Roles and Responsibilities of Marketing Function

The provided report concludes that the marketing function plays a vital role in expanding a company's operations. The Seven Ps of marketing enable companies to maintain their market presence and effectiveness. Additionally, the interrelationship between marketing departments and other business functions is crucial for a company's growth. This document provides essential information about marketing management assignments, including references from various books and journals.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK 1 ...........................................................................................................................................4
Roles and responsibility of marketing function .........................................................................4
Roles and responsibility of marketing relate to the wider organisational context. ....................5
Analyse the roles and responsibility of marketing in the context of marketing environment. . 6
Analyse the significance of interrelationships between marketing and other functional unit of
Coca-Cola....................................................................................................................................7
Critically analyse and evaluate the key element of the marketing function and how they
interrelate with other functional units of an organisation...........................................................7
TASK 2 ........................................................................................................................................7
Compare ways in which Coca-Cola use elements of the marketing mix to achieve overall
business objective........................................................................................................................7
TASK 3 ...........................................................................................................................................9
Produce and evaluate marketing plan for Coca-Cola. ................................................................9
Produce a detailed, coherent evidence – based marketing plan for Coca-Coal chocolate and
candies ......................................................................................................................................10
Design a strategic marketing plan that tactically applies the use of the 7ps to achieve overall
marketing objectives. ..........................................................................................................11
CONCLUSION ...........................................................................................................................12
REFERNCES .............................................................................................................................13
.......................................................................................................................................................14

INTRODUCTION
Marketing is the process of creating, communicating, delivering and exchanging goods
and services. The heart of every business lies in marketing as it enable the company to attain
high productivity (Armstrong and et. al., 2014). One of the main purpose of marketing is to
identify specific needs of customers and produce best product which increase satisfaction level.
In context to Coca-Cola, one of the world leading brands in the beverage industry which is
established in the year of 1886. It is situated in United States and serves in 200 countries across
global environment. This report covers roles and responsibilities of marketing function and how
marketing is interrelates with other functions of an organisation, impact of marketing mix in
achieving business objective and create new marketing plan for company.
TASK 1
Roles and responsibility of marketing function
The term marketing is derived from market as it explains that it is a place where buyer
and seller meet each other and enter into a transaction including exchange of ownership of goods
and services. Therefore, marketing is a process by which company create value for customers an
d build strong relationship in order to capture value from customer in return. Furthermore,
marketing concept is the strategy that company implement to satisfy customers need, enhance
sales, profit maximisation and to beat the competitors (Chen, Fay and Wang, 2011). Every
organisation has several marketing concepts such as production concept, product concept, selling
concept, marketing concept and societal marketing concept. In order to accomplish
organisational goal, company contains an effective marketing process i.e. it is a process of
determining opportunity , selection of target market, development of marketing mix and
management of the marketing effort. However, marketing is a complex, dynamic, continuous and
interrelated process as it contains situational analysis, continuous planning, implementation and
control. Some of the roles of marketing function or marketing manager are as follows:
 Product development: One of the main role of marketing function is to develop the
product according to the customers need, taste and preference. By this customers get
high level of satisfaction and increase the company's profitability (DuBrin, 2011). The
design of the product plays a vital role in expansion of company and also they should
consider some factors like cost, durability etc. in order to maximisation of profit.

