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Roles and responsibilities of marketing in an organisational context

   

Added on  2020-11-23

22 Pages7898 Words391 Views
Marketing Essentials

Table of ContentsINTRODUCTION...........................................................................................................................1ACTIVITY 1....................................................................................................................................1P1. Key roles and responsibilities of the marketing function.................................................1P2. Roles and responsibilities of marketing relate to the wider organisational context.........4ACTIVITY 2....................................................................................................................................7P3. Different ways in which an organisation can apply the marketing mix to the planning ofmarketing process in order to achieve objectives of business in a particular manner............7P4. Basic marketing plan for the selected organisation........................................................14CONCLUSION..............................................................................................................................17REFERENCES..............................................................................................................................18

INTRODUCTIONMarketing is defined as activity, collection of institutions, procedure for creation ofcommunication, delivering and exchanging offering which has value for users, clients,customers, partners and society (Achrol and Kotler, 2012). It is also called management processwhich is responsible for identification, anticipation and satisfaction of consumer requirements forprofit gain. This refers activities which are interpreted by corporation for promotion in order tosell and buy goods and service. This consists of selling, advertising, delivering goods tocustomers, business and others. Marketing is management and study of exchange relationships.It is considered as important components of business management. The given report is based onCadbury which was founded in 1824 by John Cadbury at London, United Kingdom. It isregarded as international confectionery company which is operating business in more than 50countries globally. There are various category of Cadbury products such as bars, rolls, beverages,desserts, ice cream and others. It is regarded as second largest brand in terms of confectionery inworld after Mars. This is mainly known for Creme Egg, Roses selection box and Dairy Milkchocolate. There are more than 80000 employees working in such organisation. The main aim ofpreparation of such report is to know about roles of marketing and their interrelationship withother functional areas. It also covers comparison of marketing mix of both different organisationand marketing plan. ACTIVITY 1Covered in BookletP1. Key roles and responsibilities of the marketing functionDefinition of MarketingAccording to Philip Kotler, “Marketing is regarded as an social and administrativeprocess through which groups and individuals get what they desire and need by offering,generation and exchanging goods and services with their equals value (Aschemann-Witzel, deHooge and Normann, 2016).According to Michael Porter, “Marketing theories has formulated for those who want tostart their new venture in market. It analyse five forces such as competitors, substitute, newentrants, buyer and supplier powers. It is tools which is used for marketer's strategy which isused for assessing level of competitive intensity in industry. 1

According to Jerome McCarty, “Marketing is based on 4P's of marketing mix such asproduct, price, place and promotion. As per author, marketers can make good plan and improvetheir operating outcomes with use of proper variables and combination”.Role of Marketing FunctionsMarketing functions plays an effective role in promotion of business and mission of firm.This assist in serving face of organisation, coordination and production of materials which isrepresenting business. The marketing function is to reach out to consumers, community,investors and prospects for creating image in market (Bai and Chang, 2015). Cadbury is largebrand in competitive market, so it marketing function role to enhance business and sustaingrowth and profits. Key Roles and Responsibilities of Marketing FunctionsThere are different functions of marketing which has different roles and responsibilitieswhich are described below:Marketing Planning- For achievement of objectives of firm, Cadbury manager need tomake effective marketing planning. It consists of vision, mission and strategy of business so thatgoal can be achieved. For instance, Cadbury want to raise market share by 25% then in this caseplans should be made for effective promotion and production to increase sales and profits. Therole of manager for marketing planning function is to do proper research regarding plan andproducts of organisation and responsibility is to implement those strategies in practical life forgoal achievement. Exchange Functions- The functions of marketing include buying and selling of goodswhich is exchange. This function ensure that respective organisation is providing sufficientquantities of products for meeting consumer need and demand (Baker and Magnini, 2016). It issupported through personal selling, advertising and sales promotions. Here, role of manager is tostore sufficient quantities of products for their consumers whenever required and responsibilitiesis to make them available whenever they require to fulfils their needs and demand in effectivemanner. Product Designing and Development- It is very important function of marketing whereproduct designing and development is to be performed which helps in making products attractivefor their consumers and increase in selling. Due to rise in competition of confectionery industry,it is very essential for Cadbury to design product, their shape, style, suitability. For such function2

