Marketing Essentials - Coca-Cola Bottlers
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Added on 2021-02-21
Marketing Essentials - Coca-Cola Bottlers
Added on 2021-02-21
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Marketing Essentials
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Explain the key roles and responsibilities of the marketing function....................................1M1 Analyse the roles and responsibilities of marketing in context of the marketingenvironment.................................................................................................................................4P2 Roles and responsibilities of marketing relate to the wider organisational Context..............5M2 Analyses the interrelationship between marketing and other functional units.....................7TASK 2............................................................................................................................................8P3 Marketing mix that helps to achieve business objective........................................................8M3 Evaluation of different tactics that is applied by organisation...........................................11TASK 3..........................................................................................................................................12P4 Marketing plan for the new product.....................................................................................12M4 Detailed marketing plan for the organisation.....................................................................16CONCLUSION..............................................................................................................................16REFERENCES..............................................................................................................................17
INTRODUCTIONMarketing is the process of maintaining relationship with customers and identification oftheir needs and desires and channelising all its effort towards fulfilment of need to attaincustomer satisfaction. Marketing is essential to all type of business as it allows to communicatewith target customers effectively. Marketing is essential for promoting product in the targetmarket through advertisement, public selling etc. The study of marketing area shows howcompany deliver satisfaction to consumer and manage their brand and increase profitability. Thecompany chosen for this report is Coca-cola who produces concentrate, and sold to licensedCoca-cola bottlers around the world. The company was established by John Sith Pemberton inlate 19th century. The bottlers holding exclusive territory contract with company produce thegood in cans or bottles as finished good by combining concentrate with filtered water andsweeteners. This report covers the key roles and responsibilities of marketing function and itsinter-relation with company and the significance of this relation for benefit of company. Thisalso covers comparison of ways in which organisation apply marketing mix to the marketingplanning process to achieve business objective. Evaluation of tactics applied to organisation toachieve business objective and designing a strategic plan that applies to achieve marketingobjectives. This also covers producing and evaluating of a basic marketing plan and providingcoherent evidenced based on marketing plan.TASK 1P1 Explain the key roles and responsibilities of the marketing functionMarketing is the process of building relationship with customer and satisfying their need.It is an important activity of management as it helps management in maintaining relationshipwith outsiders and scan the external environment for the benefit of organisation. The activities ofmarketing is related with communicating, delivering, exchanging offerings which adds value tocustomers, clients, partner and society. The Marketing is concerned with the identifying theneeds of consumer and channelising all effort in fulfilling the needs. It also seek interest of theshareholders through maintaining relationships with customers and obtaining competitiveadvantage. There are several roles and responsibilities of marketing function which are used byCoca-Cola are defined as-Roles of marketing function-1
Work with Top management- The marketing mainly focus on coordinating with topmanagement. It assist the top management in formation of marketing plan and policies toreduce the errors in planning. It helps management of Coca-cola is coordinating withoutsiders such as client, customers, supplier etc.Supervise and coordinate business activities- The marketing has to build effectivecoordination with the other activities of business which are purchase, sale, packaging,storage, transportation, advertisement etc. Coca-cola coordinates the activities effectivelywhich result in proper utilisation of resources which reduce cost and increaseprofitability.Identify potential market- The marketing has to identify new potentials market and alsorequired to maintain the relationship with existing market of the organisation and theirproducts. After identification of new potentials market, the strategies are formulated tocreate and increase demand for the goods and services provided by Coca-cola.Evaluate the product- The needs and demand of consumer changes time to time due totechnological era. To cope up with changing demand, the marketing of Coca-cola has tostudy all the changes and analyse the product periodically to assure that the modificationand alteration in the quality of product is properly applied. These changes in product willresult in meeting changing the demands of consumers and enhancing relation withconsumer.Launch new product or service- The marketing has to analyse the needs of the marketand according to the requirement the product, it launches new product or service tosatisfy the need of the market which result in new customers of product and retainexisting customers. Coca-cola study market carefully before launching any new productwhich result in lesser risk.Select the channel of Distribution- The goods or services are distributed physicallythrough various channels such as wholesaler, retailer and third party channel. Accordingto the need, Coca-cola selects distribution channel and the finished goods are supplied tocustomers.Create a market plan- The marketing formulates a marketing action plan to finalise thatwhen the activities will takes place, how it will takes place and who will perform. Thedetailed information of marketing activities is described in a plan which result in no2
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