Marketing Essentials: Marketing Strategies and Responsibilities Plan

This report provides a detailed analysis of marketing essentials within an organization, focusing on the roles and responsibilities of a marketing officer and the structure of a marketing department. It examines how marketing roles relate to the broader organizational context, emphasizing the interrelationships between marketing and other functional units like finance, production, and human resources. The report also compares the application of the 7Ps of marketing by "Your Destination" and National Express, evaluates a basic marketing plan for nationwide expansion, and assesses various tactics for achieving business objectives. It includes a critical analysis of marketing functions, the significance of interrelationships, and the design of a strategic marketing plan, concluding with an evaluation of the links between marketing objectives and strategies.

MARKETING ESSENTIAL
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TABLE OF CONTENTS
Introduction.....................................................................................................................................................................1
PART 1...........................................................................................................................................................................2
LO1.................................................................................................................................................................................2
P1 Explain the key duties and responsibilities for the marketing officer and proposed structure and
operations of the marketing department...............................................................................................................2
P2 Explain how roles and responsibilities of marketing relate to the wider organizational context...............4
M1 Analyse the roles and responsibilities of marketing in the context of the marketing environment..........7
D1 critically analyse and evaluate the key elements of the marketing function and how they interrelate
with other functional units of an organisation......................................................................................................8
M2 Analyse the significance of interrelationships between marketing and other functional units of an
organisation..............................................................................................................................................................9
PART 2.........................................................................................................................................................................10
LO2...............................................................................................................................................................................10
P3 Using the 7Ps compare “Your Destination” approach to applying the marking mix to that of National
Express in achieving the business objectives.......................................................................................................10
LO3...............................................................................................................................................................................14
P4 Produce and evaluate a basic marketing plan for the nationwide expansion.............................................14
M4 Produce a detailed, coherent evidence-based marketing plan for an organisation..................................16
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing
objectives.................................................................................................................................................................16
M3 Evaluate different tactics applied by organisations to demonstrate how business objectives can be
achieved...................................................................................................................................................................17
Conclusion....................................................................................................................................................................19
References.....................................................................................................................................................................20
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LIST OF FIGURES
Figure 1: Marketing Concept...........................................................................................................3
Figure 2: Marketing Mix.................................................................................................................9
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Introduction
Marketing essentials plays an important role in marketing of products in an organization. It helps
in managing the products and involves various processes to achieve the business goals and
objectives. In this report, various marketing essentials for organizations are discussed. The report
focuses on discussing the various roles and responsibilities of marketing in “Your Destination”.
Various marketing concepts are developed according to the current and future needs of an
organization. External factors are evaluated that affects the marketing activity of “Your
Destination”. The report also explains the inter relation of various functional units with
marketing.
Marketing Mix plays an important role in functioning of organization and therefore various
strategies related to organisations to gain competitive advantage are evaluated in this report.
Various tactics to improve the marketing strategies are analysed for effectiveness of business and
its growth. The last part of the report focuses on the development and evaluation of marketing
plan. The links between marketing objectives and strategies is also evaluated in this report.
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PART 1
LO1
P1 Explain the key duties and responsibilities for the marketing officer and proposed
structure and operations of the marketing department
Definition and nature of marketing
Marketing function can be defined as an important role of an organization that is essential for
marketing and promoting its products (Olson et.al.2018). Marketing functions of “Your
Destination” generally include Customer service, marketing research, development process,
product plan, promotion, finance, sales, and many more. These functions are helpful for the
growth of an organization. It is also involve in various responsibilities such as support for sales,
new product development, distribution system, finance and HR department, strategy
management, etc. All the above mentioned functions play various roles which helps in growing
the organization.
Key duties and responsibilities of the marketing officer:-
Marketing research: The research of the market reflects the position of the organisation i.e.
where it stands. With this strategies can be developed and customers will be targeted that
supports the “Your Destination” expansion.
Opportunities: The opportunity is to be identified by the marketing officer so that business can
also be expanded in the new market (Yeshin, 2012). Further the new approach is created for
getting the opportunity and then business unit is formed by the marketing officer.
Marketing management: The marketing officer manages the function of marketing. It includes
operations related to product development, branding and supply chain management etc are part
of marketing performed by marketing officer.
