Marketing Essentials Report: Your Destination - Analysis and Plan

This report, focusing on marketing essentials, begins with an introduction to the core concepts of marketing and its significance in business, particularly for a transportation service called 'Your Destination'. Task 1 delves into the key roles and responsibilities of the marketing function, such as financing, buying and selling, product design, marketing planning, information systems, promotion, and branding. It also explores how these roles interrelate within the wider organizational context, including connections with production, finance, human resources, research, and IT departments. Task 2 provides a comparative analysis of the marketing mix of two different organizations and concludes with the development of a marketing plan designed to expand the business in the marketplace, offering insights into strategic marketing practices and their impact on business success.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function......................................................1
P2 How roles and responsibilities of marketing related to the wider organizational context.....4
TASK 2............................................................................................................................................5
P3 Comparison of marketing mix of two different organization................................................5
P4 Marketing plan of an organization.........................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is a valid action to promoting and selling the products in the market. It is
related to the customer's needs and wants in which company use this concept to satisfy their
demand. According to the American Marketing Association, it is an active activity which
include creating, communicating and delivering values for the customers to fulfil their needs. It
is an important process of the company to promote their services towards the customers so that
large number of clients are attracted. The primary purpose of marketing is to maintain the strong
relation between customers and organization (Caragher, 2016). It is a crucial process which helps
in influencing the customers to use company products to satisfy their needs. With the help of this
company easily promote their effective information of their products and services. It play an
important role in the business because it helps to the firm to reach their target customers. The
present report is based on Your Destination, which provides transportation facilities to their
customers. They operate their services in various countries to fulfil their clients needs
effectively. This report includes various key responsibilities of the marketing function and also
define interrelation between them. Comparison of marketing mix between two organisation is
even mentioned in this project. Along with this, a marketing plan is discussed in this assignment
which aid in expand the business at marketplace.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing is a core concept of the business in which they increase their brand image so
that large number of customers are attracted. The main aim of marketing is to fulfil customers
needs and attain its objectives in appropriate manner. For this marketing strategies and its
concept should be interrelated so that they create value products to their customers in order to get
their higher satisfaction. Along with the marketing play an important role in the business
organization is to develop their whole performance at marketplace and also get best returns. The
main purpose of marketing is to establish best relation among customers and organization so tat
they easily take competitive place from its rival. Marketing function is also related to the
branding of the business in which company include publicity, advertising, promoting and many
more process which is used by the company to invite large number of customers (Functions of
marketing, 2017). In the context of your destination, marketing is more important because it
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increase the investors in the company and also increase the customers demands which contribute
in overall profitability level of the company at market place. For increasing the sale, company
undertake various marketing research and use effective tools and techniques to understand the
customers demand and provide them services accordingly.
In Your destination, marketing department also pay an important role because is helps in
managing all the activities which is used for the promoting the products and services in front of
customers (Draelos, 2010). Its define the effective strategies to develop the overall sale by
delivering the quality services to their clients. Marketing manager of the company undertake
appropriate strategies which contribute in increasing the profitability as well as growth of the
company. With the help of effective strategies they define best opportunities of marketing which
aid in satisfying customers demand and needs in appropriate manner. There are some effective
roles and responsibilities of marketing function are as follows:
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Illustration 1: Marketing department structure

(Source: Marketing organizational chart, 2017) Financing: It is more important function of the marketing because without finance
nobody execute their activities in effective manner so that it is more required in the
management to run their business effectively. Company generate finance through bank
and other elements that provide proper fund to the business. In absence of proper finance
company can not increase their revenue. Proper fund is also aid in creating quality
services to their customers in order to satisfy their needs in appropriate manner. Enough
finance is a backbone of the company that aid in formulate al the activities in effective
way and achieve better outcomes. Buying and selling: The important role of marketing is to buy and sell the products so
that every customers and company satisfy their needs. For this cited organization use
effective advertisement activity to invite large number of customers that directly affect
the company sale. Your destination provide quality services to their customers so that
they easily increase their sale volume. With the help of personal selling, promotion
activities, advertising company easily improve their selling activities (Eslinger, 2014).
For attain best growth buying and selling is an important concept of the market which is
used by the company to sell their services. Product designing and development: It is an also effective role of the marketing that
define the product design which aid in differentiate with other products. Your destination
use this function of marketing to define their best product design which aid to invite large
number of customers and also generate more benefits. Better product design helps in
defining the overall brand and quality of the products which increase the company sale in
effective manner (Griffitts, 2016). By attractive designing company easily attract large
number of customers towards its services and get higher satisfaction by them. Marketing planning: It is more important for the company to prepare effective planning
which define the overall process in order to get positive results. This planing define the
better guidelines about opportunities, job, target of the company so that they easily
implement in the whole process and achieve its goals in appropriate time period.
Effective marketing planning include strategies, policies and budget that contribute in
overall performance of the company because with the help of these they deliver their
services in front of customers in order to get their higher satisfaction level.
