Marketing Report: Coca-Cola - Marketing Functions and Strategy

This report provides a detailed analysis of Coca-Cola's marketing strategies, focusing on the key roles and responsibilities of marketing functions within the organization. It explores the evolution of marketing trends, including the concepts of selling, product, and marketing, while also examining current and future trends. The report delves into the external environmental factors that influence marketing activities, such as technology, legal aspects, and political considerations. It further outlines the structure and operations of the marketing department, including distribution and selling functions, and differentiates between B2B and B2C marketing approaches. Additionally, the report examines how marketing roles and responsibilities relate to the wider organizational context, highlighting the contributions of research and development, marketing, production, finance, human resources, and information technology departments. The report concludes by summarizing the key findings and emphasizing the importance of effective marketing in achieving organizational success.

Marketing
Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Key roles and responsibility of marketing functions.............................................................1
P2 Roles and responsibilities of marketing relate to wider organisational context....................4
CONCLUSION................................................................................................................................5
REFERENCES ...............................................................................................................................7

INTRODUCTION
Marketing is the crucial method and tool in the modern business organisation which
involves understanding of whole market area, requirements of customers, developing profitable
relation, providing quality based goods and services and so more (Bowie, Paraskevas and
Mariussen, 2014). This report is based on coco-cola which is international company and it is
situated in united kingdom. According to the case study, the first marketing efforts in coca-cola
were implemented with the help of coupons promoting free samples of beverage.
LO 1
P1 Key roles and responsibility of marketing functions
Marketing is that set of activity where manufacturing products and services provide
effective goods to their desired customers which main motive is to satisfying their needs and
wants in better manner. This can be determine as that process in which an enterprise developing
and making effective plan or ideas which attracting large number of customers towards their
services and products. As per the case study, coca-cola is the world largest beverage
organisation, which has been regulated or operated in more than 200 nations. The company
always pursued towards international strategy, making strong brand for their desired customers.
Development of Marketing Trends
Concept of selling- In past years, marketers and vendors are mainly focus on
manufacturing and selling innovative products and services for analysing various buyers neds
and wants. Trends is defined as that term which mainly depend on environment so vendors are
trying to sell their goods and services in different situation of the market.
Product concept- This is very popular concept that help in promoting their innovative
and creative goods among desired customers (Brassington and Pettitt, 2013). All the
businessmen are focus on their potential products and services for better quality and giving
attention for achieving competitive advantages.
Marketing concept- It is that concept which is used by coca-cola firm and this will
includes designing, producing, distributing and manufacturing specific products and services for
satisfying their buyers requirements and needs in better manner. There are various other trends
that are as under:
1

 Current trends- It is fully depend on company environment which is very flexible and
change as per the time so this can be noticed that current trends are dynamics in the large
marketing industry.
 Future trends- There are various factors which are associated with future trends that
includes channel of promotion, using effective methods and techniques and adding more
features and values in the existing goods so they are delivering customers which can be
created and satisfied in proper way (Cleverley, 2017).
External environment impacts upon marketing activities
It can be said that there are numerous external factor in this contemporary era which can
influence marketing activities in the significant manner. Some of factor are described briefly;
Technology: it can be referred to as one of the crucial determinant of the marketing
activities. The technologies which are being revolutionised on a daily manner have redefined the
manner in which manufacturing process is being carried out. There is a serious shift in the
marketing activities due to technology as well.
Legal Aspects: The laws and regulation which are formed by the government tends to
influence marketing activities as well. The government have defined ethics and guideline which
are to be conformed while carrying out marketing activities by an enterprise. The laws and
policies are to considered while formulation of decision when it comes to marketing plan or
strategies.
Political Aspects: This aspect focuses on rules and regulation which have been formed.
There is a certain degree of flexibility relates to such regulation as government alters them as per
requirement of the market circumstances (Clow and James, 2013). The code of conducts which
are formed in consideration of advertisement are to be strictly followed by the company.
Structure And Operations Of Marketing Department:
Structure:
2

