Marketing Essentials and Organisational Functions

The provided document is an assignment that focuses on the essentials of marketing within organisational contexts. It highlights the significance of marketing in aiding organisations to perform different functions effectively. The assignment covers various aspects, including the importance of marketing, types of marketing tools and techniques, and how they contribute to maintaining effectiveness in operations. It also touches upon the interlinking of departments within an organisation, which are controlled and managed by the marketing department.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P.1 Key roles and responsibilities of marketing function ..........................................................1
P.2Interrelation of marketing roles and responsibilities to wider organisational context...........3
M2 Importance of interrelationship between marketing and other functions.............................5
D1 Critical analysis of key elements of marketing function & their interlink with other units..5
TASK 2............................................................................................................................................5
P.3 Application of marketing mix in marketing planning process to accomplish business
objectives ....................................................................................................................................5
M.3 Evaluate various tactics applied by firm to achieve business objectives.............................8
D.2 Strategic marketing plan that uses 7 P'S to achieve objectives............................................8
TASK 3............................................................................................................................................8
P.4 & M4 Develop and evaluate basic marketing plan..............................................................8
CONCLUSION ...........................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is process and methods in which a persons sells goods to another person. Thus
as a result it can create various goods and services according to needs and wants of various users
(Babin and Zikmund, 2015). Hence as a result it can satisfy all needs of people. Through this
they can generate more revenues and can enhance the market share. It helps the company to
maintain good reputation in industry. Project describes about Cadbury which is confectionery
firm. It was found in U.K.. It delivers very tasty chocolates to all people. Assignment describes
about key roles and responsibilities of the marketing function. It further explains the
interrelationship between various factors. It further explains about the ways through which firm
can compare elements of marketing mix of two organizations. It also uses different examples to
show the positive and negative impact the macro environment on the operations of the business.
TASK 1
P.1 Key roles and responsibilities of marketing function
Marketing department helps the company so that they can sell different goods to
company. Through this firm can earn more revenues and hence as a result they can maintain
good image in the market (Babiuk, Braun, and Campbell, 2015). Different functions are
performed by marketing department so that they can help firm to sell different goods (7
Functions of Marketing, 2017). Hence role and responsibilities of marketing function in Cadbury
are-
Product: There are different goods which are to be distributed by the company to various other
customers. Firm create different products according to choice and preferences of all consumers
and then it sell goods to various users. Thus as a result marketing evaluates the behaviour of
various customers and then creates unique and distinct products. Through this they can easily sell
goods to various users. It helps in increasing the profits of company and thus they can maintain
unique position in the market. Hence through this it can easily expand activities in different
countries.

Selling: Marketing helps the selling function. Marketing helps in selling products through
creation of effective and efficient strategies and plans. Thus marketing helps in selling
appropriate products goods to various users. Hence as a result they can easily sell goods.
Manager can create different plans and strategies to sell products. Through their unique and
distinct strategies they can easily sell products and items to various users (Baker and Magnini,
2016). Hence they can easily increase their sales. This also helps the company to maintain
strong position in market.
Pricing: Marketing sets appropriate prices for all their products. Through this they can easily sell
chocolates to various users. They create unique and different pricing strategies for all the users so
that they can easily sell various products. In some products they charge higher price and in some
items they charges low prices for all the products. Through this they can easily attract many
users. Hence as a result they can gain attention of different users and thus they can increase their
earnings. Hence they can easily increase their market share.
Promotion: They use different promotional strategies to promote different products. They use
different promotional medium such as advertising, sales promotion, publicity, direct marketing
etc. to promote various products. Hence it use medium which helps in gaining attention of more
buyers and thus they can generate more revenues. These promotional tools are used so that firm
can clearly communicate the message to various users. Through this all users can easily purchase
the products. Hence it can increase the motivation and enthusiasm level of all customers and thus
they can easily purchase the products.
Financing: It is most important element of the firm. Marketing manager evaluate the market and
then determines the different sources through which different funds can be taken. Through this
they can easily determine the various sources of funds such as banks or any other sources. Thus
marketing manager can invest this amount on profitable activities and profitable products. Thus
they can earn more revenues and they can also enhance their earnings. They can also reduce
expenses in various tasks and activities. It also helps the manager to create the marketing plans
of the company. Thus they can determine the objectives and budget for the firm.
Distribution: Distribution is a technique through which goods are distributed to various users.
So company has to choose adequate method to choose a particular channel of distribution. There
are various methods including the direct and indirect channel of distribution. They choose a
particular method in which many goods are distributed. Direct involves less costs as compared to

