Marketing Plans and Strategies for Organizational Growth

The provided research explains how marketing plans and strategies help grow an existing organization to the next level, and the duties of line managers while preparing analyzing reports related to increasing business size at the global level. The analysis of marketing plans and strategies between two successful organizations such as Your Destination and National Express will help understand the basic rules to keep growing with advancements and changes in technologies.

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key duties and responsibilities of marketing officer.............................................................1
P2 Roles and responsibilities contributing to wider the organisation objectives........................3
TASK 2............................................................................................................................................5
P3 Use of 7p's of marketing between two organisations.............................................................5
P4 Basic marketing plan for national wide expansion................................................................7
CONCLUSION...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the process through which the product is transferred from concept to the
final customers. It is the process which makes the distribution process of products more easy.
The concept of marketing is depends upon the 4P's of marketing (Ganguli and Ebrahim, 2017).
Your destination doing the business of transportation in London and Essex and wants to expand
the business nation wide which requires more marketing officers who can contribute in the
expansion of the company. In this report gives the explanation about the duties and
responsibilities of the marketing officers and the various operations about the marketing
department regarding expansion of the business . Here, also explain about how such duties and
responsibilities of the marketing officer help in achieving the organisational objectives and in
expansion of the business.
TASK 1
P1. Key responsibilities and duties marketing officers and their structure
Marketing is the process through which products are transferred from concept to the final
customers. . It is the process which makes the distribution process of products easy.
Your destination is the transport company which is providing trans portion facilities. It
can increases the business by providing better services to their customers. Whole concept of
marketing depends upon the 4 P's of marketing:
 Identification, development and selection of the Product.
 Determination of Price.
 Selection of the distribution process through which it is transfer the product to the
customer Place.
 Development and implementation of Promotional strategy (Wijayanto, 2015).
Marketing officers:
Marketing officers are the persons who are responsible for making the product popular
and selling of same to final customers.
So, the marketing officers are associated with complex jobs that include marketing expenses,
funding, brand image, company expansion and risk mitigation.
In transportation company they are responsible for provide transport vehicles as per the needs
of customer and make it available to their desire destination.
Duties and responsibilities of marketing officers:
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 Expenses and plans: Marketing officers are associated with the work of making plans. A
company which wants to expand their business, marketing officers are responsible for
making plans regarding the market coverage, expenses on development of offices, etc.
 Brand image and market placement: Marketing officers are responsible for branding
of the products of companies and simplifies the reach of the product to final customers.
A company wants to expand requires to give more emphasis on branding so it should
makes place in the minds of the customers.
 Expansion: Marketing officers are responsible for the expansion of company in every
respect like market share, revenue, sales and market expansion (Oflac, and et. al. 2015).
Marketing officers are responsible for the expansion and making proper use of funds and
plans as per the needs of customers,so it reduces the market risk. .
 Risk & policy: Marketing officers are always responsible to deal with the legal and
financial risks. Marketing officers are responsible to see that they are not going to
violate any rules and regulations of that country where they started their business,which
are specified in this regard by such country.
Structure of Marketing Department
Structure of marketing department is based upon the needs of business. Typically, they
have a leader and high level executives who are responsible for establishment of the strategies.
The marketing manager gradually responsible to manage his whole team including the
roles of product manager, Advertising manager and Public relation manager. Each manager is
responsible for the work of his team and of specialists(Sereetrakul, 2012).
Operations of Marketing Department
Defining and managing your brand: It involves, defining about the company's basic work
which covers:, What you are, What you stand for, What you say about yourself and how
company acts.
Conducting campaign management for marketing initiatives: Identifying the products and
services to be focused on over the course of sales cycle. Marketing officers are need to identified
the areas in which they give to more focus for the purpose of expansion of their business.
Producing marketing and promotional materials: Marketing officers are responsible for
producing the advertising products like pamphlets etc. to advertise about their services and
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products. Every time when the company needs to expand it is requires that it advertises and
promote their core services.
Monitoring and managing social media: Marketing department should also oversee the social
media accounts of the company very carefully. A company who wants to expand their business
requires that the marketing officers are manage the social media and the local media of such
country where they are going to launch their product and services(SEHGAL, 2013).
Producing internal communication: The marketing department is responsible for making the
internal communication between the other departments for the purpose of achieving the desired
results.
P2. Roles and responsibilities contributing to wider the organisation objectives
Improvement in worker performance: when the roles and responsibilities are already
distributed to the employees then it is easy for them to understand ,what they have to do in the
organisation and how the duties are performed by them for the accomplishment of the
organisational objectives.
