Marketing Essentials: A Comprehensive Guide to Business Expansion

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION........................................................................................................................2
LO1........................................................................................................................................... 3
P1, M1- ROLES AND RESPONSIBILITIES OF THE VARIOUS MARKETING FUNCTIONS............3
P2, M2- ROLES AND RESPONSIBILITIES OF MARKETING IN WIDER ORGANIZATIONAL
CONTEXT.............................................................................................................................. 5
L02............................................................................................................................................ 8
P3, M3- COMPARISON OF WAYS BY WHICH MARKETING MIX CAN BE APPLIED BY THE
DIFFERENT ORGANIZATIONS TO ACHIEVE THE OVERALL BUSINESS OBJECTIVES.................8
LO3..................................................................................................................................... 12
P4, M4- DEVELOPMENT OF BASIC AND EVIDENCE-BASED MARKETING PLAN...................12
CONCLUSION.......................................................................................................................... 19
REFERENCES........................................................................................................................... 20
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INTRODUCTION
The people misconceive marketing as advertising or promotion but it is far more than that
and covers various broader subjects inside it. There are various factors involved in the
marketing like understanding the market scenario to bring down the services and products
in the market by developing new markets. It is very important to understand the essentials
of marketing by seeing the intense competition in the industry so that the companies can
deal with different competitive companies offering a proposal which are quite different and
are not easy to oppose (Cohan, 2017).
The awareness of the marketing essentials according to the current situation of the world is
reflected in this assignment. A case study of an organization named “Your Destination”
providing nationwide transport facilities with its operation in London and Essex having the
aim of expanding their business across the world is depicted in this report. The roles and
responsibilities of marketing officers in expanding a business of an organization are
described by focusing the various marketing mix elements (Harmon, 2015). A basic
marketing plan is developed in this report along with the ways to achieve the objectives of
the organization. Various tactics of marketing which help an organization to achieve their
business goals are also defined.
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LO1
P1, M1- ROLES AND RESPONSIBILITIES OF THE VARIOUS MARKETING
FUNCTIONS
MEMO
To: The Senior Manager
From: ABC (Marketing Manager)
Date: 22-04-2018
Re: Marketing officer roles and responsibilities
MARKETING OFFICERS ROLES AND RESPONSIBILITIES
The company “Your Destination” provides its successful operations in the London and Essex
from the last three years with a higher growth rate. So, the company wants to expand its
operations nationwide by expanding their business and opening new branches in
Manchester, Newcastle, Aberdeen and Glasgow etc. The key responsibilities and duties of a
marketing department are performed by the marketing officers who are recruited by the
company and which is the main purpose of this memo. The management of the operations
of the company and practical execution must be focused by the marketing officers of the
organization (Mishra and Modi, 2016). Marketing officers should possess excellent
communication and logical skills and must perform their task e efficiently and effectively.
The needs and wants of the customers should be understood by the marketing officer by
conducting various surveys or research. These surveys and research help them to analyse
the new market prospects for their company and will also help them to create niche
markets for their services and products. Marketing strategies of the company should be
developed by the marketing officer so that their business can be expanded in other
countries as well (Johnson, et al. 2017). A particular market should be targeted for the
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promotion of various products and services with the goal of entering inside a market with a
market share and attain a competitive advantage which must be outlined in the business
strategy.
A customer need survey will be performed by the marketing officer to collect various
information related to the market and must share that information by ensuring that the
service which is provided to their customers is outstanding. The market trend should be
recognized by the marketing officer to analyse the new targeted markets by opening their
different branches in the Manchester, Newcastle, Aberdeen and Glasgow etc. Analysing the
use of logistics services by the customers and identifying the off-peak and peak demand
stages of the services must be done by the marketing officers which is their key role
(Gummesson, et al. 2014). There are various strategies that need to be developed before
entering a new market which must be analysed and forecasted by the marketing officers.
In managing the operations of the department the marketing officer’s role is to support the
marketing manager. In order to generate and spread awareness regarding the various
services that are provided to the customers, the role of the marketing officers is to attend
and organize the different events and activities of the marketing. A marketing plan should
be developed by the officers for advertising and promotional campaigns on different sources
like print media, electronic media in different cities to promote their services and introduce
new brands in the market (Jugenheimer, et al. 2015). They also need to contact various
stakeholders and vendors for promoting the activities of the company and making their
presence in the different parts of the country.
It is the responsibility of the marketing officers to monitor and evaluate the activities related
to the business expansion and make the necessary changes with the assistance of marketing
managers. The content required for publishing the marketing materials like videos,
advertisements and promos along with their distribution should be prepared and managed
by the marketing officers. The current marketing situation and the compatibility for the
expansion of business in the market must be analysed by the surveys and research. Another
important responsibility of the marketing officers is to collaborate with marketing managers
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for analysing the budget and observe the marketing expenses of the organization (Tuten,
and Solomon, 2017). The marketing principles and techniques must be known by the
marketing officers along with the report preparation of the budget, resources and
techniques required for the business expansion.
PROPOSED MARKETING STRUCTURE
There are two types of marketing involved in the marketing structure namely traditional
marketing and digital marketing. The digital marketing comprises of social media and search
engine optimization. The people of the UK are more focused toward the social media
technology as it helps in creating awareness about the market of the UK. Whenever the user
searches the details of transport companies over the websites, the search engine
optimization or SEO helps to give preferences to the sites. Public relations and offline
advertising can be done with the help of traditional marketing which helps an organization
to meet their potential clients and customers, make the customers aware about the
products and services of the company by the distribution of leaflets and pamphlets of the
company, surveys and face to face interactions (Lee, et al. 2015).
P2, M2- ROLES AND RESPONSIBILITIES OF MARKETING IN WIDER
ORGANIZATIONAL CONTEXT
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