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Key roles and responsibilities of marketing functions

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Added on  2020-12-29

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Key roles and responsibilities of marketing functions 1 P2 Explain how roles and responsibilities of marketing relate to the wider organisational context.2 M1 Analyse the roles and responsibilities of marketing in the context of marketing environment. By using Artificial intelligence technique like automationandroboticsinmanufacturingprocessand adopting digitalisation, it brings quality information for marketing and research unit which helps in increasing market share of organisation (Kozlenkova and et.al., 2015) Marketing Planning- To achieve objectives

Key roles and responsibilities of marketing functions

   Added on 2020-12-29

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MARKETING ESSENTIALS
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1. Key roles and responsibilities of marketing functions.....................................................1P2 Explain how roles and responsibilities of marketing relate to the wider organisationalcontext....................................................................................................................................2M1 Analyse the roles and responsibilities of marketing in the context of marketingenvironment............................................................................................................................3M2) Analyse the significance of inter relationship between Marketing and other functionalunits of an organisation..........................................................................................................5TASK 2............................................................................................................................................6P3. Comparison of Marketing mix to achieve business objectives.......................................6Promotion......................................................................................................................7M3. Tactics applied by organisations to achieve business objectives....................................9TASK 4..........................................................................................................................................10Reflection on group work.....................................................................................................10CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
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INTRODUCTIONMarketing is key to creating a small business that not only works, but grows to becomebetter every year. Report will lay emphasis on Coca-Cola. It is an American corporation,manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. Thecompany is best known for flagship product,invented in 1886 by pharmacist John StithPemberton in Atlanta, Georgia. Report will lay emphasis on key roles and responsibilities ofmarketing. It will also highlight the inter-relationship of marketing with different functionalunits. Roles and responsibilities in context of Marketing environment, Marketing mix and tacticsthat organisation applied to achieve organisational goal will be highlighted in the report.TASK 1P1. Key roles and responsibilities of marketing functionsMarketing is the process of developing relationship with new and existing customers.Itfocuses on customer satisfaction and make them reliable and increase trust towards theorganisation. Marketing includes research, planning, promoting, advertising, buying, selling,pricing of products. Different marketing functions are explained below:Marketing Research- Marketing department has responsibility to analyse what is goingin the competitive market. Gathering, collecting and analysing information is key to success oforganisation. Marketing research plays important role in linking producers, whole sellers,retailers, customers and end users. By using Artificial intelligence technique like automation androbotics in manufacturing process and adopting digitalisation, it brings quality information formarketing and research unit which helps in increasing market share of organisation(Kozlenkovaand et.al., 2015)Marketing Planning- To achieve objectives, marketing manager develops a marketingplan. It is successful in having level of production and promotion. A plan includes objectives,vision, swot analysis, marketing mix strategies. Coca cola uses PR SOSTAC model to develop amarketing plan. SOSTAC stands for situation analysis, objectives, strategies, tactics, action andcontrol. SOSTAC is a logic that builds an in-depth Situation Analysis which helps to takedecisions for making strategy and tactics. Developing a marketing plan by adopting SOSTACmodel, it helps in development of security system and business plan. Coca-cola analyse thesituation for where product is in demand and then set objectives for that product which helps to1
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increase sale of product and then by following marketing mix strategies to achieve businessobjectives. After making strategies, tactics are also applied to gain more customers and thenaction is taken for promoting and advertising the product and make aware customers of theirproduct. And then controlling is done by setting the price of product to increase market share(Armstrong and et.al.,)Coordination with sales- Marketing department coordinates with sales team forpackaging and dispatching products form organisation to customers. It helps in good service tocustomers like on time delivery and make customer needs. Coca-cola sales team shareinformation with marketing team and give them assurance of number of products delivered.Sales department plays important role because selling of products is in hands of them only. Itrequires attention of customers by organising different campaigns for selling of products.Managing Customer Expectation- Marketing department gets success when it meets allcustomer needs and make customer satisfied. Coca-cola has a separate department for customerservice which coordinates with marketing unit to full fill customer needs. It serves from businessto business and business to customers.B to C is direct deal between organisation and customers.It helps in taking feedback from customers and implement them in launching new product so thatcustomer gets satisfied with goods and service. B to B is indirect dealing and increases price forcustomers as there are so many dealers are in between manufacturer and customers where eachindividual take market share.P2 Explain how roles and responsibilities of marketing relate to the wider organisational context.Marketing refers to buying and selling a product. Marketing department gain customerattraction and increase market share of organisation. Marketing department with Production- As per customer need or order, Marketingdepartment interacts with production unit to produce desired number of products. Production unitplays important role to meet customer expectations. Orders generated by customers should metwithin the time schedule required. Coca-cola market department interact with productiondepartment to bring good quality products in market. Therefore, it uses automation process formanufacturing products. Automation includes PLC, SCADA, DRIVES to control the process ofproduction. To stand in competitive market, Coca-Cola believes that good quality makes adifferent unique identity. It increases publicity as well as market share.2
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