Marketing Plan Essentials for Business Success

This assignment provides an overview of marketing essentials for businesses. It covers the importance of a marketing plan in achieving goals and objectives. The document includes references from various books and journals on marketing topics, such as mobile marketing, hair care, and essential marketing research. A summary of key concepts related to marketing is also provided.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION.....................................................................................................................................3
TASK 1....................................................................................................................................................3
P1. Key Roles and Responsibilities of Marketing Function.................................................................3
P2. Interrelationship of roles and responsibilities to wider organizational context...........................4
TASK 2....................................................................................................................................................5
P3. Application of marketing mix to marking planning to attain business objectives........................6
P4. Marketing plan for Your Destination............................................................................................7
CONCLUSION.........................................................................................................................................9
REFERENCES.........................................................................................................................................10

INTRODUCTION
In current market scenario, marketing is identified as a significant tool that helps a company
in their growth and success. Various activities are included in it which assist the manager in
effective communication about goods and services to customers (Malhotra, Birks and Wills,
2013). Managers need to analyse market trends and according to that develop goods which
satisfy needs and requirements of customers (Lane, 2014). Several promotional tools such as
advertisement, personal selling etc are used by company to introduce their product in market.
This assignment is based on “Your Destination” which offers transportation services to their
customers. This report includes various roles & responsibilities of marketing functions as
well as their interrelationship with various departments of company. It also includes
application of marketing mix and development of marketing so that goals and objectives are
can be achieved on time.
TASK 1
P1. Key Roles and Responsibilities of Marketing Function
Marketing is an important role for every business that assists in its growth and
success. It renders an opportunity to communicate with market. Various responsibilities are
associated with this function that helps in growth of company. Major duty of the function
includes distribution system, selling, financing, pricing, promotion, marketing information
system and product. All these are linked closely with other functions of company. Major
marketing responsibilities of Your Destination can be understood by different points
mentioned below:
Product
It is one of the functions that are associated with manufacturing and offers goods and
services to customers in order to satisfy their needs and wants. A product is a combination of
physical and intangible features that a business enterprise offers to their customers with the
aim of satisfying their needs (Al-Ekam and et. al., 2012). The department of marketing
conduct research for collecting all information and data regarding various features that should
be available in a product. They examine market trends, behaviours and attitudes of customers
in order to make the product more attractive. This will help in increasing profits as well as
productivity of company.
Selling
It is another role of marketing function in which various tools are used by manager to
collect all information and data regarding market trends. This collected data helps them in
framing effective strategies and policies that assist in increased sales of goods of company. It
emphasize on making more convenient to deliver final goods to customers. Distribution tools
are analysed by manager and effective one is selected to make availability of product at every
store. Some cost effective channels are utilised by company for maintaining low price of
goods. Marketing managers use various strategies in order to attract customers more towards
the product.
Pricing
It is an element by which a firm set prices of their products. Some amount is charged
by every company in turn of providing their products to customers (Martin, Campbell and
Harmsen, 2014). Prices of product are set by keeping in view all the costs that are incur in

manufacturing of product. Sales target at set by marketing managers and attractive prices are
set so that large number of customers can be attracted towards a product. Setting right price
of product assists the company in increasing its profitability ratios and revenues.
Promotion
It is one of the essential functions of marketing that highly contributes in the growth of
company. For offering any product in market, promotion is required. Effective publicity helps
in attaining higher sales. Various tools and methods of communication are identified by
marketing managers and then appropriate tool is selected for promoting their product in
market. By the help of promotional tools, a firm can communicate values and benefits of their
goods to customers effectively (Baker and Magnini, 2016). Publicity, sales promotion,
advertisement, personal selling are the ways to market goods and services. Use of these tools
help the company in creating demand of product in market. This is the mean aim of
promotion and helps in attaining high profitability.
Financing
It is an important component that is required for running day-to-day operations of
business. All success of a company relies on finance. Therefore, it is important for managers
to maintain adequate amount of finance so that all operations and activities of company can
be successfully performed. For marketing of any product, finance is required. Marketing
manager formulate plan and define budget to carry out the same. All this render an
opportunity to company to serve large group of customers.
Distribution
This function is related to transfer of goods and services from one place to another so
that customers can access that. Various distribution channels are used by company for
distributing their services. This is done for ensuring timely delivery of goods and at the same
time reducing cost. Selection of right distribution channel helps a company in delivering their
goods and services to customers on time which put positive impact on mind of customers and
help in maintaining good image in market.
Marketing Information System
The system is used by managers so that all data and information are collected about
market trends needs and preferences of customers. The system provides an opportunity to
company to store all the data regarding their potential customers. It helps the manager in
making effective decisions about business. By this, a large customer base is created by
company and gets benefit in competitive market (Campbell and Martin, 2015).
All the above-mentioned points are the major roles and responsibilities of functions of
marketing of Your Destination and must be carried out an effective way so that high growth
and success can be attained.
P2. Interrelationship of roles and responsibilities to wider organizational context
Roles and responsibilities of marketing division are interrelated with other
departments of company. Activities and functions of this department is highly length with
others. In order to collect proper information about market trends, a marketing manager
conduct research.
Interrelationship of marketing department with other department is defined below:
Marketing and Operations Department

