National Express Marketing Plan and Analysis

The assignment details a marketing plan for National Express, outlining the importance of the marketing department in achieving business goals and objectives. It discusses the concept of marketing mix and how it aids management in making decisions. The provided marketing plan highlights actions necessary for formulating future decisions. The report also includes competitor profiles and a budget breakdown for the company.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2 Relation of roles and responsibilities of marketing function with wider organisational
context.........................................................................................................................................3
TASK 2............................................................................................................................................5
P3 Comparison of application of marketing mix by different organisations for achieving
business objectives:.....................................................................................................................5
TASK 3............................................................................................................................................7
P4 Marketing plan:......................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Marketing is defined in broad sense as this covers everything about knowing markets
bringing their product/service to a market, and even emerging new markets. This is the strategic
part of the business. But before going to do marketing, there is a need to assess the potential
market. The most marketed business is entirely customer oriented. They determine about the
consumer wants or needs, and then supply this it at a price on which firm is preparing for. By
way of marketing, companies are able to communicate with different channels (Hsu, 2011). This
does not only covers selling but also determining so many demands of potential consumers but
also come under this. Further more, it is presumed to be the operations via which firm inform
large number of customers. This report is based on the national express company which is
dealing in the transportation sector (Jones and Rowley, 2011).
TASK 1
P1 Roles and responsibilities of marketing function
MEMO
To: Marketing Manager
From: Senior Executive
Company: “Your Destination”
Date: 30th October 2017
Subject: Duties and responsibilities for the Marketing Officers and proposed structure and
operations of the marketing department.
Marketing is the most crucial activity of each business as such render opportunities to a firm to
communicate with the huge number of individuals. This helps the firm in framing great buying
decisions. Different strategies and policies are considered by the managers for this. For
attaining the pre-set objectives, this is essential that marketing divisions are required to perform
entire roles and responsibilities in a sound manner. The key roles and responsibilities of
marketing function could be assessed via undermentioned points:
 Product: This is the most outcome of the firm to its consumers for satiating their wants
is known for product or services. Efficient goods assist in better satiating the needs of
customers. This is an essential for an entity for framing the goods according to the
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MEMO
specifications needed by its customers. National express strive to attain larger market
share than its strong contenders by producing and offering goods according to the need
of its customers . After gathering information company can form essential modifications
in the market or can make something innovative or various for getting a higher market
share.
 Price: This is the final amount which is going to charge by the firm from its customers
in exchange of the final outcome or services is assessed as the price of the product. This
is crucial decision for the firm that would have to take for fixing an accurate price for its
offering as this is the only amount that frame profits for the firm. However, this is
rightly said that price is the only component that assist the firm in order to get the
competitive advantages in the market. Price of any goods must be optimum hence firm
can deliver and render value to the customers for the money they paid. For fixing the
price, firm could gather the data about how potential consumers for the money they
paid. For fixing the right price firm can gather data about how firm can feel about the
firm's offering and how much they are eager to pay for this.
 Selling: Under this process, firm handover the final outcome or services to the
customers for exchanging of few monetary transactions in assessed as the procedure for
selling. This is the accountability of marketing department to do different strides to form
this procedure simple and convenient for the potential consumers. For this, National
express assure about its services or products are available to entire market in more
convenient form.
 Promotion: This is the tool by which products or services of the company can be
promoted in front of public and tries to get an optimum sales. So many activities are
done by the marketing division for enhancing the consumers and assist the firm in
getting the larger market share. For this, this emerge under the responsibility of
marketing manager to assure entire operations of the company must be performed
effectual.
 Management information system: Survey and research is convened by each firm for
gathering information about the needs of the customers and about the current trends in
the market to render direction to the enterprise activities. Gathered information guide
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MEMO
and assist the top level managers in forming the decision relating to firm and its
activities. Such could be convened by the National express manager for getting
investigating about what are the characteristics that consumers wants in their products
and services.
