Marketing Essentials Report: Duties, Mix, and Marketing Plan Analysis

This report delves into the core principles of marketing, examining the key duties and responsibilities of marketing officers, with a focus on the "Your Destination" case study. It analyzes the projected structure and operations of a marketing division, providing insights into market analysis techniques such as SWOT analysis and strategic planning. The report compares various elements of the marketing mix across different organizations, highlighting how these elements contribute to achieving business aims and objectives. Furthermore, it includes the development of a comprehensive marketing plan, offering a practical application of marketing concepts. The report emphasizes the importance of understanding market trends, including government regulations, international transactions, and supply and demand dynamics. The report also discusses the importance of Business to Business (B2B) and Business to Consumer (B2C) strategies. Overall, the report provides a detailed overview of marketing essentials, offering valuable insights for students of marketing and business.

Marketing Essentials

INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
P1. Key duties and responsibilities of Marketing Officers and projected arrangement and
operations of marketing division..................................................................................................3
P2.The Contribution of major responsibilities and roles of marketing function in wider
organizational areas....................................................................................................................10
TASK 2..........................................................................................................................................14
P3 Comparison of various elements of marketing mix of different organizations for achieving
business aims objectives...........................................................................................................14
TASK 3..........................................................................................................................................18
P4 Marketing plan......................................................................................................................18
CONCLUSION..............................................................................................................................24
REFERENCES..............................................................................................................................25

INTRODUCTION
Marketing is linked with selling of goods and services at market places in exchange of
monetary values. There are various promotional campaign organised in order to maximise sales
and achieve targeted customers. This is the most vital part of business organisations. If firms are
focused on implementing any business strategy then they have to plans and policies in order to
achieve effectiveness in their operations. The needs and wants of customers should be identified
in order to sell customised products to clients. Marketing is the tool by which firms reaches their
target customers and insist them to buy the products based on their decisions (Asaduzzaman,
Hossain and Rahman, 2014) The under mentioned report is based on various roles and
responsibilities of marketing functions, the marketing mix of travel industry Your Destinations
and they are classified under private and public sector. The marketing plans and policies are
developed in order to analyse those areas where firms can easily expand their business operations
at domestic level.
PART 1
P1. Key duties and responsibilities of Marketing Officers and projected arrangement and
operations of marketing division
To: Senior Marketing Manager
From: Senior Business Executive
Company: “Your Destination”
Date: 1th June 2018
Subject: Duties and Responsibilities of Senior Marketing Officer, proposed operations and
structure of marketing departments.
Marketing is one of the important procedure of a company in which managers used to promote
brands in a vast area. They formulate various strategies in order to increase sales performance of
an organisation with main purpose is to gain competition advancement. In addition to this,
marketers use several tools and techniques in order to analyze situation of marketplace,

demands of customers, purchasing power of buyers, bargaining power of suppliers and
distributors etc. All these processes help employers in optimizing procedure through which they
can attract large number of customers towards its products or services in an efficient manner.
Along with this, they can take important decisions in making improvisation in business and
marketing strategies. In order to meet desired goals, marketing department perform several
duties and responsibilities in a efficient manner. Under this some of key components of
marketing department are being discussed beneath:
Market Analysis
Market investigation can be considered as an important program that aid an organisation in
looking into different aspects which may aid business firms in grabbing good position in short
period of time. With the help of market analysis Your Destination may directly grab competitive
advantages through collecting data through using various tools. Decision making power may
become strong of both managers and leaders of Your Destination. Some of tools under this can
be used by this organisation and these are discussed beneath:
SWOT Analysis:
Strengths:
 Cultural diversity is being considered as the main purpose of this organisation and
believes in delivering products and services to consumers according to their needs and
requirements. With the help of this, business expansion and branches can get open at
Manchester, Newcastle, Glasgow, Aberdeen and many other cities of United Kingdom.
Through this, competition can be given to National Express which is market leader in
present time.
 Your Destination have already made good existence around London and Essex from past
three years and citizens of these cities have shown an appropriate response to them. This
can be considered as a strength for this organisation which will help out in business