 Planning: The foremost step of company is to create a marketing plan for achieving
organisational goal effectively. Firstly, company should be clear about business
objective and then figure out marketing strategy in order to accomplish high
productivity.
Some of the key responsibilities of marketing function which is described below:
 Adapting innovation: The key responsibility of marketing function is to acquire
latest technology in order to achieve organisational goal (Hawkins, D.I. and
Mothersbaugh, 2010). As the needs and wants of customer is static in nature which
effect company productivity.Thus, firm should have innovative technologies in
order to retain customer and gain the competitive advantage.
 Analyse and monitor competition: In current scenario, trend and fashion of product
is keeps on changing on a regular basis which becomes main challenge for
company's expansion. Therefore, firm should always seek or identify business
opportunities productive strategy in order to satisfy customer need and can gain
competitive advantage.
From the above explained roles and responsibilities of marketing function, it promote
Coca-Cola to achieve pre determined goal and enlarge their business operation in new
geographical region.
Roles and responsibility of marketing relate to the wider organisational context.
The foremost goal of marketing is to produce an effective product or service in order to
satisfy customer need and can achieve profit maximisation. Marketing is interrelated with other
department of company in order to obtain high profitability (Kitchen and Burgmann, 2010).
Some of the roles and responsibility of marketing with other departments are as follows:
 Marketing with Human Resource Department: Both these function has great connection
with each other as they contribute towards the achievement of goal. IN this competitive
market, company requires an impressive or effective ways to attract the right and
potential employees. For this company acquire innovative techniques such as campus
placement, job fare, social media, newspaper magazine etc. in order to capture the
attention of potential candidates. Hence, marketing and human resource are interlinked
with each other as marketing enable Coca-Cola to enhance their branding, reliable data
or information and passionate or talented manpower.

 Marketing with Finance Department: These both function are the pillars on which
growth and profits of company are dependent on each other. Marketing function
requires money for promotional activity for that finance department provide fund to
them in order to promote the product and capture the market effectively (Lamb, C.W.,
Hair and McDaniel, 2011). While marketing department implies some techniques such
as advertising, public relation, sales promotion etc. with the help of fund provided by
finance department. By this, both the functions of Coca-Cola can achieve high
productivity and profitability.
 Marketing with Research & Development Department: For maintaining the competition
level both of these function plays an effective role in satisfying the need of customer by
obtaining promotional tactics. Moreover, research & development function is mainly
deals with analysing the demand, trend and produce innovative products. From this
marketing department of Coca-Cola, come to know about the market trend, customer
demand and it make them to acquire productive technique to promote the product
among market in order to attain high productivity and proficiency.
Analyse the roles and responsibility of marketing in the context of marketing environment.
Marketing plays a key role in company and its one of the most essential responsibility is
that overseeing advertising and promotion of a product or service. By this company can generate
sales of product by seeking out potential customer in order to improve brand image. There are
some more roles of marketing are branding, public relation, creating marketing strategy
(Lancaster and Massingham, 2010). But there is a great impact of external environment on the
growth of company as it get effected by some factors like political, economical, social,
technological factors. These factors are not controllable by marketers instead they create an
effective marketing mix to meet the needs of target customer. All the marketing activity of
company is directly answerable or subject to state laws and regulations which effect its
productivity in terms of price, promotional activity, quality of product etc. Furthermore, beating
the competitors in today's competitive market technology becomes the challenging factor for the
growth of Coca-Cola. Hence, company should make use of opportunity and introduce innovative
techniques or technology in order to accomplish high profitability and gain competitive
advantage.

Analyse the significance of interrelationships between marketing and other functional unit of
Coca-Cola.
The interrelationship among departments is important for company in order to achieve
pre determined business objective effectively. It enable the company to identify the business
opportunities and make them to adapt innovative or latest technology in order to promote the
product or services effectively (Lusch and Vargo, 2014). Furthermore, it improves the quality of
product and services of company which increase the satisfaction level of customer and improve
the overall performance of Coca-Cola. Hence, it enable the company to expand their business
operation in new geographical region which creates the value to them and enrich the brand image
effectively.
Critically analyse and evaluate the key element of the marketing function and how they
interrelate with other functional units of an organisation
The key element of marketing function are price, product, place and promotion which act
as a guide to help the company to develop a strategy for promoting products or services to
customers (Magnusson and et. al., 2013). These elements are interlinked with other business
functions but it impact positively and negatively. It helps the Coca-Cola to understand the
challenges or threat and enable them to acquire productive marketing strategy in order to gain
competitive advantage. Moreover, it effect negatively on company as it create conflict of interest
among departments and generate ambiguity which effect the working environment of workplace.
TASK 2
Compare ways in which Coca-Cola use elements of the marketing mix to achieve overall
business objective.
The marketing mix of Coca-Cola is effective compare to it competitors. The marketing
mix comparison of Coca-Cola and Pepsi is described below:
Basis Coca-Cola Pepsi

