Marketing Essentials: Your Destination Organization Report Analysis

This report provides a comprehensive analysis of the marketing strategies employed by Your Destination, a transportation organization in the United Kingdom. It begins with an introduction highlighting the crucial role of marketing in maximizing sales and attracting customers in a competitive business environment. The report then delves into the responsibilities and roles of the marketing function, including managing the brand, conducting marketing campaigns, promoting goods, providing website content, conducting market research, overseeing agencies, generating sales reports, budgeting, gathering consumer reviews, reducing repetitive tasks, assessing the potential market, and accessing macro factors. Furthermore, the report explores the interrelation of the marketing department with other departments such as finance, operations, human resources, and inventory chain management. A comparison of marketing mix elements (people, product, price, process, promotion) used by Your Destination and National Express is also conducted, offering insights into their respective strategies. The report concludes with an overview of a marketing plan for Your Destination.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Responsibilities and roles of marketing function...................................................................1
P2 Roles and responsibilities of marketing in Your Destination organisation...........................3
TASK 2............................................................................................................................................4
P3 Comparison of marketing mix elements................................................................................4
TASK 3............................................................................................................................................6
P4 Marketing plan for Your Destination.....................................................................................6
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing play very crucial in all types of organisation in maximising the sale of
products and services in competitive business market place. With the help of marketing, firm can
reach at higher level of success and attract large number of customers. Any enterprise can easily
promote and advertise their goods and services by taking help of marketing department
(Fazlollahtabar, Aghasi and Forte, 2012). Through this firm can increase their number of
customers by improving their brand image in the market place. The present project report is
based on Your destination organisation which is transportation in United Kingdom. They provide
good quality products and services to its customers for satisfying their needs and wants. In this
report, various rules and responsibilities of marketing manager and different functional areas of
marketing has been discussed. Apart from this comparison of marketing mix has been done
which is used by company in strategy making process to gain better result in competitive market
place.
TASK 1
P1 Responsibilities and roles of marketing function
Manager is a person who control and manage all the activities and practices of company
for effective result. Marketing department is the one which cooperate and coordinate with all
other departments of the organisation (Chamorro-Mera, Miranda and Rubio, 2014). With the
help of marketing Your destination company can advertise its products and services and also
build good image of brand among customers. It is the sales department which bring limelight to
the goods and services of the firm and also increase the level of profit in competitive market
place. By performing all these duties firm can easily accomplish its desired goals and objectives.
Following are the some responsibilities and duties of marketing department which are as under:
Managing and Briefing the brand: Through this company can increase its market share
in market place as well as improve its brand image among customers. This is the activity which
help to known roles and duties to all staff members so that they can execute them in well planned
manner.
Conducting management campaign: It is duty of marketing manager to have full
information and details about the ratio of sales of each and every products of the company. In
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this individual try to gather all important details and than compare them with expenses of all
division. Financial department provide budget so that all activities can be done in proper form.
Promotion of the goods: The success and growth of the firm is totally depends on the
practices of market department so it is must to carry out advertisements and promotional
campaigns of the products and services of firm. They spread awareness in the society and puts
their vision of the customer in the strategy of business (Brady, 2014).
Provide content for website: Nowadays customer prefer online shopping rather than
going supermarkets so this sector provide them all necessary information about the products and
services which offered by Your Destination company through online so that they can easily order
them. They give all the current details regarding the services on the website of the organisation.
Carrying out market research and consumer: They have duty and responsibility to
research and develop all the services by knowing current trend running in the market place.
Overseeing outside agencies: In the responsibility of marketing manager to increase the
level of sales as well as revenue of the firm by using effective strategies and plans. For this they
make strong strategic plan to attract large number of customers towards their goods and services.
Sales Report: By providing high quality of products and services to customer, firm can
increase its sales performance in competitive market place. For this there must be coordination
and corporation between all departments of the firm. Customer easily attract towards good
quality products so, every firm should focus on their quality as well as quantity of the products.
Budgeting: This will help in providing all correct information and details about the cost
of promotional as well as advertising campaigns to the finance department. It is most important
task because finance department is the part of the organisation which allocate capital to all other
department so it should be controlled properly.
