UAE Marketing Essentials Analysis

This assignment requires a comprehensive analysis of the marketing essentials discussed in the provided texts, with a specific focus on the UAE market. You are to evaluate the applications of these principles in the context of the UAE, drawing insights from the given journal articles and books. The task involves synthesizing information about place branding (Gertner), service marketing (Wirtz), integrated marketing communication (Mihart), fairness quality (Nguyen & Simkin), strategic marketing planning behavior (Ogunmokun & Tang), social media marketing (Papasolomou & Melanthiou), and destination marketing (Pike). The analysis should be tailored to the UAE market, highlighting how these essentials can be effectively employed to enhance business operations within the country.

Marketing Essentials

TABLE OF CONTENTS
TABLE OF CONTENTS.................................................................................................................2
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles and responsibilities of marketing function.............................................................3
P2. Roles and responsibilities of marketing in wider organisational context.........................6
TASK 2............................................................................................................................................8
P3. Ways in which two different organisations use marketing mix to achieve their business
goals and objectives................................................................................................................8
TASK 3............................................................................................................................................9
P4 Various marketing plans for the organisation...................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the most important aspect and integral part of every business enterprise. It
helps to promote products and services in the market to satisfy customers. It includes marketing
activities such as creating, communicating, delivering of goods and services for customers,
clients and society. Marketing functions involve different market research programs for
organisation to identify current market trends, needs, demands and preferences for potential
customers. Generally, marketing supports in communicating with the targeted audiences (Brooks
and Simkin, 2011). CADBURY is a multinational company and it situated in the United
Kingdom. This project report defines various duties and responsibilities of marketing function
and their relation in organisational context. Along with this, comparison of two organisations is
done to determine the way they apply their marketing mix. At last, a basic marketing plan for
Cadbury is discussed.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing process defines various activities from manufacturing to finished goods and
distribute the same to end users to meet their desired expectations. So, it is the procedure of
buying and selling of products and services. In other words, it is a management process through
which organisation discovers current trends, customer's needs and wants, demands as well as
tastes and preferences of its potential consumers. It plays a vital role in the market research that
supports organisation in identifying market trends and opportunities to produce the best products
or to deliver good services to the end users. It also help company to enhance its market growth
and development. Its major aim is to increase organisational productivity and profitability with
less operating cost. With the help of effective marketing strategies, CADBURY can lead to next
level of success (Desai, 2013). By making well developed marketing strategies, company can
also get competitive advantage. Some of the major functions of marketing in Cadbury are:
 Product and service management: It includes those substance which can be offer by
organisation to its customers. Without them, company cannot accomplish its desired
goals and objectives. The main objective of every enterprise is to provide high quality
goods and services to their customers so that they can satisfy their needs and demands.
As Cadbury is a confectionery brand and provides food item. So, it is a big responsibility
of organisation to manufacture its products to consider health issues. For better

production of goods organisation should use effective machineries (Dibb and Simkin,
2013). So it can be said that, product and service management is most important function
of marketing department, without this company cannot provide qualified good to their
customers.
 Market research: It is key responsibility for the marketing department. Research helps
the company in finding market opportunities and gain better understanding of customer
needs. It also helps to understand competitors as well as their strengths and weaknesses
so they can make action plan to protect the business with loyal customers or win from
weaker competitors. Cadbury carries out its own research by studying various industry
reports, market data on websites and contacting with customers or conducting survey to
analysis their needs, wants attitudes.
 Promotion: It is known as most important activity of marketing department. For the
growth of company it plays important role to promote and advertise of products. With
help of this, organisation can create awareness for its customers about its different goods
and services. In present time, most company are spending lots of funds or investing on
their promotion activities so that they can attract a huge number of consumers. For this
company can use internet facilities like social media sites as in modern world, most of
people are connected on social networking sites so it is best way to promote and advertise
organisational products and services (Fazloll and ahtabar, 2012). Through this, Cadbury
can increase publicity of its confectionery items by advertising its products in television it
can take attention of lots of kids, youngsters and other people.
 Marketing information system: It is known as most important function of marketing
department. Organisation can get necessary information by using this system which is
highly required to make the decisions regarding the company. To make the market
decisions firm required various tools, human resources, strategies, procedures and market
information. In easy words, marketing information systems helps in gathering data about
the market trends, customers and competitors or relevant data of marketing activities for
making better decisions. So data can be collect through the sources as from internal and
external by the marketing department. And these sources helps to the company in
improving and developing its product's price, promotion, distribution, packing and so on.
Through this system managers get some guidelines to create effective marketing plan.