Product It offer 3900 beverage options
which like Diet Coke, Coca-
Cola Zero etc. and also include
healthy drinks which improves
the brand image .
It provide carbonated products
which impact on its
productivity as it loosing
customers.
Price It has affordable pricing
strategy i.e. competitive &
skimming strategy in different
geographical region based
market type which increase the
satisfaction level of customer.
It implies competitive pricing
strategy and its price is high
which creates issues among
competitors.
Place It's product is easily access by
customers as it operate in 200
countries which increase its
proficiency.
They sell their products to bulk
buyers i.e. retailer or
distributor and also it is
available in the market.
Promotion It has effective and impressive
promotional technique as it
promote the product through
television , social networking
sites.
It mainly focus on young
customers for that it applies
celebrity endorsement strategy.
People Its employees are dedicated
towards work which enable
them to reach target customers.
Pepsi Co employees are
motivated towards goal which
enable them to give their best
output.
Process Its applies productive
distribution channel which
help them to deliver their
product to end users.
It has lengthy process in
delivering the product which
generates issues in satisfying
customer needs.
Physical Evidence Its packaging and labelling is Its packaging and layout is not

attractive which capture the
attention of customer easily.
much effective in compare to
Coca-Coal which effect its
productivity.
TASK 3
Produce and evaluate marketing plan for Coca-Cola.
Marketing plan is a comprehensive document or blueprint which outlines the advertising
and marketing efforts for the future.
Executive Summary : Every company wants to enhance its business, for attaining the same
Coca-Cola wants to introduce its new product i.e. chocolates and candies. For obtaining high
productivity company target its customers effectively and it develop marketing plan to achieve
its goal efficiently (Malhotra, Birks and Wills, 2013). The marketing plan contains some stages
are as follows:
Objective: This new product i.e. chocolates and candies of Coca-Cola contains a set of
objectives which enable them to attain high productivity and profitability. Following are the
objectives of new product is :
 To increase sale and profit by 15% in specific geographical region.
 To increase customer base by 20% by providing cash discount of 10%
 To improve sales by 10% by providing new product i.e. chocolate and candies
Mission: The mission of Coca-Cola chocolate and candies is to offer the finest quality of
chocolate combined with the highest quality of fresh fruit and treats. We believe that winning
competition with honest, personalised , caring service and present it off with impressive
packaging that will be renumber gorgeous and uniquely among customers.
Aim: The main aim of Coca-Cola chocolate is to improve the health of customers and keep them
fit. It differentiates the product based on different category of people i.e. young , children and
diabetes people (Purvis, 2015). By this customers will easily get attracted towards the products
which improves the profitability of company. However, the another aim of this product is to be
the best and world leading brand among competitors.
Segmentation: For chocolates and candies company will seek for new geographical based on
demographic, age group etc.

Targeting: It mainly target for young and children for the enhance of company.
Positioning: It create health awareness among society regarding product.
Budget:
Particulars Amount
Advertising on TV (15%) 15000
Social Media (20%) 30000
Newspaper (10%) 25000
Sales Promotion (25%) 65000
Produce a detailed, coherent evidence – based marketing plan for Coca-Coal chocolate and
candies
SWOT analysis
Strength
 It has a strong base of reliable supplier
of raw material thus it enabling the
company to overcome the obstacles
among industry (Ramaseshan, B., Ishak
and Rabbanee, 2013).
 The company with its dedicated
customer relationship management
function which enable the company to
achieve high level of customer
satisfaction.
Weakness
 The company is not able to tackle the
the challenges by the new entrants in
the segment which effect its market
share.
 Organisation structure is only
compatible with present business model
which limits its expansion in product.
Opportunity
 New trends in the customer behaviour
can open the new way to Coca-Cola
chocolates. It provides a great
opportunity for company to build or
enhance its revenue and can diversify
Threat
 Changing consumer buying behaviour
from online channel could be a threat to
the existing supply chain model and its
productivity.

