Role and Responsibilities of Marketing Function of Coca-Cola.

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:
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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.
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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
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