Essentials of Marketing Management

The project report provides an overview of marketing essentials for a destination organization. It covers the strategies of the business and is important for decision-making processes. The report mentions various factors related to internal and external environments, as well as the role of marketing department structure.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Duties and responsibilities for a Marketing Officer and a proposed structure, operations
of the marketing department ..................................................................................................3
P2. Explain how the roles and responsibilities will contribute to the wider organisational
objectives. ..............................................................................................................................5
TASK 2............................................................................................................................................7
P3. Compare the ways in which Your Destination and National Express apply the marketing
mix to the marketing planning process to achieve business objectives..................................7
P4. Produce a basic marketing plan for the nationwide expansion for Your Destination
Company.................................................................................................................................9
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Market is the crucial tool in a business organisation as it involves understanding of the
market places, consumer demands, profitability of the company, roles and responsibilities of the
manager and strategies in providing quality products to the customers (Dibb,and Simkin, 2013).
This report focuses on marketing essentials in Your Destination Company which belongs to
modern era of globalization. It also includes the roles and responsibilities of the manager.
TASK 1
P1. Duties and responsibilities for a Marketing Officer and a proposed structure, operations of
the marketing department
Marketing is a process of identifying, evaluating and providing customer needs and
wants. It deals with some important concepts of production, product, selling and societal
concepts. These are the basic concepts of marketing.
In the business unit, Manager plays a vital role in setting appropriate marketing plan
which helps in grabbing the attention level of customers. It is the accountability of manager to
provide customers with suitable information regarding the products or services offered. An
officer needs to be friendly in nature and focused on how to generate their businesses
profitability (Kotler, and McDougall, 2014). This organisation-marketing manager is very
responsible to achieve their pre- determined goals of a a corporation. To increase their earnings
he has to plan, organize, coordinate and control all the marketing functions.
Roles and responsibilities of Your Destination Company’s marketing manager are
enumerated below:
Marketing manager is responsible for gathering the actual result of market research and
decides how to control quantity and quality of product. In addition, manager plays a crucial role
in sales forecasting, product planning and price fixations. Manager prepares a roadmap of
advertisement and lay focus on increasing their sales promotions as well as defining channels of
distributions for goods & services.
 Responsibilities towards employees another important responsibility of manager is to
make a healthy relationship with the employees and providing them an effective training
and compensations. Marketing manager motivates their employees as well as evaluate

their performance for assessing deficiencies. Further, manager also receives suggestions
from personnel for the purpose of improvement in the existing offerings.
 Responsibilities towards society: one of the most important roles of manger is to
provide customers with innovative products and services according to needs and want of
society. Yours Destination’s manager is also responsible to perform activities in a
sustainable manner (Mishra, 2016).
 Responsibilities towards customers Your Destination’s marketing manager is
responsible for the needs and wants of the customers and must fulfil their demands and
make a regular supply of products and giving a best quality of the goods and services
(Hair, and et.al 2013). Officer main motive to earning profit with providing customer
better services.
The above depicted structure shows that marketing department plays a vital role in doing
research and planning about the service. Further, marketing department is also highly concerned
with sales enhancement and promotional aspects. A Manager works with the top management
supervises all business activities and identifies all market potentials. A marketing manager
establishes the relationship among the business activities of sales, packing, storage,
transportations, promotion, and purchase. This company manager to create the demand of the
good and services produces by the organisation, manger identify new market trends and build up
Illustration 1: Marketing Department Structure
Source: Business structure, 2018

