Marketing Essentials Report: Megabus Marketing Plan and Strategies

This report provides a comprehensive analysis of Megabus's marketing strategies, focusing on its roles and responsibilities within the organization. It explores the application of the 7Ps of the marketing mix to Megabus's operations, examining how the company aims to achieve its business obje...Read More

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ..........................................................................................................................................1
P1 Key roles and responsibilities of marketing function........................................................1
M1 ..........................................................................................................................................3
D1...........................................................................................................................................3
P2&M2 Roles and responsibilities of marketing related to wider organisational context ....3
PART 2............................................................................................................................................5
M3...........................................................................................................................................9
Different tactics applied in the organisation to demonstrate how business objectives can be
achieve....................................................................................................................................9
There are various tactics which are used by the management of Megabus in order to achieve
the different business activities which are describe below: ...................................................9
P4 Evaluation of marketing plan for an organisation...........................................................10
M4..................................................................................................................................................12
Produce a detailed coherent evidence based marketing plan for an organisation...............12
D2 ..................................................................................................................................................12
Design a strategic marketing plan that tactical y applies the use of the 7p's to attain overall
performance .........................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an essential processes of selling and purchasing of various products and
services at the marketing place. There are different tools which are ascertain by various
organisation to enhance rate of sales of various products and services to different customer
present in marketplace (Cavusgil, and et. al., 2014). These tools and techniques are used by
organisation to promote various products and services which helps to maximise level of profit of
company. The organisation chosen here is Megabus which deals to provide various types of
transportation facilities to several company in order to deliver different products and services
from one place to another place. There are different types of transportation service which are
provided by organisation. In this report, it explains the roles and responsibilities of marketing
manager of organisation, using 7p's of marketing mix aids to analyses strategies which are
adopted by its competitor National express while expanding business in other place.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing: It is essential process through which marketing manager of organisation
promote and advertise different products and services in order too enhance the rate of sales. This
is also renowned as the way to communicate, deliver, and exchange of various offerings which
have define values for the different customer, partner, society. This is also concerned with the
various operation concerned with the different research which is conducted by the marketing
manager of tour destination. In order to provide various types of products and services
management needs to implement advance distribution channel.
So marketing can be defined as a process which is implemented by management of
company in order to explore the business in the different area and expand various business
functions of organisation. This help organisation to stand before various rivals present in the
marketplace. There are different nature of marketing function like the dynamic market,
situational marketing and many others and also have different trends which helps to develop the
different concept of market.
Marketing process: this is related to implementation of various strategies and plan
which are prepare by department of marketing in order to accomplish various types of functions
of marketing. This aids to define roles and responsibility of different employee working in the
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department of marketing. There are various steps which are involve in this process like
determination of mission, recognising condition, attain objective, preparation of marketing
strategies and planning for actions. The process which are ascertain by the management of
Megabus which are describe below:
Mission: The main objectives of department of marketing of Megabus is to establish long term
relationship with their loyal customer by providing various types of transportation service to
different organisation at reasonable price (Rowley, 2016). The management of organisation
provide different types of advance transportation facilities to its customer . This helps the
company stand before the customer. It also aids to make effective policies in order to achieve
goals and objectives of organisation.
Situational Analyses: This is method to determine the internal and external factors which
impact various operation of business. Marketing department of Megabus take help from these
strategies in order to analyses the strength and weaknesses of company. This company ascertain
different types of strategies which helps to book online tickets in order to provide different types
of transportation service to its customer
Objectives: The marketing department of organisation needs to set different types of objectives
on the basis of these objective employee working in the organisation in order to perform various
types of working activities in proper manner. It also aids to take effective decision making
process.
Strategic and evaluation: This is the last phase of process of marketing, in which the marketing
manager of Megabus prepare various types of strategies on the basis of collection of different
information gather from other phase. 7P's of marketing mix plays an important role in order to
accomplish different types of activities of organisation (Lane, 2016).
Roles and responsibilities of marketing manger: There are various roles and responsibility
which are perform by the marketing manager of Megabus . These functions aids to increase rate
of sales target and increase profitability. There are various roles and responsibilities which are
describe below: Research about market: it is responsibility of marketing manager to conduct different
types of market, rivals, preference of different customer and many others. This aids to
determine the strategies which are used by its main rival National Express and many
other rivals present in the marketplace.
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 Public relation: it is the major duty of marketing manger of Megabus is to build
healthy relationship with the different customer. This helps to attract large number of
customer in the marketplace. Promotion of company's products: The manager of organisation should implement
different types of promoting tools and techniques in order to expand business.
