Marketing Management: Role of Marketing in Achieving Organizational Objectives

This report covers the concept and role of marketing in achieving organizational strategic objectives and market orientation. It also discusses how effective target marketing through market segmentation and integrated marketing channels impact the creation of long term customer loyalty and drive growth in different organizational contexts. The report includes case studies of Coca-Cola company in Nigeria and Australian Tourist Commission. Subject: Marketing Management, Course Code: NA, Course Name: NA, College/University: NA

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Describing the concept and role of marketing in achieving organizational strategic objectives
and explaining the to extent of market orientation.................................................................1
TASK 2............................................................................................................................................5
Identify and analyse how effective target marketing through market segmentation and
integrated marketing channels impact the creation of long term customer loyalty and drive
growth in different organizational contexts............................................................................5
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management refers to the overall strategies combined with effective analysis
and tools used by an organization in order to promote their business. This technique enables a
business in identifying it opportunity for growth along with enhancing its efficiency in
connecting to a new target market. It assists in delivering advertising efforts through various
platforms in order to promote the brand images of a business and acquire potential customer
base. The following report coves discussion based on 2 case studies. The first case study is based
on the marketing strategic used by Coca-Cola company in Nigeria. The Coca-cola company in
Nigeria utilizes marketing mix strategy in order to gain competitive advantage in the market
space. This report will cover the role of marketing in accomplishing organizational goals and
objectives along with the orientation of the market. The other case study discussed in this report
will emphasise on effectively targeting a market through segmentation and various integrated
marketing channels that impact the the loyalty of customers of a business and provide it overall
growth in the long-run.
TASK 1
Describing the concept and role of marketing in achieving organizational strategic objectives and
explaining the to extent of market orientation.
Marketing refers to a tool utilized by a business in order to effectively promote their
products and services in order to attract potential customers. It helps to communicate and deliver
product and brand value of a business to customers in order to increases market awareness and
overall sales in the long-run (Albayrak and Caber ., 2018). The main focus of marketing is to
conduct research and analysis relative to customers in order to understand their behaviours and
overall needs and wants. This enables a business to attract customers towards their products and
services. Moreover, marketing focuses on various aspect of a business such as product
development, sales, method of distribution and advertising. In reference to the case study, the
Coca-Cola company was invented by a pharmacist form Columbus named John Stith Pemberton
in the year of 1886 as a beverage that would impact positively on the consumers health and
stamina. When the probation laws were passed within the country Pemberton focused on
developing a non-alcoholic beverage in order to reposition in the market. He developed a dulcet
tasting syrup that could be mixed in carbonated water and be offered at soda fountains as a
1

refreshing beverage. The beverage was sold for 5 cents a glass at his own establishment called
Jacob's pharmacists in Atlanta, Georgia. The average sale in the initial 8 months were only 9
glasses a day. In the year 1891 Perberton sold his remaining interest of the company to an
another pharmacist and businessman named Asa Griggs Candler who in the subsequent years
was able to increase the sales by over 10 times. The sales number were so good that he later sold
his own pharmaceutical business and directed his attention towards the success of Coca-Cola
with this brother, John and Pemberton along with his former partner Robinson. The trademark
“Coca-Cola” was registered in the US patent office on January 31 in the year of 1893. The
business saw a steady growth through the efforts of Candler combined with persuasive adversing
and distribution of thousands of free drink coupons. The beverage was fist sold in bottles in the
year 1894 and was later licensed to independent bottling companies in the year of 1899. The
company introduced its diet coke in the year of 1982 and was the first extension of Coca-Cola
and coke trademark. The diet coke product within the span of 2 years had become a top selling
drink in the world. In the year 1985 the company modified the formula of the Coca-Cola drink
and releases a new coke which was not well received by the consumers forcing the company to
retract the products and re-introduced it after 8 weeks unde3r the label of Coca-Cola classic. On
July 12,1985, the new coke was the first soft drink to be consume in space having been placed in
a special design can which was called the Coca-Cola space can. Diet coke became the first diet
soft drink to be consumed in space in February 1995, this trip marked the first time where soda
fountain equipment was used in space. The company today has over 450 brands and is
established in more than 200 countries along with being rated as one of the most recognized
brand in the world.
Marketing is a crucial process utilized by a business in order to effectively understand its
target customer bas and develop products and services which can be provides to customers in
order to satisfy their needs and wants. It is a vital process for a business as it takes perception of
customers as its focal point in order to develop products and services that cater to the overall
needs of their customers (Alexander ., 2019). In order for a business to be effective in marketing
its products and service to customers it needs to develop marketing strategy. These strategies
help a business to understand various internal and external business environmental factors that
can impact the functioning of their organization. It is a crucial process for a businesses to
develop these strategies in order to avoid any hindrances a company may face in marketing its
2

