Marketing Essentials Analysis

This assignment delves into the core principles of marketing research. It requires a thorough examination of various marketing research methodologies and their practical applications in understanding consumer behavior, market trends, and competitive landscapes. Students are expected to analyze provided texts and demonstrate a comprehensive grasp of essential marketing research concepts.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing functions.................................................................1
(M1).............................................................................................................................................3
P 2- Relation of marketing roles and responsibilities with wider organisational context...........3
M 2..............................................................................................................................................6
P 3- Comparing the ways in which different organisations apply marketing mix to the
marketing planning process to achieve business objectives.......................................................1
M 3..............................................................................................................................................4
P 4- Producing and evaluating a basic marketing plan for an organisation................................5
M 4-.............................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the positive activity in the company. Selling is the process through which
company start their career in competitive environment. It is the type of umbrella which protects
from the negative impacts arise from the external factors. It is the marketing tool which helps to
identify the needs of the potential buyers. Present report is based on Coconut bliss which is a
leading brand in ice creams. It provides many flavours like, Naked coconut, Dark chocolate,
Salted caramel, Coconut Almond. These all variety give big competition to the other
competitors. Current instrument will explain about roles and responsibilities of marketing.
Furthermore, it will discuss about the impacts of marketing environment which affects company
goals. It will explain about the different 7ps of coconut bliss which helps to accomplish the
companies goals. Furthermore, it will explain about the marketing planning for coconut bliss
which helps to maintain the stability of the company.
TASK 1
P1 Roles and responsibilities of marketing functions
Marketing is the core function of every organisation. Selling is one of the main purpose
of all the institution (Pike, 2015). Modern environment is highly competitive market. It has a
highly dynamic features are includes. Marketing function reduce the future uncertainties by
giving best marketing strategies. Marketing is determined to be an effective technique through
which company meets its target. This function of department helps to identify the current trends
in the external environment. This function of the organisation helps to create new marketing
strategies to attract more new customers. Coconut liss is the famous dessert providing company.
Coconut provides different flavours ice creams with best flavours. Marketing function create
awareness among the customers. Marketing purpose is to attract customers to purchase the
products (Brassington, and Pettitt, 2013). It is the responsibility of marketing manager to cope up
from the competitors strategies. Coconut provides many flavours like Naked coconut, Dark
chocolate, Salted caramel, Coconut Almond. Coconut marketing strategy is to attract customers
by giving them the best quality of flavours.
Roles and responsibilities of marketing functions:
Coconut bliss is the famous leading ice cream brand in Eugene, Oregon. It has number of
employees are 11. And total annual income is about 5,000,000 per year (Malhotra, Birks, and
1

Wills, 2013.). The main aim of this company is to give creamy flavours with lots of sweetness.
The revenue of the company is constantly increasing from past few years revenues are doubled
from 2008 to 2009 to reach 5 million dollars per annum. 2010 is also the great year of this
company. Coconut bliss main aim to achieve the trust loyalty of the customers. And maintain
health relations with them (Li, and Kannan, 2014). And connects with the employees as well.
The marketing manager of this company is to achieve the target by fulfilling the needs of
buyers. From 2010 they launched 20 more flavours in their shop. Coconut bliss have large
amounts of different flavours. Coconut bliss target is to increase their brand image all over the
world. And increasing the numbers of employees as well. Roles of marketing essentials is helps
to achieving the company goals (Dawson, 2014.). And enhance the quality of product. Marketing
essentials are the very important tool to sustain in the there competitive market. It helps to make
mew product expansion and new business plans. There are different roles of marketing
essentials which is essential for the company goals. Marketing plays a very important roles for
researcher, it identifies the internal external environment which helps to create new best
marketing strategies. Coconut bliss has to know the current trends in the market. They get to
know the needs and wants of the new customers.
Marketing function connects the customer to the company by giving information about
the new product (Savell and et.al, 2015.). It connects the company messages to the buyers
through advertisements or from promotional activities. From this function customer initiate
towards the company products. Marketing functions are also helps to analyse the market
situation so that company modify their strategies accordingly. Company has to change their
strategies according to the external environment.
Marketing essentials play a very important role to maintain the brand image in front of
the customers. Marketing increases the potential of the firm so that companies meet the needs of
buyers. Marketing primary also helps to increase the sales of the products and give maximum
sales to the company (Baskin and et.al, 2013.). Marketing essentials make promotional strategies
by which customers are attracted. Marketing plans minimize the future risk by forecasting the
future uncertain events. Selling essentials are maintained the goodwill of the company. It creates
trust among the customers So that buyer always prefer to go and buy from that place.
2

