Marketing Strategies & Applications

This assignment delves into the realm of marketing within South Africa, examining various strategies employed by businesses. It analyzes case studies and research to understand the unique challenges and opportunities marketers face in this dynamic environment. Students are expected to critically evaluate different marketing approaches and their effectiveness in the South African context.

MARKETING
ESSENTIAL
1

Table of Contents
INTRODUCTION...........................................................................................................................3
Part 1................................................................................................................................................3
P1 Explanation about the key duties and responsibilities for the marketing officer and
proposed structure and operation of marketing department...................................................3
P2 Explanation about the roles and responsibilities will assist in attaining organisational
objective.................................................................................................................................4
Part 2................................................................................................................................................5
P3 Comparison of marketing mix with other corporation in the transportation industry......5
P4 Development of the marketing plan..................................................................................7
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
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INTRODUCTION
In an organisation, marketing is a very significant activity by which firm can introduce,
promote and advertise its product and services in the market. It is a process under which seller
and buyer exchange the product and services and its value is determined in terms of money. In
the absence of marketing, corporate can not carry out its business functions and activities. The
present report is based on the concept, roles and responsibility of the marketing toward the
organisation objective (Dhar and Varshney, 2011). In this assignment, duties and responsibilities
of marketing officers and proposed structure and operation of the marketing department has been
systematically discussed. In addition to this, marketing mix of the new transportation company “
Your Destination” has been also studied. Furthermore, a systematic marketing plan for the
national wide expansion of the cited venture has been also addressed in this report. The major
objective of this report is to understand the implementation of marketing plan and strategy in the
company for attains its objective.
Part 1
P1 Explanation about the key duties and responsibilities for the marketing officer and proposed
structure and operation of marketing department
As per the given case scenario, new transportation company “ Your Destination” is specialised
with private personal hire to industrial level transportation facilities. The major aim of this
organisation is to grow the fastest manner and compete with national express who is the market
leader. In this corporation, marketing manager plays a very crucial role who carry out marketing
activities and functions (Ferrell and et.al., 2014). In order to conduct and attain the marketing
activities, manager have very crucial participation within the company. There are various kinds
of roles and responsibility of marketing manager which are as follows-
 Identify present and probable customers- This is one of the significant responsibility of
the marketing manager under which manager have to diagnose the customer in the
market for company’s product and services (Goldfarb and Tucker, 2011). It is great
responsibility of marketing manager is to identify the potential customer for enhance
company sales and profitability. Attract the large numbers of customer is major role of
the marketing manager in the new transportation company “ Your Destination” .
 Managing customer demand-It is another responsibility of marketing manager to manage
the large customer demand in the market.
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 Conduct market research and external opportunities- This is another one of the most
significant responsibility of the marketing manager is to conduct market research and
identify the actual customer needs and wants (Homburg, Jozić and Kuehnl, 2015). It is
major role of manager to conduct research so as company can easily know the available
numbers of customer, their expectation or demand for commodities and available
competitors who serve similar product and services.
 Influence customers-Attract and influence customer is another great responsibility of
marketing manager in the marketing department (Singh and Armo, 2016). In addition to
this, manager have to resolve the issue and queries of customer related to the product and
services.
 Solution of the problems of employees- This is another major role of marketing manager
is to develop effective solution of the employees within the new transportation company
“ Your Destination” .If in the marketing department, any conflicts occurs then manager
have responsibility to resolve that issue and manage effective working environment.
 Design marketing objective- Marketing manager have to develop marketing objective in
an organisation. In addition to this according to set marketing objective, further activities
can conduct by manager (Pettigrew and Jongenelis, 2016).
