Marketing Essentials: A Comprehensive Analysis of 'Your Destination' and National Express

This report delves into the crucial role of marketing essentials in the success of organizations, focusing on 'Your Destination' and National Express. It examines the key duties and responsibilities of a marketing officer, the structure and operations of a marketing department, and the interrelationships between marketing and other functional units. The report further analyzes the application of the 7Ps of marketing mix by both organizations, comparing their approaches to achieving business objectives. A detailed marketing plan for the nationwide expansion of 'Your Destination' is presented, including a SWOT analysis and strategic tactics for applying the 7Ps. The report concludes by evaluating different tactics organizations employ to achieve their business objectives, highlighting the importance of market planning and the link between marketing strategies and objectives.

MARKETING ESSENTIAL
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TABLE OF CONTENTS
Introduction.....................................................................................................................................................................1
PART 1...........................................................................................................................................................................2
LO1.................................................................................................................................................................................2
P1 Explain the key duties and responsibilities for the marketing officer and proposed structure and
operations of the marketing department...............................................................................................................2
P2 Explain how roles and responsibilities of marketing relate to the wider organizational context...............4
M1 Analyse the roles and responsibilities of marketing in the context of the marketing environment..........7
D1 critically analyse and evaluate the key elements of the marketing function and how they interrelate
with other functional units of an organisation......................................................................................................8
M2 Analyse the significance of interrelationships between marketing and other functional units of an
organisation..............................................................................................................................................................9
PART 2.........................................................................................................................................................................10
LO2...............................................................................................................................................................................10
P3 Using the 7Ps compare “Your Destination” approach to applying the marking mix to that of National
Express in achieving the business objectives.......................................................................................................10
LO3...............................................................................................................................................................................14
P4 Produce and evaluate a basic marketing plan for the nationwide expansion.............................................14
M4 Produce a detailed, coherent evidence-based marketing plan for an organisation..................................16
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing
objectives.................................................................................................................................................................16
M3 Evaluate different tactics applied by organisations to demonstrate how business objectives can be
achieved...................................................................................................................................................................17
Conclusion....................................................................................................................................................................19
References.....................................................................................................................................................................20
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LIST OF FIGURES
Figure 1: Marketing Concept...........................................................................................................3
Figure 2: Marketing Mix.................................................................................................................9
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Introduction
Marketing essentials plays an important role in marketing of products in an organization. It helps
in managing the products and involves various processes to achieve the business goals and
objectives. In this report, various marketing essentials for organizations are discussed. The report
focuses on discussing the various roles and responsibilities of marketing in “Your Destination”.
Various marketing concepts are developed according to the current and future needs of an
organization. External factors are evaluated that affects the marketing activity of “Your
Destination”. The report also explains the inter relation of various functional units with
marketing.
Marketing Mix plays an important role in functioning of organization and therefore various
strategies related to organisations to gain competitive advantage are evaluated in this report.
Various tactics to improve the marketing strategies are analysed for effectiveness of business and
its growth. The last part of the report focuses on the development and evaluation of marketing
plan. The links between marketing objectives and strategies is also evaluated in this report.
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PART 1
LO1
P1 Explain the key duties and responsibilities for the marketing officer and proposed
structure and operations of the marketing department
Definition and nature of marketing
Marketing function can be defined as an important role of an organization that is essential for
marketing and promoting its products (Olson et.al.2018). Marketing functions of “Your
Destination” generally include Customer service, marketing research, development process,
product plan, promotion, finance, sales, and many more. These functions are helpful for the
growth of an organization. It is also involve in various responsibilities such as support for sales,
new product development, distribution system, finance and HR department, strategy
management, etc. All the above mentioned functions play various roles which helps in growing
the organization.
Key duties and responsibilities of the marketing officer:-
Marketing research: The research of the market reflects the position of the organisation i.e.
where it stands. With this strategies can be developed and customers will be targeted that
supports the “Your Destination” expansion.
Opportunities: The opportunity is to be identified by the marketing officer so that business can
also be expanded in the new market (Yeshin, 2012). Further the new approach is created for
getting the opportunity and then business unit is formed by the marketing officer.
Marketing management: The marketing officer manages the function of marketing. It includes
operations related to product development, branding and supply chain management etc are part
of marketing performed by marketing officer.
