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The assignment requires a comprehensive analysis of a company's marketing strategy and planning, including a SWOT analysis and marketing mix. The report should provide insights into the importance of a presentation system for growth and development, and highlight key concepts such as PESTEL analysis, Porter's 5 Forces Model, market segmentation, and marketing communication strategies.

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Marketing Essentials

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Contents
Introduction ........................................................................................................................... 4
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation........................................................................................................................... 4
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives .................................................................................. 10
LO3 Develop and evaluate a basic marketing plan .......................................................... 14
Executive summary......................................................................................................... 15
Company overview ......................................................................................................... 15
Situation analysis ............................................................................................................ 15
SWOT analysis ............................................................................................................... 15
PESTEL analysis ............................................................................................................ 19
Porter's five forces .......................................................................................................... 23
Current position ............................................................................................................... 25
Objective.......................................................................................................................... 25
Budgeting ........................................................................................................................ 26
Segmentation .................................................................................................................. 26
Positioning ....................................................................................................................... 26
Strategies ........................................................................................................................ 26
Market overview .............................................................................................................. 26
Competitive Review ........................................................................................................ 27

Service description ............................................................................................................. 27
Conclusions......................................................................................................................... 28
References .......................................................................................................................... 29

Introduction
Marketing is regarded as one of the most systems than business entities as it
determines its core performance. The marketing activities are connected to a perfect
understanding of the industry's fundamental needs and requirements and patterns. It is
also examining the company's internal capacity to formulate an effective strategy and
marketing mix to meet market requirements and achieve the organisational goals of
keeping the relevant loyal customer. The creation of the brand's image by expanding
the registered trademark to the targeted audience by various means is also identified as
a marketing strategy. Based on the different marketing facets, National Express was
highlighted as a UK-based company to be explored. (https://www.nationalexpress.com/)
National Express is one of the largest public transport companies in the UK.
Birmingham is headquartered in Birmingham and operates throughout the UK by train,
coach and tram. In addition to the UK, it also works in Europe, the United States and
Canada being a multinational company. The company has organized long-distance trips
in Europe and travels to Morocco. At the London Stock Exchange, the company
National Express is listed and provides services to the public for 45 years. National
Express recorded revenue of approximately £ 2,100,000 in 2017, of which £ 210 million
came from operating income. The company has about 46,000 employees. The
foundations of National Express were laid in 1972 when it was integrated into the
National State Company. (https://www.nationalexpress.com/en)
LO1 Explain the role of marketing and how it interrelates with other functional
units of an organisation.
This segment of the analysis discussed the leading positions of marketing in
discussing National Express company viewpoints and the roles and obligations of
marketing in the larger organisational context.
Marketing is the management process through the concept of services and goods for
consumers. Marketing means the art of growing, delivering and discovering offers that
represent value for customers. (Review and Silk, 2006)

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According to Kotler "Marketing is an organisational function and a set of processes for
creating, communicating, and delivering value to customers and managing customer
relationships in ways that benefit the organisation and its stakeholders". (Kotler, 2013)
According to Kotler's theory, marketing's primary responsibilities in the National Express
company are to retain and grow its customers. This process will be supervised by the
marketing department, starting from the connection between the company and the
clients, an important one for National Express development.
National Express promotion management's primary responsibilities are crucial within the
company, as this department can rigorously determine the National Express target
market. From a certain point of view, this department can show the company's
customers, offering what they want.
On the other hand, the department can maintain and increase the connection between
the company and customers by capitalizing, delivering and human activity. (Faull, 2019)
The management of new entries in the National Express company will emphasize a
process of discovering and forecasting customers' needs and how they will satisfy the
need of customers with the use of the market mix strategy.
The first and most important role of marketing management is to think about what
customers want. As a result, the company National Express compared to other rivals
(Renold, Terra Vision, Go-Ahead, Arriva) sets it is objective a particular market of
customers, presenting high quality of customers. Also, the company envisages a new
market for the transport industry.
The second essential role of marketing management is to form and introduce marketing
activities, thus giving National Express customers momentum. The actions represent a
marketing mix and include price, product, place and promotion and are called 4Ps.