Consumer Review: For any kind of change as well as to achieve more sales and revenue
it is must that company take regular feedback and views of customers on regular basis so that
they can be aware about their needs and demands. Through this company can attract more and
more customers by giving them good quality products according to their requirements (Baker
and Saren, 2016).
Reduce repetitive task: There are so many activities and task which consumes lots of
time and cost as they done again and again. So, manger should focus on them that they have
adopt single task or eliminate the repetitive ones.
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Potential market: By knowing current as well as future market they can make strong
strategies and plans for high growth and development of firm in competitive market place. They
can predict the market condition on the basis of elements such as per capita income, interest
level, age of each person. This will help in gaining huge competitive advantages and financial
profit.
Accessing macro factors: They can both positive as well as negative impact on the
performance of enterprise so they must consider external factors of environment while making
effective strategies and plans for operational activities. Macro factor includes political,
environment, social, legal, economical and technological. All these factors help in increasing the
level of profitability in competitive market place if company follow them effectively (Lehmann,
S., and et. al. 2016).
All these mentioned points highlights the responsibilities or duties of the marketing
department in the organisation. Marketing help in achieving more growth and probability in
market place in certain period of time and also, assist in maintaining their stability in business
environment for long period of time. Your Destination adopt different types of promotional
activities for achieving marketing goals as well as objectives.
P2 Roles and responsibilities of marketing in Your Destination organisation
It has been analysed that the department of marketing has interrelation with all other
departments of the company because coordination is must between the to increase sales and
revenue. No department can perform their responsibilities effectively without the help of
marketing department. Operational, functional and human resource departments all of these can
perform their duties well with the help of marketing department.
Finance Department: It is department which allocate money in all other departments of
organisation according to their needs and demands. As, without capital and resources no
department can perform its practices effectively. This department also maintain all records of
inflow as well as outflow of the transaction through which company can get all information
about the income and expenditure.
Operational Department: This department is involved in production part of the company
which help to know about all current trends, needs and wants of customers so that they can
manufacture goods according to them. The marketing department is basically a mediator
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between firm and the customers through which manager get all require details related to the
demand of the customers and how they can be satisfied (Lovelock, 2011).
Human Resource Department: It is the department which recruit and select the right
candidate for the company. The HR department control and manage all man power as well as all
activities of the organisation. HR motivate their employees towards work so that they can
perform well at work place to accomplish high growth and success in competitive market place.
Inventory Chain Management: They are suppliers of the company who provide all raw
material and resources so that they can be converted into finished goods. They are basically
middle men that holds all activities and practices of business and provide huge competitive
advantage to Your Destination. All the goods should be checked properly whatever come in the
firm to ensured that whether that activity is beneficial or not.
Customer Service: This department take care of all the customer's demands and
requirements so that they can easily resolve any kind of issue and problem. It help to fulfil the
needs of customers by modify their products and services. Through this department, firm can
improve its ranking in the competitive market place among its competitors (Khan and Adil,
2013).
Through all these department company can achieve high success and growth in
competitive market place. If they perform all activities in well planned manner than firm can
increase its level of profitability as well as productivity. With the help of Your Destination
scenario sales and revenue can be improved in most effective and systematic manner.
TASK 2
P3 Comparison of marketing mix elements
Marketing mix elements used by Your destination organisation while making any kind of
marketing plan for its products and services. It includes seven factors such as products, place,
price, promotion, physical evidence, process and people. There will be comparison between both
Your destination as well as National express organisation. They both deal in transportation and
highly focus on delivering good quality products and services so that their market share increase
in United Kingdom. Company use different strategies, methods and plans for effective
management.
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People: It is most important mix of marketing which includes both employers as well as
customers. Company try to maintain good relationship with their employees so that they can
perform in most effective way to achieve best result (Kennedy and Parsons, 2014). Proper
training and development session is provided them on regular basis in order to train them how to
deal with different types of customers. On the other side National express use different teams for
different task and activities to show speciality in the functions.
