Essentials of Marketing and Management

This assignment provides a detailed guide to achieving desired goals and targets in a proper manner. It covers various topics such as destination marketing, email marketing, private practice for audiologists, human resources marketing and recruiting, essential of mathematical statistics, impact of integrated marketing communication on consumer behavior, and the effect of strategic marketing planning behavior on small-to-medium-sized firms' performance.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing functions.................................................................1
P2 How roles and responsibilities of marketing relate to an organisation..................................4
TASK 2............................................................................................................................................6
P3 Compare ways that various organisation apply marketing mix to planing procedure...........6
TASK 3............................................................................................................................................9
P4 Produce and evaluate marketing plan for an organisation.....................................................9
CONCLUSION .............................................................................................................................12
REFERENCES .............................................................................................................................13

INTRODUCTION
Marketing refers to that study which help in analysing and determining whole target,
competitors, customers and latest trends for selling specific products and services in the large
market area. Management can exchange the relationship and used to create, deliver, render,
supply of products to their buyers for satisfying them towards their innovative products and
services effectively. Marketing is the set of whole activities and functions for communicating,
processing, servicing and delivering different types of goods and services for their buyers in the
society. There are various organisation which mainly concentrate on using best appropriate
marketing methods for promoting new goods and services that includes packaging, promotion,
brand ambassador, design of products, media, creating and developing awareness and also
attracting customers towards company products and services (Pike, 2015). This report is based
on Cadbury that is situated in united kingdom and they are mainly deal with confectionery goods
such as crème egg, dairy milk chocolates, etc. The main purpose of this project is to describing
the major roles and responsibilities of marketing functions and how such are interrelate with
wider context of organisation. There are different ways for implementing marketing mix to the
planning for various organisation to achieving high level of business goals and targets.
TASK 1
P1 Roles and responsibilities of marketing functions
Marketing is the effective method and tool for an organisation for developing business in
the high competitive environment in effective manner. There are various activities which
creating, producing, buying, selling, delivering and designing of effective goods or services in
better way. Along with this, it is required for each business organisation which help in attracting
large number of customers towards their new products and services in the whole market place.
The main successful company consider the various marketing methods and techniques for
adopting best suitable for enhancing the sales base and also generating high level of income and
revenue within an enterprise (Scarborough, 2016). It can be described as effective management
process which assist in managing and maintaining whole business operations and its functions in
well organised manner. On the other hand, it is another supportive method for creating firm by
examining and analysing current market condition, situations, trends, buying behaviour,
competitors and some real situations which help in developing effective decision regarding
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delivering of goods and manufacturing services to the target audience for achieving their
common needs and requirements in desired manner.
There are various environmental factors which directly impact on business operation and
its profitability in properly (Malhotra, 2015). This will includes internal and external forces such
as technological, social, demographic, political, economical which affect external way. This is
required for adopting best appropriate strategy for developing effective decisions in better
manner for the company.
Functions of marketing:
 Strategy – Each organisation have different strategies and also they have to plan for
developing and creating good place at the large market area. They require to determine
effective strategies for gaining set goals and objectives in better manner.
 Research – This is another major function of market where company manager require to
perform all duty and responsibility for conducting such type of investigation to analysing
whole target market, competitors, trends, demand and the main motive of this firm is to
developing appropriate decision for adopting effective tools and strategies which make
specific goods and services.
 Product development - An organisation mainly determined such survey procedures
which assist in collecting and gathering accurate data for achieving desired goals and
targets for attracting desired customers.
Roles and responsibilities of marketing functions:
In Cadbury, marketing division play an essential role for developing awareness and
business concern. There are various methods and techniques so that it will effectively target their
customers in the large market place. Along with this, company manager mainly concentrate on
analysing different opportunities for enhancing reputation and also make high level of profit and
income for an organisation (Urbina, 2014). CADBURY deliver confectionery items to the
domestic as well as international customers and they have certain roles and responsibilities such
as promotional methods, sales services, investigation and study, planning of new product
development, customer services and accounting and funding, etc. such are required functions
which should be performed by an enterprise.