Source: https://www.businessstudynotes.com/
Responsibility and role of marketing in National Express in a different market
environment
In the National Express company, there are two different types of indoor business. The
first organizing activity is B2B (business to business) and the second B2C (business to
client) (Dibb and Simkin, 2008)
Within the National Express company, the transport industry has extensive activities on
the B2B market. As a result, National Express contracts to collaborate, other small
transport companies for national transport that meet its objectives. Along these lines,
the company negotiates with small transport companies the value and quality of
services. The quality of the services provided reflects its reputation because National

Express promotes the best quality of transport services. But National Express will be
able to negotiate prices because they will give small companies a continuous business.
For B2C, National Express provides services to customers who will use its services over
some time. From the B2C point of view, the customer will not negotiate the price or
quality of services. The National Express company's advantage is that it offers
customers quality services at affordable prices, which they do not find in competitors.
(Naumovska, 2017)
External environmental factors may influence national Express's organisational
marketing activities.
The role of the marketing department is to systematize strategic activities with the
National Express company. This activation will guide the company to find out what
customers want and to create advertising. National Express will launch a service and try
to determine if the service offered is satisfactory for customers. (Howell, 2015)
The second essential marketing activity is to observe the movement of competitors.
This activity foresees the plans of the competitors. A market leader, it is necessary to
develop, innovate and update these measures before the competitors. (Jain, 2013.)
National Express is a large company that uses intermediaries to operate for its
customers' benefit nationally and internationally. Suppliers are essential in the transport
industry, offering services that align perfectly with the company's objectives. These
represent crucial activities in the marketing operation of National Express, representing
the company's external environment.
Marketing elements that affect National Express in a broad external environment

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In the chart above, we have listed several external factors that influence National
Express and its operating in the current market. The marketing plan needs to consider
the company's strategy regarding the external environment.
Police factors can impact the company and its operations due to Brexit because there is
legislative uncertainty.
In conclusion, the stabilization of legislation in tourism and the transport industry could
impact the company. That can happen when moving from one country to another or
those who want to enter the UK. Customer losses could suffer because investors and
tourists could avoid the UK.
Ethical and environmental factors are essential today because customers will consider
CSR's social responsibility approaches through the environment and society.
National Express
Technological
Innovation affecting:
o Services
o Process
o Distributions
o Marketing and
administration
Economic
Competitive
o Market structure
o Taxation
o Government policy
o Interest rate
Ethical
o CSR policy
Political/Legal
o EU Brexit
o National and local
government
o Regulatory bodies
Ecological
o Climate change
o Services disposal
Socio-cultural
o Demographic
o Current issues
o Culture

As a result, National Express will continue to increase its sustainability operations using
technology to reduce environmental pollution.
A market leader, innovation will be needed by expanding the market segmentation
where it operates. The company will influence and attract as many customers as
possible, thus increasing its profit.
A continuous change, technology is an essential product where the company will
simplify and satisfy its customers' interaction. An effective technology will increase the
company's profitability.
This process also has a disadvantage. Namely, it is reflected in a significant investment
with high prices, because the technology is continuously updated.
The company's supply and demand may be affected by inflation or economic reviews.
The marketing department to another department in the company
The marketing department is in direct contact with other departments in National
Express. The essential links that will guide the business's profitability are the
arrangement of the development, research, procurement, and finance departments with
the marketing departments to achieve the company's common goal.
The financial department in National Express will also take care of managing the
company budget for obtaining profit. Also, the attribution pays the company's salaries
and expenses, as well as the archiving of the accounting documents,
The marketing department will innovate and develop the activities of National Express,
which involves the financial budget. For example, due to a certain promotion period, the
finance department will carefully observe the marketing plan to ensure that the company
will make a profit. If the marketing research decides to develop new services or
innovate, the finance department will have to agree with the respective activity costs.
(Baines, 2013)
The purchasing function emphasises the fixing of service prices. But this function
without the support of marketing researchers on competitors can reduce the elasticity of
the company. Marketing will add value to services by observing the quality of services,