relationship with existing market for their business and its products. Yours destination marketing
department operate new plans like launching of new product or services to attract their existing
or new customers and providing them satisfaction. Marketing manager the channels of
distributions of goods and services through various channels like wholesalers, retailers etc. As
per needs an enterprise, manager selects a particular channel of distribution and supplies the
finished products from producers to customers. Manager also focuses on providing
manufacturing and production team with suitable information which in turn ensures
improvement in the services.
Marketing department plays a vital role in promoting this company and its mission is to
produce best qualities of product and provide effective services to the customers. It includes
monitoring, managing, and maintaining social media page and account and gives services
through online system to customers.
P2. Roles and responsibilities that contribute to the wider organisational objectives
The main role of marketing manager is to develop long term and short terms strategies
for the business. Your Destination Company’s manager places high level of emphasis on
developing competent marketing mix and thereby contributes in the attainment of organizational
goals. The objective of this enterprise is to maintain their customers’ relationship according to
their needs and wants, providing quality products and services (Purvis, 2016).
These marketing concepts include pricing, promotion, and distribution, sales.
 Gathering Marketing information is the main duty of marketing manager. By this way
individual becomes able to known needs of consumers and provide them same services.
it is providing the information regarding various factors of yours destination company
such as its product, planing and implementing controlling its marketing strategies. This
helps in accomplishing objective of Your destination.
 Marketing officer is responsible to monitor of marketing environment of your destination
organisation identified the new development in the marketing environment, it provides
great response for the growth of the product and service of the company (McDonald and
Wilson 2016). These new development help to changing the market traits, socio-
economic forces, internal and externals changes of marketing. It also help for their
employees providing healthy environment and this company manager increasing their
worker motivation level.

 Marketing research is another duty of officer where finding out the specific knowledge of
product, price and consumer needs is a necessary step. Hence, manager focuses on
identifying the best product and service of this company in the market through effective
research & development activity.
 Appropriate market segmentation is the responsibility of manager in the company. This
company marketing manager help in identifying the customers wants in the large diverse
market and promote their goods and services of the enterprise. The main motive of Yours
Destination Corporations’s manager expands their business not only local market as well
as global market or entire the world.
 Brand equity your destination also focus their company reputations and build up their
strong brand value of their business among the customers. This process is very help full
organisation to increasing their sales volumes. Through this process corporations earn
more profit also.
 The customer experience this company believe the marketing is the outgoing functions
and focusing on the customer. Manager communicates with customer and knowing the
past experience it is very important for improving the quality of the product.
 Communication strategies this company manager can work proper through strong
communication it is very essential part through this strategies build relationship with
customer as well as employees also.
 Digital marketing your destination organisation adopt this technique in their of the
digital marketing of their product and making it attractive to the consumer. Through this
technique the new changes in the market their services it is the important for this
corporations' manager to managing this process, with the help of digital marketing this
company also expand their business and retains more customer.
 Competitors it is the important role in the business yours destination also focus on their
competitors, manager know very well how many competitors in the market which are
already delivering the same product or services (Andaleeb and Hasan, 2016). This
competition is also base on their business strategy of the company.
Marketing management refer with the process of planning and executing the different
concept of the marketing and identifying the business need and full fill their responsibilities.
The objective of the marketing manager to increase their business earns more profit and

providing customer satisfactions and maintain organisation brand name (Harmeling, and et.al
2017). The main objectives yours destination company promote its products or services. In other
words this company marketing strategy set in order to accomplish overall enterprise objectives.
This company focus on their particular product might and also include increasing their product
awareness among their target customer providing the full information about product and its
features. It also includes reducing customer resistances to buying the product. This company
Manager always tries to providing best quality product with effective prices. Every organisation
main aim to generate profitability of the business and fulfil their customer needs.
TASK 2
P3 Comparative analysis between Your Destination and National Express after applying the
Marketing Mix
From assessment it has identified that service sector firms undertake extended marketing
mix for attaining goals and objectives. Usually, companies other than service sector lays focus
only on four elements such as product, price, place and promotion. In contrast to this, service
sector firms like Your Destination considers three additional elements while drafting marketing
mix such as people, process and physical evidence.
Marketing Mix Your Destination National Express
Product Your Destination company
focuses more on
manufacturing effective
products which have great
significance on the consumers
and fulfilling their needs more
effectively (Ackley, Decker,
and Limb, 2018).
The product approach of
National Express is much
efficient and better. This will
help to earn effective sales and
avoid wastage of the
commodity which is produced.
Process Customer's focus efforts are
furnish by Your Destination
Company. Efforts of the
company should not to be
waste material and forecasting
The process of operation is less
efficient that Your destination.
Moreover, the operational
process is not up to the mark.

