Marketing Essentials for Organisations

The provided assignment is a comprehensive report that discusses the importance of marketing for any organisation. It covers the essential marketing strategies, including creating, promoting, and delivering goods and services. The document also delves into the specific marketing mix of 'Your Destination', which provides shipping services to other organisations. Additionally, it explores the role and responsibilities of managers in the context of marketing plans, including SWOT analysis, PESTLE analysis, marketing objectives, and mission statements.

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Duties and responsibilities for the Marketing Officers and a proposed structure and
operations of the marketing department:.....................................................................................1
P2 Roles and responsibilities will contribute to the wider organisational objectives:................3
TASK 2............................................................................................................................................6
P3 7Ps of marketing mix:............................................................................................................6
P4 Basic marketing plan for the nationwide expansion:.............................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Essentially, marketing is determined delivering creating and promoting goods and
services to consumers and business. Marketing process is not buying a products in stores, it
defines the supplying goods services to people, organizations, events, property, places,
experience etc. in other hand marketing is process for communicating, creating, delivering and
exchanging and offering the values for customers, partners, clients and society at large.
Marketing essentially connecting the marketer to the buyer and supplying their products and earn
profit. “Your destination” specialised provide their customers to transportation facilities and earn
profit. It report determined the role and responsibilities of “your destination” managers and the
way they will contribute to the wider organisational objectives (Babin, and Zikmund, 2015). It
report also include the 7ps of marinating mix of “your destination” and the marketing plans of
organizations.
TASK 1
P1 Duties and responsibilities for the Marketing Officers and a proposed structure and operations
of the marketing department:
The marketing manager have duties to balance creative thinking with organizing planing
to develop the effective marketing strategy. Marketing manager responsible of handle all the
duties of their departments. The best organisation marketing manager performed many duties
like developing and implementing the long and short term marketing strategies of employees and
also include the supply chain, sales or legal compliance handled by marketing manager. There
are following responsibilities of marketing manager-
 Personal management- Good marketing manager know how to motivate their employees
to do their best and they know when provide opportunities and train ng to encourage
employees growth. Marketing manager appoint new employees to increase the
companies' growth and they also develop the own team. They handled all the sales
techniques of companies products and services (Larson and Draper, 2015). They also
manage all companies promotional activities such as advertisements, gives ads on social
media and another sites. They appoint sales team so they marketing for companies
products and promote them;. Marketing manager have responsibilities to increased
companies popularity and market conditions.
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 Planing- Everything doing marketing manager with a proper planing. In large companies,
the plan might be set by a director or vice preset and competed by manager. In other hand
in marketing departments manager handled all the planing activities and complete
planing is mainly refers to increase the company marketing rates and organizations
products sales. Main motive to planing in the organisation to increasing company
services and their fame. Marketing manager asses the company weakness and strengths
and set marketing goals to identify strategies to reach those goals.
 Budgeting- Marketing manager mainly developed a reasonable and workable budget.
Budget are usually broken down into line items or different type of expenses such as
advertising placements events expense, promotional and market research. A manger also
budget for salaries and benefits of all departments employees as new position. Some
companies consider operating expenses, such as office supplies or bottled water. Some
organizations invest much money for marketing, they design templates for each
employee’s. And they also present an expensive ads on television or newspaper.
 Daily duties- in most the case marketing manager role as working managers. It means
they handled duties day-to-day work in addition supervisory responsibilities. Those type
of duties depends on size of the department and the company as well (Hair, and et.al.,
2015). Additional duties attend the marketing manager like graphic design, motion
photography and writing text for ads, brochures or websites. In addition to marketing
manager also maintain the company social media sites and plan special events such as
trend shows.
Operations of marketing departments- Marketing operations is concept to actual process of
manufacturing, creating and promoting products of organisation. Marketing operations
department is handle all the major operations of department like various kinds of marketing
operations that increase company growth and their market place popularity. There are following
operations performed by marketing departments-
 Creating marketing operations- Marketing manager mainly creating marketing operations
of companies. Marketing department introducing new ideas to get important insights on
demographic trends, completive pressures and customers feedback.
