Business Marketing Plan Proposal

This assignment involves creating a business marketing plan for its nationwide expansion. It requires referencing various books and journals on the subject, including 'Fundamentals of Public Relations and Marketing Communications in Canada' by Babiuk et al., and 'Marketing Essentials' by Philip. The proposal should cover essential topics such as marketing research, destination marketing efforts, and online tourism purchasing. The assignment also involves investigating stakeholder perceptions of destination marketing efforts and analyzing the effect of marketing activities on consumer trust. A list of references is provided to support the development of the business marketing plan.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body...................................................................................................................................1
Part 1...........................................................................................................................................1
a) Explain the key duties and responsibilities for a Marketing Officer and a proposed structure
and operations of the marketing department. (P1)......................................................................1
b) Explain how the roles and responsibilities will contribute to the wider organisational
objectives. (P2)............................................................................................................................3
Part 2...........................................................................................................................................5
a) Using the 7Ps compare Your Destination approach to applying the marking mix to that of
National Express in achieving the business objectives. (P3)......................................................5
b) Produce a basic marketing plan for the nationwide expansion. (P4)......................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the core element in an organisation that helps the firm to meet the
operations that will help in suitable handling of actions and practices. It will correlate with other
functions that are been taken in the organisation that will help in its growth of organisation. A
good marketing will help in suitable rise in company's loyal customer base and revenue
generation (Pike, 2015). The report will lay a core focus on different marketing operation that
will be undertaken by Your Destination. It is a transportation firm that is operational in UK. The
report will see through operations that are been undertaken by the firm. The key duties and
responsibilities of a marketing officer in a firm is been discussed. A proposed structure and
operations of marketing department is been designed. Other than this, contribution of this role
and responsibilities on wider level of organisational objective is been discussed. The marketing
mix approach is been developed for the cited transportation firm in compare to it competitor
firm, National express and a business plan is been proposed for nationwide expansion (Lanier
and Lanier, 2017).
Main Body
Part 1
a) Explain the key duties and responsibilities for a Marketing Officer and a proposed structure
and operations of the marketing department. (P1)
Marketing is defined as the effective promotion of different products and services that are
been taken in consideration by the firm to generate a good amount of revenue. A marketing and
good revenue generation will help in suitable rise in operational capability of the firm. In other
word, marketing is a business activity of advertising or promoting and selling of products and
services that are been developed by the firm to gain a good market position and profit margin
(Philip, 2014). The marketing can be performed by various means involving direct marketing,
broadcasting, usage of social media, digital marketing. In a firm, the marketing department will
look after the effective management of promotional activities and other operations that will help
in suitable management of marketing strategy drafted by the business organisation. The
marketing manager or an officer will play a very deep and crucial role in carrying out the
activities in a much effective and better way. The marketing officer of the firm will see through
the better management of the operations that will help in suitable rise in operational capability of
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the organisation. Some major roles and responsibilities that are been followed by the firm will
involve the following elements:
 He will see through the better management of the business activities that will impact the
overall market share of a company like cited transportation firm.
 They will see through effective execution of a marketing campaign that is been
undertaken by the firm to promote its sales and services and gain a good market share and
promotion of the services and goods developed by firm (Malhotra, 2015).
 They will coordinate with other departments in a firm to gain a good productivity and
meeting of the targeted goals and operations in a much effective and better way. The
good coordination of marketing body and between various departments of Your
destination.
 He will perform a good marketing research that will help the organisation to develop a
good quality services and products to gain a good customer satisfaction level.
The marketing department will look after the various components like market research,
analysis of target market, budgeting and metrics or statistics related to the business operations.
They will look after the better handling of operations that will help in suitable rise in operational
ability and meeting of targeted operations that will support a good growth and development of
company. A well structured marketing department will perform a wide range of operations that
will help in suitable rise in operational capability of organisation. They will see through market
research, SWOT analysis, maintain a good PR and will draft a short, long and strategic market
plan that will help the firm to gain a good idea about the ongoing market trends and gaining of
good customer satisfaction level. An effective and efficient marketing team at Your Destination
will help in proper formation of a strategic plan and will carry out a good promotional campaign
that will help in suitable rise in operational capability of the firm and will support a good rise in
functional efficiency of the organisation (Mishra, 2016.). A marketing officer will facilitate the
organisation to meet its customers requirements in a much precise way by providing them, with
suitable and high quality, innovative product or services.
