Ask a question from expert
Marketing Essentials of National Express PDF
30 Pages6783 Words156 Views
Added on 2021-03-08
Marketing Essentials of National Express PDF
Added on 2021-03-08
BookmarkShareRelated Documents
Marketing Essentials
Contents Introduction ........................................................................................................................... 4LO1 Explain the role of marketing and how it interrelates with other functional units of an organisation........................................................................................................................... 4LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve 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
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)
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
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Marketing Essentialslg...
|33
|5655
|203
Role and Responsibility of Marketing Manager - McDonaldslg...
|26
|5525
|45
LO1: Explain the role of marketing and how it interrelates with other functional units of an organizationlg...
|47
|6609
|80
Marketing Essentials: An Overview of Processes, Roles, and Importancelg...
|17
|4474
|395
Hospitality Marketing Essentials Assignment - Travelodgelg...
|15
|3893
|443
Cadbury marketing strategylg...
|19
|5122
|40