Marketing Essentials: Your Destination's Marketing Plan and Analysis

This report, focusing on marketing essentials, begins with an introduction outlining the significance of marketing in business operations. It analyzes the roles and responsibilities of marketing officers within an organization, providing a detailed memo on their duties, including product development, market research, strategy development, sales management, communication, and event organization. The report further examines how marketing functions relate to other organizational aspects, such as human resources and information technology, using the example of 'Your Destination,' a small business transportation company. The report also compares the 7 Ps of marketing for 'Your Destination' to those of National Express to apply the marketing mix and concludes with a basic marketing plan for nationwide expansion of the 'Your Destination' company, demonstrating how marketing strategies can be implemented to enhance business growth.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................1
PART 1............................................................................................................................................1
P1. Responsibilities and roles of the marketing officers..............................................................1
P2.Way in which roles and responsibilities of marketing in respect of organisational functions
......................................................................................................................................................4
PART 2...........................................................................................................................................7
P3. Comparing 7 Ps of Your Destination to that of National Express to apply marketing mix . 7
PART 3..........................................................................................................................................10
P4. Basic marketing plan for nationwide expansion..................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the significant process that is needed for management and operation
functioning for an enterprise. It consists of production, distribution, promotion and allotment of
products to ultimate customers (Wirtz, 2012). Through the procedure of selection, identification,
development, determining the distribution channels and implementation strategy, marketing of a
company is undertaken. It is essential for the customers and enterprise itself in order to inform
people about features of commodities and USP influence the consumers them for making a
purchase. In the present era, it is important to organise marketing strategies for attracting more
buyers which require effective strategies of promotion and distribution.
This report will evaluated on Your Destination which is small business transportation
company. Here, the marketing roles and responsibilities in external and internal environment will
be analysed as well. Further, a basic marketing plan for Your Destination will be prepared.
PART 1
P1. Responsibilities and roles of the marketing officers
MEMO
To: Marketing Manager
From: Senior Executive
Company: “Your Destination”
Date: 31st October 2017
Subject: Duties and responsibilities of officers of marketing as well as proposed framework and
marketing department operations
The concept of marketing is significant for the improvement and development of the
organisation. The entire enterprises in industry organise activity undertaking this concept. so
they are capable to manufacture good quality of commodities and facilities. The cited
organisation has their work under this conception which assist for execute administration
targets and objectives in long run. Marketing is a collection of operational and promotional
activities which are executed to advertise and promote the services and increase sales of
services and products. “Marketing is the action, group of institution, process of designing,
interaction, distribution, and deal with offering which is valuable for clients, parters, society and
1

consumers on mass level.” according to the AMA (American Marketing Association), 2013.
This is the major resource through which organisation can gain more the consumer amount and
meet the target customer increase the revenues and profitability of enterprise (Hamilton, 2011).
This can be considered as the fuel of an organisation which modifies the functions and portrays
an effective image of company in society. It balances the factors of macro and micro
environment as well as helps in achieving the goals and objectives of company. It facilitates the
information to customers, investors, catalogues and society as well as represent a positive and
better management and function face to the consumers.
Concepts of Marketing: There are five functions of marketing that a company deals with which
are mentioned as followed:
Production Concept: This is related to the operation of organisation in which it is state that the
consumer more prefer those products which are inexpensive and available. Product Concept:
Customers liked services which deal favourable performance, quality and creative features. It
believes that the customers are more loyal with the brand when company offers more than one
products. Selling Concept: According to this, customer of company like more advertised and
promoted products and services. Marketing Concept: This concepts believes on strengthening
the brand recognition through implementing effective strategy so that consumer prefer buying
from them. Societal marketing Concept: This preserves the society focusing over the interest
and target market behaviour rather than selling.
A marketing officer play a wide role in functioning of organisation and its various functions. It
is their duty to administrate these functions mainly for managing entire organization. The
manager distribute their roles and responsibilities into various parts. There are certain functions
of marketing in company’s operations that manager play have discussed below:
Managing Product development: For suiting to the trends and new scenario of market, it is
required for an marketing officer of organisation to make required changes in their commodities
(Jones and Rowley, 2011). To engage the consumer with the brand and provide innovative
products and services, product development process is being undertake which help them in
evolving and sustaining in the industry. Market is of dynamic nature which demand invention
and evolution within the time. This procedure helps in developing the qualities of existing
services or developing new products with modified qualities to attain or attract new buyer for
organisation. There is an entire process of NPD that help in making desired improvisation.
2

