Marketing Essentials in Cadbury - Doc

Marketing
Essentials

Contents
INTRODUCTION...........................................................................................................2
TASK 1.................................................................................................................................3
P1 Determine important roles and responsibilities in relation to marketing
functions...........................................................................................................................3
M1 Analyse roles and responsibilities in relation with marketing
environment.....................................................................................................................5
P2 Relation of marketing with other functions in context of organisation 5
M2 Significance of marketing and other functional units of organisation.6
D1 Critical analysis and evaluation of marketing functions and
interrelationships with other department...............................................................7
INTRODUCTION
Marketing is a discipline which involves action of organizations
taken to grab customer's attention and build long-term relationships. It
basically seeks to align products or services with customer who wants them
and ensures profitability. Marketing activities includes advertisement, selling
and delivering of products to consumer or businesses as raw material.
Importance of marketing functions in organisation is increasing day by day
as it helps in improving brand awareness, saves time and resources, boots
sales, expand businesses, etc. Cadbury is multinational confectionery
company based in UK (Baker and Magnini, 2016). It is located in Uxbridge,
West London and operates in around 50 countries in the world and best
known for its Dairy Milk Chocolates which is market leader in industry.
Now, it has introduce 'Coffee Choco Shake' which is new range of Shakes.
This report will cover important roles and responsibilities of marketing
functions which is perform by team of marketing department. These are
essentials for organisation so that objectives can be achieved effectively.
Inter Relationships between various functional units of organisation and
marketing department will also be studied so that integrated efforts are
analyzed to attain objectives of business. Ways and strategies will be
compared by which different companies apply marketing mix to their overall
objectives so that marketing plan is also accomplished. At last basic
marketing plan with different plans and strategies will be produce and
analyze for introduction of new product in market. This helps company to
launch its new product or range of products in effective and sustainable
manner so objectives can easily achieved.
5

TASK 1
P1 Determine important roles and responsibilities in relation to marketing
functions
Marketing is business term that explains management process by
which goods or services reach to end customer. This process includes
identification of customer's needs, new product development, framing
pricing strategies and selection of distribution channels. It also involves
promotion of product or services through developing promotional activities
and implementing to target potential customer. Marketing functions is that
role which assist company in identifying customer's needs, providing
products and promoting to distinguish it from other similar goods from
competitors. There are number of roles and responsibilities that relates to
marketing functions performs in organisation to achieve organisational
objectives.
Role: Marketing functions plays very important role in organisation
and can not be understated as it assist other activities to achieve
organisational objectives. Some of them are discussed in relation to
marketing functions that performed to achieve organisational objectives are
as follows:
Understanding target market: In context of marketing environment, it is
impossible to survive in competitive and dynamic era in global market. The
basic role that marketing department of Cadbury plays is to understand target
market and potential customers by analysing facts and data related to
customer trends. Under this, it does structured research and make decisions
based on valid information rather than intuitions to achieve organisational
objectives. If company fails to identify customer taste or preferences and
constituents of target market, survival will be in danger as without this role
organisation will be offering that product which customer does not want
Strategy to promote growth and profitability: Under this role, marketing
department monitor competitive advantage in industry and makes sure that
strategies focus on every aspects. Sustainability can only be achieve when
businesses always drive to grow and earn higher profits by expansion,
reducing wastage, cutting cost and increasing revenues. Marketing
environment is competitive and requires skills to compete through full
potential. Business who does not make efforts to be competitive or wants to
grow by employing extra resources can not survive. This role makes sure
that strategies are frame along with objective so that business of Cadbury can
expand and increase profits margins.
Analyse and evaluate performance: If businesses fails to measure
results, it lose control and managing power in processes. This will also
results in unproductive activities and duplication of work which results in
wastage of valuable resources. Thus role of marketing department of
Cadbury is important to analyse and evaluate performance of processes,
employees, budgets, resources and efforts. Marketing department also
ensures corrective actions on time to reduce wastage and improves
productivity. While operating in competitive environment of marketing,
organisation ensures that there is no gap between estimated and actual
performance to survive in market and this is ensured role played by
marketing functions in business.
Define strategic marketing plans: Marketing department clearly identify
effective competitive advantage and efficient positioning in target market. It
draws out roadmap to exactly build strategies and tactics to achieve
organisational objectives. Under this role, marketing department play as
decision maker and influence other functions of business as well through
drawing out interrelated activities and directing efforts in one direction
towards ultimate company goal. In marketing environment, this role ensure
that plans are flexible enough to change according to changing environment.
4 1

