Marketing Strategy and Its Impact on Business

The given assignment is about the significance of marketing strategy in a business, focusing on its long-term effect on brand sales. It includes various articles and studies that discuss the role of marketing in international businesses, product design, IT governance, employability, and corporate social responsibility. The assignment requires an understanding of how marketing strategy can improve the patient experience in healthcare facilities and the importance of marketing for business success. It also touches upon the topic of internal marketing as a pathway to enhance the patient experience. Overall, the assignment provides insights into the various aspects of marketing strategy and its impact on businesses.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Part 1................................................................................................................................................1
P1. Key roles and responsibilities of marketing function...........................................................1
P2. Explaining the relation of roles and responsibilities of marketing with the organisational
context.........................................................................................................................................4
PART 2............................................................................................................................................6
P3 Applying marketing mix in Your Destination and National Express....................................6
P4 Producing basic marketing plan for the nationwide expansion.............................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is a core function of any organisation that help in enhancing the sales volume
of business in profitable manner by conveying and attracting more customers towards its goods
and services. Main goal of any business is to gain profits by increasing sales of goods and
services, marketing is the function that enables the organisation to attain its needs and objectives
by speeding its sales. The marketing function cannot be undertaken by any individual, proper
professionals are required for the better implementation of the function within the organisation.
The present report is based on the marketing essentials that are required by Your Destination that
is a transport service provider. It focuses on the roles and responsibilities of the marketing
function along with their relation with the context of other functional units of organisation.
Further, in this report elements of marketing has been discussed in order to achieve goals and
objectives of a business. And a basic marketing plan has been evaluated for the organisation.
Part 1
P1. Key roles and responsibilities of marketing function
In any organisation whether from service industry of manufacturing industry, marketing
is an important function and so every business concern has a marketing department to promote
their goods and services. Responsibility to grow revenue, increase market share and contribute to
the profitability and growth is in the hands of marketing department (Charter, M. ed., 2017).
Some of the Following key roles and responsibilities of marketing manager of “Your
Destination” company are described below:

Illustration 1: Roles and responsibilities of marketing
(Clarke, 2017)
Identifying consumers needs:
The foremost task of marketing manager and marketing department is understanding the
needs of customers by taking their feedback about good and services that are provided to them.
Setting a marketing strategy is a role of marketing manager for which it is essential to get close
to the needs, requirements and expectations of customers. For this person must be capable to
undertake this task without any extra consumption of resources of company, and that would be
profitable for business. By making a task effectively, marketing department can obtain the
feedback, that would help the organisation is attaining their desired goals and objectives (Chou
and Liao, 2017).
Strategy:

Setting a market strategy is the key role and responsibility of senior marketing manager.
The strategy must be in line with the overall organisational objective and company strategy. It
may be focused on increase in sales volume or increase in market share by expanding the
business to new markets or by diversifying products. In the case of “Your Destination” company,
marketing strategy may be expansion of company to new markets like Manchester, Newcastle,
Glasgow and Aberdeen etc. or developing its products and services that could compete with
National Express.
Market research:
In order to make competitive marketing strategy and identifying the needs of customers,
marketing department need to conduct market research. This will enable the department to
determine the exact position of their goods and services in the market and where they are lacking
behind and also the further opportunities available for the company (Eteokleous, Leonidou and
Katsikeas, 2016). For promoting services, understanding competitors is necessary therefore, for
'Your Destination', market research will also help in understanding strengths and weaknesses of
its competitors. Research can be carried out by using available data on internet, industry reports,
or by conducting a primary research method like contacting directly to the potential customers.
Innovation and product development:
Marketing managers need to be in line with the product development department. This
helps in determining sales volume of existing products and services and provide with the
information of what customer expects more and also identifies the gap between product range
and any available opportunities for the company. Information that is received from marketing
research by marketing department is then provided to the development department that helps
them in knowing the preferences of customers and area of innovation. Product development
doesn't only mean, producing a new product rather it also involves innovation in the existing
products. The function doesn't stop here, later it is the role of marketing department to set price
of product along with preparing strategies for launching of product.
Support to sales:

