Marketing Essentials: Marketing Analysis and Plan for Your Destination

This report delves into the core principles of marketing, examining the duties and responsibilities of marketing officers, particularly within the context of the travel industry, using the example of "Your Destination." It outlines key roles and responsibilities, including product, price, selling, promotion, distribution, and financing. The report further explores how the marketing function integrates with wider organizational areas such as operations, finance, research and development, human resources, sales, and IT. It also includes a comparative analysis of the marketing mix elements of different organizations to achieve business objectives. The report concludes with the development of a marketing plan, providing a comprehensive overview of marketing strategies and their application in a business environment.

Marketing Essentials

INTRODUCTION...........................................................................................................................................4
PART 1.........................................................................................................................................................4
P1. Key duties and responsibilities of Marketing Officers and projected arrangement and operations of
marketing division...................................................................................................................................4
P2.The Contribution of major responsibilities and roles of marketing function in wider organizational
areas........................................................................................................................................................6
TASK 2..........................................................................................................................................................8
P3 Comparison of various elements of marketing mix of different organisations for achieving business
aims objectives........................................................................................................................................8
TASK 3........................................................................................................................................................10
P4 Marketing plan.................................................................................................................................10
CONCLUSION.............................................................................................................................................12
REFERENCES..............................................................................................................................................13

INTRODUCTION
Marketing is linked with selling of goods and services at market places in exchange of monetary values.
There are various promotional campaign organised in order to maximise sales and achieve targeted
customers. This is the most vital part of business organisations. If firms are focused on implementing any
business strategy then they have to plans and policies in order to achieve effectiveness in their operations.
The needs and wants of customers should be identified in order to sell customised products to clients.
Marketing is the tool by which firms reaches their target customers and insist them to buy the products
based on their decisions (Asaduzzaman, Hossain and Rahman, 2014) The under mentioned report is
based on various roles and responsibilities of marketing functions, the marketing mix of travel industry
Your Destinations and they are classified under private and public sector. The marketing plans and
policies are developed in order to analyse those areas where firms can easily expand their business
operations globally all around the world.
PART 1
P1. Key duties and responsibilities of Marketing Officers and projected arrangement and
operations of marketing division
MEMO
To: Senior Marketing Manager
From: Senior Business Executive
Company: “Your Destination”
Date: 1th June 2018
Subject: Duties and Responsibilities of Senior Marketing Officer, proposed operations and
structure of marketing departments.
Marketing is one of the important procedure of a company in which managers used to promote brands
in a vast area. They formulate various strategies in order to increase sales performance of an
organisation with main purpose is to gain competition advancement. In addition to this, marketers use
several tools and techniques in order to analyse situation of marketplace, demands of customers,
purchasing power of buyers, bargaining power of suppliers and distributors etc. All these processes
help employers in optimising procedure through which they can attract large number of customers
towards its products or services in an efficient manner. Along with this, they can take important
decisions in making improvisation in business and marketing strategies. In order to meet desired goals,
marketing department perform several duties and responsibilities in a efficient manner. In Your
Destination, some major functions and roles of marketing managers can be defined as:-
 Product: The main function of managers of a firm is to determine needs of people and give
collect a proper data. They provide this data to other divisions of enterprise through which
further process or production and operation can be done. It helps in manufacturing products as

