Marketing Report: Marketing Strategies for Transportation Companies

This report examines the marketing strategies of "Your Destination," a transportation company operating in London, and compares them with those of National Express. The report begins by outlining the roles and responsibilities of a marketing officer, including distribution, financing, market research, pricing, product and service management, and promotion. It then explores how marketing duties contribute to wider organizational objectives across various departments, such as operational, finance, research and development, human resources, sales, and information technology. The core of the report compares the 7Ps of the marketing mix (Product, Place, Price, Promotion, People, Process, and Physical Evidence) of "Your Destination" and National Express to achieve business objectives. The report concludes with an overall analysis of the marketing strategies and provides recommendations for improving their effectiveness.

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1 Roles and responsibilities of marketing officer..................................................................................3
P2 Duties and functions to contribute to wider organizational objectives................................................4
TASK 2.......................................................................................................................................................6
P3 Compare 7ps of marketing mix of your destination with national express for achieving business
objective..................................................................................................................................................6
P4 Developing marketing plan................................................................................................................9
CONCLUSION.........................................................................................................................................10
REFERENCES..........................................................................................................................................12

INTRODUCTION
Marketing refers to that process which helps in promoting different types of product and
services for their customers in the market. It will capture large market location for offering
innovative and creative goods to their buyers and also increase in production level. This is the
essential activity of every business. An organization will use marketing for increasing the sale of
specific product and services and their growth rate. The main role of marketing manager is to
analyze consumer needs and wants and try to fulfill all their demands. It will help in increasing
growth and success of firm (Aaboud and et. al., 2017). Marketing will assist in promoting and
selling different types of products and serve it to potential customers. These reports are based on
"your destination" which is Transportation Company and provide transport facility to the people.
This is fast growing company and they operate their business in London. The main purpose of
this report is to understand roles and duties of marketing officer. Also compare with national
express firm who is the market leader in the country.
TASK 1
P1 Roles and responsibilities of marketing officer
MEMO
To; Marketing Manager
From: Senior Executive
Company: "Your Destination"
Date: 16 November 2017
Subject: Duties and Functions for the merchandise officer and effective structure and business
operation of the marketing department
Marketing officer is that person who planned all promotional activities which can perform by
company for their brand image. The main responsibility of manager is to manage and control all
business operations and functions in effective manner and they are work for achieving desired
target and goals (Aad and et. al., 2012). Marketing is an important factor which helps in
analyzing customer demands and needs. The successful marketing manager required to maintain
and manage all business function and develop effective strategies for increasing growth of an
organization. They are responsible for coordinating, organizing, planning and conducting various
promotional activities in the large market. There are some roles and responsibilities of marketing
officer that are as under:
 Distribution - It is the major role of marketing manager is to distribute various types of
product among potential customers. They are distributing goods by using various
methods such as online services, face to face marketing, etc. Company will take care
about their medium which is selected by consumer that is easy to use and understandable
by them. Distribution can be based on business to business and business to consumer.
 Financing - Money is essential for every business promotional activities. The duty of

marketing manager is to prepare budget in which all financial expenses and losses are
recorded. There are various promotional expenses such as radio, television advertisement
expenses, campaign, event expense, commission, sponsorship fund and other expenses
(Al-Hasan, Thomas and Mansour, 2016). Company will plan budget for managing and
maintaining marketing events and functions which required funds. It is the duty of the
manager is to organize their funds by issuing shares, bank loan and take loan by private
organizations.
 Market Research - The role of marketing team is to search their customers who
interested to purchase their company products and services. They should analyze whole
market situation according to the demand and need of customers and satisfy them in
proper manner. This department will help in expanding business operations and functions
in other location. It is useful for increasing growth and development of an organization.
 Pricing - Your destination should maintain their pricing structure that include petrol and
diesel money, driver salaries, taxes, etc. And also they will manage all remaining amount.
The price should be based on kilometer speed of transport, distance capture, type of
vehicle, arrival time. Company will always reduce their price in compare with their
competitors. There are various ways of pricing such as type of delivery, mode of
delivery, shape and size of product. Manager duty is to manage the entire product price in
effectively. Price is essential factor for the business and it is related to demand and supply
of different products and services. An organization should follow effective and modern
pricing strategy for increasing profitability.
 Product and service management - The marketing manager role is to analyze customer
choice and preference and according to their demand they will develop innovative and
creative goods and services (Babin and Zikmund, 2015). They always try to satisfy them
by fulfilling their desired needs and wants. Production department should develop only
demanding product which are required by buyers in the market.
 Promotion - This is the primary concept of marketing mix. Promotion refers to an
advertising and promoting goods and services among consumers and attracts them for
purchasing their goods. Your destination use different methods for advertising products
such as giving offers, discount, promo codes, radio and TV advertisement, newspaper,
door to door marketing, etc (Business Essentials Information Session. 2017). These
methods will help in gaining attention of large number of customer towards firm's
products and services.
 Selling - The main objective of organization is to earn maximum profit by sale of various
products and services in the market. This will play an important role for attracting buyers.
P2 Duties and functions to contribute to wider organizational objectives
MEMO
To: Marketing Manager
From: Senior Executive
Company: Your destination
Date: 16 November 2017
Subject: Responsibilities contributed in the wider organization objectives

