Marketing Essentials: A Comprehensive Guide to Understanding and Implementing Marketing Strategies

This comprehensive guide delves into the fundamental principles of marketing, exploring its role within organizations and its interrelation with other functional units. It examines the key duties and responsibilities of a Marketing Officer, proposing a structured marketing department framework. The guide further analyzes the 7Ps of the marketing mix, comparing the approaches of 'Your Destination' and 'National Express' in achieving their business objectives. Finally, it develops and evaluates a basic marketing plan for an organization, providing a practical framework for implementing effective marketing strategies.

Marketing Essentials
5/13/2018

Table of Contents
Introduction.................................................................................................................................................3
Part 1...........................................................................................................................................................4
LO1: Explain the role of marketing and how it interrelates with other functional units of an
organisation.............................................................................................................................................4
a) Explain the key duties and responsibilities for a Marketing Officer and a proposed structure and
operations of the marketing department...............................................................................................4
b) Explain how the roles and responsibilities will contribute to the wider organisational objectives...9
Part 2.........................................................................................................................................................11
LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall
business objectives................................................................................................................................11
P3: Comparison between the approach of ‘Your Destination’ and ‘National Express’ in achieving the
business objectives............................................................................................................................11
LO3. Develop and evaluate a basic marketing plan...............................................................................16
b) Produce and evaluate a basic marketing plan for an organisation..................................................16
Conclusion.................................................................................................................................................21
References.................................................................................................................................................22
2

Introduction
The success of ever business lies in marketing. Most of the business essentials lie in the
marketing need of an organisation. The term marketing covers a lot of different activity which an
organisation has to carry out, it is associated with the selling of goods and services to the
particular market within a region. Here marketing helps to understand the customer expectations
and helps to design a product according to customers need.
Marketing includes different various activities like advertisement, promotion, branding,
segmenting the product, market research and planning. Marketing is an ongoing process which
helps to build a strong relation with the customer. Marketing is a process which creates a brand
identity for an organisation by satisfying the customer need (Chand, 2017).
(Source: https://bowerycap.com/blog/marketing/saas-marketing-tools/)
3

Part 1
LO1: Explain the role of marketing and how it interrelates with other functional units of
an organisation
a) Explain the key duties and responsibilities for a Marketing Officer and a proposed
structure and operations of the marketing department.
Marketing helps to understand the customers need. The marketing function defines the roles and
responsibilities of the organisation. There are different functions of organisations which are
related to the marketing activities like Human resource, Finance, operation and sales. Marketing
helps maximise the growth and profit of the company.
Marketing department is related to finance functions of the company; Marketing helps to decide
the budget of the company, the different ways of promoting the product by advertisement, lead
generation, and distribution. Marketing helps to determine the budget and cost by co-relation
with the finance department.
M2. Human resource department is also linked with the marketing activities it helps to motivate
and train the employees of the organisation in order that the employees in the organisation can
perform better.
Sales team with marketing. Sales and marketing go hand in hand in every organisation, sales
helps to understand the revenue and the profit with the help of marketing activities in every
organisation.
All the different departments in an organisation are related with the functions of marketing
(Stein, 2012).
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(Source: http://www.marketingmri.net/marketing101/evolution/department)
M1. Key duties and responsibilities for a marketing officer
Marketing officer’s role in an organisation is very vital, for a company to grow the officer has to
manage both the internal and the external part of an organisation. His main role in an
organisation is to communicate and carry out work with transparency, below stated are the key
roles of a marketing manager:
 Employee management: The key responsibility of a marketing officer to carry out work
within the organisation with total productivity and transparency in the organisation.
‘Your Destination’ is in the growth stage of the market. The officer should make sure that
the employees perform efficiently and effectively in an organisation.
 Marketing strategy: Marketing officer is also responsible for creating a marketing plan
or a strategy for an organisation. The officer of ‘Your Destination’ should have an
effective plan in mind so as to promote the transport service to its client in an effective
way. By creating a right strategy, we will be able to acquire National Express’s position
in the market (Rush, 2016).
 Expansion: The marketing officer can create different marketing strategies and plan
where the revenue and the sales of the organisation rise. For Example: If the competitor
company National express comes with a service which is at a higher rate, Your
5