(M1)
Marketing environment is very dynamic in nature. It keeps on changing according to the
needs and wants of the customers. Marketing situation gives many modifications which includes
competitors strategies, customers needs, macro factors, micro factors. Marketing environment of
the company arise numerous challenges for the company. The main role of marketing is to
protect the company image from harmful challenges (Zhang and et.al, 2017). Marketing manager
needs to identify the needs and wants of the customers and make business plans accordingly. It
helps to meet the needs of buyers. Coconut bliss have many other competitors like, Red Wagon
creamery. Marketing essentials helps to identify the competitors strategies. Coconut bliss
identify the price strategies of rival companies. It helps to set the prices of its own products.
Marketing helps to search the new promotional activities for the product selling.
Roles and responsibilities in marketing environment.
Marketing essential analyse the negative and positive impacts of marketing environment.
It helps to measure the buyers choice. It helps to attract new customers. Marketing helps
maximize the uncertain situations which gives negative impacts to the company. Marketing helps
to protect their own plans from political changes. These all factors helps coconut bliss to make
new product decision making strategies (Chong, Liu, and Man, 2017.). Marketing factors create
scope for coconut bliss. Marketing manager of the coconut bliss needs to identify new marketing
tools from environment and adopt accordingly. Marketing environment may affects company
positively or negatively. Marketing environment is uncertain in nature. Manger of the coconut
bliss should take protective steps to minimize the risk.
Marketing environment is needed to be analysed by proper analysis of internal and
external macro factors. Which can be done by PESTLE and SWOT models.
P 2- Relation of marketing roles and responsibilities with wider organisational context.
There are many roles and responsibilities which are in relation with functions of the
wider organisation. The organisation which wants to expand its business in more areas should
have good marketing strategy to be followed in its business operations. Marketing roles and
responsibilities of Coconut Bliss will help them to further grow in the market and to expand their
business worldwide. Marketing functions increases sales and revenue of the company which they
can use in their further development. This helps the organisation to expand their business to new
3

areas and attract more and more customers towards them. Marketing function manages many
roles to ensure the achievement of all targeted and set objectives (Pike, 2015). There are many
departments in the organisation which works in co-ordination with marketing management to
make the business further grow in the market. Co-ordination with different management
functions of Coconut Bliss with roles and responsibilities of its marketing management to
expand the business and make it wider in context are described below:
 Human resource management- This management function manages the total human
resource of the company. It is very important function of organisation to be managed
efficiently for success in the market. This function helps Coconut Bliss to keep its
employees motivated and satisfied. This makes employees to give better performance for
the company. Better marketing is done when there is better relation maintained with
customers of the organisation. Human resource management directly interact with
customers to know and understand their perceptions about the products and services
provided to them. It also helps in knowing and meeting specific demands of their
customers (Brassington and Pettitt, 2013). The main function of human resource
management is to manage their employees. Efficiently managing employees will help the
cited organisation in making effective marketing strategy. This effective marketing
strategy will eventually help the organisation to increase their revenue which will help
them to expand their business in other fields or areas. Human resource management and
marketing management should co-ordinate with other for further growth of the company.
This management style will help the Coconut Bliss to perform all its marketing functions
in a better way. Efficient performance of marketing functions according to their roles and
responsibilities helps the organisation to achieve all set and targeted objectives and goals.
 Operational management- Operational management of the company helps them to
manage all the operational activities which are to be performed in the business. It helps in
improving quality of products and services, using new and innovative techniques etc.
This management style make the customers satisfied by providing them quality services
and products. Satisfied customers are the key need of any company to increase their sales
and increasing their market share among all its competitors. There are many business
operations which are to be performed within wider firm. Effectively completing all the
operations will help the Coconut Bliss in its all marketing functions. The main function
4

of operational management is to make their customer satisfied by providing them services
and products of quality. Satisfying customers to the fullest makes them loyal towards the
company (Dibb and Simkin, 2013). Operation management mainly deals with the
production process of the organisation. This helps the marketing management to
effectively complete the given order on the given time. Operational and marketing
management works and co-ordinate with each other to effectively complete the task or
orders for making their customers satisfied. This will also the cited organisation to
achieve all its objectives and goals. This will eventually lead the company to expand their
business because satisfying customers will definitely increase their revenue. Increased
incomes can be further used in development of company which will make them grow
further in market and will increase their market share.
 Financial management- It deals with the financial conditions of the company. Marketing
management needs higher amount of money to perform all its functions according to their
roles and responsibilities. There are many functions that are to be performed in marketing
management. Financial management ensures that the company have enough budget or not
to perform these marketing activities. Sound financial conditions of the company helps in
performing all the activities and functions of marketing management. This management
style will financially support Coconut Bliss in its marketing strategy. This will make the
company to grow further in the market and efficiently compete with their competitors.
The company can become financially strong by increasing revenue and decreasing cost of
the business. Both financial and marketing management works by supporting each other
in performing all the functions of the company (Babin and Zikmund, 2015). It is
necessary to get budget of marketing functions approved by the finance department.
Finance department will give permissions to use company's money in marketing strategy
according to the financial condition of the company. This management style will help the
cited company to make co-ordination with marketing management. This will also help in
expanding the business in new areas and make it wider. It will increase the market share
of the company among its all competitors and will increase their reputation among their
customers.
The above description states that marketing management co-ordinate with all other
departments like human resource, operational and finance. This will ensure the further success of
5

