Marketing Strategy Case Study of Telkom

This assignment presents a case study analyzing Telkom Indonesia's international marketing strategy. It delves into the application of market orientation principles and examines various elements of the extended marketing mix, drawing upon relevant academic literature and real-world examples. The case study aims to provide insights into effective marketing strategies for businesses operating in international markets.

Marketing Essential

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK-1............................................................................................................................................1
P1: The key roles and responsibility of marketing function for CADBURY.............................1
P2 Roles and responsibilities of marketing in wider concept.....................................................4
TASK 2............................................................................................................................................6
P3 Application of marketing elements .......................................................................................6
P4 Formulation and evaluation of marketing plan......................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11
Illustration Index
Illustration 1: Roles and Responsibility of market concept.............................................................3
Illustration 2: Extended marketing mix...........................................................................................8

INTRODUCTION
The concept of marketing is essential to create, keep and satisfy the requirements of
customers. This report is based on the marketing plan, as it plays a vital role in establishing
success of business operations and activities Moreover, this report will identify various
marketing mix factors of CADBURY which assist organisation in attaining its goals and
objectives (Ku, 2017). To establish a sustainable position in the market major companies like
CADBURY are focusing on the marketing criteria and marketing plan. To enhance marketing
performance detailed analysis of marketing strategies needs to be conducted by newly appointed
assistant marketing manager.
CADBURY is among the leading confectionery brands across the globe. To achieve
marking objectives the organization have set some roles and responsibilities that need to be
followed. For the expansion of business, corporation concentrate on development of effective
marketing plan. This report will represent roles and responsibility of marketing functions of
CADBURY in accordance to their interrelationship with all other departments of the company. It
will also explain the different elements of marketing mix that is used by CADBURY to achieve
organizational goals. This study will also develop a proper marketing plan that can target new
market.
TASK-1
P1: The key roles and responsibility of marketing function for CADBURY
Upon profitability of the business the elements of marketing have a strong influence. This
functions of marketing in the business of CADBURY have a lot of opportunities that need to be
properly implemented. To evaluate changes in market the marketing function of CADBURY
plays a major role. The internal functioning of company needs to implement strategies
formulated by marketing department of CADBURY. The key elements of marketing function of
CADBURY is to fulfil its goals which aims at providing high quality products at reasonable
prices to its targeted customers. To avoid uncertainties and risk which can arise due to
fluctuations in market, CADBURY focuses on analysing its market on regular basis. The
marketing concept is very important for any business as it increases profits of the organization by
utilizing appropriate marketing strategies (Hapsari, Stoffers and Gunawan, 2017). To achieve
sales target, CADBURY assigns the responsibility to marketing manager which assist the firm by
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evaluating all the changes according to buyers needs and wants. To build strategies the
marketing team comes out with a coordinated approach which helps organization in achieving
business goals (Hansen, McDonald, and Mitchell, 2017).
Marketing is a process of providing information to all departments of an organization.
For an example, launch of new product needs to be analysed by marketing manager and it is
further provided to all departments such as human resource for training and development of
employees in order to guide them to make new product. In order to buy resources, finance
department will allow flow of funds and then the marketing team will examine demand of buyers
in order to satisfy their needs and wants.
Various roles and responsibility of marketing function for CADBURY are as follows-:
Market Segment – At the primary level marketing team need to decide the market segment they
will target. Among children's products of CADBURY are very popular. To attract the young
kids, marketing team need to make appropriate plans. Marketing manager understands that kids
are soft target so by representing attractive visuals they would pressurize their parents to
purchase CADBURY products.
Strategy –To get attention of kids an attractive strategy of packaging needs to be devised. In
order to draw attention of kids there is a need to develop and implement an appropriate
marketing strategy. This can be achieved by presenting advertisements of CADBURY products
for kids on various cartoon channels. And marketing campaigns can be organized in schools,
supermarkets, malls etc. The popularity of CADBURY product can also be increased among the
kids. To promote products and services to customers and prospects the marketing department of
CADBURY plan campaign and develop communication materials. They may plan advertising
campaigns, develop e-mail marketing programs, write press releases depending on the budget of
CADBURY (Pan, 2017).