the requirements of customers
than process further more.
Price The product of Your
Destination is to be priced
according to the satisfaction
level of consumers which
means the product represents
its value. This does not mean
that product should be bargain
priced and customer should be
willing to pay for the product.
National express considers this
factor focusing on awesome
valuation of its products that
assures commodity justifying
the price.
Place It is located in a much better
place in comparison to the
national express. The work
place of your destination is
very awesome as it is
effectively reaches to the
customers (Akinlaja, 2018).
The place of National Express
is not satisfactory in
comparison to the place of
Your Destination. For
increasing the sales more it is
very important for National
Express that it should work
ensure the work place that the
product is reach to the
consumer.
People The man force of Your
Destination is well planned
and efficient in work.
Employee's are the assert of
any organization as no
business is conducted without
employees. The workers of
Your Destination are effective
and efficient towards work.
The man force of National
Express is not so much skill
fully and efficient. Effective
employees towards obtaining
goal is required to attain the
target objective (Beatty, J.F.,
Samuelson, S.S. and Abril,
P.S., 2018).

Promotion Amazing and fruitful
techniques of marketing is
used by them. Social media,
discounts, campaigns etc for
promoting the goods and
services are which is
increasing the sales of Your
Destination.
National Express has not much
amazing marketing and
promotional tools in
comparison to Your
destination. Sales revenue and
profits is not up to the mark
because of lack of promotional
techniques.
Physical Environment Your destination physical
environment is much more
impressive and better which
increases the customer
satisfaction level (Sahad and
et.al, 2018).
The physical environment of
National express is not up to
the mark which in turn less
degree of satisfaction to
customer's.
P4. Produce a basic marketing plan for the nationwide expansion for Your Destination Company.
Executive summary
To develop an organization, a marketing plan is essential for Your Destination Company,
even the marketing program of every company is essential for every firm. To understand the
expected customers, it very crucial for company to create clear understanding. Being a small
company, it can do clear research I the market. It is better to make sure that what product is
introducing in the market, customers are happy or not. While presenting the product, it is
important that to investigate the competitors products and always keep examining this. Company
should identify that the competitors which are going to target the customers. The marketing
manager of any organization should have full- fledged knowledge about market trends. Evaluate
all the research than make a strategies and plans for obtaining the objectives of market. A proper
marketing plan can make your product and services the best services among the entire challenger
in the market (Sheldon, 2018).
Company overview: Your Destination is a new transportation company and is providing
transportation facilities nationwide. This company is growing very fast and in 3 years, it

successfully operates in London and Essex, seniors officer finally take decision to become a
nationwide company with open a lot of branches in different cities or countries like Manchester,
Newcastle, Glasgow and Aberdeen etc. This company focus on their business how to expand
their work in not only local area while all over the world. This company also giving a best
qualities of services to their customer and marketing officer main motive to compete with
national express who is the market leader at present time.
Situation Analysis
SWOT Analyses of Your Destination Company
Strengths
 selling unique product to their
customers and excellent supplier
relationship
 Strong reputation in the market and
good locations
 Market leadership in the
transportations businesses
Opportunities
 expand their business in all over the
world
 Competitiveness in market and
establishing leadership in new markets
Weaknesses
 no understanding social media
 lack of agents some time they are not
providing proper information to the
customer about their services
 Lack of control all over the
transportation operations
Threats
 large number of competitors in the
market and uncertainty in the business
arise some environmental problems

