Analysis of Marketing Management and Strategies

The provided document is a detailed analysis of marketing management and strategies. It includes a review of various business textbooks and research articles related to marketing, as well as an examination of the 7Ps marketing mix model. The assignment also delves into social media marketing, entrepreneurship, and the impact of green supply chain management on environmental-based marketing performance. The document is likely intended for students in a marketing or business-related course, providing them with essential knowledge and strategies for success.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing officers..............................................................1
P2. Way roles and responsibilities of marketing officer contribute in wider organisational
context....................................................................................................................................4
TASK 2............................................................................................................................................5
P3. Comparison between National Express and Your Destination on the basis of 7Ps.........5
TASK 3............................................................................................................................................7
P4. Basic marketing plan........................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing department is known to be one of the functions that assist organisations in
promoting goods and services in the market. It is a best tool that can be used by companies for
making sure that each task is completed in a desired manner. There is a requirement of a good
strategy so that an inter-relationship can be established between all the departments. The
marketing manager plays an important role in completing task that would boost organisational
productivity and profitability. At present there are many issues that exist in the market and can
hamper company ability to attain its goals and objectives. This is where marketing department
becomes essential as it provides tools with which market variables can be analysed and properly
dealt with. This report is based on Your Destination, a logistics and transport company. This
assignment will state about ways in which competitive advantage can be achieved as well as a
long term survival can be assured. A marketing plan as well as roles and responsibilities or
marketing managers is stated.
TASK 1
P1. Roles and responsibilities of marketing manager
Marketing is the process of selling and distribution of goods and services of company in
local and internation market. This is an effective approach which is helpful for firms to enhance
their profit margin and able to attract large number of customers as well. Person who is
responsible for performing promotional function is called as marketing manager. He plays a
significant role in the growth and development of organization (Wirtz, 2012). In order to
promote products and services in international market, members of Your Destination needs to
frame various plans and strategies. Furthermore, framing of plan is forecasting process which is
helpful for the development of company. Members have to use their collective efforts for
implementing strategies in an effective manner. There are various types of rules, regulations and
policies imposed on them which is needed to be fulfilled by them. Marketing officer has to use
several advanced technologies for the purpose of promoting goods and services across national
boundaries. They are responsible to perform marketing functions which are imposed on them.
There are various roles and responsibilities imposed on the officer as mentioned under policies of
company. They have to use their collective efforts in order to attain targets and maintain
performance in an effective manner.
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It is a travel company namely 'Your Destination'. A marketing officer is the key member
who holds all responsibilities regarding promotion, relationship management and to create
campaigns to meets up internal and external ways of marketing. Marketer identifies and develops
new innovative ideas to communicate their massages to existing or future customers (Pike,
2015).
Roles and responsibilities:
Being a marketer's, he plays a good role, some of them are as follows:
Planning- The service that they going to provide along searching the channel by whom
they get end user. Planning basically goal defining process by which a firm can easily get their
short term as well as long term goals (Peter and Donnelly, 2011). It helps in knowing objective
too. For a travel company it is necessary to plan their roots on which they are going, their
marketing strategies and also market segment. It consists three types of planning as strategic
plan, operational plan and tactical plan. This is the forecasting process which is useful for firms
to enhance their market growth and maintain performance in effective manner. There are various
types of business activities needs to be perform by firms to attain their set of target.
Market research- When firm wants to know about market, they are offering, market
research is the appropriate tool. Market research is the systematic way to gathering information,
analyse them and find facts (Jones and Rowley, 2011). It identifies customer need and provide
best possible way to meet them. Whenever firm starts they should need to go through this
process to have good idea of market.
Preparing project report- All the planning comes under it in a very formal way, that
should be presented internally or its ready to work over. After having market research a report
been created in which all the facts are coming and it will be represented at the time of discussion.
Report has all the issue to be work on and difficulties to be solved by marketer. It helps him or
firm in smooth running of business (Nguyen and Simkin, 2012).
Contact with publicity house- At times, when marketer pays to other agency to promote
their service or product in market. Publicity houses helps organisation to establish and promote
their relation with public as well as create awareness about organisation. At times when marketer
seeks support these public houses are the major keys (Wright, 2014).
