WAHACA Restaurant: Marketing Roles and Responsibilities Report

This report provides a detailed analysis of the marketing functions within WAHACA restaurant. It begins by outlining the roles and responsibilities of the marketing department, including brand management, campaign execution, market research, and price setting. The report then explores the various responsibilities of the marketing department, such as strategy development, market research, product development, and communication. Furthermore, the report examines the interrelationships between the marketing department and other departments within WAHACA, such as operations, finance, human resources, production, procurement, and research and development. The report highlights the importance of these interdepartmental links for effective marketing plan development and overall business success. The document also covers the significance of marketing mix in achieving business objectives. The report uses several tables and presentations to clarify the information and presents key elements involved in marketing activities, concluding that effective interdepartmental coordination is critical for the success of any marketing strategy and for the company's development.

Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing functions in WAHACA restaurant :..................1
Responsibilities of marketing functions in WAHACA restaurant :......................................2
M1 Analysis of roles and responsibilities in the context to marketing environment :...........8
M2 Significance of interrelationship:.....................................................................................8
D1 Key elements of marketing functions in WAHACA restaurant :.....................................9
TASK 2............................................................................................................................................9
P3 Comparison of ways in which the different organisations apply marketing mix to the
marketing planning process to achieve the business objectives.............................................9
M3. Different tactics applied by WAHACA........................................................................15
TASK 3..........................................................................................................................................17
COVERED in PPT...............................................................................................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
There are many types of roles and responsibilities of marketing functions in WAHACA
restaurant. It is necessary to interrelate all departments of the company to get better outcomes.
To achieve WAHACA restaurant's objectives, there is using of marketing mix strategy as well.
In according to define roles of marketing functions, there is developing and evaluating marketing
plan by marketing manager. Strategic marketing plan is developed to applying usage of 7Ps of
marketing. Responsibilities of marketing functions in marketing environment is also explained.
Marketing environment has a broad area which consist micro and macro, internal and external.
interrelation is necessary within the departments for effective productivity and better outcomes.
TASK 1
P1 Roles and responsibilities of marketing functions in WAHACA restaurant :
Roles of marketing department in restaurant industries are vital and wide. They promote
the plan and mission of a business. Roles of marketing functions are as follows :
 To manage and define the brand of a business
 Conduct campaign for initiatives
 To produce promotional materials
 To monitor and manage social media
 Develop internal communications
 To conduct market research
 To select and manage agencies or vendors
marketing department is responsible for defining and managing the brand of an organisation.
Marketing functions are also responsible to defines the informations about experience what the
company wants when they interact. Rather than these above functions, marketing department is
responsible for finance an organisation and setting prices. To manage and find out the
distribution channels are also main functions (Nguyen, Barrett and Miller, 2011). In this process,
marketing department find out the best distribution channels from many of them. Because just
making an idea for the product is not enough, it is necessary to distribute all the products to the
customers who want to buy. Informations about market and customers are necessary in decision
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making process, it can be done through market research process. To gather informations about
targeting customer is a main function in any organisation. Setting right prices of the product
which is produced in an organisation is a challenging part. If a company makes price too high,
then it will lose customers or it decides low price then it will lose profit margin. If a company
determined their market and targeted customers, then it is necessary to manage the products and
services as well. matching the products to the needs and satisfaction level of customers is the
most and last but not the least function of marketing department. If a company providing the
product on the right time and right place, then it will increase the profitability of an organisation.
To make, produce and sell of the product is not enough for any organisation, the above functions
are necessary functions in organisation to maintain position and development of the company in
the market.
Responsibilities of marketing functions in WAHACA restaurant :
Main responsibility of marketing department is to grow revenue, increase market share and
develop growth and profitability of an organisation or business. There are several types of
responsibilities of marketing department such as :
 To make strategy : marketing department is responsible for making a strategy before
planning of campaigns. Strategy can be built for growth of marketing share in a specific
market relevant to the WAHACA restaurant.
 Market research : it is a key responsibility of the marketing department in WAHACA
restaurant to research about targeted market. It can help the organisation to find out the
strength, opportunities, weaknesses and threats of itself. It is also helps to understand the
customers need and their preferences. With the helping of market research, a company
can find out its competitors and can take decisions to protect their business form stronger
competitor.
 Product development : in this process, marketing department analyse the gaps between
the product range and scale of economies for the WAHACA restaurant. It works with
both product development teams such as internal or external. Marketing department find
out customers need and their preferences through market research and provide
informations to product development department. With the helping of these informations,
product development department make changes in existing product and improve their
new products.
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 Communications : Before making strategy of campaigns, marketing department is
responsible for communicate with the product department of WAHACA restaurant.
