Marketing Mix and Brand Image Strategy

This assignment delves into the concept of a marketing mix and its application in building a strong brand image within a market. It includes a comprehensive internal and external analysis using SWOT and PESTLE frameworks to identify strengths, weaknesses, opportunities, threats, political, economic, social, technological, legal, and environmental factors impacting the brand. The assignment emphasizes the strategic importance of understanding these elements for effective marketing planning.

MARKETING ESSENTIALS

Contents
P1 Descriptions on responsibilities of marketing officers and various structure in order to carry
operation of marketing department. ......................................................................................................3
P2 Importance of marketing officer in relation to grow Your destination in order to achieve goals of
business enterprise..................................................................................................................................5
P3 Description on the comparison of Your destination to Nation Expression in manner to lements of
marketing mix. ........................................................................................................................................6
P4 Define marketing plan according to the nationwide expansion of Your destination..........................7
CONCLUSION...............................................................................................................................................8
REFERENCES..............................................................................................................................................10

INTRODUCTION
The term marketing is very important in order to have smooth function of process. This
all should be in effective and efficient manner. This kind of process is very essential in order to
keep good customer relation among business enterprise. With the help of this company can
maintain its brand image in market. The market can grow their activities in efficient manner.
With the help of this firm can earn large amount of profitability and product. The present file is
focusing on the activities of your destination having effective comparison with nationwide
express . These kinds of activities are very helpful in manner to earn large amount of profit so
that company can grow their activities in large manner. It is essential to frame effective
marketing plan and strategy so that company can expand their work in this manner the enterprise
can earn longer amount of profitability and productivity. The company needs to take initiative in
order to stiff competition in the market (Wolfe, Plesko and Miller, 2014). The specific role and
responsibilities is to given in order to run the business activities in sufficient mode. The main
motive of your destination is to make smooth functioning of all services in order to earn
maximum amount of market share. By delivering good service the firm can able to provide better
services to the customer.
PART 1
P1 Descriptions on responsibilities of marketing officers and various structure in order to carry
operation of marketing department.
Your destination is the world large company which is able to providing better and effective
services to customer in order to earn high amount of revenue. Its business also got success in
London and Essex (Schroeder, J.E., 2013). In this way the senior staff of management thinking
to expand their business activities so that firm can derive large amount of profitability and can
earn high revenue. In this manner it is very important to recruit new officers in business
enterprise so that they can carry the organization function in effective manner. The role and
responsibilities of officers are defined in following manner are as-
YOUR DESTINATION

2017
Date- 10th November,
MEMO
To: senior management team
From- Marketing manager-
Subject- To analyze the responsibilities and act of marketing officers in order to carry the
operation of department of Your destination.
Marketing manager plays very effective role in relation to perform business function in better
manner by providing good services to customer so that customer satisfaction can be fulfilled it is
very essential process in manner to carry out day to day function of entity (Wolfe, Plesko and
Miller, 2014)In this following activities are to be done in effective manner are as-
Analysing market position of business enterprise- The marketing officer of your destination
need to take effective decision in order to carry day to day operation of firm. In this manner they
should make those strategies which help the firm to derive large amount of revenue by
implementing them. In addition to this they are also responsible to have identification of
competitive entities. In this way firm can able to sustain in market for longer period by giving
tough competition.
Preparation of planning regard marketing of destination- In order to have effective
promotion of marketing activities it is essential to frame effective strategies so that organization
can able to derive large amount of profitability and productivity (Vargas-Hernández and
Jimenez, 2016)
Designing and maintaining search engine optimisation- The marketing department activities
are responsible in manner to enhance the productivity and profitability of the company in large
manner. They should take effective steps in order to promote market in this the designing of
products can be done in the systematic manner.
Managing and promoting social media- in relation to make thing in effective manner it is
essential to follow the role of social media in company. In this manner the company can enhance
its activities by taking innovation process. This will help to attract the customers in large manner.
It is the best technique to get aware customer about their innovative approaches. With the help of
this kind of activities firm is able to earn large amount of profitability and can sustain in market
for longer period.
Evaluating production and distribution of goods and services- It is determined that the

