Marketing Essentials: Your Destination Business Report Analysis

This report provides a comprehensive overview of marketing essentials, focusing on the case study of 'Your Destination,' a transportation service company. The report delves into the roles and responsibilities of the marketing function, analyzing how marketing departments analyze market trends, manage product strategies, set pricing, and oversee sales and distribution. It also examines the relationship between marketing and other organizational departments like sales, finance, and R&D. The report further explores the application of the marketing mix (7Ps) within the marketing planning process to achieve business objectives, specifically for 'Your Destination.' It details the product/service offerings, pricing strategies, place, promotion, people, process, and physical evidence. The report highlights how these elements are strategically implemented to enhance customer satisfaction, build a strong brand image, and achieve overall business success within the competitive transportation market.

MARKETING
ESSENTIALS

Contents
INTRODUCTION...............................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Roles and responsibilities of the marketing function....................................................................3
P2 Roles and responsibilities of marketing related to the organizational context..............................4
TASK 2.................................................................................................................................................5
P3 Marketing mix to the marketing planning process to attain business objectives...........................5
TASK 3.................................................................................................................................................7
P4 Marketing plan for business organization.....................................................................................7
CONCLUSION....................................................................................................................................9
REFERENCES..................................................................................................................................11

INTRODUCTION
Marketing is one of the important and wide activity for every business organization to
enhance their profitability level at market place. It helps in promoting as well as delivering
quality services to customers as per their needs and wants. Along with this, include various
activities such as advertising, selling and many more which may contribute in attaining set
goals and objectives in appropriate period of time(Fazlollahtabar, Aghasi and Forte, 2012).In
addition of this marketing also help business organization to expand their business activities
at global level.Present report is based on Your Destination, is famous company which
provide better transportation services to customers as per their needs and wants.This report
also discussed about various roles and responsibilities m of marketing function which may
contribute in attaining set goals and objectives. Along with this, marketing mix is also
mentioned in this reports which aid in increasingprofitability level of the company. In
addition of this marketing plan also mentioned which consider all the activities in order to
accomplished positive brand image at market place.
TASK 1
P1 Roles and responsibilities of the marketing function
As per today’s business environment marketing play vital role in developing overall
organizationalactivitiesin effective manner. In this context, marketing department also
perform their responsibilities with the purpose of increasing overall sales by promoting
company products and services in front of customers and market as well. As a tour company,
Your Destination also operate their business activities at wide range in which they serve
better transportation to tourist as per their needs and demand. With the help of this company
enhance their positive brand image at market place. In this manager also play one of the
important role in determining customers’ needs and wants towards company products and
services. With the help of this they easily manufacture and provide them same in order to
increase their profitability level at market place.In this context there are some main roles and
responsibilities of marketing function which used by Your Destination to attain better
satisfaction of customers in most effective manner. All these are as follows:
Analyse marketing trends and condition: It is one of the important role of marketing
department and its manager is to determine as well as assess the marketing trends and
condition in order to set and manufacture quality products and services which may leads in
attaining desirable profitability level(Coulon and et. al., 2012). This will also contribute in
capturing larger market share by delivering quality services.
Products:It is one of the important element which consumed by end customers as per
their needs and wants.So that it is important for business organization to serve quality
products to its customers in order to attain their higher satisfaction which may contribute in
attaining better success at market place. For attaining the same manager of marketing
departmentundertake an effective research to determine customers taste and
preferenceswhich may leadin enhancing overall performance in appropriate manner. In

