Marketing Plan Development and Analysis

The given assignment appears to be a collection of research papers and studies on marketing strategies, planning, and development. It includes references to articles, books, and academic journals that discuss topics such as market segmentation, product design, and sales-marketing integration. The assignment may require students to analyze and apply these concepts to real-world scenarios or case studies. A key aspect of this assignment is the emphasis on understanding the role of marketing in various industries and contexts, including online consumer markets, gamification, and project management in enterprise marketing.

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
a) Key duties and responsibilities of marketing officer and structure of marketing operations..1
b) Roles and responsibilities of marketing department in all other departments of organisation.
.....................................................................................................................................................2
PART 2............................................................................................................................................3
c) 7's of marketing mix................................................................................................................3
d) Marketing plan........................................................................................................................7
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing essentials act as backbone to company, as it is the technique which assists the
firm in determining the stability of business growth and development (Aljukhada and Senecal,
2011). The marketing comprises coordination and cooperation of all departments with marketing
department in order to improve the efficiency of business operations. Further, the report will
evaluate the duties of marketing officer in order to plan a structure of marketing manager of
Your Destination, the travel company which successfully conducted in travel services in London
from 3 Years and now planning a Expansion Plan in Manchester (Breton and Martín, 2011).
Apart from this the report will outline 7P’s of marketing mix of Your Destination in comparison
to its biggest rivalry of Manchester that is National Express. Thus, the report will evaluate the
marketing plan of enterprise which will identify the micro and macro environment which will
assist the entity in formulating its marketing strategy, corporate objective and target market
operations.
PART 1
a) Key duties and responsibilities of marketing officer and structure of marketing operations.
To Marketing officer
From Marketing Manager
Date 19th November 2017
Subject: Duties and responsibilities of marketing officer and structure
The ultimate duty of marketing officer is to keep a check over the marketing plan and activities
created by marketing manager to analyse the changing trends of market. Your Destination
evaluates the market situation and plan changes accordingly. Further, officer plans a systematic
structure to provide a road map to marketing team to conduct research. In this the first major
responsibility of manager to conduct market research in which the company focuses on
evaluating the needs and wants of travellers. In this the team focuses on analysing the changing
trends which impacts the market requirement of travelling. When expanding business it is
important for the manager to conduct market analysis to identify the need like what like Your
Destination will offer (Gupta, 2017). For instance Business to business, in this company offers
travelling experience to consumers by coordinating with trip organising company where the
marketing team targets specific consumers such as for adventurous trips, Students, for religious
trip old generation and many more. Apparently there is business to consumer in which the
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organisation offers its services directly to travellers on day to day basis. Further, after
evaluating marketing the team Swot analysis by which the company identify its strength and
opportunities which can assist in new market operations. This assists the enterprise in making
marketing strategy to attract consumers and establish strong consumer base with its travel
services. Moreover, the strategies are formulated by the marketing team in accordance to travel
industry and its leading competitors like, National Express. On the other hand, the foremost
duty of marketing manager is to communicate with consumers through promotional
campaigning or by organising events and cultural activities which involves consumers
participation. Interacting with travellers act as a tonic for the entity as it assist in establishing
consumer base in new market (Huotari and Hamari, 2012). In addition to this, another foremost
duty of marketing manager is advertising in order to create awareness about services. It plays an
important role as it determines the presence the of company in new area. Lastly, the ultimate
duty of manager is coordinate and cooperate all the decisions and strategies with sales team in
order to determine the profits and demand of travellers in new market operations.
Communication between sales team and marketing manager is the most important part which
assist Your Destination in evaluating the growth and profitable returns from services. Hence,
the elements of marketing function which are regulated by Marketing officer of your destination
are, sale, promotion, marketing strategies, advertisement, maintaining appropriate relation with
customers.
b) Roles and responsibilities of marketing department in all other departments of organisation.
