Marketing Essentials of National Express

Added on - 08 Mar 2021

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Marketing Essentials
ContentsIntroduction ........................................................................................................................... 4LO1 Explain the role of marketing and how it interrelates with other functional units of anorganisation........................................................................................................................... 4LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) toachieve overall business objectives .................................................................................. 10LO3 Develop and evaluate a basic marketing plan .......................................................... 14Executive summary......................................................................................................... 15Company overview ......................................................................................................... 15Situation analysis ............................................................................................................ 15SWOT analysis ............................................................................................................... 15PESTEL analysis ............................................................................................................ 19Porter's five forces .......................................................................................................... 23Current position ............................................................................................................... 25Objective .......................................................................................................................... 25Budgeting ........................................................................................................................ 26Segmentation .................................................................................................................. 26Positioning ....................................................................................................................... 26Strategies ........................................................................................................................ 26Market overview .............................................................................................................. 26Competitive Review ........................................................................................................ 27
Service description ............................................................................................................. 27Conclusions ......................................................................................................................... 28References .......................................................................................................................... 29
IntroductionMarketing is regarded as one of the most systems than business entities as itdetermines its core performance. The marketing activities are connected to a perfectunderstanding of the industry's fundamental needs and requirements and patterns. It isalso examining the company's internal capacity to formulate an effective strategy andmarketing mix to meet market requirements and achieve the organisational goals ofkeeping the relevant loyal customer. The creation of the brand's image by expandingthe registered trademark to the targeted audience by various means is also identified asa marketing strategy. Based on the different marketing facets,National Expresswashighlighted as a UK-based company to be explored. (https://www.nationalexpress.com/)NationalExpressisoneofthelargestpublictransportcompaniesintheUK.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 andCanada being a multinational company. The company has organized long-distance tripsin Europe and travels to Morocco. At the London Stock Exchange, the companyNational Express is listed and provides services to the public for 45 years. NationalExpress recorded revenue of approximately £ 2,100,000 in 2017, of which £ 210 millioncamefromoperatingincome.Thecompanyhasabout46,000employees.Thefoundations of National Express were laid in 1972 when it was integrated into theNational State Company. (https://www.nationalexpress.com/en)LO1 Explain the role of marketing and how it interrelates with other functionalunits of an organisation.This segment of the analysis discussed the leading positions of marketing indiscussingNational Expresscompany viewpoints and the roles and obligations ofmarketing in the larger organisational context.Marketing is the management process through the concept of services and goods forconsumers. Marketing means the art of growing, delivering and discovering offers thatrepresent value for customers. (Review and Silk, 2006)
According to Kotler "Marketing is an organisational function and a set of processes forcreating, communicating, and delivering value to customers and managing customerrelationships in ways that benefit the organisation and its stakeholders". (Kotler, 2013)According to Kotler's theory, marketing's primary responsibilities in the National Expresscompany are to retain and grow its customers. This process will be supervised by themarketing department, starting from the connection between the company and theclients, an important one for National Express development.National Express promotion management's primary responsibilities are crucial within thecompany, as this department can rigorously determine the National Express targetmarket. From a certain point ofview, this department can show the company'scustomers, offering what they want.On the other hand, the department can maintain and increase the connection betweenthe company and customers by capitalizing, delivering and human activity. (Faull, 2019)The management of new entries in the National Express company will emphasize aprocess of discovering and forecasting customers' needs and how they will satisfy theneed of customers with the use of the market mix strategy.The first and most important role of marketing management is to think about whatcustomers 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 ofcustomers, presenting high quality of customers. Also, the company envisages a newmarket for the transport industry.The second essential role of marketing management is to form and introduce marketingactivities, thus giving National Express customers momentum. The actions represent amarketing 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 marketenvironmentIn the National Express company, there are two different types of indoor business. Thefirst organizing activity is B2B (business to business) and the second B2C (business toclient) (Dibb and Simkin, 2008)Within the National Express company, the transport industry has extensive activities onthe B2B market. As a result, National Express contracts to collaborate, other smalltransport companies for national transport that meet its objectives. Along these lines,the company negotiates with small transport companies the value and quality ofservices. The quality of the services provided reflects its reputation because National
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