rather than the cost. In conclusion, all these activities must establish long-term links with
collaborators and suppliers. (BRASSINGTON and PETTITT, 2012)
All production activities must be accompanied by various marketing guidelines
regarding desires and needs. Due to standardisation, the production department wants
to disagree with the marketing department. To make specific changes in the
standardisation of personalised service, the two departments will have to align. B2B
between the National Express company and the collaborators or suppliers report a good
connection because it prefers a personalised service for its business. (GROUCUTT and
HOPKINS, 2015)
The development and research department will need more time to analyse and develop
services for the company.
All engineering activities are responsible for the company's development because they
can predict how the company can provide a better job.
In conclusion, the link between these functions is essential because development and
research will focus on selling services and sometimes omit consumer needs.
Marketing has expectations about the usefulness of performance and immediate
research and development, which is very important to be a market leader or highlight
the advantages of services and sales strategies in contrast to the functionality of
products. (KOTLER and ARMSTRONG, 2013)
LO2 Compare ways in which organisations use elements of the marketing mix
(7Ps) to achieve overall business objectives
According to Kotler, the marketing mix is a combination of variables that can support
and guide the company to influence customers. There are four controllable variables, as
follows:
o Promotion
o Price
o Place

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o product
Nowadays, an additional 3 P has been added to complete the marketing mix, namely:
o people,
o process
o evidence.
For the development and innovation of a marketing plan, National Express will compare
7P with market activities with Megabus.
Source: https://marketing-insider.eu/
Elements of the National Express Megabus

marketing mix
Product
It is a well-known transport
company that operates in
over 900 locations. The
company offers 15-20%
discounts on each trip to
attract a larger number of
customers.
Megabus offers travel
services for private and
commercial clients. Their
services are quite popular
in London. To increase
sales and to provide
facilities and quality for
customers, they will
develop their marketing
strategies. That is the most
crucial goal of the
company.
Price Being a very stable
company, it offers its
services at high prices, and
this is because consumers
are loyal.
Mega bus's pricing strategy
is unique because it has a
wide range of discounts for
its staff and customers who
purchase tickets online.
One ticket's cost will be
calculated depending on
the distance the customer
wants to cover, and loyal
customers have discounts.
Place The company offers
services at high prices,
which people with money
can afford, and that is why
they make their services
available in cities.
Megabus wants to develop
in other locations and
evolve with the website's
help to facilitate the
attraction of customers. The
company provides

customers with private
vehicles and offline
services to increase market
share and make a profit.
Promotion The company only needs
TV advertising to attract
people who live in cities.
Megabus promotes goods
and services in several
ways' television, e-
marketing and direct
marketing. Megabus also
has offline services such as
magazines and
newspapers. The promotion
of the company's services
is helped by the online
platform it owns. Megabus
offers customers a loyalty
card or discounts for
students, retirees, or
groups from a specific
category of people.
People The company does not
focus on staff satisfaction
because it considers its
profit to be much more
critical.
Megabus only hires
qualified staff, which has
made the company stable.
An effective fitness program
will support staff to develop
their skills for the job they
hold. The Megabus team
consists of drivers,
maintenance and
supervision team and

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customer support.
Process The company focuses on
profit growth rather than
business processes.
Megabus offers standard
services to customers
through the process that is
an essential element in the
marketing mix. The
company focuses on online
booking and purchasing
processes.
Physical evidence The enormous expansion of
the market and the increase
of the market share
represent its purest
physical evidence.
The company places a
significant emphasis on
physical records, thus
leading to the improvement
of the services provided by
the company. This physical
evidence helps increase the
profitability offered by the
organisation. The site's
development, the purchase
of new buses and ticket
offices, is the company's
essential purpose of
satisfying customers.
LO3 Develop and evaluate a basic marketing plan
Currently, National Express wants to form a marketing plan to expand its activities to
other cities or countries. Various components of a marketing plan are:

Executive summary
A company's plan can also be called a marketing plan because it gives the company a
correct orientation so that it will be able to achieve its goals correctly. The current
marketing plan of National Express aims to expand the company's market.
Company overview
National Express has been successful for the past decade. The company specializes in
passenger transport services. To cope with a competitive market, they will expand their
business in Scotland, namely Inverness, Aberdeen and Stirling, wanting to create direct
routes between London and Scotland's cities. For these three cities, National Express
will have to make a marketing plan that will include the marketing mix elements, the
situation analysis, the marketing budget and the Five Forces Analysis.
Situation analysis
Before starting the business plan, National Express must analyse the external and
internal environment. the following tools determine these analyses:
SWOT analysis
This business analysis tool provides information about the internal environment of the
organisation.
The marketing plan is essential for the stability and development of National Express
because it allows the company to be aware of the external and internal factors that
affect or disrupt the company. Also, the plan will guide the company with the objectives
and strategies of market segmentation or targeting. The operability of the marketing mix
plan will reveal competitive advantages for National Express.
The company will need to allocate financial resources to establish an effective
marketing plan.
The marketing plan will align the National Express objectives that will be evaluated and
monitored for improvements and successful evolution.