Conducting Market Research: To identify the strengths, weakness, thereat and opportunities as
well as needs of effective strategies planning, ideas, approaches and needs of consumer’s
market research is being conducted by the organization which help in applying those techniques
more impressively. This is very significant component aid in implying and recognising the
elements of market, environments, trend, consumer choices and influencing them through using
various tools of promotions. This is also useful in evaluating the data, information, feedback of
market or consumers, statistics and effectiveness of implemented programmes. They utilize this
strategies for understanding their marketing factors.
Developing Strategy: Organisation management designs and formulate the structure, plans,
programmes, target market and goals of the enterprise. Through inspiring the consumer to
purchase the products and services, marketing officers attain their desired consumer base which
is achieving by the help of appropriate strategy of market (Kennedy and Parsons, 2014). For
improving a marketing strategy, proper analysis or research on various factors of that sector is
made by the company to determine the change of consumer and technologies. It is often made
or develop, to identify the market needs, client’s needs, expectation, interest, environment of
locality or other business related issues.
Maintaining Sales: Sales is the major activity of business for which the whole procedure of
marketing is being made. Through the help of marketing, proper promotions, and conveying the
message of marketing officer of enterprise the sales of commodities are increased or gained by
company. The income of an organisation is depend upon the sale amount which directly
increase overall productivity and profitability of a company. Hence, to make an increment in the
amount, marketing officer use promotional, marketing and strategies implementation techniques
in order to stimulate the perception of target customer for buying their products. Marketing
officer organise offers, vouchers, buy 1 get 2 offer and other exotic deals for maximizing the
products purchases.
Conveying and Managing Communication: Communication manage the flow of functions and
operation of company by controlling the sales amount and other management issues of an
enterprise so as firm. The main focus of marketing officer is to manage the activities related to
the communication such as advertising, publicity, personal selling in which through using
perfect message regarding to a product and services they attract the buyers (Siricharoen, 2013).
This is a required process in order to understanding the connection between the customers and
3

organisation to understand the demands and expectation of both from each other. It always
depend on the financial situation of marketing officers of a company what medium they are
using for conveying the message of theirs. For an appropriate and effective message interaction,
the specific tool of media is used for specific target consumer for achieving the desired results.
Organising and Controlling Events: In order to coordinating the programmes, the organisation
organise conferences, seminars, campaigns, consumer oriented events and exhibition. The
purpose of these events are to create a positive and unique image in the society as well as attract
the consumer or target customers. This is one of the marketing techniques marketing officer use
for the betterment of the marketing image of company to gain a unique brand image. It not only
assist in increasing sales and profitability of company among the competitors but also help in
attaining to the vision of organisation through achieving sustainable objectives. In the present
era, marketing officer can go through online campaigns, sports and games practices, promotion
and contributing in social issues which is a quick way to meet them.
B2B is the technique of marketing in which B refer to business. In precise B2B is the marketing
technique of business to business when the organisation deal with their business organisations.
But B2C refer to business to Consumer in which the business organisation deal with the
consumer for the financial assets.
P2.Way in which roles and responsibilities of marketing in respect of organisational functions
MEMO
To: Marketing Manager
From: Senior Executive
Company: “Your Destination”
Date: 30th October 2017
Subject: roles and responsibilities of marketing in respect of organisational functions.
The functions of marketing is interlinked with the management and operations of an
organisation in various ways. After the analysis of consumer choices and interest, the company
set the goals and objectives of company. Each business organisation have same purpose in the
industry which is to provide best services to the consumers to get the maximum sales and
profits out of all activities which is being occurred in the firm. The company, Your destination
is one of the emerging courier of United Kingdom that render wide range of commodities
4

