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P2 How roles and responsibilities will contribute towards wider organizational context

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MARKETING ESSENTIALS

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TABLE OF CONTENTS
INTRODUCTION..........................................................................................................................1
PART 1............................................................................................................................................1
P1 key duties and responsibilities for a Marketing Officer and a proposed structure and
operations of the marketing department.................................................................................1
P2 How roles and responsibilities will contribute towards wider organizational context.....4
PART 2............................................................................................................................................6
P3 Approach of Your destination to apply marketing mix to that of national express in
achievement of business objectives........................................................................................6
P4 Basic marketing plan for nationwide expansion...............................................................7
CONCLUSION............................................................................................................................10
REFERENCES.............................................................................................................................12
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INTRODUCTION
Marketing is analysed as the most essential functions as it comprehend business
opportunities for organization and helps in achievement of goals and objectives. It has been used
by various business enterprises for creating, keeping and satisfying customers. With the
consumer as major focus of its activities, it can be stated that market is one of premier
components of business management and innovation (Dibb and Simkin, 2013). Present report is
also based on analysis of marketing functions and strategy of “Your Destination” which is
Transportation Company specialised in delivery transportation services nationwide. Analysis of
National express is also done which is competitor of cited organization in UK and has high
market share as well as existence. Recently company has achieved high growth and recognition
in market. However, senior management of organization has decided to expand business
operations in Manchester, Newcastle, Glasgow and Aberdeen etc. This report will cover an
analysis of key roles and responsibilities that needs to be performed marketing department and
officer along with proposed structure and operations of marketing department. In addition,
various approaches of Your Destination towards application of marketing mix in comparison
with National express in achievement of business objectives are also discussed. At last, a basic
marketing plan for Your Destination has been developed to determine ways to expand business
operations.
PART 1
P1 key duties and responsibilities for a Marketing Officer and a proposed structure and
operations of the marketing department
Marketing is the activity, set of various functions and the processes of creating,
communicating, delivering and exchanging offerings which have for consumers, clients, partners
and society at large. As per production concept, customer of “Your destination” prefers their
services which are widely available and inexpensive. It is more oriented towards operations that
any other concept. Product concept implies customer of company favour those products which
offers the most high quality, performance or innovative features. Selling concept of marketing
implies consumer will purchase products only when they company aggressively promotes or
sells these products. Marketing concept of organization implies that Your Destination needs to
focus on requires and wants of target market & delivering value even better than competitors.
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In this context, as marketing manager of your destination, there are various key roles and
responsibilities of marketing officer have been discussed below:
Market research: Marketing officer in “Your destination” possess responsibilities to
conduct effective market research to analyse requirement of customers. It is
accomplished to identify target customers in countries where organization needs to
expand their operations. Through this, manager will be able to recognise their
opportunities to growth and development in transportation sector in other country (Hall,
Timothy and Duval, 2012).
Strategy development: Marketing officer also plays important roles in development of
strategy to achieve objectives of business expansion. In Your Destination, marketing
officer can also provide suggestion to improve transportation services and provide new
ideas for development of new products and services.
Target market: It is important roles of marketers to identify target market for “Your
destination” where they can they will get potential customer for their products and
services (Malhotra, Birks, and Wills, 2013). Presently, company needs target Tourist
destinations in different countries as they will quick response of visitors and also provide
its service local communities people in countries.
Competitive analysis: In business expansion, it is also important responsibility of
marketing officer analyse to analyse strategies of National express which has achieved
high growth in transportation industry in UK. They will also analyse difference how their
products and services are different National Express. They also needs to determine price
point which National express are selling and what segment of market its aiming to reach.
Knowing ins and outs of national express will help “Your destination” to better position
their business and stand out from competition.
Marketing strategy: It is path to achieve sales goals. Marketing department needs to
consider the ways through which they will find and attract their target customers. This is
core part that determines what strategy should explain. It must consider the entire market
place and then break down some specific tactics involving such as events, direct mail,
Email, social media and content strategy that will provide help to gain access to
customers.
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There are various duties of marketing department at Your Destination which are described
below:
Market analysis: Marketing department is responsible to analyse attractiveness and
dynamic for transportation industry where Your Destination needs to expand its operations.
In this, Expansion in transportation industry in other regions of UK will be effective for
company because they have strong brand image in market (Wirtz, 2012). Marketing
department should develop strong recognition of service of organisation between people to
get quick response.
SWOT analysis: It implies to analyse of competencies to expand business operations.
