Marketing Plan Development and Analysis

This assignment delves into the concept of marketing, focusing on developing a new marketing plan that can lead to organisational growth. It involves analyzing internal and external factors affecting a firm's working, considering roles and responsibilities within a wider organisation context, monitoring and controlling functions in marketing, and adopting competitive strategies according to changing market conditions. The assignment references various studies and research papers on corporate social responsibility, marketing resources, performance, and competitive advantage.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
PART A...........................................................................................................................................1
A. Key role and responsibilities of marketing functions........................................................1
B. Key roles and responsibilities of marketing related to wider organisational context........2
C Roles and responsibilities of Marketing in-relation to Marketing Environment................3
D. Explain the relationship between marketing and other functional units of an organisation4
E Critical evaluation of marketing functions inter-relationship with different functional units.5
PART B ...........................................................................................................................................5
1. 7P's of marketing mix.........................................................................................................1
2. Different tactics applied by Cadbury to achieve business objectives.................................2
TASK 2............................................................................................................................................3
1. Basic marketing plan..........................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing means creating, promoting and delivering goods and services to consumers.
Present study lays emphasis on Cadbury. It is a multinational confectionery companyfirm
wholly owned by Mondelez international since 2010. Its headquarter is in Uxbridge, West
London and operates in more than 50 countries worldwide. This file explains about roles and
responsibilities of marketing relate to wider organisational context and, tactics applied by
organisation to show how business objectives can be achieved, develop a new marketing plan for
organisation. Study will also present different marketing mix strategies used by organisation. It
will also lay emphasis on marketing plan. It also explains the roles and responsibilities of
different marketing functions.
TASK 1
PART A
A. Key role and responsibilities of marketing functions
Marketing refers to buying and selling of products and services. It includes advertising, selling
and delivering products to people.
Current and future trends
Social media marketing
Artificial intelligence
Chat-bots
Digital display boards
Social media marketing is used by company to promote there products. Cadbury can also make
use of artificial intelligence to enhance the sale of there services.
1.Gathering and analysing market information & conducting market research -
Marketer tries to understand what do customers want to buy & when, in what quantity, at what
price etc.? On the basis of all thesethis informations and analysis, the product is designed,
labelled, branded, packed, promoted etc.
Research is the backbone of the marketing planing & function. Identify consumer buying habits
in the industry, market size, market growth or decline, and any current trends, surveys helps the
marketing managerOrganisational member of Cadbury to achieve its goal effectively (Purvis,
2015).
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2. Target market & Marketing Planning -
A well-designed target market description identifies likely buyers of Cadbury & helps in
building strong customer base. It involves making plans for increasing production/sales,
promotion of product, laying down a course of action for achieving these objectives.
3. Product Designing and Development & Pricing -
Product designing includes decision related to quality standards used for shape or design of
product, packing, etc. Cadbury takes information from research unit to design new product and
as per need of customers also. (Bai, and Chang 2015)
B. Key roles and responsibilities of marketing related to wider organisational context
a)The marketing department is divided into four parts-
Marketing President- Marketing president is head of the department generally belongs to top
level management of the Cadbury company it includes Vice President and Marketing director of
the Cadbury company. The key operation role of marketing to make plans and strategies for
long term business goals of the Cadbury company. Key operation of marketing functions
includes proper production of goods and services.
Product department of Cadbury is engaged in the responsibility of doing product research and
development research. It operates the work like determining product pricing, quality and quantity
of product. They need to put an eye on the manufacturing process of the product so that they the
can give the best quality product to their customers and satisfy thetheir needs and preferences of
the consumers.
Advertising department of Cadbury Company is responsible for to operates promotion related
activities of the product. Promotion can be done through television, publishing articles into
newspaper, putting hoardings and banners on the roads etc. Also needs to do attractive and eye
catching packaging and labelling so that the more customer could attract towards the product
and the branding of the product is also in hands of Advertising manager.(Purvis 2015)
Public relationship department of Cadbury generally responsible for maintaining relationships
with the customers. The role of the relationship manager is to tackle public queries and
problems related to the product and giving something to the society and public by opening
public trusts. He need maintain business ethics and socio- culture of the company.
b) Marketing process includes three stages-
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1.Analysis- First the Cadbury company's needs to analyseanalysis about the needs of the
customer and afterwards they need to make product accordingly. Current market situation and
trends need to be analyse by the manager of Cadbury as it helps in offering goods accordingly
and gaining competitive advantage in market. analysis.
