Marketing Essential Assignment - Your Destination
Added on 2020-07-22
15 Pages4133 Words48 Views
Marketing
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Marketing Essential
Table of ContentsINTRODUCTION...........................................................................................................................1LO1 MEMO.....................................................................................................................................1P1 Roles and responsibilities of marketing officers and marketing functions............................1P2 Roles and responsibilities of marketing officer in wider organisational context...................3LO2 Marketing Strategy..................................................................................................................6P3 Comparison of marketing mix of National Express and Your Destination............................6LO3 Marketing Plan........................................................................................................................8Marketing Plan of Your Destination............................................................................................8CONCLUSION..............................................................................................................................11REFRENCES.................................................................................................................................12
INTRODUCTION The action or business of promoting and selling products or services, including marketresearch and advertising is referred as marketing. Marketing is very essential component ofbusiness which help in growth and development of organization. This report will aim to coverthe essential component of marketing which includes roles and responsibilities of marketingofficers and marketing functions for “Your Destination”. The organization specialized withprivate personal hire to industrial level transportation facility. The company is rapidly growingand expanding its facilities. The only competitor of the organization is “National Express”. Inorder to gain competitive advantages, marketing strategies will be formulated in this report withthe help of marketing mix. Further, marketing plan will be made in this assignment so thatcompetitive advantage can be gain by “Your Destination” efficiently and effectively.LO1 MEMOP1 Roles and responsibilities of marketing officers and marketing functionsTo: Senior ManagementFrom: Marketing ManagerDate: 5th November 2017Re: Roles and responsibilities of marketing officersMarketing officer plays various roles in an organisation. The roles and responsibilities assign tothem so that they can increase the productivity and profitability of the organisation effectivelyand efficiently (Armstrong, Harker and Brennan, 2015). In this context, the roles andresponsibilities of marketing officer in Your Destination is provided below:Conducting Marketing Research: It is the essential role of marketing officer, i.e. toconduct marketing research in effective and efficient manner. Marketing researchincludes the overall survey and research of nearby markets. As Your Destination is arapidly growing organisation and management wants to expand its business activities inManchester, Newcastle, Glasgow and Aberdeen the marketing officer must conductmarketing research in the areas in order to acquire information about the taste andpreference of customers.Developing the marketing strategy: Marketing strategy is very essential to be formulated and1
implemented by the organisation in order to gain competitive advantage and increase profitabilityof the organisation (Fine, 2017). Marketing officer role is to develop effective marketingstrategies so that the promotion of products and services produced by the organisation can beeffectively demonstrated to the customers. As Your Destination is rapidly growing organisation,the roles and responsibility marketing officer will be assigned is to formulate Customer Relationship management: The marketing officer performs the function ofchampioning customer relationship management in the organization. The marketingmanager collects this information from the organization's customer database to helpcreate a customer satisfaction survey. Marketing officer then share this information withother employees to ensure they offer excellent customer service to their clients in order tobuild lasting relationships. As Your Destination is expanding its business operations, thusthe marketing officer needs to manage customer relationships effectively and efficiently.Employee Management: Marketing officer needs to work in team in order to accomplish desiredgoals and targets. They have to guide and influence their subordinates so that their commitmentand loyalty level increases effectively and efficiently. They are in charge of marketingdepartment and therefore are responsible for managing employees within their department (Eleand Nkang, 2014). The marketing officer of Your Destination will be accountable andresponsible for setting targets and deadline for their team and their role is to influence themeffectively so that organisational goals and targets can be accomplish effectively and efficiently.Identifying New Business Opportunities: Marketing officers are responsible foranalysing new trends with an aim of identifying unexploited or new markets fororganisation products and services. Identifying new business opportunities will help ingrowth and development of the organisation and management can improve theirproductivity and profitability effectively and efficiently. As Your Destination iscontinuously developing organisation, marketing officers must be responsible foridentifying new business opportunities so that potentials of organisation can be utilisedand productivity and profitability can be simultaneously increases.Setting Budget for marketing: Setting budget for the marketing and promotional activities isessential role which is to be played by the marketing officer. Marketing of products and servicesneeds ample amount and cost (Csikszentmihalyi and Sawyer, 2014). Thus, it is the responsibility2
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