Marketing Mix and Company Structure Analysis

The provided report concludes that the marketing mix is a crucial element in increasing sales and competitiveness for companies. It emphasizes the importance of hiring skilled employees to create innovative products and services. The report also highlights how 'Your Company' effectively utilizes the principles of 7P's to overcome challenges, focusing on customer satisfaction, quality-based products, and maintaining a well-priced model. Additionally, it discusses the significance of technology in keeping pace with competitors.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Explain the key roles and responsibilities of the marketing function....................................3
P2 roles and responsibilities in organizational context...............................................................5
M1 Analysing the roles and responsibilities of marketing in the context of the marketing
environment................................................................................................................................5
M2 Interrelationship between Functional unit and Marketing...................................................6
P3 Comparison between marketing mix elements of Your Destination and National Express 6
M3 Tactic applied by Your Destination to accomplish objectives ............................................8
P4 Basic marketing plan.............................................................................................................9
M4 Organization's Marketing Plan...........................................................................................10
Conclusion.....................................................................................................................................10
Reference.......................................................................................................................................12

INTRODUCTION
Marketing is one of the most vital tool of business management in today's era. to To
increase sells of any product marketing is required. It involves many concepts i.e. societal
concept, product concept, selling concept and itself marketing concept. This reports shows the
concept of 7Ps and describes how marketing is essentially important for delivering products and
satisfying customer. Company's marketing essentials are based on these 7P's which includes
price, place, promotion, production, people and physical evidence. Here 'Your Destination' is a
company which works marketing rules does events and marketing campaigns to achieve its
desired goals and objectives (Baker and Magnini, 2016). 'Your destination' mainly focuses on
making loyal customer base line. Its marketing managers keeps its sites updated through digital
marketing and keeps delivering its products to targeted people. Marketing managers are aware of
the unexploited market through technology and internet. Its marketing strategy also emphasizes
on targeting the customers, segmentation of the market and positioning of the products.
P1 Explain the key roles and responsibilities of the marketing function
Key Duties and Responsibilities for Marketing officer:
Marketing officer look at many duties and responsibilities in relation to different product and
services for expansion of business, with cost effective and sound marketing policy, this policy is
implemented by marketing officer, some Key duties are:
1. Conducts market research and analysis of ongoing trends, competitors strategy and
demographics.
2.Monitor and handle all promotional strategies, like branding, ad campaigns, etc.
3. Approves all the marketing campaigns, plans and strategies, before they go on floor.
4. He is in charge of product exhibition and promotional events.
5. Duty of compiling all the necessary information in context to finance and statistics.
6. Monitor sales performance and evaluate and adjust strategies required according to market
situations.
7. Coordinate the organizational structure properly both internally and externally (Hair Jr. And
et.al., 2015).
8. Come up with new strategies, ideas and innovations.

9. Implementations of company policies and procedure is the major responsibilities of marketing
officer.
10.Sales of the product or services is important aspects strategies in relation to it should checked
and reviewed.
11 Marketing officer should maintain sound public relations which are good for the image of
company in the market.
12.He should proposed cost effective strategies.
Functions \ Operations of Marketing Department:
1.Research Function: this function refers to research conduct in context to the target market,
what are there needs, taste, preferences, age type, sex, etc. being a transport company Your
Destination should target work class of people who travel on a daily basis (Ismail Mubarack and
Thulkifly, 2015).
2 Promotion Function: It is a most important function of marketing field. Strong and effective
promotional strategies can only gain more profits. Sound communication strategies is important
to promote your services, company can give cheap discounts to lure more customers.
3.Pricing Function: Basic and essential aspect of any product is price. Marketing officer should
see that the price of the product is justifiable it should not be too high or too low it should in the
budget of both the organisation and the consumers. Fares of the bus should be little lower so that
company can gain competitive advantage over it
4.Financing Function: To provide reliable source of finance required to assist operational
activities, create cost effective strategies, reducing labour and production turnover are few
finance function. Company should go for long term loans and debentures to get secure and
continuous funds (Mare, 2015).
5.Information Function; Through and detail analysis of market trends, competitors strategies,
and using them to improve the decision making skill of business. Company should make surveys
to know about the preference of people in relation to the services of the company what changes
can be done to it. This will help the company to expand there business.
6.Distribution Function: To have sound distribution channel. Company should be enable
customers to easily locate there products and services. It should be able to reach it's targeted
customers on time.

