Marketing Essentials: Exploring Roles, Mix & Plan at Coconut Bliss

This report provides a comprehensive analysis of marketing essentials within the context of Coconut Bliss, a food-based organization with a B2C market arrangement. It begins by explaining the key roles and responsibilities of the marketing function, including market information gathering, buying, risk management, financial improvement, selling, transporting, storing, and standardization. The report then compares how different organizations apply the marketing mix (7Ps) to achieve business objectives, emphasizing the importance of product/service concept, selling concept, and societal marketing. Furthermore, it discusses the environmental roles and responsibilities of marketing, such as developing market strategies, utilizing marketing information systems, observing the marketing environment, conducting marketing research, segmenting the market, and building brand equity. Finally, the report underscores the interrelations between marketing functions and other organizational units like research, distribution, advertising, and finance, advocating for cross-functional coordination to enhance value chain efficiency. This detailed exploration aims to provide a clear understanding of marketing principles and their practical application within a business setting. Desklib is a platform where more solved assignments are available.

MARKETING ESSENTIALS
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Table of Contents
Introduction................................................................................................................................3
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation................................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function...................................3
How roles and responsibilities of marketing relate to the wider organisational context [P2]. 12
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives..........................................................................................15
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives....................................................15
LO3 Develop and evaluate a basic marketing plan..................................................................20
P4 Produce and evaluate a basic marketing plan for an organisation......................................20
References................................................................................................................................26
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Introduction
Since ancient times, marketing has been an essential element that cannot be
avoided or ignored. Marketing covers the understanding of the process,
comprehending the nature of clients, their demands, so that the marketing plan,
forms, deliver quality information and constructs lucrative dealings that drive the
potential clients towards the organizational products and services. Pike (2015) assert
that marketing implicates more than mere performance of group activities in defined
areas or departments of a company (p.122). It is essential that an objective focus is
enhanced in the delivery of value and benefits of goods, services, experience, or
ideas to the clients. Currently, a lot of firms are aware of the value of customer
relationships, hence they are working tirelessly on the development of better and
suitable business marketing approaches. Ideally, the knowledge of the essentials of
international marketing is too elevated within the prevalent market situation. In this
study, the marketing aspects of Coconut Bliss is a business establishment, which is
located in Eugene, Ore. Will be focal. Coconut is a food-based organization that has
a B2C market arrangement with few employees whose annual income is almost $
5muillion per annum. The objective of the high revenue is to position clients in the
company’s marketplace. Therefore, marketing occupies a major component of
Coconut Bliss’s budget.
LO1 Explain the role of marketing and how it interrelates with other functional
units of an organisation.
P1 Explain the key roles and responsibilities of the marketing function.
Marketing functions such have key roles and responsibilities in any organization that
can be very effective in developing and enhancing the business. Buying, market
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information, risk taking, financing, selling, transporting, storing and standardization &
grading are the universal functions of the marketing that company needs to maintain
properly for getting the best outcome. Marketing department plays a vital role to set
up the relationship between customers and organization. Coconut Bliss is an
organization whose marketing function has been done effectively and successfully.
The marketing department works in different ways to improve the condition of the
business. There are some responsibilities, which the marketing team follow to
achieve the goal of the marketing company.
Market Information
The marketing team of Coconut Bliss works to gather market information which is
necessary to improve the pricing, packaging system, media selection process of the
company. The marketing team gathers information from the society to improve the
products. The marketing department of the company takes some strategies to
improve the business condition of the company.
Buying
The marketing team is also responsible to provide proper information to the
customers so that customers are attracted by the products and they take decision to
buy the particular products. Actually, marketing team works to improve the quality of
the products. The marketing team of Coconut Bliss works hard to increase the
quality of its products. Therefore, it is the responsibility of marketing team to improve
the quality of products.
Risk Factor
On the other hand, the marketing team helps to solve the risk factors of a company.
Coconut Bliss faces various problems which are harmful for the company’s
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reputation. The marketing team takes responsibilities to overcome the risk factors
such as quality related issue of the products. Coconut Bliss faces the problems
related to the product quality. Then, the marketing team takes proper responsibilities
to solve the problem.
