Marketing Essentials: Evaluating Marketing Functions and Strategies

This report provides a detailed analysis of marketing essentials, focusing on the application of marketing principles to a transport company, Your Destination. The report evaluates different roles and responsibilities within the marketing function, analyzing how these roles relate to the wider organizational context. It examines the marketing mix of Your Destination and National Express, comparing their strategies for product, price, place, and promotion. Furthermore, the report delves into the development and assessment of a marketing plan for Your Destination, including the use of the 7Ps to achieve marketing objectives. The study highlights the importance of marketing in promoting business services, establishing customer relationships, and gaining a competitive advantage. Overall, the report offers insights into effective marketing strategies within the transport industry.

MARKETING ESSENTIALS

Table of Contents
MARKETING ESSENTIALS.........................................................................................................1
.........................................................................................................................................................1
Introduction .....................................................................................................................................3
P1,M1 Evaluating different Roles and Responsibilities of marketing function. ........................3
P2,M2 Analysing how marketing roles are related with wider context of organisation.............5
P3, M3 Marketing mix of two organisations to achieve overall objective.................................6
P4, M4 Development and assessment of marketing plan...........................................................9
D2 Use of 7P's in order to achieving marketing objectives .....................................................11
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

Introduction
Marketing is based on the concept of satisfying the needs and desire of target audience. It
refers to the set of activities which are associated with the organisation in order to sell product or
services to its client. For serving such purpose, managers are required to use effective strategies
and policies in order to gain attention of target people. Your Destination is the chosen
organisation in this project report which deals in providing private transportation facilities on
international level (Alrubaiee and Nazer, 2010). The firm operates its services from London and
Essex and now they are planning to expand their business operations in Manchester, Newcastle,
Glasgow etc. in order to maintain their competitive advantage at international level. Apart from
this, the report also describes the roles and responsibilities of marketing mix and develop
appropriate marketing plan in context of this firm.
P1,M1 Evaluating different Roles and Responsibilities of marketing function.
Marketing refers as an action of promoting and selling goods and services according to the needs
and wants of the customer and try to fulfil them in more effective and efficient way as compared
to their competitors. Their ultimate goal is to increase the profitability and market share of any
business enterprise. Marketing department of any firm tries to attract the potential customer by
using techniques such as social media, print media, slogans, brand ambassador, unique
packaging etc. It consists of everything that a company is required to maintain long term
relationship with its consumers. In Your Destination, marketing plays a crucial in promoting its
private transportation services to their potential customer and increase the shareholder value of
the company (Astuti and et. al., 2015). Various marketing tools and strategies can be adopted by
their manager so as to draw competitive edge which contributes in their growth. Following are
the roles and responsibilities of various marketing functions :-
 Financing : It refers as life-blood of any organisation. Marketing also require finance which they
can generate from various investments, loans etc. Successful implementation of marketing
strategies generates a regular flow of revenue to pay for its business activity. Such programs
strengthen the customer loyalty towards specific product or services which help them in securing
long term benefits from them.

 Buying and Selling : Marketing affect the buying and selling behaviour of the consumer. It
depends upon the firm, how they demonstrates their services to its client in order to attract and
make them their target customer. Your Destination is focusing on selling its private
transportation services to its users by personal marketing, advertising, offering discounts,
publicity and sales promotion (Baack and et. al., 2013). It benefits them to gain competitive
advantage over their rivals.
 Product Design and Development : Your Destination is required to offer such services which
satisfy their customer in most effective and efficient way. Their managers are require to do
strategic market research in order to understand the latest trend in behaviour of consumer so as to
modify their services according to them.
 Marketing Planning: After analysing the buying action of customer, Your Destination have to
prepare marketing plan which executes its services. It defines the job, work and responsibilities
of the executives towards achieving the overall objectives of the organisation. It focuses on
proper allocation of resource in the best possible way. Your Destination is required to make
policies, procedures and budget related to its core services.
 Promotion : Once the development of product and its market plan takes place, Your Destination
can focuses on various promotional activities in order to communicate its services to target
customer such as social media platform, television, print media, radio, billboards, slogan etc.
which helps in building brand image of the company (Brooks and Simkin, 2011).
 Marketing Information System : It refers to the technology that contributes in making marketing
decision for the firm. Your Destination can use CRM(Customer Resource Management) System,
E-mail Marketing, Customer contact database analytics tool so as to secure their data and
transform it into meaningful and essential informations which benefits both company and
customer at their own end.

