The Impact of Marketing Mix on Business Success

This assignment examines the concept of the marketing mix (product, price, promotion, and place) and its influence on a company's success. It analyzes various marketing strategies employed by businesses in different industries, drawing upon relevant case studies and academic research. Students are expected to critically evaluate the effectiveness of different marketing mix combinations and their impact on consumer behavior and market performance.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
P1 Roles and responsibilities of marketing functions. ..........................................................1
M1...........................................................................................................................................4
P2 How marketing roles and responsibilities are related with wider context of organisation5
M2 ..........................................................................................................................................7
PART 2............................................................................................................................................7
P3 Marketing mix of two different business organisations ...................................................7
P4 Develop a basic marketing plan .....................................................................................11
M3 ........................................................................................................................................12
M4.........................................................................................................................................13
D2 ........................................................................................................................................13
........................................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is all about attaining and retaining customers towards a business organisation
so as to make profits. It is assistive in creating healthy and positive relations with people by
providing them qualitative products. Along with this, there are certain marketing activities are
organised by a corporate association so as to sell its good and services in target market. For this
purpose, marketing executives are used effective strategies and policies in order to gain attention
of target audiences (Al-Ekam and et. al., 2012). Your Destination is the chosen organisation in
this present assignment; which deals in international level by providing transportation facilitates.
The firm operates its services in Manchester, Newcastle etc. Apart from this, the report will be
describe roles and responsibilities of marketing functions. There is described marketing mix of
two business entities so as to cover up large market area. A basic marketing plan is developed to
achieve goals and objectives of the firm.
PART 1
P1 Roles and responsibilities of marketing functions.
Marketing in order to fulfil the companies objectives and aim company should identify
the needs and demand of the consumers. And try to fulfil them in the more efficient manner then
there competitors. Marketing strategies and concepts should be linked directly. Marketing create
value demand for the product and services in customers. Earlier marketing includes advertising,
promotion activities. Due to research and study in marketing makes more use of social science,
economics makes marketing profession recognised as science.
Below mentioned major marketing definitions: -
 “Marketing is nothing but a demand of creation and customers satisfaction. It is a process
of identifying customers needs and wants and put into products and services”.
 “Marketing is an art of selling products and services in order to gain profit”.
In Your destination, marketing helps in increasing the shareholder value of the company (Baker
and et. al., 2016). Sometimes marketing creates unwanted demand and desire for the product and
services in the customers.
There is described key components of marketing department that is stated as under: -
 It develops different strategies in order to grow up sales revenues and increasing market
share by contributing in firm's profitability and growth.
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 Marketing managers create and execute effective marketing strategies and linked them
with goals and objectives of the firm.
 Marketing department also liable for conducting marketing researches so as to identify
several marketing opportunities and better understanding of buyers needs and wants. It is also helpful in marketing planning, therefore managers can analyse market position
and those factors which can affect its future performance.
Below mentioned certain marketing functions and their roles and responsibilities: - Financing :- Money is required in all the fields of management. Marketing also require
money and generation of finance also requires finance which can be generated from
loans, investments etc. If the financial position of Your destination is good then more
money can be employed in marketing activities which leads to increase in the revenue
and customer of the organization (Brooks and Simkin, 2012). And also help Your
destination in creating demand for the product and services in the customer. Finance flow
as a blood in all the fields of the organisation . Buying and selling :- A good marketing of good and services increases the sales of the
company. And also increases and attract more buyers which ultimately increases the
purchases and selling of the company. Increase in sales and purchase leads to increase in
the profit and revenue of business organisation. Your destination increases the purchases
by selling quality goods and increases sales of the company by personal selling ,
advertising , publicity and sales promotion. Buying and selling is the core activities of the
marketing. Product designing and development :- A product is a tangible and intangible asset of the
company; it can be offered to market for getting attention of customers. Product is
procedure in order to satisfy buyers' needs and wants in an effective manner. Product
designs differentiate the one product from another product. Product designs is the way the
your destination demonstrates the features and benefits of the product to the customers. If
Your destination have better product designs then it get benefit over its competitors. If
the product designs are accepted over time then it build the good brand image for the
organization which ultimately increases the profit and sales of the company. For Example
Your Destination has built a brand image among its customers by providing them
attractive services.