Destination can plan the same kind of service at a lesser price and better one. Your
Destination can advertise the services which give an attractive timeline which helps the
clients to understand the quality of service we provide.
 Managing promotional activities: Promotional activities are one of the strongest and
the effective means of marketing. Marketing officer of ‘Your Destination’ should make
sure that promotional activities such Outdoor advertisement, PR, Sales are carried out
effectively. For Example: We can come up with a promotional campaign where we can
have an effective way of branding our service to our clients.
 Monitoring performance of employees: Marketing officer’s crucial role is to map an
individual’s performance in an organisation. This helps to understand the gap between
the culture of an organisation and the employee. The officer of ‘Your Destination’ should
have one on one session with each employee which should be done on weekly basis. Here
the officer will be able to understand an individual employee’s strength and his capability
to get a work done. (Sweetwood, 2010)
(Source:
http://partnersinexcellenceblog.com/lean-sales-and-marketing-the-role-of-the-manager/)
Proposed structure and operations of the marketing department
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1. Marketing president: The marketing president is the head of marketing department.
Marketing president carries out all the functions and approves all the strategies
aligned by the ‘Your Destination’ to the immediate department. The VP marketing
will be reporting to him. There will be a secretary who will assisting him/her
2. VP-Marketing: He reports to the manger. The main responsibility of a VP marketing
manager is to decide over the marketing budget of the organisation and to make sure
that plan and strategies are carried out effectively.
3. Sales Manager: Sales manager role is very vital in every organisation, he plays a
vital role in the organisation. Sales manager of ‘Your Destination’ should make sure
the sales target of the organisation is determined. He is the one who supports the sales
team and effectively participate in budgeting.
4. Customer Service: The customer service team of ‘Your Destination’ will take care
of client satisfaction in the organisation, the team will be kind of making outbound
call to the clients there will be representatives who will aligned to the department
5. Sales Executive: The sales executive will be involved in field job, like visiting the
client place like few manufacturing companies and help them understand the quality
service ‘Your Destination’ provides to the client.
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Marketing-
President
SALES
MANAGER
Customer
Service
Sales
executive
PR MANAGER
Media
Relation
SEO MANAGER
SEO EXECUTIVE
BUSINESS
DEVELOPMENT
MANAGER
Lead
generation
Secretary
MARKETING
MANAGER
Marketing executive
VP-Marleting

6. PR Manager: The main objective of the Public Relation Manager is to improve the
public image of the company. Manager will come up with different kind of
campaigns which help promote or launch the product and service in the market. PR
Manager of ‘Your Destination’ should maintain a good relation with media and press
releases.
 Media Relation: Media relation team at ‘Your Destination’ will handle all the
aspects PR campaigns and press release activities. By helping developing the
media contact. Attending different kind of conferences will be the main role
of the Media relation team.
7. SEO Manager: Developing different kind of social media strategies for‘Your
Destination’ will help to advertise the transport service provided by the company. The
manager will align and develop different strategies and implement them.
 SEO Executive: Content designing, develop the other technical requirements,
posting the services on different social media website will be the role of an
SEO executive. ‘Your Destination’ SEO team will design a marketing strategy
to provide effective services on different social media websites.
8. Business Development Manager: Business development managers’ main objective
is to acquire new clients in the market. ‘Your Destination’ BD Manager’s role will be
very crucial to generate new sales lead in the organisation. Following up with new
business opportunities and setting up a meeting and communicating new product with
clients.
 Lead generation team: Lead generation team main motive is generating lead
and clients. Setting up appointment with different manufacturing clients. An
individual has to highly motivate to develop business ideas and drive the
company to its goals.
9. Marketing Manager: Marketing manager main objective is to develop marketing
strategies which includes market development, product development, market research
and competitor analysis. While ‘Your Destination’ will mainly focus on the quality of
service provided, marketing like advertising which includes indoor and outdoor
advertising (Hierarchy Structure, 2018).
8

