Marketing Research and Practices

This assignment provides a comprehensive overview of marketing research and practices. It includes various studies, articles, and books on marketing essentials, services marketing, and strategic decision-making processes. The selected sources cover topics such as place marketing, branding, data analysis techniques, email marketing websites, and social media's impact on consumer behavior.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 The key roles and responsibilities of the marketing functions..............................................1
P2 How roles and responsibilities of marketing relate to the organisation.................................4
TASK 2............................................................................................................................................6
P3 Compare the ways that different organisation apply marketing mix to planning process.....6
TASK 3..........................................................................................................................................10
P4 Produce and Evaluate a marketing plan for an organisation................................................10
CONCLUSION..............................................................................................................................13
REFRENCES.................................................................................................................................14

INTRODUCTION
Marketing is defined as the study fir analysing particular target, customers, competitors
and current trend to sell product and services in the marketplace. It is a management of exchange
relationship and used to create, produce, deliver of products to the customers for satisfying their
needs or wants in an effective manner. Marketing is a set of activities or process of producing,
communicating, delivering and offering which have value for customers or society. Many of
organisation focus adopting best marketing tools for promoting products or services such as
celebrities endorsement, packaging, brand ambassador, product's design, slogan and media
exposure to create awareness and attracts them towards firm (Bowie and Paraskevas, 2014). This
report is based on CADBURY which is UK based company and deals in confectionery products
including Roses selection, crème egg and Dairy milk chocolates etc. this assignment will define
about marketing function and its roles or responsibilities and how these are interrelate with wider
organisational context. It will compare the several ways to apply marketing mix to the planning
by different organisations for achieving business objectives and goals. This will produce and
evaluate marketing plan for company.
TASK 1
P1 The key roles and responsibilities of the marketing functions
Marketing is an effective tool for the organisation to develop the business in the
competitive environment in better ways. In this included a activity for producing, creating,
designing, buying or selling and delivering of goods or services in an efficient manner. This is an
essential for every business firm as they can attracts more customers or reach at potential targets
through proper awareness. Many of successful organisation consider different marketing tools or
techniques and adopt best suitable one for increasing sales volume and generating more profits
within the firm. There are described an appropriate management procedures which support in
maintaining entire business functions or operations in well manner (Mariussen, 2014). It is very
supportive tool for developing organisation by consider proper study and analyse current market
trends, conditions, demands of customers, buying behaviours, competitors and many actual
situations that support in making better decisions about producing and delivering of goods or
services to the targeted audience to meet their basic requirements as well as desired expectations.
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There are defined several environmental factors that have major impacts on the business
operations and its profitability as well. In this included internal and external forces in which
involved demographic, technological, economical, social and political that affects from outside.
There is required to adopt best strategy for making better decisions.
Functions of marketing:
 Strategy: Every organisation undertake various strategies and best plan for creating
good position in the market place. They consider an appropriate strategies to attain set
goals or objectives in well manner (Brassington, 2013). Marketing department always
focus on making favourable decisions regarding adoption of suitable strategies and
effective tools or techniques so that they can compete with other competitors and
achieve competitive advantages in more efficient ways.
 Research: It is another important functions of market as managers perform their duty
and task by conducting such research and survey for the purpose of analysing target
market, customers, competitors, trends, demands and many others for the purpose of
making better decisions for company regarding use of strategies and tools or
techniques so that particular targets or goals with effective manner. Company
generally consider the survey process for gathering more data which can be beneficial
for accomplishing objectives and reach at potential customers.
 Product development: In this function, marketing department take responsibilities for
finding the customers needs or wants as well as particular demands and then make
appropriate decisions regarding developing new products or modify existing one so
that company can meet demands or expectations of the customers in well manner.
They usually ensure about the forecasts as well as actual sales performance for the
purpose of identifying particular gaps towards achievement of set targets.
 Communication: Marketing manager always consider this for creating more
awareness and reach at targeted audiences in better ways (Pettitt, 2013). They focus
on adopting best promotional tools or marketing methods that can be beneficial to
increase sales volume and generate higher revenues. In this included campaigning,
social media, email marketing, advertisement, promotional tools or techniques and
many more. Company also undertake various channels or modes of communication
such as building blogs, official web page and websites, leaflets, prospectus etc.
