Essentials of Marketing Operations

Key duties and responsibilities of Marketing Officers and projected arrangement and operations of marketing division3 P2.The Contribution of major responsibilities and roles of marketing function in wider organizational areas 10 TASK 214 P3 Comparison of various elements of marketing mix of different organizations for achieving business aims objectives 14 TASK 318 P4 Marketing plan18 CONCLUSION 24 REFERENCES 25 INTRODUCTION Marketing is linked with selling of goods and services at market places in exchange of monetary values.

Marketing Essentials

INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
P1. Key duties and responsibilities of Marketing Officers and projected arrangement and
operations of marketing division..................................................................................................3
P2.The Contribution of major responsibilities and roles of marketing function in wider
organizational areas....................................................................................................................10
TASK 2..........................................................................................................................................14
P3 Comparison of various elements of marketing mix of different organizations for achieving
business aims objectives...........................................................................................................14
TASK 3..........................................................................................................................................18
P4 Marketing plan......................................................................................................................18
CONCLUSION..............................................................................................................................24
REFERENCES..............................................................................................................................25

INTRODUCTION
Marketing is linked with selling of goods and services at market places in exchange of
monetary values. There are various promotional campaign organised in order to maximise sales
and achieve targeted customers. This is the most vital part of business organisations. If firms are
focused on implementing any business strategy then they have to plans and policies in order to
achieve effectiveness in their operations. The needs and wants of customers should be identified
in order to sell customised products to clients. Marketing is the tool by which firms reaches their
target customers and insist them to buy the products based on their decisions (Asaduzzaman,
Hossain and Rahman, 2014) The under mentioned report is based on various roles and
responsibilities of marketing functions, the marketing mix of travel industry Your Destinations
and they are classified under private and public sector. The marketing plans and policies are
developed in order to analyse those areas where firms can easily expand their business operations
at domestic level.
PART 1
P1. Key duties and responsibilities of Marketing Officers and projected arrangement and
operations of marketing division
To: Senior Marketing Manager
From: Senior Business Executive
Company: “Your Destination”
Date: 1th June 2018
Subject: Duties and Responsibilities of Senior Marketing Officer, proposed operations and
structure of marketing departments.
Marketing is one of the important procedure of a company in which managers used to promote
brands in a vast area. They formulate various strategies in order to increase sales performance of
an organisation with main purpose is to gain competition advancement. In addition to this,
marketers use several tools and techniques in order to analyze situation of marketplace,

demands of customers, purchasing power of buyers, bargaining power of suppliers and
distributors etc. All these processes help employers in optimizing procedure through which they
can attract large number of customers towards its products or services in an efficient manner.
Along with this, they can take important decisions in making improvisation in business and
marketing strategies. In order to meet desired goals, marketing department perform several
duties and responsibilities in a efficient manner. Under this some of key components of
marketing department are being discussed beneath:
Market Analysis
Market investigation can be considered as an important program that aid an organisation in
looking into different aspects which may aid business firms in grabbing good position in short
period of time. With the help of market analysis Your Destination may directly grab competitive
advantages through collecting data through using various tools. Decision making power may
become strong of both managers and leaders of Your Destination. Some of tools under this can
be used by this organisation and these are discussed beneath:
SWOT Analysis:
Strengths:
 Cultural diversity is being considered as the main purpose of this organisation and
believes in delivering products and services to consumers according to their needs and
requirements. With the help of this, business expansion and branches can get open at
Manchester, Newcastle, Glasgow, Aberdeen and many other cities of United Kingdom.
Through this, competition can be given to National Express which is market leader in
present time.
 Your Destination have already made good existence around London and Essex from past
three years and citizens of these cities have shown an appropriate response to them. This
can be considered as a strength for this organisation which will help out in business

