Marketing Report: Functions, Roles, and Marketing Mix Analysis

This report delves into the essentials of marketing, examining various functions, roles, and responsibilities within a company, particularly focusing on a transport firm called 'Your Destination'. The report explores the interrelationship of marketing functions with other departments, such as human resources, finance, production, and R&D. It also analyzes the application of the marketing mix, comparing 'Your Destination' to its competitor, National Express. Furthermore, the report evaluates and produces a marketing plan, covering aspects such as brand management, campaign management, and social media marketing. The study also explores the different marketing concepts, including production, product, selling, marketing, and societal marketing, and how they are implemented. The report emphasizes the importance of understanding customer needs, market trends, and competitor strategies to achieve business goals and long-term sustainability.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Different functions of marketing along with its various roles and responsibilities in a
company.................................................................................................................................1
P2 Various roles and responsibilities of marketing in 'Your Destination'..............................3
TASK 2............................................................................................................................................6
P3 Application of marketing mix in marketing planning process..........................................6
TASK 3............................................................................................................................................9
P4) Evaluate and produce plan of marketing ........................................................................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing in a company can be defined as a process of advertising products or services in
a wider area of marketplace. In this process, enterprises use various techniques to promote
brands so that high attention of customers can be gained. Marketing managers perform various
functions like conducting proper research in a particular market area so that demands of
customers can be identified. In addition to this, they also used to search sources from where
company can arrange funds as per requirement of carrying out business activities in a proper
manner. In this manner, a report has been made on a firm of 'Young Destination'. This firm deals
in transportation industry and through effective marketing techniques it is growing at rapid
manner in UK. It has completed three years in London and Essex in a successful manner by
providing transport facilities there (Rossi, Allenby and McCulloch, 2012). This report has made
a discussion on different roles and responsibilities of marketing managers along with
interrelationship of them with other departments. In addition to this, it has also revealed about
usage of marketing mix technique by making a comparison with National Express which
acquires a strong position in same field at marketplace.
TASK 1
P1 Different functions of marketing along with its various roles and responsibilities in a
company
In general, marketing can be considered as a process of promoting, communicating as
well as delivering high value to people in a particular marketplace. It also relates with
determining need and demand of customers which help enterprises in serving products as per
requirement of them. This would help in satisfying desires of consumers so that higher
profitability can be generated in business. By using effective tools and techniques of marketing, a
firm can improves its brand image at marketplace as well. In addition to this, nature of marketing
can be defined in various ways like customer orientation, considered as art and science as well as
works as a system or process (Mihart, 2012). Therefore, the main purpose behind operating
various functions in a firm is to gain maximum profitability share in a market share. Some major
concepts in marketing which are developed to manage currently and future needs of customer.
They are:-
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Production Concept – It is a one important things which is more important for an
organisation because by selling it firm get profits from market place. Marketing manager of the
'Your Destination' has organising research in order to analysis clients needs, demand,
preferences, attitude, perception, things etc. about organisation product as well as services. It
help to company produce goods accordingly so that they are satisfy customer’s effectively and
achieve goals in limited time period.
Product Concept – After implemented of market research organisation want to modify
existing product and services according to buyer demand. Tour destination has offer different
type of travelling packages so that they are able to achieve goals effectively. A part from this,
they get attention of large number of consumer toward company commodities as well as
services. So that
Selling Concept – Marketing manager of 'Your Destination' has develop strategies and
plan to sell product, services at market place effectively (Clow and James, 2013). For this, they
are analysis what is competitors action of plan accordingly develop their own resulted compete
high competition appropriately and achieve long run sustainability in the same industry.
Marketing Concept – Management of 'Your Destination' has develop promotions and
advertisement plan so that they are create awareness about product and services among all
consumers effectively. Through this, they are able to attract large number of individuals toward
their product and get higher profitability as compare to before.
Societal Marketing Concept – It is a guidelines which are identify interest among buyers
at market place so that they are feel better connection with organisation.
Marketing Organisational Structure
Organisation structure of marketing department is a one of the important chart which are
help to manage all marketing function effectively. There are so many workers are involve in this
structure which are manage according to hierarchy of organisation. Benefits of marketing
structure are explain as follows:
 It help to distribute role and responsibilities among staff members at work place.
 They are allocating all resources according to employees role and monitoring them
effectively.
 Administration has clearly provide information to employees whom to report so that they
are know how to complete work effectively.
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 Marketing division consider revenue and cost centred approach so all individual has
competing task effectively.
