Roles and Responsibilities of Marketing Functions in Organizational Context

This article analyzes the different responsibilities and roles of marketing functions in an organizational context. It discusses the various concepts of marketing, current and future trends in marketing, and the roles and responsibilities of marketing managers. It also explores the interrelation of marketing with other functional units in a chosen scenario.

MAREKTING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Analyse different responsibilities and roles of marketing functions in organisational
context ........................................................................................................................................1
P2 Roles and responsibilities of marketing function with other functional units for chosen
scenario.......................................................................................................................................4
TASK 2............................................................................................................................................6
P3 Compare various ways by which marketing mix is applied to the chosen organisation.......6
TASK 3............................................................................................................................................9
P4 Formulate and evaluate a basic marketing plan for concerned organisation.........................9
CONCLUSION .............................................................................................................................12
REFRENCES.................................................................................................................................14

INTRODUCTION
Marketing is considered to be that set of activities, operations and procedures that is
having different offering to customer as per the requirement. Business organization is there to
promote and advertise product through various channels marketing product in appropriate
manner. This is there to make promotion of product that has to be produced by firm which has
been targetting audiences that can buy it in large quantities. The assignment is based on Galaxy
that is an UK based multinational company operating at global level. It was founded in the year
1960. This company sells various baked products, chocolate and milk shakes. This report is
based on various responsibility and roles that is included in marketing functions. Further
interrelation of marketing that is based on different organizational functions that is being
mentioned in appropriate manner. In the end basic marketing plan for chosen organization has to
be prepared for enhancing sales to be increased in considerable manner.
TASK 1
P1 Analyse different responsibilities and roles of marketing functions in organisational context
Marketing is being refereed to as that procedure which is there to protect interest of
individuals within services or products of an organization to be improved. This is there for
befitting an business organization which has made achievement through making revenue and
profit against rivals. Marketing concept is defined as a philosophy under which a company
analyse the requirements of their customers and take beneficial decisions in organisational
context. There are different concepts of marketing which are stated below:
 Production concept: According to this concept has been preferred over those products
that is easily affordable and available. Product of Galaxy if not easily accessible to
customers then they will shift towards products of other organization.
 Product concept: The concept explains that an individual buy products that is good in
quality and involves features. This is considered to be one of the basic concept over
marketing that has been defining those products and services of Galaxy that is adding
value and has easy accessibility.
 Marketing concept: According to this concept, attainment of objectives and goals that is
dependent over acknowledging wants that is required over targetting markets or
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customers. An organization like Galaxy is not able tom identify needs of consumer then
people will not buy products even when quality is high.
 Selling concept: This is based on selling concepts that is refereed as ease of an
organization and is helpful in gaining attention of customers through product and
services. It makes promotion and large scale efforts to be performed by an organization.
Selling effort made by Galaxy helps in making wide sales and profits. Also promotion
has very important role to play in making an organization gain more selling that makes
revenue to be increased (Dioko, 2016).
 Societal marketing concept: The concept has been making marketing strategy to be
delivered with appropriate value of customers with well being of society for improving
and maintaining in considerable manner.
Current trends in marketing
Various trends of marketing has been prevailing within market in present time. Some
trends that is related to this is interactive video, increasing of personal recommendation,
Facebook and Instagram for advertising. This has been helping an organization in making itself
advertised in appropriate way about its products of Galaxy. This will help the company in
increasing engagement of customers. Personalised recommendations help consumers in
acknowledging about the products which are needed by them. Benefits that is going to be
This will benefits in increasing its sales and revenues.
Future trends in marketing
There are various types of trends that has been related to marketing and is not known
much in present time and is going to cover market in next upcoming years. Such trends are
related to live chats, Beacon technology and chatbots. More than 80% of organization has been
operating domestic and international level state usage of chatbot is required for extensive
advertising by 2020. Live chat is going to allow all customers which has been acknowledging
and instant product is needed for offering by an organization. Implementing of Beacon
technology helps Galaxy in targetting customers in retail store. In technology similar to GPS this
is less complex. This helps an organization like Galaxy by making appropriate targeting
customers and make high revenue to be earned.
