Marketing Essentials: Your Destination's Plan for Nationwide Expansion

This report provides a comprehensive analysis of the marketing function and its roles and responsibilities within 'Your Destination.' The report delves into the marketing plan, comparing 'Your Destination' with National Express using the marketing mix approach. It examines key aspects such as brand management, promotional strategies, search engine optimization, social media management, internal and external communication, and consumer research. Furthermore, the report explores the interrelation of the marketing function with other organizational departments like operations, finance, and human resources. The aim is to assess 'Your Destination's' current marketing practices and propose a marketing plan for nationwide expansion, considering the competitive landscape and consumer needs. The report also emphasizes the importance of finance and human resource management in supporting marketing activities to enhance profitability, productivity, and brand image.

MARKETING
ESSENTIALS

Table of Contents
P1 Define marketing function and its role and responsibilities to the firm. ..............................3
P2 Description on roles and responsibilities of the function of marketing to wider
organisational context. ...............................................................................................................5
P3 Make comparison of Your destination with National express in relation to marketing mix. 7
Marketing plan............................................................................................................................8
P4 The marketing plan of your destination in manner to have nationwide expansion. ............8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The marketing is important function in order to keep all activities of business in smooth
manner. It is very essential to maintain the relation between consumer with them so that business
can run in good manner. The present report will discuss on the issue of marketing plan as per
“Your destination”. The company is taking various initiative in order to enhancing the branches
in United kingdom. In relation to have competition with market leader of the National express it
is essential to frame new marketing plan with the various roles and responsibilities of marketing
officers who take various effective steps to accomplish the organisational objectives so that
profit scale of the firm can be enhanced (Ryan, 2016). It is very important to compare marketing
performance with nation express by using various methods of marketing mix approach. In
addition to this, by the effecting framing of marketing plan the organisation activities can have
nationwide expansion.
Memo
P1 Define marketing function and its role and responsibilities to the firm.
To marketing officers
From marketing Manager
Date 9th November 2017
Subject: The keys roles and responsibilities of marketing function.
The Marketing function plays essential role in order to have effective working of all the
employees so that individual can earn maximum profitability. The marketing department of
Your destination is taking various effective steps in relation to have improvement in
performance or organisation (Gunawan, 2015). With the help of this not only the performance
and productivity of company can affected but also it is very helpful in relation to generating
competitive advantages to the firm. In this manner there are various kinds of role and
responsibilities of marketing function defined in the following manner are as-
Defining and managing brand- The main aim of the marketing function is to define the brand
value of the firm in effective manner. The main role and responsibility of marketing function is
to perform each work in expert manner so that the 'Your destination' is capable in order to
maintain the brand image efficiently. To perform the activities in more efficient manner it is
very essential to understand the surrounding of business environment, society taste and

preferences and various other kinds of the strategies which will help to promote product and
services in market.
Producing marketing and promotional materials: The promotional strategies is need be
taken in order to have large scale of profitability and productivity. The advertisement
campaigning is very helpful to earn maximum amount of marketing share (Elves, 2014). The
role of marketing function is to provide productive qualified services so that customer can
attract to the commodities available in market. This kind of activities are very helpful to
maintain the brand image of the company.
Designing and maintaining search engine optimisation- The marketing function of the
organisation is very responsible in order to frame effective design and maintain search engine
so that the improvement can be possible in marketing strategy of digital (Ismail, Mubarack and
Thulkifly, 2015). The optimisation of search engine will assist as to promote growth and
development opportunity of organisation so that business can earn higher amount of probability
and productivity.
Managing and monitoring social media- According to the modern scenario the social media
plays very effective role in relation to have growth and development in larger scale (Deshpande
and et.al., 2017). With the help of this kind of activities the innovation can be taken and
customer can get aware about this. This will attract the customer and this function helps to
maintain consumer retention in the firm. The marketing management of your destination is
responsible for managing and monitoring the activities of the business in efficient manner. In
this way firm can maintain the brand image if the organisation.
Establishing internal communication- It is very essential to establish internal communication
in the organisation so that all information can be pass in effective manner. The all information
should be circulated so that employees of the firm can perform all the function in efficiently
manner. The marking management of Your destination is taking various effective steps in order
to coordinate all the function in effective manner. In this mode the activities of the organisation
can perform their function in more efficient and effective manner.
Maintaining public relation- In order to have effective and efficient public relation so that
organisation can perform their activities in more expert manner. This kind of activities plays
very effective role in manner to build brand image of the company (Gunawan, 2015). The
company is taking various initiatives in order to frame good marketing strategy. This kind of