P2 Explanation about the roles and responsibilities will assist in attaining organisational
objective
As per the above discussion it has been analysed that marketing have various kinds of roles and
responsibilities of the marketing officers in the marketing department. In order to attain the
organisation objective, manager have to play all of these roles and responsibilities toward the
company. In the context of new transportation company “ Your Destination” it has major
objective is to compete with national express who is the market leader (Veríssimo and
McKinley, 2016). The company is growing fast and after 3 year of successful operation with in
London and Essex, manager have taken the decision to become a national wide company with
branches in Manchester, Newcastle, Aberdeen and Glasgow. In order to attain its determined
objective, the roles and responsibility of marketing department can very helpful. The
contribution of roles and responsibility in attain organisation objective in the new transportation
company “ Your Destination” are as follows-
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 Decision making- With help of various roles and responsibilities of marketing department
and manager new transportation company “ Your Destination” can able to take an
effective decision related to market (Da Silva and Mazzon, 2016). As manager have
responsibility to conduct research and identify the needs and wants of customer so with
help of marketing manager can take decision about the further marketing activities and
function.
 Enhance the sales-With assistance of marketing, new transportation company “ Your
Destination” can able to enhance its sales of product and services. With help of
marketing, customer can able to get the information about the product and services. Thus,
it can be said that marketing aid in attaining
 Develop effective brand image and goodwill-In the new transportation company “ Your
Destination” marketing aids in developing effective brand image and goodwill in the
market (van Scheers and Makhitha, 2016.). With assistance of marketing, manager can
more promote and advertise its services and commodity in the market and attract the
large numbers of customers. By help of effective marketing, customer can effectively
aware about the said product and services.
 Attract the customers- In the new transportation company “ Your Destination” with aid of
marketing company can attract the large numbers of customers. This assist in influencing
customer by providing effective information about product like features, prices, delivery,
distribution etc. This can enhance the popularity of the commodity in the market. In
addition to this with help of marketing, corporation can identify the actual needs and
wants of the customer so by this firm can fulfil their demand and enhance the sales.
Part 2
P3 Comparison of marketing mix with other corporation in the transportation industry
Marketing mix is one of the most crucial concept and philosophy in the marketing which
assist to company in delivering the product and services at the right time, at the right place and in
the right cost. It consist with major seven elements such as product, price, place, promotion,
physical evidence, people and process. Following are systematic comparison of Your destination
transportation company with National express- Product-Product is that tangible and intangible good and service of the company which
sales to the customer in the market. “Your Destination” transportation company have
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major product is transportation facilities and services (Bravo, Lucia-Palacios and
Martin, 2016). It is is specialised with private personal hire to industrial level
transportation facilities. On the other hand National express transportation form have
various facilities such as operates bus, coach, train and tram services in various countries
such as UK, US, Canada, Spain, Germany etc. Price- It is another significant element in marketing mix which determined the value of
commodities and services. “Your Destination” transportation company is using
skimming pricing strategy (Resnick, and et.al., 2016). On the other hand national
express company is using competitive pricing strategy. Place-“Your Destination” transportation company have operated its business in the as
London and Essex, Manchester, Newcastle, Aberdeen and Glasgow. On the other hand
National express transportation firm delivers its facilities in various countries such as
UK, US, Canada, Spain, Germany etc. Promotion--“Your Destination” transportation company is using the traditional
promotion method such as newspaper, magazines, radio, bill board etc. On the other hand
national express is using electronic and social media for its promotion under which it can
advertise its product information by company website, Facebooks, twitter, etc Physical evidence- It has limited physical stores in countries such as London and Essex,
Manchester, Newcastle, Aberdeen and Glasgow. On the other hand national express have
400 stores in 18 countries. Process-Your Destination “ company is use traditional method of customer relationship
management. National express will use electronic and modern customer relationship
management system by which all queries and request of the customer can fulfil by
electronic medium and internet (Green and et.al., 2016).
 People- New transportation company “ Your Destination’’ have effectively satisfied the
needs and wants of the customer by conduct market research. It effectively resolves
queries of customer. However, its employees are not fully satisfied with existing
employment practices and policies (Durkin, Howcroft and Fairless, 2016). On the other
hand National express company have effectively satisfied both customer as well as
employees.