Marketing department also helps sales department by improving their sales performance
and speeding up the growth of business. In order to determine actual sales, marketing department
can use some ideas like providing a concert question with a phone number, customers then can
give answers by messaging on the given phone number (Fortenberry and McGoldrick, 2016). It
also helps sales team in achieving their target.
Maintaining marketing budget:
Every department of the organisation get a fixed budget for a particular period of time in
order to complete their jobs and tasks. Such budget is also provided to marketing department, so
it is the responsibility of senior marketing managers to complete their all tasks in the given
budget. For appointing new marketing officers, management of the company must see the ability
of candidates who can manage their plan from the given budget, plus they would be efficient to
use budget more effectively.
SWOT Analysis:- It is a tool to analyse the company current and future position in the market. It
helps in understanding market opportunities and threats that can occur. By analysing this entity
can make strategies for growth and development.
Illustration 2: SWOT Analysis

Strengths- Its major strength is variety of services that are been offered to customers according
to their needs and demands. Because UK is having diversified population of middle and high
class people it helps your destination to target them.
Weakness- It is not able to provide better services as compared to other big travel firms. It only
targets small amount of people to offer their services. It is not able to compete in the market due
to its low brand image.
Opportunities- They can expand their business by collaborating with other company or in other
countries. Further, it can advertise their product in effective way to attract middle class people.
By providing extra benefits and lowering their cost they can attract more customer.
Threats- Intense and stiff competition in the market can impact their business. Furthermore, few
barriers allows other firms to enter in this market and increase competition.
P2. Explaining the relation of roles and responsibilities of marketing with the organisational
context
Roles and responsibilities of marketing as discussed above have lot to do then just
promoting goods and services of the organisation. These also facilitates other organisational
activities that facilitates business growth. Just running a business is not enough, running and
operating daily business activities in a proper manner and efficiently is what required. The
ultimate goal of each department is to facilitate business activities which in turn will increase
profitability and market share of organisation (Iglesias and et.al., 2017). Same as, roles and
responsibilities of marketing department provides a helping hand to the organisation as a whole
to attain the ultimate goals and objectives. In the following ways, role of marketing helps in
widening the organisation:
Higher sales: The key role of marketing is to promote goods and services of the
company which in turn increase the sales volume of the organisation. Marketing department
must be in line with the sales department. Marketing function through getting the products and
services on the radar screen increases the chances that customers will prefer products. Promotion
means creating awareness about the services among the customers, increased awareness means
increased popularity. The best way of advertisement is the mouth advertisement, more awareness

will make people to spread a word to their friends and families. This ultimately will
tremendously increase the sales volume of the company.
Low prices: The another key role of marketing is to set the prices of products and
services. It is a general perception that more customers will be attracted to the products that will
have low prices and products having high prices will not attract more customers. Thus, in order
to attract more customers, prices of products and services must be low and affordable. It is not
necessary that at high prices, sales will not be there, but the desired volume of sales may not be
there. Therefore, marketing department focuses on setting the price low by using various pricing
methods, that ultimately provides a good value for offered products and services and hence, more
customers are attracted (Mishra and Modi, 2016). Your Destination provides various
transportation facilities, by using low prices, it can attract more customers to chose its services
over other competitors.
Healthy competition: Marketing also fosters a healthy competition environment in the
workplace as well as within the industry. Word out that arises due to marketing reaches to
customers along with to the other competitors in the market. Thus, every company tries to reach
customers before any other competitor does. Healthy competition is necessary in the market, as
without competition, well known companies will have an advantage to be in the market by
selling their services and less known companies will not get chance to promote their services and
thus, would stand little chance of ever becoming successful. There are number of competitors of
Your Destination, who are already doing great for the customers, healthy competition which is
facilitated by marketing will enable the organisation to widen its services.
Company reputation: All the above factors that are healthy competition, low prices,
higher sales and various other factors, improves and builds the reputation of the company. Strong
reputation of the company, plays a vital role in its success (The Importance of Marketing for the
Success of a Business, 2017). Marketing function by determining needs and expectations of
customers, reaches to the high expectation of the public that facilitates company reputation.
Increased and strong reputation will ultimately expand the business and increases its sales. It is
important for Your destination to built its reputation among the market and customers, this can

