Marketing Theories and Strategies

This assignment provides a comprehensive overview of marketing theories and strategies, including the marketing mix, positioning strategy, and search engine marketing. It also explores the essential role of sense of community in high customer-to-customer interaction service settings and discusses the application of marketing principles in various contexts, such as tourism enterprises' competitiveness and digital marketing.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
a) Responsibility of marketing officer and operation of marketing department.........................1
b) Contribution of role and responsibilities in meeting organizational objectives.....................3
PART 2............................................................................................................................................5
a) Comparison of 7P's of Your Destination and National Express.............................................5
b) Marketing plan for Your Destination......................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the systematic process through which entities create values for customers
and develop strong relationship with them. This management process supports the firms in
identifying, satisfying clients in order to earn more profit. Present study is based on Your
Destination company (Richards, 2015). It is specialised in providing industrial level
transportation facilities. Since last three years company is growing well in London and Essex.
Now it is planning to expand its business in Manchester, Newcastle, Glasgow and Aberdeen.
Current assignment will discuss role and responsibilities of marketing officer and operations of
marketing department. Furthermore, it will compare 7P's of Your Destination with National
Express. In addition, it will produce marketing plan for the nationwide expansion.
PART 1
a) Responsibility of marketing officer and operation of marketing department
Marketing is the process that helps in promoting the brand image across the world. It
supports in gaining attention of mass audience by providing them satisfactory products and
services (Mooney and Slobodian, 2016). Your Destination is working well in its current market
now it is planning to expand it business to other locations. It is essential for marketing officer
that to fulfil their responsibility in effective manner. Duties and responsibilities of marketing
officer of Your Destination are as following: Conducting market research: It is the first duty of marketing manager, before entering
into other location firm has to collect information about there market, consumers choice
etc (Turner, 2016). It can assist in meeting with the needs of clients. This market research
supports marketing officer of cited firm in identifying market opportunities and
accomplishing its goal in the new market as well. While conducting market research
marketing officer is responsible to collect detail about competitors as well. This can help
in making effective marketing strategy which can support the corporation in sustaining in
new market for longer duration (Cobb-Walgren, Pilling and Barksdale, 2017). Developing marketing strategy: It is another duty of marketing officer of Your
Destination. Officer is liable to develop effective strategies which can gain attention of
mass audience and can attract more people towards the brand. These strategies support
the cited firm in increasing its sales volume and gaining competitive advantage as well
(Laurell and Parment, 2015).
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 Develop relationship with consumers: It is the responsibility of marketing officer of
Your Destination, person has to develop relationship with customers. It needs to identify
needs of consumers and accordingly have to provide them products and services.
Marketing manager share necessary information with their executives so that they can
understand needs of clients and can provide them excellent services (Nair, 2015). This
helps in satisfying consumers and building strong relationship with them. Management of Employees: Marketing manager is responsible for managing workers.
Officer has to address needs of staff members and accordingly individual has to create
workplace environment for them. This helps in gaining trust of these employees and
making them loyal towards the brand (Kureshi and Thomas, 2014). Management of
employees is the basic duty of marketing manager of Your destination, by this way
individual will be able to accomplish goal of entity soon. Officer assigns duties to other
staff members and make them understand with their responsibilities. This helps in
enhancing work based performance of employees and meting with specific goal of the
organization (Bunker, 2015).
 Identify new opportunities for business: Marketing officer of Your Destination is
responsible for identifying new business opportunities. Manager has to concentrates on
market trends and accordingly have to modify its operations. By this way individual can
forecast sales volume and can satisfy needs of clients (Hassan and Dadwal, 2016). With
the help of this market analysis and forecasting entity can sustain in the market for longer
durations and can gain competitive advantage.
