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M1:Role and responsibilities of marketing in context of marketing environment

   

Added on  2021-02-19

19 Pages6964 Words173 Views
Leadership ManagementMarketing
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MARKETINGESSENTIALS
M1:Role and responsibilities of marketing in context of marketing environment_1

Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................4P1:Key roles and responsibilities of the marketing functions ...............................................4M1:Role and responsibilities of marketing in context of marketing environment.................7P2: Role and responsibilities of marketing in relation with wider organisational context.....7M2: Significance of interrelationships between marketing and other functional units of anorganisation. ........................................................................................................................10D1: Key elements of marketing function and its interrelation with other functions ...........10TASK 2..........................................................................................................................................10P3. Comparison of the ways in which different organisations apply the marketing mix to themarketing planning...............................................................................................................10M3: Tactics applied by Cadbury to demonstrate ways by which business objectives areachieved................................................................................................................................15P4, M4 :MARKET PLAN....................................................................................................15D2: Strategic marketing plan that applies usage of 7P 's to achieve marketing objectives-17CONCLUSION..............................................................................................................................18REFERENCES .............................................................................................................................20
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INTRODUCTIONMarketing is the most vital element in the present business world because it helps inenhancing the sale and purchase of good and services. This concept is very essential because ithelps in accomplishing the business goals and objectives by identifying the customer needs anddemands and working effectively to fulfil them (Van der Wagen, 2015). It is a concept whichinteracts the business activities in order to design the planning, promotions, distribution, etc.activities of marketing. Organisation undertaken in this report is Cadbury which has initiated itsbusiness operations from the year 1824 and deals in serving chocolates, confectionery, etc. forpeople. This report will explain role of marketing and its inter relationship with other functionalunits of the organisation. It will support in comparing the organisations which makes use ofmarketing mix elements so that overall business objectives can be attained. The last part of reportwill develop and evaluate the basic marketing plan. Overview-Cadbury is a British based multinational company which is owned by MondelezInternational (originally Kraft Foods). This company is one of the world's leading confectionerybrand and is famous for producing quality chocolates all over the world. Some of its well knownproducts are dairy milk chocolate, crème egg, bournvita , oreo biscuits ,etc. Today, It hasexpanded its business in more than 200 countries and its chocolates are loved by people globally.Recently, Cadbury is planning to introduce sugar free chocolates which will target healthconscious customers.Mission-The mission of Cadbury is to “ To provide quality chocolates by choosing best cocoabeans while manufacturing, in order to satisfy its target audience.” It aims to keepmodifying its chocolates to attract large number of its customers. Cadbury wants to go ahead ofits competitors like Mars, Nestle and so on. Although this brand is already everyone's favouritebut it want to expand its market share and target more consumers (Van der Wagen, 2015).Vision-The vision of Cadbury is to “ To work together in order to create brands that is lovedby people. ” Its basic goal is to form more brands like Oreo biscuits, bournvita, etc. in order tosatisfy its customers by providing them good taste with good quality. This organisation is
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working to fulfil its vision by keep on improving its quality. Its basic goal is to providemaximum customer satisfaction and to attain its share in the market.Objectives-They are goals, purposes and aims towards which an organisation is working. It is theset of activities which a company wants to achieve in future. The basic objective of thisenterprise is to satisfy customers as its success relies on its comsumers. For this , Cadbury isputting a lot of efforts in order to meet the demand and need of its targeted audience. Some ofthe other objectives of Cadbury can be seen below-1.To become world's number 1 confectionery brand and be ahead of its competitorsand to increase growth, quality, and productivity of its products with the help oftechnology.2.To introduce sugar-free chocolates to target health conscious customers andelders. This will help this company to expand its market share. 3.To achieve profitable growth in beverages, biscuits and chocolate segment byadding value to existing products . It can be done by attractive pacakaging.4.To increase the sales of Cadbury by 20% in upcoming one year.TASK 1P1:Key roles and responsibilities of the marketing functions Marketing is an important as well as most critical tool for running a business successfullyin today's modern era. It includes large number of tasks such as, understanding marketplace,analysis of consumer demands, creating good relationship, developing effective market strategy,and also to provide quality to customers in form of better products. Marketing functions providesaid in identifying new potential product for a market and also deals with promotion of theproduct to ensure its success. These functions are responsible for future development and growthof organisation (Van der Wagen, 2015). The main functions involved in marketing are marketingresearch, product planning, development of product, promotion, sales and finally providingcustomer service. Cadbury is a very big and popular brand of chocolates industry, therefore itbecome necessary for them to conduct all marketing functions and to fulfil all roles andresponsibilities related to marketing. It is the responsibility of marketing function to increase the
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