Marketing Report: Your Destination's Marketing Strategies and Analysis

This report provides a comprehensive analysis of the marketing strategies employed by Your Destination, a UK-based transportation company. The report begins with an introduction that highlights the importance of marketing in the context of a globalized business environment and outlines the structure and operations of the marketing department. It delves into the duties and responsibilities of a marketing officer, emphasizing the importance of planning, brand image maintenance, and customer feedback. The report then examines how these responsibilities contribute to broader organizational objectives, including the interrelationship between the marketing department and other key departments like finance, production, sales, and human resources. The core of the report compares Your Destination's marketing approaches with those of National Express using the 7Ps of marketing mix: product, price, place, promotion, process, physical environment, and people. This comparison aims to identify the strengths and weaknesses of Your Destination's marketing strategies. Finally, the report proposes a marketing plan for nationwide expansion, providing recommendations for growth and increased market share.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Duties and Responsibilities for marketing officer and structure and operations of
marketing department. ...........................................................................................................1
P2. The duties and responsibilities contributing to wider organizational objectives.............2
TASK 2............................................................................................................................................4
P3. Using 7P's Compare Your Destination approaches with National Express in achieving
business goals.........................................................................................................................4
P4. Marketing Plan for nationwide expansion. .....................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Their is no secret to success. Marketing is a key in promoting and delivering goods and
services to customers. Marketing is a process of communicating, delivering goods and services.
Marketing is a key in creating small business into large organization. Marketing is a worldwide
expression. Marketing is a crucial instruments in any business as it included understanding of
market places, user needs, profitable of the organization. This present assessment includes Your
Destinations Company which is a new transportation company in UK. consist to modern era of
globalization. Marketing role is also and interrelationship of marketing function is also included
in this assessment. The role of marketing officer and his responsibilities and duties is also
included in this report. The comparison of 7P's of Your Destination and National Express is also
included in this assessment. Marketing Plan of Your Destination for national wide expansion is
also included in this assessment.
TASK 1
P1. Duties and Responsibilities for marketing officer and structure and operations of marketing
department.
In today's era each and every company are having their marketing department which is
directly responsible for planning of marketing and the executing the ideas and plan in the
business to improve and develop company. The head of department of marketing is Marketing
Manager of Manager. The expenses and planning and maintaining brand image in the business,
growth and development of the business, assembling feedback from customer and the main
important work is evaluating and analysing the risk factor and arrange the policy according to
them is the obligation of marketing manager/ officer. It is the responsibilities of marketing head
to make, evaluate and analysis the growth of marketing strategies. Your Destination is a fresh
establishment of transportation company which is specialistic in private personal hire to
industrial level transportation facilities in United Kingdom. Your destination is a new start up so
it is very important to expand its business to national wide. Your Destination need to first
understand his duties and responsibilities of marketing officer and to make a marketing plan as
well (Pike, 2016).

Express and Planning- The prime and foremost duty of the marketing officer is to do the
marketing planning which will tell Your Destination what is the objective and goal of
department. The strategies and plans of marketing head is according to need and demand in the
market. Without planning for marketing officer for marketing officer will never know where they
are lacking behind form the other market participants of transportation business.
Expansion- To achieve the brand image it is duty of marketing manager to plan effectively and
efficiently in good manner. By doing effective planning many customers is attracted towards the
business of Your Destination. This business will automatically expand as it is operating in
London and Essex (Moore, 2014.).
Maintaining the brand image in the market- Planning is done for what is achieving and what
has to be done to achieve the target but it is not enough to only make plans, officer of marketing
has to maintain the brand image f Your Destination. It is in the hand of marketing officer to
maintain the brand image of company. Brand image is possible only when the organization
brings inventions and innovations in transportation company which assist the company in
improving and development and growth and attracting new customers.
Execution and studying the growth of plan- Growth of the company will not achieve by just
planning. It is very important to execute the plan and to investigate the growth of the plan.
Developments of the plan can be analysed by the growth pattern of company and by calculating
profits.
Assembling of feedback- Plan will be beneficial for the organization if customer is fully
satisfied on not with the constituted plans by the marketing officer. It can only be done by taking
feedback from customers. Customers feedback consider the assembling of consumers experience
and carry out the new modes to simply the relationship between consumer and Your Destination.
P2. The duties and responsibilities contributing to wider organizational objectives.
The role played marketing department is promoting and enlargement of business to broad
areas of market it just like the face of any business endeavour in the market. The duty of
marketing department in growth and development of Your Destination which includes brand
management, availing materials of marketing, commercialism material for promotion and
website development by regular monitoring of social media. Market research is the most
important part of marketing department. Marketing department forms a flourishing relationship

