Role of Marketing in Achieving Organisational Objectives: A Case Study of Coca Cola

This report discusses the concept and role of marketing in achieving organisational strategic objectives, with a case study of Coca Cola. It also explores the impact of marketing on the planning, formulation, and implementation of effective marketing strategies for growth of Coca Cola.

Marketing

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Concept and role of marketing in the achievement of Organisational strategic objectives.. .3
Impact upon the planning as well as formulation and implementation of the effective
marketing strategies for growth of Coca Cola. ......................................................................5
Conclusion.......................................................................................................................................7
References .......................................................................................................................................8

Introduction
Marketing is referred as the activities of the organisation that are undertaken in order to
promote the process of buying and selling a particular product as well as a service. Marketing
comprises of several activities like advertising, selling as well as delivery of the products to the
several customers as well as the several other businesses. Marketing can be done by several
affiliates on the behalf of the organisation. Marketing process helps in exploring, creating as well
as delivering the value in order to meet the needs of a specific target market ( Shah and Murthi,
2021).
The report comprises of Marketing function followed by Coca Cola. Coca Cola is an
American organisation that focuses upon beverages. Coca Cola is a multinational organisation
that was founded by Asa Griggs Candler in they year 1892. The headquarters of Coca Cola have
been established at Atlanta Georgia, United States.
Main Body
Concept and role of marketing in the achievement of Organisational strategic objectives.
The concept of marketing is a crucial component in an organisation when the focus is
upon promotion of the business. The marketing function is performed by the marketing
department of an organisation and it works as a face of the organisation that coordinates as well
as produces several materials that are likely to represent the business of the organisation.
Similarly, the marketing concept of Coca Cola focuses upon reaching the several stakeholders
such consumers, investors as well as the community which creates an overarching image that
tends to represent the positive light of the organisation. The Marketing function plays a crucial
role at Coca cola in order enhance the market size and further initiate market growth of the
organisation. The role of marketing in order to accomplish the objectives and goals of the Coca
cola have been discussed below (Purwanti, 2021).
 Defining and Managing the brand- Marketing plays an important role in defining what
the organisation is about and what the organisation will focus upon and further the way in
which the company is likely to react. The concept of marketing focuses upon the defining
a specific kind of experience that the organisation is admiring from the customers as well
as the partners in order to interact with the organisation. Hence, the concept of marketing

will help in defining and managing the brand name of Coca Cola during the market
expansion of the organisation in Nigeria.
 Conducting the campaign management- The concept of marketing function tends to
identify the products as well as services which helps in focussing upon the course of the
sales cycle of the organisation. Coca Cola can further organise several kinds of
campaigns wherein the organisation can use several materials in order to communicate
the products of the brands as well as the uses of the products launched by the brand . The
campaigns will help Coca cola in getting the word out in order to spread awareness
regarding the products of the organisation (Olson And et.al., 2021).
 Producing marketing and Promotional materials- The marketing function that is
performed by the marketing department of the organisation is required to create the
materials that will help in defining the products of the organisation as well as further
focus upon the promotion of the core products and services that are being introduced by
the organisation. Similarly, the marketing function of Coca cola plays a crucial role in
order to produce and promote the several marketing as well as the promotional material
in order to convey information to the potential customers in Nigeria. Further it is
important for Coca Cola to keep the product portfolios and several other materials
updated as and when the new products and services evolve in the market.
 Creation of content that provides search engine optimisation- The website of the
organisation is the most visited when it comes to grabbing the information regarding a
product or the service of the organisation. The marketing department plays a crucial role
in keeping the content of the page updated as well as current. Further, The marketing
department of Coca cola is required to ensure that the website of the organisation shows
up quickly when an individual searches for the type of business or a particular product or
service that the organisation deals in ( Kotler, Kartajaya and Setiawan, 2021).
 Monitoring and Managing the social media- The marketing department plays a crucial
role in showcasing the brand through the social media platforms. The marketing function
is required to contribute towards the social media activity of the organisation. The
marketing personnel of Coca cola can also focus upon the management of social media
activities of the organisation and further maintain the social media pages of the
organisation. The marketing function of coca cola is responsible for managing the social

