Marketing Plan Development

Students are tasked with developing a detailed marketing plan based on the provided readings and research. The assignment emphasizes strategic thinking, market analysis, and action-oriented strategies for successful marketing execution.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
P1 Roles and responsibilities of marketing officer.................................................................1
P2 Impact of marketing officer's responsibilities on organisation.........................................3
P3 7Ps of marketing mix........................................................................................................4
P4. Outline basic marketing plan............................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The marketing is essential to every organisation. Without marketing, costumers will have
no knowledge of products which the company is offering for sale to them. As such, marketing
plan needs to be formulated by the organisation (Chkhartishvili, 2014). This report deals with
Your Destination company which is leading transport company and is successful in its
functioning. In order to eliminate competitors from the market, organisation should made clear
strategies about marketing. Marketing plan is quite helpful for the company so that its
competitors are reduced and it can deliver quality of services to its customers. This will help
company to maximise its revenue in effective way. It will also enhance more consumer
satisfaction. This will lead to mire dignity and more reputation to company as it delivers quality
of services to customers.
P1 Roles and responsibilities of marketing officer
Marketing officers are very important for the marketing companies. They affect
companies from both sides internally or externally. Marketing officers are the head of the whole
marketing departments. They are appointed for the corporations of industries. They have a
complex job with more responsibilities. Marketing manager are focused on the practical
application of the marketing operations. The strategies of marketing manager should be effective
in performing their functions (Fortunato, 2016). Marketing officers should have analytical skills.
In some organisations marketing officers are in charge of the all activities of market. They are
responsible for handling, formulating, directing and coordinating between companies and
customers. So they can influence customers to select their products.
Market plans and expenses – Marketing officers are responsible to deal with financial
problems. The goal of marketing department is to increase sales and to reduce expenditures.
They make categories to ensure the goals of marketing companies and they create marketing
plans to achieve the goals. The focus of marketing officers should be on the marketing plans.
They always try to create the strategies to fulfil all te goals of marketing companies.
Market placement – it is a duty of marketing officers to make a brand image of the
company. Brand image can be formed by the presentation of the market. This presentation can be
defined as a product quality and the price of product. Market place of any company is directly
connected with company's perception within the market. Market officers are responsible to
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maintain this brand image in the market. They should try to developed companies with
increasing profit margin.
Expansion - Some marketing companies are successful with the increasing revenue.
Marketing officers can use these fund to expand business. They can expand companies by taking
best decision for the product development or expand market share (Marjanova Jovanov, 2016.).
Marketing officers are responsible to determine the market needs and then create ideas to fill
those requirements. Marketing officers should understand the work of companies and creates
more strategies for increasing revenue of companies.
Risk and policies – Marketing officers are always responsible for legal and financial
risks. They should deal with the market risks. Marketing officers have the duty to monitor the
terms and conditions. They can promote the products of company by advertising on their own
risk. Some times marketing officers are responsible to create the policies which reduces risks.
Make relationship - Marketing officers are always responsible for the relationship with
the company and the customer. They should try to make a relationship between the company and
the customer. This can be done by creating new ideas and inventions. They can try to develop
new trends for industries and advertising the product in the market. Then marketing manager can
understand the potential customers to achieve the goals of companies.
Conducting market research – Marketing officers have a duty to carry out market
research. So they can make the understanding and analyse the customer's wants. Market research
helps to identify new opportunities for organisations. Market research involves the study of
organisation 's competitors (McQuarrie, 2014). So it will help for developing new and batter
product in market. Marketing managers also analysis the buying habits of the customers. After
that they can report to the internal organisation.
Development of marketing strategies – These ids the duty of the marketing officers to
develop the marketing strategies for their organisation. These strategies can help the organisation
to promote their product and services in the market. They should also create the strategies for
achieving goals of the company by increasing its sales. Marketing managers are also responsible
for the management of the marketing mix. So they can measure the success and manage success.
Marketing officers can also develop guidelines for the organisation.
Employee management – Marketing officers are in charge of the organisation who is
under the marketing department and also responsible for the employees who are working in it.
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They should know the duties of the departmental staff. It is also a responsibility to evaluate the
performance of the staff working in the company.
Identify new opportunities - Marketing officers analysis the new trends in the
organisation. So they are responsible for studying new patterns and new demands of the
customers. They can forecast the performance of the organisation. Through this analysing
factors they can develop strategies to identify new business opportunities. They should
understand the purchasing patterns of the consumers (Jones and Rowley, 2011). So marketing
managers can estimate the competitors.
P2 Impact of marketing officer's responsibilities on organisation
Roles and Responsibilities are differed from post to post as lower level employees have
fewer responsibilities whereas the higher level employees has all the responsibilities of his or her
department. Roles and responsibility are inseparable as roles gives authority to perform a
particular task and authority level decides the level of responsibility for an employee. Roles are
given according to the levels in the organisation and responsibility automatically comes with
that.
