Roles and Responsibilities of Marketing Function in Organizational Context

This document discusses the key roles and responsibilities of the marketing function in an organizational context. It explores how marketing relates to other functional units such as human resources, finance, production, and research & development. The importance of interrelationship between these units is also evaluated.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the key roles and responsibilities of the marketing function.....................................1
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context..........................................................................................................................................3
M1 Determine the roles and responsibilities of market in relation to marketing environment.. .5
M2 Ascertain the importance of interrelationship between functional unit and marketing of
company.......................................................................................................................................5
D1 Critically evaluate and explain the essential factor of marketing function as well as
interrelation with other functional units of enterprise..................................................................6
TASK 2............................................................................................................................................6
P3 Compare the ways in which various companies apply the marketing mix to the process of
marketing planning to attain organisation objectives..................................................................6
M3 Evaluate the various tactics applied by entity to determine how organisational objectives is
achieved.......................................................................................................................................9
TASK 3............................................................................................................................................9
P4 Produce and evaluate a basic marketing plan for an organisation..........................................9
M4 Produced a detailed, coherent evidence based marketing plan for an organisation............11
D2 Design a strategic marketing plan which is applied to use of 7Ps to accomplish overall
marketing objectives..................................................................................................................11
CONCLUSION .............................................................................................................................13
REFERENCES .............................................................................................................................15

INTRODUCTION
The term marketing is defined as an activity which organisation used to promote their
brands for the purchase or sell of products and services. This involves selling and delivering
goods to customers which helps them to increase profit in business (Arunachalam and Sharma,
2019). It is process by which organisation communicate and exchange their goods to build brand
awareness and develop the overall performance of venture. Marketing is essential for every
enterprises as it allow management to maintain the relationship with the ultimate users as this
helps them to make strategy for the growth and success of entity. The main focus of marketing is
to attract range of audience in international as well as in domestic market. Cadbury is considered
in this report. This is a British multinational confectionery as they produces various types of
chocolates such as Dairy milk, Caramel, Picnic and Flake in order to distinguish their products
from their competitors. The founder of Cadbury is John Cadbury and founded in year 1824. The
is situated in Uxbridge, London, United Kingdom. The report includes the roles of marketing and
as interrelates with other functional units, marketing mix to accomplish overall organisational
objectives and basic marketing plan.
TASK 1
P1 Explain the key roles and responsibilities of the marketing function.
Marketing is important process of enterprise associated with promoting their products
and services to attract the audiences in achieve business objectives and goals. This helps them to
meet the needs and wants of consumers so that they acquire and retain the audience to increase
profitability and performance. Marketing function is defined as an operations which connect the
producer and the audience. In addition to this, marketing is the best way to develop brand images
and reputation in m marketplace to gain the competitive edge from their rivals in market. The
role of marketing function of Cadbury is explained below:
Managing brand: This role of marketing function is important as to build the brand
image as well as reputation in order to maximize sales and revenue in business. This help
management to produce different types of goods from its competitors (Bagozzi and et.al., 2018).
It provide administration to control and manage the perception of their goods or services which
gives them opportunities to organisation for the development of their business. The manager of
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Cadbury is to target end users to give them better quality of goods to customers in order to fulfil
their tastes and preferences as it develops the brand image of Cadbury in the market.
Market research: It is defined as the activities to identify and understand the viability of
new goods and services using the research analysis as done by new as well as existing customers.
This is an appropriate method to know the gaps in users expectations as this technique is done
after competing the strategy of their marketing (Bleier, De Keyser and Verleye, 2018). In
context to Cadbury, they allow their professionals to target the market and take the feedbacks
and suggestions from the customers to tell about the tastes of new chocolate flavours in order to
gain the interest of products and services.
Producing internal communication: This is the effective technique to promote effective
communication among the employees in workplace. It helps them to deliverer and communicate
the strategies by performing the activities in the defined manner in order to accomplish targeted
market. This helps them to minimize the conflict in business environment so that they focus on
the common goals of company. The primary objectives of manager of Cadbury is to build strong
relationship with their users as well as employees which help them to maximize productivity and
performance of business.
The responsibilities of marketing function of Cadbury is mentioned below:
Fulfilling customer need: In marketing, the fulfilment of taste and preferences of
customers helps manager to maximize the profit and sell products and services to attract the new
as well as existing consumers in market. Therefore, it helps them to gain competitive advantage
in marketplace. The strategies of Cadbury is to fulfil various needs and wants to get the interest
of consumers to purchase more goods from them in order to gain profits in business.