context of Your Destination, company also set their priorities as per customer’s needs. With
the help of this company easily capture larger market share form its rivals.
Price: Set right price of right products is one of the major duty of manager which may
influence customers to customers to buy company products and services.Along with this,
pricing of the products may leadin maximizing profitability level of the company at
marketplace(Sheikh, Shahzad and Ishak, 2016). Before setting products price it is vital for
manager to effectively analyse their competitors’products and strategies which helps in
improving the chances of attaining better results at market place.
Selling:For influencing customers’needs and wants, it is necessary for company to
provide their products that is more convenient for its customers. This will help in creating
larger customers within business organization and at the same time also helps in increasing
profitability level at market place. In addition of this manager also responsible for using
better tools and techniques for communicating with their target customers so that company
easily provide them same to enhance profitability level.
Management information system: MIS is also considering as an important function of
marketing in which company mange as well as keep confidential all the information of the
customers which contribute in establishing positive brand image at market place.In this
manager also collect as well as gather relevant information which used by Your Destination
as per effective strategies. This will directly contribute in increasing overall sales of the
company ta market place.
Financing: For runningall the activities, proper fund is one of the important requirement
which may lead in improving overall performance of the company. So that it is important for
manager to keep enough fund to produce quality products and services in effective manner
which helps in attaining better success at market place. Along with this, It is important duty
of manager to use optimum resources in order to make quality products. This will contribute
in capturing larger market share form its rivals.
Distribution: It is important for business organization to use effective distribution
channel to deliver right products to right customers at appropriate time period. For this
manager formulate effectivestrategieswhich may leads in improving their performance level
at market place and at the same time also aid in increasing profitability level.
P2 Roles and responsibilities of marketing related to the organizational context
As per today’s scenario, marketing is an important concept for business organization
which helps in increasing profitability level by delivering quality services to its customers at
affordable cost. Along with this, it is also helps in influencing customers in relation of
company products and services which may leads in attaining profitability level.In addition of
this, marketingplays vital role in operating business activities in an effective manner. In this
company also serve quality services to its customers in order to retain them for longer period
of time. This will directly contribute in attaining better success at market place. In this
context, there are some roles and responsibilities of marketing are also define which helps in
attaining set goals and objectives. All these are as follows:
Marketing function and operation department:It is one of the important department
of business organization which helps in manufacturing quality products and services with the
purpose of offering customers as per their needs and wants.With the help of this, company

easily attain competitive advantage form its rivals (Chitakornkijsil, 2012). In this, it is
important duty of manager of the marketing department is to keep proper knowledge about
available commodities which may help in satisfying customer’s needs. With the help of this
company easily enhance their level of profitability at market place.
Marketingdepartment with sales department: Marketing and sales both are highly
important for business organization to increase profitability level.This it is important for Your
Destination to effectively promote their products and serviceswith the purpose of
increasingoverall sales at market place (Finch, Nadeau and O’Reilly, 2013). For attaining the
same, company also use online path to deliver their services which may leads in increasing
profitability level at market place.
Finance with marketing function:Proper fund is one of the important requirementof
every business organization to attain maximum benefits.Thus, it is important for manager of
marketing department to keep enough funds to operate their activities inorder to attain better
success at marketplace. In this the finance department provide them funds to implement new
and innovative techniques within their process to attain set goals and objectives.
Research and development department with marketing:Under this R&D department
undertakean effective research to determine customers taste and market trends as well. By
this manager of marketing department effectively set their activities in appropriate
manner.With the help of this company serve their quality services to their customers and
attains higher competitive advantage at market place form its rivals.
Human resource department with marketing:Skilled and capable workers are the
important for company to operate their marketing activities because they are easily
understandingcustomers’ needs and wants towards the products by effectively communicate
with them. With the help of this company easily improve their services which helps in
increasing profitability level at market place.
IT department and marketing function:Information technology play vital role in
business organization in which manager of marketing department collect as well as gather
relevant information about the customers taste and preferences.With the help of this firm
produce quality services to their customers as per requirements. In context of Your
Destination, company also use this technique for sharing as well as managing entire data
which may leads in increasing productivity level of the company by delivering right services
to right people.
All these are more important for business organization to implement within their
organizational activities at the time of enhancing their activities in another area. By
considering all these company easily increase profitability level of the company at market
place.
TASK 2
P3 Marketing mix to the marketing planning process to attain business objectives
Marketing is one of the important activity as well as concept for business organization
which may leads in creatingcustomer’sawareness towards company products and services. It
also helps in satisfying customers demand by providing them better services as per their
requirements.In addition of this, company also use marketing mix within the planning process