products and services either in international or domestic market. The companies use various
business frameworks in order to develop a suitable marketing strategy and ensures it performs
efficiently in its purpose (Brito ., 2018). The organizations use the SWOT analysis framework in
order to determine their own internal strengths and weakness along with their current and future
threats and potential opportunities. This framework enables a business to develop an effective
marketing strategy while taking the weakness and threats into account and how they can utilize
their overall strength to grab market opportunity and negate the threats. Moreover, in order to
understand the external business environment organizations use the PESTLE analysis to
determine factors such has political, economical, social, technological, legal and environmental
which enable a business to understand its domestic and internation market. Furthermore,
organizations use Porter's five force analysis in order to determine the level of competitiveness in
the market. It helps them to understand the bargaining power of their suppliers and customers
long with any threats from substitute goods. It also provides insight to a business relative to their
existing and new entrance of competition (Chang , Hsu and Yang ., 2018). In context to the case
study Coca-Cola use all these above mention frameworks in order to understand their overall
competitive market. This enable them to understand not only their competitors by their
customers as well. It helps them in understanding their customers need and want which assist in
developing effective marketing strategy to ensure all organizational goals and objectives are
being met along with increase in growth of the company.
The primary objective of any business it to maximize its profitability. Therefore, it is
crucial of a business to conduct extensive marketing research and analysis to develop suitable
marketing strategy. The companies apart from frameworks use concepts such as market
segmentation and marketing mix while developing a marketing strategy. In context to Coca-Cola
marketing plays a keep role in their company as it enables them to introduce their product to
customers in an effective manner (Choudhury ., 2020). The Coca-Cola company in Nigeria use
market segmentation to under the perception of its customers along with factors such as their
age, gender, occupation and demographics to enhance their marketing pertaining to these factors.
This enables the company to better understand their customer base and develop products that
would be positively received by the consumers. Moreover, the company uses marketing mix in
order to develop strategies related to promotion, product, price and place. The marketing mix
helps the company in understand the importance of effective marketing to ensure optimal
3

