Marketing Strategies for David Watson Transport Business Report

This report provides a comprehensive analysis of the marketing strategies employed by David Watson Transport, a global transportation company. The report begins with an introduction outlining the company's background and the importance of marketing in achieving its objectives. Part 1 delves into the duties and responsibilities of a marketing officer, proposing a structure for the marketing department and outlining the roles needed to achieve organizational goals. Part 2 focuses on comparing the 7 Ps of marketing with those of other enterprises, and then develops a basic marketing plan for the company's expansion. The report covers essential marketing elements such as market analysis, planning, product standardization, pricing, promotion, and distribution. It emphasizes the importance of adapting marketing strategies to attract customers and increase market share in a competitive environment. The report also highlights the significance of effective pricing, packaging, and branding in achieving positive business outcomes and maintaining a strong market presence. The report concludes with a summary of the key findings and recommendations for David Watson Transport's marketing efforts.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
P1 Duties and responsibilities for the marketing officer and proposed structure and operations
in the marketing department........................................................................................................1
P2 Explains roles and responsibilities for accomplish organisation objectives..........................3
PART 2............................................................................................................................................4
P3 Compare 7 ps with other enterprise.......................................................................................4
P4 Basic marketing plan for expansion.......................................................................................8
CONCLUSION..............................................................................................................................10

INTRODUCTION
In order to develop effective results, there are several elements included at workplace in the
marketing. With the help of marketing analysis, information will be obtained so that organisation
can develop their operations in systematic manner. Manager assists to create business plan which
enhance revenue and profitability at workplace. There are several activities included that perform
for accomplish targets and effective results at workplace (Ng, Fang and Lien, 2016). In this
context, David Watson Transport has been selected for the present report which is transportation
business and provides services in more than 140 nations in all over the world. They have nearly
100 vehicles and more than 140 employees develop their operations and functions in different
areas of the world. It is the largest transport company which create effective functioning in the
business environment to increase their standard. For gaining insight knowledge of the company,
report covers duties and responsibilities of the marketing manager who appointed at workplace
for ascertain effective results at workplace. In this regard, they are developing operations and
functions in different areas of the world. Furthermore, it includes market analysis that make
creative results and outcomes for develop effective goals and objectives in the business
enterprise. In addition to this, report also determines roles that are require in manager so that they
can take part in respect to ascertain their targets in systematic manner. In addition to this,
individual also taking their important part through business will easily accomplish their targets at
workplace. At last, business plan has been made that make operative results and outcomes for
undertake several activities.
PART 1
P1 Duties and responsibilities for the marketing officer and proposed structure and operations in
the marketing department
Marketing department of David Watson Transport, play vital role in order to make
effective results in it. In this aspect, they are determines several functions and operations that are
essentially followed and operated in all over the world to produce effective results. Furthermore,
it also helps to promote the several activities of the organisation for their development at
workplace. Therefore, following are different activities will be taken at workplace regarding
marketing:
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Collection and analysis the information of market: It is the first element and function of the
market which create effective results at workplace. In this aspect, manager needs to concentrate
on the analysis of the information that is important for David Watson Transport. With this
regard, manager requires understand and collect relevant information that are assists to identify
customer issues and recent trends of the organisation in systematic manner. Decisions of the
chosen organisation depend on the product price, quality and size of the product which assists to
signify place where demand will be increasing (Ng, Fang and Lien, 2016). Further, manager also
tries to implement different kinds of advertisement that helps to attract many customers. Hence,
marketing mix need to be implemented such as product, price, place and promotion.
Planning, designing and development of the marketing activities: Marketing planning is
the essential element that assists to accomplish goals and objectives in systematic manner. With
this regard, David Watson Transport has objective to solve transportation issues of customer and
provide them effective services at workplace. Main aim of the company is to enhance their
customer around 40% more as compare to previous years. In respect to accomplish design and
objectives, there are several activities promoted that refer to the design to attract many
customers. In order to increase the market share, the organisation has opportunity to develop
their functions and operations in different areas of the world. In this way, quality and quantity
need to create more profits and make several benefits for the business unit. These functions
assists to accomplish targets and objectives that are most important part of the chosen business
unit.