 Distribution: Different equipments for delivering National express services comes
under this. This is crucial for the firm to use cost effective distribution channels as this
influence the last price of the service. In addition to this, this is most important that the
company needs to adopt such distribution channel which should be time effective in
order to reduce unessential delays. For selecting a sound distribution channel, survey
could be completed by the managers about the existing channels and the benefits in
terms of them. With the help of distribution channels, company is able to make their
product or service price reasonable so that large number of clients could attracted.
 Financing: Marketing managers identify and allot the funds for soundly perform so
many promotional activities. This is most important that the firm must have an adequate
funds for meeting their needs, otherwise this would create a unnecessary delays in their
operations.
Cited company's managers' must have deep knowledge about the roles and
responsibilities set objectives that could be attained by the firm. Efficiency of activities are done
by attained by the firm. Soundness of activities are required to be completed the marketing
divisions identify the success of the firm's offering. Henceforth, for getting a higher market
share, this is much essential for the firm's marketing divisions to perform whole activities in a
most effective manner and complete all their roles and responsibilities, by way of this, company
can get an huge amount of earnings by the firm.
P2 Relation of roles and responsibilities of marketing function with wider organisational context
MEMO
To: Marketing Manager
From: Senior Executive
Company: “Your Destination”
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MEMO
Date: 30th October 2017
Subject: Responsibilities contributed to the wider organisational objectives.
Marketing is a huge concept as this covers the activities from determining the wants of
consumers to deliver them thee same. Assessing this component and important activities for
each firm as this enhance the sales of firm's services. But also influence the other activities of
the firm. Hence, this is most important component that could be known by the points stated
below:
I) Operation function with marketing function: For attaining growth and success,
company needs to make sound coordination among marketing department and operation
department of National express company. For this, a written plan is required to be
implemented by the cited company to make products accordingly of its customers. The
key advantages of this coordination is that this add values to the whole process of entity
in managing the quality of its services or products. Operational department is the one
which is accountable for checking the quality of the firm.
II) Marketing function and finance function: Finance department helps to know the
needs of each department working in an entity and enable them for executing its
operations. This is the accountability of finance department of National express to
render appropriate funds to the marketing division for performing its operations. Finance
department needs to allocate proper funds to the marketing division for performing its
activities in a most effective manner.
III) Research and development division with function of marketing: Coordination
among the various activities of the marketing department and R&D department. This
assist the R&D manager about the area of research and research department renders
them information about the needs of customers.
IV) Human resource department with marketing function: Like so many other functions
of a firm, human resource is the key division of each enterprise. Employees assist the
firm in achieving the production targets, make efficient products for its customers.
Ability of workers are entirely connected with the benefits of a product or service. As
talented labour assist in framing most effective products or services.
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MEMO
V) Sales department and marketing functions: Activities of marketing department helps
efficiency to the sales division. Different promotional activities are completed by the
marketing department for affecting consumers to purchase cited firm's product or
services which improves the sales.
VI) IT divisions with the marketing function: Revolution in the technology enhance the
use of technology in each division of the firm. Marketers implement technology for
improving the efficiency in the operations. Further, managers of National express could
apply the technology for convening online marketing of its products. Under this, IT
department of firm could help the marketing mangers in order to use effective
technology in a great manner.
Number of activities are covered under IT which enhance its complexity. Each activity
executed by this IT department does not only affect the sales of the firm but also influence the
other activities and functions of firm. So this emerges under the responsibility of marketing
managers to plan entire activities in a sound manner and also form co-ordination with the other
key functions of the firm. Under this manner, complexity could be reduce and at the same point
of time, effective outcomes could be manufactured by the National express. Under this manner,
firm can utilise entire resources in an optimum manner and could attain efficiency. Under this
manner, National express can build an effective business plans for attaining the best outcomes.
TASK 2
P3 Comparison of application of marketing mix by different organisations for achieving business
objectives:
Marketing mix: It is related with core components of business marketing business which is used
to develops goods and estimate its price. It helps in its distribution and promotion to mitigated
the clients with the earnings to markets. It capture both service and product market. It is
basically, consists of four component such as product, price, place and promotion. It will help to
attain the marketing objectives of the company National express. It must be clearly differentiate
performance of services from those of other competitors (The Marketing Mix 4P’s and 7P’s
Explained, 2017).