business performance along with the ability to develop tactics that will assist them in attracting
customers to their brand.
The Coca-Cola company in Nigeria pay high level of emphasis on promoting their
products to customers in Nigeria by providing provision of reasons and incentive to the
middlemen and consumers in order to attract them in buying their products (Harvey and Sanchez
., 2018). They company spend a large part of their financial resources on adverting and
promotion to keep the customers aware of their products and ensure their brand awareness in the
region is high. Moreover, the company organizes various competitive shows in Nigeria tertiary
institution and sponsored festivals such as Christmas and Salla. The company also developed its
marking strategy based on the product factor of the marketing mix. The products of Coca-Cola
were well received by the customers in the region to the point that various ethnic groups in
Nigeria included the Coca-Cola drinks as one of the items listed on the bride price of their
marriage rite. The company also introduced plastic bottles in the region in order to eliminate the
need for the customers to return the glass Coca-cola bottles which was a positive move in
satisfying the customers. Moreover, the company is focused on following government set
political and legal guidelines in the region to ensure no lapse of political environment can impact
their business operations.
The Coca-Cola company in Nigeria use price penetration as their pricing strategy in order
tot predict the competitor's response and be able to prices their products appropriately. The
company uses this strategy to cover the large market in a short duration of time (Huang and
Wang ., 2018). This enabled them to keep their price uniform across the region and avoid
strategy such as price skimming which makes a company charge high prices in order to gain high
revenue or discriminatory pricing where price of product fluctuates depending on the region. The
Coca-Cola company in Nigeria have established over 12 factory plants, 60 depots and over 400
thousand dealers across the region as a part of their place strategy. This has enabled the company
to have a strong and well established distribution system which assists them in providing their
products to the customers in an effective manner. This factor of marketing mix contributes in
increasing their growth and enhance their overall performance.
Marketing has played a key role in context to the Coca-Cola company in Nigeria as they
were able to develop effective marketing strategies by using various business and marketing
frameworks. The company was able to attain growth by using human oriented strategies along
4

with their ability to perform advertising and promotional activities in a effective manner to attain
loyal customer's in the region. Moreover, their ability to keep products standard across the region
has enabled them to be competitive in the market and helped them in achieving their organization
objectives of keeping their customers satisfied along with gain profitability (Human,
Hirschfelder and Nel ., 2018). Furthermore, the Coca-Cola company in Nigeria obeys all the
necessary laws and political structure in the region in order to avoid any hindrances that my
impact their business and marketing operations. The introduction of disposable bottles also
assisted the company is promoting their brand in a positive manner among the customers due to
the convenience of the product. The company was able to keep its product price uniform across
the region and keep their products affordable which enabled them to penetration the market and
establish competitive advantage relative to their competitors. This assisted the company in
gaining loyal customers and keeping its overall revenue high. The Coca-Cola company in
Nigeria has established a well structured distribution channels with strong factory plans and
depots long with thousands of dealers across to region to assist in providing their products to the
customers in an effective manner (Iovino and Migliaccio ., 2019). This ensures that the objective
of market dominance is obtained by the company which helps in keeping the customers needs
fulfilled along with increased profitability. Moreover, the well established distribution system
assist the company in ensuring all their supplying operations are operating at optimal levels and
help them in not only saving times but financial resources as well. The large number of dealers
across the region enable the company to enhance their brand awareness among the customers
with efficiency.
TASK 2
Identify and analyse how effective target marketing through market segmentation and integrated
marketing channels impact the creation of long term customer loyalty and drive growth in
different organizational contexts.
Marketing is defined as one of the essentials process taken into consideration by the
business organisation in order to create awareness regarding the product and service of the
organisation. It is one of the essential activity taken into consideration by the business
organisation in order to promote buying and selling of product and services (Kartajaya, Kotler
and Hooi ., 2019). With increasing competition in the marketplace, the effective use of marketing
5