Cadbury can evaluate buying behaviour of its customers. It also help business manager in
making good strategies so that organisation can compete its competitors in market place.
By Marketing Information System, enterprise can utilise its collected information in most
effective and systematic manner (Gertner, 2011). This is most useful storage device by
which organisation can store its important information.
 Pricing: Every business sell its products to the customer in exchange of some value.
Buyers pay specific amount of money in exchange of goods and services that they buy
from sellers. Marketing department make pricing policies or set the price of products and
services by considering its value. They should care about the customer’s capabilities or
their willing power to buy any products so they should charge enough price rather than
high prices, so that consumers can afford to purchase or consume any goods. It also help
to cover the all expenses direct as well as indirect of organisation. Company has to
consider different policies of state before making pricing decisions.
 Selling: Selling of goods and services are the most important process of marketing which
takes place after pricing and promotions. It makes goods and services available for final
consumption to the end user. With this marketers provide their goods in the market place
that consumer can easily buy. It is the systematic approach to fulfil consumer's demands
and expectations at right time and at right place (Rowley, 2011). It helps to communicate
regarding new products or services to the desired customers with using several
communication channels or advertisements and promotional activities.
 Distributions: Distributions is one of the most important essential process in which
company distribute its products and services. It is a chain of businesses or intermediaries
through which goods and services passes until it reaches the end consumer. In this
include wholesalers, retailers, distributors etc. distribution process helps in transferring
products by using several channel to the final users. In other words, it is a path by which
goods and services travels to arrive at the customer. So company can choose the path or
way to deliver its products and services to its clients as soon as possible that helps to
increase the sales volume and provide better satisfaction to consumer.
 Source of funds: It is very important for running the business as appropriate money or
capital required for marketing process. Marketers arrange funds from two sources which
are owned and borrowed capital. To maintain inventory and delivering goods, so for all

these activities organisations required high rate of investments (Katengeza, 2011). It is
very difficult for marketing department to arrange the sufficient funds or discover
financial sources.
P2. Roles and responsibilities of marketing in wider organisational context
Generally every organisation's main objective is to meet customers’ demands and satisfy
them by providing right products and services. To reach the potential customers, company create
awareness about particular products and services among customers that helps in generating
demands in competitive market. So it can be possible through effective strategies, policies and
approaches of its marketing department. With the help of this Cadbury company can improve its
function and can increase the demand among consumer because it promotes or advertise its
products and services so that they can attract more consumers towards their products. So there
are some roles and responsibilities of marketing department such as:
Brand management: It is the main duty of marketers to manage the brand image as well
as create more awareness and attract customers for company's products, promotional strategies
play important role in increasing goodwill among the competitors. Cadbury focuses on its brand
image and manage it by using different strategies (Lamb, 2011). Brand management support to
make customers loyal and build strong relations with them.
Monitoring competitions: It is very important to know about the position of company
regarding the market and competitors. Company should monitor the about its competitors and
learn what they do best and identify their strengths and weaknesses.
Product innovation: Customers wants something new or innovative and they are more
demanding with this. So, Cadbury works on new promotions, affiliate programs, customer
retention techniques and improvements in the conversion of their messages and actions for the
business purpose.
Controlling: Marketing department support in controlling the organisation's activities
and practices, by evaluating customer satisfaction, company can measure and control
organisational growth. Cadbury can control its operating costs or expenses which is unnecessary
for the organisation (Malhotra, 2013).
Business growth and development: Marketing department make effective strategies and
policies as well as better decisions or actions plans that support in enhancing its growth and
development in all over the world.

