Globalisation and Learning Contracts

The provided document is a collection of references related to globalisation and learning contracts. It includes articles, books, and research papers that discuss the application of learning contracts in various contexts, such as business, education, and urban projects. The document highlights the importance of developing student autonomy through self-assessment and learning contracts, as well as their impact on student behaviors and academic performance.

Marketing Essentials

Table of Contents
Introduction......................................................................................................................................3
1. Introduction to the concept of marketing, including current and future trends..................3
2. Overview of different marketing Process...........................................................................4
3. The roles and responsibilities of marketing involves.........................................................5
4,5.Roles and responsibilities of marketing in relation to the wider organisation context.. . .5
6.Conclusion that signifies the Importance of interrelation between different marketing
departments:...........................................................................................................................7
7. The ways in which the organisation applies the marketing mix to the marketing plannig.7
8. Marketing plan for Cadbury...............................................................................................9
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Introduction
Marketing is one of the most common term used by the management today. It is used as
synonym for the activities related to selling a product with some principles involved in it. It is
often seen as a management function rather than philosophy that drives the business selling
department (Aeberhardt, Buono and Fadinger2014). For any organisation to be successful it is
necessary to grasp the essentials of marketing and creation of customer focus. As the world is
changing rapidly and to align the organisation with them it is essential to use marketing essential
theories. In this report we have chosen the organisation which is second largest confectionery
brand in the world named Cadbury. The headquarter of Cadbury is situated in uxbridge, London.
This report will cover the principles of marketing enabling the organisation to develop basic
marketing plan and to employ elements of marketing mix to achieve the objectives.
1. Introduction to the concept of marketing, including current and future trends.
Concept of marketing
it refers to the activities of a company associated with buying and selling a product or
service. It includes advertising, selling and delivering product to the people (Saunders and
Hutson 2012). By implementing this strategy the company is able to recognise the needs of their
potential customers. Which results in increased profit margin along with high market growth.
Marketing concepts includes the following :
 Production concept: This concept helps in analysing customers needs and desire. It is
based on the fact that customer will buy only those goods which are affordable and
satisfy their wants. By analysing the demands of the customer the organisation is able to
produce the product. In case of Cadbury their main is to develop the product that satisfies
the customer desires.
 Selling concept: According to this approach it states that consumers will not buy enough
of the companies products unless it undertakes a selling and promotion technique
(Anderson Boud and Sampson 2014). Here the management focus on creating sales
transactions rather than in building long term customer relation. In reference to Cadbury
the company is selling their product through different sources so as to maximise the
turnover.
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 Marketing concept: This concept holds that achieving organisational goals depends on
knowing the needs and wants of market and satisfying the wants of the customers. Under
this concept the customer desires are taken on priority to enable the organisation to
maintain maximum profit. In case of Cadbury to maximise their profit by the way of sales
is to find the right product that suits the wants of its customer. It will further help them In
competing their rivals.
 Product concept: This concepts holds that the consumer will favour the product that
offers best quality to them (Ariño et. al., 2014). This concept focuses on the strategies to
build best product which outperform their rivals. For this Cadbury focuses on making
improved products which are easily available and are affordable to customers.
 Societal marketing concept: it states that marketing strategy should deliver values to the
customer in a way that maintains or improve both the consumers and society well being.
The main of Cadbury is to create a sustainable marketing strategy that needs the present
needs of consumers and society.
When the firms first began to adopt marketing concepts they typically set up a separate
marketing departments whose objectives is to satisfy customers wants. The marketing concept
relies upon the marketing research to define marketing segments. Factors such as technology,
globalisation influence marketing management to the great extend. Cadbury can focus on
meeting the present needs of their loyal customer along with the plan to achieve organisation
goals.
2. Overview of different marketing Process.
Marketing process is a process of analysing the opportunities in the market, developing
the marketing mix tools and managing the marketing effort implemented. It is defined as the way
in which the value created for the customers so that it satisfies their needs and wants. Cadbury
must analyse the capabilities of their employees first, along with identifying the opportunities
that are open to them for grow. (Blaschke 2012). Advertising and promotion technique should
be used by the organisation as a process of marketing that will enable them to promote their
product well. The promotions techniques should be used by the organisation to promote their
product so the customer are able to recognise their product as benchmark while shoping. As the
targeted market has competitors already having their roots grounded the organisation should use
different marketing mix tools so as to grab the advantage over others. Marketing mix is a tool
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that is composed of certain variables of markets. The demand of the product is influenced by the
use of marketing mix tools.
