Marketing Essentials: A Comprehensive Guide for Your Destination

This comprehensive guide delves into the fundamental principles of marketing, focusing on the case study of Your Destination, a transportation company. It explores the marketing mix, analyzes the company's strengths and weaknesses, and provides a detailed marketing plan for future success. The guide also compares Your Destination to its competitor, National Express, highlighting key differences in their marketing strategies.

[marketing essentials]
2018

Contents
Introduction.................................................................................................................................................3
Task 1: LO1.................................................................................................................................................3
P1............................................................................................................................................................3
P2............................................................................................................................................................4
M1...........................................................................................................................................................5
M2...........................................................................................................................................................5
D1............................................................................................................................................................6
Task 2: LO2.................................................................................................................................................7
P3............................................................................................................................................................7
M3.........................................................................................................................................................10
Task 3: LO3...............................................................................................................................................12
P4..........................................................................................................................................................12
M4.........................................................................................................................................................12
Conclusion.................................................................................................................................................15
References.................................................................................................................................................15

Introduction
To increase profitability and improve the sales and operations, any company or business needs to
be extra cautious about their marketing as it acts as an essential part of the whole procedure. This
requires full concentration in specific areas such as the competing marketplace, changing
behavioral traits of individuals, demands and trends, marketing strategies, maintaining service
quality and ensuring the quality to customers etc as these determine how successful a business
will be for the current times are in need of strategies chalked out from the essentials of
marketing. This stands true for any company working in any business sector if they want to
achieve success in terms of profitability with the help of marketing essentials(Cole, 2011).
In this given assignment Your Destination is chosen as the company dealing in transportation
based on which the associated questions will be answered. The work is aimed at exploring the
role of marketing and its interaction with other departments in the organization. A marketing
plan containing the marketing mix will also be contained in this work. As a final addition a
marketing plan for the chosen company will also be prepared for presentation and evaluation.
National Express will get its mention in the due course as the strongest competitor.
Task 1: LO1
P1
Business organizations perform marketing functions as a tool for identifying the service or
product which would be potentially capable of being marketed successfully and being sourced
properly also. The marketing function also involves promotional acts for the particular product or
service which would also help in attaining the organizational goals and objectives. On the
implementation of marketing function the company also undertakes the marketing research

functions, product planning and development, promotional events for those chosen products or
services, finance and sales situations, customer service section etc. Thus in general marketing
function is responsible for the growth of an organization and development of a company along
with a certain and steady growth in profitability(Kelly, 2011).
So, the functions of marketing are of crucial importance for the company in discussion. The
biggest facility here is that the marketing function also ropes in other sectors and departments of
the company and analyzes their work also. The marketing function involved in designing and
development of product can be stated as an example of this statement. Besides this, the
marketing function also finds its involvement in product distribution also.
P2
The marketing function at the company Your Destination has quite a few roles and
responsibilities to play so that the company can easily perform in the desired direction. These
are:
It pays attention to the demands and requirements of the needs of the clients and the customers
and works towards attaining those by the use of internal and external channels. Your Destination
marketing is involved in redirecting the existing strategies, keeps an eye on the social network
for deriving feedbacks so that the customer needs can be better understood(Singh, 2012).
It is involved in market monitoring and competition reviewing for understanding own position
and identify faults
The brand value is built and communicated through ideas and messages developed uniquely
Departmental sectors within the same organization are coordinated by marketing function so that
the alignment is collaborative
Promotional programmers on the transport service are organized frequently for surprising and
satisfying customers for making them want more thus arranging for innovative incorporations in
Your Destination services

Marketing department improves sales figures
Budget identification and fixation accordingly for the ongoing financial year
Calculating Return of Investment (ROI)
M1
Marketing environment as existent and influential in Your Destination transport service company
that affects the marketing functions are of two types- external and internal. Departments such as
purchase, manufacture, finance, research, brand equity and image all contribute to internal
environment while suppliers, intermediaries, customers are those of external. Political,
economical, socio-cultural, technological, legal and environmental factors are also kept in the
same bracket as the external macro environment. Together these develop the marketing roles and
responsibilities so that the marketing functions are shaped up likewise.
Your Destination develops strategies which are always at par with the customer needs so that the
transport service and the latest improvements are promoted to the customers and satisfy the
demands of them(Gordon, 2012).
MIS process helps Your Destination to collect information on strategies, prices, products etc and
runs real time assessment for ensuring properly acting logistics
It also reviews the marketing environment for remaining updated about current trends in the
similar field of business regarding consumer behaviors, market changes, socio-economic
conditions etc
Marketing at Your Destination partakes in the market segmentation of the existing market and is
also involved in developing the brand equity

