Organizational Functions and Marketing Department

This assignment discusses the various organizational functions of Cadbury, including its marketing department and its relationship with other departments such as IT, human resources, and sales. It explains how these departments work together to achieve their objectives and highlights the importance of interrelation between them.

Marketing
Essentials

Contents
INTRODUCTION.....................................................................2
TASK 1...................................................................................3
P1 Key role and responsibilities of marketing functions.....................3
P2 Roles and responsibilities of marketing related to organisational
context.................................................................................7
INTRODUCTION
Marketing is the process of management where products
and services are exchanged. It is defined as business of
maintaining relationships to satisfy the customers (Marketing,
2019). Market focuses on retaining customers, the important
activity of marketing is selling and buying of products through
intermediaries. Marketing introduce new products where sellers
come together to satisfy the want and needs of customers by
delivering them products. To analyse demand marketers use
segmentation strategies(Akbar and et. al. 2017)( . In this
assignment Cadbury is undertaken for further study, it is
multinational company and was founded in 1824 by John
Cadbury. The headquarter of the company is in London,
England, it is the second largest confectionery brand in the
world. This company is known for dairy milk chocolate, it is a
best selling product since 1905 made with higher proportion of
milk. Cadbury also produces bars, beverages, desserts, cookies,
biscuits and ice cream. There are 71,657 employees working in
the organization. In this report key roles and responsibilities of
marketing function will be explained with the context of
organisations functions.
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TASK 1
P1 Key role and responsibilities of marketing functions
Marketing refers to the exchange of goods and services,
Under this many activities are adopted by companies to promote
the product. It is a mixture of advertising, customer relationship,
selling and delivering of products to customers and
intermediaries. To achieve goals and objectives some roles and
responsibilities should be followed by the marketers. Marketing
is consist of many functions which are undertaken to provide
essential information to manufactures(Astuti, Silalahi and
Wijaya, 2015) . Cadbury was founded by John Cadbury in
1824, the company is famous for products such as strong
cocoa and dairy milk. It uses various marketing functions for
smooth functioning and to achieve targets of company. Here
some roles and responsibilities of marketing functions are
explained below:
 Provide market information: The marketing
department of Cadbury is responsible to provide market
information related to the rivals new policies, rules and
regulations, price fluctuation and need and demand of
customers. Proper information about market
environment helps the organization in strategies the
plans and policies to regulate the company(Albano,
2015). Basically the information analysis involves
strengths, weakness, opportunities and threats for
company in context of the competitive rivals. Cadbury
has strong rivals as Hershey's and Mars so to retain
customers the company should focus on analysing their
demand and needs in order to satisfy them.
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 Storage and warehousing: It is the main concern for all
the companies including Cadbury. Warehouse can be
defined as the store where raw material and finished
goods are kept safe before and after the selling process.
The key responsibility of marketing department is to
search the information related to the distance from
where the goods will be delivered (Brown, 2016).
Companies hire warehouses for placing the
manufactured products so that at high demand
manufactured products can be utilised without delays.
Cadbury has warehouse in different countries at various
locations to keep the manufactured and raw material
products to meet the demand and supply.
 Physical distribution: This defines the process of
supply of products from analysing the demand of
customers to the manufacturing and production to the
customers. It can be also defined as the system of
components which are linked to each other for efficient
movement. Cadbury's marketing department focuses on
initial stage to the last stage, at first the company analyse
that what level of service and products should be
provided to customers (Brychkov and Domegan 2017).
After this through which mode of transportation the
manufactured products will be transferred to the
warehouses is analysed and then the company look after
the order processing as how the orders will be handled
and checked. Then company focuses on inventory
handling where the proper handling and processing of
manufactured product is determined. At last product
packaging is measured by the marketing department.
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 Product designing and development: It refers to the
function of developing new product design. Cadbury
use marketing strategies for product development such
as first they analyse the demand of product and if
demand is not efficient the company develop new
product to satisfy the customers. Designing as shape and
packaging of goods attract customers. Cadbury wraps
chocolate in three packaging first in the thin golden foil
then in white paper and at last blue plastic is used for
packaging. This strategy is useful to keep the product
safe from sunlight and water(Chaffey and Allen 2015).
Effective packaging attract the consumers with shape
and size of product designs.
 Grading and standardisation: Cadbury determine
standard of the products regarding quality, design,
weight, colour and ingredients used in products. Grading
refers to measurement of variety products with different
size and shape. Dairy milk chocolate is standardised
after manufacturing and ingredients used in chocolate
are graded because of different varieties.
 Branding: It is a essential tool to establish brand image
in market by using various promotional strategies.
Cadbury use social media to promote its products,
company develop new products occasionally and in
India Cadbury promote its chocolate with catchy tag
line 'kuch meetha ho jaye'. Branding is basically a
strategy used to retain the customers and to create
awareness in market about new products and
development(Dessain, 2016).
 Customer support service: Marketing department of
Cadbury play crucial role in provide best customer
support services such as after sales services, handling
customers complaints, credit facilities and so on(Dioko,
2016). This function of marketing help the customers to
solve their quarries related to product and services
which are delivered by the company. Customer help line
no. is written behind the chocolate wrappers so in case if
the consumers are not satisfied with quality of product
then they can call to support service and register their
problem over there. This strategy is very useful in
analysing the taste and preference of consumers.

