Strategic Marketing: Roles, Marketing Mix & Plan for Destinations Org

This report provides an in-depth analysis of marketing, focusing on its roles and interrelation with other functional units within an organization, specifically in the context of expanding the business operations of Your Destinations. It explores the key roles and responsibilities of marketing, including increasing awareness, improving efficiency, achieving goals, optimizing resource utilization, creating customer value, and conducting market analysis. The report also examines how marketing roles relate to other organizational departments such as finance, operations, human resources, and production, emphasizing the significance of interrelationships for cooperation, avoiding duplication of work, and ensuring smooth functioning. Furthermore, it analyzes the roles of marketing within the marketing environment, considering both internal and external factors. The report discusses the application of the marketing mix (7Ps) to achieve business objectives and concludes with the development and evaluation of a basic marketing plan for Your Destinations, aiming to provide a competitive edge and facilitate the company's expansion.

Unit 4 Marketing Essentials
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Table of Contents
Introduction......................................................................................................................................4
Part 1................................................................................................................................................5
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation......................................................................................................................................5
P1 Explain the key roles and responsibilities of the marketing function....................................5
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context..........................................................................................................................................8
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment...........................................................................................................................10
M2 Analyse the significance of interrelationships between marketing and other functional
units of an organisation..............................................................................................................12
D1 Critically analyses and evaluates the key elements of the marketing function and how
they interrelate with other functional units of an organisation..............................................13
Part 2..............................................................................................................................................15
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives............................................................................................................15
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives......................................................15
M3 Evaluate different tactics applied by organisations to demonstrate how business
objectives can be achieved.....................................................................................................17
LO3 Develop and evaluate a basic marketing plan.......................................................................18
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P4 Produce and evaluate a basic marketing plan for an organisation........................................18
M4 Produce a detailed, coherent evidence-based marketing plan for an organisation..........20
D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve
overall marketing objectives..................................................................................................21
Conclusion.....................................................................................................................................23
References......................................................................................................................................24
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Introduction
In this report work, an in-depth analysis of the marketing will be covered. A close study would
be done on the marketing roles and its interrelation with the other departments units and
operations of the company. With a view to expand the business operations of Your Destinations,
the role and importance of marketing become very important. With the completion of this work,
there will be a better understanding of marketing and its role and importance for Your
Destinations. Also, it will cover various responsibilities and roles of the key marketing functions.
With the help of this, Your Destination would be available to make decisions for its marketing
mix plan and strategy. It will cover the analysis of the responsibilities as well as roles of the
marketing mix in. This report has been examined 7P’s of marketing. With the use of 7P’s of the
marketing mix, a marketing plan would be formulated for the organisation. A detailed, coherent
and detailed plan would be formulated for Your Destinations. With the help of this overall
report, Your Destination company would be able to gain a competitive edge in the market which
would benefit the whole organisation and help in the smooth expansion of Your Destination in
other parts of the country.
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Part 1
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation.
P1 Explain the key roles and responsibilities of the marketing function.
In today’s era of stiff and cut throat competition, it becomes very necessary for the business
organisation to possess something special in them that it works as an asset for the organisation
and can help the business in getting a competitive edge in the industry. The something special
feature or factor is the strong marketing strategy of that particular organisation.
Marketing can be said a set of activities which are focused to increase the value for the
customers as well as for the organisation. It can be treated a sum total of all the activities which
are carried on by the organisation to build the desire of buying a particular product in minds of
the customers. In other words, the marketing function is an organisational function that aims at
promotion, distribution, the sale of organisational products and services (Pride, et. al., 2012). It
helps in building sound customer relations and attaining customer loyalty.
Roles and responsibilities of marketing
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Role of
marketing
market
analysis
Smooth flow
of products
and services
Optimal
utilization of
resources
Increase
awareness
Increase
efficiency Goal
achievement
Creating
customer
value
Knowing
customer
perception
Forecasting

