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Essentials of Marketing : Assignment

   

Added on  2020-10-05

15 Pages4126 Words250 Views
MARKETINGESSENTIALS

Table of ContentsINTRODUCTION...........................................................................................................................11.......................................................................................................................................................1Introduction to Marketing...........................................................................................................12.......................................................................................................................................................1Different marketing processes of Cadbury.................................................................................13........................................................................................................................................................3Role and Responsibilities of marketing manager........................................................................34........................................................................................................................................................3Marketing influences and interrelates with other functional departments .................................35........................................................................................................................................................4Importance of the marketing role at Cadbury.............................................................................46........................................................................................................................................................5Significance of having effective interrelationship between functional departments..................57........................................................................................................................................................6Comparing marketing mix of Cadbury and Nestle.....................................................................68........................................................................................................................................................8Marketing planning for Cadbury.................................................................................................8CONCLUSION..............................................................................................................................11REFERENCE.................................................................................................................................12

INTRODUCTIONMarketing is the management process, activity and process of a company for creation,communication, delivering and exchanging products and services which have value forcustomers, clients, partners and society. It helps a firm to increase sales, stand out in the marketor economy, and compete with competitors (Simonson and et.al 2014). This is an important toolin the modern business era and organizations have understood the importance of customerrelationships and are trying to get an innovative approach towards marketing strategy inbusiness. This report focuses on the essentials of marketing, its principles in an organizationwhich is a part of modern globalization. It describes the role of marketing with its functions,relations with other processes of a business, applications of 7p's marketing mix in the companyfor achieving goals and objectives. This project develops or analyses the importance andresponsibilities of marketing plan for Cadbury.1Introduction to MarketingMarketing is the process or department of an organization which enables the managementto communicate and associate with the macro environment which includes customers, clients,suppliers and other partners of business. Cadbury follows this function which enables them in theachievement of targets and aim connected to other departments. Promotion, advertising, andmarketing research are marketing functions and roles which assist in the identification of recenttrends and customer demands or interests (Irfan and et.al 2014). A good marketing strategyhelps a firm to gain competitive advantage by standing itself in the market and to make necessarygrowth decisions for the company. Current trends of marketing includes mobile marketing, social media marketing, onlinemarketing, voice optimized content, etc. which is on a rise. With this rise in technologicaladvancements and current trends, it can be concluded that future of marketing will be fully basedon the technology.2Different marketing processes of CadburyProcess of marketing handles the operations of a business efficiently and effectively andaims at promoting their products or services in market. Cadbury is a leading and world's second1

largest confectionery brand operating in over 60 countries. Their objective is to deliver bettershareowner returns with the vision of being the biggest and the best confectionery brand. They have the responsibility of planning a new strategy for growth and developmentthrough increased innovation in sales and marketing (Murshid and et.al 2016) . This is based oncertain other factors like strength of its brands, position in market and greater exposure ingrowing segments and markets. The different types of processes are the following:Situation Analysis- Cadbury conducts proper investigation of situation where it identifiesopportunities for satisfaction of customers. In addition to this, identification of dissatisfiedcustomer needs the firm should also understand its capabilities and environment in which itoperates. This is the analysis of external and internal factors (macro and micro environmentalfactors) which affects Cadbury’s operations. This analysis includes past, present and futureaspects and trends to outline the present state of a condition in order to forecast them. This assists in reducing the chance of spending for a financial year and bringing aproduct to market for meeting existing needs. This uncover the space between customer's wantsand what is currently offered to them which provides possibility of introducing better andsuitable products to make them satisfied.Marketing Strategy- After identifying the best opportunity to satisfy needs of customers,a strategic plan can be developed to achieve it. Specific market information can be attained witha proper market research that will allow Cadbury in selecting its target market segmentation andpositioning offering within that segment optimally. It then involves the following:SegmentationTargetingPositioningValue proposition to target market Marketing Mix Decisions- For controlling the parameters of marketing mix, detailedtactical decisions must be made by Cadbury that includes:Development of product- designing, specifying, and producing Pricing decisionsContacts distributionDevelopment of promotional campaign2

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