b) Explain how the roles and responsibilities will contribute to the wider organisational
objectives.
(Source: https://www.mazeberry.com/en/blog-marketing-channels-their-roles/)
Marketing Manager is the one who manages the marketing resource of an organisation. He will
be responsible of all the marketing strategies and co-ordinate all marketing activities within the
organisation.
1. Brand Promotion: Marketing manager of ‘Your Destination’ has to promote the
brand i.e. the service provided to the different clients in different sector. The manager
has to make sure that the service provides is better and effective than the competitor
National Express. Brand promotion helps the build a brand image in the market.
2. Sales strategy and implementation: One of the very key activities of the marketing
manager is to effectively design and implement sales strategies in order to effectively
compete with its competitors such as National Express. In this case one of strategy
can be offering discount packages to the customers on the basis of volume of business
as provided by the customer.
3. Training and Development of resources: The Marketing manager needs to ensure
that its sales team is highly skilled which is competed enough to get more and more
business and achieve its target. Training and development helps to enhance the skill
of employees which helps to create business for organisation.
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4. Customer relation management: Marketing manager’s responsibility is to build
customer/client relationship, it helps to hold on existing customer and build new
clients. It helps to understand the customer requirement and deliver the quality
product, after sales service. Marketing manager of ‘Your Destination’ can come up
with a different service which helps to build a strong relation with then client.
5. Dealing with the competition: Here Marketing manager has to make sure that the
competitor company i.e. National express strategies are not better than us. The main
objective of Your Destination is to achieve the market place and beat the competitor.
Here the manager has to make sure that the services we give are better than the
competitor and help the business to expand.
6. SWOT Analysis: It is very important for a marketing manager to design the SWOT
Analysis of the company to be specific a service or a product. Here the manager’s key
role is to understand the Strength, weakness, opportunities and threats to the
company. It becomes very important for a manager to understand the current market
trend and implement the SWOT analysis (Worth, 2017).
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Part 2
LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives
P3: Comparison between the approach of ‘Your Destination’ and ‘National Express’ in
achieving the business objectives
Cherry decides that she wants to buy a pair of sports shoes for the purpose of working out in the
gym that she is going to start next week. Now, she has a week in her hand to buy that pair of
shoes for herself. She calls up her friends to take their recommendations. Couple of her friends
gave their respective suggestions. One of her friends who have been working out in the gym
from last 2.5 years suggests for a pair of Nike shoes. Along with her friend’s suggestion, she also
searches for the shoes online. She checks out for different brands and looks out for their price as
well. From her last month’s salary Cherry saved $85 for the same and that is the budget within
which she wants to buy the pair of shoes (GK Today, 2010).
Online, she finds out that, there are a couple of varieties available in her budget, under the brand
of Nike and Puma. Adidas shoes were comparatively expensive than the other 2 brands. She
likes a couple of them but, decides to go to the mall and actually try the shoes and only then buy
it. This is because; she is buying them for the first time and would want to see the design and the
fit of the shoes.
She goes to the brand outlet of Nike and Puma, respectively, likes a Blue and Black coloured
pair of shoes of Nike and purchases them.
Here, what would happen if Nike would not have enough stock available of shoes used for
working out in the gym?
What if her friend would have suggested Adidas?
What if the shoes of Puma would cost $65 and she would save the rest of $20?
Marketing is the process that ensures the right service/product is placed in the hands of the
respective customer at his/her convenient time and place after the customer is appropriately
informed about the service/product (Marketing Teacher, 2018).
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Marketing Mix: the questions that were raised above clearly explain the components of the
process of Marketing known as Marketing Mix. It answers the questions of what service/product
to sell, exactly where, at what time, at what price, what are the processes required in doing so,
people who would help in doing so and it is a service that is to be marketed then how can its
tangibility be proved (Duermyer, 2017).
Thus, as they put, the 7 Ps of the marketing mix are explained below in comparison of each
other:
a. Product: this is that P around which all the other Ps of marketing revolve. The thing that
has been created by the business in the form of a product or a service and which is to be
