Marketing Essentials: Analysis for 'Your Destination' Expansion

This report provides a detailed analysis of marketing essentials, focusing on the case of 'Your Destination,' a rapidly growing UK-based transportation company. The report begins with an introduction to the importance of marketing for business decision-making, particularly in a competitive market. Part 1 explores the key roles and responsibilities of marketing officers, including their tasks in market analysis, trend awareness, and coordination in business planning. It also outlines the structure of the marketing department, detailing its functions in business-to-business and business-to-customer operations. Part 2 delves into the marketing mix elements (product, price, place, promotion) and compares 'Your Destination's' strategies with those of National Express. Finally, the report presents a marketing plan for 'Your Destination,' emphasizing strategic approaches to achieve its objectives. The report covers topics such as market analysis, trend awareness, resource utilization, customer satisfaction, and competitive positioning. The report underscores the interrelation of marketing with other functional departments and evaluates the elements of marketing functions for effective business planning and expansion.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
LO 1 (MEMO).................................................................................................................................1
P1) key roles and responsibilities for marketing officers and structure of marketing
department...................................................................................................................................1
M1) Roles and responsibilities of marketing in its environment................................................4
P2) Importance of marketing officers' roles for expansion on 'Your Destination'......................4
M2) Significance of interrelation of marketing with other functional departments...................5
D1) Critical evaluation on elements of marketing functions and relation of marketing with
other functional departments.......................................................................................................6
PART 2............................................................................................................................................6
LO 2.................................................................................................................................................6
P3) Comparison of marketing mix to planning with other destinations.....................................6
M3) Marketing mix elements of 'Your Destination'...................................................................8
LO 3.................................................................................................................................................9
P4) Marketing plan for 'Your Destination'..................................................................................9
M4) Evidence based marketing plan for 'Your Destination'.....................................................11
D2) Strategic marketing plan and applying 7ps to achieve its objectives.................................11
CONCLUSION..............................................................................................................................12
REFERENCE.................................................................................................................................13

ILLUSTRATION INDEX
Illustration 1: Marketing department structure................................................................................3
Illustration 2: Process for marketing plan......................................................................................10

INTRODUCTION
Marketing essential is significant for appropriate decision making regarding business plan
and sustaining its position in competitive market. It influences productivity, profitability and
competitiveness of entity. The present report is based on understanding importance of marketing
for decision making regarding services of 'Your Destination'. It is rapidly growing transportation
company of UK provides travelling and visiting services a million people of the world. In this
regard, roles and responsibilities of marketing officers for business' expansion plan is to
discussed. Along with this, 7ps for decision making on destination will be introduced impact on
market position and sustainability of the entity. However, marketing plan for 'Your destination' is
to be understood in this assignment.
PART 1
LO 1 (MEMO)
P1) key roles and responsibilities for marketing officers and structure of marketing department
According to given case scenario, it is analysed that 'Your Destination' is growing
transportation company of the country also planning for establishing new branch in Newcastle
(Deshpande and et.al., 2017). For this purpose, senior management team is planning for
recruiting two new marketing officers for involving in business plan. Therefore, being marketing
manager of the entity, roles and responsibilities of new appointed officers as well department's
structure is to be identified as follows:
YOUR DESTINATION
Date: 13th November 2017
MEMO
To: Senior team management
From: Marketing Manager
Subject: Understanding roles and responsibilities of marketing managers and this department's
structure for 'Your Destination'.
This Our company is to recruit two new marketing officers for involvement in expansion
of 'Your Destination' Therefore, it is required to identify their roles and responsibilities can
1

express as follows:
Roles of marketing officers: Identifying market position of 'Your Destination': Marketing officers analyses market
position of destination as of demand for its services. In this regard, they also compare
destination's business performance with competitive entity as National Express (Guy
and Patton, 2013). Therefore, variety of ideas are generated for increasing marketing
and competitive strategies of the organisation. Getting aware with recent trends in destination: For increasing competitiveness and
creating innovative ideas for improving destination, marketing officers get aware wit
recent trends (Biggemann 2014). In this way, customers' interests and purposes for
destination are determined impact on demand and profitability at maximum level.
 Coordination in decision making for business plan: As marketing officers exchange
information of its department also coordinate in achieving company's effectiveness
(Guy and Patton, 2013). In this process for effective business plan for 'Your Destination'
they share ideas for improving services influences its profit level. Hence, variety of
ideas are generated for coordination in business plan in terms of reducing expenditures
and increasing sales revenue.
Responsibilities of marketing officers:
Marketing officers are accountable for their job in context to achieving objectives of 'Your
Destination'. In accordance to this, their responsibilities can be understood as:
 Marketing officers are responsible for decision making regarding preparing strategies
for effective business plan of 'Your Destination'.