Illustration 1: Structure of marketing department, 2018
(Source: Structure of marketing department, 2018)
Operation and roles of marketing department –Marketing department focus on conducting
various functions and activities within an organisation that are described as under: Distribution- This should be required for determining the better network and dispersion
channel for transferring effective products and services to the appropriate customers so
they can easily satisfy their correct needs and demand in proper manner.
 Selling- In an enterprise, marketing function play an essential role in enhancing their
sales volume and achieving desired target customers as well as their customers in better
way (Desai, 2013). The company mainly focus on gaining attention of customers for their
improving goods and services.
There are various major difference of marketing functions between B2B and B2C factors that are
as follows:
Basic B2C B2C
Products There are large number of
Coca-cola firm customers so
they are mainly focus on
This can be determined as
there are various products and
services which are given by
3

giving appropriate care ad
effective products and services
by determining their health
and safety needs.
company to their customers for
satisfying their desired needs
and requirements.
Distribution They are follow accurate
network for providing
effective goods and services.
In B2B, there can be formal
marketing function so large
number of customers can be
attracted towards them.
Price An organisation can
concentrate on customers and
target more customers who
have ability and skill to buying
any type of goods and services
in proper manner.
In this type of businesses,
customers mainly select those
firm which are based on
satisfying their all
requirements and needs.
P2 Roles and responsibilities of marketing relate to wider organisational context
In an organisation, this is need to analysing and examining staff members roles and
responsibilities in proper manner. For this company, they can easily achieving their potential
goals and objectives. Coca-cola is very popular company which help in identifying their desired
success and growth in this sector (Durmaz, 2011). As per the case study and background of the
company, the main goal and objective of this company is to attain their major aims and targets in
effective manner. Along with this, there are different roles and responsibilities of various
department are as follows:
Research and development department – It is that division of coca-cola which help in
analysing various factors of marketing for doing effective research strategy. The main aim of this
firm is to analysing and examining whole market place for target more customers who will
willing to purchase their company goods and services. Also they are delivering quality based
products and services which increasing the customer value and maintain the image of goods at
large market area.
4

Marketing department – This is that division which help in promoting their different
types of goods and services for target large market place. Coca-cola can using various methods
and techniques such as advertisement, door to door marketing and online promoting their
products in better manner (Fazlollahtabar, Aghasi and Forte, 2012). Along with this, marketing is
effective tool and method which assist in enhancing understanding between employees and their
desired customers.
Production and operational department – In this department, the organisation are doing
work for analysing and observing their customers needs and demand so as per their requirements
they are developing potential goods and services in better manner. Thus, amazing for around
60% of the firm income and revenue for generating huge profitability from international market
place.
Finance department – This division of company assist in giving effective services by
managing and maintaining accounts and certain financial statements of an organisation. Such
functions and activities assist in managing all firm budgets and accounts for getting accurate data
and information regarding their loss, income and expenses for analysing valuable assets and
liabilities in certain financial year.
Human resource department – It is that department of every company which help in
managing and controlling all major activities or functions of business in better manner. Also they
are select those employees who have ability and skills to deal with different situations within an
organisation. After analysing these things, they can easily conducting recruitment process for
choose talented and skilled staff members according to their need and requirements. For doing
this, they required to analyse person ability and capability for increasing their sound environment
in the whole market place (Fırat, 2013). They are providing training and development
programmes which assist in maximising the employees interpersonal skills and abilities and
enhancing working capacity for facing various types of issues and challenges in better manner.
Information technology department – This division is working to solving various issues
and problems of company in better manner. For this, IT company manager using modern and
advanced technology for manufacturing innovative goods, data analysis and doing effective
marketing procedures.
5

CONCLUSION
From the above mentioned report it can be analysed that Marketing is that set of activity
where manufacturing products and services provide effective goods to their desired customers
which main motive is to satisfying their needs and wants in better manner. In an organisation,
this is need to analysing and examining staff members roles and responsibilities in proper
manner. Coca-cola is very popular company which help in identifying their desired success and
growth in this sector. The company always pursued towards international strategy, making strong
brand for their desired customers.
6

REFERENCES
Books and Journals
Bowie, D., Paraskevas, A. and Mariussen, A., 2014. Technology-driven online marketing
performance measurement: lessons from affiliate marketing. International Journal of
Online Marketing (IJOM). 4(4). pp.1-16.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Cleverley, W. O., 2017. Essentials of health care finance. Jones & Bartlett Learning.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Durmaz, Y., 2011. A theoretical approach to the concept of advertising in marketing.
International Journal Economic Research.[23 Januari 2015].
Fazlollahtabar, H., Aghasi, E. and Forte, P., 2012. Bi-objective two-stage decision-making
process for service marketing. International Journal of Strategic Decision Sciences
(IJSDS). 3(3). pp.24-39.
Fırat, A. F., 2013. Marketing: culture institutionalized. Journal of Macromarketing. 33(1). pp.78-
82.
7