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Marketing Essentials Assignment | Cadbury

   

Added on  2020-12-24

18 Pages4884 Words83 Views
MARKETINGESSENTIALS

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK...............................................................................................................................................11. Concept of marketing..............................................................................................................12. Overview of different marketing process................................................................................13. Responsibilities of marketing manager...................................................................................24. Interrelationship between various functional unit...................................................................45. Importance of the marketing role............................................................................................56. Emphasise the significance of having effective interrelationships between differentfunctional departments.................................................................................................................57. Marketing Mix.........................................................................................................................58. Marketing plan.........................................................................................................................9CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................15

INTRODUCTIONMarketing refers to the process where the buying and selling of goods and services takesplace. Four elements are included in marketing that is identification, selection and developmentof product, its price and distribution channel to reach customer and development of strategies.Inthe present report, role of marketing and its functional units in CADBURY organisation will bestudied. Roles and responsibilities of marketing manager in organisation is also to be discussedin this report. After that it will be discussed the ways to achieve overall business objectives byusing elements of (7P'S) of marketing mix. Further, in this report basic elements of marketingplan will be discussed.TASK1. Concept of marketingMarketing can be described as a term where organisation analyse the needs and wants ofcustomers and makes a solution in terms of customer needs and satisfaction. It is a process ofdeveloping and maintaining long term relationship with the customers. Current and future trendsare the elements which shows competition in the market. Analysing these needs makesCADBURY to establish consumer satisfaction (Davis, 2017). Marketing concept is the strategyused by organisation to satisfy customer needs, to increase volume sales of the organisation, forprofit maximization and also to stand competitive in front of different competitors in the market. Current trend in marketing includes, globalization, diversity, flexibility, flat, andnetworks. Globalization in organisation includes marketing in both national and internationalbusiness where to stay competitive, offshore outsourcing is to be done. Diversity on organisationincludes working with the colleagues from different nations and culture. Recent current trend ofCadbury marketing is to grant license to make Doughnuts to target snack market of the business.To develop a higher competition in market, flexibility is more important (Mac and Evangelista,2018). To shape the future of market, future trends include economic environment, where tomaximise efficiency cost cuts are now new factor for organisation. Many other factors are alsothere which are included in marketing concepts like digital transformation, social mediamarketing. Targeted emails, text message advertisements etc. (Flora, Schooler and Pierson,2018).1

2. Overview of different marketing processMarketing process consist of four elements that is situation analysis, marketing strategy,marketing mix decision, implementation and control.Situation analysis:In this analysis, marketing is done to identify the different opportunities which satisfiesthe customer needs. CADBURY needs to analyze what factors are affecting its internal andexternal environment. It also includes past, present and future analysis, its customer, competitors,climate etc. (Posner, Williams and Posner, 2015).Marketing strategy.After analysing different market situation, organisation will analyse on different marketsegmentations which identifies customer needs and wants. Accessible, identifiable andsubstantial are three segmentation criteria in this strategy. Company tries to give clear andspecific vision to customer so that its image among the customer will be loyal (Mandal andJoshi, 2017).Marketing mix decision.Seven marketing mixes are available on which organisation can make effective strategiesby implementing them to achieve the organisational objectives. It depends on the decisions thatare created on marketing 7P's which includes product- brand name, quality, packaging etc. Price-flexibility, pricing strategies etc. Place- members, channels of distribution etc. Promotion-advertising, sales promotion etc. (Russell-Bennett, Wood and Previte, 2016). Implementation and Control. This point shows that by implementation and control, it is assumed that the product hasbeen finally developed and launched. It shows achievement which company has achieved byimplementing strategies in the organisation. (Sano, 2016).3. Responsibilities of marketing managerFor handling the entire marketing activities, marketing manager was appointed in theCADBURY organisation. Manager has to handle efficient and effective performance in theorganisation by coordinating activities so that customer can influence to select the products oforganisation. Following roles of marketing manager are:Market research. Marketing manager will go through proper research to carry out aclear vision of what a customer really want. This research helps manager to identify new2

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