Marketing Mix and Business Integration

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Key roles and responsibilities of marketing function.......................................................3
P2. Way in which roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................6
TASK 2..........................................................................................................................................10
P3. Marketing mix in different business organisation..........................................................10
TASK 3..........................................................................................................................................14
P4. Developing a marketing plan.........................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is a process of developing a product which is able to meet the needs of
customers. It is helpful in promoting goods of business organisation so that audience can get
aware about their existence. It is supportive in building strong relationship and creating value to
the customers (Wirtz, 2012). Effective marketing strategy is a fundamental goal of every
company because it helps in increasing the sales and making higher profits for the business.
Cadbury is the chosen organisation in this present report which is a British multinational
confectionery company. There are different roles and responsibilities of marketing function in
the cited business enterprise and they are interrelated with other departments of company that
will be discussed in the present report. Furthermore, marketing mix used by organisation in order
to promote its brands and values will also be studied. At last, a basic marketing plan that is
created with the help of market research to know needs and wants of buyers will also be
highlighted in the report.
“Marketing is the process of management through which goods and services reach to
customers”. The case study is based upon CADBURY; which is a confectionery industry. It was
established on 1824 in Birmingham, England. The first products of CADBURY was cocoa and
chocolate drinks. The company supplies its services on international level. There are almost 1.50
lac (approximately ) employees are currently working in Cadbury. Its branches are expand into
world, such as- Australia, Switzerland, India, Africa, Ireland, New Zealand, Malta, US etc.
Recently Cadbury has opened 10 factories in UK with 3000 staff. Along with this, the company
is following matrix organisational structure; it is a combination of two or more organisational
structures, i.e. functional and divisional organisational structure. It may help company to achieve
higher efficiency, readiness and quick market adaption. Matrix organisation structure supports
companies as they can respond faster to customer's demand while reducing the lead time for
producing a new product. Cadbury provides a positive working environment to its employees as
they work freely and effectively.
TASK 1
P1. Key roles and responsibilities of marketing function
In every business organisation, marketing environment is liable to understand obligations
of customers. Promotion, pricing, selling, financing, product management and distribution are

the important function of marketing department. Along with this, the prime role of marketing
environment is to develop innovative and attractive products which are able give more
satisfaction to its users.

Several marketing functions are as follows:-
 Financing – Finance is like blood of business industries that plays a vital role in
marketing from research to distribution. It encompasses to provide credit for channel
members. Finance department is responsible to find money from investments, loans and
personal capital of company which is helpful in the creation of money towards
advertisement of products and services. Selling – It is also an essential function of marketing. With the help of personal selling,
managers can easily know about the needs and demands of their buyers and with this,
they become capable to provide right products at the suitable time frame Promotion and pricing – Advertising or promotion of products and services is very
important for Cadbury because through which customers can easily attain or retain
towards business organisation. Apart from this, pricing involves setting an appropriate
price for goods and items of company. For example- if the price of Cadbury are high then
it may loose many clients whereas if company has too low prices then it is the possibility
in decreasing profits. . Therefore, organisation has to choose right price and rates for their
products and services. Product management and distribution – Once company has determined the potential
market, customers and set prices accordingly; goal of product management can be
effectually achieved (Dibb and Simkin, 2013).
 Marketing information management – The system is designed to support marketing
decision making. Marketing information management system is capable to gather data
about customers needs so as manager can distribute their products in accordance to the
market.

(Source: Marketing roles and responsibilities, 2017)
Roles and responsibilities of marketing function: - Marketing research – It is the prime role
of marketing function. Marketing research helps managers to know about the needs and wants of
customers by which market opportunities can also be identified. Along with this, owners of
Cadbury can easily gain a better understanding of desires of potential buyers. Marketing research
aids to know the power and strength of competitors so that managers can take actions
accordingly in order to protect their business from rivals. . Marketing department can conduct its
own research by studying industry reports and contacting with customers; this will helps to
know choices and preferences of customers. Creating a marketing strategy – Another important role of marketing is to make a
marketing strategy. Strategies are developed with an aim of achieving goals and
objectives of company from the target market. In Cadbury, it is the duty of senior
marketing manager to create effective strategies and policies to gain profits from the
potential customers. Marketing strategies also prove to be helpful for company to enter
into new market, for increasing market share as well as to open a new channel of product
distribution (Lamb, Hair and McDaniel, 2011). For example: to open a new channel of
distribution and to enter in the new market like through internet which helps to reach a
wider geographical area of customers.
Illustration 1: Marketing functions.