Unit 2 Marketing Essentials Assignment

UNIT 2. MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION..........................................................................................................................1
LO 1 ................................................................................................................................................1
Marketing processes and its elements.........................................................................................1
Roles and responsibilities of marketing manager of Cadbury ...................................................2
Impact and interrelation of marketing with other departments of organisation .........................3
Significance of marketing within organisation ..........................................................................4
LO 2 ................................................................................................................................................4
Marketing mix elements .............................................................................................................4
Marketing mix comparison between Cadbury and Mars ...........................................................5
LO 3 ................................................................................................................................................9
Marketing plan for Cadbury........................................................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES .............................................................................................................................13

INTRODUCTION
Marketing is defined as the management approach which helps organisations to identify,
anticipate and satisfy the requirements of their customers in alignment with their profitability
goals. The current marketing trends are based upon directly interacting with customers though
digital technologies and by providing them services at their doors. The organisations are focusing
on strategies which allows them to deliver their services to consumers within quick instant of
time and without need to go outside their homes (Lusch and Vargo, 2014). These trends are
rapidly improving and are focusing to provide more personalize services in the future. The future
trends of marketing will also aim at ensuring product availability at every place irrespective of
geographical boundaries.
The report will analyse the impact of marketing on performance of organisation and its
interdependency on other functional units of organisation. It will provide a marketing plan for
Cadbury which is the second largest confectionery brand after Mars incorporated. The study will
also provide comparative analysis of organisation based on marketing mix elements.
LO 1
Marketing processes and its elements
In order to meet the needs of customers and to deliver the required services Cadbury
follows the sequential process of marketing. At first the organisation analyses the market and
opportunities in which Cadbury can deliver its services with profits. For analysis purpose the
organisation evaluates both macro and micro environment factors and tools like SWOT analysis,
PESTLE and 5C analysis. When organisation successfully identify the opportunity, it creates a
strategic plan by segmentation, targeting and positioning concepts so that marketing mix related
decisions can be implemented (The Role of Marketing in Organizations, 2014).
The promotional and implementation strategies used by Cadbury are based upon above
mentioned analysis. In the final stage of marketing process the organisation control and monitor
its strategies and bring improvements or changes as per the changing demand of target audience.
The various elements of marketing involve the elements like price, product specification and
parameters related to distribution and supply of services.
1

(Source: What is the definition of strategic marketing?, 2018)
Roles and responsibilities of marketing manager of Cadbury
Marketing managers of Cadbury plays a key role of implementing marketing functions of
organisation. For effectively applying marketing strategies into practice the managers ensure that
analytical and communication skills are extensively used (Why marketing is so important, 2016).
Marketing manager organises market research so that organisation can discover the
opportunities. It is the responsibility of manager to coordinate and guide other team members so
that appropriate strategies can be developed and implemented for achieving the profit goals of
organisation. In Cadbury marketing managers also performs the role of employee and customer
management. They identify the skills and abilities of team members and assign duties so that
business activities can be accomplished.
The managers also conduct surveys for analysing the customer satisfaction for services
and how organisation can retain consumers for long term. During the situation of risk
management, the marketing managers cooperate with other functional departments to evaluate
the solution for dealing with the crisis (Dinnie, 2015). The marketing manager of organisation
also ensures that promotional strategies used by the organisation are highly efficient and
influences the buying nature of its consumers.
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Illustration 1: Marketing process