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P2. Roles and responsibilities of marketing to wider organisational context

   

Added on  2021-02-19

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Marketing Essentials

Table of ContentsINTRODUCTION...........................................................................................................................3LO 1.................................................................................................................................................3P1. Roles and responsibilities of marketing functions................................................................3P2. Roles and responsibilities of marketing to wider organisational context.............................7LO 2...............................................................................................................................................10P3. Application of marketing-mix.............................................................................................10LO 3...............................................................................................................................................13P4. Marketing plan ...................................................................................................................13CONCLUSION..............................................................................................................................17REFERENCES..............................................................................................................................18

INTRODUCTIONMarketing is a process that is used by the organization to study and manage therelationship with consumer and satisfy their need to retain them. Marketing functions isperformed by the company to promote the product and services of organization to full fillbusiness goals and attract and motivate the consumer by different activities to improve sales andhigher market share in market place (Campbell, Martin and Fabos, 2018). This is one of theimportant functional department of an organization. Coca Cola is company is a soft drinkmanufacturing company that is operating worldwide. Coca Cola is one of the most recognizedcompany around the globe. Coca Cola is a public limited company and it was introduced in year1892 by John Stith Pemberton as coca cola and the company was introduced by Asa GriggsCandler. Headquarter of company is in Atlanta, Georgia, united states of America.This report is providing brief information of marketing function for Coca Cola company.Key roles and responsibilities of marketing department are explained and evaluated to analysetheir importance in organization. Marketing roles and responsibilities of department areexplained with respect to current environment of marketing. Interrelation of marketingdepartment with other department is studied in the report to find its effectiveness fororganization. Key elements of marketing department and their relationship with other functionalunits is also considered in study. The marketing strategy and marketing planning or coca cola isstudied to evaluate it for completion of different goals and targets of company. A effectivemarketing plan is developed for one of product of company and marketing strategy is evaluatedon the basis 7 P's of marketing(Steenkamp, 2018).LO 1P1. Roles and responsibilities of marketing functionsFulfilling customer needs and wants : The main role of marketing department is tounderstand the needs and wants of the target market. The marketing department of acompany analyse the market in order to know the current trends and demand in a marketand then accordingly creates marketing strategies(Cacciolatti and Lee, 2016.). Ensure organisation survival : The second most important role which the departmenthas in Coca Cola is that it helps the business to survive in a competitive market.Customer retention is an important factor behind increase of market share by company.

Therefore marketing department helps Coca Cola to attract the customer toward theirproducts. Widen market : Marketers use wide variety of communication tools such as advertising,email, event marketing, promotional campaign etc. As well as also make use of variousplatforms in order to promote the product such as social media, youtube, print media etc.The promotional programme helps company to build image in a market and create brandawareness. Better product : Marketing department ensure to use a good packaging and labelling inorder to attract customers toward the product. Marketing department actively engage in aactivity of designing and managing product and introducing various offers and discountsin order to increase sales(Baker, 2016).Creates utility : marketing of products help company to increase utility of product. Hereutility refers to the ability of product in order to satisfy the wants of a costumers. Themarketer. By using the necessary tactics marketing department makes the productpurchase easy. They use the strategies such as introduction of right product at right timeto right target audience.Right price : Price is one of the critical element in marketing mix which helps ingenerating revenue. The marketing department of Coca Cola set such prices for itsproduct which is easily affordable by the various consumer groups.Management of demand : The marketers are experts in creating demand in market aswell as analysing demand. The demand can be of many form such as irregular demand,full demand, overfull demand etc. Marketing department of Coca Cola are capableenough in order to handle such demand. Economic growth : Marketers tries to created demand in market which helps in increasein production and distribution activities. As a result of this industrial growth is increasedwhich helps in increasing ,employment in industry. Creation of demand for product alsohelps in improving living standard of humans which results in economic growth.Discharge social responsibilities : Due to increase pressure by government andenvironmental degradation almost all the companies including Coca cola is forced tointroduce activities contribute to the benefit of society. The marketing department ofCoca cola use social marketing for this purpose.

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