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International Marketing Strategy - Coca Cola

University: Regent College of London

  • Unit No: 2
  • Level: Undergraduate/College
  • Pages: 5 / Words 1210
  • Paper Type: Assignment
  • Course Code: M/508/8849 (RCF)
  • Downloads: 793
Question :

This unit states that you are appointed as Marketing manager and detailed marketing analysis had to be carried out for developing strong customer relationship.

  • Explain key roles and responsibility of marketing function related to Coca cola
Answer :
Organization Selected : Cola Cola


Marketing is the crucial method and tool in the modern business organisation which involves understanding of whole market area, requirements of customers, developing profitable relation, providing quality based goods and services and so more (Bowie, Paraskevas and Mariussen, 2014). This report is based on coco-cola which is international company and it is situated in united kingdom. According to the case study, the first marketing efforts in coca-cola were implemented with the help of coupons promoting free samples of beverage.


P1 Key roles and responsibility of marketing functions

Marketing is that set of activity where manufacturing products and services provide effective goods to their desired customers which main motive is to satisfying their needs and wants in better manner. This can be determine as that process in which an enterprise developing and making effective plan or ideas which attracting large number of customers towards their services and products. As per the case study, coca-cola is the world largest beverage organisation, which has been regulated or operated in more than 200 nations. The company always pursued towards international strategy, making strong brand for their desired customers.

Development of Marketing Trends

Concept of selling- In past years, marketers and vendors are mainly focus on manufacturing and selling innovative products and services for analysing various buyers neds and wants. Trends is defined as that term which mainly depend on environment so vendors are trying to sell their goods and services in different situation of the market.

Product concept- This is very popular concept that help in promoting their innovative and creative goods among desired customers (Brassington and Pettitt, 2013). All the businessmen are focus on their potential products and services for better quality and giving attention for achieving competitive advantages.

Marketing concept- It is that concept which is used by coca-cola firm and this will includes designing, producing, distributing and manufacturing specific products and services for satisfying their buyers requirements and needs in better manner. There are various other trends that are as under:

  • Current trends- It is fully depend on company environment which is very flexible and change as per the time so this can be noticed that current trends are dynamics in the large marketing industry.
  • Future trends- There are various factors which are associated with future trends that includes channel of promotion, using effective methods and techniques and adding more features and values in the existing goods so they are delivering customers which can be created and satisfied in proper way (Cleverley, 2017).

External environment impacts upon marketing activities

It can be said that there are numerous external factor in this contemporary era which can influence marketing activities in the significant manner. Some of factor are described briefly;

Technology: it can be referred to as one of the crucial determinant of the marketing activities. The technologies which are being revolutionised on a daily manner have redefined the manner in which manufacturing process is being carried out. There is a serious shift in the marketing activities due to technology as well.

Legal Aspects: The laws and regulation which are formed by the government tends to influence marketing activities as well. The government have defined ethics and guideline which are to be conformed while carrying out marketing activities by an enterprise. The laws and policies are to considered while formulation of decision when it comes to marketing plan or strategies.

Political Aspects: This aspect focuses on rules and regulation which have been formed. There is a certain degree of flexibility relates to such regulation as government alters them as per requirement of the market circumstances (Clow and James, 2013). The code of conducts which are formed in consideration of advertisement are to be strictly followed by the company.

Structure And Operations Of Marketing Department:


Operation and roles of marketing department –Marketing department focus on conducting various functions and activities within an organisation that are described as under:

  • Distribution- This should be required for determining the better network and dispersion channel for transferring effective products and services to the appropriate customers so they can easily satisfy their correct needs and demand in proper manner.
  • Selling- In an enterprise, marketing function play an essential role in enhancing their sales volume and achieving desired target customers as well as their customers in better way (Desai, 2013). The company mainly focus on gaining attention of customers for their improving goods and services.

There are various major difference of marketing functions between B2B and B2C factors that are as follows:





There are large number of Coca-cola firm customers so they are mainly focus on giving appropriate care ad effective products and services by determining their health and safety needs.

This can be determined as there are various products and services which are given by company to their customers for satisfying their desired needs and requirements.


They are follow accurate network for providing effective goods and services.

In B2B, there can be formal marketing function so large number of customers can be attracted towards them.


An organisation can concentrate on customers and target more customers who have ability and skill to buying any type of goods and services in proper manner.

In this type of businesses, customers mainly select those firm which are based on satisfying their all requirements and needs.

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