be done by actively participating in the community programs, providing quality products,
implementing effective process of communication internally as well as externally, etc. all this
can be created or supported by the efforts of marketing teams.
PART 2
P3 Applying marketing mix in Your Destination and National Express
Marketing Mix of Your Destination
Product:
In case of Your Destinations, the product is the service to transfer the personal as well as
the industrial goods, within London & Essex. But to expand the market it can increase
considerably the numbers of transportation vehicles to increase its customer approach & improve
the delivery timings (Ataman and et.al, 2010).
Price:
Price of the transportation service is mainly dependent on the fuel price. So Your
Destination has to consider the price hike of fuel & Implement the reasonable charges acceptable
to all.
Place:
Place plays a crucial role in case of transportation facility provided by Your Destination.
The place or the venue of the company office should be on a place accessible from all the corners
of the city. Also, it should be placed as such to make it easy for company to deploy vehicles.
Apart from that, a website will help in maintaining the online presence for Your Destination.
Promotion:
Promotion or marketing of the transportation services provided by Your Destination is
very important. Marketing will rise the awareness among people & will provide the company
with brand recognition (Berthon and et.al, 2012).
People:

People are the most important part of the Company. In Case of Your Destinations, people
or staff will include: Delivery boys, Drivers & Mechanics. Well efficient & good behaving
people will not only help to build up the good will for Your Destination. But also plays as a
catalyst in gaining of the market share & Brand Value.
Process:
Process includes the steps of how a task or work is been executed. In case of Your
Destinations, the process includes the task of getting the order, deployment of carry vehicle to
the place of customers, moving up of goods of the customer & delivering it to desired destination
of the customer. Execution of this process effectively will help in building customers trust &
gaining brand recognition.
Physical Evidence:
Although getting the order online or through phone call, deployment of transfer vehicles
& transferring of goods is one kind of a physical task (Bloch, 2011). In Case of Your
Destination, it will be the same. The product or service provided efficiently to the customer will
enhance the customer goodwill & brand value.
Marketing Mix of National Express
Product:
As National Express is a market leader, it is sure that its product or service quality to
transfer customer goods is better. They can incorporate the customer feedback feature to make its
services highly better and of the higher quality.
Price:
Price is an important factor that plays effect the sales of product or service of a Company.
With the hike of fuel prices in London & Essex, National Express has to cope up with the
operational cost.
Place:

As National Express is a market leader, it is obvious for the company to place its office
on a easy accessible location within the city (Fifield, 2012). To expand its market, it has to either
increase number of branches within & in various cities.
Promotion:
The Promotion strategy of the National Express have been precise making it a market
leader. But with growing advancement of technology, National Express can implement the steps
to use a website or a mobile app to improve its market share.
People:
The success of National Express as a market leader relies a lot on its efficient work force.
And to improve its market share, the company can employ more & more efficient & reliable
employees. It will not only improve its customer base but also helps in improving the work
execution process (Hollensen, 2015).
Process:
Efficiently execution of the process of goods transfer in given time is the key feature that
made National Express a Market leader. To implement further improvisation to its process
execution approach, it can either use the latest technology & efficient working employees.
Physical Evidences:
Apart from having an efficiently working work force, advance technology to manage the
process, reasonable price set & superior market presence, National Express can work on its
physical tangibility to provide the customer with utmost satisfaction. It will improve its brand
image & value as well as help in to achieve the goal of acquiring major market share.
P4 Producing basic marketing plan for the nationwide expansion
The terms in which an organisation enters in new market with either same or new
products for achieving some aims and objectives is referred as expansion. In the current case
study a firm which operates in transportation industry is going to expand its business in another
market.