 Brand development : marketing manager of organisation needs to accomplish different
activities in order to attain trust of trust and establish strong brand in marketplace
(Askeland and Wright, 2013).
M1
There are different roles and responsibilities of marketing department of Youth
Destination which are explained below: Coordination: This aids to maintain coordination between different employee working in
the organisation. This aids to accomplish different types of functions in stipulated time
period.
 Smooth production of products: Different types of market research on the basis of
various points aids to accomplish different operation of the organisation in stipulate time
period and also it create effective environment.
D1
The main factor of marketing which are concerned with the different activities of other
department which are describe below:
 Conduction of market research is concerned with the department which prepare
effective strategies on the basis of outcome of research.
 Evaluation of demand aids to proper utilisation of the allocated resource and give
effective transportation facilities to different companies.
P2&M2 Roles and responsibilities of marketing related to wider organisational context
Interrelation of marketing department with other department of Megabus
Process of marketing department aids to increase rate of transportation facilities which
is provided by the company to various customer. It helps to maximise the level of profit of the
organisation. So it is responsibility of organisation to develop proper marketing department in
order to accomplish various task in stipulated time period. It has been determine that functions
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of marketing are interrelated with other department of organisation. As it aids to determine
various condition which are advantageous for other department in order to accomplish various
types of activities of organisation (Cleverley, 2017). Megabus is the multinational organisation in
which various functions of company is controlled by the department of marketing. It helps
different department of organisation like taking orders from client, collection of different parcel
from different points, and many others. So marketing department effect the other activities and
their interrelation with various operational department of Megabus are describe below: Operation department: Operational department of organisation interrelated with
different activities of operational department. It is responsibility of department of
marketing to conduct market research. This helps determine the demand made by the
different customer which are related to delivering of different parcel at destination place
within stipulated time period (Smith, 2012).
 Finance department: This is most important department of the organisation. Marketing
department of organisation helps this department by providing relevant information of
the market and it helps, to allocate appropriate funds in order to accomplish different
operation of organisation in stipulated time period as per the needs of different
department.
 Human resource department: Marketing department of organisation aids to HR
department in order to build effective workforce as per the needs and demand made by
the customer. HR department perform their activities as per the information given by
the organisation.
Importance of marketing role to Megabus
Marketing department plays a significant role in order to achieve goals and
objectives of organisation. The major role of marketing department of Megabus is implement
different methods of promotional tools in order to attract large number of customer in the
marketplace. Marketing department implement different tools for the purpose of advertisement
and promotion such as social media, print media, electronic media and many other s. these
methods plays a significant roles in order to make effective promotion and advertisement. There
are some importance of marketing roles which are describe below:
 Higher sales: there various types of marketing function which aids to enhance rate of
order to deliver the parcels from one place to another place. Promotion of different
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transporting facilities leads to attract large number of customer in the marketplace. This
helps to generate large number of revenue for the organisation.
 Competitive advantages : Marketing department plays a significant role in order to
conduct research in the market of different country. Organisation put their effort and
implement different types of strategies in order to compete its main rival National express
. These strategies helps the management to stand before the different rivals present in
the marketplace.
 Company reputation: Different types of marketing functions implemented by the
organisation in order to provide various types of services to the customer. This leads to
gain trust of different customer and maximise the level of profit. This aids to create
better images of organisation in marketplace. Organisation provide effective delivery
service to the different organisation at reasonable price. This leads to sustain good
brand image of the company in the marketplace.
Importance of interrelationship of marketing department with other departments
There are different function of organisation which are accomplish due to interrelation of
the various department performing there work in the organisation. Which are define below:
 Reduction of cost: In order to compete various rivals present in the market place the
marketing department of the Megabus is to reduce the cost of delivery of different items
which helps to attract large number of customer. It also provide different types of
services as per the demand made by the customer. This saves the cost of unnecessary
action of the organisation (Mitchell, 2012).
 Removal of confusion: The department of marketing provide different types of
information about the market in order to prepare effective plans in order to remove
different types of Consequences between the different department which are related to
different function of the department.
PART 2
P3 Application of marketing mix to marketing planning process in achievement of organisational
objectives
The element of marketing mix plays a significant role in order accomplish different
functions of marketing processes. This aids the company to attain the target of organisation in
effective manner. The element of marketing mix are product, price, place, promotion. These
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element helps to make effective strategies in order to prepare effective strategies by the
management of Megabus which are related to different feature of the organisation. The element
of marketing mix is prepare for the growth of business in existing as well as new market. It
helps to accomplish different operation of the business in stipulated time period (Walliman,
2015).