Coconut Bliss in the market. Marketing functions are interrelated with all other functions of
organisation. It makes the business performance effective. Effective and better business
performance helps the organisation to expand their business in new areas to increase their market
share and have some competitive advantages among its competitors.
M 2
Marketing functions are very important to be effectively performed in the organisation.
These functions are interrelated with other different functions of the organisation (Philip, 2014).
Various functions that are to be co-ordinated with marketing management are human resource,
operational and financial management. These four works with each other to effectively achieve
all set, targeted and desired objectives and goals of the Coconut Bliss. Human resource
management helps marketing management by efficiently managing the human resource or
employees of the company (Babin and Zikmund, 2015). This makes the employees satisfied and
they efficiently work in the direction of performing all marketing activities in better way.
Operational management deals with providing quality services and products to the customers.
This helps the marketing management to keep all customers satisfied and meet their order on
time. Financial condition of the firm is handled by financial management. This approves the
budget of doing marketing functions in company by analysing the current financial condition of
the organisation. This states that all departments of company work hand in hand with marketing
management to expand the business in new areas. Growth of business can be ensured by efficient
working of all the departments.
D1
To evaluate marketing manager require analysing and effective process making task.
There are different elements of marketing functions such as Research, Strategy, planning, Tactics
these are the functions which helps to make productive growth and effective process making ta
6

P 3- Comparing the ways in which different organisations apply marketing mix to the marketing
planning process to achieve business objectives.
Marketing mix applied in marketing planning process includes seven p's which are
termed as product, promotion, price, place, people, process and physical evidence. Different
companies use different marketing mix strategy. Effective analysis of marketing mix is necessary
to expand the business in new areas and attract more and more customers towards them. Coconut
Bliss uses all 7P's of marketing mix in its business (Lily 2014). It ensures the effective and
efficient performance of the company and to increase their market share among their customers.
This makes the company grow on higher level and have some competitive advantages among its
competitors. Comparison of different marketing mix of different companies is described below:
 Product- Coconut bliss make their products according to taste and preferences of
their customers. This makes their customers satisfied. They provide quality
products which are highly demanded in the today's world. This company works in
direction of providing different flavours of ice cream which are full of sweetness.
On the other hand competitor company of Coconut Bliss Health Force
Nutritionals provide healthier products to their customers. They want customer to
be healthy and fit. That's why they provide healthier range of products to their
customers (Clow and James, 2013). These two are different companies who
works in same industry which works in making food or eatable products. Coconut
Bliss works according to taste and preferences of their customers and make their
products with full of sweetness. On the other hand Health Force Nutritionals
works in direction of making their customers fit and healthy.
 Place- The company should place according to their customers from where can
easily buy the products which are preferred. Place should be decided according to
range of customers with their regions or location. Coconut Bliss has started its
business from Eugene but now it has expanded its business in many countries like
US (Malhotra, Birks, and Wills, 2013). It had made its stores in many places and
provides products and services to various and different customers. On the other
hand Health Force Nutritional have its origin in US. It also provides its healthy
and nutritional products to their customers in various stores of country. They

choose their place for store in accordance with their customers. They want their
customer to easily reach them.
2

 Price- Prices of the products and services should be according to the customers.
Products and price should be set at that level which can be afforded by the
customers. These prices can be decided in accordance with psychological
behaviour of the consumers. Affordable prices of products and services makes the
customers of company satisfied. It also attracts more and more people towards the
organisation. Prices of Coconut Bliss products is high but they provide quality
products. Many customers can't buy the products of this company because of high
prices (Ebert and et.al, 2014). On the other hand Health Force Nutritional set their
prices of products in that manner which are affordable for them. They want all
ranges of customers to buy their products and stay healthy and fit.
 Physical evidence- This provides evidence to the customers about buying the
products and services of any company. Physical evidence make customers of the
company feel safe and secure for buying their products and services. This makes
the customer thinks that if they will have some problem regarding the products
and services than they can reach the company (Introduction to marketing
essentials, 2017). Coconut Bliss provides physical evidence of their products and
services to their customer. They listen and try to understand all the problems of
their consumers. They also make better physical environment to efficiently meet
the order of their customers. On the other hand Health Force Nutritional maintains
a very safe and secure physical environment for providing their products and
services. They keep health and fitness of their customers in mind to provide better
physical environment to all of their customers.
 Promotion- To increase the sales and revenue of the company they need to
promote their products and services in various field. Promoting will help the
company to attract more and more customers towards them (Malhotra, 2015).
Coconut Bliss should promote its products in many fields like on TV, print media
etc. on the other hand Health Force Nutritional should also promote to attract
more customers towards them. Both the companies are same in its promotional
activities. They do not spend the needed in the promotion. Gaining attention of
more customers will help them to increase their sales. Promotion is necessary
3

