Marketing Plan for Your Destination

This assignment delves into the development of a marketing plan for 'Your Destination,' a transportation firm operating in the international market. It analyzes the company's current position, identifies key stakeholders, outlines marketing objectives, and examines various aspects like market segmentation, product positioning, pricing strategies, promotion tactics, and distribution channels. Furthermore, the assignment incorporates tools such as PESTEL analysis, Porter’s Five Forces, and SWOT analysis to provide a holistic understanding of the company's competitive landscape and potential challenges. It concludes by recommending specific marketing objectives to enhance Your Destination's market presence and customer base.

MARKETING ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Duties and responsibilities of marketing officers.............................................................1
TASK 2............................................................................................................................................4
P2. Contribution of roles as well as responsibilities for meet organizational objectives.......4
TASK 3............................................................................................................................................5
P3. Comparison among your destination and national express on basis of 7Ps.....................5
TASK 4............................................................................................................................................7
P4. Basic marketing plan........................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the core concept of selling and distribution of goods and services in
international market. This process needs to be done by organizations in order to earn profit and
manage performance as well. The present report is based on Your destination which provide best
quality of transportation services to people and attract them and earn better profit. In the present
report, various types of roles and responsibilities of marketing officer has been defined which are
helpful for the continuous growth of company (Mittal, 2014). There are 7Ps of your destination
are compare with national express. It is also transportation firm and offer best quality of goods
and services to them. Basic marketing plan discussed in current report which is beneficial for
firm to attain target.
TASK 1
P1. Duties and responsibilities of marketing officers.
Marketing should be done by the specified person who is selected by organizations on the
basis of their skills and knowledge. Such person having full knowledge about marketing of
products and services in international market known as marketing officers. He plays important
role in the process of dealing with targeted customers. He needs to maintain level of
communication with buyer (McDaniel and Gates, 2013). They are responsible to frame effective
plans and strategies which are beneficial for the continuous growth and development of firm.
Also needs to implement them within stipulated time period.
Marketing function consists several business activities which needs to be completed by
members of the firm. Your destination is the company which provide transportation facilities to
their targeted customers. It offers quality services to people in order to attract large number of
customers and try to meet expectation of them. Through which they easily attain target and m
maintain performance in international market (Gordon, 2012). In the context of your destination,
marketing is the core function in order to introduce services to people and get opportunities to
earn profit margin. It is needs to be done for the purpose of enhance sale of the company and
performance as well. Marketing has been consisting under business function which needs to
maintained by members. various tool and techniques needs to be use to meet needs or demand of
their targeted customers. In your destination, marketing department play significant role in order
to enhance performance and work quality of firm. Members are responsible to use their
1

collective efforts in order to attain their target within stipulated time period. Marketing manager
is responsible to understand their roles and responsibilities which are imposed on them and
mentioned under policies of firm. Marketing officer needs to frame various strategies in order to
sell goods and services to targeted customers. Through which they get best opportunities related
to marketing which is able to satisfy needs to customers. Some significant roles and
responsibilities of marketing officers are as aligned below-
Financing- Your destination include various departments all required money to use them
in effective manner. So that, marketing is one of them. It required finance to introduce their
goods and services in across the national boundaries. Organizations are managing finance from
various banks, and other financial institutions. It need extra cost which is able to reduce profit
margin of firm. Finance required in company at every point of time. Through which company
can attain target and maintain performance as well (Lipsman and et. al., 2012). Marketing officer
is responsible to use his skills and knowledge and recommend firm to analyse different ways to
recover amount for conduct business operations. With the help of this they get best outcomes.
Marketing officer of your destination is required finance to promote their products and services
in several countries and try to attract large number of people.
Buying and selling- Marketing is the significant concept which can maintain process of
selling and buying of goods and services in international market. Your destination offers best
quality services to people in order to meet their expectation and maintain their performance as
well. Marketing officer needs to use their entire skills and knowledge while conducting personal
selling. Various business activities consist under this such as promotion function, advertisement,
packaging of products and much more (Hair and et. al., 2012). Continuous growth of company
can be achieved through this process. Services are providing at reasonable price which are easily
affordable for them. Company follow concept of business to business and business to customer.
Through which firm is able to attract large number of people and get opportunity to increase
earning as well.
Goods designing as well as development- Products which are introduce in market needs
to be packed in attract form which easily attract people. Design should be set as per the
requirement of firm. Through which marketing officer can differentiate their goods and services
from other firm. Your destination needs to be opted this function of marketing for the [purpose
of define best design of product and able to attract large number of people. Best design of the
2