Monitoring of market competition and trend: Tracking the market assist them to launch
new goods and services to market place. However, monitoring of market trend helps them to
develop and create some ideas and thoughts to make plan and produce goods accordingly. In
context to selected organisation monitor the chocolate market, per capita consumption and
growth trends.
Innovation: It refers to the ideas to transmit them into the real business (Bridges, 2020).
In business innovation is the main thing to remain in competitive market which helps them to
attract customers towards their brands. The innovation of management of Cadbury to create a
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chocolates in a single pack in order to linked and builds relationship with the end users.
Therefore, they use 3D printing technology to create fast turn around prototypes of new products.
Market Information: This signifies to predict the conditions and meet the requirement of
audiences by which they can take decisions based on their research of the business environment
in market. It helps them to decide for the innovation, strategies and plans of products and
services in order to retain their users and buy more goods (Brooksbank, Subhan and Miller,
2018). In context to Cadbury, administrations track all the information related to preferences and
flavours of chocolate which consumers is required to taste. It is the effective way to take
decisions and generate the ideas to expand the brand.
Producing designing and thinking: The responsibilities of marketing function is to
produce unique design and bring innovative ideas so that they distinct their goods or services
from their competitors. Therefore, supervisors of Cadbury design the packaging of chocolates
and provide different types of chocolates to satisfy them in order to develop their brand image
and reputation in market. It is the way which attract and builds the interest of consumers.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context.
Marketing is defined as the process to communicate their brand to the end users in market
as this helps them to gain more profits in the future. This activity help them to develop their
performance and productivity in order to stay in competitive market. It is the way by which
company promote their business and get the attention of the consumers to target them in
particular market. There are various tools that organisation adapt such as social media, digital
media, content marketing as well as personal selling for promoting their goods in order to fulfil
their needs and wants. Manager of Cadbury use different types of coupons and offers in
chocolate packaging to retain the end users towards their brand. In this process, this assist them
to linked with the various sectors of organisation to perform the activities in and effective and
efficiently manner (Choudhury, 2020). There are the relationship with different functions of
marketing which is explained below:
Marketing and human resource: Human resource signifies to hiring, recruiting, conduct
training and development program which help them to acquire talented and experienced
candidates in the workplace. Therefore, it helps them to perform their tasks and activities in an
appropriate way. This assist them to market their vacancy in the online platforms as well as in
their websites to hire applicants in company. Management of Cadbury focuses on marketing the
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available job vacancy in organisation as this help human resource to recruit skilled and
knowledgeable candidates in workplace to actively participate in working environment in an
effective and appropriate way. The relationship between the human resource and marketing is
important as they increase performance as well as productivity of business. These both
departments work together to develop the brand image and reputation of Cadbury (Colbert,
2020). On the other hand, marketing departments transmit the message of enterprise to audience
whereas human resource communicates the strategies to its employees.
Marketing and finance: Finance plays an essential factors for business. The necessary
aspects of finance such as resources, day to day transactions and cash flow which is done by
finance manager in organisation. The management helps to identify and understand the area
where they have to spend more and in which sector. The responsibilities of the finance manager
is to give report and information and with the help of this strategies their prepare polices and
budgets accordingly. Thus, it helps them to improve the overall financial performance of
business. In context to Cadbury, they plan the funds for advertising, selling and delivering the
products and services to promote their brands offline as well as online. Therefore, the
relationship between marketing and finance is that marketing is done to spend their money to do
various types of marketing distribution whereas finance manager control the expenses of that.
Finance manager make the process and structure of business organisation and marketing follows
that rules and regulations for promoting the brand in order to achieve business goals and
objectives.
Marketing and production: Production department is important for the business as they
are responsible to manufacture the products or services. Thus, it improves the efficiency of
assembly line which helps them to meet the expected targets of enterprise which is set by their
management. This ensure them to give best quality goods to its consumers. In context to
Cadbury, production is the process which is set by company such as price as well as combination
of input and packaging along with the areas which they have to sell more. Production department
identifies and understand the research and development to make strategy to meet the requirement
of current and future needs as well as wants of ultimate users (Das, 2021). It is the process which
helps them to gain competitive edge in market.
Marketing and research & development: Research and development plays an essential
role in the development process which helps them to launch new goods or services. It improves
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the on going process as it maximizes the performance along with efficiency and reduce the costs.
