E-Marketing Adoption by Small Businesses

This assignment examines the adoption of e-marketing by small business enterprises. It analyzes relevant research papers, exploring the factors driving or hindering this adoption. The focus is on understanding the empirical evidence and practical implications for small businesses in leveraging e-marketing strategies.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explain the key roles and responsibilities of the marketing function for the chosen org.1
P2 Roles and responsibilities of marketing in context of wider organization........................3
M1 Roles and Responsibilities of Marketing.........................................................................4
M2 Analyse the significance of interrelationships between marketing and other functional
units........................................................................................................................................4
D1 Interrelationship between marketing and other functions of an enterprise......................5
TASK 2............................................................................................................................................5
P3 Comparison of application of various elements marketing mix.......................................5
M3 Evaluation of different tactics applied by Cadbury to demonstrate how business objective
................................................................................................................................................8
Can be achieved......................................................................................................................8
D2 Strategic marketing plan that tactically applies the use of the 7ps to achieve overall.....8
marketing objectives...............................................................................................................8
TASK 3............................................................................................................................................9
P4 Evaluation of a basic marketing plan for the organisation................................................9
M4 A detailed coherent evidence based marketing plan for the organisation....................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is various under which marketers use different promotional tools in order to
make the Inform about products and services of the organisation. In other word marketing is the
management process where through goods and services move from the customer. There are 4ps
elements in the marketing where product, price, place, or promotion. Marketing is the based on
thinking about the need and want of the customer and some techniques getting exchange cash for
your products. They are use to increase the firm create, satisfy and long term of the customer.
Many tools use for the make customer information and how can we satisfy of the customer by
product and services and give attractive offer (Wright, ed., 2014 ). Customer satisfaction and
demand is very important for the organisation and achieve growth. In organisation there are
marketing department is very crucial division of the firm and its essential and there all activities
in their operation in organisation. That is individual think of the marketing there are a firm is
selling a product and providing services. Marketing is activity of making strategy for the selling
of product and services. If we think about the marketing it is mainly made up of strategy for the
need of customer and how can we sell of the product. Marketing department is major role and
responsibilities of the make interrelationship with other department and company. A marketing
division research about how can we target customer and achieve goals are studied here. Cadbury
is an international manufacturer and multinational company, Cadbury founded by john Cadbury
there headquarter London, United Kingdom .and distributor of the branded confectionary.
Cadbury represent of a chocolate biggest business. The company operate in the Euro zone and
southern America. Cadbury is a reputed internationally company chocolate provider inn whole
world. This is a big brand so people are easily identifying it. This is reputed brand so that is
positive think about the product. Cadbury was 1824 established in England .and this is operates
in basically 50 countries in worldwide and it is known for dairy milk, crème egg ,and roses in the
selection boxes .they are provide in some of premier foods like cake and ice cream based
product.
TASK 1
P1. Explain the key roles and responsibilities of the marketing function for the chosen org.
Basically, marketing is the process of management and exchange relationship with
customer and company. The main aims of marketing are to create the need and want of
company's products and services. Focus on the promotion and major activities of the customer
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satisfaction. This helps the enterprise to earn maximum high profits and at the same time, some
of the promotional tools are there such as advertisement, newspaper, radio, magazines and many
more which marketer of Cadbury can use. Cadbury is the leader of market confectionary and
chocolates and it is very important role in success in the marketing on the basis of the product
service and quality because they are conduct a survey of the consumer need and Requirement of
the product in the market. The company also aware regularly in the product and quality.
Cadbury has targeted the people of some offering new sign of the promotional strategy like
Cadbury silk (Cornwell, 2014). Cadbury marketing is segmentation, marketing, positioning and
targeting of the customer. It is very important that all roles and responsibilities of marketing
department of firm must be well executed. Main roles and responsibilities of marketing
department of Cadbury can be better understood by the following points: Product: Basically, Range of the product of the Cadbury it is pretty large and good
quality because Cadbury is classified product according to season and its product not
only related to the chocolate but also they are make some of other product like beverages
and desserts include .Cadbury is produce some of the other product in festive season like
Christmas and other occasions and some of the product like ice cream and biscuits
produce all every time. In order to attract more number of individuals, it is very important
that product of Cadbury must be unique and featured. For this, manager of marketing
department of firm remains responsible to carry out research in order to find out the main
features which must be there in a product so that company can achieve its set objectives,
goals and targets. And there are lot of products namely Carmel cake, Cadbury five star,
Bournvita, bytes, Crunchy, Cadbury dairy milk, and Cadbury five star, etc. Price: Cadbury price is the different- different as per the quality of the product. Few of
the products price is high, according to marketing strategy depend on the competition
demand and packaging. They also have option for the people which is according of the
product sizes and packaging. And some of product these price is low these items are like
éclairs, five stars and perk. according to market we find the compiled gifts package are
provide for the people that is mainly provide for people in festive season like Christmas
and marriage season and maintain prices for the target customer. Place: Cadbury product is available in the everywhere in the world and the company has
sure for the product in available in worldwide. The products are available in the rural
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areas and urban areas. But compare to rural area in urban area there are lot of customer
for the Cadbury and company generated a profit for the company according to revenue
and customer bases. Cadbury is a mnc company so this brand image is worldwide and
there name is more than 200 countries in the world. Promotion: Cadbury brand is trying to promote itself in the sweets. And they are
promoting to itself by the television, posters, newspapers, radio, internet services and
many of the services (Darcey and Conder, 2012). Cadbury also promote by the tagline
“kuch meetha ho jay’’ these are the some of strategies for the promote of a company and
make high number of the customers. And the company has also brand ambassadors for
the promote product. And there is various tagline according to product for the promote
product. MIS (Management information system): is process of the according to network,
hardware and software cooperating to collect information, store, process, and analyse the
data. Information technology is the increase profit and value of the business. So that
mean it is very important think for the business .management information is relate to the
students, studies people technology and organisation relationships among them. So that
means mis is the subset information systems that is increase specific value of the
business. Management information is making professional help of organisation and
maximizes the benefits of equipment and processes.
