Unit 2 Marketing Essentials Assignment Solution

Introduction

Marketing is the most important tool of modern-day business organisations; it comprises knowledge of the marketplace, consumers' needs, creating profitable relationships, customer-focused market strategy and providing quality among the customers. Business organisations have realised the importance of customer relationships, and they are trying to gain an innovative approach towards their business marketing strategy. The knowledge of marketing principles is too high in the current market scenario around the world. This assignment is developed over a mini case study, which shows a business organisation named Coconut Bliss, which is situated in Eugene, Oregon. It is a food company based which has a B2C market setup. The company has only 11 staff with an annual revenue of approximately £5,000,000. The reason for the higher revenues of a small firm is due to the customer-focused approach of the company towards the market.

This homework help report talks about the important parts of marketing in today’s global business world. It shows what marketing does and how it connects with other parts of a business. Next, it looks at how a company uses the marketing mix to reach its goals and objectives. Additionally, this assignment creates and assesses a basic marketing plan for Coconut Bliss (Howell, 2015).

Task 1: Marketing Function and Interdependencies with the Organisation's Other Functional Units

a) Key roles and responsibilities of the marketing function and their relation with the organisational context. Significance of interrelationships between marketing and other functional units

The marketing function can be understood as the activities of a business that enable it to search for and develop products that are able to perform well in the market and also assist in its promotion. These functions are universal in businesses and comprise marketing research, product planning, development, promotion, sales, finance, and customer service. The marketing functions entail various roles for the business; they play significant roles in the development of the firm. The marketing functions entail handling strategies, carrying out marketing research, facilitating sales, designing products, handling finances, handling distribution, and handling human resources. These marketing functions undertake various roles to promote expansion in the business. Some of the significant roles and responsibilities of marketing functions comprise market research, finance, product evolution, communication, distribution, planning, promotion, and selling. The marketing functions are very significant in a business. There is a close relationship between marketing functions and other sections of the organisation. 

 

Interdependence of marketing functions with other functional components of an organisation can be defined as the marketing functions are part of a business organisation, and hence other functional parts and departments are interdependent on one another. This can be defined as the marketing functions to be supported by the other operating components of the company, as well as being effective. If a business organisation requires planning and implementation of a marketing plan, then it requires the support of the company's financial department, human resource department, sales department and production department. Again, if the marketing team of Coconut Bliss is looking to provide a discount scheme on the bulk purchase of the product like a "buy 2 get 1 free" scheme, then the marketing team must approach the finance and production department of the organisation first. The marketing functions are independent functions in a business organisation, but each department and function in an organisation is dependent on one another for enhancing the profitability of the organisation. The key function of marketing is to enhance profitability by enhancing the sales of the organisation; hence, it can be done with the support of all the departments of the organisation at the same time. The finance department provides a sufficient budget to the marketing department for planning and implementing a marketing plan. The production department approaches the logistics department to meet the demand and supply of products and services. Human resource policies are formulated based on the market trend, sales and target customers.

All of the firm's functions work together to create an effective marketing strategy (Hyken, 2017, writes about the importance of thinking about customers and working across functions).

b) Marketing concept, i.e., present and future trends, the definition of the five components of the marketing process

The marketing ideas at Coconut Bliss are categorised into five fundamental concepts. These ideas depict the essence of marketing. These ideas cover current and future trends for efficient marketing planning. The marketing ideas are production, product, selling, marketing, and societal.

 

Production concept: The concept relies on the consumer's perception, as depicted in the figure that the customers are biased towards the products that are readily available in good quantity in the market at the lowest price Hence the company's production capacity must be such that it raises the production rate.

Product concept: Customers identify and select the products that are quality, value for money and innovative in approach. This concept dictates that the products and services beneficial to them can hold customers.

Selling concept: The contemporary consumer's attitude is drawn in by promotions; consumers have a tendency to concentrate on the products and services that are being pushed strongly in the market.

Marketing concept: The marketing concept explains the necessity of focusing on the target consumers for the delivery of their products and services. Moreover, to fight against the competitive market, an enterprise company has to deliver higher-value products and services. The marketing concept shows that the brand value of the company has to be enhanced to reach the target consumers. If the brand value is enhanced, consumers will automatically choose the brand over other competition within the market.

