Marketing Essentials: A Case Study of Your Destination and National Express

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Table of Contents
Introduction...........................................................................................................................................3
Part 1.....................................................................................................................................................4
LO1: Explain the role of marketing and how it interrelates with other functional units of an
organization.......................................................................................................................................4
P1: Explain the key duties and responsibilities for a Marketing Officer and a proposed structure
and operations of the marketing department..................................................................................4
P2: Explain how the roles and responsibilities will contribute to the wider organizational
objectives.......................................................................................................................................5
Part 2.....................................................................................................................................................9
LO2: Compare ways in which organizations use elements of the marketing mix (7Ps) to achieve
overall business objectives................................................................................................................9
P3: Using the 7Ps compare Your Destination approach to applying the marketing mix to that of
National Express in achieving the business objectives..................................................................9
LO3: Develop and evaluate a basic marketing plan.........................................................................12
P4: Produce a basic marketing plan for the nationwide expansion..............................................12
Conclusion...........................................................................................................................................14
References...........................................................................................................................................15
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Introduction
Marketing is very crucial for business organizations as the success or failure of the business
operations depends on the marketing approach adopted by the organization. The following
assignment focuses on the various aspects of the marketing with respect to a new
transportation company of UK “Your Destination”. The comparison is being made between
Your Destination and that of the market leader of UK’s transportation industry “National
Express”. The various aspects including the roles and responsibilities, the significance of
marketing mix and the basic as well as coherent marketing plan for Your Destination has
been discussed in the following assignment.
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Part 1
LO1: Explain the role of marketing and how it interrelates with other functional units
of an organization.
Office Memorandum
Date: 08/06/2018
To: All Senior Executives
From: David Harley, Marketing Officer
Your Destination
P1: Explain the key duties and responsibilities for a Marketing Officer and a proposed
structure and operations of the marketing department.
Marketing can be defined as the process that involves the planning and execution of the
various processes including pricing and promotion of goods in order to create value through
them in exchange for the products and services to the customers. In other words, marketing
can be defined as the process through which organizations creates, communicates and
delivers value to the customer and therefore build strong relationships with the various
stakeholders involved in the process that helps in achieving the organizational objectives. The
marketing includes identifying the needs of the customers, anticipating the same and then
deliver the services according to the needs of the customer keeping in mind the objectives of
organization at the same time (Kotler, 2012).
Structure and operations of Marketing Department: The structure of the organization
should be capable of carrying out the marketing plans of the organization and the marketing
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