Marketing Management: Role of Marketing in Achieving Organizational Goals

This article discusses the three roles of marketing in achieving organizational goals, with a focus on Coca-Cola's success in Nigeria. It also explores the impact of being market oriented and delivering perceived value to consumers on marketing tactics. The article includes relevant references and sources.

MARKETING MANAGEMENT

Table of Content
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Three roles of marketing in achieving organizational goals........................................................3
Discussing extent to which being market oriented and delivering perceived value to consumer
impacted planning, formulation and implementation of effective marketing tactics..................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing management is the organization of the discipline which is focusing on the
practical application of the marketing orientation, techniques and methods. It is the inside
enterprises and organizations of the management of the firm's marketing resources and activities.
The role of the marketing management is to convert the potential customers into the actual
customers. In this project the given case study has been on the role of marketing for the
achievement of Coca-Cola in Nigeria. The strategic objectives of this organization was to
achieve benefits for the company with its composition of resource which can be very demanding
in the environment. It is said that meeting the needs of the markets is considered to be
accomplishing the hope of stakeholders. The marketing achievement of Coca Cola in the
Nigerian market has been that it has been able to make the brand successful in aim of improving
the experience and lifestyle which is associated with the brand. In Nigeria this organization was
able to create its brand the number one beverage drink. The role of marketing is to define and
manage the brand. It can be said that the conduction of marketing initiatives are to be managed
for the producing a marketing and promotional materials.
TASK
Three roles of marketing in achieving organizational goals
The marketing of coca cola in Nigerian market had three different roles which would
have helped the business in the achievement of organizational goals. These goals are,
Capturing Attention :
Coca cola was successful in capturing the attention of the customers in the Nigerian
market with the help of their products that had bright colours and flashy exteriors that catch
attention by themselves (Chu, 2020). This organization utilizes social media for effectively
reaching the customers and is able to manage website, consumer immediately and notice the
bright coca-cola logos and colours immediately due to the creativity of the website. In the growth
of the marketing in Nigeria the boards and other traditional methods of marketing has been a
very effective way in which the organization has been able to capture the attention of the
customers. The customers in this market are generally not so influenced with the use of
technology which is the main reason why they have not been able to recognize the noticeable and
eye-catching promotional practices by Coca-Cola (Suay, 2020.). It is said that the management
of the marketing strategy is on the YouTube as well. YouTube is one of the social media

platforms which are getting the love in Nigeria. This organization utilized the data it collected
from the different sources regarding the market of Nigeria to specifically targeting the customers.
This helped the company to recognize the that customers in preferred drinks with a combination
of other snacks and food items. Thus, Coco-cola collaborated with these organizations to create a
combination of food product which can be effective.
Educating Prospects :
The prospects are known to be educated with information to help them be the best
possible purchasing decision. It can be said that the providing them with the information is
helpful for facilitating their buying decisions for the coca cola products. It can be said that the
people which are searching for a solution are to be properly maintained. Coca cola was able to
educate the Nigerian Customers about the product with the help of proving the need of expert at
what is to be done while providing the right information. It is the competition of the organization
which helps in answering the questions (Brownbill, Miller and Braunack‐Mayer, 2018). The
trusts developed by coca cola is towards the supporting factors which provides them the
relevancy and education in the context of the operational management. It can be said that the
business owners and stakeholders are the ones which are needed to be addresses as the prospects
which can be educated. These individuals are the following,
 Focusing on the new customers are considered to be the ways in which the less
competition is generally found in the new markets.
 The marketing of coca cola wanted to be more effective so that they can generate more
profit and also be the reason for creating less waste.
 It can be said that more retention and less turnover can be the best amongst the
employees and as a reason of development it can impact the results.
 Better are the results when the marketing and advertising of more loyalty from the
customer can impact the marketing effectiveness of the performance in Nigeria.
 The marketing effectiveness of Coca cola has also allowed its sales men to have a
effective and higher conversion rates.
The main aim of this organization is to target the similar audience or prospects which
needs to do the same thing. It is very huge concern for the business to spend their money on the
best ways possible. It is also important for the organization to provide the value for price in their
products as per the products.

Convert :
It is the role of the marketing to convert the potential customers into the customers of the
organization. It will help the business in the development of its sales (Lacy-Nichols, Scrinis and
Carey, 2020). Coca coal with the help of proper positioning and management of the organization
is able to provide the business with effective strategies. For being able to convert the person into
a customer this company needs to take more information which would help in the most needed
and provided reports, e-books, case studies, blogs and also the marketing materials. This is
considered to be the way in which they want to reach the effectiveness in the marketing. The
ways in which the advertising and promotion of the organization are able to attract the customers
are through advertising. With the facilitation of the target market the organization is able to
educate them about the needs and development. Providing the customers with offers ad little
extra has also been the way in which it has been able to influence the buying process. In Nigeria
this company has been able to connect with the employees.
Discussing extent to which being market oriented and delivering perceived value to consumer
impacted planning, formulation and implementation of effective marketing tactics
In the world of business, different types of approaches and techniques has been utilized in
the context of marketing, which contributes to increase organizational performance level and
support to maximize their productivity as well as profitability (Randhawa, Wilden and Gudergan,
2021). In case of Coca Cola, market orientation is the best approach, that refer to a business
philosophy. It may drive the attention of company toward focusing on consumers needs and
determining the same thing in appropriate manner, which enable it to meet target market
demand. It can be said that when chosen firm may utilize this method for purpose of business
growth, it may concentrate on designing and selling products or services that appropriately and
successfully satisfy consumers, which is essential for organization to do so. With this approach
firm may gain a lot of benefits, while operating and managing venture operations within Nigeria,
where it may take approach to establish excellent brand image, than other brands.
By being market oriented, Coca Cola and its management may take pleasure of increase
customer base, which is quite challenging and complicate task for any company to achieve
effectively. It may put direct impact on management practices such as planning marketing
strategies in positive manner (Muis, 2020). For example, market oriented technique may drive
the attention of marketer toward developing those strategic advertising plans, through which they