Service Management; to create and developed best quality of services. To maintain its position
in a long run the company must maintain its quality of service.
P2 roles and responsibilities in organizational context
There are various operations performed within Your destination. Marketing department is
having several role and responsibilities that helps Your destination to achieve their goals
and objectives.. The marketing department will work individually as well as in the
collaboration with different operations . Marketing functions is connected to various other
departments. These are as follows :-
Finance department – the main role of finance department is to allocate resources so that
effective promotion and advertising can be done. It is very important to do this as it highly
helps in making customers aware about products and services that is offered by Your
destination.
Sales department – this department perform a major role. It works with marketing department
and helps in achieving goals. They identify customer needs and monitors the overall
marketing strategy. It helps in marketing department to make changes in strategies
according to market condition (Mišič and Podnar, 2017).
Research and development – This department works together with marketing. They helps in
developing products and services according to customer needs. The R & D will look after
the better development of high quality product and services that will help in effective
development of high quality product .
Human resource department- for selling products and implementing market strategies, an
effective sales force is needed. So human resource helps in providing that. They recruit and
hire experienced and qualified employees that can help in achieving goals and objectives of
Your destination. Besides this, sales force are very important as they help in effectively
promoting products in the market.
M1 Analysing the roles and responsibilities of marketing in the context of the marketing
environment.
Marketing plays an important role in promoting organisation and increasing profits. The
various roles played by marketing are:
Developing the market strategies and plans:

The manager has to identify the demands of the customer in order to deliver them
appropriate services. Planning is a process of making strategies and developing balance in the
organisation to gain productivity, profits and popularity. Your destination travels has to develop
unique plans for the company's benefit (Menz and Scheef, 2014).
Marketing information system:
It is a system which involves planning, implementation,controlling tasks. It involves the
system which provides the required information and distributes it accordingly.
Market research:
Management needs to research in the market to develop company's production, profits
base and customers. To maintaint the position in the market,the organisation must have the
specific knowledge about the products and services they provide. So for this management hires
skilled professionals and trained staff to undertake the market.
Creating customer's loyalty:
It is the most important part as customers are the one who gives revenue to the
organisation so providing customer satisfaction is important. It is necessary to be loyal to
customers and give them product and service quality satisfaction by providing them best
sservices and facilities according to their requirements.
M2 Interrelationship between Functional unit and Marketing
A link is there between operational team and marketers because research work is
provided by the operational team to fulfil the demands of the loyal customers. Marketing can be
described as strategic discipline and its essentials i.e. price, promotion, people, physical evidence
,place can be transferred to corporate planning structures. Functional unit has many departments
related to finance and auditing and so whatever promotion work is done and data gets collected
on the customer , the budget is decided by the functional unit as to much budget is required to
meet the customer requirements(Hair Jr J.F. Wolfinbarger M. Money A.H. Samoue P. and Page M.J.
2015). Lastly to attain the classy sales services it has to maintain a relation with Human Research
Management. These Functional units help to meet the production targets of the company.
P3 Comparison between marketing mix elements of Your Destination and National Express
Marketing mix is one of the important element of marketing which help in increasing the
sales of the products and services. It considered 7ps which assist in describing the marketing
approach of Your Destination and National Express. Similar to Your Destination, National

