Marketing Mix and its Elements

This assignment delves into the multifaceted concept of the marketing mix, focusing particularly on its seven key elements: product, price, place, promotion, people, process, and physical evidence. It examines how these elements interplay to drive value creation and inform effective marketing strategies across diverse industries.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
P1) Responsibilities of Marketing Officers and structure and operations of marketing
department...................................................................................................................................1
P2) Significance of Marketing officers' role in growth of 'Your destination' as well meeting its
goals............................................................................................................................................4
PART 2............................................................................................................................................6
P3 comparison of Your destination to National express in relation to elements of marketing
mix...............................................................................................................................................6
P4 Description on the formulation of the marketing plan as per the nationwide enlargement of
Your destination..........................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCE.................................................................................................................................11

ILLUSTRATION INDEX
Illustration 1: Elements of marketing mix.......................................................................................7

INTRODUCTION
The term marketing is very important process in order to make all the function in
effective and efficient manner. It is also helpful to maintain good customer relationship. With the
help of market function it is possible to have increment in Growth and development of the firm it
is essential to follow smooth process. This kind of activities is also helpful in order to earn brand
image in market. In this present report the activities of Your destination has been discussed with
the comparison of services of firm Nationwide Expression (Deshpande and et.al., 2017). Your
destination is taking various effective steps in order to make business function in effective and
efficient manner and it also taking many steps in order to have increment in the in its branches in
united Kingdom so that firm can earn market share and can give competition to market leader
“Nation expression. In this firm the new Marketing plan and marketing strategy are also has been
defined which can able to make product or services in better manner. The role and
responsibilities of marketing officers need to be defined so that active steps can be taken in
relation to this. The main object of Nation express is to provide effective and efficient services to
customers so that organisation can have nationwide expansion. In this relation firm is able to
earn market share And can enlarge profit scale by delivering good and better services.
PART 1
P1) Responsibilities of Marketing Officers and structure and operations of marketing department
As it is identified that 'Your Destination' is growing at higher level as well got succeed
for business in London and Essex. Likewise, senior management decided to expand business
with establishing other branches in Newcastle (Guy and Patton, 2013). For this purpose, there is
planning for recruiting two new marketing officers regarding expansion plan of the destination.
However, roles and responsibilities of marketing officers can be understood as follows:
YOUR DESTINATION
Date: 10th November, 2017.
MEMO
To: Senior Management team
From: Marketing Manager
Subject: To understand roles and responsibilities of marketing officers and operations of
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marketing department of 'Your Destination'.
Marketing manager plays crucial role in business operations for destination as of prepares
planning for increasing customers' satisfaction as well advertising it on large scale (Biggemann
2014). However, their roles and responsibilities can be identified as: Analysing market position of entity: It is essential role of marketing officers to analyse
its market position and decision making regarding its future implementation. In addition
to this, customers' views on destination are collected for maximizing their satisfaction
level (Satit and et.al., 2015). However, they are also responsible for identifying
competitiveness of the entity as well other competitive entities' performance to face
competition and sustaining its good position for longer time period. Preparing planning regarding marketing of destination: For promoting 'Your
Destination', marketing officers are responsible to select the best technique for
promoting encouraging tourists at maximum level (Grönroos and Ravald, 2015). For
example; they prepare planning for advertising and contacting with customers including
agents, business parties and others for its longer term sustainability in competitive
market (Lehtinen, 2015). Including this, they prepare plans regarding adopting new
technologies for attracting people and promoting destination.
 Evaluation on production and distribution of goods and services: It is recognised that
marketing managers are accountable for preparing strategies related to create balance
between production and distribution system (Amirkhanpour, Vrontis and Thrassou,
2014). However, management of this system can be created impacted on business
profitability and market position of 'Your Destination'. Therefore, they also evaluate
entire business operations in terms of reducing wastages as well creating plan for
business' efficiency.
Responsibilities of Marketing officers:
Marketing officers have some essential responsibilities towards their duties can be
understood as:
 They are responsible for creating plan and coordinate in planning for business
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operations.
 It is an essential responsibility of marketing officers to consider ethical considerations
during planning for marketing and advertising of destination (Schroeder, 2013).
 Marketing officers are accountable for business and marketing plan in respect of
decision making for production and distribution system.