It enhance the businesses to introduce the products or services to gain the competitive edge in
order to achieve long term goals in business. Administration of Cadbury focus on analysing and
conducting the research to gather information about audiences such as desires and need so that
can can fulfil based on their research.
From the above analysis, it is evaluated that all the departments whether human resource,
finance, production and research & development is interconnected with marketing department in
organisation in order to attract users at marketplace. In addition to this, it increase profitability as
well as productivity in business venture. The main objectives of Cadbury is to accomplish
business goals and objectives by maintaining the interest of them.
M1 Determine the roles and responsibilities of market in relation to marketing environment.
Marketing environment is defined as the strategy and planning process which helps them
to determine the external as well as internal factors which affect the business and to manage and
operate their venture. Management of Cadbury conduct market research to determine and
analyse to meet the need and demand of ultimate users (de Oliveira Rodrigues, 2021). However,
marketing environment is an important part of every business as it create positive value to their
venture. This affect the performance and functions to perform their work effectively and
efficiently. The roles and responsibilities of marketing function builds the strong relationship
between customers, vendors and suppliers in order to achieve organisational goals and
objectives.
M2 Ascertain the importance of interrelationship between functional unit and marketing of
company.
The interrelationship between between the marketing, human resource, finance, research
and development along with the production activities. There are interaction and linked between
individuals and group of people within the organisational structure. This helps them to expand
their services, impact the quality as well as evaluate the marketing based on functional units.
Functions of marketing with individuals of enterprise is to determine and understand the roles as
well as responsibility in order to promote products or services in market. In context to Cadbury,
Marketing and human resource helps them to recruit and select candidates in order to perform
their work effectively and efficiently. On the other hand, finance plays an important role to know
the cost to market their products or services to their consumers through campaign, social media,
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digital media, advertisements by television and videos. Relationship between production and
research & development with marketing as they manufacture and produce their goods and
market their brand in order to develop performance and productivity of business (Gupta, 2020).
D1 Critically evaluate and explain the essential factor of marketing function as well as
interrelation with other functional units of enterprise.
Marketing function is an important factor which includes collecting and determining
information of market, making strategy as well as planning and development of goods. The
relationship with marketing helps them to build brand image and reputation which lead to gain
higher profit in business. Interrelationship with the human resource, finance, production,
research & development and marketing helps to develop their business of a particular goods in
market so that management of Cadbury attract large number of people in the areas. As they have
to hire applicants, make budget to advertise and conduct research to know which item is suitable
for their users in order to fulfil their need and demand which helps them to increase sales and
revenue in business.
TASK 2
P3 Compare the ways in which various companies apply the marketing mix to the process of
marketing planning to attain organisation objectives.
The term marketing mix is defined as a tool by which entity is used to attain marketing
objectives in the target market. This includes product, price, process, people, physical evidence,
promotion and place which helps them to meet the requirement of customers in marketplace. The
manager of Cadbury main aim to gain the competitive advantage from their rivals. Therefore, it
helps them to develops the productivity and performance of business (Handayani, Mandiyasa
and Arini, 2020). The competitors of Cadbury is Nestle which helps them to compare their
marketing mix in order to maximize the performance of business. Mentioned below are the
marketing mix of Cadbury and Nestle which are as:
Basis Cadbury Nestle
Product This signifies the products or services
to fulfil the needs and demands of
customers. As this distinguish the
goods from the rivals. This is the thing
Nestle is the food processing
industry and have British
Confectionery business in UK.
Nestle produce dairy products,
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which acquire the attention of users to
meet the requirement of them.
Cadbury produce many products such
as Bournville, Crunchie, Dairy Milk,
Caramel, Five star and many more
products in the market which help
them to expand their business. The
products of Cadbury is categorized
based on the seasons in order to
increase sales in business.
Management also segment their
business in ice cream as well as
biscuits in United Kingdom.
chocolates, beverages and ready to
cook food across the countries in
order to maximize sales and
revenue of business.
Price The prices is set based on the
customers willingness and
manufacturing as well as marketing.
Administration provides high quality
of chocolates and other items at
affordable price. They make strategy
according to demand, rivals and
packaging.
Prices are based on their quality
products such as Maggie of nestle
is better quality from the other
brand of Nestle. However, prices
are differs from the quality of
goods which gives increase the
satisfaction of employees and
people purchase those Maggie
products which gives high
satisfaction to them at any prices.