Proposed Structure of the Marketing Department and their Operations: -
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Figure 1: Marketing organisation chart
(Source: Marketing structure, 2017)
Marketing officer: In the marketing department, the topmost is the marketing officer that
represents the marketing department. In this department, officers make the crucial decisions
related to marketing with the support of CEO and CFO of “Your Destination”.
Secretary: Secretary is the person that communicates in between of marketing officer and
marketing manager that works collaborate in marketing department. The information is shared
through secretary in the marketing structure of the organisation.
Marketing managers
There are varieties of operations that are needed to be performed by the manager of marketing
that are given below in the following diagram:-
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Product management and strategies: Feedbacks must be collected by several means from the
tourist or visitors of “Your Destination” and the main feedback are then taken into account by the
manager (Mooradian, et. al., 2012). Further the strategies are created accordingly for making the
marketing function stronger to provide better services.
Advertising and promotions: The advertisement is the main function of marketing for the
services of the organisation. It is commonly done through social media networking and currently
organisation majorly focuses on search engine optimisation.
Market research: In this market is investigated in such manner that opportunities for creating the
business can be searched for organisation growth. At new place investment can be done with the
support of market research.
Public relation and segmentation: The public relation can be carried out effectively with the
support of customer query solution related to the services of the “Your Destination”. This can be
performed effectively with the support of various modes such as internet, teleconferencing etc.
Creative services: With the support of current trends, innovation and creativity is demanded and
to be met by the organisation. This supports in sales increasing for the organisation as individual
get influenced to such services easily.
P2 Explain how roles and responsibilities of marketing relate to the wider organizational
context
There are various functions and elements of marketing functions such as finance, distribution
system, HR department, marketing and many more. The major roles and responsibilities of
marketing in context with “Your Destination”:
 Market Research and development: Market research plays an important role in
marketing of business (Hair and Lukas, 2014). Researching not only focuses on
identifying the needs of customers but it also focuses on various other factors such as
information about logistics, raw materials, finances and resources. Market research is the
key factor that helps in growing the business. If the market research is not conducted in
an efficient way, then running the business is impossible. In marketing the data is
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gathered through different sources and then the feedbacks are collected on that basis. In
this manner services are formulated.
 Plan a target: There is need of development of targeting strategies after conducting the
research in the market. “Your Destination” focuses on identifying the strengths and
weaknesses of business operations in the market. These strengths and weaknesses can
only be identified by conducting the research in the most effective manner. Various data
and information at the time of research is collected and marketing strategies are
developed to gain the competitive advantage in the market.
 Optimising opportunities: “Your Destination” also focuses on small as well as short
term marketing tactics which also plays an important role in functioning of marketing.
These short term opportunities are implemented to attract large number of customers
(McDonald and Wilson, 2016). These opportunities provide a boost in sales of its
products as well as helps in generating more revenue. Further creating the opportunities
and optimising it to expand the business in UK to meet the business objectives.
Other than above explained marketing functions, “Your Destination” also focuses on its
acquiring local and small industries to identify the needs of local markets. It also focuses on wide
area strategy that helps in providing variety of products to different countries.
Significance of interrelationships between marketing and other functional units of “Your
Destination”.
There is significant link between the marketing as well as other functional units which can be
explained as
Marketing and Finance Department
 The marketing functions of “Your Destination” are highly linked with the functional units
of finance department. The marketing function relies on various sources for fulfilling the
need of finances (Hempelmann and Engelen, 2015).
 An organization is in need of various economic resources for planning, implementation,
evaluation and research for development and planning of strategies in the business. These
economic needs of “Your Destination” are fulfilled by the finance department of an
organization.
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 Marketing strategies cannot be implemented without the support of financial department.
Therefore, it is necessary for marketing department to communicate with finance
department.
 The finance department and marketing department must work together to observe the
current business trends as well as helps in managing the efficiency of promotion.
 For an instance, marketing campaign might be a successful one but the finance
department predicts that the expenses on campaigning a product or service was too high.
This results in no profit for the organization.
Marketing and production Department
 Marketing Department is highly dependent on production department for developing a
marketing plan.
 Marketing team requires detailed description about products and services. Also it is
necessary to know about the production capacity of an organization.