activities is very helpful in order to maintain good reputation in the company so that firm can
enhance market profitability and image.
Organising market and consumer research- It is very essential to conduct the market
research so that marketing department plays effective role. In this way the marketing function
are responsible for analysing and identifying the marketing function so that all kind of
marketings strategies can be formulated in effective manner (Menz and Scheef, 2014).
Product designing and development- the innovation is the essential process which is to be
take by each firm so that profitability and productivity of the firm can be enhanced in relation to
have revenue (Gunawan, 2015). The marketing management of your destination is responsible
to plan strategy in order to promote development in the product design. In this way it is very
essential to take effective analysing on the need and expectation of the consumer in this way
firm is able to full fill the demand of consumer.
Financing- In every organisation it is essential to have some amount of liquidity so that firm is
able to perform each activities in effective manner. The managers of marketing department and
other key person are responsible to maintain the financial position of the company. In this way
firm is able to undertake each activities in smooth manner without hampering the growth of
business enterprise (Homburg and et.al., 2014).
P2 Description on roles and responsibilities of the function of marketing to wider organisational
context.
To marketing officer
From marketing manager
Date 9th November
The term marketing is the very important component in order to frame all the activities in
effective and efficient manner. Without this no organisation can perform its function in better
manner. This activity will help in relation to promote the goods in the market so that all
activities can perform their function in expertise way. The marketing and selling are two
differed concepts, the selling refer to take effective steps in order to have large amount of
profitability but the marketing is to take promote the services so that customer can get aware of
availability in market (Gunawan, 2015). This kind of activities are very helpful in order to
promote growth and development in the organisation so that all work can perform in better and

effective manner. This kind of activities splays very effective role in relation to generate heigh
volulme of profit. By delivering good services to consumer the firm can able to maintaining the
brand image of the firm. In this way there are various kinds of marketing function of Your
destination which interrelates with other organisation such are as-
Operation management and marketing function- The marketing department of Your
destination is taking various initiatives in order to conduct the operation in such manner which
will help to get success in the market (Grãdinaru, Toma and Marinescu, 2016). It is very
essential to take good research and development process in relation to satisfy the currents well
future needs of the consumer. The good and services should be design effectively so that it can
full fill the expectation of the consumer in large manner. The firm should take various kids of
initiative on order to bring the innovation process so that each activities in the firm can be
perform in more expert manner.
Financial management and marketing department- The Management team of Your
destination should take effective steps in order to have adequate amount of cash so that all
activities and decision can be taken in fast manner. With the help of availability of budget the
firm is able to take various kinds of promotional and marketing activities in this way firm is
able to promote good and services in market and customer can get aware about it in timely
manner (Engelen, Lackhoff and Schmidt, 2013). The financial management of the organisation
is taking various effective steps in order to have larger profitability so that image of the firm can
be enhanced. Without taking effective marketing planning it is impossible to generate heigh
volume of profit. Thus is can be true to said that the finance and marketing department are
interrelated to each other. This kind of activities helpful in order to gain maximum amount of
market share so that firm is able to maintain the brand image.
With the help of example it can easy to understand as suppose if your destination has proposed
budget which will be undertaken in one year. This planned budget is inclusive of all expenses
like advertisement, campaigning etc. this kind of activities are helpful to promote good
activities in the market. In this regard the finance department of the organisation timely
communicate to the marketing department about the planning of budget so that they can convey
to the individuals of firm, this kind of working helps to perform all the activities in the
organisation in expert manner.
Human resource's department and marketing management- The marketing department of