Business expansions: This strategies made for develop the business as company grow
itself by expanding numbers of stores in all over the world. With the support of marketing
strategies, business can expand at global level. It can be effect by globalisation because it will
increase competition and some global forces can also affect to the organisation. Cadbury have to
be careful of those forces and compete with competitors at domestic as well as international
level.
So, these are some roles and responsibilities that have to perform by the company for
better marketing strategies and its adoptions. It helps to organisations in its operating functions.
So to develop the different activities or perform the roles it requires good marketing team.
Organisational activities and marketing roles are interrelated with each other. Functions of
Cadbury which are related to its marketing sections such as:
 Research and development: Research conduct to analyse the new market trends, needs,
wants, demand and preferences of consumers (Mihart, 2012). It the important part of the
marketing department. In this research process marketing team conduct survey for
defining people's needs and wants and how organisation can meet their expectations.
 Human resource department: In this functions company recruits and select the
candidates for the organisation's work that support its work and increase the productivity.
If marketing department will make good positions then it will help to attract more
candidates or applicants for the different position. This can also help Human Resource
Management department to recruit a specific number of employees.
 Demand and supply: Marketing department manage or balance between supply and
demands of organisational products and services (Nguyen and Simkin, 2012). To perform
this responsibility, marketing team can monitor demand of customers and supply of
goods in market place.
TASK 2
P3. Ways in which two different organisations use marketing mix to achieve their business goals
and objectives
Marketing mix in considered as most important concept which helps business enterprise
in accomplishing its desired goals and objectives in most effective and systematic manner. This
concept includes four P's which are product, price, place and promotion. But all these elements

are applicable on manufacturing company (Mihart, 2012). So, marketers have added three more
Ps to consider service providing company, and these are process, people and physical evidence.
All organisations use their marketing mix elements in different ways which can be determined by
below mentioned table:
Marketing mix elements CADBURY McDonald's
Product This is known as world's biggest
confectionery brand which is
highly popular for its different
products, which are biscuits,
chocolate bars, food items,
desserts, ice cream and some other
confectionery products.
McDonald's is fast food
restaurant chain which provides
its products and services in all
over the world. It is specialised
in producing French fries,
hamburgers, soft drinks,
milkshakes and cold coffee, etc.
Price This organisation use low pricing
policy so that it can attract rich as
well as poor people. It product
range starts from one pounds only.
On the other side, McDonald's
use premium pricing policy and
it targets only high class people
who can bear its high prices.
Place This confectionery brand targets
urban as well as rural area so that
it can cover large market share.
This company establish its
restaurants only in urban areas
that it why its market share are
less from Cadbury organisation.
Promotion Success and growth of all
organisation depends upon their
promotional activities because its
helps them in promoting their
products and services so that they
can attract huge number of people.
Cadbury is successful company
because it spends a lot on its
promotional activities. It hires big
On the other side, McDonald's
does not give spends a lot on
promotional and advertisement
activities. It just take help of
online social sites to make its
customer aware about its new
offers and discounts.

celebrities to promote its brand.
People For better growth, Cadbury gives
core attention to its all
stakeholders but it gives special
focus on employee and customer
needs because without satisfying
their needs it cannot retain its
success for long time period.
On the other side, McDonald’s
do not give importance to its
stakeholder. It just focus on
maximising its profit at any
cost.
Process This company is well known
because it focus on its each and
every process so that it can
provide high quality products to
its customers.
On the other side, McDonald’s
use transparent process which
ensures its customer that it
produce its product in hygienic
manner.
Physical evidence This company have large
customer base which work as its
physical evidence.
Hygienic and super expensive
interiors of this company works
as its physical evidence.
TASK 3
P4 Various marketing plans for the organisation
Three are some marketing plans or strategies that will support to the organisation in
achieving its goals and objectives as well as competitive advantages. Cadbury company is
creating its market plan. These are as followings:
Company overview: This marketing plan is based on this company. Cadbury is world's
biggest confectionery brand. It provides various food products such as deserts, chocolates bars,
ice cream etc. it provide these products in affordable price that consumers can buy easily any
products. It was established by John Cadbury (Ogunmokun, 2012). In present time, it have
expanded its business in all the world, as it have more then 50 branches worldwide. This
company wants to increase its market share. It is very large corporation as it have approx 72,000
employees which are working hard to accomplish its different goals and objectives.