National Express Situational Analysis (SWOT analysis) will analyze its weaknesses and
strengths: SWOT analysis will provide future opportunities for development and inform
the company about external threats.
Source: https://corporatefinanceinstitute.com/
Strengths
o The geographical presence can determine the coverage of National Express to
the target markets and ensure easy accessibility.
o The extensive portfolio ensures the expansion of the customer base and the
compensation of losses from a particular category of services with advantages gained
from another.
o Effective management of social networks and a strong presence on them will
develop lasting relationships with customers.

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o The additional investments of the company are made with the help of the
financial position.
o The overall improvement of the business depends on the suppliers who distribute
raw materials at low costs.
o The advantages of location develop its competitive position in several ways, such
as low costs or improved brand image.
o The company's IT department is very well developed and through this operational
efficiency helps to enhance knowledge and find out the latest market trends.
o Committed and competent human capital acts as a source of substantial
competitive advantage, primarily as the company is focused on services.
o The company's services' high quality develops performance on the competitive
market and increases brand loyalty.
o When National Express provides overseas services, diversity in the workplace
manifests itself as a significant force.
o Vertical or horizontal integration increases the value chain's control, reaching a
fast delivery of the final service to customers.
o The company has various intellectual property rights that make the service
offerings exclusive and unique, leading to competitors' difficulty of imitation.
Weaknesses
o Environmentalists may criticize environmentalists for poor waste management
practices and incompetence for including viability in commercial operations.
o National Express may lose efficiency due to weak inventory management
activities. That shows the usefulness of reviewing the pricing strategy.
o Poor customer service or customer complaints management can trigger a
negativity on the part of customers, affecting business development.
o The establishment of individual decisions within the company is done in a long
time, which leads to delays in introducing new services on the market.

o Weak project management activities internally weaken the company's ability to
open new offices and expand services.
o The increase in recruitment costs and the reduction of the company's productivity
is caused by the deficit of organisational commitment and its staff's change.
o Unproductive results at work are the effects of low morale and very high stress
on company staff.
o The mismatch between the strategic objectives and the company's management
style can lead to business without direction.
Opportunities
o Increasing the popularity, but especially of current or potential customers is a
chance to develop the company in business.
o Customers' preferences, needs, and tastes change and can present as a chance
if the company has good market knowledge.
o The development of new technologies helps the service delivery process. The
use of advanced technology will reduce costs and lead to the inclusion of innovative
services.
o Increasing customer revenue and customer base will be considered opportunities
to include more current services.
o Lowering the interest rate will make it easier to raise funds and financing at lower
costs.
Threats
o Current technological developments of competitors pose a threat to National
Express because customers are attracted to existing technologies. In this way, the
company can lose customers, increasing its global market share.
o Bargaining power has increased in recent years, and the number of suppliers has
decreased. That can lead to a decrease in the company's revenues.

o The exchange rate is unstable and affects National Express, which also has
international services, and the suppliers are local.
o Political uncertainty divides into a barrier, sometimes stopping the company's
performance that can bear unnecessary costs.
o The stable interest rate does not provide financial stability for the company.
o A variety of alternative services are available, and this is a collective threat to the
entire transport industry, as current services are declining.
PESTEL analysis
The PESTEL analysis details the operational approvals that National Express faces in a
macro environment and competitive forces. An industry can be profitable with a healthy
growth path, but it will not be useful for a changing political climate.
Source: https://www.business-to-you.com/
Political factors