product is helpful to define particular brand and quality. There are large number of competitors
of your destination present in market which proving same products and services. So that,
different design is helpful to analyse product of company.
Marketing planning- Marketing officer is responsible to frame effective plan and
strategies in order to fulfil their target within stipulated time period. Planning is the forecasting
process through which company can attain their long term objective. It provides best guideline to
members. As they are responsible to comply with them. With the help of this function members
can easily meet requirement of firm (Malhotra, Birks and Wills, 2013). Effective planning and
strategies are able to contribute in entire performance. Through which they can easily able to
deliver best quality of services to customers and try to keep them for long time.
Marketing information system- It has been considered as systematic technology which is
helpful to take best decision regarding betterment of long term process. Through which members
can easily collect appropriate data or information as related with marketing trend. With the help
of this method company can easily provide better level of satisfaction to customers. It is the
helpful tool for continuous growth and development of your destination. Appropriate decision
can be taken with this concept (Hansson, Wrangmo and Solberg Søilen, 2013). Advance
technologies are useful to promote services in new market in order to enhance their services.
Promotion- This is the significant process of marketing which is helpful to create better
market place. It can enhance customer awareness. Without promotion no company can earn
profit. Your destination provides better quality of transportation services in international market.
So that, members of such firm are responsible to promote their goods and services in
international market (Fader, 2012). The main aim of promotion is the improve brand image in
international market. It is the effective technique which is able to maintain relationship among
buyers as well as firm.
MEMO
31st October 2017
Your destination company wants to enhance its business activities in across the national
boundaries. It can improve the work quality of organization. For the same purpose company set
goals and objectives. Firm required marketing officer to enhance its services. Through which
firm provide more opportunities to grow your skills and knowledge. So that, company is
looking for best person for it who having required skills and experience.
3

TASK 2
P2. Contribution of roles as well as responsibilities for meet organizational objectives.
Marketing play significant role in attainment of organizational goals and objectives. There
are various roles and responsibilities which are imposed on members of your destination.
Through which firm can attain its target and objective in effective manner and maintain
performance in better way. This is the systematic approach mentioned under policies of
companies. Effective roles or responsibilities of marketing officer is majorly used in marketing
process. Also it having impact on the other departments of firm. Such as accounts, finance, HR
and much more. For the same purpose, members are responsible to use their collective efforts
and maintain performance in international market. Finance department is helpful to provide
better finance support to entire firm and responsible to maintain performance as well. All these
departments of firm are interlinked with each other (McDaniel and Gates, 2013). Members are
able to take a part in decision making process. Entity must provide job profile and work to
members as per their qualification and skills. So that, they can play effective role in providing
continuous growth of firm.
Marketing and finance- There are various departments consists under firm which are
helpful to attain set of target. The concept of marketing consists several business activities which
needs to be fulfil by members of firm. Every company set its own goals and objectives in
effective manner. Company require huge capital at the time of establishment. Members who are
involved in the concept of marketing are play significant role in growth of firm. As they are
responsible to frame various plans and strategies in effective manner. Also try to implement
them as per the requirement (Dibb and Simkin, 2013). Your destination is the firm which is
engaged in the process of transportation. So that, entity is bound to provide best quality of goods
and services to their targeted customers in order to attract them and try to meet their level of
expectation as well. Best quality of service usually attracts people and able to maintain their
performance in international market. Managers are responsible to identify growth opportunities
for firm through which they can enhance services in across the national boundaries.
Research and development- There are large number of organizations are focused on
adopting adequate marketing strategies as well as policies for the purpose of create possible
4