activities helps them to enhance their performance and achieve desired goals and objectives and
enhance their overall performance in the marketplace. In context to Australian Tourist
commission, which is effectively using the their marketing activity in order to maintain their
position in the marketplace and attract large number of customers (Kumar and Chandra ., 2019).
ATC was founded in 1967, in order to promote Australia as global tourism destination along
with the main objective of increasing the number of visitors to Australia and maximise the
benefits to Australia from oversea visitors. In order to meet these objectives various services
were offered by the company such as helping travellers to plan their trip to Australia also helping
business to co-operate in supportive tourist ventures. With growing and developing market the
organisation neds to have clear idea of what they are trying to achieve and where they are
heading to effectively. Setting effective objectives will allows the business organisation to
formulate their strategies accordingly and achieve desired goals and objectives and enhance their
overall performance. In case of ATC, the company uses effective segmentation, targeting and
positioning strategy in order to effectively target their market and achieve desired goals. STP
framework stands for segmentation, targeting and positioning.
This framework allows the business organisation to divide their market into small
segment and satisfy their needs accordingly. The segmentation is defined as the process of
dividing large market into small segment on the basis of various factors such as demographic,
geographic and psycho graphics (Lee ., 2020). An organisation can not use same strategy in all
the market as all the buyers has different characteristic and needs as well as different perceptions.
Instead of focusing on the entire market, the organisation can divide their market segment as
satisfy their needs accordingly. In case of ATC, the company has effectively focused on their
segment market in order to satisfy their needs and enhance their own performance. The company
has also developed required strategies the focus on satisfying their segments of travel and
tourism business. ATC has maximised the effectiveness of their marketing efforts through
dividing the travel market into specific market segments such as independent adventurers aged
25-34 that covers their primary market, young independent travellers aged 18-24 secondary
market. The third segment of the company is divided on the basis of independent adventurers
aged 45-65. company focus on these segments as per their needs and wants also the strategies are
implemented as per the requirement of these segments.
6

Once the market is divided is different segment as per the requirement, then comes the
targeting. It the is the process of targeting a particular segment in order to satisfy their needs and
wants and enhance their overall performance (Lynn ., 2019). Targeting involved use of various
strategy in order to target particular segment. Offering services as per the requirement of the
target segment. In case of the ATC, the company is mainly targeting the young independent
traveller. These are the single students whop make their own travel and accommodation
arrangement. The group of these young independent travellers consider themselves as travellers
looking for experience. The ATC target these segment of group and offer them quality service
leading to satisfy their needs and wants. This enable them to enhance their overall performance
and gain competitive advantage in the marketplace. The ATC is mainly targeting the younger
travellers, they are considered to be their target focused group, which allows them to grow and
develop themselves.
The last factor is the positioning, it is defined as the process of using various marketing
tools and techniques in order to make consumer aware of their product and services and also
create strong position in their mind (Mosca and Chiaudano, ., 2020). It allow business
organisation to attract large number of customers and retain them for long period of time. It
involves utilising the marketing mix in a effective way considering the perceptions of consumers
while placing the product and services in a specific segment of the market. In case of ATC, the
product is considered to be Australia's and the market is considered to be all the travel experience
and opportunities available to the young independent travellers. There are various marketing
tools available such as advertising, direct marketing, personal selling, online marketing and so
on, taken into consideration by the business organisation to create awareness regarding new
product and services as well as make them aware of the company's brand image. This help the
business to create strong position in the mind of the customer's as well as retain them for long
period of time. Initially, ATC perceive less amount of funds for travel and would book their
ground arrangement in the Australia's itself. But the UK positioning statement for the Australia's
lead to offering the Australian feel a strong position in the clearly defined market. The company
is also using unique and effective marketing tools in order to create awareness regarding the new
service offered by them leading them to attract large number of customers and enhance their
performance, additionally the use of marketing tools help the organisation to attract large number
of customers (Park ., 2020). As from the case study, it is analysed that ATC has strong
7

