According to the research findings the charted institute οf marketing defines marketing as: "The management process responsible for identifying anticipating and satisfying customer requirements profitably." The marketing department is responsible for:
Carrying out market research
Developing the right market mix
Marketing Mix. This means that they must get the right:
PRODUCTS-what features does the product have that make it suitable for the target market? Cadbury adds its logo to the package, and adds a certain quality to the chocolate that the other competitors don't (recipe) sometimes, this brings satisfaction to the customers.
PRICE- should the products be priced higher or lower than those οf competitors? In local areas, most corner shops sell Cadbury chocolate at the same price as competitor e.g. Cadbury whole nut costs 35 pence, while a Mars bar and Galaxy bar cost 35 pence as well.
PLACE- where will customers want to buy the products? Cadbury sells its products to shops (business) that deal with beverages and confectionery e.g. corners shops, super stores, petrol station etc. these business are usually visited by customers on a daily bases.
PROMOTION- where should the products be advertised, to suit the needs οf the business's target market? Cadbury advertises its products on television, Internet, billposter, in beverages and confectionery business by hanging posters....
(refer to objective on page 4).
Research and development
The research and development department is the department that researches new products and develops the old products. To remain successful, business must constantly work to create new and better products and processes.
Research-this involves carrying out investigation to come up with new idea, e.g. by carrying out brainstorming, examining competitors products or carrying out research in laboratory.
Development- this involves turning the findings f the research into useful products or processes. If Cadbury had a mishap with a chocolate, the research and development department would try to correct the mishap. The research and development department must work closely with the marketing and production departments in particular this is because marketing and production are the beginning and end f producing a product.
As you can see from the table above this is the life cycle f the product while being produced.
The input would be from the Marketing department.
The process would be from the production department
The output would be the product or waste
Therefore because there is a mishap from the output, this has to be due to a fault in the input (The marketing department) or the process (the production department)
Cadbury who initiate a quality improvement process must incorporate several basic principles into their management style:
A firm commitment to and support for quality
A concern for the satisfaction f staff and users f health services
A focus on problem solving to improve quality
Respect for staff and their abilities
A willingness to collect and use data to determine the nature and size f problems and to improve processes
Cadbury has more than one management