outcomes. In this concept, marketing managers play significant role in attainment of best
possible profit margin. They have to conduct research and try to identify needs or demand of
their targeted customers. After responsible to frame effective plans and try to provide products
and services accordingly. The main aim of company it to fulfil needs of people and try to
maintain performance in effective manner (Marshall and Johnston, 2011). Your destination is
mainly focused using significant strategies which are helpful to reduce cost of transportation.
They implement them in order to attain target. They must ensure that company provide proper
safe and secure services to customers.
Human resources and marketing- HR is the effective department which play significant
role in continuous growth and development of firm. These resources are available in company.
The main purpose of firm is to increase sale and try to manage profit accordingly. HR
department is responsible to recruit best employees who having appropriate skills and
knowledge. The main focus of this department is to select employees according to the
requirement of firm and manage their function. Your Destination concern about attracting clients
who are willing to taking advantage of offered services of firm. They encourage firm as well as
people through distributing goods and services of desired period of time (Lamb, Hair and
McDaniel, 2011).
Customers services and marketing- Your destination provide best customer services to
people in order to fulfil their target. Every organization having their own goals and objectives
which are essential for them. Cited firm is responsible to fulfil needs to their customers which
can protect their rights and interest. Customers select destination wherever they want to go and
pay for the same. So that, management of this firm is responsible to fulfil their needs and attain
their target as well. Furthermore, company have to maintain effective relationship among
customer service and marketing. For the same purpose company have to select best tools and
techniques in order to create awareness among customers. Through which companies are able to
manage their performance in effective manner.
TASK 3
P3. Comparison among your destination and national express on basis of 7Ps
7Ps Your destination National express
Product Your destination is an emerging Product is the most important component
5

company in tourism sector. It is working
hard on marketing process but due to
existing competitors it is facing
problems they are not meeting
customer's expectations properly.
Quality of its services is low as compare
to other companies such as National
express. Products of this firm can
differentiate products of another firms.
Unique Selling Point (USP) is the factor
which can differentiate goods and
services one firm from another.
of marketing process, there is need to
create a product that consumers’
demands. As a tour and activity provider,
National express offers a specific tour or
activity that is in demand. It provides
high-quality tour and good experience to
its customers and meeting customers’
expectations.
Price This company is trying to keep their
prices low to grab more attention from
customers but for this they are
compromising with the quality of
services and as a result customers are
not that much satisfied.
This company is pricing the tours and
activities according to demand and value.
They are not compromising with the
quality of services in order to attract
customers with low price. This company
is offering customers a valuable
experience that they find worthwhile.
Place Your destination is not having that
strong distribution channel so; its
services are limited to a certain area. It
is not that much involved in online
service providing activities.
It is needed to make services available
easily. These days, it is necessary to
make tours and activities available for
booking on a wide range. For this,
National express is providing online
booking in order to provide reservations,
and it’s essential to a mobile-friendly
website that accepts bookings. Along
with that it also has a strong distribution
channel.
6

Promotion This company is mostly involved in
traditional techniques of promotion such
as advertising through TV, newspaper
etc.
This company is using a variety of
advertising techniques and marketing
campaigns to promote its business. Along
with traditional techniques it is also
involved in marketing through digital
marketing platforms. So, it has a strong
promotional scenario.
People This company is also focussed towards
hiring quality workforce and investing
in their training to make them more
qualified but, still it has to work harder
to achieve competitive advantages. This
firm having capabilities to attract large
number of customers and try to meet
their level of satisfaction as well.
Investing in the right employees is very
essential for tour and activity company.
So, this company is focussing more on
hiring hardworking and skilled workforce
to draw more customers for their
business.
Process Your destination follows systematic
process in order to attract large number
of customers and try to fulfil their
expectation as well. Through this
company can build trust among people
and try to meet their demand.
It is working towards tours schedule, so
that to give the customers the experience
they have been promised. They are
avoiding waiting times for customers. In
short, they are making sure that their
tours and activity runs smooth.
TASK 4
P4. Basic marketing plan.
Plan is described as a process which is helpful in dividing each and every activity in an
appropriate manner (Campbell, and Martin, 2015). A marketing plan is one in which properly
every marketing related activities get divided properly so that an organisation become able to
7

