Role of Marketing and Interrelations with Other Functional Units of Coca-Cola

This presentation explores the role of marketing in Coca-Cola and its interrelations with other functional units. It covers market analysis, buying inventory, pricing, promotion, and the significance of interrelationships between marketing and other units.

MARKETING
ESSENTIALS

INTRODUCTION
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Marketing referred to the actions that a firm engages in to market the purchase or sale of a
product or service. Promoting, distributing, and transporting commodities to customers or other companies is
all part of marketing. Marketing orientation refers to a firm's attitude of innovating and serving the demands
and requirements of consumers by its offerings. The marketing process is defined as identifying potential
markets, selecting market segments, developing applicable marketing mix, and monitoring marketing activity.
Marketing essentials describe the promoting of a product or service provided, including how the business
continues on marketing strategies to maintain a good impact in the sector and in the eyes of individuals.
Marketing essentials provide the opportunity to explore with and advertise innovative thoughts, and an updated
appropriate marketing plan could be developed from marketing requirements. Coca - Cola is taken as the base
company. Coca- Cola is a carbonated soft drink which is produced by The Coca - Cola Company and it was
invented by John Smith Pemberton in 1886 in United States and launched by Asa Griggs Candler. In this
report, it covers the role of marketing and the interrelation with other functional units of the firm, marketing
mix to achieve the objective of the company and a marketing plan.

Role of marketing
and
its interrelations with other
functional units of
Coca - Cola

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Key roles and responsibilities of the marketing function related to Coca - Cola
Market analysis:
• Maintains a precise database of all ongoing company activity
• Data is gathered and analysed in order to establish a marketing and development plan
Buying inventory:
• Sufficient quantity of inventory on site to guarantee proper manufacturing circulation.
Pricing:
• Effectively bringing all of its goods to marketplace at a reasonable value
• Pricing strategies are price skimming, market price, and market penetration
• Price tactics such as psychological pricing, promotional pricing, and segmented pricing.
Promotion:
• Invest heavily on the beverage industry

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Key roles and responsibilities of the marketing relate to the Coca- Cola
In the context to Coca-Cola's larger organisational structure, marketing has different
functions and duties. The main function and task of marketing is to obtain market data and analyse
that facts. In the context of marketing information, marketing assists in identifying client need and
their preferences in relation to advertising, among other things. It assists in attain the organization's
goals as well as its purposes by developing several suitable marketing plans. Coca-Cola has created
highly appealing cans and bottles in order to attract consumers. Marketing contributes in the
improvement of packaging design because as buyers can conveniently hold and consume the
container. Moreover, Marketing generates appealing commercials in order to improve the brand
value of the goods. Coca-Cola Company's brand value gives a unique identification, so as a result,
the majority of the world's population is familiar with Coca-Cola.

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Roles and responsibilities of marketing in the context of the marketing environment
P: Pressured to change the chemical composition in their beverages in specific locations
E: Water use in large volumes
S: Obesity and other illnesses have been linked to long-term Coca-Cola drinking
T: AI-based analytics and big data functions have supported the company
L: Treating its workforce unfairly and paying salaries that are lower than the industry benchmark
E: World's largest user of freshwater and has received a significant level of criticism from
environmental organizations

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Significance of interrelationships between marketing and other functional units of
Coca- Cola
Marketing and finance: Coca-Cola's marketing department role is to communicate with the
finance department in order to understand the company's present financial situation so that
marketing operations may be conducted effectively
Marketing and HR: To ensuring that positions are fulfilled on schedule and the best individuals
are chosen to join the marketing department. Also, ensure to provide with adequate training
options to assist them
Marketing and production and operation: Both divisions of Coca- Cola communicate to make
sure the product strategy is adequate for operating and the associated production plan.
Marketing and customer services: Work collaboratively to establish strong relationships with
the consumers

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Key elements of the marketing function and interrelation with other functional units
of Coca- Cola
Marketing is a fundamental element of a business that assists in the promotion of firm
commodities and services in order to capture the greatest range of clients. Products creation and
product investigation are two significant aspects of marketing. Based on research, the marketing
department gathers valuable information about market dynamics and customers wants that should
be incorporated in the production department for improved product or service creation. Consumers
nowadays want to do business with organisations that follow the current industry trends. The
greatest aspect of this element is how they interact with one another. For illustration, market
research assists the research and development department in establishing market needs so that
required modifications in the manufacturing process could be implemented and the corporation can
provide high quality marketing goods or services for its target consumers.

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CONCLUSION
From the above discussion, it can be concluded that marketing plays a vital role for an
organisation to perform in the competitive industry. The organisation uses various marketing
strategies to remain in the market position. In this report, it includes the key responsibilities of
marketing and marketing function and interrelationship with other functional units of the
organisation. Along with this, it also includes the marketing mix, tactics applied by firm to achieve
the business objectives and a marketing plan which covers the use of 7Ps.

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Crutchfield, T.N., 2017. Critical service learning across two required marketing classes. Journal of Education for
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Das, S., 2021. Search engine optimization and marketing: A recipe for success in digital marketing. CRC Press.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Farrisand et. al.,2017. Key marketing metrics: the 50+ metrics every manager needs to know. Pearson UK.

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