Marketing Essentials Report: Analyzing Marketing Plans and Strategies

This report examines the marketing essentials for a transportation service company, "Your Destination," and contrasts its marketing strategies with those of National Express. The report begins by outlining the structure and responsibilities of a marketing department, including the role of a marketing manager in analyzing market conditions, defining strategies, and managing the marketing mix. It then explores the relationship between the marketing function and other departments within an organization, emphasizing the importance of collaboration. The core of the report applies the 7 Ps of the marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) to develop marketing plans for both "Your Destination" and National Express. The analysis includes product offerings, pricing strategies, promotional techniques, and customer service approaches. The report concludes with a comparison of the two companies' marketing strategies, offering insights into how "Your Destination" can enhance its marketing efforts. The document is designed to aid students in understanding marketing principles and applying them to real-world business scenarios.

MARKETING ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Structure of marketing department and various responsibilities and delegations of
marketing manager in organisation........................................................................................1
M1 Role of marketing functions in wider context with external working environment........2
P2 Relationship between marketing functions with the other departments of organisation in
broader settings.......................................................................................................................2
M2 Importance of a significant relation between other department and marketing department
of business firm......................................................................................................................3
TASK 2............................................................................................................................................4
P3 Application of 7 P’s of the marketing mix in defining marketing plan of a business firm.4
M3 Different types of tactics developed by an organisation to accomplish defined objectives.
................................................................................................................................................7
TASK 3............................................................................................................................................7
P4 Development of a newer marketing plan by marketing manager.....................................7
M4 Evidences supporting the consistency of developed marketing plan in organisation
actions.....................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is explained as includes a wide range of exchange activities including from selling of
products and services to the company consumers and services users in market so that various
needs and desires of customers can be accomplished successfully (Ahrens and Guetz, 2015).
Marketing is having important part in attaining goals, objectives and various growth targets of
firm in order to expand the business in external markets and in marketplaces of foreign countries
and act cost-effectively and successfully in commercial field. "Your destination" is newer
company in the sector of transportation services to the areas of London. The firm is provided
services of furniture intercity and intra-city mobility.
In this report the several roles and duties of the marketing department manager is deliberated
along with outlining the necessity of integrity in marketing roles with function of other
department of firm.
TASK 1
P1 Structure of marketing department and various responsibilities and delegations of marketing
manager in organisation.
MEMO
To: Senior manager "Your destination"
From: Marketing Manager
Date: 4th November 2017
Subject: Various responsibilities and delegations of marketing manager in organisation and
Structure of marketing department.
The marketing department is having an important role in increasing sales as it promotes
products and their firms. The transpiration companies are engaged to provide their customers as
much satisfied fully as much possible by providing safe and secure journey to their customers.
The marketing officers are having various roles like they inspect demand of their potential
visitors and offering affordable transport services. The officer introduces various strategies and
new designs in order to meet the trending needs of market. Marketing officers imply customer
centric approach in organisation to bring new changes in designs and functions firm to deliver
efficient services to users and give them satisfied services. There are different roles played by
marketing officers are as the follows: -
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Analyse market conditions. The officer’s duty is to continuously review the market
condition and new trends and designs that are popular in market and higher the profit of the firm.
Defines various strategies in order to segment and target prospective customer.
Marketing manager is responsible for creating new strategy for defining the 7 P's of
marketing mix. Analysis and suggest to some promotional techniques in order to act accordingly
to efficiently the market place. These suggestions help the companies to give the stiff
competition to other firms dealing in the same and increase the competitions and capability of
organisation.
Plans marketing mix for firm. In this the officer confirms to deliver the best service to
the customers. The elements of marketing mix like price, place, product, people, promotion and
process describes the effectiveness and how compatible the firm is in the market place.
Manager the plans and efforts of marketing department according to changing
demands. Thus the responsibilities of market officer to manage the task and actions of firm to
achieve its goals effectively in market place. It is the role of officer in revising the new plans and
makes strategies effective as required according to changing needs.
M1 Role of marketing functions in wider context with external working environment.
The business environment can be defined as of two types the internal and external
environment. The internal environment efficiency can be checked through SWOT. In this
strategy defined the strength and weakness of the firm which helps availing the growth
opportunities in the external environment (Beijerstam and Berglund, 2010). While the external
commercial surrounding of opportunities is further divided into micro and macro environment.
