Analyzing Marketing Roles, Responsibilities, and Plan for Cadbury Org

This report provides a comprehensive analysis of marketing essentials, focusing on the roles and responsibilities of marketing functions within an organization, particularly Cadbury. It examines how these roles relate to the wider organizational context and analyzes the significance of interrelationships between marketing and other functional units like production, finance, and human resources. The report also compares how different organizations apply the marketing mix to achieve business objectives and evaluates various tactics used to demonstrate the achievement of these objectives. Furthermore, it produces and evaluates a basic marketing plan for Cadbury, including a detailed, evidence-based plan aimed at achieving organizational goals through effective marketing strategies. The study emphasizes the importance of understanding the marketing environment, both internal and external, and how it affects the marketing function. The report concludes with a discussion on the importance of proper planning for achieving organizational goals.

MARKETING ESSENTIALS

TABLE OF CONTENTS
Introduction......................................................................................................................................1
Task 1...............................................................................................................................................2
P1 Explain key roles and responsibilities of marketing function................................................2
M1 Analyze roles and responsibilities of marketing in context of marketing environment.......5
P2 Explain how the roles and responsibilities of the marketing relate to wider organizational
context..........................................................................................................................................8
M2 Analyze significance of the interrelationships between the marketing and other functional
units of organization..................................................................................................................10
Task 2.............................................................................................................................................14
P3 Compare the ways in which various organizations apply the marketing mix to the
marketing planning to achieve business objectives...................................................................14
M3 Evaluate the different tactics which is applied by the organization to demonstrate how the
business objectives have been achieved....................................................................................16
Task 3.............................................................................................................................................18
P4 Produce and evaluate the basic marketing plan for the organization...................................18
M4 Produce a detailed, coherent evidence-based marketing plan for the organization............20
Conclusion.....................................................................................................................................22
References......................................................................................................................................23

LIST OF FIGURES
Figure 1: Functions of marketing....................................................................................................3
Figure 2: Internal marketing environment.......................................................................................6
Figure 3: External marketing environment......................................................................................7
Figure 4: Functions of production department..............................................................................11
Figure 5: Financial department stages...........................................................................................12
Figure 6: Human resource department..........................................................................................13
Figure 7: 7P's of marketing mix.....................................................................................................18
Figure 8: Marketing plan...............................................................................................................20

LIST OF TABLES
Table 1: Comparison of organization on basis of 7P's..................................................................14