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Political factors play an important role in provoking certain factors that can influence the
long-term benefits of the company in a particular market or country. National Express
operates in almost ten states and is exposed to various types of risks and political
environments. The success they have in this strong industry in several states is based
on a diversification of certain systematic risks of the political climate. The company can
make an accurate analysis of the factors before investing or entering a market or a new
country.
I will list some of the political factors that have an impact on National Express:
o The importance and political stability of the Travel and Leisure industry in the
state economy
o The level of corruption, especially the group of regulation in customer service
o Interference and bureaucracy in this industry
o Legislation for drawing up contracts
o Protection of intellectual property
o Requirements in Travel and Leisure
o Law on minimum wages and overtime
o Tax rates
Economic factors
Environmental factors as interest rates, exchange rates, inflation, savings rates, and the
economic chain because investment demands in the economy. Competition rules have
an impact on the company's competitive advantage. National Express can use the
country's economic factors as economic indicators of the leisure and travel industry,
organisation, inflation or growth rate.
During the PESTEL analysis, the economic factors that National Express should take
into account are:
o Type of economy in the states where it operates
o Customer services and government action on the free market
o The stability of the currency of the respective country as well as the exchange
rate
o The profitability of financial markets

o Levels of education in economics
o Economic growth
o Unemployment, inflation and interest rates
Social factors
The company's culture and the way of accomplishing certain things have an impact on
the organisational culture of a company. People's attitudes and beliefs play a crucial
role in how National Express's marketing department understands customers who are
part of a particular market and spread marketing messages to customers in the leisure
and tourism industry. The social factors that should be assessed by National Express
are:
o Qualification levels and demography of pollution
o The structure of power and social class as well as the hierarchy in society
o Education levels and education standards in the company
o Culture
o Attitudes and leisure interests
Technological factors
Technology is disrupting various industries across the board. The transport sector is an
ideal situation to demonstrate this aspect. The last half-decade has undergone a rapid
transformation because it has not offered large companies the chance to cope with
specific changes. Lyft and Uber dominate the taxi industry. The automotive sector has a
fast track to automation managed by a large technology company. Google and the
production of Tesla vehicles are stopped declaring a total electronic transformation of
cars.
A company should analyse the industry's technological part and the speed with which
technology disturbs the sector. A lower rate will give more time, while a higher speed
will give time to become more profitable.
Technology analysis includes several impacts such as:
o The new technological evolution of National Express competitors

o The technological impact on the supply, as well as the effect on the structure of
costs in this industry
o The contribution of technological diffusion and the impact on the structure of the
value chain of customer service
Environmental Factors
Markets have various environmental standards and norms, which impact a company's
profitability in that market. For example, in Texas, there are liability provisions in case of
ecological disaster or accident. Several European countries are granted beneficial tax
exemptions for companies.
Before launching a new business or entering a new market, the company will need to
assess the environmental standards that are useful to operate in that market, as follows:
o The weather and its changes
o Legislation on environmental pollution
o Ordinances on environmental pollution
o Waste management and recycling
o Support and attitudes towards renewable energy
Legal factors
In most states, the legal framework is not strong enough to protect a company's
intellectual property rights. A company should make a thorough assessment before
entering such a market because inattention could lead to the theft of the company's
competitive advantage. Legal factors that the National Express administration when
entering a new market are:
o Antitrust legislation in the tourism sector
o Provisions on discrimination
o Intellectual property legislation
o E-commerce and customer protection
o Legislation on data protection,
o Health and safety
o Labour law.

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Porter's five forces
Source: https://business-frontiers.org/
Threats of New Entrants
New entrants to this industry bring innovation, new ways to provide services, put
pressure on the National Express company through low price strategies, lower prices,
and offer customers irrefutable proposals. The company will have to manage these
challenges and build more effective barriers to defend its competitive advantage.
National Express's approach to new participants' threats
o Innovating new services that will attract customers and give old customers
reasons to share the company's services will not only attract customers.
o Building economies of scale lead to lower fixed costs.
o They are stabilizing spending and capacity of finance to the department of
development and research.
Bargaining Power of Suppliers