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 Real purpose of marketing operations- Real purpose of marketing to increase companies
products and transparent, efficient, competitive, profitable and accountable. Marketing
department draw their employees and recruits from backgrounds in branding.
 Over sight of long term goals- marketing operations help to determined the company long
term goals then provide the necessary to keep a company on course. They adopt the
challenges form other companies to set long term goals.
 Planing for market penetration- Marketing department prepare for marketing planing and
presentation. They also determined the planing for organisation products when they
present in the market and when they present their products into the market (Stern and
Porr, 2017).
 Identifying new market- the plaining is easily defines the new market opportunities and
the products franchising. Additional products lines and mobiles advertising.
P2 Roles and responsibilities will contribute to the wider organisational objectives:
Marketing is the most important parts of any business activities. It creates and generates
the customers incomes and guides the futures course of business. Marketing possible without the
marketing team but cannot go far or succeed by marketing on your own. Marketing department is
key of good marketing and sales. As the same “your destination” marketing department handled
the all process of marketing department. Organization identifies the areas which the product fits
and where the business focus on marketing strategy. “Your destination” marketing manager
responsible organization promotions and ideas or mission of the enterprise. Company also focus
on promotions of their products and their services. The following operations done by marketing
department in organisation-
 Market research- “Your destination” marketing department have key responsibility of
market research. Marketing manager of “your destination” examines the needs of their
customers and research on their customers demands. They understand the need of
customers and identified market research. Market research help to understand the
organizations weaknesses and strengths so they take actions to protect business with
existing customers. “Your destination” marketing manager determined the main motive
and idea to improve marketing research for the company and they also want the new a
fresh employee to gives fresh idea to improves company marketing.
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 Product development department - After the market research “your destination”
marketing manager work with internal and external developments team to develop new
products and improve existing one. Development department analysis existing products
and identifies the range of the service (Babin and Zikmund, 2015). Marketing manager
also develop the innovative planes for organizations and develop new techniques for
products and services. They also maintained the product's development according to
competitors and also make sure the developments process is
 Human resource departments- After the development planing of the transportation
services “your destination” marketing department want new employees for fresh ideas
and new techniques. “Your destination” marketing manager order to human resource
department to appoint new employees with fresh idea and new techniques they also focus
new employee's ability and their position in organization. New employees present the
new ideas to gives better transportation service to people. And mainly “your destination”
provide to people the shipping facilities to their products and other materials.
 Customers care representatives- Marketing department of “your destination” able to
develops communication with customers to promote their services and aspects.
Organisation develop planes for promotions through emails marketing programs,
advertising campaigns and create promotional content for the company website. Those
procedures help to communicate with customers to directly (Brady, 2014). And they
solve their problems via message and customers ask questions about the products and
they give suitable answers them.
 Sales support- After the communications with customers company can improve their
sales performance.” your destination” marketing manager provide the team with high
quality leads by running advertisements. Company also encouraging the visitor to the
company website to resister their details and return for free newsletters. Sales department
also responsible to handle all kinds of promotional service to organization transportation
service. Sales department also delivering and managing service of organisation . They do
marketing for organisation services to different platforms,
 Outside vendors- Marketing manager of “your destination” is responsible for selecting
and managing the agencies and vendors who are promotion their service. Those agencies
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promote organisation service which shipping material to one destination another
destination (Joel, 2017). They also handled the marketing for organizations and earn 20%
profit form them. Those agencies determine the organizations services and they merge
with thee types companies and earn profit with them. Vendor are who produce marketing
materials provide marketing support.
 Customer reactions- The main responsibilities of marketing department is maintained
customers demands and their needs. Marketing manager aim to identified the needs and
demands of customer's. “Your destination” marketing manager ensure their customer
needs and their demands form the organisation. Company mainly provide the
transportation service to customer's and organizations (Potter and et.al., 2018). They give
shipping service for the organisation to load their products and goods to one destination
to another destination.