P2 Roles and responsibilities of marketing in context of wider organization
Basically, in these days competitive environment is very large number of enterprise. They
are providing good quality in affordable prices according to this. Marketing is a major effective
role. marketing division is take different decisions relate with the operation of company’s Roles
and responsibilities of marketing department are interrelate with each other and this can be
better understood by following points: Marketing function with operation department: Operation function of company is
related with the production process of enterprise. It is very essential that production
process and developing of the marketing. Marketing is the process of researching and
developing plan. Marketing is generally and regularly procedure for the company. They
are managing the setting of annual sales and setting objectives. So that means marketing
is the plan of sales, budget, and marketing objectives and mainly physically developed in
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international level. A marketing is the include sales and financial budgets determine in
the market of action. Including delivery product and services Finance department with marketing function: Cadbury is a public limited company and
this is sweets and confectionary industry. Their department is responsible for effective
marketing management. Company have a good history in terms of their marketing and
financial performance Cadbury had started outsourcing activities in including marketing.
Cadbury has a worldwide presence .it has a spent of the lot of money for the increase
marketing shares. Sales and marketing function: company aim of the long term intentions of a business
and there are many target and strategy for the increase sales and make high profit for the
organisations (Mueller and et.al., 2015). If we talk about the common aim of any
Organisation is grow profit and increase sales for the company. Diversification it means
which is spreading of business and reducing risk depend on the product .sales
maximisation where increasing sales. Research and development department and marketing function: the work of research
and development is involves develop a new product and create a change of the current
ones. There are various type improving new product and improvement of current product
that is change for the customer demand seasonal sales and availability of new technology.
 IT department and marketing function: how the company internal structure of the
company is designed the most common type of functional area found in every
organisation marketing department, financial department, production department, etc.
M1 Roles and Responsibilities of Marketing
Concept of the marketing there in the management of the process is the collection of
activities to relate the profitability of marketing there are exchange of the product and services
and frame work of the taken place. Marketing involves in the performance of the operations and
exchange in the market place. Marketing innovation and increasing rate of field of FMCG. There
are marketing innovation and technical changes, demand forecasting, planning, pricing, and
advertising.
M2 Analyse the significance of interrelationships between marketing and other functional units.
Within every company there are the many functions. And main function is the Cadbury is
a famous chocolate company they are various interrelations between marketing and other
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functions in Cadbury like finance, satisfying the customers, and maximum use of the plant and
human resource management, marketing sales, research and development, etc
D1 Interrelationship between marketing and other functions of an enterprise
Mainly the key elements of marketing function include financing, Human Resource
Management, operation, production and many more. Marketing function is performing market
function in include advertising, promotion, distribution for sales, services, product development
and the marketing is the process of communicating managing customer relationship to the
customer there in the main elements of the marketing function learning target that is describe of
the marketing concept and market determination that is product, price, place, promotion. That is
interrelate of the market determination there in which many types of the businesses age, gender,
occupation, family and some of the companies make the current and market research. Possible
decision will you make the product size and colour several, will you prices and these product
high, medium and low level is interrelate the function of the key elements of the other functions.
Marketing is the number of activities of the strategies advertising, and others however there is
activities in which have to be done of the procedure of the marketing. There are some elements
are also crucial in the marketing (Martin, 2013). Marketing is the backbone of the elements.
These are some of elements of research, strategy, planning, tactics, research is the main process
of the marketing there in market research will make the similarly during marketing and market
research needed to determine and what is the posting need to be achieved and the right segment
can help us in the action or analysis. All elements contribute in growth of enterprise and ensure
completion of business activities in time.
