Marketing Essentials Report: Marketing Plan for Courier Services

This report provides a comprehensive analysis of marketing essentials, focusing on a courier company called "Your Destination." It begins by defining the duties and responsibilities of a marketing department, emphasizing the importance of market research, customer satisfaction, and strategic planning. The report then delves into specific functions such as pricing, market information, product distribution, selling, promotion, and financing. It also examines the role of marketing within the wider organization, highlighting the impact on corporate image, strategic planning, business expansion, and innovation. The report further explores the marketing mix, comparing the traditional 4Ps (Product, Price, Place, Promotion) with the expanded 7Ps (including People, Process, and Physical Evidence). Finally, the report concludes with the development of a marketing plan for the courier company, outlining strategies to achieve its goals in a competitive market.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Duties and responsibilities of marketing...........................................................................1
P2. Duties or responsibilities which is considered in wider organisation..............................3
TASK 2............................................................................................................................................6
P3. Comparison of 7P's with marketing mix..........................................................................6
TASK 3............................................................................................................................................8
P4. Marketing plan.................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
In every organisation marketing is important element which help in advertising or
promoting various products and services in business market place. As, marketing involves
various types of marketing research programs to find out social trends, fashion, preferences and
demand of customers. It help in direct communicating with peoples at high level which help
organisation to increase their profitability (Dibb and Simkin, 2013). There are various kinds of
products available with different brand in market company provide information related to the
new service by newspapers, media, social sites through online etc. Marketing help company by
providing information about taste and preferences of people so that company can provide goods
and services according to them to satisfy their needs or wants. In this project report, different
responsibilities and duties of marketing department and also their relevance with company has
been explained. Marketing plan helps organisation in analysing needs and demands of people
through which firm can easily fulfil them in proper way. This company highly focus in providing
and delivering good products and services to satisfy customers needs and wants. This project is
based on “Your Destination” which is courier who deliver services on time to its customers
accordingly to their desired expectations. It is newly established courier company which give
best quality services to its customers in competitive business market place.
TASK 1
P1 Duties and responsibilities of marketing
Marketing is common approach which cover market place for the growth and
development of organisation. It is process of selling and buying goods and services in business
market place. Every organisation use effective marketing process so that they reach at every
place through attract more and more customers towards their goods or services. It also help in
making strong relationship bond between buyers and sellers by using provide best services.
There are various marketing operations like communicating, dealing or delivering goods and
services to the all people who are interested to deal with them. Your destination use strong
strategies and plans that help to satisfy the needs or wants of customers in certain time period.
Marketing is most important element which help to organisation to identify the social trend,
fashion through which company make their goods and services. It help to enhance the market
growth of company by using effective strategies of marketing. By making strong marketing
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strategies your destination can reach at next level of growth and development so that their
profitability or productivity also increase. The main objective of marketing department in
organisation is to increase their productivity in less operating cost (McDaniel, Lamb and Hair,
2012).
There are different functions of marketing which are define as below:
Pricing: Every company whether its small or big sell their products and services to their
customers in return of value. People pay amount of money to the buyer in exchange of products
or services. Pricing is very important process of marketing so, every organisation should fix price
on the basis of product's value in market place. The price should be reasonable so that company
cover all market area through direct or indirect methods of marketing. While making marketing
strategies, organisation should focus on all state policies so , that they make strong strategy of
marketing. So, company should focus on distribution process whether it reach at all places or not
according to the requirement of goods and services (Babin and Zikmund, 2015).
Market information: With the help of this organisation can get new information which is very
important in decision-making process so that company can increase their profit level in specific
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Source 1: Functions of marketing, 2017