courier services to their consumer in a pace way. The firm have expanded its business in United
Kingdom and trying to deploy it that use effective marketing tools and techniques to get the
potential buyers. It has few duties and roles when marketing that affect other administrative
entity which have been discussed as below:
Human Resources: HRM is the major function which helps in managing the personnel of a
company. It is responsible for selection, recruitment, training, development and staffing
procedure of an organisation. The main purpose of human resource management is to monitor,
motivate, maintain and control the employee of your destination to get the high performance of
workers that indirectly increase the productivity and profitability of company (Pike, 2015). It
deal with the affairs, issues, disputes at workplace that emerge in order to maintain the flow of
function and provide the best services to the clients. This is the duty of human resource
manager to hire those skilled people who can suit in the environment. Marketing deal with those
activities which increase the sales of products through using positive image of enterprise to
portray the society. It assist the HRM in seeking the desired candidates through advertising job
profile, description and accessing the qualified applicants from all over the world. Also it helps
in publishing report, new letter and magazines of company in order to communicate with the
internal and external public.
Information Technology: For operating the electronic tools as well as information assess in the
stores of company, he information technologies is used which is basically refer to computer
hard, software savings and protection structure responsibilities are of information any other
activities related to these. This helps in marketing in several ways such as designing and
planning the data and content for advertising, dissemination or practices, branding by building
graphics, images, content, message or video for the respected work. The company can provide
various facilitates at the stores including internet, intranet, free access to Wi-Fi etc. which is
considered as one of the marketing techniques. Nowadays, the online and internet promotion
and marketing is getting popular which can easily be attained by the firm. Online purchase and
shopping have become the flavour of the consumers as the purchase of online products and
services have increasing everyday (Lamb, Hair and McDaniel, 2011).
Consumer service provision:Organisation aims to provide the satisfactory services to the
consumers and value added product. In order to focus over the services related to customer’s
issues and conflicts, company has managed different Dept. which functions to resolve the issues
5

of them. It is monitored with the help of internet services for which the administration of
information technology department is organised. This helps in firm stores in rendering the
clients more quick and accessible services as well as records and defend the confidentiality of
data ad statics. This also helps the marketing functions as it provide the satisfaction to the
potential buyer as well as crate buyer for the organisation.
Research and development: The development and research is the brain of whole entity run the
system according to the situation through identifying needs and requirements of consumers and
market. It give access to make and occur desirable changes in the company through
understanding the requirements according circumstance. This procedure consist the activities
such as evaluation of responses and feedbacks and expectations of buyers, reporting all
analysis, behaviours, attitudes and values of target consumers of an organisation. This is very
helpful in establishing in new trade, market penetration, planning a new strategy, product
development process by seeking the trends, market demands, consumer needs and anticipation.
This also aid in developing the nature, vision and culture of organisation through the
examination of analysis according to the needs. This have introduced the business industry
m,any revolutionary approaches, models, theories and concepts which have changed the ways
of marketing and functioning of entity. It is optimized by the company before the promotional
and marketing process.
Manufacture / Functional Division: This procedures helps in manufacturing real services and
products through producing assets out of raw material that have been provided (Papasolomou
and Melanthiou, 2012). Whereas the division of function stay acting in several involving
packaging, reposting, rendering, managing and manufacturing of services and products.
Enterprise mange and administrate the production procedure under the Dept. of it. The company
first manufacture the commodities and keep them in warehouse in which the y are being stored.
From those stored houses, they are rendered to the distributors to provide at the stores of
company at various places (Which are the 7P's of Marketing, 2016). It is the duty of marketing
function to maintain and controlling the functional and manufacturing process of the enterprise.
It helps them retailing those products in the trade where the consumer are willing to buy those
products. This is the only practice through which the organisation can achieve the desired
outcome or benefits.
6

PART 2
P3. Comparing 7 Ps of Your Destination to that of National Express to apply marketing mix
It is a set of elements that made to attract the buyer for making a purchase of services and
products of the organisation. It includes the allocation of commodities of enterprise in an
appropriate manner through segmenting and eliminating them in various spheres and categorise
to meet the targeted consumers. The strategies which is used can define various aspects of Your
Destination which is attractive for clients and which are not that can be attained with the help of
marketing mix 7P'sHere are the explained version of those strategies which are explained as
followed:
Price: Despite of the quality of products and services, the cost effective techniques of the
cited company is the second main assets of enterprise contributed a vital part in the expansion of
organisation. By managing and reducing the cost of manufacture and allocation of company,
Your Destination utilize several effective methods involve premium pricing, product line,
geographic and economical pricing etc. The main purpose of Your Destination is to provide the
facilities of company to each class of people which is inspired by is message of company. ” the
7
Illustration 1: 7P's of Your Destination
Source: How to use the 7Ps Marketing Mix?, 2017