the firm is need to take various effective steps in order to perform function in coordinated
manner with human resource management so that firm is able to heigh revenue. The human
resource manager of the firm required to have expert skills which can help them to take
effective research on the consumer needs and there can be possibilities in manner to have
development in products (Elves, 2014). This kind of services usually attract the customers. The
marketing manager of the firm is need to coordinate with human resource management in order
to bring profitability and productivity in the business enterprise. It is the responsibility of the
human resource manager is to provide effective training facility to their employees so that they
can perform there role in more expert manner. They need to motivate the consumer so that they
can feel satisfied. With working in this manner they can generate larger volume to the firm.
Motivation help to bring desire result in the organisation because employees tends to perform
there role in expertise way. The main object of the marketing function is to bloom in the market
and take initiative in order to increase the profitability and productivity in large manner.
The Marketing strategy
P3 Make comparison of Your destination with National express in relation to marketing mix.
The marketing mix is very crucial element in order to have good practice of all marketing
activities of the firm. This process is consisted of the 7p's which is very helpful in manner to
have effective and identifiable approach. This is defined in the following manner are as-
Product- In this it can be ascertained that your destination is need take various improvement in
the transportation facilitate so that firm can able to earn maximum amount of market share
(Deshpande and et.al., 2017). In relation to expand the business activities in other countries it is
very essential to understand the need of the consumer and full fill them. In this approach they
need to take innovation process in effective manner. It can be true to said in order to compete
with Nation express it is very essential to have improvement in products segment in the market.
Price- The main motive of the firm is to provide effective and efficient services in relation to
have affordable services so that large number of customer can get attracted towards it. The
pricing strategy of the National express is changes as per the quality of services provided by
them in effective manner (Vargas-Hernández and Jimenez, 2016). Your destination is need to
take various effective steps in order to perform the activities in desired manner. In order to take

expansion of marketing activities it is very essential in relation to conduct those services which
can help to improve pricing strategy of the firm.
Place- the main brand of Your destination is located in the London. In this manner it is very
essential to conduct those services which will help to promote good services in the market. This
will help in manner to increase the sale of the firm and organisation can also add more products.
The term place is also referred as distribution, channel and intermediary (Ryan, 2016). The place
strategy of the nation express is not so very effective as they are having limited branches. Your
destination is need to take various steps which can help to gain competitive advantage in the
market.
Promotion- The promotion is very important step in order to aware the customer in the market.
The promotion strategies of Your destination is optimum enough to attract large number of
customer but it is not so effective which can compete with the National express. In this manner it
is to be improved in order to promote growth and development opportunities of the firm.
Physical evidence- This play very efficient role in order to provide services to the customers.
Your destination in located in London where they are taking various effective steps in order to
offer services to customers. The main bran of National express is also located in London which
is giving tough competition to Your destination.
People- The people are that part in the organisation which has to take effective steps in order to
promote those good and services which help to organisation to earn larger amount of profitability
(Mišič and Podnar, 2017). Your destination is not having that much effective employees as
compare to the Nation express.
Process- The process of Your destination is not framed in effective manner as compare to the
National express (Menz and Scheef, 2014). With taking changes in deliver and transportation
services the firm is able to promote growth and development opportunities and can able to
compete with Nation express.
Marketing plan
P4 The marketing plan of your destination in manner to have nationwide expansion.
This can be made after taking analysis on internal and external environment and
segmentation, targeting and positioning activities. This all are defined in following manner are
as-
Internal Analysis