Apart from this, a good structured marketing department comprising Marketing manager,
officers, market researchers, PR managers, creative and marketing heads of the areas will help in
effective execution of B2B and B2C business operations that will help the firm to provide its
customers and clients with a good quality service and satisfaction level. Operating in
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transportation sector, Your destination will look after the better handling of functions that will
support a good rise in operational capability of the organisation. A good relation with other
businesses and the regular client will help the firm to improve its operations and thus will help in
better building of relationship, catalysing its expansion and growth. Apart from this, an effective
understanding of the on processing market trends will help the cited transportation firm to gain a
good customer trust level and come up with innovative products and services (Lilly, 2014.).
Role of marketing department
Role of this department is to increase revenue and contribute to company's growth and
profit. So here the in this company, it is the duty of manager and its staff to maintain company's
marketing.
Their main duties towards company's welfare are:
They need to make strategies to increase company's profit. A proper campaigning should be
organised to promote the company's services. Some materials should be produced that promotes
marketing. Management of social media is an essential part as it is the most used source
nowadays to get popular. Also, get updated about what posts online about the company. A
market researches should be conducted timely to get the feedback of your services.
Communication is must in marketing to promote products and services (Purvis, 2016.).
b) Explain how the roles and responsibilities will contribute to the wider organisational
objectives. (P2)
The roles and responsibilities of the marketing department will compliance with other
depart mental operations and activities that are been performed at Your Destination. It will help
in suitable management of the operations that will support a good expansion of the firm on
nationwide level. The marketing team and other executives that will be working for the effective
execution of a marketing campaign that is been carried out by organisation will also collaborate
with other departments in a firm that will support a good rise in functional capability of a firm
and thus will help in suitable rise in operational functioning of the firm. This rise will support a
good growth and development of the operations that will help in suitable meeting of the targeted
goals and operations that will support a good rise in functional efficiency of organisation
(Zgarrick and et.al., 2016). Te marketing department will not only perform a good market
research and promotional activity, but will also help the other departments of the firm to work in
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good coordination and handling of high quality activities that will help Your Destination to grow
and develop.
Marketing department will see through the better management of different operations that
will support a good rise in functional capability of Your Destination. The firm will play a very
vital role in the execution of different business activities that will help in good growth and
development of Your Destination (Moore, 2014).
Marketing department will look after the better management of certain activities that will
help in suitable rise in operational capability of the organisation that will help in suitable rise in
effectiveness of cited transportation firm. Some major operational functions that are been
followed by the firm to gain the set objectives are as follows:
 Gaining more Market share: a good marketing campaign will help the firm to gain a
good market share that will help in suitable improvement of the market share. A market
campaign and promotional measure will support a good growth that will help in adoption
of innovative measures that will support a better rise in functional capability of firm.
Other than this, an effective promotion that will help in suitable improvement in business
practices of the organisation. Your Destination will look after the better management of
organisation that will support a good expansion of the transportation firm. Other than
this, the increase in market share will support the enterprise to gain a good competitive
advantage over its rivals.
 Increase in Share prices: The marketing department of the firm will see through the
better rise in operational capability of the organisation which will ultimately increase the
share prices of the organisation. The increase in share price will support the organisation
to gain a good control over the operations and meeting of targeted operations which will
support a better handling of Your Destination's business operations. The rise in share
value will help in good generation of revenue and will support a better improvement of
actions which will support a good rise in functionality and meeting of targeted goals and
objectives (Rudden, 2016). Besides this, the rise in share price will help the investors of
the organisation to gain a good return of investment they have made in the firm.
 Rise in profitability: an effective marketing strategy and its efficient and precise
execution will help the firm to achieve a better profitability and meeting of the targeted
goals and operations that will support the firm to meet the operational capability of the
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organisation. A good marketing campaign and promotional measures will support good
rise in the sales that will be undertaken by the firm for the better increase in functional
capability of the organisation. Besides this the rise in market share and profitability will
also support the future planning of goals and take suitable and effective measures to
promote it in a very effective manner (Baker and Magnini, 2016.).