Marketing department of Your Destination is required to identify strengths, weakness,
opportunities and threats for organization before expansion of operations.
Short term: It implies to those activities which needs to be accomplished by marketing
department for application of business plan. In Your Destination, managers need to develop
various things that need to be accomplished by management (Pike, 2015).
Long term: It involves tentative determination of company’s broad goals to be achieved and
strategies that needs to be implemented for intent over a long term of time.
Strategic planning: In this. Market department of Your Destination will make efforts to
identify and meet the requirement of employees. Further, company also needs to apply
strategies to attract customer’s National express in order to increase market share. Company
will also select appropriate marketing tools to influence about their products and services.
Market trend: Most important responsibility of marketing department is analysing to
analyse current market trends and requirements of customers. Branding is most important
strategy to raise sales and recognition as well as survival of business operations in market.
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Proposed structure of marketing department
(Source : Rogers and Davidson, 2015)
P2 How roles and responsibilities will contribute towards wider organizational context.
Marketing is considered as essential functional unit of enterprise which combine different
roles and activities that are usually interrelated with other department of organization. There are
various other department in Your Destination such as Sales, operations, finance and Human
resources department. In this context, marketing is directly connected with these departments in
respect activities which they needs to completed together for expansion of business (Piekkari,
Welch and Welch, 2014). Further, main objective of organization is to increase their presence in
other countries in order to meet the Level of National express. Moreover, marketing department
will perform financial planning with the finance department in order to expand business
operations. Marketing officers will provide a forecast to finance manager about requirement of
financial resources for production, research, advertising, distribution and sales etc.
Marketing planning is also performed by manager with the help of operation department
for analysis of various important requirements and activities that needs to involved in planning,
It correlates with various other functions units to raise opportunities of success and avoid risk of
failure (Rogers and Davidson, 2015). Operations will also provide information new products
and improvement in services implement by top management to marketing and tactics which are
required to apply promote these services. Marketing department also interrelated with human
resources department to provide information about requirement of qualified employee for
research, production, advertisement distribution and sales etc. Competitor analysis will be
accomplished by marketing officer to gain information about the plans and policies through
which National express has its objectives. Along with this, marketing officer also communicate
and work with finance manager in order to provide them understand the estimated budgeted
which is required to implement the marketing plan.
Contribution of marketing department in accordance with meeting organizational objectives is
mentioned above:
Market share: Marketing department of organization mainly emphasis upon increasing
market share of organization by decreasing cost of operations. In this, marketing department
of your destination can identify strategies of National express and make plans to adopt
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similar strategies for achievement high marketing recognition and success to influence
market share of National express.
Share price: By implementing effective strategies and policies marketing department will
also tends to raise share price of company in market (Brennan, 2014). Rise in profitability
will influence shareholders to make high investment which tends to raise share price of Your
Destination in market.
Profit: By implementing effective promotion tools like social media, e commerce and
digital technology, marketing department will be able to increase sales of Your Destination.
By increasing sales manager will also provide competitive edge to company over National
express. By implementing these channels in advertisement and promotion, operating cost of
company will also decrease which is also considered as decrease in prices of products and
services.
Growth: By implement successful strategies, profitability of organization in transport sector
will tends to increase and it will further move towards achievement of growth and
development in travel industry of UK (Coombes and Nicholson, 2013). Marketing officers
perform the role of increasing brand image of organization in industry to attract the
customer’s competitor in market that will provide them support in achievement of
competitive advantage.
Sales target: An appropriate sales target is also established by company in every year and
they make efforts to meet those target. Market department is also responsible in application
effective promotional tools so that sales of Your Destination in market will increase and it
will be able to meet the sales targets. Sales targets are also provided by marketing
department to their executive who needs to accomplish in specific time duration to meet
requirement of organization.
PART 2
P3 Approach of Your destination to apply marketing mix to that of national express in
achievement of business objectives
Marketing mix is considered as stand out between the most vital business concept and
reasoning in the showcasing which assist to business enterprise in conveying the item and
administration at the ideal time, perfect place and in specific cost. Marketing mix of
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organization is mainly comprised of seven essential components for example: Item, value, put,
advancement, physical proof, individuals and the process. Utilization of effective marketing mix
strategies will helps business enterprise in increasing opportunities to achieve success in market.
Following are the precise information about correlation of their goal transportation business with
National express.
Product: Your destination is having particular with the private individual’s contract to the
mechanical level transportation regional offices (Rogers and Davidson, 2015). In comparison
with this, National express transportation services are provided at different units. For example:
Worker’s transport, mentor, tourists and cable car within different nations such as Canada, Spain
and Germany and others.