in order to attain set goals and objectives. This will directly contribute in capturing larger
market share by taking strong place in competitive market. By using marketing mix, Your
Destination easily manufacture quality services which may leads in influencing customers to
buy its products in order to satisfy customers demand (French and Russell-Bennett, 2015). In
addition of this, it is important for company to effectively implement all the elements of
marketing mix which helps in increasing positive image of the company in customer’s
mindMarketing mix is the plan which is developed by the organisation for overall
improvement of the different activities which are related to marketing and provided by the
marketing department. This will includes the description of 7P’s which is need to effectively
provides the organization to accomplish their desired targets (Dahnil and et. al., 2014). Your
destination provides effective transportation services to tourists and visitors. The marketing
mix plan of this organisation is compared with national highway to ascertain its effectiveness.
Marketing mix plan of Your Destination
Product/Service: It is the core business activities which are provided by the
organisation to their customers for satisfaction of their requirements and earning of large
number of profits. Your destination is working in service industry where travel facility is
provided to tourists from one place to another. Here, vehicles are arranged by the
organisation to reach out the different destinations as per their requirements.
Price: Important factor which helps to influence the consumer behaviour about
choosing of their service over their competitors. Before deciding the price of their services
need to address the paying capacity of consumers. Your destination chooses affordable
pricing policy to attract more number of consumers.
Place: It is about target market of Your Destination where they want to established
their business services. They focus on international visitors comes from different nations.
Promotion: Your destination selection modern technique of promotion through
application of online mode and social media to attract young generation.
People: It provides the employees of organisation. The employees working in Your
destination are qualified and experienced which helps to provided quality services. It helps to
retain consumers.
Process: The process which are used in the Your Destination for delivering their
services to end customers(Morgan, 2012). Also provides about the internal structure present
in the organisation which is need to make effective with application of effective strategies.
Physicalevidence: This includes about the determination of their position in market
and minds of consumer. This will shows about the brand image of Your Destination which is
recognised in market with their name and logo.
Marketing mix of national express

Product/service: National express is big organisation in UK which provides different
type of services regarding bus travelling, rail travelling. It is public transport organisation
which has huge market share(Chan, He and Wang, 2012).
Price: National express provides different services which are different facilities. So,
the price of their services is decided by the organisation according to the number of facilities
associated with services availed by consumer.
Place: The bus and rail services are provided in different cities like UK, Continental
Europe, North Africa, North America etc.
Promotion: This organisation already has big brand name which uses their official
websites to convey their offering to customers also these are advertise in the local and
international newspapers (Laczniak and Murphy, 2012).
People: The staff members are of this organisation has deep knowledge regarding
different important aspects like pricing, places, inventories etc. It helps to satisfy the different
requirements of customers.
Process: The offline and online processes are used by the organisation for delivering
their services which are easily accessible to customers.
PhysicalEvidence: The evidence of this organisation in market is understood from
their image and diversified services. They have good physical evidence.
TASK 3
P4 Marketing plan for business organization
Marketing plan is one of the important documents which include all the steps which
may aid in attaining better success at market place. It prepares by manager of the company to
evaluate overall performance of the company at market place. With the help of this company
capture larger market share form its rivals by attaining their set goals and objectives in an
appropriate period of time.In addition of this it considersvarious elements which may leads in
attaining higher profitability level:
Overview of the company:Your Destination is although a new company but it is
gaining popularity as they are providing excellent services to its clients. Basically, they deals
in providing services and help them in transferring their household products from one place
to another(Bean and Hussey, 2012). Currently, they had expanded their business in some
parts of United Kingdom along with its adjoining places. Company has captured a decent
market shares as compared with its rival organization. They had provided facilities to its
clients through road, air and water. Therefore, by providing services on time and in suitable
manner they are gaining maximum benefits and enhancing their brad image in front of its
customers.