 Pricing of products: It is a important function for
marketing department of Cadbury where the company
fix prices for its products. Pricing strategy should be
effective like not much high and not too less the
company focus on rivals pricing strategy and then set
their product rates. Hershey's is a rival brand of
Cadbury so the prices should be cost effective and
profitable that can attract the consumers.
 Societal Marketing Concept: This demonstrates core
focus over requirements and needs have focused
customer. Hence, the consumer selects to purchase from
brand beside contemporaries in marketplace(Dodds and
Jolliffe 2016).
Role and responsibility of marketing in context of
marketing environment
The marketing department is mainly concerned with the
supply of product and services to satisfy the consumers. But
before this, it involves many functions that keep marketing
environment in mind to follow the rules and responsibilities
such as:
Marketing strategies: The important part of marketing is to
build strategies for the business so that Cadbury can analyse
demand, taste and preferences of the consumers. Development
in marketing strategies provide balance between the
opportunities and objectives of market(Duffett, 2017)
Monitoring market environment: It define the analysis of
external and internal environment such as the influence of
political. Social, economic, technological and legal factors on
Cadbury company.
Brand equity: It is important for the organization to
manage the reputation by building brand loyalty and value of
company. The increase in brand equity inversely effect in
enhancing the Sales volume of Cadbury.
Market segmentation: The segmentation help Cadbury
in differentiate the volatile market. The marketing managers
identify the large markets and then segment that to promote its
goods and services.

P2 Roles and responsibilities of marketing related to
organisational context
Marketing functions play key role in organizations As
discussed above, Cadbury can not achieve the task and
objectives successfully without the help of this function.
Marketing is important in every business organisation because it
helps in sustaining the business for long period. Cadbury's
organizational functions work with the context of marketing to
accomplish achievement Therefore, when the marketing
operates effectively with other business functions in order to
generate proper results and sales for the company. As we have
already discussed the functions of marketing now Here are
some role which are interrelated to the organization(Griffitts,
2016)
Marketing and production department: Production department
plays a crucial role in turning inputs into finished goods through
production and manufacturing process. Manufacturing activities
require raw material to make finished goods for consumers to
satisfy their needs and demand. Marketing functions of Cadbury
helps in production department through analysing customers
need and wants. The analysis is based on segmentation
strategies such as geographical, gender and age basis. It is being
analysed that Cadbury products are famous among youth and
kids so now the marketing strategies analysed the demand of
old age group to develop new product.
Marketing forecast demand and examine the competitors
development strategies on the other hand inform the production
department of Cadbury to develop new products which can
compete the rivals. As per the market analysis dairy milk
chocolate is popularly demanded by every segment of the
society so the company produced this chocolate with price and
size variation so all segments can consume the product. Like
this marketing and production function is interrelated with each
other to achieve the objective of Cadbury(Gummerus, 2015)
Marketing and accounting department: Accounting
department is generally considered as financial department, this
department provide funds to Cadbury so that the company can
execute its tasks and activities with the help of funds. Finance is
the main source by through which the companies operate their
functions without funds the companies can not achieve any
target and objective. Funds are basically used in every
department, marketing department of Cadbury analyse the
activities which are to be accomplished by the company so that
accounting department can set a proper budget for company.
Accounting department focuses on book keeping activities
where all the transactions are clearly written(Holloway and
Brown, 2016)