 Finance – This is one of the most required factor which assist in smoothly running of
business operations and its functions in better manner. If firm have no fund so they does
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not survive in the large market place. Along with this, marketing department perform all
task and need to promote all goods and services for achieving desired targets and goals.
Finance is the backbone of business which help in managing and controlling all budgets
related to each business operations or functions effectively (Lanier and Lanier, 2017).
CADBURY need to determine all functions and developing decision regarding
appropriate products and services should be manufacture on time so that they will get
best possible results.
 Channels of distribution – Each organisation need to achieve with their potential buyers
through this they can enhancing their sales volume in effective manner. Along with this,
they can develop effective decision for selecting best distribution channels to supplying
new type of goods and services which main motive is to fulfilling all needs and
requirements of desired buyers. CADBURY is mainly dealing with international market
so they will easily concentrate on best distribution network which assist in delivering
product to the appropriate customers in given time period.
 Pricing strategies – In this, it is essential for decide the price and determine cost factors
through which buyers can easily afford and get any type of goods and services which can
satisfy their requirements and needs. Along with this, marketing department required to
analyse and examine the pricing that are related to competitors and assume income level
for developing appropriate strategies and policies in better manner. The main motive of
this strategy is to satisfy their customers and also increasing sales which help in taking
place in the large market area. CADBURY delivering confectionery item to the buyers at
reasonable rate in proper manner.
 Promotional tools – In current time period, most of the firm are adopting or using
effective promotional methods and techniques which main motive is to building
awareness among customers and developing business operations and its functions at
international market (Rudden, 2016). CADBURY company are using different
promotional methods and techniques such as personal selling, advertisement, social
media, templates, etc. that assist in giving accurate data and information regarding new
product and services to target customers in better manner.
 Management of products and services – In this, marketing division mainly concentrate
on equalling the supply and demand of new products which help in increasing the
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wastage that need to be reduced. Along with this, they will ensure about appropriate
administration of confectionery items and target those buyers who willing to purchase
their goods and services effectively. The CADBURY marketing manager try to
identifying customers requirements and demand so they can provide better quality based
products and services (Dessain and Zeuch, 2014).
P2 How roles and responsibilities of marketing relate to an organisation
In CADBURY, marketing activities will play an essential role for developing needs and
demand within the large market place. In addition to this, each firm mainly concentrate on
developing good and effective image of goods by making appropriate strategies and policies
which help in target customers from different locations. It is required components for every
successful business concern so this will assist in achieving desired set goals in the competitive
benefits. There are different organisation functions which consist in determining effective
marketing process that should be used for developing strategies or policies and also taking
actions of business welfare among rivals. On the other hand, the main motive of this marketing
department is to adopting appropriate resources and generate high income by determining market
segmentation, promotional method, advertisement, target, positioning which are necessary for
smoothly running of business operations and its functions.
Marketing division of CADBURY mainly concentrate on identifying buyers need and
requirements for conducting effective research or survey where they can easily analyse different
marketing condition, environmental factors, customers preferences or taste, rivals position and
current trends whose main motive is to developing products and services for achieving target
customers towards products or services in better manner (Hall, 2014). CADBURY mainly
developing strategies and policies according to their needs or requirements so that they can beat
their major rivals. Research and development department play an essential role in exploring new
techniques and methods for analysing the customers taste or preferences in effective way
regarding company products and services. This will includes ice cream, chocolate, crème egg,
cookies and some other which provide customers satisfaction in appropriate manner.
There are various roles and responsibilities of marketing functions of CADBURY that are
described as under:
 Marketing department – It is another essential function which play vital role in
determining and analysing whole market. There are various organisation which assist in
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conducting surveys that help them in collecting information regarding strong rivals,
customers choice, latest trends and environmental factors so that firm can developing
appropriate decision for creating new goods or services to fulfilling all needs of their
buyers (Dessain, 2016). Apart from this, CADBURY mainly focus on identifying new
taste or preferences which try to make unique confectionery product item according to
their need and demand.