This department is concerned with manufacturing of goods and services. Activities of
marketing department are interrelated with operations as marketing department collect all the
information related to market trends and customer needs and preferences. According to that,
goods are manufactured by company so that needs and demands of customers can be fulfilled
in an effective and efficient way. A Manager provides information to operations department
which helps them in producing high quality goods and services that meets needs and demands
of customers (Functions of marketing. 2018).
Finance and Marketing Department
Finance is an important component that is very essential for carrying out all the
activities of company. Marketing department requires a lot of funds in order to conduct
various marketing activities for communicating value and benefits of their goods and services
to customers in an effective and efficient way. Without Finance, no function can be carried
out properly. Therefore, finance is very essential for doing effective marketing. In this way
both the departments are interlink with each other. Marketing and Finance Department of
Your destination work co-ordinately with each other for carrying out all the functions
effectively.
Human Resource and Marketing Department
The Department of Human Resource Management is concerned with recruitment and
hiring of employees who have an ability to attain goals and objectives of company (Moons
and et. al. , 2010). Candidates are selected on the basis of their knowledge and skills. For
marketing department, skilled personal are hired by Human Resource Manager so that all
activities of department can be carrying out in an effective way. Human Resource
Department also offer appropriate training to manpower so that they
Sales and Marketing Function
Activities of marketing and sales department are interlinked with each other. By the
effective marketing, managers enable to enhance sales and profits of company. Marketing
department highly contributes in increasing sales of company by attracting large number of
customers towards goods and services. Various communication tools are used by marketing
managers so that they can interact with customers directly and aware them about their goods
and services. All this helps in increasing sales and profits and help the firm in maintaining
their long-term sustainability in market (Dibb and Simkin, 2013).
TASK 2
P3. Application of marketing mix to marking planning to attain business objectives
The model of marketing mix is well accepted and is the main basis of marketing
planning as well as activities included in it. It is a tool that is helpful in decision making of a
firm related to expansion and diversifications plans. This model emphasizes on target market
and considers potential impact of external surrounding of company. It makes an organization
enable to use its marketing resource in an effective and efficient manner. It also assists in
strategic planning of an organization as well as its execution.
Marketing
Mix
Your Destination National Express
Product: it Your Destination provides bus, train Main product administered by

refers to a
physical good
or service that
satisfy needs
and demands
of customers
or for which
customers are
willing to pay.
and coach facilities to customers
who want to travel from one country
to another. It deals in transportation
services and offers their work on
some special events at cheaper rates.
Along with these services, they also
provides some other facilities to
their potential customers including
luggage racks, toilet facilities, driver
services etc (Marketing Mix. 2018).
National Express is different. It
involves train, coach and bus
services. Apart from this, they also
administer transportation services
for some major events in United
Kingdom. With this, they also give
food and drink facility to those
who take long distance coach
services.
Price: It is an
amount that
customers pay
for getting
goods or
services they
want.
Pricing policy adopted by Your
Destination is different. They adopt
competitive pricing strategy and
offer goods and services in the
prices that are less than that of
competitors. This helps firm in
attracting large group of customers.
The reason behind adopting this
pricing strategy is to compete with
firms like National Express and win
marketplace with large consumer
base.
Pricing policy of National Express
is unique. Price differentiation
strategy is followed by company in
which they charge high prices from
those customers who are late
comers and charge low prices who
booked early. This allows firm to
use spare capacity in greater extent
and make sure less number of
vacant seats.
Place: It
refers to the
area where
sales are
made and
goods and
services are
delivered to
customers.
Firm perform their operations in
various countries and now wants to
expand their business in new
countries like New castle,
Manchester, Aberdeen and Glasgow.
This will help firm in increasing
their market share and attaining high
growth.
The firm operates at various places
and is an important component to
identify competitiveness of firm
(Wieser, 2012). The performance
in market of United Kingdom is
good and contributes highly in
success of firm.
Promotion: It
refers to an
activity that is
used by firms
in order to
promote their
product in
market.
Various communication channels
are used by company in order to
effectively promote their goods and
services in market. They use
advertisement and sales promotion
for promoting their products in
market. They also use interactive
websites for marketing. Latest
technology such as customer
knowledge management is used by
company. Cost effective approach is
used by firm to get significant
advantage.
This factor mainly emphasize on
effective communication between
market and National express. It
includes various elements such as
personal selling, advertising, sales
promotion and public relation
(Draelos, 2010). Recent
development in technology allows
firm to use modern information
and communication system such as
friendly online booking system etc.
People: It
involves all
those
individuals
who are
responsible
Manpower is an important resource
of every organization which
contributes highly in growth and
success of company (Malhotra,
Birks and Wills, 2013). They are the
individuals who interact with
For delivering high quality services
to customers, firm hire skilled and
competent candidates. Individuals
who have good interpersonal skills
are hired by National Express to
offer quality services to customers.

