Marketing Essentials Assignment-Your Destinations
Added on 2020-06-06
16 Pages4816 Words28 Views
MarketingPolitical Science
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Marketing Essentials
Table of ContentsINTRODUCTION...........................................................................................................................1Memo...............................................................................................................................................1P1 Marketing functions: Key roles and responsibilities.........................................................1P2 Explanation of the roles and responsibilities of marketing function to the widerorganisational context.............................................................................................................3Marketing strategy...........................................................................................................................6P3 Marketing mix to compare Your Destination approach to that of National Express.......6Marketing Plan.................................................................................................................................8P4 Formulation of basic marketing plan for the nationwide expansion of Your Destination8CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONMarketing is everything a company does to acquire customers and maintain a relationshipwith them. In accordance with this context marketing plan of “Your Destination” will be made inthis report. The company is growing rapidly and increases its branches in United Kingdom. Inorder to compete with the market leader “National Express” the new marketing plan includingroles and responsibilities of marketing officers that contributes in accomplishing organisationalgoals will be covered in this report. The marketing performance of the organisation will becompared with National Express in this assignment by using marketing mix approach. Further,on the basis of outcomes the marketing plan will be formulated which help the organisation forthe nationwide expansion.MemoP1 Marketing functions: Key roles and responsibilitiesTo Marketing OfficerFrom Marketing Manager Date 27th October 2017Subject: Key roles and responsibilities of marketing functionThe marketing department of Your destination plays essential roles in order to improve theperformance of organisation. It not only aid in increasing the performance and productivity ofthe company but also helps in generating competitive advantages (Homburg and et.al., 2014).Marketing environment also plays vital role and influences marketing strategies of theorganisation. Thus, in regards with this context, the roles and responsibilities of marketingfunctions are described below:Key components of marketing departmentsMarketing Analysis: Marketing department responsibility is to conduct marketing campaign inorder to communicate and transfer information of organisational products and services to thecustomers (Menz and Scheef, 2014). The marketing elements such as research, strategy,planning and tactics provides effective support to the marketing management of YourDestination in order to conduct campaigning activities which helps in promotion of productsand services. The role of marketing functions is to promote the goods and services provided bythe organisation effectively and efficiently. The responsibility of the marketing department ofYour Destination is to produce effective promotional strategies that aid in growth and1
development of the organisation effectively and efficiently. The strategies must be designed in away that assist in generating competitive advantages. Conducting market and customerresearch is the role designated to the marketing department of the organisation (Gunawan,2015). In accordance with this context, the marketing function and department of theorganisation is responsible for analysing and identifying the needs and expectation of thecustomers so that information can be acquired and marketing strategies can be formulatedeffectively.SWOT analysis: The component of marketing department is to analyse the strengths,weaknesses, threats and opportunities that impact on the growth and development of YourDestination. It is very important and essential for organisation to establish internalcommunication in the organisation. The articulation and circulation of information is veryimportant to be transmitted to employees of the company (Ryan, 2016). The marketing functionof Your Destination is assigned with the duties and responsibility to articulate essential andimportant information to employee, so that the employees have ample of knowledge about theactivities of the organisation effectively and efficiently. It is the duty and responsibility of themarketing officer to analyse the strengths, weaknesses, opportunities and threats in order torobust the position and performance of business of Your DestinationCreating short term and long term strategic planning: The function of marketing functions isto creating short term and long term marketing planning. It helps the management of YourDestination to establish short term and long term marketing planning on which they canaccomplish their desired targets efficiently. The planning includes defining and managingbrand. Marketing function role is to define the brand of the organisation effectively andefficiently. The role and responsibility of marketing function of Your Destination is to managetheir brand image efficiently (Engelen, Lackhoff and Schmidt, 2013). The marketing functionanalyse the surrounding environment, society taste and preference and then proposed strategieson which the management promotes its product and services. It is the duty and responsibility ofthe marketing officer of the organisation to create short term and long term strategic planning.Understanding Marketing trends: In order to sustain in the competitive environment, themarketing department needs to consider and understand the marketing trends. By analysing theneeds and expectation of customers, the management will able to work abreast with dynamicmarketing trends.Marketing function of organisation is responsible for maintaining and2
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