MEMO
DATE : 9th November, 2016
Your Destination is a transport enterprise which is trying to expand its activities and operation
in Manchester, Glasgow, and Newcastle in order to gain competitive advantage on international
level, which leads to generate better opportunity and work load on their employees. Therefore,
we as an Organisation are expecting your cooperation and coordination towards achieving the
overall objectives of the company which makes you grow both personally and professionally
and improve their skill and knowledge.
P2,M2 Analysing how marketing roles are related with wider context of organisation
Marketings plays a significant role in promoting the business services and mission of the
organisation. Market managers are require to establish cooperation and coordination among other
staff members so that they can perform well in fulfilling the needs and desire of the customer. It
also refers as the management process of identifying, evaluating and satisfying customer needs
profitably. Your Destination is required to build relationship among their consumer instead of
just selling its core services (Brooks and Simkin, 2012). Loyal customers generate higher
revenue for the firm which enhance their productivity as well as the profitability. Any
Organisation is a mixture of various department such as customer services, human resource,
production and operation, research and development, information technology, finance etc. are
required to work together in order to accomplish company's goal and objective.
 Customer Services : It defines how company is dealing with their existing clients in
context of satisfying them. Your Destination is required to have strong customer service
department which are solving the issues of the consumer 24*7 by making themselves
available for their target market. They are also require to arrange a department who
responds quickly to their calls and messages and solve their problem as early as they can.
 Research and development : Your Destination is required to analyse the latest trend in
behaviour of customer so as to know their likes and dislikes and provides offering to
them according their updated needs and wants (Fifield, 2012). They can make strong
marketing plan of action which contributes towards their growth and expansion
effectively and efficiently.

 Production and Operation : The product manager of Your Destination is required to
generate such services that gives higher level of satisfaction to their employees. With the
help of research, their managers can analyse the demand of its customer and modify their
product or services according to client want or desire.
 Human Resource : Your Destination is required to hire skilled and professional trainees
who are capable to generate more revenues for the firm by maximising their sales. They
can also provide various training programmes to their workforce which help them to
improve their knowledge and skills.
 Information Technology : In this competitive world, where every business entity is using
innovative and modern techniques in order to promote its services, it becomes difficult to
gain competitive advantage over their rivals (Fifield, 2012). Your Destination is required
to use the latest trend of technology such as promoting their services on social media
platform, also uses the various methods in terms of CRM, Database Analytics etc. in
order to maintain healthy relation with its customer.
 Finance : Your Destination is required to make budget according to their financial
position in the market. If the company is having sound financial position, they can spend
great proportion of their revenues in advertising their services and gain competitive
advantage over their competitors.
P3, M3 Marketing mix of two organisations to achieve overall objective
Marketing mix is a combination of marketing tools, which a firm used to search its
objectives in the market place. The concept is used by the firm so that it can increase its growth
in the market and expand its business in a systematic way. Company used this tool to promote
their products and brands worldwide. It helps the managers in formulating the strategies. The
mentioned companies has its own marketing mix. It facilitates in making its operations more
efficient than their competitors. Your destination is a well known travelling company, which
deals in transportation. The main aim of the firm is to get competitive advantages from the
market by administering best services to their customers (Gamble and et. al., 2011) . The
company provides its services in many countries. The manager needs to determine the
appropriate market to serve their services. Before entering into the market, the managers of the
company, Your destination requires to formulate strategies so that they can deal with their

competitors. These strategies help in getting higher productivity in a cost effective manner. It
provides the appropriate information to the managers about customers needs.
Marketing Mix Your Destination National Express
Product It is an item which a company
offers into the market. The
organisation, Your destination
is a transport company. It
provides transportation
services to their customers as
product. Apart from this, the
company administer courier
services. The firm follows
effective marketing strategy to
sell their product in market so
that it can deliver timely
services.
National express provides
trains, buses and coach
services. Apart from that, it
also administer transportation
services. In order to compete
with their competitors, the
transport operator provides
intangible as well as tangible
things to buyers.
Price Price is the amount charged by
the customers for getting
services. Your destination
adopts competitive pricing
strategy so that it can compete
with their rivals and take
advantages. Because of low
prices, the customer attracts
more towards the company.
The pricing policy of national
express is different from
others. It follows
differentiation pricing strategy
where the early booking
customers gets discount and
late comers pay full amount on
their bookings (Gummesson,
2012). The company
encourages their customers to
visit their sites for getting
maximum benefits.

Place Place is the area in the
marketplace where the
company sell its products.
Because of global presence of
your destination, it is able to
approach many customers. The
firm operates in various
countries so that firm can
reach to no. of clients.
The firm operates in many
places. Place can be the major
component for National
express to gain competitive
advantage. Many places in UK
contribute in the successful
operations of the company. By
providing their services to
large no. of people , the goals
and objectives can be easily
accomplished.
Promotion Promotion refers to all the
activities which are used to
promote a product or service in
the market. The company used
different promotional tools
such as radio, television, social
media, web portals etc. to
advertise and market their
product. Your destination
sponsor itself in international
events in order to boost its
sales.
Effective communication
channels are used by the
company to target their
customers. National express
used promotional tools such
as- advertising, personal
selling , promotion , public
relation etc. technological
involvement also helps the
company in creating websites,
online booking system, search
engine etc.
People All the companies depend on
people who run it from
managers to subordinates.
Your destination focus on
selection of right people for
the success of the company.
National express focus on the
selection of those people who
are able to contribute in the
growth and success of the
company.
Processes Process refers to the way in The company use fast