Financial Condition
On the other hand, marketing team helps to improve the financial condition of the
company. The financial condition of Coconut Bliss is reduced because of the
economic recesses. So, marketing team works to make better promotion of the
company.
Selling
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Selling can be considered as the most important factor that influences the profitability
of the company. An organization needs to focus on the requirements of the
customers for enhancing the business. Marketing concept and selling concept are
included in this marketing function. According to the researchers of the world, selling
has more importance comparing to other marketing functions because a company is
completely dependent on selling for enhancing their business. Hence, the Coconut
Bliss also gives more importance to their selling unit for enhancing their business.
Transporting
An indispensible function of the marketing is transportation. Carrying the raw
materials, product or any other important goods from production to consumption
place is done through the transportation. Buying, assembling, selling, storing etc are
the marketing functions that can be facilitated through transportation. Hence, it can
be considered as that the entire economy and development depends on a well-knit
system of the transportation.
Storing
Storing is another important management function that is used for storing raw
materials or storing product of the organization. Actually, it involves in holding and
preserving the goods of an organization.
Standardization
Standardization plays a crucial role in the marketing. Selling and buying process are
made easy and more effective through it. People prefer to buy a product by
measuring the grade of the product. Standardization of the products has the ability of
creating a huge difference in the market comparing to their rival companies that can
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be very helpful in enhancing the business. Coconut Bliss is also focusing on making
standardization in their product for achieving the best outcome.
b) The marketing concept and future trends of the marketing process
The marketing process is fragmented into about five key aspects that predict
the marketing concept of Coconut Bliss Company. These aspects of marketing
include the contemporary as well as imminent styles for an effective marketing plan.
The concepts involved in marketing are manufacture, product, retailing, marketing
and communal in that order.
In the Manufacture or production concept, the basis of the argument is on the
perception of the consumers and how it depicts the inclinations among them for
certain products. For example, McDonald (2013), opines that issues of quality and
cost-friendly prices are among the commonly acknowledges factors that affect
manufacture (p.7). Therefore, an organization’s operational dimensions ought to
focus on the higher levels and rates of manufacture.
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Furthermore, the product/service concept allows clients to relate and select
the kind, size, quality, color or products or services they want. They may base on the
quality, money value, or innovative approaches engaged in the production of such
products. The product element denotes that the customers can only be retained if a
company produces products or services, which the customers gain benefits from all
the time they acquire them. Moreover, the selling concept in the contemporary
society purports that consumers go for goods or services that have been highly
promoted and become predominant among the target consumer population.
In addition, the marketing concept elaborates the need to pay attention to the
target customers in the delivery of services and products. The customers are the end
product or service recipients, hence the marketing should address their needs, taste,
preferences, and answer their questions or worries. Moreover, the stiff competition
and volatile market situations demand delivery of higher value products in terms of
eco-friendly, durability, and service provision. Consequently, the marketing concept
must depict that there is brand value in products and that the target customers are
the key people to whom the value is focused. A successful enhancement of the
brand value obviously encouraged the customers to be inclined towards a
company’s products or services against the rival firms.
In the ultimate concept of societal marketing, the principal focus in the
requirements and demands of the target customers. According to McDonald (2013),
the consumers will prefer a company’s brand over the other generations in the
marketplace is it lacks the needs and requirements of a community (p.9).
a) Environmental roles and responsibilities of marketing
In the contextual discourse, the marketing setting calls upon management of the
environment through effective plan and execution of a number of marketing
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concepts. Some of the concepts are the promotions, prices, sales, and distribution of
products to the target audience.
The marketing management involves specialized processes of planning and
implementing the various marketing concepts through checking on the pricing,
advertising, circulation, and sales. Marketing serves several roles such as:
The Market strategies are found within the role of marketing and generation of
the business organizational marketing strategies and planning (Jefferson, & George,
2014, n.p.). The business establishment’s managers must acknowledge the
requirements and the needs of the target customer network for them to provide
relevant products and services. The generation process for marketing approaches
brings out an equilibrium between organizational objects and market prospects.
Marketing information system also abbreviated as (MIS) provide the
information about the different market approach factors such as controlling,
implementation, producing and planning of manufacture, and marketing processes.
For instance, MIS depict the information concerning the logistics of a real-time
business foundation through which the distribution of work network is eased.