Standardisation and grading activities of the products: Standardisation of the products and
services are more important elements that create effective functions and operations to attract
several people in the business unit. With this regard, David Watson Transport has responsibility
to implement creative features in their products and services so that they can easily attract
several people in the business. It is this best way through the chosen organisation will decide
activities that are essentially promote to develop target market at workplace. In this way, grading
also require to determines several characteristics in the products and services. In addition to this,
similar products and services could be placed for different categories that assist to accomplish
goals and objectives at workplace. This function helps to manager to take decisions regarding
products line and offers several kinds of the products in the market (Lukito, Lukito and Arifin,
2015).
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Pricing and selling: Pricing refers as the important element that makes better products and
services that offers several kinds of the products and services in the market. Pricing is the
important element that determines amount charging for using products and services of David
Watson Transport. In this context, the chosen organisation determines their activities for those
products and services for customers are easily paid. It is the best way to feel satisfied through
setting the prices. Nowadays, price is the major aspect that creates independent aspect at
workplace.
Packaging, branding and labelling: Packaging is the important aspect that makes effective
results at workplace. In this regard, the organisation has aim to attract several customers for
handle their issues regarding products and services. In this regards, David Watson Transport
need to ensure about proper packaging which assists avoid damage and breakage to the material
and products (Askeland and Wright, 2013).
P2 Explains roles and responsibilities for accomplish organisation objectives
In this context, marketing manager of David Watson Transport required to play important
role through ascertain effective goals and objectives at workplace. In this way, information also
needs to be catering that are considered to assess potential customers that assists to operate
functions in different areas. Therefore, it creates effective results in the business environment. In
this regard, high profits could be develops that assists to make standardisation that maintain
cooperation to enhance performances at workplace. Along with this, effective pricing and selling
create effective functioning at workplace that creates positive results at workplace. As results,
operations could be expand in new areas for ascertain more profits and revenue (Ng, Fang and
Lien, 2016).
With the above roles and responsibilities, the chosen organisation can easily develop there
target market in new areas and attract so many customers in effective manner. David Watson
Transport has opportunities to sell their products and services in different areas of the world.
Therefore, they can easily develop target market and ascertain more profits at workplace. With
the help of pricing strategy, the chosen organisation will develop their targets and goals at
workplace. It is the best way to attract so many customers and solve their issues in systematic
manner. Further, roles and responsibilities could be divide among several members that assists to
meet with targets and effective manner (Malhotra, Birks and Wills, 2013). However, sometimes
it creates negative impact on the business because effective pricing and selling not considered in
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the business environment. In order to accomplish positive results and outcomes, David Watson
Transport has responsibility to operate effective functioning in the business environment. For
targeting the many people, it is important to develop goals and objective in systematic manner. It
is the best way that makes effective functioning in the business environment. Therefore, the
chosen organisation has opportunity to implement different activities that helps to the
organisation. In this regard, the company require maintain their performances to maintain their
profitability and performances as per the requirements (Oplatka and Gurion, 2017).
With share roles and responsibilities, the organisation able to implement each person role
at workplace. Therefore, it is based on the activities that are performed in systematic manner. For
example, recruiting accountant for manage proper financial records and create balance sheet to
know exact position. Further, marketing manager take part to create advertisement about the
products and services that provided by David Watson Transport. Hence, they can facilitate
proper functioning in the business environment.
PART 2
P3 Compare 7 ps with other enterprise
In respect to develop operations and functions, transport business consist very important
role in the organisation. In this context, David Watson Transport need to implement marketing
mix through they can easily develop their operations in new areas. There are several strategies
also adopted by the company that make creative functions and operations in the business
environment. However, National express also deals with the transportation operations that assists
to meet with effective results in the country and other areas of the world. Therefore, following
marketing mix included with compare both enterprise in the market.
