Marketing Function Roles, Responsibilities, and Evaluation Report

This report provides a comprehensive analysis of the marketing function, focusing on its key roles and responsibilities within an organization, specifically using Coca-Cola as a case study. It explores various marketing concepts like production, product, selling, and marketing concepts, along with current trends such as content marketing and social media. The report details the strategic roles of marketing, market research, and the impact of the marketing environment. It also examines the interrelationship of marketing with other functional departments, including production, human resources, and finance, and concludes with a critical evaluation of key marketing elements like research, strategy, and planning. The report emphasizes the importance of these elements for effective marketing and organizational success.

Marketing
Essential
1

Contents
ACTIVITY 1...........................................................3
Explain the key roles and responsibilities of the
marketing function and how roles and
responsibilities of marketing relates to the wider
enterprise context ...............................................3
Roles and responsibilities of Marketing in
context of Marketing Environment and
interrelationship of Marketing with other
functional departments ...................................12
Critically evaluation of key elements of
marketing function and its relation with
organisation ......................................................16
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ACTIVITY 1
Explain the key roles and responsibilities of
the marketing function and how roles
and responsibilities of marketing
relates to the wider enterprise context
Marketing is considered as one of the vital
operations which are performed by an organisation.
As this help them in making appropriate strategies,
which they can use for selling their products and
services to ample number of customers, and also
help them in making good relationship with them.
Marketing is a process which is made up by
combination of different elements of an
organisation, like production, promotions, selling
and service of those products. Therefore, for Coca-
Cola it is very much important to make proper
study of marketing, so that they can develop
appropriate strategies which can help them in
growing and developing their market share and
profitability also. For doing all this, study of
different marketing concepts which are required by
them, so that they can understand and gain
information about change in current and future
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trends at market place. Some of these concepts are
as follow :-
 Production Concept : The oldest concept of
marketing which is used from since 1950 is
production concept. In this, it is very much
important for an organisation to make their
focus on the product which they are offering
and manufacturing for their customers. As,
it has been said that organisation like Coca-
Cola is able to attract ample number of
customers if they can reduce the cost of the
products which they use to offer and
manufacture.
 Product Concept : In this concept,
organisation like Coca-Cola have to
concentrate on the quality of the products
and services they are offering to their
customers. As it has been said in this that
customers use to buy and prefer those
products and services which are very good
at quality and also be some innovative. As
features of that service and product is very
much important for a customers this help
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them in improving their performance by the
use of that products and service.
 Selling Concept : In this, organisation like
Coca-Cola, it is very much important for
them to have their focus on selling and
promotional activities used by them. As for
attaining targets of effective sell, it is very
much important for them to have their focus
on large scale selling and also have to
improve the promotional strategies used by
them. As this will help them in attracting
ample number of customers and also help
them in increasing their sales.
 Marketing Concept : In this concept, it is
very much important for an organisation
like Coca-Cola to provide central position
to their customer, and make plans and
strategies by keeping the benefits, which
their customers will get by this. As it is very
much important for an organisation to make
strategies which help their customers in
getting some additional benefits.
For Coca-Cola, it is very much important
for them to to adopt a effective marketing concept
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which are discussed above, as this will help them in
improving their market share and also help in
increasing their profitability. Along with this, there
are current and future trends related to marketing,
and some of these are detailed below :
Current Trends :
 Content Marketing : This is one of the most
essential current marketing trend which
Coca-Cola can adopt. As in this,
organisations have to make proper two way
communication with their customers and so
that they can increasing the life of
relationship between both of them to long
term period. Also, in this Coca-Cola can
keep their customers engaged by providing
their products and services to them. Along
with this, this help them in changing the
though process of their customers, so that
they can change their preference which is
provided by organisation.
 Social Media : Social media is another
biggest change in trend. As in modern era,
every one use social media and access
internet in their daily life. This help
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organisations like Coca-Cola in making
appropriate and instant communication with
their customers, so that they can provide
complete required information about the
products and services they are offering to
their customers. This help them in attracting
ample number of customers towards them
and also help them in improving their sale,