Strength- This are as-
 The brand image of the organisation is maintained.
 Good customer base relationship (Mare, 2015).
 Provide effective and equal services.
Weakness- These are defined below are as-
 There is lack of customer satisfaction.
 The innovation process is not so effective.
Opportunities- these are as-
Increment in manpower skill by providing effective training facility to the workers and
taking initiative in relation to have development in the services of business enterprise.
Threat- This all are defined in following manner are as-
The major threat is in relation to have large amount of competition in the market.
External analysis-
Political- The political factor can affect the over working of the organisation.
Economic- Your destination is facing many kinds of issue in selling the products. In this way the
there is downfall in economic development of the country.
Social- The taste and preference of customer is need to be ascertained so that organisation can
take effective steps (Ismail, Mubarack and Thulkifly, 2015).
Technological- Your destination need to upgrade with the products in timely manner. In this way
they can perform the activities in more effective and efficient manner.
Legal- It is essential to follow all the laws and legislation which is framed by your destination.
This will help to promote growth and development opportunities
Environmental- The organisation should perform their role in order to protect the environment.
With help of reduction in carbon footprint the firm is able to perform its services in active
manner.
The STP process

Illustration 1: The STP process
(source: Segmentation, Targeting & Positioning, 2017)
Segmentation- The segmentation can be in any way. In this all males and females of above 20
age are segmented so that they can take activities in effective and efficient purpose (Homburg
and et.al., 2014).
Targeting- This kind of services are very helpful in order to provide good services to the
customers. The targeted consumer provide effective transportation facility.
Positioning- The segmentation of product means taking effective steps in order to full fill the
demand of each customer in relation to particular products.
CONCLUSION
From the above report it will conclude that the marketing is very essential process in
order to full fill the need of the customer as per their expectation. The marketing officer of your
destination need to take effective steps in order to frame all roles and responsibilities in expert
manner. This repost is inclusive of marketing plan and strategy of various department in this way
firm is able to generate heigh volume in market by maintaining brand image of business
enterprise.

REFERENCES
Journal & Book
Homburg, C., and et.al., 2014. The role of chief marketing officers for venture capital funding:
endowing new ventures with marketing legitimacy. Journal of Marketing Research, 51(5),
pp.625-644.
Ismail, M.B.M., Mubarack, K.M. and Thulkifly, M.Z., 2015. Impact of service marketing mix on
customer satisfaction.
Mare, M., 2015. Lungisisa Indlwla village: a social marketing case study on residential care for
children (Doctoral dissertation, Stellenbosch: Stellenbosch University).
Menz, M. and Scheef, C., 2014. Chief strategy officers: Contingency analysis of their presence in
top management teams. Strategic Management Journal, 35(3), pp.461-471.
Mišič, K.U. and Podnar, K., 2017. Steps toward a City Marketing Mix and Its Perception
Measurement. In Strategic Place Branding Methodologies and Theory for Tourist
Attraction (pp. 67-86). IGI Global.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Vargas-Hernández, J.G. and Jimenez, R.A., 2016. Personal Marketing Plan and Its Influence on
Employability. RESPONSIBLE MARKETING FOR SUSTAINABLE BUSINESS, p.63.
Deshpande, T., and et.al., 2017. Marketing Plan for the DJI Phantom 4 Follow-Me Drone
Camera System.
Elves, R., 2014. Book Review of:'Marketing your library's electronic resources: a how-to-do-it
manual'by MR Kennedy and C. LaGuardia. International Journal of Information
Management, 34(2), p.316.
Engelen, A., Lackhoff, F. and Schmidt, S., 2013, December. How can chief marketing officers
strengthen their influence? A social capital perspective across six country groups.
American Marketing Association.
Grãdinaru, C., Toma, S.G. and Marinescu, P., 2016. Marketing Mix in Services. Ovidius
University Annals, Economic Sciences Series, 16(1), pp.311-314.
Gunawan, A., 2015. The Role of Service Marketing Elements on Customer Loyalty towards
Garuda Indonesia. iBuss Management, 3(2).
Online

Segmentation, Targeting & Positioning 2017. [Online]. Available
through:<https://mpk732t22016clusterb.wordpress.com/2016/08/08/netflix-segmentation-
targeting-positioning/> [Accessed on 9th November 2017].