Marketing Essentials and Strategies

This assignment delves into the core principles of marketing, examining key concepts such as market orientation, entrepreneurial marketing, and the impact of marketing capability. It analyzes the evolution of sustainability research in marketing and discusses innovative mobile marketing approaches. The assignment also explores the structure of a typical marketing department and its role within an organization. Drawing upon various academic sources, it provides insights into effective marketing practices for diverse business scenarios.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Marketing department structure and roles and responsibilities of marketing officer in
context of Your Destination Transport Ltd.................................................................................1
P2. Way in which roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................4
TASK 2............................................................................................................................................6
P3 Application of marketing mix to the marketing planning process.........................................6
TASK 3............................................................................................................................................7
P4 Evaluation of marketing plan for Your Destination Transport Ltd.......................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
.......................................................................................................................................................21

INTRODUCTION
In the current scenario, marketing is one of the important aspects for every business firm
because it assists to enhance awareness of company as well as its products in the market. It
mainly includes different marketing activities such as advertising, branding, promoting,
distributing, collecting and so more. On the other hand, in this report, Your Destination
Transport Ltd. has been chosen. (Marketing Organization Chart, 2017). There will be prepare a
effective memo in which included organisational structure as well as roles and responsibilities of
marketing officer. Apart from this, marketing mix will be demonstrating in a significant way as
well as will discussing about how they will helps to attain organisational goals and objectives. In
this last, there will be produced an effective marketing plan so that Your Destination
transportation can compete with Nation express as well as it can expand their business at
worldwide level.
TASK 1
P1. Marketing department structure and roles and responsibilities of marketing officer in context
of Your Destination Transport Ltd.
To: Your Destination Transport Ltd.
From: ….......
Date: 7th October, 2017
Illustration 1: Marketing department structure
1

(Source- Marketing Organization Chart, 2017)
Marketing is a process in which included several activities such as creating, communicating,
delivering, promoting, branding and so more. It aids to promote and sale products of the
company at world wide level. Every business firm categorises their operations and activities in
different departments such as marketing, finance, sales and so more. In the context of marketing
department of Your Destination Transport Ltd. In which all departments are categorised into
three level such as top, middle and lower. Top level management controlled and regulated by
Marketing president under this having marketing secretary which assist to manage all over
business activities as well as helps in decision making process. Middle level management
included, product manager, marketing strategies manager, advertising manager, public relations
manager, market research director, promotion director and in last creative services. After that
lower level management of company in which included staff members. All these departments
are helps to manage and control marketing operations and activities in effective and efficient
manner. So that very employees of the company significantly perform its tasks as well as will
easy to attain their objectives and goals. Effective management system of company assists to
increase profitability and productivity so that selected organisation can expand their business
firm at the worldwide level as well as it wants be compete with National express Ltd. Apart
from this, marketing manager of organisation plays several roles and it has some major
responsibilities which should be effectively represented within business firm as follows:
Market research: Marketing manager plays several roles within the business firm. Thus,
market survey is one of the important aspect for every organisation because with the help of this
effectively identify and determine external environment and customer's demand or expectations
from company. So that company will significantly provides better services and facilities to
consumers as per their requirements and demand. Therefore, market survey assist to identify
market trend and culture of society.
Distribution: Marketing manager focus on to adopt smart and effective distribution channel for
distributing its services and facilities in outside of the business firm. At current time,
distribution channel and style plays significant role because with the helps to this company will
effectively attract high number of customers towards organisation so that respectively increased
its profitability and productivity in effective and efficient manner.
Pricing: Cost of company's products plays an important role because as per the price
2

