Digital Marketing Strategy Analysis

The assignment delves into the world of digital marketing, examining fundamental concepts such as the 7Ps of marketing, relationship marketing, entrepreneurial marketing, and green marketing. It analyzes how these principles are applied in diverse sectors like tourism, construction, and social media. Students are expected to demonstrate a comprehensive understanding of digital marketing strategies and their impact on business performance.

MARKETING ESSENTIAL

Contents
INTRODUCTION.........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1 Various roles and responsibilities of marketing function ....................................................................3
P2 Role and responsibility related with wider organizational context.......................................................4
TASK 2..........................................................................................................................................................5
P3 Application of marketing mix to marketing planning of different company........................................5
TASK 3..........................................................................................................................................................7
P4 Marketing Plan for Enterprise...............................................................................................................7
CONCLUSION..............................................................................................................................................9
REFERENCES.............................................................................................................................................10

INTRODUCTION
In the present scenario marketing is considered as an essential tool for in order to analyze
the current market situation so that an effective product can be produced for customers.
Therefore, numerous strategies and plans are made for obtaining the set targets and goals on
specific time frame (Wertime and Fenwick, 2011). By adopting new business approaches
companies tend to create a better relation with customers which is very important for the
organization so that they can sustain a better position in the market area. Your Destination is a
renowned enterprise which is growing very fast from the last three years in London. They are
trying to expand their business and want to establish their branches in Manchester, Glasgow and
many more. In this report, various roles and responsibilities that are required in marketing are
included in this assignment. Other than this, comparison will be done on the basis of elements of
marketing mix that are used by different organization. To understand it in a better manner
development and evaluation of basic marketing plan will be done.
TASK 1
P1 Various roles and responsibilities of marketing function
MEMO
To: Marketing Manager
From: Senior Executive
Company: “Your Destination”
Date: 9th May, 2018
Subject: Responsibilities of Marketing managers as well as operations and structure of
departments of marketing.
Marketing process is considered as an important factor that gives a chance of communicate with
targeted market area so that they can provide better goods and products to end customers.
Therefore, to attain this, there are various responsibilities that are to be followed in order to get
effective results (Bean and Hussey, 2012). Henceforth different departments play their role and
responsibility like pricing, product selling, promotion, financing distribution and many more.
Thus, major roles and responsibility followed by Your Destination Company is given below in
order to understand it in a better manner:
 Product: Development of commodity is the basic function of any organization this
enables them in gaining maximum profits in given time frame. Thus, for this it is
important that company knows the recent trends and circumstances that are present in

the market area. It will help them in giving superior quality services to customers as per
MEMO
 the needs and wants. Therefore, company utilizes all the resources that are available to
them whether tangible or intangible. Selling: Under this, superiors try to identify the ways through which they can increase
their sales. For this various tools and technologies that are essential for the same is
considered so that they can be reached to every single distributor’s form where
customers can buy the commodity. Other than this, cost effective channels are used in
order to maintain final price of the product so that it can be kept low or high depend on
the market situation. Therefore, various methods are applied for attaining the higher
number of sales (Gummesson, 2011). Pricing: It is one of the most essential part of marketing as customers pay some amount
of money for the product which they want. Therefore, it is necessary that all the factors
which can hamper the setting of cost for consumers are determined. Thus, Your
Destination is offering bets suitable prices for their transportation through which both
clients and organization will get benefits. Promotion: This is done so as to aware its customers about the new services and
products that is going to be launched. Most of the companies use latest tools and
technologies for communicating with consumers regarding the commodity. Your
Destination is using this methodology in order to about the offers which they are
providing to customers who want to take their belongingness form one place to another
through advertisements, newspapers, social median etc., Financing: For marketing it is important that company have ample amount of money so
that they can apply suitable strategies for promoting or increase the sales of a products.
Therefore, marketing managers conduct various surveys in order to identify appropriate
resources from which they can enhance the sales and productivity. Distribution: This factor is important when the organization wants transfer the goods
from one place to another so that it can be delivered to customers. As Your Destination
is giving its services in all over United Kingdom and they are planning to expand their
business operations in other part too. Therefore, it is important that they collaborate with
right group or person who can help them for the same (Cox and Wray, 2011).
 MIS (Management information system): Marketing department plays an important role
in selling products of a company in a more precise way. People associated in this
department performs various functions like conducting proper research in order to

