Marketing Concepts and Practices

This assignment delves into several core marketing concepts and practices. It analyzes different perspectives on product portfolios using the BCG matrix and examines the evolving landscape of marketing with a comparison between traditional and digital approaches. Additionally, the assignment touches upon consumer behavior in relation to purchasing decisions and brand trust.

Marketing Essential

Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
P1 Responsibilities of marketing officer and proposed structure of marketing
department.................................................................................................................................1
P2 Roles and responsibilities of marketing officer in wider context.....................................3
PART 2............................................................................................................................................5
P3 Comparison of ''Your destination'' and Nation express of the basis of 7Ps of
marketing....................................................................................................................................5
P4 Marketing plan for national wide expansion.....................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing department of an organisation is constantly engaged in promotion of organisation
products and services in the market. It ensures that the company is able to generate good amount
of profits for long term sustainability. “Your Destination” is one of the new organisation that is
based in London and Essex. The crucial role of marketing manager is to make sure that the
company is able to attain a competitive edge in market for long term sustainability. In this report,
there is a brief comparison with other organisation are completed (Baker and et. al., 2016). A
marketing plan is needed to complete the assignment. This project will allow reader in
understanding as how well marketing department can boost organisation effectiveness in
marketplace.
PART 1
P1 Responsibilities of marketing officer and proposed structure of marketing department
Marketing is one of the process that promotes products and services as to enhance the sales
and profitability. It isn't a onetime action however it is a normal procedure which must be taken
after finished regular interim in order to make a constant interest for it. Its primary intention is to
draw in new Clients, fulfil them and change over them into steadfast Clients (Cabrera and
Williams, 2014). The basic connection through which great created at one place is sold
everywhere throughout the globe through a nonstop request is "Marketing". This is on account of
if the need isn't made by advancing the item or administration there will be no interest for the
product created and subsequently no deals.
Following are the responsibilities of marketing manager working in your destination. The
various operations of department are:
Market Research: It is one of the task which is completed by marketing manager that
includes information collection regarding products and services offered by different companies
working in transportation sector. They need to keep on analysing the information for making a
more effective plan for future.
Planning expenses: It is the duty of marketing manager to develop plans of marketing
while keeping all the expenses that will be incurred in mind. As all the promotional cost will also
increase the efficiency of product. If the actual cost will increase, then it will impact organisation
margins.
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Maintaining Brand Image: It relies upon many elements like value, quality, generosity of
organization, advancements (Bastable, 2016). As a promoting officer it’s his obligation to make
a constructive brand picture in people's mind towards the item. He may even be required to
control its perceived image to expand the benefit for firm.
Expansion: A successful campaign will boost sales and profits of the organisation.
Marketing managers play a vital role in enhancing the market share of organisation by
introducing new products in the market. With proper focus on market trends the managers will
be able to deliver right products to consumers.
Customer service: Its officer’s obligation to diminish the gap amongst organization and
client by a decent back-end group (Brychkov and et. al., 2017). The officer is required to watch
that the items sold have positive inputs and if there are any issues with a similar it must be repaid
by the organization.
Make advertisement strategy: Promotion of items in essential for persuading the Clients
to take benefit from the organization. Promotion managers make arrangements by identifying
with notices, this is considered as the key operation of this division.
Marketing structure: The authoritative structure of promoting division changes from
organization to organization. The structure is divided in various channels depicting the part and
capacity of every office. Showcasing structure is broken down in two sections in particular
traditional promoting and Digital advertising. There is different sort of marketing structure are
identifying in which business is operating in an appropriate manner. Mainly, following are the
types of market structure in which every Your Destination is operating business properly:
 Monopoly: It is a market where only one seller determine and large number of
buyers are identified. Buyer have a right to charge price which ever they really
want to but in control because more number of substitute are identified. Your
Destination is operating business in such market nature where large number of
sellers are identifying and wide number of buyers as well.
 Monopolistic: Your Destination is operating their business in this market nature
because more number of sellers and buyers are identifying over there. Thus, their
profit generation capacity is also low which is not appropriate in their long term
context.
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Traditional marketing: It refers to different types of modes that company has been using
from past few years, such as newspaper ads, pamphlets, billboards, flyers print ads, etc. It has
primary concern for local market. Public relations and offline advertising are used as a most
effective form of marketing under this.
