The Role of Marketing Function and Cross-Relation

The provided assignment discusses the significance of marketing function in business, including customer-based business operations and the marketing mix. It also emphasizes the importance of identifying targeted customers, rivals, and conducting market research to inform marketing strategies. The assignment requires proposing a budget for marketing activities, creating well-defined goals and objectives, and establishing a specific timeline for implementation.

Marketing Essentials

Contents
Introduction.................................................................................................................................................3
TASK1...........................................................................................................................................................3
P1. Key roles and responsibilities of the marketing functions ................................................................3
P2.Roles and responsibilities of marketing relate to the wider organisational context for the chosen
organization or scenario..........................................................................................................................6
TASK 2..........................................................................................................................................................7
P3. Marketing mix of CADBURY...............................................................................................................7
TASK 3.......................................................................................................................................................10
P4. Marketing plan.................................................................................................................................10
Conclusion.................................................................................................................................................13
REFERENCES ..............................................................................................................................................15

Introduction
Marketing is a beneficial instrument in the modern-day commercial enterprise. It
included perceptive of market, needs of clients, establishing gainful relations. The business
organization has understand the value of client relation and they are working on implementing
progressive approach for commercialism in enterprises. It's functions consists of strategy
management, marketing research and product development. Responsibilities for the growth of
the organization (Baker and Saren,2016). Marketing function involves various The present
assignment focuses on essentials of market in business organization which is concerned with
new and modern features of globalization. CADBURY was established in Birmingham it make
majorly chocolates. CADBURY developed the business by using the marketing strategies and
functions. This development strategy is likely to lead the loss of the company.
TASK1
P1. Key roles and responsibilities of the marketing functions
Management of marketing is outlined as the procedure of planning and conduct of
various concepts of market. Departments related with marketing play an essential part in
advancing the business and objectives of a firm. It enhance the brand image of CADBURY,
coordination and production of overall materials required for the business (William and
Zikmund, 2012). They can be characterized or described as roles related with business of
companies which helps in identifying successful items in market-area. There are different roles
and responsibilities play by marketing to increase the productivity within the organization.
Roles played by marketing is outlined below:
Marketing Strategies
This role played by marketing shows the developmental aspect of market strategy that
helps a firm in achieving their desired targets. Senior managers or staff of the CADBURY must
formulate plan to fulfill the needs and wants of their potential targeted customers. More
satisfaction level of clients will results in high market shares. The formulation of strategies
results in a balance in firm's desired and opportunities available in market.

Marketing Information system
In CADBURY, MIS provides content regarding several aspects like product,
implementation and plan, market controlling strategies. In case of the CADBURY, MIS
represent the content related with logistics with a specified time that helps the distribution
network efficiently (Baack, Harris and Baack, 2013).
Monitoring of marketing environment
Marketing process plays an essential role in identifying new and innovative
developments in business world. It upgrades the organization towards the wants of potential
clients. This results in the positive response which is required for the success of CADBURY.
Marketing research
It is treated as a vital aspect in the field of marketing. Research associated with it include
sufficient knowledge of product and price along with needs of consumers so that the
standardized and good quality products can be introduced in market. This will enhance the
market shares of CADBURY. In this, there are also some marketing process considered by
company which are as follows:
 Situation analysis: According to the first process, company analyses and determine the
situation of market. They also finds different ways to satisfy consumers demand by
producing goods to increase their sales.
 Marketing strategy: In this, some marketing strategies which organisation uses to attract
its consumers towards their companies.
 Marketing mix decisions: This process of marketing is also essential for company which
helps them to control parameters of marketing mix. It includes decisions which are
related to development of product, pricing, distribution and promotion.
 Implementation and control: According to this, managers of company implements
different techniques and strategies to produce products. They also monitors whether
business have made right decisions or not.
Structure and operations of marketing departments
Structure and operations of marketing departments vary related to needs of organization
and its consumers. In this, there are some roles of marketing department which assist business

enterprise in their promotion channels. The manager of marketing also play essential roles in
order to accomplish goals and to increases level of production. Managers of company also
manages working of their employees and resolve their issues which they faces.
Brand Equity
Big brands like CADBURY has a huge customer base which are loyal towards the brand.
This provide value to the services and goods produced by the firms. Marketing helps in
increasing the brand image and reputation of the company in business world and market.
Responsibilities and functions of marketing
Concept of marketing includes several aspects like advertising, finance, delivering process etc.
the main aspects of marketing functions are discussed below:
Research
Market research plays an important role in the success of a business. It is one of the most
essential tool as without it, it is impossible for a firm to expand its market presence. It is
considered an important function for a company. Research include different levels and is of
different types.
Strategy
The subject matter and information from the research, is processed to adjust every
required strengths and improved weakness among the operations carryout in business.
(Silberschatz, Galvin and Gagne, 2014). The scheme cater valued guidance for surviving in
competitive market by adjusting in market environment, The schemes are stacked over all the
real results and outcomes which are calculated through research.
Planning
The marketing section includes fiscal provision, prediction of gross revenue figures ,
distribution, communicating and other constituent of business. Planning department use a
particular timeline to design the leading scheme for converting structure goals into success.
Tactics