Create marketing campaigns- Company's efforts to increase awareness for particular
service or product to his potential customers and awareness about organisation been conducted
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by marketer (Gertner, 2011). A market campaigns are for limited time duration or specific. Like
travel company is supposed to begin new root where no other travellers are working, then
campaigns are useful for marketer to aware his costumers.
Promotion- It helps to flourish business for future, promotion is a systematic manner to
showcase product and service to the market by firm or marketer. They are using of promotional
mix which consist four P's as public relation, advertising, personal selling and sales promotion.
For a business promotion advertise, create sales, and create brand loyalty (Kennedy and Parsons,
2014).
Company's external PR agency- Public relation agencies are an organisation who hired
by company to produce and manage unpaid massage to the public through media, on the behalf
of client. When firm hires a public relations agency, aims to builds up organisation's reputation
through media in general or in public (Hsu, 2011).
Communication flow- Preparing outlay of all levels of his work to communicate internal
or external marketing team. For a marketer, it is needed to create a good flow to communication
so that marketer can have discussion over plans with subordinates.
Look after and Show casing all demand/need- requirements and delivery should be
matched. Marketer has responsibility to look over demand and what supply is given. It helps an
organisation to maintain their inventory (Al Khattab and As’ad, 2015).
Control over execution- after knowing target market, its required to knowing, at what
time, where and how to get customers. Control helps to project to be on way and decreases the
chances of misleading
Feedback- after all marketer are needed to take feedback it provides assistance for
current project and future projects too.
MEMO
8th November 2017
Your destination organization have to improve or maintain its operational activities in across
the national boundaries. So that, it can enhance work quality of entity. Due to this reason
company have to set goals and objectives. Your destination required marketing officer on
order to improve its overall services. Through which firm provide more opportunities to
grow your skills and knowledge. Company is looking for best person as marketing officer
who having appropriate skills, knowledge and experience.
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P2. Way roles and responsibilities of marketing officer contribute in wider organisational context
Marketing officer is a person who is work for marketing division in an industry. Its work
is to increase sales/profit and also get all the knowledge of customers need. In an organisation,
sales and marketing is the only division which helps to interact with new customers that's why its
needs many skills to rule on market (Khatwani and Srivastava, 2015). There are some role and
responsibilities of marketing officer: -
Strategy- For gaining the best results, marketing officer has to set their goals and after
that make new strategy to work on it. These can be brand advertising, customers demand,
competitor industries, supply of products and substitute products in market.
Advertising- Basic purpose of advertising is providing information to customers about
new products and create a good image in their minds about its services. This is a most important
transport of sell. Now a day’s social media also work for it.
Awareness- For an officer it is very important to aware about market and marketing
deals. Customers mind are always set for a particular product, so if an organisation wants to
make something new then first of all they will have to aware about gather all information and
customers’ needs for a product (Saluja and Singh, 2014).
Communicate with customers- Communication helps to sell a product very easily. If
marketing officers communicate with their customer, they can easily provide information about
their product and services. This is helps to solve customers’ doubt and also provoke them to use
these once.
Maintain relation between customers- Customer are the last buyer of product. Quality
of product, its market value and demand all thinks are based on customers. So he/she needs to
maintain a good relation with their customers. It helps to increase the goodwill of organisation.
Through these roles and responsibilities of marketing officer an organisation can chase
their objective to create demand in customer’s mind for new product (López and Sicilia, 2014).
One most important thing is that selling of goods and services is not that important as the
customers satisfaction is so for this a management needs to be in touch with their customers to
provide them services and solve their problems timely. For a business entity it is very important
to increase their revenue and their market value with a strong competition. This will be possible
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when people attract on their ideas and these can be advertising, innovative packaging, sales
promotion activities, customer’s interaction etc.
The marketing department is engaged with all other divisions as to ensure that they are
able to develop a relationship. As well as a better flow of communication/ information can be
attained. There are various ways in which marketing department assist company other division.
Like it provide data regarding available talent in market that can be recruited for a certain
vacancy. In market when company stay with a strong competition they have to maintain their
goodwill and it is possible when marketing department provides quality products in reasonable
prices (Hsu, 2011).