Organisational level decides the roles and responsibilities of the employees as in lower
level there is more to perform with less authority whereas in middle level management there is
more authority and less work than lower level and at last comes higher level which includes
people with the highest authority in the organisation (Berthon and et.al, 2012). Higher level
employees need to perform all the work of supervision with keen knowledge of each and every
aspect of the organisation.
Organisational objectives can be achieved with the help of employees of the organisation
as they work consistently for growth and expansion of their enterprise in the market. There are
only two type of organisational objectives that is short term objectives and long term objectives.
In short term objectives the employees of the organisation only customers choices and
preferences so that they can serve the best of their goods and services to satisfy the current and
generate more new customers for their goods and services. For long term objectives the
employees needs to work very hard to generate more profit so that their organisation can grow
and expand in the market.
Organisational objectives can also be defined by the employees work force and from their
maturity level. Professionalism is the only thing that can helps employees in achieving
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organisational objectives with full responsibilities by defining their roles in the organisation.
Employees performance decides the future of the firm that it is gonna be for short or long in the
market.
Marketing officers need to have a knowledge of the consumers and their needs so they
can identify the goals of organisation. Organisation can achieve the opportunities to develop new
products and services. Marketing officers makes strategies for the organisation to achieve their
goals. The duty of marketing officers are always beneficial for the organisation. They promote
the product of company and forecast the programs. Marketing officers gives suggestions to the
organisation for the batter productivity (Bloch, P. H., 2011). They create strategies like
advertising and identifies the up coming trends. Marketing officers deals with the wants of
buyers. They communicate with the buyer to understand their needs. They play very curial role
in the organisation. They deal with the factor to sale the product to the customers. If the
strategies created by the marketing officers is not so developed then it will be very hard to
achieve the goal of organisation.
Marketing officers prepares cost sheets by dealing with the buyers so it is a great
opportunity for the organisation. Marketing officers takes different steps for the organisation like
discussing with merchandisers. So organisation can understand the better criteria of the product.
Communications with the buyer also increases the good relationship between companies and
customers (Fifield, 2012). After that organisation can maintain the relationship. Marketing
officers are also responsible for the industries' development, then organisation can understand the
rate and order quantity. Marketing officers plays an important role for the success of company.
P3 7Ps of marketing mix
1. Product. The product is visible or invisible thing that is served by the company to their
trusted customers in the best way possible. It should full fill the customers needs and
satisfy them thoroughly. It should complete the expectation of the customer by providing
more benefit. Your destination transportation company offers their customers more good
deals on transport than National express for satisfying its customers to retain for longer
period in the market.
2. Physical evidence. Many of the services cannot be offered by the company without any
support of tangible assets because to reserve more customers a company need to fulfil all
its promises with their physically presented assets. Intangible services are also comes
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under physical evidence as these are also accompanied by the company. Your Destination
providing its transportation services to customers to deliver his goods in less time than
National express is taking to deliver goods. In this he is ensuring his customers to provide
better services in less time and money without having any physical evidence.
3. Price. This is one of most important factors discussed in every field of the business
because pricing decides the future of the product and the business as well (Hollensen.,
2015). Price should be determine by the company after analysing the whole market. A
company should take strong steps to provide more in less price to retain the existing and
generate mare customers. Your Destination company is providing more in less price
whereas National express is a bit expensive in terms of providing services to the
customers.
4. Place. Place factor also affects the business of transportation as services are provided by
any company are intangible and inseparable. In terms of services these two words are like
two sides of coin. In transportation business there is nothing like whole seller and retailer.
In this type of business stream companies channels of distribution to expand their
business for a long term. Your destination company has opened many offices as a chain
of communication to provide better and fast services to its customers whereas the
national express company is bitten slow as they don't have sufficient offices to
communicate and generate more customers in the market.
5. People. Companies in service sector is basically people oriented or totally public based
organisations because without people a service company cannot survive in the market.
Your Destination company is basically transport company which totally depends on the
people response towards them that's why its full focus is on his customers needs and
preferences so that they can apply these choices and preferences to satisfy the customer
from the core whereas National Express is also trying but due to lack of some resources it
is unable to satisfy the demands of the clients.
6. Promotion. Promotion is need by each and every person to recognise the product or the
services from the core as promotion decides the future of the product and services
because only through people can recognise and have knowledge about the product and
services (Kim and et.al., 2012). Your Destination company promoting its services at all
levels and at all platform so that their services can recognition in a excellent way whereas
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National Express is not promoting its services at very high level so its services are not
getting that much of recognition in the market among the customers.