These are little and shortened program that are incorporated in order to allure the targeted
clients. This includes constricted period offers which incorporate promotional encouragement in
the marketing plan. It helps in concerning the initial force from the rival and enhance in the
sales. These functions are nearly coupled with other structural units of concerned business
organizations. These functions needed economical resources and assessment of marketing
strategies among the related organization of business. The merchandising functions needs
accurate description from the manufacturing department regarding the goods and services of the
firm to form a well maintained marketing plan.
Roles of marketing within B2C
 Direct sellers: B2C of marketing stands for business to consumers. In this, a company or
business enterprise deals directly with consumers there is no mediator or supplier
between them. Company provides products to its service user directly. This helps them to
maintain relationships between them and make company's customers base strong.
 Connectivity: The another role of marketing within B2C is connectivity. AS business
firm directly deals with its customer, it creates a connectivity between both of them. This
is beneficial for company because by this company can easily determine its clients taste
and preference. They can manufacture products according to their needs and wants.
Roles of marketing within B2B
 Technology innovation: Creation or invention of new products helps company to attract
more consumers towards them. It is important for company to manufacture new products
with innovative and advanced technology. This also assist company to increase their sales
and profitability margins by reducing wastage.
 Consumer insight: The another essential role of marketing within B2B is consumer's
insight. Company should focus on consumers perception to reach their goals and increase
their profits along with producing valuable goods. In this, businesses deals with each
other and produce products according to their customers demand.
Impact of external environment on marketing activity

 Marketing trends: In modern era, there are different marketing trends which company
should uses to operate their business activities. Continuous fluctuation in marketing
trends affect company widely. So, it is important for an organization to accept or follow
trends to stay at top in market and to gain competitive advantage.
P2.Roles and responsibilities of marketing relate to the wider organizational context for the
chosen organization or scenario
Marketing functions is a sincere discipline which involves almost activities of the
business and is a vital component of corporal strategy as essential ingredient of corporate
strategy as communicational in the corporate plans (Silver and et. al., 2012). There are various
obligations associated with marketing that are related in a wider context:
Operation management
In an organisation, the department of marketing needs to work closely with
manufacturing division to assure that accurate investigation and development is managed to
fulfill the current and future demands of the clients. The products can be produced in accordance
with the preferences of the clients. The quantity of orders rendered by marketing can be
accomplished in the specified time and delivered accordingly. It can be considered as marketing
departments set deadlines that challenges the capabilities of the production department.
Marketers deliver goods in market after assuring all the aspects related with product. This helps
in acknowledging that they don't have to replace or remove products and that they meet health
and safety requirements.
Marketing department
Marketing department promotes business of CADBURY by using different interrelated
strategies and derives the gross revenue of its goods and services. It provides the essential
investigation to determine about targeted clients and other audience. It manage all the activities
that are concerned with promotion and marketing. This needs that the merchandising division has
a correct route and strategy at its disposal to examine the market, development of right product,
and boost the product and the brand, with the motive of enhancing the market share and
improving the profit margins of the firm. The tools that are employed by the marketing team

increase the revenues. Department of marketing is provided with a sufficient budget for
advertising and promotion strategy, and it has to implement required promotional operations
within the specified budget. Social media is managed by the marketing department of a firm for
business promotion. It takes place with the help of social media experts who design and
implement the strategy to promote the business and its product on the internet, create a buzz and
utilize that buzz to attract customers and improve sales.
Finance Department
The marketing department need to work with closely with the finance department to
handle all the funds and budget related aspects appropriately. Marketing team needs sufficient
budget to fulfill their desired tasks which includes activities related with research, distribution
and promotion. They require all other sections to work according their allotted budgets so that
balance can be made within the organisation. Marketing section is likely to concentrate on gross
sales volume and attaining increased market value while the finance department more focused on
cash flow covering costs and paying back investment quickly as possible.
Human resource Department
Marketing and HR department are interlinked because task of HR department is to
recruit, train and manage the new working staff. These new employees will work in different
department like marketing and their efficiency will helps the company in proper functioning and
acquiring their desired results.
Interrelationships of functional units
Interrelationship between different department help company in maintaining
environmental changes. This interrelation of sections assist organization to carry out their
activities in effective manner. For example, finance department provides fund to to marketing
section by which they can advertise their products in market. This is beneficial for them to allure
more consumers towards them.

