Role of Marketing in Achieving Organisational Goals

Case Study

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
1. Discuss the role of marketing in achieving organisational goals including delivering
perceived value to customers......................................................................................................3
2. Illustrate what it means to be ‘market orientated’...................................................................5
3. Discuss how being market oriented affects strategy formulation, implementation and
planning.......................................................................................................................................5
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

Introduction
In present time, marketing can be defined as a term, which plays an important role in
every single business organisation. It helps in promoting the products and services offered by
company and the brand itself (Sajid, 2016). The case that has been taken into consideration is of
Coca-Cola, which is one of the fastest-growing multinational enterprises in Nigeria and in all
over the world. This report will keep it's focus on role of marketing at the time of attaining
different goals and objectives. Including this, the other section will also put light on market
orientation.
Main Body
1. Discuss the role of marketing in achieving organisational goals including delivering perceived
value to customers
Over the years, marketing department within a company carries number of roles that may
also lead organisation to attain number of goals and objectives through delivering or offering
right and detailed information to customers. If it is talked about Coca-Cola, Asa Candler who
was an American business tycoon purchased Coca-Cola in approximately USD1,750 from
chemist John Stith Pemberton in the year of 1892. He was aware of how effective marketing
could help this organisation to constantly develop business in the market and took into
consideration of persuasive advertising, where there was a distribution took place of thousands of
free drinks coupons. At present due to marketing itself in a right way, Coca-Cola has produced
around 450 brands in more than 200 nations and this has helped them in acknowledging as one
of the renowned brands in all over the world (Kotler and et. al., 2017).
Basically in context to Coca-Cola, role of marketing in attaining organisational goals
could effectively be understood with the help of different theories. According to Michael
Porter's, there are five different forces that are considered as some of the factors which has
helped Coca-Cola in analysing the competition within the market. Basically, the primal force is
threat of potential entrants, which impacted upon Coca-Cola's goals and presence as well. Role
under this of marketing department of Coca-Cola is to keep the interest of both existing
customers through promoting. This will directly lead Coca-Cola to give good rivalry to both
existing and new entrants. Including this, threat of substitute products is another crucial force
which impacted highly on profit margins. Under this, role of marketing is to keep up the