Structure and operations of marketing department
Marketing is one of the most important department of the organization, Your Destination
is planning to expand its business in Manchester, Newcastle, Glasgow and Aberdeen etc. For that
it is required to make effective promotional strategies so that it can enter into new market
successfully and can accomplish its goal soon (Shaw, 2016). Structure of marketing department
of cited firm is flat. Marketing executives can directly coordinate with officers and can share
their views. It helps in making them comfortable in the workplace and retaining skilled staff in
the entity for longer duration (Li, 2015).
Marketing officer of Your destination gives power to its executives to make decisions
and improve their working performance. It makes the people loyal and they put their best efforts
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to achieve goal of the firm. Higher authorities conduct meeting with the employees and takes
their feedback regarding operations of entity (Siriwardana and et.al, 2016). It helps in identifying
real situation of the market and helps in modifying business operations so that overall goal can
be obtained. Company adopts collaborating working approach which supports in addressing
needs of executives and fulfilling their requirements. Marketing manager also provides reward
and recognition to its workforce in order to motivate them. By this way people feel satisfy and
perform their duties effectively (Li, 2015). This structure and operational style can be beneficial
for Your destination firm because by this way skilled employees will put their hard efforts and
will contribute well in expansion of business unit. This process can be beneficial for entity in
identify market needs of Manchester, Newcastle, Glasgow and Aberdeen etc. and establishing its
business successfully (Hassan and Dadwal, 2016).
b) Contribution of role and responsibilities in meeting organizational objectives
Marketing officer is completely responsible for the growth and development of business
unit. It is the duty of manager that to ensure operations and make effective strategies through
which entity can meet with its objective. Main agenda of Your destination is to enter into the
new markets (Mooney and Slobodian, 2016). For that it is essential to gather information about
particular market and its condition. It is the duty of marketing officer of cited firm that to
conduct research and collect details about market, consumer perception etc. This can help the
officer in identifying needs of clients and providing them products as per their requirements.
That will attract more people towards the brand thus, sales volume of Your Destination can get
enhanced. It is the great strategy through which cited firm can meet with their objective. If
marketing officer perform its role well as a researcher then corporation can sustain in these new
markets for longer durations (Turner, 2016). One of the main objective of Your Destination is to
compete with National express which is an international brand. For that it is essential to identify
strategy of competitor and make effective strategy for the organization. This can be achieved by
fulfilling responsibility of research (Nair, 2015).
Furthermore, Your Destination wants to enhance its profitability and wants to be market
leader of transportation industry. Currently it is providing quality facilities to its valuable
consumers. But for expanding its business across the world marketing officer needs to put its
hard efforts. Officer plays role of manager, it is the duty of individual to manage employees well
(Siriwardana and et.al, 2016). By this way individual can retain its skilled staff members in the
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workplace for longer durations and can create healthy working environment. This helps in
smooth functioning of corporations and it reduces conflicts situation in the workplace. When
there is strong relationship between employees and employer then company will be able to grow
well. Workers will feel satisfy and they will share their innovative views with higher authorities
(Kureshi and Thomas, 2014). It will bring new ideas into the system and company will be able to
improve its services to great extent. This improved services will satisfy needs of target audience
and people will buy its products frequently.
Role and responsibilities play signification role in the success of business unit. If people
perform their duties well then company may meet with its goal soon (Bunker, 2015). Main
objective of Your Destination is to sustain in the market for longer duration and enhance
satisfaction level of customers. For meeting this objective marketing manager continuous work
to improve relationship with clients. Manager make communication with consumers through
social media sites and other online tools (Mooney and Slobodian, 2016). This helps in
identifying their needs and requirement and providing them transportation facilities as per their
requirements. Marketing manager identify new business opportunities and make new strategy
which an assist in accomplishing its objective significantly. By addressing new opportunities it
can enter into new market easily and can sustain there for longer duration. Marketing functions
and role responsibility of officer help Your Destination in attracting new customers and making
people loyal towards the firm (Siriwardana and et.al, 2016).