Situational analysis: Company have to analysis the business environment as internal
and external and its impacts on several marketing strategies and that can also affect current and
future performance (Papasolomou, 2012). Cadbury company can evaluate the internal factors
with the help of SWOT analysis:
Strengths:
 This is well known organisation as it have strong bran image in United Kingdom and
other countries.
 This is world's fourth leading confectionery company.
 It provides it products in rural as well as urban areas so that it can cover huge market
place.
Weaknesses:
 This organisation does not have a huge product portfolio it only depends upon
confectionery market.
 Its cost is get high when it is compared by some small confectionery company.
Opportunities:
 By expanding the business at global level it can increase its market share.
 Through the acquisition and merger of small firm it can increase or broad its size and can
make number of customers
Threats:
 Competitions can be big threat of the organisation.
 Continuous changes in the government policies or rules and regulations can affect its
profitability
 Entry of new confectionery companies also a big threat of the business.
These are some strengths, weaknesses, future opportunities and threats of Cadbury
company which can help and affect its organisational performance. Apart form this, there are
also some macro environmental factors which should be considered by This organisation while
making marketing plan (Pike, 2015). There are some factors which should be considered when
making any marketing plans such as:
Political factors: It involves different rules, regulation, strategies and policies of government.
Changes in taxation policies can affect pricing policy of this organisation.

Economical factors: Whenever a company set its marketing plan, firstly it should consider
economic condition of country and its customers.
Social factors: Every individual is connected with his social group. So it is responsibility of
Cadbury to consider social and cultural factors while making its marketing plan.
Technological factors: Due to technology advancement, most organisation is developing their
working style. So by taking help of technical support, Cadbury can improve its promotional
activities which are highly important to attract new customers.
The product that cadbury aims to launch is chocolate cakes
Market strategies: To increase the market share among competitors, marketer plans to make
effective strategies to achieve competitive advantages. Here the strategy that is used by the
Cadbury for promoting this product is taking use of product development strategy. Innovative
marketing as well as flavour addition is done so that they may attract larger section of the
population.
Marketing objective: When make any plan regarding the marketing of organisation's products
and services so it consider the objectives and goals and the way of meet those objectives. As
Cadbury company's aims is to increase its market share to maximise profits, wealth, productivity,
employees and customers (Pike, 2015). To sell Chocolate cake in the existing market by taking
the use of various marketing mix.
Marketing mix for chocolate cake
 Product: It is highly delicious and has a flavour of ground nuts and fresh cocoa.
 Place: It will sell chocolate cakes by the help of distributors and retailers.
 Price: The price range that has been selected for this product is on the lower side.
 Promotion: It is promoting through the use of social media as well as internet mediums.
 People: There are skilled labourers that are involved in making of such cakes. The
bakery staffs have highly professional skills.
 Process: It has taken use of best processes in the bakery industry which makes the cakes
fresh for longer time.
 Physical evidence: It is guaranteeing the high rich content of cocoa and it is delivering
the same.

Marketing budget: Marketing department prepare a initial budget for the promotion
purpose and compare with previous years budget and actual cost.
MARKETING BUDGET OF WILKINSON FOR 2017
Particulars Amount in pounds
Amount for marketing plan 70000
Initial money 15000
Events 10000
Social media marketing 8000
Digital marketing 8000
Direct marketing 4000
Sales promotions 3500
Printing 10000
Advertisements 7500
Total 70000

CONCLUSION
It can be concluded from the above report that marketing plays a vital role in
organisational success and it includes various activities such as promotion through advertisement
which provides details regarding products and services to the customers. Marketing gives proper
knowledge and information of consumer demand and their needs by conducting the survey or
research. They have their relations with all other units of the firm which helps in achieving
goals and objectives of the firm in a better way. It is important for the Cadbury to make use of
effective marketing strategy that helps in making the whole process very effective. It is essential
that company makes an consumer focused marketing plan that helps in achieving competitive
edge over others.

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