Marketing mix of David Watson Transport
In respect to determines effective results in the David Watson Transport, following
elements included that make creative and effective results at workplace:
 Product: Product mix includes planning and developing the right product and services
that assists to satisfy customer. In this aspect, David Watson Transport need to identify
customers needs and provide them services accordingly. Therefore, several benefits can
be included that collect different dimensions in the market. In addition to this, dimensions
are collectively develops product mix elements such as core products which includes bus
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transportation services provide for passenger. In addition to this, generic products
provides in which marketers suppose to term as the core benefits which includes semi
luxury bus for comfortable travelling. Expected products and services includes standards
specifications that create support to the organisation to deliver effective results in the
business enterprise. In this way, standards can be ascertain in which customers expect
several things at workplace. In this way, shape will be determines to take quick response
for transportation. In the augmented services, additional attraction is the main motto that
make competitive firm for the peripheral services. With this regard, extra additional
services can be provide such as air conditioner, Volvo bus, etc. (Askeland and Wright,
2013)
 Price: Price of David Watson Transport based on several elements through they can
easily contact with different customers in systematic manner. For example, class of
travel, loading factors, competitor pricing, profit margin, etc. Therefore, they are
charging prices in systematic manner that assists to attract so many customers at
workplace with implementing different activities.
 Place: The chosen organisation has wide variety of distribution channel so that they are
able to access many customers easily. In this context, tickets booked with different
channels that create effective results at workplace. With the help of established
remarkable standing, David Watson Transport able to deliver products and services in the
market. It is the best way to attract different customers in the business environment of the
chosen organisation (Ng, Fang and Lien, 2016).
 Promotion: In order to promote the products and services, there are several elements
included that make successful results at workplace. Specific combination of the
promotional method used for the family product elements which included through
advertisement, direct marketing, sales promotion, telemarketing, etc. In the
advertisement, David Watson Transport determines their services and products that make
creative results at workplace. Services of the transportation business categories on their
website which make creative results in the business. In addition to this, the organisation
can also provide discount scheme through they are able to attract several customers in the
business unit. For example, senior citizen consist role to take discount on the tickets.
Blind and handicap persons also getting 75% discount. On the smart card, people get
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10% discount, etc. Beside this, the company can also provide different tour packages in
all over the areas so that they can easily attract customers.
 People: It is the most important element that provides different kinds of services and
products in the market. With this regard, selection, training, motivation and many other
elements need to be included that assists to accomplish desired results at workplace
(Lukito, Lukito and Arifin, 2015). At David Watson Transport, it ensures that there are
some amounts of reliability which never impact on the responsive degree from the
customers.
 Process: Process consists effective results at workplace which includes time of
reservation that make confirmation of seats. For example, in David Watson Transport
computer system enable to create several facilities that are accessible in the major
computerized system in all over the areas. With the help of details quality services people
can provided several activities for increasing long term targets. In order to make efforts,
total process has been design to develop services in market (Oplatka and Gurion, 2017).
The selected organisation making proper efforts through they can deliver effective
services in different areas.
 Physical evidence: In David Watson Transport, physical evidence consists environment
where services delivered in systematic manner. Therefore, organisation can easily contact
with their customers and interact in positive manner (Malhotra, Birks and Wills, 2013).
Further, booking offices and ticket counters extremely design and spacious that attract
customers with its good looking. Interior design determines luxury buses so that it is the
best way to develop effective results in the organisation.
As compare to this, in the National express, marketing mix consist important role for
ascertain effective functions that assists to meet with their goals and objectives. They are as
follows:
 Product: In respect to develop effective functions and operations, there are several
elements exists that create effective functions and operations at workplace. Therefore,
National express, has several types of products and services that create effective
functions in the enterprise. In this way, the company includes coaches, reservation,
catering, lighting, bed rolls, medical, services regarding water, catering, etc. Main
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services that provide by this enterprise is on time services, quick delivery and
professionalism that coverage larger areas of the market (Ng, Fang and Lien, 2016).
 Price: In order to accomplish effective results, pricing is the one of the crucial factor
which includes cost and value of the services. In addition to this, National express, Ltd
also determines their price on the basis of traffic so that equal mileage rate principles
determines for accomplish goals and objectives (Edwards, 2016). With the help of
differentiation pricing strategy, the selected business unit will easily develop their
operations in new areas.