TASK 2
P3. Comparison between National express and Your destination on the basis of 7Ps
7Ps Your destination National express
Product Product/Service is an important criterion
for any company. It is product or service
only that determines whether the
company is going to attract customers or
not, to accomplish its goals. My
destination is providing service of online
travel guides with local expertise. The
company make travel more enriched and
more enjoyable. It currently has 68
destination local websites including
virtual tours and videos. Hence, one of
the successful company.
National Express is one of the largest
scheduled coach service provider in
Europe, operating in more than 1000
destination with over million customers
in an year. Obviously the services
provided by company plays a vital role
for the travellers to make their journey
safe and secure. It is one of the highly
recognizable brand in U.K.
Place Place should be decided keeping in mind
the demand of services in different
locations. My destination has around 68
destination local websites which makes
customer's travelling pleasurable.
National Express is the largest
company. It has around 1000
destination with millions of customers.
Hence plays a major role in making
customers satisfy by their services.
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Price The price at which services are delivered
should be taken care of, by considering
medium and lower class people also.
However, they are passionate about
providing the best value for the services
delivered. They work closely with global
players and local businesses and
everyone's right to choose whatever suits
them.
The coach services offered by company
itself transport passengers up and down
the country and make them connect to
airports. The price is also reasonable
and will be considered keeping in mind
the people who are going to get
services.
Promotio
n
Promotion is always important to
improve the thinking of the customers
towards company's services. The
company have their own website through
which they promote their services. Ads,
newspaper are also the medium for
promotion of the brands
The company also try to retain existing
customers and retain new ones through
its promotional strategy. Meanwhile, if
the company use some innovate and
creative technique then it will surely get
an edge over its competitors.
People Human resources are the life blood of
any firm. My destination has local
experts which provide unrivalled local
knowledge and unique local deals. The
company has around 60-70 experts
working for the customers’ services. The
retention of talents in company is very
important, they only make your company
achieve its goals and objectives (What
are is 7Ps Marketing Mix and how should
it be used?, 2017).
It has around 45000 employees,
providing services in Spain, Morocco,
North Africa, North America as coach
service facility in UK, Germany. The
employees are also rewarded for their
best work as free nationwide coach and
bus travel.
Process The delivery of services should be done
in a proper way so that customers will get
satisfy and get the best value for the price
National Express has presence in UK
and Germany, if company will not plan
and implement best strategy to retain its
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paid. As mentioned earlier, firm has local
experts to offer services to customers and
make them loyal.
customers, organisation will definitely
suffer.
Physical
evidence
The physical evidence here means
services that travellers are getting for
which they are paying for. Though firm
has 100 destinations but community
spans all the major continents worldwide.
The best thing about organisation is
they listen to each and every customers
and feel a sense of pride while offering
them best services. National Express
has around 1000 destinations and
providing best services to its customers
and thus one of the successful company
in providing Transportation, trucking,
railroad services.
TASK 3
P4. Basic marketing plan
Marketing plan is basic structure which needs to frame by every firm in order to maintain
transparency in business activities. Marketing plan is defined as to make the plans for the future
time period. Generally, it is a blueprint of the marketing plan in which set the aims and goals as
well as task and objectives that must be achieve by the organisation. To achieve these goals
customers study is required as to know about the customers’ needs and wants what customer
wants and how we can provide them to meet their expectations. So consumers study helps to
know better about the customer’s choices and preferences. In market plans include market
strategies, market trends, market study, market research, marketing mix (4p's), market
segmentation, target market, positioning these all helps to plan effectively and achieve the
organisation's goals and objectives. Whenever start any business, marketing plan process comes
first because without any planning business can't be start and run so planning must be proper and
effective to achieve the set targets and goals (Hsu, 2011).
Mission of company – Delivering qualitative services to people using logistics and
transportation.
Marketing objective – To gain the top position in market and maintain it for long term.
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Business Aim – There are certain targets that are required to be achieved by organisation in next
few years.