Observing of marketing environment in order to identify the critical and new
developments in the market. Through such developments, an organization is able to
build up an objective and constructive response action n product and service
developments within the organization. Such new advances encompass the varying
market mannerisms, the socio-economic militaries, the market’s internal and external
adjustments alongside the changes in the political and legal processes.
The marketing research role is another critical aspect of marketing because it
helps an organization see the trends, the requirements or communication for the
potential customers (Jefferson, & George, 2014, n.p.). Through marketing research,
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an organization learns about particular products, services, prices, market pool and
prospect consumers who have to be targeted in the marketing process. It also helps
one know the best communication form and media based on product, industry, and
age aspects.
In the market segmentation component, the volatility and inconsistency nature
of the global era market must be considered (Howell, 2015, p.30). An accurate
segmentation must be depicted from the marketing process so that customers have
the ability to identify or associate the firm with certain form, shape, color, quality,
pricing or goods or services. In this case, diverse markets must be incorporated into
the marketing process.
The final brand equity function serves in satisfying the needs and demands of
the customers. Consumers go by certain brands of products, which the marketing
team must know so that what they market for the clients is attracting them.
Furthermore, to build an organization’s reputation, a firm must have a strong brand
value that helps direct a jam of clients towards products.
d) Key aspects of marketing functions and interrelations organizational units
Marketing functions encompass many diverse roles such as a distribution
system, advertising, and finance among other functions. As the market is
progressively taking shape alongside the whole value chain, marketing is not the
only obligation of the marketing function. However, other functions are involved (Roll
2006, p. 26). Given that there are many functions within the organization, this
requires a more cross-functional coordination of marketing with a firm awareness of
all the components in the value chain with the inclusion of skills within purchasing,
engineering, logistics, manufacturing, accounting, and finance. The primary
marketing functions aspects are discussed as below:
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Research
Market research plays a crucial role in any business establishment.
Considered to be among the significant utilities, it enables the company to get some
valuable information on all factors affecting business processes. Generally, it is
impossible for an organization to carry on with business without research. This
element does not only produce information that is relevant to the market but ensures
that other business prospects like logistics are attained. According to Al-Shatanawi
(2014), market research enables an organization to establish who the target market
is and what these customers feel about the product or service before they are made
available to the public (p.2). As such, it offers all the relevant data that is necessary
for solving all the market challenges that a business is most likely to face. In fact,
strategies of market division and product differentiation are impossible without
market research. Therefore, research serves as a key marketing function in an
organization.
Strategy
After carrying out research, data collected is to be processed to gauge the
strengths and weaknesses of the business operations. The data processed can push
the organization to arrive at strategies that can be employed to reach the required
goals. This will serve as a guideline that will direct the organization to compete
effectively in the market environment. The idea of strategic marketing enables
business organizations, individuals, or groups access the requirements or value they
deserve. Generally, approaches are established over all the convincing outcomes
and possibilities that are measured using research.
Planning
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Once an effective research and tactic process has been achieved by an
organization, the market plan procedure must follow. The marketing department has
a duty of planning financial requirements, predicting the sales figures, disseminating
the figures, communicating the financial marketing plan, before dealing with other
aspects within a business (Pike, 2015, p.123). A set planning timeline must be made
so that key approaches in the conversion of organizational goals into performance
are seen.
The fourth key marketing role is known as tactics and they involve both small
or immediate plans that are executed in order to impress the target customers. The
tactics involve a restricted time offered for the provision of a promotional boost in the
marketing plan. In this case, offers to entice the customers have to be used with
messages that draw the attention as well as demand the action of the consumers.
They have a role in cornering the initial pressure that rival companies had set while
boosting sales in a firm.
The analysis indicates above and the evaluation of key aspects major as the
primary aspects of the marketing functions. The relationship between the major
marketing meanings and other organizational serviceable components are clarified
below:
How roles and responsibilities of marketing relate to the wider organisational
context [P2].
As stated by Pike (2015), the current marketing as well as all the ideas, which are
affecting the present day marketing, can be taken into consideration as a sample of
the combined business purpose, which also confirms the accomplishment of the
company’s operations inside the marketplace. In case of each companies consisting
Coconut Bliss, there are certainly an amount of practical units like the economics,
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