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 Marketing planning :- Company have to take decisions on marketing which involve
planning done by marketing executives. In Your Destination defines the job , work and
responsibilities of the marketing executives in the organisation to achieve the goals of the
organisation effectively and efficiently (Desai, 2013). It focuses on the allocation of
marketing resources in the best way. Managers of Your Destinations are developed
marketing plans, it involves preparation of policies , procedures and budgets. Planning is
the core and primary function of the management. It involves setting of work objectives
for market activity . Marketing information system :- Marketing information system refers to the technology
that contribute in taking informed marketing decision . Following are the marketing tools
but are not limited to :- CRM system ( Customer resource management) Email marketing
software Customer contact database complex analytics software and tools various
industry specific methodologies and techniques Marketing information system secures
data and analyses as well as transform data into a meaningful and essential information.
In context of Your Destination, various tools of information technology are assistive in
getting high competitive advantage. Marketing information plays an important role in
increasing the efficiency and performance of the organisation which is depend on the
marketing information system Promotion :- Once the company has designed and developed the product then company
use media like T.V. , billboards, slogans, etc. to make the customer aware and educate
about the product. In Your Destination, the main purpose of the promotion in the
organisation is to communicate the benefits of the products , it will be helpful in building
the brand image of the product and show how your destination product is different from
other company products (Dibb and Simkin, 2013). It helps in maintaining the relationship
with the customer market .
 Branding and labelling :- It is a name, symbol or design used by seller to determine,
define the product and also to differentiate your destination product with other company's
product. Your Destination selects effective branding strategies in order to gain high
competitive advantages and market growth in a systematic manner.
MEMO
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DATE : 12th October, 2017
The transport company Your Destination is trying to spread its business activities different
countries, this can enhance work load, so as we need your cooperation in regards of
accomplishing our desired aims and objectives. For this, you will be get attractive incentives as
per your skills and performance.
SWOT analysis of Your Destination: -
STRENGTH
 Your Destination has higher
competitive advantage as it operates in
several countries.
 The products and services of Your
Destination are readily available The firm has strong platform of grow
and diversification
WEAKNESSES
 Another weakness of Your Destination
is increases trades through Ghana
 Government has regulated other cash
crops which can affect growth and
success of companies.
 Consolidation within supply chains
OPPORTUNITIES
 Another opportunity of Your
destination is barely profitable and wok
ethics New market practices are in favour of
Your destination.
THREATS
 Illegal backlogging industry.
 Global economic recession is still
affecting business activities of Your
Destination.
 Double standards in government laws
and regulations can affect working
activities of transportation companies.
Apart from this, marketing department also plays a vital role in business to business and
business to customer setting. For example- in order to gain high market share, it is essential for
Your Destination to connect with other travelling companies and hotel; it would help in
increasing customers' knowledge towards company. With an aim of attaining other companies,
the refereed firm organise various activities. Apart from this, the business organisation also
conducted attractive marketing campaigns to as to attract customers from target market. For this
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purpose, marketing department develops various strategies and policies regarding how to
perform in target market.
M1
In micro environment, there are so many factors which can affect firm's market position
in an effective manner. Such factors are- political, social, legal, environmental, economical and
technological. All these external can ruin company image in direct as well as indirect way.
Therefore, Your destination has to conducted PESTLE analysis in order to examine the future
impact of these elements in an effective manner. It is the main role and responsibility of
marketing is to conduct market research and prepare a marketing plan in order to achieve its
goals and objectives in a certain time period. Another role of marketing is to produce new
products and services; it helps managers to attain and retain customers for long term period.
P2 How marketing roles and responsibilities are related with wider context of organisation
Marketing plays a very significant role in growth and vitality of any commercial entity. It
is essential for higher authorities to establish cooperation and coordination among staff members
so as they can perform well. In order to gain high competitive advantage, all functional units
should work together. It gives strengthen to working activities and operations.
