Marketing Essentials Report: Analysis of Your Destination's Strategies

This marketing report examines the essential aspects of marketing for 'Your Destination,' a company specializing in private personal hire and industrial-level transportation. The report begins with an introduction to marketing principles and then delves into the roles and responsibilities of marketing officers, including market research, strategy development, customer relationship management, and team management. It also explores how these roles contribute to broader organizational objectives, such as operational, financial, and human resource management. A comparison of the marketing mix of 'Your Destination' with National Express is provided, focusing on product, price, place, and promotion strategies. Finally, the report culminates in the development of a marketing plan tailored for 'Your Destination,' with an emphasis on evaluation and control mechanisms to ensure successful implementation and business expansion.

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
MEMO.............................................................................................................................................1
P1 Roles and responsibility of marketing officers................................................................1
P2 Explanation about how roles and responsibilities will contribute to the wider
organisational objectives........................................................................................................3
MARKETING STRATEGIES.........................................................................................................5
P3 Comparison of marketing mix with other organisation in same sector.............................5
MARKETING PLAN......................................................................................................................7
P4 Marketing plan of Your Destination.................................................................................7
Evaluation and control..........................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
The action or business of promoting and selling products or services, including market
research and advertising referred as marketing. Marketing is very essential component of
business, which help in growth, and development of organization (Chen and et.al., 2015). In
accordance with this context, the following report will cover all the aspects that are essential for
marketing of Your Destination. It is an emerging organisation, which specialised in private
personal hire at industrial level transportation. Further, this report will cover the roles and
responsibilities of marketing officers. The contribution of roles and responsibilities of marketing
and marketing officer to wider organisational context will identify in this report. Moreover, the
comparison of marketing strategy with National Express will discuss in this assignment.
Eventually, an effective marketing plan will formulate for Your Destination so that the
organisation can expand its business operations.
MEMO
P1 Roles and responsibility of marketing officers
To Senior Management
From: Marketing Manager
Date: 11th November 2017
Subject: Key roles and responsibilities of marketing officer
Marketing officers plays various roles in the organisations. Further, marketing officers has been
assigned with several responsibilities. In accordance with this context, the roles and
responsibilities of marketing officers in Your Destination are provided below: Conducting Marketing Research: The roles and responsibility assigned to marketing
officers is to analyse the market of area where organisation desire to expand its business
operations (Dhar and Varshney, 2011). As the management of Your Destination desire
to expand its business in Manchester, New Castle, Glasgow and Aberdeen, thus
marketing officers are required to scan the market area effectively so that brief
knowledge and information about the taste, culture and preference of natives can
acquired. Developing marketing strategy: Marketing officer is responsible for analysing,
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identifying and implementing marketing strategies that are beneficial for organisation.
In this context, marketing officers at Your Destination required to formulate and
develop effective marketing strategies so that competitive advantages can be gain and
customer base can increased efficiently (Aaker, 2011). The marketing strategy will aid
in promulgating the productivity and profitability of the organisation and will lead the
organisation towards growth and development. Customer relationship management: In the world of competition, the only way to
sustain in the market is developing effective relationships with customers. In this
context, it is the duty which will be assigned to the marketing officer to establish
effective and efficient customer relationship (Kumar, 2010). Customer relationship
management will aid the management of Your Destination to improve their customer
base and will assist in attraction of more and more customers. Thus, managing customer
relationship is the responsibility of marketing officer at Your Destination. Employee Management: Marketing officers needs to supervise and monitor the team,
which worked under his or her guidance. It is the responsibility and role of marketing
officer to monitor their team performance and provide effective guidance so that the
desired goals and targets can be accomplished efficiently (De Mooij, 2013). At Your
Destination, the marketing officer will be assigned with responsibility in which he or
she has to manage their team and employees so that expected and set objective can be
accomplished and organisation can move on the path of growth and development. Identifying New Business opportunities: New business opportunity will assist the
organisation to improve their productivity and profitability. Thus, it is the responsibility
of marketing officer to identify and investigate new business opportunity for Your
Destination. This will promote growth and development of the organisation and further
increases the market growth and share efficiently (Jaramillo and Spector, 2015). It is
very essential to identify new business opportunity in order to expand business
operations effectively. Setting budget for marketing: Setting budget for the marketing and promotional
activities is essential role which is to be played by the marketing officer. Marketing of
products and services needs ample amount and cost (Ferrell and et.al., 2014). Thus, it is
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the responsibility of the marketing officer to allocate marketing activities according to
their nature and impact. Further, they have to set budget in effective and essential way,
so that each and every activity can be done perfectly. Brand Development: Brand development and improvement is very essential for
attracting more and more customers towards the organisation (Lamb, Hair and
McDaniel, 2011). Marketing officers are responsible for formulating certain and
specific policies in order to promote products and services of Your Destination so that
the goodwill and reputation of brand can be promulgate effectively and promote growth
and development of business corporation efficiently. Thus, it is the duty of marketing
officer to lay emphasis to improve the brand image and reputation.