TASK 2
P3 7Ps of marketing mix:
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Bases Your Destination Company National Express
1. Product It is an online site which offers
services like national and
international holidays, Foreign
Exchange, Insurance, Passports and
Visa services and Education.
This is a UK based company which
deals in a public transport offering
products like Bus, Railway and Tram
and Coaches.
2.Promotion Company has made innovative and
informative ad campaigns with help
of electronic and print media. Further
various portals are launched on social
media like Twitter, Instagram,
Facebook and YouTube.
To increase its sales company has
offered some selected discounts such as
10% off to students, 25% off on group
travel and adding to it company has
given 2 or 1 entry free to selected
London sites
3. Price The company has competitive pricing
strategy in order to attract more
numbers of customers at cheaper rate
in relation to there competitors
(Baker, 2014).
Being a public company engaged in
welfare sector pricing strategy is much
cheaper to target more number of
customers
4. Process The process work is more because
different areas of services require
different and detailed process. They
are Recruitment, Selection,
Application and Feedback process
currency exchange, etc.
The process work is lesser in
comparison to Your Destination because
field of service is limited. Though some
common process are Recruitment,
Interview and training of bus drivers and
coacher.
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5. Physical The company has its physical
existence both tangibly and
intangibly that its also on internet
including certain social media sites
such as Facebook, Twitter, Instagram
and YouTube (Dąbrowska and
Podmetina, 2018)
There is a tangible existence of company
to many cities of UK including some
global areas. Further, to extent its reach
company has undertaken internet
platform, so more customers can be
served less time.
6. People The employees of the company are
working according to needs of there
customers, helping them to make up a
budget friendly trips, providing
experts and efficient services at
cheaper rates on just one click away.
Giving cost effective advantage of
hiring fewer employees.
The employees are working daily giving
24\7 services to there customers.
Workforce is larger as most of the work
is done manually. Example: the bus
drivers, ticket checkers, the coacher and
the ticket distributor, etc. this leads to
more labour cost.
7. Place It serves to widespread customer
distributed all over the world. With a
mass reach to 100+ countries and 7
continents.
The company is serving in many areas
of UK with its global reach to other
parts of Europe, North Africa and North
America (Wirtz and et.al., 2014).
P4 Basic marketing plan for the nationwide expansion:
 SWOT analysis of “your destination”- Its is techniques to understand the organisation
weaknesses, strengthens and opportunities or threat. It mainly helps to develop the
abilities and opportunities for the organizations. SWOT analysis of “your destination”
defines the organization the weaknesses and strengthens and opportunities or threats.
Strengthens Weaknesses Opportunities Threats
Strengths determines
the advantages of the
organisation according
“Your destination”
improve their lack
service and maintained
They give their
customers to better
shipping service.
“Your destination”
threats with their
competitors.
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to sales of the
organisation. “Your
destination advantages
is to provide their
shipping service in
UK.
them.
“Your destination” is
provided better service
to another
organisation.
They avoid small
organisation to provide
services because they
adopt only big
organisation shipping
orders.
They run with new
technology and
markets on both a
narrow scale.
Changing technology
is another threats of
the organizations.
“Your destination”
provide the
transportation service
so people can attract
with their services.
People see there
weakness they only
take responding to
large organisation and
avoid small
organisation.
Change in social
patterns, population
profiles, lifestyles
changes, and so on.
Main threat of “your
destination” is there
transportation services.
Organization promote
their service to get the
sale on organizations.
Organisation weakness
is to consider the
better sale on their
products (Koch, 2015).
Main opportunities for
the organisation they
run their organisation
with governments
authorities.
Threats is determined
to change the
technology and
changes the techniques
of the organisation.
They provide unique
service to people and
also provide the
selling techniques to
the people.
“Your destination”
main weakness is
adopts many services
at one times.
They mainly adopt the
local events.
“Your destination” is
main threats faced
when they leaded the
goods to another
organization and
reached to destination.
