Marketing Essentials Report

This report analyzes the key roles and responsibilities of the marketing function within Cadbury, a leading confectionery company. It explores how marketing interacts with other departments to achieve organizational goals and compares Cadbury's marketing mix with Nestle's to identify effective strategies for market success.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of marketing function........................................................3
P2 Roles and responsibilities of marketing relate to wider organisational context................4
TASK 2............................................................................................................................................5
TASK 3............................................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is management and study of exchange relationship. It is business process for
creating strong relationship in order to satisfy needs of customers. It refers to activities that is
associated with selling and buying of goods and services which includes advertising, delivering
and selling products to individual (Baines, Fill and Page, 2013). The given assignment is based
on Cadbury which was founded in 1824 at England, United Kingdom. It is multinational
confectionery company which is operating in more than 50 countries and manufacture dairy
milk, crème egg and others. Here will be discussing about key roles and responsibilities of
marketing functions which are interrelated with other functional units. The comparison of
marketing mix with Nestle to achieve overall business objective along with marketing plan.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing refers to activities of organisation which are associated with selling as well as
purchasing of service or product. It mainly consists delivering, advertising and selling of
products to people. Under this, management process by which services and products move from
concept to customer. Cadbury is confectionery firm and it is specialised in selling chocolates,
coffee etc. There are different roles and responsibilities of marketing function mention below:
Marketing Information System- This system is designed in order to support decision
making of marketing and its information. It is helpful in collect, store, measure and also
distribute to the managers of Cadbury on the basis of informational needs. This marketing
function assess in distribute relevant information to marketers which can make effective
decisions which are related with marketing operations for an instance packaging, pricing, media
and many others.
Product Management- It is organisational life cycle function in company that is dealing
with planning, production, forecasting of products. It is a primary responsibility of marketing
function of Cadbury is to produce goods or services on the basis of needs and demands of
consumers (Baker and Magnini, 2016). This department should ensure about product and meet
expectations of customers with high quality. In context to achieve competitive advantage at
market place, it is essential to develop effective strategies to compete with strong competitors
and sustain for long period of time.

Pricing- It is one of the necessary aspect that develop positive as well as negative impact
on business. It is responsibility of marketing manager of Cadbury company to develop an
effective pricing strategies or keep its cost reasonable so that large consumer attracts towards it.
In addition to this, Cadbury company use moderate pricing strategy.
Promotion- Promotion is marketing tool used to persuade or target audience regarding
products, brand and service. Cadbury has effective promotional strategy for market in order to
create awareness among people for better result. Here, marketing should ensure about
promotional tools of competitors and accordingly use such for promoting goods and services.
This is responsibilities of marketing function to choose effective strategy for running business in
market (Blythe, 2012).
Selling- It is transaction between buyer and seller where money is exchanged for goods
and services. Marketing function plays role for selling of products. Through market research it
can be known about need and want of customer and according produce goods and services.
Selling department have to focus on quality products in order to sell it to final consumers.
Cadbury provide customization goods to their customers for surviving in market.
P2 Roles and responsibilities of marketing relate to wider organisational context
Marketing has significant role in establishing relationship with organisations and
customers offering to market. It has various role in order to promote growth in business entity. It
is necessary to create effective relationship with all other department running in business for
achieving goal and objectives, sustainability and profitability. There are different roles and
responsibilities of marketing function to organisational context described below:
Marketing with Administration Functions- The major responsibility of administration of
Cadbury is to ensure about efficient performance of marketing and other department in
organisation. They act as link between employees and senior management. This department
helps in motivating to all working force for better performance and achievement of goal and
objectives. Marketing helps in knowing about current trends in niche market and desires and
needs of individual and provide information to administrative (Brassington and Pettitt, 2013).
Cadbury need skilled person for both departments in order to work as per terms and conditions of
company.
Marketing with Finance Functions- Finance is most important department in any
organisation. This is related with accounting and focus on management, strategies and analysis

of money. Finance manager has to make proper planning and budgeting of money so that all
department meet their need and demand. Marketing requires amount for promotion activities,
research so it has to take help from finance department. The person should have proper
knowledge of accounting, taxation, cash flow in order to make proper recording of data and
information. Cadbury has effective manager for managing finance of company (Dibb and
Simkin, 2013).
Marketing with Human Resources Functions- The main aim of human resources
department of Cadbury is to analyse and check employee performance. It helps staff to acquire
knowledge and new skills to perform job effectively. Marketing department analyse requirement
of training and development of staff and convey message to arrange such programmes. As
training prepares workers for high category of responsibilities. This both department helps in
motivating behaviours of staff, employees and impact of behaviour on performance of business.
Thus, both should work collectively in order to achieve goal and objective of business.
Marketing with sales Functions- Marketing department of Cadbury do proper research
for market in order to know about need, want and desire of customers and provide information to
sales. Here, sales department supply goods and services required by consumer to fulfils needs
and requirement and provide satisfaction to them. Marketer need to do research on regular basis
because of dynamic environment. It helps in sustainability and growth of business effectively
and efficiently. Thus, in order to survive in market, gain profitability and sustainability, both
department work properly to satisfy customer and meet their expectation.
Marketing with Production Functions- Marketing and production department of
Cadbury has close relationship for enhancing performance of organisation. There should be
friendly communication between both departments. Production focus on managing quality and
quantity, creating new products and arranging deliveries. Marketing concentrates on satisfying
consumers and meeting their current and recent trends. In order to increase profits and
sustainability organisation should collaborate between production and marketing (LEHTINEN
and MÄKINEN, 2012).
TASK 2
Covered in PPT

TASK 3
Covered in PPT
CONCLUSION
From above report it can be concluded that marketing is very essential for Cadbury to
survive and growth. Product management, information system, pricing and others are major roles
and responsibilities of marketing function. There is organisational function that assist in
achieving goal and objective with help of other department such as production, finance, human
resources and sales. With helps of comparison between marketing mix of Cadbury and Nestle
easily their products, place, promotion, process, people, physical evidence, price can be known
for improvement. Marketing plan helps to work as per plan and achieve their objectives.

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Online
Marketing Mix. 2018. [Online]. Available through:
<https://www.investopedia.com/terms/m/marketing-mix.asp>.