Marketing Plan for Your Destination Company

The assignment provides a detailed marketing plan for Your Destination Company, aiming to expand its operations across the country. It includes an analysis of marketing expenses, measurement, and monitoring of performance to ensure effective goal attainment. The document also references various studies and papers related to marketing theory and strategy.

HND Business Management
Marketing Essentials
Florian Marius Pelin
ID:17002145
Batch WH-D38

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
a) Key duties and responsibilities of marketing officer and structure of operations of
marketing department.................................................................................................................1
b) Explain how the roles and responsibilities will contribute to the wider organisational
objectives....................................................................................................................................3
PART 2............................................................................................................................................5
a) Applying 7 P's to achieve goals and objectives of National Express....................................5
b) Produce a basic marketing plan for the nationwide expansion of Your destination...............7
CONCLUSION..............................................................................................................................10
REFERENCES:.............................................................................................................................11

INTRODUCTION
Marketing is the blood and soul of an organisation that impacts its growth and
development. Beside this, it has been said that the effective handling of marketing processes will
support a better promoting of goods and service that are been developed by business enterprise.
A good marketing technique or policy will help the firm to gain a better revenue generation and
attract maximum number of client or buyer to purchase its products or services. For the report,
Your destination is been taken as the organisation of context. It is a UK based transportation
company. The report will lay emphasis on roles and responsibilities of a marketing officer with a
proposed structure's plan and operations that are been followed in a marketing department of an
enterprise. Also, the impact of role and responsibilities on an organisation will be taken in
thought process. Other than this, the 7P's of marketing mix is been analysed for an organisation
with regard to National express is taken for achieving the business objectives. Apart from this, a
basic marketing plan is been offered for the nationwide expansion of cited transportation
enterprise.
PART 1
a) Key duties and responsibilities of marketing officer and structure of operations of marketing
department
Memorandum
To – The Top Management
From – Tim Smith (Marketing manager)
CC- Marketing officer
Date- 24/8/2018
Subject - Duties and responsibilities of a Marketing Officer and its contribution in wider to
the wider organisational objectives
The marketing officer performs various roles in order to ensure that organisation goals and

objectives are achieved (Stern and Porr, 2017) Manager is responsible for managing
resources of organisation and developing marketing plan which will help in achieving
goals. His main purpose is to increase sales in various areas to expand business operations.
A marketing manager performs a wider role in context to organisation. The various duties
are describes below :-
Creating a marketing plan – It is the first and foremost responsibility of marketing
manager. He has to develop an effective plan to advertise products and services. A
marketing plan is very essential for company to promote their products (Babin and
Zikmund, 2015) Without these goals and objectives cannot be achieved. Plan is developed
by predicting sales, marketing activities, etc. it shows that what activities are to done, when
and in which area.
Identify potential markets – Manager has to identify potential markets by identifying
needs and demands of people. This is done to expand company operations in different
markets. Manager analyses data to evaluate which market will be the best for company to
increase sales and profits. This is done be segmenting the markets according to various
factors.
Selecting channel of distribution- Manager analyses in what ways product will be
delivered to customers. For this he developed and select channel of distribution so that
product can be delivered in quick time (McGuinn and Higgins, 2017) It is very essential
that product is delivered in right time. This is done by selecting appropriate suppliers,
distributors, etc.
Evaluating product – Manager collects data and information from research and
development department. This is done to develop product and services to meet demands of
people. Manager role is to decide what modification or alterations are to made in products.
Launching new product- Manager is responsible for launching of new products in the
market. He decides what activities are to performed, when and how it will be performed.
This is done by identifying needs of people in different markets. Manager ensures that

