Marketing Essentials: A Comprehensive Guide to Business Expansion

This report delves into the fundamental principles of marketing, exploring the roles and responsibilities of marketing functions within an organization. It examines the application of the marketing mix in achieving business objectives, using case studies of 'Your Destination' and 'National Express'. The report culminates in the development of a detailed evidence-based marketing plan for 'Your Destination', encompassing SWOT analysis, PESTLE analysis, and financial projections, to guide their nationwide expansion.