into new product.
PESTEL Analysis
PESTEL analysis of Coca-Cola chocolate and candies are described below:
Political factor: It impact the company's productivity and profitability. As UK government
implement new regulation i.e. put the product in store shelves which impact the performance of
Coca-Cola chocolate and candies. However, the stable nature of UK government benefits the
company and they can easily tackle with the issues by preventing their internal marketing from
competitors.
Economical Factor: As UK government face recession as it modifies the loan interest rate which
effect Coca-Cola brand image. However, Coca-Cola took this as an opportunity and acquire low
cost loan which helps them in maintaining their brand image.
Social Factor: Majority of the UK people are concerned about healthy lifestyle. However, Coca-
Cola introduced healthy products which improves the satisfaction level of customer (Rosier,
Morgan and Cadogan, 2010).
Technological Factor: It is a world of technology base world where customers prefer digital
trading and it influence Coca-Coal growth. However, Coca-Cola introduced effective technology
and facilitate the services through online which enlarge its productivity.
Environmental Factor: In current scenario, UK people prefer eco friendly product which effect
the Coca-Cola productivity. However, Coca-Cola introduced environmental based product
concerning the health of people which enrich its profitability.
Legal Factor:It includes trade policy, regulations and rules imposed by government. However,
the stability of UK governments, it enable the Coca-Cola to retain their business and enlarge its
business operations.
Design a strategic marketing plan that tactically applies the use of the 7ps to achieve overall
marketing objectives.
Following are the 7Ps of Coca-Cola chocolates are as follows:
 Product: It offer 3900 beverage products with a best quality which adds value to its
customers (.Varadarajan, 2011).

 Place: It sells its product in 200 countries across the globe and also it implies FMCG
pattern of distribution which increase the overall performance of Coca-Cola.
 Price: Company follows competitive and skimming pricing strategy which enable them
to expand its business operation in new geographical region. Along with this its price of
product is affordable to customer.
 Promotion: It has effective promotional strategy as it promote its product through
television and social network.
 People: Its employees suggest innovative ideas which help the company to increase its
sales growth (White, 2010).
 Physical evidence: It has impressive packaging and labelling which easily capture the
attention of customer.
 Process: Its process of delivering product is effective and it has efficient distribution
channel.
CONCLUSION
From the above report it has been concluded that roles and responsibilities of marketing
function plays a vital role in the expansion of company. Seven Ps of marketing enable the
company to maintain its sustainability in market. Furthermore, the interrelationship of marketing
department with other business function is an important element for the growth of company.

REFERNCES
Books and journals
Armstrong, G., and et. al., 2014. Principles of marketing. Pearson Australia.
Chen, Y., Fay, S. and Wang, Q., 2011. The role of marketing in social media: How online
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DuBrin, A.J., 2011. Essentials of management. Cengage Learning.
Hawkins, D.I. and Mothersbaugh, D.L., 2010. Consumer behavior: Building marketing strategy.
Boston: McGraw-Hill Irwin,.
Kitchen, P.J. and Burgmann, I., 2010. Integrated marketing communication. Wiley international
encyclopedia of marketing.
Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Lancaster, G. and Massingham, L., 2010. Essentials of marketing management. Routledge.
Lusch, R.F. and Vargo, S.L., 2014. Evolving to a new dominant logic for marketing. In The
Service-Dominant Logic of Marketing (pp. 21-46). Routledge.
Magnusson, P., and et. al., 2013. The role of cultural intelligence in marketing adaptation and
export performance. Journal of International Marketing. 21(4). pp.44-61.
Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials of marketing research. Harlow:
Pearson.
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital recruiting.
Handbook of Human Resources Management. pp.1-19.
Ramaseshan, B., Ishak, A. and Rabbanee, F.K., 2013. The role of marketing managers'
commitment and involvement in marketing strategy implementation. Journal of
Strategic Marketing.21(6). pp.465-483.
Rosier, E.R., Morgan, R.E. and Cadogan, J.W., 2010. Marketing strategy and the efficacy of
procedural justice: The mid-level marketing manager in industrial service firms.
Industrial Marketing Management.39(3). pp.450-459.
Varadarajan, R., 2011. Marketing strategy: discerning the relative influence of product and firm
characteristics. AMS review. 1(1), pp.32-43.
White, D.W., 2010. The impact of marketing strategy creation style on the formation of a climate
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179.