indirect channel (Baker and Saren, M. 2016). While indirect channel involves more costs. Thus
company can select any method which is suitable and appropriate for the firm. Hence as a result
they can easily distribute goods to various customers.
Marketing information system (MIS): Marketing information system is a technique in which
company can use different information and data of various customers (Caragher, 2016). Hence
as a result they can easily attract many consumers. Then store the information and data related to
various consumers in computer and then they can take decisions. Through this they can generate
more revenues and then they can easily enhance market share. They have to evaluate customer
needs and wants. Thus they can maintain competitive edge on other companies. Hence as a result
they can maintain good reputation in front of all users and in the market.
M.1 Analyse roles and responsibilities of marketing in marketing environment
Marketing plays a crucial role in the company. They play a important role in
product,price ,place and promotion for all the products. Marketing plays an important role in
distribution function of the firm. Thus as a result they can perform various functions in the
company. So hence through these functions marketing can easily sell different products to
various users. Hence it can satisfy all requirements of all people. Thus they can easily generate
more profits and can maintain unique position in the market.
P.2Interrelation of marketing roles and responsibilities to wider organisational context
Marketing plays an important role in order to control different department which helps to
perform different types of function of organisation in proper manner. It helps to create interest to
buy different types of products in the marketplace. There are different types of activities and
operations which are performed in relation of marketing this aids to accomplish goals and
objectives of organisation. This leads to accomplish the target in proper manner. Manager
should determine the interrelationship of marketing department to different department which
leads to improve the performance of other department in a systematic manner. There are
different types of function of marketing which can be determine by different department which
are discussed below:
Marketing and operation department:
in order to accomplish different types of products and goods operation department plays
an important role in order to improve the quality of different product in proper manner. There are
various activities which are performed by company in order to produce different types of

products in proper manner (Dessain, 2016). The marketing manager gather various types of
information which are related to different views given by organisation in proper manner. These
operation aids to fulfil the demand and desire of different customer in proper manner. This data
given to operation manager of Cadbury in order to make right decision in proper manner
(Gillespie and Riddle, 2015).
Finance and marketing department:
All functions and operation are performed by the organisation by proper utilization of
funds. So it is essential for department is to distribute capital to accomplish different types of
operation of organisation in effective manner. The finance manager is to need to allocate
different various types of resources in order to perform different types of functions of
organisation in effective manner. The marketing department and finance department are
interrelated to each other because there are different functions which are not to be performed in
one department.
Human resource department and marketing department:
This is most important department which are related to recruitment and selection of the
new applicant in order to perform different types of function of organisation in effective manner.
This aids to achieve aims and objectives of organisation in proper manner. In order to hire new
applicant manger needs to implement different types of advertisement in order to recruit
different types of work in proper manner. This department choose best alternative as per the
requirement made by organisation in order to get job.
Research and development and marketing:
In present era, there is very tight competition in the marketplace they needs to determine
different demand and desire made by the organisation. This department plays an important role
in order to accomplish goals ad objectives of organisation in effective manner. Manager needs to
perform different types of market research in order to determine the different types of research in
order to know the need and want of different customer in proper manner. This aid to produce
new and innovative product for the customer which helps to attract large number of customer in
proper manner. They put their effort in order to increase the rate of sales of different products in
proper manner.
Information technology and marketing department:

this department collect different information about different people in proper manner.
This leads to collect information about the different information in order to accomplish various
information in proper manner (Griffitts, 2016). This aids to improve the efficiency of different
operation in proper manner. There are different activities of cad bury which are interrelated to
each other (Hacker, Gambone and Hobel, 2015).
M2 Importance of interrelationship between marketing and other functions
There are various types of strategies which are used make effective coordination manage
different types of work in proper manner. There are various activities which are ascertain by the
organisation in proper manner. There are different types of function of organisation in proper
manner. This aids to accomplish demand and desire of customer effective manner.
D1 Critical analysis of key elements of marketing function & their interlink with other units
There are different functions of organisation in proper manner this leads to accomplish
demand and desire of customer in proper manner. There are various key points which are used
by the marketing manager in order to perform different functions of organisation in proper
manner. All these factors aids to perform different function in proper manner.
TASK 2
P.3 Application of marketing mix in marketing planning process to accomplish business
objectives
Marketing mix is combination of different elements through which company can easily
promote various products (Marketing Mix, 2016). Through this they can easily promote various
products and can maintain good image in front of all consumers. Through this all processes and
activities can run ion proper manner. This also helps the company to easily accomplish different
goals. So hence comparison of marketing mix of Cadbury and Hershey's are described below:
Basis Cadbury Hershey's
Product Cadbury offers unique and Hersghey's is creating unique

