Marketing Management: Strategy, Loyalty, & Business Growth

This marketing management assignment explores the critical role of marketing in achieving organizational goals, including delivering perceived value to customers. It discusses the concept of 'market orientation' and its impact on strategy formulation, implementation, and planning, using Coca-Cola as a key example. The assignment further analyzes how marketing can create long-term customer loyalty in diverse market contexts and examines the use of integrated marketing channels to drive business growth. Key marketing strategies, such as product, pricing, place, and promotion, are discussed in detail, highlighting their importance in achieving a competitive advantage and increasing market share. The report concludes by emphasizing the importance of customer satisfaction and continuous innovation in sustaining business growth and profitability.

Marketing
Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
Role of marketing in achieving organisational goals including delivering perceived value to
customers................................................................................................................................3
Illustrate what it means to be ‘market orientated’ and how this affects strategy formulation,
implementation and planning.................................................................................................5
Task 2...............................................................................................................................................7
Identify how marketing can create long term loyalty to an organisation in different market
contexts. .................................................................................................................................7
Analyse how target marketing using integrated marketing channels can drive business growth.
................................................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In every organisation marketing plays an important role it helps in increasing the profit of
the organisation due to which goals of the business also get achieved. Marketing management is
basically a function of controlling the aspects of marketing, organising the plans, setting the
goals of the business, taking the best decision for the company so that maximum profit can be
earned by satisfying the needs and requirement of the customer. Providing the best quality of
goods and services to the customers is very important to gain the customer loyalty because is
customers will not be happy with the services of the company then it can affect the profit and
goodwill of the company (Baporikar and Fotolela, 2021). A marketing manager of the
organisation should do proper research related to the needs and requirement of the customers so
that they can plan their strategies accordingly. There are various objectives of marketing
management like attracting the new customers, satisfying the requirement of the buyers,
profitability, maximising the market share etc. Developing the proper strategies will helps in
increasing the profitability of the business and reducing the production cost. In this report two
case study will discussed which will involve different role of marketing will be discussed also
the effects of market oriented will be explained and also various features of marketing will be
discussed and analysation of target marketing will be done.
TASK 1
Role of marketing in achieving organisational goals including delivering perceived value to
customers.
The Marketing division plays an essential role in advertising the management and the vision of
the business. It serves as the face of the business, it manage and create all sort of material that
will present the business organisation. To make sure the effective and efficient manner of
marketing actions the marketing plan (Bhatia, 2020). As there are several roles of marketing that
will help in accomplishing managerial targets that are as follows -
Meets consumer needs and wants:
Consumer desires is the priority of the management in the field of market. Individuals
who are in market place will determine the requirements of the customer and adapt their
marketing tactics and plan of actions as per to them. Their wants and requirements are get
fulfilled by the exchange procedure. If the management provide desirable goods to consumers

then there will be high term of chances for the management of Coca Cola to sustain in the
marketplace for longer period of time. Coca cola identify the needs of the customers so that they
can develop there services accordingly because meeting the needs of the customers is very
important for the long term survival of the company. Coca cola has planned their strategies in a
way so that they cannot face any loss due to the new arrivals in the market. Every organisation
which enter in the market comes with the new strategies so that they can increase their market
share by increasing their demands in the market. Coca cola knows what its customers wants on
the basis of which they are manufacturing their product. They are adding a good value to their
product so that people can like their product and they can earn more revenue (Brei, 2020).
Maintain organisational survival and growth:
Every organisation survives because of its customers because customers helps in increasing the
profit of the company due to which it is important for the organisation to make their customers
happy with the products and services which they are providing so that they can retain their
customers for the long period of time. If the services of the company will not meet the
expectation of the customers then it can affect the demand of the business. Sale of coca cola is
more as compared to other soft drinks organisation it is 10 times more which is the huge
achievement for the organisation. Coca cola is one of the leading organisation in the world due to
the services which they are giving to their customers if the organisation will not develop good
services then will not be able to achieve success in future (Cochoy, 2021).
Adapting the right price:
Revenue of the company is generated due to the prices which they keep for the products.
Keeping the reasonable price helps in increasing the demand of the business in the marketplace.
If the business will not keep the reasonable price then it can affect the demand of the business
coca cola has kept the reasonable prices for its product. Keeping the high prices for the goods
and services can affect the overall revenue of the company because demand of the company will
get increase. If the customers will get the best services at affordable prices then it will helps in
enhancing the goodwill of the business. Keeping the high prices for the product will force the
customers to switch the organisation which can be profitable for the competitors in the
marketplace. Right price of the product helps in increasing the demand of the product in the
market which will helps in increasing the revenue of the company also. High prices of the