Role and responsibilities of marketing department Marketing Manager:- It is one of key people of marketing department they are
controlling, managing, organising, staffing all employees through this 'Your Destination'
are able to achieve goals and objectives in limited time period (Silver and et. al., 2012).
Marketing manager has identify clients needs, preference, competitors strategies, market
trends and many more accordingly produce goods as well as services. They report to
vice present of the company.
 Public Relation Manager:- Relationships manager has identify buyer issues and offer
them firm services to solve that problem effectively through this organisation has build
strong relations with their clients and achieve goals in limited time period. They are also
provide information related to goods to public and attract them toward enterprises.
P2 Various roles and responsibilities of marketing in 'Your Destination'
Marketing department plays a crucial role in promoting activities as well as business of a
company. Managers in this division used to develop a good relationship with customers by
effective way of communication as well as completing need of them on time. They conduct
various kind of research in order to identify latest trends of marketplace, strategies and policies
of competitors, sources of funds and more (Interrelationship of marketing functions with other
department, 2018). These things help other divisions in carrying further activities of business in a
well-defined manner. In context with Your Destination, this firm belongs to transport industry
so it has various rivals like National Express. Therefore, management of this firm are required to
focus more on needs, lifestyle and preferences of customers. This would help in offering services
on affordable price rates which enhance large customer base in business. Some major roles and
responsibilities of marketing department in an enterprise can be defined as below:- Defining and managing Brand- Using proper techniques of marketing, managers of
Your Destination help defining customers in which business this firm deals in. They
convince customers to acquire their services and enjoy rides in a profitable manner which
aids in generating high profitability. Conducting campaign management for marketing initiatives- Different kinds of
campaigning are conducted in a firm through marketing department which would help in
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introducing products or services of a company in large market area (Babin and Zikmund,
2015). It will aid in increasing sales performance and growth of business as well. Producing Marketing and Promotional materials- It is a major responsibility of
marketing department in an enterprise in which they should make ensure that products or
services promoting by them should be able to complete desires of customers as well.
 Managing social media- In order to promote business, today every company use online
services. This would help them in gaining high attention of distant customers also. In this
process, marketing managers are required to make effective relationship with people who
are linked with business through social media. They should use proper communication
with customers and entails them complete details about price rates, discounts, offers and
more so that such people can place their order in a proper manner.
Marketing as a Business Function-
An organisation has various departments who perform different-different activities in
order to run business operations in a proper manner. These divisions have distinct roles and
responsibilities but work with common purpose i.e to complete desires of customers in a short
period of time. In this manner, marketing department plays an important role in a company by
identifying potential of customers for availing a service. In addition to this, managers in this
division conduct various activities in order to know strategies of rivals so that better policies can
be made. This would also help in distinguish products or services of a firm so that customers can
judge properly whose commodities are better as per their purchasing power. In this manner,
'Your Destination' use various tactics in order to make its services better than others and
facilitates good transport facilities to nationwide (Armstrong and et. al., 2015). As per changes of
trends, its marketing division used to conduct market research for preparing a proper marketing
plan. This would help in product development also. In order to grab more attention of customers,
this firm is required to conduct five important functions of marketing that are- Corporate
Marketing, Strategic Marketing, Product Marketing, Field Marketing and Product Management.
Concept of these functions can be explained in following manner:-
 Corporate Marketing: This function of marketing aids a company in attracting more
targeted customers towards its services. This techniques helps managers in determining
process through they can reach targeted customers as well as process of advertising for
attracting their minds.
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 Strategic Marketing- This kind of strategy aids a firm in meeting needs of customers
through which set objectives can be completed within predetermined time. It can be
defined as process of planning, implementing and developing techniques so that
competitive advantage can be gained.
 Field Marketing- It is a traditional technique of marketing in which brands of company
can be promoted by face to face contact with customers. It includes auditing, sampling,
merchandising, organising road shows and more.
 Product Marketing- It is a general concept in which products or services of a company
are sold directly to customers. It is based on four techniques that are product type,
customer needs, consumer type and geographical area of marketplace (Ahmed and Rafiq,
2013). This would help in increasing brand awareness among people.
 Product Management- It is considered as important tool used by companies as this
function provides a proper guidelines and step of life cycle of product that are
development, positioning and pricing, concerning on demand of customers first and
foremost.
