Marketing Essentials: Coca-Cola Marketing Analysis Report

This report provides a comprehensive overview of marketing essentials, exploring the key roles and responsibilities within a marketing function, with a specific focus on Coca-Cola. The report delves into the core concepts of marketing, including production, product, selling, and marketing concepts, while also highlighting the importance of understanding customer needs and wants. It examines the various roles of a marketing manager, such as product development, pricing strategies, promotional activities, and the use of Management Information Systems (MIS). Furthermore, the report outlines the marketing process, encompassing situational analysis, marketing strategy, marketing mix decisions, and implementation and control. The report also analyzes how marketing functions relate to other organizational departments, including finance, sales, research and development, human resources, and IT, emphasizing the interdependencies that contribute to achieving overall business goals. The report concludes by summarizing the importance of marketing in building brand image and achieving organizational success.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
P1Key roles and responsibilities of marketing function.............................................................1
P2 How roles and responsibilities of marketing relate to the wider organizational....................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is an broad concept for company for promoting as well as advertising products
in front of customers. Basically it is used by firm to create as well as satisfy customers by
understand their needs. Thus, it can be said that marketing is premier components which bring
various innovative ways to invite as well as attract number of users (Hamilton, 2011). Along
with this, it refer to different activities which relate with buying, advertising, selling and
distributing products to customers. Present report is based on Coca-Cola, was biggest and
famous brand after Apple and Google. This company offer different drinks to their customers in
over the world. Current assignment discussed about various key roles and responsibilities of
marketing functions and its relation with organization in order to attain desirable goals and
objectives.
P1Key roles and responsibilities of marketing function
Concept of marketing:
Marketing play as an important concept which used by the company to analyse the
customers needs and wants and at the same time also build better relationship by providing them
quality products and services. The main purpose of marketing concept is to satisfy customers
needs by fulfilling their requirements. In this context, there are some marketing concept with
current and future trends: The production concept: It is one of the important concept which relate with the
manufacturing of the quality products and services. Along with this, number of customers
are willing to pay low price for quality products,. Thus, Coca-Cola produce high quality
drinks at affordable cost which may leads in enhancing the customers demand. The product concept: Under this concept, customers are attract towards the new and
innovative products as manager of Coca-Cola focus on making quality products in order
to invite them towards their services. In this, manager appraise product quality to increase
their profitability. The selling concept: This is also an important concept in which company promote their
products in market with the aim of influencing customers to buy its products (Joshi,
2012). In context of Coca-Cola, they also use effective selling tactics and tools to
enhance their overall sales at market.
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 The marketing concept: Under this concept company tries to compete their competitors
by producing quality products and services (Lehmann and Bengart, 2016). In this
customers is a king for business in which they determine their needs, target market,
profitability and many more. By this concept company easily improve their brand image
and at the same time also grab customers attention towards the company products.
Apart from this there are some roles and responsibilities of marketing functions in
context of Coca-Cola which may helps in attaining set goals and objectives in appropriate period
of time.
Product: It is one of the important role of marketing manager of the company to produce
quality products to customers by understanding their needs and wants. For this, Coca-Cola
evaluate the market needs and produce quality drinks which may contribute in enhancing their
profitability and at the same time also grab customers attention.
Price: Setting product price is important duty of marketing manager because it directly
helps in increasing profitability level at market place. In this context, Coca-Cola set their drinks
price affordable which leads in grabbing customers awareness. It directly contribute in inviting
larger number of loyalty customers towards them.
Promotion: This is one of the important duty of manager to promote products and
services by using effective promotional activities. With the help of this company easily
communicate with customers and provide them information of the products. Along with this, its
also contribute in capturing customers attention towards the products. All these helps in creating
strong customers base.
MIS: One of the main duty of manager of company is to take right decision in which they
gather customers views and feedback towards the company products and services. Mainly, it is
refer to computerized database which helps in making reports as per daily basis (Lin, Li and
Wang, 2015). With the help of this company easily maximize their profitability level and at the
same also improve productivity level.
Along with this, marketing process also is used by Coca-Cola for improving their
productivity level which may leads in attaining competitive advantage at market place.
The marketing process of Coca-Cola
Situational Analysis process
Marketing strategy
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Marketing Mix Decisions
Implementation and control
 Situational analysis: It is one of the important step of marketing process in which Coca-
Cola determine customers taste. For attaining better results company have to understand
both internal and external environment in order to operate their activities effectively
(Lovelock, 2011). With the help of this, manager of Coca-Cola tale right decision and
improve overall performance level of the company by serving quality drinks at affordable
cost.
