Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK1.............................................................................................................................................5
P1 Discuss the Roles and responsibilities of marketing function...............................................5
P2) Explain how roles and responsibilities of marketing relates to wider organizational
context.........................................................................................................................................6
M2 Analyse the significance of interrelationship.......................................................................8
D1) Analyse key elements of marketing function and their interrelation with other functional
units.............................................................................................................................................8
TASK2.............................................................................................................................................8
P3) Compare the ways in which different organization adopt marketing mix to achieve
objectives.....................................................................................................................................8
M3) Describe different techniques that are used by company to achieve objectives..............12
Task 3.............................................................................................................................................13
P4) Develop a basic marketing plan for organization...............................................................13
M4 and D2) Evaluation of strategic business plan....................................................................18
CONCLUSION..............................................................................................................................19
REFRENCES.................................................................................................................................19

INTRODUCTION
Marketing is a business function that is performed to aware, attract customers towards the
goods and services of company. The main objective of marketing is to increase in sales as well as
profit margin of organization (Abedi and Abedini, 2017). It comprises advertising, promoting,
selling as well as distributing products to end users. Nowadays, post sales services is also
consider as an essential part of marketing. The current report considers Cadbury that is a
prominent confectionery organisation. It was situated by John Cadbury in 1824 and has
headquarter in United Kingdom. The company deals in chocolates, beverages in nearly 180
countries. The report discussed roles and responsibilities of marketing functions along with its
interrelation with different business functions in context of organisation. In addition, comparison
is carried out between marketing mix of two companies. Lastly, marketing plan is developed for
the further development and enhancement of organization. Moreover, the report renders an
overall prospective about marketing functions that are significant to achieve predefined
objectives.
TASK1
P1 Discuss the Roles and responsibilities of marketing function
Marketing is a core part of the businesses plaining which define the success of
organisation (Badi, 2019). It involve the multiple sets of different activities, for the analysis of
particular customer, identification for product demand of target market and so on. Its main
responsibilities is development of customer specify product, then the promotion of goods for the
achievement of desired income. The objective of marketing is to promote their product in a
unique way which highly attract the customer from target market and increases the sell. In
context of Cadbury steps of marketing products are discusses below:
 First step is to find out the crucial needs of customer and then the use of that particular
need as a opportunity for the start-up of the business.
 Second step is analysis of the target market that means selection of the particular age
group customer. for example targeting market specific to the product, if product is
related to the children then the target market will we children related.

 Next step approaching the customer through the combination of marketing mix
strategies. Which helps in making awareness about the product in front of consumers,
marketing involve different types of promotional activities.
 After the preparation of marketing mix, final process is application of those marketing
strategies in marketplace to promote the business.
Marketing is posses important part in attracting the prefer market towards the product for
increasing the purchase of product and services marketing is a combine functioning of some
interacting activities and analysing process which helps in the promotion and as well as in the
production of product related to the customer demand. brief about the Roles and responsibilities
of marketing is given below.
Marketing information: The essential role of marketing is the gathering of information
related to the marketplace, that is market research in this company managing director have to
divide marketing research responsibilities in between the marketing manager. Than marketing
manager have to do market research, they have to analyse the target market, so that they can be
able to understand the customer demand and the present competition. All over the marketing
research helps in analysing present, future demand of specific product, and in determining the
strategies use by the competitors (Avila-Robinson and Wakabayashi, 2018). This complete
research information use by the company to set future product demand, production of recently
required goods and the evolution in the product and marketing strategies by comparing with the
competitors strategies. Cadbury is doing same, as the manager of Cadbury always do the market
research to understand the changing requirements of customer, and to find-out the new strategies
of competitor, than they are developing innovative flavour and variety of product.
Financing: Marketing department is also responsible in the financial management,
because it has to be deal with financial department for the calculation of budget require for the
marketing activities. It has to coordinate with financial part of the company to make fund for the
promotional activities which should be ave-label at the time of requirement. In Cadbury this is
done by coordinating with financial department to make the estimate budget for promotional
activities.
Distribution: It is also consider as an essential function of marketing department. Here,
company uses effective supply chain as well as logistic management facilities so that customers