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It will help to earn maximum profit because if the execution of all above four elements in
the business planning they will be able to generate desirable revenues. All of these are more
useful for achieving organisational as well as individual goals. Few other marking mix are also
used by company such as people, process and physical evidence. These are said to be extended
P's of marketing mix. Company such as national express and First group plc uses this concepts
in their businesses. Those are discussed underneath:
Basis National Express M. Boss
Product The main product of this company is
associated with regulating bus
services, coach and train services. It
also provided some major facilities at
the time of events.
They are associated with the choose
demand of customers because they are
related with the same sectors. It is mostly
related with school, private as well as
public services.
Price It that cost which is charged by the
company for rendering there services
to customers. There pricing policies
are unique. Such as floatation pricing
policies.
The cost which is fixed by company or any
other regulatory bodies are follow by the
company. They are mainly depend upon
the accessibility factors selected by
customers through various channels. The
prices are set as per the current tax rates.
Place In most general marketing concepts,
places are said to be the point of
sales, location where the product and
services is deliver to the customers. It
almost have vast network of
destination within UK which make
them strong from other company's.
Transportation is an essential part of any
person which make them unite with one
destination to another. People need to
travel form various location that is based
on various reasons such as business,
education and recreation etc. It is
connected with various cities and
locations. It provides easy services to its
customers as clients can approach to the
stands very easily.
Promotion It is related with effective
communication among National
The company is recognise their
responsibilities as an international bus
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express and the concern markets. It is
categories into different component
such as Advertisement, sales,
promotion and personnel selling.
transport services. For this they are
responsible for attaining their customers
attention by offering variety of packages
that can satisfied there need and
requirement of the customers. Use of
different print and digital media is done in
order to promote the brand name.
People It is known as more important aspects
of Marketing mix as services are tend
to be produce and consumed at the
same moment.
By the consumption of services by people
they can plan their future estimation and
needs.
Process In order to review marketing
literature process need to be planned
according to the perception of various
customers.
In order to attain more than 30% of market
share they need to implement an effective
marketing plan.
Physical
evidence
These are said to be that experiences
which are actually collected by
people.
The physical evidence of transportation
services are the state of the premises, as
well as the deliver of bus services.
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Illustration 1: National express
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Illustration 2: M boss
TASK 3
P4 Marketing plan:
Marketing plan is made for identifying the future activities of the National express for
enhancing the sales of its products or services (Lin and Wang, 2015). But, before going to give
it in final shape of marketing plan, managers must assess about the firm's mission, vision , goals
and objectives. This is most important to frame a sound business plan as this renders the
guidance and support to the top level managers in terms of promotional tasks of the firm.
Fundamentally, this covers the objectives that firm wants to attain in completing 12 months.
Such renders opportunities to the firm for attaining competitive advantages in the market place.
Forming a sound marketing plan, managers firstly, assess the factors exist in the business
environment as these also influence the activities of enterprise. Before framing a final marketing
plan, managers have to frame information about the followings:
 Company overview: National express was the first company which is used to enter to the
Military corporate covenant- a ground breaking pledge to assist the Armed Forces, their
families and companions. Company operates in partnership with Poppy Factory and CTP
in assisting Ex-Forces Personal get back into the work place. And its vision is to gain the
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lifetime loyalty of our firm by regularly delivering regular, great performing public
transport that offers excellent values.
 Assessment of marketing mix: Strategies are made by the firm and these are highly
affects and contribute the success of the firm. Henceforth, this is most essential for the
managers to firstly assess the the components covers. All these helps the firm in
managing the quality of its goods better satiate particular requirement of its clients.
Further, assessment of this concept renders the guidance to the managers about the
efficient implementation of promotional methods for attaining of individual and to
produce more positive outcomes.
 Current market analysis: Before going to make a final marketing plan, this is most
important for the firm to firstly determine its current market position. Such analysis
renders opportunities to firstly determine its current market position (Kennedy and
Parsons, 2014). Such assessment renders opportunities to the manager to get information
about the several activities of competitors like- strategies used by them, their current
market share and much more. For knowing and assessing the factors that could affect the
market position of the firm tools like- SWOT and PESTLE that can be used by the firm.
