Marketing Essentials of Your Destination - Report

Marketing Essential

TABLE OF CONTENTS
INTRODUCTION..........................................................................................................................1
TASK 1...........................................................................................................................................1
P1 Explaining the roles and responsibility of marketing functions............................................1
P2 Explaining how these roles relate to other department of Your Destination.........................2
TASK 2...........................................................................................................................................4
P3 Comparing how Your Destination apply marketing mix to marketing planning to achieve
marketing objective.....................................................................................................................4
TASK 3...........................................................................................................................................7
P4 Producing and evaluating a basic marketing plan for an organisation..................................7
CONCLUSION...............................................................................................................................9
REFERENCES.............................................................................................................................12

INTRODUCTION
In today's world where the competition is increasing day by day doing the
promotion and market research of a business is of utmost important for any
organisation. Marketing is that part or department of any organisation which enable
the organisation and its other department to promote their products and services.
Marketing activities include promotion, advertising, distribution and market research
of its products and services. In the present report on the newly emerging transportation
company Your Destination in London which is likely to expand and built up its
business in other parts of UK. Your Destination need a strong and innovative
marketing plan which would include the 7P's of marketing mix, marketing objective,
SWOT and PESTLE analysis in achieving the marketing goal of the organisation as a
whole. All the other departments of Your Destination like selling & customer service
department, production & operating department, finance and accounting department,
marketing department, technology & data department and transportation & logistic
department all coordinate and work together for achieving organisations objective.
TASK 1
P1 Explaining the roles and responsibility of marketing functions.
Marketing functions are the activities which a marketing department and
marketing manager perform in the organisation like that of marketing researches,
producing marketing plan and product development. These all include online and
offline marketing and advertising of the products and services to promote them in
marketplace to increase the profits of organisation. All these marketing functions play
important roles and have the responsibilities in Your Destination to help it to grow and
develop in market. Your Destination is a newly setup bus transportation company
which specialised in private and industrial level transportation facilities (Zhao, Liu
and Pei, 2017.). This company is growing faster after 3 years of successful operations
within London and Essex and has decided to become nationwide company with
transportation in Manchester, Newcastle, Glasgow and Aberdeen etc. One of its main
objective is also to compete with National Express who is the market leader. The roles
and responsibilities which the marketing function of Your Destination is performing
are very essentials which are the online and offline advertising, customer service,
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market research, distribution, setting the price, product & service management and all
promotional activities.
 Market Research- what is the demand of customers, what are the chances
which are to be made and what is the requirements in the field of innovation
are all part of market research. It is the function of marketing of Your
Destination to do marketing research so that it can grow the market area of till
Manchester and Newcastle as well.
 Promotion- as Your Destination is a new transportation company which is
operating since last 3 years so is not too much popular among the large masses
of UK so the promotion of the bus service very important (Verma, 2017).
Promotion can be done online and offline so that it can easily reach to a wide
area of UK.
 Pricing- setting the price of any product and service of Your Destination is
also the role of marketing department only. As it is the department which
interact with the customer on a regular bases so know what actually the
customer want and then can set the price according to customer.
 Product And Service Management- the service which a transportation
company is providing includes timely delivery of passengers, transport of
goods, maintaining the quality of service and providing the latest technology in
buses.
 Customer Service- as the marketing department is that department which is
closest to the customers so they know better what are the need and demand of
customers.
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