Societal Marketing concept: It is centred on target consumers' wants and needs, thus they will opt for our brand compared to other brands in the market (Solomon, Marshall, & Stuart, 2024, review basic marketing concepts).

c) The marketing roles and duties with respect to the marketing environment.

The principal functions of marketing within the marketing environment can be described as follows:

Marketing Management: It refers to the planning and execution of various marketing concepts. These marketing concepts are promotion, pricing, distribution, sales, and others that are for the target market of the business. The marketing functions can be defined as:

Market strategies: The primary responsibility of marketing is to develop marketing strategies and plans for the company. The managers must find out what the target customers need and provide them with the appropriate products and services. Developing marketing strategies assists in aligning the organisational goals with the opportunities in the market (Kingsnorth, 2023).

Marketing information system: The marketing information systems, or MIS, give information about different things like products, planning, and carrying out marketing strategies. For example, MIS shows information about logistics in real-time, which helps the distribution network operate well.

Monitoring of marketing environment: The marketing process plays a very significant function in the detection of new changes in the marketing environment; these new changes offer efficient feedback for the development of the company's products and services. These new changes include the alteration in market attributes, socio-economic forces, internal and external forces of the market, political and legal alterations etc. (Chaffey & Ellis-Chadwick, 2024).

Marketing research: Marketing research is a significant part of marketing. It is research regarding knowledge of the product, price, and customers so that the company is able to offer its best products and services in the market (Singh, 2021).

Market segmentation: The era of globalisation has created a vibrant market; therefore, business organisations need proper segmentation, which is done by marketing. The organisation's marketing manager facilitates the identification of customers in large, diversified markets and promotes the company's products and services among them.

Brand Equity: Customers are likely to be biased towards brands or organisations that deliver extra value to their products and services. Marketing, therefore, gives a reputation and creates firm brand value of the firm among the customers. This directly assists business organisations to boost their sales volume

d) Key components of marketing functions and their relationship with other firm functions.

Marketing functions encompass other different functions like advertising, finance, distribution system etc but these are functions belonging to the marketing process. The key components of marketing functions are described as follows:

Research: Market research plays an extremely crucial role in business. It is regarded as the most important marketing function because, without market research, it is nearly impossible to run a business. Research is useful information regarding all aspects of business operations. Research can collect information not only about the market but also about logistics, finance, raw materials, resources, and other business ventures. Hence, it is regarded as a very important marketing function in business organisations (Singh, 2021).

Strategy: Once we have all the information and data from research, we examine it to determine the strengths and weak spots in the business operations. The data we have analysed assists us in coming up with ideas about strategies that we can apply in the organisation. The strategies provide us with good guidelines for competing against strong competitors and being successful in the market. The strategies are founded on real possibilities and outcomes that we discover through research (McDonald & Wilson, 2023).

Planning: Once the research and strategy phases are completed, the second most important area of marketing is planning. The marketing team performs the planning of finances, forecasting sales quantities, distribution, communication, and other business operations. The planning department works with a planned time schedule to develop grand strategies that translate the organisation's objectives into success (Dibb, Simkin, & Meadows, 2022).

Tactics: The fourth most important function of marketing is tactics; these are the small or short-term strategies which are adopted in order to lure the target consumers. They include limited-time offers, which give a promotional boost in the marketing strategy, like a Buy one, get one free offer. It assists in cornering the initial pressure from the competition and increasing sales.

The next is concerned with analysing and assessing significant components of marketing functions. It describes how the primary marketing functions relate to other parts of the organisation as follows:

The marketing functions are interconnected with the other functional units of business organisations. It can be explained with an example of the relationship between the finance department and with marketing department. The marketing functions require economic resources for the execution, planning, research and evaluation of marketing planning and strategy among business organisations; it is enabled by the finance department of the organisation. Marketing functions do not operate without proper sorting and communication with the financial team of the organisation. Similarly, in a business organisation, the marketing functions are interconnected with the other departments of the organisational. The marketing functions require correct descriptions from the production department about the organisation's products and services to provide a marketing plan. Secondly, they require human resources from the HR department, economic support from the finance department, logistics from the distribution network etc. The marketing operation needs to be communicated and supported by the other departments of the organisation. For example, the HR policies require to be synchronised with the marketing department to increase the other hand, side by side the production team requires that it provide information about the product and services to prepare a correct marketing plan for the organisation. If marketing functions are not aware of the inventory of raw materials or production capacity of the organisation, then the marketing plan will result in blunders and losses. Hence, the marketing functions are interconnected with all the other functional units of the business organisation

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Task 2: How to Apply Marketing Mix in Order to Achieve Business Objectives

a) A comparison of how various organisations use the marketing mix in their marketing planning process.