of marketing, manager of respective organisation has role to analyse and research properlyregarding designing of products and services for their consumers. The responsibility is to choosebest method for product designing which should be very attractive and creative for attractinglarge number of consumers. Product Distribution- It is the function of marketing where products should bedistributed in market or consumers. The proper distribution channel should be followed Cadburyso that each and every users can get products whenever they required or demanded. In order tocarry this function, manager's role is to search proper channel through which they can distributeproduct or reach to final consumers (Blythe and Martin, 2019). The responsibility of manager isto dispatch products in safety and proper manner by maintaining quality and reach to targetconsumers timely. Standardisation and Grading- Standardisation is defined as determination of standardson basis of design, colour, size, weight, quality, raw materials and others of products. Throughthis sale can be made on sample basis. By looking at sample, trader place order for largequantity. After standardisation, grading should be given to product which can be high as well aslow dependent on quality. If Cadbury earn high grading then selling can be done easily. In orderto standardisation and grading of products, manager should plays an effective role andresponsibilities for their goods and services. The role of manager of Cadbury is to check teamwhether they maintain standards or not while manufacturing products. Similarly, theirresponsibility is to implement standards for product while production is performed. Financing- This functions involves to provide credit to consumers or members. Inmarketing financing plays an effective role for better outcome. The manager of Cadbury need todecide about their loyal and regular consumer in order to provide them product at credit basis(Burns, Bush and Sinha, 2014). Only such facilities is available for daily customers. Themanager's role is to check their status while providing products at credit basis to individuals andtheir responsibilities is to maintain effective relationship with their organisation so that they canbuy goods and services from particular place. Risk Taking- It is also essential functions of marketing. This is uncertainty of consumersabout purchase of products which is resulted from marketing and creation that individuals canpurchase in future time period. Cadbury need to take risk in order to survive and sustain incompetitive market. The role of manager is to analyse market in order to know about3

requirements of consumers. Information availed through analysis can help manager to carryresponsibilities of production, distribution and others so that risk bearing can be low andrespective organisation can gain profit, growth and sustainability. Packaging Labelling and Branding- Packaging is the designing and package ofproducts, labelling is defined as putting information on covering products. Both packaging andlabelling are promotional tools which helps in rising profits and gain in market (Clow and James,2014). Similarly, branding helps in distinguishing common product from other brand. Cadburyneed to focus on packaging, labelling and branding functions of business so that they can grow atmarketplace. The role of manager is to make creative packaging, labelling and branding inmarket for attracting large number of consumer so that they purchase large quantity of products.Similarly, they have various responsibilities for carrying such function. They need to analysepacking, labelling and branding of their competitors and make more creative and attractive fromauthority. Customer Support- It is regarded as crucial functions which involves pre sales, postsales, customer complaints handling, consumer information, technical services and others. If anyconsumer face problem regarding any product or other matter, then it is responsibility of thoseorganisation from where they have purchased products to solve their query. The manager role isto analyse issue in best possible manner and responsibility is to provide solution to arise issue sothat result can be achieved. Marketing Information- For this function, role of manager of Cadbury is to identifywant, demand and need of consumers so that better marketing of products and services can bedone to achieve goal and objectives. This also help them to identify internal strength andweakness of organisation. Here, responsibility is to make best strategies for business in order tograb opportunities in best possible manner (Ellis-Chadwick and Doherty, 2012). P2. Roles and responsibilities of marketing relate to the wider organisational contextMarketing department has to maintain effectual relations with various functional field ofcompany. The responsibilities of marketing functions in context of Cadbury are described below:Marketing Planning- It is the planning of various activities of marketing in terms ofproduct, place, consumers and others while manufacturing of goods. This should be done insystematic and proper manner. The responsibility of manager is to identify growth opportunitiesthrough determining new products for consumers and evaluating risk. Market executives should4

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