Role of Marketing in Cadbury: Key Responsibilities and Interrelation with Other Functional Units

MARKET ESSENTIALS
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Table of Contents
Introduction......................................................................................................................................3
Task 1:.............................................................................................................................................3
Role of marketing.........................................................................................................................3
Interrelation of the marketing with other functional units...........................................................4
Key roles and responsibilities of the marketing function of Cadbury.........................................6
Marketing roles and responsibilities related to the organizational context of Cadbury...............7
Task 2:.............................................................................................................................................8
Comparison of the ways by which Cadbury use elements of the marketing mix (7Ps) to
achieve their overall business objectives.....................................................................................8
The difference of the marketing mix of Cadbury with other company as an example................9
Task 3:...........................................................................................................................................11
Developing a basic marketing plan for Cadbury.......................................................................11
Evaluation of the basic marketing plan of Cadbury...................................................................13
Conclusion.....................................................................................................................................16
Reference list.................................................................................................................................17
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Introduction
In the recent business market, the marketing section is becoming more focused on the consumer
while making the marketing experience more personal. Being a consumer marketing manager
team leader it is important to manage the team with successful implementation of a different
market campaign by offering value to the customer so as to capture value in return. Managing
the customer relationship by creating customer value results in an effective market strategy can
leads to the rise in the market operation of a company. In this case, Cadbury is taken into
consideration in order to proceed with the task. In this report, key roles and responsibilities of the
marketing function of Cadbury are described while illustrating each responsibility and roles of
the total marketing department into a wider organisational context. Elements of the marketing
mix are also well explained which are related to the overall business objectives as stated by
Cadbury. A basic marketing plan is also developed at the end of the report with proper
evaluation and justification to offers a clear and vivid idea related to marketing. At last, the
conclusion is presented to offer a brief summarization of the overall report.
Task 1:
Role of marketing
The marketing function is defined as a role of the business organisation that helps to identify the
potential source to offer the product successfully in the market with the help of a proper
marketing mix (Piercy, 2014). These functions are common in Cadbury also. It includes product
plan, market research, development process, sales, promotion, and customer service and so on.
Baker (2016) stated that the marketing functions include various and different responsibilities of
the business organisation which were mainly responsible for the growth of the organisation.
Marketing functions consist of several market strategies with strategic management department.
Marketing also includes market research, product development, distribution system, human
resource allocation, sales support system and so on. In this context, it is clear that marketing
function offers different roles and responsibilities to promote the sale that can offer growth of the
business organisation. The biggest role of the marketing department is to maintain the marketing
mix while choosing an effective and efficient marketing mix (Oplatka and Gurion, 2017).
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Figure 1: Functions of marketing
(Source: Laforet, 2015)
Banerjee (2017) opined that the marketing department comes up with the ideas regarding the
advertisements which help to inform the potential customers about the description and benefits
of the products. Once the customer learns about the product of the company, the main job of the
marketing department is to ensure that the business firm should receive a repetitive business
from the customers which can help to solidify the brand image. Cacciolatti and Lee (2016)
mentioned that the marketing functions offer a crucial role in the business firm and there is a
close link between the marketing function with another organisation element. Shipping and
packaging also fall under the department of marketing. The packaging of the product needs to be
set by the marketing team with a proper research and development which can help the customers
to tell about the inside product. Packaging and shipping help to reinforce the brand image of the
product so that the customers can remember to choose the particular brand name which helps to
offer repeat business thus increasing the rate of sales that help to rise in the overall profit of the
organisation.
Interrelation of the marketing with other functional units
The interrelationship between the marketing functions and other organisational function can be
stated as the part of the business organisation where other functional units and departments are
connected internally with each other. Cornelissen, J. and Cornelissen, J.P. (2017) opined that
inter-relationship can be explained as the main marketing function that is needed in order to back
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