marketing officers of the company are responsible for carrying operation and formulating
effective strategies so that each action can be taken into right direction. These kinds of situation
help the market in order to earn activities and to develop position in market. In this manner the
firm can able to gain market image by delivering good services to customers with formulation of
impressive strategies.
Responsibilities of Marketing officers-
The marketing officer of business enterprise is also having some prior responsibilities which is to
be considered in order to accomplish objective of entity. It is essential to fulfill this duties so that
function can be carried in smooth manner such are as-
1. They are the person responsible in manner to formulate the plan and try to coordinate all
the things in one manner so that function cab be carried as per the planning in market.
2. It is important to give consideration to ethical issues issue at the time of making powerful
strategies so that organization can carry its function in effective manner.
Marketing department operations
In order to have recruitment of new marketing officer it is essential to have identification of
organization activities in efficient manner. In this way the business plan of your destination are
defined in following manner are as-
It is essential in manner to have analysis on activities of business and its position in the market.
In this manner firm can able to maintain brand image in market (Wolfe, Plesko and Miller, 2014)
 With the help of advertisement tools, promotion services and digital technology the
effective decision can be taken in order to have good connection with customers.
 It is important to have better coordination of your destination; communication should be
strong so that planning strategy is to be formulated.
 It is essential to aware the trends of market so that they can give tough competition to
competitive entities in this manner the company can able to earn good image by
providing good and innovative services.
The marketing department needs to take various steps in order to adopt equipment of new
technologies so that organization can produce innovative services (Schroeder, J.E., 2013).
 In this way firm need to take effective steps in order to attract the customers in large
manner.
 The manager needs to take suggestion from higher authorities so that they can take
effective decision in order to produce product in market.

P2 Importance of marketing officer in relation to grow Your destination in order to achieve goals
of business enterprise.
YOUR DESTINATION
Date- 10th November 2017
MEMO
To – Senior manager Team
From- Marketing manager
Subject- To understand the importance of marketing officer in relation to establish new branch of
Your destination.
It can be true to said that marketing officers are responsible to formulate the strategies in the
effective manner, which can help the organization in manner to earn large amount of revenue and
in this manner firm is able to sustain its position in market. In order to establish new branch of
Your destination in New castle the following activities are need to be considered such are as-
To aware market position of entity- it is very important to analyze by the market department
officers in order to aware current trends in market. In this firm can able to maintain its brand
image by delivering good services to customers. With the help of effective strategy fir is able to
face tough competition in the market.
Managing production and distribution system- The marketing officer needs to take effective
steps are to be taken in order to carry smooth function of your destination than such appropriate
strategies are to be taken. The firm should work in manner .to provide effective an efficient
services. The marketing manager needs to give consideration to the production and distribution
of services by providing effective services to in manner to take implementation of policies in
correct way.
Increasing customer loyalty- By delivering good services with innovative approach they can
manage to build good customer relation in market. In this manner the firm need to cope up with
competition and should try to analyze the customers demand. To maintain this kind of situation
the entity should provide good services within affordable cost in this manner the employee
retention can be possible.
Generate new ideas relate to expansion- In market it is very important to take innovative

approaches in market with new creation so that customer can get attracted towards firm in large
manner. With the expansion of services in market the firm is able to maintain its brand image in
market (Wirtz, Tuzovic and Kuppelwieser, 2014).
In this manner the business enterprise can able to capture maximum market share. in this way
your destination is taking various effective services due to which firm can earn competitive
advantage in market.
Thus, it can be true to said that the marketing officer of the firm need to frame impressive
strategies so that customer can be retain with the fir for long period. By working in this nmanner
it is possible to earn large amount of revenue in market. The better training is need to be give so
that officers can able to contribute their services in much better manner.
P3 Description on the comparison of Your destination to Nation Expression in manner to lements
of marketing mix.
Marketing mix- The term marketing mix is very crucial element in order to do all the
activities sin effective and efficient manner. With the help of this the business can run its
function in smooth manner. In this the firm is to take effective step in framing of all the activities
in efficient style. This term is inclusive of 7p's elements which help to do all the activities in
effectively this are as product, price, place, promotion, process, people and Physical evidence. In
order to gain competitive advantage and maintaining its brand image it is very important to
follow this all kind of activities (Grãdinaru, Toma and Marinescu, 2016).
Product- The product is that part of in which firm need to bring innovation so that customer can
get attracted towards the firm. To main thing is that in order to maintain the rate of employee
retention it is very important to having development in product strategy. In this the manner to
have changes in product is somewhat differed from the National expression (Menz and Scheef,
2014). Your destination is facing many issues in order to have modification in the services in this
manner they should take support of the efficient employees so that firm is able to maintain brand
image. The effective strategy is always helpful to have large amount of profitability and
productivity, with the help of perform this kind of function firm is able to earn maximum amount
of market share. In this manner Your destination need to make effective strategy so that firm can
do its activities in expertise manner.

