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

This report assesses the role of marketing in achieving organisational objectives with a case study of Coca Cola. It discusses the concept of marketing, impact on planning and formulation of effective marketing strategies for growth of Coca Cola. The report also covers the importance of target market, gathering marketing mix and recommendations for product, price, place and promotion. The report concludes with insights on how Coca Cola has set a benchmark in carrying out immense marketing practices.

Business Management

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........................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is generally determined as essential management function which deals with
promotion of products and services offered by an business organisation into consumer market.
For instance, it facilitates in spreading awareness of products and services among consumers in
order to increase sales of company's offerings. Moreover, this business function is considered as
one of the most essential functions as it contributes in generating high-quality leads company in
order to sell products and services. The chosen business organisation for completion of this
report assessment is considered as The Coca-Cola Company. In addition to that, respective
organisation is engaged in manufacturing and supplying refreshment beverages into consumer
market (Santoro and et. al., 2018). Furthermore, This report assessment will be comprised of role
of marketing towards achievement of organisational objectives. It will also include impact of
marketing upon development and implementation of efficient strategies towards growth of
respective organisation.
MAIN BODY
Concept and role of marketing in the achievement of Organisational strategic objectives
The concept of marketing is basically defined as function comprised of activities and
practices organised in a business organisation in order to promote goods and services. For
instance, it allows company in providing products and services to customers with demand for
that particular product or service. The major purpose behind marketing practices of respective
organisation is to promote company's products among various stakeholders. Moreover, spread of
awareness and advertising of products contributed through efficient marketing practices results
in increasing sales of company's offerings. Furthermore, development of efficient strategies
revolves around four elements including Product, Price, Place, and Promotion (Jena, 2020)
. The role of marketing in achievement of organisational goals and objectives are as follows:
 Defining and Managing brand: Marketing function facilitates in defining and
determining business organisation into market and society. For instance, it includes aims,
objectives, services, offers, etc. in order to attract customers towards products and
services offered by respective business organisation. It also focuses upon determining a
particular experience that organisation admires from their target customer base
interacting with business organisation. In addition to that, it facilitates respective

organisation in attracting target customer base towards company's offerings in order to
increase sales and generate leads from these practices and activities.
 Meeting Customer needs and wants: Marketing practices in respective organisation
also involves forecasting consumer demands in order to design and develop appropriate products
according to customer preferences and demands. Moreover, it further facilitates in attaining
customer satisfaction through providing them with innovative and improvised products and
services into market. It includes identification and determination of consumer demands with
reference to market trends and external factors which further facilitates in development of
desired product to be introduced into consumer market. Furthermore, it results in fulfilment of
consumer demands which contributes company in retaining existing customer base as well as
attracting additional customer base towards products and services offered by company
(Brondoni, 2018).
 Ensuring organisational growth: This essential business function is determined at
contributing accelerating organisation success and growth with consideration of various
aspects. For instance, activities and practices organised in marketing function facilitates
in promoting as well as spreading awareness of products and services offered by
company which results in increasing overall sales. In addition to that, spread of
awareness results in attracting customers towards company's offerings which enhances
and strengthen company's growth. Moreover, efficient marketing strategies allows
company to retain existing customer base as well as attracting new customers in order to
increase sales and customer base of company. Therefore, all these positive aspects further
facilitate in ensuring organisational growth and success.
 Better product offering: One of the primary role of marketing is to analyse and
determine consumer demand which facilitates in designing and development of
appropriate product as well as efficient strategies to be implemented. For instance,
information and knowledge contributed through this step of marketing facilitates in
consideration of efficient strategies to be implemented in order to develop appropriate
product to be introduced into market. Moreover, this aspect results beneficial for both
consumers as well as business organisation. In addition to that, it provides appropriate
product to consumers according to their preference whereas it facilitates in attaining
higher customer base to business organisation.

 Monitoring and controlling: This role of marketing function deals with monitoring
activities and practices initiated through business organisation in order to promote
products and services into market. For instance, it involves keeping an eye on activities
and practices organised in workplace and comparing it to strategic plan developed prior
to initiation of these activities. Moreover, in case of occurrence of any deviation or error
throughout the process, it includes consideration of appropriate strategies and actions to
be taken in order to prevent the same. Furthermore, marketing function regulated in
respective organisation involves management of various platforms considered for
carrying out marketing practices and activities.
 Internal Communication: This role of marketing function is essential for business
organisation as it facilitates in encouraging workforce towards being dedicated and
motivated upon achievement of organisational goals and objectives. For instance,
importance of internal communication lies in regulating efficient coordination and
collaboration of employees within workplace in carrying out operations and activities.
Moreover, it also contributes in sharing of information among employees engaged in
workplace of business organisation. Furthermore, consideration of internal
communication in respective organisation results in effective communication among
workforce which contributes in development of positive and productive working
environment (Pettinger, 2020) (Pride and Ferrell, 2021)
(De Mooij, 2019).
Impact upon the planning as well as formulation and implementation of the effective marketing
strategies for growth of Coca Cola.
Marketing strategy is determined as developed plan considered for execution of activities
and practices in order to covert consumers into customers for their products and services. For
instance, Coca-Cola has developed various marketing strategies in order to carry out several
marketing practices and activities in an defined and efficient manner (Mou and Benyoucef,
2021). These marketing strategies are further determined as building block of marketing
planning for respective organisation in operating business operations in Nigeria. Moreover,
strategies in marketing function are developed after conducting a detailed and efficient market
research. Efficient marketing strategies of company has facilitated in acquiring maximum
benefits from resources used in manufacturing and supplying products into consumer market.

