Marketing Essentials: Strategies and Objectives in Organizations

This report provides an overview of marketing essentials, focusing on the roles and responsibilities of marketing officers and the structure of marketing departments. It analyzes how these roles contribute to organizational objectives and compares the 7Ps of 'Your Destination' with National Express to achieve business goals. A marketing plan for nationwide expansion is outlined, including an executive summary, company overview, market situational analysis (internal and external), business goals, company strategy, STP of the market, tactics and action, and budget and control. The report emphasizes the importance of inter-departmental communication and the use of marketing mix strategies for organizational success, with references to various marketing concepts and models.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION................................................................................................................................2
TASK 1..............................................................................................................................................3
1.1 Key duties and responsibilities of the Marketing Officers and structure and operations of
the marketing department..........................................................................................................3
1.2 How the roles and responsibilities will contribute to the wider organizational objectives..7
TASK 2..............................................................................................................................................8
2.1 Compare 7Ps of ‘Your Destination’s to National Express in order to achieve the business
objectives.....................................................................................................................................8
2.2 Marketing plan for the nationwide expansion....................................................................11
EXECUTIVE SUMMARY...........................................................................................................11
COMPANY’S OVERVIEW.........................................................................................................11
MARKET SITUATIONAL ANALYSIS..........................................................................................11
 INTERNAL ANALYSIS....................................................................................................12
 EXTERNAL ANALYSIS....................................................................................................12
BUSINESS GOALS....................................................................................................................14
COMPANY’S STRATEGY..........................................................................................................14
STP OF MARKET.....................................................................................................................14
TACTICS AND ACTION............................................................................................................14
BUDGET AND CONTROL.........................................................................................................15
CONCLUSION.................................................................................................................................16
REFERENCES...................................................................................................................................17
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INTRODUCTION
The marketing is considered as best practice for the organization in effectively gaining
effectiveness in the market. This report will be helpful in understanding different aspects of
marketing in the organization. There are various roles and responsibilities of the marketing
manager in the organization which helps the organization in accomplishing the required goals
and objectives (Armstrong, et al. 2011). The marketing manager conducts several promotional
events and campaigns in order to gain the attention of the customers towards the organization.
In addition, the marketing team works with several departments available in the organization
for building potential strategies that help in future development and growth. Also, a marketing
plan and marketing mix are developed for the organization in gaining high efficiency and
growth.
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TASK 1
1.1 Key duties and responsibilities of the Marketing Officers and structure and
operations of the marketing department
The major objective of marketing in the organization is to sell and promote the organizational
products and services for business development. In addition to this, the marketing department
builds awareness among the people towards the products and services delivered by the
organization in order to attain huge revenue and profit. Initially, they analyze the market
environment so that the requirement of customers towards the products and services could be
understood. The marketing process of every organization is different and their strategies for
marketing of products and services are decided as per the needs of the customer (Baker, 2014).
Further, the organization worked on different strategies which could be utilized for
accomplishing the business goals so that they attain the leading position in the industry.
Figure – Marketing Management
[Source - https://wiselightmarketing.com/]
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The marketing operations of the organization effectively manage and handled by the marketing
officer such that the promotion and selling of their products and services are done in an
effective manner which develops huge revenue and profit. The marketing manager has the
responsibility for developing and shares the opinions and ideas in the organization for healthy
communication at the workplace. The potentially strong and active strategies from the
marketing department help the organization in accomplishing their desired business goals. In
addition, the marketing manager effectively identifies the potential consumer base for the
organization and develops suitable strategies for gaining their attention.
It is also the prime duty of the marketing manager to effectively build healthy relationships with
the suppliers and distributors so that the marketing of products and services could be done in
an effective manner which will help in developing huge revenue and profitability. Effective
strategies are helpful in enhancing the productivity of the employees. It is also ensured by the
marketing manager that the operations in the organization are conducting smoothly (Boone, et
al. 2013). The promotional events and campaigns conducted by the marketing manager helped
in the organizational development and gain the attention of the consumers. The marketing
manager utilized different platforms for the promotional events of the organization like print
media, visual advertisements, attractive brochures, etc. Here, the organization is focusing on
expanding their business in different parts of the country so that their profit margin and market
share could increase.
