Marketing Essentials: Roles and Responsibilities of Marketing Function

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Marketing Essentials
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Table of Contents
INTRODUCTION...........................................................................................................................4
LO1..................................................................................................................................................5
P1: Explain the key roles and responsibilities of the marketing function...................................5
P2: Explain how roles and responsibilities of marketing relate to the wider organizational
context..........................................................................................................................................7
M1: Analyze the roles and responsibilities of marketing in the context of the marketing
environment.................................................................................................................................8
M2: Analyze the significance of interrelationships between marketing and other functional
units of the organization............................................................................................................10
D1: Critically analyze and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organization..........................................................12
P3: Compare the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve business objectives......................................................14
M3: Evaluate different tactics applied by organizations to demonstrate how business
objectives have been achieved...................................................................................................15
P4: Produce and evaluate a basic marketing plan for an organization......................................17
M4: Produce a detailed, coherent evidence-based marketing plan for an organization............18
D2: Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve
overall marketing objectives......................................................................................................19
Conclusion:....................................................................................................................................20
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References:....................................................................................................................................21
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INTRODUCTION
Marketing is one of the very essential parts of any organizations business. Every organization is
required to develop marketing strategies which are efficient and effective in order to produce
better results for the organization and help in enhancing the business of the organization. Every
organization’s first and foremost target is to develop the strategies for the business of the
organization which can yield high productivity for the organization. For the particular case study
and the report evaluation, the Coca Cola is selected for providing a detailed study of the
organization's business provisions. The Coca Cola is a UK based organization which is very
accurate with the business and marketing strategies they develop in order to achieve better and
profitable results for the organization. The marketing is that part of an organization which helps
the organization to achieve the profitable results not only in recent times but they also think
about the futuristic aspects.
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LO1
P1: Explain the key roles and responsibilities of the marketing function.
The marketing functions include various duties and responsibilities which are responsible for the
enhancement and growth of the organization. The marketing functions include various aspects in
order to develop the organization and enhance the business of the organization. The marketing
functions are market research, product development, finance and money investment, planning
and promotion of the products and services of the organization as well as the selling and
distribution of the products and services that the organization produces (Kamau, et. al., 2015).
The Coca Cola is an organization which concentrates a lot in the proper marketing of the
product. The Coca Cola always concentrates a lot in the marketing plans and strategies in order
to achieve better results for the organization and earn the profit. The organization has been very
accurately implementing the strategies and operating them well for effective and efficient results
for the organization (Notta and Vlachvei, 2015).
Coca Cola considers various aspects as the marketing functions and they are:
1) Financing
2) Risk implementing
3) Market information
4) Buying
5) Selling
6) Transportation
7) Storing
8) Standardizing and grading.
The points listed above are the essentials that are needed to be taken care of while implementing
essential and effective marketing for an organization. The organization implements these aspects
and work upon these to produce profitable results for an organization. The organization plans the
marketing strategies so that they could easily produce the products and services for the customers
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which could easily satisfy their needs and enhance the growth of an organization (Jenyo Gabriel
And Kolapo, 2015).
The Coca Cola firstly analyses the market and understand the needs of the people in the market
and after analyzing the current market status the organization invests the required amount of
money for the manufacturing and the production of the products. The Coca Cola after analyzing
and investing the required amount of money manufactures the product and produce it to the
market for the sale and purchase of the products. The organization for the better sale of the
products opts for promotional activities in order to grab the attention of the people in the market
and then the organization implements ways to have a good and effective sale of the
products(Duffett, 2017).
These are the functional structure of marketing for the Coca Cola in the market.
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P2: Explain how roles and responsibilities of marketing relate to the wider organizational
context.
The marketing plays a very essential role and shares very important responsibilities for
enhancing the business of the organization and also for the growth of the organization. The
proper analyzing of the market, the financial aspects, the promotional activities and the
development of the product are the main duties of the marketing ventures of an organization.
The marketing includes various essential functions for the organization and these are the
functions which help in enhancing the growth of the organization. Coca Cola has been very
effectively operating these things from a very long period of time. The marketing aspects include
the strategic management of the business ventures of the organization, marketing research, the
sales, and the product development and the distribution and the human resource department of
the organization which plays a very essential role in the efficient marketing of an organization
(Amiri, 2016).
The marketing involves these steps for the enhancement and growth of the organization and also
these functions are implemented for the proper enhancement of the business of the organization.
Every organization implements various steps and techniques into their marketing ventures in
order to provide better and profitable results for the organization. The Coca Cola has hired
Premier League players for the promotions of the drink and other products developed by the
organization. The organization is using various players and actors in the UK for the promotion
and advertisement of the new diet coke which the organization has developed in order to reduce
the effects of the added sugars for the health conscious peoples (Aghazadeh, 2015).
The Coca Cola has also launched various other offers for the user of the products and the most
recent strategy implemented by the organization is that the ongoing cricket world cup is held in
England and the Coca Cola has also launched lucky draw events for the peoples who use the
products of the organization so that if their name emerges in the lucky draw then they would be
able to visit the stadium and enjoy the matches of the world cup.
These are the various market strategies that are implemented by the organization for the better
sale of the products and also ensure the better marketing ways in order to grab the attention of
the people and make them purchase the products (Jong, et. al., 2015).