Interrelationship of Marketing function with different departments of a company are:-
Marketing with Human resource management: Functions of these department are
connected in such a way that without proper staff functions of marketing division cannot be done
in desired manner. In this process, HR managers help in recruiting high talented and skilled
workforce in their division and others also. In addition to this, they provide various types of
training and development to employees so that productivity of them can be increased. In similar
manner, promotional activities done by marketing department helps in creating good brand
image at marketplace. So, having a good image aid business in attracting more people to work
with such companies.
Marketing with Finance Department: Finance department helps a firm in arranging
proper funds as well as allocating the same in other divisions. This would help marketing
division in carrying their business functions in a desired manner. Similarly, marketing
department helps finance division by preparing an action plan which would aid in determining
how much funds is required to run business well. In addition to this, they also help finance
managers in searching sources from where they can get funds on easy rates.
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Marketing with Production Department: Marketing helps R&D division by providing
effective techniques through which new products can be developed (Swenson, Rhoads and
Whitlark, 2014). They also help in searching sources from where raw materials and other
resources can be introduced in business as well as technologies through which cost of production
can be reduced.
Marketing with R&D Department: Both of these departments help each other in
conducting a proper research of marketplace through which they can determine demands and
needs of customers in a proper way. They can also get idea for improving performance of
business as well as increasing productivity of firm. This would help a firm like Your Destination
in grabbing more opportunities of marketplace so that better production can be gained.
TASK 2
P3 Application of marketing mix in marketing planning process
7P's of Your Destination:
Marketing mix is an important technique used by managers of a company to develop
plans related to advertising business of a company. It helps a company in promoting brands in a
unique way through which customers are attracted in a more quantity. Thus, this would aid a
firm in generating high profitability as well as gain sustainability in a particular marketplace. In
context with Your Destination, its main aim is to achieve targeted goals and objectives in a
specified period of time i.e. to give a tough competition to National Express (Wirtz, 2012). This
firm is known as market leader in transportation in UK. Managers of both firms use this
marketing technique in following way:-
Marketing Mix Elements Your Destination National Express
Product Business in transportation
comes in service sector and
intangible in nature. Your
Destination mainly concern on
giving such type of services or
products which are perishable
as well as heterogeneous in
nature. This would help in
This firm focuses more on
giving innovative and unique
services to clients. It would
help in giving tough
competition to companies
dealing in same sector.
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providing high satisfaction to
customers.
Price In order to gain competency,
this firm used to offer its
products or services on much
low rates as well as on various
types of discount coupons. It
aids in gaining loyalty of
passengers and their retentions
for long-term profitability.
This company use various type
of techniques to gain minds of
customers (Desai, 2013). In
this manner, it offer services
on different type of price rates
as per purchasing power of
clients.
Place This company focuses more on
providing services more in
populated area and on such
clients whose offices are
located at distant place from
their home. It will help in
generating high income.
Transport facility of National
Express is available at every
place of UK as well as in such
market area where business of
clients are located at prime
locations.
Promotion This is the most valuable
factor on which companies are
focused more on. Thus, Your
Destination use various types
of promotional activities offer
different discounts through
online application, advertising
on social media and more
(Dibb and Simkin, 2013).
In order to create awareness
among people this firm used
campaigning methods and
advertise through social media
and television in a unique way.
People Your Destination is used to
recruit such talented people
who are able to make good
interaction with passengers
This company used to provide
effective training to all its
employees, managers and
members in order to make
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and provide them safe and
enjoyable services. Managers
of this firm are used to
determine demands and needs
of customers firstly after then
make plans to provide them
best services on time.
them able to provide best
services to clients. Its workers
are able to give fastest
transportation facilities in
nationwide.
Process The process which are
followed at business are linked
with functional unit where
they have to focus on timely
delivery of products so there
customers will be satisfied. All
the operations are to be
completed with the help of
machines and there should be
changes in working patterns
according to new innovation in
technology. This helps in
offering best and effective
services to all customers.
If firms are adopting plans and
policies then they can easily
achieve all their gaols and
objectives in desired time
frames. The resources which
can be easily available in
economy should be utilised in
planned and effective ways in
order to achieve success in
their overall business
operations.
Physical evidence With assistance of tangible
factors, this transport company
offer services by keeping
safety of customers first in
mind. This feature has shown
evidences as proof that by
taking services of this firm,
passengers can feel more safe
and secure.
This company valued more
about money as well as safety
of customers both (Hsu, 2011).
This would highlights special
feature.