which service is delivered to
their customers (Kimme and
Aronson, 2011). The company
provides fast booking services.
processors for booking of
tickets.
Physical evidence It is the place where the
customer and firm interact and
the service is delivered. The
firm provides excellent
delivery services to their
customers.
The company gives physical
evidence to their customers inn
receipt form.
P4, M4 Development and assessment of marketing plan
Every organisation formulates a basic marketing plan which highlights its marketing
strategies. Marketing plan is developed for a definite time period. It includes organisation's
goals , objectives, strategies, future actions etc. The managers of Your destination develops
marketing plan to increase its products and services and get competitive advantages from the
market.
Overview of the company:
Your destination is a well known transportation company which is famous for its
transportation services worldwide. It is rapidly growing organisation and known by its successful
operations in Essex and London. The firm follows effective marketing techniques to expand their
business in Newcastle, Glasgow , Manchester etc.
Vision and mission of company:
The vision statement of Your destination is to become a very successful company
worldwide by putting positive impact on the minds of customers.
The mission statement of the company is to administer best customer services and fulfil
the responsibility towards society as well.
Situational analysis:

The internal and external situation can be identified through SWOT and PESTLE
analysis. It helps managers in determining the challenges and risks that may come in future and
which can affect the company in strong way (Lane, 2016). With the help of SWOT analysis of
Your destination, the administrator can easily identify the opportunities for the company and by
the help of these opportunities, the firm can expand its operations and functions worldwide.
SWOT analysis of Your destination -
STRENGHTS
Start up cost is minimum
Many associated services
Good platform for growth and diversification
Easily available
WEAKNESSES
 Low entry barriers
 Less laws and regulations
 Work ethics
 Hardly profitable
OPPORTUNITIES
 Information technology implementation
 Unification within chain of supply Increasing trade
THREATS
 Rising overhead costs
 Economic and global recession
 Double standards in regulation
Current position of the company:
Currently the company is operated in Essex and London only. The position of the
company is good but it wants to deliver excellent services at other places too.
Goals and objectives:
Your Destination wants to expand its business in Newcastle, Manchester and Glasgow.
The main objective of the company is to run successfully its business operations at these places.
The firm wants to increase its market share by 30% in next 3 years.
Target market:
The managers of Your destination should have to identify the market in which they can
provide service (Alrubaiee and Nazer, 2010). The manager need to be select the target market
very carefully. The selection of the market should be done according to the product, where they
meet the needs and wants of target customers. The company, Your Destination used

undifferentiated marketing strategy so that they can target all group of customers as their target
market.
Market budget:
Every firm needs to prepare an efficient market budget. Before offering their product and
service into the market, budget should be prepared first. The budget determines where and how
much to spend in the marketing of the product or service. The marketing budget of Your
destination is -
Particulars Amount
Marketing activities:
Sales promotion 13000
Advertising 55000
Direct selling 12000
Total 80000
Allocation of resources:
The resources should be allocated in appropriate manner. It is the responsibility of
manager to select the resources necessary in development of marketing plan. The main resources
which is essential for planning are physical, human and financial and technological resources. It
is essential for the managers to allocate resources at right time and right place.
 The firm use buses, trains, etc. as physical resource.
 For providing transport services, it requires manpower. The manager needs to ensure the
selection of right manpower.
 Financial resource is necessary for the expansion and successful operations of business.
The firm have enough financial resource so that it runs its operations successfully. The firm used new technology based processors for booking tickets.
Implementation, monitoring and control:
This is the final stage of the whole process. At this stage, the plan is implemented. The
managers check the progress and do corrections if needed (Astuti and et. al., 2015).

D2 Use of 7P's in order to achieving marketing objectives
According to... marketing mix is set of tools used by the company to seek its objectives.
It helps in analysing and defining issues which affects the marketing of a product and service.
Marketing mix assist the managers in formulating effective strategies (Baack and et. al., 2013).
As per the other hand.. the 7p's helps the company in determining the type of product,
price of product, its target market and how to promote it in the market.
CONCLUSION
As per the above mentioned report, it has been concluded that marketing plays a vital role
in the growth and development of the firm. The manager of Your destination needs to adopt
effective marketing strategy for gaining competitive advantage. Apart from this, the report also
explains the roles of marketing functions. The company use marketing mix for formulating
effective strategies. 7 P's of marketing is described in this report. At last, formulation of
marketing plan is defined which helps the managers in identifying the future course of actions
and determining the issues affects the growth of the company.