A business entity is an intermixture of various departments, such as- finance, human resource,
research and development, production and operations, customer services, information
technology.
Main objectives of Your destination: -
 Create a multidimensional approach in order to augmenting base returns.
 Enhancing shareholder values and establish effective and efficient economics of scale.
 Impose a positive market image upon society and make brand equity so as to get
attractive opportunities.
 Providing safe secure working environment to all employees.
Beside this, Your Destination has to conduct a PESTLE analysis in order to recognise all
external factors which will be affected firm's market position. Due to dynamic nature of
environment, there are certain negative factors which effects directly or indirectly in an effective
manner. National express always focuses such kind of researches; this would help it to get high
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competitive advantages in short time of span. PESTLE analysis involves- political,
environmental, social, technological, legal and economical factors through which sales and
profits of a firm will be goes down.
Marketing department is interlinked with all these units so as to accomplish firm's goals
and objectives. There is discussed the interrelationship of all business units with marketing,
which is stated as under: - Finance – Finance is life blood of every business organisation. With the assistance of
strong finance any company can achieve its goals and objectives in a minimum time
frame. The finance department of Your Destination, makes budget or accounting
statements by monitoring financial position of their organisation. Whereas marketing
department is responsible for improving sales. In this perspectives, they took help for
accounting unit so as to identify current market trends and monitoring the efficiency of
sales operations (Hsu, 2011). Human resource – The main responsibility of human resource department is to hire well-
qualified and skilled employees who are capable to high volume of products and services.
Along with this, HR managers also organise training and development programmes for
improving skills and knowledge of workers. Whereas marketing needs those people who
have good communication as they can easily influence people to purchase products and
services of the company. By learning session, staff members can easily boost up their
inter-personal abilities in order to interact with customers in an effective manner. In Your
Destination, HR and marketing managers are worked together for optimal utilization of
human resources. Information technology – In this competitive era, several business entities are using new
and innovative marketing techniques so as to gain high market growth and vitality. In
order to reach higher customer satisfaction, the refereed firm can use CRM system
(customer relationship management) so as to make healthy and positive relationships
with them (Huang and Sarigöllü, 2014). Data management platforms and further
automation tools are also helpful in spreading marketing activities of a firm. In addition,
marketers and IT have to work together so as to implement essential changes at
workplace.
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 Research and development – The role of research and development department is to get
information about customers' needs and wants. It also identify different areas in which a
firm can expand itself in global environment. Manager of research department conducts
research activities in order to know market trends whereas marketing manager tries to
fulfil them. If both units will be work then the refereed firm can easily satisfy buyers'
requirements in proper manner (Nguyen and Simkin, 2012). In addition, by implementing
various research activities Your Destination can easily make strong marketing strategies
which will be contribute in its growth and expansion. Customer services – The customer service department of business entities is capable to
resolve customers' queries and problems in the best possible manner. The transportation
firm has strong team in its customer service department who provide excellent services to
their clients by 24 x 7. Due to its online services, it is very essential for the mentioned
company to respond very quickly towards customers' calls and messages (Jones and
Rowley, 2011). If people get good customer services then they can easily attract towards
it; this will be contribute in accomplishing sales goals and objectives of the firm.
Effective customer services are also assistive in making good public relations.
 Production and operation – Buyers only want qualitative and value added services. The
production manager of mentioned company is responsible for producing effective
products which can gives higher level of satisfaction to target audiences. With the
assistance of research, marketing manager provides required information to operations as
he or she tend towards producing such products that can meet customers' desires.
Marketing helps in increasing the sales and customers of the company by using different
marketing strategies and tools. The marketing department of Your destination is liable to manage
all activities which are assistive to promote its products and services.
PESTLE analysis of Your destination is stated as under: -
Political factors Due to political instability, there are regular changes in laws and
regulations. It can hamper working activities of transportation
companies like- Your Destination and reduces their sales in domestic
and international market.