Product: Company offer many different products and services to its clients and
customers such as mail services, packets services and delivery of various raw material from one
location to another. The Your Destination firm mainly focus on provide high quality products
and services to public for increasing its profit and growth. Whereas, National express fir aims to
provide services at 24*7 to its customers and clients which help in build good image of company
in market place.
Price: The Your Destination has fixed reasonable price of its services which are relevant
for all customers and clients. They include all operational cost which has been obtain during the
process before setting up their cost . The company use cost leadership strategy for effective and
proper work. National Express offer its products and services in more than the average price due
to which customer think that they pay high price according to the services. So, it is must for the
national express to make suitable and proper price range for all kind of products.
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Illustration 1: 7Ps of marketing mis, 2017

Process: It is most important process through which company can deliver its products
and services to customers and clients in most effective and systematic manner. So, Your
destination will make sure that the services will be in high quality which they offer to customers,
suppliers and clients to satisfy their needs and wants (Joshi, 2012). They should use new devices
and high technology while packaging so that less damages is done. If less operational cost is
used by company than they can offer reasonable cost to public that help in building good image
of brand among its customers. Whereas, National express use different kind of tracking devices
through they provide correct information to its customer that at which location good has reached.
Promotion: With the help of this Your destination can attract more and more customers
towards its products and services. It is one of the best source for advertising any kind of services
in market place which help them to cover large segment of market. The firm is reaching to large
number of people by using social sites and media and also by giving ads on billboards and
television. National express mainly focus on public relation strategies which help in creating
good relation between media partners and customers (Ogunmokun and Tang, 2012). They
organise different types of promotional events regarding its products and services in United
kingdom to maintain presence in market place.
Place: The Your destination wants to expand its business operational activities as well as
practices on the different place in urban sector where they have not operate any kind of
functions. This will help urban area people to get products and services easily. Also, use new
methods and advance technology like internet through which they can serve services to large
number of people in less period of time. Whereas, National express firm expand its business
structure by targetting retail sector as well as oil companies and boost market share.
Physical evidence: There are lot of things which are not seen this is and benefit as well as
weakness for the firm. So, they should focus on all activities of the organisation to maintain its
stability in market place. Your destination can increase cost of its products and services to
enhance its margin of profit.
TASK 3
P4 Marketing plan for Your Destination
Company can accomplish desired goals and objectives in available resource only by using
effective marketing plans. Firm of transportation sector need proper and suitable research plans
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as well as right model of marketing to maintain stability in competitive market place for long
period of time. The marketing plan include future plan of organisation either in the report form,
power point presentation and graphical format which can easily understand by each and every
staff members (Jones and Rowley, 2011).This will assist in smooth running of practices and
activities in transport sector industry. Your Destination analyse external as well as internal
factors for effective strategies or plans.
Mission of enterprise: To provide good quality services and proper delivery to its all customers.
Marketing objectives: The main objective of transport sector company is reduce the delivery
time in transferring its services to its clients.
Basic objectives: Your Destination main aim is to attract large number of customers and provide
proper source where they can share their problems and issues.
Business Aim: The firm have three aim of business:
 Expand their firm in different location, where the branches of companies are not
available.
 The main aim is to enhance its services more than 25% The enterprise has desire to be popular on more place.
Situational analysis: There are so many factors which can affect performance of Your
Destination which are as under:
Strength
 Expenditure reduction plans usage
 Offer high quality products and
services.
 Company have enough raw materials to
generate more sales and revenue.
 Positive views from customers.
 Use expertise or professional advance
while making strategies and plans.
Weaknesses
 Because of crisis and critical situation
firm unable to make this current
position
 Doesn't have right source to reach at
different place.
 Incapable to enhance employees skills
and abilities.
 Only focus on customers and ignore
employee needs and wants which is
backbone of firm.
Opportunities
 It can enhance its sales and revenue by
Threats
 There are several competitors available
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expanding its business to the locations
where they don't reach yet.
 Change in services for improving its
qualities
 Proper source of transportation can be
used to decrease delivery time.
in market place which are providing
similar services at low price.
 Variations in currency can affect
operational functions of company.
Main Competitors: There are so many competitors available in market place who are
providing similar services one of them is National express which give tough fight to Your
destination company (Gertner, 2011).