3. The roles and responsibilities of marketing involves
 Identifying the targeted market: The main role of marketing Is to identify the area which
has potential customers to make the product successful. In case of Cadbury the
organisation must find the areas of market where the product can become successful and
the areas which are potential and requires extra efforts.
 Market research: In the business organisation market research plays a crucial role. It is
considered to be the most important marketing functions. Research work helps the
organisation in getting valuable feedback from the market sentiments. The reasearch
enables the organisation to evaluate the market which is competent for them.
 Developing marketing objectives: This enables the organisation to develop the marketing
strategies which will enable them to achieve the objectives as set by the management.
Management of Cadbury should focus on creating a relaible marketing objective that will
promote their share in the industry.
 To build market plan: With the help of effective marketing tools an effective market plan
can be build which can help the organisation to achieve its objectives. Cadbury should
build different market plan which will help them in grabbing the potential customers.
 Responsibility towards firms and employees: Marketing management has a vital
responsibility towards organisation and the people working under it (Boud, 2012).
Different training and developments programmes should be build so as to develop skills
in the employees which will help in achieving the organisational goals. Cadbury should
create a culture of learning and developing among the employees of the organisation so
as to fulfil the desired results.
 Customer responsibility: The main responsibility of marketing is to fulfil the needs and
demands of its customers. It is the basic need of marketing to satisfy the wants of its
potential customer. In case of Cadbury they should develop a suggestion and grievances
cell that will listen to the wants of customer which will help in increasing brand loyalty.
4,5.Roles and responsibilities of marketing in relation to the wider organisation context.
Interrelation between marketing with different functional departments:
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Marketing is the basic of need of any business organisation to make it successful. It is a
disciplined activity of business and is essential ingredient of making policies regarding the
product sales. The importance of this comes out as the needs of meeting customers desires.
Developing an effective a marketing plan will require close interrelation with other departments
also. Relation of marketing team with different departments in an organisation is outlined below:
 Operations management and marketing: The marketing department will need to work
closely with the operations department to ensure that innovation and development of the
product is planned in such a way so that it satisfy the needs and wants of customers in
present as well as future context (Boud 2013). Marketing department of Cadbury can help
the operations in team in analysing the current trends that are followed in the market
which will further help in innovating new products.
 Human resource and marketing: This will help HRM in ensuring that appropriate skills
and knowledge are their in the person who is recruited in the organisation. The employee
has skills to develop new products, has the power to meet the production targets etc. As
in Cadbury it will enable them to seek suitable employee and will also help in creating a
effective work place with and values which will enhance overall productivity of the
employees.
 Finance and marketing department: In an organisation finance department is the most
powerful department as it has financial power and has to make the decision according to
which the budget is allotted to the different departments. They take care that which
decisions will improve the financial sense of the organisation. In Cadbury the marketing
team is highly dependent on this department to carry out various activities.
 Sales and marketing: This department is crucially interconnected without one the position
of another is blank and of no use. Marketing eases the work of sales team by providing
them with the feedback of the customers and connecting them (Brown and Knight 2012).
In Cadbury the task of task of marketing team is to provide them with the sufficient data
and so as to maximise the sales and generate revenue for the product. The marketing
teams promotes the product to the customer and if the customer desires to purchase the
product then the role of sales team comes.
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6.Conclusion that signifies the Importance of interrelation between different marketing
departments:
Marketing plays an important role in establishing relationships between customers and
the organisation. It gives the confidence to the organisation to innovate the new product and
launch it in the market. It shapes the image of the organisation and shows how people see the
products or services. Marketing helps in creating the customers in maintaining and raising their
standards of living (Chalmers and Fuller 2012). Innovation and development of new products is
the main base of marketing.
As in the case of Cadbury marketing of products helped them in maintaining high turnover and
making them second largest company in the world. They used different marketing techniques
with the interrelation of different departments so as to build customer satisfaction.
