Marketing Essentials: Role, Responsibilities & Organizational Context

This report provides an overview of marketing essentials, focusing on the role of the marketing function in modern organizations, using Cadbury as a case study. It covers marketing concepts, plans, functions, and components, including the marketing mix and its elements: price, place, product, and promotion. The report details the responsibilities of the marketing department, such as collecting and assessing marketing data, creating market plans, designing products, setting prices, managing distribution channels, and implementing promotional activities. Furthermore, it examines the interrelation between marketing and other organizational functions like production, sales, research and development, human resources, and finance, emphasizing the importance of coordination. The assignment critically evaluates the marketing function, including market research, product design, branding, and distribution, concluding with an analysis of marketing's strategic role in achieving business objectives and enhancing market share.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Role of the marketing function in the modern organisation:..................................................1
P2 Role and responsibilities of marketing relates to organizational context of use:...................4
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is a pivotal tool in the modern business era. It is process of creating a customer
relationship and satisfying the customer with business products and services. Marketing is one of
the most prime function of the management of a firm. With the help of the marketing, any
industry can survive in the long run by selling the goods and services to its valued customers and
retrieve them for another needs (Armstrong and et al., 2018 The basic objective behind the
marketing is to acquire the higher sales as well as profit to be in the modern competition. For the
better understanding this concept of marketing and its requirement the company Cadbury is
selected in this report which is producing soft drinks. A subsidiary of Mondelez International
group, Cadbury which has its headquarter in Uxbridge, UK and founded by John Cadbury in
1824, needs a marketing management in order to market its new confectionery product.In this
report role of the marketing in the modern ages in the business organisation with its concepts,
plan, function and components all the points are covered along with strategies marketing plan for
the new product.
MAIN BODY
TASK 1
P1 Role of the marketing function in the modern organisation:
Marketing is a main function of a business organisation in order to promote the produced
goods and services to attract or influence the customers for long run time. There are different
marketing concepts in the market to follow the best plan in the marketing promotional strategies.
Marketing is a techniques that understand the customers needs and provides accordingly as it is a
broader concepts that help in the meet the customer expectations or requirement. Marketing
functions includes the basic business activities which needs to be control on time in order to
match the business objectives. Organisation controls the enterprises action to achieve the set
targets and enhance in the market share. In the Cadbury, the management evaluates and analyse
marketing function of the modern business to double the sales of the units.
Marketing mix speaks about the set of action in the business to promote the business
product in the market (Barger and Labrecque, 2013). It is combination of the certain factors like
price, promotion that influenced by the business organisation to its consumers to buy the goods
at certain place. Marketing focuses on the sharing the information regarding the particular
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products in different criteria of the business. In the modern era of marketing, The main purpose
of the marketing is all about spreading the awareness related to goods and services to attract the
customer to consume the goods and keep them updated and addicted to products. Marketing mix
is talking about the four factors that are named as Price, place, product, promotion.
Marketing concepts is fundamental viewpoint which evaluates the business analysis in
order to identify the customer needs and making decision accordingly. It includes the basic
business activities regarding the promotion, selling, producing, marketing and after sell services.
It is primary concepts of marketing that assist the firm activity in setting up communication
channels for sharing the business information to its clients, society, customers and all the people
that demands the certain goods (Becker and et al., 2016). It keeps update to the consumer in
order to particular products and services and providing them the desired one to satisfying the
demand at extended level.
Functions of the marketing includes the promotional activities such as advertising,
distributing, selling and incorporating the modern conceptualization in the competitive world.
For the Cadbury, the cost of production of the soft drinks is very lower but the expenses on the
promotional activities are higher in comparison to all the expenditure. So company needs to
follow a proper approaches that may influence the customers at high level. The functional
activities of the marketing is not only to satisfying the customer demands but also to reckoning
the competent level of the business profits. The marketing function includes producing the
required goods and services as per consideration or demand of the consumer along with
achieving the financial growth in the market in long rum time.
In the business organisation marketing division plays a pivotal role in promoting the business. It
serves as the basic aspect of firm in order to coordinating all materials that represent the
business. It is the marketing division’s task to reach out to its customers, investors and build
positive image in front of society. Some of the basic roles and responsibilities of the marketing
function in context to Cadbury are as follows:
Collecting and assessing the marketing data: In the function of marketing, department
gathers the data related to customer preference and choices by conducting marketing surveys,
shows and analyse the marketing trend and accordingly produce the product (Du Plessis, 2015).
It is elementary process of marketing in the business organisation to launch the particular product
as per the demand and customer choices. The market researcher of Cadbury needs to premeditate
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the data related to customer preference, current trend, competition level and provides the
information to manager to design such product.
Market plan: The main function of the marketing department is to map out of a plan
related to newly launch product so it can be sale in the different segment of the market. The
marketing strategy for the specific product needs to apply in the business and sales department to
increase the sales by promoting the product and its feature (Dwivedi, Kapoor and Chen, 2015).
Marketing plan includes the strategies regarding enlargement of sales, proper budgeting process,
market segmentation. Cadbury build or reframe the strategies to sales the product to target
customers. This marketing function reaches to the target customer to severs the demand of them.
