Marketing Trends and Modern Strategies

This assignment delves into contemporary marketing practices. It examines various aspects of marketing, such as the traditional 7Ps framework and its evolution in the digital age. The focus includes understanding how brands utilize marketing strategies to create customer value, considering both ethical and sustainable approaches. The assignment incorporates case studies and real-world examples to illustrate these concepts.

Marketing Essential

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
P1 Roles and duties of Marketing Officer and structure and operation of marketing
department...................................................................................................................................1
P2 Roles and responsibilities of marketing in contributing wider organisation goals................4
P3 Implementation of marketing mix.........................................................................................6
P4 Marketing plan for Your destination......................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing in simple terms can be defined as exchange of values in order to meet the need
and demands of individual or organisation. In general marketing is associated with two words
that is shopping and selling but the concept and theory involved in this goes far beyond than this
mere words (Armstrong and et.al,. 2015).Organisation has accepted marketing as one of its
essential function contributing in the success of firm. Marketing major function among many
others is to find the need of customer so that entity could work on them and can enhance their
profitability.
Marketing assist firm in getting better understanding of market and help in grabbing right
opportunity at right time. In current report “Your Destination” firm has been taken under
account. The firm has been recently established in transporting industry but just in three years
was able to make place in top companies. In current time company is planning to expand their
business in different part of nation. The current report will discuss the different marketing
strategy and theories that help firm in their plan of expansion. Role of marketing officers and
marketing function are discussed in detailed along with model like 7Ps and basic marketing plan.
P1 Roles and duties of Marketing Officer and structure and operation of marketing department
Marketing is an important function of organisation. Marketing officer play important role
in managing and handling different activities of this department. Some roles of marketing officer
are mentioned below:
Expense and plans : Marketing officer is responsible for all the financial issue regarding the
marketing end of business. Marketing department is accountable for the increase in the sales of
firm and has to many time work along in sales department of firm. He is required to arrange
various meeting with the head of sales department to make sure that they all are heading to single
direction. Its job of marketing officer to prepare high level marketing plan which guide the
marketing strategy and marketing focus in right direction for the correct implementation. It also
works as motivator for team as the plan is put to action (Biggemann, 2012)
Market placement and brand image: The market image of firm is created with the help of
marketing presentation of company, the message or tag line that introduces the name of cited
firm etc. along with this price , quality and services provide by firm also played essential role in
building the brand image of firm. Market placement is directly links to the perception or attitude
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of people towards the brand. Manager help in introducing new things plan or features that help in
moving the market placement of firm which gain them more profitability.
Expansion: The role of marketing officer is to use the extra fund acquired by company to
expand its size or market share. For e.g. after a proper research the firm find that rival contenders
re not strong and retracting their steps from the market (Caliman and Gavrilescu, 2009). Its the
job of marketing officer to decide whether use this opportunity to attack their contenders.
Structure of marketing department
The organisational structure of marketing department varies from entity to entity. In
earlier time “Your destination” consist of only little marketing employee but with it enlargement
plan it need to hire more employee so that efficient work can be done. The structure is mentioned
below
Vice president: This person is responsible for the working of entire department. Its mainly
responsible for the planning and marketing strategy of firm and the product and services it
provides. He is the highest authority of department and whole team reports to him.
Marketing manager: The manger is responsible to carry out the plan that vice president has
come up with. It jobs mainly include creating marketing message, choosing a medium through
which firm can carry out its different function such as marketing program and campaigning
which help firm in reaching their desired target.
Market researcher: The researcher assist firm in finding out the perception and need of target
audience as well as the market strategy of the potential rivals (Campbelland Martin, 2015)
Public relation: The person assigned to this handle the non-paid method of advertisement that
company has adopted in order to promote their firm.
Creative services: This are web and graphic designer that assist firm in creating good brand and
public image of firm in front of customer. It helps manager in brochure layout and design to
portray the company message.
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Illustration 1: Structure of marketing department
(Source: The marketing department. 2015.)
Operation of marketing department
Marketing department have many function few of which are mentioned below
Marketing information management: In this through the various channel such as market
research, company website, social networking site etc. company collect the information
regarding the needs and perception of their customer.
Distribution: Distribution strategy of firm is also produced by this department. Its necessary to
pay attention to this as it determined, how and where the customer can get their product. This
also play major role in the visibility of firm as well as the satisfaction of customer.