 Maintaining public relations: Public relations are need to maintain in order to protect
the brand image from degradation. Marketing officer at Your Destination will be
accountable for maintaining effective public relations so that uncertainties and
disharmony can be prevented. They need to promote the products and services without
harming public sentiments and maintain efficient relationship with media.
P2 Explanation about how roles and responsibilities will contribute to the wider organisational
objectives
To Senior Management
From: Marketing Manager
Date: 11th November 2017
Subject: Roles and responsibilities will contribute to the wider organisational objectives
Marketing officer and marketing management plays important role in the organization. They
not only aid in improving the productivity and profitability of the company, but also support
other departments so that organization can accomplish its desired goals and targets (Muhamad,
Melewar and Alwi, 2012). According to this context, the roles and responsibility of marketing
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officers and marketing department in wider organizational context are provided below:
Operation Management and marketing management
The role of operation management of Your Destination is to manage the overall
productivity of the organisation. The operations managers need to ensure that proper research
and developments in the product department can be made effectively and efficiently. Marketing
officer needs to communicate about the new and innovative ideas which are currently in trends
the market economy so that innovation in products and services can be developed in the
organisation (Salavati and Karami, 2015). Operation managers and officers along with
marketing officers works abreast so that the growth and development of the organisation can be
made effectively and efficiently. Further, the role of operation manager is to ensure that the
quality of goods and services delivered by Your Destination is up to the mark so that more and
more customers can enjoy the services provided by the organisation. The role of marketing
officer is to articulate the information about the recent trends and preferences which are more
preferable by the customers. According to this information the operation managers will focus
on production of more and more the particular kind of services.
Financial management and marketing management
The role of financial management in the organisation is to maintain and allocate budget
so that liquidity can flow effectively and organisation can blooms in the market economy. It is
the role and responsibility of financial officer of Your Destination to maintain the budget
efficiently according to the needs and departments of the organisation. Marketing is cost
consuming activity and it is the role and responsibility of the marketing officers to produce and
make a budget plan for marketing activities. After that the marketing plan and budge has been
submitted to the finance officer of the organisation and allocation of budget has been made by
him (Sethuraman, Tellis and Briesch, 2011). Thus, marketing department and financial
department needs to work abreast so that the growth and development of organisation can be
made effectively and efficiently. In order to increase the productivity and profitability of the
organisation, the marketing officer needs to collaborate with financial officer so that they can
collectively work in order to promulgate the brand image of organisation.
Human Resource management and Marketing Management
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Human resource management in Your Destination is responsible for allocating and
recruiting existing and new manpower. As the management of Your Destination desire to
expand its business operations in various areas of United Kingdom. Thus, human resource
officials are responsible for hiring new and skilled manpower for marketing department. This
will aid the marketing officer to conduct the market research effectively and efficiently
(Bahadir, Bharadwaj and Srivastava, 2015). Further, human resource management is
responsible for increasing the satisfaction and motivation of employees by the implementing
various policies and practices. Marketing officers along with human resource managers are
required to work abreast so that loyalty and commitment of employees can be increase
effectively and efficiently. In this context, it can be understood that human resource managers
and marketing mangers work collaboratively so that the organisational goals and targets can be
accomplished effectively and efficiently. The role of marketing officer is to supervise his or her
team. Thus, he required skilled and dedicated manpower so that efforts can be reduced and
efficiency can be increased. HR managers of Your Destination are responsible for hiring and
recruiting skilled and competent employees so that organisation can sustain in competitive
environment.
MARKETING STRATEGIES
P3 Comparison of marketing mix with other organisation in same sector
Marketing mix is one of the most significant aspect which help to company in deliver the
right product at the right time and the right place. It includes several elements such as product,
process, place, promotion, physical evidence, people (Jaramillo and Spector, 2015). Your
Destination have major competitor is National Express company which also deal with grocery
and customer product. Following are systematic comparison of Marketing mix of these two
organisations-
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Illustration 1: Marketing Mix
Source:Extended Marketing Mix: The 7 Ps of
Marketing. 2014.
