Marketing Essentials Assignment-Cadbury

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the roles and responsibilities of marketing function.................................................1
P2 How roles and responsibilities relate to the organisational context.......................................4
TASK 2............................................................................................................................................6
P3 Comparison of different organisations that applied marketing mix to the planning process
for achieving business objectives................................................................................................6
P4 Produce and evaluate a marketing plan for CADBURY.......................................................9
CONCLUSION .............................................................................................................................13
REFRENCES.................................................................................................................................14

INTRODUCTION
Marketing is defined as the activity which is related to buying and selling of products and
services. In this several aspects are included such as advertising, selling and delivering of goods
to the people. The main purpose of marketing department is to get more attention from target
audiences. Company use number of methods for this such as slogans, packaging of product,
design, brand ambassador or celebrity endorsement and use of media exposure. In other words,
Marketing is everything that organisation acquires to consumers and focus on maintaining
relationship with them for achieving long term goals or objectives (Bowie and Paraskevas,
2014). Marketing is an effective tool which helps in providing information to the production
managers by communicating to targeted customers. This report is based on CADBURY which is
British multinational confectionery company and is situated in London, UK. This firm provide
variety of products such as Dairy Milk Chocolate, the Creme Egg and Roses selection box etc.
This report will cover the roles and responsibilities of marketing functions and its relationship
with other departments as well. It will compare the ways in which marketing mix applied by
different organisations for planning process to achieve goals or objectives and produce as well as
evaluate basic marketing plan for company.
TASK 1
P1 Explain the roles and responsibilities of marketing function
Marketing is defined as the set of procedures which includes production, selling and
purchasing of particular goods and services. It is very essential for developing business and
increasing sales as well by creating market awareness in an appropriate manner. In other words,
it is a management process in which current market situations, customers needs and wants as
well as their choices, preferences for the purpose of meeting desired expectations of them are
discovered. In this, a market research is conducted which is very helpful aspect for every
organisation as it support in gathering data or information regarding particular market so that
company can produce effective goods and services that meet with customers desired needs and
wants in better way (Mariussen, 2014). It can be possible through effective conducting market
survey or research. There are several roles and responsibilities of functions of marketing. It
includes marketing plans, products planning and development, research or survey, promotional
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tools, sales procedures, financing and customers services. It helps every firm in increasings
growth and size of economies.
Marketing environment is the combination of internal and external factors that can affects
on the business and its ability to set up effective relationship among customers. Internal
environment included owners, workers, machines and materials. On the other side external
included demographic, economic, technological and socio cultural. These all can affect to the
marketing activities of the organisation.
marketing department play several roles and responsibilities for generating revenues or
profits of the organisation. They are responsible to increase market share and contribute in
company's growth as well as profitability (Brassington, 2013). Marketing function included
various elements as it consist market strategies management, research or survey, sales support
systems, development of products, delivery procedures and many others. Marketing department
play crucial role in increasing growth and reputation of company among competitors as in this
communication process, distribution, financing, selling and distributions as well as promotions of
products or services are done in an effective manner. Cadbury is one of the most popular
organisation in confectionery sector as it sales number of items in the market. They focus on
capturing international market by adopting best strategies and tools or techniques of marketing.
Functions of Marketing:
This company also consider several functions of marketing to develop the business at
global level such as;
Marketing strategies: Managers and senior members of marketing department are
responsible in setting effective market strategy in business organisation so that targets can be
achieved in an appropriate manner. It is an essential for surviving in competitive environment
because it helps in increasing market share and growth of the company (Pettitt, 2013). Strategies
must be made for developing as well as promoting particular products and services at the
marketplace.
Market research: It is an important activity for every organisations and their marketings
department as research support in identifying regarding market opportunities and grab these for
achieving success. It also help in understanding competitors and customers needs and wants and
their desired expectations so that company can provide them effective goods or services to
satisfy their needs or demands.
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