Product designing and development: The important function of the marketing division
is to build a draft of product. Product design includes quality modular of a goods that framing out
a shape, size, packaging, distribution and many more. If the product looks goods in design and
structure, it will draw the customer automatically. To making it different from other competitive
product, it requires a deep study of firm's offering in certain unparalleled manner to attract its
customers. Cadbury design its product in different manner in term of distinctive labelling in the
soft drinks products.
Product pricing: To set the quirky price of the certain product is basic function of the
marketing division. It require the detail study and research to fixed the price. The marketing
surveys, road shows help in lay down the price as per customer aspects but management fix the
price by accumulating all cost and certain profit percentage. Management accumulate all the data
related to price structure to decide the reasonable price so customer can attract with these prices.
Distribution channel: Marketing function includes the distributing the goods as well as
services through various channel such commonly used physically by using transportation, online
or digitally selling of the goods (Eid and El-Gohar, 2013). Distribution of goods is important
decision in the business as its depends on some other variables like level of stock, transport
channel, stores or warehousing. The company Cadbury have many manufacturing units and it
provides the facility of physical transportation around the world.
Promotions: It is important function of marketing to create awareness regarding the new
and available product to consumer. It basically target the new customer segment in the market by
providing information them regarding product, price, features and way to use it. Medium of the
promotional activities are mostly used by the organisation such as advertising, personal selling,
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sample distribution, social media platform and publicity. Cadbury uses some of the digital
platform to advertise its products like TV and social media to maintain the satisfaction level of
customers.
All the above discussed roles of marketing function are crucial to the organisation in
order to maintain the level of sales and enhance the productivity. By implementing all the
function of marketing company Cadbury can manage betterment in the customer acquisition and
sales level and target the new customer by offering them such a quality product at particular
rates.
P2 Role and responsibilities of marketing relates to organizational context of use:
Marketing refers to create the customer base by promoting the goods and services to
increase the sales and profitability of the organisation. Management of a firm needs to apply
certain tools and techniques in the business to increase the efficiency of the firm (Gillespie,
2015). Marketing tools such as planning, garnering information, branding, labelling, product
distribution may attracts people and increase sale of enterprise. Key component of the marketing
function interrelation with other function of an organisation in the modern era is discussed as
under:
Marketing with production and sales department: production unit manufacture the
business product as per demand and considering the industry standard and quality dimension
where sales division render the goods and product that they have produced as per customer order
and requirement of the customers. In the business organisation, production and sales department
are related with marketing department. Marketing department identify the customer demand,
preference and choices provides the related data to production and sales department. So they can
full-fill the demand of the consumer as per their requirement. It may enhance the consumer based
in the business by coordination of both the department in the business
Marketing with R&D department: Research and development department prepare the
strategies in the business regarding the current market trends and consumer choices and design
the goods to sell in the market. Marketing department search the synthetic product which
customer most likes and provide the information to R&D team to research about it (Hennig-
Thurau, Hofacker and Bloching, 2013). The management of the Cadbury company have a
separate budget for the research. They invests fund in research of augmented and future product.
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Marketing department with Human resource section: human resources department is
related to looks for the professionalism of the person training, developing, enhancing the
capacity of the individuals. Marketing department require really skill people in the organisation
to sell and promote the business product so Human resources team acquire the right person and
trained them for the marketing purpose. In the Cadbury company, human resources division
recruit the highly skill people and trained them with own product and services.
Finance division: finance department apportion the required fund to all the department
of the business units. Marketing department requires sufficient fund to expenses on the
promotional activities, transportation and distribution of the goods and services, marketing
surveys etc. Finance team fix the budget to be invested in these particular activities of marketing.
Marketing department is fully based on the raising the sales revenue and increase the market
share while finance department recognised the profit form financial statement and allot the
budget fund.
Interrelation between marketing and other structural units
The relation of the marketing department and other division of the business is to perform
the business activities in such manner to coordinate with all the department in related to budget,
people, other system around the division. In the interrelation with the selected company Cadbury
producing the goods and services by considering the customer's demand and sales the
manufactured goods by help of the marketing (Layton, 2018). Human resources department
continuously guides the member of marketing team to admire the basic of the marketing. Sales
team selling the goods as well as set the nest target to be achieve in the future. Finance
department assigned the fund to the all the department including marketing and production
department. All inclusive, marketing team is necessary to business in relation with other
department.
Critically evaluation and analytic thinking of marketing function
Critically evaluation of the marketing function in the modern business organisation is all
about market and product research, design, branding, labelling, packaging, product price and
promotion along with distribution of the manufactured products. The management of Cadbury
plan about the current or augmented product to launch in the market. Marketing team collects the
data related to upcoming product and choices of customers and shares the information to
production department (Nguyen and Simkin, 2017). Packaging, designing of the product must be
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more effective to be fit in the customer mind. All the function help to the business in order to
raise the sales revenue and enhance the profitability.
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REFERENCES
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Online:
Marketing, 2019. [Online] Available through
<https://blog.hubspot.com/marketing/what-is-marketing>
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