Analysis of Marketing Strategies and Service Perspective

The assignment delves into the world of marketing, exploring strategies for viral marketing, seeding techniques, and the importance of social media in business. It also examines service perspectives, including value creation and interaction with customers. The analysis touches on the significance of environmental imperatives and the role of community-based social marketing in fostering sustainable behavior. A critical examination of National Express's accessibility features is also presented, highlighting potential gaps in inclusivity.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Important roles and responsibility of marketing officers and structure of marketing
department...................................................................................................................................1
M1. Role of Marketing in context with external commercial environment................................2
P2. Relations of marketing function with organisation operations in wider context.................3
M2. Significance of relationship between marketing functions and other department of firm. 4
TASK 2............................................................................................................................................4
P3. Applying concept of 7P's of marketing mix in marketing plan of organisation..................4
M3. Various tactics formulated by organisation to achieve its objectives.................................8
TASK 3............................................................................................................................................9
P4. Development marketing plan by organisation officers.........................................................9
M 4. Evidence supported consistent marketing plan of business firm.....................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing can be defined as involving various exchange activities that includes selling
the products and services to customers in market place in order to accomplish their various needs
and wants. Marketing is having significant role in achieving the targets of firm to expand the
business and act profitably in commercial environment (Berthon and et. al., 2012). Your
Detestation is newer company in the sector of transportation service industry engaged in
delivering their services to the area of London and Essex. The firm is delivering services of
airport shuttle, limousine cars, etc.
In this particular report, various roles and responsibilities of marketing manager is
discussed along with defining the importance of integrating marketing roles with other functions
of department of firm.
TASK 1
P1. Important roles and responsibilities of marketing manager and structure of marketing
department
MEMO
To: Senior manager of Your Destination
From: Marketing Manager
Date: 7th October 2017
Subject: Roles and responsibility of marketing officer and defining the structure of marketing
department of Your Destination organisation.
Marketing department is having great significance in development of any organisation as this
contributes in increasing the sales of product and services for the firm. The transportation
companies are engaged in strengthening the structure of their marketing department in the firm
to act in systematised manner towards the demands of customers.
The marking officer is having various roles like he inspects the various options and alternatives
present in the marketplace to grow business. He introduces various strategies in order to react
responsibility towards changing trends in the needs of services user of The Your Destination
transportation company. Marketing officer implement and customer centric approach in
organisation to bring new changes in the function of firm to deliver efficient services to users
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MEMO
and accomplish firm gaols efficiently. The various roles and responsibilities delivered by an
marketing officer of in the organisational culture of Your Destination firm are as follow: Analyses market conditions: The officers is having duty that he continuously review the
market conditions and access various opportunities available in marketplace to expand
business and contribute in higher profitability of Your Destination. Defines various strategy to segment and target market: He develops various strategies
related with defining 7p's of marketing mix, selecting appropriate approach to
promotional technique in order to react efficiently in marketplace. These all strategies
develop after carrying out internal auditing of competencies an capability of
organisation and external auditing to analyse various growth opportunities. Marketing officer is responsible towards planning marketing mix for firm: This
particular action of marketing mix largely contributes in deliver of efficient services to
the customers. As the various element of marketing mix like price, place, product,
promotion, people and process describes the competencies and effectiveness of firm in
delivering the services as per requirements of users.
 Managing the strategic plans and efforts of marketing department in working
environment: This responsibility of a marketing manager to manage the actions and
task as defined in strategic plan of marketing efficiency in order to achieve its gaols
effectively in marketplace. This particular role of officer helps in revising the
effectiveness of marketing plan and complying with new changes if required in actions.
 The marketing officer should be responsible in accomplishing his duties in order to
achieve the targets of form effectively. The manger can motivates the team to work as
per the standards and work in integration with department to achieves targets of the firm
with higher efficiency.
M1. Role of Marketing in context with external commercial environment.
There are two types of business environment which may affect the internal functionality
of organisation one is internal environment and external environment. The effect internal
surrounding on the functions and operations of the firm can be analysed through carrying out
SWOT analysis of Your Destination organisation (Armstrong and et. al., 2011). This particular
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strategies defied about the strength and weaknesses of the firm which can be helpful in availing
the various growth opportunities in external surrounding through assessing various risk
strategically. While the external commercial surrounding of a firm further divided in micro
environment which is controllable to some extent by business firm and macro environment
which uncontrollable by organisation functions. The micro surrounding of the firm can be
audited through utilising Porter's model and BCG matrix, Porter's model defines the five forces
that influence the internal functionality of firm i.e. the power of competitors, threat of
substitute’s products, risk from new entrants and bargaining power of customers and negotiable
powers of suppliers. While the BCG matrix describes the four type of strategies in order to deal
with business expansion through following Star, cash cow, Dog and question mark approaches.