(Figure: 1 roles and responsibilities of marketing)
(Source: By Author)
Creating customer value
The foremost responsibility of marketing helps in creating value for the customers. The creation
of values help in attracting the customers in the organisation and it will help in building an urge
to purchase organisation products and services. At Your Destination Company, the creation of
value will help the company in many folds as by attracting more and more customers in the
company, it can achieve the target of its expansion in other parts of the country.
Goal achievement
Marketing can help in achieving the organisational goals and objectives single headedly. It can
be achieved as it will help in creating awareness in the market that in turn help in building
demand and demand can lead to increase in sales and services (Armstrong, et. al., 2015).
Ultimately, the organisational goals can be achieved easily.
Increase awareness
Marketing activities are carried on to increase the level of awareness in the market. The
promotion activities are centered at increased the knowledge and spread awareness about the
services. A great level of awareness will help in creating a high brand image and creating a
strong customer base.
Optimal utilization of resources
Marketing activities can help in optimal utilization of the company resources. It can be ensured
by avoiding duplication and overlapping of work (Goetsch and Davis, 2014). It will help in
cutting down the cost and increasing profit margins.
Knowing customer perception
Customers are the ultimate king of the market and the marketing activities are centered towards
them and ensuring their development is the main target of the organisation. Customer perception
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keeps on changing with time and these changes can be analysed with the proper use of marketing
activities only.
Forecasting
Marketing also helps in forecasting the future trends for the business. It helps in analysis of the
changes in the market scenario and other key factors which must be kept in mind for the better
conduct of the organisation.
Market analysis
Increased competition and changing circumstances make it important to do a market analysis on
a regular basis (Jobber and Ellis-Chadwick, 2012). Market analyse is helpful in knowing the
changing scenario, competitor’s analysis and customer analysis that will help the Your
Destination in changing and adjusting the policies and strategies accordingly.
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P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context.
Marketing roles and responsibilities are of great use for the whole organisation. Other
departments of the organisation which includes human resource, finance, and operation can also
be benefitted by the use of marketing department. It can be said that it provides a linking pin
between the different departments of the organisation. It can be said from the following;
(Figure: 2 organisational departments)
(Source: By Author)
Marketing roles and responsibilities relate to the wider organisational context:
Finance
Finance department can be related to marketing roles and responsibilities by it can use the data
collected by the marketing department on recent trends in finance and current financial scenario
in the market. The use of data can help the finance department in formulating the strategies
accordingly.
Operations
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Human
Resource
ProductionFinace

The operational department can be related to providing the required source of information to the
marketing department and do the same to analyse the current scenario (Wilson, et. al., 2012).
Production
It can use the information by the means of market survey and market research. The market
research conducted by the marketing department can help the production department in a direct
way by providing knowledge about the current trends in production.
Human Resource
The supply and demand of the capable human resource can be known by the use of effective
market strategy. It can provide a better view of the whole market scenario of the human resource
availability and can help in analysing the factors associated with it (Westwood, 2016).
From the whole view, it can be said that marketing roles and responsibilities are working for the
favour of the other departments which in turn in benefitting the whole organisation.
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M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment.
The environment in which the Your Destination carries on its working can be said as the
business environment. The business environment is highly affected by the internal and external
factors of the environment. Talking about the marketing environment, it is a set of a group of
activities and forces which are not controllable in nature and they directly or indirectly affect the
working capability of the company. A number of factors are involved in the marketing
environment.
(Figure: 3 types of the environment)
(Source: By Author)
Internal environment
The internal environment comprises of the internal factors in Your Destination that are within the
approach of the organisation. It covers, the management competencies, capital structure,
organisational structure etc. it can be controlled and managed by the management itself.
External environment
The external environment is more dynamic in nature when compared to the internal environment.
It covers the ever-changing factors which are not in control of the Your Destination. It involves
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Internal External

customers, social conditions, technological factors which affect the working of the organisation.
These factors are beyond the reach and unpredictable in nature (Kotler, 2015).
Roles of marketing in the context of the marketing environment
Analyse the market completion
Marketing activities and practices help in analysing the market competition. It can help in
analysing the competition by providing the accurate data which can help in analysing the market
competition. Solutions can be proposed to take the effective measures to overcome the problem
and concern.
Market analysis
It means the in-depth analysis of the conditions and circumstances which are prevailing in the
market. It helps in adjusting the strategies and policies according to the changing scenario of the
business.
Product analysis
Under product analysis, it covers the specifications of the products and services which are in
high demand and are easily acceptable to the customers (Baker, 2014).
Sales analysis
In sales analysis, the means and methods are proposed to increase the sales for the organisation.
It will propose new and latest techniques which can be used to increase the sales.
Customer analysis
It helps in studying the customer perception and knowing the mindset of the customers. It will
help in knowing the customer’s needs and demands, and they can match it after changing the
product or the services.
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M2 Analyse the significance of interrelationships between marketing and other functional
units of an organisation.
Every functional unit of an organisation is interdependent in nature. The interdependency helps
the organisation in building the cooperation in the organisation. At Your Destination, all the
functional units are highly dependent on each other. It can be said by the following:
The significance of the interrelationship between marketing and other functional units:
 Increases cooperation
The interdependency is important as it helps in building and increasing cooperation within the
departments of the organisation. It can be achieved by allowing the different departments in the
free flow of communication and building trust between them.
 Avoid duplication of work
It helps in avoiding duplication and overlapping of work. By avoiding it, the cost can be
minimised and the organisation objectives can be achieved easily (Gilligan and Wilson, 2012).
 Optimal utilisation of the resources
Optimal utilisation of resources can be achieved with the help of interrelationship between the
functional units. The work done of one functional unit can be rated and evaluated by the other
department which can do the work in most effective manner.
 Smooth functioning
Marketing can help the other functional units in many ways. It can help them by providing the
relevant information to the concerned department which of use to it.
 Attainment of goals and objectives
It helps in attainment of the organisational goals and objectives as everything is well planned and
well managed in the organisation and there is a loophole which is hampering the functioning of
the organisation.
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