with all contrary departments like sales department, HRM departments, Finance department they
work with cooperation and coordinate (Hair Jr and et.al, 2015.).
Finance Department- It is very much important to have sufficient budget to meet the
requirements for promotion, research and distribution of service. The whole work and decision
of budget planning is the work of finance department. All the work of department is directly
interrelated to finance department as no work will be accomplish without fund. Fund acquiring is
not enough function of finance department but finance manger has to ensure the full utilization
of resources and avoid wasting of resources.
Production Department- Production department and marketing department are closely
related. As it is very important for production manager to know the quality of product is served
by them, is satisfying the customer's or not whether they have complaint or issues regarding the
quality of products. Marketing manager do market research to for identifying the views of
customers by which production department will get help of and work accordingly.
Sales Department- Sales department focus on increasing the sales of Your Destination
and building the strong market share. Marketing department helps sales department in effective
way as with efficient marketing department promote the sales in the market which enhance the
sales.
Human Resources Department- Human Resources department is the most essential and
crucial department of the organization. Without human no work is complete or even come to
start. So it is the duty of Human Resources manager to manger the employee's for organization.
Recruitment and selection is the prime role of HR manager. Marketing manager boost the
company to acquire efficient and qualified employee's for Your Destination.
Your Destination has all those departments which work together for immense development and
growth of company. The coordination of these departments leads Your Destination to success
across UK. Working together is not an easy task as there is possibility of battle which hinder the
growth and development of Your Destination (Babin and Zikmund, 2015.). All the department
has their own duties and functions but marketing department is the key elements in the success of
the organization. What is the demand of customer, their taste and preference, their feedbacks,
competitors strength and weaknesses all these information is collected by Marketing Manager.

Thus it is very important for Your Destination has to manage all these departments so that they
will learn to coordinate among all other by which the goals and target will be achieve.
TASK 2
P3. Using 7P's Compare Your Destination approaches with National Express in achieving
business goals.
In transportation company National Express is a leader in UK. The biggest competitors of Your
Destination. Your Destination is trying to become the leader of transportation industry in the
market. Your destination is trying its best for better and sustainable business. The marketing plan
will include 7P's of marketing strategies which state the trade good and market description to
company. 7P's are marketing mix strategy which Yours Destination will be applying in its plan.
Marketing mix is the cardinal framework in marketing which is a collection of all elements
which Your Destination can control over its consumers to stay the user of company.
7P's of marketing is the modern method of marketing mix. It is enforced by service oriented
company's.
Illustration 1: 7P's of Marketing

A short brief on 7P's before comparison.
Product- The product of the company should be as per the needs and wants of the cutomer.
Unnecessary production leads to wastage of resources, both man power and also financial
resources. The product should be satisfy its demand.
Place- The product should be available to the customers in any manner. Customer should feel
easy to shop the product and services. The product and services is wasted if customer is not able
to shop it. For example transportation sectors has to open certain agencies so that the services
can able to reach the customer.
Price- The price of the product should be represent the actual value of the goods. It does not
mean that it should be cheapest. It should cover all the cost of operation. Generally the low price
leadership attract many consumers. Price plays a efficient key role in success and failure of the
business (Zgarrick and et.al, 2016.).
Promotion- promotion plays a very significant role in the business. As without promotion
public will not able to know about the products. So it is very important to decide the promotional
techniques which is to be use in the business. Advertising on television, or on social media or
templates or in news paper. Promotional cost is also evaluated as it should not over up from the
operational cost.
Processes- process includes operational process, or many other processes in the business. The
delivery of goods and services, the production process all are the process which should be
completed before introducing the goods. Like manufacturing to packaging and labelling.
Physical Environment- All the services includes physical elements. The physical environment
of the business should be clean and hygienic which gives proper working place to work. For
example the transportation industries has always keep the buses clean which gives healthy
environment to the passenger.
People- people plays a very important role in 7P's of marketing mix as people of the
organization are very important key person in the organization (Stern and Porr, 2017 ).
Marketing Mix Your Destination National Express
Product Your Destination is
concentrate on the quality of
National Express is leading in
transportation sector. The

services which it is providing
to customers and maintaining
it so that customers are
satisfied (Purvis, 2016).
product and the quality of
service of national express is
adorable.
Price The price of the product is
good and affordable. The
criteria of pricing decision is
according to the distance of the
journey.
The price of national express is
very high as it is not affordable
by all.
Place At present Your destination
has narrow range of service
which included London, Essex
only which it wants to grow to
Manchester and Aberdeen.
Customers of Your Destination
use to book their tickets
through online.
National Express has broad
range of service which is
leading all over the world.
Customers of National express
book their tickets easily. The
distribution channel of
National Express is wast.
People The people of Your
Destination is the most
important P in 7P's as they are
the main origin of service
furnisher. Your Destination
has appoint the manager which
directly interact with the
customers and by that the
policy of company is come to
The people of national express
is good responsive as the
policies of National Express is
much effective and excellent.

