Marketing Essentials: Roles, Responsibilities, and Integration with Functional Units

Unit – 2
Marketing
Essentials

EXECUTIVE SUMMARY
This project is based upon Jaguar Cars as being the British multinational car manufacturing
company for developing luxurious vehicles. It was established on 4th September, 1922 and is
headquartered in Whitley, Coventry, United Kingdom. It analyse the role and responsibilities of
marketing function that are market research, product management, setting price, promotional channel,
distribution, etc. It also explains marketing integration with various functional units of business such
as production, sales, finance, information technology, research and development. It further describes
the business environment for roles of marketing through PESTLE Analysis with its importance of
interrelationships for minimising expense and increasing profits. It determines the marketing mix
elements in comparison with two organisations for achieving business objectives. This project
examines the various tactics applied by business and develop strategic marketing plan with its vision,
mission, objectives, marketing strategy and customers for accomplishing its short and long term goals.

Table of Contents
EXECUTIVE SUMMARY...................................................................................................................2
INTRODUCTION.................................................................................................................................4
TASK 1.................................................................................................................................................4
Discuss the roles and responsibilities of marketing function.............................................................4
Explain the integration of roles and responsibilities of marketing with functional units of business. 5
Describe the environment with context of marketing roles................................................................7
Analyse the importance of interrelationships between marketing and functional units......................7
Examine the key elements of marketing function that relates with business......................................8
TASK 2.................................................................................................................................................8
Determine the marketing mix elements in comparison with two organisations for achieving
business objectives............................................................................................................................8
Examine the tactics applied by business..........................................................................................10
TASK 3...............................................................................................................................................10
Produce basic marketing plan for an organisation...........................................................................10
Justify a detailed coherent evidence-based marketing plan..............................................................14
Develop various tactics implemented in 7P’s of marketing mix by an organisation........................14
CONCLUSION...................................................................................................................................14
REFERENCES....................................................................................................................................16

INTRODUCTION
The marketing is ability of an organisation to meet requirements of customers by supplying
them qualitative products and services. Marketing essentials refers as the key elements of marketing
through which company focus on its strategies for attracting large number of buyers. The organisation
selected for this project is Jaguar Cars as being the British multinational car manufacturing company
for developing luxurious vehicles. It was established on 4th September, 1922 and is headquartered in
Whitley, Coventry, United Kingdom (Aichner and et.al., 2019). This project analyse the role and
responsibilities of marketing function and explains its integration with various functional units of
business. It further describes the business environment for roles of marketing with importance of
interrelationships. Additionally, it determines the marketing mix elements in comparison with two
organisations for achieving business objectives. This project examines the various tactics applied by
business and develop strategic marketing plan for accomplishing its short and long term goals.
TASK 1
Discuss the roles and responsibilities of marketing function
Jaguar Cars:- This organisation is British multinational car manufacturing company for
developing luxurious vehicles. It was established on 4th September, 1922 and is headquartered in
Whitley, Coventry, United Kingdom. The Chief Executive Officer is Ralf Speth from 18th February,
2010. It is an automotive industry that is merged with Land Rover and its founder was William
Lyons. The tagline of this industry is “The Art of Performance” with its website as jaguar.com. The
Ford owned Jaguar Cars and also bought Land Rover in 2000, until 2008 these both companies were
sold to Tata Motors as being the subsidiary holding company.
Marketing:- The marketing is defined as the process to supply finished goods and services
manufactured by an organisation to its potential end-users by developing customer relationship
management. It plays vital role for business as to meet the requirements of its target market by
providing them high level of satisfaction that results in their support and loyalty for qualitative
products. Managers of Jaguar Cars focus on their marketing strategy as to supply their services to
large number of customers for increasing their sales and profits by implementing promotional
activities (Arnold and Klee, 2015).
Functions of Marketing:- There are various functions of marketing, some of them are been
explained with reference to managers of Jaguar Cars that are:-
 Market Research:- This refers as managers of marketing are emphasize to analyse the
change in taste and preference of their customers for manufacturing differentiated product. It