Marketing plan – Once marketing strategy have been made, marketing plan need to be reviewed
and designed according to marketing structure. During this phase, roles and responsibilities of
marketing team will be decided. CADBURY will focus on promotional plan for kids’ segment in
order to increase sales of its products and earn profit in the market. The responsibility of
marketing manager of CADBURY is to make products of CADBURY popular among kids by
conducting several promotional activities. To draw attention of kids CADBURY can make use of
animated pictures.
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Innovation in the product- CADBURY may developed a strategy of either innovating a new
product according to preference of customers or to modify existing products in the market. The
proper and attractive strategies need to be made by the organization in order to target the market
and enhance the sales of the product.
Outcomes – To balance demand of the sales and the marking team an integrated effort is needed
that would establish a common ground of interest. To achieve target on the context of
segmented market, the marketing manager would specify roles of job for each member in a team.
In order to achieve the organizational objective, the marketing manager will make sure that each
member of a team works to target kids segment. So, it is the duty of marketing manager to assure
that all team members work in effective manner to uphold the efforts of team and the overall
marketing performance of the team (Buti, Rindi and Werner, 2017).
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Illustration 1: Roles and Responsibility of market concept
(Source: Roles and Responsibility of Marketing Functions, 2017. )

P2 Roles and responsibilities of marketing in wider concept
Marketing plays a vital role in every department of the organisation. The marketing
function assist CADBURY in formulating strategies according to market requirement. All
departments in the organisation helps company in attaining its ultimate goals and objectives.
Moreover, duties of marketing manager of CADBURY include:
Management of all marketing activities and events of an enterprise.
Development of marketing strategies which can assist the company in overcoming its
shortcomings and threats.
Marketing function helps organization in innovating products and services as per
customer requirements (Shankar and et. al., 2011).
Further, functions and operations of all departments of CADBURY are linked with marketing
which is described under:1. Human resource Department: Marketing helps this department in providing training and
development to staff departments according to market fluctuations and requirements. In
addition to this, marketing manager of firm analyses the need of sales representatives and
young skilled professional according to market requirement which will help the
enterprises in launching and promoting the products of company (Breton and Martín
2011). Therefore, the recruitment and selection process completely depends on the HR
manager of company2. Finance Department: After analysing market requirement, finance manager examine the
requirement of resources and funds. Further, the manager ensures smooth flow of funds
in order to avoid scarcity of resources and make optimum utilization of resources. In this
Marketing department of CADBURY stays in touch with finance team to keep them
updated about their requirements. Hence, the accounting team in the enterprise assist the
management in estimating revenues and turnover which will be generated after the launch
of new product. Marketing team of an organisation also provides inputs on sales forecast
under various marketing strategies.3. Production Departments: It plays a major role in satisfying customer’s needs and wants
because it is place in the company where products are produced according to the
evaluated needs. Production manager ensures that the resources and production
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operations are going on as per the market requirements. The commodities made in this
department are directly sent to sales and marketing department for launch and delivery.4. Research and Development Department: This plays a vital role in production of new
goods and services. It assists CADBURY in analysing macro environment factors
regarding political and technological changes. Furthermore, it updates the production
department about the advancement in technology so that it can reduce the workload of
workers and will help in making optimum utilization of resources. (Miller, 2017). It
establishes a bridge and communicates with rest of company about ever innovation and
fluctuation which can impact the organisation functions. It also assists the company in
analysing that what strategies can be beneficial and most desirable in order to feature
customers’ needs and wants.5. Marketing and Sales Department: Marketing manager analyses customer needs, tracks
and monitor competition, works and promote brand values, coordinate efforts with all the
marketing partners of CADBURY, innovate new products according to market trends
(Aljukhadar and Senecal 2011). Further, the sales manager of the enterprise improves
sales process and customer loyalty, manage marketing budgets, calculate return on
investment and define the strategic marketing plans according to the launch of
Chocolates.