 Boosting in customer base with 30%
 Gain revenue generation capability by 15% Gain 10% of the total market share
SWOT Analysis of your destination:
Strength
Your destination provides best quality of
goods and services to large number of people
and try to meet their expectation level.
With the effective services company can
attract people and enhance its performance as
well.
Weakness
Lack of promotion activities. Through this,
person is not aware about products and
services.
Opportunities
It provides greater range of job opportunities to
people in order to enhance their performance.
Increasing rate of market share.
Threats
Increase number of competition is the biggest
threat for company. Insufficient use advance
technology is helpful tool for firm.
Marketing Budget:
(Marketing Expenses) 1st year 2nd year 3rd year
Advertisement 6000 4000 2000
Promotion on sales 4000 7000 6000
Marketing 9000 12000 8000
Total 19000 23000 16000
Monitoring as well as controlling- Managers and leaders are responsible to monitor
overall performance of each and every members of company. They have to conduct training
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session for employees in order to improve their effective skills, knowledge and experience. They
are bound to fulfil roles and duties which are imposed on them as per the policies of firm. Higher
authorities are bound to maintain financial documents and submit the same to legal authorities on
annual basis (Hsu, 2011). Furthermore, frame marketing and other plan and need to implement
the same in effective manner. it is essential for the growth and development of organization.
Marketing manager of your destination are responsible to maintain their performance in effective
manner and try to comply with policies of firm. Every member of firm is eligible to use their
efforts and positively contribute in continuous growth and development. With the help of this
process entity is easily attain set of target and objectives. There are various types of risks are
faced by company for the purpose enhance its performance and maintain work quality. Managers
and leaders are responsible to select advance technologies to promote their services in
international market for build trust among people and aware them about goods and services.
CONCLUSION
From the above report, it can be concluded that marketing is a concept which is used by
large number of firms in order to sell goods and services across the national boundaries. There
are various types of marketing essentials present which are helpful for firms. Such as 7Ps of
marketing which include product, price, place, promotion and much more. Various types of roles
and responsibilities of marketing officer is mentioned. Your destination is the transportation firm
which is promotes its services in across the national boundaries. Members have to recruit best
person for the firm and try to allot work according to their skill, qualification and capabilities. In
this report, a marketing plan is created for making sure that company is able to achieve its goals
and objectives in time. As well as roles and responsibilities of marketing managers are specified.
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REFERENCES
Books and Journals
Al Khattab, S.A. and As’ad, H., 2015. The Impact of the Green Supply Chain Management on
Environmental-Based Marketing Performance. Journal of Service Science and
Management. 8(04). p.588.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Gertner, D., 2011. A (tentative) meta-analysis of the ‘place marketing’and ‘place
branding’literature. Journal of Brand Management. 19(2). pp.112-131.
Hsu, W., 2011. The vocabulary thresholds of business textbooks and business research articles
for EFL learners. English for Specific Purposes. 30(4). pp.247-257.
Hsu, Y., 2011. Design innovation and marketing strategy in successful product
competition. Journal of Business & Industrial Marketing. 26(4). pp.223-236.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Kennedy, A.M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Khatwani, G. and Srivastava, P.R., 2015. Identifying Organization Preferences of Internet
Marketing Channels using Hybrid Fuzzy MCDM Theories. Journal of Electronic
Commerce in Organizations (JECO). 13(4). pp.26-54.
López, M. and Sicilia, M., 2014. How to develop WOM Marketing. In Electronic Payment
Systems for Competitive Advantage in E-Commerce (pp. 30-47). IGI Global.
Nguyen, B. and Simkin, L., 2012. Fairness quality: the role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review. 12(4). pp.333-344.
Peter, J.P. and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Saluja, D. and Singh, S., 2014. Impact of Social Media Marketing Strategies on Consumers
Behaviour in Delhi. International Journal of Virtual Communities and Social Networking
(IJVCSN). 6(2). pp.1-23.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Wright, S. ed., 2014. Competitive intelligence, analysis and strategy: Creating organisational
agility. Routledge.
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Online
What are is 7Ps Marketing Mix and how should it be used?. 2017. [Online]. Available through:
<https://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-
7ps-marketing-mix/>. [Accessed on 9th November 2017].
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