7. Process. Process is the most crucial factor in deciding the future of the services and the
company because process includes several steps that should be completed order wise as
after completing all the steps a company will be able to deliver its services to the
customers (Perreault and et.al., 2013). Your Destination company has successfully
completed its 3 years of providing its faithful services to the customers with short process
and less time whereas National Express has a very lengthy process of delivering services
that's why most of their customers are shifted to other options.
P4. Outline basic marketing plan
The marketing plan is formulated as below:
1. Identify business goals-
Business goals are required to be identified by organisation. Your Destination company
should identify its goals and aims so that it may conquer in achieving it. Without formulation of
organisational goals and objectives, it cannot have desired results. In the absence of goals, it may
not produce effective results in long run. Employees will not understand their roles and duties to
complete the task in efficient manner which will produce wastage of resources in the
organisation and it will lead to duplication and overlapping of work (Slater and et.al., 2010). This
will bring inefficiency in the organisation.
2. Marketing goals-
Marketing goals should be stated by organisation. As such, their will be clarity in the
marketing department as to target which region for efficient sales. The goals of marketing should
be stated in clear and precise manner which will produce effective results for the organisation.
Your Destination company should state it marketing goals so that it can be super successful than
its competitor. This will be having fair competition and consumes will gain good satisfaction
from it.
3. Market Research-
Market need to be exploited by the organisation. It will provide clarity in assigning work
for the team so that they can produce desired results in its functioning. Consumers needs should
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be carefully analysed by the team of members. As such, clarity about demands and needs of
customers are maintained and provided by organisation. This will bring and enhance productivity
to organisation and it will gain more revenue than its competitors (Slater and et.al., 2010). This
will help organisation to grow and flourish in the market. Hence, it will achieve its set targets in
effective manner.
4. Exploit customers-
Customers should be exploited by organisation in that manner which will provide clear
marketing policy that could be initiated in the market. Your Destination company should
carefully analyse and exploit the potential customers so that they can be enhanced by the
organisation services. This will help company to provide effective services to its customers in
efficient way (Morgan, Katsikeas and Vorhies., 2012). This will bring more productivity in the
organisation. It will help organisation to flourish in the manner which will enhance its customers
requirement and demands. So, company reputation will be gained as much as possible.
5. Analyse competitors-
Competitors should be carefully analysed buy the marketing team. Competitors should be
exploited so that it can have an edge over its rivals. This will help and get an advantage to the
organisation. Your Destination company be carefully exploit its competitors which might
become hurdle in its growth and success in the sector (Create a Marketing Plan, 2015.). This
should be analysed prior to all aspects. As if, competitors are not analysed by the firm than its
profits will be shared or even profit will be deteriorated. The company would never like to
minimise its revenue. It always tries hard to earn more profits.
6. Develop strategies-
Marketing strategies should be constructed and formulated by organisation. No company
will flourish in its business, if they do not have any strategies. Your Destination company should
carefully develop its strategies so that no competitor could beat it. This will have positive impact
on organisation (Vaňa and Černá, 2012). It will gain more consumer satisfaction and consumers
will become more loyal top the brand. Hence, different strategies should be used by organisation.
It will help it to have competitive advantage over its rivals in effective way. It will enhance
more revenue to it as consumers will be satisfied with quality of services.
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7. Usage of 7P's of marketing-
Marketing has seven components. It consists of place, price, promotion, product, people,
processes, physical evidence. Place means that products should be made available at nearby
location to consumers so that organisation can have maximum sale of its commodities. Price of
the product should be that which will give more value to consumers who purchase it. The
consumers will buy more when they get quality of goods in standard price. Promotion is essential
as consumers should be informed about products through sales promotion, advertising etc. which
will provide speedy sales (Taghian, 2010). Product ensures that it is produced according to
customers requirement so that it do not lead to wastage. People means that organisation should
hire that employees which provide them efficiency in the organisation work. Processes means
that delivery of services in fast manner without delay so that consumers ensures worth paying for
the product. Physical Evidence means that goods are physically delivered to consumers. The
organisation should concentrate on these marketing mix.
CONCLUSION
Hereby it can be concluded that organisation have its set targets. This will be gained in
the manner which should produce more and more customers. For this effective functioning of
organisation, marketing plan should be formulated by organisation. This plan consists of
identifying business goals and achieving them in the manner which enhances firm's productivity.
Firm should construct competitive strategies so that customers are not being taken by its
competitor. Strategies should be highly competitive. This will make organisation more effective
in its accomplishing of aims and objectives in proficient manner. The seven marketing mix
should also be taken in aspect of marketing which will yields more results to organisation in
effectual manner.
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REFERENCES
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Morgan, N. A., Katsikeas, C. S. and Vorhies, D. W., 2012. Export marketing strategy
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Online
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<https://www.entrepreneur.com/article/241953>.
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