For instance, the marketing manager identified that young generation and kids are
demanding chocolate with the real fruit content like cherry, strawberry, orange, pineapple etc.
that is why the research and development department of CADBURY first examined need and
products of market competitors who are offering chocolates with real fruit content and then
conveyed this plan with top management and board members, because the allocation of resources
and funds has to be enacted by management to make investment in this new project. After
acceptance of Proposal the company will be planing methods and strategies of production and
launch of the real fruit chocolate bar. Furthermore, to promote launch the marketing manager of
an organisation is planning to organise a campaign and launch event in which the internal
marketing team will be connecting with marketing agents who will help CADBURY in
successful implementation of a marketing campaign in order to create value for customers.
Besides, the marketing manager of CADBURY understands uncertainties and requirements of
marketplace therefore the team, focus on developing integrated marketing programs that deliver
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customer value and delight which will assist firm in building strong relationships with customers
(Gupta, 2017). Accordingly, the team is emphasizing on making strategies which will create
design value of entity.
Interrelationship between all the departments is important because,
 Finance team provide financial information for establishing marketing plans in order to
fulfil buyer’s requirements.
 It helps the team in evaluating quantity of resource required to produce product which
will help CADBURY in attaining customer needs and wants.
 It seeks advise from every possible external factor which can help organisation in
enhancing its products quality and market demand according to its competitors.
Thus, relationship between departments and marketing team is the most important
component as it assists enterprise in achieving its profitability and success.
TASK 2
P3 Application of marketing elements
Marketing mix are significant components which are considered by business firms in
regulation of business in the global context. It is a crucial task for managers of international
firms to promote their sale of products among their host countries. In this scenario, analysis of
elements is done to compare the ways of using marketing mix elements by rival firms. It has
been recognized that this comparison is accomplished to identify growth of marketing of
CADBURY in UK as compared to rivals. Various strategies of marketing are used by managers
of firm to maintain desired position in different countries (Helm and Gritsch, 2014). It has made
an influence on competitive rival companies which are available in market through its branding
strategies and demand among customers. It can be understood with the help of elements
described below:
 Products: Analysis of this element has determined that firms which are regulating their
business globally, develops their products by analyzing markets and preference of
customers. In this, it has been recognized that CADBURY has produced a large range of
products by segmentation of demand among customers in different countries like India,
USA, China etc. Study has determined that firm has manufactured a variety of products
by assessing requirements in a particular period (Shin, 2012). It has achieved a
continuous success by segregating its products according to the geographical areas of
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different countries. CADBURY's has applied a strategy of developing products according
to requirement on festive occasions in different countries. It has increased its brand
reputation by producing quality products and according to the preference of customers.
They are not only related with production of chocolates but there are other products like
beverages and desserts available in their product line. It can be said that it has made a
huge impact in this industry and will achieve a continuous growth in market.
 Price: It is an element which describes strategy of business to achieve desired
profitability and customers through formulation of excellent pricing strategy. CADBURY
has fixed its prices as per the quality of products and after comparison with substitute
products. It has been recognized that prices of few products are high such as Bournville
and other products are also available at low prices to satisfy needs of other target
segments (Kunz and et.al, 2011). It has been identified that CADBURY has fixed prices
strategically so that consumers can afford to purchase them.
 Place: From market analysis, it has been recognized that its products are available across
the world as it has a large distribution channel and source of making products available in
different countries (Bolotaeva and Cata, 2010). Managers of company has made sure that
their goods are available in all countries to achieve a high customer base. Channels of
distribution have benefited company to satisfy demand and helps in making the products
available to customers. This analysis determines that CADBURY has an efficient
distribution strategy which helps in accomplishing the market demands.