To Marketing officer
From Marketing Manager
Date 19th November 2017
Subject: Role and responsibility of marketing department with all other department
It is important for the marketing department to coordinate and cooperate with all other
organisational departments in order to establishing effectiveness in serves. Your destination has
systematic process of functioning which connects all the departments with each other in order to
avoid the chance of uncertainties in case of lack of information. In accordance to the biggest
rivalries in Manchester National Express, You destination will formulate its structure in order to
create smooth flow of operations and information in all the departments. Further, Human
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resource department plays a vital role in organisation as it assist the company in recruiting
appropriate employees according to requirement. In accordance to this marketing manager will
convey the need of employees according the skills required for functioning in Manchester and
then the HR department will recruit staff accordingly. On the other hand, the production
department, in this the marketing department will determine the need of making change in
services according to travel companies in Manchester like National Express, than the
department will amend the changes in services like for instance in this the production team will
focus on making services attractive in comparison to competitor. In addition to this, Finance
department in organisation ensure a smooth flow of fund in all the departments according to
changes. When expanding business operation in Manchester, marketing department will first
discuss the plan with finance team which will assist the company in de terming the growth and
profits from the operations. This team assist the marketing management in evaluating the
profitable returns from the expansion plan. In contrast the research and development team of
Your Destination will assist the marketing manager in determining the cost effective strategy
and technique t implement changes. Coordination and cooperation of marketing and research
and development department plays major role in minimizing cost operation and maximizing
strategies to serve consumer satisfaction. On the hand the functions of sales team and marketing
works hand in hand as the sales team evaluates the profits and travellers demand in order to
derive the profits from the plans and new strategies like in case of Expansion plan in
Manchester all the departments will coordinate and cooperate with marketing manager to
implement effective business operations (Liu and et.al., 2017).
PART 2
c) 7's of marketing mix
Marketing mix is the best strategies which assist the company in determining the
uniqueness of products and services in accordance to competitors when expanding business
operations. Your Destination will evaluate the 7p's of marketing mix in comparison to its biggest
rivalries of Manchester that is National express.
Marketing Mix Your Destination National Express
Product The travelling services of the This the leading travellers of
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organisation comprise buses and
coach facility. In order to attain
competitive advantage over rivalries
the company will focus on enhancing
the value of services by offering
refreshment to travellers at the time
of travelling. Moreover, Your
Destination will focus on serving
quality services such as, comfortable
travelling experience with some
entertainment.
Manchester as it offers
different type of services to
consumers such as, buses,
coach, train etc. These services
of national express
demonstrate its competitive
advantage over all the other
travelling companies.
Price Pricing strategy plays vital role in
enhancing the value of services. In
order to establish stable environment
in Manchester the company will
focus on implementing the use
competitive pricing strategy in which
it will offer its services at slightly
lower prices in comparison to
national express (Malshe, Sohi and
Krush, 2017). Further, the company
already holds a greater advantage
over pricing as in London it offers its
travelling services at limited prices in
order to serve consumer satisfaction
at affordable prices. Furthermore, to
establishing its strong consumer base
on Manchester the company will
offer its services according to trip in
which it will offer discounts to attract
The pricing strategy of
National Express is completely
different from each other and
cannot be easily adaptable as
the strategy changes according
to consumer demand and
seasons.
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more and more travellers.
Place The ultimate focus of Your
Destination will be to serve services
at all Prime locations and almost at
all the place such as, schools,
colleges etc. This place strategy will
assist the organisation in developing
a strong consumer base in
Manchester.
National Express already has a
strong consumer's vase and
competitive advantage as it is
offering its services from long
period and is located ant
almost all the location in
Manchester (Meyer, 2016).
Promotion Your Destination use this technique
to create awareness among
consumers about its services. IT is
the best strategies which assist the
business in establishing its consumer
base in new market. In order to
promote its services the firm will
advertise about the services by using
various social media channels like,
Facebook, Instagram, Newspaper,
Magazines Etc., Moreover, the
marketing team of Your Destination
will focus on organising promotional
campaign and events in which it will
offer vouchers and discounts to
buyers if the individuals will share
their travel experience with the
company (Miller, 2017). It is the
tactics which assist the company in
attaining competitive advantage.
The company already has
greater advantage over
promotional techniques as it
used various online promotion
strategies to attract consumers
and to make people aware
about the different schemes
that has been offered by the
firm for a limited period.
People The employee of the company plays a The staff members of National
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major role in delivering consumer
satisfaction. Therefore, Your
destination will focus on recruiting
and training its staff to behave
friendly with consumers. Moreover,
the employees of Your Destination
are trained to behave friendly and
deliver consumer friendly services to
travellers. Apart from this, it is the
duty of workforce to make travellers
experience worth with Your
Destination. In accordance to this
when expanding business in
Manchester it will train its staff with
new tactics to make travellers
conformable with organisation and its
process.
Express are local and therefore
have expertise over dealing
with travellers. Therefore, it is
major comparative advantage
of the company which assist
the business in maintaining the
stability of its business
operations.
Process Process plays vital role in
determining the consumer acceptance
therefore when expanding business
Your Destination will focus on
serving consumer friendly process
with regard to booking system,
ticketing, sitting arrangement and
many more (Reimann, Schilke and
Thomas, 2010). Further, the company
will focus on making staff available
in order to guide traveller’s
appropriate getting travelling
experience with Your Destination.
