(pdf) Marketing Essentials - John Cadbury
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Added on 2021-01-01
(pdf) Marketing Essentials - John Cadbury
Added on 2021-01-01
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Marketing Essentials
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3P1. Explain the key roles and responsibilities of marketing functions.......................................3M1 Roles and responsibilities of marketing in context of marketing environment....................5P2. Explain how role and responsibilities of marketing related to the wider organizationcontext ........................................................................................................................................6M2 Significance of interrelationship between marketing and other functional unit of anorganization.................................................................................................................................8D1 Critically evaluate key elements of marketing function and its interrelation with otherfunctional unit.............................................................................................................................9TASK2...........................................................................................................................................10P3. Compare the ways in which different organization apply the marketing mix to marketingplanning process to achieve business objectives.......................................................................10M3 Different tactics used by Cadbury to achieve business objectives.....................................14TASK3...........................................................................................................................................14P4 Produce and evaluate a basic marketing plan for an organization ......................................14M4 Detailed evidence-based marketing plan ...........................................................................18D2 Strategical marketing plan that applies the use of 7Ps for achieving marketing objectives...................................................................................................................................................19CONCLUSION.............................................................................................................................19REFERENCES..............................................................................................................................21
INTRODUCTIONMarketing essential refers to strategies and plans which are develop by a manger of anorganization in order to attain goal and objectives in effective and efficient manner. By effectivemarketing essential they able to attract more and more customers in order to attain its target inproper manner (Babin and Zikmund 2015). So it is necessary for all organization to developmarketing essential in effective and appropriate manner. Organization which is taken for thisassignment is Cadbury which is founded by John Cadbury in year 1824 as well as it is known asone the best British chocolate brand. They are operating their business in confectionery industryand it is headquartered in Uxbridge, London, England. They offer variety of products at worldwide market. Such as milk chocolates, egg cream,rose’s selection box and many more. Moreover markets covered by them are United Kingdom,Ireland, India, New Zealand, Canada, Malta and many more. This report include topics such asrole of marketing and how it will interrelated with other functional units, comparison of waysaccording to which an organization use elements of marketing mix to attain overall objectives.Along with this it include steps use for development as well as evaluation of a basic marketingplan in effective and efficient manner. TASK 1P1. Explain the key roles and responsibilities of marketing functionsIn an organization marketing department plays an essential role and responsibilities thatis promoting business in proper and effective manner that will leads to increase in sales of itsproducts and services. They also conduct research as well as analysis of market in order toidentify their target or potential customers or audiences. Along with this they also in developingproducts and services according to needs and demand of customers so that they able to increasesales in proper manner (Babin and Zikmund 2015). In respect of Cadbury, their marketingdepartment plays essential as well as important role which leads to their sales day by day ineffective manner. Their marketing department manager also conducts analysis of market as wellas culture of market or country. Then they will develop advertisements and products accordinglyin order to attract more and more customers in effective and appropriate manner. There are somekey role and responsibilities which is conduct by marketing function of Cadbury, some major ofthem are explained below:-
Market analysis and gathering information: It is consider as one of the mostimportant and essential role of a marketing department in which they conduct analysisand evaluation of market in effective and appropriate manner, in order to developappropriate strategies (Bačík, Štefko and Gburová 2014). Along with this, it is alsonecessary to develop as well as collect appropriate information which will help inconduct work and developing strategies. In context of Cadbury their marketingdepartment conducts market analysis of different different countries which help themin gathering information and data. That will help them in developing strategies andplans according to need and requirement of customers according to different places. Marketing planning: Marketing department help an organization in developing goal,target and objective and accordingly help them in developing plans in order toachieve it in effective and appropriate manner. For proper marketing planning mangerof a company conduct analysis of market and collect data as well as informationwhich will directly and indirectly help them in attaining target and goal in propermanner. In context of Cadbury, such as company management decide to expand theirmarket shares by 25 percent through particular products. Then marketing manager ofrespective department conduct analysis