 Product- The major product of Your Destination is the personal hiring and industrial
level of transportation. This helps the organisation to provide effective transportation
facility to the customers. As compared to this National express also offers same products
but with effective and high quality services. (Muhamad, Melewar and Alwi, 2012). Prices- Your Destination is using the price skimming strategy under which it offers the
highest initial prices transportation services to customers. On the other hand National
Express company is using the competitive pricing strategy under which it sets the prices
according to level of competition (Lamb, Hair and McDaniel, 2011). The price strategy
of the organisation aids in determining the right prcie for the right type of product and
services on the basis of their quality and quantity. From the analysis it can be stated that
the price strategy of Your Destination is not effective as comapred to price strategy of
National Express. Place- Your Destination delivers its product and services in the market by online and
offline mode. It has physical location where customer can easily reach for purchase the
appropriate services. On addition to this it also offers its product and services by use of
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online mode like website and mobile application. On the other hand National Express
delivers its product and services only by physical or offline mode. The place strategy of
National Express is not much efficient as compared to Your Destination. Promotion- Promotion is another major element of the marketing mix by which firm can
introduce its product and services in the market. Your Destination uses newspaper,
magazines, billboard, TV advertisements, social media, email, direct mail promotional
channels. On the other hand National Express uses environmental friendly strategy in the
advertising and used its logo for make advertisement effective (Extended Marketing Mix:
The 7 Ps of Marketing. 2014). Physical evidence- Your Destination have attractive physical evidence which is situated
in the commercial area of the city. It uses company logo which have attractive
appearances and environment friendly presentation. On the other hand in the context of
National Express it uses effective appearances in its physical store which attract the large
numbers of customers.
 People- This element includes the employees and customer. Your Destination have
effective arrangement and facilities for customer through which it can effectively satisfy
their needs and wants. However, it has not effectively meet its employees requirement as
it pay very low wages to personnels. On the other hand in the context of National
Express, company effectively satisfy the needs and requirement of both customer and
employees.
MARKETING PLAN
P4 Marketing plan of Your Destination
Goal and Objective
Your Destination have major objective is improved the quality of transportation facilities
and services of customers. In addition to this, it desires to achieve 12% of sales in every year and
10% of marketing share as well. Thus, by use of marketing planning it can easily analyse future
plan.
Internal analysis-
Strength
 It produces high quality of
Opportunities
 Opportunity to expand its business in
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transportation facilities and services to
all level of customers especially adults
and industrial business men.
 It uses high level of technology and
high recognition of products. This aid
in growth and development of the
company
other country
 Product customisation.
Weakness
 It has manual working through which
cost has been increased.
 Its have weak promotional program.
Threats
 Technological developments
 High level of competition in industry.
Strategy
Marketing mix Analysis Future strategy
 Product Currently Your Destination
delivers the product for
industrial level transportation
facility to business men.
Your Destination future strategy to
produce the commercial transport facility
that will attract college student and male
and female customer groups.
 Place Your Destination uses online
and offline channels of
distribution
Your Destination will work on remote
location and will provide services to user
from any part of terirtory.
 Price Currently Your Destination
uses price skimming strategy
(Salavati and Karami, 2015)
In future Your Destination will offer
penetration pricing strategy to acquire
more customers.
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 Promotion Your Destination promotes
its product by use of
traditional ways
Your Destination will use modern method
of promotion.
 People Your Destination focuses on
customer needs and ignore
employees requirement.
Your Destination will fulfil all needs of
employees as well as customers.
 Physical
evidence
Your Destination has
established Your Destinations
offices in London and Essex.
Your Destination will operate in New
Castle, Glasgow, Aberdeen and
Manchester in future.
 Process Your Destination is using
traditional method of
customer relationship
management.
Your Destination will use modern method
of customer relationship management
(Cochoy, 2014).
PESTLE Analysis
PESTLE analysis will aid in identifying the external environment which impacts on the
productivity and growth of the organisaiton and which are provided below: Political Factor: The political factor including governmental laws and policies that
transforms frequently (Goldfarb and Tucker, 2011). It impacts on the growth and
development of the organisation greatly. Economic Factor: Currently the economic condition of United Kingdom is fluctuating an
d volatile. It is difficult for organisaton to exapand and grow their business operations. Social Factor: Social factors includes taste and prefernces of customers. In recent times,
the taste and preferences of customers are changing rapidly which influencing the growth
of organisation (Kubacki and et.al., 2015). Technological Factor: Your Destination is investing in new and advance technologies to
improve their business performance
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 Legal Factor: The management of Your destination needs to follow all the rules and
regulation in order to avoid any legal consequences (Barrett and Weinstein, 2015).
 Environmental Factor: In order to protect the environment, Your Destination working
diligently to reduce their carbon footprints.
