Roles and Responsibilities of Marketing Function in PROTON Cars Ltd

Marketing Essentials

Contents
Introduction.................................................................................................................................................3
Main body...................................................................................................................................................3
P1- Key roles and responsibilities of the marketing function..................................................................3
P2- Interrelationships between marketing and other functional units of an organisation.........................5
P3- Marketing mix...................................................................................................................................6
P4- Marketing plan for an organization...................................................................................................8
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

Introduction
The concept of the marketing is very wide in terms which involves the determination of
consumer wants and ends with satisfy those wants. The marketing is the essential concept as it
helps the business in selling and promoting the product or service for accomplishing
competitiveness from the competitors which leads to increase in sales and profit and enhances
the planning and decision-making of the organization. The resources are optimum utilized which
create the goodwill of the organization. In this study the discussed topic are related to roles and
responsibilities of marketing function and their inter relationship and marketing mix of the
organization and creating the marketing plan (Antczak and et.al., 2017).
The study is done on the case study of PROTON Cars ltd. It is the first Malaysian car
manufacturing company established in 1983 under the direction of former Prime minister Dr.
Mahathir Muhammad. The first car was the proton saga launched in 1985 in the commercial
market. The company provides different models of cars and produces the parts for automobile
and related products. It involves the manufacturing of car, spare parts, research and development
and sale service activities. The factory is located at Shah Alam in Malaysia having the capacity
of producing minimum 250,000 cars annually.
Main body
P1- Key roles and responsibilities of the marketing function
The marketing term refers to the process of buying and selling the business activities
which are produces or defines the exchange process. The demand of the consumer is determined
to fulfil their needs. The traditional concept was related to the profit maximization. In the
modern concept it is related to the customer satisfaction as the organization has become market
oriented by focusing on marketing activities and practices. In the organization the manager has
various roles and responsibilities to perform the marketing activities. The marketing is a
customer-centric approach which helps the business in survival by increasing market share and
customer retention. The role of the marketing helps in developing marketing strategies to identify
the demand and needs of the customer which is satisfied by exchange process. The role of the
marketing is to identify the target market and segments. It requires creating marketing plan for

the product in the organization. The role of marketing helps in coordinating the managerial
efforts which involves the marketing elements of the marketing mix. The marketing manager
uses various communication tools to promote the product in the market through advertisement,
sales promotion and media. It creates the product utility in the terms of place, time, information
and possession. The marketing plays fundamental role in beginning of relationship between the
consumer and organization contributing to market. The manger creates the understanding of the
environment scanning and competitor analysis for knowing the potential of strength and
weakness of the business (Batat and et.al., 2019).
Responsibilities
 Market research- it is concerned with the systematic and objective collection, analysis and
evaluation of the information on the specific aspects of the marketing. In order to take
effective management decisions. The market research is associated with deep and detailed
study of different aspects of marketing to create the awareness regarding the needs and wants
of the consumers for business survival in the competitive market place. It helps the manager
to change the production function for goods and services that are produced according to
consumer wants. The market research study is related to the product, price policy, advertising
and sales techniques, consumer taste and preference for delivering quality products (Dileep
and et.al., 2017).
 Promotion- It defines the activities of advertising, personal selling, sales promotion and
publicity to influence the behavior of the buyer. These techniques are used by the manager in
order to promote the product. Through promotional technique cost is reduced and helps in
gaining competitive advantage over the competitors which is the part of the marketing
activities and helps in attracting the large customer base.
 Marketing intelligence- This is also known as marketing information where the information
is spread among the buyers and sellers. The marketing conditions are dynamic as manager is
responsible to secure up-to-date information on changing position of supply, demand and
prices ruling in market. the marketing manager are interested in knowing current market
trends and growth opportunities in market information helps in reducing the risk in
purchasing, pricing, forecasting and in facing competition in the market (GAIDARENKO
and et.al., 2018).