Public Relations: The point of PR group is to get the scope of organization in all
real distribution like TV, radio and daily papers. Its PR group obligation to build relationship
among individuals and company. PR group can utilize a well-known network show to support
the brand and item. However, its reaction takes a more drawn out time as you can't know what
number of individuals have perused or have seen your ad.
Offline Advertising: Most well-known offline publicizing modes are billboards,
Informal, Print Ads, Events and exhibitions, postcards and so forth. In this free samples
alongside rebate voucher can be given to the intended interest group (Griffitts, 2016). On the off
chance that the individual likes an item and gets it by giving voucher or its code he can be given
special markdown. Additionally, for young target items understudy rebates can be given.
Notwithstanding this supporting an occasion or cause produces an amazing measure of
prevalence. Radio can be utilized to give unconditional present hampers to champs or free snacks
and supper with the brand ambassador.
Marketing department play an appropriate role in order to maintain and promote business
through personal interaction with target number of employees. Their major work is just to
promote new and innovative things of business through different number of sources application.
This segment define that Your Destination have to make their marketing department and their
working more appropriate through recruiting such personnel whom made them capable in order
to contact with users.
This section support in ascertaining all goals and targets in an appropriate manner so that
business can easily expand their number of operations at wide level. Hence, business can use
social media as a best platform for making their operations effective by introducing their users
about all new services and packages.
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1Which is better, Traditional Marketing or Digital Marketing?2017
(Sources: 2Which is better, Traditional Marketing or Digital Marketing?2017)
Digital Marketing: It is a modern technique that is used by marketing managers to extend
their reach to the market. With this they are able to reach a huge market that can be attracted to
use company services and products. The organisation not just connect with local people but it is
able to engage with global audience. The like of activities like livestreaming, social media
interaction, YouTube, twitter, SEO etc. are the methods that can be used.
SEO: is one of the most interactive way which can be used to ensure that
whenever someone searches for company products, its links are shown at the top. More users are
able to connect this way.
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Social media: It is used for attracting consumers, convincing them as well as
solving their grievances in an effective manner. There is different platform which can be used by
company to engage with people and make sure that they know about organisation.
In spite of the fact that these are diverse medium of imparting item to target gathering of
people its prosperity must be resolved if every one of the offices function as one major group
(Hoeffler, Herzenstein and Ginzburg, 2015). While they both are a completely unique idea they
need to go as one for an item to be fruitful. An organization just can't chip away at any one
medium unless it needs to target just a specific segment of society.
P2 Roles and responsibilities of marketing officer in wider context
Expanding intricacy in business has expanded difficulties for each association. Marketing
division needs to perform work like statistical surveying, making arrangements for promotion
items and administrations and so on. Next to these capacity they additionally need to do other
essential work which is identified with helping different division of the organization. ''Your
Destination'' need to extend their business, they can accomplish this objective if all the office
plays out their obligation with in successful way. The following are some noteworthy duties of
advertising officer toward various departments of the organisation:
Finance Department: This division of an association is in charge of dealing with the money
related assets of the firm in appropriate way. They settle on choices identifying with short and
long haul speculation. A standout amongst the most essential capacity of back group is to
recognize the best wellspring of fund that is accessible in the market. They additionally make
spending plan for different work and assume urgent part in lessening absolute cost of business
operations for the organization. It is the obligation of advertising director to give fundamental
information about the market to back division. At the point when ''Your Destination'' will enter in
new sector, they need to purchase office and more vehicles. Marketing administrator can help
back division during the time spent obtaining workplaces at new place (Hoffman and Turley,
2015). They have legitimate information and learning about the best area to set up the workplace
and in the event that they convey this indispensable data to the back wing then they can without
much of a stretch settle on right choice relating acquiring of settled resources.
Human resource department: HR group is in charge of choosing ideal individuals in the
organization. ''Your Destination'' will extend their association, this imply they will require more
human capital. Marketing managers knows the right individuals who are required in his/her
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division. On the off chance that he/she convey this essential substance to the HR division then it
will help them in employing fitting hopefuls in the undertaking. A standout amongst the most
troublesome undertaking of HR group is to locate the talented specialists. Promoting officer has
sound learning about the general population who are working in transportation industry. They are
in charge of alluding gifted specialists to the human asset division. There is some major
responsibility that are fulfilled by marketing manager for creating awareness in between people
regarding the products and services offered. He is one of the element that ensures a good
communication in between people. This boost performance of organisation as people are more
aware regarding it. He also has to keep on analysing various marketing trends for making sure
that organisation is able to achieve its goals and objectives.