Objectives
Your Destination Company main objective is to expand their business in different countries and
providing a best service to their customer and maintain their relationship between existing
customer as well as new customers also. This company main objective to become the country's
market leader in terms of increasing their market share. It’s also improving the quality of
services and developing their products for UK market.
Strategy
Pricing design is the key factors in selling. The price of the product should be fair and
should be appreciated by customers that is willing to pay for its commodity and services. If a
company has purpose grow over in the market place it should not to low-level that customers has
negative outcome on the quality of the product and the price should not to be so high. If
company is managing its brand than quality of the product should not be compromise in any way
because customer is paying for brand. Customers are attracting towards the far pricing of the
commodity with better quality. Price has great impact on the business existence (Hugos, 2018).
Effective advertising- The role played by Promotional and advertisement is very crucial for
Your Destination Company to increase the sales. In the selling plan, an effective marketing must
be done before product scattering to let your targeted customers experience about to new product
and services. Different media for advertisement is gettable in the market such as advertisement
on television and online marketing, cultural and social medial selling, newspapers merchandising
etc. Now in today's market, social media is activity which plays a great role in marketing to
encourage products and Your Destination company brand as well. Effective advertising also
helps an organisation to accomplish its goals and point of reference effectively and with
skilfully. Accomplishing the goal in time is also important for Your Destination.
STP
Segmentation Your Destination uses three categories when segmenting its market. This
company uses Demographic Segmentation where its divide its customers into two types-
Mainstream and Enterprise. They also use Geographical Segmentation where they provide
different types of products, services and offer also at different locations. This company main

segmentation to their customer satisfaction and manager make a plan for giving the best product
and prices to their customer.
Target Customer- Target customer is the primary focus points of Your Destination. (Zhang and
Su, 2018). Target the customer according to demographic side view. Company always kept in
brain about what is its transaction, than investigate the actual market direction and after that
report manufacture the goods. Demographic profile investigation supply, company the best mode
to target the customer, handling all the profile work is quite difficult in compare to
manufacturing the products for single chain of customers.
Positioning it refers to one of the market leaders of Your Destination Company itself as
exclusive brand in term of quality of product and making competitive prices plans. Positioning
main motive to providing satisfaction of every customer, fulfil consumer demand, and
established its brand name.
Tactics your destination will start a promotional campaign in UK and make a plan for their
products. They will take some important decisions to increase their business through social
media, effective advertisement, and use of newspapers. They are also using tactics like
promoting their products through distribution channels.
Pestle analysis of BT.
Political factor- The announcement of rules and regulations is very often. Telecommunication
Company has no idea how to control over them. Internet are now regular part of life, as it is
using for education intention, jobs and many other uses are there for net which is all-important
for every human being.
Economical factor- BT Company is largely affected by BT company. The pricing per plan is
affected by the expenses provided to customers. Customer who lives in distant areas are affected
by the network of BT Company as it is very much costly to build towers in distant areas. Market
resources and technical promotion are the key factors of economic improvement of BT
Company.
Social factor-Any commercial enterprise working into market, should have to work socially to
remain prolong in the market. BT Company is doing very well keeping the social component as

the key component. Horizontal growth is constricted in Telecommunication Company as it is
very costly task to create and spread out the web services in remote areas and triable zone.
Technological factor- Bionomic environment, mechanization, creation and research and
development (R&D) environment open up Technological environment. In out sourcing
intellectual, and entry obstruction are much affected by technological element. The cost and
choice of goods and services and innovation is greatly affected by technological factors. Every
day there is innovation in Telecommunication Company, which led to increase in the cost of BT
Company.
Legal and Environmental factor- The legislation issues of government has great impact on
telecommunication company in large. The problems with government, service provider and
custom-made are main factors of judicial environment. Importing and exporting products as well
as services of telecom are also the legal factors. Company has to pay taxes and many other
formalities for trading with diff rents countries.
Budget
Budget for entire marketing plan
SERVICE AMOUNT
Market Research (Expensive) 125000
Salary (Staff) 145000
Advertisement Expenditure 163000
Total 433000
Control the successful of every marketing plan has to be controlled by the organisation in an
efficient manner by monitoring and evaluating the performance of the business. This company
control all the functions of the marketing and evaluate the actual results of the enterprise, and
monitor their business performance.

CONCLUSION
yours destinations will makes its final conclusion on the basis of all over marketing plan
it focus on their product its services and introduce new planning strategies in the market. It
includes marketing budget of the product and services of the company and implements all the
decision It can be concluded that this project report contain all the information related with
marketing essentials of your destination organisation. The role and responsibilities of the
company manager in the marketing of the product and their services are clearly mentioned in this
report. The various factors related with internal and external environment are also described in
the project. This project file explain the strategies of yours destination enterprise and it is very
important [art of decision-making process for the defining all the function of the business.

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