Table of Contents

Introduction ................................................................................................................................................... 2
Task 01 .......................................................................................................................................................... 3
1.1 ............................................................................................................................................................. 3
1.2 ............................................................................................................................................................. 4
1.3 ............................................................................................................................................................. 6
1.4 ............................................................................................................................................................. 8
1.5 ............................................................................................................................................................. 9
References ................................................................................................................................................... 11
Introduction

Marketing is an important tool for modern business Maliban Company. It involves the understanding of
the market, the needs of consumers, the establishment of a profitable relationship, a customer-oriented
marketing strategy, and the provision of customer quality. Business Maliban Company is already aware of
the importance of customer relationships and is trying to take innovative approaches to business
marketing strategies. In the current global market situation, the awareness of marketing elements is too
high. The work is based on a small case study describing a commercial Maliban Company called Coconut
Bliss in Eugene, Oregon, a B2C-based food company with just 11 employees Annual income of about 5
million pounds per year. The reason behind the high income of a small company is the company's market-
oriented approach to customer focus.

This report focuses on the marketing elements of commercial Maliban Company that are part of the
modern era of globalization. It begins by describing the role of marketing and its interdependence with
other functions of the marketing Maliban Company. Secondly, the application of the company's
marketing mix is compared in order to achieve the Maliban Company's goals and objectives. In addition,
the task is to develop and evaluate a basic marketing plan for coconut happiness (Howell, 2015).
Task 01
1.1
The marketing department plays a crucial role in promoting the Maliban Company's
business and mission. It serves as the face of Maliban Company, coordinating and
producing all the materials that represent Maliban business. The marketing department's
job is to engage potential customers, clients, investors, and / or communities and create
an overall image that will positively demonstrate Maliban Company, which is Maliban
brand.

Depending on Maliban Company, marketing responsibilities may include one or more of

the following:

• Define and manage Maliban brand. This involves identifying who Maliban Company
are, what Maliban Company represent, what Maliban Company say to Maliban, what
Maliban Company do and how Maliban company does it. This in turn defines the
experience Maliban Company wants Maliban customers and partners to interact with.

• Marketing management of marketing activities. Marketing proactively identifies the

biscuits products and services that are of interest to Maliban sales cycle, then produces
promotional materials and communicates information.

• Produce marketing and promotional materials. Maliban marketing department should

create materials that describe and promote Maliban core product and / or service and stay
current as these biscuits products and services evolve.

• Create search engine optimized content for Maliban website. Maliban website is often
the first (and probably the only) people to know about Maliban message. Maliban
marketing department will be responsible for maintaining the up-to-date status of
Maliban site content and will also work hard to ensure that Maliban site will quickly
appear when someone searches for Maliban business type.
• Monitor and manage social media. Marketing should help, manage and maintain
Maliban social media pages and accounts, and look closely at what Maliban Company
publish online.

• Make internal communications. Maliban employees need to understand Maliban

Company, values, goals and priorities. Marketing is often responsible for employee
communications through newsletters and / or intranets.

• As a media contact. When Maliban Company is referenced by the media, members of

the marketing department often act as spokespersons for Maliban Company or direct
executives to respond to media inquiries.

• Conduct customer and market research. Research helps Maliban Company to define
Maliban target markets and opportunities accordingly and helps Maliban Company
understand how Maliban biscuits products and services are perceived.

O Supervise external suppliers and agencies. Marketing Maliban Company’s and

suppliers that is usually responsible for selecting and managing production marketing
materials and / or providing marketing support. These may include advertising agencies,
printers, public relations agencies or experts, network providers and more.

1.2
Marketing managers or officials are mainly concerned with the practical application and management of
the Maliban Company's marketing activities. Marketing managers to efficiently and effectively perform
their functions, have good communication and analytical skills. In small Maliban Company’s, the
marketing manager is responsible for organizing the entire marketing activity and is therefore responsible
for developing, directing, and coordinating marketing activities in order to influence the product the
customer chooses to organize instead of competitors.
Conduct market research

Marketing Manager Conducts a market survey to clearly understand what the Maliban Company's
customers really want. Market research enables these managers to discover new market opportunities and
help Maliban Company’s create market positions for their biscuits products or services. Market research
also includes research Maliban Company’s competitors to develop high-quality biscuits products and
effective marketing techniques. Companies use surveys to conduct market research, face-to-face
interviews or analysis of consumer buying habits.