Overview of marketing processes
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Marketing is refereed to as that procedure which has made analysis over opportunities
within marketing, selecting of appropriate market, developing of market mix and managing
marketing efforts. This is essential for managers in Galaxy for identifying of opportunities that is
available in market and can be used to gain high revenue. Right customers and offering them in
desired product, revenue of an organization should be enhanced. Marketing mix and strategies
that helps and firm to acknowledge market position with competitive advantage to be
accomplished. Rivals of an organization has to be achieved and developing strategies related to
market which helps them in staying ahead of an organization.
Roles and responsibility of marketing manager
Different roles and responsibilities associated with marketing manager of Galaxy are
discussed below:
 Supervision and coordination of business activities: In this role of marketing managers
is required for establishment to be done in appropriate coordination among various
activities related to business that has been packaging, transportation, sales, storage,
purchase, promotion, advertising. This makes Galaxy for enhancing efficiency over
satisfying customers is going to be easy. Also marketing functions in an organization
 Identification of potential markets: In order to make increase in sales and revenue of
firm, marketing managers in Galaxy required to make identification of potentials in
market and customers also (Crutchfield, 2017).
Roles and responsibilities of marketing function
Various roles and responsibilities of marketing function in context with Galaxy are
discussed below:
 Setting market strategy: This has helped in achieving of targetted goals and objectives
which is possible through attaining of right strategy which is required to be implemented.
It makes formulation of that strategies which has benefited towards achieving desired
sales targets. If functions of marketing are not set in right manner various function in
Galaxy will not be able to distribute its sales and revenue. This is going to directly impact
revenue to be generated in negative manner.
 Identifying customer needs: This is one of the most important role under marketing
function that has been creating requirement and necessities of customers to be
acknowledge in appropriate way. It is going to make benefit for Galaxy by making them
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offer product required to be achieved in right manner. Improvement of overall
productivity and margins of profit in an organization. Marketing functions of an
organization make identification of customer's needs possible and makes required results
to be achieved by an organization.
P2 Roles and responsibilities of marketing function with other functional units for chosen
scenario
In order to attain organizational targets in proper way various departments are required in
an organization to work in appropriate manner possible. This purpose different departments is
required to build coordination among themselves. It makes Galaxy to perform all kinds of
business operations with full effectiveness and efficiency. Further interrelation of various
departments of Galaxy has been explained as follows:
 Marketing and HR department: HR department of an organization has role of seeking
recruitments and making sure that only capable employees is selected within an
organization to make accomplishment with efficiency possible. In relation to this HR
department has been advertising about vacancies for making maximum number of
candidates to attain information about it. Department of Galaxy has been making
advertisement for vacant places or position within an organization. That is why it is
important for both departments to work with coordination and unified form. If such
departments is not going to coordinate then recruitment with talented and marketing team
is making lack of skills to be able to perform.
 Finance and marketing department: Finance department holds responsibility towards
generating funds and revenue in an organization. Also budget with other expenses to be
spend is being handled by potential investors for completing shortage of funds within a
project if required. In order to perform operations with desired goals to be achieved
requirement of capital is there that is being allotted by finance team. If finance
department will not provide money then difficulties is going to arise in Galaxy for
performing of various business activities.
 Sales and marketing department: Role that has been making department over making
acknowledge through requirements and needs in proper manner. In relation to sales
department of Galaxy gathering product in large stock has been performing business
activities. Such department if not seeks over needs of customer then possibility of
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performance and there work is not possible. That bis why these two department is
connected with each other. If one department out of the two is not able to work in proper
manner then units get impacted in negative manner which makes activities slowed
(Critchley, 2020).
 Production and marketing department: Role of production department has been
making production in an organization to produce products that is demanded for making
production team in Galaxy for producing of products in large quantity. Role of this
department is to make production of products and providing services possible as per
customers demand. It has responsibility to enhance production capacity in large quantity.