for delivery of
service.
customers directly. Marketing and
operational responsibilities of firm
are undertaken by staff members.
Process: It is
defined as the
actual
procedure and
flow of
activities by
which
services are
delivered.
It is crucial to get right process in
place and proper monitoring should
be done to check effectiveness of
process. They use effective booking
process so that their customers can
easily book their tickets.
National Express use high end
processes for delivering effective
services to customers. This helps
firm in satisfying their customers
in more better and effective
manner (Perreault, 2010).
Physical
Evidence: it
emphasize of
significance
of tangible
elements that
supports
service
performance.
It refers to services cape which is
surroundings where customers and
service firm interact. Websites are
used by firm to interact with
customers and offer them services
(Eslinger, 2014).
Physical evidence of company
might be limited drivers and ticket
office, where employees and
customers interact.
P4. Marketing plan for Your Destination
Marketing plan refers to a document that underlines all the activities of company
related to commerce and advertising for upcoming year. All activities are included in it that
helps in attaining certain goals in defined period of time. It also depicts about current market
position of firm. This plan is developed by identifying final customers and their needs.
Strategies are framed to attain desired results. This plan helps the company in making
optimum utilization of resources.
Overview of company:
Your Destination is one of the transportation companies that offer trains, buses and
coach facilities to their potential customers. Currently, the firm operates in United Kingdom
and now wants to expand their business in another country (Hsu, 2011). They also provide
transportation services in special events in UK.
Vision of company:
It is a statement that determines ideal image of a company. It communicates about
both value as well as purpose of firm. It helps the staff members in performing their duties in
well manner. The vision statement of Your Destination is “To work for providing excellent
travel experience to customers that they recognize for long term”.
Mission statement of company:
It determines about main objectives and purposes of company behind its existence. Mission
statement of Your Destination is “To create positive and strong image of firm in minds of
customers by offering them excellent services and products”.
Goals and objectives of company:

For formulating an effective plan, it is very essential for a firm to first set their
objectives and goals so that growth and success can be attained. Main objectives of company
are:
 To become one of the popular transportation company.
 To maintain large customer base by maintaining good relationships with customers.
 To acquire large portion of market share.
 To offer best and effective services to customers at cheaper costs and provide them
unforgettable travelling experience (Lancaster and Massingham, 2010).
 To increase market share by 20 % by 2022.
STP of Your Destination:
Segmentation: It is the process in which firm segment its market in small
homogenous groups. Market is divided on the basis of age, education, geographic region etc.
Your Destination segments their market in 2 categories: business class and economy class.
Targeting: Products and services are distinguished by company on the basis of
customer’s class. For business class, they charge high prices and from economy class, they
charge low prices for providing their goods and services. Their target customers are upper
and middle class people.
Positioning: firm position their goods and services to new countries including
Glasgow, Manchester, Aberdeen and Newcastle. So, they want to position their products and
services in those market places in order to gain competitive advantage.
Marketing strategy:
Different marketing scheme are used by company in order to gain high competitive
advantages in market and attain their targets and objectives in an effective and efficient
manner. Implementation of these strategies helps a firm in gaining high profits and revenues.
Expansion strategy is used by company for gaining high competitive advantage in market.
Apart for this, firm also use competitive pricing plan of action and set their product prices as
per the prices of competitors. This will provides competitive edge to firm over their rivals.
All these schemes supports firm in attaining high growth in market (Lane, 2014).
Implementation:
It is the stage where plan formulated by manager of Your Destination is implemented.
This helps in enhancing sales ratio by attracting large group of customers.
Monitoring and Control:
At this stage, all the activities are examined by manager in order to evaluate
effectiveness of plan. Actual performance is measured by standard one and required
corrections are made by managers in order to eliminate bottlenecks.
CONCLUSION
As per above mentioned report, it has been concluded that marketing is an essential
function that largely contributes in the growth of a company. Various marketing tools are

used by marketing managers in order to communicate value and benefits of their product.
This helps in attracting more customers towards the products of firm. Marketing plan
provides direction to managers for their future course of action. It helps the firm in attaining
its goals and objectives in proper and effective manner at a specified period of time.

REFERENCES
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Online
Functions of marketing. 2018. [Online]. Available through:
<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
Marketing Mix. 2018. [Online]. Available through:
<http://www.marketingteacher.com/marketing-mix/>.
(Al-Ekam and et. al., 2012)(Baker and Magnini, 2016)(Campbell and Martin, 2015)(Dibb
and Simkin, 2013)(Draelos, 2010)(Eslinger, 2014)(Hsu, 2011)(Lancaster and

Massingham, 2010)(Lane, 2014)(Malhotra, Birks and Wills, 2013)(Martin,
Campbell and Harmsen, 2014)(Moons and et. al. , 2010)(Perreault, 2010)(Wieser,
2012)(Functions of marketing. 2018)(Marketing Mix. 2018)