sold for the business to earn revenues.
b. Price: very product/service produced for a commercial purpose has a value for which it is
sold, which equals to the cost of the product to the company + the amount of profits it
decided to earn behind that particular product/service.
c. Place: It is very important that the product/service is sold at a place and time which is
both, convenient and accessible for the customer. This aspect is covered by the P of Place
under the marketing mix
d. Promotion: the product/service just does not sell by the virtue of it being produced. The
customer needs to be informed about it for him/her to make a decision of purchase. This
is covered under promotions.
e. People: It is the people by whom the product/service is created and served to the people
and hence, how are the internal customers i.e. employees of an organization treated,
firstly, do they believe in the product/service created by them are important questions to
be answered.
f. Process: every action taken in an organization in a productive manner goes in to forming
a process. However, it is important to analyse and streamline these processes and
formulate them in to the one that generates the maximum revenue.
g. Physical evidence: when it is a service that is to be sold, it is very important to make the
customers feel the service with the help of certain tangible elements; these go to form the
physical evidence under marketing mix (Mind Tools, 2018).
Ways in which organizations use Marketing Mix:
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A business uses various permutations and combinations of the above mentioned Ps in order to
achieve their business goals. Below are a few ways and examples in which these Ps are used by
the businesses:
1. Firstly, a business can use these 7 Ps to formulate the objectives itself. These 7 Ps
comprise of all the major aspects and considerations that an organization needs to lay
down the objectives. Hence, in line with the vision and mission of the organization, the
elements under each of these Ps can be identified and the objectives can be laid down.
2. Environment Analysis: Further, the concept of marketing mix is used for environmental
analysis of an organization which includes both, the internal as well as the external
environment. Here, the most prominent tools for this kind of analysis are the PESTLE
and the SWOT analytical tools. The 7 Ps of the marketing mix can be used in a way so as
to judge the environment around.
D2: To understand the application of the marketing mix to formulate the overall strategic
marketing plan, below mentioned example shall assist us:
There is an organization named ‘Hubspot’ that merely within 12 years of its establishment in the
year of 2006, now operates in 56 countries catering to the needs of 8,000+ customers. Below is
their marketing mix:
1. Products/services: a consolidated toolset that can be used in social media, on website,
through email for blogging, Search engine optimization.
2. Price: monthly subscriptions and fees for the software basis the count of the users.
3. Place: they have a network of their business partners and the group of users around the
country so it basically boils down to the place being ‘online’.
4. Promotion: their directors take part in events, conferences, and webinars as speakers and
demonstrate the use of their software services.
5. Physical evidence: a CD of the software, database created and a copy made out of it
6. Processes: ensuring that on-field people get sales conversions
7. People: motivated sales-field employees and investment in artificial intelligence
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8. Partners: an additional P has been introduced to make the marketing mix more social
media and online business relevant. Hubspot partners with giant social media platforms
like that of Google and Facebook (Hanlon, 2017).
Your Destination National Express
1. Product
M3. Your Destination, for the purpose of
its expansion nationwide has decided to
cater to the needs of the target segment of
on-rental services and ‘packers and
movers’ too
National Express is the leader in market
mainly because it is already catering to
the needs of ‘rental services’ however,
Your Destination will enjoy the first
mover’s advantage for the service of
‘packers and movers’.
2. Price
Your Destination shall continue to charge
the transportation cost that is lesser than
that of National Express to continue to gain
on the basis of Price advantage. However,
for the service of ‘Packers and Movers’, it
shall charge an extra amount.
National Express charges 1% higher
than the price of Your destination
3. Place
D2. Your Destination has found out
through SWOT analysis that, its online
channel of distribution is very weak and
hence, they have decided ‘ONLINE’ to be
the focus of the year.
They already have a strong online
channel of distribution from last 5
years.
4. Promotion
This agency is local in nature and hence,
invested very little in promotion in print and
radio adverts. Social media promotion being
the target for this year, after it expands in to
other cities as well.
National Express invests very heavily in
all channels of media available, which
forms a major component of their cost
and hence, the premium charges.
5. People
14

