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Marketing Essentials - Roles and Responsibilities

   

Added on  2021-02-20

23 Pages6559 Words56 Views
MarketingEssentials

Table of ContentsINTRODUCTION ..........................................................................................................................1TASK 1 ...........................................................................................................................................1P1Explanation of Key Roles and Responsibilities of Marketing Function............................1P2 Marketing functions roles and responsibilities in regard to wider organisation. .............3TASK 2............................................................................................................................................1P3) Detail relation is studied among two company is done by conducting marketing mix inorder to accomplish enterprise goals......................................................................................1.........................................................................................................................................................5P4) Design a marketing plan for Coca Cola. ........................................................................7CONCLUSION ............................................................................................................................10REFERENCES..............................................................................................................................12.......................................................................................................................................................12

INTRODUCTION Marketing is the science and art of exploring, developing, and offering value to thecustomer so as to meet their preferences and demands . It is the accumulation of all the activitieswhich are organised and conducted by the business organisation so as to meet the wants andexpectations of the customer and therefore enhance the brand image in the market. The two foldmajor goals of marketing is to persuade customers towards the offering of the company productsand services of the company and thereby providing them with superior value so as to meet theirsatisfaction level. Moreover proper marketing of products and services helps in managing propercustomer relationships which indirectly benefits the organisation. Chose organisation for the report is Coca Cola, which is a carbonated soft drinkcompany and is the most preferred brand by the customers. It came into existence 1866 which isheadquartered in US. Its products variants include diet coke, diet coke caffeine and many otherproducts worldwide and has a global presence through out the world. In addition to this companyuses effective promotional and advertising tools so as to attract customers on a large scale(Bačík, Štefko and Gburová, 2014). This project will throw highlights on roles and theresponsibilities of the marketing function and how they are related to organisation. It alsodiscuss how marketing is related to a wider marketing context and also discusses theinterrelationship between marketing and other departments within the organisation. Moreover italso analyse the marketing mix of the organisation and develops a proper strategic plan whichhelps in the executing of the strategies in a proper manner. TASK 1P1Explanation of Key Roles and Responsibilities of Marketing FunctionMarketing is a organisational function which is concerned with the process of creating,developing and communicating value to the customers so as to maintain proper customerrelationships and therefore attracts and retains consumers for a long time span. . It is animportant function which is performed by the organisations so as to offer products to thecustomer according to their demands and requirements. Marketing functions plays a importantroles and responsible as it provide necessary information and leads to smooth flow of businessactivities. Further this well help manager at Coca Cola to take effective decision regardingoffering products and services so as to maximise profitability and productivity within the1

company. In addition to this there marketing functions performs various roles such as in contextto Coca Cola are described as follows-Formulating Strategies- It is the most crucial role or the function that the marketingplays within the organisation. As marketing is concerned with offering goods as percustomer demands. which requires manager to frame appropriate strategies and policyfor operating business activities. When the marketing manager within the respectiveorganisation analyse the existing marketing trends, it leads to proper planning ofstrategies and assist the employees to work effectively and attains goals and objectivesfor company(Baines, Fill and Page, 2013). Marketresearch- This is the vital marketing function which is concerned withgathering and analysing the information in a proper manner so as to have properknowledge about the current and future trends. This assist the manager within Coca Colato produce product as per the prevailing trends in the market so as to aid competitiveadvantage. This marketing function performs the role and responsibilities of developingthe products in a effective manner and thereby ensures maximum profitability for thecompany for a longer time period. Product Designing and Development- This is an important marketing function whichhelps the manager to design and choose the most appropriate method regarding properproduct designing and development. Proper and attractive product designing helps therespective organisations to capture larger market share and therefore gains thecompetitive advantage. IIn context to Coca – Cola, products should be well designed andshould be introduced in different style bottles and can so as to aid competitive advantage.Brand Management- This is a vital marketing function which performs the roles andresponsibilities of developing and managing the brand. This helps them to maintain thesurvival of the business for a long time period. Therefore marketing managers withinCoca Cola is responsible to bring certain modification and innovation in the existingproduct so as to attract customers and gains competitive advantage for the business. Information System- Chosen organisation has a high goodwillpresence and has aenhanced brand image work wide. Therefore in order to maintain its goodwill in theglobal market and is mandatory for the respective company to acquire proper informationfrom the internal as well as the external sources so as to conduct its business functions in2

a systematic way. This is the major responsibility of the marketing function related toproper exchange and acquiring of information, which raise the scope of the respectivecompany by offering products according to the preference of the target customer base. Choosing the most effective promotional Channel- Promotion is concerned withcreating awareness related to company's offerings and therefore persuading customers topurchase products. This vital function plays a important role and responsibilities as themanager of Coca Cola have to take appropriate decisions regarding the choosing mostappropriate promotional tool and which is cost effective and has the ability to targetlarge number of customers (Blythe, 2012). Marketing Planning- Marketing Planning is concerned with the process of organisingand defining the aim and objective of the company so as to develop proper strategies andtactics to achieve them. This assist the marketing function to assist an important role andresponsibilities of helping the employees within the organisation so as to work inaccordance with the formulated strategies and leads to achievement of the stated goalsand objectives of the company. It can be concluded that these are the proper roles and responsibilities which marketing functionplays and helps employees within Coca Cola to conduct the business process in a systematicmanner , therefore leads to proper and valuable offering of the company goods that meets uptheir satisfaction level. P2 Marketing functions roles and responsibilities in regard to wider organisation. In order to perform business operations in a systematic way it is necessary that all thedepartments within the organisation should works in interrelated manner and properly exchangeand share information.. This will assist the respective organisation to accomplish their specifiedtargets in a proper manner. In the respective organisation all the departments works in ainterrelated manner ad leads to proper sharing of information and which enables them to attainmaximum profit margins for the company. Interrelation of various department within Coca Colais described as follows- 1.Marketing with Human Resource Department- In Coca Cola organisation both theseorganisations are interconnected as they shares roles and responsibilities in a effectivemanner. Human resource Department within the organisation is concerned with properrecruitment, selection and training to the employees so that prospective employees can be3

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