7. The ways in which the organisation applies the marketing mix to the marketing plannig.
Marketing mix is the set of controllable marketing tools that a company uses to produce a
desired response from its targeted market. It consist of everything that a company can do to
influence the demand for its products. This tools is used by the firm to increase the awareness in
the market about the company. In context of Cadbury, they use this technique in order to
promote its product in the market. This also helps the company to know the needs, tastes and
preferences of the consumer of the product. For knowing the market influence of Cadbury and
link its performance they compared the marketing mix with their rival Hershey's which has 44%
of market share. The comparison is shown below:
 Product : Cadbury is the second largest brand in the world. The products that it deals in
are Bars, bags, boxes and rolls, multi packs, beverages, ice cream, desserts, biscuits etc.
which provides customers with wide range to choose (Cherry 2013). Along with this they
provide their customer a range of customisable pack that they can customise according to
their need. While in case of Hershey's they are one of the largest chocolate manufacturer
in the world. They provide a wide range of products such as candies which are chocolate
based and different types of chips which can be customised, they also provide chocolate
bars, the one the flagship product them are chocolate syrup, they also deals in cookies,
snack bars, etc. Cadbury outperformed them by innovating more products that are needed
by the customers and providing them on time to the market.
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 Price: One of the main base for any company to be successful is that how aggressively
they price their product in the market with compared to its competitors. As in case of
Cadbury they have used different techniques to bring the price of their product down. The
product are made affordable with hidden profits in it. In case of Hershey's they have use
the technique which is market-oriented. The main of the company is to provide the
product at a price which does hamper its quality and worth.
 Place: This implies the area where the product has to sold. The success of the product
depends on the area which the company has chose to sell. Cadbury uses different
strategies in different countries and provide customer with the taste that they desire and
like. The main motive of the company is customer satisfaction. Hershey's has headquarter
in US and mainly has the income source from this country only. They have very less
amount of business in other countries as compared to Cadbury.
 Promotion: it is the technique used by the company to promote its products in the market.
As Cadbury has invested huge amount in its product promotion they are gaining the sales
turnover accordingly (Coulson and Harvey 2013). They promote their product in different
countries according to the trends followed. They provide festivals discount on the
products and provide them with gift purpose. While Hershey's invest very less amount on
the promotion of the product as compared to Cadbury because of which they lacks in
sales as compared with Cadbury.
 People: Cadbury works with the huge amount of work force day and night in different
countries so as to achieve the projected production target. As the company depends on
the employees they provide them with better salary and helps in increasing their standard
of living. They constantly focus on the issues among the employees and the customers
and help in resolving them (Cunningham 2017). Hershey's on the other hand focuses on
the customer satisfaction more as compared to the people who are making the
organisation. They provide their employees with rewards and incentives to help them to
increase their performance.
 Process: it specifies the process that the company is following to achieve its goals. To
make the product available to the consumers Cadbury uses different process. The process
is very fast and the machines that are used in production are highly efficient that they
produce at large scale without compromising the quality. On the other hand Hershey's
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follow has build a standard for its process that has to followed in making any product.
The process is little slow as compared to Cadbury but is efficient to produce quality
product.
 Physical evidence: it refers to the area where the company is selling their product. The
physical presence should be their in the market. Cadbury has opened several exclusive
outlets which enable them to make feel their customer of exclusivity towards the product.
Hershey's is lagging in this case as they doesn't have physical outlet and are only selling
their product through the retail chains.
8. Marketing plan for Cadbury.
Cadbury is the well known confectionery company and it also deals in food products
which are made of chocolate. The company is well known for its chocolate bars and boxes which
offers variety of chocolate. The vision of the company has been implemented in its action. The
marketing plan has shown positive effects on the companies profit. In different economic
situation company has maintained its constant value which has inspired the business and helped
the organisation in building brand image (DeMarzo and Sannikov 2016). The marketing plan of
the company is to enhance the market share by 20% in upcoming years. This can be done
through:
Executive summary: Cadbury is the world leader in marketing chocolate and it commands over
30% of the worlds chocolate market. The objective of this marketing plan is to introduce the the
brand image in the world and expansion of its market share. The introduction of the brand is
based on the marketing research. The main target market segments will be the population that is
untouched to their product.