expansion in other cities of UK.
Weaknesses:
 Highly seasonal use of facilities and labour. This lead Your Destination to giving less
advantages in gain competitive power and will make less effective in front of National
Express. Huge turnover for staff which is a barrier for this firm in doing business in an easy
manner. This can be said as a weakness for this organisation because if employees are
leaving their job then retention level of staff members will may get less. This may bring
less effectiveness among productivity and this may delay the process of business
expansion around Manchester, Newcastle, Glasgow and Aberdeen and in other cities of
UK.
Opportunities:
 Income can be enhanced through doing business nationwide. It has been analysed that
Manchester, Glasgow and Aberdeen are some major tourist destinations and if Your
Destination expands their business in these cities then it is may be possible firm may
start giving good rivalry to national express which is market leader of transportation in
UK at current moment.
 Enhancement in actual demand for advanced services. If Your Destination will use
updated technology in order to deliver the services to its customers. Like developing
mobile application where consumers can compare the prices. Then this can be taken as
an opportunity for this organisation.
Threats:
 Firm is rapidly focusing on doing promotional activities rather than developing products
and services. This can be taken as a major threat just because National Express who is
market leader is keeping their main focus on delivering appropriate packages to
customers as per current trends.
 Depleted accession of finance and funds. Just because firm is doing business at domestic

level and its outlets are in two cities only. They are having limited funds and expansion
of business requires high funding.
On the other hand, Your destination should also understand the concept of short and long term
planning that comes under strategic preparation and these are discussed beneath:
Strategic Planning: This sort of planning is being considered as the best approach for Your
Destination. Because they are doing business nationwide and working in the sector of travel and
tourism which is famous for its diverse implications and other things. Under this, two sort of
plans comes under which are long and short term that have been discussed beneath: Short term: It has been analysed that there are ample number of phases comes in front of
managers and leaders of Your Destination where they have to make effective decisions
right on time so that firm do not go through any problem or any phase as well. These
short term planning can help business organisation in maintaining long term planning.
Business expansion in some of cities like Manchester, Newcastle, Glasgow and
Aberdeen requires both short and long term planning. Here, short term planning can be
done through offering different services travellers of these cities with limited time frame
in order to analyse the perception of them according to services that are being offered by
them.
 Long term planning: In order to meet all the future goals it is required for Your
Destination to develop plans. These sort of planning requires proper resources and study
as well. Mostly these plans are being considered as the best approach that aid business
firms in grabbing good position at marketplace of United Kingdom. Keep running
business in Manchester, Newcastle, Glasgow and Aberdeen for more than 5 years in
order to give good rivalry to National express can be considered as long term planning in
present context.
Along with this, it is very much required for Your destination to understand some key concepts
that are related to all the market trends:
Market Trends: This concept is majorly focused by the companies that are willing to deliver
updated products and services to their consumers. Trends can help both traders as well as
investors to gain profit from different regions through adopting best and updated tools and

techniques and through implementing them at workplace. Some of factors under these are given
beneath: Government: It has been analysed that government deals in different areas and try to
develop strategies through economical conditions of United Kingdom can get improved.
Therefore, it is much required for Your destination to keep on looking into different
updates which has been made by governmental bodies so that to grab good position right
on time.
 International Transactions: As Your Destination is operating in different areas that
means in countries where amount of monitory gets changes. Here, concept is if more
money is leaving the nation possibilities are there that economical conditions can get
weakened.
 Speculation and Expectation: Devour, capitalist and politicians plays an important role
when it comes to thinking about future because all current decisions are being
considered as which may aid in grabbing good position in near and upcoming future.
 Supply and Demand: Supply and demand of all the products, services, currencies and
other investments are being considered that carries high tendency of rapid changing
nature.
Along with this, purpose of structure of marketing plays vital role when it comes to deal under
different sections or when Your destination is looking forward to enhance its sales. In present
context, it is being analysed that operation of business in two different aspects are necessary and
these are being given beneath:
Business to business (B2B): This is defined as concept which comprises transfer of items and
services from one firm to another. Every organisational require to have adequate material for
executing appropriate business activities to accomplish goals and objectives. This helps to
conduct things effectively and establish good position and share in market.
Business to consumer (B2C): This tactic specifies that enterprise organise activities to direct
members, material and funds so that adequate products are manufactured. It is essential that