TASK 2
P3 Comparison of application of various elements marketing mix
Basically, marketing in which includes four elements product, price, place and promotion
these are some factors are applies in marketing for targets and achieve goals. Cadbury need and
demand of the produce according requirements (Rowe and Alexander, 2012). A company
advertising their product for the promotion and make profit and satisfying of the customer.
Demand forecasting is involves of techniques and include quantitative methods. As different
enterprises uses various elements of marketing mix in different manner which can be understood
which can be understood through table given below.
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Basis CADBURY NESTLE
Product Cadbury offers products of same quality
as compared to their competitor's
products at affordable prices and there is
products are basically cocoa, milk, butter
and some of the ingredients as compare
to other brands. Mostly their product in
included cocoa butter like chocolate bar,
cake& biscuits, Cadbury buy every year
almost 65 million fresh milk make for
the dairy milk.
Nestle everyday make a some of
the milk chocolates and some of the
other product. Their category of the
products which prepared some
dishes to aided cookies like noodles
and Maggie. But they are popular
in some chocolate products like
nestle kitkat, munch, and éclairs
they are newly introduced Alpino,
if we talk about the chocolate then
nestle is a star of the chocolates.
Price Cadbury, according to marketing with
quality Comes price. Cadbury quality is
the high so Cadbury Price will be also
high. Some of the product like perk, five
stars, éclairs Cadbury gives to lower
price. But where Oreo product is
constant in top level in the market so
this is price high (Jung and Hong, 2012).
Whereas dairy milk is sell in the market
regular bases so this price medium in
other word according to market segment
of the chocolates pricing is different and
dairy milk is winner of the market. dairy
milk give a celebration pack in festival
seasons
Price is depending on the market
and type of individual product and
other word that is depend on the
basis of product quality and market
type. How much product
consumption. Nestle provide a
pricing according to competitors
but Cadbury pricing is chocolate
segment. There are many products
available in the market different
prices and individual products.
Place Cadbury is a MNC company so that
product is fantastic and there is large
number of distributor in worldwide.
Nestle follows in the market MNC
strategies they are breaking in the
bulk of market. Nestle follows in
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Cadbury manufactured in Bournville,
England, Cadbury product demand is
low in rural are but urban areas there
demand is high. Their distribution cost is
very high. Cadbury presence is very high
in global market. If you want to 2
minutes in Cadbury product you can buy
it your any local retail shops.
the market according to
manufacturing, distributors,
retailers, and consumers then they
are established in the market of
bulking buyers. However nestle
make a different strategies for
establish in the market at global
level. Nestle known in the market
at strong marketing and good sales
network in global market
Promotion Cadbury is each product is different
Cadbury marketing strategy is different
as compare to other brand. Because this
is very strong brand they are doing a
promotion according to areas and
because this is very strong with it
hoarding and standies, posters, as well as
banners on the shops etc. And the brand
recall is very high.
Nestle promotion of the products is
done very smartly company
focused on promotion and sales
marketing. Because nestle is very
innovative and creative. Nestle is
very strong and focus on the
strength of the product. Nestle is a
brand which has strong and as well
as strong marketing by the
promotions and other strategies.
People Cadbury selling confectionary and
sweets products. In UK peoples are love
sweets from Punjabi, Bengalis, and south
UKns are like to take sweets after having
lunch and dinner. New generation also
love sweets (Tanne, 2012). Cadbury is a
smart marketer in the market there
tagline is “kuch meetha ho jaye” that
means something sweets peoples are
always have stoked at home.
Nestle is also selling a sweet
product in the market. Focus on the
value of the goods. Peoples attach
their feelings of magi, and kitkat
chocolate. Nestle is a good product
in the market and company
promote their product in online and
some of other strategies their they
would like to promote for high
profit and make a good relation
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between nestle and customers.
M3 Evaluation of different tactics applied by Cadbury to demonstrate how business objective
Can be achieved.
There are various techniques of the Cadbury there is main target is audience and strategy
of the marketing. According to marketing strategy connect with the customer, performing well
and promotions and advertising of the product and company. Mostly advantage of the marketing
depends on the numbers of factors. Cadbury make a new strategy for future and high profit in the
market. There is a High reputation of the company among the Cadburys target market. Marketing
channel set of the competitive strategy in the market including cost, quality, and depending their
manufacturing capacity. And top level management support the customer, employees and
internal result of the quality. Top management and top companies are focusing of the need and
want of the customers (Mission, 2012). They are Differentiate the product to other competitive
products. According to market some strategic models of the follows- profit maximization,
growth, sales, and improvement of the product image.
D2 Strategic marketing plan that tactically applies the use of the 7ps to achieve overall
marketing objectives.