know.
Process The process of Your
Destination is less effective as
the operational process of
company is not up to the mark.
The website of Your
Destination is not updated
regularly result is that
customer lack in booking
online services.
National express process is
very effective which result in
enhancing the operational
process. Websites of national
express is updated on regular
basis (Baker and Magnini,
2016).
Promotion The promotional techniques of
Your Destination is less
effective in the growth and
development of the
organization. The
advertisement techniques of
the Your Destination is not
good.
The promotional techniques of
National Express is adorable
and excellent. The growth rate
of company is increasing day
by day.
Physical Environment The physical environment
Your Destination is neat and
clean. The transportation
vehicles are very neat and
clean.
The physical environment of
National Express is very neat
and clean as the luxurious
facilities of national express.
National express is certainly the market leader in transportation commercial enterprise
this is all because company is using all 7P's of marketing mix while making market plan
of action. Thus, Yours Destination also utilize all the 7P's of marketing mix if it want to
be the market leader. All the 7P's are of equal value to company. 7P's assist National

Express to accomplish its target of business in long run with efficiency and in a better
manner this can also assist Yours Destination to complete its objectives.
P4. Marketing Plan for nationwide expansion.
Marketing plan is a process determines the market goals and plan of action used
by a company to grow over and publicize establishment, so that it can be spread out in the
world. The marketing department of Your Destination which fixed a fundamental
merchandising program's which will assist company to spread out all over UK. A great
marketing design consider marketing goals, strategies, target,Pestle analysis and SWOT
analysis which will assist Yours Destination to become the leader of the market.
Partition target and positioning in the transportation sector is not much important as the
target clients are mostly potential client not a specific section. Yours Destination want to
positioned itself in the market and want to become the market leader.
Market goal- The market goals of Your Destination to become the leader of the
transportation business in all over the United Kingdom instead of taking position of
National Express. The goals and set target is only be achieved if the market plans for
development and growth of Your Destination is effective.
PESTLE analysis-
Pestle analysis is the framework which describes the factors affecting macro
environment which affect the organization. These all external factors includes the
external factor impacting the development and growth of the business. Political factors,
economical factors, social factors, technological factors, legal factors and environmental
factors are included in PESTLE analysis that all affect the development and growth of
the business. PESTLE is a strategic instrument which help in knowing the market growth
or decline, and competitive position of business and provide directions for operation.
Political factor- Your Destination will come to know that how political factor
affect the operational activity of the company. Political factors involves policies of
government, taxation, labour laws, trade limitation, environmental laws, and many other
transportation laws which directly affect the functional activity of the company.

Company has obligatory to fulfil all the rules and laws which leis in political environment
(Philip,2014.).
Economical factor- Economical factors are those which affect the economy and
nation as whole which affect the operational decision-making of company. Economical
factor includes economic development, interest rates, exchange rates and inflation rate.
Company has to work according to the economical environment which helps company in
peaceful operation.
Social factor- Social factor has large impact on the growth and development of the
company. Your destination has to work under the norms of social factor as it has great
influence on the operational activities of company. Social factor includes culture, heath
and safety, population growth, standard of living and age statistical distribution. Your
destination has take care of all these factors before doing work. Like in many big
countries people use to travel more as the home and work place is not near, so it is
beneficial for transportation industry.
Technological factor- The growth and development is directly link with the technological
factor. Innovations and advance technologies are very necessary for a successful business
as customers wants are developing day by day. So it is very necessary for Your
Destination to provide advance technology services to their customers like buses with
internet facility.
Legal factor- Company has to work according to the framework and norms of the
country as defined by the constitution of the country. Legal factors includes heath &
Safety laws, civil laws, customary laws, Employment laws, and Consumer laws etc.
which affect the environment of the business (Larson and Draper, 2015.).
Environmental factor- ecological and environmental aspects is included in environmental
factor which affect the operational activities of the company. Like climate changes affect
the transportation industries in large as the people use to travel less in climate
fluctuations. These all will impact on the tourism and travelling prospect of Your
Destination.

SWOT analysis
IT is very important for Your Destination to understand the Strength and
Weaknesses, opportunities and threats of the company to leads in the transportation
market. The objective of SWOT Analysis is to made market plans for its growth.
Strength
The strength of Your Destination is that its
efficient online marketing.
Providing unique services to their consumers.
Excellent supplier relationship.
Powerful Reputation in the market.
Market leadership.
Opportunities
Expand their business
Competitiveness in market and establishing
leadership.
No easy entry of new company.
Weaknesses
lack in understanding in social media.
Lack of agents some time they are not
providing proper information to the consumers.
Lack of communications
legging in advance technologies (Pike, 2015).
Threats
Rate of competition is high in transportation
sector.
Repair cost is very high in transportation
industry.
CONCLUSION
From the above report it is concluded that marketing is a key to get success in the market.
No company can perform better without the function of marketing. The role of marketing officer
which leads to achieve the set target of the organizations is also concluded in this report.
Comparison of 7P's of marketing is also compared in between National Express and Your
Destination which gives opportunities to become the leaders in the market. Marketing plans for
operating national wide is also come to understand in this assessment. All the departments of
Your Destination are running jointly to obtain the target of the company and are coordinative
with the marketing department. SWOT analysis and Pestle analysis is also done to understand
and make the effective marketing plans.