The scenario of this report is based on analyzing marketing which is a study of a marketplace, identifying customers’ needs and fulfilling the same with products and services of the company. Roles that are covered under marketing function are identified along with the creation of a marketing plan.
- Evaluate the role of marketing as well as its interrelationship with other functional departments of Cadbury.
- Distinguish different organisation by considering different elements of the marketing mix.
- Develop an appropriate marketing plan for Cadbury by considering new strategies for firm.
Marketing refers with department of management which designs different strategies so as to build profitable relationships with target and potential customers. It tends towards satisfying buyer's needs, maximise profits, driven up sales and beat the market competition in order to accomplish organisational goals and objectives in an effective manner. Along with this, the core concept of marketing is the rationality that urges association to concentrate on their clients’ necessities. Breaking down their needs and settling on such choices that fulfill those needs in a superior manner than contenders (Akroush, 2011). Basically, marketing focuses on delivering value to customers so as to satisfy their expectations or desires in the best possible manner than competitors. The present assignment is based upon Cadbury, its a well known confectionery and loved by millions over the globe. The main objective of the company is to deliver effective and value added products for customers so as to attain and retain them for long term period. Apart from this, the report is going to be described roles and responsibilities of marketing functions and how marketing department is interrelated with wider organisational context. Readers will also come to know about seven elements of marketing mix and how they can effect sales and profitability of the firm. A basic marketing plan will also produce.
Executive Summary of the company -
Cadbury is the chosen organisation for completion of this project, the firm was founded in 1824. It is known as one of the most recognisable brand over the world. This British multinational confectionery company is based in Uxbridge of London in the United Kingdom. Presently, more than 70000 employees are working with the company: in 2014 Cadbury has made investment of £75 million. Along with this, the mission statement of the firm is to build effective market reputation over quality and making continuous improvements in their products and services. Whereas vision statement of Cadbury is to working together so as to create a brands which people love. The confectionery company is operating in 50 countries by having 2000+ stores worldwide. The organisation is based upon Democratic and decisions are based upon consulting with different members of the organisation. Although, the organisational structure is followed by Cadbury for its board of directors is based on “clarify accountability and enable swifter diction making”.
P1 Roles and responsibilities of marketing functions
In present scenario, marketing has become crucial aspect of businesses as firm's financial growth is depend upon effective marketing. No one company can ignore marketing of its products and services. Thus, now marketing have come to acquire prudent marketing efforts and have understood that a product's success is depend on how well it will be introduced and promoted in market. The umbrella term, Marketing contains promotion, advertising, direct sales and public relations. A firm can provide best offerings but without marketing it cannot inform customers about that product (Brettel and et. al., 2011). Along with this, the main motive of marketing is to generate awareness among people and improve their loyalty or trust. At the same time, marketing also offers people to buy firm's goods or services. The firm is also growing rapidly in emerging markets by having growth of 12% in 5 years and 14 % global market share.
Nature of marketing -
- Marketing is customer oriented: Marketing starts to get closer with the clients. It concerns itself with the fulfilment of the customers' needs by delivering them value added goods. All the authoritative exercises must be focused on and centred towards target audiences. Clients must be permitted to proclaim item details and models with respect to quality. Also, for this present, client's needs should be analysed constantly.
- Marketing is the delivery of value: At the point when a client is provided from a specific item in view of its general execution, at that point the fulfilment that he has gotten is known as client esteem. Consumers are considered the product's esteem and cost before settling on a choice and make an exchange off amongst cost and advantage of the item. They will pick a product that gives them more values rather than prices.
- Marketing is network of relationships: The point of convergence of all marketing activities is the client (Civi and Persinger, 2011). The term relationship Marketing is the act of building long haul by fulfilling relations with key people like clients, providers and merchants keeping in mind the end goal to hold their long haul inclination and business."
- Marketing is dynamic: The requirements and needs of the client are evolving always. Since the objective of marketing is to address client's issues and needs by outfitting them with the effective products which they need to purchase, in this manner, marketing must likewise change continually to address those issues and needs.