gather information about changing trends of marketplace as well as demands of
customers and their preferences. Through this information, they can determine needs of
modifications in organization system.
MEMO
Therefore, all the factors that are mentioned above are considered by Your Destination and
apart from this, other elements which they use are B2B and B2C. B2B is stated as Business to
Business and only focuses on the logic of the commodity and customers mainly buy things
more on emotions whereas B2C focuses on gaining more profits so that benefits can be
provided. Thus, in this customers can show keen interest in lengthy marketing message.
P2 Role and responsibility related with wider organizational context
Various companies have different marketing strategies which are developed by marketing
department so as to attract a number of customers towards their firm. This will help them in
gaining maximum profits. Therefore, it is necessary that decisions that are taken must be must be
with mutual understanding so that all the activities are performed in an appropriate manner.
Company having better relation with various departments always have an effective growth in
business operations this assists them in accomplishing the task in a proper way. Further some of
the points are given below to understand it in a better manner:
Marketing department with operation department: The main role of operation
management is to execute the product effectively (Jones and Rowley, 2011). Therefore, for
having an appropriate information about the needs and wants of customers, purchasing pattern
etc., manager of marketing conduct various research for getting adequate knowledge. After doing
this they convey the message to superiors of other departments so that effective outcomes can be
gained
Finance department with marketing departments: Sufficient amount of money is
required in order to gain competitive advancement. This helps them in manufacturing the goods
on time with a superior quality. As marketing department conducts various promotional
activities, here department of finance plays an important role because to carry out this process it
requires an adequate amount of money is there. In case of Your Destination they have a healthy
relation with finance departments and they have sufficient funds for the same (Morgan, 2012).
HR Department with marketing function: The main role of Human resource department
is to hire eligible candidates who can add value to their company. Thus, employees help the
organization in delivering the right services and facilities to customers. For this, they are
providing appropriate training so that they can communicate with travelers in a better manner. It
will enable them in giving adequate information about the trip.

Marketing department with R&D department: Today’s market scenario is changing
rapidly with the change in course of time so it is required that companies make alterations and
accept the changes so that organization can gain maximum profits. Therefore, to know the needs
and demands and preferences of destination Your Destination is conducting the surveys through
which they can collect adequate information related to the choices of places which people love to
travel. Thus, this department helps the marketing department to know the areas which needs to
be focused.
Sales and marketing functions: There is a direct connection between sales and
marketing. Henceforth, managers utilize appropriate tools and technologies for communicating
with end customers in an effective manner. With the increase in marketing functions an effective
growth in sales can also be seen (Laczniak and Murphy, 2012).
IT Department and marketing function: under this, latest tools, technologies and
machineries are used so that company can give effective results to customers. This will enable
them in gaining superior position in the market area. Along with this, it will enhance their brand
image, market shares and value as well. Using recent technologies will assist manager to keep a
record and data that are important for the organization.
Therefore, all the factors that are mentioned above are somewhat inter connected with the
department of marketing. Every sector plays an important role in increasing the growth and sales
of the product.
TASK 2
P3 Application of marketing mix to marketing planning of different company
Basically marketing mix is said to be a concept that can be categorized into four elements
that are price, product, place and promotions. Mainly, most of the company utilizes this thought
so that they can deliver the right product to perfect customers in order to increase the sales and
profitability of the company (7Ps of Marketing, 2018). Organization uses promotional tools so as
to achieve the set targets and objectives. Other than this, marketing mix can be further elaborated
into people, process and physical evidence. Below the difference between different marketing
mix is given to understand it in a better manner
Basis Your Destination National Express
Product The organization has become
one of the leading companies
in United Kingdom that deals
in providing better services to
customers. Company mainly
deals transporting and they are
planning to expand their
business in other parts of the
They are same like Your
destination and stands in a
better position. They are
offering fair deal to its
customers by providing
services at a reasonable price
to which everybody can afford.

