Marketing Essentials Report: Your Destination, Analysis and Plan

This report provides a comprehensive analysis of marketing essentials for the company 'Your Destination,' a London-based firm operating both domestically and internationally. The report begins with an introduction to marketing, defining its core principles and highlighting the roles and responsibilities of a marketing officer, including strategic planning and adapting to customer needs. It explores key marketing elements such as product, price, and the use of a Management Information System (MIS) to gain a competitive edge. The report then delves into the importance of marketing research, the roles of the marketing function in relation to finance, IT, HR, purchasing, and operations departments. It includes a memo example for HR. The second part of the report examines Your Destination's primary competitor, National Express, contrasting their products, pricing strategies, place strategies, promotional methods, and physical evidence. The report provides insights into the 7 Ps of marketing and a comprehensive marketing plan to aid Your Destination in achieving competitive advantages. The report concludes with references.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
P1............................................................................................................................................1
P2............................................................................................................................................3
PART 2............................................................................................................................................5
P3............................................................................................................................................5
P4............................................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is 'the science and art of exploring, creating and delivering value to satisfy the
needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines,
measures and quantifies the size of the identified market and the profit potential. It pinpoints
which segments the company is capable of serving best and it designs and promotes the
appropriate products and services (Dr. Phipip Kotler). Firm which has been taken under this
report i.e. Your Destination. This organisation is headquartered in London and doing business at
both domestic and international level. Assignment is enclosed with various things like, roles and
responsibilities of marketing officer and their contribution in order to attain goals and objectives
of a firm. Lastly, it will show 7 P's and marketing plan that may aid company in gaining
competitive advantages.
PART 1
P1
Marketing officer is a person who is responsible to carry out the different roles and duties
related to the marketing activities. He is responsible to plan the strategy which can contribute
towards raising he present state of sales. A marketing officer keeps on making strategies which
may aid organisation in gaining competitive advantages. Along with this, there are some factors
which a marketing manager or officer should keep in mind and need to keep on making changes
in strategies so that to deliver products and services in much effective and efficient manner.
Some of these elements are given beneath: Product: Your Destination firm is famous for its services in all over world. But, it has
been located that there are ample number of issues like change in customer's
requirements and needs which inevitably to be kept in mind in order to better serve to
consumers. Here, marketing officer of Your destination may aid organisation in
understanding all the needs of customers in much effective and in appropriate manner so
that to make befitting alterations in products and services. Price: In order to enhance profitability of a company it is much needed for marketing
manager or officer to locate all aspects through which products and service prices can be
reduced and all the expenses as well so that increase profit margins.
 MIS (Management information system): This factor is one of main element that can be
used by marketing officer of Tour destination. With the help of this system, marketing
1

manager can grab data that may aid organisation in making strategic plan for near future
so that to gain competitive advantages.
Henceforth, these above discussed elements that plays a vital role within an organisation
so that to attain goals and objectives in much effective and efficient manner.
P2
As per today's business environment, marketing is an important concept in which “Your
Destination” improve their overall performance of the company at market place. Basically, it
helps in serving quality products and services to its customers as per their neds and wants. This
will aid in increasing profitability level. In this context, marketing manager also play vital role in
undertaking an effective marketing research in order to understand customers needs and wants.
With the help of this company increase their customers base and at the same time also attract
larger number of customer towards the company products. In this context, there are some main
roles and responsibilities of marketing which related with organisational activities. All these are
as follows:
Finance department with marketing function: for operating business activities, proper
finance is more important for marketing manager to conduct as well as undertake appropriate
research to assess as well as examine the market trends and customers needs. With the help of
this, company increase their performance level at market place. It leads in increasing customers
base within the company.
Marketing function with IT department: In this function, the IT department use various
techniques within their activities in which they store their information towards the marketing
trends and customers preferences. This will aid in enhancing overall performance of the
company. Along with this, manager of marketing department provide entire information about
their available resources and customers preferences. With the help of this company improve their
performance level at market place.
Human resource department with marketing function: HR gather is responsible for picking
perfect people in the association. ''Your Destination'' will broaden their affiliation, this suggest
they will require more human capital. Advertising supervisors knows the perfect people who are
required in his/her division. In case he/she pass on this fundamental substance to the HR division
then it will help them in utilizing fitting hopefuls in the endeavour. There is some real duty that
are satisfied by promoting chief for making mindfulness in the middle of individuals in regards
2