Price: It is also considered as important component in marketing mix which provides success to
organization in market (Kotler, 2015). It is also used to decide the estimated prices of products
and administration. Your Destination travel company is presently using skimming price strategy
because they have target premium customers but National express is using focused valuing
system in which they will charge prices as per scenario of market.
Place: This implies to location of distribution through which company will tends to provide its
services to target customers. Your Destination has usually regulated their business in London and
Essex, Manchester, Newcastle, Aberdeen and Glasgow. In comparison, National Express
Transportation Company provides service in different destination by establishing its branches in
different countries (Yee and Eze, 2012). They have also provided Agencies to other people in
country which also provide them support in increasing their market share. For example: National
express has its business units in UK, Spain, US ,Canada, Germany and other countries which has
increased its recognition in market.
Promotion: It implies to promotional tools used by enterprise to promote its service in other
countries. "Your Destination" transportation organization is utilizing the customary advancement
technique, for example, newspaper, magazines, radio, charge board etc. In comparison, National
express Ltd is using new and digital technologies for promotion and advancement of business...
Through this they can publicize their products and service by organization website, Facebooks,
twitter and Pinterest etc.
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Physical evidence: Your Destination has are various restricted physical units in different parts of
UK for example in London and Essex, Manchester, Glasgow and Aberdeen whereas National
Express has its 400 stores across 18 countries.
Process: Cited Transportation Company has implemented customary strategy for administration
of leadership with their clients (Zimmerman and Blythe, 2013). In contrast, National express is
using electronic and the daily client relationship management structure through which all
information and demand of consumers can be effectively satisfies by organization through
electronic media channels and website.
People: New transportation business enterprise Your Destination needs to accomplish the
requirements and wants of consumers through leading statistical survey. They have also hired
qualified managers and other employee which tends to provide proper services. Company also
viably resolve issues of customers. In comparison, National express company has effectively
both consumer and additional representative requirements.
P4 Basic marketing plan for nationwide expansion
Study has provided clear understanding that Your Destination is specific with their
private individual contract to the mechanical level transportation business units. The major
emphasis of this venture is to create appropriate and effective direction and compete with
National Express who is market leader (Mulhern, 2013). Cited company has an important
business objective to compete with national express which has its high market share in London.
Moreover, company is growing continuously and also 3 years of effective successful business
operations in London and Essex, Manchester, Glasgow, Aberdeen and Newcastle. Company has
also determined its high calibre transportation business units to their client and also created a
viable brand image in market.
Aims and objectives: In this, Transportation Company Your Destination has an important
objective to develop advertisement design in order to get capacity to compete with National
Express who is considered as market leader. Further, Cited organization wants to expand
business and establish number one transportation business enterprise across the world.
Market mix strategy: company has intended to increase its business operations through
development and innovative transportation administrations at high costs. Apart from this, they
will also use Entrance evaluation methodology with the objective to attract more clients towards
organization (Kotler, 2015). Moreover, company has also conveyed its transportation schemes
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benefits in some specific nations. Further, they convey the administration in all countries across
world. Moreover, company will likewise use online media and promotional channels for purpose
of booking of transportation business units so that client can effective assess them online.
Company has intended to utilize new and electronic media channels for promotion and
administration for example: print media, social media, tele marketing and relationship marketing
etc. It wander will build up its own physical store in everywhere throughout the world. It will
utilize alluring logo and appearances in the physical store (Yee and Eze, 2012). For expansion of
business, company has also forecasted the requirement of employees and they will appoint
qualified individuals at workplace. “Your Destination'' will grow such great strategies and
practices by which representatives can be accomplished effectively. It will also increase wages,
impetus and accidental benefits for its labourers.
Internal analysis:
SWOT analysis is used to determined internal factors that affect business operations and
objectives off your destinations.
Strength
Company has high calibre of
transportation units and administration in
UK through which they successful file
client requirement.
Adequate financial position.
History of continuous financial growth due
to innovative work (Berman and et.al.
2012).
It also possess power upper hand through
supporting business advancement.
Capability to adopt changes in
administration.
Weaknesses
Lack of qualified employees at workplace.
Security, business arrangements and
control has incorporated extra cost for
business.
Rise in cost of operations and lack of
control inside transportation segment.
Risk from the abnormal state of rivalry in
market (Brennan, 2014).
Opportunities
Innovation and new product development
strategy will provide support in business
expansion.
Threats
Intense competition in market.