goods are produced in according to needs and wants of people. This help management to attract
customers and make them purchase things in respect to their demands and requirements.
In Your Destination, some major functions and roles of marketing managers can be defined as:-
 Product: The main function of managers of a firm is to determine needs of people and
give collect a proper data. They provide this data to other divisions of enterprise through
which further process or production and operation can be done. It helps in manufacturing
products as per requirement of consumers. In context with Your Destination, it offers
various services to travelers in order to make their journey more enjoyable and
memorable. This firm is work in transportation business, so it deals with many
customers who belongs to various countries. So, its managers are needed to offer
different-different services as per taste of travelers. It would help in providing high
satisfaction to them and gain their retention with longer period of time.
 Price: Price is an outcome of expenditures used in manufacturing of products and other
preparation. So, it is necessary for companies to determine price rates of products or
services in a proper way. It defines value of brand of a company through which they earn
necessary amount. Generally, people look out to get product or service on reasonable
rates as well as of high quality. Therefore, it is essential for managers of Your
destination to offer its services on affordable price. It provide its services on different
price rates as per purchasing power of travelers so that it helps in earning more
profitability.
 Selling: The selling of the products are linked with offering products for sell to
customers in order to fulfill their needs and requirements and the goods are exchanged in
terms of both the monetary and non monetary values. In order to sell the products and
services the marketing department organizes campaign and various marketing plans and
procedures in order to enhance their overall sales and profitability ratios (Clow and
James, 2013). This is an important factor in order to create awareness about the products.
The travel organizations like Your Destinations provide travel services to customers so

they can visit to new places. The firms are mainly dealing in professional and personal
transactions. Marketing managers of this company use various tools and techniques for
increasing sales of a company.
 Promotion: This is the most vital process which is linked with influencing the customers
in order to execute purchase decisions of the offered goods and services of business with
the help of various marketing and promotional tools. There are different activities
organized in order to maximize the sales of business so that firms will attract customers
who will buy their offered products and services. The different tools which are used for
the promotional campaigns are advertising, publicity, personal selling etc.
 Management and Information System: There are marketing techniques used such as
marketing surveys in order to gather information about the clients so that products can
be manufactured according to their needs and wants. The collected information are
valuable in order to carry out right decision if there had to be any alteration made in the
products so that customers can be satisfied with the services of Your Destination.
 Distribution: The activities which are related with distribution of products and services
of Your Destination consist of different equipment and instruments for delivery of
goods. This is the most vital factor for all business organizations in order to deliver cost
effective goods to all their potential customers. The most beneficial tool for the
dispersion of goods are to be identified in order to develop unique products which can
be sold to customers. The distribution channel should be effective and eco friendly in
order to ensure effective system and policies.
 Financing: The marketing manager is having the responsibility in order to assign funds
for executing marketing activities so that promotional campaigns can be effectively
organized. Funding is the most important factor in order to expand the business
operations all around the nation thus sustaining strong positions in the economy.
Hence the marketing manager of Your Destination are having the most important responsibility
in order to develop aims and objectives by which their goals can be achieved. This results in

enhancing the efficiency of business organizations. In order to identify the success of marketing
activities there should be soundness in all business operations. Effective marketing strategies are
valuable in order to earn higher profitability shares by managing marketing functions and
business functions. This is the most beneficial factor as firms can achieve loyal customers and
maximize their level of profitability and sales revenue. On the other hand, if Your Destination
wants to expand its business in Manchester, Newcastle, Glasgow and Aberdeen then it is
required for marketing manager of this company to analyse the strategies and plans that has
been made and adopted by National Express which is market leader in travel and tourism sector
of UK.
P2.The Contribution of major responsibilities and roles of marketing function in wider
organizational areas
MEMO
To: The Marketing Manager
From: Senior Executive
Company: “Your Destination”
Date: 1st June 2018
Subject: The Duties towards wider organisational context
Marketing is the most important and wider concept which is linked with the activities of
selling, promotion and the delivery of goods in most effective and planned manner. If the
activities of business are analysed then it results in enhancing the overall sales and profitability
ratios of firms and they will earn higher profitability from their business operations. This
concept also have major influence on the operations of Your Destinations and there impact is
briefly stated below as:
Operation and marketing function: If firms have to achieve success in their business then
they had to ensure that marketing function is interlinked with the operational areas. This helps in