TASK 2
P3. Marketing mix of CADBURY
Basis CADBURY NESTLE
Product CADBURY is UK based
multinational company.
Products offered by companies
such as fudge, caramel, dairy
milk etc., are popular
worldwide. Products are
produced on the basis of
factors such as demography,
demand, competition and
production cost. Bournvita and
Dairymilk hold more than half
market which is associated
with chocolates.
Nestle is a big company
associated with food and milk
related products. It is situated
in Switzerland. This company
delivers products like Kitkat,
coffee, Nescafe and many
more food products. Maggi
noodles of Nestle are a
worldwide famous product
which is a popular name in
most of households.

Price The price of CADBURY
products is decided according
to the targeted market. Most of
the products are easily
affordable and many varieties
are included in economic
range. Éclairs, Perk and dairy
milk are some examples.
Dairymilk is available in
different size in variable price
rang whereas products like
Bournville, Oreo and Silk id
priced high to fulfil the desires
of people which can afford
standardised products.
Nestle products are priced
individually in accordance
with the popularity of product.
Maggi and Nescafe due to
wide popularity are priced
more than other products. As
quality offered is up to
standard, consumers are
satisfied by paying high price.
Nestle offers competitive
pricing as their strategy to
attract more customers (Babin,
and Zikmund, 2015).
Place CADBURY delivers its
services and products globally.
They target those market
sections with high priced
products where demand is
high. Products offered by firm
are available at more than 200
countries and has a very wide
customer base which makes
CADBURY a market leader.
Due to high demand of
products like Nescafe and
magi, other products are also
derived into market. Pricing
Strategies used by nestle
involves discounts on a high
priced product while buying a
low priced one.
Promotion This aspect plays an essential
role in increasing the market
sales of CADBURY. Digital
media is the most common
platform used to promote and
The manager of Nestle
formulates promotion by
campaign like Maggi
advertisement campaign.
Along with it tune of Nescafe

advertise company’s product.
Vernacular languages and
different dialects are used by
company to promote their
product in every area.
is the among most popular
tunes. Social media, TV also
plays an important role in
promoting brand. Kitkat is
popularised with a term “Take
a break”
People The management and senior
employee like Managers of
CADBURY considers the
needs and wants of workers
and consumers as a priority.
Firm provides employment to
millions of people. They also
guide them with training
session so that workers can
serve clients efficiently.
To achieve organisation goals
requirements of clients and
employees must be given
value. If employees are
satisfied they will be more
productive which will
influence the overall working
of Nestle in a positive way.
Process CADBURY is highly focused
regarding the methods and
process used while preparing
products. Quality of products
is often improved in
accordance with the taste,
preference and choice of
consumers. Advanced and
effective technology is used
while preparing items.
Nestle chooses the process
involving least wastage and
maximize use of resource.
They focus on improving the
products within a regular
interval due to which sale
increases considerably
(Lovelock, 2011).
Physical Evidence It is a vital aspect in the
working of organisation.
Physical evidence defines the
presence of brand within the
The physical evidence of
Nestle company is appreciable.
Products are available at
almost all stores whether urban

market. It is important for
manager of CADBURY to
take care of factor like hygiene
and proper cleaning of outlets.
or rural. The interior of outlets
also attracts customer towards
the brand.
TASK 3
P4. Marketing plan
A marketing plan is basically a document related with business which is written for defining the
market position of a firm. It also includes the marketing strategies which the company is going to
follow for achieving their desired targets and goals. Marketing plans often cover a time period of
approx one to four years. The intention behind using marketing plan is to identify those actions
an organization can take to their targeted goals and desired products. For example, marketing
plan of CADBURY may include strategies to improve the market share of company by fifteen
percent. The plan then identifies the goals and strategies that are needed to be attain for
improving market shares.
Overview of the company
CADBURY is a London based British multinational company which is established in
1824. It delivers its products and services in more than 205 countries. This brand is worldwide
famous due to chocolate products such as, Éclairs, daily milk, fruit, Bourneville and Oreo etc.
Targeted consumers of the company is people aged between five and thirty five years.
CADBURY’s manager use different pricing strategies to sell its items to large number of clients.
Strategies like economic pricing firm offer products at low rates and seasonal discounts on
products (Rossi, Allenby and McCulloch, 2012). In skimming strategy some standardized
products are rated high to target particular clients. Manager of an organization gives employees
a well implemented training session so that workers can enhance their working efficiency.
Mission: The mission of CADBURY company is quality improvement so that sections are not
attracted towards products can purchase them and satisfaction level of older clients will also
increase.