Express is also transportation company which lead to provide transportation facilities
nationwide. Here below are provided marketing mix elements which is used companies.
Product: Product is one of the important element of marketing mix which is created by
companies. It is essential for your destination to ensure that its products and services are
different and innovating from its competitors so that customers can easily influenced to make
purchase decision (Ismail, Mubarack and Thulkifly, 2015). Company is focus on providing
services with some additional features that can easily differentiated from its competitor. On the
other side, National Express also emphasis on making products and services after conducting
marketing research. This lead to help in creating products and services as per the customer
requirements.
Promotion: There are various promotional strategies which can be adopted by firm in
respect to make customer aware of their company product and services. Different promotional
tool which can be used by Your destination are social media marketing tools, Television,
newspaper etc (Mare, 2015). With the help of these methods company can easily grab attention
of its customers. Your destination used social networking sites such as Facebook, Twitter for
targeting the large number of customers. On the other side, National Express is using Television
or newspaper to advertise products and services in the market.
Place: Place is essential marketing mix elements from where people can easily make
purchase of products and services. For organization’s, it is important to open their retail store at
such places where customer can easily reach and make purchase. Your Destination, store is in
the mid of city where people can easily reach without facing any issues. On the other side
National Express with store provide online services so that customers can easily make purchase
from any place through internet.
Price: Price is in which customer used to make purchase of products and services.
Different companies set various prices of their products as per the quality of product (Menz and
Scheef, 2014). There are various pricing strategy which can be used by Your destination for
selling the product such as penetration pricing, skimming pricing, premium pricing etc. Your
Destination is used to sale its products and services with the use of skimming pricing strategy.
Under this strategy company in starting keep price of product lower than increase price after
capturing market. It is considered as one of the effective strategy for increase sales and capturing

market. ON the other side National Express use premium pricing strategy in which price of
product is higher as because of its unique features.
People: It is important for companies to hire highly skilled employees who can make innovating
products and services for customers. In addition to this, they should be enough capable to
interact with customers so that products can be sold (Mišič and Podnar, 2017). Your destination
employees are highly skills and they can easily make deal with customers. On the other side,
National Express customers are not highly skilled due to this reason their productivity get
hampered. To check employee’s efficiency company can conduct various phycological test and
inspired to their employees so that they can become more productive and enhance sales of the
firm.
Physical evidence: Physical environment is also known as essential elements which influence
customer to make purchase decision. Your Destination can design its physical store in such as
manner that influence customer to visit again. On the other side, National express should make
changes in its physical store so that it can easily grab attention of large number of customers
(Ryan, 2016).
Process: Every company should follow systematic process so that they can deliver products and
services to customers in an effective manner (Vargas-Hernández and Jimenez, 2016). Along
with this, customers query should be resolved on time which help in increasing the satisfaction
level of customers. Your Destination focus on providing services through following the
systematic process that assist in retaining customers for longer period of time. On the other hand,
National Express, not able to deliver product on time as because of lack of skilled employees.
Hence all above marketing mix elements are effective enough for Your destination to
accomplish the firm’s objectives. Along with this company can also make good position in the
market and gain competitive advantages.
M3 Tactic applied by Your Destination to accomplish objectives
Main aim of company is to increase sales and profit of the firm. This can be done through
implementing effective strategies and techniques. Some of the tactics which can be applied by
company is advertising product and services. Through advertising company can easily grab
attention of customers and influence to make purchase of their company products and services.
Along with this, firm can take feedback from its customers related to products and services and
modify products accordingly (Wasan and Tripathi, 2014). It leads to help in increasing the

satisfaction level of customers and retain them for longer period of time. Customers taste and
preference change with the changes of time so it is important for company to make products
accordingly as it will help in gaining competitive advantages. Hence, these all are the tools and
techniques which can be applied by the firm that assist in accomplishing company goals and
objectives (Ryan, 2016).
P4 Basic marketing plan
The basic marketing plan of Your destination will involve:
Mission: the mission of firm is to have nationwide expansion.
Vision: vision of the firm is to expand the business operations on a national level in UK
SWOT:
Strength: the strength of company is its effective vehicle base and meeting of targeted
customers needs and demands.
Weaknesses: the weakness is that the firm is not well advertised in market.
Opportunity: YD has a good opportunity to meet the requirements of the user by improving the
market presences.
Treat: The major threat is the lack of advertisement and strong position of National express in
market.
Pestle:
Political factors: the political support will help in good rise in the applicability and proper
growth of the firm. They will look after the proper management of the business operations and
the activities of the firm that will support good rise in the capability of the business organisation.
Economic factors: the economic factors will help in suitable handling of the activities that will
support and good growth and development of the firm (Vargas-Hernández and Jimenez, 2016).
Am positive economy will support a good growth and development of the organisation.
Social factors: the social conditions in UK will support the YD to get a good customer base and
meet the requirements of the users or clients in a better way.
Technological factors: their influence will be higher as YD gas to look after the proper handling
of the operation to mitigate the risks that are been caused by the technological operations.
Legal factors: the proper licensing and other legal operations will support a good rise in the
functionalities of YD and meet the needs and demands of the organisation in a better way.