 Transportation department – An organisation undertaken with transportation issues
and problems which help in making effective decision for using and adopting distribution
techniques and methods in better manner. CADBURY determined as one of the best
method of distributing products for achieving with target customers and also satisfying
their demand and requirements (Tyson, 2014). They have been adopting and using Just In
Time (JIT) strategies for reducing effective strategy and using appropriate transportation
in better manner.
 Operation and product department – It is required for firm is to developing and
making effective strategies and also make effective action plan for formulating good
positioning at the large market area. Each buyer required to deliver best quality based
goods or services so they will prefer best suitable product that will determining their
safety and health. CADBURY is providing best confectionery products at the
international market place so they mainly concentrate on quality by using or adopting
effective methods such as Total Quality Management (TQM) system so this will target
major goals and objectives for achieving in better manner.
 Risk assessment factors – In this, Risk or uncertainties are one of most effective
elements that directly impact on business operations and its functions. Such factors are
directly impact on performance and this will create issues or barriers for enhancing
income and profitability in better way. CADBURY mainly determining such factor which
arise at the time of manufacturing products so it is not best based on quality or arise any
type of problem that avoid these goods (Zeuch, 2016). Along with this, it will directly
impact on selling of unique goods and services effectively.
 Product improvement – This is very essential marketing activities and functions so that
this will help in developing required action plan for creating new goods and maintaining
their quality based goods in better way. It can satisfying their customers need and
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demand effectively. Along with this, each product have effective life cycle which start
and ends according to their stages so firm can make effective strategies and policies.
CADBURY are selling different type of business functions and operations that includes
cookies, ice cream, chocolates through this they will introducing new flavour added
among this, the major ingredients in specific products so customers can attracting
towards company goods or services (Pike and Page, 2014).
 Human resources department – This can be define as that major function and activities
for maintaining people in an organisation. Along with this, there are different enterprise
who get succeed with appropriate business performance and also completing all major
task in well organised way. Company HR manager is also responsible for evaluating and
managing all workforce by regulating or operating strong relationship with their
customers. CADBURY assist in encouraging staff members and also provide them
effective training and development program so they have high level of skills, abilities and
knowledge that can increasing in effectively. Company manager also take responsibility
for developing high skilled and talented team of marketing by appointing best appropriate
candidates who have capability for promoting goods and services by carrying out new
innovative ideas and thoughts so this will increasing the sales in whole market place.
 Customer service department – It is another major factor which perform activities or
functions by marketing division so customer are king of market so each enterprise mainly
concentrate on satisfying buyers for providing best quality based goods and services
effectively. CADBURY has been attracting large number of customers towards company
products or services at the market place (Kladou and et. al., 2016).
TASK 2
P3 Compare ways that various organisation apply marketing mix to planing procedure
There are different methods and techniques which are exist in the market functions and
activities. Along with this, each company mainly concentrate on appropriate methods which help
in promoting effective products and services for developing business in proper manner. This is
one of the best tool of marketing mix which includes different elements such as product, price,
place and promotions. Here are discussed 4Ps and 7Ps which consider at the time of developing
strategies and making appropriate action plan effectively. Such things are required for achieving
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competitive benefits which help in creating awareness among customers and also achieving set
goals and targets in proper manner (Cabrera, and Williams, 2014). In this, there are various types
of products and services that includes Crème egg, ice cream, chocolates, etc. in the international
market.
CADBURY using effective marketing mix methods which main motive is to adopting
best policies and strategies so they can take actual position of products in better way. Along with
this, there are different components that can be used for making effective strategies and action
plan so they will acquiring best possible outcome. There are certain comparison between
CADBURY and McDonald's which are focus on capturing market and also enhancing the market
share by developing appropriate strategies in proper manner. Apart from this, they are using
different methods and techniques which help in reaching with company higher growth and
success by using effective marketing mix. Thus, both organisation are mainly dealing with foods
and confectionery products so they are using appropriate strategies and policies for achieving
with desired customers (Albright, 2014).