wide variety of products which
helps in increasing the
satisfaction of users. For
example eclairs, perk and Oreo.
Hence it can easily in acers
their profits and can increase
their earnings. Thus it helps the
company to enhance sales.
and distinct innovation in he
products. They can also
distribute products such as
sweet syrups and chocolates.
Through this they can satisfy
tasty chocolates to users.
Through this they can generate
more revenues and can satisfy
needs of all users.
Price Company charges different
prices for different products.
For example firm charges low
prices for all the products and it
good and high quality of taste
to all users. Thus they can
maintain good and unique
position in the market. It
charges appropriate price from
all users.
Hershey's use various pricing
strategies to attract many
consumers. Thus they use
premium pricing in which it
can charge higher prices for all
items. Thus they can easily
fulfil needs of all users. Thus
they can maintain unique
position in market.
Place Company is delivering the
products in approximate 200
countries and it can charge high
costs related to distribution. It
has a strong position in the
market and in many areas.
Through this it can easily
maintain unique position in the
market.
Hershey's uses different stores
for distribution the products to
various users. Hence it can
easily distribute various
products to many users. It has
distributed products in many
towns and areas.
Promotion Different products are
positioned as different manner
They use various promotion
strategies to promote various

for various products. For
example celebrations can be
positioned as gifts that are
distributed to various users and
they can Bournvitta is
positioned as health drink.
Through this they can attract
many users.
products. For example they use
various advertisement, T.V.
Advertisements to promote
various goods to users. Milk
booster is heath drink for
children. Through this they can
generate more revenues.
People Cadbury selects talented and
competent employees so that
they can easily distribute
various products to various
users. Through this they can
put more efforts and can easily
sell goods through their
effective and efficient skills.
Thus they can generate more
revenues.
Hershey's selects trained and
educated employees so that
they can create various unique
and innovative items. Through
this they can easily deliver
tasty chocolates to many users.
Hence as a result they can
satisfy all needs and wants of
all users in market.
Process It uses various effective and
unique procedures in creating
various products. They create
high and advanced quality of
chocolates which can be
delivered to many users and
they also uses advanced
techniques so that they can
create good quality of products.
Hershey's uses advanced and
latest technologies to create
various products. Through this
they can produce superior
quality of goods. Thus as a
result they can easily satisfy all
needs and wants of all users.
This also helps the company to
create various products.
Physical evidence Company collects different
information and data related to
various to users. Through this
Hershey's also applies different
strategies and methods so that
they can distribute various

they can easily distribute
various products to many users.
They have created good stores
with good layout. This is dine
so that they can attract many
users.
products to many users. This
helps the firm in promoting
various products in the market.
M.3 Evaluate various tactics applied by firm to achieve business objectives
Tactics are the methods and unique strategies so that firm can easily distribute the
product. Cadbury create different and unique products so that they can create various products.
They also applies various unique strategies according to products and according to customer
requirements (Hugos, 2018). They had used different and unique technologies so that they can
easily distribute the product. Through this they can easily attract many users. Hence as a result
they can easily increase their revenues. Through this they can increase their sales and can
become a good market leader. Hence as a result they can easily increase their revenues.
D.2 Strategic marketing plan that uses 7 P'S to achieve objectives
Company uses marketing mix to promote various products. Through this they can easily
set appropriate price for all products and they can also chooses a particular distribution channel
to sell different products. They also used advanced techniques to create and distribute various
products. Thus as a result they can easily promote various products and can maintain good image
in market.
TASK 3
P.4 & M4 Develop and evaluate basic marketing plan
Marketing plan is concerned with the different steps which are related to different steps
which are concerned on to promote and advertise about different products an organisation have
to consider for the upcoming year. There are different types of plan which are implemented
according to the current marketing condition. Marketing plan plays a significant role in order to
make assumption about the future perspective of future. In order to increase in maintaining
flexibility of different activities in proper manner. This aids to accomplish goals ad objectives of
company. There are different ways which by which the manger needs to ascertain demand and