 If the production capacity or raw material inventory of the organization is not known to
the marketing team of the “Your Destination”, then there occurs lot of losses because of
inefficient marketing plans (Yeh and Fang, 2015).
 The link between marketing and production department ensures the planning of research
and development to fulfil the needs of customer.
 Also the effective communication between marketing and production team enables the
organization to complete the volume of orders on time.
 Marketing department also set various deadlines for production team that helps in
extending the work speed and the orders are completed on time.
Marketing and Human Resource department
 It is necessary for marketing department to get align with various policies of HR
department. It helps in increasing the sales of an organization. The inter relation between Marketing and HR team ensures the proper staffing and
utilisation of resources. It also helps in effective researching and developing of new ideas related to its products
and services.
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 Human resource team also helps in meeting the targets of the organization by utilising the
resources in the most efficient way (Olson et.al.2018). It also helps in increasing the employer branding. Marketing not only involves the
promotion of products and services but with the help of effective communication between
marketing and HR team, the employer branding can be increased.
 There is always a need for resources to develop effective marketing strategies. The
staffing and recruitment is the main function of HR department and therefore, for hiring
the best talent in the industry, marketing team must communicate about the requirement
of new candidate that is to be hired.
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment
The various roles of marketing are dependent on marketing management of an organization.
Marketing management is responsible for execution and planning of marketing at various stages.
These stages include promotion, distribution, sales as well as pricing of the product in the most
efficient way that helps in attracting large number of customers. Various roles of marketing can
be explained as:
 Developing marketing strategies: The most important role of marketing management is
to identify the needs of customers and to develop marketing strategies accordingly.
Managers are responsible for determining he needs of target customers in the market.
Efficient market strategies help in achieving the organizational objective.
 Involvement of Technology: “Your Destination” focuses on utilizing various
Information Technologies for implementing and controlling the marketing strategies. An
organization uses Marketing Information Systems (MIS) that provides information of
planning and distribution of services.
 Marketing Environment: It is important to identify the needs of current market
environment. After identifying the needs of marketing environment, “Your Destination”
focus on developing new products and services (Li and Kannan, 2014). Development of
new services helps in changing the internal as well as external elements of the business.
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 Marketing Research: The marketing research includes the detailed information about
product, quality, price as well as consumers so that organization can communicate about
its products and services in the market.
 Segmentation: Before marketing the product and services, the marketing management of
“Your Destination” must focus on identifying the segment in which the service is to be
displayed.
 Brand Value: “Your Destination” focuses on providing quality services according to the
needs of customers. Customers are inclined towards the brand which provides them value
added services. With the increased brand value, entire business sales increase.
D1 critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organisation
Key elements of marketing functions of “Your Destination” are as follows:-
 Management: An organization must focus on developing strategies to market its
products and services. This helps in gaining competitive advantage in the market.
 Customer needs: The most important part of marketing function is to identify he
customer needs. An organization must market its products according to the needs of
customers.
 Customer Loyalty: An organization must be quick enough to market its product first.
This helps to gain the customer loyalty.
Customer Satisfaction: Customer always wants good quality of product in return for
their money. If the customer is satisfied, then the sale of the product increases.
The marketing functions are interlinked with other functional units such as distribution, finance
and research & development.
Distribution: The marketing function must increase the service distribution on which customers
have more focus. Consumers mostly buy the services which have good quality and are available
at reasonable prices (Garoufallou, et. al., 2013). Production process is highly dependent on
operational capacity of “Your Destination”.
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Finance: The finance department has the authority to transfer the funds to the marketing
department. The promotion and advertisement needs large funds therefore financing department
is necessary and is interlinked.
R&D: R&D supports in getting the feedbacks using the internet tool as part of marketing. The
feedbacks are transferred to the research department so that development in services can be
achieved effectively.
M2 Analyse the significance of interrelationships between marketing and other functional
units of an organisation
The interrelationships among the functional and marketing are shown in such manner that
supports the employees can be more responsible. Moreover effective coordination is resulted
with the interrelationship of both. Overall direction of the organisation is improved with good
working among all the functional units. Thus, “Your Destination” will run effectively as every
function with marketing will move accordingly to meet the business objectives in the appropriate
manner.
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