Your Destination has aim to become market leader of this industry. For that it is essential
to identify the needs of employees and motivate them so that they feel satisfy and retain in the
business unit for longer duration. Marketing officer play significant role in the corporation, they
work with collaboration approach (Positioning Strategy, 2016). Individual treats its employees
well and encourage them well so that they perform their duties well. Officer make them
understand about their responsibility to that they can deliver quality services to consumers. This
duty of marketing officer of cited firm helps the entity in making clients loyal towards the brand
and they frequently buy services of company. By this way revenues of the organization can get
increase and it can help the firm in achieving is goal of gaining competitive advantage (Nair,
2015).
Marketing officer always try to reduce conflicts situation in the workplace. By this way
healthy workplace environment gets developed. That helps in smooth functioning of operations
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and meeting with organizational goals. It brings innovation in the system and marketing officer
can provide innovative products and services to clients which may help in increasing sales
revenues and profitability of the corporation (Richards, 2015).
There is strong relationship between marketing and other functional units of Your
Destination firm. Marketing officer coordinate with other departments and circulate necessary
information them. By this way Human resource departments can forecast employee requirements
in future and they can hire skilled candidates in the workplace (Mooney and Slobodian, 2016).
Furthermore, finance department can allocate resources accordantly so that cash flow can be
increased in the corporation. Marketing officer makes coordination in each departments and this
coordination helps in reducing unnecessary expenditures and increasing revenues of the entity
(Laurell and Parment, 2015).
PART 2
a) Comparison of 7P's of Your Destination and National Express
Marketing mix is considered as essential part of marketing department. It can support in
increasing market position of entity and sustaining in the market for longer duration (Hassan and
Dadwal, 2016). 7P's of marketing mix of Your Destination are as following:
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Illustration 1: Marketing mix
Source: (Marketing theories – the marketing mix –
from 4 ps to 7 ps, 2017)
Products
Your destination has entered in to the market for providing private personal hire to
industrial level transportation facilities. Since last few years it has grown well and has developed
its own brand image. It offers variety of products to consumers as per their need and
requirements. Products of Your destination is unique in nature because of its quality and safe
transportation facility (Positioning Strategy, 2016). Customers of cited firm need not to wait a lot
for getting transportation services of Your Destination. Rides are available at affordable rates for
24*7 hours. People can book their medium of conveyance through its mobile application as well.
Customer has benefit of getting its products and services at any time. Industrial level
professionals can book this medium in mid night as well without any prior reservation. It offers
low cost rides and also offer high cost rides depends upon type of customer (Shaw, 2016).
Transportation products and services of Your destination are such as pool, premium, access etc.
On other hand products of National express are differed from Your Destination. National
express is market leader of this industry (Laurell and Parment, 2015). Company provides quality
taxi rides, bus services to customers 24*7. But it is essential to reserve your transportation
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medium before some time. It reached to the end user on time and safely drop them at their
destination.
Price
It is another element of marketing mix which influence the mind of customers to great
extent. Our Destination work on the concept of availability and affordability. Economy option
impacts on the mind of consumers to great extent (Richards, 2015). It offers attractive discount
and card which helps in saving cost and travelling to other place at affordable rates. It adopts
price skimming strategy in order to attract more customers towards the brand. Though national
express has its own brand image and people trust on this brand. But price element make Your
Destination more unique and attract more clients towards the organization (Laurell and Parment,
2015). This price skimming strategy make the people loyal and it is affordable by all class of
professional persons.
On other hand National Express is the leading brand which provides quality
transportation products and services to clients. It adopts competitive pricing strategy, this
strategy helps firm in sustaining in the market for longer duration (Siriwardana and et.al, 2016).
This has made it leading organization of transportation industry. It charges amount on the bases
of distance and time.
Place
Your destination is currently providing services in London and Essex. Both these
locations are popular places whereas people require such type of transportation services
frequently. As its focus is on services so it does not need many offices. It generally works
through mobile application (Li, 2015). Customers call for facility on this application. Thus, cited
firm has few offices in both these locations.