product can affect the demand of the company in the marketplace. Due to which company should
set a low price for the services.
Better product offering:
In order to increase the sale of the company it is important for the business to make their product
more attractive through the taste and design so that more customers can get attracted towards the
services of the business. Coca cola is providing the great taste to the customers which force them
to buy more products from the company. Cola Cola produces more than 450 brands in 200
countries and also considered as one of the acknowledged brand. One of the fast growing
organisation is coca-cola identifying the needs of the customers helps in increasing the overall
productivity of the business in the marketplace (Desbordes, 2019).
Illustrate what it means to be ‘market orientated’ and how this affects strategy formulation,
implementation and planning
Market orientation is a technique of business which helps in identifying the requirement of the
customers so that products and services can be developed according. Satisfying the needs of the
buyers is very important as it helps in increasing the profit of the business. Market oriented is
basically a technique which helps in knowing the customers wants companies plan their
strategies on the basis of the information which is gained. Many organisation try this approach so
that more profit can be earned. Providing the unique quality of goods and services is very
important to gain competitive advantage in the marketplace. Customer satisfaction is important
as it helps in the growth of the business in the marketplace. Coca cola is considered as market
oriented as it provides the variety of products to the customers due to which customers its
demand in the market is also high as compared to other companies. If the organisation will not
deliver the best services to the customers then it can affect the demand of the business in the
marketplace. Coca cola will deliver the wide variety of non-alcoholic drinks which will give the
customers a choice through which they can buy the products of their choice. If the customer will
not get the best quality of goods and services then it can affect goodwill of the company in the
marketplace. Company should conduct a survey through which they can get the information
related to the services which they are providing. (Doyduk, 2018)
Market oriented helps in strategy formulation because it helps in gathering the useful data related
to the needs and wants of the customers which will further help in improving the productivity of
the business. Strategies helps in giving the right direction to the employees so that they can work

accordingly. If proper strategies will be formed then it will easy for the employees to work in the
organisation. There are various advantages of market orientation like increase in the income and
sale it also helps in increasing the business volume and market share it helps in increasing
innovation by analysing the needs and requirement of the customers. If innovation will be there
in the business then it will be easy for the company to attract the new customers and increase
there profit ratio. Coca cola is identifying the needs of there buyers so that more products can be
deliver to them. There are different strategies which is implemented by the organisation in order
to increase their sale in the marketplace.
Product strategies: In this strategy product is manufactured as per the need of the customer so
that demand of the product can be increased and more profit can be earned. Modifying the
product according to the demand of the customers increases the revenue generating power of the
business. If the services of the company will not meet the expectation of the customers then it
can create a loss for the company. Coca cola has given a different taste and design to the
customers so that they can increase there demand in the market (Hung and Shen, 2020).
Pricing strategies: For increasing the revenue setting the right price for the product is very
important it helps in increasing the market share of the company. Company can easily gain
competitive advantage by keeping the reasonable price for the good quality of product which
they are selling. If coca cola will raise its price in the market then its demand in the market will
fall due to which they can also loose their customers. Organisation should set price after looking
at the market condition so that company can grow and survive for a long period of time. If the
company is making the product as per the requirement then it will keep the high price for the
product because customers will be ready to pay for the product but it will also decrease of the
company. To gain more profit in the market it is important for the business to provide the best
quality of product to the customers at the reasonable rate (Haliso, and Ifijeh, 2020).
Place strategy: This strategies is also considered as distribution strategies. The mode through
which product will be distributed is decided by the organisation. Company has to plan the
distribution channel so that more customer can be attracted and more profit can be earned. Coca
cola have developed excessive distribution channel so that they can increase there market share
globally. Coca cola has expanded its business in more than 200 countries its products are
available in every supermarkets across the globe its has good brand image in the marketplace.
There are many competitors of coca cola in the market like pepsi, Duo, Limca, fanta etc. these