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P4 Development of the marketing plan
As per the given case scenario, new transportation company “ Your Destination” is
specialised with private personal hire to industrial level transportation facilities. The major aim
of this organisation is to grow the fastest manner and compete with national express who is the
market leader (Jones, 2016). The company is growing fast and after 3 year of successful
operation with in London and Essex, manager have taken the decision to become a national
wide company with branches in Manchester, Newcastle, Aberdeen and Glasgow. In order to
attain this objective, cited venture have to focus on the effective marketing plan. With assistance
of marketing planning, company can definitely achieve its target. Following are systematic
marketing planning of new transportation company “ Your Destination-
Overview of company
New transportation company “ Your Destination” is specialised with private personal
hire to industrial level transportation facilities. The major aim of this organisation is to grow the
fastest manner and compete with national express who is the market leader. it has major
objective is to compete with national express who is the market leader. The company is growing
fast and after 3 year of successful operation with in London and Essex, Manchester, Newcastle,
Aberdeen and Glasgow. It delivers high quality of transportation facilities to its customer and
developed effective brand image in the market.
Aims and objective of marketing plan
New transportation company “ Your Destination” have major objective of develop marketing
plan is to be able to compete with national express who is the market leader. It desires to expand
its business and become number one transportation company in the world (Anastasia, 2015). It
will enhance its promotion and deliver facilities in the competitive prices with rivals so as
maximum customer can attract toward it in the market rather than national express.
Internal analysis
In order to analyse competency and effectiveness, internal analysis is very essential in the
marketing plan. Following are internal analyse of the New transportation company “ Your
Destination’’
Strength
It has high quality of transportation facilities
and services by which customer can effectively
Weakness
Lack of high skilled employees
Safety and environmental policies and
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satisfied.
It has crucial history of continuous funding
supported to research and development.
It has effective competitive advantage by
supporting innovation.
regulation may include additional cost for the
industry.
High labour cost, tax and regulation within the
transportation sector.
Opportunities
It have opportunity to promotion and
advertisement for attracting large number of
customer.
It have opportunity to become the number one
transportation company in the world.
Threats
Threat from high level of competition in the
market
Threat from development of new technology
and changing customer demand and needs.
External analysis
In order to compete and survive in the competitive business environment, it is very
important to analyse external business environment. With assistance of analyse the external
business environment and its various component, New transportation company “ Your
Destination’’ can develop impressive marketing plan. Following are systematic external
business analysis of cited venture- Political and legal- In this factor includes governmental rules, regulation, code of
conduct, legislation, rules, policies etc which assist in protecting the company from
illegal activities (Li and Li, 2011). With assistance of this transportation company can
protect its operation. However, in order to implement new services and product in the
market firm have to follow all imposed rules and regulation. Social and cultural- In the New transportation company “ Your Destination’’ social and
cultural factor can largely influence because it is very important to deliver and produce
such facilities which can fulfil the needs of the customers. Cited venture have to
understand the needs and wants of the customer and deliver the transportation services
according to their requirement because customer demand can changes their taste,
preferences, age, gender, cultural value, belief etc.
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 Economical- This factor can also influence to the New transportation company “ Your
Destination’’ in large manner because in this includes economic condition of the country
such as inflation, recession, interest rate etc. In order to set the pricing policies of the
transportation company, firm have to focus on this factor. Technological- Technological factor is another one of the significant factor which can
influence the marketing plan of the New transportation company “ Your Destination’’.In
order to promote and advertise the new marketing plan, company required effective
technological resources so this can influence corporation (Mitic and Kapoulas, 2012). On
the other hand in the production and procurement activities, technology can plays a
significant role. Due to regular changes occurs in the technology of country, company’s
activities and operation can affected. Environmental- Environmental factor can includes natural resources such as weather,
climate, sunlight, fuels etc. In order to operate the transportation facilities in the country,
environmental factors can affect to the cited venture in large manner.