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Roles and Responsibilities of Marketing Functions:
In CADBURY, marketing department play crucial role for creating awareness and
developing business. They are considering several tools or promotional method so that effective
awareness can be created among targeted customers. Manager always focus on finding various
opportunities for increasing goodwill and generating more profits in the firm. CADBURY is
providing several confectionery products in the international market (Cleverley, 2017).
Therefore, marketing department perform various functions and have different roles or
responsibilities including conducting research or survey, planning of new product development,
promotional tools, sales services, financing and accounting, and customers services and
relationship etc. these are necessary function that must be performed by the firm. Finance: It is one of the most necessary aspect which requires for running an
organisation as without funding, any firm cannot run its business functions or activities.
Marketing department perform this task and prepare an appropriate budget that needed to
promote goods or services and achieve predetermined goals. It is backbone of the
business which make entire function smooth and easy. CADBURY also cosider this
functions and make decision regarding goods or services that these must bes produced as
well as sell on time so that best possible outcomes can be get. Channels of distribution: Every organisation wants to reach at potential customers for
increasings their sales volume in more effective manner. So they make decisions about
selecting best distribution channels to deliver particular goods or services for the purpose
of satisfying customers desired expectations (Clow and James, 2013). CADBURY is
dealing in international market so they always focus on keeping best distribution network
so that products can be deliver at right customers with limited time period. Pricing strategies: It is also very important to decide the price and consider cost factors
so that customers can afford and get easily any products to satisfy their needs or wants.
Marketing department analyse competitors pricing strategies and income level of
customers so that better strategies can be formulated in an effective manner. Their main
purpose is to satisfy customers and increase more sales so that they can create better
position in the marketplace. CADBURY is providing its confectionery products at
affordable price so that customers can get goods or services.
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 Promotional tools: In the present scenario, many of organisations are adopting best
promotional tools or techniques for the purpose of creating awareness among customers
and develop business in the global market. CADBURY is using several promotional tools
such as advertisement, celebrities endorsement, commercial ads or TV, online marketing,
hoarding and banner which support in providing information regarding new
confectionery products or any additional flavour to the targeted audiences.
 Management of products or services: In this defined that marketing department focus on
balancing of demand and supply of products so that maximum wastages can be reduced.
They ensure about proper management of confectionery goods and deliver those to the
targeted customers for satisfying their needs or wants in an efficient ways (Desai, 2013).
Marketing manager of CADBURY try to find the potential demands and customers tastes
or preferences so that they can provide better quality of products to them.
P2 How roles and responsibilities of marketing relate to the organisation
Marketing activities play vital role in increasing goodwill and create demands in the
marketplace. Every organisation focus on building brand image by formulating better marketing
strategies so that number of customers can be targeted and captured. This is an essential element
for each successful business which support in attaining targets or achieve competitive
advantages. There are several functions consist in the marketing procedures which must be used
to make strategies and take appropriate actions for developing business among competitors. The
main aim of marketing department is to utilisation available resources and generate higher
revenues by considering market segmentations, advertisement, promotional tools, targets and
positioning that are required for running business and its operations in well manner.
Marketing department of CADBURY focus on identifying customers desired needs or
wants by conducting appropriate research or survey in which they analyse marketing situations,
competitors positions, environmental factors, customers tastes or preferences, and current trends
for the purpose of producing effective goods or services and reach at targeted customers to
increase their satisfaction level (Durmaz, 2011). CADBURY always formulate strategies as per
the requirements so that they can beat with competitors. Research and development department
play an important role in discovering new technologies and find effective tastes for making better
flavours so that better quality of goods or confectionery products can be produced in an effective
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manner. In this included chocolates, ice cream, Creme eggs, cookies and many others for
providing enjoyable moments to customers as children or adults.