Your destination is a company that has flexible structure which allows it in adopting to
different types of changes. Also, the company keeps its people informed in advance which assist
it in managing and directing them in a proper manner. For current plans of expansion employees
will be informed regarding changes that will be taking place via MEMO:
MEMO
DATE: 9th November, 2017
Your Destination is in the process of expanding its operations which will put some work
pressure on all the employees. This why this memo has been issued to state that everyone who
actively conducts every process will be rewarded. This expansion is good for you and for the
organisation as this will boost growth and success.
Purchase department: Purchasing vehicles and other fundamental products which are
essential for easily maintaining the business operation is the obligation of acquisition wing. They
get fundamental measure of assets from the back group and after that investigate the market with
a specific end goal to discover basic items, best case scenario cost (Karasar and Öztürk, 2014).
Marketing manager assume huge part in the total procedure, he/she have legitimate data about
the different organizations who are working in same segment and they impart this information
buy division so they can purchase settled resources like transportation vehicles from the correct
source.
Operations department: This office assumes vital part in choosing whether the organization
will achieve achievement or disappointment in their business. They are in charge of running
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vehicles on the time and giving better support of the Clients. It is the obligation of marketing
manager to impart the inputs and considering administration client to operational group so they
can discover the regions where they are conferring botches and enhance them in up and coming
time. ''Your Destination'' is entering in different urban communities and on the off chance that
they will neglect to awe Clients at beginning stage then it might bring about inability to
accomplish long haul objectives of the company. Marketing manager has some thought
regarding the future dangers, it is their obligation to impart this pivotal data to operational
division so they can design their work likewise and give better offices to the Clients.
PART 2
P3 Comparison of ''Your destination'' and Nation express of the basis of 7Ps of marketing
Marketing is not a small concept and its nature is wide. Thus, every service sector industry
has to analyse this concept properly and take appropriate action so that more chances can be gain
for maximising the share of a company. This factor has to take in account by an organisation and
take appropriate decision which are helpful for them in maximising profitability (Kennedy and
Parsons, 2014). Your Destination is one of a travel based organisation whose major aim is to
offer quality based products to their ultimate customer. Thus, business have to use marketing mix
concept properly and identify all elements of it’s as well. This will be going to support them in
make the business execution properly. Along with this, every organisation has a distinct content
to apply such concept into business. Organisation major competitor is National Express. Below
is a major differentiation between both enterprise and their methodology to use marketing mix
concept properly:
Basis ''Your destination'' Nation express
Product This is a service sector organisation
whose major aim is just to render
quality based offerings. Major services
of a company are providing luxury
comfort under which their managers are
trying to make such consent different
from others which is beneficial for
them in long term co text (Lane, 2016).
This organisation has wide range of
products. Along with this, they are
already an establish brand than their
number of competitors. Their major
products are not only taxi fare but
providing quality comfort to users
through various other cab facility
and trains. In their trains and other
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Along with this, on the place of
creating more new offerings they are
solely focus on improving existing
quality of products and services. This
element is supportive in long term
context which facilitate in gain market
share and growth for sustaining at keen
competitive world.
transportation offerings, free IWFI
and toilets are provided which
increase comfort level of users.
Price Prices are majorly for luxury group of
people through which rich and high
standard people are going to gain
benefits of their services. A major
objective behind using such strategy is
to cover all the cost which incur on the
project. Along with this, they make
their price different from other but not
for every group of people. This restrict
the lower group of society to utilise
amenities which mainly provided by
company. They are not targeting every
audience but solely focus on covering
cost and delivery a level of standard
services without offering packages for
small customers.
Economic price level is a moderate
thing which facilitate in gain wide
range of market. National express
offerings are appropriate in value
and do not charge much amount.
Thus, every class individual is able
to gain benefits of their services
(Mittal, 2014). Along with this, they
are creating packages value in such
context through which more and
more number of users get attracted.