media accounts and keeping a careful watch of the stuffs that are being posted online
through the social media page of the organisation.
 Internal communication- It is important for the employees of the organisation to make
sure that they are aware of the mission, vision and objectives of the organisation. In order
to develop and enhance the awareness regarding the same, it is important for the
marketing personnels to communicate with other staff members in an effective and
efficient manner. The marketing personnel of coca cola plays a significant role in
communicating with the colleagues through newsletter as well as the intranet software
(Kohli and Haenlein, 2021).
 Serves as media liaison- When the organisation is focussed by the media then it is the
marketing department who is required to act as the spokesperson of the organisation.
Similarly, the marketing department of the Coca Cola will play the role of a spokesperson
in order to guide the executives regarding the response to the queries of the media.
Impact upon the planning as well as formulation and implementation of the effective marketing
strategies for growth of Coca Cola.
Marketing strategy can be considered as the comprehensive plan in order to formulate
and further accomplish the marketing objectives of an organisation. Similarly, Coca Cola has
formulated several strategies that have helped in providing a blue print for accomplishing the
marketing objectives of Coca Cola. The marketing strategies are termed as building block of a
marketing plan of Coca Cola Nigeria. The marketing strategies are designed after a proper and
detailed market research. The marketing strategies of Coca cola has helped Coca Cola to
emphasise upon its scarce or limited resources in order to grab the best possible opportunities in
order to enhance its sales in the market of Nigeria. Several marketing strategies have been been
formulated by Coca Cola which have an intention of growth in the region of Nigeria.
Choosing the target market
 The target market is basically the segment of the market where the organisation wishes to
sell its products. It is important for Coca cola to choose its market segment as the whole
population is not useful for the organisation but there are few segments that help the
organisation in earning huge profits (Donthu and et.al., 2021).

 There are specific segments that may have a huge potential for the organisation but there
can be tough barriers for the entry. Coca Cola will be required to make a proper choice of
the target market in order to grab success and growth of the organisation.
Gathering Marketing mix
 The marketing mix is referred as the way in which the organisation tends to propose in
order to sell the products of the organisation. The marketing mix of Coca cola comprises
of 4 Ps such as Product, Price, place and Promotion (Dash, Kiefer and Paul, 2021).
 The product strategy of Coca Cola has been focussing upon the modification of the
several stages when the organisation establishes a product in the market. The various
stages include introduction of the product in the market. Growth stage, maturity stage as
well as decline stage which are a part of Product life cycle concept. In order to access
growth in the market of Nigeria, Coca Cola is required to make attempts in order to
enhance the maturity stage of the organisation. The maturity stage can be extended by
exploring new markets for the products as well as by introducing the new ways for the
product utilisation (Wang, 2021).
 The pricing strategy is impactful in order to predict the responses of the competitors. The
marketing strategies are helpful in choosing a particular pricing approach. Coca Cola can
adopt pricing strategy like price skimming and price penetration. The concept of price
skimming when adopted by the organisation is likely to have an impact upon the pricing
where in the organisation can keep their prices high in order to attract huge revenue and
profit. The concept of price penetration is likely to have an impact upon the market of
Coca cola wherein the prices will be kept low in order to attract and retain the customers
in the market. Further, discrimination pricing policy when adopted by Coca Cola will
have an impact wherein the same product will be charged at a lower price in other market
area (Buhalis and Volchek, 2021).
 Another strategy that will have an impact upon the strategy formulation of Coca Cola is
the distribution strategy. The impact will lead to choosing upon a specific distributional
policy in terms of distributional channels. Several distributional channels that can be
chosen by Coco cola are selling from the producer to to the customer directly, selling
from the producer to the retailer as well as selling from the producer to the franchising or
the whole seller.

 Coca Cola has utilised promotional strategies in Nigeria which has led to an effort in
order to enhance the sales in the short run. In order to accomplish the goals, Coca cola
has spent a large sum of money in order to provide incentives to the several middlemen
as well as the customers of Coca Cola which will help in attracting the customers towards
the organisation. The promotional strategy is likely to have a positive impact upon the
market of Coca Cola in Nigeria as the organisation has spent a huge amount on
advertising as well as sales promotion (Ali and Anwar, 2021).
Conclusion
It can be concluded from the case study above that the Marketing concept plays a crucial
role in the growth of an organisation. Marketing is referred as the activities of the organisation
that are undertaken in order to promote the process of buying and selling a particular product as
well as a service. The marketing concept comprises of several activities like advertising and sales
promotion which are likely to enhance the business. The business of the organisation is likely to
grow in the market of Nigeria as the organisation has been focussing upon the market oriented
strategies.

References
Books and Journals
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Shah, D. and Murthi, B.P.S., 2021. Marketing in a data-driven digital world: Implications for the
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Wang, C.L., 2021. New frontiers and future directions in interactive marketing: inaugural
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