Marketing Essentials: Coca-Cola Marketing Plan Analysis Report

This report provides a comprehensive analysis of Coca-Cola's marketing strategies, roles, and responsibilities. It begins with an introduction to marketing principles and defines the key roles of the marketing function, including formulating strategies, conducting market research, product design and development, brand management, information systems, promotional channels, and marketing planning. The report then examines the interrelationship between the marketing function and other departments within the organization, such as human resources, finance, and production. Furthermore, it analyzes the marketing responsibilities within the wider environment, considering factors like market competition and the need for effective branding and information systems. The report also includes a detailed marketing plan for Coca-Cola, covering marketing mix elements and strategic recommendations to achieve business goals. This report is ideal for students seeking to understand marketing principles in a real-world business context, offering insights into strategic planning, market analysis, and the practical application of marketing concepts within a global brand like Coca-Cola. This report is contributed by a student to be published on the website Desklib, a platform which provides all the necessary AI based study tools for students.

Marketing
Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1Explanation of Key Roles and Responsibilities of Marketing Function............................1
P2 Marketing functions roles and responsibilities in regard to wider organisation. .............3
TASK 2............................................................................................................................................1
P3) Detail relation is studied among two company is done by conducting marketing mix in
order to accomplish enterprise goals......................................................................................1
.........................................................................................................................................................5
P4) Design a marketing plan for Coca Cola. ........................................................................7
CONCLUSION ............................................................................................................................10
REFERENCES..............................................................................................................................12
.......................................................................................................................................................12

INTRODUCTION
Marketing is the science and art of exploring, developing, and offering value to the
customer so as to meet their preferences and demands . It is the accumulation of all the activities
which are organised and conducted by the business organisation so as to meet the wants and
expectations of the customer and therefore enhance the brand image in the market. The two fold
major goals of marketing is to persuade customers towards the offering of the company products
and services of the company and thereby providing them with superior value so as to meet their
satisfaction level. Moreover proper marketing of products and services helps in managing proper
customer relationships which indirectly benefits the organisation.
Chose organisation for the report is Coca Cola, which is a carbonated soft drink
company and is the most preferred brand by the customers. It came into existence 1866 which is
headquartered in US. Its products variants include diet coke, diet coke caffeine and many other
products worldwide and has a global presence through out the world. In addition to this company
uses effective promotional and advertising tools so as to attract customers on a large scale
(Bačík, Štefko and Gburová, 2014). This project will throw highlights on roles and the
responsibilities of the marketing function and how they are related to organisation. It also
discuss how marketing is related to a wider marketing context and also discusses the
interrelationship between marketing and other departments within the organisation. Moreover it
also analyse the marketing mix of the organisation and develops a proper strategic plan which
helps in the executing of the strategies in a proper manner.
TASK 1
P1Explanation of Key Roles and Responsibilities of Marketing Function
Marketing is a organisational function which is concerned with the process of creating,
developing and communicating value to the customers so as to maintain proper customer
relationships and therefore attracts and retains consumers for a long time span. . It is an
important function which is performed by the organisations so as to offer products to the
customer according to their demands and requirements. Marketing functions plays a important
roles and responsible as it provide necessary information and leads to smooth flow of business
activities. Further this well help manager at Coca Cola to take effective decision regarding
offering products and services so as to maximise profitability and productivity within the
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company. In addition to this there marketing functions performs various roles such as in context
to Coca Cola are described as follows-
 Formulating Strategies- It is the most crucial role or the function that the marketing
plays within the organisation. As marketing is concerned with offering goods as per
customer demands. which requires manager to frame appropriate strategies and policy
for operating business activities. When the marketing manager within the respective
organisation analyse the existing marketing trends, it leads to proper planning of
strategies and assist the employees to work effectively and attains goals and objectives
for company(Baines, Fill and Page, 2013).