This agency believes in investing in the on-
field employees and leverages their
strengths in order to sell their transportation
services and it will continue to do so after
its nationwide expansion too.
This one believes in creating a pull
demand from the customers through
promotion and hence, has very less on-
field employees.
6. Processes
This agency being a smaller one has more
flexibility and this feature of theirs has
helped them customize the packages
according to the needs of the customers.
This agency has more standardized
processes and fixed chain of authority
due to which it has lost its flexibility and
customers who need customization have
complaints against National Express.
7. Physical evidence
Your Destination has decided to distribute
souvenirs relating to their agency and
discount coupons for the next transportation
service booked by the customers. This will
prove to be a combination of physical
evidence and promotion.
Another strategy that it will use is that of
providing a uniform to all its drivers,
attendants and on-field employees which
will be a USP under physical evidence
because, no other transportation agency has
that norm.
National Express issues nothing
but the receipt of transaction
only (Wiese, 2016).
Thus, we see how 7 Ps of marketing can be used in various combinations to gain competitive
advantage over one’s competitors in the market. Also, the 7 Ps serve various purposes like that
of, analysis of the company, both, internally and externally. Thus, it is important to bring this
strategic tool to the right use to gain advantages.
15

LO3. Develop and evaluate a basic marketing plan
b) Produce and evaluate a basic marketing plan for an organisation.
Executive Summary: the particular report focuses on the analysis of the marketing environment
for the company named as “Your Destination”. The organisation is specialized in providing
transportation facilities across the national boundaries. The report highlights the new plan for
marketing activities which can be implemented by the organisation which can help to increase
the base for business for the organisation. It involves analysis of the past performance of the
organisation and its objectives to achieve the future goals and objectives which is essential for
the organisation for its future growth and expansion of the business in the long run.
M4. Company Overview: “Your Destination” is a transportation organisation which has newly
started its business in UK and they specialized in providing transportation facilities across UK.
The organisation is growing its business faster and within 3 years of the successful business in
various cities in UK such as Essex and London, the management of the organisation has decided
to expand its business in other cities in UK such as Manchester, Newcastle, Glasgow and
Aberdeen etc. the organisation faces huge amount of competition by National Express which is
one the biggest market leader in the transportation industry.
Market Situation Analysis:
Internal Analysis: the internal analysis of the organisation can be defines as the examination of
the internal factors which can affect the functioning of the business organisation. The various
factors involves analysis of value chain, financial analysis of the company, SWOT analysis of
the organisation which can help the organisation to improve its plan for the organisation by
indentifying its weakness and strengths which can help the organisation to gain the competitive
advantage.
SWOT analysis:
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17
Strengths
 Economies of Scale: the annual turnover of the organisation can help the
organisation to grow its business effectively.
 Customer service: In transportation industry, it is important for the
organisation to provide effective service to its customers which has helped
“Your destination” to develop a competitive position in the market though
effective customer service and management of strong relationship.
 Flexibility of operation: the organisation has been able to obtain sufficient
physical resources which help the organisation to achieve flexibility in
operations (Christ, 2014).
Weakness
Pricing of the product: Some of the competitors such as National express
offer the services at competitive pricing, which impact the revenue earning of
the organisation directly. Mega Bus is also one of the strong competitors for
the organisation
Political changes exposure: Changes in the political environment impacts the
operation of the company at large which influences the working of the
organisation (Grew, 2015)
Longer routes: The organisation provides the transportation facilities on long
routes for the passengers which results in increase in the operational costs for
the organisation.