organisation are also selling a good variety of products to the customers but demand and revenue
of coca cola is more in the market as compared to other organisation.
Promotion strategies : This strategy helps in increasing the value of the product in the
marketplace. It helps in making the people aware about the services of the company. Coca cola is
using various promotion strategies like taste and feeling campaign, Tv advertising, magazine etc
they are also engaged with the sponsorship event so that they can promote their product and
attract the attention of the customers. Advertising is the good source of attracting the customer it
helps in providing the details about the product which the company is providing to the customers
so that customers can easily get influenced the buy the product. Promotion through magazine is
also good way to promote the product because there are various good magazine which are read
by the people if coca cola will advertise there product through it they can earn good brand value
in the marketplace (Jaman, and Anshar, 2021).
Coca cola has formulated the good strategies due to which they are earning high revenue in the
market they are following proper management in the organisation so that all the work can be
done in proper manner as per the requirement of the customers. Company cannot earn a high
profit if they will not have management and unity in the organisation. Formulation of strategies
helps in providing the proper guidance to the employees so that chances of error can be avoided.
Coca cola is providing a healthy working environment to their staff member which further help
in achieving its goals effectively and efficiently.
Task 2
Identify how marketing can create long term loyalty to an organisation
Marketing is a process of promoting the goods and services through advertising it helps in
attracting the customers towards the services of the business. Organisation use this process so
that they can increase their demand easily and can earn high profit in the marketplace. If the
organisation want to gain customer loyalty and want to retain its customers for a long period of
time then it is important for the business to fulfil the demand of the customers with good quality
of products.
Without customer satisfaction no organisation can earn profit because customers are the one who
helps in generating income for the company. Marketing also helps in developing innovation in
the organisation it help in increasing the services of the company so that more profit can be

earned innovation in the company is important to develop a unique image of the company in the
marketplace if the organisation will not innovate its services in the marketplace then it will loose
its demand in the economy. Australia best holiday destination there are various places in
Australia which captures the attention of the customers. The number of tourist who visits
Australia are more as compared to other tourism tourism destination. Tourist helps in increasing
the GDP of the country. With the helps of marketing Australia can promote itself can increase its
demand there are different promotion channels through they can reach there potential clients.
Providing the unique speciality related to the place helps in attracting the audience. If clients will
be happy with the services which are given to them then it will helps the increasing the demand
of the place globally. There are different marketing campaign which are used by the Australia To
attract the tourist. The brand Australia campaign was used to promote the beauty of the
destination in which various beliefs, this campaign also suggest that people of Australia genuine
it helps in identifying the culture which is being followed by the Australia so that people are get
influenced and visit the place at once. Marketing create long term loyalty to an organisation
because it helps in promoting the services of the company around the world without the use of
marketing company cannot promote its services globally and also will not able to gain profit.
Due to which it is important for the company to use various marketing channels so that
productivity can be increase easily (Klaus, 2021).
There are five key functions which is fulfilled by the marketing and which help in the long term
growth of the business:
 Marketing informs: Marketing helps in providing the information to the customers related
to the product it also provides the unique features of the product that which tells the
speciality of your services so that customers can experience your services atleast once. It
is very important to provide the unique feature about your services because in the
crowded marketplace there are various organisation which are providing the substitute of
each other and without knowing the difference customers buy their product and services.
So educating the customer in the right manner is very important. Companies can create
there websites also to reach there clients they can add photos and videos on that to make
the services more attractive.
 Builds Reputation: If the organisation is doing a strong marketing it will build the
reputation of the company because every organisation cannot bear the expenses of

marketing. But if the organisation will use good channels of promoting there products
then it automatically create a brand image in the marketplace. Strong marketing feature
adds more value to the services which makes easy to influence the customers. A well
design email campaign with high quality images provides a unique brand voice to the
customers and attracts their attention of large amount to customers it is important to
make your advertisement more unique and attractive.
 Marketing sells: Company cannot sell there product if no one will know about there
services which they are providing. With the helps of marketing they can sell there
product globally and can reach to the customers easily. There are various social media
platform through which company can sell and promote there product. They can also
connect with their client and resolve them which create a good bond between the sellers
and the buyers. While getting the information related to the products there are various
doubts which they want to clear but with the social media platform they easily connect
with the seller and clear it (Pförtsch, and Sponholz, 2019).
 Marketing grows business: If the organisation will be successful in educating the
customers then they can earn a revenue. Because creating a strong image in the mind of
the customers will helps in the growth of the business. Because if customers will be
satisfied with the services of the company then they will make other people aware about
the services of the business which will further increase the market share of the
organisation. Providing all the necessary information to the customers helps in clearly
their doubt and gaining their trust. If company will develop a bond with the customers
then it will helps in the survival of the company. Management of the company should add
extra feature to their products which the other organisation are not having in their goods
and services. Long term survival of the organisation depends on the number of customers
they are retaining because if demand of the business will not be high then company will
not achieve its goals and can face loss in the future.
 Marketing Engages: Marketing keeps the customers engaged in the business. With the
help of the website company can buy the goods and services easily and if they will get
the right product for their choice they will like to place the order again. Which can be
beneficial for the organisation. It is good platform to engage with the customers. In
today's world people are more into the social media platform due to which every