The process of National
express is consumer friendly
and this is the reason it has
attained competitive
advantage. Further, the
company has its own way of
treating consumers when it
comes to ticketing and
booking system which
demonstrate that it has easiest
and smooth process for
travellers.
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Physical Evidence These are the tangible services of the
company which can be touch and felt
by the consumers. Therefore, when
expanding business operations the
company will focus on making its
services available at all place with
comfortable sitting arrangement in
order to attract more and more
travellers. Moreover, to maintaining
the advantage of Physical evidence
according to National express, the
organisation will focus on serving
healthy and safe travelling
environment. Besides, cleanliness’s
and hygiene will be the priority of
Your Destination which it has
maintained in London from last 3
years.
National express has its own
advantage over physical
evidence as it is serving
travellers satisfaction since
ages. Moreover, to enhance the
value of its services and
existence.
d) Marketing plan
Your Destination formulates its marketing plan in order to establish stable growth and
development in Manchester. When implementing marketing plan, the company will focus on
using the best strategies to make effective business operations. In order to increase the efficiency
of marketing plan the organisation will conduct analysis of its business and business
environment which comprises the evaluation of SWOT and pestle in order to determine internal
strength and weakness which assist in analysing the resistance in new areas. Further, Pestle
analysis assists the firm in identifying the market factors which can interrupt the functioning of
enterprise. The Swot analysis of Your Destination is as follows:
Strength: The strength of company is demonstrated by its stable growth in London from
last 3 years. The travel experience of Consumers in London by Your Destination has assisted the
company in attaining growth objectives. The major strength of company lies in its legal
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framework which denotes the strong stability of organisation in fluctuating business
environment. Further, the labour cost of Manchester is very low which will support the travelling
services.
Weakness: The borrowings in Manchester are tough as the interest rate of the area is very
high. Further the consumer base of your destination will be low when expanding firm in new
market.
Opportunities: Expanding business in Manchester is the biggest opportunity of Your
Destination because this will assist the company in starting from scratch and eliminating
loopholes. Moreover, with this the company can amend its services according to new market
requirement.
Threat: The most common threat to Your Destination is pricing strategy used by the
leading travel companies like National Express because the consumers are price sensitive and
establishing business operation in new area according to leading company is the biggest threat
which can interrupt the growth of Your Destination. Hence, the high labour cost in Manchester is
also a risk which can impact business performance.
PESTLE ANALYSIS
Political Price regulations, Antitrust laws and tax rates of Manchester for travel
sector are the major barriers for Your Destination.
Economical The quality of infrastructure and exchange rates are major advantage for
travelling companies in Manchester whereas the government intervention
in travelling services is the biggest barrier for Your Destination.
Social The creation of job opportunities for unemployed individuals of
Manchester demonstrates the favourable circumstances for the company.
Technological The advancement in technology impact the cost effectiveness of the
enterprises.
Legal Antitrust law, discrimination law, regulations for patent, copyright
trademark are the major barriers which can hinder the performance of
You Destination in Manchester.
Environmental The policies for Waste management in Manchester are very strict for
which the company will have to formulate is business operations in order
to make optimum utilisation of resources.
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MISSION
The mission statement of Your destination is to attain competitive advantage in order to
become market leader in Manchester. Further, the focus of organisation is based on delivering
comfortable travel experience at affordable price across the globe. Apparently, the marketing
plan of the firm is based on stabilizing its performance and growth in Manchester.
GOALS AND OBJECTIVES
CORPORATE OBJECTIVES
Your Destination has predetermined corporate objective which are maintained by the
company to make smooth flow of business operations in Manchester. Further, the objectives are
focused on roles and responsibilities of marketing manager in order to establish coordination
between all activities which will assist the transport company in its growth and development.
The corporate objectives of Your Destination are as follows:
 Increasing market share: When expanding business the ultimate motive of the Your
Destination is to increase its market share in comparison to current operations. Further, to
grab market share, the focus of Travel Company is to attract more and more travellers.
 Effectiveness of Services: To expand business and to maximise profits and revenue the
objective of transport enterprise is to improve the effectiveness of its services according
to requirements of travellers in Manchester (Satit, Tat and Sukati, 2012). In order to
attain this firm will analyse the techniques and strategies used by its biggest rivalry that is
National Express.
 Maximizing Profits: At the time of expanding business the ultimate objective of Travel
Company is to maximise profitable returns (Toon and et.al., 2016). Therefore, to earn
profits the marketing manager of enterprise will focus on formulating effective marketing
strategies to attract more and more travellers of Manchester.
