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P2 How roles and responsibilities will contribute towards wider organizational context

   

Added on  2021-01-03

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MARKETING ESSENTIALS
P2 How roles and responsibilities will contribute towards wider organizational context_1
TABLE OF CONTENTSINTRODUCTION..........................................................................................................................1PART 1............................................................................................................................................1P1 key duties and responsibilities for a Marketing Officer and a proposed structure andoperations of the marketing department.................................................................................1P2 How roles and responsibilities will contribute towards wider organizational context.....4PART 2............................................................................................................................................6P3 Approach of Your destination to apply marketing mix to that of national express inachievement of business objectives........................................................................................6P4 Basic marketing plan for nationwide expansion...............................................................7CONCLUSION............................................................................................................................10REFERENCES.............................................................................................................................12
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INTRODUCTIONMarketing is analysed as the most essential functions as it comprehend businessopportunities for organization and helps in achievement of goals and objectives. It has been usedby various business enterprises for creating, keeping and satisfying customers. With theconsumer as major focus of its activities, it can be stated that market is one of premiercomponents of business management and innovation (Dibb and Simkin, 2013). Present report isalso based on analysis of marketing functions and strategy of “Your Destination” which isTransportation Company specialised in delivery transportation services nationwide. Analysis ofNational express is also done which is competitor of cited organization in UK and has highmarket share as well as existence. Recently company has achieved high growth and recognitionin market. However, senior management of organization has decided to expand businessoperations in Manchester, Newcastle, Glasgow and Aberdeen etc. This report will cover ananalysis of key roles and responsibilities that needs to be performed marketing department andofficer along with proposed structure and operations of marketing department. In addition,various approaches of Your Destination towards application of marketing mix in comparisonwith National express in achievement of business objectives are also discussed. At last, a basicmarketing plan for Your Destination has been developed to determine ways to expand businessoperations.PART 1P1 key duties and responsibilities for a Marketing Officer and a proposed structure andoperations 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, partnersand society at large. As per production concept, customer of “Your destination” prefers theirservices which are widely available and inexpensive. It is more oriented towards operations thatany other concept. Product concept implies customer of company favour those products whichoffers the most high quality, performance or innovative features. Selling concept of marketingimplies consumer will purchase products only when they company aggressively promotes orsells these products. Marketing concept of organization implies that Your Destination needs tofocus on requires and wants of target market & delivering value even better than competitors. 1
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In this context, as marketing manager of your destination, there are various key roles andresponsibilities of marketing officer have been discussed below:Market research: Marketing officer in “Your destination” possess responsibilities toconduct effective market research to analyse requirement of customers. It isaccomplished to identify target customers in countries where organization needs toexpand their operations. Through this, manager will be able to recognise theiropportunities 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 ofstrategy to achieve objectives of business expansion. In Your Destination, marketingofficer can also provide suggestion to improve transportation services and provide newideas for development of new products and services.Target market: It is important roles of marketers to identify target market for “Yourdestination” where they can they will get potential customer for their products andservices (Malhotra, Birks, and Wills, 2013). Presently, company needs target Touristdestinations in different countries as they will quick response of visitors and also provideits service local communities people in countries. Competitive analysis: In business expansion, it is also important responsibility ofmarketing officer analyse to analyse strategies of National express which has achievedhigh growth in transportation industry in UK. They will also analyse difference how theirproducts and services are different National Express. They also needs to determine pricepoint 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 positiontheir business and stand out from competition.Marketing strategy: It is path to achieve sales goals. Marketing department needs toconsider the ways through which they will find and attract their target customers. This iscore part that determines what strategy should explain. It must consider the entire marketplace 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 tocustomers.2
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