Develop marketing strategy

Marketing manager is responsible for developing the Maliban Company's marketing strategy. These
tactics provide a clear overview of how a Maliban Company can promote its biscuits products and
services to its target market in order to increase its sales and maintain the competitive advantage of its
competitors.

Customer Relationship Management

Marketing Executives perform the functions of supporting customer relationship management in the
Maliban Company. The marketing manager collects this information from the Maliban Company's
customer database to help create a customer satisfaction survey. The marketing manager then shares this
information with other employees to ensure that they provide their clients with quality customer service to
establish lasting relationships.

Staff management

The marketing manager is responsible for the marketing department and is therefore responsible for the
people in the department. They assign responsibilities and set goals for department staff. It is also the
responsibility of the marketing manager to perform regular performance reviews of marketers.

Discover new business opportunities

Marketing managers analyze market trends in order to identify untapped or new markets for the Maliban
Company's biscuits products and services. By studying the consumer buying patterns, Maliban Company
can determine the product peak and off-peak period. By using sales forecasts, they can estimate the future
performance of the Maliban Company's biscuits products. Through market analysis and forecasting, they
can develop strategies to ensure that Maliban Company’s remain competitive.
1.3
What Dracker is saying is that marketing should be seen as a business philosophy, in that the existence of
any business depends on satisfying customer needs and wants. This cannot be the sole responsibility of
the marketing department.

Marketing is a strategic discipline which underpins most activities of the business and is an essential
ingredient of corporate strategy as communicated in the corporate plan. Dracker also said that marketing
is:

"The whole business seen from the customer's point of view"

Therefore, it is important that the product meets the needs of the customer. While marketing is usually
done by specialized agencies, marketing thinking must run through the Maliban Company. Developing an
effective marketing plan will need to be closely linked to other functional areas of the business.

The nature of the department / functional Maliban Company means that there may be a conflict between
the functional areas when implementing a business plan.

Operations Management / Production

The marketing department needs to work closely with the production department to ensure:

Plan full research and development to meet current and future customer needs

• The product can be manufactured in accordance with consumer-specified quality and design
specifications

• The number of orders generated by sales can be satisfied within the time frame required for delivery
The marketing department is likely to set a deadline for extending the capacity of the production
department. Marketers want to bring their biscuits products to market as quickly as possible to ensure
competitive advantage, while manufacturers want to test and develop biscuits products to ensure they do
not have to repair or replace defective biscuits products and meet health and safety requirements.

Financial department

The marketing department needs to work closely with the finance department to ensure:

• Have enough budgets to meet the research, promotion and distribution needs

The finance department has a comprehensive Maliban Company profile to ensure that all businesses
operate within financial capabilities. They want all departments to work within the allotted budget. Like
any department, marketers may want to overspend if profitable marketing opportunities occur during the
year. The marketing department may focus on sales volume and market share, and the finance department
may pay more attention to cash flow, cover costs and repay the investment as soon as possible.

Human resource Management

The marketing department needs to work closely with the human resources management department to
ensure that appropriate skills and staffing are in place:

Research and develop new product ideas

• Achieve production goals

• Build an ambitious and capable sales force

HRM will have many recruitment and training requirements throughout the Maliban Company. It will
have to balance its marketing obligations with other departmental obligations.
1.4
Communication is one of the Maliban Company functions that help companies stay productive and
productive. The Institute of Public Relations pointed out that a more important form of Maliban Company
communication is cross-sectorial communication. When communication fails, the importance of
communication between different departments within the Maliban Company becomes apparent.
Implementing policies that reinforce intersect oral communication helps to underline its importance and
maintain an efficient flow of information.