MARKETING OBJECTIVES
 To maximize revenue and profits by 10 and 11 percent.
 To increase consumer base by 6 percent.
 To evaluate travelling preferences of travellers in Manchester.
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 To improve the efficiency of travelling services to serve consumer satisfaction.
TARGET MARGET
Your Destination will focus on targeting potential travellers. In this case the organisation
plans to target consumers according to their preference, like for old generation the firm will
target old consumers and for adventurous trips the travelling company will focus on grabbing
attention of young generation like, students.
RESOUCES AND MARKETING PROGRAM
Resources Description Duration
Magazines and
News paper
Your Destination will focus on
promoting about is services
through News paper and
Magazines as it is major
technique which is easily
approachable in reach of every
person (Breton and Martín,
2011). News paper plays a
essential part in lives of Human.
Therefore the company will
promote discounts on its travel
services through Newspapers
and Magazines
The organisation will publish the
advertisement for 10 to 15 days every
month.
Digital promotion Digital promotion act as tonic for
the organisation as it provides
various channels connect with
consumers like, Facebook,
Instagram, Twitter etc (Shankar
and et. al., 2011).
Thrice in a day for almost 30 days till 5
months
Direct mailing Through mailing the marketing
manager of Your Destination
will communicate discounts and
Twice in a week
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offers to potential travellers of
Manchester.
Promotional
Events and
campaigns
(Taneja and
Toombs,2014)
For this the company, marketing
manager of Your Destination
will organise Events at all prime
locations of Manchester to create
awareness among consumers
about its services.
Once in a year at all prime location.
Public relation
events
In this the travel enterprise will
interact with consumer at
seminars and conferences to
make them aware about the
services and discounts offered by
entity.
Twice in a year
MEASUREMENT AND MONITORING TECHNIQUES
 The Company will regularly monitor the performance of marketing strategies and
techniques in order to measure the effectiveness of marketing plan.
 Analysing the changes in actual and standard plan.
 Monitoring and measuring the performance of Budget in order to maintain cost
effectiveness (Steenkamp, 2017).
 Evaluating the effectiveness of business operation in Manchester in comparison to
National Express.
CONCLUSION
The report summarized the importance of marketing in Your Destination the travel
company which has been serving travel services in London from 3 years and now is planning to
expand its business operations in Manchester. Further, the report evaluated the duty of Marketing
officer which determined the responsibilities and marketing structure for marketing manager.
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Moreover, it outlines the marketing mix factors of Your destination in comparison to its biggest
rivalries National Express. Hence, the report concluded marketing plan in which it analysed the
steps which will assist the company in implanting its effective operation like, marketing strategy,
corporate objective, target market, marketing program and monitoring and measurement
techniques.
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REFERENCES
Books and Journals
Aljukhadar, M. and Senecal, S., 2011. Segmenting the online consumer market", Marketing
Intelligence & Planning. 29(4). pp.421–435.
Breton, G. C. and Martín, M. O., 2011. International market selection and segmentation: a two-
stage model. International Marketing Review. 28(3). pp.267–290.
Gupta, A., 2017. Purpose and challenges in the way of green marketing in India-A conceptual
study. IJAR, 3(3), pp.898-900.Kennedy, M., 2017. Rubric for Assessment of Your
Marketing Plan for E-Resources.
Huotari, K. and Hamari, J., 2012, October. Defining gamification: a service marketing
perspective. In Proceeding of the 16th International Academic MindTrek Conference
(pp. 17-22).
Liu, Y.,and et.al., 2017. The Effects of Products’ Aesthetic Design on Demand and Marketing-
Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency. American
Marketing Association.
Malshe, A., Sohi, R. and Krush, M., 2017. A Motley Pattern Of Sales-marketing Integration.
In The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business
World. Springer, Cham. (pp. 718-720).
Meyer, P.H., 2016. A Parish Guide to the Use of Creative Problem Solving in Marketing Plan
Development.
Miller, K.K., 2017. Catholic School Enrollment: A Study on the Impact of a Marketing Plan in a
Catholic School (Doctoral dissertation, University of St. Francis).
Reimann, M., Schilke, O. and Thomas, J.S., 2010. Toward an understanding of industry
commoditization: Its nature and role in evolving marketing competition. International
Journal of Research in Marketing. 27(2). pp.188-197.
Satit, R.P., Tat, H.H., and Sukati, I., 2012. The relationship between marketing mix and customer
decision-making over travel agents: An empirical study. International Journal of
Academic Research in Business and Social Sciences. 2(6). p.522.
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