Price- Your destination need to maker those strategies which is helpful to gain brand image in
the market. In this modern scenario the customer are more quality conscious they need to have
good services with the affordable cost. In organisation it is very essential to bring innovative
result so that customer can get attracted towards the services of business enterprise. In this way
organisation is able to earn large amount of profit scale (Grãdinaru, Toma and Marinescu, 2016).
The main object of the entity is to provide effective services to customer so that firm will
manage all the activities and can earn more amount of profitability. The manager of Your
destination is need to take effective step in order to formulate pricing strategy which can make
the positive image of the bran in the eyes if the person. The price is that part which is to be
settled in effective manner so that commodities can be easily purchase by customers. The main
object of your destination is to provide efficient services so that customer can be attracted
towards the firm. By working in this manner the firm can maximum amount of share. But to
make this whole process effective it is very important to formulate better and proper Pricing
strategy with innovative services. The manager and the person who are working at higher level
are responsible for formulating whole strategy in effective manner. This system will help the
organization to earn large amount of revenue and on this basis firm can maintain its positive
brand image (Mišič and Podnar, 2017). The nation press is changing its prices strategies time so
that within effective time so that customer can get attracted towards business enterprise.
Therefore, your destination should also take initiatives in order to develop and making pricing
strategies in systematic manner.
Promotion- The promotion is the one of the best method o in order to get customer aware about
the commodities available in the market. With the help of formulating better and effective
promotion strategy the firm can earn revenue in large manner. The promotional planning of your
destination is quite differed from Nation express, so that your destination can also that those
effective steps in order to earn higher amount of profitability and productivity. The firm should
adopt those marketing strategies which will help enough to run market so that tough competition
can be given to firm like National express (Ryan, 2016). In this way it is essential to say that
Your need to take many steps in order to earn maximum market share by developing various
kinds of promotional strategies so that firm can able to large amount of profit scale, by working
in this manner firm will capture the good position in the market.

Physical evidence- The main branch of your destination is located in London. This is that part
which is formulated to serve better services to the customer so that firm can able to maintain its
good image in the eyes of all person therefore effective steps is need to be taken so that entity
can gain maximum amount of market share. These kinds of activities are very helpful to frame
market in efficient manner. The main premise of your destination is also located in London so
sometimes it is not possible to give tough competition in the market. In this way firm can able it
is very important for firm like your destination to make powerful physical evidence strategy so
that with the effective modification so that entity can able to face competition of the market. In
this manner the company is able to earn high amount of revenue (Vargas-Hernández and
Jimenez, 2015).
Process- The process of anything is to effective so that person who are under this can follow all
the strategies. It is very essential to cope up with the things in efficient way so that firm is able to
sustain its position in market for longer period (Wolfe, Plesko and Miller, 2014). The process of
your destination is not that much impressive which can give stiff competition to the firm like
Nation express. In this it is very essential to have change in business enterprise so that firm can
earn large amount of goodwill.
Marketing plan
P4 Define marketing plan according to the nationwide expansion of Your destination.
The effective marketing plan of your destination is to be made in order to survive in the
market for longer period. With the help of analysis of external and internal environment they can
able to make each process effective.
Internal analysis- It can be done with the SWOT such are as-
Strengths- The firm is having good reputation in the market in this manner they are able to
capturing good amount of market share by attracting customer towards their firm.
Weakness- The drawback about this business enterprise is that the services are not that much
efficient which can able to give competition due to this there are various kinds of issue such are
as lack of customer satisfaction, unskilled labour force due to this kind of issue firm is not able
maintain its positive image in market (Wolfe, Plesko and Miller, 2014).