Without communications, they can not implement and develop their strategy.
 Sales support : marketing department support sales department too. They provide high
quality leads to sales teams by advertisement. They also prepare presentations foe sale
team.
 Events : marketing departments are also responsible for manage and organise events such
as seminars and exhibitions.
To control the credit policies of WAHACA restaurant and arrange after sales services are also
main responsibilities of market department. They are also responsible for removing the
problems of customers and accept the challenges related to the customers. Some other
responsibilities which known as core responsibilities are :
 specify the channels of distributions
 product planning
 price fixation
 sale forecasting
P2 Relationship between roles and responsibilities of marketing with other departments in
WAHACA restaurant :
The important factor in WAHACA restaurant is to meet the customer needs through their
products. Marketing department is responsible for achieving the goal of a business. Hence,
developing marketing plan will require closely links with other departments ( Mix and Brand,
2017). Relationship between marketing department and other department are as follows :
With operations management : it is necessary to closely work with operation management to
ensure about :
 is the planning is done to satisfy customer's need or not?
 Can the item be manufactured, according to the specifications of customer ?
 Is volume of sales met within the required time ?
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With finance department : marketing department is also needed to work closely with finance
department to ensure about :
 is there adequate budget ?
 Is there enough capabilities ?
 Concern about sales volume
 concern about profit margin
When marketing departments plans any strategy then all financial dimensions should be
concerned. Budget, % of sales and profitability are most important components of the planning.
According to the marketing decisions, it also known as investment decisions. Link between these
two departments can be explained by this representation :
Activities of marketing department Type of relation Activities of finance dep.
Sales forecast → Cash flow analysis
Marketing mix ← Financing needs
Management activities ← Financial profit
Decisions related to policies ← Categories of clients
Communication activities → Final result
With human resource management : to ensure about mentioned informations, marketing
department is required to work closely with human resource management such as ;
 get ideas of research and development
 knowing about production target
 to create sales team
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With production department: there is two way process in the link between marketing department
and production department. In first process, production department determine the number of
product which should be marketed, and in the second process, marketing department identify the
opportunities to sell the product.
Links between these departments can be understand by this presentation :
Activities of marketing Type of relation Activities of production
Sales evolution forecast → Capacity planning
Portfolio management ← capabilities
With procurement : this function has become due to shortage of materials. It is one of the
important function in a business. Relation between these departments can be explained such as :
Activities of marketing Type of relation Activities of procurement
Research of new material → Procurement of new material
Research of new suppliers ← Procurement of new suppliers
With research and development : when a company ignores the link between R&D and marketing
department, then this result can be seen in many technological companies who developing goods
that are marketer's dream. This link mainly revolve around stage of development of a new
product. Each process in new product development such as from idea generation to final product,
needs closely link between these departments(Kotler,2015.). These both departments gives
potential contribution in new product department. Interrelations can be understand by this
presentation :
Activities of marketing Type of relation Activities of R&D
Market researches of new
product
→ Developing new product
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←
With personnel : personnel department is concerned with human resource planning process. Such
as hiring, selecting, training and managing. Marketing department should interrelate with
personnel department in developing and organising job description, screening and designing the
programmes. Marketing department gives valuable informations related to designing of projects
of personnel researches. It can be explained by this presentation :
Activities of marketing Type of relation Activities of personnel
Market research → Internal evaluation
Implementation and
developing
← Employee assessment
Interrelations and links between all the departments of an organisation is an important part.
When a company wants to develop a product or business plan, then it is necessary to coordinate
plan with all the departments. many of time,functions are developed independent without
coordinate with other departments(Kotler, 2015.). Unfortunately, business could not achieve
success. To achieve success, all the plans and strategies should be coordinated so that each
departments has to know what the other departments make. When company makes a plan, then
each of the departments must understand the impact level of this strategy.
The main steps in marketing plan are :
 marketing plan
 identify opportunities of the market
 to set objectives of marketing planning
 to define marketing strategies
 develop programming actions
 budgeting
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 controlling
Factors involved in marketing activities are :
 marketing research
 marketing planning
 portfolio
 monitoring
Description :
 obtaining and interpreting
 SWOT analysis
 financial objectives
 achievement
 detailed presentations
 allocation
 performance measure
Marketing activities are numerous and broad, based on the size of a business, goals of a business
such as short term or long term and environment of a business such as internal and external(Mix,
and Brand, 2017.). Before linking marketing to other departments, it is necessary to establish
marketing functions. For achieving the success of an organisation it is necessary to linked with
all the departments. The main department which is necessary to linked is production department.