Product and service management: marketing input their valuable suggestion in the enhancement
of product (Datta and Paramesh, 2010). This suggestion are generally based on the research
which help them in finding the perception of customer.
Pricing: Pricing an important factor that determine the success of the product. Marketing
department is responsible to select a prize that not only attract customer to their product but also
help firm in gaining profitability.
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Promotion: Promotion help in making people aware about the services and products that
company has to offer. It pays important role in creating the image of firm. Marketing department
is responsible to promote each services provided by Your destination (Diepgen, 2012).
Selling: Marketing and sales department act as complimentary function. With the help of
promotion and advertisement marketing help sales department in enhancing the overall sales of
corporate.
Financing: Financing is an important part and marketing department of firm help in maintaining
the continuous flow of revenue so that firm can carry out it various activity. It helps in building
strong relationship with customer which aid firm in securing long term revenue. Its product
development function help in opening new way through which revenue can enter in firm.
Marketing department of Your destination help firm in maintaining the stability in the
dynamic market and grab opportunities at right time.
P2 Roles and responsibilities of marketing in contributing wider organisation goals
Marketing department have many responsibilities that it has to take care off. Many
departments of firm work together in order to bring efficiency in the firm. Marketing department
also works with other operational department which help organisation in achieving many of their
objectives.
Finance department: Marketing department plans also include financial information regarding
their new and existing product. In indirect way marketing help management in taking important
investment decision for firm. On the basis of marketing scenario this department present their
view on the forecast of entity sales. Management of firm can also get benefited with the data
provided by this department for e.g. actual data on the response of customer on the product or
services.
Operation department: Marketing help in bringing the efficiency and effectiveness in the
working of operation department. They assist production department by providing information
about the type and number of products that company provide or produce. Through this operation
department can produce the services according the need of people. This will no only help in
gaining customer satisfaction but also help in reducing overproduction.
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Resource and development: Marketing can assist this department from the very early stage new
product when merely idea was formed to the implementation of this plan. Marketing research are
done to understand the attitude of customer towards the product. This research can help R&D
department to come up with services that are gonna be most likes by market, or add the features
in existing product which can help them in attracting more customers(Guy. and Patton, 2013)
Sales department: This department is responsible to cultivate good relationship with the client of
the firm. Marketing department can provide its input which can help sales department in better
understanding of clients and help them in providing better services. Through these firms aim of
customer satisfaction can be attained.
Human resource department: Human resource department is responsible for the management of
human resources. They are responsible for the recruitment of new employees and also
responsible for the management of existing workers. Marketing department can provide
guidelines to this department so that can select only the candidate that can meet all their needs.
IT Department: This department is responsible to represent the image of company and their
website. Marketing department can help IT department in the proper maintaining of firm web p-
page. Marketing department can suggest the new product and services that firm has introduced or
plan to introduce, so that it can be in the direct sight of the customer.
Customer service department: The activity of marketing department revolve around activities
like exchanging process, customer service etc. Marketing department help in facilitating this
activity with the help of campaigning, and other programmes (Huangand Sarigöllü, 2014). They
also provide information regarding the customer habit and shopping style which help them in
providing the best service to customer which also enhance customer satisfaction towards the
company.
Marketing help firm in achieving its three main objectives at wider level that is quality,
profitability and customer satisfaction. By working closely with operational and sales department
it helps in improving the quality of product, reducing waste and increase the sale of firm,
Whereas working with other department help firm in gaining customer satisfaction, and sales.
Interrelationship in department occur when one or more than department come in contact
with each other and work for the common objective of firm. This play major role in the success
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of “Your destination”. It helps in creating the trust among different department of firm. It creates
healthy for the working. By promoting interrelationship in working firm can get many benefits.
Few are mentioned below:
 Enhance the overall efficiency of firm, also help in increasing the satisfaction of
customer.
 Create trust among employees and promote healthy environment for working.
 Reduce overall conflict in firm and help in maintaining good relationship and
understanding among the staff.
P3 Implementation of marketing mix
Marketing mix is consist of seven such factors that help firm in attracting more customer
toward the firm. It influences the consumer in such a way that they can buy their product.