M2
The interrelationship between marketing and other functional units within the Your Destination
Company in such a way that the departments operating in different sectors within the
organization are themselves responsible for the support provided to the marketing function. For
example the finance department is directly associated with developing the marketing plan and
implementing it as well. During specific times of years such as holidays, festive seasons etc, the
company gives various offers and discounts to the customers(Donnelly, 2011). Such discounts,
such as the cut of 30 per cent of the cost for a particular package cannot be offered without
consulting the finance department as this department would certify and permit the same after
calculating how much of such discount can be feasible for the company only after verifying the
resources and stock. Though different departments and entities are different in their functioning
and approach, Your Destination tries to maintain a stable interrelationship among these.
The production and logistics departments also maintain such interrelationship as the later ensures
timely delivery of the former without the failure of commitment(Armstrong, 2015).
Human resource policies, sales figures, target customers all are determined and processed by
marketing trends
Thus a healthy, competitive yet cooperative interrelationship is maintained among various
organizational departments so that the organizational goals and objectives are achieved
successfully yet efficiently.
D1

As the marketing manger appointed at Your Destination, the marketing sector of the company
can be evaluated and termed as a successful one. The key elements of the marketing function as
performed in Your Destination are discussed in details in the following manner:
Research works are conducted here at Your Destination so that the company can attain optimal
success in not only the finance sector but also in resources, logistics, raw materials etc sectors of
the business
Strengths and weaknesses are regularly identified and checked so that new strategies can be
formulated on the basis of the information gathered and this is the next key element of the
marketing sector of the company
Financial plan formulation, sales figure prediction, distribution and communication of various
aspects of marketing sector within a prior set timeframe and with short term goals such as
promotional offers etc are offered as a part of the strategy to stick in the competition(Brennan,
2015).
Thus this can be said that interrelationships are existing among various departments at Your
Destination while marketing works collaboratively with finance, production, purchase, planning
etc, HR department works in collaboration with sales and production teams etc. This
understanding among departments is enabling the company to grow fast and turn out as a leading
company in the relative sector.
Task 2: LO2
P3
Marketing mix
elements
Your Destination National Express
PLACE The company Your Destination
has been providing easy access to
The company National express
which is a leading transportation

all its customers worldwide due to
its wide distribution channel
majorly covering several parts of
London.
company in united kingdom's has
been ruling the transportation
networks of the country’s major
cities as well as other countries like
North Africa, North America,
Continental Europe and middle east.
PRODUCT Your Destination provides its
customers with wide range of
transportation facilities in the city
and well as intercity transportation
facilities which includes Low floor
buses ,Luxury buses for
comfortable travelling, Mini bus
services which connects all nooks
and crannies of the city. Besides
these they have taxi services for
the citizens. Also they provide
transportation of the goods. The
company also owns few ladies
special buses.
The company National express
provides service to its widespread
costumers through its buses,
railways and light rail coaches. They
provide direct transportation services
from home to airport through direct
buses. Bus services are available for
special tours or events.
PRICE The prices for various
transportation services provided by
Your Destination depends on
various factors namely the travel
class i.e. whether the customers
chooses for AC buses or normal
bus for daily rides. Although the
prices are fairly low. The price
also varies with the load factor i.e.
on the amount of luggage, profit
margins and the competitors
The company National express
follows neutral pricing strategy in
order to meet customers’
expectation. The objective of the
company is to provide its customers
with comfortable experience along
with the senses of safety and fast
traveling experience at affordable
price.

pricing are also a deciding factor.
PROMOTION Promotional strategy of Your
Destination is majorly based on
the advertisements. The customers
are benefited through special
monthly passes depending on the
distance covered these come under
the company’s promotional plans.
Besides these the company
provides discounts or traveling
packages to its service users under
lucky draws.
National Express has its own online
website which keeps the customers
aware of the company’s ongoing
services. It is more reliable on social
media for the promotional process.
Discounts and low budget plans are
also available for daily commuters.
The company takes care of
physically handicapped people by
providing them 40% discount as well
as specially designed transportation
aids.
PEOPLE The company employs nearly
4000 employers who are very
much reliable and has provided on
time services to the customers with
no complaints of delay. Life
insurances facilities are provided
to the employers along with health
insurance for the workers as well
as their family members.
Empowerment of women as
drivers in the cities especially for
ladies buses is also there.
More than 900 million journeys are
made every year using the services
of the company. Thus these facilities
require large number of employee’s
in order to handle the range of
transportation facilities that the
company provides worldwide. The
company’s workforce which is
presently around 44,000 employers.
They are skilled and have perfection
in providing best services. The
company provides safer work
environment encouraging diversity
and having zero tolerance to any
kind of bullying or harassment for
both the service providers as well as
service users.
PROCESS The process starts with the time of The company National express

reservation of the particular
service and ends with the
confirmation of seat for the
company Your Destination. Online
reservation facilities help the
commuters to book for their rides
from any part of the city. These
increase the passenger’s
convenience.
regulates its services with outmost
clarity so that the transportation
services and facilities are provided to
their customers without any delay.
And the passengers have the ease of
booking the railway or bus services
from any part of the world by
anyone through online app. The
company tries to make its service
available at scheduled route and
time. The company has specially run
software's to keep track of each and
every ride as well as the route it
follows in order to ensure the safety
of the passenger.
PHYSICAL
EVIDENCES
Your Destination company
provides physical evidences
through the booking offices and
counters spread throughout the
city along with the company’s
logo and the newly found website
of the company from where online
bookings can be done.
The company National express has
its specially owned website along
with its presence in various social
media groups. The logo of the
company can be seen on its owned
vehicles. The mobile app has been
launched by the company. The
company has its head office located
at Birmingham is the major physical
evidence.
M3