Marketing is the wider aspect which assists in gaining attention of large number of consumers
towards organization goods and services. The role of manager is to analyze customer needs and
wants that will help in increasing firm reputation and growth in the market (Baines, Fill and
Page, 2013). It is an essential process and function of every organization is to earn maximum
profit by attracting buyers. These factors will affect other activities of an enterprise. There are
some departments functions are discussed as under-
 Operational Department - It is necessary for the firm is to build strong
relationship and coordination with their supervisors and subordinates in the
marketing department. Manager should also manage and control all business
operations and functions for accomplishing required goals and objectives. They
also develop effective strategies for identify desired customers who willing to
purchase firm's products and services. This department will control the quality of
goods and services which are demanded by large number of buyers. The
marketing manager helps in analyzing all activites and functions and makes
proper record of all these process.
 Finance Department - It is important department in an organization for
managing large amount of funds. Finance department help in preparing budget
that will analyze actual position of firm in the market area. On the other hand
marketing assist in evaluating various sources where company can invest money
in proper manner. They will also help in attracting customers towards
organizational commodities and services (Baker and Saren, 2016). Finance
department provide funds for organizing marketing events and campaigns for
attracting buyers and clients.
 Research and development department - This department will help in analyzing
whole market situations and conditions in better manner. They will also identify
desired customers who willing to consume their products. Marketing help in
promoting company innovative and creative products and services and also assist
in gaining attention of more buyers towards their goods. Research department
help in gathering and collecting required information about competitor's
strategies. So that research and marketing department are connecting with each
other.
 Human resource department - This is the major part of an organization because
they will maintain and control all required functions and activities which
performed by employees in the firm (Banerjee, 2013). Employees are asset of the
company who work for achieving desired goals and objectives. Marketing
department help HRM department by providing talented and skilled employees
who are best suitable for company profile and handle all their job responsibilities.
 Sales department - This department is interlinked with marketing department and
its main objective is to promote various product and services among the desired
customers. Promotional activities are managing and control by marketing
manager and they will easily attract large number of buyers towards products and
services of company.
 Information technology department - This is important for every organization is
to adopt latest technologies and methods for increasing profitability and product
ability in effective manner. By using these technology companies reach with
domestic as well as international customers. There are many companies which

promote their products by using different technological sources that includes
online marketing, post picture of products on face book, instagram, etc.
Technology department help company in promoting various types of products in
proper manner.
As per the above functions of different department it can be analyze that sales of product
will directly impact on organization functions and operations. The main role and responsibility of
marketing manager is to manage and control all the activities of firm that will help in cooperating
and coordinating several business operations in appropriate manner (Beatty and Samuelson,
2014). Your destination will adopt these functions and activities for achieving desired goals and
objectives. And also get accurate result or outcome.
TASK 2
P3 Compare 7ps of marketing mix of your destination with national express for achieving
business objective
Marketing mix is that process which is related to basic factors of business operations
which are necessary for making effective product and services. This activity helps in distributing
and promoting different types of goods and services to the customers in the large market. The
main objective of this process is to earn maximum profit for the firm (Braslow, 2015). Marketing
is essential for improving and developing reputation of the organization in appropriate manner.
There are four elements of marketing mix such as product, place, price and promotion. They will
help in achieving desired goals and objective of an enterprise. Remaining three factors are
people, process and physical evidence. They were also assisting in analyzing customer need and
demand.
The marketing mix element helps in maximizing profitability and productivity of the
firm. Company will adopt and execute different functions and activities which assist in
generating more income for the development of their employees (Jain, Ahuja and Medury,
2013). All these process help firm in achieving their aims and objectives. The 7ps of marketing
mix of your destination and national express are as under:

Figure 1,7Ps of marketing mix,2017
Basis Your destination National express
Product Product is prime factor of
every organization and
your destination provide
different facilities of
transportation such as
train, coach, bus, cab,
airline tickets and flights
to their customers.
This firm is the leader of
market in transportation
sector and they develop
effective strategy for
attracting large number of
customer for satisfies
their demands and wants.
All the organization is
interlinked with each
other in different manner
and they will also offer
similar type of products
to their buyers. Some of
the services which they
try to expand in other
countries like Scotland
and England.
Place Your destination chooses
that place where they can
attract large number of
buyers towards their
innovative product and
services. By this they will
National express also
focus on adopting various
strategies for opening of
branches in at different
locations. This will help
in increasing their