Place Place of delivering services are at
prime locations from where luxury
group of people are easy to
communicate with them. Moreover,
their offices are also located at such
places which attract especially more
National Express offices are located
at every location of United
Kingdom from where they think
that target number of users can be
easily targeted. This element is
beneficial for them in future context
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spent level group. through which they are able to gain
high market share.
Promotion Promotion is a major thing which
facilitate a platform from where vast
range of customers are easily identify
an organisation (Mueller and et. al.,
2015). According to present
organisational promotional strategy
they are using social media as a
technique to promote their goods and
services. Along with this, they are also
using door to door facility for
promotion.
Still using old technique of
promotion through advertisement in
newspaper and magazines. Along
with this, they are also spending
sufficient money through digitalise
promotion on television. Moreover,
they are promoting business
through mobile application which
facilitate platform to attain
appropriate range of users.
Physical
evidence
Presently their existence is identifying
in London market. Whenever two
individuals are talking about luxury
services, company name take
preference of their users. This fact is
sufficient to describe organisational
existence in target market.
Their physical evidence that
company exist in market is just
simple thing. They provide proper
tickets to their customers as well as
have a market share as well. Along
with this, their packages detail
specified presence of a company in
market.
People Targeting audiences are associated with
such people whom have good level of
spent. Along with this, they are
recruiting such personnel whom enjoy
their working and not take it as a
burden. Such candidates are helpful for
them in ascertain targets properly.
People are associated with both
segments: internal and external
(Pappas, 2017). Thus business have
to recruit appropriate candidates
whom have capability to deal with
any consent. Moreover, they are
providing training as well through
which they become able to deal
with customers properly and
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maximise their satisfaction level as
well.
Process Major objectives of a company is to
implement new technology in business
operations through which more number
of customers are going to booked
tickets properly (Baker and et. al.,
2016). Along with this, they also make
business digitalise through which users
are going to booked tickets and gain
cash back as well.
Many new modifications are
identify in this industry where
organisation have an opportunity to
use that. National Express choose a
process under which they have to
make the procedure of ticket
booking more appropriate in nature.
This fact will support them in
making business at new level or a
height where chances of gaining
more profit would be easy.
P4 Marketing plan for national wide expansion
Every business requires perfect plan which is helpful for them in national wide expansion
of business. A perfect marketing plan is one in which all sort of activities is recorded properly so
that chances of ascertain targets get done appropriately. This includes, mission, objectives, aims
and market analysis as well. All these things are helpful in making expansion easy and
appropriate in nature (Cabrera and Williams, 2014). Along with this, they are become able to
gain market share and execute national wide expansion as well. This is a blueprint of a company
which have to follow properly:
Mission of company – To deliver appropriate service to ultimate user through using new
innovation and technology as well as maximising their experience level.
Marketing objective – To gain market share of a company of such keen competitive world,
where business expansion is taking place.
Business Aim – Major targets for a company in next one year which is related with expansion at
national wide:
 Enhancement in customer base with 20%
 Increase revenue generation capacity by 15%
 Gain 10% of the total market share
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Situational analyses – For identifying the situation in other region, management organise
several number of tools which facilitate in appropriate decision making process (Kennedy and
Parsons, 2014). For this perception, business managers organise SWOT analysis through which
all strength and weakness get determine and threat for business and number of opportunities in
new market also get identify:
Strength – A major strength of a company is
good brand image in many parts of United
Kingdom. Along with this, they are dealing in
luxury packages and services which is helpful
in recover cost of services. This will reduce
chances of loss and uncertainty in business.
Weakness – Main weakness for an
organisation is all about the cost of their
packages. Their prices are high in nature which
affect their business and its operation.
Moreover, due to this, they are not able to gain
appropriate market share.
Opportunities – An opportunity for business in
new market is related with increase in vast
number of customers. This factor enables in
ascertain objectives properly through which
chances of differentiation get minimise and
market share of an enterprise directly rises.
Threats – Increase in range of competition in
new market world. This thing enhances number
of threats which directly affect business and its
execution of activities. With this constraint,
another major risk is high prices and attraction
of other packages of other associations.