Due to this marketing team is having an important role to play in the department for
identification of products. If the team is not going to have idea over needs of customers
and product that has not been determined over sales of an organization. This has been
making teams to play an important role in promoting of activities that has been performed
through production team that has an important role to play in activity to be performed by
production team. That is why both department has to work together.
 Value and importance of marketing role in context with organisation
Marketing has an important role of working within an business organization. This has
been making key process through selling or researching over product and services that is high in
demand. This helps in appropriate marketing, attention of customers that has been gained in
proper way. Helping in making appropriate market by gaining attention of customers that has
been gained in proper manner. Due to this Galaxy is able to make offer over the products needed
by customers. As activities performed through marketing department, organization is able to
make satisfaction over desired needs of an customer within time period specified. It benefits
Galaxy through increasing sales that has been helping in attaining of objectives and goals in
proper manner. Department of marketing has bee advertising and making promotion of products
that has been offered by Galaxy will not be able to reach to customers. This is going to make
buying of products that are other brands and organization. Also reduction in sales is done that
impacts revenue directly in negative way (Chuang and Hu, 2017).
 Significance of interrelation among various teams
For making goals to be achieved for Galaxy in proper way this is important for goals and
objectives to be achieved through coordination in proper manner. Interrelations among various
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functions that has been has to be there for ensuring that productivity in an organization increases
that is considerable over employees in manner that has to be concerned. Interrelation among
various units of Galaxy has been helping manager over for implementing policies in proper way.
This has been able to make marketing managers over implementing of policies in appropriate
manner. It makes various task of an organization to be performed in appropriate manner.
Various department of Galaxy like marketing, sales, finance, HR, production department and if
communication is properly mismanaging of work has to be taken place. Also lack of
communication lead over having negative effect over sales and revenue generation of firm to be
reduced. It makes barriers for galaxy in gaining of competitive advantage upon rivals with
appropriate manner.
TASK 2
P3 Compare various ways by which marketing mix is applied to the chosen organisation
Marketing mix is considered to be one of the main business tool that has been helping in
evolving of those tactics and actions that is being used by an business organization for selling of
product and services to be selling in large number (Caliskan, 2019). This is an element that has
been allowing Galaxy for evaluating of current performances within market and proper manner.
Such element is going to allow Galaxy to evaluate current performance within market in
appropriate manner through comparing performance of other organization that is operating in
same sector. In relation to Galaxy and its on going performance with Nestle that is a Switzerland
based organization operating within the industry. In relation to marketing mix has been explained
below:
Basis Galaxy Nestle
Product Galaxy this is an UK based
organization that is operating at global
level. Product line of an organization
is very wider and makes classification
as per products that has been classified
according to there requirement in
particular season. It offers wide range
of products which are standard. Main
Nestle is a Swiss organization that
has been performing operations in
successful manner within
international market. Organization
has large product in international
market. Organization has been
offering products like Beverages,
milk products, Milk maid, Maggie
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product that has been sold by
organization is milkshakes, chocolate
syrup, baked items, biscuits and other
chocolaty items. Main product of the
organization id galaxy chocolate that
has helped in gaining popularity within
the market all around globe.
and much more. To compete with a
popular chocolate that is Galaxy and
has introduced Alpino.
Price Price of various product is dependent
upon property that has been offering
and Galaxy has been dependent over
quality.(Brychkov and Domegan,
2017). Some products like Galaxy
chocolate are of premium price and
has aimed to trigger high class people.
Other products that is being sell in
market is being charged as price as per
economy. Pricing strategy has been
using an organization over competitive
pricing under which product of an
organization has been charged in
relation to rates that is fixed by rivals.
Dark chocolate has been sold at high
price being targetting high class
personal.