Vision of Your Destination:Vision is considered as a written document that helps an
organization in predicting their position in future. Therefore, Your Destination is providing
facilities in a hope that they will become a largest company in United Kingdom. For this, they
are giving excellent quality services to its clients. Thus, it is gradually helping them in
sustaining a better position at market area.
Mission of Your Destination: This is considered as an important part of marketing
plan as it help a company in formulating specific goals and objectives that can be achieved in
time frame (Malhotra, Birks and Wills, 2013). Along with this it helps an organization in
performing their task in a systematic manner. Henceforth, the main mission of Your
Destination is to provide better facilities to all its clients who avail their services. Other than
this, they are focusing on giving their assistance in reasonable price so that every sections of
the society can avail them according to their choices and preferences
SWOT analysis: In order to know the strengths and weakness SWOT is determine as
one of the essential tool as it help the organization in analyzing the same. Therefore, it assist
the company in knowing the threats and opportunities which the can eliminate so as to get
into a better position in market area. Henceforth, in terms of Your Destination its SWOT
analysis is mentioned below:
Strength Weaknesses
 In short period of time they have
managed to provide excellent services
to its clients. Thus, it is helping them in
gaining high retention of its valuable
clients.
 Services provided at reasonable price
are assisting them in achieving
competitive advancement.
 As a result they are maintained a decent
market shares which is showing their
existence.
 As the company deals in small and
medium sector so it can be a possibility
that most of the people doesn’t know
about the organisation.
 By offering their services at low cost
doesn’t prove effective as many
existing companies are giving better
services.
Opportunities Threats
 As the company is new so it is a golden  Increase in competition is the biggest

opportunity that they expand their
business in different parts of the world.
It will enable them in enhancing their
sales and profitability.
 According to the current market
situation company can optimise all the
latest tools and technologies for
promoting their organisation so that
maximum number of people can know
about the firm and the facilities they are
providing.
threat as new entrants can establish
their business with new and innovative
ideas which can influence maximum
number of people.
 Sudden change in rules and policies can
have an impact in the entire business as
they may have to change their
strategies.
Goals and objectives of Your Destination: In this current market scenario to sustain
in the market for a longer period of time it is important that firm go along with the present
market situations. Therefore, the main goal and objective is to provide better services so that
they can win loyalty of its customers and also to expand their business in different parts of
the world so that they can entertain their customers (Babin and Zikmund, 2015).
STP
 Segmentation: In this company set various small groups to provide their services as
per their needsin order to increase profitability level at market place in most effective
manner.
 Targeting:In this company focus on number of visitors to provide them better
transport services which may help in attaining maximum outcomes.
 Positioning: In this, Your Destination s set their positive brand image by serving their
quality and unique services as per their needs which contribute in attaining
competitive advantage at market place.
Evaluation: under this phase, manager of the company implements all the phase of
marketing plan with the purpose of analysing the actual performance of the company at
market place. With the help of this company easily attain desirable goals and objectives in
appropriate manner.
CONCLUSION
From the above mentioned report, it can be concluded that marketing is an important
activity for every business organization to enhance overall sales at market place. Along with
this, kit is also considering as an important tool in which company easily serve quality
products and services to its customers as per their needs and wants. This will directly impact
of enhancing productivity level.With the help of this company easily attain set goals and

objectives and at the same time also capture larger market share. One of the main advantage
of using marketing concept company also increasecustomer’sawareness towards the company
products and services which may leads in attaining better success at market place by
delivering variety of services as per their needs. In addition of this, company also use
marketing mix in order to influence their customers to buy its effectively which directly
contribute in attaining competitive advantage at market place.

REFERENCES
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