revenue and market share. For this, the most
commonly used social media platform are
Facebook, Twitter, YouTube and Instagram.
Along with this, there are different roles and
responsibilities, which marketing use to play in an
organisation. Some of these for Coca-Cola are
briefed beneath :-
 Setting Up Strategies : For Coco-Cola, the
most important marketing role is setting up
strategies. As it is very much important for
them to make and implement some
strategies which can help them in improving
their performance at market place. Also, it
will help them in making those strategies
properly aligned with other, so that they all
can work together in appropriate manner.
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Along with this, these strategies will help
the organisation in attaining their goals and
objectives, for which they have designed
these plans and strategies.
 Market Research : Also, another most
important role of marketing process for
them is that, it will help them in making
proper and appropriate market research. As
this will help them in attaining information
about the change in trend and also help
them in gaining knowledge about that what
they can do for achieving these changes.
This also help them in making proper brand
portfolio of them and also give them
competitive advantages.
Roles and responsibilities of Marketing in
context of Marketing Environment and
interrelationship of Marketing with other
functional departments
It is very much important for Coca-Cola to
make study of roles and responsibilities of their
marketing functions in context of marketing
environment.
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 Setting Up Strategies : Business
environment of UK is very big and for
organisation like Coca-Cola it is very much
important to make appropriate strategies, so
that they can perform at market place.
Along with this, these strategies help them
in attracting ample number of customers
present at market environment, and also
help them in attaining their goals and
objectives.
 Market Research : For Coca-Cola, it is
very much important to make market
research, as this will help them in gaining
information about the threats of them along
with opportunities which they can grab, so
that they can improve their performance at
market share. Along with this, it will help
them in making analysis of internal and
external environment of them, so that they
can make future strategies according to it
only.
Also, marketing department use to play an
important role in performance of other departments,
as for Coca-Cola, it is very much important to
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analyse the interrelationship of these functions.
Interrelation of some of these department with
marketing department are as follow :-
 Marketing and Production Department :
Production department is one of the most
important department for an organisation, as
this is the place where they use to produce
the products and services which they are
going to provide their customers. Therefore,
it is very much important for Coca-Cola to
produce those products which are preferred
by their customers and also which are in
trend. For this, it is very much important for
them to make proper communication with
marketing department. As this will help
them in getting knowledge about the
products which are most preferred and
loved by their customers. Along with this, it
will help marketing department in getting
knowledge that which product their
organisation is going to produce, so that
they can make appropriate strategies for
promoting their products and services.
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 Marketing and Human Resource
Department : Human resource department
is very much essential for an organisation.
As it help them in maintaining proper
number of employees at work place and
also help them in maintaining proper skills
of them. For this they use to perform proper
recruitment and selection process and also
use to provide training and development
session to them, so that they can improve
their skills and competencies. This all help
an individual in improving their
performance, so that they can complete the
tasks assigned to them. For marketing
department it is very much important to
make proper communication with them, as
this will help them in detaining about the
requirements of them related to employees
and also help them in explaining about the
skills which are required by them in their
employees. This all help them in making a
work force which is very much skilful and
are able to complete associated work in
given time.
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Marketing and Finance Department : Finance is
another most important department of an
organisation, as they use manage the cash of them.
Coca-Cola is one of the biggest organisation of the
world, which use to make flavoured drinks for their
customers. Therefore, for marketing department, it
is very much important for them to make proper
communication with finance department. As this
will help them in detaining about the needs of funds
to them, so that they can get proper money which is
required by them. This all help marketing
department in completing their work in appropriate,
so that they can achieve their goals and objectives.
Critically evaluation of key elements of
marketing function and its relation
with organisation
There are various key elements of the
marketing function that are necessary for the
marketing of products. They include research,
strategy and planning. Research helps in collection
of data from outside environment that helps in
developing marketing ideas for the product.
Strategy is formulated and implemented on the
basis of the information and data collected through
research. The other factor used by Coca Cola to
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plan the development of the strategies is a proper
planning. This planning includes sales forecast,
communication, distribution, financial planning,
etc.
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