company deicide the price or cots of the good according to their target consumer which aid it in
accomplishing the goals, and competitive objectives. Whereas, National Express follow the
pricing process which is complied by the organisation on their services and products. It mainly
depend on the factors of accessibility of services.
Product: Products quality and availability is the main asset of Your Destination which
has catered the company so far. This consist of broad range of commodities which provide
personal recruiting as well as public transportation and many other things along with the service
of convince and courier’s services globally. This is the main attraction of people that connects
them with the organisation (Katengeza, Okello and Jambo, 2011). Whereas, The major product
that National Express provide is bus and transportation which they render on personal and
organisational level. Aloes it render the facilities of courier services .
Place: Place define the location of arrangements of services and products where the
company is available. Your Destination is the emerging organisation expanding its business in
various nations form in coming time. The company is popular for its services stores in UK. The
company have formed online stores too. For direct access to the website of company, the name
of domain brand. Firm have increased its stores in mainly the European nations and United
Nations as well as the sales of online shopping is been increased from past few years. Whereas
National Express understand the need of more organised and managed places with hygiene and
attractive use of interior as well as colour so that it can be able to attract the number of consumer.
It is a large company which have deployed its business in all over United Kingdom so it would
be convenient for consumer to access. Also enterprise provide their personal domain so costumer
can find ease in booking services.
Promotion: Your destination is different from the other transportation companies in
United Kingdom as the enterprise believes in using more cost effective methods. The main basis
of advertisement of the cited company is influencing their consumer through conveying the
message of products quality that the company provide. Through the advertisements on
Television, newspapers, radio and hoardings, of their offerings, exotics plans and programmes
the enterprise promote their service and products in the market. Also it uses other tools such as
participation in global events, contribution in social issue, sponsors in features films, donating in
Non-governmental organisation and many others. Concept of promotion of products are
emotional theory through which customers feel more efficient purchase they made such as “Such
8

as 30% off on Christmas, delivery off on services ”Also the firm use online selling and
promotional activities. Whereas National Express is very large organisation which is known as
the international transpiration services specially bus which is wide range of promotion tools for
advertising their commodities which they render. Also they sponsor the international
programmes or on the activities which includes mass number of people.
Physical Evidence: It the first impression that customer get from organisation and make
the judgement on the basis of it. Physical appearance refer to the infrastructure, appearance,
hygiene and clarity of availability of services at the stores. Your Destination believes in using
proper colour in their entire stores, unique logo and significant occurrence in the market. The
products and gods are available in different categories so that it make consumer feel convenience
while seeking for particular products. Also the aura is more positive, peaceful and satisfactory
and without any fuss. Whereas Physical evidence of the services of transportation in National
Express are the premises state, and deliver other transportation of such as bus services.
Process: Process refer to manufacture, distribution and other process that an organisation
undertakes for the accomplished of objectivities and goals. The process of distribution and
production of products in Your Destination are very coherent and in whole store as consumer
order procedures. The process of booking services of company is convenient and easy to order
online and offline in their offices. The counter are open for them to make the process as quick as
they can. For suggestion, issues and conflicts, the staff members and employee assist them.
Whereas National Express, for reviewing the market,t he process of literature is required to
design for knowing and understanding the perception their clients. The process which
organisation use a very unique and organised to administrate entire function more appropriately.
People: Your Destination is one of the emerging transporting and courier companies in
UK with few members of staff but dedicated and devoted to their services who are constantly
serving in the company. The major goals of their people is to satisfy the needs and requirements
of their clients by providing the suggestion, solving their queries and many other (Joshi, 2012).
Your destination organise various training and development programmes for their worker within
every quarter or 6 month period for improving and widen their skills and abilities as well as
knowledgeable areas. For boosting the values and confidence of the people of enterprise, the
company organise rewarding and compensation programmes, bonus, incentives as well as
retention and pension for older and potential employee. Whereas National Express is a well
9

known marketing company which organise rewarding system for their people. Also, it organise
training and development programs.
PART 3
P4. Basic marketing plan for nationwide expansion
Executive Summary
This marketing strategy of Your Destination demonstrate offering of organisation in
industry. This plan discusses market climate of present and upcoming trends as well as factors of
courier and transportation services of company. This examines strategies that can apply for Your
Destination (Fazlollahtabar, Aghasi and Forte, 2012). This report analyse macro and micro
environment of Your Destination and studies marketing mix and SWOT of company and through
this budgeting and marketing plan will be done.
Vision
Vision of company is to become the largest services and products delivery as well as
transportation provide total satisfaction and protection to their parasol.
Mission
To provide the best services to the consumers and increase the profitability of enterprise
and get the 20% return of the investment the organisation made in specific period of time.
Goals and Objectives
The company is aiming to develop their products and increasing minimum 15% sales of
products and services by the end of a half year.
Present Marketing Analysis
The company facilitates various types of services and products in low services cost. For
creating a new plan of marketing, it is essential to study the factors of market, company situation
and other elements which can be done by performing SWOT and PESTLE analysis of Your
Destination.
External Environment
Political factor: This is related with the government influence over economy on a
particular industry. In the context of Your Destination, government of UK is focused on the
increase the level of public transport which increase its future growth in an effective manner.
10