Environmental: As a transportation firm, YD has to effectively look after the different measures
to met the requirements of the users and nature in a better way.
Market objective and strategy: The main market objective is to develop a good customer base
and meeting of customers requirements and demands in a very effective way. The marketing
strategy will involve following factors:
Segmentation: this involves the proper segmenting of the customer base that will help in
suitable rise in the market share.
Targeting: It involves the targeting of a good customer base that will supports good rise in the
potential customer base.
Positioning: This involves that proper positioning of the business operations that will support a
good rise in the activities and operations by gaining a good market position in market.
Action program: this will involve the different activities that are been performed by the
organisation to take the proper actions and activities to mitigate various obstructions in
expansion process (Wasan and Tripathi, 2014).
Financial forecast: it involves the proper handling of the operations that will support a good
management of the activities and handling of the operations which will support a good rise in the
operational capabilities and managing of the budget within the firm.
Control measures: it will help in keeping the control over the risk factors and meeting the
operations of the organisation in a better way.
M4 Organization's Marketing Plan
Marketing plan is always presented in the form of written report. It can be on a short term
basis or on long term basis. This report includes all the issues faced by the company, SWOT
analysis done by 'Your Destination' ,present situation, goals and objectives of marketing, its plan
of action, need of resources and its availability. The clauses and rules of local and federal
government too effects the action plan of the company. Strengths, weaknesses opportunities and
threats of the organization determines its whole structure and helps in building the strategies of
marketing in an efficient and meaningful manner(Baker M.A. and Magnini V.P. 2016).
Conclusion
From the above report it is concluded that Marketing mix is one of the important element
of marketing which help in increasing the sales of the products and services. It is important for
companies to hire highly skilled employees who can make innovating products and services for

customers. Finally it is concluded that the 'Your Company' faces many challenges and
effectively works on principles of 7P's. It focuses on its end customers and provide quality base
products. As segmentation, Targeting and positioning are basic concepts of marketing so this
company completely rely on these basic concepts because it has a long run objectives and goals
to achieve. It maintains a a very well price model and by organising various events and
organisations it keeps its products updated in the market. It keeps a continuous eye on the market
and the upcoming products so as to keep pace with the competitors at higher level. Achieving
objectives and goals upon time is main motive of this company. 'Your Destination' take
advantage of technology very well.

Reference
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.
Hair Jr, J.F. And et.al., 2015. Essentials of business research methods. Routledge.
Ismail, M.B.M., Mubarack, K.M. and Thulkifly, M.Z., 2015. Impact of service marketing mix on
customer satisfaction.
Mare, M., 2015. Lungisisa Indlwla village: a social marketing case study on residential care for
children (Doctoral dissertation, Stellenbosch: Stellenbosch University).
Menz, M. and Scheef, C., 2014. Chief strategy officers: Contingency analysis of their presence
in top management teams. Strategic Management Journal, 35(3), pp.461-471.
Mišič, K.U. and Podnar, K., 2017. Steps toward a City Marketing Mix and Its Perception
Measurement. In Strategic Place Branding Methodologies and Theory for Tourist
Attraction (pp. 67-86). IGI Global.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Vargas-Hernández, J.G. and Jimenez, R.A., 2016. Personal Marketing Plan and Its Influence on
Employability. RESPONSIBLE MARKETING FOR SUSTAINABLE BUSINESS, p.63.
Wasan, P.G. and Tripathi, G., 2014. Revisiting social marketing mix: A socio-cultural
perspective. Journal of Services Research, 14(2), p.127