The different tactics that the company’s namely Your Destination and National Express follow
in order to achieve success in business operations and develop the company’s overall
performance. The evaluation can be done by the following ways:
Place
The company National Express is widely available as it covers most parts of Europe, North
America and North Africa .where as Your Destination has only been able to spread throughout
United Kingdom like London having to expand throughout Manchester, New castle etc, the
company is strategically planning for expanding its transportation services to other parts of
Europe too(Birks, 2013).
Price
Both the companies Your Destination as well as National Express have price variations
depending upon the class of service the customers are availing. Your Destination provides better
as well as cheaper pricing for its luxury bus services as compared to National express. Both the
companies have fairly same pricing for daily buses.
People
Both the companies have large number of employees and service users. The company’s follow
good organizational culture, training facilities and management policies and strategies for
retaining its workforce by providing them with the best possible facilities like insurances,
holidays ,vouchers ,health leave etc. (Lamb, 2011).
Promotion
The company’s Your Destination and National express majorly focus on promotion via
advertisements. But National express is more popular among the commuter due to its presence in
social networking sites. Although Your Destination also has adapted several strategies like
providing discounts for senior citizens which is now very popular among city people.
Product

The company National express has wider product range like buses, railways around the various
countries it has expanded. Nonetheless Your Destination too is very popular for the bus services
as well has taxi services it provides for the costumers within the city ,also the company’s ladies
special buses are high in demand.
Process
Both the companies have their online services for booking tickets and the customers can track
the whole process initiating from booking of seat to seat confirmation as well as tracking of the
travel route ,the latter half facility is largely made possible by National Express due to its mobile
application.
Physical Evidences
Both the companies own their logos and head offices as well as specially designed websites in
order to reach their customers. The company National express is more evident physically due to
its brand power and widespread facilities (Zikmund, 2015).
Task 3: LO3
P4
M4

The basic marketing plan for the transportation company Your Destination includes the outlines
of the strategies as well as organizational plans that they will follow in order to achieve success
in the business and earn profit. These need market research and a better understanding of
customers demand. Also the competitors need to be identified in order to plan for better
strategies as compared to the zealous enterprises. Proper budget needs to be planned by the
company for fulfilling its future goal and promoting its strategies through various
communication channels.
Coherent Marketing Plan
The coherent Marketing plan of Your Destination involves the use of 7Ps in order to fulfill
organizational goals step by step. These plans not only fulfill the customers demand but also help
in providing profit and other achievements to the company.
Product
Your Destination must start with other services like trains and motorbikes besides the city buses
and taxis, they can start with sharing based taxis as well as special cabs for women passengers
during night time which should be run by women drivers only.
Price
Your Destination although has affordable pricing plans but they can manage their prices
according to the costumers booking time .Where the prices can be cheaper when they book early
and subsequently higher as the customer books late. Sharing taxi prices can be lowered in order
to match with the other companies as this facility is not so popular due to its high rate
(McDaniel, 2012).
Place

The company must try to reach other regions of the European continent as well as other nations
especially those of the regions where cab services are not very popular but are in customers
demand like that of some mid African regions as other competitors have not yet reached their .
Your Destination must provide intercity services for its passengers both cabs and buses should
run.
Promotion
Your Destination although relies majorly on advertisements for promotional strategies. But
besides these they can show their presence through various social media applications and hold
other promotional activities like online applications for mobile which could be easy to use for the
passengers. These strategies can be adapted by the company for better marketing operation (Hair,
2012).
People
Your Destination has large number of people as its workforce .The company not only cares for
its employers but also cares for its service users hence the company must look for insurance
plans for the passengers in case for protecting their customers and there family from any kind of
misshaping. Skilled employees should be promoted and given perks by the company in order to
retain them. The local people must be preferred more for jobs in the areas where the company
sets up its business.
Process
Your Destinations services should be designed for the costumers ease and must focus for
providing them the best possible satisfaction ,which is comfortable ,safe and smooth journey in
case of this company. This would automatically help the company to achieve success as well as
earn peoples trust and thereby fulfill the customer’s demand hence meeting the company’s goal
of earning profit (Dibb, 2013).
Physical Evidence

Your Destination has already set up a well-known brand image in the market of transportation
business throughout London but the company needs to spread its name at wider arena and stand
strong among other local competitors through innovative ideas and by reaching other nations in
order to increase its business.
Conclusion
The work has been done with exploring the various aspects of marketing essentials with the
central focus fixed upon the chosen company of Your Destination and one of its competitors
National Express. Marketing plan has been highlighted throughout the work that includes all the
elements. A comparison between the chosen company and the competitor is done based upon the
elements of marketing mix. The various functions of marketing are successfully described in
here along with its interrelationship with other departments. The roles and responsibilities of the
marketing department itself and that of a Marketing Manager are also discussed herewith
(Simkin, 2013).
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