Economical factors It involves unemployment, poverty, income level, interest rates etc.
within a country. For example- due to low income level of people in
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UK; it is not possible for people to spend more and more on
travelling. Therefore, sales and profitability of Your Destination will
be get hamper.
Social factors Now these, there is a rapid change between customers' needs and
demands; it is too difficult for Your Destination identify customers
and then satisfy them in an effective manner.
Technological factor Adoption of technological advance and innovation in production
process, can Your Destination to improve its efficiency and
productivity.
Legal factors Implementation of legal laws and legislations affect performance of
managers in international market. As Your Destination cannot stay in
market competition for long term period.
Environmental factors It is necessary for companies to generate environmental awareness
among people.
M2
It is essential for the marketing department of Your Destination to work with other
functional units, i.e. finance, human resource, research and development, production etc. It aids
to firm to achieve its goals and objectives in a short time of span. For example- marketing and
financial managers needs to work closely; this will be contribute in developing effective
marketing reports and strategies so as to achieve aims and targets of the firm. Apart from this,
production department is liable for improving quality of products, which helps firm to get more
customers. Apart from this, marketing department focuses on sales and profits whereas sales
department emphasis on quality. Sometimes, this can generate conflicts among both departments.
D1
In this competitive era, it is essential for marketing department to work closely with all
other function units, i.e. finance, information technology, production, human resource etc. It
helps a firm in its decision making processes therefore it can perform effectively in target
market.
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PART 2
P3 Marketing mix of two different business organisations
The refereed organisation has its own marketing mix which assists to make its operations
more effective rather than competitors (Kennedy and Parsons, 2014). Your destination is one of
the famous travelling company and deals in transportation business. The main objective of the
company is to get high competitive advantages from target market by providing value added
services to customers. Basically, Your destination serve its services in different countries so that
before selling products in market, the firm has to determine an accurate place where it is going to
be served.
Apart from this, while entering in target market, marketing managers of Your Destination
have to create and execute an effective marketing strategies so as to deal with competitors in the
best possible manner. Marketing research is also a good way to get high growth and success, it
provides appropriate information towards customers needs and wants.
(Source: The Marketing Mix, 2016)
Marketing mix of Your Destination: -
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Illustration 1: Marketing mix

 Products – It refers to an item that is actually being sold in market. The chosen
organisation, Your Destination deals in transportation services. It provides wide variety
of products in order to attain and retain customers for a long term period. The firm also
deals in courier services; it supplies transports to public on reliable and urgent basis. In
order to sell products in target market, the company is going to be adopt effective product
strategy so as to deliver services on time. Apart from this, further services of Your
Destination is – warehousing, transport management, value added services through
supply chain management. Price – It consists with the value that is charged by a company for its services. The
transportation company, Your Destination is followed a competitive pricing strategy so as
to compete with external rivals in order to sustain maximum advantages. In this, firms
sets low prices in comparison of its competitors (Lamb, Hair and McDaniel, 2011). Due
to its low rates of Your Destination, its services are more demanded among customers.
Along with this, firm is now engaged with other small business organisations and several
corporate clients in order to gain numerous customers. Promotion – The element refers with all activities which are involved to promote
products and services in target market. Your Destination uses different tools of marketing
and advertising, such as- television, radio, social media, web portals etc. In order to boost
up its visibility the organisation also sponsor itself in many international events. Along
with this, promotion is a conceptual framework which aids a firm to reach large number
of customers. If Your Destination is using different promotional techniques, then it can
improvise its sales and profitability in a certain time period.
 Place – It states with an area where a product is going to be sell. Due to its global
presence, Your Destination is capable to reach many of its customers. The firm carries
out its operations in several countries so as it can access to large group of clients. With
the assistance of supply chain division the refereed firm is located in Essex and London.
Your destination needs to adopt effective promotional strategies, i.e. television and social
media. Because now these days, people are connected with various web portals and social
media tools. This would be helpful for the refereed company in order to reach more
customers in a certain time period. Before, deciding a place or location, it is essential for
the managers of Your Destination to do market segment; it helps them to classified
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customers on the basis of their needs and wants. The firm can divide its customers on the
basis of their age, gender, religion, values, interest etc.