There are defined some roles and responsibilities of marketing functions of CADBURY
such as: Marketing research: This is an important function that play crucial role in analysing
particular market. Genuinely, many of companies consider the marketing survey in which
they gathered information regarding customer's choices, current trends, strong
competitors, and environmental aspects so that company can make better decisions about
production process and create effective goods or service to satisfy customers needs or
wants (Fazlollahtabar, 2013). CADBURY focus on find new tastes or preferences and try
to invent creative confectionery goods as per consumer requirements. Transportation: In this, company undertake the transportation problems and make
favourable decision regarding adoption of distribution methods or techniques so that
products or services can be provided to the people. CADBURY is considering best mode
or method of distribution for reaching at target audiences and satisfy their needs or wants.
Therefore, they have adopted Just In Time (JIT) strategies for reducing costs or expenses
and used proper transportation in effective manner. Qualitative goods or services: There should be necessary to formulate the strategies and
make effective plan for making good position in the market place. Every customers wants
to get best quality of goods or services therefore they prefer more suitable item by
considering their health and safety aspects (Aghasi and Forte, 2012). CADBURY is
serving best confectionery goods in the global market so they focused on quality by
adopting the method such as Total Quality Management (TQM) system so that targets or
objectives can be achieved in an effective ways. Risk assessment factors: Risk or uncertainties are most effectual components that affects
directly on the business operations and functions. These have major impacts on the
performances and create barriers in increasing profitability or productivity as well.
CADBURY always consider this factors because it generally occurs while producing
goods as it is not in best quality or occurs any problems than customers can avoid such
products and prefer another company's products. This will affects on selling of products
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or services. there are requires better strategies and effectiveness in work to achieve set
goals. Product development: It is also very important function of marketing department as they
make plan to create new products and maintains their quality in more appropriate manner
so that customers can satisfy needs. Every products have a life cycles where it starts and
ends as per the stages so company make strategies accordingly (Fırat, 2013). CADBURY
is selling varieties of products such as chocolates, ice cream, and cookies so they focus
on launching new flavours in them and add some more ingredients in particular goods so
that consumers can bes attracted towards organisation. Human resource: It is defined as the functions or activities for managing people within
the organisation. There are many of organisation who get succeed through better business
performances and completing task in well manner. HR manager is responsible for
managing workforce by maintaining effective relationship.CADBURY Manager always
help in motivating employees and provide them better training and development
programmes so that their skills, knowledges and abilities can be enhanced in proper
manner (Gertner, 2011). Manager also take responsibility to form a skilled and special
marketing team by appointing suitable candidates who have ability to promote products
by bringing new innovative ideas and creativity so that maximum sales can be increased
in the market place.
 Customers relationship: This is another factors or activity which performed by the
marketing department as customer are king of market so every organisation focus on
satisfying customers by giving better quality of products. CADBURY has generated more
customers and attracted huge audiences towards firm with help of meeting customers
demands and needs in an effective manner.
TASK 2
P3 Compare the ways that different organisation apply marketing mix to planning process
In this consider several tools or techniques that are available in the marketing activities.
Every firms focus on adopting best methods for promoting goods and services and develop the
business in more effective manner. One of the best marketing tool is marketing mix in which
consist various components such as products, price, place and promotions. There is defined 4ps
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and 7ps that considered while making strategies and creating action plan in an effective way.
These are essentials for achieving competitive advantages and also suitable to create better
awareness among customers and accomplish set targets or goals in more efficient manner. There
are several products or services such as Creme Egg, ice cream, chocolates and may others in the
global market.
CADBURY is using marketing mix tools for the purpose of adopting best strategies so
that effective position can be created in better ways (Hamilton, 2011). In this consist several
elements which are useful in formulating strategies or action plan so that better outcomes can be
achieved. There are some comparison between CADBURY and McDonald's who are focusing
on capturing market and increase markets shares by making better strategies. They use several
tools or techniques as well as focusing on achieving growth with the help of marketing mix.
Therefore, both firms are dealing foods and confectionery brands so they are using best
techniques and strategies for reaching at potential customers.
Marketing mix tools CADBURY McDonald's
Products It is defined as the item which are
provided by firm to the targeted
audiences (Joshi, 2012).
CADBURY is dealing with
number of products such as
Biscuits, bars, chocolates, cookies,
crème eggs, ice cream and desserts
at global market.