The micro environment of organisation can be changed through properly using porters and see
nine metrics. Porter’s five forces model defines five forces that influences functioning. While
BCG matrix describe four types of where to deal with business expansion.
P2 Relationship between marketing functions with the other departments of organisation in
broader settings.
MEMO
To: Senior manager "Your destination"
From: Marketing Manager
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Date: 4th November 2017
Subject: Relation between marketing functions with the other departments of organisation.
"Your destination" is a Company which deals in the transportation services across UK and other
European countries. The cited firm is providing safe and secure journey to their loyal customer at
a cost effective manner as compare to other business enterprise.
Service line:
 The Department of marketing is coming out Serving of different Designers and then
provide customers with service.
 Marketing unit of "Your destination" tells us about various products that they deal in
with. Marketing unit give us importance about the loyal customer, existing customer at present
and prospector users that comes with limited service delivery as according to the need in
market.
Finance:
 The work of this department is the Budgeting and the finance of the firm and keeps a
check and limit on critics carried out by marketing segment of "Your destination".
 If "Your destination" raise the funds in function department there is somewhere hand of
marketing department.
Human resources department:
 This department range the workforce and help them in their skills to execute the function.
 It also works as integration with Inter functions of marketing department in order to
analysis the financial amount and workforce in use.
M2 Importance of a significant relation between other department and marketing department of
business firm.
"Your destination" is developing various ideas by Different strategies to expand business at
the national and international level. "Your destination’s officers are planning and implementing
promotional strategies to increase sales of services that are provided by organisation (Brooks and
Simkin, 2011).
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TASK 2
P3 Application of 7 P’s of the marketing mix in defining marketing plan of a business firm.
Marketing mix is having great significance in developing market plan for the organisation
promotional strategies. This particular aspect of marketing helps accomplishes goals of firm
effectively (Brooks and Simkin, 2012). The "Your destination" and National Express both are
dealing in transport sector do it is important that both firms should be responsible towards their
marketing plans in order to attract large number of customers. The comparison between us 7 P’s
of marketing mixt between "Your destination" and National Express are derived below.
Marketing Mix developed by Your Destination: The "Your destination" Company is having
great history of development and dealing in the areas of worldwide. The company is focused
about delivering safe and secure journy to its customer in order to develop a long life long
relation with consumer (Brown, McDonagh and Shultz II, 2013). The company is developing
various strategies in relation to the 7 P’s of marketing mix in order to accomplish "Your
destination" growth goals effectively. The market mix strategies of developing their 7 P’s of
"Your destination" discussed as follows:
Product: Product of a company is the most important attribute for enhancing the sale of
firm. In transport industry this is very significant for a company is to develop and design
effective products which can meet customer expectation in the longer run. Your destination is
providing a unique expricmce to its potential customer which helps to build long term relation
with them (Dibb and Simkin, 2013).
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Illustration 1 "Your destination" Products, 2013
Price: The "Your destination" should develop effective strategy in defining prices for their
product. This is important that the price of specific according to the different types of places.
This will help in accomplishment goal of marketing development effectively (Douglas and
Craig, 2011).
Place: There are different types of places which covered by the “Your Destination”. It
involves city of London, Manchester, Birmingham, Glasgow and so on.
Promotion: "Your destination" is developing various tools and technique in order to
promote their product and services in the market place. The film has to be responsible towards
use of ethical promoting tools in order to enhance brand value in market place and develop
trustworthy relationship with their customers. "Your destination" is using TV advertisement and
print media promoting tools like social media videos at Sector in order to promote their product
in to the market.
People: People is the most important aspect of any business operation firm. These are the
valuable resources of the organisation (Gummesson and Grönroos, 2012). The "Your
destination" is hiring pleasant personality staff in their company so that they can serve better
quality services to customers and provide them good experience with "Your destination".
Process: This marketing element is related with the overall process of the company. In the
context of “Your Destination” which having a good schedule of buses and its route which plays a
prominent role in gaining competitive advantage in the market.
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Physical Evidence: This is referred as the aspect or attributes through business firm are
developing trust in the customer’s mind. This Physical evidence provides uses to develop a
relationship trust and honesty (Lamb, Hair and McDaniel, 2011). Company received letterhead
buses and stop are uniform of stuff and company logo of "Your destination" all present
authentication of the business film and help in developing growth with customers.