Price of Nestle is dependent over
individual products like Maggie and
Nescafe and is rated under high
margins as per premium pricing in
order to make to make strategy of
premium products as tough
competition. Company also uses
economy pricing strategy in which
product like munch is charged less to
make it reach to as much as customer
possible. Organization has been
using pricing strategy over maximum
number of persons that can buy
them. Strategic placed products that
makes products reached to right
customers that has not been
considering criteria of price.
Place Presenting an organization has been
operating for more than 200 nations
that is mainly in European, Asian and
American continent. Mainly all
products that is being offered by
Galaxy is available to globe. Major
Organization has been operating an
international level due to which
product has been made available in
supermarket, hypermarket and retail
store. Individual buy products of
Nestle that is both rural and urban
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reason behind this is that popularity of
Galaxy is appreciated with
distribution.
areas. Organization has various
forms of distribution that is bulk
buyers.
Promotion Organization has been following
various tactics that has been helping in
promoting and having adverse impact
over products in proper manner. Main
promotional strategy of Galaxy is there
for making advertisement through
television, radio, newspaper and radio.
Also organization has been taking help
of internet for acknowledging of
people about product and services in
proper way (Brown, Crosno, and
Tong, 2019).
Main promotion channels of Nestle
are digital media and traditional form
of promotion. Due to these
promotional tactics, products of
company are worldwide popular.
Company has also hired brand
ambassadors which can promote
their products among potential or
existing customers in a proper
manner. Also the organization has to
be focused over tactics to be used.
Process Various process that is being used by
Galaxy over product that has to be
reached to customer in appropriate
way. For gaining of efficiency through
operations has its stores and
warehouse at prime locations. For
interacting with customers,
organization which has been updating
technology in timely manner. Also
upgrading machines on regular basis
has increased manufacturing products
possible.
Process that is being used by an
organization is having multiple store
houses within geographical location
for distributing it to retailers and
whole seller property. Production
over manufacturing machines has
been used by an organization for
producing and manufacturing of
machines that is being used in
effective manner.
People Organization has been treating all Nestle treat its customers and
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employees as main assets has been
helping in achieving of desired
objectives and goals within time
period specified of time. In relation to
this manger of Galaxy has been
offering training and development
session for making them feel
comfortable in desired manner for
making goals and objectives to be
achieved in timely manner.
employees on priority basis. That is
why satisfaction level is high and
employees that has been providing
benefits that has made possible due
to hard work and providing best
performance.
Physical
evidence
Under this major evidence within an
organization is its head office that is
situated in UK. Other physical
evidences are online website of an
organization.
These are various kinds of evidences
that is in relation to Nestle. Major
evidence that an organization holds
is official websites and advertisement
on TV and social media.
Such aspects of marketing mix is helpful for an organization like Galaxy which is going
to be helpful over making understanding of right position within market and development that is
required for improving themselves. That is why organization is has been offering customers
discounted rates and departmental store in order to gain wider sales objective. Also popularity of
organization increases due to upliftment of sales and marketing products that can be easily
accessible to customers over various geographical locations. This will help the company in
attaining business objectives desirably (Bîrzu, 2019).
TASK 3
P4 Formulate and evaluate a basic marketing plan for concerned organisation
Marketing is an essential department of any company as it plays an important role of
introducing the product in the market. It helps in delivering the product to its customers. A
marketing plan is a formal document which states the promotional strategy of a company so that
a large market is captured by the company. With the help of marketing plan, Galaxy can capture
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a large market and generate high revenue from its sales. It will also help in segmenting,
targetting and positioning the product in a proper manner.
EXECUTIVE SUMMARY
Galaxy is a Britain based organisation which deals with chocolate. It is owned by Mars
and is situated in United Kingdom. At present the company has been placed at second position in
United Kingdom for best selling chocolate. It deals in wide range of chocolate bars like milk
chocolate, fruit and nuts variety, caramel etc. The company wants to prepare a good marketing
plan so that the sales of the company is increased and it can earn high revenues and become the
first best selling chocolate company in the world.
