Marketing Plan for Your Destination: Expanding Transportation Services in the UK

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Table of Contents
INTRODUCTION............................................................................................................................. 3
TASK1............................................................................................................................................. 4
TASK 2.......................................................................................................................................... 10
TASK 3.......................................................................................................................................... 14
CONCLUSION............................................................................................................................... 19
REFERENCES.................................................................................................................................20
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INTRODUCTION
Marketing is the function of an organisation which helps the company sells its products or
services to the customers. The marketing department has the responsibility of attracting new
customers with the means of events, ad campaigns, posters, slogans, branding, packaging and
designing (Foxall, 2014).
The current assignment aims to examine the basic principles of marketing and help the
students understand the marketing plan of an organisation. The assignment will highlight
various theories and frameworks which are used to carry the marketing activities in an
organisation successfully and associate these theories with a transportation company ‘Your
Destination'. The company has completed three years of its establishment and registered a
positive growth in these years. At present, the company has its operations at London and Essex
and the company is planning to expand the services to other big cities of the UK. The major
competitor of the company is National Express which is the leading company in the
transportation sector in the UK. The company has planned to recruit new marketing managers
in the company. These managers have been assigned a task to prepare a detailed marketing
plan for the company.
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TASK1
EXPLAIN THE KEY DUTIES AND RESPONSIBILITIES FOR A MARKETING OFFICER AND A
PROPOSED STRUCTURE AND OPERATIONS OF THE MARKETING DEPARTMENT
‘YOUR DESTINATION’
Address: London, UK
Date of the memo: 10 APRIL 2018
To: VICE PRESIDENT, MARKETING
From: Marketing Manager
Subject: How marketing manager is responsible for the development of the company.
DUTIES AND RESPONSIBILITIES OF MARKETING OFFICER
‘Your destination' is a fast growing Transport Company and planning to expand its
operations in major cities of the UK. The marketing officer has the prime responsibility for
efficiently managing the operations of marketing. The marketing manager should have
excellent communication skills and analytical skills to perform his duties. Other important
duties and responsibilities of a Marketing Manager are discussed below:
 Identifying new transport destinations and expand the services efficiently in new
cities such as Manchester, Newcastle, Glasgow and Aberdeen (Baker, 2014).
 Performing market research and finding ways to launch the operations in the new
destinations successfully.
 Establishing the operations of a company in a new city sometimes requires
collaborating with other companies. An efficient marketing manager believes in open
communication and establishing long-term relationships with the business partners.
 The marketing manager has the responsibility of designing marketing and advertising
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plans so that company can attract new potential clients.
 All marketing activities require a large number of expenses. The marketing manager
has the responsibility of allocating the budget at the right place and ensure strict
adherence to all these allocated goals.
 Many trade shows, exhibitions and tours have to be designed to increase the
awareness of the services of the company. The marketing manager should ensure
that these campaigns run successfully by inviting journalists, customers and other
guests to the event.
 Conducting sales forecasting and ensuring the future profitability of the company by
efficient marketing strategic planning and monitoring the current trends in the
competitive market (Preston, 2012).
 Analyse the demand of the customers by taking customer feedbacks and surveys and
use these findings to prepare a strong marketing plan for the company.
 Monitoring the effectiveness of marketing activities from cost-benefit perspective
and making amendments in the marketing plan based on the above findings
PROPOSED STRUCTURE OF MARKETING DEPARTMENT
‘Your Destination’ is currently operating in London and Essex and is planning to expand in
other cities of the UK. The proposed structure of the company should comprise of a vice
president of marketing which will provide instructions to the marketing manager. The
marketing manager will have marketing researchers and marketing executives under him.
The responsibilities of these positions are explained below:
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VICE PRESIDENT OF MARKETING
The vice president of marketing is the person who will be the person in charge of all the
marketing activities in ‘Your destination’. He is the ultimate reporting authority in the
marketing department and establishes a liaison between top management and the
marketing department (Wilson and Gilligan, 2012).
MARKETING MANAGER
As discussed above, the marketing manager has the responsibility of managing all the
marketing functions such as designing a marketing plan and choosing the medium to
implement these plans. Analysing the customer demand and making strategies to design
marketing plan according to these customer preferences.
MARKETING RESEARCHERS
The marketing researchers conduct primary and secondary research to examine the
preference of the customer and decide the target market for providing the services of the
company. Market researchers various tools such as market surveys, focus groups and collect
the quantitative data regarding the customer opinions. This data is analysed by experts to
find the current market environment and the position of its rival companies.
MARKETING EXECUTIVES
The marketing executives have the responsibility to handle the public relations in order to
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