Vision: The vision of CADBURY is to develop a global brand preferred and loved by all
sections of society.
Marketing objectives
 The main marketing goal of firm is to enhance their sales by 22% in 3 to 4 months.
 To introduce CADBURY sugar free chocolates while enhancing market shares by 35%
in two years.
STP: It is an approach related with marketing plans which is based on three aspects. The firm
uses this strategy to segment its customers in accordance with the market demand. It is
performed in reference with needs of consumers and environment in which they live.
Segmentation, Targeting, Positioning denotes the term STP (Armstrong and et. al, 2015). The
manager of a firm like CADBURY also follows this approach which supports them in selling
various products in different parts of country.
Segmentation: It is the process in which market is bifurcated into small sections which includes
specific units of targeted consumers. This allows the firm to fulfill the needs of clients by
delivering them required commodities and products. In reference with CADBURY, segmentation
will takes place on the basis of:
Geographic: It divides the clients in accordance with their geographic locations i.e. country,
state and city.
Psycho-graphic: It differentiates the bunch of people in accordance with their personality and
lifestyle.
Behavioral: In this aspect, group of people is divided on the basis of their thinking. It includes
their actions towards goods of firm and their loyalty towards the brand and company.
Demographic: It bifurcates section of people according to their education, occupation, gender,
marital status etc.
 Targeting: This segment included that section of society which is specifically targeted
by the organization to promote their products. Manager of CADBURY also target
different customers in accordance to their preferences, needs and requirements.

 Positioning: It includes the reputation and popularity of CADBURY in minds of people
at market area. This helps the firm in calculating the ranking of brand within the market.
It is essential for all firms to measure its improved value and image within the market.
Along with this, CADBURY utilizes this approach in to calculate the market value of
their brand.
SWOT analysis of CADBURY
Strength
 CADBURY has wide and well
promoted channels of product
allocation and marketing.
 It offers different prices for different
products in accordance with the
purchasing power of different sections.
Weakness
 It is a difficult task to find staff
members that are already trained
 People that are health conscious avoid
products offered by company due to
high level of sugary content (Clow, and
James, K. E., 2013).
Opportunities
 Increased consumption level because of
improvement in quality (Ahmed. and
Rafiq, 2013).
 Media can help CADBURY in
spreading their influence to billions of
people.
Threats
 Rivals like Nestle which offers
standardised products at market place.
 Rise in prices of supplied material.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Initial money 12000 4000 8000 7000
Investment 13000 11000 6000 4000
Total 25000 15000 14000 11000

Marketing
outlay
1000 6000 3000 4000
Promotion 5000 1000 4000 1000
Sales publicity 12000 3000 1000 2000
Direct selling 4000 2000 1000 1000
Total 22000 12000 9000 8000
Monitoring and control
It is essential for all companies to prepare appropriate marketing budgets to determine the
details of investments and funds. By this plan, firm can make guesses about the required funds
they are investing and the amount of investment also. This plan is necessary for every
organization either it is large or small. CADBURY has also formulated this plan to check out the
details of funds (Brady, 2014). With this plan organization also calculates whether its clients are
appreciating their products or not and the level of appreciation also. It helps the manager of
CADBURY to supervise if all necessary steps related with marketing are executed properly or
not. It is influential for firm because in case of any issue in planning employees can handle it by
avoiding it in future. Hence, it is very important for each corporation to formulate marketing
plans and to supervise and revise them from time-to-time.
Conclusion
In this presented assignment, it is discussed that, the role played by marketing function
and cross-relation of other administration functions. The process of the company must include
customer based business operation. The major aim of the firm is to deliver a client focused effort
to succeed in the business. The procedure of marketing mix is compared in the business
organization to achieve business objectives. In the report, the determination of targeted
customers is important thing in marketing planning process during the research. The organization

identify their rivals which are going alluring their potentially targeted clients. In this assignment
evaluate the research and make strategies according to the needs and requirements of markets.
Propose a budget for the marketing activities and create well defined goals and objectives using a
specific timeline.

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Armstrong, G and et al, 2015. Marketing: an in
Ahmed, P.K. and Rafiq, M., 2013. Internal marketing. Routledge.
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Rossi, P. E., Allenby, G. M. and McCulloch, R., 2012. Bayesian statistics and marketing. John
Wiley & Sons.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Online
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