Cadbury's accounting department is very wide the accountants
measure the expenses and then analyse the net profit earned by
company. The promotional activities of company are very
expensive, accounts department render the budget for social
media promotions, television, news paper, magazine and
hoardings promotion activities. That's how the interrelationship
of marketing and accounts simply correlates to each other for
smooth functioning and to achieve the objectives of company.
Marketing and Research and Development :Within an
organisation, Marketing department as well as Research &
Development are quite interrelated to each other. Even so, there
are cases where both are interdependent. Both of these
departments share a cordial relationship and both these
departments contribute in each other's effectiveness. In addition
to this, there are several effective pointers on which these
departments collectively help a company in achieving its
marketing objectives. Customers play a crucial role within
these departments to ensure that both of them join their
resources to assist an organisation in effectively attaining all the
objectives with maximum effectiveness(Karnaukhova and
Polyanskaya, 2016)
Marketing and Information Technology: Information
Technology is slowly gaining importance within organisations
in the real world scenario. More organisations currently are
adopting different techniques under IT which helps them in
effectively enhancing effectiveness of their business operations
in a technologically dominated business environment.
Interrelationship between Marketing and IT Department is
gaining momentum in current business scenario ad it is
becoming continuously important for organisations to establish
an effective relationship between these departments which
provide the firm with a competitive edge within the
marketplace.

Cadbury too is being quite inclined in relation to appropriately
interrelating their Marketing and IT Department. With new
technologies and a constant pressure to automate and digitalise
marketing operations has encouraged the firm in establishing an
effective relationship between IT and Marketing Department.
The relationship of marketing and IT works in an effective
manner within the company's infrastructure. As a prominent
example, IT Department helps the organisation in development
of Website and conduct E-Commerce channels for its products
and services. This helps Cadbury in market their products on
their official website, which expands their customer base
globally. In addition to this, different channels allow the firm in
appropriately expanding its online market and cover a wider
geographical area with their offerings. Furthermore, it helps in
developing new techniques through which the organisation
could opt digitalised market through analysis of data through
several analytical tools and providing an insight to the company
on the most preferred trend within the market as well as
choosing the best method to market their chocolate products and
services to the public.
Marketing and human Resource department: every
organisation need human resource, these are considered as
assets for the company. The human resource department is
consist of manager and employees here plan and policies are
developed for smooth run of Cadbury organization. Marketing
helps this department as whenever the company need any
position and designation for job then organization need to
advertise to fill that job requirement. so marketing functions use
the advertisement policy such as newspaper or emails to give
the job specification details to recruit people. Then human
resource department select the applicants who are capable to
achieve the organizations objectives.
The recruitment and section process of cadbury is done
with help of human resource department's managers they attract
qualified employees for companies targets and objectives.
Every organization functions with the help of HR department.
That's how the marketing function is useful for human resource
department(Kotoua and Ilkan, 2017)

Marketing and sales department:A marketing department is
the key to do marketing and higher sales. It helps organisations
to identifies the area where they can sale their products and also
suggest them that which business strategies they should follow
to increase their sales. It also helps organisations to achieve
their targets by doing various activities like focus on the
customers, monitor the competition, create new ideas, manage a
budget, and many others. On the other hand, sales department
plays a very crucial role in an organisation. A sale department
provides direct link in between a company's products and
customers. In an organisation sales department is responsible
for selling products and services at higher level. Moreover, it
encourage the business to grow in the marketplace for beat their
competitors as well as it also helps for customer retention.
There is a strong relation between marketing and sales
department, they both seen as two separate departments but they
are dependent on each other in every aspect. Marketing
encourages built relationships with customers through a variety
of strategies which directly impact on the sales figure of
company in the positive manner. The main objective of sales
department is to increase sales and revenue of company which
can be possible only if the marketing department analysing the
actual needs and preferences of targeted customers. Marketing
department advertise company's products and services using
different promotional tools such as TV Advertisement, Social
media ads etc. in order to influence buying behaviour of
customers which results in increasing sales and revenue of
company. Thus, these two departments are interrelated with
each other in order to achieve their respective desired goals and
objectives.
These were the organizational functions of Cadbury which are
interrelated with marketing department. The interrelation helps
in coordination and cooperation of departments, By this tasks
can be easily achieved because of teamwork strategy of the
departments.