customers will set their mind as well as according to the price they will purchase products and
services. Thus, marketing manager helps to decide effective price of goods with the help of
suitable pricing method or strategies as per their quality, system, features and brand name.
Managing activities and operations: Marketing manager of the company helps to manage and
control marketing activities and operations in effective and efficient manner. Thus , in the
organisation it is necessary to be implement better and effective management system for mange
all operations in a systematic style. So that business firm attain its targets and objectives.
Strategies: Strategies, targets, action, plans and objects which is generally develop at higher
management of an organisation. If an enterprise is good then it can be easy for reaching the
desired goals and objectives. Basically observe the external and internal environment which is
based on making effective plans and policies. Strategy refers to that company will help in
satisfy goals and objectives in proper manner. The design of strategies should be simple and
creative and it can help in playing essential role for process of marketing but firm has good and
effective design for plan action then they do not want to waste their time. Strategy should be
based on flexible manner, it can take some time for establishing latest technology and trends.
Promotion: promotional activities and methods helps to increase awareness about company's
products and goods in outside environment. So that marketing manager concentrate on to
choose and select appropriate promotional methods and techniques so that company can get
high number of attention from customers as well as it can be establish an effective brand image.
Apart from this marketing manager of Your Destination Transport Ltd. has some major
responsibilities which have to be effectively perform within the organisation thus which are
explaining under follows:
One of the major responsibility of marketing manager is to be conduct market survey in outside
of organisation so that they can be gather actual and current market situation, trend and
customer's demand or expectations from company. Market survey organisation can significantly
provide better and effective services to customers.
Marketing manager is responsible for to develop effective and efficient healthy working
environment within the organisation. So that employees will systematically preform their tasks
and attain its goals and objectives. While employee working in healthy surrounding then
consequently increased their working performance and quality.
Major duty of marketing manager is to select or choose effective target market as well as for
3

getting success then must adopt effective marketing strategies and methods within the company.
There representing some duties of marketing manager such as:
Market analysis
SWOT (Strengths, Weaknesses, Opportunities and threats) analysis
Creating short and long term strategies for company
Analysing and understanding the market trends and situations
In the other hand, selected company can be used B2B and B2C methods for attracting high
number of customers towards company as well as increasing profitability of the business firm.
Thus, there are elaborating B2B and B2C concept in the context of selected company such as
under below:
B2B: While a business firm dealings and providing their products and services to other
businesses. One of the major reason behind it is to building healthy relationships and make huge
number of contacts in the market place. With the help of this, selected company can effectively
identify its major competitors. So that employers of the company significantly compete with
them while using suitable methods and techniques.
B2C: In the context of this marketing aspect, when business firm supply their products to
customers as per their needs and expectations. Thus, with the help of this company can enhance
sales and revenue in a impelling manner. This is one of the best method of getting high number
of attention by consumers. Due to this, respectively enhanced profitability and productivity of
the business firm.
P2. Way in which roles and responsibilities of marketing relate to the wider organisational
context
Marketing manager of Your Destination Transport Ltd. plays several roles within the
organisation as well as it have various responsibilities which have to be effectively perform.
Thus, it assist to increase productivity and profitability of company. As well as it helps to
manage and control marketing operations and activities in effective and efficient way.
Additionally, there are explaining how company will achieve its goals and objectives such as
follows:
 Distribution will assist to increase demand and supply: In the context of distribution,
it helps to increase demand and supply of company's products at national and
4

international level. So that significantly enhance company’s profitability and productivity
in effective and efficient manner. At current time, distribution channel and methods plays
significant role for every business firm because with the help of better and attractive
distribution strategies company can effectively attract high number of customers towards
organisation.
 Promotion: It is one of the major responsibility of marketing manager have to be choose
appropriate and effective promotional methods and techniques. With the help of this
significant enhance awareness of company's products and goods in outside environment
of the company. As well as it helps to effectively set a brand image in competitive market
place. However, there are available different type of promotional techniques and sources
such as internet, banners, advertising, holding, pamphlets and so more. With the help of
these promotional sources customers can easily get actual information about company,
products and its offers. So that they can choose and purchase as per their demand and
needs. Additionally, promotional tools aids to increase awareness of the organisation in
outside of company. Due to, significantly enhance profitability and productivity of
enterprise in effective and efficient style. In recent scenario, most of the companies are
using internet or online source for promoting company and its products and services.
Online promotion is one of the best method because there are available all informations
about company as well as its products and services (Castronovo and Huang, 2012). So
that every companies have its own web page and site, hence consumers can significantly
visit them for purchasing and gathering information in effective and efficient manner.
 Research and development: Market research or survey is one of the best method for
collecting and identifying actual market trends and customer's demand Thus, every
business firms seeks to be provide proper satisfaction to customers towards their needs
and requirements. So that customers can impressively set positive image in their mind
about enterprise as well as its services. Therefore, it is necessary for every business firm
must be conduct survey in outside of business firm because with the help of this can
collect actual information about company, feedbacks or reviews regarding services and
products, competition level, current market situation, trends, customer's expectations and
so more. All these aspects are plays important role within the every business firm because
5

