Marketing Essentials: Roles, Responsibilities, and Strategies

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function...............................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................4
TASK 2............................................................................................................................................5
P3 Ways in which different organisation apply marketing mix tools for planning and
achieving business objectives ................................................................................................6
P4 Evaluation of basic marketing plan for an organisation....................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing refers to that tool of managing department of the business firm which is
associated with promoting of various products as well as services being sold by respective
company in the given marketplace. Marketing department of the firm by using this tool is able to
boost of sales activities of considering various external factors that affect working of workforce
directly or indirectly (Bashir and Farooq, 2019). In this report, operations of Cadbury is been
taken into consideration. Cadbury is a British multinational company which was founded in 1824
in Biringham, England. The operations of company is headquartered in London and currently is
operated by Dirk Put as company CEO. This document will highlight various internal as well as
external factors which affects operational working of respective business firm such as; Brexit i.e.
separation of trade agreement between UK and European Union and working of firm with
current pandemic situation i.e. COVID-19 (Chatfield and Reddick, 2018). This report will bring
to light various roles and responsibilities played by managers of respective business firm to
overcome these factors and ensure smooth running of the workforce.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function
Various roles and responsibilities are being performed by managers or leaders of the
concerned firm i.e. Cadbury in order to deal with its external environment. Considering business
environment of the respective firm, currently has to deal with Brexit which was recently caused
in near 2019 as well as, impact of current pandemic in working of the workforce. Various roles
and responsibilities played by manager of the concerned firm are as follows:
Maintaining customer satisfaction: The major and most important role of the marketers
is to maintain customer satisfaction. Because in retailing company, customers are the major
element which are to be satisfied. Company works on the demands and requirements of the
customers and accordingly produce products and services. This can be done by Research and
development team through feedbacks or surveys (Dehghan Ghahfarrokhi and Heydari, 2020).
After that marketing departments take steps to improve that product or services accordingly and
this helps the company in increasing its customer satisfaction. Marketing departments focuses on
the advancements of the products as per the dynamic environment and this increase customer
expectations and needs. In context to chosen organisation, they handles complaints and take

feedbacks through questionnaire and online surveys etc. this helps the organisation in
understanding their mistakes and they can make improvements in their products and services.
Marketing channel: This is considered as the channel and system that is ensuring the
distribution and selling of products and services to the customers. It is the responsibility of the
marketing department is to ensure that who are the channels and intermediaries who can provides
product to the final customers. This totally depends on the market size of the company. In
context of chosen workforce, company shares 16% of the supermarket sector. So, its distribution
channel is also very wide and large. It sells both direct selling through retail shops or online
platforms also. Due to Brexit, in which, a long agreement relation between UK and EU was
broken. It resulted in huge downfall in companies economy and business based in UK origin had
to face many difficulty in operating its respective business activities. In that time maintaining
proper marketing channel was a huge challenge of the business based in UK, therefore managers
of respective firm focused on improving their marketing channel.
Identification of target market: Identification of target market is the another
responsibility performed by the marketers. It can be done through analysis of the product or
sustainability for the category of the people (Dwivedi and McDonald, 2018). This helps the
company in segmenting the market and development of marketing strategies for the particular
segments. In context to chosen firm, it focuses on the large amount of people because it sis a
retailing company whose product is needed by every persons of the family.
The above mentioned roles and responsibilities are being played by manager of Cadbury
in order to deal with its external factors. As because of current pandemic sales of various
business enterprise showed a downfall. Respective managers of the business firm ensures health
safety techniques while production of various products and services which helps in increasing
brand loyalty of various products been offered to their customers.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context
With regards to Cadbury, its operational activities are been divided in various department
of the firm. It becomes important for management department of the firm to establish effective
coordination between its respective department. Considering current issues of COVID-19 as well
as Brixit, management of business enterprise has to ensure optimum utilisation of resources of
the business firm (Ekrot and et. al., 2018). Therefore in order to avoid wastage of resources of
the business firm managers of concerned organisation bounds each department of the firm with