Believe

Accurate and effective communication between departments can build trust within the Maliban Company.
When departments trust each other to provide accurate information, this eliminates the need for additional
fact-checking steps that may reduce productivity. Departments should ensure that the information
provided to the rest of the Maliban Company is reliable and helps to improve operational efficiency.

Customer service

When inter-departmental communication is poor, customer service may be affected. For example, if a
customer continues to receive a bill for an invoice that has been paid, there is a risk of losing duplicate
business because the accounts receivable department cannot communicate correctly with accounts
payable. In order to retain customers and ensure the circulation of repeated business, Maliban Company
needs to maintain a high level of customer service. When Maliban Company’s department shares
information efficiently, customers get the right attention and customer service improves.

Effectiveness

If Maliban sales department loses business because the manufacturing department does not know the
increase in product demand, Maliban Company will suffer a loss of revenue. Accurate exchange of
information between departments improves the ability to meet sales forecasts, get biscuits products to
distribution points, and review contracts and documents by the right people. The exchange of information
allows engineering and marketing departments to effectively communicate new product releases and to
provide potential human resources information about candidates. Improving communication between
departments can improve the overall efficiency of the Maliban Company.
Conflict

Any break down of communications in the Maliban Company can lead to conflicts. If the shipping
department did not promptly notify the shipments of important goods, then this may lead to conflicts in
multiple departments in the Maliban Company. Accusations and controversies are accompanied by
subdivisions between departments. When divisions clash, the productivity of the entire Maliban Company
is affected.

1.5
Marketing functions include a variety of different functions such as advertising, finance, distribution
systems, but these are all activities in the marketing process. The key elements of marketing functions are
explained below:

Research: It plays a crucial role in the business Maliban Company market research. It is considered the
most important marketing function, because business is almost impossible without a successful market
research. Research helps to gain valuable information about all the elements of a business process.
Through research, not only can market information be obtained, but also commercial prospects such as
logistics, finance, raw materials and resources can be realized. Therefore, it is considered to be a key
marketing function in business Maliban Company’s.

Strategy: After collecting all the information and data from the study, it is processed to determine possible
strengths and weaknesses in business operations. This processed data allows us to provide an idea of the
strategies that are available in the Maliban Company. These strategies provide valuable guidance for
competing in a highly competitive market and for success in a market environment. The strategy builds
on all the real possibilities and outcomes that we measure through research.

Planning: The successful completion of research and strategic processes, the marketing of the next key
feature is the planning process. Marketing involves financial planning, sales forecasting, distribution,
communication and other business factors. The planning department uses a specific timetable to plan the
main strategy to translate Maliban Company goals into success.

Tactics: The fourth key function of marketing functions is tactics; these are small or short-term plans that
are designed to appeal to the target consumer. They involve marketing programs that offer promotion for
a limited time, such as buying one get one free. It helps to avoid the initial pressure from competitors and
boost sales.
The above is the analysis of marketing functional elements and evaluation. The relationship between key
marketing functions and other functional departments of the Maliban Company is explained as follows:

Marketing functions and other corporate functions are closely linked. This can be explained by the links
between the finance department and the marketing department. Marketing functions require economic
resources for the Maliban Company's marketing strategy and planning implementation, planning, research
and evaluation, provided by the company's finance department. Marketing does not work without proper
communication and sequencing with the company's finance team. Similarly, in business Maliban
Company’s, the marketing function is tied to the rest of the company. The marketing function requires the
production department to accurately describe the Maliban Company's biscuits products and services in
order to provide marketing plans. Second, there is a need for human resources in the human resources
department, financial help in the financial sector, and logistics in the distribution network. The operation
of marketing requires the communication and support of other parts of the company. For example, HR
policies must be aligned with marketing to increase sales, and production teams must communicate
information about biscuits products and services in order to develop an accurate marketing plan for the
company. If the marketing function of the company's inventory of raw materials or production capacity is
unknown, the marketing plan will lead to errors and losses. Therefore, the marketing function is
interrelated with all other functional departments of the business Maliban Company (Pike, 2015).
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