Target and positioning
Targeting is the process of determining the segment market in which company will
promote specific product and services (Sethuraman, Tellis and Briesch,2011). Your Destination
majorly target the industrial level of customers and business men for transportation of goods and
services. In addition to this it will also produce the product and services for all income level of
customers.
In addition to this positioning is another very significant process under which company
communicate the brand identity and value position to the target customers.
Tactics and Action
 Your Destination will conduct effective market research through which it can effectively
acknowledge the actual needs of customer about the product and services.
 It will use the customer feedback option on the internal and social media channels
through which it can directly communicate with end customer and analyse their issue
with existing commodity (Salavati and Karami, 2015).
 It will use impressive promotional and advertising strategy to acquire new customer.
Evaluation and control
 In order to evaluate and control the marketing planning, Your Destination will use the
budget analysis under which it will analyse the budget on timely basis.
 With help of time report, it will analyse its gap between current condition and future
expectation of the business activities (Pels, 2015).
CONCLUSION
From this entire report it has been concluded that marketing is very significant aspect
which help to company in introducing and promoting its product and services in the market.
Your Destination's marketing department must have to develop effective relationship with other
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functional department through which it can easily address the objective on time. In this context,
the assignment covers the roles and responsibilites of marketing officers effectively. The way
these roles and responsibilities influences other organisational functions has been covered in this
reoprt. Further, the marketing strategies has been examined and compared with the marketing
strategy of National Express effectively. Eventually, the marketing plan of Your Destination has
been formulated that provide management an idea to increase their productivity and profitability
and can lead to growth and development efficiently.
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REFERENCES
Books and journals
Aaker, D., 2011. Marketing Research. John Wiley and Sons.
Bahadir, S. C., Bharadwaj, S. G. and Srivastava, R. K., 2015. Marketing mix and brand sales in
global markets: Examining the contingent role of country-market characteristics. Journal of
International Business Studies. 46(5). pp.596-619.
Barrett, H. and Weinstein, A., 2015. Corporate entrepreneurship, the marketing mix, and
business performance. In Proceedings of the 1997 Academy of Marketing Science (AMS)
Annual Conference. Springer International Publishing.
Chen, Y. and et.al., 2015. Linking market orientation and environmental performance: The
influence of environmental strategy, employee’s environmental involvement, and
environmental product quality. Journal of Business Ethics. 127(2). pp.479-500.
Cochoy, F., 2014. The American Marketing Association: A handrail for marketers and marketing
history. Journal of Historical Research in Marketing. 6(4). pp.538-547.
De Mooij, M., 2013. Global Marketing and Advertising: Understanding Cultural Paradoxes:
Understanding Cultural Paradoxes. Sage Publications.
Ferrell, C. O. and et.al., 2014. Marketing Principles PDF. Cengage Learning Australia.
Goldfarb, A. and Tucker, C.E., 2011. Privacy regulation and online advertising.Management
Science. 57(1). pp.57-71.
Jaramillo, F. and Spector, P.E., 2015. Sunk Cost Effect, Escalation of Commitment and the
Principle of Fungibility: Consumers’ Reactions to Membership Cards. In Creating and
Delivering Value in Marketing. Springer International Publishing.
Kubacki, K. and et.al., 2015. A systematic review assessing the extent of social marketing
principle use in interventions targeting children (2000-2014). Young Consumers.16(2).
pp.141-158.
Kumar, V., 2010. Customer relationship management. John Wiley & Sons, Ltd.
Lamb, C., Hair, J. and McDaniel, C., 2011. Essentials of Marketing. Cengage Learning.
Merriam, B. S., 2009. Qualitative Research: A Guide to Design and Implementation. 3rd ed. John
Wiley & Sons.
Muhamad, R., Melewar, C. T. and Alwi, S. F. S., 2012. Segmentation and brand positioning for
Islamic financial services. European Journal of Marketing. 46(7/8). pp.900 – 921.
Pels, J., 2015. Actors’ Exchange Paradigms and Their Impact on the Choice of Marketing
Models. In Proceedings of the 1998 Academy of Marketing Science (AMS) Annual
Conference. Springer International Publishing.
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Salavati, A. and Karami, N., 2015. To Review Marketing Ethics Effect on Customer's Loyalty in
Insurance Industry. Arth prabandh: A Journal of Economics and Management. 4(9). pp.24-
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Sethuraman, R., Tellis, G. J. and Briesch, R. A., 2011. How well does advertising work?
Generalizations from meta-analysis of brand advertising elasticities.Journal of Marketing
Research. 48(3). pp.457-471.
Online
Extended Marketing Mix: The 7 Ps of Marketing. 2014. [Online]. Available through: <
https://blog.udemy.com/extended-marketing-mix/>. [Accessed on 27 October 2017].
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