expansion in other cities of UK.
Weaknesses:
 Highly seasonal use of facilities and labour. This lead Your Destination to giving less
advantages in gain competitive power and will make less effective in front of National
Express. Huge turnover for staff which is a barrier for this firm in doing business in an easy
manner. This can be said as a weakness for this organisation because if employees are
leaving their job then retention level of staff members will may get less. This may bring
less effectiveness among productivity and this may delay the process of business
expansion around Manchester, Newcastle, Glasgow and Aberdeen and in other cities of
UK.
Opportunities:
 Income can be enhanced through doing business nationwide. It has been analysed that
Manchester, Glasgow and Aberdeen are some major tourist destinations and if Your
Destination expands their business in these cities then it is may be possible firm may
start giving good rivalry to national express which is market leader of transportation in
UK at current moment.
 Enhancement in actual demand for advanced services. If Your Destination will use
updated technology in order to deliver the services to its customers. Like developing
mobile application where consumers can compare the prices. Then this can be taken as
an opportunity for this organisation.
Threats:
 Firm is rapidly focusing on doing promotional activities rather than developing products
and services. This can be taken as a major threat just because National Express who is
market leader is keeping their main focus on delivering appropriate packages to
customers as per current trends.
 Depleted accession of finance and funds. Just because firm is doing business at domestic

level and its outlets are in two cities only. They are having limited funds and expansion
of business requires high funding.
On the other hand, Your destination should also understand the concept of short and long term
planning that comes under strategic preparation and these are discussed beneath:
Strategic Planning: This sort of planning is being considered as the best approach for Your
Destination. Because they are doing business nationwide and working in the sector of travel and
tourism which is famous for its diverse implications and other things. Under this, two sort of
plans comes under which are long and short term that have been discussed beneath: Short term: It has been analysed that there are ample number of phases comes in front of
managers and leaders of Your Destination where they have to make effective decisions
right on time so that firm do not go through any problem or any phase as well. These
short term planning can help business organisation in maintaining long term planning.
Business expansion in some of cities like Manchester, Newcastle, Glasgow and
Aberdeen requires both short and long term planning. Here, short term planning can be
done through offering different services travellers of these cities with limited time frame
in order to analyse the perception of them according to services that are being offered by
them.
 Long term planning: In order to meet all the future goals it is required for Your
Destination to develop plans. These sort of planning requires proper resources and study
as well. Mostly these plans are being considered as the best approach that aid business
firms in grabbing good position at marketplace of United Kingdom. Keep running
business in Manchester, Newcastle, Glasgow and Aberdeen for more than 5 years in
order to give good rivalry to National express can be considered as long term planning in
present context.
Along with this, it is very much required for Your destination to understand some key concepts
that are related to all the market trends:
Market Trends: This concept is majorly focused by the companies that are willing to deliver
updated products and services to their consumers. Trends can help both traders as well as
investors to gain profit from different regions through adopting best and updated tools and

techniques and through implementing them at workplace. Some of factors under these are given
beneath: Government: It has been analysed that government deals in different areas and try to
develop strategies through economical conditions of United Kingdom can get improved.
Therefore, it is much required for Your destination to keep on looking into different
updates which has been made by governmental bodies so that to grab good position right
on time.
 International Transactions: As Your Destination is operating in different areas that
means in countries where amount of monitory gets changes. Here, concept is if more
money is leaving the nation possibilities are there that economical conditions can get
weakened.
 Speculation and Expectation: Devour, capitalist and politicians plays an important role
when it comes to thinking about future because all current decisions are being
considered as which may aid in grabbing good position in near and upcoming future.
 Supply and Demand: Supply and demand of all the products, services, currencies and
other investments are being considered that carries high tendency of rapid changing
nature.
Along with this, purpose of structure of marketing plays vital role when it comes to deal under
different sections or when Your destination is looking forward to enhance its sales. In present
context, it is being analysed that operation of business in two different aspects are necessary and
these are being given beneath:
Business to business (B2B): This is defined as concept which comprises transfer of items and
services from one firm to another. Every organisational require to have adequate material for
executing appropriate business activities to accomplish goals and objectives. This helps to
conduct things effectively and establish good position and share in market.
Business to consumer (B2C): This tactic specifies that enterprise organise activities to direct
members, material and funds so that adequate products are manufactured. It is essential that