to the items and administrations advertised. He is one of the component that guarantees a decent
correspondence in the middle of individuals. This lift execution of association as individuals are
more mindful in regards to it. He additionally needs to continue examining different promoting
patterns for ensuring that association can accomplish its objectives and destinations. With the
assistance of marketing department the need of human resource is fulfilled. Appropriate medium
is used to interact with the public and are motivated to apply for the job.
Your goal is an organization that has adaptable structure which enables it in receiving to
various kinds of changes. Additionally, the organization keeps its kin educated ahead of time
which help it in overseeing and guiding them in an appropriate way. For current designs of
development workers will be educated with respect to changes that will occur by means of
MEMO:
MEMO
Date: 6th May, 2017
Your Destination is growing its activities which will put some work weight on every one of the
representatives. This why this update has been issued to express that everybody who effectively
leads each procedure will be compensated. This extension is beneficial for you and for the
association as this will help development and achievement.
Purchase department with marketing function: Purchasing vehicles and other major
items which are fundamental for effectively keeping up the business activity is the commitment
of procurement wing. They get essential measure of advantages from the back gathering and
after that examine the market with a particular ultimate objective to find fundamental things,
most ideal situation cost (Hoeffler, Herzenstein and Ginzburg, 2015). Marketing department do
the investigation of market and identifies that how much is demanded in the market. This way
decision regarding what and in how much quantity is taken so that wastage can also be avoided.
Operations department with marketing department: This office accept imperative part in
picking whether the association will accomplish accomplishment or disillusionment in their
business. ''Your Destination'' is entering in various urban groups and if they will disregard to
stunning Clients at starting stage then it may achieve failure to achieve whole deal goals of the
organization. Showcasing director has some idea with respect to the future perils, it is their
3

commitment to give this urgent information to operational division so they can plan their work
moreover and give better workplaces to the Clients.
PART 2
P3
Foremost rival of Your destination is known as National Express. There are some
different amongst them which is specified as beneath:
Basis Your Destination National Express
Product This is an administration part
association whose real point is
simply to render quality based
contributions. Real administrations
of an organization are giving
extravagance comfort under which
their chiefs are endeavouring to
make such assent unique in relation
to others which is useful for them in
long haul co content. Alongside this,
on the place of making all the newer
contributions they are exclusively
centre around enhancing existing
nature of items and administrations.
This component is steady in long
haul setting which encourage in pick
up piece of the overall industry and
development for maintaining at
sharp focused world.
This association has extensive variety
of items. Alongside this, they are now
a build-up mark than their number of
rivals. Their significant items are taxi
toll as well as giving quality solace to
clients through different other taxicab
office and trains. In their trains and
other transportation contributions, free
IWFI and toilets are given which
increment comfort level of clients.
Price Costs are significantly for
extravagance gathering of
individuals through which rich and
elevated expectation individuals will
Financial value level is a direct thing
which encourage in increase extensive
variety of market. National express
contributions are suitable in esteem
4

pick up advantages of their
administrations. A noteworthy target
behind utilizing such procedure is to
take care of all the expense which
cause on the undertaking. Alongside
this, they make their cost unique in
relation to other yet not for each
gathering of individuals. This
confine the lower gathering of
society to use courtesies which
chiefly gave by organization. They
are not focusing on each gathering
of people but rather exclusively
centre around taking care of expense
and conveyance a level of standard
administrations without offering
bundles for little clients. In order to
achieve the competitive advantage in
market the refereed enterprise is
using the economy pricing strategy
so that it can cover the maximum
market share.
and don't charge much sum. Along
these lines, each class individual can
pick up advantages of their
administrations. Alongside this, they
are making bundles an incentive in
such setting through which more
number of clients get pulled in. The
pricing strategy used by this enterprise
is different. It is using the concept of
price skimming to experience growth
in total sales.
5

Place Place is another important aspect
which needs to be decided in
advance. Your destination ensures
that the location which it chooses for
its different outlets is one that can be
easily assessed by all. They are
planning to go at international level
by formulating effective growing
strategies.
National highway has another strategy
related to place. It takes care that such
locations are used which has good and
known landmarks nearby. This way it
becomes easy for clients to reach
there. It has its operations in different
parts of the world which makes it a
global organisation.
Promotion It is another tool that helps an
enterprise to grow in market. To
promote the goods and services it is
required that the management uses
effective medium so that maximum
clients can be attracted. It uses
digital media to make the brand
familiar in market as through this
more clients can be reached in less
time.
National Express is another enterprise
which deals in same sector. It uses the
mouth publicity in order to expand in
market.
Physical evidence By and by their reality is
recognizing in London showcase. At
whatever point two people are
discussing extravagance
administrations, organization name
take inclination of their clients. This
reality is adequate to portray
authoritative presence in target
showcase. It ensures that the
ambiance of work place is clean
enough which helps the work force
Their physical proof that organization
exist in advertise is simply
straightforward thing. They give
legitimate tickets to their clients and
in addition have a piece of the overall
industry too. Alongside this, their
bundles detail determined nearness of
an organization in advertise. It takes
care that placement of different
equipments is such that minimum
wastage of time is done to carry out
6