SWOT ANALYSIS
SWOT analysis is a good management framework which helps in improving the
performance of the company as compared to other competitors (Bao, 2018). It helps in
identifying the strengths, weakness, opportunities and threats of the company in an effective
manner. It will help the company to give a good competition in the market.
Strengths Weaknesses
 The company is considered as a luxury
brand of chocolate for premium
customers. It has a strong parent brand,
that is Mars.
 It offers wide range of products and has
a distribution in various countries like
USA, India, UK etc.
 It has a heavy competition in the market
for chocolates segments. It also has a
limited brand loyalty which makes
difficult for the company to retain a
good market share.
 It has no channel of distribution to
rural areas which makes it tough for the
company to capture large market.
Opportunities Threats
 The company can use innovative tactics
for promotion like seasonal spending to
chocolate gifts.
 The social media marketing can help
the company to reach large number of
people which will help in increasing the
 The chocolate offered by the company
is premium and not economical which
makes it difficult to capture market of
people with low purchasing power.
 The tough competition from Cadbury
and Nestle can be major concern for the
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brand loyalty. company.
OBJECTIVE
Business objectives helps a company in deciding what they want to accomplish. SMART
objectives in context with company are mentioned below:
 Specific: Company is planning to increase their sales around 20% by launching
economical priced chocolates (Avila-Robinson and Wakabayashi, 2018).
 Measurable: Firm is going to measure its performance through benchmarking technique.
 Attainable: Company has employed highly motivated and skill workers for this project
to deliver highly superior results and leader will follow system leadership style to guide
workers.
 Relevant: Along with sales, company has planned to increase their market-shares by
35%.
 Time bound: The estimated time to attain these objectives is 12 months.
STRATEGIES
 Segmentation: There are different ways by which a company can segment its customers
such as geographical, demographic, behavioural and psychological segmentation. In case
of Galaxy, company can segment people in accordance with varieties like caramel, milk
chocolate, fruit and nut etc.
 Targeting: Galaxy is required to target people when considering there age factor.
Targeted customer of an organization and are from 10 years to 45 years because people
of this age prefer to eat chocolates.
 Positioning: Making global organization advertise is the product through which social
media and initiating camping has newly launched Galaxy noodles and give free samples.
This helps customers in acknowledging new products in better manner. Also make the
product to be known to people in easy way.
MARKETING MIX
In order to estimate the performance of new product in marketplace, marketing mix is
performed below:
 Product: Organization has been introducing new products within market place that is
Galaxy noodles (Arunachalam and Sharma, 2019).
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 Price: Galaxy has been plaining to rate product as per economic pricing in order to again
maximum number of people that can buy it.
 Place: In this product available stores and outlets are products available of organization
like Galaxy.
 Promotion: Regarding this organization like Galaxy is offering sample free of cost that
has been advertising through social media.
 Process: Galaxy has been making methodology within process which makes reduction in
extra cost.
 People: Manager of an organization has been given training to employees that is going to
make Galaxy noodles to take place in proper manner.
 Physical evidence: Main physical evidences over the product has been advertising and
free samples should be distributed to customers.
 COST
Total cost for production of new product has been mentioned below:
Particulars Amount (€)
Marketing 120000
Workforce 110000
Equipments 130000
Raw materials 140000
PROFIT MARGINS
Organization that has been introducing new product that is having aim which increases
profitability by 20% in upcoming 1 year.
MONITORING AND CONTROL
In order to operate Galaxy manager has been using key performance indicator. This is
going to benefit organization that has been making comparison over past performance for setting
of growth margins to be acknowledged in proper manner (Abedi and Abedini, 2017).
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CONCLUSION
From the above mentioned report it has to be concluded that high growth of business
each organization is required top perform marketing and promotional activities in appropriate
manner. In relation to this various roles over functioning assessing needs of customers, strategy
and formulation of clients has been achieving satisfaction in proper manner. Interrelation among
various departments like organizational work in appropriate manner. Marketing mix and
marketing plan has been helping various strategies that has to be gained in desired manner.
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