2.Strategic Planning- The Cadbury Company make strategies in four phases first is
communication strategy through which they enable to how they need communicate with
customer so that they can attract and connect with thethem more customer. Second they areis
running innovative advertising campaigns through which they can seek more customer attention.
Third one is to connect with customer on an emotional level and grab more customers towards
their product. Forth one is to positioning their brand into the market.
3)Marketing mix- In marketing mix, the Cadbury Company needs to decide about the product
that what type of product they need to produce and then set the reasonable price which a
common man could effort and then promoting their products through advertising.
c)Role of marketing-
Business to Customer - Customer are the end user of the product so firmthey need to maintain
good relations with the customer so it is essential for Cadbury Company.
Business to Business- Company needs to maintain relations with other businesses too as Cadbury
face high competition Competition is high in the market and everyone is trying to keep
company down so it is important to built relations with others firms and to take advantage of cost
benefit.
C Roles and responsibilities of Marketing in-relation to Marketing Environment
It concern with the influences of and variables of external and internal factors and forces which
affect the organisation's ability to establish relationship with customers. It provides strength to
the organisation as a driver of product. Marketing environment consists of both internal and
external environment.
Internal environment -
It includes all the forces and factors inside the organisation which affect their marketing
operations. Cadbury consists of all department like sales, marketing, manufacturing, human
resource, quality analyst, etc. which plays their individual role in maintaining internal
environment in organisation. Sales department aware people aboutof their new products by
promoting them through advertisement, campaigns etc. HR makes sure to recruit skilled people
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to make quality product. Quality analyst always maintain quality of material by regular testing
as it is in need. It also includes policies, capital assets, organisational structure, products &
services. These factors would to do maximise the production and capacity in order to lower of
prices of products and to compete in the industry in better and efficient way.
External environment -
It constitute those factors which are external to the organisation. It includes political and
regulatory environment, economic environment, competitive environment, technological
environment, social and cultural environment. Political environment includes laws and
government's policies prevailing in the country. Cadbury is following all rules set up by the
government which make buyers to believe on them . Economic environment monitors value,
investment rates, exchange rates, inflation rates, fiscal strategies, balance of payments and so on.
It influences customer's buying behaviour either by expanding his disposable income or by
decreasing it. New technology helps in competitive environment. Technology is an
Technological environment is important factor as new generation want changes and new
concepts. It helps in smoothing of the business processes. Impact of product and services on
society must be take into consideration. Cadbury avoid that product or material which is harmful
for the society or getting negative feedback from society. Products should be considered
environment friendly.
D. Explain the relationship between marketing and other functional units of an organisation ?
Marketing andwith production department: There is a deepcrucial relation between marketing
and production department of CADBURY because only marketing department knows what the
consumer requires, what the consumer wants in the product, changes in consumer buying trends,
their purchasing power (Calabrese and et.al., 2018). Marketing department gathers all these this
informations and transferstransfer it to the production department. Then the role of production
department manufactures the product according to the requirements of the consumer. The
marketing department also conducts surveys for getting feedback of consumers regarding the
product, its taste, quality etc, which it passes on to the production department so that they can
improve their product and satisfy customers in proper way.
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Marketing andwith finance department: Money is basic factor in every process and in every
company. The marketing department of CADBURY need to work closely with the finance
department to ensure that there is adequate budget available to meet the needs of research,
promotion of products of cadbury and their distribution. activities can be carry out in an effective
manner. The role of finance department is to increase the cash flow position of company through
marketing.
Marketing andwith human resource department: The marketing department has a cordial
relation with human resource department because HR department ensures that appropriate and
skilled employees are placed in marketing department. the relation between both marketing and
HR department must be powerful because HR department also provides training to employees so
that they enable to perform their duties wellfor any new updates. HR department has a role to
traintrains the employees of marketing department to create an ambitious and competent sales
team . (Patil 2017).
E Critical evaluation of marketing functions inter-relationship with different functional units
Marketing with research and development (R&D) department is the engine within the
organisation which generates new ideas, innovations. There is an important link between
marketing and R&D department because research department continuously do research and
come up with latest trends in the market, consumers requirements and theirthere buying
behaviour , new promotion techniques and tools, innovative ways for distribution of products,
logistics etc.ets. allAll thesethis information research department conveys to marketing
department and then the marketing department adopt these changes get trained by HR
department and works according to the latest trends (JAIN 2017).
PART B
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1. 7P's of marketing mix
Elements of
Marketing Mix
Cad bury Nestle
Product Products like Oreo biscuits, five star,
eclairs and most demanding dairy milk
and many more products
Cadburycadbury is offering .(Ozuem
2016).