 Market research- This is the vital marketing function which is concerned with
gathering and analysing the information in a proper manner so as to have proper
knowledge about the current and future trends. This assist the manager within Coca Cola
to produce product as per the prevailing trends in the market so as to aid competitive
advantage. This marketing function performs the role and responsibilities of developing
the products in a effective manner and thereby ensures maximum profitability for the
company for a longer time period.
 Product Designing and Development- This is an important marketing function which
helps the manager to design and choose the most appropriate method regarding proper
product designing and development. Proper and attractive product designing helps the
respective organisations to capture larger market share and therefore gains the
competitive advantage. IIn context to Coca – Cola, products should be well designed and
should be introduced in different style bottles and can so as to aid competitive advantage.
 Brand Management- This is a vital marketing function which performs the roles and
responsibilities of developing and managing the brand. This helps them to maintain the
survival of the business for a long time period. Therefore marketing managers within
Coca Cola is responsible to bring certain modification and innovation in the existing
product so as to attract customers and gains competitive advantage for the business.
 Information System- Chosen organisation has a high goodwill presence and has a
enhanced brand image work wide. Therefore in order to maintain its goodwill in the
global market and is mandatory for the respective company to acquire proper information
from the internal as well as the external sources so as to conduct its business functions in
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a systematic way. This is the major responsibility of the marketing function related to
proper exchange and acquiring of information, which raise the scope of the respective
company by offering products according to the preference of the target customer base.
 Choosing the most effective promotional Channel- Promotion is concerned with
creating awareness related to company's offerings and therefore persuading customers to
purchase products. This vital function plays a important role and responsibilities as the
manager of Coca Cola have to take appropriate decisions regarding the choosing most
appropriate promotional tool and which is cost effective and has the ability to target
large number of customers (Blythe, 2012).
 Marketing Planning- Marketing Planning is concerned with the process of organising
and defining the aim and objective of the company so as to develop proper strategies and
tactics to achieve them. This assist the marketing function to assist an important role and
responsibilities of helping the employees within the organisation so as to work in
accordance with the formulated strategies and leads to achievement of the stated goals
and objectives of the company.
It can be concluded that these are the proper roles and responsibilities which marketing function
plays and helps employees within Coca Cola to conduct the business process in a systematic
manner , therefore leads to proper and valuable offering of the company goods that meets up
their satisfaction level.
P2 Marketing functions roles and responsibilities in regard to wider organisation.
In order to perform business operations in a systematic way it is necessary that all the
departments within the organisation should works in interrelated manner and properly exchange
and share information.. This will assist the respective organisation to accomplish their specified
targets in a proper manner. In the respective organisation all the departments works in a
interrelated manner ad leads to proper sharing of information and which enables them to attain
maximum profit margins for the company. Interrelation of various department within Coca Cola
is described as follows-
1. Marketing with Human Resource Department- In Coca Cola organisation both these
organisations are interconnected as they shares roles and responsibilities in a effective
manner. Human resource Department within the organisation is concerned with proper
recruitment, selection and training to the employees so that prospective employees can be
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hired and leads to proper conduct of the business activities. Furthermore marketing is
highly interrelated with the human resource department as marketing helps in attracting
prospective candidates towards the company through proper letting down of job
description and helps in attracting talent towards the organisation. Moreover as marketing
is concerned with analysing the existing trends inn the market and provides this
information to the human resource department of the organisation so as to hire the
employees with nest qualification and skill which can perform well according to the
changing trends in the market. This way marketing is interrelated with the human
resource department of the organisation (Cabrera and Williams, 2014).