earn maximum profit.
They also try to expand
their business in other
countries such as
Manchester, Newcastle
etc for developing their
firm growth.
business operations and
activities. For using these
strategies, they will
become market leader at
international level.
Price Price is the basic factor of
every organization which
is totally based on
consumer choice and
preferences (Caporaso
and et. al., 2010). Your
destination fix price
which is reasonable for
each standard for people.
This is based on living
standard of an individual.
This enterprise also offer
affordable and reasonable
price which can easily
purchase by every
standard of people. They
will use pricing strategy
for attracting more
customers towards their
goods and services.
Promotion Marketing manager role
is to promote and
distribute various types of
product and services to
their buyers in the
market. This will help in
generating large amount
of income and revenue
for the firm. Promotion is
an function which assist
in enhancing selling of
various products. There
are different sources by
which company will
promote their products
such as television, radio,
online marketing,
personal selling, etc.
National express also
promotes their products
by adopting various
effective strategies which
help in attracting
domestic as well as
international customers.
People In an organization,
employees are the main
part of company who
work for achieving target
goals and objectives.
Company manager duty
is to motivate their
employees for developing
creative and innovative
product for their potential
Employees are asset of an
organization. They help
firm for reaching their
end point for growing and
developing their products
in effective manner. The
role of manager is to
make plans and policies
for their employees and
they must follow these

customers. policies for their career
development.
Process Your destination
traditional approach
which helps in increasing
growth of the
organization will be
processed in effective
manner. Sometimes there
is a lake of talented and
skilled employees by
which growth is reduces
continuously and
company cannot
accomplish their goals
and objectives.
On the other hand
National express use
modern approach which
easily achieve potential
aims and targets of an
organization. It will also
assist in distributing and
promoting different
product process in
domestic and
international level.
Physical evidence Company manager
should try to maintain
their interiors and
infrastructure for
attracting large number of
customers towards their
company's product and
services.
An organization should
take feedback and
reviews of their
customers regarding taste
and choice of product and
according to them they
will make proper changes
in goods and services.
The reviews and opinions
will help in taking right
decision for the welfare
of the firm.
P4 Developing marketing plan
An organization should make appropriate plans and policies which are required for their
growth and development. It is essential for the firm is to cover whole market area by analyzing
their competitor's products. Marketing plan is necessary for an organization to analyze various
situation of the market change in effective manner (Chamorro-Mera, Miranda and Rubio, 2014).
There are certain points which help in discussing marketing plan that are as under:
Executive summary - It is important for the destination firm which provides
transportation facilities to their customers in the country. This is important for the company's
employees for accomplishing their aims and objectives of marketing. Some are other
components which are included in this report that include company history, situational analysis,
internal and external analysis objectives, marketing strategies, budgets that will help in managing
and controlling all business functions and activities. An organization will also reduces wastage of
material at the time of production process.

Company overview - Your destination is Transportation Company which provide vehicle
facility to their customers (Clow and James, 2013). They will adopt marketing strategy for
expand their business in other countries and increases profitability and productivity. There are
various branches of this firm which are based in Manchester, Newcastle, and Glasgow etc.
Company will try to hire a person who manage and control all issues which create barriers and
conflicts within an organization. It is the duty of a person to solve all these problems in proper
manner.
Situational Analysis - This is essential for firm is to analyze entire market situation
whether it is internal or external and all these activities are done with the help of marketing
research manager. These factors are discussed as under:
Internal analysis - It is the internal factor which directly effect on organization growth
and development. It is essential for every enterprise is to analyze whole market situation and
identify different issues which create problem at the time of achieving goals.
External analysis - It is external factor which is important for an organization. PESTLE
analysis help in identify various external factors such as political, economical, social,
technological, environmental and legal (Hoványi, 2013). These will play an important role for
changing environment and business surroundings. If government will change any rules and
regulations so it is important for the company is to follow all modify norms and laws in proper
manner.
Objectives - Objectives refer to that term which is fixed for short time period. The main
aim of your destination is to earn maximum profit by providing transportation facilities to their
customers in current and future time.
Strategies - Marketing strategies helpful in attaining desired goals and objectives (Dioko,
2016). It is necessary for the firm is to select effective strategy by which they can manage and
operate all the functions and the activities in effective manner. An organization can use porters'
five fours models which will help in identify various factors such as competitors, threats,
customers, suppliers etc. These factors help in developing and preparing effective strategy for
smooth running of business operations.
Budgets - An organization will develop useful strategies which help in enhancing their
profitability and productivity. It is the duty of finance department is to make budget which help
in identify past and previous records of all activities and functions which performed within an
organization. Finance manager invest their capital in different factors which provide effective
return to the company (Harris, Schwartz and Brownell, 2010). They will assist in maintaining
and managing all past and current information of the firm.
Control - It is essential for an organization is to develop policies and effective strategies
which are controlled by manager in appropriate manner. They will focus on reducing cost of

expenses and losses which create hurdle in the path of growth and success of the business.
Managers are easily control and manage all business operations.
CONCLUSION
Marketing refers to that process which helps in promoting different types of product and
services for their customers in the market. It will capture large market location for offering
innovative and creative goods to their buyers and also increase in production level. Marketing is
an important factor which helps in analyzing customer demands and needs. The role of manager
is to analyze customer needs and wants that will help in increasing firm reputation and growth in
the market. Marketing mix is that process which is related to basic factors of business operations
which are necessary for making effective product and services. Company will adopt and execute
different functions and activities which assist in generating more income for the development of
their employees. Marketing plan is necessary for an organization to analyze various situation of
the market change in effective manner.

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