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 Marketing information system: It is an systematic technology which aid in taking better
decision toward the market trends. This system aid in gathering appropriate data and
relevant information about all the marketing trends and customers demand so that
manager of the company easily provide them and get their better satisfaction (Jeffery,
2010). The main aim of this function is to analysis the marketing information to achieve
best outcomes. This system include product development, packaging, distribution, pricing
and promotion to take effective decision in appropriate manner. Promotion: It is one of the best function of marketing which is used by the company to
increase their brand image in market place and also enhance customers awareness toward
their profits as services which offered by them. With the help of TV, billboards and many
more promotional tools company easily promote their effective information in front of
customers so that that use their services in effective way and increase overall sale of the
company. The main aim of promotion is to enhance the brand image in market and also
build the better relation between customers and company. Branding and labelling: It define the name, symbol and sign which define the actual
quality of their products. In this cited organization use effective strategy of branding
which aid in capturing large market share and also take strong place in the market (Jones
and Rowley, 2011). Brand is that element which invite large number of customers
towards their products.
MEMO
24th October 2017
Your destination company wants to spread their business at international market. It increase the
work load of the company. For this they set their target and objectives. In this you can able to
achieve more incentives which influence the skills and knowledge in effective manner.
P2 How roles and responsibilities of marketing related to the wider organizational context
Marketing is an effective actuality which is used by the company to exchange the value
to their customers in order to get better satisfaction by them. For attain competitive advantage
manager of the company define all the function in effective manner (Mitchell, 2012). In Your
destination marketing function is an essentials part of the business which affect all the other
function of the business in various ways. It aid in achieving the organizational goals and
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objectives in appropriate manner. There are some points which define the interrelationship with
marketing are as follows: Marketing and production department: In this the customers always wants to quality
products so that it is important responsibility of the manager to provide better quality
services to the customers so that they get higher satisfaction level by them. For this
production department undertake various researches to determine customers demand
about the products. This department aid in increasing the overall ale of the company by
delivering as well as producing effective services. Marketing function and finance department: One of the important department of the
business is finance division which provide proper fund to the marketing manager of the
company so that they easily promote their products information in the market. With the
help of proper finance company easily execute their activities and achieve their target in
appropriate manner. For this finance department of the Your destination make budget to
evaluating as well as monitoring overall performance of the company. In this the
marketing department of the company is also helps in generating more revenue by
increasing their sale volume (Mittal, 2014). The marketing department responsible for
identifying the customers needs and market trends which helps in managing the proper
resource in effective way. Marketing function and human resource department: In Your destination, one of the
important responsibility of human resource management is to select as well as hire skilled
and experienced employees so that they effectively manage all the activities. For this HR
department organize training and development programs to their employees in order to
enhance their skills (Moini, 2012). Because marketing division needs those type of
human who easily communicate with the target customers and influence them to buy the
products. Better workforce aid in undertaking the effective research to identify the
customers demand which aid in increasing the overall sale of the company. Marketing function and research department: The main function of research department
is to collect all the information of the customers so that the marketing department of the
company provide quality services accordingly. It also define such kind of areas and
location where company expand their activities by providing value service to the clients.
For get better as well as relevant information manager, of the company undertake various
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research to evaluating the overall performance of the company and its customers. If both
marketing and research department do effective work than they easily get higher
satisfaction of the customers and also make positive image at the marketplace. Cited
organization implement various marketing strategies to define current trends of market
and taste of the customers so that they deliver quality service in accordingly
(Muralidharan and Neha, 2013).
 Marketing and information technology: In the competitive market, IT s one of the best
department of the company because it define new and innovative process to achieve
higher market growth. It aid in collecting all the relevant information about the market so
that company easily formulate effective strategies to develop the market growth.
All these functions are more effective for the Your destination to maintain their
sustainability in the market. In this all are interrelated with each other in order to get higher
satisfaction of the customers by providing the quality products.
TASK 2
P3 Comparison of marketing mix of two different organization
Marketing mix is an important concept which is used by Your destination to increase
overall market growth in effective manner. It is a combination of all the factors which aid in
inviting the large number of customers (Nguyen and Simkin, 2012. In this the company organize
various activities to increase the buyer towards its products and services. All these factors are
controlled by the company which assist in increasing the purchasing power of the customers. The
main purpose of using marketing mix is to promote the brand image in the market so that more
and more customers use their products and increase profitability. Your destination undertake
various researches to evaluate the new concept to attract customers for increasing their goodwill
at marketplace (Ogunmokun and Tang, 2010). On the other hand National Express is one of the
biggest transportation company which provide effective services to their clients in order to get
their higher satisfaction. They deliver quality products and services to expand their business at
larger scale so that they easily capture market share from its rival.
Basis Your destination National express
Product Your destination provide
transportation services to their
Best products of the Nation express is
Buses, coach, and trains. All these are
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clients and also give some extra
benefits which aid in retain the
existing customers and invite
new customers towards its
services.
used to the satisfy customers needs
inappropriate manner. They also provide
food facilities, drinking to their
customer who travel on long distance.