High fluctuation in requirement of
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Reduction in prices will intend to provide
impact on sales and profitability of Your
Destination will increase.
Opportunities to rise through
establishment of business units or
providing franchises.
consumers.
Government intervention in transportation
sector.
Increase in tax burden.
External analysis:
PESTLE analysis of company is accomplished in order determined external market
situation. These factors will determine challenges faced by company in market.
Political: This factor mainly involves administrative guidelines, directions and set of major
principles, enactment, rules, approaches and so on that provide support in taking out the
enterprise from illicit business practices (Achrol and Kotler, 2012). Change in Government
policies and interventions have also provided impact on business operations of Your
Destination, However, in order to remove this influence, organization needs to regulate
ethical business operations. With a specific end goal to execute new administrations and
item in the market firm need to take after every single forced run and control.
Social: It implies to perception, requirements and thinking of consumers towards service
which also provide impact on business of Your Destination. However, it is considered as
imperative to provide information and deliver such offices which can satisfy needs of
customers.
Technological: Advancement of technology has provided positive influence on business of
Your Destination. Further, for expansion and promotion of business, company will tends to
use new communication channels such as Social media or networking, relationship
marketing, telemarketing, digital advertisements and direct mails etc.
Legal: It implies to legal provision related to business that affects operations such as health
and safety act, employment act, data security act and tax policies etc. These legal regulations
have provided influence on Your Destination and created various challenges in different
countries. On the hand, now company has decided to develop high calibre and following
these policies to remove challenges in operations (Wirtz, 2012).
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Economical: This factor has highly provided impact on New Transportation Company your
destination, in expensive way on the ground that it incorporates financial state of economy.
For example: Licensing fees, Loan fee, rise in labour cost, swelling and so on. Further, with
a specific objective of get setting valuable strategies for transportation enterprise,
organization requires to centre on this factor.
Environmental: This factor has highly incorporated natural resources such as Climate,
Daylight, Atmosphere, powers and so on. Moreover, keeping under considered that end
objectives to work the transportation services in country.
Budget
Activities Budget $
Production and manufacturing 50000
Employees training and development
Market research
25000
Technological implementation 25000
CONCLUSION
From this report, it has been concluded that Your Destination Transportation Company
has effectively performed in market and provided high quality of products and services to
consumers. Currently, organization needs to implement new and appropriate organization
structure that will provide them major support in expansion of business operations. Further,
Various kinds of marketing enterprise structure such as military type of business enterprise,
functional line, geographical , committee , market type, products kinds and matrix. With the
help of effective marketing mix strategy, Your Destination will be able to compete with
National Express and understand the operations of marketing business activities and also
promote it in the market in appropriate manner.
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REFERENCES
Books and Journals
Achrol, R.S. and Kotler, P., 2012. Frontiers of the marketing paradigm in the third
millennium. Journal of the Academy of Marketing Science, 40(1), pp.35-52.
Berman, S.J., Kesterson-Townes, L., Marshall, A. and Srivathsa, R., 2012. How cloud
computing enables process and business model innovation. Strategy & Leadership, 40(4),
pp.27-35.
Brennan, R., 2014. Business-to-business Marketing (pp. 83-86). Springer New York.
Coombes, P.H. and Nicholson, J.D., 2013. Business models and their relationship with
marketing: A systematic literature review. Industrial Marketing Management, 42(5),
pp.656-664.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning
Hall, C.M., Timothy, D.J. and Duval, D.T., 2012. Safety and security in tourism: relationships,
management, and marketing. Routledge.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials of marketing research. Pearson
Mulhern, F., 2013. Integrated marketing communications: From media channels to digital
connectivity. In The Evolution of Integrated Marketing Communications (pp. 19-36).
Routledge.
Piekkari, R., Welch, D. and Welch, L.S., 2014. Language in international business: The
multilingual reality of global business expansion. Edward Elgar Publishing.
Pike, S., 2015. Destination Marketing: Essentials. Routledge
Rogers, T. and Davidson, R., 2015. Marketing destinations and venues for conferences,
conventions and business events(Vol. 14). Routledge.
Weinstein, A., 2013. Handbook of market segmentation: Strategic targeting for business and
technology firms. Routledge.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Yee, K.P. and Eze, U.C., 2012. The influence of quality, marketing, and knowledge capabilities
in business competitiveness. International Journal of Innovation and Learning, 11(3),
pp.288-307.
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Zimmerman, A. and Blythe, J., 2013. Business to business marketing management: A global
perspective. Routledge.
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