Following questions need to be addressed:
- Discuss about the roles and responsibilities of marketing function.
- Describe the interrelation of marketing department with other functional departments of Cadbury.
- Create a comparison among companies related with application of marketing mix so as to achieve marketing objectives
- Develop and analyse a marketing plan for Cadbury.
Marketing functions are defined as one of the important role of business as they are helpful in order to promote the goods at market place so that people can be aware about the products thus enhancing sales and profitability of firms. The main functions of marketing are linked with research about marketing, process of development, planning of products, promotion, sales of goods and effective customer services. The functions of marketing are also beneficial in order to achieve the set goals and objectives of firms in most effectual and planned manner.( Al-Ekam,. and et. al., 2012) Marketing is always defined as the exchange process in which seller sell goods to customers in exchange of monetary values. Overall marketing plays a very vital role in every business organization in order to expand the business operations all around the globe. In this report Cadbury is the chosen organization which is a multinational British Confectionary brand around the globe. There is discussion about roles and responsibilities of marketing function, interrelations of different marketing functions The marketing mix are also described which is an most important tool in order achieve set business goals and objectives.
P1 Major roles and responsibilities of marketing function
Marketing plays an important role in order to develop awareness about products and services at market place. There are different types of communication channel adopted by firms by which they can easily promote their products at market areas and customers can purchase them thus enhancing their sales volume. The marketing department should perform all their roles and responsibilities in effective and planned manner as it results in growth and success of business and they will easily enhance their sales index. Major roles of marketing department are products, price, promotion of goods, selling, distribution through different channels, information system, financing and these are evaluated below as:
Product: These are described as those factors which are tangible by nature every business is focused towards manufacturing products and they are selling it to their targeted customers thus satisfying their needs and wants and enhancing their sales index. In order to attract large number of customers firms offer different types of discounts in order to gain attention and retain them for long time durations. There should be alteration made in the products according to need and wants of customers so as to establish strong image at market place. The marketing manager is having the responsibility in order to carry out research and development activities so they can easily analyse trends at market and accordingly they can offer products to customers. There are also factors identified which are influencing customers in order to buy customers products such as discounts, buy one get one free etc. Manager who has the marketing responsibility also analyse trends, behavior and attitude of people so they can sell products to their potential customers. Cadbury is having the responsibility in order to achieve the sales target and achieve higher market shares by selling their products to their potential customers.
Financing: This factor is described as the blood cell of every business organization as they are having the major responsibility in order to arrange funds for executing all promotional activities so that company can establish strong images at market places. There should be plans developed in order to make proper analyse of the available funds and divide them according to activities so that firms will not face any type of difficulty while executing promotional activities. If there is proper evaluation of all activities then Manager can easily conduct different promotional campaigns in order to attract customers and expand there business operations all around the globe. Cadbury have develop plans and they are assigning funds to different departments in order to achieve efficiencies in their operations.
Pricing: Price is the most important factor for all business organization as it helps in attracting customers so they will buy their products thus enhancing their sales index. Price is described as those aspect in which seller sold their goods to the customers in exchange of monetary values. Marketing manger should analyse all the factors and then he should decide the final price of the product because this is the vital factor for each firms in order to increase footfalls of customers. Cadbury have executed economical pricing for their products in order to capture attention of customers and they will be influenced in order to buy the products (Baker and Magnini, 2016). There should be proper analysis of the pricing strategies which are adopted by the competitors as this is the most important factor which helps in retaining loyal customers who will buy their products. All these factors are beneficial in order to set right prices of the products which results in gaining attention of customers and achieve competitive advantages.
Management and Information System: In this modern era needs and wants of customers are constantly changing at market place thus the most vital factor is linked with anlysing the trends at market place and according manufacture their products which helps in satisfying needs and wants of customers. There are different types of research and development activities carried out which are beneficial in order to understand needs and wants of customers so they can be attracted towards the products which are offered by firms. The information systems are helpful for firms in order to collect information, analyze them and store the data collected of customers at safe place so they can be used in future time in order to send messages to people giving information about their new products. The information system are also valuable in order to analyse the data so that mangers can take effective decisions which are beneficial for firms.
Promotion: This is the prime function of marketing as firms are concerned about promotion of their products so that people can be aware and this results in maximizing their overall sales and profitability ratios. The marketing department is famous for its promotional campaign thus establishing a strong position at market place. Marketing managers are mainly focused towards making plans and policies in order to use the best channel of communication so that people will be aware about the new offers in products. This is valuable factor as it encourages people to buy the products and increase their profitability ratios.