Marketing department's operations:
For recruiting new marketing officers, it is essential to identify business operations of
marketing department in business plan for 'Your Destination' as:
 Analysing business performance and market position of the destination as of tourists'
attraction and making decision for further implementations.
 Decision making regarding using advertising tools, digital technologies as well
communicating with customers.
 Creating coordination with other departments ' of 'Your Destination' for effective
communication and planning strategy to achieve its effectiveness (FISK, 2013).
 Taking advise from higher level managers regarding better performance and creating
uniqueness in products and services of the destination.
 Getting aware with recent market trend as of other competitive entities' performance and
new creations to attract customers with destination.
 Generating ideas for adopting new technologies which impacted on business
performance and marketability of 'Your Destination' on larger scale.
Therefore, marketing department of the entity plays efficient role in decision making
related to promoting destination and improving its quality services. In addition to this,
marketing officers coordinate with other departments' managers related to its performance. It
influences management of entire business operations of 'Your Destination'. Accordingly,
marketing officers make decision for enhancing profit level and sustaining destination's market
position with facing competition (Amirkhanpour, Vrontis and Thrassou, 2014). Thus, marketing
department of the destination plays effective role in achieving entity's growth and its
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effectiveness at higher level.
P2) Significance of Marketing officers' role in growth of 'Your destination' as well meeting its
goals
YOUR DESTINATION
Date: 10th November, 2017.
MEMO
To: Senior Management Team
From: Marketing Manager
Subject: To identify significance of marketing officers' role in establishing new branch of 'Your
Destination'.
It is recognised that marketing officers are responsible for decision making on adopting
new technologies for improving quality services. Similarly, they plan for sustaining market
position of 'Your Destination' with facing high level of competition in tourism industry (FISK,
2013). In addition to this, they also create plan for establishing and maintaining good relations
with customers impacted on its profitability and marketability. However, importance of
marketing manager's role for establishing new branch of 'Your Destination' in Newcastle can be
evaluated as follows: For aware with market position of entity: It is analysed that marketing department's
officers are aware new trend in market and tourism industry as well. In this regard,
market position of entity and competitive entities' performance are identified
(Schroeder, 2013). Therefore, different ideas are created for adopting new technologies
and meeting customers' expectations at maximum level. It influences productivity and
profitability of 'Your Destination' as well management of its entire operations
effectively. Thus, marketing officers play effective role in sustaining market position of
entity as well enhancing competitiveness on larger scale. Managing production and distribution system: As marketing officers analyses
production and distribution system of 'Your Destination' therefore, appropriate decisions
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are made for creating balances and increasing profit level as well competitiveness (Guy
and Patton, 2013). Thus, wastages of resources and fund is identified which is linked
with management of entire business operations. Hence, it is significant to recruit new
marketing officers for proper production and distribution system by which different
ideas are created for implementations and improving entity's efficiency at maximum
level. Generating ideas regarding expansion: It is identified that marketing officers are aware
with new creations in destination by other competitive entities as National Express and
so on. However, as per awareness of recent trend in tourism sector as well tourists'
requirements, variety of ideas are created for further implementations as well meeting
their expectations effectively (Lehtinen, 2015). In addition to this, it is beneficial for
expansion of destination in several ranges such as; product development, entering into
market, establishing new branch etc. Thus, several creative and unique ideas are
generated for maximizing tourists' attraction with destination as well improving business
performance on larger scale.
 Increasing customer loyalty: Marketing officers' analyses market demand and
customers' requirements towards destination (Joppi, Gerardi and Garattini, 2016).
Therefore, decisions are made for achieving their satisfaction as well sustaining interest
towards 'Your Destination'. It is effective for maintaining and increasing customers'
loyalty as well demand for destination at higher level. Hence, marketing officers play
effective role in maintaining good relations with its customers which impact on its profit
level and competitive advantage on large scale.
Therefore, it is recognised that marketing officers' roles are effective in management of
overall business operations as well for decision making regarding future business operations. It
is beneficial for enhancing tourists' satisfaction level with destination as of advertising its
unique facilities and encouraging them towards destination at higher level (Satit and et.al.,
2015). It influences productivity and profit maximization also related with management of
business activities properly. Moreover, variety of ideas are generated for sustaining market
position and enhancing profit level at higher level. Besides this, with communication of its
strategies and presenting performance of marketing department of 'Your Destination', good
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coordination can be created among different departments which influences its environment.