world as well. Along with tour
and travel they are trying to
change the concept of
travelling by making it more
convenient.
Price Prices is what make a
difference company is giving
their services across United
Kingdom and because they
have implemented appropriate
pricing strategy it is the reason
why company have gain a
better position as compared to
initial years.
Compared with Your
Destination some of the
facilities are costly due to
which middle class people find
it difficult to afford the
services.
Place Company is not that big as
National Express nut have
gained a better position in last
three years, they are thinking
of growing their business in
other parts of the world. It will
assist them in gaining the
loyalty of customers in
different parts of the world.
Relatively the company is big
in context with Your
Destination and gives it
services outside United
Kingdom as well. This is
assisting them in generating
more and more revenues. It is
also helping them in enhancing
their brand image in front of
the customers.
Promotion There are similar tools that are
used for promoting any
company what make a
difference is utilizing that at
right time. Your Destination is
optimizing new technologies
like internet, advertisements,
social media and many more
so as to reach onto a large
number of customers.
They are making ads, using
various resources like
billboards, hoardings in order
to attract more and more
customers towards their
company.
People They are providing services to
all the sections of the society
of different class whether
upper, middle or lower. For
giving excellent facilities they
are hiring eligible candidates
who are good in this.
Like Your Destination,
National Express also have
skilled workforce who are
helping the company in
obtaining their set goals and
objectives in timely manner.
Process They are using easy and
effective way so that
customers can understand the
whole process form boarding
to delivering
Under this, a systematic
process is being followed by
the company and it is helping
them in sustaining the loyalty
of customers for a longer

period of time.
Physical evidence In United Kingdom they have
ample number of stores form
where customers can avail the
services and facilities.
National Express have a large
number of outlets in various
parts of united Kingdom and
other places as well. People
can easily reach there are
asked for the best services and
facilities.
TASK 3
P4 Marketing Plan for Enterprise
Marketing plan is a set of certain documents that help an organization in accomplishing
the task in a right manner. This includes all the activities for conducting the business operations
in order to meet the set targets and goals (Grönroos and Ravald, 2011). It shows the current
position of the organization at market area so that they can implement strategies through which a
better place can be achieved. Basically the structure of marketing is formal but it can be used
informally in order to increase the flexibility of the marketing function. The implementation of
the plans starts after identifying the paths through which they can satisfy the needs and wants of
customers. Other elements that are considered under this are formulation of budget, forecast of
sales, evaluation of marketing circumstances and many more. Therefore, marketing plan is
considered as a tool through which company can analyze the resources which will be required
for giving excellent services. Your Destination is considering the factors that are mentioned
above for effective business operations. For this, it is also important to know the strengths and
weaknesses so that appropriate plan can be implemented.
Overview of Your Destination: This is a transport company that helps people in
transferring their belonging from one place to another in a best suitable manner. They have
gained popularity in United Kingdom and planning to grow their business in different areas as
well.
Vision of Your Destination: This always helps in setting new targets that motivates them
in attaining them in specific time frame. The main vision of this company is to give better
services to every person located in any corner of the country (Ojo, 2011).
Mission of Your Destination: This define the objectives that are set by the organization
and for to attain this company makes lot of strategies and plan of action so as to accomplish that
in an effective manner. Therefore, they are working for giving effective services to all its
customers.
Goals and Objectives of Your Destination: Objectives are those which are made by an
organization so that it can be achieved under specific time frame. The main aim or goal of this
company is to become best amongst all those organization who work on the same field. Other

than this, to remain in the market for longer period of time they are planning appropriate
strategies through which firm can give tough fight to competitors.
Therefore, to implement proper plan of action it is requires that he manager of this
company have a adequate knowledge of how to introduce right plan on perfect time. Thus, they
can take feedbacks form its customers to whom they have provided the facilities in order to know
if they have failed o succeeded in giving excellent services.
SWOT analysis of Your Destination
Strengths: The biggest strengths of this company is to give appropriate services to its
clients and by providing this company is increasing their brand value and has become one of the
leading organization that deals in transportation. Further for promoting the activities they are
using tools that are according to the latest trends and easy to operate by employees (Huang,
Yung and Yang, 2011).
Weaknesses: Not available to most of the places is the weakness that is hampering them
in performing the task in an appropriate manner because of which in some places they are not
being able to gain the loyalty of customers.
Opportunities: In recent market area there are many opportunities that are available what
important is to implement them into their business operations on right time. They must grab the
opportunity of establishing themselves in rural area as well. This will be helpful in improving the
presence of brand in these areas. Therefore, Your Destination must make changes and alterations
in their process according to the current market situations so that they can attract more and more
people towards their organization.
Threats: This is common factor that every company faces, for them the biggest threat is
to sustain the position for a longer period time along with this giving tough fight to rival
companies. Variation in prices can also be the important element for increasing the chances of
threats. So, it is essential that while making strategies company must look out for all the factors
that can hamper the business operations in future (Chitakornkijsil, 2012).
STP of Your Destination
Segmentation: This is a process that helps in dividing a huge population into certain
segments or groups. Thus, company has classified into various parts like impulse segment and
takes home segment.
Targeting: A definite target is very important from whom organization can get maximum
benefits. Therefore, they are providing services to all sections of the society so as to increase the
market value and shares as well.