The vast majority of companies in the leisure and tourism industry buy raw materials
from various suppliers. Those who are in a high position on the market can reduce the
margins that National Express can accumulate. The impact of bargaining power is to
decrease the overall profitability of leisure and travel.
How National Express approaches the bargaining power of suppliers
o Forming an effective chain with many suppliers as possible.
o Trying product models using various materials, so that an increase in prices for
raw material will guide the company to another supplier.
Bargaining Power of Buyers
Purchasers are frequently a requesting parcel. They need to purchase the best
contributions accessible by following through on the base cost as could be expected
under the circumstances. This put focus on National Express productivity over the long
haul. The more modest and all the more impressive the client base is of National
Express, the higher the clients' haggling intensity and higher their capacity to look for
expanding limits and offers.
How National Express manages the bargaining power of buyers
o Building a vast customer base.
o By rapidly advancing new elements.
o The new items will also diminish the delivery of existing customers of National
Express to its rivals.
Threats of Substitute
At the point when another help suddenly meets comparable client needs, industry
productivity endures. The danger of substitute assistance is excellent because it offers
an exciting incentive that is not quite the same as the business's present contributions.
How National Express is facing the threat of alternative services

o By arranged administration as opposed to the simple service located.
o Understanding the customer's need as opposed to what the customer is buying.
o By extending the exchange cost for customers.
Industry rivalry
On the off chance that the contention among the current parts in an industry is
extraordinary, it will drive down costs and lessen the general productivity of the
business. National Express works in a severe Travel and Leisure industry. This
opposition negatively affects the generally speaking long haul benefit of the association.
How National Express approaches the intense rivalry among competitors in the tourism
and leisure industry
o Sustainable differentiation
o Creating a strategy to compete better
o Collaborate with competitors to grow the market rather than compete in a small
market.
Current position
National Express's position on the transport market operates safely, offering transport
services in the UK, Europe and Morocco and expanding their business in certain
Scottish cities, such as Inverness, Aberdeen and Stirling.
Objective
The National Express objective establishes and supports a detailed estimate of the
company for its development. Increasing revenues and increasing market share is
another goal that the company wants to achieve.

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Budgeting
Setting the budget will lead to the development of marketing strategies and plans. The
budget planning of National Express will highlight the deficit of commercial activities.
Segmentation
National Express wants to open new branches worldwide. In Great Britain, more
precisely in Scotland, it intends to open three units, to be able to open sub-elements to
Asia later. The company divided its market by psychological, demographic and
behavioural segmentation.
Positioning
Deepening the market includes the focus on weaknesses and strengths, demographics
and the strength of competitive services.
Demographic data - national Express services target specific types of customers,
focusing on demographic characteristics such as education, age or income. The
implementation of a strategy that focuses on a particular segment sets a better position
than the competitors.
Strategies
National Express includes various plans and strategies to recognize goals. Creating a
good connection with customers is an important goal. To make leverage more viable
with customers, National Express has introduced CSR into the business.
Market overview
The UK has easy to control costs and this is leading to the growth of the British market.
National Express holds at least 30% of this market. The company aims to grow the
economy by introducing new acquisitions such as trains and the maritime platform. For
this, National Express will have to analyze the British market in order to achieve its
objectives.

Competitive Review
An analysis of the company found that they have almost 29,000 entries that have grown
the business in more than 700 locations in the UK. National Express also has
competitors such as Arriva or Megabus. Careful evaluation of a competitor's policies
and strategies is an advantage for the company.
Service description
National Express has gained experience over the years, providing customers with high
quality services. The new goals are to open new branches in Scotland in three cities.
The company wants to include port and train services.

Conclusions
The reports emphatically describe some of the advertising capacity, which is more
interconnected with valuable authoritative purposes. The total advertising mix of the 7P
booth related to business organizations to achieve business points. Likewise, the
development and evaluation of a progress plan are currently being built. Through this
report, we can assume that if the company wants to grow its core, the organization
should calculate the arrangement and stick to it as it expands as it provides a broader
vision for achieving the goals and hierarchical goals. Promotion is considered the
signature piece of the association and, without a presentation system, it is difficult for
the organization to progress and get a beneficial turnover every year.

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References
B2U - Business-to-you.com. 2017. PESTEL Analysis (PEST Analysis) EXPLAINED with
EXAMPLES | B2U. [online] Available at: <https://www.business-to-you.com/scanning-
the-environment-pestel-analysis/> [Accessed 28 December 2020].
Baines, P., Fill, C. and Page, K., 2013. Essentials of Marketing. Oxford: Oxford Univ.
Press, pp.35-47.
Brassington, F. and Pettitt, S., 2012. Essentials f Marketing. 3rd ed. Harlow: Pearson,
pp.65-89.
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