McDonald's is a food and
restaurant company that deals in
varieties of items such as
hamburgers, chickens, French
fries, cold drinks, milkshakes, and
coffee in the international market.
Their restaurants are available in
different countries.
Price In this consider the value or
amount which paid by the
customers after getting or
satisfying particular goods or
services (Khan and Adil, 2013).
CADBURY focus on making
pricing strategies by considering
several factors such as costs or
McDonald's is serving various
facilitates and services so they are
charging higher amount of prices
and it is costly as compare to
cadbury. They provide luxury
restaurants, wash room, clean
environment and air conditioner
room so they use cost based price
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expenses as well as factors of
production. They use cost
leadership, market penetration, and
competitive pricing etc. in the UK,
they are selling chocolates at 2
pound.
method and cost of production
techniques.
Place In this defined as the area or
location which is necessary to
provide products or services to the
right customers (Lamb and Hair,
2011). CADBURY has covered
wide area of market and dealing at
global level. They use suitable
tools or methods of distribution so
that targeted customers can be
satisfied in better ways. They
covered various areas such as rural
and urban for reaching by creating
large networks in an effective
manner.
This firm is selling various
products or services at global level
as it has proper restaurants so they
consider the big cities and
developed areas where people can
afford such prices as well as
expensive foods.
Promotions In this defined some important
promotional tools that must be
required for promoting goods and
services in an effective manner
including advertisement modes,
media partners etc. CADBURY is
giving various confectionery
products in the market place. They
are considering several aspects
such as commercial ads,
McDonald's is a food restaurant
that provide products such as
hamburgers, French fries, soft
drinks and coffee at the global
level (McDaniel, 2011). Therefore,
in this requires better promotional
tools or modes so that customers
can be aware. They generally
spend less amount for promotion
because every individuals know
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billboards, brand ambassador or
celebrities endorsement,
hoardings, billboards and many
more for attracting customers and
satisfy their needs or wants in
better manner.
about the particular brand and
products of McDonald's.
Therefore, this firms is using
commercial ads, TV, brochure,
and banners for creating awareness
among customers.
People CADBURY is giving priorities to
the stakeholders because they are
key people for the firm who are
contributing more to achieve
competitive advantages (Lehmann
and Bengart, 2016). Every person
are responsible in attaining
particular goals or objectives. In
this included employees investors,
customers, and suppliers for the
purpose of running an
organisation. CADBURY also try
to satisfy internal and external
customers by offering beneficial
services to them.
McDonald's focus on making
transparency relationship with
social people by keeping
everything in transparent so that
they can build trust with them in
an efficient way. McDonald's is
providing best quality of food
products to satisfy customers
hunger.
Physical evidences In this considered several
components including that
contributes physical resources.
CADBURY consider the
transportation facilities or services
which helps in covering wide area
or market.
McDonald's is food restaurant
where physical evidences play
vital role in attracting number of
customers towards firm as they
provide several facilitates to the
customers so that they can enjoy
their foods in more effective
manner. In this included cleanness,
sitting arrangements, wash rooms,
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cash counters, air conditioner and
mineral water so that customers
can satisfied their needs or wants
in significant manner.
TASK 3
P4 Produce and Evaluate a marketing plan for an organisation
In the modern era, most of firms focus on creating various planning for marketing in
which included several tools or techniques so that business can be developed. These are
essentials to promote the products or services in the market place. For making or developing an
appropriate marketing plan, CADBURY requires to consider several aspects such as mission,
vision, targets, budgets, aim or objectives and strategies so that company formulate effective plan
and achieve predetermined goals or objectives in better ways (Lin and Li, 2015). It is necessary
to make these plans within limited time period so that set targets can be accomplished in well
manner. There is defined several stages or necessary components that are required to formulate
such plans and these are given below:
Vision of CADBURY:
The vision statements of cadbury is to work effectively and togetherness so that people
will love this brand and prefer for getting confectionery products in an appropriate way. They
also focus on working within team for achieving common goals.
Mission:
Cadbury's mission statements is to provide better quality of products or services which
they do promise with customers. They focus on continuously improvement of particular goods
and also try to make better collaboration as well as cooperation for the purpose of maintaining or
managing quality of products in well manner (Wang, 2015). Their main aim is to give good
quality of goods in well manner.
