Assignment on Marketing Strategies of Enterprise

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
P1 Key duties and responsibilities of marketing department......................................................1
P2 Roles and responsibilities of marketing relate to wider organizational context...................3
PART 2............................................................................................................................................5
P3 Comparison between applying of marketing mix by two different organization..................5
P4 Marketing plan.......................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a term which means exchange of goods and services between buyer or seller
for final consumption by acquiring attention of end user. In fact, department of sales utilized
number of promotional strategies for increment in their sales by gaining attention of entire
society. “Your destination” is new transportation organization whose main motive is to provide
convenience facilities to their customers by fulfilling their demands during journey and tries to
build their positive goodwill at a marketplace (Aaboud and et. al., 2017). This assignment is
categorized into two equal parts for explaining the marketing strategies which is adopted by
enterprise to promote their products or services across international borders. Furthermore,
assignment also throw few lights on essential roles and responsibilities of sales managers or
entire department towards success of overall organization. Later on it report shows an
appropriate comparison between marketing used by “your destination” and their competitors. At
the end, project is going to show appropriate marketing plan used by refereed association for
attaining their set objectives.
PART 1
P1 Key duties and responsibilities of marketing department
MEMO
To:- Senior management
From:- Marketing manager
Organisation:- “Your destination”
Date:- 31st October, 2017
Subject:- Duties and responsibilities of marketing managers and designed structure or
operations of merchandising department.
Marketing is a word which means transferring of goods and services across international
boundaries for gaining maximum benefits by capturing attention of millions of customers with
the help of various appropriate promotional strategies (Aad and et. al., 2012). “Your
destination” is a growing travel and tourism company established in UK. It works for travel
related things like arranging flights, insurance and accommodation. It is also involved in
collecting and processing payments, advising clients on travel arrangements e.g. visas and
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passports. It focussed towards keeping clients up to date with any changes related to travelling.
In fact marketing functions of referred association helps the company to make their services
differentiated from other companies providing similar services. Main marketing functions
includes market research, developing marketing plans, product development, advertising,
promoting etc, distribution of services, forming good relations with customers. Additionally,
merchandising department of this company plays a important role in promoting their business
and attaining goals of an enterprise. There functions helps an organization in coordinating
business activities (Al-Hasan, Thomas and Mansour, 2016). It also facilitates in building brand
image and goodwill at marketplace. Thus, roles and responsibilities which is accomplished by
marketing department of “your destinations” as well as sales manager are expressed as below:- Management of brand- It involves explaining what this company is and what are its
functional areas. It also includes defining the key points and unique features of Your
destination. Strategy formation- Here, the senior member of marketing department of this company
makes marketing strategies to work more efficiently and increase the market share in the
travel and tourism sector. Market research- It is the key responsibility of marketing functions. It helps the
company to identify market opportunities available for travelling companies and gaining
better knowledge about customers needs and wants. It also helps in identifying strengths
and weaknesses of the company. It is done by studying industry reports, market data and
consumer feedback (Babin and Zikmund, 2015). Innovation- In Your Destination, marketing department focusses on new promotions ,
programs, customer retention techniques, improvement in services and more innovative
working. Helps in knowing consumers–It is the responsibility of marketing functions to know the
users and their feelings. It can be done by having direct contacts with the customers. Managing marketing budget- It is also the responsibility of marketing functions to
utilize the budget in effective and efficient manner without wasting it in unnecessary
activities. Strategic marketing plans- Their another role is to make cost-effective strategies that
are planned for long term. For this planning should be done by keeping strategies in
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