product must be launched in right time (Baker and Saren, 2016).
Manages overall activities- Manager handles daily operations of marketing activities. He
coordinates with different departments so that strategies can be formulated. The overall
activities related to advertisement, sales, transportation, etc. are managed by manager.
Moreover, decisions are taken regarding all activities are the duty of officer.
Working with top management- Manager works with top management to develop plans.
He sets goals and objectives that have to achieve by marketing department. Also, policies
are determined that helps in managing overall activities of marketing function.
Operation of marketing department
b) Explain how the roles and responsibilities will contribute to the wider organisational
objectives.
The marketing will play a very deep role in the execution of business operations or
function that are been followed by a business organisation. It will help in suitable rise in
profitability of the company and gain a good control over the operations that are been

followed in an organisation. The effective promotion of the product and services that are
been offered by Your destination to its clients and customers on the national level. It will
help a marketing manager's role is to ensure that business managers apply HR policies and
procedures consistently through all business units. This helps to develop partnerships
across different teams, which supports corporate aims and objectives. Different managers
lay various impact on the overall functionality of Your destination:
 An autocratic manager tells people what to do and how to do it. This may be
necessary if a job is urgent or needs to be done in a particular way, for example, for
health and safety reasons (Baker, M.J. and Saren, M. eds., 2016.).
 A coaching manager focuses on developing employees to manage themselves rather
than managing every task. This means that they can find a way to achieve results
and learn from the experience. This makes employees more motivated and better
able to deal with future situations.
The manager will play a crucial part in handling of wide range of business
operations that are been followed by Your Destination to market its product and service in
a much effective and better way. They will look after maintaining of efficiency of
operation and improve production level of enterprise to give their customer's with better
satisfaction level. Other than this, they will manage the different departments of an
organisation, that help in better rise in marketing process and handle them in a better way
to meet its clients demands or requirements in a much better way. They will act as interlink
between different departments of the cited transportation firm. Beside this, they will
perform following roles at Your destination:
 Human resources- This is referred to be one of the most vital part of “Your
destination” which is responsible to hire effective marketing personnel’s in the firm
to apply the undertaken strategies of marketing. Employees being an integral part of
the firm are largely responsible to carry out the accepted functions of the enterprise
and for this, the HR plays a crucial role by appointing capable employees at such
positions that matches their skills.
 Financial- This department is responsible to fund adequate budget to carry out the

marketing activities of the cited entity. For this, the financial department is required
to focus upon several other departments like research and development to adopt
some inventive strategies to focus upon and attract a large set of customers (Babin,
B.J. and Zikmund, W.G., 2015).
 Sales- This department is required to promote the products offered by the firm to
enhance their sales. For this, various promotional strategies are together required to
be adopted by the quoted business as a way of expanding the existing base of
customers.
 Production- This segment is required to assist in the R&D procedures of “Your
destination” by creating products that are apparent to give some innovative outlook
to their services. This is basically on considering the fact where the production
department is also responsible to communicate with that to the logistics department
for fulfilling the demand and supply of the services offered.
All of these above discoursed factors thus proves a close interlink between
marketing and other operational departments of the organisation where all are dependent on
one other. It is with a foremost goal of marketing to enhance the overall sale of goods by
increasing the existing demand of the products to enhance the sales by adopting various
effective strategies. This requires a reinforced communication among the marketing
department with that to the other operational departments of “Your destination” for a
smooth functioning of the firm (McGuinn, and Higgins, 2017).
PART 2
a) Applying 7 P's to achieve goals and objectives of National Express
The marketing mix is known as the essential marketing terms. It is considered as tactical
and operational part of the marketing plan (Rancati, Gordini and Capatina, 2016). It consists of
Product, Price, Place, Promotion, Physical Evidence, Process and People. The comparison of
organisations on marketing mix approach is described below:
Here below are the elements of marketing mix that are as follows:

Product: Product is considered as essential aspect of marketing which is sold by the firm to its
customers. The strategy related to the product formulated by Your Destination is significantly
different from its competitors. Your destination should make products and services which are
innovative and different from its competitors. It leads to add some unique concept related to the
product due to which it sales can be enhanced. On the other side, The National Express offers
products which are not similar to the other brand and they do not posses some unique features.
Price: Pricing strategy play significant role in order to influence customers to make purchase
decision. There are various types of pricing strategy which can be adopted by the firm such as
skimming pricing penetration pricing etc. (Deshpande, and et.al. 2017). Your destination has
adopted penetration pricing strategy in which it sales new product at lower price in order to
capture market. Along with this it also leads to provide wide range of discounts to its customers.
On the other side National Express lead to sales its product at high price due to which less
number of people afford it.
Place: To sale the product it is essential to choose right place from where people can easily make
purchase of products and services (Vargas-Hernández and Jimenez, 2016). The main office of
Your Destination is situated in London and it provides services to customer in an effective
manner. There are various stores available due to which people can easily reach them and make
purchase of products and services. Company should focus on providing quality services to its
customers and open its store where customer can easily visit and make purchase. On the other
side, National Express has limited office due to which most of the people are unable to reach
them. It leads to impact the sales and profit of the firm
Promotion: The promotional strategy play effective role in order to make aware people related
to the new services provided by clients. There are many promotional strategies which can be
adopted by the firm such as promoting on social networking sites, television, newspaper etc
(Wasan and Tripathi, 2014). Your destination leads to promote the product on Facebook, twitter
and there social networking sites. Due to this reason large number of people came to know about
company’s products and services. On the other side, National Express lead to use television for
promoting the products which lead to make aware limited number of people.

Physical evidence: Physical environment play significant role in respect to retain customer for
longer time. It is essential for the firm to understand that physical environment should be
attractive for retaining customers (Wirtz, Tuzovic and Kuppelwieser, 2014). Your Destination
office is established in London where they provide large number of products and services to
customers. It is essential for Your Destination should modify its physical environment so that it
can easily satisfy customers. On the other side the main office of National express is also in
London and its physical environment is attractive enough in order to grab the attention of
customers.
People: People are those who are employed within the firm for delivering services to customers.
They help in accomplishing the goals and objectives in an effective manner. Your Destination
employees are highly skilled and they can easily fulfil the needs and wants of customers. They
focus on satisfying customers through providing products according to their needs. While
National express have fewer employees due to which it faces difficulty at the time of making
products for their customers. Employees of Your destination should be well trained so that they
can effectively make products and services.
Process: It is important for every firm to follow systematic process so that all the products and
services can be delivered in systematic manner. In order to enhance growth and development the
firm need to have smooth functioning within the firm (Wolfe, Plesko and Miller, 2014). The
process of Your Destination is not effective enough. Process leads to cover all the organisational
activities that help in accomplishing success. On the other side National express process is
effective as because it uses new technologies for delivering products and services in an effective
manner. With slight improvements in delivery services and transportation facilities, Your
Destination can improve its process strategy effectively and efficiently.
b) Produce a basic marketing plan for the nationwide expansion of Your Destination.
The effective marketing plan of Your Destination is as follows:
Executive summary: The marketing plan that is been produced will help in effective and better
growth and development of the services that are been followed by the business organisation.
Other than this, effective market research and better management of the various operational,

technical and financial resources is been identified. The market analysis and effective
management of various resources that are been gained by organisation will help the cited
business entity to expand its business on a wider scale. On the basis of above discussed strategies
and functional measures, a better marketing and business expansion plan is been developed that
will help in better growth and development of different method to grow it trades relations and
operations on a national level. A good marketing plan will help the cited business firm to gain a
good customer base and sustainable market position. On the basis of strategy, a wide operational
functionality will be taken in consideration by the cited transportation firm that will help in its
better growth and development. Apart from these measures, the marketing techniques like digital
marketing measures, social media tools and other measures.
Vision:
The vision of Your Destination Company is to provide better and enhanced services to
customers to impart high level of satisfaction. The services will be quick and efficient to deliver
products in effectual manner.
Objectives:
 Produce adequate sales of over 200,000 by year end
 Maximise sales by 100 % by end of next year
Target Markets:
The target market will be Manchester, Newcastle, Glasgow and Aberdeen. The branches
will be opened in these destinations and as such, company will be able to provide effective
services to customers to provide them timely delivery of goods with much safety. Customers will
be mainly focused on adults and as such, better services would be provided to them for
maximising satisfaction up to a high extent. The main intent is to impart fast and quick transport
services to customers so that promotion can be done and high sales may be achieved leading to
desired profits. The need for expansion to selected branches is that more customers may be
garnered by the company and as such, revenue may be maximised in the best possible manner.
Competitor Analysis:
This is the basic aspect of this plan as competitors are required to be assessed by firm so
that no influence of them should be made on company. The major rival of Your Destination