 Promotional: Company has used many ways to promote its products in different
countries by using advertisement through various means such as television newspaper,
internet, posters etc. Study has determined that CADBURY has started using new
methods of promotions such as use of internet marketing, social media etc. It has
increased its brand reputation by hiring celebrities for the promotion of different products
(Pomering, Noble and Johnson, 2011). These promotional policies will help CADBURY
in increasing its sales and achieving targeted customer.
 Process: It has been recognized that CADBURY has used an excellent process of
distribution of products which helps in achieving demand in different countries. Proper
distribution channel has provided an opportunity to CADBURY to meet the demands of
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customers (Hollensen, 2015). These strategies will help firm in achieving desired
objective of gaining market share of rivals by providing products at reasonable prices.
 People: This element of marketing mix determines efficiency of workforce of firm which
helps them in manufacturing products of the best quality. Analysis has determined that
CADBURY has appointed a huge manpower in approx. 200 countries which have an
excellent knowledge and proficiency in manufacturing quality products (Wood, 2014).
This also helps the company in achieving continuous growth in market.
 Physical evidence: CADBURY has developed products which are innovative and has an
excellent structure which attract customers to purchase them (Chernev, 2015). It has also
used the appropriate packaging of products so that it will look attractive and influence the
buyers and targets customers.
Comparison with rival companies
In this segment, it has been recognized that CADBURY has used marketing mix very
effectively to attain a continuous growth. Analysis of rival company Nestle has defined that it
also has wide range of products but as compared to CADBURY it products has not satisfied
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Illustration 2: Extended marketing mix
source 1: (Wood,2014)

taste of customers. Nestle’s produce the products at low prices which has reduced faith of
customers towards quality of products (Ahn, 2013). It has benefited CADBURY and it has
achieved its desired market position. Thus, by these strategies of promotion company has
achieved a desired growth and objectives.
P4 Formulation and evaluation of marketing plan.
For promotion of business, every organization have to formulate an effective marketing
plan through which it will increase branding of products in market. In this scenario, marketing
plan has been formulated for CADBURY so that it will achieve its desired goals and objective. It
is a process which determines the direction which firm has to follow to achieve growth in
market. The study of process has defined that company is using an excellent marketing strategy
in which it has achieved a growth (Create your marketing strategy, 2017). For capturing large
market share it has introduced the method of price penetration in which it reduces prices of
products to attract the customers. Steps are determined to provide clear understanding about the
marketing plan such as:
Setting objectives: It is most important step in which the managers of CADBURY will set the
targets to achieve the goals and increase the promotion of business. It has been recognized that
company has set the target of increasing its sale up to 10% in every quarter. It will achieve the
objective by increasing the marketing of products.
Competitor analysis: It is a step of marketing plan in which in the company analyses strategies
of competitors like Nestle, Hershey's etc. to know effectiveness of the direction which they are
following to attract customers. It will help firm to apply strategies of differentiation of products
to increase the demand and attract the customers.
New methods of promotion: It has been considered that CADBURY has to use new methods of
promoting its business, discount offer, promotion through distribution of free gifts, extra
benefits, increasing quantity etc. which helps to increase sales revenue. It will also use new
methods of advertisements like social media marketing so that it can attract young generation
towards their products. However, if company follows this plan it will maintain its continuous
growth to achieve the market share.
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CONCLUSION
This report outlined, various roles and responsibilities of marketing function in all other
departments of CADBURY. Moreover, it has been analysed that the company is planning to
target the kids segment as among kids chocolates are more popular and they are very much fond
of it. So strategies will be made according to the market requirements of kids and young
generation. Besides the report also has examined 7Ps of marketing mix which assist the
marketing team of the company settling process and promotions as per the market competition.
Further, this report summarized, the market plan followed by the company after identifying and
examining place, product, price and promotional factors of CADBURY. Thus, it is recognised
that marketing department plays a major role in satisfying buyer’s needs and wants. Henceforth,
the report concluded that, it is important for every company to study its market and competitions
in order to earn stability in growth and development.
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