While the macro environment of Your Destination can be assessed by carrying out PESTLE
analysis which defined Political, sociological, legal, technological, economical and environment
factor that may motivates or restricts the expansion of business firm (Chen, Wang and Wang,
2010). The company should carry out pestle analysis in order to analyse the working competence
of business firm with secrets to the various external factors affecting the working of firm in
marketplace. The political, economical factors are having great affect in the internal functionality
of firm. Insatiability in political surrounding may leads to inefficient function of business in
marketplace and hence influence the profitability of firm.
P2. Relations of marketing function with organisation operations in wider context.
MEMO
To: Senior manager of Your Destination
From: Marketing Manager
Date: 7th October 2017
Subject: Relationship between marketing functions with other departments of Your Destination
organisation.
Your destination company is acting in the transportation service industry which involves
working with various department in order to deliver quality services to user. The various
department like Human resource, finance, marking, service line segment all work independently
and differently as per their proficiency. But actions of all these department contributes in
achieving the single shared gaols of firm i.e. growth of business. So, the function of marketing
3

MEMO
should be linked with the operations of other segments of Your Destination in order to work in
integration and participation. The relationship of different sectors of sited firm with marketing
operations are defined below.
Service Line:
 The marketing department have implement role in carrying out market survey which
contributes in development and delivery of efficient services from the services lines of
organisation as per the needs of users.
 Marketing segment of Your Destination defines about various quality constraints and
the facilities needed along with company services in marketplace. Marketing sector of firm describes about the number of loyal customers, existing
customers and the prospective users which helps in limiting service delivery as per the
need in marketplace.
Finance Department:
 The finance division helps in budgeting the cost of various activities carried out by
marketing segment of Your Destination and limits overhead cost in various action in
order to bring efficiency in functions. The marketing department also helps in enhancing the sales of services of Your
Destination company which will contribute in raising the funds in finance department
for the firm growth.
Human resource department:
 In working in integration with marketing department the human resource department
can provide efficient training to the workforce and helping them in gaining various skills
to execute functions of marketing and selling effectively in marketplace.
 This particular department work in integration with functions of marketing in order to
controls over the cost incurred for the employee facilities in different process of
marketing like transportation, personal selling etc.
All the function of the different department of the organisation should be integrated and
coordinated in order to achieve the defined results and accomplish the defined objectives by
higher management in the practices of business firm effectively.
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M2. Significance of relationship between marketing functions and other department of firm.
There is a great importance of integrating the functions of firm as one on order to work
efficiently for shared goals. The marketing department is working in correlation with various
segments of Your destination like service line, human source and finance department in order to
act the various growth opportunities actively and confidently by training the manpower as per the
required of need of changes in service line (Czinkota and Ronkainen, 2013).
TASK 2
P3. Applying concept of 7P's of marketing mix in marketing plan of organisation.
Marketing mix plays important roles in defining the targets and goals of working with
respect to the every aspects of the marketing action plan of an organisation. The transportation
company have to plan out all the 7P's of the marketing plan in order to increase the efficiency
and effectiveness of promotional strategies of firm (Day, 2011). In order to deliver better
services in marketplace the firm have to work with the plans of marketing mix in order to
promote every single competencies in their product, price, place elements of marketing mix to
attract large numbers of service users for the company. The comparison of the marketing mix of
Your Destination and National Express is discussed as below.
Marketing Mix developed by Your Destination
This respective company is newer to transportation business and assessing the locations
of London and Essex to deliver their transportation facilities to users in marketplace. The
company is developing its services good and engaged in promoting the brand values by more
emphasizing on the quality services provided by firm. The Planning for the 7 P's of marketing
mix defined by Your Destination are described as follows:
Product: Product or services delivered by the company is an major attribute which define
the satisfaction level of the customers and states about the buying behaviour of individual with
respective brand, the Your destination is serving different kind of services to user like Airport
shuttle, Tours transportation and Car and Limousine Service to satisfy the needs of user
effectively (De Mooij, 2013). The company is also maintaining quality of services by providing
various facilities like ion boarding television service in the products of Limousine Service of
Your destination.
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Price: As a new company in transportation sector the firm Your Destination kept is prices
low as considered to other competitors in order to promote their services more in marketplace.
The firm is serving point to point services at the prices of only 50$ for an hour while Limousine
prices involves about only 85$ for 1 to 3 hours of travelling.
