Marketing Essentials Case Study Assignment on Cadbury
Added on 2020-12-09
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MARKETING ESSENTIALS
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK ..............................................................................................................................................11- Marketing concept and current trends and future trends....................................................12- Overview of the marketing process ...................................................................................23- Roles and responsibility of marketing manager in Cadbury-.............................................24.Inter-relationships between marketing and other functional departments..........................35- The value and importance of the marketing role in the context of the organisation..........46- Significance of having effective interrelation within different functional departments....47. marketing mix of Cadbury and nestle-...............................................................................58. Prepare Marketing plan .....................................................................................................8CONCLUSION..............................................................................................................................11.......................................................................................................................................................11REFERENCES..............................................................................................................................12.......................................................................................................................................................12
INTRODUCTIONMarketing deals with sales and promotion of the products and services to capture thelarge market share so that sales target can be met. It is the process through which company canmake people aware and can spread information about goods and services to mass audience. Thisis the best way of promoting brand and expanding operations across the world. Present study isbased on Cadbury, a leading brand in chocolate industry and was set up in Birmingham, Englandin 1824. the founder of the company was John Cadbury (Baker, 2016). It operates in almostevery country around the world. In this report, a detailed study on marketing of Cadbury isdiscussed in this report. Study will compare marketing mix elements of Cadbury and Nestle. Inaddition, marketing plan will be prepared for promoting the product successfully. TASK 1- Marketing concept and current trends and future trendsMarketing is considered as one of the most important function as it helps business inreaching to mass audience and increasing awareness among people. Various concepts ofmarketing are described as below:Product concept –This concepts pay attention on the aspect that consumers buy such itemsthat are easily available in business and are affordable to customers. Companies alwayslook on improving production capabilities and improving distribution efficiency as well(Singh, 2018). By following this concept Cadbury can meet with its organisational goal. Selling concept - This concept explains that consumers buy such products which arepromoted by firms in effective manner. Management of the firm make hard efforts toincrease sales of the goods and services and this supports the business in raisingprofitability. Though, it does not majorly concentrate on fulfilling needs of consumers.Selling concept mainly focus on making profit through increase sales of the product. Thus, itwould be better for Cadbury in order to enhance sales volume.Marketing concept – Cadbury company also follow this concept because company makeprofit and can raise satisfaction of consumers. This concept pay attention on needs ofbuyers and try to fulfilling their requirements. Companies identify requirement of buyersand create value for them. This is beneficial in order to make people loyal and retain themin firm for longer duration. Cadbury follows marketing concept, it offers satisfactory goodsto its consumers that is why its buyers are highly satisfied and loyal towards brand. 1
Current and future trendsCurrently companies are using social networking sides, TV advertisement in order topromote their goods and services. Use of Face book, Twitter gain attention of buyers and firmbecome able to reach to mass audience (McDonald and Wilson, 2016). Involvement ofcelebrities is another current trend of marketing. Future trends would be use of artificialintelligence. This would help in promoting the brand in most significant manner.2- Overview of the marketing process Marketing process is the direction through which enterprise prepare its marketing plan andmarket its products successfully. Situation Analysis: This is the first phase in which company has to analyses internal andexternal situation of the firm. SWOT analyses is the model that supports in analysinginternal situation of company. On other hand PEST is another model that helps inidentifying external market position of business unit (5 Marketing Concepts Explained withExamples, 2018).Objective- This is another phase of marketing process, Company has to set its marketingobjective. This helps in developing effective marketing strategy so that objective can beaccomplished (Gupta, 2016).Marketing mix- This is another process in which companies are required to make effectivemarketing strategy so that overall goal of company can be accomplished. Product, price,promotion, place etc. are various element of marketing mix. Cadbury has to ensure makingeffective strategies related to these elements so that it can met with its organisational goal. Strategic planning: Company has to make effective plan so that strategies can give positiveresults and firm can run operations in smooth manner (Kozlenkova and et.al., 2015). 3- Roles and responsibility of marketing manager in Cadbury-Marketing manager has to perform various role in business unit. There are so manyresponsibilities of marketing manager in the company, these are explained as below:Role of marketing managerMarketing manager plays the role of communicator. Manager is responsible tocommunicate with consumers and employees. Manager of Cadbury has to communicate withother functional unit as well so that other departments can also perform well. Marketing manager2
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