 Increase in growth of firm: Marketing department of Your destination will see through
the better rise in operational capability of the firm that will support a good growth and
development of the business organisation. It will also help the firm to gain a
sustainability and meeting of its targeted objectives and gaining a good market share by
meeting the operational requirements of the firm. The growth will involve the increase in
the efficiency of firm, profitability of its business operations and increasing in its sales
target that will help in suitable rise in operational capability of the transportation firm in
market.
Thus, this can be said that a good utilization of marketing operations will support a good
rise in function capability of the organisation that will support a better growth and development
of the firm and improves its profitability and production capacity. Other than this, the
improvement in satisfaction level will help in suitable rise in the business activities of the
transportation firm. This will help in suitable growth and will facilitate the better fulfilment of
the needs and demands of its customers and stake holders (Shaw, 2016.).
Part 2
a) Using the 7Ps compare Your Destination approach to applying the marking mix to that of
National Express in achieving the business objectives. (P3)
Marketing is basically promoting business including market analysis and research. Two
transportation companies -Your destination and National Express
National express is the market leader and Your destination is new in the market. So here to
expand our business to compete in this sector we use and compare 7 P's of marketing to make
the best out of the company and provide best service.
7 p's of marketing
Product
Product refers to the selling of the product. It is basically providing service to the customer that
satisfy them. Providing the best service will give satisfaction to customers and maintaining good
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relation will help grow the company in a better way. The customer satisfaction gives the
confidence and that will give the company a chance to create new opportunities in making new
ideas about updating new products and services and that will help the company to grow
effectively. To make our company work better in market than other, the best quality service must
be provided and customer must enjoy while taking our services. So better product quality and
service gives satisfactory customers (Pappas, 2017).
Price
Next level is Pricing. It is essential for a company to earn profits but not on the sake of
customer's trust. So correct pricing is very important part. We should always compare market
prices with others. The market rates get fluctuates from time to time so we must be updated and
adjust our prices of products accordingly so that our quality customers never get disappointed.
All the elements should also be considered like labour cost, material, profit, etc. But these all
must be done by noting customer's sensitivity to services. When the services given are the best
customer will never think more about price. Company prices must be compared to others before
finalising. The company must offer best prices but less as compared to others.
Promotion
Next comes the promotion part. Promotion is very important in a business. Other companies like
National express, they provide services same as Your destination but it totally depends on the
name which is popular and reliable and let the customer decide which is better. So better
promotion will attract more customers. But our motive is not just to attract customers but to
provide them best and reliable services. Promotions can be done via various sources. A well and
innovated promotional program is a good idea for the company to grow and inform customers
and other people around abut the company and its valuable services.
Place
Good marketing of product is must in every field and when it comes to transport company best
services marketing should be done but it also depends on place where the marketing or
promotion is done. There is a lot competition in market on places of promotion. It can be done
through various sources like online, through agents, brokers, media, channels, radio, banners,
advertisement, etc. Services can be promoted in combination of these or all. The requirement is
just to be better than National Express company (Martin, Campbell and Harmsen, 2014).
Process
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It is the part where how the service is provided to the customers is checked. This is the process
part in which it is seen how quickly the service id provided to clients and also the quality every
time the service is sent. All kinds of services should be provided. It includes school bus facility,
Medical bus facility, Out-destination travel facility, etc. The part of process is to work effectively
on the needs of customer. We can provide better facility than other company.
Like when customer needs to travel so providing a transportation with full facilities and a driver
and one more person is the company's duty. The bus reaches the place on time should be our
check. Everyone should be safe (McGuinn and Higgins, 2017). This all includes in process.
Physical evidence
It is basically a proof that customer has to decide whether the given service is up to the
expectation or not. The environment created must be satisfactory and safe for customer's. It plays
a crucial role. The outside packaging, the interior of the transportation provided, the maintenance
of facilities provided all are a part of physical evidence.
Eg: If a customer asks for a transportation from travelling one place to another so he will expect
comfortable and safe journey and bus should be clean, should be coloured and nice and the staff
or driver in the bus should be polite to customer. All these factors come in physical evidence so
that impression should not go wrong. To maintain company's profile and increase its productivity
and sales, all the services provided must be better than other company.