ensuring coordination among all business activities. There should be plans developed in order to
make changes in the products according to requirements of customers. The main benefit of
coordination is linked with smoothly running all business operations. If there had to be major
operations in the products then they had to focus on the quality factors. Interlink in between
these two department is must because productivity of products and services will automatically
can get enhanced if marketing manager or management is carrying good information about
goods that has been manufactured by them. Through this, best approach of promoting a product
can get done by Your destination. Operations department of Your Destinations cannot develop
proper routes of their buses and cars as they do not have information that what exactly travellers
are looking for. Along with this, events also gets organised by this organisation on a regular
basis for travellers. Here, it is responsibility of marketing department to deliver appropriate data
to operational subsection of Your Destination so that proper design of events along with prices
of routes can get set. This interconnection in between Operation and marketing department lead
Your Destination business organisation to gain many competitive advantages at marketplace of
United Kingdom.
Marketing and finance function: The finance department is having the major
responsibility in order to collect and arrange funds by which all the activities will execute with
more effectiveness and efficiency. If there can had to be any promotional campaigns organized
then finance department had to arrange funds in order to successfully promote their goods and
services at market place (Fazlollahtabar, Aghasi and Forte, 2011), Your Destinations have
arranged funds which they are giving to the marketing for organizing different in order to
remove any type of difficulties. The finance department is also having the responsibility in order
to ensure balanced coordination of monetary transactions so that activities are operated in
planned manner. Importance of interconnection in between these two sections also plays vital
role and if both managers of these two departments are not having a good relation then it may be
possible that in doing promotion marketing department may not get enough funds from financial
sector of Your Destination. Budget of funds that Your Destination carrying to run business is
developed by financial department. Here, whatever plans are being made by marketing
department in order to promote services like offering travellers to different adventurous rides,

wild life century and many more. It is mandatory for finance subsection of Your Destination to
set funds for every single activity of marketing services. With the help of developing budget,
expenses can be reduced and through this, profitability can get stronger.
Research and development division and marketing functions: The firm should ensure
that there is effective coordination among marketing activities and research and development
department. If the needs of customers have to be analysed or there had to be made alterations in
the products and this is possible with the help of research department. It has been analysed that
uniqueness cannot be brought in products and services if there will be no interconnection will
stay in between marketing and research and development section. Therefore, it is very much
required for them to adopt best approach and maintain relation so that profit margins can be
maximised. R & D subsection of Your Destination do not know about what exactly trends are
going in the market along with perception which is carried by travellers in current time. Here,
interconnection or interaction takes place in between marketing and R & D department where,
marketing manager may deliver information to supervisor of research and development section
of Your Destination.
Human resource department with marketing function: This is the most important
function of any business organization as it helps in achieving set business goals and objectives
in most effectual and planned manner. The employees of Your destination are offering different
type of services to all their potential customers. The ability of the employer is mainly dependent
on the revenues and the benefits which are availed by firms. The talented and skilled employees
are always enhancing the position of firms at market areas and on the other hand the unsatisfied
employees always decrease the productivity level of firms. Human resource department usually
looks into recruiting and training & development programme if they will not develop policies
then it is may be possible that firm may not grab good position in short period of time through
doing promotional activities. On the other hand, HR department of Your Destination can only
select candidates on the basis of their qualifications but they do not know technicality of job.
Therefore, assistance can be taken from marketing section in order to select the best and talented

candidate who is meeting all the requirements of vacant seats.
Sales department and marketing functions: The marketing department plays an important
role in order to enhance overall sales and profitability ratios of firms. The transportation firms
are using various marketing and promotional techniques in order to make decision about the
offered products and influences customers so they can purchase those products. Promotion of
products and services directly affects sales of products. Therefore, it is important for both
department to maintain their relations so that benefits can be gained by Your destination right on
time. Marketing department delivers information to sales subsection of Your destination like
which service will directly raise sales of company in specific area. That means, delivering right
service to correct customer (Traveller). For an example: Adventurous event which is being
developed by Your Destination will directly attract travellers who likes to visit places which is
filled with wildlife.
IT divisions with the marketing function: In this modern era every business is focused
towards implementing advanced technologies in order to promote their products at market areas
and enhance the sales ratios of firms. Your destination are mainly using online technology in
order to sell their products and capture attention of customers. The head who is having the
responsibility of IT department should ensure that all issues are handled effectively and the risk
is also managed in order to ensure proper coordination among business activities. Cost can be
reduced of promoting products if there will be good relation among IT and marketing
department. They may promote products in a unique which was never been done before as this
may lead business firms in grabbing good position. Your Destination's IT department has
developed application for this company. But, it has been analysed that they have to make
changes in their web pages and in app as well because customers perceptions get changes in
rapid manner. Here, marketing department plays vital role because mostly they carries all the
information related to customers needs, perception and other things and this may lead them to
deliver information to IT department so that they can make alterations in applications.
The Informational Technology process is beneficial for firms in order to run all their
business operations effectively. In this modern age of digital technology all the activities are