Marketing mix help firm in creating a marketing plan so that goals and objectives of firms can be
achieved (Kelle, and et.al., 2014). The plans are made in order to make sure that the profitability
of firm and brand value of firm can be enhanced. The main of Your destination is to expand their
business in other part of nation while maintaining their success as well as quality of services
provided by them. Marketing mix help in ensuring the success of firm and also help in
penetrating new market. The other aim of cited firm is to overcome their rivals. Analysing the
marketing mix of National express will help them in coming up with better plans. The main of
firm in current time is to penetrate the market at nationwide and increase the customer base of
firm. To achieve its goal focus is laid on 7Ps:
Product and services:
Product and services play important part in the planning of marketing. Product or services
can be described as thing that are produced by firm in order to satisfy the need and demand of
customers. Product mix require firm to produce right type of product that can fully meed the
need of clients. There are many types of product for e.g. Core product. The core product provide
by your destination is transport services for their customers. The other one is generic product
also known as core benefits that are provided with generic product for e.g. the services provide
by the cited firm may include semi luxury bus that promotes comfort during travelling. Expected
products are features that are developed or shaped with the time (Gbadamosi,, 2013). For e.g.
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when people heard the name “Your destination” they are expected to find minimum requirement.
For e.g. mini bus provided by the firm, Manchester, Newcastle are big cities with lot of traffic
and it takes quite a time to reach from one place to another, minibus are small which make it
possible for them to manoeuvrer in traffic easily. Producing this quality of product will attract
more customer to firm.
Promotion:
Promotion are used by firm in order to create awareness among customer and enhance the
brand image and recognition. Promotion used different type of methods to promote single
product so that it visibility can be increased. Promotional activity by Your Destination may
include advertisement such as company can promote their services online through social media.
Or through different campaigning and programmes. It can also introduce tour and packages that
will help them attract more customers.
People:
People is one of the important P in the marketing mix. Employees are important part of
firm that provide most of services so its important to pay attention on their selection proper
training and satisfaction (Haddad, 2016)
Process:
Process is important as through it people are able to use the services provided by firm.
The efficiency and smoothness of process is directly linked to that of the satisfaction of
customer. To make whole process much easier your destination can use computer reservation. In
this reservation request can be auctioned from any place of the world. Providing minor detailed
like where to book how to book their services van also be helpful.
Place:
It has been already discussed what great role place or distribution play in reaching the
wider section of customers. Having good placement help in attracting larger number of clients
toward the firm. Your destination need to find good place which have good physical condition as
well as great target market. It can choose the heart of each place it wants to expand.
Price:
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Price is another factor that play major role in attracting customer. Since your destination
is planning to enter new market they can put low prices for the services they are providing or
create special offers like discount for regular customer etc. to promote their firm.
Physical evidence:
Tag lines and messages play major role in attracting the attention of customer. The tag
line of firm communicate the values and belief of firm toward the customer. Perception and
attitude of people regarding the firm can be determined by this slogan. I
Its necessary to pay attention to this marketing mix the marketing mix of National
express is given below
 Products: Unlike Your destination, national express does not have to produce exceptional
products to their customer they are already a established firm and their main aim is to
maintain the quality of their products.
 Promotion: Company has already gained the leading place in market and doesn't requires
much promotional event to attract customer. They do not need to organise campaigning
and invest the additional money on other activities.
 People: They treat their employee as asset and make sure that they are satisfied working
with firm.
 Process: To make the process easy for their client the company is thinking of investing in
more technology so that whole process can be more simplified and become smooth.
 Place: National express has it main branch in the centre of busy market of London which
provide it great visibility.
 Price: The firm is already established and do not have to compromise with the price of
their products and services.
 Physical evidence: The tag line of firm convey their message that is trust and comfort
which attract customers to them.
By analysing the marketing mix of national express they can come up with counter plan
that can give them edge in competitive world.
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Illustration 2: 7Ps of marketing
(Source: 7P's Marketing Mix. 2015.)
P4 Marketing plan for Your destination
Marketing act as mediator between consumer and form. The marketing plan of firm
include.
Current marketing situation analyse
Internal analyse that is SWOT
Strength
 Strong financial position
 Wide range of serPromotional
activity:vices
 high customer satisfaction
 Strong brand value minimum startup cost
Weaknesses
 Non flexible policies.