 People – Your destination is customer focused company. It always tries to provide best
services to their clients in order to gain higher level of customer satisfaction in travelling
industry. This would helps a firm to achieve its goals and objectives in an effective
manner. The firm also emphasis on employees, customers, suppliers, creditors,
shareholders, venture capitalists in order to make effective production.
 Process – In order to gain high competitive advantage, Your destination always conduct
certain activities in which they can easily interact with their customers. Physical evidence – Buses, cars and other transports of the company are very secured for
customers. They use good amount of raw material for manufacturing process.
Marketing mix of National Express Product – Buses, trains and coach services are the prime products which are being
provided by National Express. The firm also provides it transport services in major events
of United Kingdom. In product perspective, the transport operator served tangible as well
as intangible elements to its buyers (Lipsman and et. al., 2012). For instance- National
Express supplies food and drinking beverages to its travellers on long distance journey. Price – The pricing policy of National express is novel. Basically it follows price
differentiation strategy; in which customers will be get discounts on early bookings
whereas there is a relevant charge i.e. high prices for late comers. Along with this, the
strategy allows a firm to fulfil spare capacity and ensure minimum numbers of empty
seats. The business organisation also provides option of online bookings to its customers.
It can encourage clients as they can revisit its sites so as to get maximum benefits. Place – National Express is operating on numerous destinations. Place is the major
element for a company in order to gain high competitive advantage. Along with this, the
vast range of places in UK will be contribute in making successful functions of National
Express; it is also liable for its strong market performance. If an organisation is delivered
its services between large number of people then it can easily achieve its goals and
objectives in a short time of span (Menegaki, 2012).
 Promotion – National Express has used effective communication channels in order to
deal with its target customers. The firm is also considered various elements in order to
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promote itself, such as- sales promotion, advertising, personal selling, advertising, public
relations. Technological evolvement are helpful in creating attractive websites, search
engine and online booking system etc.
 People – National Express always tries to providing training and development assistance
to its employees as they can serve better to customers. With this assistance, the firm can
easily achieve its goals and objectives.
 Process – While launching any product or service in market, the refereed firm is always
trying to conduct market analysis so as to know current trends and get some information
about competitors.
 Physical evidence – Travelling services and employees' behaviour are very satisfactory
for customers.
P4 Develop a basic marketing plan
Every multinational business organisation, develops a basic marketing plan which can
outline its marketing strategy or tactics. Marketing plan is created for specific time period so as
to cover up all aspects, i.e. goals, actions, and action steps. But it is in dynamic nature because
due to some environmental changes managers are forced to change their overall plans and
policies. It is created in order to enhance sales and make higher profits in the an adequate
manner. Marketing managers of Your Destination creates a marketing plan in order to sustain
competitive advantages from target market. The core concept of marketing planning is to
develop or boost up existing products and services so as to meet desired need of customers.
Strong marketing plan helps in reaching target audiences in a certain time frame so as to increase
bottom line. Introduction of the company - Your Destination is one of the famous transportation
company that is famous for its effective products and services in global environment. It is
a fastest growing organisation of UK by its successful business operations in London and
Essex. It has been covered high market share in the field of travelling and transportation.
There are billion customers are linked with it. Afterwards, its higher authorities are
decided to spread business in Newcastle, Glasgow, Aberdeen and Manchester etc. For
this purpose, the firm is adopting effective marketing techniques so as to reach from
target as well as potential customers (Malhotra and et. al., 2013).