to carry out its operation with
maximum concentration.
different operations that are inter
linked.
People Focusing on gatherings of people are
related with such individuals whom
have great level of spent. Alongside
this, they are enrolling such staff
whom make the most of their
working and not take it as a weight.
Such hopefuls are useful for them in
find out targets appropriately.
Individuals are related with the two
portions: inside and outside. In this
way business need to enlist suitable
competitors whom have ability to
manage any assent. Also, they are
giving preparing too through which
they end up ready to manage clients
legitimately and amplify their
fulfilment level too.
Process Significant destinations of an
organization are to execute new
innovation in business activities
through which more number of
clients are going to booked tickets
appropriately. Alongside this, they
likewise influence business to
digitalise through which clients are
going to booked tickets and pick up
money back too.
Numerous new changes are
recognizing in this industry where
association have a chance to utilize
that. National Express pick a
procedure under which they need to
make the technique of ticket booking
more suitable in nature. This reality
will bolster them in making business
at new level or a stature where odds of
increasing more benefit would be
simple.
P4
Executive summary
It is required for each organisation to prepare an effective plan which will aid them to
expand business activities in an effective manner (Hoffman and Turley, 2015). This will include
overall activities; therefore, coveted targets will be achieved within limited period of time
significantly or proficiently. Basically, it comprises objectives, mission, aim, target and market
analysis also. These all factors are much required to expand business activities in an efficient
7

manner. It will help them to gain maximum share of market and in addition customer base.
Hence, there is guidelines for business which need to be taken after by them properly.
Company overview – Your destination is dealing in courier company where it is important to
manage efficiency in operations. Delay in services is not acceptable hence it is given care hat he
refereed enterprise do not delay in its operations. In order to expand its working scope a
marketing plan is constructed which will help it in developing with high rate and will lead to
achievement of competitive advantage.
Current marketing Situation analysis
SWOT investigation is done in order to analyse the present situation of referred
enterprise which are present within business:
Strength – Enterprise is having an effective
brand image in market. They are providing
best quality of products and services to
individual. This helps them to maintain their
revenues in an effective manner. It assists them
to eliminate uncertainty from business
procedure.
Weakness – Fundamental shortcoming of
affiliation is that prices of items are high. This
will provide adverse impact to their overall
revenues. Along with, restrain them to obtain
opportunities at marketplace.
Positive Chances – An open door for business
in new market is connected with increment in
tremendous number of clients. This factor
empowers in discover destinations
appropriately through which odds of separation
get limit and piece of the pie of a venture
straightforwardly rises.
Threats – Increment in scope of rivalry in new
market world. This thing upgrades number of
dangers which straightforwardly influence
business and its execution of exercises. With
this requirement, another significant hazard is
high costs and fascination of different bundles
of different affiliations.
Pestle analysis
Alongside the SWOT investigation, affiliation likewise need to break down the idea of
marketplace in which tasks will proceed towards its implementation. For this point of view,
PESTEL system is useful in influencing the things to adjust in nature (Lane, 2016). Business
8

need to grow the activities in different locales of the countries which empower them in creating
increasingly benefit. Your Destination assessment of market is inspecting as beneath:
 Political: Referred enterprise is thinking about as one of the littlest transportation office
supplier. Business need to grow their exercises in different districts too and in this
manner for this they need to examine political circumstance of regarded nation and make
their strategies as per that.
 Social: Another significant thing which need to consider by administration of reference
association is society. Affiliation just managing extravagance items and administrations
and in this way they are not maintaining their emphasis on different gatherings of society.
 Economical: It is an obligation of supervisors to break down practical condition also. In
the event that a nation is experiencing an issue of gloom and swelling, at that point
administration need to maintain a strategic distance from such places for moving further
development. Your Destination need to take this reality in record and after that casing a
suitable judgement in such assent. The referred enterprise gets effected by the change in
present operations due to inflation and deflation in economy. Apart from this it also gets
effected due to change in the interest rate as it effects the growth margins of an
enterprise.
 Technological: Organization need to utilize new innovation with the goal that they will
make extension legitimately. This factor is useful in assembling quality based items to
their clients. Think about online networking as a best stage for advancement through
appealing promotion (Mittal, 2014).
 Environmental: Your Destination is a transportation organization whom are encouraging
elevated expectation administrations to their clients. In any case, association need to
utilize such sort of vehicles whom are less contamination discarded with the goal that
solid and inviting condition could keep up.
 Lawful: Referred enterprise need to prepared their drivers appropriately so they will take
after all standards which are connected with street get followed up legitimately. This
factor will bolster the in making an appropriate brand picture of an affiliation.
Objectives:
 To expand the scale of operations in market
 To increase eh total sales
9

Strategy -
To achieve the desired objectives concepts of Ansoff matrix is used so that market
development is done. It is an effective tool in which the whole market is divided into equal
quadrants and hence accordingly planning for them is done. Diversified market place is provided
with different commodities depending upon their demands. Thereafter further penetration is done
so that as per the demand of client change in offering is done.
Tactics Action
Budget
Control
Mission of company: It is required for an enterprise to implement latest methods
and techniques into products and services; therefore, they will be able to cater qualitative
products and services to clients (Karasar and Öztürk, 2014).
Business aim: There are main objectives of an enterprise on upcoming year which is
connected with enlargement of business activities:
 Improve the client base by almost 15%.
10