 Rigid structure
 Work ethics
 Practice in small business
Threats
 Strong competition
 Rising cost Global recession
Opportunities
 Implementation of IT.
 Strong market.
External analysis
For this PEST analysis is done by firm.
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Political: Legal issue and political framework play important role on the working of firm. Every
state have their own rules and regulation. Your destination in order to enter this market require
better understanding of its political and social policies.
Economic: The profit and revenue earned by firm is decided by the economic condition of
country. The economic condition of Manchester and Newcastle are quite strong and will work in
the benefit of firm (McDonald, 2014).
Social: Understanding social value of firm will be in the favour of firm. It will make it easy for
them to adopt their culture and work according to it. Hurting the social values of place will have
adverse effect on the firm.
Technology: To have a competitive advantage its necessary for Your destination to accept the
new technology in market and have proper use of internet and social media to promote their
product.
Boston Matrix
Boston matrix is used by firm in order to produce a portfolio planning it focuses on two
things that is market share and market growth. It divides product into four group that is dogs that
have low share and low profit , cash cow that have high share but slow growth, problem children
these have low share but high market growth and stars that have high market growth with high
shares. This help firm in penetration in new market it so that firm can focus on their products so
that it can meet the need of new market.
Objectives:
After identifying the opportunities and threats company come up with objectives. The
main objective of firm is to expand their business nationwide. Pricing has always been great
strategy while entering in new market. Company low cost policy will help them in penetrating
new market and attract customers.
Segmentation, targeting and positioning
The next step is to select the segmentation criteria for Your Destination. There are
increasing challenge in the transportation industry and its necessary to have correct target
segmentation. Company can target professional people who travel every day for their job
providing special offers to them can help them in attracting more customers.
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Tactics and actions
Social media marketing: Investing in this will help firm in reaching much wider expansion than
compare to any other mean (Biggemann, 2012). The number of social media user are increasing
day by day, means more people will become aware of their firm is they choose this channel.
Budgets: After the setting of plan the budgets and funds for each activity is decided by firm. It
includes many activities such as cost of market research, raw material etc. The budget for all
activities are decided which are necessary for implementation.
Conclusion: Its necessary to have effective planning to penetrate new market otherwise firm
may suffer from great loss. For effective planning its necessary to understand the strength and
weaknesses of the firm as well as rival firm.
Promotional activity: Company has adopted different promotional activity so that company can
get more visibility, we have already discussed the use of social media for promotion other than
that they are also offering many offer so that they can attract more customer. They have offered
their customer their first 100 km with company free. Along with they have also added additional
benefits for the people who have become regular customer.
CONCLUSION
Marketing essential play important role in the success of firm. For the expansion of firm
its necessary to have proper study of market. It helps in promoting the brand image of firm and
its services. Effective planning help firm in achieving its goal and objectives.
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REFERENCES
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Campbell, R and Martin, C., 2015. Media essentials: A brief introduction. Macmillan Higher
Education.
Datta, H. S. and Paramesh, R., 2010. Trends in aging and skin care: Ayurvedic concepts. Journal
of Ayurveda and integrative medicine. 1(2). p.110.
Diepgen, T. L., 2012. Occupational skin diseases. JDDG: Journal der Deutschen
Dermatologischen Gesellschaft. 10(5). pp.297-315.
Gbadamosi, A., 2013. Principles of Marketing: A Value-Based Approach, London: John Wiley $
Son's.
Guy, B.S. and Patton, W.E., 2013. The marketing of altruistic causes: understanding why people
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Haddad, M., 2016, 21st Century Fmcg Consumer Marketing: Creating Customer Value, New
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Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
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Kasprzyk-Hordern, B., Dinsdale, R. M. and Guwy, A. J., 2009. The removal of pharmaceuticals,
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Keller, A. A., and et.al., 2014. Release of engineered nanomaterials from personal care products
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McDonald, M., 2014. Marketing Value Metrics: A New Metrics Model to Measure Marketing,
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New York: Cingage Learning.
Online
7P's Marketing Mix. 2015. [Online]. Available through: <https://www.slideteam.net/7ps-
marketing-mix-powerpoint-template-slide.html> . [Accessed on 30th October 2017].
Samuel Scott. 2015. The Marketing Department. [Online]. Available through:
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October 2017].
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