Marketing mix of National Express: The company dealing in transport Industry. The company
is engaged in delivery diverse range of products to customers. This particular business is
developing various operational Strategies and marketing plans in order to bring effectiveness in
working and enhance the profitability of firm. So, company is active in defining 7 P’s of market
so attractive use number of customers based towards company product and services.
Product: The Company National Express is dealing in wide range of personal care
products sanitary products household objects and many more. The company should be developed
a promotional strategy order to promote the entire product in one plan or advertisement company
in order to reduce marketing cost and time too.
Price: The prices should be incompatible range as per the other competitor company
product price. This will help in increasing the sale of company to large extent. The business firm
can also lowest prices in the time of festivals to expend sales figure into large numbers (Hsu, Hsu
and Yeh, 2010).
Place: The Company is dealing in many different countries capturing large market share
of global Marketplace serving to learn number of nations increase the company profitably and
contribute in achievements sale target of National Express effectively.
Promotion: Development is using various promotional strategies providing offers like
buy 2 get 3, huge discounts and sales strategies like 30% off on first purchase etc. brings higher
sale in company product and help in increasing size of existing customers base.
People: The people of National Express are skilled and have knowledge about inventory
places, price and coding structure (Mehta and Chugan, 2015). This provides safe and secure
services to customers and also help in increasing the efficiency of providing information about
product to consumer of National Express.
Process: The process used to deliver the Purchase product by the customer of National
Express in defining features of services served by the respective company. The company is also
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permitted brand images through good quality of service a simple life of process of purchasing by
customers with Walmart.
Physical Evidence: Physical evidence to the services of the National Express is the
company brochure, business firm product chart design, National Express logo, logo on the
uniform of employee, company identity card and also the colour of interior stores of National
Express and building infrastructure all provide authentication and originally to the business
services.
M3 Different types of tactics developed by an organisation to accomplish defined objectives.
There is an important role of departments in order to work properly and efficiently in the
same goal (Vanhamme and et. al., 2012). The hard work like human resources and finance which
help firm in Management work and know where the company is lacking and the new strategies
that a company can introduce for to give a stiff competition in market.
TASK 3
P4 Development of a newer marketing plan by marketing manager.
Marketing department helps in defining the different activities are needed to achieve the
aim of the organisation effectively (Wirtz, 2012). The change in strategies and plans of "Your
destination" firm by the marketing officer is due to the change of needs, trends, and
environment of people The major steps taken to follow the different tasks and action to execute
the new strategies and these were as follows:
Company Current position- This consists the analysis of current position, competence
and capabilities of firm with respect to other firms and trends of market. The marketing officer of
"Your destination" will carry out internal and external environment for sale to know that how
much form is compatible to the changing environment.
Analyse Market-Targeting audiences- This is important to the segment the potentials
markets in different categories as per the range of the products (ZARIFNEJAD, VUKOVIC and
Lundgren, 2010). The "Your destination" company should be responsible in defining their target
market segment as per the competence of the company products and organisation to accomplish
various needs and desires of this specific group. Company is targeting the customers related with
the businesses, houses and other infrastructure or interior work. The company is focusing on the
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different needs of consumers belonging from different occupation and accomplish their different
needs of furniture for homes, offices, kitchen interiors as per their requirements.
Define market goals- These is the stage of the development of business marketing plan
by developing the market goals. This involves setting various performance and sales goals in
order to increase the efficiency of marketing plan and achieve the defined targets in marketplace.
The "Your destination" is defining SMART goals in order to increase effectiveness of marketing
plan and as well as contribute in defining a realistic and achievable targets which can be
accomplished by marketing department in practice (Brown, McDonagh and Shultz II, 2013).
Company is developing their marketing mix strategies in order to response towards the available
growth and expansion opportunities in the area of different city markets like Manchester,
Aberdeen and Newcastle to work at national level.
Develop marketing communication plan- This is very much important to communicate
all the strategies and plan of development and growth of firm to communicate with the
employees and team leaders and to the related authorities and stakeholders. This will helps in
effectively implementation of new strategies in practices and accomplishing all the attributes of
SMART goals efficiently. All the plan should be communicated with the line managers and with
the marketing executive of the firm so that they can contribute in increasing sales figure for
"Your destination" and increasing profitability of the firm in many folds. Communication of the
marketing plan is necessary to the all members in order to reduce the confusion with the goals
and targets and with the performance standards. This also helps in effective delegation of task
and resources as per requirement in work culture to bring efficiency in the performances. This
also helps in effective communication of the performance standards and quality constraints
required to perform the task with higher efficiency.