interned with the IT department and this is the most important factor in order to keep record of
all their potential customers and make all the business operations execute in most effectual and
planned manner. This results in earning higher profitability from their overall business. Your
destination should mainly focused towards implementing those activities which are valuable in
order to ensure smooth running of all business activities. Thus all the department should ensure
that they should work together in order to achieve the business aims and objectives and achieve
high growth and shares from their business operations.
Marketing department play vital role in business organization in which firm easily expand their
services in market place with the purpose of attaining better success at market place. Thus every
department also relate with entire department of the company as they easily enhance overall
performance level of the company at market place. With the help of this company serve their
products to right customers in order to attain their higher satisfaction level.
TASK 2
P3 Comparison of various elements of marketing mix of different organizations for achieving
business aims objectives
Marketing mix: This is the most vital factor in order to ensure efficiency of goods and
services and the goods are sold at economical prices to customer. Your destination is one of the
most important emerging organizations in the economy. The firms should ensure effective use of
marketing tools and techniques and the comparison among Your Destination and National
Express are evaluated below as:
Basis Your Destination National Express
Product The main products of transportation
firm is linked with public and personal
transportation systems such as car,
truck and bus services. Your
The firms are working in order to
provide quality services to their
customers thus establishing a strong
brand image at market place and

Destination is offering various
intangible services to its clients.
Mobile application has been
developed by Your Destination in
order to serve customers. With the
help of this, they can book events that
has been organized by this company.
Apart from this, consumers can also
pay from their site as well with taking
in use of EFT. If there is any event
organized then they are also offering
personal transportation facilities and
people can easily travel from one
destination to another. Your
destination is delivering different
services to their clients according their
needs and requirements. Cars are
being served to people who are
looking to go with family. On the
other hand, trucks are being given to
people who have visited in groups like
25 people.
achieving competitive gains. National
express are providing services at fare
cost in order to gain customers
attention. The management also
focusing on providing cab services,
Free Wi Fi and medical kit.
Price The firms are offering their services in
most cost effective monetary values
then there competitors. They are
mainly focused on adopting pricing
policies such as Flotation policy
where this can be known as a process
where a firm can get changed from
private to public. High-low pricing, is
being considered as the best approach
The price adopted for selling products
and services by National Express are
according to the need and demands of
customers. They have adopted
Penetration pricing policy in order to
achieve customer attention.

which is being utilized by Your
Destination in order to deliver good
and services to them according to their
needs.
Place The place factor is linked with the
actual locations where the firms are
offering there products and services
and people can easily use them. This
firm is having wide network of
connections as they are offering
services to people at different
locations in UK. The company have
developed there own website where
they are giving information about the
offered services and the price rates
according to the distance covered.
Your Destination is doing business in
all over United Kingdom and from
last three years they have grabbed
good position and also carrying a
befitting reputation in UK.
Manchester, Newcastle, Glasgow and
Aberdeen are some cities where Your
Destination is holding a strong place.
National Express headquarters are
situated in UK and they are offering
their services to customers. The
administration should provide services
at all those places which are
convenient to customers. The major
responsibility of administration is
related to provide quality services at
all places thus establishing strong
brand image.
Promotion Promotion is the act of developing
awareness about the products and
services of firms which they are
offering to there potential customers.
This helps in enhancing the total sales
volume of firms. Your Destination is
National Express are using traditional
marketing tools and techniques such as
public relation in order to provide
information to customers about their
new offer in travel package in order to
retain loyal customers who can