ascertain their targets in properly. This process is helpful in maximise business revenue and
objectives get attain properly as well. The plan of marketing is describing as under:
Introduction of company:
Yours Destination is one of the fastest growing and developing transportation company
whose revenue is more than normal and average as compared to others. Company is working
since 3 years and mainly provide industrial level facilities. For enhancing growth and
development, marketing manager play an important role by dividing operations in an equal
manner.
Marketing Objective:
The main objectives of transportation company are evaluated below
1. Company major objective is to provide quality based to all of their clients which are
taking place around the globe.
2. Another major concern is related with profit and sales which is another major concern for
a business.
Vision and Mission of company:
 A major vision of a company is to maximise business operations in other parts of the
world. Mission and vision of an organisation is to ascertain goals and reach towards the new
heights in business world.
SWOT Analysis of company:
Strength
 Good quality products with moderate
prices is one of a major strength for a
company. Another major strength of an
organisation is delivery of services at
low prices which work as a selling tool. Company having capabilities to attract
large number of people and try to
perform function as per their needs and
demand.
Weakness
 Low range of contact in new market
which affect business growth.
 Small organisation although many users
are not aware about them.
 Not able to build trust among people.
8

Opportunities
 Attain new height and level in dream of
gaining more market share. Grab more and more market shares by
expanding business which is an
opportunity for a business.
Threats:
 A threat of a company is expansion of
new and modern technology which is
not sufficient in generating more
growth and revenue.
 Increase in number of rivalry work as
major risk for an entity.
Target market:
Target market is defining as a process under which an entity will going to target new
market world with a dream of generating more and more profit for business. In this context,
management start providing new quality measure to their clients so that more number of
customers get attracted towards them (Campbell, and Martin, 2015). Thus, this process is helpful
for such corporations whom have a wish to maximise profit and revenue as well. Your
Destination target market is other parts of the world through which they become eligible to
ascertain targets properly and work on objectives as well.
Marketing Budget:
Particular
(Marketing
Expenditure)
1st year 2nd year 3rd year
Advertisement 8000 6000 4000
sales promotion 6000 9000 8000
Direct marketing 12000 14000 10000
Total 26000 29000 22000
Monitoring and controlling: It is essential for every business organisation to take care
about every operation. This factor is consider as monitoring and controlling which get done by
9

marketing manager of a company. Marketing manager of Your Destination have to conduct a
proper control on every business operation. This is essential in implementing the business plan
properly and look upon that as well (Campbell, and Martin, 2015).
PESTEL analysis
Political factor having impact on its performance through certain changes in law and
maintain performance in effective manner. Economic factors based on increasing and decreasing
rate of taxes. Social factors are able to support to reduce equality from companies and effectively
contribute in growth and development of firm. With the help of technological factor firms can
promote their goods and services in international market. Environment factor can reduce
pollution from country and provide heathy and safety working environment to employees. On the
basis of legal factors organizations are responsible to comply with rules and regulation which are
imposed on them.
Porter’s five forces
Bargaining power of suppliers- The bargaining power of suppliers is also described as
the market of inputs. Suppliers of raw materials, components, labour as well as services to entity
can be a source of power over company when there are few substitutes.
Threats of new entrance- Profitable industries that yield high returns will attract new
firms. New entrants eventually will decrease profitability for other firms in the industry.
Bargaining power of buyers- The bargaining power of buyers is also described as the
market of outputs: the ability of customers to put the organization under pressure, which also
affects the customer's sensitivity to price changes.
Threats of new substitutes- A substitute product uses a different technology to try to
solve the same economic need.
CONCLUSION
On the basic of above report it is stated that, your destination is the transportation firm
which offer best quality of goods and services in international market and maintain services in
effective manner. Basic marketing created in above report which shows actual position of firm.
Various roles or responsibilities of marketing officer has been defined which is helpful for them.
PESTEL analysis has been discussed under present report. SWOT analysis mentioned under this
which having impact on its performance. Various types of marketing objective need to be opt by
10

Your destination in order to explore in international market and attract large number of
customers.
11

REFERENCES
Books and Journals
12