positioning in the marketplace through targeting young independent travellers group. This help
the company to attract large number of customers and satisfy their needs effectively. Proper
segmentation and targeting of the customers and leading them to creating strong position of
brand in their mind help the business organisation to enhance their overall performance and
profitability.
The ATC has been able influence the perception of travellers form Europe by establishing
the destination as opportunity for individual experience. It provides them with the experience of
an unfamiliar environment along with a different culture (Reus ., 2019). Their marketing creates
an appeal for a strong drive within their customers to explore the open and outdoor lifestyle as
well as the natural beauty and space of the destination. The ATC focuses on meeting the needs of
their targeted young travellers by marketing and offering them attractive and challenging element
such as snorkeling, surfing, white water rafting and bungee jumping. The marketed adventure
experience and the life-style of Australia's help the ATC to attract young travels which enables
them to increase the number of visitors. Moreover, Australia is perceived as a safe destination
for fist time travellers which makes it even more attractive to young travellers. The ATC utilizes
various integrated marketing channels in order to promote the overall destination but their
exciting adventure sports as well (Richardson ., 2019). These integrated marketing channels
allow them to effectively and efficiently spread awareness about their overall operation which
helps them to expand their reach for potential visitors. They use various forms of digital media
such as online advertisement and banners in order to attract customers who are surfing the
internet. Moreover, they effectively use the social media platform to attract customers by
showing them images and videos of various attractions and adventure sports that the destination
offers. It enables the ATC to use metrics such as impressions, clicks, likes and shares to better
understand their targeted audiences. This enables them to alter their promotions and
advertisements to caters the changes in customers trend. They also focus on content marketing
which allows them to bring their customers with valuable content in order to increases traffic on
their website and result in more visitors. This assist the ATC to expand its marketing reach in an
effective manner which enables them to attract visitors in a wider context. This form of
integrated marketing channel assists them in reaching a wider audience with minimal wastage of
time and financial resources (Russmann ., 2020). It helps them to enhance their overall brand
awareness among the customers and expand their reach along with the ability to gain valuable
8

feed back from their customer's reaction. Furthermore, integrated marketing channels enable
their business to gain competitive advantage in the tourism industry and boost the number of
visitors. The company for its marketing strategy focuses on working with various travel traders
such as STA, USIT and Trailfinders along with marketing directly to its customers in order to
expand its reachability and ensure that information regarding the destination if translated in an
efficient manner (Tomczak, Reinecke and Kuss ., 2018) This enables the ATC to reduce its
marketing cost as well as promote revenue for various tour operators. Moreover, they work
closely with various airlines such as Qantas and Singapore airline in order to provide customers
with various exclusive offers in order to attract them and ensure a mass number of customers are
attained. They focus on issuing key promotional component in various consumer publication in
order to provide updated and information to customers. This helps them in solving various
queries of their travels and helps them to be satisfied. They issues annual travellers guide and
provide regular newsletter for customers and industry partners in order to keep their marketing
effective and efficient. This marketing strategy enables them to understand their customers in a
better manner and give them to ability to target the younger audience by providing them with
valuable information they would require while travelling (Trihatmoko ., 2020). Moreover it helps
them to develop a loyal customer base as an effective marketing strategy helps in fulfilling all the
needs and wants of customers and provide them with optimal level of satisfaction while
travelling. It helps them to understand the overall journey of their customers through evaluation
of their feedback relative to their marketing strategy and enables them to gain competitive
advantage in the market. Furthermore, it helps them to develop appropriate tactics to deal with
any hindrance that my occur. Their marketing strategy help them in developing strong relations
with their customers as well as with various brands which results in enhancing their overall brand
image and translated in increase in profits (Wichmann and et. al., 2021).. The ATC is able to
monitor and evaluate the functioning of their operations by implementing their marketing
strategy and gains valuable information from various promotional platforms and brands about the
customers preference and trend to better develop further plan of action if any hindrances are
faced.
9

CONCLUSION
From the above report it is concluded, that marketing management is crucial for a
business to run its operations in an effective manner. In consideration to the first case study is
has been observed that for a business to enter into Nigeria, it is vital for the company to conduct
an effective research in order to develop an effective marketing strategy. It will ensure that their
products are introduced to the customers in a positive manner. The company has utilized market
segmentation and marketing mix in order to develop their marketing strategy for the particular
country. The company focused on extensive promotion of its products to keep its brand
awareness among the customers along with keeping their products and price constant across the
region to keep customers satisfied. With respect to the second case study, it has been observed
that Australia tourist commission has focused on targeting the young travellers as their customers
through market segmentation and by utilizing various integrated marketing channels. This has
provided them the ability to establish a long-term loyal customer base along with enhanced
growth. The Australia tourist commission has developed various plans and objectives that would
help the planning process of their customers to plan a trip to Australia along with providing
exclusive offers in order to attract a large customers base in an effective manner. Their ability to
understand and target their audience enable them to enhance their brand image and maximize the
number of visitors. Moreover, understanding the feedback from their customers enable them to
develop appropriate strategies ion order to negate any hindrances.
10