Proposed Structure of the Marketing Department and their Operations: -
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Figure 1: Marketing organisation chart
(Source: Marketing structure, 2017)
Marketing officer: In the marketing department, the topmost is the marketing officer that
represents the marketing department. In this department, officers make the crucial decisions
related to marketing with the support of CEO and CFO of “Your Destination”.
Secretary: Secretary is the person that communicates in between of marketing officer and
marketing manager that works collaborate in marketing department. The information is shared
through secretary in the marketing structure of the organisation.
Marketing managers
There are varieties of operations that are needed to be performed by the manager of marketing
that are given below in the following diagram:-
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Product management and strategies: Feedbacks must be collected by several means from the
tourist or visitors of “Your Destination” and the main feedback are then taken into account by the
manager (Mooradian, et. al., 2012). Further the strategies are created accordingly for making the
marketing function stronger to provide better services.
Advertising and promotions: The advertisement is the main function of marketing for the
services of the organisation. It is commonly done through social media networking and currently
organisation majorly focuses on search engine optimisation.
Market research: In this market is investigated in such manner that opportunities for creating the
business can be searched for organisation growth. At new place investment can be done with the
support of market research.
Public relation and segmentation: The public relation can be carried out effectively with the
support of customer query solution related to the services of the “Your Destination”. This can be
performed effectively with the support of various modes such as internet, teleconferencing etc.
Creative services: With the support of current trends, innovation and creativity is demanded and
to be met by the organisation. This supports in sales increasing for the organisation as individual
get influenced to such services easily.
P2 Explain how roles and responsibilities of marketing relate to the wider organizational
context
There are various functions and elements of marketing functions such as finance, distribution
system, HR department, marketing and many more. The major roles and responsibilities of
marketing in context with “Your Destination”:
 Market Research and development: Market research plays an important role in
marketing of business (Hair and Lukas, 2014). Researching not only focuses on
identifying the needs of customers but it also focuses on various other factors such as
information about logistics, raw materials, finances and resources. Market research is the
key factor that helps in growing the business. If the market research is not conducted in
an efficient way, then running the business is impossible. In marketing the data is
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gathered through different sources and then the feedbacks are collected on that basis. In
this manner services are formulated.
 Plan a target: There is need of development of targeting strategies after conducting the
research in the market. “Your Destination” focuses on identifying the strengths and
weaknesses of business operations in the market. These strengths and weaknesses can
only be identified by conducting the research in the most effective manner. Various data
and information at the time of research is collected and marketing strategies are
developed to gain the competitive advantage in the market.
 Optimising opportunities: “Your Destination” also focuses on small as well as short
term marketing tactics which also plays an important role in functioning of marketing.
These short term opportunities are implemented to attract large number of customers
(McDonald and Wilson, 2016). These opportunities provide a boost in sales of its
products as well as helps in generating more revenue. Further creating the opportunities
and optimising it to expand the business in UK to meet the business objectives.
Other than above explained marketing functions, “Your Destination” also focuses on its
acquiring local and small industries to identify the needs of local markets. It also focuses on wide
area strategy that helps in providing variety of products to different countries.
Significance of interrelationships between marketing and other functional units of “Your
Destination”.
There is significant link between the marketing as well as other functional units which can be
explained as
Marketing and Finance Department
 The marketing functions of “Your Destination” are highly linked with the functional units
of finance department. The marketing function relies on various sources for fulfilling the
need of finances (Hempelmann and Engelen, 2015).
 An organization is in need of various economic resources for planning, implementation,
evaluation and research for development and planning of strategies in the business. These
economic needs of “Your Destination” are fulfilled by the finance department of an
organization.
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 Marketing strategies cannot be implemented without the support of financial department.
Therefore, it is necessary for marketing department to communicate with finance
department.
 The finance department and marketing department must work together to observe the
current business trends as well as helps in managing the efficiency of promotion.
 For an instance, marketing campaign might be a successful one but the finance
department predicts that the expenses on campaigning a product or service was too high.
This results in no profit for the organization.
Marketing and production Department
 Marketing Department is highly dependent on production department for developing a
marketing plan.
 Marketing team requires detailed description about products and services. Also it is
necessary to know about the production capacity of an organization.
 If the production capacity or raw material inventory of the organization is not known to
the marketing team of the “Your Destination”, then there occurs lot of losses because of
inefficient marketing plans (Yeh and Fang, 2015).