Decide marketing budget- This is the important aspect of the development of any
marketing or business plan. This is the most important required aspects or carrying out the
business activities in the marketplace. The budget of the business plan should be defined as per
the requirements and as per the capability of the funds in business working. This is important to
manage the financial resources of the firm effectively in order to invest the funds at right time
and at right place to gain higher profitability (Brown, McDonagh and Shultz II, 2013). The
"Your destination" is focusing on effective plan of budget requirement to execute the expansion
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marketing plan in markets of Manchester, Aberdeen and Newcastle with effectiveness and
gaining higher returns over the investments.
Develop strategies and implement strategy- This is the last step of development of
marketing plan. This involves developing new strategies to execute the designed blueprint of the
plan of action and implement these strategies in practice in order to contribute in accomplishing
the gaols of firm with higher effectiveness Defining the strategies as per the targets of "Your
destination" is important so that the employees can work accordingly in the right direction of
working. The "Your destination" is defining various marketing mix, promotional strategies in
order to increase the destination of Manchester and Aberdeen (Brown, McDonagh and Shultz II,
2013).
M4 Evidences supporting the consistency of developed marketing plan in organisation actions.
The marketing depth of "Your destination" will be profitability in achieving eight goals
efficiently. They work in a logical and right way. This also helps organisation in changing and
compete in market with new trending designs and ideas.
CONCLUSION
As from the above discussion and points we can securely conclude that marketing
department plays very important role in promotion of firm. "Your destination" is transport
service provider in the city of London and other cities such as Manchester, Birmingham and so
on. Somewhere in all this marketing department had an important role to play. The firm is trying
to expand its base with the help of different departments. Marketing can be said one of the most
departments of all as every other department is linked with this and it had to plan new strategies
according to changing scenario of market and demand and trends. Marketing lead to organising
organisation's work and make its work more relevant and effective.
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REFERENCES
Books and Journal
Ahrens, I and Guetz, T., 2015. Transnational Strategy Shift: The Importance of Cultural
Awareness:-Case Study: "Your destination".
Beijerstam, E and Berglund, J., 2010. A Global Working Place: a case study of "Your
destination".
Brooks, N and Simkin, L., 2011. Measuring marketing effectiveness: an agenda for SMEs. The
Marketing Review. 11(1). pp.3-24.
Brooks, N and Simkin, L., 2012. Judging marketing mix effectiveness. Marketing Intelligence &
Planning. 30(5). pp.494-514.
Brown, S., McDonagh, P and Shultz II, C.J., 2013. A brand so bad it’s good: The paradoxical
place marketing of Belfast. Journal of Marketing Management. 29(11-12). pp.1251-
1276.
Dibb, S and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Douglas, S. P and Craig, C. S., 2011. Convergence and divergence: Developing a semiglobal
marketing strategy. Journal of International Marketing. 19(1). pp.82-101.
FALLS, S., 2015. SEE ALSO: Frankfurt School; Mass Marketing; Social Media. The Wiley
Blackwell Encyclopedia of Consumption and Consumer Studies. 17. p.38.
Gummesson, E and Grönroos, C., 2012. The emergence of the new service marketing: Nordic
School perspectives. Journal of Service Management. 23(4). pp.479-497.
Hair, J. F and et. at., 2008. Essentials of marketing research. McGraw-Hill/Higher Education.
Hsu, Y., Hsu, L and Yeh, C. W., 2010. A cross-cultural study on consumers' level of acceptance
toward marketing innovativeness. African Journal of Business Management. 4(6).
p.1215.
Lamb, C. W., Hair, J. F and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Mehta, N and Chugan, P. K., 2015. Visual Merchandising and Purchasing Behavior for High
Involvement Products: A Study of Electronics Outlets.
Vanhamme, J and et. al., 2012. To do well by doing good: Improving corporate image through
cause-related marketing. Journal of business ethics. 109(3). pp.259-274.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
ZARIFNEJAD, S., VUKOVIC, D and Lundgren, S., 2010. The Absence of "Your destination"-A
Study into the South African Furniture Market.
Online
Andrew Liszewski. 2013. "Your destination" In Swedish Teaches You To Correctly Pronounce Its
Products. [Online]. Available through: <https://gizmodo.com/"Your destination"-in-
swedish-teaches-you-to-correctly-pronounce-its-510443319>. [ Accessed on 5th
November 2017].
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