Comparison of marketing mix of two different companies Megabus and National Express are
describe below:
Basis Megabus National Express
Products The main products of the
organisation is to provide
effective transporting service
to the different company of the
organisation. The major
strength of the company is to
deliver the different products
It is the British multinational
transport company which
provide public transport
facilities to the people living in
UK. It provide long distance
coach facilities. This company
only provide different types of
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Illustration 1: 7P's of marketing mix

and services in stipulated time
period. It aids to accomplish
different types of functions of
organisation in effective
manner. Due to
implementation effective
strategies it helps to attain
large number of revenue for
the organisation.
coach facilities to people only
it do not deals with to deliver
products and services. This
provide opportunity to attract
large number of customer from
various area of country.
Price Megabus provide different
types of service in different
part of nation. In order to
attract large number of
customer, the management
needs to implement effective
pricing strategies in order to
attract large number of
customer. Organisation offers
different discount offers to
attract large number of
customer.
Price is the amount charged by
the organisation in exchange of
the provision of products and
services. This organisation
have unique pricing policy. It
basically follow the price
differentiation strategy. The
pricing strategy allows
national Express to utilise the
spare capacity in maximum
extent and ensure minimum
percentage of empty seats. It
follows floatation price policy
at online booking.
Place Organisation provide effective
service to the customer by
implementing various bus
stops to the different place of
the UK. It also provide cargo
bus facilities as well as public
bus facilities as per the age
In general marketing theory
place is refer as the point of
sales the location where the
products and services are is
being delivered to the different
customer it is concerned with
the large number of
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segmentation of the different
customer (Gillespie and
Riddle, 2015).
destinations in which
organisation operate different
types of service at different
place.
Promotion This organisation ascertain
effective promotional strategy
it take helps of social sites
advertise different offers on
them. It take helps of E-
marketing approach which is
very cost effective comparing
to traditional ways of
promotion (Caragher, 2016).
It basically focus on the
effective communication
between the national Express
and market. It conclude
different element like sales
promotion, public relation, and
personal selling and many
other. It implement different
promotional tools like use of
different websites, friendly
online booking system.
Process This organisation put their
effort in order to include
simple process of different
operation which are being
ascertain by people in proper
manner. It leads to maintain
effectiveness in performing
different types of activities in
organisation.
It is the actual procedure,
mechanism and flows of
different activities through
which service is deliver in
stipulated time period. For
National Express customer the
often expose to the maintain
effectiveness in the different
business activities.
People As this organisation recruit
different types of expert
employee which helps to
accomplish different types of
work activities of the
organisation. Employee
It involve the human action,
customers, staffs whose
responsibility to provide
effective service to the
different types of customer in
proper manner. Employee are
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working in the organisation are
the main assets of
organisation.
the key resource of the
organisation which helps to
accomplish different types of
task in stipulated time period.
Physical evidence This organisation focuses on
the different types of tangible
and intangible assets which are
determine the different types
of physical evidence. It is
give information on the
different social site.
The physical evidence
concentrate over the tangible
components that facilitate the
performance of service of the
organisation. It is also known
as service escape. In traditional
trends the organisation have
limited number of tickets
office, and drivers, where
staffs interacts with customer.
M3
Different tactics applied in the organisation to demonstrate how business objectives can be
achieve
There are various tactics which are used by the management of Megabus in order to achieve
the different business activities which are describe below:
 In order to increase the sales of different products and maximise profitability level.
Company use different types of d discount offers, flexible price offer which aids to attract
large number of customer. It helps to generate large number of revenues for the
organisation.
 To effectively and efficiently achieve the objectives of organisation the management
needs to implement different types of training methods in order to trained the employee
working in the organisation.
 Both of the organisation implement different types of activities of organisation in order to
accomplish in stipulated time period.
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P4 Evaluation of marketing plan for an organisation
There are different types of strategies which are used in the marketing plan which is
implemented by the manager of Megabus (Daniel, 2011). It provide different types of directives
to the employee in order to accomplish various activities of organisation in effective manner.
The Megabus is the organisation which provide different types of travelling facilities to the
different youth. This organisation have given service to the 16000 student and other people
living in UK. This travelling agency is based on the different types of people living in UK
(Friis, 2012).
Marketing situational analyses
The situation of the Megabus is better in the market as organisation able to understand
the taste of the preferences made by the organisation. This is related to the determination of
different external factor.
SWOT analysis
SWOT analysis of Megabus aids to determine the different types of Strength,
weaknesses, opportunities and threats which are ascertain by management of company.