PESTLE Analysis:
Political: This factor has negative impact over the performance of Your destination as
various changes take place in political factors which directly or indirectly effect the operational
activities.
Economic: Change in taxation policy, population rate, change in lifestyle, fuel price and
many more which directly affect the financial profit of the company.
Social: It has been observed that tastes and habits of people are changing in UK as now
people start travelling more by 4% . This help in increasing profit level of Your destination.
Technological: Your destination use new devices and high technology buses to provide
comport the travel of public. They also give free Wi-Fi facilitate to its all passengers who are
travelling with them (Forshier, 2012).
Legal: There are various laws and polices which are affecting the performance of Your
Destination some of them are transport vehicle laws like front facing cameras has become
important for the motorists.
Environment: Your destination should perform all activities and practices in proper
manner without wasting any kind of raw materials as well as without harming environment and
society.
Target market Segmentation: This will help in focusing all segments of market to target
large number of people towards their products and services. Company can increase its sales and
revenue by using different promotional techniques. Market penetration is also used by company
which will save time as well as operational cost.
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Budgets: Company should prepare effective and proper form of budgets so that they can
perform all task and activities in proper way. Manger should analyse all kind of activities while
making budget and than estimate their cost. This will help in gaining competitive advantage and
maximum output in minimum cost (.Fırat, 2013).
CONCLUSION
From the above project report it has been concluded that marketing play very crucial role
in all organisation for advertising and promotion of their products and services in competitive
market place. The marketing mix is used effectively by firm through having knowledge about
all 7Ps which analyse the market situation of business. The Your Destination organisation use
marketing plan for increasing their level of financial profit and growth. Cited enterprise seek to
expand its market share in many other parts of United Kingdom for this they highly focus on
delivering high quality products and services to its clients. For different kind of promotional
activities firm prepare effective budget plan for maximising profit.
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REFERENCES
Books and Journals
Fazlollahtabar, H., Aghasi, E and Forte, P., 2012. Bi-objective two-stage decision-making
process for service marketing. International Journal of Strategic Decision Sciences
(IJSDS). 3(3). pp.24-39.
Chamorro-Mera, A., Miranda, F. J and Rubio, S., 2014. Facebook as a marketing tool: An
analysis of the 100 top-ranked global brands. International Journal of Virtual
Communities and Social Networking (IJVCSN). 6(4). pp.14-28.
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Baker, M. J and Saren, M. eds., 2016. Marketing theory: a student text. Sage.Malhotra, N. K.,
2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Lovelock, C., 2011. Services Marketing, 7/e. Pearson Education India.
Lehmann, S., and et. al. 2016. Replications hardly possible: Reporting practice in top-tier
marketing journals. Journal of Modelling in Management. 11(2). pp.427-445.
Khan, M. N and Adil, M., 2013. Data analysis techniques in service quality literature: Essentials
and advances. Serbian Journal of Management. 8(1). pp.95-112.
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.
Joshi, M., 2012. Essentials of marketing. Bookboon.
Jones, R and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Gertner, D., 2011. A (tentative) meta-analysis of the ‘place marketing’and ‘place
branding’literature. Journal of Brand Management. 19(2). pp.112-131.
Forshier, S., 2012. Essentials of Radiation, Biology and Protection. Cengage Learning.
Fırat, A. F., 2013. Marketing: culture institutionalized. Journal of Macromarketing. 33(1). pp.78-
82.
Ogunmokun, G. O and Tang, E. C. H., 2012. The effect of strategic marketing planning
behaviour on the performance of small-to medium-sized firms. International Journal of
Management. 29(1). p.159.
Online
7Ps of marketing mix. 2017. Available through: <https://www.slideshare.net/kkpanchal/7ps-of-
marketing-45928315>. [Accessed on 15th November 2017].
Marketing functions. 2017. Available through:
<https://www.pinterest.com/pin/399905641883757160/>. [Accessed on 15th November
2017].
Marketing Essentials. 2017. Available through:
<http://www.thepurpleedge.co.uk/blog/detail.rhtm/863871/is_marketing_essential_for_
success_.rhtm>. [Accessed on 15th November 2017].