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Roles and responsibility of marketing in Coca-Cola

   

Added on  2020-10-22

13 Pages3550 Words498 Views
Marketing Essentials

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

INTRODUCTION Marketing is the process of creating, communicating, delivering and exchanging goodsand services. The heart of every business lies in marketing as it enable the company to attainhigh productivity (Armstrong and et. al., 2014). One of the main purpose of marketing is toidentify 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 isestablished in the year of 1886. It is situated in United States and serves in 200 countries acrossglobal environment. This report covers roles and responsibilities of marketing function and howmarketing is interrelates with other functions of an organisation, impact of marketing mix inachieving 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 buyerand seller meet each other and enter into a transaction including exchange of ownership of goodsand services. Therefore, marketing is a process by which company create value for customers and 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, enhancesales, profit maximisation and to beat the competitors (Chen, Fay and Wang, 2011). Everyorganisation has several marketing concepts such as production concept, product concept, sellingconcept, marketing concept and societal marketing concept. In order to accomplishorganisational goal, company contains an effective marketing process i.e. it is a process ofdetermining opportunity , selection of target market, development of marketing mix andmanagement of the marketing effort. However, marketing is a complex, dynamic, continuous andinterrelated process as it contains situational analysis, continuous planning, implementation andcontrol. 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 theproduct according to the customers need, taste and preference. By this customers gethigh level of satisfaction and increase the company's profitability (DuBrin, 2011). Thedesign of the product plays a vital role in expansion of company and also they shouldconsider 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 achievingorganisational goal effectively. Firstly, company should be clear about businessobjective and then figure out marketing strategy in order to accomplish highproductivity. Some of the key responsibilities of marketing function which is described below: Adapting innovation: The key responsibility of marketing function is to acquirelatest technology in order to achieve organisational goal (Hawkins, D.I. andMothersbaugh, 2010). As the needs and wants of customer is static in nature whicheffect company productivity.Thus, firm should have innovative technologies inorder to retain customer and gain the competitive advantage. Analyse and monitor competition: In current scenario, trend and fashion of productis keeps on changing on a regular basis which becomes main challenge forcompany's expansion. Therefore, firm should always seek or identify businessopportunities productive strategy in order to satisfy customer need and can gaincompetitive advantage. From the above explained roles and responsibilities of marketing function, it promoteCoca-Cola to achieve pre determined goal and enlarge their business operation in newgeographical 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 tosatisfy customer need and can achieve profit maximisation. Marketing is interrelated with otherdepartment 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 connectionwith each other as they contribute towards the achievement of goal. IN this competitivemarket, company requires an impressive or effective ways to attract the right andpotential employees. For this company acquire innovative techniques such as campusplacement, job fare, social media, newspaper magazine etc. in order to capture theattention of potential candidates. Hence, marketing and human resource are interlinkedwith each other as marketing enable Coca-Cola to enhance their branding, reliable dataor information and passionate or talented manpower.

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