Cadbury make an effective strategy will help of the overall direction and gaol of the
marketing some of the marketing tactical steps in which the strategy in reality. Mainly that is
delivering your product and services and satisfies of the customer. discus about the brand
packaging, and product development consider the feature of the product and what makes you
different product and services of the other product and brands second is the marketing strategy
pricing of your product and services if we talk about this then pricing is very critical part of the
marketing mix because price is very effective think according to market situation and
competition. Next is what is the company’s position in market place like, whether retail store,
online store, and location and distribution of company’s product (Shahin Sharifi and Rahim
Esfidani, 2014). Or how will company promote your product and services in the manner of the
promotional strategies. How do you promote and market your business. Because of marketing is
about the attracting the right people to use and reuse of your business. Process represents buying
experience and physical environment where the product and services sold and delivered of the
marketing experience of business.
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TASK 3
P4 Evaluation of a basic marketing plan for the organisation.
In the market Cadbury is well known food and product of the sweets and confectionary product
company. Which are made chocolates and favourite product foods for the children and this is
target audience and upper, medium, and lower class (El-Gohary, 2012). The company is well
known for dairy milk and other chocolate they are implement their strategy for make a new
customer and high profit in the market. That is impact on the basically revenue and high margin.
They have a complete range of the product available in the market. In different situation
company make a constant value of the product.
Useful it is very important that various aspects related with firm must be considered by manager.
Vision
Vision of Cadbury is trust for the brand and makes a good image among the people and society
company give the equal quality and value of the all people.
Mission of Cadbury
Mission –trust and good quality is very important thing in among people and society. Because
trust is asset company and give equal quality in worldwide
Basically, it is very essential for manager to have detailed information about strengths,
weakness, opportunities and threats of a company. For this, managers can use and apply the tool
called SWOT
Strengths: Cadbury is a largest chocolate company in the world they have the large
number of manufacturing and distribution channel. Cadbury has a 200 and above countries
available in the world (Vanhamme and et.al., 2012). Cadbury is a big and very strong brand they
are selling sweets and confectionary products. And their product is high and low cost in market
like Oreo, dairy milk, and five stars.
Weakness: Cadbury has expected to have many strength and weakness. Cadburys
weakness is rural area because there is minimum sell and minimum distributions available at the
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same time, a few cases there have happened basis of the quality where cockroaches were found
in the chocolate products.
Opportunities: UK customer wants a sweet product like chocolates as well as chocolate
bars so they would like to eat sweet products. They are various flavours in chocolates consume
in UK. And Cadbury make a new product and generally change the taste of the product and
provide quality in the Market (Fejza and Asllani., 2013). Cadbury has a many opportunities in
the market for the Maximise your margin and revenue. Because People want to good quality and
services.
Threats: Cadbury has some of the threats like high cost and increase price of the product
in the market. Because transportation, distribution, and fuel price has gone up second thing is
manufacturing and procurement prices is high in the few years ago (Fırat, 2013). Some peoples
are health conscious in amongst the UK population because people are referring healthy foods
and juice also so they are not eating at all products. If we talk about the children they are not like
mostly chocolate but they are like toys cars, bicycles chocolate is not sufficient for that so this is
also threats for Cadbury.
Segmentation: segmentation is also marketing strategy that is dividing of the broad target
market and implement of the Design, and target to them. Cadbury psychographic segment is
dairy milk is the product segmentation on the basis of the product size. Second is behavioural
segmentation tagline is “Khane walo ko khane ka banana chahiye” it is celebration for the
festivals.
Targeting: a target market is a group of customers and business they are decide to aims
and that is first element of about the marketing and marketing strategy.
Marketing strategy: good relationship between customer and company. And right
advertisement for the audiences, there is various strategies in the market like competitive
Advantages and distribution channels are more effective in the market (Gummesson and
Grönroos, 2012). Market share and distribution approach is including in this like brand equity
and competitive analysis in the local area and international level in the market.
M4 A detailed coherent evidence based marketing plan for the organisation.
Every business is big and small and trying to gain maximum exposure in the market but there are
other serious competitors available for the gain maximum profits. In this there is first thing is
you are satisfying of the customer because this is very important to increase brand image and
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make a new customer in the market (Perry and Pyatt, 2015). Cadbury dealing with consumers
Cadbury always been focused on the organisation there positioning Cadbury is establishing the
strategies based on the marketing analysis. In terms of the Cadbury has a strong business
according to economic growth.
CONCLUSION
It is important for any organization to spend a right amount of funds on marketing, in
order to attract as well as retain customers over a longer period of time. This will ensure a higher
level of growth and profitability for the company. Business has been able to prosper only by
focusing more on how to sell products, instead of how to make products. It is therefore quite
important that marketing department function well in an appropriate manner to fuel growth of
business. Various tactics of marketing can be applied by organizations around the world for
better management of company, which includes Marketing mix, 7p’s of marketing etc.
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