activity of any company which is needed to be performed in better way to ensure
the further growth of company.
 Process- It includes all the process of making products to its delivery to the
customers of company. Process of Coconut Bliss is very good because they use
many new and innovative technologies in their business operations. On the other
hand Health Force Nutritional uses very efficient process in their workings. They
always try to innovate their process of business operations. Efficient process
increases the reputation of the company in market.
 People- This includes all the members or employees that works for the company.
They needed to be kept satisfied for efficient working of the organisation.
Coconut Bliss should increase their number of employees to increase their
efficiency. Currently they have very less number of employees to work for the
company (Mishra, 2016). On the other hand Health Force Nutritional also have
less number of employees. They should increase their number of employees. This
will help them to expand their business. People are the most important part of any
company. They help in achieving all the objectives and goals of organisation.
M 3
There are many tactics which are used or applied by the organisation for achieving
business objectives. These tactics are necessary to achieve all the set and targeted objectives and
goals of the company.
 Promotion- Coconut Bliss and Health Force Nutritional both promotes their
products to increase their sales. It helps them to achieve all their desired
objectives and goals.
 Customer satisfaction- Coconut Bliss makes their customers satisfied by
providing them products with full of flavours and sweetness. On the other hand
Health Force Nutritional satisfy their customers by providing them with healthy
products. Customers satisfaction helps the company to achieve their objectives
and goals.
4

 New technologies- There are many new and innovative technologies that are used
by Coconut Bliss and Health Force Nutritional (Puddle, 2015). Using better
technologies make the work easy which leads to efficient performance of the
company. Efficient performance helps in achieving all the desired goals and
objectives of an organisation.
These are some tactics that are used by cited companies to achieve all set and targeted
objectives and goals. These measures will help the company to make successful in the market.
This will also increase their market share among their competitors.
P 4- Producing and evaluating a basic marketing plan for an organisation.
Covered in PPT
CONCLUSION
This report studies about the various roles and responsibilities of the marketing function.
The marketing functions of business interrelate with many other departments like human
resource, finance and operational. Marketing mix of two companies are being compared with
each other. New marketing plan is made for the cited organisation in accordance with external
and internal analysis of the company. This report concludes that there are many roles and
responsibilities of marketing management which are necessary to be achieved.
5

REFERENCES
Books and journals
Babin, B. J. and Zikmund, W. G., 2015. Essentials of marketing research. Nelson Education.
Baskin and et.al, 2013. Caregiver perceptions of the food marketing environment of African-
American 3–11-year-olds: a qualitative study. Public health nutrition, 16(12), pp.2231-
2239.
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Dawson, J. A., 2014. The Marketing Environment (RLE Marketing) (Vol. 1). Routledge.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Ebert and et.al, 2014. Business essentials. Pearson Education Canada.
Li, H. and Kannan, P. K., 2014. Attributing conversions in a multichannel online marketing
environment: An empirical model and a field experiment. Journal of Marketing
Research, 51(1), pp.40-56.
Lilly, M. C., 2014. Content marketing essentials for small business. London: Create Space
Independent Publishing Platform.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
Malhotra, N. K., Birks, D. F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Mishra, A., 2016. Pricing methods.
Muralidharan, K. and Neha, R., 2013. Six Sigma: some marketing essentials. Int. J. Mark. Hum.
Resour. Manage, 4(2), pp.1-12.
Philip, K., 2014. Marketing Essentials. A brief course: Translated from
English. Moscow:“Williams” Publishing House, 496.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
6

Puddle, T., 2015. Marketing essentials for veterinary practices. In Practice, 37(5), pp.259-261.
Savell and et.al, 2015. The global tobacco marketing environment: Data from 462 communities
across 16 countries from the environmental profile of a community’s health (EPOCH)
study. Bull WHO, 93, pp.851-861.
Zhang and et.al, 2017. Improving Video Recommendation Systems from Implicit Feedback in
the E-marketing Environment. In Proceedings of the International MultiConference of
Engineers and Computer Scientists (Vol. 2).
Babin and Zikmund, 2015Clow and James, 2013Ebert and et.al, 2014Lilly, 2014Muralidharan
and Neha, 2013Pike, 2015Savell and et.al, 2015
Online
Introduction to marketing essentials 2017 [Online]. Available through:
<https://www.edx.org/course/introduction-marketing-essentials-iimbx-mk101x>.
7

8