The marketing mix is applied in the marketing planning process to achieve organisational goals and objectives. The business organisation use various different approaches for the application of the marketing mix in their organisation. First of all, it is across the market demographics, company's products and services, company's size and market size. The marketing mix is the instrument which is utilised to understand the product by the marketers. The common applications of the marketing mix are the 4 P's of marketing, which are product, price, place and promotion. It is further developed into the 7 P's of marketing with product, price, place, promotion, people, process and physical evidence.

Coconut Bliss is a small company with 11 staff. Customer orientation allowed it to grow and make a mark in the national market at an early stage. This is because the company used an extended marketing mix and actually cared about its customer-focused strategy. Most companies, both big and small, spend a lot of money on marketing, advertising, promotions, research, and development, but they do not get the same response that Coconut Bliss gets. The main reason for Coconut Bliss's success is that it knows customers and the market through key marketing tools. This allows the company to base its goals and strategies on customer satisfaction. The marketing mix in planning focuses on product features, where to sell the product, price, and advertisement activities. The extended marketing mix also focuses on delivery processes, providing evidence to consumers, and most importantly, focusing on people (CIM Content Hub, 2025, provides current insights into the 7 Ps).

b) Different techniques employed by businesses to achieve their business objectives.

Business organisations with their varied organisational culture implement the strategies for achieving their respective business goals. Small and successful organisations like Coconut Bliss implement the 7Ps of the marketing mix in their marketing planning for achieving the organisational goals. Other organisations like Marshfield Ice Creams of the UK, which is a contemporary of Coconut Bliss, implement the process of marketing segmentation to achieve the organisational goals. The market segmentation process of Marshfield Ice Creams involves the following steps:

1. They first identify the market for an organisation, such as the target market.

2. Secondly, the creation of market segments takes place.

3. We contrast the different parts based on some criteria.

4. The segmenting process is constructed.

5. The appeal of the segments is evaluated.

6. The target markets are selected.

7. The positioning strategy of the company is developed and implemented.

8. Segmentation feedback and evaluation process.

The Coconut Bliss employs an extended marketing mix in its goal and objective achievement framework, and the procedure is as follows:

Product: The product has to meet what customers want and require. The main goal of a product is to satisfy customers.

Place: The availability of the products and services of the company must be easier for the consumer. For example, the store must be located at a near or approachable location for the target consumer. The delivery must be prompt in the case of an e-commerce shop.

Price: The product price and services should give a value-for-money experience to the consumer. This is a very important strategy which has to represent the value to the consumer and also compete with the contemporaries with a better offer.

Promotion: Promotion is a process that includes advertising, sales promotions, social media promotions, and others. Coconut Bliss is a B2C business that engages in personal selling besides advertising and sales promotions (Smith & Zook, 2022).

Process: Process is used to refer to the services of the company; it indicates how individuals utilise the services. For instance, Coconut Bliss brings the products to the consumers with a smile to ensure the process of buying is improved for them.

People: The people involved in management, employees, organisational culture, and customer service at Coconut Bliss are an important part of the organisation (Hyken, 2017).

Physical environment: It includes the facilities, run-down, comfort and user interface in the organisation.

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Task 3: Developing and Evaluating a Simple Marketing Plan

a) Basic marketing plan for Coconut Bliss

The overall marketing strategy for Coconut Bliss can be formulated with these specific assignments:

1. The company has to create a clear idea about the probable customers. Since the company is small in size, Coconut Bliss has to carry out a clear market analysis and then realise the primary aim of the company's service and product. The question is the most crucial one: why will a customer use its service? This has to be realised first, and then what is the primary key feature of the company's product? The product has to fulfil the customer's requirements in order to survive in the market.

2. Target customer identification comes as the subsequent most significant step in marketing planning following research. The company should have a clear idea about their end consumer so that they may plan and develop accordingly.

3. The business organisation needs to identify their competitors targeting its target customers. Competitor analysis also helps the business organisation to learn about market trends, market advantages, and disadvantages.

4. Analyse the research and plan according to what the market demands. Suggest a marketing activity budget and set clear goals and objectives with a defined timeline (McDonald & Wilson, 2023).