Current position- Its current position in the market is not so strong. As it is a small firm it is not
able to attract large amount of audience. They must focus on advertising and marketing their
product to attract large customers. It is operating only in small area. This can be done by using
tools and tactics.
Goals and objectives- Its goals is to provide better services to people according to their needs. It
wants to develop a strong market position in Europe and other countries.
Target market- They are targetting middle and lower class people. It is useful for them to
change their standard of living and getting their needs fulfilled. Also, they should focus on other
section of society. This can be done by segmenting the market according to demographic
elements like age, gender, etc. It will help to the to expand their business and focusing on all of
them by developing strategies.
Strategy- Their strategy is providing low cost and better quality services to lower segment of
society. Therefore, it will bring change in lifestyle of people. Effective strategies must be made
in order to expand their market. Market penetration strategy can be used that will help in creating
new markets so that products can be provided.
Resources- A lot of investment is required in order to follow the above strategy. Research
should be done to identify the needs of people and work force is also required. More resources
like buses, infrastructure, etc. are required to achieve objectives and goals
Aims and objectives
 To develop and enhance sound customer base in China approximately 25%.
 To maximize both productivity and profitability. To increase market share and develop distinct image in the mind of customers at global
level.
SWOT analysis of National Express

 Strengths: High profitability and brand recognition is considered as main strengths of
National Express. In the transportation sector, firm has developed high level of customer
satisfaction and loyalty is recognized as main strengths of firm (Morgan and et.al., 2012). Weaknesses: Due to the increasing in debt and challenges pertaining to perception
imposes issue in front of National Express. Opportunities: By making focus on growing overseas market and employing acquisition
strategy firm can attain success. Threats: High competition and economic uncertainty creates challenges for National
Express.
STP approach Segmentation: Owner of National express will segment its customer base on the basis of
geographical aspects and usage rate as well as user status. China comes under the
category of developing countries so on such nation focus will be made by business entity.
In addition to this, firm will target customers whose usage status pertaining to
transportation is high. Targeting: Business entity will employ differentiated targeting strategy with the motive
to get the desired level of outcome or success. Moreover, entrepreneur of some industries
are price conscious in nature such as retail etc (Create a Marketing Plan, 2015). In this
regard, by undertaking differentiated targeting strategy business entity would become
able to attain predetermined goals and objectives.
 Positioning: National express will position its services on the basis of quality and
timeliness. Both such aspects will assist company in building distinct image in the mind
of customers.
Marketing Strategies: On the basis of marketing mix or 7 Ps, marketing techniques for
the selected company are framed. Further, these are stated below: Product: The National Express company is currently operating in UK, Europe and North
America. Further, it is going to expand existing business in new market i.e. China which

is one of the developing economy. In the new market it will provide same kind of
products and services which are offered in existing market. Such products will be like
bus, train, coach, and tram services. Price: The cited company offers its products and services among customers at the low
and affordable price by considering cost plus and competitive based strategy (Perreault Jr
and et.al., 2013). In the Chinese market it will consider competitive based pricing method
which will help to meet desired objectives. Place: For selling its products and services in new market both online and offline places
will be considered. In offline physical store will be opened where huge people visited.
Under the online, a website will be prepared by it. Promotion: To promote its products and services modern advertising strategies will be
used where social media networks and direct e-mail method will be considered. Apart
from this, traditional approach of marketing will be taken into account. In this,
newspaper, articles and television method will be used by National Express. People: According to this, the company will hire a project manager which handle to the
whole expansion project and help to meet objectives and goals of the business. In this P
of marketing mix, employees will be hired which are specialised and have better
experience in transportation industry. Physical evidence: Apart from this, it will construct very attractive interior of the
company along with waiting area of clients. The reason is that, it will support to attract
huge number of customers and fulfil its desired aims as well as objectives (Slater and
et.al., 2010).
 Process: At the end, in the procedure of providing and delivering products and services
in Chinese market new technologies will be applied. Further, with the help of advanced
techniques the National Express will provide its services. On the basis of this, it will be
able to provide higher quality of goods and services among customers of Chinese market.

CONCLUSION
It can be summarised from the above analysis that, marketing is one of the essential
aspect for every entity which helps to fulfil goals and objectives of business. Marketing function
has key roles like advertising, branding, strategy, research, internet etc. Further, roles and
responsibilities are supportive in order to aware people, enhance sales revenue and profit at the
end of an accounting year. When looking at the marketing mix of two firms i.e. Your Destination
and National Express then second enterprise has the best strategies. Further, National Express
will expand its business in emerging country i.e. China with some specific objectives and aims.

REFERENCES
Journals and Books
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Bloch, P. H., 2011. Product design and marketing: Reflections after fifteen years. Journal of
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