REFERENCES
Books & Journals:
Albayrak, T. and Caber, M., 2018. A motivation-based segmentation of holiday tourists
participating in white-water rafting. Journal of Destination Marketing & Management,
9. pp.64-71.
Alexander, R., 2019. The Impact of Marketing Mix Towards Customer Satisfaction in The Case
of Sushi Tei Surabaya. iBuss Management, 7(3).
Brito, M., 2018. Participation marketing: unleashing employees to participate and become brand
storytellers. Kogan Page Publishers.
Chang, Y. W., Hsu, P. Y. and Yang, Q. M., 2018. Integration of online and offline channels: a
view of O2O commerce. Internet Research.
Choudhury, R. G., 2020. Marketing Mix and Customer Loyalty in Services Marketing. Services
Marketing Issues in Emerging Economies, pp.167-177.
Harvey, K .E. and Sanchez, L. M. P., 2018. Digital demands convergence of strategies, media,
and messages: firms mix content, social, and Native marketing. In Diverse Methods in
Customer Relationship Marketing and Management (pp. 137-162). IGI Global.
Huang, Z. and Wang, C.L., 2018. Conspicuous consumption in emerging market: The case of
Chinese migrant workers. Journal of Business Research, 86. pp.366-373.
Human, G., Hirschfelder, B. and Nel, J., 2018. The effect of content marketing on sponsorship
favorability. International Journal of Emerging Markets.
Iovino, F. and Migliaccio, G., 2019. E-Marketing and Strategy by Energy Companies. In The
Cross-Disciplinary Perspectives of Management: Challenges and Opportunities.
Emerald Publishing Limited.
Kartajaya, H., Kotler, P. and Hooi, D.H., 2019. Marketing Tactics For Value Engagement. World
Scientific Book Chapters, pp.149-174.
Kumar, S. and Chandra, B., 2019. Profiling consumers of private label brands in virtual retail
environment-a cluster analytic approach. International Journal of Electronic Marketing
and Retailing, 10(1). pp.26-44.
Lee, K. H., 2020. Marketing approach to the tourist experience. In The Routledge Handbook of
Tourism Experience Management and Marketing (pp. 260-270). Routledge.
Lynn, M., 2019. How hospitality brands grow: What hospitality marketers should know about
Andrew Ehrenberg’s work (invited paper for ‘luminaries’ special issue of International
Journal of Hospitality Management). International Journal of Hospitality Management,
76. pp.70-80.
Mosca, F. and Chiaudano, V., 2020. Digital channels and distribution in luxury market. Marche
et organisations, (1). pp.147-163.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Reus, A .J. T., 2019. How to develop a marketing strategy for a not defined product using a
structured analysis of the existing product portfolio (Bachelor's thesis, University of
Twente).
Richardson, N., 2019. Sustainable marketing planning. Routledge.
Russmann, U., 2020. Voter targeting online in comparative perspectives: Political party websites
in the 2008/2009 and 2013 Austrian and German election campaigns. Journal of
Political Marketing, 19(3). pp.177-200.
11

Tomczak, T., Reinecke, S. and Kuss, A., 2018. Planning the marketing mix. In Strategic
marketing (pp. 171-221). Springer Gabler, Wiesbaden.
Trihatmoko, R. A., 2020. Performance and Success of New Product Strategies in Market
Competition: Business Buyer Behavior and Marketing Mix Series of Fast Moving
Consumer Goods (FMCG). Calitatea, 21(176). pp.51-55.
Wichmann and et. al., 2021. A Global Perspective on the Marketing Mix across Time and
Space. International Journal of Research in Marketing.
12