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Introduction to marketing functions and functions

   

Added on  2020-10-22

15 Pages4749 Words420 Views
MARKETINGESSENTIAL

INTRODUCTION...........................................................................................................................1SECTION 1.....................................................................................................................................11. Introduction to the concept of marketing, including current and future trends.......................12. Overview of different marketing processes.............................................................................23. Roles and responsibilities of marketing function in context with organisation.......................24. How marketing influences and interrelates with other departments of organisation..............35. Critically analyse and evaluate the value and role of marketing in context with organisation.....................................................................................................................................................46. Conclude the significance of having effective interrelationship between different functionaldepartments..................................................................................................................................4SECTION 2.....................................................................................................................................41. Marketing Mix of Cadbury and Nestle....................................................................................42. Develop and evaluate a basic marketing plan..........................................................................8CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12

INTRODUCTIONMarketing can be defined as a process in which buying and selling of goods are taken place.It is a very crucial activity which is necessary to be conducted inside every organisation. Themain activities which are included in this department are like production, promoting,communicating and delivering the goods and services to its customers as they demand. Also, it isnecessary for the company to have an effective marketing team so that their marketing activitiesare conducted in an effective manner. The company which will be covered in this assignment isCadbury. It is a confectionery brand which is operating since 1824 by John Cadbury. It is mainlyproducing chocolates which are famous all over world. In this report, roles and responsibilities ofmarketing department, its interrelationship with other departments of the company, themarketing mix of Cadbury compared with Nestle and a basic marketing plan will be prepared. SECTION 11. Introduction to the concept of marketing, including current and future trendsAccording to AMA, “Marketing can be defined as process of creating, communicating,delivering value to its customer and also managing customer's relationship in order to givebenefit to organisation”. It is also said that an ultimate goal for every company is to earn moreand more profits and achieve its goals and objectives but for making this possible they need tomake sure that their marketing activities are being conducted in an effective manner or not. Bydoing marketing, they will be able to understand and study the market in a proper manner whichwill be helpful for them in promoting and selling their goods and services. Cadbury is alsohaving an effective marketing team with the help of which they are doing a good business allover the world. Concept of Marketing – This defines that the company should understand the needs anddemands of the customers before producing goods and services as this will help them in sellingthese products easily as they will already know their target market. There are various types ofmarketing concepts which needs to be implemented by the companies like production concept,sales concept, societal concept etc. Cadbury is also implementing all of these so asto smoothlyrunning all their operations. Trends in marketing – The various kinds of trends which are going on are:Current trends – The current trends in chocolate industry is related to mixing chocolateswith biscuits like Dairy Milk Oreo.1

Future Trends – The future trends in marketing for Cadbury is related to makingchocolate in various kinds of different flavours and designs as well. 2. Overview of different marketing processesThe various kinds of marketing process which can be followed by Cadbury are as follows:-Mission – The company is dedicated to making creative and high quality products. Thishelps the company in selling their goods and services in a proper manner.Situational analysis – The competitive advantage of company is attached to itscommitment made to understand the needs and demands of the customers, focussing onimproving the products they are producing and improving the work culture of thecompany as well. Marketing Strategy - Cadbury generally brings various kinds of innovations in itsproduct and this strategy has helped them in gaining a large market share as well. Theircustomers are loyal and they do not shift to other brands normally. Like Only Cadburybrings chocolates like Dairymilk Silk, Silk Oreo etc. Marketing mix - Since Cadbury is offering various kinds of products thus they need tofocus on keeping the prices of their products accordingly as they have many competitorsin the market. They cover all the elements of marketing mix like Product, price, place andpromotion.Implementation and control – In this, it can be said that each of the product of thebrand is unique and goes with the trend and thus they are having loyal customer base aswell which is helping them in growing in market. So, this was just an overview of the marketing process which is followed in Cadbury for alonger period of time and it has ensured its success as well. 3. Roles and responsibilities of marketing function in context with organisationMarketing department is considered as a very crucial department in any organisationbecause if it would not be present then the activities of the companies will not be conducted in aproper manner and it will have an impact on the working of the company. The roles andresponsibilities of marketing functions are as follows:-Marketing Information System (MIS) – It is considered as the responsibility of the company’smarketing managers to know about the needs and demands of the customers so that they can2

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