 Marketing and Finance- Finance department is the key blood of the business and act as
a backbone for the company responsible for proper acquisition and allocation of funds to
different departments of the organisation. However there is proper interrelationship
between the two departments that is in order to perform the marketing function that is
advertising and promoting products so as to inform customers about the existence of the
products, for this it requires proper budget so as to manage its business operations in a
systematic manner. .On the other hand, marketing department conducts marketing
research so as to analyse the supply and requirements of the consumer and provide
information to the finance department so as to proper manage the funds which would be
required by the company to purchase raw materials and conducts the smooth flow of
business activities. Hence both the departments within the organisation are highly
interrelated to each other and works in a effective manner and leads to avoid any issues
and hurdles in the conduct of the business activities
 Marketing and Production Department- Production department within the
organisation is obsessed with conversion of raw materials into finished products and
provides valuable products to the customer. Therefore both this department are highly
interrelated to each other. As marketing department determines the existing and the
current trends in the outside market and thereby offer to develop the products in such a
way that meets the existing trend and demands of the customer. This helps the respective
company to attain maximum profitability and productivity for the business. In addition to
this production department also takes proper information about the product development,
packaging and quality standards that is prevailing in the outside market place and
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therefore this information helps the production department within Coca Cola to produce
standardized products that meets the demands and requirement of the customer(Carr,
2014).
Therefore this way marketing function shares their roles and responsibilities with the other
functional department of the organisation and assist towards attaining goals an objectives in a
proper manner. This assist the conduct of the business activities within the respective
organisation in a better manner and allow all the employees within the department to function
properly, thereby product variants as the customer needs and leads the company to gain
competitive advantage over its rival companies.
M1 Analyse the marketing responsibilities in context to the environment.
Marketing function performs the various function and obligation which helps the
respective organisation to function its business activities in a appropriate manner which helps
them to enhance their goodwill in the market and maintain survival of the business for a long
time period. Therefore analyses of roles and responsibilities of marketing is described as follows-
 Formulating Strategies- This is the vital marketing functions . As the marketing
environment in context to chosen organisation is very vast, before formulating strategies
manager at Coca Cola needs to analyse the internal as well as the external business
environmental factors such as political and economic scenario, customer demand and the
technological and the environmental factors which affects the operations of the
company. This way marketing function and obligations are greatly linked to
organisation at a wider context.
 Brand Management- It is necessary for the managers within Coca Cola to maintain
their goodwill or the brand image in the market for a long period of time. Marketing
function analyse the level of competition in the market and therefore frames and
implement proper branding strategies so as to compete effectively over their rival
companies. This way marketing is connected to the wider environment (Clow and James,
2013).
 Information system- This assist the marketing function to collect and determine proper
data from inside and outside the information. This provides them idea about various
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aspects which would help them in determining the product effectiveness and maintains
survival of the business for a long period of time.
 Marketing research- This is the another marketing function which is linked to
marketing environment as research is conducted by gathering information from the
external and internal environment. This function is performing by analysing the
marketing environment and valid conclusions can be drawn out of it.
 Promotional Method- Marketing function is concerned with analysing information
about choosing the most appropriate promotional method so as to persuade the
customers to purchase the product. This role and responsibilities of marketing is in
context to the marketing environment as marketing managers within Coca Cola chooses
the most appropriate medium by analysing the promotional method used by the rival
companies. This assist the marketing manager within the company to properly promote
its products and attracts larger customers towards the offerings of the company.
These are the various functions and obligations of marketing which enables the organisation to
perform business operations in an appropriate manner .
M2 Analyse the importance of marketing with other functional units of organisation
In order to succeed in this competitive business market it is crucial for the business
organisations organisational department to work in proper interrelationships with other
departments of the company. Therefore in context to Coca Cola, there are effective
interrelationships among the marketing and finance, human resource department and many other
sections which are interrelated to marketing department. This interrelation among the various
departments has significance within the organisation, described as follows-
 It will help various departments within the organisation to have proper knowledge and
awareness about the current and the potential trends in the market and thereby conducts
the business activities in a efficient manner (Desai, 2013).
 When there is proper interaction between the department it leads to enhance team spirit
among the employees and build trust among the employees . This led the employees to
work in a interconnected way and attains the goals and objectives of the organisation in
a efficient way,
 When there is a proper interaction among the various departments it avoids conflicts
and issues among the employees and assist them to work in a effective manner.