People
They are staff or employees of the company who work for the organization. They are last
element in marketing. They are the essential part as when they provide service to clients and
clients get satisfied, they create a positive environment for customers. Dealing with customers is
a tough job but the one who does it patiently and is full of talent. So the staff must be trained and
well skilled to attract good amount of customers. The staff needs to have good communication
skills and great amount of knowledge (McGuinn and Higgins, 2017). Clients also compare your
way to their companies in market that are trending like national express but it totally depends on
staff to impress customers with the skill and knowledge one have. If client gets satisfied, the
company can also get referrals and that is very important for company's encouragement and
motivation. So training of staff and recruiting right people is important.
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b) Produce a basic marketing plan for the nationwide expansion. (P4)
A good marketing plan for Your destination will help in suitable growth of the company
in a better way. It will help the firm to carry out an extensive research process and will help the
business organisation that will support a good handling of the functionality in a better way
(Wang, Chen and Chen, 2016). The marketing plan of Your Destination for its nationwide
expansion is as follows:
Mission: the main mission of the organisation is to gain a good control over the operational
capacity of the organisation that will help in growth of the company in a better way. Your
Destination aims to grow its operations and activities that will support a good rise in functional
capability of the organisation that will support the firm to have a nationwide expansion of its
business.
Vision: Your destination vision is to promote its operations in a better way that will help in
suitable rise in operational capability of the organisation in transportation sector. The major
vision of the organisation is to expand and grow its business operations in the market and
generate a high number of revenue that will support a good rise in functional capability of the
organisation. Other than this, the cited firm will see through the better management of the
operations which will support a good growth and development of the organisation and attaining a
sustainability in the market by meeting their customer's needs and requirements.
SWOT of Your Destination: The SWOT analysis will help in better assessment of the internal
affecting factors that will lay a very deep impact on the overall operations of the company that
will support a good rise in functional capability of the organisation (Rowley, 2016). The SWOT
of the cited transportation firm is as follows:
Strength: the major strength for the organisation is the wide availability that help in a good
growth and development of the operations and gain a good and easy sustainability by connecting
with the customers. This will support a good rise in operational capability of the organisation.
Weaknesses: the drawback that is been faced by the organisation is that it still uses the manual
system of managing the vehicles and employee's, which will impact its good growth and meeting
the targeted goals and operations and will support a good rise in functionality of the organisation.
Opportunity: As the number of transportation firms are very nominal, the cited business
organisation will have a good opportunity and chance to improve its functionality and adopt
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innovative technical measures that will help in suitable rise in compatability of the organisation
and meeting of targeted operations to expand its business on a national level in a better way.
Threats: the lack of innovation and stiff competition with National Express will cause the firm
to slow down to tackle it in effective way, firm is required to take in consideration some
innovative measures that will support a good rise in compatibility and effectiveness of the
operations (Okumus and Cetin, 2018).
Pestle of Your Destination: The Pestle analysis will help in assessment of external factors that
will lay a very deep impact on the operations of the company. It is as follows:
 Political factors: the change in the political issues will lay a very deep effect on the
organisation. The conditions like Brexit will cause the organisation or transportation firm
to develop a good share of operations that will cause the in a transportation entity to grow
and develop in UK. This will cause the firm to execute its business operations in a very
effective and innovative way.
 Economic factor: the economy will also play a very deep role in the execution of the
operations that will cause the firm to develop a good share of the operations that will
support a good rise in compatibility. A positive and growing economy of the nation will
support a good rise in the operations that will support a good handling of the business
operations in a better way.
 Social factors: As the firm wants to expand its operations on a higher level that will
cause the firm to handle the business operations and needs and requirements of the vivid
customer base that is been operational in the market. This will also help in suitable rise in
functional capability and meeting of the targeted goals in a better way. Other than this, a
good involvement of social groups will help in better rise in operational capability of the
organisation (Babiuk, Braun and Campbell, 2015).
 Technological factors: As Your Destination still uses the manual system of managing
the operations and business activities, the firm has to look after the better rise in
operational capability of the organisation that will lay a very deep impact on the
execution of the activities and meeting of the targeted goals in a better way. The adoption
of innovative and latest technology will support a good rise in operational capability of
the organisation.