MEMO
per requirement of consumers. In context with Your Destination, it offers various services to
travellers in order to make their journey more enjoyable and memorable. This firm is work in
transportation business, so it deals with many customers who belongs to various countries. So,
its managers are needed to offer different-different services as per taste of travellers. It would
help in providing high satisfaction to them and gain their retention with longer period of time.
 Price: Price is an outcome of expenditures used in manufacturing of products and other
preparation. So, it is necessary for companies to determine price rates of products or services
in a proper way. It defines value of brand of a company through which they earn necessary
amount. Generally, people look out to get product or service on reasonable rates as well as of
high quality. Therefore, it is essential for managers of Your destination to offer its services on
affordable price. It provide its services on different price rates as per purchasing power of
travellers so that it helps in earning more profitability.
 Selling: The selling of the products are linked with offering products for sell to customers in
order to fulfill their needs and requirements and the goods are exchanged in terms of both the
monetary and non monetary values. In order to sell the products and services the marketing
department organizes campaign and various marketing plans and procedures in order to
enhance their overall sales and profitability ratios (Clow and James, 2013). This is an important
factor in order to create awareness about the products. The travel organizations like Your
Destinations provide travel services to customers so they can visit to new places. The firms are
mainly dealing in professional and personal transactions. Marketing managers of this company
use various tools and techniques for increasing sales of a company.
 Promotion: This is the most vital process which is linked with influencing the customers
in order to execute purchase decisions of the offered goods and services of business with
the help of various marketing and promotional tools. There are different activities
organized in order to maximize the sales of business so that firms will attract customers
who will buy their offered products and services. The different tools which are used for
the promotional campaigns are advertising, publicity, personal selling etc.
 Management and Information System: There are marketing techniques used such as
marketing surveys in order to gather information about the clients so that products can
be manufactured according to their needs and wants. The collected information are
valuable in order to carry out right decision if there had to be any alteration made in the
products so that customers can be satisfied with the services of Your Destination.
 Distribution: The activities which are related with distribution of products and services
of Your Destination consist of different equipment and instruments for delivery of
goods. This is the most vital factor for all business organizations in order to deliver cost

MEMO
effective goods to all their potential customers. The most beneficial tool for the
dispersion of goods are to be identified in order to develop unique products which can
be sold to customers. The distribution channel should be effective and eco friendly in
order to ensure effective system and policies.
 Financing: The marketing manager is having the responsibility in order to assign funds
for executing marketing activities so that promotional campaigns can be effectively
organized. Funding is the most important factor in order to expand the business
operations all around the globe thus sustaining strong positions in the economy.
Hence the marketing manager of Your Destination are having the most important
responsibility in order to develop aims and objectives by which their goals can be achieved.
This results in enhancing the efficiency of business organizations. In order to identify the
success of marketing activities there should be soundness in all business operations.
Effective marketing strategies are valuable in order to earn higher profitability shares by
managing marketing functions and business functions. This is the most beneficial factor as
firms can achieve loyal customers and maximize their level of profitability and sales
revenue.
P2.The Contribution of major responsibilities and roles of marketing function in wider
organizational areas
MEMO
To: The Marketing Manager
From: Senior Executive
Company: “Your Destination”
Date: 1st June 2018
Subject: The Duties towards wider organisational context
Marketing is the most important and wider concept which is linked with the activities of selling,
promotion and the delivery of goods in most effective and planned manner. If teh activities of business
are analysed then it results in enhancing the overall sales and profitability ratios of firms and they will
earn higher profitability from their business operations. This concept also have major influence on the
operations of Your Destinations and there impact is briefly stated below as:
Operation and marketing function: If firms have to achieve success in their business then
they had to ensure that marketing function is interlinked with the operational areas. This helps