5. With effective marketing channels, for example, Coconut Bliss distributes organic ice creams and the target market for the company is urban consumers. Therefore, the company has to utilise digital media channels to disseminate its marketing strategy (Chaffey & Ellis-Chadwick, 2024; Miller, 2020).

6. Assess the marketing plan and track the outcome to verify the efficacy of the marketing plan.

b) Consistent marketing plan that strategically implements 7P's in order to accomplish marketing goals

The marketing mix is a group of interrelated variables which involves 7P to satisfy the target consumers over the competitors of a business organisation. The coherent marketing plan of Coconut Bliss using 7P’s of marketing mix is as follows:

 

Product: The product of the company should be of good quality, customer service, availability, and brand characteristics. Coconut Bliss should fulfil the needs and wants of its customers through the services and products of the company.

Promotion: It is the way companies communicate with customers through advertising, direct marketing, personal selling, and marketing communications (Smith & Zook, 2022).

Price: The most crucial aspect of marketing is price. Coconut Bliss must develop a price strategy that is competitive with other firms and provides greater value to the consumer.

Place: There should be availability of products so that the business can expand. The shop should be accessible to the target consumers, and the delivery should be great for online stores.

People: Individuals refer to the individuals within the business, including employees, management, and the customers' representatives (Hyken, 2017).

Process: The firm must maintain customer-oriented business processes. The main aim of the firm is to try to meet customer requirements and excel in business.

Physical Environment: The user experience should be good like on the delivery of the goods to the consumers, representatives of the company should act professionally (CIM Content Hub, 2025).

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Conclusion

This activity illustrates the function of marketing and how it is connected to other business functions. Firms' 7 P's of the marketing mix are contrasted in order to achieve their objectives. It furthermore briefly outlines how to create and analyse a marketing plan.

References

Baines, P., Fill, C. and Page, K. (2023). Essentials of Marketing (6th ed.). Oxford University Press.

Chaffey, D. and Ellis-Chadwick, F. (2024). Digital Marketing: Strategy, Implementation and Practice (9th ed.). Pearson.

CIM Content Hub. (2025). The 7 Ps of marketing. Available at: [Insert Specific URL if known, otherwise state "Accessed [Current Date]"] (Note: This is a living online resource, so a specific URL or access date is beneficial).

Dibb, S., Simkin, L., & Meadows, M. (2022). Marketing Planning: A Guide to Developing Effective Strategies (5th ed.). Cengage Learning.

Hyken, S. (2017). Be Amazing or Go Home: Seven Habits that Will Make You a Customer Service Star. John Wiley & Sons.

Kingsnorth, S. (2023). Digital Marketing Strategy: An Integrated Approach to Online Marketing (4th ed.). Kogan Page.

McDonald, M. and Wilson, H. (2023). Marketing Plans: How to Prepare Them, How to Use Them (9th ed.). Wiley.

Miller, D. (2020). Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business. HarperCollins Leadership.

Morgan, N., Pritchard, A., & Poria, Y. (2020). Destination Branding: Creating the Unique Identity for Successful Tourism (3rd ed.). Routledge.

Pulizzi, J. (2023). Content Inc.: Completely Updated and Expanded Second Edition: How to Create Customers, Build an Audience, and Achieve Financial Freedom. McGraw-Hill Education.

Singh, R. (2021). Marketing Research. Cengage India.

Smith, P. R. and Zook, Z. (2022). Marketing Communications: Integrating Online and Offline with Social Media. Kogan Page.

Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2024). Marketing: Real People, Real Choices (12th ed.). Pearson.

About Author

Dr. Olivia Sterling is a distinguished academic and marketing consultant based in London, UK. With over a decade of experience in both theoretical marketing frameworks and practical business applications, Dr. Sterling brings a unique blend of scholarly rigor and real-world insight to her work. She holds a Ph.D. in Marketing Strategy from a prestigious UK university, where her research focused on the evolving landscape of customer-centric approaches in small and medium-sized enterprises.

Dr. Sterling has advised numerous businesses on their marketing initiatives, specializing in developing sustainable growth strategies through a deep understanding of consumer behavior and market dynamics. Her expertise spans digital marketing trends, brand equity development, and the intricate interdependencies of marketing functions within an organizational context. She is a passionate advocate for innovative and ethical marketing practices that prioritize long-term customer relationships.