest competitor of this industry,
that's why it is the weakness.
Opportunity Threat
Coca-cola can make new products and also
diversify their current offerings in the market.
Company was suspected of using chemical
substance in their water.
For better understanding of SWOT analysis for coca-cola, their brief is given below:
As everybody knows coca-cola is a very famous brand by their taste, logo and classic glass
bottles. Also provide different flavours in their soft drinks with low price strategy. Their products
are easily available in the market, in which customer can easily get products in right way.
Strength- Coca-cola sales increase whenever they launched their new soft drink in the
market with effective putting customers name on their bottles. It strategy promotes consumers to
purchase the product, and take photos and post that pictures on social sites. So that it will
increase the productivity of company (Phadermrod, 2019). Through this coca-cola can easily
15

maximise their sales on the behalf of launch new product in a market or can increase their
productivity.
Weakness- Coca-cola is a carbonated drink which are a big influencer of health
complications. It is major carbonated drink supplier so that they have not addressed a healthier
solutions. Therefore, it is the weakness of this company which impact on customer negatively.
Opportunities- Coca-cola can create new products and diversifies their new offerings.
They have the brand identity, manufacturing, customers and evaluate to find the best way in
order to develop products special in the health food. This company survive in under hundred of
countries. They can concentrate on moving in to developing countries with humid temperatures.
So that company can launch their outlets easily as it is the famous name in the market so people
have already aware.
Threats- Coca cola needs plenty of water to develop their soft drink supplies so that it
can be a threat of this company. This is because creativity in new product is very important
which affect if water became tough to come by but they still have other market to use and
develop and this industry does not have. According to these situation company has to analyse
their competitors in order to increase their market value.
Budget: - Budget is a financial plan for a short period of time, with the help of which
company plan how and where to spend money (Campbell, 2018). It is a written statement
which helps in estimating their total expenses occurred in the near future. Coca-Cola with
the help of budget plan is estimating in advance how to divide its total funds in different
organisational functions. Table shows the budget plan of Coca-Cola:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 6000 22500 37500 46500 31850
16

Marketing outlay
Promotion 6500 3200 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Direct selling 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900
From the above budget plan, it can be clearly understood that Coca-Cola requires an investment
of about 2000£, 6500£ for promoting their new product “Sugar free drink”. Promoting a product
includes various activities such as advertisement, newspaper and many more.
Monitoring results of marketing plan:- Last phase is to evaluate and control marketing
plan. After implementing marketing plan it should be regularly evaluated and controlled
according to the requirements and needs of company (Scarborough, 2016.). In reference of
Coca-Cola, each and every plan is examined on a continuous basis by the management team.
CONCLUSION
As per the above representative report, it has been identified that, Marketing is a
collection of different elements such as, needs and wants of customers, understanding the market
policies, implementing on the strategies and also give quality of product. Marketing is an crucial
part of every organisation which helps to company in order to gain their customer loyalty
towards their product in a efficient manner. In this report Coca-cola has been taken as an
organisation which deals in different variety of cold drinks and their products are available with
affordable price in the market. The roles and responsibilities of marketing functions has been
discussed. Along with this 7p's of marketing mix and marketing plan of the company and
important in attracting various numbers of customer and long run sustainability have been
discussed in this report. These all are helpful for coca-cola in order to fulfil their goals and
objectives in a good way.
17

REFERENCES
Books and Journals
Allen, M., 2016. Essentials of publishing qualitative research. Routledge.
Boschetti, A. and Massaron, L., 2015. Python data science essentials. Packt Publishing Ltd.
Brown, E., 2016. Learning JavaScript: JavaScript Essentials for Modern Application
Development. " O'Reilly Media, Inc.".
Brychkov, D. and Domegan, C., 2017. Social marketing and systems science: past, present and
future. Journal of Social Marketing. 7(1). pp.74-93.
Cornwell, T. B., 2014. Sponsorship in marketing: Effective communication through sports, arts
and events. Routledge.
Dessain, N., 2016. Human Resources Marketing and Recruiting: Introduction and
Overview. Handbook of Human Resources Management. pp.3-21.
Dioko, L. D. A., 2016. Progress and trends in destination branding and marketing–a brief and
broad review. International Journal of Culture, Tourism and Hospitality
Research. 10(1). pp.5-13.
Dodds, R. and Jolliffe, L., 2016. Experiential tourism: Creating and marketing tourism attraction
experiences. In The handbook of managing and marketing tourism experiences(pp. 113-
129). Emerald Group Publishing Limited.
Faßmann, M. and Moss, C., 2016. Instagram als Marketing-Kanal. In Instagram als Marketing-
Kanal (pp. 13-21). Springer V S, Wiesbaden.
Folinas, D. and Fotiadis, T., 2017. Marketing and Supply Chain Management: A Systemic
Approach. Routledge.
Guilding, C., 2014. Accounting essentials for hospitality managers. Routledge.
Jacoby, B., 2014. Service-learning essentials: Questions, answers, and lessons learned. John
Wiley & Sons.
Karnaukhova, N. A. and Polyanskaya, E. V., 2016. Communication and reputation as essentials
for the positioning of an organization. AI & society. 31(3). pp.371-379.
Kayabasi, A. and Mtetwa, T., 2016. Impact of marketing effectiveness and capabilities, and
export market orientation on export performance: Evidence from Turkey. European
Business Review. 28(5). pp.532-559.
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management. 6(2). pp.127-135.
Malhorta, N. K., 2014. Essentials of Marketing Research: A Hands-On Orientation.
Mankiw, N. G., 2014. Essentials of economics. Cengage learning.
Meyerson, M., 2015. Success Secrets of the Online Marketing Superstars. Entrepreneur Press.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Perry, C. and Pyatt, R., 2015. Network theory’s contribution to the development of marketing
research. In Proceedings of the 1995 World Marketing Congress (pp. 188-196).
Springer, Cham.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Podnar, K., 2014. Corporate communication: A marketing viewpoint. Routledge.
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital
recruiting. Handbook of Human Resources Management. pp.1-19.
Van der Wagen, L., 2015. Events & Tourism Essentials. Pearson Higher Education AU.
18

Walliman, N., 2015. Social research methods: The essentials. Sage.
Yan, Y., and et. al., 2016. STP approach to model controlled automata with application to
reachability analysis of DEDS. Asian Journal of Control. 18(6). pp.2027-2036.
Bull, J. W., and et. al., 2016. Strengths, Weaknesses, Opportunities and Threats: A SWOT
analysis of the ecosystem services framework. Ecosystem services. 17.pp.99-111.
Phadermrod, B., Crowder, R. M. and Wills, G. B., 2019. Importance-performance analysis based
SWOT analysis. International Journal of Information Management. 44. pp.194-203.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.
Scarborough, N. M., 2016.Essentials of entrepreneurship and small business management.
Pearson.
19

20

21