Introduction
Marketing essentials is the activity or set of institutions or processes for creating, delivering and
communicating offerings which is important for clients, society, partners and customers at large.
This report will provide the study on Cadbury which is the UK’s largest multinational
confectionary company which provide the chocolate products. This report will study about the
roles and responsibilities of marketing for the Cadbury organization which is related to the
organizational context. The report will also provide the comparison between the organizations
by applying the marketing mix for achieving the business objectives. The study will also
describe about the various tactics which will applied by the organization for increasing the
growth of the organization. The production and evaluation of marketing plan for the organization
will also be described in this report. At last the study will show brief discussion on evidence-
based plan which relates to marketing for achieving the organizational goal by proper planning.
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Task 1
P1 Explain key roles and responsibilities of marketing function
Marketing is the process of action which promotes and sells different products and services,
using the best marketing strategy and advertisement strategy in various organization such as
Cadbury. Cadbury is the British multinational company which is the second largest
confectionary brand in the world. It majorly operates in more than 50 countries. The organization
majorly known for its dairy milk chocolates, roses selection box, the crème egg and various
confectionary products (Kumar, 2015).
Marketing Roles
Marketing plays very important role in promotion and mission of the Cadbury organization. The
business is represented from the coordination and the way of materials produced. Depending on
Cadbury organization, the different roles of marketing function are as follows:
Defining the Brand – It is the role in which the company defines itself which states about the
position of the company. Defining the brand will allow customers to take interest in the business
the Cadbury contains.
Monitoring Social Media – Marketing helps the organization in maintaining the social media
pages which consist of information related to the organization which sometimes helps in
promotion of the products and services.
Establishing Internal Communication – The employees of every organization needs to
understand the organization’s goals, objectives, priorities and values. Marketing proves to the
path of communication through intranet or newsletter (Kotler, 2015).
Serves as Media Liaison – When the company is being cited, a person related to the marketing
department acts as a spokesperson for the company, or guides the executives of the business in
how to respond the queries of media.
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Figure 1: Functions of marketing
(Source: Functions of Marketing, 2010)
Marketing Responsibilities
The marketing department of the organization has a responsibility to generate revenue, increase
the market share, and contributing to the company’s profitability and growth. In this process
various persons like manager or director can involve in handling their responsibilities. There are
various marketing responsibilities which are as follows:
Strategy – This is the major method for the organization to increase the market share by
preparing the strategies to achieve the organizational goals. For example – strategy related to
opening the new sector, new channel of distribution etc.
Development of Product – The department of marketing works with the external and internal
development teams for introducing new products and services for the customers (Wirtz, et.al,
2014). After finalizing the promotion and pricing strategies are to be maintained for achieving
the goals.
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Market Research – It is the basic responsibility of the marketing function. It helps in analyzing
the trends of the market, customer needs and various competitors so that various actions can be
taken to handle the establishment of the organization.
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M1 Analyze roles and responsibilities of marketing in context of marketing environment
Marketing environment is the external and internal combination of factors which affects the
Cadbury in establishing the relationship and in serving its customers. The internal environment
consists of workers, machines, owners, materials etc and external environment consists of
producing, promoting, distributing and society. There are various factors which affect the
marketing function of the marketing environment are described below (Visser and Tolhurst,
2017). There are two types of factors which affect the marketing function they are internal and
external environment. These factors are discussed below:
Internal Environment – It refers to the factors which are present within the marketing firm.
These factors are controllable ones as the company has control over these factors. The factors
which influence the functions of marketing are as follows:
 The top management of the company which includes directors, board of directors and
they have all the rights to mould and hold the decisions they have taken.
 Finance and accounting is another factor which manages the profits and revenue of the
organization in achieving the objectives of the business.
 Company’s Image and Brand equity helps in raising the funds for the company, making
alliances with various firms and forming joint ventures (Kotabe and Helsen, 2014).
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Figure 2: Internal marketing environment
(Source: Environmental Factors, 2018)
External Environment – These are the factors which are beyond the control of the firm, its
success depends only on adaptability of environment. It consists of:
Micro Environment – The factors which are in environment proximity. The factors in macro
environment are:
 The suppliers of the firm can also alter the company’s competitive position and the
marketing capabilities.
 The market intermediaries for every producers helps in various activities like promoting,
distribution and selling of various products and services.
Macro Environment – These are the kind of external factors which cannot be controllable by the
organization. They can indirectly affect the company’s decision. Various factors of macro
environment are:
 The economic factors affect the distribution and production of the various fields as these
are the important factors which affect the decision of the organization.
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 Various developments and changes in political and legal factors directly affect the
decisions of the organization (Ashill and Jobber, 2014).
 The social forces in production process helps in eliminating the harmful materials uses
for the production of the goods and services.
Figure 3: External marketing environment
(Source: Macro-environmental Factors, 2018)
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P2 Explain how the roles and responsibilities of the marketing relate to wider organizational
context
Cadbury needs to create the friendly and sustained relationships with customers, and also the
marketing relationships with different segments of market for achieving the targeted goals. There
are various methods which relates to the organizational context which are as follows:
Profit Generation – Cadbury can increase their profits by keeping the records of the customers.
The completion of customers demand will help the organization in increasing the revenues by
providing the quality products from the organization. The generation of profits will increase the
reputation and competitive advantage of the organization (Pollack, et.al, 2015).
Profit Sharing – For standing into the competitive market the organization has to maintain the
share prices at its best so that people can purchase their shares and earn the revenues from them.
The prices maintained by the Cadbury of the shares will helps in increasing the growth of the
organization.
Market Share – Maintaining the position into the market is the major requirement of the
reputation of company. For this, the organization has to study and research the market in proper
way so that the organization can hold top position into the market for achieving the sustained
growth (Edeling and Himme, 2018).
Sales Target – The Cadbury must maintain the best strategies for achieving the sales target of the
organization which includes the selling of products and services to the customers. It can be done
by reaching to the various customers who will increase the customer’s interest which can foster
the economic growth of the organization. This will also increase the revenue generation speed of
the organization.
Marketing Segmentation – Cadbury should follow the strategy of segmenting the people into
various groups which will help the organization to focus on every group which will define the
actual needs and demands of the organization related to the products and services. This is the
best method to achieve the goals of the organization by knowing the customer’s requirements by
dividing them into various segments (Solomon, et.al, 2014).
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