company is promoting their products on that sites so that large number of customers can
be influenced and more profit can be earned and productivity level of the business can
also increased.
Analyse how target marketing using integrated marketing channels can drive business growth.
Target marketing is basically breaking the markets into different segments so that more attention
can be put on the customers who are interested in buying the type of products the company is
selling. Focusing on the new customers increases sale of the business also helps in increasing the
growth chances of the business in the economy. Targeting the right audience helps in increasing
the profitability of the business. It will also helps in gaining the competitive advantages in the
market. Gaining the competitive advantages helps in enhancing the goodwill of the organisation.
Targeting the customers helps in improving the marketing strategies it helps in knowing the
actual needs of the customers so that development and innovation in the services can be done
accordingly. Targets marketing helps in identifying the customers which are potential for the
sales growth of the company. It provides the relevant information about the demand of the
customers so that more profit can be earned in the short period of time. Companies can reach
their potential customers by conducting a survey, sending a mail to them, providing them target
mail By sending them the proper mail companies can be in touch with their buyers which will
helps in influencing them towards the services of the company (Setiawan and Aryanto, 2019).
Integrated marketing channels is basically a source through which company can promote their
services like radio, television, print media, etc with the helps of theses channel companies can
interact with the customers and promote their product in the marketplace. Social media platform
are more in trend now a days due to which company can easily promote their services on them.
Companies can create unique content regarding the services and promote it on these platform so
that audience are influenced quickly. Customers and view the content through mobile phones or
desktop.
Australia is targeting the young audience through the helps of the various integrated marketing
channels they are conducting various campaign so that people can know about the speciality of
the place. If the audience is interested in the destination then theses campaigns are helps in
attracting their attention without the helps of theses they cannot influence. Campaign which are
organised helps in attracting the attention of the customers which force the audience to visit the
place once. Young travellers easily get influenced by the services which the company is

providing due to which they are making the content more unique on social media platform so
that more people can get attracted towards the services. There are various fun places which are
present in Australia which can provide the great experience to the user. Various party are
organised for the tourists which attract the targeted audience putting the picture of the events can
make the promotion more effective for the audience and it will also attract them towards places
which are available in the Australia. Integrated marketing channels can helps in promoting the
services more effectively in a creative manner because creativity is important to attract the
attention of the customers (Wang and Guo, 2019). Creativity on the social media pages attracts
the youngster a lot which influence them to get more knowledge about the services which they
are providing.
CONCLUSION
As per the above report it has been analysed that marketing plays an important role in any
organisation it helps in increasing the sale and revenue of the company. With the helps of
marketing company can easily attract the attention of the customers. There are various strategies
which the organisation have to formulate to increase its revenue level on the basis of it operation
of the organisation are being performed. There are different functions of marketing which helps
the company to reach their potential customers and raise their sale. Different customer have
different taste on the basis of which company have to manufacture its service so that customers
can get the right product. Every customers want a good taste in the product which are buying and
coca cola is giving the best quality of products to the customers around the world. Coca cola is
targeting its customer by influencing them with the quality of the product. Various competitors
of coca cola are present in the market which are producing the substitute goods of each other but
coca is producing a unique type of product which is highly liked by the consumers. On the other
hand Australia is also a high demand holiday destination in the world it has various places which
are attracted a attention of the tourist due to which they are earning a huge amount of profit.
Different strategies are also made by the Australia like they want to increase there number of
tourist who are visiting the organisation also they are working on the visiting place to make them
more attractive with the helps of marketing company are earning a huge amount of product and
increasing their market share.

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