Thus, marketing officers' roles are crucial for improving business performance and managing its
entire operations effectively.
PART 2
P3 comparison of Your destination to National express in relation to elements of marketing mix.
Marketing mix- This term is very helpful in relation to make all the business function in
smooth manner. This is very important in order to frame effective planning of marketing
activities. This thing is inclusive of 7p's which is very helpful to decide marketing approach of
Your destination in effective and expertise way. To make the business successful it is essential to
cope up with it. In this following things are included are as Product, place, price, promotion,
physical evidence, process and people and this all are the key element which helps to run
business function efficient (Elves, 2014). This all are defined in following manner are as-
Product- This is very important to bring the changes in product so that customer can get
attracted towards it. In Your destination the product strategy is somewhat differed from The
National express. In this manner there are some loopholes in service of Your destination which is
to be improved in order to gain competition in the market (Engelen, Lackhoff and Schmidt,
2013). This kind of function is very helpful in manner to bring maximum amount of market
share so that business can sustainable for longer period. According to present scenario it is
important to expand the size and scope of organisation in Glasgow, Newcastle, Manchester and
Aberdeen. In this manner the management need to develop the product design and increase their
product segment so that needs and expectation of the customer can be fulfilled and the rate of
customer retention can be improved. In this make all business function can run into smooth
manner. In order to have effective and efficiency comparison with Nation Express it is important
to have improvement in product segments. With the help of this kind of activities firm is able to
maintain its brand image in the market (Grãdinaru, Toma and Marinescu, 2016).
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Illustration 1: Elements of marketing mix
(Source: The 7Ps of Marketing Mix, 2014)
Price- The main object of Your destination is to provide better services to the customer so that
they can earn maximum amount of market share. In Morden time the customer are more quality
conscious they want better products in affordable price. IN this manner it is very important to
have the better strategy in order to have innovation in product so that customer can get attracted
towards it. The price of product of Nation express is differed from time to time or as per the
Quality of commodities available in market. The managers of the destination and higher
authorities of firm should take effective steps in order to have improvement in pricing strategy of
commodities. In order to gain competitive advantage in market (Menz and Scheef, 2014). By
working in this manner the business enterprise can earn positive brand image in market. The
main object of this entity is to attract the customer by providing effective services to them.
Promotion- This is the method which is helpful to get customer aware about the product and
services in market. To adopt better and effective promotion strategy it is very helpful to attract
the customer so that firm can able to gain market share. It can be true to said that promotional
strategy of marketing is good enough to run the market of Your destination in effective manner.
But it is not that effective which can give tough competition to The Nation Express (Ryan,
2016). In this manner it is very important to make better promotional strategy and its is to be
modified and upgraded ion time manner so that firm can earn competitive advantage in market.
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Physical evidence- The main branch of Your destination is located in London. The term
physical environment is that part of environment which is very helpful to provide service to the
customer. The main premises of Nation Express is also located in London which is giving tough
competition to Your destination. IN this manner it can be true to said that Your destination is
need to take effective steps in order to have modification in the physical evidence strategy of this
firm. In this manner Business enterprise is able ear heigh volume of revenue.
Process- The term process is that part of the organisation which is helpful to follow all the
procedures of business enterprise in effective and efficient manner. To have increment in Growth
and development of the firm it is essential to follow smooth process. With the help of better
services in the market the organisation is able to gain competitive advantage as well as maximum
amount of market share. The process of Your destination is not that much attractive and effective
which can able to compete with procedure of Nation express. In this way it is very important to
bring changes in it so that there can be improvement in transportation and deliver services.
Marketing plan
P4 Description on the formulation of the marketing plan as per the nationwide enlargement of
Your destination.
The effective marketing plan of Your destination can be made with the help of having
analysis on internal and external environment and the following process is need to be considered
such are as segmentation, targeting and positioning so that business can run its function in
effective and efficient manner (Vargas-Hernández and Jimenez, 2016). The following activities
are need to be consider in order to make business process effectively.