Marketing department can not take any decision and can not make any strategy without
informing this department. What amount of product to be sold and what are the resources, these
are the main aspect of these departments. Proper allocation of resources are depending upon
financial department. Because this department will decide that how much finance will be spend
on promoting these products in the market. All the departments are necessary to be linked.
Because by this, company will get success. If all departments are interrelated than all employees
should know what to do and how many resources are available. As we all know resources are
very limited.
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M1 Analysis of roles and responsibilities in the context to marketing environment :
The marketing plays the crucial role in order to deal with the product and services related
to the market. The all function related to marketing are need to be done in effective manner so
that brand image of firm can able to get improvised (McDonald and Wilson, 2016). In this it is
essential to take the decision which will help to deal with the good and services in the market
effectively. By conducting function in the efficient manner, the things various approaches are
need to be taken so that firm van develop its brand approach.
M2 Significance of interrelationship:
Interrelationship is necessary among departments(Mix, and Brand, 2017.). By this, a company
can get these following advantages :
 covered time horizon
 specificity
 participation
 working together
 better relationship
 goal will be cleared
 all departments have clear mind to what to do to get success
 build trust
 customer service will become better
 efficiency in productivity
 avoid conflicts
 better chances to get better outcomes
 diversity
 mindfulness work
 team work spirit
 effective communication
when all departments of an organisation will work together then there will be chances of
increasing diversification of ideas which can be good opportunity for an organisation.
D1 Key elements of marketing functions in WAHACA restaurant :
Key elements of marketing functions are :
 segmentation
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 targeting
 promotional tactics
 monitoring and evaluating
 marketing plan
 define funnel
 implementation of after sales service
 hold meetings
 communication
 research
 strategy
 planning
research is the first key element of marketing function in WAHACA restaurant. If
WAHACA restaurant wants to launch or develop a product than it is necessary to identify o find
out all the informations of targeted market. Through market research, WAHACA restaurant can
decide what type of strategy should adopt and what type of distribution channels will be best for
them.
TASK 2
P3 Comparison of ways in which the different organisations apply marketing mix to the
marketing planning process to achieve the business objectives.
In the marketing planning, the extended marketing mix is considered as essential for the
marketing planning and achievement of success. Marketing mix has been analysed as important
factor with the process of marketing planning. Moreover, combination of activities of market
planning is mainly dependent upon the tools of marketing (Dibb and Simkin, 2013). Through
this, organisation will be able to review and determine the key issues within the marketing
planning. Moreover, the tools and components of marketing planning have been used by
managers in organisation to identify these issues which can be considered as effective for
marketing planning. In present context, marketing mix elements have determined to illustrate the
strategies adopted by Wahaca for expansion of business operations and achievement of
objectives. Comparison of its marketing mix competitor with the competitor organisation
organization in done to identify issues faced by organisation.
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 Products: Products of organization has been identified as set and effective combination
of wide range of products which are purchased by consumers. These effective products
and services are utilized in order to attain satisfaction of various degree of consumers.
Wahaca restaurant group has also provided various Mexican style street food and also
provided quality of service along with the flavours of Mexican cuisine (Ebert And et.al.,
2014). Products are developed to provide authentic flavours of Mexican culture to meet
the requirements of customers. Another service which is delivered by Wahaca is online
food delivery service without any delivery charges.
 Price: Selection of appropriate price strategies also enables the organization to attain
major profitability in market and attract more customers as compared to consumers. In
present context, the penetration prices policy is used by WAHACA in which they have
established low prices of their products and service to gain market share (Lamb, Hair, and
McDaniel, 2011). Once the organisation will achieve large number of customers they will
gradually increase the prices. This strategy is carried out through reduction of cost of
operations and raw material which helps in reduction of prices.
 Place: It implies to the method which is used by organization for the delivery of products
and services to customers. Moreover, there are mainly three methods which are used by
WAHACA to accomplish marketing of products through intermediary, sales staffs and
direct methods (Lancaster and Massingham, 2010). Company has also established its own
25 restaurants in UK at prominent places to provided direct delivery of products to
customers. This aids the management to attract more and more customer. Moreover,
customers can also choose their preferred products and services like Mexican cuisine
dishes and combination of fast food products. They also provide delivery service by
using company's website.
 People: This element implies to the abilities of personnel hired by organisation in their
outlets to understand various products and services (Wilson, 2014). Hiring effective
personnels in restaurant is important for essential for success of Wahaca. Chefs, butlers
and operations staff are the employees of organisation. Moreover, company has hired
professionals having experience of more than 2 years in field. This has enabled
organisation to provide quality of services at lowest possible prices to its customers.
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