 The link between marketing and production department ensures the planning of research
and development to fulfil the needs of customer.
 Also the effective communication between marketing and production team enables the
organization to complete the volume of orders on time.
 Marketing department also set various deadlines for production team that helps in
extending the work speed and the orders are completed on time.
Marketing and Human Resource department
 It is necessary for marketing department to get align with various policies of HR
department. It helps in increasing the sales of an organization. The inter relation between Marketing and HR team ensures the proper staffing and
utilisation of resources. It also helps in effective researching and developing of new ideas related to its products
and services.
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 Human resource team also helps in meeting the targets of the organization by utilising the
resources in the most efficient way (Olson et.al.2018). It also helps in increasing the employer branding. Marketing not only involves the
promotion of products and services but with the help of effective communication between
marketing and HR team, the employer branding can be increased.
 There is always a need for resources to develop effective marketing strategies. The
staffing and recruitment is the main function of HR department and therefore, for hiring
the best talent in the industry, marketing team must communicate about the requirement
of new candidate that is to be hired.
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment
The various roles of marketing are dependent on marketing management of an organization.
Marketing management is responsible for execution and planning of marketing at various stages.
These stages include promotion, distribution, sales as well as pricing of the product in the most
efficient way that helps in attracting large number of customers. Various roles of marketing can
be explained as:
 Developing marketing strategies: The most important role of marketing management is
to identify the needs of customers and to develop marketing strategies accordingly.
Managers are responsible for determining he needs of target customers in the market.
Efficient market strategies help in achieving the organizational objective.
 Involvement of Technology: “Your Destination” focuses on utilizing various
Information Technologies for implementing and controlling the marketing strategies. An
organization uses Marketing Information Systems (MIS) that provides information of
planning and distribution of services.
 Marketing Environment: It is important to identify the needs of current market
environment. After identifying the needs of marketing environment, “Your Destination”
focus on developing new products and services (Li and Kannan, 2014). Development of
new services helps in changing the internal as well as external elements of the business.
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 Marketing Research: The marketing research includes the detailed information about
product, quality, price as well as consumers so that organization can communicate about
its products and services in the market.
 Segmentation: Before marketing the product and services, the marketing management of
“Your Destination” must focus on identifying the segment in which the service is to be
displayed.
 Brand Value: “Your Destination” focuses on providing quality services according to the
needs of customers. Customers are inclined towards the brand which provides them value
added services. With the increased brand value, entire business sales increase.
D1 critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation
Key elements of marketing functions of “Your Destination” are as follows:-
 Management: An organization must focus on developing strategies to market its
products and services. This helps in gaining competitive advantage in the market.
 Customer needs: The most important part of marketing function is to identify he
customer needs. An organization must market its products according to the needs of
customers.
 Customer Loyalty: An organization must be quick enough to market its product first.
This helps to gain the customer loyalty.
Customer Satisfaction: Customer always wants good quality of product in return for
their money. If the customer is satisfied, then the sale of the product increases.
The marketing functions are interlinked with other functional units such as distribution, finance
and research & development.
Distribution: The marketing function must increase the service distribution on which customers
have more focus. Consumers mostly buy the services which have good quality and are available
at reasonable prices (Garoufallou, et. al., 2013). Production process is highly dependent on
operational capacity of “Your Destination”.
8

Finance: The finance department has the authority to transfer the funds to the marketing
department. The promotion and advertisement needs large funds therefore financing department
is necessary and is interlinked.
R&D: R&D supports in getting the feedbacks using the internet tool as part of marketing. The
feedbacks are transferred to the research department so that development in services can be
achieved effectively.
M2 Analyse the significance of interrelationships between marketing and other functional
units of an organisation
The interrelationships among the functional and marketing are shown in such manner that
supports the employees can be more responsible. Moreover effective coordination is resulted
with the interrelationship of both. Overall direction of the organisation is improved with good
working among all the functional units. Thus, “Your Destination” will run effectively as every
function with marketing will move accordingly to meet the business objectives in the appropriate
manner.