Place: The place of the service delivery largely influence the sales and profitability of
firm. As the place should be in rage of accessible location by users and services of Your
Destination should be easily available at the site of need. The company is delivering services to
London and Essex and in order to competitive with other well established transportation
companies the firm is aiming to expand at national level by assessing the locations like
Manchester, Newcastle, Glasgow and Aberdeen for their service deliveries.
Promotion: Company Your Destination is using various techniques and tools of
promotional mix in order to promote their services and organisation to large numbers of
customers. The firm is offering various offers, discounts, free gifts in order to enhance the sales
of services. The free gift promotional tool of company helps in building customer loyalty with
brand by providing good experiences to user with firm services (De Vries, Gensler and Leeflang,
2012).
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Illustration 1: Airport shuttle services. 2013.
Source 1: Tour agency to launch airport shuttle bus. 2013.

People: The respective firm is engaged in service sector industry by providing
transportation services to the uses. As working this respective segment of services the people
working with organisation plays and important role in developing good brand image. As the
people of firm are main representing and delivering assets of the company services. The Your
Destination business firm is hiring kind, loyal and calm workforce in order to deal different
situation appropriately and provide satisfactory services to users.
Process: The process followed by the delivery of services to the user in Your Destination
operation is that the user have to call or leave a text message to the company provided numbers
and book a type of services person is wanting to avail (Grönroos and Ravald, 2011). After that
the user have to provide details of location and the time where and when the services of Your
destination is needed. After confirming the reservation the services are delivery to service users
and exchange of money and services takes place between company executive and person
availing the organisation services.
Physical Evidence: This respective element of marketing evidence helps in developing a
relation of trust and honesty with customers. This particular evidence provide authentication to
the services of Your Destination Company. The physical evidence to the services of the Your
Destination is the car designs, the logo printed on car and shuttle transportation vehicles. The
payment receipt given to the client is also considered as attribute of physical evidence which
provide a proof to the services availed by user provided by Your Destination Company.
Marketing mix of National Express
This respective transportation company is having great development history since
working from 1973 in providing services to England, Wales and Scotland areas. The company is
working at national level by providing satisfactory services to the users through different kind of
quality services (Grönroos, 2011). This company uses business to deliver transportation services
to large number of users.
Product: The products of the national express company are Accessible Coach routes
accomplished with quality services and the franchised operators to deliver services through
different tour operator’s services functional working in same industry. The primary coach
services providing by sited firm is of 2 and 3 axles which is using Caetano Levante vehicles in
services delivery.
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Price: The prices of the company are also in affordable range of the user in order to
provide more accessibility of services to the large numbers of customers. The cony is rendering
services within the competitive dimension of process in the market of respective segment.
Place: Company is accessing to the large numbers of cities and place in deliver of the
services to reach large numbers of users in nations and earn more profitability. The firms
delivering their services to Birmingham, London, Manchester, Glasgow, Gatwick Airport,
Heathrow Airport, Southampton, Leeds, Sheffield areas of UK. The company is responsibly
acting towards selection of service areas by analysing the market survey report and future need
of transportation services in different location of the nation (Hartley and Claycomb, 2013) .
Promotion: Company is engaged in using various promotional techniques in order to
deliver services of national express to large numbers of users. The company introduces the
Coach cards with can be availed by various customers including to various discounts. The user
can avail these discounts while travelling in business of national express.
People: The people of the national express are highly motivated and encouraged in
contributing their work with efficiency in order to enhance the satisfaction level of their
customers. The people serve their services to the customers with a smiling faces and providing
them a friendly and comfortable environment while travelling with national express vehicles.
Process: The process used by the company is simple and easy to follow to avail services.
The company is develop various point where an individual can avail the organisation services in
the area of city (Hinz and et. al., 2011). The customers also reserve their needing type of services
by calling on company numbers.
Physical Evidence: While the physical evidence provide authorisation to national
experiences services which involves the vehicles are imprinted with company logo name written
in front of the vehicle in blue and red font colour.
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M3. Various tactics formulated by organisation to achieve its objectives.
The firm is developing various tactics by different the short term and long term goals for
achieving the targets of expanding business at national level by assessing to different locations
like Manchester, Newcastle, Glasgow and Aberdeen (Hoffman and Fodor, 2010). The your
Detestation marketing officer is developing an efficient marketing mix plan and implementing
promotional tools in respect to enhance the sales of services provided by the firm in many folds.
TASK 3
P4. Development marketing plan by organisation officers.
Marketing plan helping in defining the various activities required in order to achieve the
goals of firm effectively (Huotari and Hamari, 2012). The company Your Destination marketing
officer is developing an efficient marketing plan in order to react responsibly towards changing
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Illustration 2: Physical Evidence of National Express, 2017
Source 2: National Express’s ‘fully accessible’ coaches ‘exclude many wheelchairs’.