Positioning: To sustain a better in the market area and sustain it for a longer period of
time sometimes may be difficult. Thus, it is important that company accept changes and make
products as pr the needs and wants of customers. This will gradually enhance the position in
market area for longer period of time.
Marketing Strategies: there are many market strategies that are present which company
can apply for having better growth and productivity at the same time. Thus, organization should
make strategies for long as well as short period of time (Czinkota and Ronkainen, 2013).
Execution: It is considered as the last step under which all the strategies that are applied
are formulated and implemented for giving effective outcomes as a result it will help the
orgasnition in obtaining a better position in the market area.
Evaluation: under this, a detailed analysis is done so that company can evaluate whether
the applied plan will provide them a excellent results or not (Castronovo and Huang, 2012).
Marketing mix of Your Destination
Product: This process is taken as a combination of different features in which an
organization use to offer its services to customers for satisfying their needs. In context with Your
Destination, this firms provides its services in a unique way. It transport products of other firms
on various locations within a short period of time.
Price: Your Destination, it provides transporting services to various firms at low cost as
compared to rivalries. This would help in getting high number of clients for longer period of
time.
Place: Currently this firm is operating its business in more than 15 countries and offers
various types of services.
Promotion: Marketing managers of Your Destination use various distribution and
communication channels for promoting its services in a unique and impressive way.
CONCLUSION
From the above report it can be concluded that, marketing is an essential tool that helps
an organization in making a proper strategies which they can follow for achieving the set goals
and targets. This attracts a large number of people so that they can avail the best services and
facilities provided by the organization. Therefore, for conveying the message and interacting
with customers company must use appropriate tools so that all the information is delivered in a
proper manner. Henceforth, the whole marketing department is connected with various sectors of
the company and with the assistance they perform the task in an appropriate manner.

REFERENCES
Books and Journals
Wertime, K. and Fenwick, I., 2011. DigiMarketing: The essential guide to new media and digital
marketing. John Wiley & Sons.
Bean, J. and Hussey, L., 2012. Marketing Public Sector Services: essential skills for the public
sector. HB publications.
Gummesson, E., 2011. Total relationship marketing. Routledge.
Cox, C. and Wray, M., 2011. Best practice marketing for regional tourism destinations. Journal
of travel & tourism marketing. 28(5). pp.524-540.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Morgan, N. A., 2012. Marketing and business performance. Journal of the Academy of
Marketing Science. 40(1). pp.102-119.
Laczniak, G. R. and Murphy, P. E., 2012. Stakeholder theory and marketing: Moving from a
firm-centric to a societal perspective. Journal of Public Policy & Marketing, 31(2),
pp.284-292.
Grönroos, C. and Ravald, A., 2011. Service as business logic: implications for value creation and
marketing. Journal of service management. 22(1). pp.5-22.
Ojo, G.K., 2011. Effective marketing strategies and the Nigerian construction professionals.
African Journal of Marketing Management. 3(12). pp.303-311.
Huang, L., Yung, C. Y. and Yang, E., 2011. How do travel agencies obtain a competitive
advantage?: Through a travel blog marketing channel. Journal of Vacation Marketing.
17(2). pp.139-149.
Chitakornkijsil, P., 2012. Moral meaning in green marketing and socially responsible marketing.
International Journal of Organizational Innovation (Online). 4(3). p.113.
Czinkota, M. R. and Ronkainen, I. A., 2013. International marketing. Cengage Learning.
Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication
model. Journal of Marketing Development and Competitiveness. 6(1). p.117.
Polonsky, M. J., 2011. Transformative green marketing: Impediments and opportunities. Journal
of Business Research. 64(12). pp.1311-1319.
Online
7Ps of Marketing. 2018. [Online]. Available Through:
<https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/
marketing-basics/seven-ps-marketing>.