SWOT analysis of National express:
SWOT analysis of National Express group plc renders a complete SWOT analysis of the
firm's operations (Jones and Rowley, 2011). This reflects the comprehensive view of the firm's
key strengths and weaknesses and the firm possible opportunities and threats.
SWOT-Strengths:
Firm is having highly growth rate in the market.
National Express helps the firm to provide a monetary assistance.
Firm's is having a highly domestic market.
Barriers of market entry.
Limit labour costs.
SWOT-Weaknesses
-Loan rates re highly possible
-Future cost structure are high.
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SWOT-Opportunity
-National Express can expend their business in order to cover the International markets.
SWOT- Threats
-Company has a threat of increasing costs.
-This also have a threat of increasing labour costs.
-Threat of cash flow.
-Threat of price changes.
Business trends:
-Profitability is increasing
-Outlook is constant
-Market is increasing
-Industry demonstrates a growth rate of about 8%.
Industry specific SWOT analysis: What happens in the underlying industry. Factors and trends
influencing the entire industry and their applications for their business:
1. Strengths:
-Access to comparable industry is achievable. (15%, 43%)
-Industry has a antique products. (27%,11%).
-There is a great industry growth rate (39%, 46%)
2. Weaknesses
-Profitability can be more in the industry (22%, 58%).
3. Opportunities
-There is international growth opportunities. (38%,12%).
-Advance trade agreements between nations are possible. (43%, 48%)
4. Threats
-The industry overviews emerging entrants. (30%, 12%).
-The suppliers' bargaining power is very high.
-Automation is an unknown factor for this industry (46%, 46%).
PESTEL analysis of national express:
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This is the tool which is used by the firm for evaluating environmental scanning. This is
most important tool which is used in order to make their business sustainable. Company's top
level managers.
Political – this is the most important factor as it has its direct influence on the
performance of the company. In respect to the given organisation any change in the existing
authority will bring change in policies (Hugos, 2011). It depends if the government has
favourable policies for the refereed industry as than more opportunities will be available with
them to grow and expand in future.
Economic – in recent time period it is observed that the economy of the country is
experiencing major fluctuations. In case of its downfall the business of national express is highly
effected as demand for its services reduces in that case.
Social – in the present world people are having a tough competition to own more and
more cars which has a negative impact for the companies dealing in convince facilities.
Customers like to use their own vehicle instead of the public transport which has its direct impact
on the refereed organisation.
Technological – Due to globalisation or increase in the availability of resources
companies are coming with better facilities for the passengers which provides tough competition
for all those who are involve in the sector of transportation. Customers demand more comforts
and luxury as they have may options available with them in the market.
Environment – Organisation dealing I the transportation sector does a major
contribution in surroundings (Hsu, 2011). There is huge pressure on these companies to ensure
that their products do not harm to the environment and also people are motivated to use more and
more of public transport instead of using their own vehicles.
Legal – These are those factors which are associated with law. Every country has their
own regulations and as per them the operations has to be carried out. Any change in the fuel or
related prices the profit margin of the refereed organisation gets affected. Apart from this it also
has to be ensured that no unfair practices are being carried out in the name of business as this
will lead to a strict action against the organisation.
Budget
Particular
(Marketing
1st year 2nd year 3rd year
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Expenditure)
Promotion 10000 11000 12000
Sales advertisements 8000 9000 9500
Direct selling 11000 12000 13000
Total 29000 32000 34500
Competitors of National Express :
 FIRST GROUP PLC
 STAGECOACH GROUP PLC
 THE GO-AHEAD GROUP PLC
CONCLUSION
From the above given report this has been summarised that in an organisation the
department of marketing plays a very important role. There are distinct roles and responsibility
which are performed by the marketing manager which helps organisation in achieving its goals
and objectives. The concept of marketing mix is also discussed which shows how they help
management of national express to take its various important decisions and lastly the provided
marketing plan further shows the different actions that needs to be taken while formulating the
future decisions.
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