Responsibilities: Organisation without marketing functions or department is
not efficient and possible as businesses nowadays are aware about major
responsibilities and importance it have in ensuring sustainability of
company. Some of them are discussed below which helps in competing
market environment:
Study trends and competition: It is major responsibility of market
department to study market trends to analyse customer taste or preferences
and monitor competition. Organisational objectives can only be achieve
when products or services offered by organisation is acceptable in market
and competitive enough to sustain competition (Larson and Draper, 2015).
This can attain when research is conducted appropriately to study current
marketing environment data and information about what customer wants and
what competitors are offering in how much price. Any differences or scope
of innovation creates opportunities for businesses to exploit it to make
profits and capture market share.
Implementing updated marketing tool: External environment is full
of uncertainties and opportunities for businesses to upgrade or grow. There is
always changes in technology and operations methods to have competitive
advantage ease procedures. This is responsibility of marketing department to
implement any changes in techniques or methods like Product Management
Tools which is use for project tracking, feedbacks, collecting customer
information and statistical engines to determine success of product. This is
important to survive in marketing environment as it increases brand image,
boosts promotional activities and target larger audience.
Communication: Marketing department not only communicates to customers
about products or services which organisation is offering but also responsible
to contact its marketing findings and strategies to other functions units of
organisation. Every division of Cadbury is responsible to put its efforts in
one direction i.e., towards achieving organisational objectives and align their
activities to attain goals effectively and efficiently. Marketing functions is
responsible to communicate market strategies to every department of
business so that there is reduction in confusion, efficiency in product
development and less wastage of resources. In marketing environment where
organisation wants to gain competitive advantage within industry, companies
can not take risk to neglect strategies and plan framed by marketing
department.
Manage marketing budgets: Functions of marketing includes
preparing and managing finance provided to carry out all operations
efficiently. Budgets are prepared by organisation to produce product or
services in minimal costs to increase profits margins and have competitive
advantage. Marketing involves number of different activities which requires
funds to execute properly. In dynamic marketing environment when
businesses are cutting their cost to attain economies of scale, organisations
can't afford to have exceeded finance. This brings out responsibility of
marketing department to manage and control budgets to have cost advantage
by increasing profits margins (Baker and Saren, 2016).
2 3

M1 Analyse roles and responsibilities in relation with marketing
environment
Marketing environment comprises of all those factors which
directly or indirectly affects strategies and decisions related to marketing. It
has impact on roles and responsibilities of employees which needs to be
analyse as well. Role of understanding target market is connecting to
marketing environment as in today's scenario it is important that customer
related factors are identifies so that strategy for growth and defining
marketing plans becomes effective and according to changing taste and
preferences of buyers. Marketing environment is dynamic in nature and can
not be predicted fully which demands skilled analytical and interpreting roles
by which it can help management to frame policies. Social determinant in
UK has diversified needs in accordance to their nature, belief, values and
norms. Marketing department of Cadbury has main role in this respect is
about determination of these norms and belief to made changes in their
products and offerings to satisfy their buying habits. For ex., offering of less
sugar chocolates help to fulfil the desire of people following healthy
lifestyle. In this respect the responsibility of the organisation is about
adherence of all the legal and food safety standards that optimise the quality
of product while carrying changes in the ingredients of product. This will
help to ensure same trust of consumers towards their products
All these states that roles and responsibilities of employees in marketing
department are designed and assigned according to objectives of
organisation. Meanwhile these goals are set according to changing trends in
buying behaviour to consumers which align with marketing environment.
P2 Relation of marketing with other functions in context of organisation
Every function of organisation is equally important to attain goals
and objectives. Departments of firm are responsible to align their activities in
same direction peacefully so that targets are achieve effectively and
efficiently. The basic objective of any organisation is customer satisfaction,
earnings profit, maintaining relationship, etc. to attain objectives of
business. This help companies to survive in local markets and provide
opportunities to expand in other segments in regional and global level. The
functional interrelationships between marketing and other departments of
businesses are as follows:
Marketing and HR department: There is always requirement of
skilled workforce to perform different functions in an organisation. For this
need, marketing department will disburse information on various platforms
so that sufficient numbers of candidates apply for job profile. In accordance
to that HR division will recruit and helps Cadbury to select appropriate
personnel and provide training to fill the gap between required and actual
knowledge. It is responsibility of HR section to conduct health check-ups,
provides safe and secure environment, balanced working life and other basic
amenities. So that employees works to achieve organisational objectives by
performing effectively and putting efforts to increase productivity for
individual and collective objectives (Hair Jr and et. al., 2015).