Objectives: The marketing objectives of the company is to introduce the product to the target
customer's within a period of 3 months. The aim also includes that there is high level of
awareness of the product that they are producing. The objectives also includes that the
organisation is able to maximise the profit and the sale revenue by providing the quality product
to the consumers.
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Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 8000 11000 13000 11000 11000
Investment 4000 19000 26000 36000 19000
Total 12000 30000 39000 47000 30000
Marketing outlay
Promotion 13000 5000 10000 11000 5000
sales publicity 5000 5000 5000 5000 5000
Direct selling 5000 16000 6000 5000 5000
Total 23000 26000 21000 21000 15000
Market segmentation: This is referred to as dividing a single market into different smaller
segments. As cadbury has divided the market on the basis of Geographic and demographic which
will help them in identifying the different market segments (Frank and Scharff 2013). Through
geographic segmentation the company will be able to divide its market in different big cities and
it can also perform in the smaller markets such as small towns. Through demographic
segmentation the product will be divided according to lifestyle, tastes, textures and motive that
the customer prefer.
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Swot analysis: Company should do a SWOT analyses so as to make the marketing plan and
identify the area required focus.
 Strengths: The company has strong brand name which make it popular among the users
and it also gets the loyalty of customers. The company employees over 71k workers in its
different department so as to achieve the organisational goal. It has a wide variety of
products which is the greatest strength of all.
 Weakness: The company had faced some problems when the advertisement about the
worms got famous and caused them heavy damage to the brand reputation. The
competitors are doing R&D regularly which has effected the working style of the
company.
 Opportunities: there are lot of opportunities available to them. The company can enhance
their market share by making their distribution system strong and effective (Gregory and
Thorley 2013). The company can use advanced technology to better serve its product in
the market.
 Threats: As nowadays people are more conscious about health and they feel reluctant in
buying these products. The prices of the raw materials has increased drastically and the
company has to maintain its product price accordingly.
Monitoring and control: This process defines the different measures applied by the marketing
manager in order to analyse the result that are derived after the implementation of the policies.
The main benefit of controlling is that managers are able to identify the needs and the gaps
between the standard and actual performance of the organisation. It helps the organisation to
create make future plans more effective.
Conclusion
From the above report it is concluded that to make the firm efficient and successful it is
required to follow efficient marketing strategies (Knight 2012). If the firm wants to create a
healthy working environment they have to build a relationship among the different departments
in the organisation. The organisation should use different marketing mix tools so as to enable
globalisation and maximise the profit.
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References
Books & Authors
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Anderson, G., Boud, D. and Sampson, J., 2014. Learning contracts: a practical guide. Routledge.
Ariño et. al., 2014. Contracts, negotiation, and learning: An examination of termination
provisions. Journal of Management Studies. 51(3). pp.379-405.
Blaschke, L.M., 2012. Heutagogy and lifelong learning: A review of heutagogical practice and
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Boud, D., 2012. Developing student autonomy in learning. Routledge
Boud, D., 2013. Enhancing learning through self-assessment. Routledge.
Brown, S. and Knight, P., 2012. Assessing learners in higher education. Routledge.
Chalmers, D. and Fuller, R., 2012. Teaching for learning at university. Routledge.
Cherry, M.A., 2013. Review Essay-Learning Contracts through Current Events: Lawrence
Cunningham's Contracts in the Real World: Stories of Popular Contracts and Why They
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Coulson, D. and Harvey, M., 2013. Scaffolding student reflection for experience-based learning:
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Frank, T. and Scharff, L., 2013. Learning contracts in undergraduate courses: Impacts on student
behaviors and academic performance. United States Air Force Academy Air Force
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Gregory, R. and Thorley, L., 2013. Using group-based learning in higher education. Routledge.
Knight, P., 2012. Assessment for learning in higher education. Routledge.
Laycock, M. and Stephenson, J., 2013. Using learning contracts in higher education. Routledge.
Saunders, D. and Hutson, B., 2012. Uncovering assets of college students through learning
contracts: An application of appreciative advising. Journal of Appreciative Education.
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van Der Veen, M. and KORTHALS ALTES, W.K., 2012. Contracts and learning in complex
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