There are several other departments in the organization apart from marketing department
which also works for the betterment of the organization. The marketing officer maintains the
healthy relationship with other departments so that the business operations are conducted
smoothly. It further helps in delivering quality products and services to the customers such that
gaining their attention by suitable promotional campaigns. The major platforms used by the
marketing officer in conducting promotional events and campaigns are print media, radio,
social media, TV, etc. The platform is chosen by the marketing officer by considering the market
analyses and research which fulfils the requirements of the customers (Dief and Font, 2010).
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There are certain challenges that are faced by the marketing officer during the formation of
strategies and plans which are effectively managed through suitable decisions.
Figure – Interdepartmental Communication
[Source - https://www.slideshare.net/TolgaYavuz/strategic-view-of-corp-com]
The organization work effectively through the inter-functioning of different departments as
every department works in a collaborate manner which results in desired outcomes. There are
several sub-departments under the marketing like service unit, advertisement and promotion,
market research, and planning of goods and services. The marketing officer has the
responsibility of heading the sub-departments and also maintains healthy communication
between each other. The marketing department possesses a substantial tool known as
structure planning which is utilized for building coordination and smoothness in operations. It
further helps the organization in accomplishing their desired objectives effectively. The other
responsibility of the marketing manager is that to maintain healthy relationship and
communication at the workplace which helps in smooth functioning of the business. There are
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innovative ideas and opinions provided by the marketing manager in the organization for
building appropriate strategies so that huge number of consumers could be attracted to the
business. It helps in building a strong brand image and delivering loyalty to customers (Gordon,
2012). The marketing manager utilizes modern methods for conducting the promotional events
for building healthy communication between the organization and customers which also helps
in identifying the needs of customers. There are several benefits which are attained by the
organization such as huge productivity and profitability in the business.
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1.2 How the roles and responsibilities will contribute to the wider
organizational objectives
The organization possesses several departments that work in collaboration with the marketing
department so that they could accomplish the business goals and objectives for the
organization. The departments have certain roles and responsibilities towards the organization
which are effectively fulfilled by them for the effectiveness. There are four major departments
in the organization such as Production department, Finance department, Management
department, and HRM department. The department provides substantial support to the
marketing department in conducting their operations effectively. For instance, when a
promotional campaign is conducted then every department worked in a collaborative manner
and assists each other for effectiveness. The HR department has the responsibility of
conducting recruitment process for acquiring candidates with required potential and talent
which can deliver high productivity (Ko, et al. 2013). Moreover, the Finance department is
responsible for the management of finances such as allocating budget and managing expenses
for operations of the organization. They also arrange the adequate resources for the
smoothness of organizational operations.
Further, the production department has the responsibility for providing the required resources
in order to develop quality products for the organization so that they fulfil the requirement of
customers. A substantial relationship is maintained between the departments that help in
effectively conducting the implementation of strategies for attaining the required outcomes
(McDonald, 2010). Further, effective employee relation is maintained so that employees could
easily deliver high productivity and it also helps in the substantial relationship between the
employees and management. The chances of the conflicting situation in the organization are
low which results in high profitability.
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TASK 2
2.1 Compare 7Ps of ‘Your Destination’s to National Express in order to achieve
the business objectives
Marketing Mix is one of the effective organizational tools used for assessing the elements that
have an adverse influence on the organizational policies and procedures for achieving required
goals. There are several aspects which are involved in the tool that help the organization in
building their tactics. The aspects of the tool are product, price, promotion, place, people,
process, and the physical evidence. The tactics and strategies are developed by the organization
so that they could attain high productivity and efficiency. Further, a marketing plan will be
developed by considering the aspects effectively. It has been observed that the effective
marketing helps in building a healthy relationship between the buyer and seller (Peter and
Donnelly, 2011). Here, a substantial comparison is developed among ‘Your Destination’ and
‘National Express’ on the basis of their marketing mix. The marketing mix comparison has been
provided below:
Figure – 7 P’s Marketing Mix
[Source - http://www.yourarticlelibrary.com/marketing/4-elements-of-an-effective-
marketing-mix-business-marketing/7612]
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 PRODUCT
It has been observed that both organizations deliver several kinds of products and
services to the consumers. The business of National Express is catering such that they
deliver several services such as catering and travelling for events. The major focus of
their service is cleanliness and tidiness that helps in gaining the advantage over others.