 They are accountable for coordinating in team building with other functional
departments like; finance, production and operation, research and development and so
on. It is also impacts on business' environment to meet set objectives.
 Marketing officers work for analysing actual market position as of people's interest in
terms of destination and further decision making to meet their expectations.
 They are responsible for preparing strategies to advertise destination for encouraging
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people towards it as well evaluating performance in terms of demand and profitability.
Structure of marketing department:
Marketing department has essential role for increasing competitiveness and achieving goodwill
for which different ideas are generated related to business plan. In accordance to this, functions
of marketing department can be identified as:
Therefore, marketing plan and decisions are made in this form to increase business
performance as well meeting its goals. In this regard, different ideas are generated for
increasing sales revenue and decreasing expenditures. Hence, marketing structure is prepared
3
Illustration 1: Marketing department structure
(Source: Structure of marketing structure, 2016).

for coordination in business operations as well achieving goals effectively.
Business is done as kind of b2b and b2c as; business to business and business to
customers which can be discussed as:
 b2b: It is created between business to business as with agents, retailers and other
business parties. However, good relations are created between business parties impacted
on its performance effectively.
 B2c: It stands for business to customer form which targeted to increase public relations
and customer loyalty towards Your destination. Therefore, marketability and
competitiveness of the destination can be enhanced at higher level.
Operations of marketing department:
Marketing department operations are related to analysing actual market position and
business performance of 'Your Destination'. On which, different ideas are generated related to
increasing its performance as well marketability (Grönroos and Ravald, 2015). In addition to
this, this department's decision makers interact with other functional departments to create
innovation in business activities. Therefore, marketing department works for increasing
productivity, profitability and marketability as well to sustain its position in market for longer
time period.
M1) Roles and responsibilities of marketing in its environment
Marketing department plays vital role in creating effective business environment as of
making decisions to coordinate with other departmental functions. However, different ideas
generated for marketing of goods and services as well increasing business performance related
with its growth. Therefore, marketing department's functions are quite effective by which
positive and effective environment of 'Your Destination' is created.
P2) Importance of marketing officers' roles for expansion on 'Your Destination'
It is recognised that marketing officers play crucial role in decision making regarding
expansion of 'Your Destination'. In accordance to this, importance of marketing officers' roles to
achieve entity's goals can be identified as:
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YOUR DESTINATION
Date: 13th November 2017
MEMO
To: Senior team management
From: Marketing Manager
Subject: Understanding significance of marketing officers' roles in expansion of 'Your
Destination'.
For expansion of 'Your Destination' as of establishing its new branch in Newscastle,
marketing officers play efficient role can be identified as follows: Presenting market trend in destination: It is recognised that marketing officers are
aware with recent market trends as well new creations to improve services (Schroeder,
2013). Therefore, they remain able to express new trends and applying strategies for
improving its services. In addition to this, different ideas are generated for its services
and improving business performance. Optimum utilization of resources and fund: As per analysing entire business operation
including expenditures and revenue, they are able to reduce wastages of materials (Guy
and Patton, 2013). Including this, for using resources appropriately, various ideas are
created to increase productivity and business performance of 'Your Destination'.
However, control of wastages of resources and fund are determined which impacted on
its productivity and profitability. Maximizing satisfaction level of tourists: Marketing officers prepare strategies for
providing its services according to analysing customers' requirements (Lehtinen, 2015).
On behalf of these analyses, they prepare strategies for meeting tourists' expectations as
of fulfilling requirements. Therefore, variety of ideas are created for increasing
satisfaction and demand for visiting the destination in wide range.
 Enhancing marketability and competitiveness: As marketing officers are responsible
for analysing market position of 'Your Destination', they prepare strategies to increase
its marketability (Joppi, Gerardi and Garattini, 2016). In accordance to this, it is
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appropriate for enhancing competitiveness and sustaining market position of the
destination for longer time period. However, marketing officers play crucial role in
increasing marketability and competitive strength of the entity at maximum level.
M2) Significance of interrelation of marketing with other functional departments
Marketing department's functions are crucial for business plan for 'Your Destination'
impacts on its environment (Satit and et.al., 2015). However, it is linked with functions of other
departments as; finance, production and operation, HR and so on. It impacts on good bonding
and understanding among departments influence business performance. As marketing
department works for analysing market position of the entity impacts on decisions for incurring
cost on expenditures. It is related with performance of production and operation department for
balancing of production and distribution system. In addition to this, it is appropriate for creating
effective environment of the entity. Therefore, functions of marketing department influence on
other functional departments able to create positive environment of the destination.