Nestle sales out various
products like Coffee,
beverages, baking food,
Chocalates and many more.
Price Skimming pricing strategy is followed
by Cadbury.
Company follow differential
pricing strategy.
Illustration 1: 7 p'S of marketing
Source: (The Marketing Mix 4P’s
and 7P’s Explained, 2016)

Place Available all over the globe, available
around 200 countries. Cadbury is
expanding all over the globe in rural
areas well as in urban areas.sothat
everyone can enjoy the products of
cad bury.
They follow Fast moving
consumer goods channel of
distribution. Nestle nestle
believes in chain which flows
from-retailers to wholesalers to
ultimate customers.
Promotion Uses above the line(ATL) ,below the
line(BTL), and digital channels for
creating awareness, social media
marketing, television advertisement,
celebrity endorsement.
Focuses on extensive
advertising and marketing for
its individual brands.
People Company appoints various employees
that includes marketing manager,
consumer service assistant to meet the
demand of consumers.
They have appointed highly
talented staff to meet out the
issues of general public.
Physical Evidences Attractive packaging according to
festivals, attractive shape ,different
variants in chocolates. They lay keen
emphasis on packaging.
Attractive advertisements,
packaging is done by Nestle.
Process Well decided process is followed using
well technical machines to make tasty
chocolates and other outlets of
Cadburycad bury. They follow simple
procedure where products is distributed
by wholesalers to retailers then to
ultimate consumers
Company also involved third
party to deliver the product.
Wholesalers and retailers are
also included in distribution
process.
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2. Different tactics applied by Cadburycadbury to achieve business objectives
1. Cad bury uses various strategies in its functioning to come out with good and satisfied results
as during festive seasons it offers discounts on its products to gain more customer attraction
towards itscadbury products.
2. It frames its adds in such a way that it emotionally convince customers to buy that product
which directly or indirectly building brand image and trust for that product among customers.
3. Like as for valentines day, Cadburycadbury comes out with chocolate that shaped very nicely
in form of heart which increases its sales among youths.
4. Cadburycadbury is launching its products forthrough different age groups according to the
occasion so that it can connect with customers and convince them to purchase it to achieve its
business objectives.
TASK 2
TASK 2
1. Basic marketing plan
Covered in ppt
CONCLUSION
From the above study it has been summarised that marketing has increased the sales of
organisation by analysing the internal and external factors that can affect the working of firm.
By considering roles and responsibilities for wider organisation context, affects the marketing of
organisation. Monitoring and Controlling functions in marketing can be done effectively.
Developing a new marketing will lead to organisational growth. Competitive strategy adopted
according to changing market conditions.
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REFERENCES
Books and Journals
Bai, X. and Chang, J., 2015. Corporate social responsibility and firm performance: The
mediating role of marketing competence and the moderating role of market
environment. Asia Pacific Journal of Management.32(2).pp.505-530.
Davcik, N.S. and Sharma, P., 2016. Marketing resources, performance, and competitive
advantage: A review and future research directions. Journal of Business
Research. 69(12).pp.5547-5552.
Deng, X. and Xu, Y., 2017. Consumers’ responses to corporate social responsibility initiatives:
The mediating role of consumer–company identification. Journal of Business
Ethics. 142(3). pp.515-526.
Eteokleous, P.P, and et.al., 2016. Corporate social responsibility in international marketing:
review, assessment, and future research. International Marketing Review. 33(4).
pp.580-624.
Ho, H.D. and et.al., 2015. Performance implications of marketing exploitation and exploration:
Moderating role of supplier collaboration. Journal of Business Research. 68(5).
pp.1026-1034.
JAIN, M.K., 2017. An analysis of marketing mix: 7Ps or more. International Journal of Advance
Higher Education Research & Development. 1(7).
Larson, J. and Draper, S., 2015. Internet marketing essentials. Idaho Falls, ID: Stukent
Incorporated.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Ozuem, W. ed., 2016. Competitive social media marketing strategies. IGI Global.
Patil, D.D. and Bach, C., 2017. Marketing-Mix For Strategy Building. Marketing.4(4).
Pike, S., 2015. Destination marketing: essentials. Routledge.
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital
recruiting. Handbook of Human Resources Management. pp.1-19.
Online
The Marketing Mix 4P’s and 7P’s Explained. 2016. [ONLINE] Available through:
<https://marketingmix.co.uk/>
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