using various marketing and
promotional tools in order to develop
awareness such as they are giving
advertisement about their products in
newspaper, social media etc (Jones,
and Rowley, 2011). Advertisements
on newspapers of London and Essex.
Along with, ads on televisions, online
social sites is helping this firm in
enhancing their business.
enhance their profit (Kennedy and
Parsons, 2014)
People These are described as the employees
who are working in order to provide
effective travel services to there
potential customers. Your Destination
always appraised there workers by
giving them as it results in motivating
them for the hard work that is done by
them thus they will develop plans in
order to effectively achieve all the
targets that have been assigned to
them in effectual and planned manner.
Your destination have also made some
plans for their employees and for staff
members as well so that to grab good
position. Through this long term
sustainability can get maintained.
Firms are mainly focused towards
adopting internal and external
marketing techniques in order to
divide people. They are recruiting
those people who are having skill and
ability in order to provide services to
customers. Different training and
development activities are organized
in order to enhance the skill of
employees so they can offer services
according to customer need. The
employees are not given any additional
benefits in order to attract them
towards their job.
Process The process is described as the factor
in which goods are being delivered to
the potential customer. There should
be focus on ensuring systematic
The process of transformation are
useful in order to provide quality
services to all customers. As the firm
have adopted modern techniques so it

process so that firms can achieve
valuable customers. In present scene,
Your Destination have grabbed good
position in all around UK through
adopting distinctive approaches.
Manchester, Newcastle, Glasgow and
Aberdeen etc are some major cities
where this organization carrying a
good name through developing
various strategies.
is convenient for customers in order to
book the tickets of their preferred
destination
Physical
Evidence
This factor is linked with the
experience of people by the services
which are offered by travel and
tourism industry. As Your Destination
is delivering transportation facilities
therefore, they are carrying various
buses, cars, luxury cars along with
motorcycles so that they can provide
best services to their customers and
become satisfied after utilizing their
services.
This factor is related with the services
that are offered to customers and if the
services are according to customers
needs then it results in enhancing their
sales ratios.
TASK 3
P4 Marketing plan
The main aim behind execution of marketing plan is linked with analysing the activities
of Your Destination which helps in expand their business operations nation wide. Before
implementing the final marketing it is the responsibility of Marketing mangers in order to
identify the business goals, objectives, vision and mission statement. The plans are the most
important and effective tools as they are guiding mangers in order to carry out the business
operations according to set business plans. The objectives which are formulated by business

should be achieved in time duration's of 6 Months and this factor helps business in order to
achieve competitive gains at market place. In context of Your Destination, that are looking
forward to expand their business through offering goods and services to customers in much
effective and in appropriate sense. On the other hand, it is mandatory for them to develop a
marketing plan so that competitive advancement can be gained in specific time of period. The
activities which are included in the marketing plan are evaluated below as:
Current position of Your Destination
This organisation was found in the year of 2007 and currently located in two different
cities i.e. London and Essex. They are offering various services to customers like cars (Sedan,
limousine, van and SUV). They mostly keeps their eyes on delivering high satisfaction through
delivering comfortable transportation services. They have also some unique services like airport
shuttle.
Company Background
Your Destination are providing transportation services all around UK and they are
majorly specialized in personal and public transportation services. The main aim of firms are
linked with providing services to people all around UK and there major competitors are National
Express. This is the marketing plan for the firm which is evaluated below as:
Vision
The main vision of firms are linked with achieving highest position in providing
transportation services to all the potential customers. Thus they will attain higher market shares
and will satisfy needs and wants of customers.
Mission
The mission is linked with providing transportation services to all the potential customers
all over UK.
Goals and objectives

Currently, main objective of this organisation is to expand their business in Manchester,
Newcastle, Glasgow and Aberdeen so that good rivalry can be given to National Express.
Target market
Your Destination which is famous for its luxurious transportation services have set an
aim to expand their business in Manchester, Newcastle, Glasgow and Aberdeen's market. Some
of special services like airport shuttle are provided by this firm which will directly grab attention
of targeted customers.
Budgeting
Marketing Budget of Your Destination is given beneath:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 9000 10000 15000 19000 30000
Investment 27000 38000 45000 14500
Total 9000 37000 53000 64000 44500
Marketing
expenditures
Advertisement 4000 6000 7000 8000 7000
sales promotion 2000 2000 3000 4000 4000

