The objective of this report is to evaluate importance of marketing division in an organisation that can assist in building direct relationship with target customers. Marketing practices of an organisation may consider:
- Discuss the roles and responsibilities of marketing as well as its interrelationship with other functional departments of Cadbury.
- Provide a comparison between different organisation on the basis of marketing mix.
- Construct a strategic marketing plan of Cadbury.
Marketing is define as activities of firm associated with selling as well as buying goods and services to consumers. By this, they are able to full fill clients demand in appropriate manner. In this report select Cadbury to know the impact and role, responsibilities of marketing function in an organisation. It is a British international confectionery firm which offer various different type of commodities to their consumers into market place. Cadbury is a one of the best international well known brand according to 'The Daily Telegraph' in the year of 2013. Its was established by Brimingham in the year of 1824 at United Kingdom (Babin and Zikmund, 2015). Their main product is dairy milk, big race Oreo, marvellous, bubbles, brunch bar, flake, wispa gold, time out, Starbar, double decker, curly wurly and many more. In this assignment covers role and responsibilities of marketing function and its relation with other enterprise department. It also covers marketing plan and comparison between different company marketing mix.
P1 Role and responsibilities of marketing function
With in an organisation, marketing function has pay very vital role in at work place. Its includes product development as well as marketing plan, market research, promotion, advertisement, distribution, public relation, customers services and many more. Marketing manager has conducting market research to identify consumers needs and wants accordingly they are product commodities as well as services in appropriate ways that help to enhance customer's satisfaction in long period of time.
Current and future trends of marketing: In present business environment, modern marketing strategies like social media, internet, gorilla marketing and many more. Through this, firm are able to completing promotional task at minimum amount which help save resources effectively and produce high quality goods and services. In future period of time, technology and innovation both are used by company on compulsory basis in order to survive clients are techno friendly and want highly technical product to make life easy.
Marketing manager has pay vital role into an organisation in order to achieve goals and objective in limited period of time effectively. Sever function of marketing manager are explain as follows:
Development of product: It is a most important function of marketing in which manager has organising market research program which help to analyses consumers needs and wants effectively. In this, there several method are available like questionnaire, survey, focus interview, in- depth interview, group discussion etc. into market place and accordingly to management requirement they are select best one out all accessible alternatives (Baker, 2014). Also administration has find out their competitors marketing strategies in order to compete them appropriately and achieve goals. Cadbury has offer variosu goods like Dairy Milk Tiffin, Dairy Milk Whole Nut, Dairy Milk Whole Nut Chopped, Dairy Milk etc.
(Sources: Seven marketing function, 2015)
Price: Most of customers has prices sensitive in their nature that is why firm are produce goods according to market demand. Cadbury has gained economic of scale in their goods which help them to sell their product and lower rate as compare to their competitors in the same industry. Management of Cadbury has offer product with different price rate in order to capture large number of clients. For example, Dairy milk 30 GM sell with rupee 10, 5 Star 15 GM rupee 5, Fruit & Nut 85 GM rupee 40 and many more. Its shows they are produce commodities for all market segment thus help them to achieve large market position in an effective ways (Batt, 2013). They are also used pricing strategies like low cost, discount, brand etc. it help to achieve competitive benefits at market.
Selling: It is a unique process to attract large number of clients toward organisation goods and services. There are two mode of selling goods direct and indirect, both have their own strength and weaknesses. Cadbury used both mode of selling commodities in this they have directly meet with distributors and in indirect selling company has sale their product by online mode. Through this, they are capable to achieve goals and objectives in an effective manner in specific period of time.
Promotions: By this, enterprise are develop brand awareness in market. There are two type of promotional method are used by any organisation paid as well as non paid. Management of cadbury are used both method, in first they are organise charity program and media as well as mouth publicity has make promotion of brand in positive ways. In the other hand, advertisement is a paid mode of promotional activities which help to create awareness about goods information in consumers mind (Chinn, 2017).
Finance: It is a blood of all organisation function with out fund no one activities should be competed effectively. Finance manager has construct budget for each one department which help to run entire business activities in significant manner. Some of important sources of finance share equity, bank, investment institutions, capital ventures, debentures, depth and many more.
Distribution: Cadbury is a Business to Business organisation which are sell their goods through distribution channel.
(Sources: Distribution network of Cadbury, 2016)
Management information system: Management information system is a computer based system. Through this, enterprise are capable to make strong communication network among all employees which reduce conflicts as well as enhance performance (Desai, 2013). MIS has help to remove several type of enterprise issues like convey message, share information, create awareness about HR policies among staff members etc.Management of Cadbury are used four tier distribution channel which are includes production unit, deport, carry forward agent, re- distributors, retailers/ wholesaler/ modern trade and clients. All these process has help firm are to reach niche location in order to sell their goods to large number of consumers and achieve high position as well as profitability.
Different type of marketing process: There are two kind of marketing process are used by organisation general and strategic. Both have their own strength as well as weaknesses according to firm requirement, management has select best method from available all alternative in order to run entire business activities effectively.
P2 How responsibility and role of marketing relate wider company context
Marketing department role and responsibilities has effect organisation other division direct as well as indirectly. Management of the company has develop team in which are includes all department employees which help to take decision appropriately (Durand and Barlow, 2012).
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