 Marketing strategy: Under this, manager of the company define the strategic plan in
which manager carried out market research to set market segmentations, targeting and
positioning. Through which, Coca-Cola enhance their productivity level at market place.
 Marketing mix decisions: It is relate with tactical decisions which may take as per
marketing strategies. Basically it includes product, price, place, promotion all these are
helps in influencing customers to buy company products and services in appropriate time
frame. This will aid in enhancing the productivity level of the company.
 Implementation and control: It is last step which is refer to implement entire steps
within the activities of marketing. Under this, manager of the company eliminate issues
and obstacles in order to improve the performance level of the firm at market place.
P2 How roles and responsibilities of marketing relate to the wider organizational
Marketing play important role in building positive brand image by fulfilling customers
needs. This will helps in creating loyal customers base for longer period of time. Along with this,
marketing help business organisation to attain higher success at market place by establishing
competitive place. In modern era each and every firm use marketing to sale products and services
to number of customers for attaining high profitability level. In context of Coca-Cola, manager
of firm effectively understand customers requirements. This will aid in building better
relationship with them and also increase profitability level. In this context, there are main roles
and responsibilities of marketing which is interrelate with organisational functions are as
follows:
Finance department with marketing function: For executing entire activities of the
business are required adequate fund (Mihart, 2012). Without financial term company can be able
to perform their task. Thus finance department play vial role in providing enough funds by which
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marketing manager easily use effective promotional tools and techniques. With the help of this
company easily create strong customers base.
Sales department with marketing: Under this, marketing manager provide relevant
information of the customers and market trends to sales department in which they produce
quality drinks and deliver in over the world (Ogunmokun and Tang, 2012). Both marketing and
sales department are interrelate which directly contribute in enhancing overall sales.
Research and development with marketing function: Under this, manager of the R&D
department conduct marketing researcher for identifying market trends and customers needs as
well. Along with this the main aim of these functions is to compete competitors by retaining
customers for longer period of time. This will contribute in increasing profitability level of Coca-
Cola at market place.
Marketing function with human resource department: HR division is one of the
important in which company recruit skilled and capable workers who easily understand
customers needs and wants. In context of Coca-Cola, they also include talented workforce in
which they serve quality services to its customers according to their requirements. It helps in
increasing overall ales of the company at market place.
Marketing functions with IT department: Under this, IT division use various innovative
tools and techniques to store information towards the market trends and situations. With the help
of this marketing department of Coca-Cola easily deliver right product to right customers in
order to attain their higher satisfaction. In addition of this, by maintaining proper records and
data company save both time and cost which contribute in capturing lager market share form its
rivals (Papasolomou and Melanthiou, 2012).
Hence, all these are interrelated with each other through which Coca-Cola attain set goals
and objectives and also grab number of customers. In assistance of this, firm enhance their
market share from its competitors by fulfilling their requirement in appropriate time frame.
CONCLUSION
As per above discussed assignment, it has been concluded that marketing is important
concept for each and every company to increase public awareness. By using marketing concept,
firm determine customers needs and wants for competing their competitors by satisfying
customers needs. It includes promotional and advertisement programs which may leads in
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creating customers base towards the company products and services. This will helps in attaining
positive brand image at market place.
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REFERENCES
Books and journals
Hamilton, C., 2011. Cengage Advantage Books: Essentials of Public Speaking. Cengage
Learning.
Joshi, M., 2012. Essentials of marketing. Bookboon.
Lehmann, S. and Bengart, P., 2016. Replications hardly possible: Reporting practice in top-tier
marketing journals. Journal of Modelling in Management. 11(2). pp.427-445.
Lin, H. H., Li, H. T. and Wang, Y. S., 2015. Permission-Based E-Mail Marketing Websites
Success: An Integrated Perspective. Journal of Global Information Management
(JGIM). 23(2). pp.1-23.
Lovelock, C., 2011. Services marketing: People, technology, strategy. Pearson Education India.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). p.121.
Ogunmokun, G. O. and Tang, E. C. H., 2012. The effect of strategic marketing planning
behaviour on the performance of small-to medium-sized firms. International Journal of
Management. 29(1). p.159.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Wilson, J., 2014. Essentials of business research: A guide to doing your research project. Sage.
Shaw, S., 2016. Airline marketing and management. Routledge.
Cleverley, W.O., 2017. Essentials of health care finance. Jones & Bartlett Learning.
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