MEMO
in ensuring coordination among all business activities. There should be plans developed in order
to make changes in the products according to requirements of customers. The main benefit of
coordination is linked with smoothly running all business operations. If there had to be major
operations in the products then they had to focus on the quality factors.
Marketing and finance function: The finance department is having the major responsibility in
order to collect and arrange funds by which all the activities will execute with more
effectiveness and efficiency. If there can had to be any promotional campaigns organized then
finance department had to arrange funds in order to successfully promote their goods and
services at market place (Fazlollahtabar, Aghasi and Forte, 2011), Your Destinations have arranged
funds which they are giving to the marketing for organizing different in order to remove any
type of difficulties. The finance department is also having the responsibility in order to ensure
balanced coordination of monetary transactions so that activities are operated in planned
manner.
Research and development division and marketing functions: The firm should ensure that
there is effective coordination among marketing activities and research and development
department. If the needs of customers have to be analyzed or there had to be made alterations
in the products and this is possible with the help of research department.
Human resource department with marketing function: This is the most important function of
any business organization as it helps in achieving set business goals and objectives in most
effectual and planned manner. The employees of Your destination are offering different type of
services to all their potential customers. The ability of the employer is mainly dependent on the
revenues and the benefits which are availed by firms. The talented and skilled employees are
always enhancing the position of firms at market areas and on the other hand the unsatisfied
employees always decrease the productivity level of firms.
Sales department and marketing functions: The marketing department plays an important
role in order to enhance overall sales and profitability ratios of firms. The transportation firms
are using various marketing and promotional techniques in order to make decision about the
offered products and influences customers so they can purchase those products.
IT divisions with the marketing function: In this modern era every business is focused towards
implementing advanced technologies in order to promote their products at market areas and
enhance the sales ratios of firms. Your destination are mainly using online technology in order
to sell their products and capture attention of customers. The head who is having the
responsibility of IT department should ensure that all issues are handled effectively and the risk
is also managed in order to ensure proper coordination among business activities.

MEMO
The Informational Technology process is beneficial for firms in order to run all their
business operations effectively. In this modern age of digital technology all the activities are
interned with the IT department and this is the most important factor in order to keep record of
all their potential customers and make all the business operations execute in most effectual and
planned manner. This results in earning higher profitability from their overall business. Your
destination should mainly focused towards implementing those activities which are valuable in
order to ensure smooth running of all business activities. Thus all the department should ensure
that they should work together in order to achieve the business aims and objectives and achieve
high growth and shares from their business operations.
TASK 2
P3 Comparison of various elements of marketing mix of different organisations for
achieving business aims objectives
Marketing mix: This is the most vital factor in order to ensure efficiency of goods and
services and the goods are sold at economical prices to customer. Your destination is one of the
most important emerging organizations in the economy. The firms should ensure effective use of
marketing tools and techniques and there evaluation is described below as:
Basis Your Destination First group Plc
Product The main products of transportation firm
is linked with public and personal
transportation systems such as car, truck
and bus services. If there is any event
organized then they are also offering
personal transportation facilities and
people can easily travel from one
destination to another.
The services of firms are related with
transportation but there services are
according to the requirements of
customers. They are mainly offering
services in public transport, offices,
school buses and they are available
according to the requirement or
contract.
Price The firms are offering their services in
most cost effective monetary values
then there competitors. They are
mainly focused on adopting pricing
policies such as Flotation policy.
They are having fixed pricing system
according to the distance which is
covered by them and throughout their
operations they have similar priocing
strategy. The firms are mostly
dependent on those channels which
are accessible and most suitable and
convenient for the general public.
Place The place factor is linked with the The should ensure they should

actual locations where the firms are
offering there products and services
and people can easily use them. This
firm is having wide network of
connections as they are offering
services to people at different
locations in UK. The company have
developed there own website where
they are giving information about the
offered services and the price rates
according to the distance covered.
provide effective transportation
services to aing eall their potential
customers and it results in overall
growth and development of firms.
The people should easily reach their
destinations without facing any type
of difficulty. The firms are running
there activities in different locations
thus they are providing convinent and
easy services to all their potential
customers.
Promotion Promotion is the act of developing
awareness about the products and
services of firms which they are
offering to there potential customers.
This helps in enhancing the total sales
volume of firms. Your Destination is
using various marketing and
promotional tools in order to develop
awareness such as they are giving
advertisement about their products in
newspaper, social media etc (Jones,
and Rowley, 2011)
The firm is having there popularity as
they are providing their transportation
services in all parts of country so that
customers can easily travel from one
location to another. The main focus
of firms are linked with providing
different offers to all their valuable
customers such as discounted prices,
gift vouchers etc. The different means
of communications are used in order
to make the customers familiar about
their offered products so they can
take advantage of that.
People These are described as the employees
who are working in order to provide
effective travel services to there
potential customers. Your Destination
always appraised there workers by
giving them as it results in motivating
them for the hard work that is done by
them thus they will develop plans in
order to effectively achieve all the
targets that have been assigned to
them in effectual and planned manner.
This firm is mainly focused towards
developing strategies in order to
provide services to customers
according to their needs and wants.
This is beneficial factor for firms in
order to achieve loyal customers who
will enhance their overall sales and
profitability index
Process The process is described as the factor
in which goods are being delivered to
the potential customer. There should
be focus on ensuring systematic
process so that firms can achieve
valuable customers
The firm had to focus on developing
plans and strategies so they will attain
higher growth and market shares upto
50%
Physical
Evidence
This factor is linked with the
experience of people by the services
which are offered by travel and
tourism industry
The transportation services of firms
are very effective and they are
running their buses and cars on time
so that person will not face any type
of difficulty from their services.