Place It is an essential part of marketing mix
as this help them to distribute and
deliver their goods whether online and
offline. Cadbury produce their items
global as well as national level to
reach targeted market in order to
attract audience towards their
This is the element which provide
them more revenue in the
European countries. They deliver
their goods to distributors and then
it is processed to retailers.
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organisation.
Promotion It is important to build brand
awareness so that the users know
about their goods or services.
Administration of Cadbury promote
their brand through various marketing
platforms such as newspaper, posters,
television as well as online media in
order to attract and retain the
customers in marketplace.
Manager of Nestle bring
innovative ideas to promote their
brand in business environment
from their competitors. They
launch various unique campaigns
in mark to attract users and
increase profitability in business.
Process This element refers to as the activity
which deliver their items to everyone.
In context to Cadbury, after
manufacturing products they sell their
items to wholesaler as well as retailer
and then the consumer purchase the
goods from them such as chocolates
and drinks.
The process is the way by which
they provide them better services
from others in order to maximize
their selling process in their
business organisation.
People It includes employees and end users.
The manager gives training to its
employees so that they can adapt the
new technologies to innovate new
products. It also help them to conduct
market research about taste and
preferences of audience.
Nestle conduct various seminars
and programs to interact with their
staff members in order to retain
them for the long term.
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Physical evidence This is the element which is tangible
as company interact with the users at
the workplace. There are several
physical stores of Cadbury in order to
increase profitability and performance.
It is the factor where Nestle
interact and connect with them and
set up various stores such as coffee
corners with the mark and logo of
Nestle.
M3 Evaluate the various tactics applied by entity to determine how organisational objectives is
achieved.
There are different tactics to achieve business objectives and goals to analyse and
understand the business plans as well as strategy through marketing mix which include price,
product, process, physical evidence, people, promotion and place. The marketing mix of
Cadbury offer high quality of products at affordable price where all type of people buy the
different flavours of chocolates (Hisrich and Ramadani, 2018). By producing various types of
chocolates in market to maximize sales and revenue in business which helps them to gain
business opportunities. They distinct their products from their competitors to remain in
competitive position in market.
TASK 3
P4 Produce and evaluate a basic marketing plan for an organisation
Marketing plan refers to the activities which shows strategy and plan for the further year,
month as well as quarter. It comprises of an overview of organisation marketing strategy and
promotion tools and techniques in order to achieve business goals and objectives. In addition to
this it describe the target market which helps them to meet the needs and demand of customers in
marketplace. It is important for promoting goods or services in business which assist them to
develop performance to target the market. This plan helps them for development of business
process and activities which lead for growth and success of company. In relation to Cadbury,
management is making strategies for marketing plan for giving the better outcomes, by
evaluating this they can save money in order to ensure for the growth of enterprise to manage
and control the plan of business. There are many ways to evaluate marketing plan which are as
mentioned below:
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Market reaction: The is the main factor which helps them to determine success and
failure of plan. When any rival use to copy their products then it affect the marketing strategy of
organisation. The management of Cadbury take the feedback from their partners to know that
there plans are working in an effective manner (Kautish and Rai, 2019). This feedback helps
them to develop the effectiveness of distributors and dealers. The other person which is not
working in organisation as their team will feel whether there plans and strategy are going in
right direction which helps them to maintain the successful campaign.
Customer response: This determine and understand the reactions of users in market
through various elements such as consumers feedback, engage with the online platforms such as
social media as well as digital media which help them to reach each and every audience in order
to drive sales. In context to Cadbury, they conduct campaign of new flavoured chocolates to
target the market to attract large number of persons in marketplace which increase sales and
revenue.
Sales performance: It refers to the process which helps them to measure the activities of
sales in order to accomplish goals and objectives which lead to achieve overall organisational
plan. When the sales process adapted and improved over a period of time then it build the
performance of business. The marketing plan determines the sales of their business and make
strategies that assist them to perform better and effectively over a period of time (Mahadevan,
2018). However, the sales people is the person who measure and monitor the effectiveness of
market. Supervisor of Cadbury make the plan and gather information about the needs in order to
ensure to make succes and growth of business.
Cost per acquisition: Cost is a essential metric to measure the price to market their
products or services in order to track the process to achieve the organisational goals and
objectives. To determine the budget it is important to know their price of marketing campaign in
an effective way which helps them to manage and control the planning activities with the
financial departments. In context to Cadbury, management is to determine the profitability
which helps them to observe the difference between expected and actual outcomes. Marketing
cost per acquisition is essential for every shareholders and investors as they are depend on
current situations not on previous budget. It is said that when cost per acquisition is declined then
organisation can improve their profit margin which helps them to generate large amount of profit
in enterprise.