with the help of them company will take impressively take corrective decisions. As well
as decide appropriate marketing strategies and methods.
 Analysing Market share: Marketing department has major responsibility is to identify
and examine the actual market situation because as per this aspect employers of the firm
can significantly take appropriate decisions. For every business firm must be examine
actual market condition and situation. So that employees of the company can
significantly provides better services to consumers as per their demand.
 Evaluation of Share price: Share price of the company depends on the several contents
due to this it is unstable in nature. Therefore it is the duty of marketing department must
be determine the actual share price of business firm. Shares of the business firm listed in
the stock market of the nation as per price of shares can effectively identify the actual
status and financial capabilities of business firm.
 Developing Profit level: Marketing department aids to identify profit and loss level of
Your Destination company. Hence, as per this level impressively determine actual and
current status of organisation. Employers of the firm focusing on to adopt better and
effective method at work place so that they can supply better quality of products and
services to customers. Due to this they can get proper satisfaction towards their demand.
 Increasing Sales: Every business firm seeks to be enhance their sales and revenue thus
marketing department focuses on to be adopt smart and suitable marketing strategies.
Due to this respectively increased sales of the business firm. Therefore, it is necessary to
be analyse market trends, customer's demand, competitors and so more. Thus, proper
evaluation aids to enhance sales and revenue of the business firm.
Apart from this, Your Destination Transport Ltd. seeks to be expand its business firm at
worldwide level as well as wants to be compete with National Express (Chabowski, Mena and
Gonzalez-Padron, 2011). So that it is necessary to be produce and provide better transportation
services and facilities to consumers with better management system. Basically, product
development can be consider as a continuous process in which conducted several activities and
operations. For systematically produce better and effective products for customers so have to be
conduct research in market then collect actual and reliable information after that should be
6

choose appropriate and suitable methods and techniques for producing products and goods. In
the other hand, marketing department of the selected company helps to identify and measure
actual market condition, trends and so more then business firm can effectively supply their
services to customers.
TASK 2
P3. Application of marketing mix to the marketing planning process
Marketing mix is an important aspect for every business firm because with the help of
this significantly complete the marketing planning process as well as systematically produce
better quality of products and goods for customers. Generally, in which included seven contents
such as product, price, place, promotion, process, people and physical evidence.
 Product: Your Destination Transport is the private transportation company of UK.
Basically, it provides several services to customers such as truckload, dedicated,
brokerage, intermodal and Mexico (Dibb and Simkin, 2013). This organisation focus on
to provide better quality of transportation services and facilities to consumers as per their
requirements. Thus, it is necessary to be choose appropriate and suitable methods and
techniques for producing and providing services because as per the management and
distribution customers will set their mind about organisation as well as its product and
services.
 Price: Company decides the price of its services and facilities as per their quality,
quantity, features, demand and distance with the help of appropriate pricing methods and
techniques. Thus, effective price or cost of services helps to set a impressive image in
mind as well as it also assist to attract high number of customers towards company.
 Place: This organisation seeks to be expand its business firm at wide level so that place
and location plays important role for increasing productivity and profitability of
company. Effective location and surrounding towards customers can easy to attract for
getting fully satisfaction towards their demand and expectations (Gilles and et. al., 2010).
Thus, it is necessary for every business firm must be choose and establish their business
firm in effective location so consumers can easy to visit.
7

 Promotion: Every business firm seeks to be adopt and use smart and attractive
promotional method and tools within the organisation. So that they can easy to attract
high number of customers as well as easy to build a brand image in external market
place. In the context of Your Destination Transport Ltd., marketing manager of this
organisation concentrate on to use effective promotional tools and techniques because at
this time customers easy to attract something new and innovative things. Thus, for
promoting company and its services outside of the market then it using online or internet,
advertising, pamphlets and so more.
 People: In the context of this element of marketing mix it included customers,
employees, partners, investors and so more (Huotari and Hamari, 2012). All these
persons are plays significant role within the organisation because they assist to increase
profitability and productivity of firm. Thus it is necessary for every organisation must be
care about their stakeholder as well as should take ideas and views from them for
expanding business firm in several areas as well as for enhancing revenue of the
company.
 Process: It can be carried out as an important element of marketing mix because with the
help of this company significant provide services and facilities to customers as per their
requirements. So that, it is required to be effective and efficient in nature because it aids
to increase productivity and profitability of firm. Hence, it helps to manage and control
business activities and operations in a systematic way so that employees or staff members
will significantly perform their tasks as well as it can be achieve their goals and
objectives.
 Physical evidence: In current time Your Destination Transport Ltd., is the leading
transportation company of UK. Basically, it has regularly increased revenue and
productivity of the firm. Thus it has share of common stock is approximately 32,708,453
to 54,514,088. Additionally, as per this size of shares can effectively understand the
actual and current position of the company.
Basis Your Destination National Express
Product Prime product are provided by
them.
This industry will satisfy the
customers in effective manner.
8