 Strengths: the major strength if organisation is already a big brand in the market which
have large number of customer. They have so many branch to provide different types of
bus service facilities to its youth facilities.
 Weakness: The main weakness of the organisation is not able to deliver the products at
stipulated time period due to transportation delay.
 Opportunities: The major opportunities which present for the Megabus is to attract
larger number of young generation by providing different travelling facilities to the
youth living in both nation.
 Threats: there are different types of threats which are faced by the organisation. There
are different competitor like National Express . The management needs to focus on the
strategies implemented by the rivals.
PESTLE analysis:
this aids the management of the organisation in order to determine the external factor
which are ascertain in the organisation which affect the different activities of function. The
factor which are present in micro environmental factor like political, economical, social,
technological, legal and environmental. All the factors are describe below:
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 Political factor: this factor is related with the political stability and rules and regulation
which provided by the organisation in proper manner. if the condition is stable then it is
very eminent to establish business in the other nation.
 Economical factor: this is related to the distribution of different funds in order to
accomplish different function of organisation. There are level of cash flow in the nation.
Effect of inflation and recession are determine by the organisation in order to start the
business in the other nation.
 Social factors: in present days there are level of transparency is increased by the
organisation and consumer. So in this regard the management have the responsibility to
publish CSR reports on the frequent base (Baker, 2014).
 Technological factors: this factor is related to the implementation of different types of
activities in stipulated time period.
 Legal factor : This factor is related with the accomplishment of different types of legal
activities. If all legal activities are not accomplish then there is chance of penalisation of
organisation. Huge fine will impose on the organisation.
 Environmental factor: this is the strategies which are related to the pollution,
wastes,and many other. It reveals new and innovative technology leads to maintain the
effectiveness in organisation of different types of products in effective manner.
Objectives
the main objectives of organisation is to provide different function which aids in
environmental and social factor it also provide different facility at affordable price.
Strategy
The main strategy which are followed by Megabus in order to evaluation of current and
future needs to attain desire outcome (Larson and Draper, 2015).
 Segmentation: this is related about the division of customer on the basis of various
aspects like age, taste, occupation and many others.
 Targeting: the major target of organisation is based on those individuals who fond of
travelling and deliver goods from one place to another (Blythe, 2012).
 Positioning: It grab good position in the market and it also have large number of
customer.
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M4
Produce a detailed coherent evidence based marketing plan for an organisation.
Megabus implement different types of strategies in order to grab the attraction of customer. It
segmented the the different customer on the basis of their age and it deliver the service on the
basis of the customer choice. Different strategies like 7p's of marketing plan plays significant
role in order to accomplish different operation of the organisation.
D2
Design a strategic marketing plan that tactical y applies the use of the 7p's to attain overall
performance
There is huge impact of strategic marketing plan in order to attain the objectives of the
marketing. The marketing plan which is prepare by the organisation aids to accomplish different
types of functions of the organisation.
CONCLUSION
From the above mentioned report it has been assume that marketing plays an important
role in order to maximise the profit of organisation in proper manner. There are different types of
marketing function which helps to promote and advertise the different products and services to
customer
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REFERENCES
Books and Journals
Askeland, D. R. and Wright, W. J., 2013. Essentials of materials science & engineering.
Cengage Learning.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Blythe, J., 2012. CIM Coursebook 08/09 Marketing Essentials. Routledge.
Caragher, J. M., 2016. 7 Essentials for a CPA Firm Marketing Program. The CPA Journal.
86(12). p.11.
Cavusgil, S. T., and et. al., 2014. International business. Pearson Australia.
Cleverley, W. O., 2017. Essentials of health care finance. Jones & Bartlett Learning.
Daniel, J., 2011. Sampling essentials: Practical guidelines for making sampling choices. Sage.
Friis, R., 2012. Essentials of environmental health. Jones & Bartlett Publishers.
Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management, pp.23-52.
Larson, J. and Draper, S., 2015. Internet Marketing Essentials: A Comprehensive Digital
Marketing Textbook.
Mitchell, B. L., 2012. Game design essentials. John Wiley & Sons.
Rowley, J., 2016. Information marketing. Routledge.
Smith, A.C., 2012. Introduction to sport marketing. Routledge.
Walliman, N., 2015. Social research methods: The essentials. Sage.
Online:
Marketing Mix. 2017. [Online]. Available through:
<http://www.marketingteacher.com/marketing-mix/>.
Marketing Mix. 2017. [Online]. Available through: <http://marketingmix.co.uk/>.
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