Marketing Essentials: A Case Study of 'Your Destination' Transportation Company

MARKETING ESSENTIALS

Contents
INTRODUCTION............................................................................................................................. 2
LO1 ROLE OF MARKETING AND ITS INTERRELATION WITH THE OTHER ORGANIZATIONAL
FUNCTIONAL UNITS IN ‘YOUR DESTINATION’ COMPANY..............................................................3
P1 & M1 KEY ROLES AND RESPONSIBILITIES OF THE MARKETING OFFICERS AND STRUCTURE
OF THE MARKETING DEPARTMENT...........................................................................................4
P2 CONTRIBUTION OF ROLES AND RESPONSIBILITIES OF THE MARKETING DEPARTMENT TO
THE WIDER ORGANIZATIONAL OBJECTIVES...............................................................................6
LO2 COMPARISON OF THE DIFFERENT WAYS IN WHICH VARIOUS ELEMENTS OF MARKETING
MIX COULD BE USED TO ACHIEVE OVERALL OBJECTIVE OF THE COMPANY..................................7
P3 & M3..................................................................................................................................... 7
LO3 DEVELOPMENT AND EVALUATION OF A MARKET PLAN OF ‘YOUR DESTINATION’...............10
P4 & M4................................................................................................................................... 10
CONCLUSION............................................................................................................................... 15
REFERENCES.................................................................................................................................16
1

INTRODUCTION
Marketing is the business management process through which goods and services are moved
from concept to the consumers. Marketing process includes the coordination and control of all
the main elements of marketing i.e. product, price, promotion and place. Therefore, effective
marketing management is needed for the growth and development of any organization.
Here, a transportation company ‘Your destination’ will be discussed, which is specialized in
providing and facilitating transportation services nationwide in the UK since past 3 years in
London and Essex. Now Your Destination is looking for the growth by branching out in
Manchester, Newcastle, Aberdeen and Glasgow etc. Further, the main objective of the
company is to compete with the market leader of UK ‘National Express’ by adopting various
marketing strategies, principals and plans to become a successful leader in the industry.
Here, in this assignment, as a marketing manager of ‘your destination’, the roles and
responsibilities of marketing manager and how could they achieve the objective of growth in
transportation business by effectively using marketing concepts and strategies will be
highlighted.
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LO1 ROLE OF MARKETING AND ITS INTERRELATION WITH THE OTHER
ORGANIZATIONAL FUNCTIONAL UNITS IN ‘YOUR DESTINATION’
COMPANY
The term marketing has been changed and evolved during a particular period of time; today
marketing is based on providing continuous benefits to the consumer. According to Philip
Kotler, “The management process of identifying, anticipating and satisfying customer
requirements profitably is known as marketing. It also includes satisfying needs and wants of
the customers through an exchange process” (Kotler and Armstrong, 2010)
Marketing is one of the main organizational functions and a collection of processes designed to
plan, create, deliver and communicate value to the customers. The key purpose of marketing is
to create awareness amongst the people about the goods and services of a company. The
ultimate aim of marketing is to empower and enable a company to gain the highest success
with viable development. (Baker and M.J., 2014)
As a marketing manager of a transportation company Your Destination, a person must have
knowledge of all the available opportunities and strengths of the company in the transportation
sector and weakness and threats as well. And to overcome such issues a manager requires
eligible officers for increasing the strengths of the company in order to achieve the goal of
expansion.
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