For ex. A company which is going to expand their business it is required that their
employees should know about the the roles and responsibilities they have to perform for the
purpose of achieving the business objectives and cope with the organisational growth (Salamat
Ullah Bhuiyan and Banik, 2013).
Consistency in duty performance: When the employees know about the roles and
responsibilities assigned to them then it is easy for them to perform their work. If the employees
already knows about their duties then there is no wastage of time and the employee is not
confused regarding their work which helps in saving time and makes the consistency of the
employee while performing their duties.
Ensuring worker satisfaction: If the worker knows about their duties then it gives
satisfaction to employee that they have the permanent work to do and their duties are not
changed day by day. When the employee doesn't know about the duties which are performed by
him and the duties are changed continuously then it decrease the morale of the employee and
affects the company's performance.
Increased productivity: when the duties are assigned to the employees and they are
know about that how to perform them, increases the overall productivity of they organisation.
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Like, In Your destination company the employees know about the duties they have to
perform regarding in the area the where the business is expanded then it increases the overall
productivity of the organisation.
Reduced Cost & Time: When the employees know about the duties and complete them
on time without any lag of time and the repetition of the work then it reduces the overall cost of
the project and saves the time of the completion of the project(Jin, 2015).
In a company like Your destination where the business is expanded to the new countries
and having the competitors like National express, It is needed to complete the work on time to
reduced the overall cost of the project and helps in the success of the overall organisation.
Reduction in supervision: When the roles and responsibilities are assigned and the
employees know about them and the techniques too regarding their work then it should be
performed very effectively and efficiently. This builds the confidence of the superior on the
employees whom are performing their duties on the basis of their roles and reduces the
supervision by the top management on their work(Rerkrujipimol and Assenov, 2011).
Same should be happened in real scenario like in the company Your destination, If the
employees performed their work on time by following their roles and responsibilities assigned to
them then it reduces the supervision of the top management because they have the confidence on
their employees and this would be help the overall organisation to grow.
Helps in identifying the workers weaknesses: If the responsibilities assigned to the
employees not performed by them then it shows that the employee is not comfortable in such
work and through that the supervisors know about the weakness of the employee. Now they
assigned work to the employee according to their calibre and also provide training to such
employees so, they should learn about the work and remove their weaknesses.
Improved quality of service and product: If the workers know about their
responsibilities and the training should be provided to them regarding their duties than it adds up
an value to the work of the organisation. It happens because if the employee knows about their
work then he is mentally prepared to do that work with positive energy. It increases the overall
quality of services provided by the organisation.
Now going to compare with real company like Your destination, If the employees know
about what they have to do in the company in advance then they get prepared and works with full
integrity which increases the quality of the transportation services provided by this company.
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TASK 2
P3 Use of 7p's of marketing between two organisations
Organisational structure build on the basis of strong base and marketing strategies works
as a grooming factor for an organisation. There are some set of structure is designed on that basis
if an organisation get an idea around those key factors, these factors are known as 7ps of
marketing mix within an organisation, Such are stated as below :-
Product :- Product analysis is primary work which is required to know that in which product
style the organisation wants to establish its essence. Product represents the entire image of the
organisation that's why product analysis is an essential part for an organisation(Ray and Das,
2011).
Place :- Place is defined as destination in respect of customers or buyers. For an organisation sale
of the product is the only factor which leads an organisation towards higher earnings. More sales
increase more revenues. So before opting a destination for selling of product, analysis of
customer size at a particular place is important. It is also need to define the routes at which the
they provide the bus services. Through which company they tied to provide these services. Also
need to define the number of routes covered by the Your destination transport services.
Promotions :- It is important for an organisation that customer get information and be aware
about the product of that organisation. Without knowing the product sale wouldn't be happened.
There are many sources are available in the market to promote a product. Advertisement is one
of the vintage source which is commonly used by the organisation. Now the meaning of
advertisement also has been expanded to different techniques of advertisement. For promotion it
is also needed that to provide the bus routes on which the bus service provided by Your
destination. The role PR of this company is also very important in creation of healthy relation
with public. Direct marketing is also used by the company which affects the large number of
customers. (Medhekar, A., Wong and Hall 2013).
Price :- Price is the consideration which is paid by the customer to buy a product. It is estimated
that the cost of the product comes vary first in the customer's mind before its quality. So for a
new organisation it is required to retain an optimum margin on product at initial stage to make a
goodwill of that product. It is also need to understand the demand of the product to determine the
prices of the product. There are many tools which are used by the company to control the price
are discounts, special offers etc.
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Process :- For a manufacturing Process is the journey of the product which starts from the raw
material to finish goods. But in marketing is process states the way of delivering the services and
products to the end customers.