While the business functioning of Your Destination relies on transport industry which
delivery services to customers of private to corporate level effectively. They also deliver
transport services like train, car, bus, etc. along with additional services like baggage
holders, attendants, cleaners, etc.
 PRICE
The customers considered this aspect primarily before availing the services. The
organization should maintain the price of their products and services cost efficient that
helps in gaining huge customers. The pricing strategy by Your Destination is cost-
efficient in comparison to National Express (Sheikh and Beise-Zee, 2011). National
Express is using floating pricing strategy while equal charges strategy is used by Your
Destination.
 PROMOTION
This aspect has a great importance in the marketing mix as it helps in building a
substantial relationship between the buyer and seller through healthy communication.
The effective promotional and marketing strategies are helpful in building awareness
about the products and services to the people that strengthen the brand image
(Pomering, et al. 2011). The promotion could be done with help of TV, radio, magazines,
social media, newspaper, etc. Online platforms are used by Your Destination for their
promotional campaigns of the products and services while National Express is using
mass media platforms.
 PLACE
After setting appropriate price for the products and services, it is necessary to choose
the suitable place for the purchase of products and services. The business functioning
of Your Destination has been conducting in Essex and London since past three years.
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They are focusing on business expansion in Manchester, Newcastle, Glasgow, etc. In
comparison, the business functioning of National Express is conducting in all the prime
cities of the UK.
 PEOPLE
It comprises of the individuals and different contributors that work in a collaborative
manner to accomplish organizational objectives. The major people of the organization
are stakeholders, staff members, employees, customers, etc. There are certain roles
and responsibility of each person in the organizational operation (Singh, 2012). You
Destination possess a string workforce along with large consumer base while National
Express has been using suitable strategies for retaining their consumer base.
 PROCESS
The framework through which the organization could deliver their products and
services is known as the process. There are several areas which should be considered in
this aspect like employees attitude regarding their work, the relationship of cleaners
and attendants toward customers, quality service delivery, etc. The organization should
choose the appropriate strategy for the process so that huge profit and a large number
of the customer could be attained. Your Destination chooses suitable measures for
smooth operations while the focus of National Express is on delivering journey services.
 PHYSICAL EVIDENCE
This aspect ensures customer about the products and services delivered by the
organization. The physical evidence of Your Destination is the organizational web page
which could be accessed by the customers in order to view the services and providing
their feedback. It is an effective strategy for the smooth functioning of business such
that substantial growth could be attained (Menegaki, 2012). The essential processes are
ticket booking, registrations, customer care services, drivers, etc. For National Express,
the physical evidence is their services, websites, and customer panel. The objectives of
National Express are accomplished through the help of their physical evidence.
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2.2 Marketing plan for the nationwide expansion
EXECUTIVE SUMMARY
The organization develops a marketing plan for understanding their business strategies and
future operations for their effectiveness and betterment. The allocated budget is also provided
in the marketing plan for fulfilling the required outcomes. There are several strategies and
tactics that are involved in the plan which would be used for attaining the required objectives.
Here, Your Destination is one of the leading companies in the transport industry which has
been conducting their business functioning since past three years (Taghian, 2010). Now, they
are trying to expand their business functioning in other prime cities of the UK. This marketing
plan is developed by considering all the aspects of the business expansion.
COMPANY’S OVERVIEW
There are several transportation services which are delivered by the Your Destination to
customers of private to the corporate level. Since past three years, they are conducting their
business functioning in some of the prime cities of the UK. Currently, they are focused on
expanding their business functioning in cities like Newcastle, Manchester, Aberdeen, and
Glasgow. It is necessary for the organization to conduct effective marketing in order to build
awareness of their products and services such that helping in the expansion of the business as
there are some competitors like National Express. They are delivering several kinds of services
to their customers and also make improvement in their functioning for better growth.
MARKET SITUATIONAL ANALYSIS
In market situation analysis, the organization conducts a suitable analysis which helps in
assessing the certain aspects that influence the business operation at the certain level. The
analysis is done on both internal and external elements that have a positive and negative effect
on the organization (Leidner, et al. 2010). The internal elements comprise of the strengths and
weaknesses while the external elements have opportunities and threats. The organization takes
the strategic decision in order to manage and handle these elements for their future growth.
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