On other hand National Express is the leading brand and operating its business across the
world. It has many offices and branches in many places that is why clients can easily book their
medium and can get services. If people have any quarry then they can easily contact to its branch
and can resolve their issues (Positioning Strategy, 2016).
Promotion
It is another main element of marketing mix, it helps in promoting brand images. Your
Destination generally takes support of applications and website. It offers attractive discounts on
its website and consumers can use its application for booking of taxi and other transportation
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mediums. Consumers can make contact with the organization through this application and
website communication (Cobb-Walgren, Pilling and Barksdale, 2017).
On other hand National Express takes support of social medial sites to promote its brand
across the world. This promotion strategy supports entity in making connection with mass
audience and attracting them towards the corporation. People use these social networking sites
frequently so promoting the products and services through this sites give benefits and helps in
increasing sales volume of the organization (Turner, 2016).
Physical Evidence
Your Destination has plush office in London and it runs its operations through
applications and websites. On other hand National Express has attractive offices, skilled
employees those who provide services to clients as per their needs and requirements (Richards,
2015).
Process
Process is another essential part of marketing mix, overall success of the firm is much
more depended upon the process which is applied by entity in its workplace. Your Destination
has simple process, if any customer require transportation facility then individual can login to its
application and can enter necessary detail into it (Shaw, 2016).
On other hand National Express also have smooth process people can contact with the
firm directly or through telephonic way. This helps in increasing customer data base of the firm
and support in increasing revenues of the transportation firm (Kureshi and Thomas, 2014).
People
Your Destination has skilled employees in its workplace, they are satisfied with the
company. Approx 40% workforce are female and they are loyal towards the band. It has
employed approx 250 employees in the London and Essex. It gives necessary training to its staff
members so that they can perform their duties well (Nair, 2015).
b) Marketing plan for Your Destination
Execution
Marketing plan is an essential activity that supports the firm in meeting with its objective.
With the help of this tool organizations can attract more consumers and can enhance its
profitability as well (Marketing theories – the marketing mix – from 4 ps to 7 ps, 2017).
Current market situation
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Internal analysis
Strength
 Customer loyalty
 Quality products and services
 No prior reservation
 Lower price products
 Mobile Application
Weakness
 Lack of funds
 Limited to domestic places

Opportunities
 Globalization
 Growing market condition ion
suburban markets
Threats
 Changes in government legislation
 Economic changes
 High competition
External Analysis
PESTLE analysis is the tool that can support in identifying situation of external market
and measuring its impact. Political factor impact on Your Destination to great extent. Changes in
fuel prices, transportation law company get affected because it has to modify its operations
accordingly. Economic factor is another external factor which impact on business environment
of cited firm. If economic condition of nation is not good then people will not prefer to book
such transportation facilities (Li, 2015). On other hand if economic condition is good and people
have sufficient income sources then in such condition people have capacity to buy such services.
By this way they will prefer to travel in such mediums. Social factor is another external
component which impact on the business unit to great extent. If culture, beliefs, perception of
individuals are not in favour of the firm then they will not experience travelling with Your
Destination. In addition, technological factor is another major macro element which not only
affects working but also influence the mind of consumers (Hassan and Dadwal, 2016). If Your
Destination does not adopt the latest technologies then people move to other brand. Currently
cited firm is providing mobile facilities to its customers and they can book taxi and
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transportation mediums through this mobile application. Legal factor impact on the business
environment to great extent. If authorities make changes in laws then it may affect overall
working of entity (Mooney and Slobodian, 2016). Environmental component also impact on
Your Destination it may affect profitability of corporation.
Objective
The main objective of Your destination is to compete with National Express. It wants to
enhance its revenues by 35% till end of 2018 and want to sustain in the market for longer
duration (Turner, 2016)
Strategies
In order to meet with its objectives Your Destination cited firm needs to offer attractive
discounts to its consumers. This can help in attracting more clients towards the brand. It also
needs to use social networking sites for promoting the brand into completely new market. By this
way it would be able to identify needs of consumers and will be able to provide them services
accordingly (Bunker, 2015).