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 Pestle analysis of “your destination”- Pestle analysis is a tool for strategic business
planing. They include many environmental factors that effect on strategic planing. Those
environmental factors impact on organisation business and they also impact on
organization environment. By understanding theses' external and internals environmental
factors organisation can maximize the opportunities and minimize the threats to
organizations. There are following environmental factors-
 Political factors- Political factors relates to the opportunities brought by political
institutions and their governmental policies impacts on the business.” your destination”
involve operations governments policies, trading policies, funding, grants and initiatives,
internal political threads (Griffitts, 2016).
 Economic factors- This defines to economic policies, and structure of the organizations.
This factor includes the taxation, interest, economy trends, industry growth, international
trade.
 Social factors- These factors relates to culture aspects, believes and attitudes, this factors
effects of the demands of the company and its products. “Your destination” facts their
services which is mainly considered to organizations.
 Technological factors- “Your destination” technological factors relates to changes the
technologies to determines the cost with the latest changes of technology involves the
emerging technologies, research and innovation, technology legislation, information and
communications.
 Legal factors- Legal factors are relates to the laws of and legislation that affects of the
way of business operates it includes the international legislation, and consumer
protection, tax regulations, industry-specific regulations.
 Marketing objectives of “your destination”-Marketing objectives are set goals I
business when organization promoting its products or services to potential consumers
(Hada and Ashawat, 2014). In the other hand marketing objectives are the marketing
strategy to achieve the overall organisational objectives.
 To increase sale the “your destination” is 5%.
 To improve services of “your descriptions” is 8%.
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 To established better business in transportation is 5%.
 To defines the services brand is 7%.
 To share their marketplace is to other organization 6%.
 To increase the customer's satisfaction 8%.
 Vision of “your destination”- Vision is clear photograph of any organization's at the
same point in the future. Vision of organizations is provided the directions of the
company. It mainly describes the what organisation need to being successful. As the
“your destination” have to examine need of their customer's. The organizations is
determines the transportation service to the customers and there vision is increase their
service to all the world.
 Goals of “your destination”- The organisation goals of any organisation is has two
types first is official and the second is operative. Official goals are mainly defines the
company mission and vision and operative goals defines the organisation achieve is
purpose “your destination” organisation goals to make the organizations successful in the
world. The organizations also achieve the main strategic goals in there environments.
 Mission of “your destination”- Mission statements should clearly communicate what
they do a mission is defines the clear, concise and useful. Organisation is mission is to
increase company profile. “Your destination” company mission to increase the
transportation service.
 Marketing programs of “your destination”-
Marketing programs description durations
Advertisement “Your destination”
organisation give
advertisement for their
company they give
promotional ads on television,
social sites or social media's
(Koch, 2015).
2 days in month.
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Newspapers “Your destination” gives ads
one page on newspapers.
2 days in week.
Articles “Your destination” prints the
temple ants and gives articles
on internet about the
organization.
2 Times in week.
 Monitoring and measurement techniques of “your destination”-
A monitoring refers the “your destination service developments they ensure before provides
their services and they examine all the organisation services and make sure the service they
provide is unique from other in industries or not, their features is advanced or not. Measurements
refers the techniques during service departments (Potter and et.al., 2018). The service what the
company develop is according to customers needs or not and according to customers reactions or
not.” your destination” mainly provide the shipping services to other organizations. They give
other organisation to loaded there goods and product and reached to one destination to another
destination.
CONCLUSION
In this above report it concluded the marketing is essential to any organizations. All
organizations are present their marketing strategies. They delivering, creating, promoting their
goods and services. It in this report determines the “your destination” marketing essentials and
determines the marketing mix of “your destination”. It also includes the role and responsibilities
of organization in context of managers. And the marketing planes of the organisation. Marketing
planes of organizations is included the SWOT analysis, Pestle analysis. Marketing objectives,
marketing programs and mission of organisation and their goals and vision of company and also
involved the monitoring and measurement techniques of organisation.
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