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Return on investment: It is the most important part of marketing plan to examine the
expenditure which occur to market their products or services in an effective and efficient manner
(Mankiw, 2020). It helps management of Cadbury to check that their plan result in profit and
growth of business. This indicates the process of evaluating the difference between the amount
spend in their marketing process and helps them to take advantage to assess the efficiency in
business.
M4 Produced a detailed, coherent evidence based marketing plan for an organisation.
The marketing plan of Cadbury is to establish the vision, mission and accomplish the
business goals and objectives, measure and monitor the success and progress for the long term
survival of business and to gain the competitive advantage in market from their rivals by
developing organisational structure and plan as well as strategy so that Cadbury turn their plan
to achieve business goals and objectives.
D2 Design a strategic marketing plan which is applied to use of 7Ps to accomplish overall
marketing objectives.
There are following strategic marketing plan of Cadbury which is mentioned below:
Executive Summary
Marketing is defined as a process by which organisation promote their brands to customers
which lead to increase profitability and performance of business. However, Cadbury
promote their products through different channels such as advertisement and promotional
tools to customers (Nirschl and Steinberg, 2018).
Vision and mission
The vision statement of Cadbury is to work together to build trust and interest towards brand
(Park, 2020). On the other hand, mission statement of Cadbury is to provide high quality of
products and services.
Objectives
Organization are looking forward to enhance customer footfall with in certain time of period.
Company also give the quality of product to their customers so, organization able increase
revenue along with the profitability.
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Business strategies of Cadbury is to connect with audience which lead to develop business
performance through promotions and advertisement in business (Sari and Gultom, 2020).
Tactics
Product: They produce and manufacture various types of products such as Bournville,
Crunchie, Dairy Milk, Caramel, Five star to expand their business activities.
Price: Cadbury offer their better quality goods at normal price and make different types of
packaging to attract customers.
Place: Cadbury promote their products or services across the world and they provide items
offline as well as in physicals stores.
Promotion: In context to Cadbury, management through online media, television,. Posters as
well as campaigns (Tomczak, Reinecke and Kuss, 2018).
People: It includes both employees and end users which Cadbury conduct training and
development program to their worker so they perform their work effectively and efficiently.
Process: Cadbury manufacture their products to wholesaler and retailers.
STP
Segmentation: Management of Cadbury segments their chocolates based on their items such as
premium and basic products.
Targeting: They target everyone whether kids, young and other people.
Positioning: They position their business as a symbol of good times.
Financial projection
To launch their new products or services in
market there are few marketing plan which are
mentioned below:
Activities Amount
Operating 300
Investing 250
Financing 200
Total 750
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Measure and control Management of Cadbury is using key performance in indicator to measure
and predict the long term performance of business (Zhang, Cheung and Law, 2018). It
evaluates the resources of business assets, funds and resources in order to achieve
organisational goals and objectives of business which helps them to expand their business
operations and activities.
CONCLUSION
From the above analysis, it is evaluated that marketing plays an important role to
determine the relationship with the end users and company which is offered in the market. This
helps the management to know that the introduction of new products or services in market place
increase sales and revenue of business. It is an effective way to engage consumers and helps
them to maintain the organisational image and reputation as well as build strong relationship
between business and consumers to meet the needs and wants which helps them to fulfil through
innovating goods. The roles of marketing function roles such as managing brand, market
research, producing internal communication. On the other hand, responsibilities of marketing
function are fulfilling customer need, monitoring of market competition and trend, innovation,
market information and producing designing as well as thinking. The interrelations with the other
functional units which includes marketing, finance, human resource along with the finance. The
7Ps of marketing mix which comprises price, place, product, promotion, process and physical
evidence which helps them to monitor and evaluate business environment. To evaluate
marketing plan of Cadbury there are many ways to observe the performance of brand such as
market reaction, customer response, sales performance, cost per acquisition and return on
investment which helps them to measure and monitors the marketing of business venture.
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Online:
Marketing mix of Cadbury. [Online]. 2020. Available through:
<https://www.mbaskool.com/marketing-mix/products/16751-cadbury.html>
Marketing Mix of Nestle. [Online]. 2020. Available through:
<https://www.mbaskool.com/marketing-mix/products/16825-nestle.html>
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