can easily access the products at nearby locations. In regards of Cadbury, organisation uses a
chain of retailers and distributors to ensure provide goods to end users at their convenient place.
It is analysed that there are several roles and responsibilities are associated with
marketing functions such as spread awareness and retain customers with company for longer
run. Here marketers are responsible to prepare appropriate marketing and promotional strategies
to enhance the brand value of entity among customers.
P2) Explain how roles and responsibilities of marketing relates to wider organizational context
Marketing is a process that is essential to increase in sales as well as profitability. It helps
to driven revenue for organisation that is crucial to perform various business activities. There are
ample of functions are performed in an entity on daily basis and cash is required to execute all
those activities in an efficient manner (Burgess and Munn, 2017). Marketing department helps to
generate revenue by promoting products and services at wide level. In addition, it is an activity
that is significant to enhance the presence of company on market. It is analysed that there is
strong association between marketing and other division of firm. There are ample of roles and
responsibilities that need to perform by marketing team in order to achieve organisational goals.
In context of Cad bury Some of them are given as under:
Marketing and Finance-It is the duty of finance managers to make arraignments of
required funds for company. For this, they procure money from various sources such as Equity,
bank loan, crowd funding and so on. Managers need to evaluate these sources before selecting
most suitable one for entity. Further, they also allocate and keep proper control over cash in
order to ensure effective use of available money. In addition, they also ensure to maintain
liquidity within company to undertake various business activities in appropriate way. Whereas
marketing team is responsible to promote products and services at wide level to get sustainable
competitive edge. Marketing managers of Cad bury are responsible to adopt effective strategies
to promote offerings at wide level as they are working in different countries across the globe. For
this, they undertake various marketing plans to increase in number of customers. Further, they
analyse the current market trend and provide products to meet with demand arise in market. Now
cad bury also use digital platforms majorly social media marketing to advertise their products.
Thus they helps to increase in cash inflow within company by increasing in revenue. On the

another side, finance department provides funds to marketing managers to organize marketing
campaigns. Thus marketing team of entity is not only responsible for their respective division but
also for other fields such as Finance (Dioko, 2016).
Marketing and Research Department- There are strong relation between research and
marketing departments. Researchers execute survey in order to examine the needs, desires,
preferences of customers and convey this information to marketing team. Further, they prepare
effective campaigns, plans to influence target segment. With this, they are able to increase brand
value of organization at market place. Research team of Cad bury is responsible survey related to
recent trends and pass this data to marketing team so that they can prepare appropriate strategies.
While it is the duty of marketing managers to make necessary alterations in present plans with
the help of available information. It helps them to meet with the needs of customers effectively
thus provide build higher goodwill of entity in market. Hence, they are responsible to make
appropriate strategies for the betterment of organization.
Marketing and Human resource- HR manager undertake activities such as recruitment,
selection to hire potential candidates to perform assigned task in an efficient manner. In addition,
they also motivate human resources by providing them several benefits such as incentives,
bonus, share in profit and many more. They are responsible to maintain a positive environment at
workplace and retain workers for a longer period of time (Dodds and Jolliffe, 2016). HR
managers not only provide qualified applicants but also arrange necessary training programs to
improve their efficiency. In context of Cad bury, managers select potential candidates who are
able to make better strategies in order to enhance customers base of company. Here marketing
manager is liable to analyse the current requirement employees within department and convey it
to HR personnels so that they can recruit competent work force. Therefore, there is interrelation
between both of the core divisions of entity that is crucial to maintain in predefined way.
Apart from the above stated divisions, marketing has great association with other
departments too. It has inter-relation with IT, research divsions as it helps to driven sales and
profitability for whole organisation which is essential to undertake various business function in
an efficient manner.
Market environment: Market environment refers to the elements available at market place
which affect the overall business performance. It comprises several variables such as customers,