goods are produced in according to needs and wants of people. This help management to attract
customers and make them purchase things in respect to their demands and requirements.
In Your Destination, some major functions and roles of marketing managers can be defined as:-
 Product: The main function of managers of a firm is to determine needs of people and
give collect a proper data. They provide this data to other divisions of enterprise through
which further process or production and operation can be done. It helps in manufacturing
products as per requirement of consumers. In context with Your Destination, it offers
various services to travelers in order to make their journey more enjoyable and
memorable. This firm is work in transportation business, so it deals with many
customers who belongs to various countries. So, its managers are needed to offer
different-different services as per taste of travelers. It would help in providing high
satisfaction to them and gain their retention with longer period of time.
 Price: Price is an outcome of expenditures used in manufacturing of products and other
preparation. So, it is necessary for companies to determine price rates of products or
services in a proper way. It defines value of brand of a company through which they earn
necessary amount. Generally, people look out to get product or service on reasonable
rates as well as of high quality. Therefore, it is essential for managers of Your
destination to offer its services on affordable price. It provide its services on different
price rates as per purchasing power of travelers so that it helps in earning more
profitability.
 Selling: The selling of the products are linked with offering products for sell to
customers in order to fulfill their needs and requirements and the goods are exchanged in
terms of both the monetary and non monetary values. In order to sell the products and
services the marketing department organizes campaign and various marketing plans and
procedures in order to enhance their overall sales and profitability ratios (Clow and
James, 2013). This is an important factor in order to create awareness about the products.
The travel organizations like Your Destinations provide travel services to customers so

they can visit to new places. The firms are mainly dealing in professional and personal
transactions. Marketing managers of this company use various tools and techniques for
increasing sales of a company.
 Promotion: This is the most vital process which is linked with influencing the customers
in order to execute purchase decisions of the offered goods and services of business with
the help of various marketing and promotional tools. There are different activities
organized in order to maximize the sales of business so that firms will attract customers
who will buy their offered products and services. The different tools which are used for
the promotional campaigns are advertising, publicity, personal selling etc.
 Management and Information System: There are marketing techniques used such as
marketing surveys in order to gather information about the clients so that products can
be manufactured according to their needs and wants. The collected information are
valuable in order to carry out right decision if there had to be any alteration made in the
products so that customers can be satisfied with the services of Your Destination.
 Distribution: The activities which are related with distribution of products and services
of Your Destination consist of different equipment and instruments for delivery of
goods. This is the most vital factor for all business organizations in order to deliver cost
effective goods to all their potential customers. The most beneficial tool for the
dispersion of goods are to be identified in order to develop unique products which can
be sold to customers. The distribution channel should be effective and eco friendly in
order to ensure effective system and policies.
 Financing: The marketing manager is having the responsibility in order to assign funds
for executing marketing activities so that promotional campaigns can be effectively
organized. Funding is the most important factor in order to expand the business
operations all around the nation thus sustaining strong positions in the economy.
Hence the marketing manager of Your Destination are having the most important responsibility
in order to develop aims and objectives by which their goals can be achieved. This results in