Place Choose that place where they
attracting large number of
customers.
National express assist in
focusing on various strategies
that will select location.
Promotion Techniques are used such as
advertisement and TV.
Promote products by using
campaigns and events.
Price The price of goods are totally
based on choice and
preferences.
Prices should be reasonable
and fixed to the buyers.
Physical evidence Managers are satisfy buyers by
fulfilling demand and needs in
proper manner.
An organisation will take
reviews and feedbacks.
Process Your destination adopt
traditional approach where
growth of firm will
continuously slow.
National express use modern
approach which is easily
achieved their satisfy goals.
People Employees are those assets of
every firm and they can done
each work for reaching
objectives.
People are main part of an
enterprise who works for
enhancing growth and success.
TASK 3
P4. Evaluation of marketing plan for Your Destination Transport Ltd.
Generally, marketing plan is one of the important aspect for every business firm because
it helps to manage and control business activities in effective and efficient manner (Jones and
Rowley, 2011). It included several activities and operations which has to be require all activities
must be complete in systematic nature. Further, with the help of better management system, can
significantly manage all over operations of the company. As well as employees will impressively
perform their tasks within better outcomes. There are producing an effective marketing plan for
Your Destination Transport Ltd., it included some basic stages such as follows:
9

 Situation analysis: In the first stage of marketing plan, must be identify the actual status
and position of the company. Thus, Roger Your Destination is the founder of Your
Destination Transport Ltd. In this time this company has outstanding share of common
stock from approximately 32,708,453 to 54,514,088. As per this share rate effectively
understand and identify the current position and status of the company.
 SWOT analysis of Your Destination Transport Ltd.: Basically, SWOT analysis is an
effective tool for every company (Kongstvedt, 2012). With the help of this easily
identify and understand the actual position, strengths, negative things, opportunities and
threats of organisation. It assist to take corrective decisions within critical situations.
Thus, it included four points such as:
STRENGTHS WEAKNESSES
 It has experienced business units and
employees
 This transportation company has large
domestic market
 In current time, revenue and
profitability of this company is
regularly increasing s that it has high
profitability and revenue.
 Employers of this firm systematically
reduce labour cost
 It using smart ad effective distribution
and sales network for increasing sales
and profitability
 Within the organisation skilled and
capable persons.
 Your Destination Transport Ltd. has
complex future cost structure due to it
cannot effective decide their services
prices in effective and efficient manner.
 Outside market of the company
regularly increased competition so that
it is one of the major weakness of this
organisation.
OPPORTUNITIES THREATS
 Economy of UK growing inn nature so
that it is beneficial for Your Destination
Transport Ltd.
 Your Destination Transport Ltd. Of one
of the major threat is financial
capabilities and powers
10

 It can be expand their busyness firm at
worldwide level.
 It can be enter in new markets as well
as can adopt acquisition method within
the organisation
 Fastest growing demand of services and
products of this company.
 Increasing profitability and growth
rates.
 Growing competitions and low revenue
level.
 Increasing labour cost
Goals and objectives of Your Destination Transport Ltd.: Your Destination
Transport Ltd. Seeks to be expand their business firm at worldwide level as well as it wants to be
compete with National Express. So that it can be set a brand image in outside of the market as
well as enhance their revenue and productivity of the organisation in effective and efficient way.
Marketing strategies: Marketing method and strategies plays important role within very
organisation because it assist to enhance awareness of the company as well as its products and
goods (Mahmoud, 2010). Thus it is necessary to be choose appropriate and suitable marketing
strategies so that impressively provide better services and facilities to customers so that they can
get proper satisfaction towards their needs and requirements in effective and efficient manner.
Apart from this, marketing strategies important to increasing profitability and productivity of the
company as well as promoting company's products and goods in outside environment of the
company.
Budget and plan: In the context of marketing budget it assist to identify and determine
how much should be invest in which sector. With the help of this systemically arrange the
business activities and operations as well as its amount (Nath, Nachiappan and Ramanathan,
2010). Effective and appropriate marketing budget helps to manage and control business
activities in effective and efficient manner. Thus, it is requires to be appropriate inn nature as
well as all necessary activities should be in proper sequence so that all business activities will be
complete in a systematic way so that organisation will effectively invest the fund.
Contents January February March
11