Internal analysis- In organisation the internal analysis can be taken with the help of Swot
process- this is defined in following manner are as-
Strength- the main strength of your destination is that firm is having good reputation in the
market so that customer can attracted to their product and services in easy manner. This firm is
taking effective steps in order to provide quality of services within affordable cost.
Weakness- The main weak point about this organisation is that there inefficient in services due
to which it is unable to stiff tough competition in the market (Wirtz, Tuzovic and Kuppelwieser,
2014). There area also some problem such are as lack of customer satisfaction, lace of skilled
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workforce due to which firm is not able to maintain is business function in effective and efficient
manner. This kind of activities can hampered the growth of the organisation and can demotion in
the growth and development of the business enterprises.
Opportunities- in organisation the various kind of opportunities are available in market which is
need to be considered in timely manner. There are some opportunities such are as increment in
manpower skills it can be improved by providing effective training facility to the employees of
the firm so that services of organisation can run in smooth and efficient manner. By working in
this kind of activities they can earn good reputation in the market.
Threats- The major threat is occurred in firm is that there are very tough competition available
in the market. Sometimes it is not possible to cope up with market and in this way the bran image
of company can get affected in large manner. In this manner in order to overcome from this kind
of issue it is important to have conversation into opportunities so that it can set benchmark to
company by improving services of customers.
External Analysis-
The organisation can able to do activities in effective manner. In this relation it is essential to
undertake the process of PESTLE analysis- it is provided below-
Political- The political factors of business can affect the growth of firm and it probability can
also decrease. Due to rapidly changed in government polices of the firm need to modify the
strategies effectively in this way firm is able to maintain good relation with current scenario.
Economic- In paste few years there are various kinds of changes in economic condition of united
Kingdom (Wirtz, Tuzovic and Kuppelwieser, 2014). The heigh rate of inflation in European
union the company is facing lots of issue. Due to this the bran image of company is also
affecting. The slight changes is need to be taken in order to get overcome from it.
Social- The social factor of business is inclusive of various kind of things such are as taste and
preference of consumers. In order to have good image in the market it is essential to take
effective steps so that product can be modified so that customer can get attracted towards it and
able to earn good reputation in market.
Technological- The firm should use equipment of modern technology so that they can provide
better and effective services to customers.
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Legal- The firm need to follow all kind of laws and legislation so that brand image of company
can be improved. The government of united kingdom should take effective steps in order to have
make various rules are as customer health, safety, employment rights and many other in this way
firm is able to carry its operation in effective manner (Wolfe, Plesko and Miller, 2014).
Environment- The environment of the organisation is to be protected it is essential for firm to
reduce carbon foot prints from environment so that firm is able to render better and effective
services.
The STP process-
The marketing plan can also make with the help of this process such are as-
Segmentation- The market need to segment the customer as per their age and gender in manner
to provide better services to them. This kind of activities can facilitate the transportation service
effectively.
Targeting- the customers should be target as per their needs and expectation. In this manner firm
is able to full fill the demand of each individual in better manner.
Positioning- the product positioning is very important with the help of this customer can give
specific position to the commodities as pert the needs of customers (Mišič and Podnar, 2017).
Your destination need to take effective steps in order to provide better services to customers.
CONCLUSION
From the above assignment it has been determined that marketing is very crucial process
in manner to do all the activities in effective and efficient manner. This term is very helpful in
manner to get competitive advantage as well firm can able to sustain market for longer period. In
this relation the role and responsibilities of marketing officers is need to be effectively framed.
The marketing plan will help to aid growth and development opportunities to firm. With the
help of 7p”s of marketing mix, Your destination is able to make effective marketing strategy.
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REFERENCE
Books and Journal
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Lehtinen, U., 2015. Combining mix and relationship marketing. The Marketing Review. 11(2).
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Menz, M. and Scheef, C., 2014. Chief strategy officers: Contingency analysis of their presence in
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Mišič, K.U. and Podnar, K., 2017. Steps toward a City Marketing Mix and Its Perception
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Wirtz, J., Tuzovic, S. and G. Kuppelwieser, V., 2014. The role of marketing in today's
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Online
The 7Ps of Marketing Mix. 2014 [Online]. Available through:<http://marketing-
skills.blogspot.in/2014/09/the-7ps-of-marketing-mix/>.
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