2017.

needs of the marketplace. The various steps followed in order to plan out various task and action
to execute marketing plan in practice of sited transportation services are as follows:
Company Current position- This involves analysing the current competence and
capabilities of the marketing statement to react with the present trends of market to accomplish
wants of the service user. The officer of Your Destination will carry out internal auditing along
with external environmental auditing in order to analyse the compatibility of firm to various
growth alternatives.
Analyse market-Targeting audiences- This is the next step of developing an effective
marketing plan of firm as this defied the various segment of market which are to be targeted
through delivery of company services to the prospective customers. The Your Destination is
targeting the people of Manchester, Newcastle, Glasgow and Aberdeen in order to develop the
business at national level (Kim and Ko, 2012).
Define market goals- This is followed by defining the goals and objectives that are to be
availed from the implementation of marketing plan in practice by the firm. The Your Destination
is developing SMART goals to the marketing plan in order to get realistic and achievable results
from the strategies of marketing department. Like for instance the company is aiming to expand
the business in different cities to Manchester, Aberdeen and Newcastle to work at national level.
Develop marketing communication plan- Then the defined goals are communicated to
the higher management and to the workforces of the marketing department in order to
accomplish the targets as per the requirements of action plan in order to expand the business
efficiency in newer market by controlling quality and time constraints both.
Decide marketing budget- Then the budget of the developed pan is decided so that
existing activities can develop specific return over the investment in marketplace and leads to
increased profitability of firm.
Develop strategies and implement strategy- Then this followed in identifying the various
strategies like describing about the promotional approaches, marketing mix elements in order to
react responsibly towards the action plan of Your destination (Kotler, 2011) .
M 4. Evidence supported consistent marketing plan of business firm.
The Coherent marketing plan followed by the marketing department of the Your
Destination will be profitable in achieving the targets efficiently (McKenzie-Mohr, 2011). This
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also helps in acting passively towards the changing need in external environment and providing
effective services to the users.
CONCLUSION
Form the above discussion, this can be concluded that marketing is an essential part for
the growth of any business. Your destination is the transportation company which is aiming to
expand the business through implementing various marketing mix and promotional plan in action
to react confidently with its competitors like national express. The firm is developing various
action plans to expand business at national level by providing quality services to users.
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REFERENCES
Books and Journal
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Chen, W., Wang, C and Wang, Y., 2010, July. Scalable influence maximization for prevalent
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Czinkota, M. R and Ronkainen, I. A., 2013. International marketing. Cengage Learning.
Day, G. S., 2011. Closing the marketing capabilities gap. Journal of marketing. 75(4). pp.183-
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De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage
Publications.
De Vries, L., Gensler, S and Leeflang, P S., 2012. Popularity of brand posts on brand fan pages:
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Grönroos, C and Ravald, A., 2011. Service as business logic: implications for value creation and
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Hartley, R. F and Claycomb, C., 2013. Marketing mistakes and successes. Wiley.
Hinz, O and et. al., 2011. Seeding strategies for viral marketing: An empirical
comparison. Journal of Marketing. 75(6). pp.55-71.
Hoffman, D. L and Fodor, M., 2010. Can you measure the ROI of your social media
marketing?. MIT Sloan Management Review. 52(1). p.41.
Huotari, K and Hamari, J., 2012, October. Defining gamification: a service marketing
perspective. In Proceeding of the 16th International Academic MindTrek Conference (pp.
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Kim, A. J and Ko, E., 2012. Do social media marketing activities enhance customer equity? An
empirical study of luxury fashion brand. Journal of Business Research. 65(10). pp.1480-
1486.
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Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of
Marketing. 75(4). pp.132-135.
McKenzie-Mohr, D., 2011. Fostering sustainable behavior: An introduction to community-based
social marketing. New society publishers.
Michaelidou, N., Siamagka, N. T and Christodoulides, G., 2011. Usage, barriers and
measurement of social media marketing: An exploratory investigation of small and
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Online
National Express’s ‘fully accessible’ coaches ‘exclude many wheelchairs’. 2017. [Online].
Available through: <http://www.disabledgo.com/blog/2014/01/national-expresss-fully-
accessible-coaches-exclude-many-wheelchairs/#.WdjFGvF97qM>. [Accessed on 7th
October 2017].
Tour agency to launch airport shuttle bus. 2013. [Online]. Available through:
<http://burmasenses.com/travel-news/tour-agency-to-launch-airport-shuttle-bus/>.
[Accessed on 7th October 2017].
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