Company is National Express which has broadened customer base and it can ruin business of the
firm. Thus, it is required to implement well-structured strategy so that it may be outreached in a
better way. To overcome this, discounts and lower prices on the transport goods and services will
be provided to customers in order to successfully attain new target markets in the best possible
manner. This will outreach rival and as such, customer base may be broaden in significant way.
Marketing Planning strategy:
The marketing strategy will be to provide quality services at low prices to customers and
emphasising on speedy service of goods to them for enhancing their satisfaction level up to a
high extent. Creativity, fast and cost effective services will be provided to them to garner more
customer and achieving marketing plan strategy in a better way. This is required to be
implemented so that benefits may be extracted by attracting customers through lower yet fast
services in effectual manner.
Financial Projections:
Finance is required so that expenses can be met and that too with budgeted figures. This
means that marketing expenditures are required to be forecasted in order to anticipate estimation
in attaining marketing strategy in effective manner.
The financial projections of Your Destination Organisation is as follows-
Marketing expenses 2018 2019 2020
Social media advertising 12000 13000 14000
Promotion through website 11000 11500 12000
Payroll expenses 25000 26000 27000
Miscellaneous expenditures 9000 9500 10000
Total marketing expenses 57000 60000 63000
The above figures shows marketing expenses which are to be incurred for successful attainment
of promotional goals which will help company to expand its operations in varied branches with
much ease. It provides way to achieve marketing of company’s services with complying with
budget.
Measurement and Monitoring:

The performance measurement is required so that any deviations can be corrected in
effective manner. This means that any variations when matching with actual results with planned
budget is extracted, then corrective action is needed to be taken to effectively remove those
variances. It is utmost required in Your Destination Company so that it may remain on track and
improvement can be done by taking corrective action. Thus, organisation will be able to sustain
in new markets quite easily and as such, goals will met by company in effectual way.
CONCLUSION
Hereby it can be concluded that marketing plays crucial role in the company so that it may
be able to accomplish stated targets in effective manner. Your Destination Company will be able
to be expanding its operations to nationwide by implementing marketing plan. This would help
to achieve objectives in the best possible way. Furthermore, roles and responsibilities of
marketing function is discussed which is required to accomplish stated objectives. Moreover,
roles of marketing are quite important to the firm as it is planning to achieve goals with much
ease. Furthermore, marketing mix helps company in promoting services to customers in effectual
manner. Furthermore, company will easily expand its operations and accomplish more profits by
attaining stated objectives.

REFERENCES:
Books and journals:
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
McGuinn, C. and Higgins, A., 2017. An investigation into stakeholder perceptions of destination
marketing efforts of County Sligo, Ireland. ScientificCommittee, p.13.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and Measuring Content
Marketing in Luxury Firms.
Stern, P.N. and Porr, C.J., 2017. Essentials of accessible grounded theory. Routledge.
Vargas-Hernández, J.G. and Jimenez, R.A., 2016. Personal Marketing Plan and Its Influence on
Employability. RESPONSIBLE MARKETING FOR SUSTAINABLE BUSINESS, p.63.
Wasan, P.G. and Tripathi, G., 2014. Revisiting social marketing mix: A socio-cultural
perspective. Journal of Services Research, 14(2), p.127.
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).