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Moreover it creates a harmonious and a friendly atmosphere at the work place and allow
employees within the respective organisation to come up with new ideas and
suggestions and leads to efficient working of the business operations at Coca Cola. In
addition to this it also reduces employee turnover within the organisation and maintains
survival of the respective company for the long time span. (Fırat, 2013).
 There is another significance of interrelationship among the various departments such as
when departments within Coca Cola works in integrated form it helps them to determine
the effective budget carrying out the business activities and assist all the employees to
ensure optimum utilisation of resources, so as to determine that there is no wastage and
this way company can attain maximum profit margins.
These are the significance of the the inter relationships among the various departments of the
organisation and leads the enterprise to achieve its stated targets in a proper and efficient manner.
These interrelationships benefits the organisation to work in a coordinated manner, leading
towards attaining maximum productivity within the company.
D1 Critically analyse the marketing elements with other functional departments of the
organisation.
Their are various marketing key elements and functions which are interrelated with the
other departments of company It is described as follows-
 Conducting Marketing Research- It is the vital marketing element and the function
research which is considered with collecting and interpreting information from the vast
marketing environment. This element has important relationship with other organisational
functions as information generated through marketing research helps the functional units
within the organisation so as to function their business activities and operations in a
effective manner and leads to the proper attainment of the organisational goals within the
organisation.
 Formulating Strategy- It is concerned with analysing and drawing inferences from the
information. This leads to the proper formulation of strategy. This elements is related to
the functional departments within the organisation as when there are proper
implementation of strategies it leads the employees within the department to work in a
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effective manner in accordance to the pre planned strategies and lead to effective
working towards the realisation of organisational goals and objectives (Malhotra, 2015).
 Managing the brand- This marketing element assist in managing and developing the
brand Coca cola in the global market which ensures them to attract larger customer base
towards the good offered by the organisation . This has proper interrelationships with the
other functional units of the organisation as when the employees within the departments
are clear with the strategies and policies of the company it leads them to work in such a
manner that builds and increase goodwill of the company and able to survive
competitively in the global market place.
These are the various marketing elements which performs function and have have proper
interrelationship with the other functional units of the organisation and leads the company to
enhance its brand image in the market.
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TASK 2
P3) Detail relation is studied among two company is done by conducting marketing mix in order
to accomplish enterprise goals
Marketing Mix is a set of effective strategies that are implemented by business
administration advertise the goods and services in the open industry. Business concern adopts
marketing mix in their operative premises so that market scenario can be better understood in the
global world. Marketing mix includes good, location, cost, publicity, physical evidence, people
and procedure are the steps or stages which need to carried out effectively in order to become
successful (Marketing mix, 2019).
This tool is applied by every small and big administration so that more and more
customer base for the goods and services can be increased at a rapid scale. On the other hand it
can be said that guide the consumer to select the goods and services instead of electing products
of rivals or competitors. Due to which directly or indirectly the market value in context of goods
and services raises at a tremendous scale. Here, Coco Cola uses marketing mix in their so that
deeply market scenario can be examined and strategies can be framed respectively. In this
comparison is done between two companies which is coca cola and Pepsi Co.
Overview of Pepsi Co
Pepsi Co is a American international food, beverages and snack corporation located in
Harrison, New York. Enterprise was founded in the year 1898 around 120 years by Caleb
Bradham. Employees are working with their skills and competences in order to satisfy the
customers. As well as frame effective tactics to bind customers with Pepsi Co drink for longer
time duration. Also organization is having it's out let in UK and million of customers are
enjoying the drink everyday.
The comparison between coca cola and Pepsi Co are discussed as follows:
Basis Coca Cola Pepsi Co
Goods Coca Cola come up with
innovative idea and design
product according to the needs
and preference of the
consumers. In order to meet
In case of Pepsi Co they frame
strategies in order to sell out
the existing product in the
market. By doing so sales
volume can be raised and huge