People :- People for an organisation are its staff members from labour to manager level. An
organisation grow when its people grow. Overall an operational staff plays very crucial role to
establish an organisation's image.
Physical evidence :- Physical evidence simply signifies the appearance of the product that what
customer actually get in respect of their payment. So bill payments for intangible products or
services need to be clarify with proper evidences.
7ps of Marketing mix of National express :-
National Express is the brand name in the sector of providing transportation services
within UK. National Express is ruling as a market leader in its business segment. National
Express introduced to the world in 1990 and since that is creating new milestones and
benchmarks in its field. Core area of National Express is to providing bus services, coaches, and
trains..
Below analysis represents the marketing mix of National Express :-
Product :- National Express provides a wide range of transportation services of in coaches, buses
and trains. Its services are dividend into sub sections and categories. It provide coaches for long
distance destinations including linked services like food, breakfast, multimedia etc(.Asiegbu,
Igwe and Akekue-Alex, 2012).
Place :- As per traditional approaches place denote the targeted area of sale. In case of National
Express place were already cleared in their strategies. Their main objective was to provide
quality range of transportation service to their customers in UK. They analysed the competitors
in the market and prepared their marketing plan. Today National Express is the brand name in
UK among these market segment.
Price :- Price strategy of National Express is divided in to various options. Somewhere its is
according to duration basis and somewhere it is as per the service basis. The best part of price
strategy of National Express is it is affordable for every customer.
Promotions :- National Express uses different sources of promotion resources for promoting its
transportation services. It uses online booking facility, appropriate and effective customer care
services, its information system is to smooth to understand and operate its functions.
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People :- Supporting staff of National Express is the strength of the business. Its employees and
people fulfil their deliverables on time and work as an one team.
Physical evidence :- Physical appearance subject to National Express is more interactive and
practical. Its connectivity through its information system, applications and websites are sound to
its customer.
Process :- Process is the hidden fact which is responsible for completing the service and product.
For National Express its quality of coaches, mechanism, technology and advancements are the
hidden facts of process which complete the end deliverables to the end customers.
P4 Basic marketing plan for national wide expansion
Marketing plans are the crafting of ideas and thoughts in a planned format which help an
organisation to met its targets and aspirations. Marketing plans help as a dictator in the
competitive environment. Government policies, rules regulations changes time to time so it also
affect on marketing plans too. Your Destination build its image in its market segment very
impressively and effectively (Akroush, 2011). It planed its cost analysis to retain an optimum
margin on its deliverables.
About Your Destination organisation :-
Your destination is one the transportation company which delivers luxurious airport and
limousine cars, shuttles facilities to five star hotels, resorts, business industries in UK. After
getting success in UK it is also increasing its market area across the UK.
 Perception and Objectives :- Your destination is working on expanding its marketing are
across UK. It travel very successful journey in its segment. Now its objective is to
become the global leader in delivering luxurious services. For become a global leader it is
analysing the culture of the selected cities and countries where it wants to expand its
business.
Your destination marketing plans analysis and studies :-
 Latitude analysis :- Foe any organisation which is preparing to expand the business size
at global level PESTLE and SWOT analysis is required at initial stage. SWOT analysis
presents a report to an organisation that find out the strong point of the organisation in the
selected area and what would be the challenges would have to face (Asiegbu, Igwe, and
Akekue-Alex, 2012). PESTLE analysis is an overall report to build a structure of the
organisation.
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PESTLE analysis: These are the external factors which influence the working of organisation.
 Political factors: These are the factors which are not under control of the company. Arise
due to the fluctuations in government of country.
 Economical factors: These factors includes the economic condition of the country. If the
condition is better then the conditions are favourable for business.
 Social factors: These factors includes related to the society. If the activities of the the
company are not beneficial for society it affects the business.
 Technological factor: It includes the factors like technological advancement etc. It affects
the whole working of the organisation.
 Legal factors: It includes those factors which arise because of the infringement of the
rights in other countries which indulge the company into the legal matters.
 Environmental factors: It includes those factors which affects the environment adversely.
It affects the image of the company.
SWOT analysis: These are the internal factors which affects the working of organisation.
 Strength: It includes the strengths of the business. Your destination has the strength that
they have the good image and customer base.
 Weaknesses: That they are not much aware about the promotion of their services.
 Opportunities: That they have the ability to capture the whole transport facilities by
promoting their activities.
 Threat: The competitors of the company are the real threat for the company.
 Market analysis :- Market analysis stands for the study of the market where organisation
will sell its products and services. Your Destination has to find out the places and
categorises its plans and facilities as per market requirements. Market analysis strategies
run around its selected sale targets. For any organisation which is aligned in delivering
luxurious products and services making market strategies little difficult. Because cost
prospective their services and products price remains always high. Your destination
managers have to prepare an reposts of the market. For example (hotels, resorts, high
profile business industries, Corporate sectors, Air crafts).