enhancing the efficiency of business organizations. In order to identify the success of marketing
activities there should be soundness in all business operations. Effective marketing strategies are
valuable in order to earn higher profitability shares by managing marketing functions and
business functions. This is the most beneficial factor as firms can achieve loyal customers and
maximize their level of profitability and sales revenue. On the other hand, if Your Destination
wants to expand its business in Manchester, Newcastle, Glasgow and Aberdeen then it is
required for marketing manager of this company to analyse the strategies and plans that has
been made and adopted by National Express which is market leader in travel and tourism sector
of UK.
P2.The Contribution of major responsibilities and roles of marketing function in wider
organizational areas
MEMO
To: The Marketing Manager
From: Senior Executive
Company: “Your Destination”
Date: 1st June 2018
Subject: The Duties towards wider organisational context
Marketing is the most important and wider concept which is linked with the activities of
selling, promotion and the delivery of goods in most effective and planned manner. If the
activities of business are analysed then it results in enhancing the overall sales and profitability
ratios of firms and they will earn higher profitability from their business operations. This
concept also have major influence on the operations of Your Destinations and there impact is
briefly stated below as:
Operation and marketing function: If firms have to achieve success in their business then
they had to ensure that marketing function is interlinked with the operational areas. This helps in

ensuring coordination among all business activities. There should be plans developed in order to
make changes in the products according to requirements of customers. The main benefit of
coordination is linked with smoothly running all business operations. If there had to be major
operations in the products then they had to focus on the quality factors. Interlink in between
these two department is must because productivity of products and services will automatically
can get enhanced if marketing manager or management is carrying good information about
goods that has been manufactured by them. Through this, best approach of promoting a product
can get done by Your destination. Operations department of Your Destinations cannot develop
proper routes of their buses and cars as they do not have information that what exactly travellers
are looking for. Along with this, events also gets organised by this organisation on a regular
basis for travellers. Here, it is responsibility of marketing department to deliver appropriate data
to operational subsection of Your Destination so that proper design of events along with prices
of routes can get set. This interconnection in between Operation and marketing department lead
Your Destination business organisation to gain many competitive advantages at marketplace of
United Kingdom.
Marketing and finance function: The finance department is having the major
responsibility in order to collect and arrange funds by which all the activities will execute with
more effectiveness and efficiency. If there can had to be any promotional campaigns organized
then finance department had to arrange funds in order to successfully promote their goods and
services at market place (Fazlollahtabar, Aghasi and Forte, 2011), Your Destinations have
arranged funds which they are giving to the marketing for organizing different in order to
remove any type of difficulties. The finance department is also having the responsibility in order
to ensure balanced coordination of monetary transactions so that activities are operated in
planned manner. Importance of interconnection in between these two sections also plays vital
role and if both managers of these two departments are not having a good relation then it may be
possible that in doing promotion marketing department may not get enough funds from financial
sector of Your Destination. Budget of funds that Your Destination carrying to run business is
developed by financial department. Here, whatever plans are being made by marketing
department in order to promote services like offering travellers to different adventurous rides,

wild life century and many more. It is mandatory for finance subsection of Your Destination to
set funds for every single activity of marketing services. With the help of developing budget,
expenses can be reduced and through this, profitability can get stronger.
Research and development division and marketing functions: The firm should ensure
that there is effective coordination among marketing activities and research and development
department. If the needs of customers have to be analysed or there had to be made alterations in
the products and this is possible with the help of research department. It has been analysed that
uniqueness cannot be brought in products and services if there will be no interconnection will
stay in between marketing and research and development section. Therefore, it is very much
required for them to adopt best approach and maintain relation so that profit margins can be
maximised. R & D subsection of Your Destination do not know about what exactly trends are
going in the market along with perception which is carried by travellers in current time. Here,
interconnection or interaction takes place in between marketing and R & D department where,
marketing manager may deliver information to supervisor of research and development section
of Your Destination.
Human resource department with marketing function: This is the most important
function of any business organization as it helps in achieving set business goals and objectives
in most effectual and planned manner. The employees of Your destination are offering different
type of services to all their potential customers. The ability of the employer is mainly dependent
on the revenues and the benefits which are availed by firms. The talented and skilled employees
are always enhancing the position of firms at market areas and on the other hand the unsatisfied
employees always decrease the productivity level of firms. Human resource department usually
looks into recruiting and training & development programme if they will not develop policies
then it is may be possible that firm may not grab good position in short period of time through
doing promotional activities. On the other hand, HR department of Your Destination can only
select candidates on the basis of their qualifications but they do not know technicality of job.
Therefore, assistance can be taken from marketing section in order to select the best and talented