Along with the SWOT analysis, association also have to analyse the nature of market in
which operations will going to execute. For this perspective, PESTEL framework is helpful in
making the things correct in nature. Business want to expand the operations in other regions of
the nations which enable them in generating more and more profit. Your Destination evaluation
of market is examining as below: Political: Your Destination is considering as one of the smallest transportation facility
provider. Business want to expand their activities in other regions as well and thus for
this they have to analyse political situation of respected country and make their policies
according to that. If government of host country not stable in nature than chances of
negative impact on operations increases. Social: Another major thing which have to take in account by management of reference
organisation is society. Association only dealing with luxury products and services and
thus they are not keeping their focus on other groups of society. Hence, chances of
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ascertaining less profit is high over there and authority will have to prepare their policies
of expansion by taking such respondents in account. Economical: It is a duty of managers to analyse economical condition as well. If a
country is suffering from a problem of depression and inflation, then management have to
avoid such places for moving further expansion. Your Destination have to take this fact
in account and then frame an appropriate judgement in such consent. Technological: Organisation have to use new technology so that they are going to make
expansion properly. This factor is helpful in manufacturing quality based products to
their users. Moreover, by using new and innovative techniques, association have to use
suitable facts which will aid in attain maximum market share. Consider social media as a
best platform for promotion through attractive advertisement. Environmental: Your Destination is a transportation company whom are facilitating high
standard services to their users. But organisation have to use such kind of vehicles whom
are less pollution omitted so that healthy and friendly environment could maintain.
 Legal: Your Destination have to trained their drivers properly so that they are going to
follow all norms which are related with road get followed up properly. This factor will
support the in creating a proper brand image of an association.
Another important tool which facilitate and support in market growth is BCG matrix.
“Your Destination” have to organise Boston Matrix through which association get determine that
new expansion will support them in market world or not. This fact will enable them in gaining
market share and their marketing activities get operated in an appropriate manner as well. Below
is a presented matrix for the Your Destination which have to evaluated in an appropriate manner: Star: This process requires more investment in order to get sustain at market along with
this stars are high growth rate products as compared to other competitors. Initially growth
is slow and assuming the market growth could have emerged. Your Destination can start
their operation at new market world where they become able to hold the market through
heavy investment. Cash cows: Such products are low market growth but their market share is high in nature.
Thus, they require little bit investment so that appropriate growth could gain. Your
Destination management have to identify the market scenario and thus start investing into
expansion plan.
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 Question mark: Your Destination products are good in nature and they are going to
expand business in several other sector as well. Thus, organisation have to analyse such
market where investment will give the best outcome than any other else.
 Dogs: This situation is not appropriate in nature and thus able to generate only cash till
the situation of break even.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 55000 12600 14200 20000 16000
Investment 20500 14800 16000 14200
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Illustration 1: BCG Matrix.
(Source: Boston Matrix and Product Portfolios, 2017)

Total 50000 33100 29000 36000 30200
Marketing
expenditures
Advertisement 9600 6700 6200 6000 6400
Sales promotion 2000 2000 4500 3000 8500
Direct marketing 7000 6000 2000 7000 2000
Total 18200 14700 12700 16000 16900
Available balance 31800 18400 16300 20000 13300
CONCLUSION
On the basis of above report, it gets concluded that business managers have to perform
their duties and responsibilities in an appropriate manner. Marketing officer have to analyse its
duty so that chances of performing better and effectively get rises. A perfect marketing officer is
one who support an entity in gain market share through organising suitable research about
market. Along with this, managers and management have to implement the marketing mix
concept properly through which they become able to make a basic differentiation between two
associations. By consulting such facts and things, many entities make proper modifications in
their working. Along with this, marketing plan is a helpful blueprint to execute activities at wider
level. This constraint support in making business execution more conveniently.
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REFERENCES
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future. Journal of Social Marketing. 7(1). pp.74-93.
Cabrera, S. A. and Williams, C. L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology. 40(3).
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Griffitts, M., 2016. Human Resources Marketing and Recruiting: Essentials of Internship
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Hoeffler, S., Herzenstein, M. and Ginzburg, T., 2015. Optimal Design for Radically New
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Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
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Lane, P., 2016. Human resources marketing and recruiting: essentials of employer
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Mittal, A., 2014. Role of marketing nix for Indian marketers. Global Journal of Finance and
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Mueller, J.P. and et. al., 2015. Community‐based livestock breeding programmes: essentials and
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Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
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Online
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<https://www.tutor2u.net/business/reference/boston-matrix-and-product-portfolios>.
[Accessed on 9th November, 2017].
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