D1) Critical evaluation on elements of marketing functions and relation of marketing with other
functional departments
Due to changes in people's attitude and interest towards services of destination, it is
difficult to create understanding with them in relation to fulfilling their requirements. Likewise,
changes in uncertain environmental factors impact on business' operations as well profit level
(Elves, 2014). Including this, it is also recognised that changes in market price and imbalanced
production and distribution system affect performance of 'Your Destination' negatively.
However, lack of coordination among functional departments of the entity impact on its
environment adversely. In addition to this, it is also difficult to face high level of competition due
to new creations in services for attracting people differently. Thus, it is essential to perform
marketing functions effectively in terms of appropriate decision making regarding reducing
wastages and increasing its productivity.
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PART 2
LO 2
P3) Comparison of marketing mix to planning with other destinations
Marketing mix elements are beneficial for effective decision making related to achieve
organisation's objectives and promoting its services in wide range (Engelen, Lackhoff and
Schmidt, 2013). It is related with encouraging tourists for destination as well sustainability of
'Your Destination' in competitive market. However, marketing mix elements to achieve business'
objectives in comparison to National Express can be understood as: Product: At first, decisions are made related to used material and resources as in terms of
quality and quantity impacts on productivity and profitability of 'Your Destination'. In
this regard, different ideas are generating for creating innovations in products and
services (Grãdinaru, Toma and Marinescu, 2016). While, on the other side, National
Express decides product's quality and range as per demo to check out tourists' taste
towards destination. Therefore, market position as well actual business performance of
the entity. Price: After considering product quality and innovation in services, price is determined
for destination and providing services to visitors. In this process, 'Your Destination' sets
price as per cost incurred on manufacturing and production process including
advertisement process (Menz and Scheef, 2014). Including this, it also focuses on
affordability of tourists from different countries of the world. While, National Express
determines price for destination according to market demand and people's interest
towards services. Place: In this marketing mix element, decisions are made regarding meeting customers as
well providing information about destination. For this decision making process, 'Your
Destination' emphasis on reaching people through online marketing as of ticket booking
and collecting information related to destination (Ryan, 2016). However, 'National
Express' focuses on places and accommodation facilities for the visitors as of getting their
satisfaction on large scale. Promotion: This marketing mix element is related to decision making regarding
advertising and promotion of destination to encourage people in wide range. For this
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purpose, different techniques are used such as; advertisement through newspaper, radio,
TV, using social networking sites and so on (Vargas-Hernández and Jimenez, 2016).
Therefore, 'Your Destination' promoted its destination through contacting with people via
online marketing and using social networking sites. It is quite time consuming process as
well effective in incurring costs for advertisement. On the other hand, 'National Express'
uses advertisement tool as print media, publicity and advertisement in newspapers,
magazines etc. People: It is new in trend for decision making in relation to business and marketing plan
in respect of considering people's involvement engaged in marketing plan. However,
performance of marketing manager and officers are analysed for increasing demand for
number of visitors and profitability of 'Your Destination'. Where, another destination as
'National Express' pushes its workers for enhancing number of workers in terms of as of
targets to increase demand for destination m(Wirtz, Tuzovic and Kuppelwieser, 2014).
Therefore, people's contribution in marketability and business activities are recognised
impacted on further decision making regarding business operations. Process: Under this marketing mix elements, processes for marketing are analysed in
respect of analysing market position, implementing plans for marketability and
evaluating performance for 'Your Destination'. However, 'National Express' considers
process for producing services and promoting services to encourage people in wide
range. In addition to this, process marketing mix element emphasis on decision making
regarding marketability and competitiveness of the entity increasingly.
 Packaging: It is 7th p of marketing mix emphasis on attracting people through packaging
products and advertising services appropriately. In this process, it is targeted to increase
in number of visitors and profitability of 'Your Destination' influences its profitability and
competitiveness. While, on the other side, 'National Express' attracted tourists towards
destination through unique packaging and conducting offers for visiting (Wirtz, Tuzovic
and Kuppelwieser, 2014). Thus, tourists get satisfied with destination also demand for
destination repeatedly in wide range.
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M3) Marketing mix elements of 'Your Destination'
It is recognised that marketing mix elements are key tools for decision making related
business and marketing plan for 'Your Destination'. However, product, price, place, promotion,
people, process and packaging factors are determined for business plan to achieve its goals. In
accordance to this, marketing officers analyses market position and business performance at first
and further makes decisions to increase marketability at maximum level (Wolfe, Plesko and
Miller, 2014). Moreover, price determination and place are decided according to tourists'
attraction and other factors implements further business activities. Therefore, overall decisions
are made related to business and marketing plan to achieve tourists' attraction as well further
implementations.