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 Goals and objectives – The prime goal of the firm is to become a successful
transportation company in all over the world by putting a positive impact upon
customers. Another goal of the firm is to tend towards environmental activities in order to
increase revenue of our employees in a meaningful manner. Apart from this, main
objective the firm is to provide superior customer services by fulfilment of corporate
social responsibilities. Situational analysis – Internal and external situation can be recognised through SWOT
as well as PESTLE analysis of the company. It helps managers as they can easily
determine future challenges and risks which will affected it in strong manner. Above
mentioned the SWOT analysis of Your Destination through which managers can easily
identified future opportunities with which they can extend their operations and functions
over the world. Target market – Afterwards managers have to identify a target market in which they will
be perform. Selection of target market should be done very carefully and it is depend
upon firms' products whether they are met with the requirements of target customers
(Mihart, 2012). For example- in the context of Your destination, the firm is now focused
on UK's local market and identify their needs. Because it is the area from where the firm
can get more and more customers. Prepare a marketing budget – Every firm has to prepare an effective marketing budget
so that business owners can decide how and where to spend. Below mentioned marketing
budget of Your Destination: -
Particulars Amount
Marketing activities:
Advertising 40000
Direct selling 20000
Sales promotion 10000
Total 70000
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 Strategy implementation – In order to gain high competitive advantage, Your destination
is following new product development strategy. In which, marketing managers are
required to generate products and services so as to attain long growth and success. Allocation of resources – In this stage, managers have to select certain resources which
are essential for development of a marketing plan. There are some major resources which
plays a vital role in planning process of Your Destination: - human, financial, physical,
technological resources. For example- in order to get better outcomes, Your Destination
has to focuses on providing training and development assistance to their staff members.
 Monitoring and implementing – At last, the overall plan is implemented within business
organisation and it should be monitored by managers so as to know progress of marketing
plan.
M3
In order to demonstrate business goals and objectives, business are used the term of
marketing mix; this would helps them to grow and succeed in target market. Marketing mix is a
basic concept that is adopted by every firm in order to increases its market growth and expansion
in a systematic manner. In other words, it can be seem as a set of actions or tactics that is usages
by companies for promoting their brand and products in global environment. It involves 7Ps, i.e.
price, place, promotion, product, process, physical evidence and people. In addition, political,
economical, social, technological, legal and environmental; are the certain factors which can
hamper firm's working operations. Therefore, managers are required to analyse them and try to
reduce them effectively.
M4
Marketing plan of business organisations, help them to analyse future market situation
and all external factors which can ruin its current market position. In context of Your
Destination, marketing planning provides an idea to managers about current market trends and
customers desires. Therefore, managers can achieve higher customer satisfaction. Apart from
this, it also involves examining competitors of Your Destination and their strategies and policies
so as its managers can upgrade their plans and policies. In other words, if marketing managers of
Your destination will be get information competitors' then they can make effective plans and
policies. There is described certain steps which are encompasses in marketing plan of Your
Destination, such are stated as under: - Introduction of the company, goals and objectives of the
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company, situational analysis, competitors analysis, target market, prepare a marketing budget,
strategy implementation, allocation of resources and monitoring and implementing the plan.
D2
Marketing plan of Your Destination is created by its marketing managers so as to
achieve its goals and objectives in an effective manner. Along with this, it also involves
examining 7Ps of marketing mix. Therefore, products and services can be placed in suitable
manner. Marketing plan also refers to use effective promotional and advertising techniques.
Basically, the main motive of marketing plan is to effective utilisation of available resources.
CONCLUSION
From the above mentioned report, it has been summarized that marketing plays a very
significant role in growth and development of every business entity. It is essential for the
managers of Your Destination to adopt effective marketing techniques so as to gain high
competitive advantages from target market. Apart from this, the report is described roles and
responsibilities of various marketing functions, such as- financing, marketing planning,
marketing information system, branding etc. In addition, marketing department of the company
is interrelated with other functional units so as to make effective operations. Along with this,
marketing mix is a combination of four main elements, such as- products, prices, place,
promotion. Its prime objective is to put right product at right place. Marketing plan is developed
so as to analyse future elements which will be influenced firm's growth and productivity. The
plan involves certain aspects, such as- Introduction of the company, goals and objectives,
situational analysis, target market, prepare a marketing budget, strategy implementation,
allocation of resources, and monitoring and implementing
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