Segmentation: There are different types of segmentation which can be done under the
marketing process as all the functions under marketing needs to perform effectively and in a
systematic manner. Segmentation can be done on the basis of geographical location which is
beneficial for the organisation.
18
Threats
Emergence of the rail services: The railway industry is growing at faster pace
which gives a huge competition to the transportation industry. The Railway
companies are now enhancing their capabilities by providing value added
services to the customers and also the services through railways offers more
comfort and they provide much faster service than road transport.
Britain exit from EU: The exit of UK from EU has affected the transportation
industry at large as most of the companies used to get their business from
European countries.
Changes in the Fuel price: Due to unrest in the political condition of Middle
East, the increase in the cost of fuel has affected the industry at large as the
operational cost increases for the product. (Christ, 2014).
Opportunities
Reduction in the Operational costs: by reducing the cost of operation the
organisation can gain the competitive advantage as the organisation can
develop strong relationship with its suppliers which can help the organisation
to develop strong bargaining power of the company.
Travel Packages: the organisation can develop various travel packages for the
tourists which can help them to increase the customer base for the
organisation. (Barnsley, 2017).

Targeting: the target market under this segment can be done on the basis of geographical
location which can help the organisation to reach to the maximum customers. Targeting in the
small town and areas where the transportation facilities are less can help the organisation to gain
the competitive advantage for the company (Grew, 2015).
Positioning: after segmentation and setting up of the target market, the next step is to make
various efforts for positioning of the business so that they can reach to the target market and they
can create awareness about the new products and services which are offered by the company.
The organisation is requiring developing positioning strategy which can help them to reach to the
target audience in the right manner.
Goals and objectives: the main objective of “Your Destination” is to expand its business in
different cities such as Aberdeen, Glasgow etc which can offer the organisation more visibility in
the market relating to the services which is offered by the organisation at competitive prices
(Hawkes, 2013).
Marketing Mix:
Price: the organisation faces huge competition from National Express which is prominent
organisation for providing faster and effective transportation services. In order to beat the
competition, it is recommended for the organisation to price its services comparatively lesser rate
than the National Express as at this point of time the main motive of “Your Destination” is to
attract more customers which can help them to increase the customer base.
Promotion: the organisation can adopt various promotional policies in order to gain visibility in
the market. With increase in the trend of internet and social media, it is recommended for the
organisation to promote its product through marketing on social media and opting for online
marketing channels. The organisation can also use advertisement on television and newspaper.
Place: In case of the transportation facilities, customer seeks for convenience and they don’t
mind paying little higher prices if they are getting convenience. The organisation can take
advantage of the particular opportunity by setting up the stores in the areas where the people can
easily visit for pick up and drop of their parcels and other services which are provided by the
organisation.
19

Product: With increase in competition in the market, it is essential for the organisation to
develop new and innovative products which can attract more customers. In today’s business era,
for the growth and sustainability of the organisation in the long run it is extremely important for
the organisation to provide innovative services which can give them competitive advantage
(Elliot, et. al., 2014).
Budget allocation: The estimated expenditure for setting up the business in new locations needs
to be analyzed before in advance which can help the organisation to plan its activities within the
available budgetary resources. The allocation of the budgetary resources can be done with the
help of the financial experts. The estimated budget which will be require for this new venture
will be approximately £15 million apart from which £5 million needs to be allocated to meet the
contingencies.
Control and evaluation: It is essential that the plan need to be scrutinized on regular basis once
it is implemented which can ensure smooth functioning of the planned activities. Proper standard
reports and actual output reports needs to be generated on timely basis to ensure that there are no
deviations in the process and in case if there are any deviations occurred than corrective
measures needs to be taken
20

Conclusion
When an organisation plan to expand its business, an organisation needs to take into
consideration all the possible factors which can impact the working of the organisation.
Marketing plays an essential role for the development of the business especially when the
business organisation faces intense competition in the market; the marketing activities can help
the organisation to create a strong impact in the mind of the customers. The organisation needs to
plan all its activities properly so that they can face all the challenges in the business environment
effectively which can help the organisation to grow.
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