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M1: Analyze the roles and responsibilities of marketing in the context of the marketing
environment.
The marketing has been an integral part of the business of an organization. The marketing is an
interdependent sequence of the activities which are performed in order to earn a profitable
advantage over other organizations. The marketing of a particular product involves the market
research, the product planning, the demand forecasting, pricing of the products, distribution and
the last step is the advertisement of the products and services provided by the organization to the
customers (Muralidharan and Raval, 2017).
The most essential area which is needed to be addressed is the inclusion of the new competitors
in the market for the organizations. The new entrants to the market are a great threat for the
established organization because they make it quite difficult for them to market better and put
efforts for earning the profit from the organizations. The Coca Cola has been a very trusted brand
from a very long period of time is needed to take care of the threats that the organization could
face from the external environment (Kamau, et. al., 2015).
The marketing is not only the way to advertise the product and sell, but it is also the most
effective way to manage all the products. The organization is needed to take care of the
inventory too in order to produce the required amount of products in time. The Coca Cola has
been effectively analyzing the market and also focuses on the inclusion of the new technologies
in the market because the Coca Cola is an organization who believe that the products which they
manufacture are needed to be of high quality, as well as the expenses, should be kept in such a
way that the customers could purchase it without a second thought (Rodney and Wakeham,
2016).
For essential and effective marketing it is very essential for the organizations to pursue few
skills and perform few duties. The Coca Cola has been a great example of such strategies of an
organization. The organization should have the skills to retain its customers and the organization
is needed to have creative and convincing skills so that the customers could easily get convinced
and the organization could earn profit for the organization. The Coca Cola before producing
products to its customers analyze the potential customers and retain the customers, as well as the
organization, is needed to choose the customers who would be better for the organization's profit.
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The organization is needed to know the best way to deal with the customers and influence them
emotionally (Puddle, 2015).
These are the various ways and techniques that Coca Cola uses for the better and profitable
output for the organization as well as these are the roles and responsibilities that are needed to be
maintained by the organization for the profitable outcomes of the marketing context of the
organization (Pappas, 2017).
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M2: Analyze the significance of interrelationships between marketing and other functional
units of the organization.
Marketing is a process which is very much interrelated with the functions of the organization.
The organizational functions are very essential for the proper marketing of the product that the
organization is producing. Profitable results in the field of business are not just achieved by the
marketing only, it is also necessary for the organization to work in an organized manner as well
as work efficiently to obtain better and profitable results for the organization (Wang, et. al.,
2016).
The organization is needed to analyze the customer's needs in order to satisfy the need of the
customers. The organization understands what the organization needs and then put on all the
efforts to fulfill those requirements of the customers. The profitable business depends on the
organization very much and the way they provide the services to the customers and that is why
the organization is needed to be very polite with the services and the products which they
provide.
Three main steps that Coca Cola takes to put a profitable business:
 Market research is the first and the foremost step that is taken by Coca Cola in order to
understand the need of the market as well as the customers. In order to provide the
customers with the required products and services, it is very essential for the
organizations to survey the market and understand the needs and then opt for the ways to
overcome such needs of the market (Sultan, 2015).
 Implementation is the second step that every organization takes in order to enhance the
business. The Coca Cola after analyzing the market condition and the needs of the market
they develop plans which would help the organization to produce products so that the
organization could satisfy the limits of the customers. The organizations also try to
implement the offers and value-added services for the customers in order to attract
customers. The plans are prepared by the organization in order to implement them and
put profitable results for the organization.
 The third and the last step that the organization opts for the selling of the products and the
marketing and advertisement of the products. The organization tries to advertise their
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products and services in an impressive way so that it could attract the customers towards
the products and could have a pleasant business (Sever, 2015).
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D1: Critically analyze and evaluate the key elements of the marketing function and how
they interrelate with other functional units of an organization.
The marketing functions are comprised of various functions like an advertisement, finance,
distribution system, etc. these are the key processes of the marketing functions, the interrelations
are expressed as follows:
Research: market research plays a very crucial role in the business premises of an organization.
The market research is the most essential marketing functions of an organization because the
without proper research the organization wouldn’t be able to understand the requirement of the
market and it would be very difficult for the organization to produce products which could fetch
them profit (Sultan, 2015).
Strategy: After analyzing the market conditions the organization develops strategies to
implement so that the organization could focus on the production of the products and provide the
customers with the best outcome and satisfy them. Customer satisfaction would very easily fetch
a very good amount of profit for the organization.
Planning: The planning is the most important part of the marketing functions. After the
successful implementation of the research and strategies the organization plans for the profitable
sale of the products of the organization. The effective form of planning is very much needed in
order to convert the organization’s goals into success (Muralidharan and Raval, 2017).
Tactics: The fourth and one of the most essential marketing functions is the tactics which the
organizations develop for the better sale of the products developed by the organization. Coca
Cola after the planning they are needed to implement those short and long term strategies these
are the tactics which the organization implements in order to grab the attention of the targeted
customers. The promotional boosts, the value added offers which the organization provides, the
lucky draws and events organized by the organization in order to attract the desired customers.
These are the key marketing functions which are elaborated in order to explain the understanding
of the process of working and the interrelations of the functions and the marketing of the
organization (Notta and Vlachvei, 2015).
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