Objectives of Cadbury:
In this consider the blue print of particular plan that will support in proper
implementation or execution in better ways. It can be beneficial in providing frame work which
support in growing the business performances and operations through adoption of suitable
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strategies or techniques within an organisation. There are define some objectives of CADBURY
such as:
 The main purpose of Cadbury is to provide best quality of confectionery products so
that effective position can be created.
 This firm wants to become world's largest brand in such industry.
 Focus on grabbing various opportunities and develop business among competitors.
 To diversify business in several fields for attaining particular targets.
 To capture the global market and create effective position in the market place.
SWOT Analysis of CADBURY:
It is well known confectionery brand that have good reputation and strong image at the
global market. They always focus on managing or maintaining brand values in the market place
so that customers can easily attracts towards firm (Lovelock, 2011). Company generally
conducts research or survey procedures so that particular environment can be identified including
factors, competitors and customers in an efficient manner. It can be understood by taking internal
analysis through SWOT so that better strategies can be formulated and accomplish set targets or
goals in better ways.
Strength Weaknesses
 Cadbury is leading international market
from past many years so it has strong
reputation at the global level.
 It has around 70% market share in the
global market.
 They are selling its products or services
at cheapest prices so number of
customers attracted towards firm.
 It covered wide areas and captured
large size of market.
 In the present world, people focus on
their health so they do not prefer
confectionery items at much level due
to avoiding dental problems (Mihart,
2012). It can affects on the sales of
company.
 This firm also facing penetration issues
because of providing goods at rural
areas.
 It is also facing various problems due to
dealing in international market where
many of factors can affects on the
business.
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Opportunities Threats
 CADBURY have biggest opportunities
to increase market shares through
attracting huge customers so that profits
also can maximised.
 They are selling best confectionery
products as its most famous product is
Dairy milk which captured large size of
market at global level.
 There are cut-throat competition in the
confectionery brand so it is difficult to
manage or maintain brand image
among competitive environment
(Ogunmokun and Tang, 2012).
 Many of competitors are available who
selling such kinds of products in the
international market such as Nestle.
 Some negative publicity can affects on
business operations in various ways.
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 50000 13000 14000 22000 19000
Investment 20000 11500 16000 14200
Total 50000 33000 25500 38000 33200
Marketing
expenditures
Advertisement 8600 7700 7200 7000 6800
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Sales promotion 3000 4000 3500 3000 7500
Direct marketing 8000 7000 3000 6000 3000
Total 19600 18700 13700 16000 17300
Available balance 30400 14300 11800 22000 15900
PEST Analysis:
There should be required to analyse the internal and external factors of environment so
that effective strategies can be adopted to develop particular firm. Marketing manager play an
important role in analysing several factors such as micro and macro for achieving growth and
sustainability in the market place (Papasolomou and Melanthiou, 2012). It can be understand by
undertaking PEST analysis such as: Political factors: In this consider various rules, regulation, legislation, policies and
procedures that can affects on the business operations. It includes tax policy, government
stability etc. Economical factors: It is defined as the fluctuation of economies as well as certain crises
that can affects on the company's profits (Pike, 2015). It included inflation, deflation,
growth rates, and GDP which have major impacts on the business. Social factors: This is another factors which must be considered by the CADBURY firm
as people choices, preference, tastes and health conscious can be affects on the selling of
company's products or services in several ways.
 Technological factors: There are number of tools or new advance technologies are
launching so it is necessary to adopt such techniques for accomplishing objectives or
goals.
CONCLUSION
From the above report, it has been concluded that marketing is an essentials tool for
business organisation to get success in an effective manner. In this defined several tools or
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techniques as well as appropriate methods that helps in attracting number of customers and
increase sales volumes in well manner. This assignment defined various roles or responsibilities
of marketing functions that performed by companies to achieve set targets or goals. CADBURY
use marketing mix elements for formulating appropriate strategies and make better decisions so
that business can improve its performances and create suitable goods or services for satisfying
customers needs or meet their desired expectations.
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