TASK 3
P4 Marketing plan
The main aim behind execution of marketing plan is linked with analyzing the activities of Your
Destination which helps in expand their business operations all around the globe. Before implementing
the final marketing it is the responsibility of Marketing mangers in order to identify the business goals,
objectives, vision and mission statement. The plans are the most important and effective tools as they
are guiding mangers in order to carry out the business operations according to set business plans. The
objectives which are formulated by business should be achieved in time durations of 6 Months and this
factor helps business in order to achieve competitive gains at market place. The activities which are
included in the marketing plan are evaluated below as:
Company Background
Your Destination are providing transportation services all around UK and they are
majorly specialized in personal and public transportation services. The main aim of firms are
linked with providing services to people all around the globe.and there major competitors are
National Express. This is the marketing plan for the firm which is evaluated below as:
Vision
The main vision of firms are linked with achieveing highest position in providing transportation
services to all the potential customers. Thus they will attain higher market shares and will satisfy needs
and wants of customers.
Mission
The mission is linked with providing quality products to all the potential customers
around the globe.
Current market analysis
This is the most vital factor as it results in removing all the barriers which are affecting activities
of business. Your destination are making there analysis with the help of SWOT and PESTEL Analysis which
are evaluated below as:
SWOT Analysis
SWOT analyses are the most important factor in order to analyze the internal business
environment. This helps in analyzing the strong and weak factors and also the areas of opportunities and
threats are evaluated below as:
Strengths
The growth rates of firms are constantly increasing

They are provided assistance by government in order to carry out their travel operations
Higher domestic market area coverage
They have very limited cost of workers
They have adopted economical pricing for selling their products.
Weakness
They are getting loan for their business activities at very high rates
The cost factor in the future time will be much mire higher as compared to the present time
Opportunities
After Brixit firms are having opportunities in order to expand there business operations all around the
globe and earn higher profitability index.
Threats
The main risk to firm is from increasing cost of business operations.
There is maximization in labour cost
Threats from cash flows
Changes in the prices can resist growth
Business Trends
There profitability factor is higher
Maximization in overall market shares
PESTEL Analysis
This is the most vital tool as it helps in analyzing the external factors which are affecting sales
and profitability of firms which are evaluated below as:
Political Fctor
This factor affect the business operations and the new tax policies which is implemented in UK
have maximized the outgoing income level of people
Economic
They are having good economic situations and all the resources which are available in the
economy are utilized in effectual and planned manner.

Social
The firm is having competition from other rivalries who are dealing in similar operations and this
affects the social factor. People are mostly using there own transport then public transport
Technological
The people are mostly having demand in order to execute digital technologies in buses such as
wifi facilities, automated gates and healthy environment.
Environmental
They are using environmental friendly vechiles in order to reduce pollution and ensure safe and
healthy environment.
Legal
This factor is linked with the rules and regulations which are implemented by government and
Your Destination are following all plans in order to remove conflicting situation
CONCLUSION
From the above business report it has been concluded that Marketing activities plays an
important role in order to develop awareness about the products and ensures that activities are carried
out in effective and planned manner. There should be plans developed in order to analyse competitors
positions at market place thus firms will achieve competitive gains.