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PART 2
LO2
P3 Using the 7Ps compare “Your Destination” approach to applying the marking mix to
that of National Express in achieving the business objectives
Marketing mix can be considered as the most important marketing tools that help in achieving
the goals and objectives of an organization. It also helps in attracting the customers and
influences them to purchase more and more products of the brand. An organization utilizes
various methods of marketing mix for enhancing the growth of business. Marketing mix
basically relies on products and services, demographics as well as market and organization size
(Huang and Sarigöllü, 2014). To compare the marketing mix of various organizations, “Your
Destination” and National Express are considered in this task. Comparison will be done on the
basis of 7Ps that includes place, product, promotion, price, physical evidence, process and people
for both Cadbury and Nestle.
Figure 2: Marketing Mix
(Source: Marketing mix image, 2017)
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11

7Ps “Your Destination” National Express
Product “Your Destination” focuses
on launching of new products
according to the target market
(Liu et.al.2017). This
organisation provides easy
private hiring for the
customers at reasonable price
with effective transportation
facilities.
National Express focuses on
increasing the product line
according to the seasons and
sales of various countries. It
also focuses on launching
services. It also provides
various services in through
train, bus coaches, Canada,
Spain, UK, US etc.
Price “Your Destination” main
objective is to offer services
with quality and at reasonable
price which is affordable for
all. The main focus is on
penetrating the market at a
rapid rate. Therefore, the
prices offered in such
strategies are very reasonable.
As the organisation is new it
cannot keep the prices very
high.
National Express on the other
hand focuses on pricing of
services according to the
quality of services. It
provides large variety of
services ranging from low to
high price. The pricing
strategy of National Express
are set and revised
accordingly as per the price
settings (Fan et.al.2015). It
also provides gift packages
for various festive seasons
which help in fluctuating the
prices of the services
accordingly.
Place “Your Destination” is
available only in London and
National express focus on
distributing the services
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Essex. It also offers services
in rural as well as urban
areas. As the organisation is
new it selected the best place
for running the business as
they quite over crowded.
through various distribution
channels. Through these
distribution channels, services
of National Express are
available at worldwide. It
makes sure that services must
reach to large number of
customers. Therefore overall
profitability of an
organization increases. The
organisation is also targeting
the other parts of the world as
well.
Promotion “Your Destination” is new in
the transportation market so it
will prefer to invest less in the
advertisement although
advertisement will support
them to raise their sale of
services. The use of internet
via social media is the
cheapest mode to be use by
the organisation.
National Express focuses on
mix strategy of promotion
that is it uses variety of
medium for advertisement as
they can spend higher
amount.
People “Your Destination” hires
skilled staff and employees
with efficient communication
skills, knowledge about
services as well as
professional behaviour. The
organisation is targeting the
People play an important role
in establishing the brand.
National express focus on
targeting the people all over
the world.
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overall UK public (Hanssens
et.al.2014).
Physical evidence “Your Destination” keeps the
record of all the physical
evidences of customer’s
feedback. It helps in
improving the quality of
services provided by the
organization at London and
Essex.
National Express also focuses
on keeping the records of
experiences of its customers.
They resolve their general
queries by providing
pamphlets and brochures
which include guideline about
the services. As the
organisation has big customer
base it major attraction point
is worldwide only.
Processes “Your Destination” focuses
on providing flexible
payment facilities. The
process is supported and
simplified that can be
understand through customers
easily. This is the outcome of
success in Essex and London
for the organisation.
National Express focus in
keeping the record of all the
processes related to
customers and its services. It
ensures that services provided
by the organization are
helpful for customers or not
(Engelen & Brettel, 2011). It
implements various changes
according to the process.
There are various tactics applied to achieve business objectives such as
 Organizations focus on selecting the market segmentation
 Various market segments have been evaluated according to specific criteria
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 Segmentation process is developed in order to achieve goals and objectives
 Efficiency of segmentation process is evaluated and analyzed
 The most important one is to select the target market
 Strategies related to position and pricing are developed and then implemented according
to needs
 Feedback from customers are evaluated to improve he process
LO3
P4 Produce and evaluate a basic marketing plan for the nationwide expansion
It is most needed that organization like “Your Destination” must have and adopt a strategy that
help in maintaining the consistency and sustainably of the organization in the competitive world.
Proper planning and strategies helps the organization to maintain and offer service and product
for organizational sustainability. Moreover, the adoption of strategies of marketing for a
multinational organization should have well defined methodology (Gassmann et al 2016).