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TASK 3
P4) Evaluate and produce plan of marketing
A firm is always focusing on gaining high attention of customers and expand its business
in higher manner. Therefore, for this process, managers are needed to make effective and unique
marketing plans which would help in conducting business operations in more systematic manner.
Introduction of company:
Yours destination deals in transportation business with main aim is to provide its services
in every part of nation i.e. both in remote and urban areas. In this process, it has made a huge
investment in promoting brand so that customers avail services in more profitable manner. It has
used to change its marketing plan in every year by conducting a proper research on demand of
clients as well as strategies used by competitors to acquire market area (Jones and Rowley,
2011). Through this process, it gains success in carry out business in more profitable manner.
Vision and Mission statement:
Currently Vision of Your Destination is to expand business in different locations which
include Glasgow, Manchester, Newcastle and Aberdeen. In terms of mission, this firm wants to
gain high advantage and acquire a better position by giving a tough competition to its National
Express which deals in same sector.
SWOT Analysis of Your Destination :
Strength Weakness
The main strength of this firm is that it offers
services on affordable and low price rates
which help clients belong to middle and low
class people.
This firm unable to make good connection with
suppliers which affect cost of production and
business in a great manner.
Opportunities Threats
Due to fast development in technologies and
transportation it gives various opportunities to
companies belong in conveyance facilities.
It is a new company in UK marketplace where
many competitors are already present so this
gives a threat for business.
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PESTEL Analysis of Your Destination
Political Factor Due to terrorist attack and violence, business
of transportation are much affected. So, it
creates a negative impact on profitability of
Your Destination.
Economic Factors As economical situation of UK is sustainable
so it raise good purchasing power of people.
So, they would like to spend more on
transportation in order to get reach on time in
offices and other important area in day-to-day
life.
Social Factors In today busy life people wants to use such
services of transportation of such companies
who focus more on value of money and time of
them (Kennedy and Parsons, 2014). So, Your
Destination used to provide fast services to
clients on much low rates.
Technological Factors By adopting new technologies in
transportation, this firm can generate high
profitability. It include online service to clients
through which they can book on their rides as
well as track locations also
Environmental Factors Travel industries are needed to focus more on
environmental factors as smoke of vehicles
affect atmosphere a lot.
Legal Factors As UK Government has made various rules
and regulations which are amendable for travel
industries also to ensure safety and security of
all travellers.
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Target market:
This firm mainly targets to middle and business class people as they use transport
services on regular basis. So, providing services to them help in generating more money.
Marketing Budget :
Particular
(Marketing
Expenditure)
1st year 2nd year 3rd year
Advertisement 10000 6000 5000
sales promotion 5000 8000 6000
Direct marketing 6000 10000 19000
Total 21000 24000 30000
Monitoring and controlling
Marketing managers hold major responsibilities of business including organising,
managing as well as controlling entire business operations in more systematic and effective
manner (Lovelock, 2011).
CONCLUSION
It has concluded from this mentioned report that a company needs to use effective
technique of marketing which would help in promoting business in a more profitable way.
Marketing managers use different tactics and strategies to identify demand of customers as well
as the way to complete it in unique and effective manner. They made plan first before conducting
any operations and execute it by ensuring benefits of the same for business. It includes strategies,
policies and way to apply marketing mix techniques and more. In addition to this, marketing
division help other departments of firm in operating their functions in a desired manner.
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REFERENCES
Books and Journals
Rossi, P. E., Allenby, G. M. and McCulloch, R., 2012. Bayesian statistics and marketing. John
Wiley & Sons.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Silver, L and et al, 2012. The essentials of marketing research. Routledge.
Lovelock, C., 2011. Services marketing: People, technology, strategy. Pearson Education India.
Babin, B. J. and Zikmund, W. G., 2015. Essentials of marketing research. Nelson Education.
Armstrong, G and et al, 2015. Marketing: an in
Ahmed, P.K. and Rafiq, M., 2013. Internal marketing. Routledge.
Swenson, M. J., Rhoads, G. K. and Whitlark, D. B., 2014. Startup marketing: Leveraging
leverage. The Journal of Applied Business and Economics. 16(6). p.56.
Wirtz, J., 2012.Essentials of services marketing. FT Press.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Hsu, W., 2011. The vocabulary thresholds of business textbooks and business research articles
for EFL learners. English for Specific Purposes. 30(4). pp.247-257.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
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Online
Interrelationship of marketing functions with other department, 2018. [Online] Available
through: <http://smallbusiness.chron.com/relationship-between-organizational-
functions-organizational-structure-18571.html>.
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