Marketing Essentials Assignment of Coca Cola

Marketing Essentials

Table of Contents
INTRODUCTION ...............................................................................................1
TASK 1.............................................................................................................1
P1 Key responsibilities and roles of marketing functions ............................1
P2 Roles and duties of marketing related to the organisational context.....3
TASK 2.............................................................................................................5
P3 7P's of marketing mix in context with two organisations........................5
TASK 3...........................................................................................................13
P4 Marketing plan of the company.............................................................13
CONCLUSION .................................................................................................17
REFERENCES .................................................................................................19

INTRODUCTION
Marketing is a management process for anticipating, satisfying and
determining buyer’s requirements in a profitable manner. Marketing is an
important concept which is applied by each and every organisation in order
to create value for customers as well as to make a better relationship with
them (Baker and Saren, 2016). It is an essential part of company to capture
market share and attract a large number of clients towards products or
services.
This report is based on Coca-Cola which is a public limited company
that deals in different variety in beverages. It was found by John Pembertom
in the year 1886 with a motive of providing quality products to clients. This
report will determine various marketing functions, responsibilities and roles
in the organisational context. 7P's of marketing will be highlighted in the
report for Coca-Cola as well. Marketing plan of business entity will also be
described here.
TASK 1
P1. Key responsibilities and roles of marketing function
Marketing: It is define as a set of institutions, processes and activities
for creating, exchanging, offering and communicating value to buyers,
partners and clients at large. This concept is essential and a significant
element of business growth and success (
Functions of Marketing, 2015). It
will play an important role and responsibilities in order to achieve long term
or desired objectives. There are different kinds of functions which are applied
by Coca-Cola with a motive of attracting different number of clients (Bateson
and Hoffman, 2011). All these are determined as follows:
Analysing and collecting market information: Companies are
required to make products or services that satisfy the needs and wants of
customers according to the dynamic changes. After the post Brexit Britain, it
has created a platform of job opportunities for number of skilled people from
China, Africa and India who can now avail the possibilities of developing
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themselves by working globally. This also allows them to gain the experience
of different fields and acquire knowledge and set of skills so that they can
perform in an effective manner.
Marketing planning: It is also essential and significant function of
marketing which is valuable for the business success and growth. In this,
they need and want high market share in order to attain long term objectives
and targets in specific time frame (Berkowitz, 2016). Business conducts
research programs to identify current trends of market and requirements of
buyers towards products or services. In respects to gain this objectives or
goals the marketer has to design a plan of the level of promotion efforts and
productions.
Product development and designing: It is an essential and vital
part of each and every business entity to sell all products and services. Coca-
Cola provides different varieties in beverage which is attractive in large way.
In this, they should to try to give better designed products to their target and
potential customers in an effective or efficient manner.
Customer support services: In this function, manager of company is
responsible to support their customers within giving better services or
facilities to them. There are different services offered by marketers to their
clients such as after-sales, technical, credit, maintenance and handling
buyer’s complaints services, etc. All these assist the clients in this they offers
better satisfaction to them.
Physical distribution: It is also vital and main function of marketing
where all decisions regarding carrying out things and other objects are
taken by marketers in a systematic manner. In order to accomplish all tasks,
judgement about 4 factors is taken such as inventory, warehousing,
transportation and order processing (Boag, 2012). With the use of this
aspect, Coca-Cola company decide where they produce their beverage and
services at right time.
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Pricing: It is also an important element which is set by company. In
this, business entity fixes their product’s price as per the needs and wants of
customers.
Promotion: It is also important and vital part of business growth and
development. In this, company uses different tools and techniques in order
to attract different buyers and identify the market trends (Ebert and et. al.,
2014).
M1:
It is essential for company’s success and development because better
quality at reasonable price attracts a large number of buyers effectively. Due
to this, sales of company accordingly gets increased and achieve higher
profitability and productivity. Publicity, direct marketing, sales promotions,
personal selling, public relations sponsorship and other aspects are applied
by Coca-Cola to advertise their product’s quality among buyers. All these
factors are highly effects on internal and external environment.
P2. Roles and duties of marketing in organisational context
Marketing is very essential process which is apply by each and every
companies to achieving desire objectives and goals. With the use of
marketing concepts, all companies improve their effectiveness and efficiency
as well as attract various numbers of buyers towards products or services
(Jones and Rowley, 2011). There are different departments which are mainly
related with marketing division that work in the organisation which are
determined as follows:
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(Source:
Organisation Structure of Coca-Cola, 2017)
Sales department: In the each and every company, these division
plays essential role in selling their products or services to end user in a
systematic manner. These are important part of the company success and
development because they are providing quality and different variety in
beverages. In this manager of marketing team that also plays significant role
in supplying all products from one place to another. In this they use
transportation, warehousing and other essential aspects (Lamb and et. al.,
2011). So it is said both sales and marketing are interrelated with each
other.Human resource department: Main role and duty of HR department
is to recruit and hire knowledgeable or talented persons in a systematic
manner. As a role of trainee marketing manager, it has been chosen
Favourable and Superb applicants who can easily communicate with their
customers and sort out all problems of the buyers in a proper manner
(Malhotra and et. al., 2013). In this marketing manager apply two
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Illustration 1: Organisation Structure