Price Your destination use
competitive pricing strategy in
their process so that they easily
compete their competitors in
effective way. They set their
price according to the
customers demand which aid to
sustain the profitability.
National express use price
differentiation strategy so that they
provide discount to their regular
customers on booking of tickets. They
also give option to their customers to
book their tickets on online which aid in
maximizing the overall profitability in
appropriate manner (Papasolomou and
Melanthiou, 2012).
Place They have various stores ate
different location so that they
provide better services to their
customers. They having their
operational activities at various
countries which increase the
number of customers towards
the company services (Rascati,
2013). With the help of better
supply chain the also deliver
their services in London in
order to achieve higher success
in appropriate manner.
National express having various stores at
different countries which aid in
achieving the competitive advantage in
the market. One of the best advantage of
this industry they use their own website
so that large number of customers are
attracted towards their services. For the
company place is major part because it
aid in achieving the best success in
market. National express having strong
image in market so that they easily
invite large number of customers
towards their process.
Promotion This element of marketing mix
is more important for the Your
destination to increase their
National express used best
communication channel so that they
easily communicate with their target
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overall sale by developing
customers awareness. They use
various marketing tool like
advertising, personal selling,
social media which boost up the
clients knowledge bout their
services so that they use their
services and increase sales as
well as profitability of the
company at marketplace.
customers and provide them their
information in effective way. They use
best technology to create better function
of inviting large number of clients.
Website, search engine and many more
technological elements used by the
company to enhance customers
awareness towards the company.
People Your destination hire skilled
and experience people so that
they manager of the activities in
effective manner. But some
time fails in managing some
activity like attain large number
of customers at same time.
Because they have limited
workforce.
National express select and include best
and skilled employees in their process so
that they easily manage all the process
as well as activities of the customers
(Reynoso, 2013). All the staff members
provide better services to their client.
They provide better training and
development programs to their
employees which aid in enhancing the
skilled and also contribute in overall
performance of the company at
marketplace.
Process Cited firm use better process for
delivering their services to the
customers (Ryan, 2016). They
make effective schedule for
avoiding the delays in the
transport so that customers
comfortably reach their point.
National express use also an effective
and better process so that customers get
services to their process. They include
additional services like providing
refreshments to their clients in the trip so
that customers are influence their
services.
Physical evidence Your destination set their National express define their physical
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station an effective location so
that large number of customers
easily reach that points and use
their services.
evidence ion more attractive manner like
they provide their services according to
the customers view which aid in
improving the overall performance of
the company.
P4 Marketing plan of an organization
Marketing plan is a written document it include all the activities which is perform in the
company to achieve best success. It is prepare by manager of the company for short time period
for achieving the competitive advantage in appropriate way (Shaw, 2016). It define company
goals, action, strategies and methods which used by the Your destination to get positive success.
It aid in increasing the number of customers and also enhance overall performance of the
company.
Overview of the company: Your destination is a transportation company which is famous
by delivering their quality services. They operate their business in London and Essex. They
adopt effective techniques to achieve their target and goals.
Vision and mission of the company: Your company wants to expand their business and
become a successful brand by providing effective services. Marketing manager of the company
service better services to increase their revenue. On the other hand the mission statement of the
company is to fulfil customers demand by delivering quality services (Swenson, Rhoads and
Whitlark, 2014).
SWOT analysis: It is an effective process to evaluating the actual performance of the
company by determining strength, weakness, opportunities and threats which existing in business
environment. Delivering quality services to their clients is one of the biggest strength of the
company which lead in increasing the loyalty of the customers. With the help of this company
capture larger market share and reduce the negative impact on the business performance
(Walliman, 2015).
External analysis: It is uncontrollable by the company because it existing outsider of the
company that directly impact on company performance. This analysis include various factors
such as political, economical, social, technological, environmental and legal factors that play
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important role in business process because it define the ethical performance of the company. It is
more important for the company to identify their impact on the business ion appropriate manner.
Target market: It is an important duty of manager of the company to set their target
market which should be very clear so that they offer their services to the customers according to
the requirements of the target customers.
Monitoring and implementing: It is last step of the marketing plan which define the
effective implementation of all the activities which should be define by the manager of the
company. So that it aid in achieving overall progress of the plan (Whitlow, 2012).
CONCLUSION
From the above mentioned report, it can be concluded that marketing is a core concept of
the company which aid in increasing profitability. It is an effective process to increase customers
awareness because it helps in promoting their services. In this marketing function is also an
important part of the company because it aid in performing all the duties as well as
responsibilities in effective manner. On the other hand marketing mix is also an important for the
company to increase the number of customers which improve the overall performance of the
company in market place. Manager of the Your destination also prepare the marketing plan to
attain long term and short term goals which aid in maintain the positive image of the company in
appropriate manner.
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