may share information about quality drinks with target audience. It may contribute to increase
profits margin and enhance consumer satisfaction even better than last few months or years, from
when firm may take initiative to establish business in the sector.
Along with planning, above approach may also influence or affect strategy formulation &
implementation, higher in extent (Acikdilli and et.al., 2020). For example, it may enable
marketer to deliver perceived value to target market in term of developing a promotion campaign
including key elements such as attractive images, few features and content related to a product,
that they may tend to promote globally. It can be said that market orientation allow chosen
company to gain benefit of developing all types of tactics such as consumer, product, channel
and low cost differentiation, which play significant and unexpected role in the context of venture
progress within intense competitive business environment.
It is fact when a company, whether it is public or private, small or large, may take
initiative to deliver perceived value to consumers in term of products and services that tend to
utilize, it may put positive impact on their current practices (Tajeddini and Ratten, 2020). For
example, it may aid organizations to grow and develop each and every tactic in effective, that in
turn contributes to increase profitability as well as supply & demand. It can be said that market
orientation may put direct impact on strategy formulation and implementation positively, as it is
also considered as a catalyst regarding utilization of particular advertising tactics, which play
crucial role in regard to Coca Cola venture progress, better than the other brands. Organization
with strong market orientation tactic may effectively and appropriately engage in value creation
tactics such as market segmentation, which enable firm to gain a lot of advantages like
competitive. Furthermore, it may also drive the attention of company toward developing new
products that its existing and new consumers tend to purchase from longer time, exchange of
money or specific amount.
The current tactic may affect negatively upon formulation, implementation and planning
stages related to marketing strategy. For example, it may lead to decrease organizational
productivity and profitability, when Coca Cola and its management may make wrong assumption
about consumers needs. When they may fail to segment market appropriately, it may put
negative impact on their brand image and reputation, which is not beneficial for longer
organizational success in the competitive market. It can be said that market orientation tactic
along with benefits may also encompass major drawbacks that affect beyond the expectations of

management in the context of strategy formulation and implementation. For instance, it may
drive the attention of marketing team and other sections toward focusing on identifying desires
and needs of consumers that may eliminate the reason behind or scope for innovation in Coca
Cola, that may operate in Nigeria.
It may affect in same manner upon current strategy planning and developing activities of
marketing department, because consumers needs and expectations are not fixed, it might be
changed quite rapidly. It is quite essential for company to make everything according to flexible
structure of work, because sudden changes may negatively influence the way it operates within
existing market and plan to do so in new, where everything is new including business
environment, customers need, culture, etc. In order to gain the benefits market orientation, it may
develop the best plan by considering everything about target market such as their need,
requirements, buying behaviour and more.
CONCLUSION
On the basis of above study, it has been concluded that organization has increased its
consumer base and generated excellent brand awareness in the market in term of reaching to
international level. All these happened by using marketing plans that marketer has designed and
created to reach organization expectations as well as desire outcomes. They developed effective
and useful tactics that played vital role in regard to gained competitive advantages for company
within new and existing market, while operating under similar sector. By being a market oriented
business, firm has increased its productivity and profitability, more than its rivals that are also
running their ventures in Food & Beverage industry in effective manner. Furthermore, from
above analysis, it has been identified that management has taken pleasure of increasing consumer
satisfaction, by delivering perceived value to target market and conducting practices in order to
meet their needs appropriately, that is essential for them to do that successfully as well as
systematically.

REFERENCES
Book and Journals
Acikdilli, G and et.al., 2020. Export market orientation, marketing capabilities and export
performance of SMEs in an emerging market: A resource-based approach. Journal of
Marketing Theory and Practice. pp.1-16.
Brownbill, A.L., Miller, C.L. and Braunack‐Mayer, A.J., 2018. The marketing of sugar‐
sweetened beverages to young people on Facebook. Australian and New Zealand journal
of public health. 42(4). pp.354-360.
Chu, B., 2020, November. Analysis on the Success of Coca-Cola Marketing Strategy. In 2020
2nd International Conference on Economic Management and Cultural Industry
(ICEMCI2020) (pp. 96-100). Atlantis Press.
Lacy-Nichols, J., Scrinis, G. and Carey, R., 2020. The evolution of Coca-Cola Australia’s soft
drink reformulation strategy 2003–2017: A thematic analysis of corporate documents.
Food Policy. 90. p.101793.
Muis, I., 2020. Marketing Strategy and Capability as the Mediators in Relationship of Market
Orientation and Export Performance: A Case Study of Rattan Processing SMEs. Binus
Business Review. 11(1). pp.31-42.
Randhawa, K., Wilden, R. and Gudergan, S., 2021. How to innovate toward an ambidextrous
business model? The role of dynamic capabilities and market orientation. Journal of
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Suay, F., 2020. Integrated marketing communications. The Coca-Cola Spain IMC model. Revista
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Tajeddini, K. and Ratten, V., 2020. The moderating effect of brand orientation on inter-firm
market orientation and performance. Journal of Strategic Marketing. 28(3). pp.194-224.
Online
The Three Purposes of Marketing. 2021. [Online]. Available through:
<https://www.analytico.ca/three-purposes-marketing/>