desire made by different customer in effective manner. There are different situation and
condition which are determine by organisation in order to accomplish demand and desire of
customer in proper manner. It is techniques which are used by marketing manager in order to
accomplish different steps of marketing plan (Lane, 2016).
Overview of organisation
Cadbury is the most important company which produce different types of milk products.
There are different kind of products which are offered by organisation like drinks, chocolates
and many other products which are made up of different types of products. This company comes
into existence in 1824 (Mueller and et. al., 2015). This is located in UK. There are various type
of people which are ascertain job by Cadbury which helps to provide better products to
consumer.
Vision of Cadbury:
Vision statement ascertain about the perception of better company. The main quality of
vision statement which is deliver good message about the organisation. The manger of
organisation put their effort in order to accomplish demand and desire of customer in effective
manner.“ Work collectively to develop the brand that are loved by people” is the visionary
statement of Cadbury.
Mission of organisation
The mission of the organisation shows about the goals and objectives of organisation in
proper manner. The mission of Cadbury is to provide better quality of different products in
proper manner. This leads to fulfil demand and desire of customer. It also concentrator over
different types of trends which are ascertain by different rivals present in the marketplace.
Goals and objectives:
The main objective of organisation is to stand on the top position in all over the world. In
order to ascertain different types of products in order to ascertain good quality of products in
proper manner. In order to make effective plan it is important for the manager of organisation to
perform different operation in proper manner. In order to determine different activities of
organisation in order to perform different operation organisation needs to conduct SWOT
analyses.
SWOT analyses of Cadbury:

Strength: The main strength of Cadbury is that it provide very tasty and delicious milk
product to all over world. There is effective distribution channel which is implemented by the
organisation in order to deliver differer types of products to the customer in short period of
time. Company uses various slogan like kuch mithaa ho jaaye. Which aid to attract larger
number of customer (Nguyen, Simkin and Canhoto, 2015).
Weakness: the main weakness of company is it is not able to penetrate over the rural area. There
are different cases are filed on the product of Cadbury.
Opportunity: there is opportunity of organisation to penetrate over rural area it aids to boost the
economy of organisation and also attract large number of customer of the rural area (Penoyar,
2011).
Threats: There are different threats which are abstract by the customer. Lots are people
becoming health conscious. People avoid the chocolate to avail due to this it reduce the sals of
different products.
STP of Cadbury
Segmentation: this process is concerned about the division of market into small section.
Cadbury consists of impulsive segment, take home segment and break segment.
Targeting: This segmentation is based on targeting the customer of small age children.
Positioning: this is concerned about the tag line Real taste of India which explains about the
different products in proper manner (Pike, 2015).
Marketing strategies:
Organisation implement different types of strategies which aids to increase sales of
various products and services. They implement change in their product according to their taste
and preferences made by different consumer which aids to enhance the growth rate by 20% per
annum.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 8000 9500 8700 16000 26000

Investment 15000 21000 33000 10000
Total 8000 24500 29700 49000 36000
Marketing outlay
Promotion 1500 2000 2500 3000 4000
Sales publicity 500 1000 500 2000 700
Direct selling 2000 2500 5000 2000 3000
Total 4000 6000 8000 7000 7700
Execution:
in this steps plan is executed by manager to achieve aims and objectives of organisation.
Evaluation:
manager needs to determine and evaluate the plan after implementation (Zeuch, 2016).
They evaluate all the methods which are involve in maintaining effectiveness in performing
research.
CONCLUSION
According to this report it has been assumed that marketing plays an essential role in
order to attain goals and objective of organisation in proper manner. This aids to accomplish to
perform different function of organisation in proper manner. There are various kinds of tools and
techniques which are used by organisation in order to advertise their product and services in
effective manner. This aids t maintain effectiveness in performing different types of operation of

company in effective manner. All department of any organisation are interlinked with each other
and they are controlled and manage by the marketing department.

REFERENCES
Books and Journals
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Babiuk, C., Braun, S. L. and Campbell, W., 2015.Fundamentals of Public Relations and
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Caragher, J. M., 2016. 7 Essentials for a CPA Firm Marketing Program. The CPA
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Dessain, N., 2016. Human Resources Marketing and Recruiting: Introduction and
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Gillespie, K. and Riddle, L., 2015.Global marketing. Routledge.
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Lane, P., 2016. Human resources marketing and recruiting: essentials of employer
branding Handbook of Human Resources Management, pp.23-52.
Mueller, J. P. and et. al., 2015. Community‐based livestock breeding programmes: essentials and
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Nguyen, B., Simkin, L. and Canhoto, A.I. eds., 2015.The Dark Side of CRM: Customers,
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Penoyar, M. J., Member‐Get‐a‐Member Campaigns.Membership Essentials: Recruitment,
Retention, Roles, Responsibilities, and Resources, Second Edition, pp.175-189.'
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Online

7 Functions of Marketing, 2017. [Online]. Available through:
<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
Marketing Mix. 2016. [Online]. Available through:
<http://www.marketingteacher.com/marketing-mix/>.