 Availability of resources :- Availability of resources are very important element for any
organisation. Geographically structure of the earth, the amount of resources are different
and vary country to country, it may changes that it may have to face the challenges
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regarding shortage of resources and it may affect the quality of services too. So
organisation have to make its strategies according to accountability of resources.
 Allocation of resources :- For every organisation utilisation of resources at their
optimum level make the organisation environment friendly and social friendly
(Medhekar, Wong and Hall, 2013). Your Destination line managers have to understand
the corporate social responsibilities and prepare their policies accordingly.
 Invigilate and adoption :- After implementation of marketing plans it is require to
monitor the overall plan from starting to end. Managers have to face keep an eagle eye on
the current marketing plans, upcoming policies and business technologies. Technology
changes are major factor which affect any organisation whether directly or indirectly.
Some changes may be in respect of up-gradation and some change may be overall change
in traditional approaches.
Up-gradation is the part of the technology organisation should be flexible to adopt this kind of
changes because up-gradation changes improve the quality and efficiency at lower cost. But
overall technology change contains highest risk of cost in respect of implementation, the changes
also create diversity in the organisation. So these kind of changes should be discussed in
meeting before implementation.
 Performance analysis :- Any organisation which is successful in its native or origin
destination doesn't mean that it would perform well at global level. One thing always
keep in mind that at initial level every organisation remains new when it enters in global
environment. So it is important to analyse overall all performance during the year and
compare with its expected targets and find out the conflicts.
CONCLUSION
The above research explain that how marketing plans and strategies helps to grow an
existing organisation to the next level and the duties of line managers while preparing analysing
report related to increasing the business size at the global level. Along with the detailed analysis
of marketing plans and strategies between two successful organisation such as Your Destination
and National Express would help to understand the basic rule to keep growing with the
advancements and changes of technologies.
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REFERENCES
Books and Journals
Akroush, M. N., 2011. The 7Ps Classification of the Services Marketing Mix Revisited: An
Empirical Assessment of their Generalisability, Applicability and Effect on
Performance Evidence from Jordan’s Services Organisations. Jordan Journal of
Business Administration. 7(1). pp.116-147.
Asiegbu, I. F., Igwe, P. and Akekue-Alex, N., 2012. Physical evidence and marketing
performance of commercial airlines in Nigeria. American International Journal of
Contemporary Research. 2(12). pp.136-149.
Ganguli, S. and Ebrahim, A.H., 2017. A qualitative analysis of Singapore's medical tourism
competitiveness. Tourism Management Perspectives.21. pp.74-84.
Jin, K. N., 2015. 16. Marketing medical tourism in Korea. Handbook on medical tourism and
patient mobility. p.164.
Medhekar, A., Wong, H. and Hall, J., 2013. Innovation in medical tourism service marketing: A
case of India. Innovations in Services Marketing and Management: Strategies for
Emerging Economies: Strategies for Emerging Economies. p.49.
Oflac, B. S. and et. al. 2015. Services Marketing Mix Efforts of a Global Services Brand: The
Case of DHL Logistics. Procedia Economics and Finance. 23. pp.1079-1083.
Ray, N. and Das, D. K., 2011. Marketing Practices for Promotion of Rural Tourism: A Study on
Kamarpukur, India. Journal of Business and Economics. 2(5).
Rerkrujipimol, J. and Assenov, I., 2011. Marketing strategies for promoting medical tourism in
Thailand. J Tour Hosp Cul Arts. 3(2). pp.95-105.
Salamat Ullah Bhuiyan, S.M. and Banik, S., 2013. Amusement Marketing: A Few Dimensions
of Amusement Parks. International Journal of Business Insights & Transformation.
7(1).
SEHGAL, M. C., 2013. Customers’(Students’) Perceptions About 7Ps Of Higher Education
Marketing Mix. Asian Journal of Multidisciplinary Studies. 1(5).
Sereetrakul, W., 2012. A Comparison of Satisfaction with Bangkok Tourism Marketing
Strategies of Local and Foreign Tourists. European Journal of Social Sciences. 34(1).
pp.99-105.
Wijayanto, G., 2015. The Effect of Service Marketing Mix in Choosing the Decision to
Consumer Services Hotel: Studies in Hotel Grand Zuri Pekanbaru. Mediterranean
Journal of Social Sciences. 6(5 S5), p.91.
Online
Marketing, 2017. [Online]. Available through:
<http://www.investopedia.com/terms/m/marketing.asp>. [Accessed on 24th October,
2017].
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