Segmentation, Targeting and Positioning (STP)
It needs to concentrate on demographic segmentation and have to target professional
persons those who need taxi or other transportation services for travelling to their offices. It
needs to adopt undifferentiated targeting strategy this can help in covering mass audience.
Furthermore, it should adopt price as positioning strategy and have to offer lower price quality
products and services to its consumers (Positioning Strategy, 2016).
Budget
Cited firm should allocate resources effectively and have to manage cash well. This can
support in reducing cost of entity and can help in increasing its revenues.
Control
Marketing officer need to supervise activities well and have to ensure that these activities
and strategies can help in meeting with objective of the firm (Kureshi and Thomas, 2014).
CONCLUSION
From the above report it can be concluded that marketing is one of the essential activity
for expansion of business unit in other location. Entity needs to conduct research for collecting
information about needs of customers and accordingly it needs to provide them products and
services. Your Destination needs to provide quality transportation products and services to
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consumers at lower price. This will support the entity in entering into new market and
establishing the business successfully.
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REFERENCES
Books and Journals
Bunker, M. P., 2015. The Essential Role of Sense of Community in a High Customer-to-
Customer Interaction Service Setting. In Ideas in Marketing: Finding the New and
Polishing the Old (pp. 644-647). Springer, Cham.
Cobb-Walgren, C. J., Pilling, B. K. and Barksdale, H. C., 2017. Does Marketing Need Better
Marketing? A Creative Approach to Understanding Student Perceptions of the Marketing
Major.The E-Journal of Business Education & Scholarship of Teaching. 11(1). pp.97.
Hassan, A. and Dadwal, S. S., 2016. Search Engine Marketing: An Outlining of
Conceptualization and Strategic Application. InCompetitive Social Media Marketing
Strategies (pp. 219-234). IGI Global.
Kureshi, S. and Thomas, S., 2014. Cause Related Marketing-An Indian Overview.
Laurell, C. and Parment, A., 2015. Marketing beyond the textbook: emerging perspectives in
marketing theory and practice. Studentlitteratur.
Li, T., 2015. Application Study of Marketing in Tourism Enterprises’ Competitiveness: A Case
Study of Yuntai Mountain in China. In LISS 2014 (pp. 877-881). Springer, Berlin,
Heidelberg.
Mooney, M. and Slobodian, S., 2016. Seeing the wood for the trees: Fixing large undefined
problems in digital marketing.Journal of Digital & Social Media Marketing. 3(4). pp.294-
303.
Nair, H. V., 2015. Digital marketing: a phenomenon that rules the modern world. Reflections-
Journal of Management. 5.
Richards, G., 2015. Food experience as integrated destination marketing strategy. World Food
Tourism Summit in Estoril, Portugal. 10. pp.2015.
Shaw, S., 2016. Airline marketing and management. Routledge.
Siriwardana, H. and et.al., 2016. Medium scale test marketing trials to identify the suitability of
Basil oil, alum plus modified atmosphere packaging in controlling Crown Rot disease of
Cavendish banana. Annals of Food Science and Nutrition. 1(1). pp.1-8.
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Turner, R., 2016. Risks in Project Marketing. In Managing Project Risks for Competitive
Advantage in Changing Business Environments (pp. 217-230). IGI Global.
Online
Marketing theories – the marketing mix – from 4 ps to 7 ps, 2017. [Online] Available through:
<https://www.professionalacademy.com/blogs-and-advice/marketing-theories---the-
marketing-mix---from-4-p-s-to-7-p-s>. [Accessed on 31st October 2017].
Positioning Strategy, 2016. [Online] Available through:
<https://www.marketing91.com/positioning-strategies/>. [Accessed on 31st October 2017].
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