Furthermore, efficient marketing strategies facilitates in providing as well as conquering over
various opportunities to business organisation for further growth and expansion.
Consideration of Target Market
Target market is determined as particular segment of consumer market where respective
organisation is willing to sell out their products. For instance, these markets involve direct reach
of consumers in purchasing final products for consumption offered by company. It is very
important for companies to identify and determine target market in order to consider that
particular segment of development of various strategies and approaches in carrying out activities
and operations of business.
Coca-Cola needs to consider specific target market in order to ensure success and growth
with various consideration of factors and aspects affecting it in some or the other way. Moreover,
some of the particular market segment may include higher potential of growth for further
expansion but could include various barriers to entry (Yan, and et. al., 2020). Therefore,
respective organisation is required to come up with a specific choice of target market in order to
ensure organisational success and growth.
Gathering Marketing Mix
Marketing mix is determined as aggregate of primary and major areas of focus, being a
part of marketing plan. For instance, these areas of focus include product, price, place, and
promotion which facilitates in designing and development of efficient strategic marketing
planning.
 Product
The primary product strategy of Coca-Cola beverages is to provide with modification in their
product in order to capture higher market share with increasing sales of products. For instance,
modification and improvisation in products includes additional flavours, different size of
packaging, appearance, etc. according to analysis of consumer demand and preferences. In order
to operate in Nigeria, respective organisation is required to develop and introduce new and
innovative products into market according to preferences and demands of target customer base in
that particular geographical location. Furthermore, it will facilitate in attracting additional
customer base towards company's offerings which will result in positive aspect towards
company's growth (Boccia, Malgeri Manzo and Covino, 2019).
 Price

This strategy is considered as most essential and important strategy that influences consumer
behaviour towards purchase and consumption of products offered by company into consumer
market. For instance, this factor is related to affordability of consumers in purchasing products
and services. Moreover, respective organisation is recommended to implement effective price for
products offered into consumer market. It will further facilitate in attracting additional customer
base towards company's offerings in that particular geographical location. Furthermore, Price
Penetration strategy could be used by respective organisation in order to attract customers
towards company’s products and attaining maximum sales out of it. Therefore, lower price will
further facilitate in increasing sales for products offered in the market (Bairrada, Coelho and
Lizanets, 2019).
 Place
Place involves channels of distribution in order to make the product available for customers
in market. For instance, respective organisation involves distributers as mediators in supplying
company’s products to local retailers into market. Moreover, consumers can easily purchase
company’s products and services from local retail stores and supermarkets. Beverages offered by
respective company are easily accessible at any restaurants, hotels, retail shops, etc. In order to
save cost of manufacturing, Coca-Cola has developed an efficient supply chain engaged in
collection of empty glass bottles of beverages served by company into market. In addition to
that, this positive initiative of company contributes towards sustainable environment with
optimum utilisation of resources.
 Promotion
The respective organisation is engaged in aggressive marketing practices which involves
immense cost and efforts towards marketing activities and practices of company. For instance,
Coca-Cola is one of the leading companies who had set and bench mark to marketing function as
it involves huge efforts and initiatives towards advertising and branding (Blakeman, 2018).
Moreover, advertising and branding of respective company involves use of print media, T.V.,
social media, online ads, etc. Sponsorship in various events and campaigns is also taken into
account by company in order to maximise customer base and increasing overall sales.
CONCLUSION
From the above report assessment, it could be determined that Coca-Cola is among
leading organisations which have set a bench mark in carrying out immense marketing practices.

Moreover, this report is comprised of insightful knowledge of marketing as well as role of
marketing in ensuring organisation success. It has been determined that respective organisation
has a need to consider a target market in order to develop and execute efficient strategies.
Furthermore, Recommendations are provided over various aspects of marketing including
Product, Price, Place, and Promotion in order to ensure organisation success. Therefore, this
report is based upon strategies to be considered by respective organisation in order to increase
sales of company’s offerings in Nigeria.

REFERENCES
Books and Journals
Bairrada, C.M., Coelho, A. and Lizanets, V., 2019. The impact of brand personality on consumer
behavior: the role of brand love. Journal of Fashion Marketing and Management: An
International Journal.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Boccia, F., Malgeri Manzo, R. and Covino, D., 2019. Consumer behavior and corporate social
responsibility: An evaluation by a choice experiment. Corporate Social Responsibility
and Environmental Management, 26(1), pp.97-105.
Brondoni, S.M., 2018. Competitive Business Management and Global Competition. An
Introduction. In Competitive Business Management (pp. 21-42). Routledge.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. Sage.
Jena, R.K., 2020. Measuring the impact of business management Student's attitude towards
entrepreneurship education on entrepreneurial intention: A case study. Computers in
Human Behavior, 107, p.106275.
Mou, J. and Benyoucef, M., 2021. Consumer behavior in social commerce: Results from a meta-
analysis. Technological Forecasting and Social Change, 167, p.120734.
Pettinger, R., 2020. Introduction to management. Bloomsbury Publishing.
Pride, W.M. and Ferrell, O.C., 2021. Foundations of marketing. Cengage Learning.
Santoro, G., Fiano, F., Bertoldi, B. and Ciampi, F., 2018. Big data for business management in
the retail industry. Management Decision.
Yan, B., Chen, X., Cai, C. and Guan, S., 2020. Supply chain coordination of fresh agricultural
products based on consumer behavior. Computers & Operations Research, 123,
p.105038.