Roles and Responsibilities of Marketing Function in Coca Cola

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Roles and responsibilities of marketing function...................................................................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................5
TASK 2............................................................................................................................................6
P3 Ways in which different organisations apply the marketing mix to the marketing planning
process to achieve business objectives........................................................................................6
P4 Produce and evaluate a basic marketing plan for an organisation.........................................9
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing relates to the set of activities which a company perform to promote its
products so that potential buyers or sellers can be attracted or services which customers can
avail. The term marketing includes communicating, exchanging or delivering the information
regarding a product or service so that consumers are attracted to purchase it. It is one of the key
function of an organisation as it brings value to the customer and ensures survival of the
company in the competitive world. The most creative and attractive department of any firm is
marketing because it creates such promotional activities for promoting the product that
customers are pulled in towards it (Saura, Reyes-Menendez and Palos-Sanchez, 2020) . In this
competitive world, where number of similar products exist, marketing plays an essential role to
represent the product in such a way that it is seen distinct from others. The organisation chosen
for this report is Coca Cola, which is an American company dealing in beverages. It is situated in
Atlanta, Georgia. The formula of Coca Cola was sold by a pharmacist in 1889 to Asa Griggs
Candler, who incorporated an organisation in 1892 as Coca Cola company. This report will
cover the roles and responsibilities of marketing together with its relation to other organisational
function. Further it will include the comparison of marketing mix for two different companies
and a basic marketing plan for Coca Cola.
TASK 1
P1 Roles and responsibilities of marketing function.
Marketing refers to the activities for advertising, promoting or communicating the
product information to the world so that the company's sale is ensured and value can be offered
to the customers, clients and people at large (Rezaei, Wee, and Valaei, 2017). It is basically a
process to identify the demand of the consumers so that their needs are fulfilled and the profits of
the company is maximised. The marketing department of Coca Cola continuously work hard in
identifying the needs of the customers so that their targets are achieved. There are many roles
and responsibilities of marketing which it plays to attract target market.
Role of marketing function
Marketing plays a key role in determining the market condition. It is the only department
in any organisation which identify the target market and continuously work towards retaining the
customers. The marketing department of Coca Cola plays following roles-

 Meets customers demand- The needs of the consumers pre exist in the market. It is the
role of the marketing department to identify the needs and wants of the customers so that
their demands are met on time. Customer is the king of the market and fulfilling their
demands increases the possibility of earning higher profits for Coca Cola company. Widens the market- The marketing department continuously work towards expanding the
market share by promoting the product wide and far. The use of mass communication to
advertise the product helps Coca Cola company in interacting with customers so that
wide market is captured through attractive communication or promotion of the product.
 Ensures survival and growth of company- Satisfying the needs of customers helps the
company to survive in the market. The consumers can make a place for any organisation
in the market and can also take away the market share if its demands are not fulfilled. The
marketing department works toward identifying the needs of the customers and ensures
that their demands are met well in advance so that the objectives of the company is
achieved efficiently which will ensure its growth and survival in the market (Appah and
George, 2017).
Responsibilities of marketing function
The marketing department of Coca Cola company has several responsibilities towards
the organisation which includes generating revenue, capturing maximum market share and
ensuring growth and survival of the company. The other responsibilities are- Setting marketing strategy- The marketing department sets a plan for promoting the
products of the company which shall include capturing larger market share. It prepares a
promotional plan consistent with the overall strategy of the organisation so that goals and
objectives are achieved smoothly. Market research- It is the key responsibility of marketing department as it helps in
identifying the opportunities or threats pre-existing in the market. It also helps in
understanding the competitors so that the company is prepared well in advance to take
action against the competitor's strategy (Rundh, 2016). The Coca Cola company's
marketing department does the research through study of reports or data of industries or
through surveys to identify needs and wants of customers.
 Communicate brand value- The most important responsibility of this department is to
communicate the brand to the customers. It is the marketing department who creates the