 Place: The organisation has effective role to develop their target to facilitate many
services in different areas of the market. In this context, remote area id the main place
where National express, determines their operations in systematic manner. In addition to
this, fare enquiry and reservation develops that assists to create effective functioning in
the business (Kaplow, 2015). Train also provided between different stations so that goals
and objectives will be accomplish in systematic manner. The company has focuses on
upgrade their skills and ability so that scheme and chart also develop weekly at stations.
 Promotion: Further, there are several areas exists that promotes through different methods
and ascertain more profits at workplace. In this context, the organisation develop their
outcomes and results in systematic manner (Hacker, Gambone and Hobel, 2015). The
chosen organisation has several opportunities to advertise their products and services
through mobile marketing, web ticketing, Kiosk based ticketing, time table and schedule,
reservation system, etc.
 People: In National express,, there are more than 2,00,000 staff members are working
with ascertain effective results at workplace. In this regard, training also provided to each
person so that in every year they are enables to develop their operations and functions to
acquire knowledge and new set of managerial and technical skills (Van der Wagen,
2015). Target customers of the business is all age group and ascertain their income level
to enhance systematic process. Different occupation also consist in this regard that
develops long journey towards the passengers. Ground staff members are the main
elements of the business who make support to accomplish the activities and effective
travelling services as well (Askeland and Wright, 2013).
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 Process: In the process, there are several elements included that make service map for
ticket booking, processing, ticket delivery, customer reaching point, security, etc. As
results, National express, will easily accomplish their goals and objectives that are taking
insight in the aircraft and refreshment also develops to arrange different program at
workplace (Bhalerao and Kamble, 2015).
 Physical evidence: In the transportation marketing plan, profitable outcomes will be
develops in systematic aspect at workplace. In this aspect, large enterprise will enhance
their managerial skills which assists to transform potential aspects at workplace. There
are several elements implemented in the organisation that are reviewed to keep in the
mind for social economic growth. Hence, as per the requirements suitable products will
help to satisfy users and strengthens their capacity to face competition and generate more
profits. Innovative marketing practices also helps to implement suggestion that are
needed at workplace (Montecchi and Nobbs, 2017).
P4 Basic marketing plan for expansion
In respect to create effective marketing plan, there are several benefits implemented at
workplace that are related to objectives and goals. In this way, advertisement consist important
role in David Watson Transport to discover different things. Therefore, activities of the business
develops to accomplish objectives of marketing (Braslow, 2015). Following elements included in
the marketing plan of the enterprise:
 Current market analysis: With this regard, David Watson Transport need to analysis their
market to ascertain effective functioning in the business. With this regard, products and
services will be develops by the firm in systematic manner. In this regard, the chosen
organisation need to assess market trends and requirement so that products and services
will be deliver in systematic manner. Therefore, they can deliver transportation services
quickly that determines effective functioning (Hashim and Hamzah, 2014).
 Competition: In the market, there are several competitors exists of the David Watson
Transport. In this context, products and services will be deliver to ascertain effective
functioning at workplace. As per checking the competitors' performance and outcomes,
the chosen business will easily deliver their functions in market. As results, they can
develop their functions and operations that require for effective working in the business
(Oplatka and Gurion, 2017).
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 Marketing plan for segmentation: Segmentation is the important criteria through which
the organisation deliver their effective performance and services to catch the whole
functions. In this regard, David Watson Transport set strategies that are considered STP
criteria for development of the business. In this regard, several elements included such as
demographic, geographic, psycho graphic, etc. (Pike and Page, 2014). Hence, the chosen
business has catered their effective results to reach towards the customer demand and
requirement. In this aspect, they are targeting all age and income group of people at
workplace. With the help of different people requirement, the company can also improve
their goals and services that assists to meet with effective functions at workplace
(Rowley, 2016).
 Marketing plan for target: In this aspect, the chosen organisation determines their target
to implement several approaches that are used to enhance effective functioning at
workplace. In this aspect, differentiated marketing activities used by the David Watson
Transport through they can easily attract so many people at workplace. It assists to
enhance sales and profits at workplace that meet with goals and targets in systematic
aspect (Lukito, Lukito and Arifin, 2015).
 Marketing goals with strategy products: With this regard, at workplace of the David
Watson Transport, different level exists that considered different benefits at workplace.