Framework of the market plan for nationwide expansion of “Your Destination” consists of:
 Marketing Objectives: All the services are analysed by “Your Destination” along with
making various studies on the service for maintaining its quality. Transportation trend of
the people are found out and the necessity and demand of facility of transportation are
studied though market research (Hollensen, 2015). “Your Destination” is planning its
business to almost every corner of the world along with attracting the customer’s
attention. Further research is to be done for knowing and understanding the likes and
dislikes of people and objectives.
 Marketing Segmentation
In present, the market search for common trend of transportation among customer. The
organisation mains objective is to give the effective transportation facilities nationwide.
Low cost of the services makes it available for all people of every class in the society.
The brand name is to be kept in mind in all the sections of people. As per the demand and
expectations, targeting is to be done on the basis of demographic profile.
 Market positioning
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The marketing plan objective of positioning must be such that objectives are to be met
while making marketing plan.
 Target marketing
In different region of the world “Your Destination” is planning to grow its market and
these transportation facilities is delivered in various medium. The organisation is
extending its market to various rural areas, in these areas the distribution channels are
used for service availability. The demand and requirement of the customer’s is to be
planned and provided to its target market by the branding.
 Marketing Strategy
The organisation urges to spread transportation facilities in every big and small market.
“Your Destination” must be responsiveness to markets is rural and remote areas (Baker,
2014). In these areas a large group of people are living and they still want but are
underprivileged. Hence, the organisation focuses mainly on distribution channel for
services in all the possible local market in appropriate time.
 Marketing budget
Investment Area Total cost
Cost of Labour £15 m
Cost of Marketing
Cost of Product development
£10 m
£5 m
Total cost £30 m
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This is the yearly budget of “Your Destination” for offering the services to the public nationwide
scale.
M4 Produce a detailed, coherent evidence-based marketing plan for an organisation.
The brand name is to be kept in mind in all the sections of people. As per the demand and
expectations, targeting is to be done on the basis of demographic profile.
 SWOT analysis of “Your Destination”:
Table 1: SWOT analysis
Strength Weakness Opportunities Threat
 High quality of
services
 Always include
innovative ideas
and approaches
 Small market
areas only
London and
Essex
 Unable to use
the
opportunities
in the best
possible way
(Nagle, et. al.,
2016)
 More country
and cities can
easily be
targeted
 Customers
seeking online
reservation
can be easily
targeted in
entire UK
 Competitor’s
threat as the
organisation is
new in UK.
 Chances of loss
by going
nationwide
expansion.
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve
overall marketing objectives
The strategic marketing plan for “Your Destination” is as follows:-
7P’s of marketing Marketing plan
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Product or services The services are the thing that is basically
offered to the customers to gain the income.
Therefore it is necessary to giver correct
description of the services to sell in market.
Price Reasonable pricing
Place Place must be such that it attracts the
customers largely (Sharma, et. al., 2015).
Promotion Integrated promotional mix strategy of
marketing to offer the services.
People Services are provided to the targeted
customers and public is the service user.
Physical evidence Creativity and innovation is done regularly as
the service is new.
Processes Easy processes that can be understood by the
public.
M3 Evaluate different tactics applied by organisations to demonstrate how business
objectives can be achieved
To meet the business objectives and goals, every organisation uses different practices. The role
of marketing manager and officer in the department is equally important. It is the duty of the
marketing manager to fulfil every activity for business expansion. Different strategies that can be
applied by the organisation to meet the business objectives such as enhance the sales of the
current market share and franchisee is also good alternative to expand the business. Expansion
and introduction of the new product or services in the business is the better tactics for meeting
marketing objectives (Ritter, 2014).
Thus the marketing manager shall gather all the required information before the introduction of
services in the new market. Although expansion include higher skills but it increases business
revenue as well.
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19

Conclusion
The above report discusses about marketing and their interrelation with other functional units in
organisation “Your Destination”. In the report, studies about development of marketing concept
along with impacts and influences of marketing process by various external environments are
done. Role of marketing in “Your Destination” together with operation and structure has been
discussed in this report considering business to business and business to customer. The report
has also discussed about seven Ps of marketing mix in “Your Destination” together with
achievement of business objectives and goals efficiently. The overview of the market planning
process has been provided in this report along with implementation of the marketing strategies
for achieving organisational objectives. Lastly the report has illustrated about importance of
market plans and the links between the marketing plan strategies and objective have been made.
Market plan of “Your Destination” has also been discussed in this report along with target
market selection and market segmentation.
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