Selling: There are different types of plans and strategies formulated by firms in order to maximize the overall sales of firms. Marketing manager collect information by analyzing different channels which are used for selling products so that more number of customers can be attracted towards the offered products and services of Nestle. Managers are assigning sales targets to their employees in order to enhance their sales ratios and achieve profitability in their business operations. This is the most important factor as it helps in analyzing the total volume of sales ratios so that Cadbury can develop plans in order to maximize their sales ratios if they are not enhanced.
Distribution: This is described as the process in which goods are being transformed from warehouse to retail stores in order to offer them to the final customers. Managers are using different modes in order to execute their distribution process. The responsible authority should analyze the cost and effectiveness of different channels and choosing the best among them which are effective. If those channels of distribution are chosen which are effective then it helps in saving cost and time of company thus it results in enhancing effectiveness of business operations.
All the factors which are described above are the major roles and responsibilities of marketing in order to promote the products at market areas. Cadbury is mainly focused towards their marketing operations in order to carry out promotional campaigns thus they can sustain their image for long time durations. Thus these are the best tool by which firm can earn high profitability by achieving its targets.
P2 Roles and Responsibilities of marketing relate to organization
As there is high competition in the economy so firms are mainly focused towards selling quality products and services to the customers in order to retain their loyalty thus enhancing their overall sales and profitability ratios. Firms are offering products to customers at very economical prices in relation to their competitors (Dibb and Simkin, 2013) As there are large number of products available with customers so it is most important factor to gain attention of customers so they will buy the products. Marketing plays an important role if firm wants to expand their business operations all around the globe. The roles and responsibilities of marketing with other department are evaluated below as:
Marketing and Operation Department: The operation functions are directly linked with the production department of Cadbury. Thus the production department should focus on providing quality products to their customers in order to retain their loyal and enhance their overall profitability ratios. This results in achieving sustainable business positions at market place. On the other hand the authority of marketing department has the responsibility in order to utilize all the resources which are available in the economy in most effectual and planned manner. This results in achieving efficiencies in all business activities.
Finance and Marketing function: Finance is the most important function as they are arranging funds in order to carry out promotional campaign or other activities of business. This is beneficial for firms in order to carry out all the operations according to set business plans. The marketing manager of Cadbury should have sufficient money in order to carry out the operations thus they will attain growth and success in their operations. The marketing department should coordinate with the finance department in order to arrange money for their promotional campaigns thus enhancing their sales and profitability ratios. There should be proper decision made about the activities which will help them in enhancing their sales volume so they can achieve success in their ventures.
Research and Development with marketing Functions: In this modern era the taste and preferences of customers are constantly changing thus there is need of carrying out research in order to know the taste and preferences of customers and accordingly they can manufacture products which are according to customer demand. This is the most vital department as it helps in collecting information’s which are useful for taking decisions. This is an important factor in order to make alterations in goods and services according to the trends at market place.
Marketing and Human Resource Department: Employees are the most important part of every business organization as they are helps in offering goods to customers according to their requirements thus enhancing efficiencies of firms. Cadbury have developed plans in order to recruit skill and talented employees who will manufacture quality products according to customer needs. This helps in making effective relations with customers thus retaining them for long time durations and they will not buy the products from their competitors.
Marketing and Information Technology Department: In this modern world business are focused towards implementing digital technologies at work place which helps in gaining attention of customers (Draelos, 2010). IT departments are beneficial in order to provide goods to customers without visiting to retail stores and they will not waste their precious time by visiting to these stores. Marketing is interlined with this department as they can create advertisement about there products on different software and also animated designed and graphics can be placed in the advertisement which results in enhancing the capturing attention of customers and they will be influenced to buy the products. There can also be information saved about customers which can be used for making them aware about different offers and also mangers can take decisions which are useful for them in order to expand the operations all around the globe
All these discussed above are the important departments and they perform an important function which are beneficial in order to achieve the set business goals and objectives in most effectual and planned manner. All the function which are performed by these department are interlinked with one another. The marketing manager of Cadbury have to formulate plans and policies in order to promote their goods at market areas. There had to be strategies developed in order to provide good quality products to their loyal customers so they can easily expand their business operations. Thereafter there had to be cooperation made among all the business departments as it helps in enhancing efficiencies of business and achieve their set business o