In this way, benefits also need to be maintain to create effective features in their products.
It is the best way through attributes will be develops that ascertain effective results at
workplace. In this regard, different age group of people also taking important part that
make convenience to use several products and services.
 Marketing price strategy: Setting price is the another crucial element which assists to
accomplish goals and objectives in systematic manner (Eslinger, 2014). Therefore, in the
selected business unit, pricing consist very important role that enhance values and
effective functioning in the business enterprise.
 Distribution strategy: This strategy determines effective results to distribute services and
products in different areas. Therefore, goals and objectives will be consist important role
at workplace (Wright, 2014). In this regard, David Watson Transport able to provide their
products and services in several categories that assists to accomplish goals at different
locations.
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 Promotion strategy: Promotional strategy in David Watson Transport determines as the
stimulates people towards purchasing the products and services. In this context, positive
image will be develops through online advertisement, average frequency, newspapers,
etc. (Malhotra, Birks and Wills, 2013).
PESTLE Analysis
In the David Watson Transport, following elements consist major impact on their
services:
 Political factors: The country in the present day is in the transitional phase. The existing
political stability as the constituent election has successfully accomplished is expected to
be stabilize, which will surely help the business environment to become favourable in the
country. Transport industry provide several kinds of products and services in UK that
assists to meet with goals and objectives in effective manner.
 Economic factors: The general economic conditions and tendencies are most important
for economic viability and success of the David watson transport. The economic
environment exists some factors that affect david watson transports customer buying
power and spending designs and it depends on income level, price, savings, and
availability of assets.
 Social factors: Social trends are one of the key elements which affects a business.
Transportation means are always changing. Society's habits and tastes are changing.
People are being knowledgeable and are more awake towards the importance of the
environment and healths and are becoming green consumers.
 Technological factors: Technological environment bring up all the technical environment
that affect david watson transport business. It includes ability, performance, schemes and
equipment. Technology exist to the forces that make new technologies, advanced services
and market opportunities and possibilities.
 Legal factors: David watson transport business is not only abide by the law, it want to
create standards above nominal requirements. Public transportation has to be aware of a
number of legal elements. Legal changes that affect business are nearly bound up with
political ones.
 Environmental factors: People may use any other transportation instead of david watson
transportation. Experts will have to analyse david watson usage versus public
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transportation for a thorough analysis of david watson businesses environmental impact.
As many various elements can contribute to the last number.
SWOT analysis
Strengths: The strengths listed below were identified the david watson transportation business:
 The existing member of the business is committed, dedicated and passionate about
providing warehousing and distribution services.
 The business has finished a study of the marketplace and identified prospective needs of
the customers for their business.
 The powerful and successful businessperson spirit of the business owner.
 The focus on customers and sincerity towards adding value to the lives of the neutral of
Focus Transport Services.
Weakness:
 The deficiency of highly specialized warehousing and arrangement expertise within
the business
 The deficiency of a broad marketing plan and strategy is another imperfection.
 The lack of financing to buy extra luxury to reach new markets. The business may
have to depend on outside funders in order to spread out or modification.
Opportunities:
 There are many chances for the business in terms of Government resources. The
business is open to assistance from government agency such as tiny Organization
Development Agency, The National Youth Improvement Agency and many others.
 The possibility of helping the immense Zambian market.
 When the interest rates are fairly low. This is encouraging for businesses industries.
Threats:
 The usage of other substance of transportation such as rail and air.
 The expected gaining in petrol prices thus show a higher level of operating costs and
get down profit ratio.
 The threat from secondary services.
 The threat from new entries as the barriers of entry are not too awkward.
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CONCLUSION
From the above report, it can be concluded that David Watson Transport has effective
performances in term of transformation of the products and services. In this context, marketing
manager play vital role to deliver effective features in the products and services so that they can
easily develop their performances to attract people within the business environment.
Furthermore, report summarized about the roles and responsibilities that play by manager to
cater effective information for their products and services. In addition to this, report also
summarised marketing mix that assists to meet with goals and objectives. However, other
competitors has effective position to develop target market in the business environment. Hence,
at last, marketing plan for the selected business develop that make creative roles for accomplish
targets.
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