Opportunities- In market there are various firms with help of modification organization can
receive chances so that entity can able to derive large amount of profitability. By providing
effective training to their employee the organization can run business function in smooth manner.
Threat- The main thing in organization is to deal with tough competition in market. In order to
get overcome from this kind of situation firm should able to develop those strategies which can
help them to sustain their firm in market for longer period (Wirtz, Tuzovic and Kuppelwieser,
2016).
External analysis- It can be done with the help of Pestle analysis. These are defined in
following manner are as-
Political- Due to this factor the overall growth of the organization is affecting in large manner.
The firm needs to deal with various political factors. The government brings rapid changes in
firm so that they can cope up with the things in effective manner.
Economic- in United Kingdom the economic condition of the country is reflecting in high
volume. Due to this company is facing lots of issue. This problem is needed to be sorted to
maintain the brand image of firm.
Social- The various kinds of changes are as taste, choice and preference of consumer is need to
be evaluated so that firm can produce those products which will help the company to sustain in
market for longer period (Vargas-Hernández and Jimenez, 2015).
Technological- The business enterprise need to adopt those products which will help the market
to run its operation for longer period. The firm needs to use equipment of upgraded technology.
Legal- The business enterprise has to deal with much kind of changes in laws and legislation so
that firm can run its activities more effective and efficient manner.
Environmental- with the help of this firm can able to earn maximum amount of revenue (Wolfe,
Plesko and Miller, 2014). The company needs to deal with all kind of environmental change in
the country.

CONCLUSION
From the above report it has been concluded that marketing is the most important activity
in order to have smooth function of all business activities. The main aim of this firm is to
formulate effective marketing plan and strategy which will help the firm to sustain in market for
longer period. In this manner firm can able to maintain its brand image in market. In report the
internal and external analysis is also done with the help of SWOT and PESTLE.

REFERENCES
Journal & Book
Grãdinaru, C., Toma, S.G. and Marinescu, P., 2016. Marketing Mix in Services. Ovidius
University Annals, Economic Sciences Series, 16(1), pp.311-314.
Menz, M. and Scheef, C., 2014. Chief strategy officers: Contingency analysis of their presence in
top management teams. Strategic Management Journal, 35(3), pp.461-471.
Mišič, K.U. and Podnar, K., 2017. Steps toward a City Marketing Mix and Its Perception
Measurement. In Strategic Place Branding Methodologies and Theory for Tourist
Attraction (pp. 67-86). IGI Global.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Vargas-Hernández, J.G. and Jimenez, R.A., 2016. Personal Marketing Plan and Its Influence on
Employability. RESPONSIBLE MARKETING FOR SUSTAINABLE BUSINESS, p.63.
Wirtz, J., Tuzovic, S. and G. Kuppelwieser, V., 2014. The role of marketing in today's
enterprises. Journal of Service Management, 25(2), pp.171-194.
Wolfe, D., Plesko, T. and Miller, K., 2014. Marketing Plan: Dallas Integrated Corridor
Management (ICM) Demonstration Project (No. FHWA-JPO-14-112).
Schroeder, J.E., 2013. Critical marketing: insights for informed research and teaching. Critical
marketing: Defining the field. 45(6). pp. 18-29.
Vargas-Hernández, J.G. and Jimenez, R.A., 2016. Personal Marketing Plan and Its Influence on
Employability. RESPONSIBLE MARKETING FOR SUSTAINABLE BUSINESS, p.63.
Wirtz, J., Tuzovic, S. and G. Kuppelwieser, V., 2014. The role of marketing in today's
enterprises. Journal of Service Management, 25(2). pp.171-194.
Wolfe, D., Plesko, T. and Miller, K., 2014. Marketing Plan: Dallas Integrated Corridor
Management (ICM) Demonstration Project (No. FHWA-JPO-14-112).
Online

The 7Ps of Marketing Mix. 2014 [Online]. Available through:<http://marketing-
skills.blogspot.in/2014/09/the-7ps-of-marketing-mix/>.