Marketing mix tools CADBURY McDonald's
Products This can be define as that term
which provided by company to
target huge number of buyers
towards company goods and
services. CADBURY mainly deal
with large number of commodities
that includes cookies, chocolate,
crème eggs, ice cream, bars,
biscuits at international market
place.
McDonald is the restaurant and
food firm that mainly offer
different type of products that
includes French fries, milkshakes,
cold drinks, chickens, at the global
market place. Such restaurant are
exist in the different nations.
Price In this determination, the price can
be paid by buyers after satisfying
with specific products or services
in better manner. CADBURY
mainly concentrate on developing
McDonald's has been offer
different services or facilities
so they are generating high level of
pricing and it is very expensive a
compare with CADBURY. Along
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pricing strategies which determine
different factors that includes costs
or income effectively (Dudu and
Agwu, 2014). Also they will using
and adopting market penetration,
competition pricing, cost
leadership, etc.
with this, they are providing
lavishness restaurants, wash room,
clean surroundings and air
conditioner room so that they are
using cost based pricing method
and cost of production method.
Place This will refer as that area that
required to provide effective goods
and services to the accurate
customers. CADBURY has been
covering large area of market
place which dealing with
international level. This is best
appropriate method and techniques
that will help in target customers
from different places in better
manner. They are capturing
different areas that includes rural
and urban for achieving wide
network in proper way.
An organisation has been selling
different goods and services at
international level so they
determine large cities and also
developing those locations where
people can afford these rates of
products.
Promotions There are certain essential method
and tool for promoting which need
to be promoting effective products
in better manner such as media
partners, advertisement sources,
etc. CADBURY providing various
confectionery items in the large
market place (Papasolomou and
Melanthiou, 2012). This can be
McDonald's is the largest food
restaurant which offer various
goods such as French fries, coffee,
soft drinks at international level.
This can be required for
maintaining appropriate
promotional methods so that
buyers should be aware about such
things. Along with this, they are
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determined different factors that
includes billboards, brand
ambassador, commercial ads and
some other for attracting
customers and also satisfy their
buyers needs and requirements in
proper manner.
mainly spend less amount of
promotion due to this each person
should know about products and
brands of McDonald's.
People CADBURY providing priorities to
the company stakeholders because
they are main people of the firm
who will contributing high level of
profit in the competitive benefits.
In this, each individual are
answerable for attaining specific
goals and targets. In effective
manner.
McDonald's mainly concentrate on
developing transparency relation
with social people so they can
build loyalty and trust in effective
manner. The restaurant provides
best quality based food items for
fulfilling all demand of customers.
Process CADBURY is mainly focus on
processing and developing whole
market place in better manner.
They are necessary for
maintaining and managing all
business operations or functions
effectively (Lovelock, 2011).
McDonald's need to focus on their
business processing which help
them in gaining advantages
towards attracting large number of
customers in proper manner.
Physical evidences There are different elements which
includes contributing physical
resources. They also providing
transportation services or facilities
that assist them in capturing whole
market as well as desired customer
area.
McDonald's is the largest food
restaurant in which physical
evidence play an important role in
gaining attention of large number
of customers in better manner.
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TASK 3
P4 Produce and evaluate marketing plan for an organisation
In current time period, most of the company mainly focus on develop different planning
for marketing that includes different methods and techniques so business can be developed. Such
things are required for promoting effective goods and services at the large market place. For
developing marketing plan, CADBURY need to determining different factors such as vision,
mission, aims, objectives, budgets and strategies so firm can developing accurate plan for
achieving desired goals and targets in proper manner (Mihart, 2012). Along with this, it is
required for firm is to make appropriate plans in given time period so this will set their goals and
targets for achieving this in better way. There are different stages of elements which need to be
developed for these type of plan are as under:
Vision of CADBURY:
The Cadbury vision statement is to work effectively and people will love this product and
also prefer confectionery item in better manner. Also they mainly concentrate on doing working
within team for achieving common goals and targets.
Mission:
Cadbury mission statement is to giving best quality based goods and services that deliver
to their desired customers. They mainly focus on doing regular basis improvement of specific
product and try to develop better collaboration and coordination for maintaining their goods
quality in proper manner.
