Marketing Plan for Your Destination Transport

This assignment requires students to develop a comprehensive marketing plan for 'Your Destination,' a UK-based transport company expanding its operations to Manchester and Glasgow. The plan must outline the company's objectives, target market segments, competitive analysis, and marketing strategies encompassing advertising, pricing, and promotional activities. Students are expected to demonstrate their understanding of key marketing concepts and apply them to real-world business challenges.

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Running Head: Marketing Plan for a Transport Company
Marketing Plan for a Transport Company
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Marketing Plan for a Transport Company
Introduction
Your destination transport company is a UK-based transport company offering transport services
across the country in London and Essex but looks for further expansions to Manchester and
Glasgow in Scotland. Their head offices are located in London. The company’s operations
commenced in 2015. The Your Destination boasts of a wide range of transport services; provided
by a network of skilled and highly educated employees (Hussain & Ahmad 2012), (Shen et al.
2009). The transport company operates on a 24-hour schedule which increases its reliability to its
customers, hence making it very reliable to its customers.
The Company Objectives
The primary objective of Your Destination is to become a truly reliable and preferred choice of
transport service providers across the UK. The company further looks forward to increasing its
market base to generate higher revenue and increase the profitability. Creation of employment is
also among the company's corporate social responsibility. With the industry characterized by
stiff competition from other companies transport companies, intends to increase its value with a
target market basically targeting both individuals and organizations.
Market Objectives
Your Destination has strategically positioned its operations on an effective marketing plan. With
the expected expansion to Glasgow and Manchester, it is imperative for the company to devise
an effective marketing plan, which would incorporate the company objectives and the sales
objectives. The primary source marketing tools suitable for the company involve advertising.
However, the company intends to make the full use of the marketing mix, and the four Ps of
marketing to maximize their market presence (Ehmke, Fulton, & Lusk, n.d.)

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Marketing Plan for a Transport Company
Marketing strategy
The marketing strategy for the company looks forward to incorporating all the available
marketing techniques, based on the strengths of the company but it can also be based on the
strengths of the competitors. The strategy will exploit the weakness of the competitors, with
fewer companies offering 24-hour operations, making Your Destination the preferred choice.
The pricing strategy will be based on miles per tons of cargo. The pricing strategy will involve
lower but sustainable prices, to make it affordable to different potential customers and weed out
unnecessary competitions through enticing pricing packages. In promotional strategy, we will
generally create television ads and also erect billboards on roads. Being a technological era,
social media will form a strong online field for the marketing promotions (Moderandi Inc.,
2013).
Market analysis
England and Scotland hold a big potential in the transport sector, but due to increased
competition from the "interested parties", the company looks at exploiting specific market
segments through a market segmentation strategy. Transportation is broad and diverse; which is
subdivided into different customer categories that form the market segments such as divided,
business commuters, domestic tourists, and the cargo. The expansion to the Towns of
Manchester, Glasgow, and Newcastle aims at tapping into a larger market base with a huge
business potential for the company.

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Marketing Plan for a Transport Company
Competitor analysis
The company’s direct competition is mainly domestic; with many companies offering similar
services in a single category. For example, some competitors deal only in cargo transport or
travel services. This offers Your Destination a stronger belief in a complete range of transport
services from the travel, passenger to cargo transportation, unlike any of the available direct
competitors. Such market advantages provide the company with the potential to outperform the
close competitors using effective strategic operations.
The Coherent Evidence Base
The transport industry in the UK is one of the major contributors to the economy. It has
diversified categories including road, rail, water and air transport. Your Destination will majorly
deal with the road transport, offering the travel, passenger and cargo freight transport. This is
because road transport has a largely unharnessed potential, with latest statistics in 2014
highlighting that the road transport has contributed over £22 billion to the UK economy.

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Marketing Plan for a Transport Company
References
Ehmke, C., Fulton, J., & Lusk, J. (n.d.). Marketing’s Four P’s: First Steps for New Entrepreneurs.
Purdue Extension , 2-11.
Hussain, M., & Ahmad, M. (2012). Mostly Discussed Research areas in Human Resource Management
(HRM) – A Literature Review. International Journal of Economics and Management Sciences,
10-17.
Moderandi Inc. (2013). Strategic Marketing Process: How to Structure Your Marketing Activities to
Achieve Better Results. marketing .
Shen, J., Chanda, A., D'Netto, B., & Monga, M. (2009). Managing diversity through human resource
management: an international perspective and conceptual framework. The International Journal
of Human Resource Management.