Marketing Mix strategy
Elements of
marketing mix
Existing marketing strategy of New
transportation company “ Your
Destination’’
Future marketing strategy
New transportation
company “ Your
Destination’’
Product The major product of the New
transportation company “ Your
Destination’’ is transportation facilities
and services to the customer. Currently it
specialised with private personal hire to
industrial level transportation facilities.
In the future it will design the
innovation and creative
transportation services and
facilities under which
customer can gain better speed
in reasonable cost. It will
design such system which can
deliver high sped
transportation in limited time
as well as cost.
Price In the New transportation company “
Your Destination’’ company is set price
In the future, cited venture will
use penetration pricing
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skimming strategy under which it
provides the services in high prices
(Papatya and Papatya, 2011).
strategy so that more customer
can attract toward it. In
addition to this, with help of
this penetration pricing
strategy, company can sale its
transportation services to
middle and lower income
group customer by which
market share and company
image can automatically
enhance.
Place Company have currently delivers the
transportation services in the several
countries such as London and Essex,
Manchester, Newcastle, Aberdeen and
Glasgow.
In the future it will deliver the
services in all over the world.
In addition to this, it will also
use the online channels for
booking of transportation
facilities so as customer can
easily book its services by
online mode.
Promotion In the present time, company uses the
several channels and medium for the
promotion and advertisement such as
print media and outdoor media (Rahbar
and Abdul Wahid, 2011). As it uses news
paper, magazines, radio, billboard etc.
In the future it will ue the
social media and electronic
media for promote its
innovative and creative
transportation facilities to all
income group of customers. It
will create its own web page
on the internet so as customer
can easily get touch with
company and book their
transportation services. In
addition to this, customer can
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also get the information and
update about the facilities and
services of transportation with
help of electronic and social
media.
Physical evidence This element can use for the physical
store of the organisation. In this aspect,
cited venture have several kinds of
physical store in various countries such as
in London and Essex, Manchester,
Newcastle, Aberdeen and Glasgow.
In the future, cited venture
will develop its own physical
store in all over the world. It
will use attractive logo and
appearances in the physical
store.
People People are another significant element in
the marketing mix. New transportation
company “ Your Destination’’ have
effectively satisfied the needs and wants
of the customer by conduct market
research. It effectively resolves queries of
customer. However, its employees are not
fully satisfied with existing employment
practices and policies (Shani and
Chalasani, 2013).
In the future, New
transportation company “
Your Destination’’ will
develop such impressive
policies and practices by
which employees can satisfy
in excellent manner. It will
give effective wages, incentive
and fringe benefits to its
worker. In addition to this, it
will also satisfy customer by
deliver more better and high
quality of transportation
services.
Process In the present time, “Your Destination “
company is use traditional method of
customer relationship management.
In the future, cited venture will
use electronic and modern
customer relationship
management system by which
all queries and request of the
customer can fulfil by
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electronic medium and
internet.
Segmentation and positioning
Segmentation is one of the most significant aspects in the marketing by which company
can more focus on the customer requirement. It is a process under which organisation can divide
entire market into the sub market. There are various kinds of segmentation such as
demographical, psycho graphical, regional etc. In the context of cited venture, it will use the
demographical segmentation under which it will divide the whole marketing according to the
demographical basis (Wiid, du Preez and Wallström, 2012) It will focus on the income level of
customer and also will deliver transportation facilities and services according to the income
group of customer. It will design such innovative and creative transportation services which will
have high speed and limited time of transportation. It will consume low fuel and petrol so every
income group of customer can easily purchase. In addition to this company will use penetration
pricing strategy so customer will attract in large manner.
Budget
Activities Budget $
Technological implementation 20000
Market research 10000
Infrastructure facilities 10000
Employees training and development 5000
Production and manufacturing 25000
CONCLUSION
From this report it has been concluded that marketing mix is very essential concept of
marketing by which right product and services can deliver to the right customer, at the right
place with right cost. Your destination can effectively implement its marketing planning for
enhance its market share and profitability as the national express transportation company which
is leader of market. It has been also concluded that there are various roles and responsibility of
marketing manager of company to attain the determined objective.
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