Objectives of Cadbury:
In this determination, the blue print of specific plan will help in implementing such in
better manner. It is very useful for providing framework that help in expanding their business
operations and its performance by using effective techniques and strategies in an enterprise.
There are some major objectives of CADBURY are as under:
 The main motive of Cadbury is to delivering best quality confectionery items so that
appropriate place can be required.
 The company want to became world largest brand in such sector.
 They are focus on grabbing different opportunities and developing business among rivals.
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 To capturing whole international market and developing accurate position at the large
market area.
 To modify business in another sector for getting high range of goals and targets.
SWOT Analysis:
Strengths:-
 Cadbury is a most trusted brand and
are satisfying large no. of customers.
 Adopted modern technology &
techniques for changing the
chocolates flavour.
 They are also providing a different
different type of product according to
needs and wants of customers.
 Dairy milk is most popular product of
Cadbury and it widely sold in the
market.

Weaknesses:-
 The main weakness of Cadbury is to
distribute their product in rural areas.
 Many cases are based on quality of the
company's product where cockroaches
and gnawing animal were included in
chocolates.
 Therefore the resone to focus on
quality of product.
Opportunities:-
 Opportunity of Cadbury is to provide
the low calorie and sugar free product.
In chocolate market new tastes and
different flavours are also opportunities
to the company.
 They are also providing their product
and services in undeveloped markets.
 The product divided forms related to
food segment.
Threats:-
 At the time of increasing in petrol
cost and conveyance cost so this will
directly increasing distribution
cost.
 Competition in the chocolates market
are very high because new brands
enter in market.
 Regular uses of company's product
reduce health issue among the
members.
Marketing Budget:
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Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 60000 12000 15000 20000 15000
Investment 30000 15000 20000 15500
Total 60000 43000 30000 40000 30500
Marketing
expenditures
Advertisement 8000 7000 7000 6000 6000
Sales promotion 3000 4000 3000 3000 7000
Direct marketing 5000 7000 2000 6000 2000
Total 16000 18000 12000 15000 15000
Available balance 44000 25000 18000 25000 15500
PEST Analysis:
This is required for analysing and examining the internal and external factors of
environment so they will effectively developing strategies which should be adopted to make
specific company. Company marketing manager play an essential role in analysing various
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factors that includes macro and micro aspects for reaching with desired growth and success
sustainability in the large market place. This can be understand PEST analysis are as follows:
 Political factors – There are different rules, legislation, policies, norms which directly
impact on business operations and its functions. This includes government stability, tax
policy, etc.
 Economical factors – This can be define as variables of economics and also there are
various crisis which can directly or indirectly affect on organisation profile in better
manner. It includes growth rate, deflation, inflation and GDP that mainly impact on
business (Ogunmokun and Tang, 2012).
 Social factors – It is another major factors that should be determined by CADBURY
company as preferences, people, taste and health conscious which can affect on firm
products selling in proper manner.
 Technological factors – In this, there are different methods and techniques of modern
technology for launching so it is required for adopting these technologies for reaching
with desired goals and targets.
CONCLUSION
According to the above mentioned report, it can be analysed that Marketing refers to that
study which help in analysing and determining whole target, competitors, customers and latest
trends for selling specific products and services in the large market area. There are various
activities which creating, producing, buying, selling, delivering and designing of effective goods
or services in better way. This will includes internal and external forces such as technological,
social, demographic, political, economical which affect external way. CADBURY mainly
developing strategies and policies according to their needs or requirements so that they can beat
their major rivals. There are different methods and techniques which are exist in the market
functions and activities. Here are discussed 4Ps and 7Ps which consider at the time of developing
strategies and making appropriate action plan effectively. There are certain comparison between
CADBURY and McDonald's which are focus on capturing market and also enhancing the market
share by developing appropriate strategies in proper manner. For developing marketing plan,
CADBURY need to determining different factors such as vision,mission, aims, objectives,
budgets and strategies so firm can developing accurate plan for achieving desired goals and
targets in proper manner.
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