Marketing and Research & Development department: It is very crucial for
marketing department to analyse and plan strategies according to outcomes
of research and development unit. Success of Research & Development
department is depend upon activities of marketing functions as it executes
the plans and strategies made by R&D Department. Appropriate actions are
taken by marketing teams in order to achieve goals and objectives that are
formulated by Cadbury by findings of research and development activities.
Marketing functions with Production department: Marketing
department identifies changes in customer taste and preferences which leads
to modifications or changes in attributes of goods or services has to be
communicated to production department. It manufactures product aligned
with quality standard to satisfy needs of customers and generates revenues
for organisation. Any changes in marketing environment of organisation
forces business to transform it product according to need of customer for
achieving objectives. Designing of product is responsibility of marketing
department but to put it into physical item is job of production department.
So there is need that interrelationships is maintained so that company made
that product which is acceptable by customers.
Marketing and Finance department: Every activity of organisation requires
funds to perform effectively. Budgets are prepared by financial units of
Cadbury according to need of departments and allotted to them.
Adequate sources of funds are analysed by marketing department of Cadbury
to ensured that funds are maintained in organisation and there is smooth
functioning of day to day activities of different departments. It also analyse
requirements of funds by marketing unit and according to opportunities
estimated in near future.
M2 Significance of marketing and other functional units of organisation
There is critical importance that marketing unit of any organisation
interacts and relates activities to other various departments. This will bring
integrated efforts in direction of achieving organizational objectives of all
departments. In case of absence of relationship, every division will be
working independently to achieve their own targets rather than working
united in one direction. This will leads to production of products that market
won't accept, absence of adequate funds, selection of wrong personnel,
improper communication with customers, etc. To avoid this and have
sustainable advantage, organisation needs to maintain balance with different
functional units to achieve organizational goals. Good relationship between
departments will encourage communication, adequate finance, productive
staff and helps company to align activities in same direction. There is need
that marketing department communicates and consider other sections of
organisation as well so that its departmental objectives are also achieved.
This will helps management to maintain integrity and harmony in business
which will improves its working environment (Rowley, 2016). For example,
Functions of marketing like market research links to Research and
development department ensures that there is proper information by
department about future and present trends of business environment
according to which strategies and plans are framed. Adequate sources of
funds are identified by marketing department to ensures that there is
smoothness in daily activities. Hence this proves that functions of marketing
is related to different departments of organisation to achieve overall business

goals.

D1 Critical analysis and evaluation of marketing functions and
interrelationships with other department
Understanding target market, Study trends and competition and
Implementing updated marketing tool are interrelated with Research and
Development department of organisation. All these requires conducting
research and for this R&D helps marketing team. This helps in making
strategies and plans that helps business to achieve organizational objectives.
Predicting future is just an estimation which can not be fully interpreted and
this creates issues for managers to make valid plans and strategies which can
have negative impact on business and its operations. This can also create
conflicts between managers of different deportment as they will predict
accordingly and take decisions. Communication and Analyzing performance
is that functions which is interrelated with Human Resource department and
its processes. This helps company to flow ideas, suggestions, plans,
strategies and feedback between hierarchical level so that relationships can
be build. Performance evaluation will help management to identify efficient
workers and need of training. This can also lead to increase in cost and this
also does not involve qualitative aspects that employees possess which leads
to under-evaluation of productivity. Manage marketing budgets and Strategy
to promote growth or profitability are interconnected functions with Finance
section that allows marketing department to work with efficiency and plans
growth so that company can expands its operations in different segments of
markets. This also brings constraints and restrictions for activities that are
performed by marketing department and thus hinders growth and
development of company (Wirtz and Lovelock, 2016).