LO 3
P4) Marketing plan for 'Your Destination'
For expansion of 'Your Destination' as of establishing new branch of 'Your Destination'
in Newcastle, a systematic plan is created. For this purpose, marketing plan to achieve its
objective can be identified as: Analysing current situation: For meeting entity's goal, it is essential to identify actual
market position of 'Your Destination' in terms of tourists' satisfaction as well. In this
regard, different ideas are generated for improving business performance and
marketability at higher level (Grönroos and Ravald, 2015). However, under this process,
SWOT analysis and marketing audit and assumptions are created for which increasing in
market sustainability is analysed for longer time period. In this regard, positive and
negative aspects of the destination in terms of business performance and market position
are recognised. Therefore, analysing market position is beneficial for further
implementations as well increasing its marketability on larger scale.
 Goal setting: As it is targeted for 'Your Destination' to establish its new branch in
Newcastle for maximizing satisfaction level of tourist with its services (Mišič and
Podnar, 2017). On the basis of goal setting, its vision, mission and strategies are targeted
impacts on organisation's effectiveness and growth as well.
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 Creating the marketing strategies: It includes planning, forecasting and decision making
process for improving business performance of 'Your Destination'. In accordance to this,
strategies and systematic plans are created for expansion of the entity on the basis of its
current position. However, variety of ideas are generated to increase marketability and
competitiveness of the destination. It is also effective to face high level of competition
and making place in destinations of UK (Amirkhanpour, Vrontis and Thrassou, 2014).
Along with this, it involves 7ps to be considered for launching and advertising destination
10
Illustration 2: Process for marketing plan
(Source: Marketing Planning Process, 2016).

to encourage people towards destination in wide range. Therefore, marketing strategies
are prepared in terms of product quality, pricing, method to promote and so on.
 Allocating marketing resources and monitoring: In this process plan of marketing,
market position of 'Your Destination' as well its demand are recognised. However,
resources required in the process are allocated for expansion and increasing social
awareness towards new creation impacts on further implementation (Schroeder, 2013). In
addition to this, marketing resources are allocated as well monitored for excess of
production. Besides this, it is helpful for management of business operations in terms of
production and distribution system effectively. Similarly, different ideas are generated
regarding further implementation and managing business operations. Therefore,
marketing resources are allocated to meet plans and getting success in expansion of the
destination as of setting up new branch in Newcastle.
Thus, it is recognised that marketing plan for expansion of 'Your Destination' can be
succeed through following on all the above mentioned strategies systematically. However, its
profitability, competitiveness can be increased as well different ideas are generated for
maintaining customers' interests with it.
M4) Evidence based marketing plan for 'Your Destination'
It is recognised that following on above mentioned plan will be effective for increasing
marketability and competitive strength of 'Your Destination'. Including this, it will be effective
for analysing market position of the destination at first for preparing strategies and meeting
customers' expectations (FISK, 2013). Therefore, different ideas are generated regarding actual
market trend for adopting new technologies and facing competition effectively. However, it is
justified that implementing marketing plan will be suitable for 'Your Destination' to increase its
productivity, profitability and competitive strength at higher level.
D2) Strategic marketing plan and applying 7ps to achieve its objectives
As 'Your Destination' is planning for setting up its new branch in Newcastle to increase
market position and implementing ideas regarding further implementation. However, variety of
ideas are generated to maximize satisfaction level of tourists and attracting them towards
destination. In addition to this, it is analysed that implementing marketing plan will be effective
for increasing number of visitors and good reputation in market for longer time period
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(Schroeder, 2013). On the contrary to this, it is evaluated that due to changes in market structure
and tourists' interests, it is difficult to encourage them in wide range. Similarly, marketing plans
may fail due to imbalanced demand and supply impact on business operations as well
performance of entity in competitive market.
Including this, 7 ps are analysed for decision making regarding marketing of destination
as well for encouraging people for visiting at maximum level. In this regard, it is analysed that
all marketing mix elements are identified for increasing profitability and competitiveness of
'Your Destination'. On the contrary to this, it is recognised that it is difficult to attract customers
towards destination due to changes in their interests. Likewise, fluctuations in market structure
and other factors impact on business and marketing plan adversely (Guy and Patton, 2013).
Thus, it is essential to create planning and considering 7ps effectively for attracting tourists and
increasing competitive performance of the destination at higher level.
CONCLUSION
It is concluded that marketing is essential for increasing profitability and competitiveness
of 'Your Destination'. In this regard, roles and responsibilities of marketing officers and functions
of marketing department of the entity has been discussed. Moreover, marketing mix elements are
identified for decision making for encouraging people towards destination. Along with this,
marketing plan for attracting people and implementing business operations of the organisation is
introduced. However, significance of marketing as well its functional role with performance of
other departments has been understood in this assignment.
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