Personal 60 70 90
Market research 50 60 85
Marketing
communication
200 300 450
Channels 25 35 50
Customer acquisition
and retention
150 200 250
Others 20 25 30
Total marketing
Budget
505 690 955
Metrics and adjust: In the last stage of marketing plan, should be effectively collect the
actual feedback and review. It is necessary to be identify the actual outcomes of marketing plan
as well as its effects on the company as well as its customers (Persaud and Azhar, 2012). If there
is required any changes then should be adopt and update with the help of smart techniques and
methods. For collecting or gathering actual reviews from customers must be conduce effective
research in outside of the market because with the help of this systematically identify the
customer's satisfaction level as well as its expectations from organisation.
CONCLUSION
From the above mentioned report, it has been concluded that marketing is one of the
important aspects for every organisation as it helps to increased awareness about company as
well as services. This report has been defined major roles and responsibilities of marketing
manager of Your Destination Transport Ltd., such as market research, distribution, pricing and
so more as well as has been define marketing department structure in which all departments are
categorised in three parts such as top, middle and lower. Additionally, this assignment has been
elaborated about 7ps of marketing such as product, price, place, promotion, people, physical
evidence and people. Thus, with the help of 7ps company has been decided their services,
12

features, prices and other important things. In the last has been produced effective marketing
plan for Your Destination Transport Ltd in which identify the current situation of the company,
prepared budget, selected marketing strategies then it has been implemented in action.
13

REFERENCES
Books and Journals
Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication
model. Journal of Marketing Development and Competitiveness. 6(1). p.117.
Chabowski, B. R., Mena, J. A. and Gonzalez-Padron, T. L., 2011. The structure of sustainability
research in marketing, 1958–2008: a basis for future research opportunities. Journal of
the Academy of Marketing Science. 39(1). pp.55-70.
Dibb, S. and Simkin, L., 2013.Marketing essentials. Cengage Learning.
Gilles, M. and et. al., 2010. Chemical composition and antimicrobial properties of essential oils
of three Australian Eucalyptus species. Food Chemistry. 119(2). pp.731-737.
Huotari, K. and Hamari, J., 2012, October. Defining gamification: a service marketing
perspective. In Proceeding of the 16th International Academic MindTrek Conference(pp.
17-22). ACM.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Kongstvedt, P. R., 2012.Essentials of managed health care. Jones & Bartlett Publishers.
Mahmoud, M. A., 2010. Market orientation and business performance among SMEs in Ghana.
International Business Research. 4(1). p.241.
Nath, P., Nachiappan, S. and Ramanathan, R., 2010. The impact of marketing capability,
operations capability and diversification strategy on performance: A resource-based view.
Industrial Marketing Management. 39(2). pp.317-329.
Persaud, A. and Azhar, I., 2012. Innovative mobile marketing via smartphones: Are consumers
ready?. Marketing Intelligence & Planning. 30(4). pp.418-443.
Sullivan Mort, G., Weerawardena, J. and Liesch, P., 2012. Advancing entrepreneurial marketing:
Evidence from born global firms. European Journal of Marketing. 46(3/4). pp.542-561.
Urde, M., Baumgarth, C. and Merrilees, B., 2013. Brand orientation and market orientation—
From alternatives to synergy. Journal of Business Research. 66(1). pp.13-20.
Wirtz, J., 2012.Essentials of services marketing. FT Press.
Online
Marketing Organization Chart, 2017. [Online]. Available through:
<https://www.edrawsoft.com/marketing-orgchart.php>. [Accessed on 7th October, 2017].
14

15