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 Legal factors: the proper following of the legal issues will help in suitable rise in
capability that will support a good rise in the functionality of the operations. The
following of the operations will support a good rise in the effectiveness of the operations
and the elements that will support a good rise in activities.
 Environmental factors: the fulfilling of the operations and expansion measures will help
the business operations of the organisation in a better way. Your Destination has to look
after the effective meeting of the operational capability of the organisation that will
impact the business activities in a very effective way.
Marketing Objective: The main marketing objective that is been taken in consideration by the
firm will be to expand its business operations in a better way.
Marketing Strategy: this will involve the proper handling of the activities that will support a
good handling of the operations. It will involve proper segmentation of market, Targeting the
audience and positioning the company on an effective place in the market to improve the chances
of better expansion (Więcek-Janka, 2015.).
Action program: this will involve all the planning about the effective measures that are been
taken in the consideration in the firm and thus will support a good growth and expansion of the
cited transportation firm. This will also help I suitable rise in the effective handling of the
business activities.
Financial forecast: It will involve the suitable management of the financial resources and
budgeting that will help in suitable rise in functional capability of the operations. A good
management of the budget will help in suitable handling of the operations that will help in
improving the quality of services in a better way.
Control measures: Effective control measures are been taken in the consideration that will help
in suitable handling of the operations that will be followed by Your Destination to carry out the
operations in a better way. This will help in preventing the threat factors and ensure effective
executing of the operations (Okumus and Cetin, 2018).
CONCLUSION
Thus, this can be concluded that a good marketing will help in suitable rise in capabilities
and meeting of the targeted operations that will support a good expansion of company of national
level. The key duties and responsibilities of a marketing officer in a firm are been discussed with
a proposed structure and operations of marketing department is been designed. Other than this,
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contribution of this role and responsibilities on wider level of organisational objective is been
discussed. The marketing mix approach is been developed for the cited transportation firm in
compare to its competitor firm and a business marketing plan is been proposed for its nationwide
expansion.
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REFERENCES
Books and Journals
Babiuk, C., Braun, S.L. and Campbell, W., 2015. Fundamentals of Public Relations and
Marketing Communications in Canada. University of Alberta.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management, 28(8), pp.1510-1534.
Lanier, P. and Lanier, M., 2017. Marketing Essentials for Independent Lodgings.
Lilly, M.C., 2014. Content marketing essentials for small business. London: Create Space
Independent Publishing Platform.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
Martin, C., Campbell, R. and Harmsen, S., 2014. Media essentials: A brief introduction.
Bedford/St. Martin's.
McGuinn, C. and Higgins, A., 2017. An investigation into stakeholder perceptions of destination
marketing efforts of County Sligo, Ireland. ScientificCommittee, p.13.
Mishra, A., 2016. Customer Story.
Moore, G.A., 2014. Crossing the Chasm: Marketing and Selling Disruptive Products to
Mainstream Customers (Collins Business Essentials).
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications, 23(2), pp.195-218.
Philip, K., 2014. Marketing Essentials. A brief course: Translated from
English. Moscow:“Williams” Publishing House, 496.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Purvis, J., 2016. Human Resources Marketing and Recruiting: Essentials of Digital
Recruiting. Handbook of Human Resources Management, pp.53-71.
Rowley, J., 2016. Information marketing. Routledge.
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Rudden, D., 2016, November. Private Practice: Can You Hear Me Now? Marketing Essentials
for Audiologists in a Noisy Health Care World. In Seminars in hearing (Vol. 37, No. 4,
p. 325). Thieme Medical Publishers.
Shaw, S., 2016. Airline marketing and management. Routledge.
Wang, Y.H., Chen, S.T. and Chen, N.N., 2016. An Empirical Study of the Effect of Green
Marketing on Purchase Intention-Evidence from Green Restaurant. Advances in
Management and Applied Economics, 6(4), p.1.
Więcek-Janka, E., 2015. The Essentials of Marketing Research. Publishing House of Poznan
University of Technology.
Zgarrick, D.P and et.al., 2016. Pharmacy Management: Essentials for All Practice Settings, 4e.
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