in order to plans and strategies through whichthey able to achieve target in proper manner. Product designing and development: Marketing department of a company conductmarket analysis through which they able to understand and identify need and demandof customer (Baker and Magnini 2016). That will directly help in developing productand services according to need and demand of customers. Due to which there will beenhancement in sales of products and services because customers are getting whatthey are wanting. In respect of Cadbury, there marketing department conduct marketanalysis and evaluation by which they able to know need and demand of differentlocation or countries customers. Then accordingly they will design product anddevelop it so that they able to satisfy demand and need in appropriate and effectivemanner. Branding: It is consider as one of the important role of marketing department in anorganization. By help of marketing peoples company able to develop special identityof every products and services in effective manner. They also give unique name to
products and service in order to distinct it from its competitors company. This processor technique of giving different and unique name is known as branding. In context ofrespective company their marketing manager conduct market analysis and designproduct accordingly and also do its branding in proper manner which help inattracting customers in effective manner (Baker and Saren, 2016). Effective promotion: Through the help of marketing department an organization ableto promote their products and service in appropriate manner through which they ableto attract more and more customers. That directly leads to increase in sales,profitability ratio and market shares in proper manner. There are several methodswhich can be adopt by company for effective promotion of their products and servicesuch as personal selling, sales promotion, publicity and advertisement through variouschannels. Such as social media, digital media, print media, television and radio. Inrespect of Cadbury they use all the media in order to promote their products ineffective manner. So that they able to cover large ratio of potential customers thatleads to increase in sales as well as profitability. Above mentioned are some major role and responsibilities which is face by marketingdepartment of Cadbury in order to increase sales and numbers of customers. M1 Roles and responsibilities of marketing in context of marketing environmentMarketing plays an essential role within the growth as well as success of an organizationat marketplace. But in order maintain sustainability in marketing environment it is very essentialfor Cadbury to have knowledge regarding the macro and micro factor that may affect its brandimage within marketing environment (Brady 2014). So, while performing marketing activities itis very essential for a Cadbury to comply with roles and responsibility that it have toward themarketing environment. These roles and responsibilities are explained below:Developing marketing strategies effectively:- Main role of Cadbury's marketing mangeris to formulating effective strategies that could help company in dealing with competitionand be able to perform its operations at less possible expenses. Act ethically while promotional activities:- The marketing manager of Cadbury isresponsible for performing its promotional related activities in ethical manner. It mustpromote its brand in a manner that must not attract persons by misleading them.
Provide accurate information:- It is very essential for a marketing manager of Cadburyto provide real and accurate information and must not try to make its customer fool byproviding wrong information just to attract them and make profit. P2. Explain how role and responsibilities of marketing related to the wider organization context Marketing is a very broad term and is often get confused with selling. But selling is a partof marketing. Marketing cite up the acts that involves in promotion of selling and buying ofproducts. Marketing starts before the production of products starts and continues even after theselling of products (Bryson and Daniels 2015). And because of that it is very crucial tounderstand a better relationship of marketing department with various other departments involvein the organisation. Various other departments are Finance department, Production Department,IT department, R&D department and Human Resource Department. Cadbury is a brand thatdeals in confectionery,that is, production and selling of different types of chocolates and even getsucceed in it. But in order to maintain its position in marketplace it is very essential for Cadburyto improve its performance continuously by maintaining a proper coordination among itsfunctional unit. These interrelations and benefit are explained below:Finance and Marketing: Finance department deals in the financial aspects of thebusiness. It accounts all the accounting and monetary areas of the company. Cadbury marketingdepartment has to go through a close relationship with the finance department. It is necessary forthe marketing department to ensure there are enough funds in the organisation so that it can doall techniques to promote sales in the market. Activities undertaken by marketing departmentinvolves sales promotion, advertisement, distribution and research. And to do that there needadequate funds which can only be released by the finance department. Finance Department of Cadbury releases budget to every department to carry out theoperations required, even, to marketing department as well. Here, at Cadbury every departmenthas to show where and for what they require funds for. So, marketing department first disclosethe areas for which activities they need funds for,and then, only the finance department issues themoney. It simplifies the process and the organisation is also aware of what is happening andwhether the funds been used for the right means or not (Cabrera and Williams 2014).Marketing and IT: Information Technology Department has become one of the mostimportant department over some years. IT department takes care of every major and minoraspects of the business. It helps the other departments of the organisation to carry out their
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