Direct marketing 1000 2000 5000 5000 6000
Total 7000 10000 15000 17000 17000
Available balance 2000 36000 38000 47000 27500
STP
Segmentation: Your Destination needs to look into this aspect while setting up a marketing plan.
They have set few target market of different cities of United Kingdom. Depending on
perceptions of customers of these cities. Company is going to make changes in services that are
being offered by them.
Targeting: Under this, targets are being set and selection of different segments which is befitting
as per the situation may help Your Destination. If company wants to expand business in
Manchester city then it is required for this organisation to adopt luxurious cars in order to deliver
customers with satisfaction of this country.
Positioning: Alignment of products and services which are being offered by Your Destination
takes place. Your destination can place itself at innovative level in all over UK in front of their
customers.
Current market analysis
This is the most vital factor as it results in removing all the barriers which are affecting
activities of business. Your destination are making there analysis with the help of SWOT and
PESTEL Analysis which are evaluated below as:
SWOT Analysis
SWOT analyses are the most important factor in order to analyse the internal business
environment. This helps in analysing the strong and weak factors and also the areas of
opportunities and threats are evaluated below as:

Strengths
 The growth rates of firms are constantly increasing
 They are provided assistance by government in order to carry out their travel operations.
Developed policies and rapid befitting rules in context of enhancing their business are
some ways through which government has helped Your Destination.
 Higher domestic market area coverage is being considered as a sort of plus points through
which Your Destination has gained high competitive advantages.
 They have very limited cost of workers which makes this firm really very appropriate for
firms which is delivering products and services to customers in an appropriate manner.
 They have adopted economical pricing for selling their products which has helped Your
Destination in attaining all goals and objectives that this organisation have.
Weakness
 They are getting loan for their business activities at very high rates
 The cost factor in the future time will be much mire higher as compared to the present
time
 Your Destination looks into different aspects to improve their strategies but do not sees to
make alterations in their pricing policies which can be stated as a weakness for this firm.
Opportunities
 After Brexit, firms are having opportunities in order to expand there business operations
in United Kingdom and earn higher profitability index.
 Your Destination, if looking forward to expand their business in other countries then
collaboration can be done with firms that are doing business in same sector and are much
familiar with target market.
 Along with this, promoting services in most famous websites like YouTube, Facebook
and many more may aid Your Destination in reducing all the expenses that are related to

promoting its services. Through this, profit margins can be maximised in an appropriate
manner.
Threats
 The main risk to firm is from increasing cost of business operations.
 There is maximization in labor cost
 Threats from cash flows can be considered as a major issue for Your Destination
 Changes in the prices and policies of government of UK can resist growth of Your
Destination.
 Updation in business trends can also be understood as a major threat for Your
Destination.
 There profitability factor is higher through which it stops Your Destination in delivering
services to consumers according to their needs and requirements.
 Maximization in overall market shares can reduce this company's growth.
PESTEL Analysis
This is the most vital tool as it helps in analyzing the external factors which are affecting
sales and profitability of firms which are evaluated below as:
Political Factor
This factor affect the business operations and the new tax policies which is implemented
in UK have maximized the outgoing income level of people. Therefore, it is very much required
for this organisation to keep on looking into different aspects that are related to Government of
United Kingdom which needs to be properly managed and adopted if it is necessary.
Economic
They are having good economic situations and all the resources which are available in the
economy are utilized in effectual and planned manner. As Your Destination is doing business all

around United Kingdom, therefore, it is required for this firm to keep on looking into pocket of
citizens of UK so that to grab good position right on time.
Social
The firm is having competition from other rivalries who are dealing in similar operations
and this affects the social factor. People are mostly using there own transport then public
transport. CSR activities can help Your Destination in grabbing good position right on time in
much effective and in efficient manner.
Technological
The people are mostly having demand in order to execute digital technologies in buses
such as Wi-Fi facilities, automated gates and healthy environment. Offering Wi-Fi to customers
while they are travelling can be considered as a centre of attraction.
Environmental
They are using environmental friendly vehicles in order to reduce pollution and ensure
safe and healthy environment. Your Destination is carrying various cars along with travellers
(Trucks) that do not make much pollution and this has reduced various sort of products as well.
Legal
This factor is linked with the rules and regulations which are implemented by
government and Your Destination are following all plans in order to remove conflicting
situation. Along with this, it is very much required for Your Destination to adopt all the policies
that have developed by government of United Kingdom.
Strategy
Brand leadership strategy can be considered as the best approach that can be adopted by
Your Destination. This may help business of this organisation to get expanded in Manchester and
in other cities where it can give good competition to National Express.

CONCLUSION
From the above business report it has been concluded that Marketing activities plays an
important role in order to develop awareness about the products and ensures that activities are
carried out in effective and planned manner. There should be plans developed in order to analyse
competitors positions at market place thus firms will achieve competitive gains.