period of time. In decision-making process company need strong strategies, good human
resource, market information and procedures. Marketing information system help organisation to
gather all important information related to social trends and fashion. Marketing department of
company can gather new information through external or internal source. Company need all
these sources in developing or improving their product price, distribution, packing, promotion
and many more.
Product distribution: The main objective of company is to provide high quality products to their
customers to fulfil their needs and wants. Your destination is courier company which is located
in United kingdom by deliver good services to all customers on time process for better growth.
Company use effective machineries to increase their profit as well as production level in market
place.
Selling: This process is take place after pricing, promotion or distribution process. It play very
important role in marketing as it makes goods available for all customers when ever they need.
In other words, marketers can provide products available so that all customers can buy them
easily without facing any problem in market.
Distribution: Through this company distribute their goods and services to their customers in
selected market place. Distribution function help in transferring products and services from one
place to another place according to the customers demand and wants. For every company it is
important to distribute their goods in selected market place to increase their sell. Without right
distribution source company can not enhance their profitability or productivity in business
marker place.
Promotion: For the growth and development of every company, promotion activity play very
important role. Company use promotional techniques to promote their goods and products at
higher level and to aware their customers about different range of products and services available
in the competitive market. Your destination can enhance growth through best promotional
methods to promote or advertise products as well as services of company (Wirtz, 2012).
Financing: Any business organisation can not run properly without appropriate amount of
money. They need high level of money to maintain their stock or delivery services in market
place. Marketers can get finance through two source which are borrowed or owned capital. The
producer need appropriate amount of capital to maintain their quality of goods or services in
store. The biggest issue of marketing finance is to identify right source of financial.
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P2. Duties or responsibilities which is considered in wider organisation
Marketing play very important role in the success and development of business
organisation as it help to enhance productivity and profitability of company in specific period of
time. The main function of marketing department is to analyse the various connection within as
well outside the organisation. Your destination provide good product and services in high quality
to their customers so that their trust build more on company. To increase their profit or
production level company make strong strategic plan in competitive market. Marketing consider
firm or buyers as strongest relation which can help company to reach at desired goals and
objectives in well defined manner. Any company can get growth or success in less time period
by attracting more and more customers towards their goods and services (Lamb, Hair and
McDaniel,2011). The main function of marketing department is to promote or advertise various
products or services of company so that their number of customers increase. There are some
duties and responsibilities of marketers of Yours destination are as define below:
Corporate image: Marketing involves different advertisement or promotional action through
which company can advertise or promote their different range of goods and services in market
place easily. Company can attract more and more customers as all people like to purchase goods
which are popular in market. Your destination can increase their corporate image in business
environment which play important role in the growth and development of organisation. People
get attracted towards the company who built strong image or position in economy. So, it is duty
of marketing body to make effective plans, policies or strategies so that organisation can easily
increase their corporate image in business market place.
Successful planning: It is important function of marketing to perform all activities or operation
in effective or systematic manner in the organisation to attain targeted goals and objectives. By
making good marketing plan or strategy Your destination company can enhance their goodwill,
productivity, customers, image or profitability in business market place. Through, the help of
marketing plan company can identify its current and future needs and also find out current
position of company in competitive business market place.
Strong strategy making: It play very crucial role in the success and development of organisation.
Company can provide better satisfaction level to its customers by making strong strategies and
plans. While making any plans or strategies company should consider all internal as well as
external factors as these factors can affect operational activities of organisation at high level. For
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Your destination strong strategy making is very important for marketing department to increase
profit.
Expansion of business: Company can expand its business at globally by using effective
marketing strategies. Nowadays market competition increase day by day due to globalisation
which is affecting many business organisation (Pike, 2015). To maintain stability in market it is
very important for Your destination to compete with international as well as domestic
competitors.
Controlling or monitoring: Organisation can improve performance by regular monitoring or
controlling the performance of employees. The market department can help company to monitor
or control all activities or task. Your destination can identify its existing or future performance
with this method. Marketing department can improve those part of organisation which required
well development by continuous monitoring or controlling all activities or practices.
Innovation and development of producer: In today's time most of the company enhance their
growth by using innovation method in their existing products and services.
Development or growth of organisation: By making effecting or strong strategies marketing
department can help company to enhance their growth or development in business market place.
There are some functions of Your destination which is affiliated to marketing department are
define as follows: Human resource department: This function help company in recruiting or selecting right
candidate for the right job position in the company . More and more people wants to
apply for job if marketing department of company create its good image in market (Silver
and et. al., 2012). Research and development: This department help in identifying new social trends,
fashion, demand, needs or preferences of people. Team of marketing create a research
team which go to market and approach to may people to find out what they want in their
goods and services. Finance: For effective management every company required sufficient working capital
so that company accomplish their goals and objectives easily.
 Demand and supply: Marketing section maintain the balance between supply or demand
of products in market place to attain profitability. By monitoring on the demand and
needs of customers, marking section can perform responsibility in proper manner.
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Hence, all these above factors are very important functions of Your destination which are
interconnected with marketing section. Company can grown only by using appropriate marketing
strategies ( Fill, 2011).
TASK 2
P3. Comparison of 7P's with marketing mix
Marketing mix is management tool of marketing which play very important role in the
success or growth of business organisation. Those company get success in market place who
give more importance to marketing mix. There is various components is available in marketing
mix which help company to identify their more and more potential customers by giving them
high quality goods and services. With the help of this company can achieve its desired goals and
objectives in specific time period. There is only 4P's according to traditional approach which are
product, price, place or promotion. But after than marketers realise that marketing mix need three
elements more which are people, process or physical and introduced 7P's of marketing mix in
business market. By using all these elements company can get high growth and success in
competitive business market place.:
Your Destination is courier service company which is located at United Kingdom, which
provide services to their customers or select effective strategies. Whereas, National express is
biggest courier service company which provide various effective products or services facilitates
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Source 2: 7P's of marketing mix

to their customers. There are two courier companies Your destination and National which apply
marketing mix in different ways, which are define as below: Product: Both are deliver products or services to their customers in proper manner, they
also offer some discount to customers (Berkowitz, 2016). Company operate products like
mail services, packets services and delivery of goods and services in effective manner.
Your destination firm provide services to their customers which can take care of
customers religion or care about their feelings and sentiments. Mainly, they focus in
enhance their brand image by providing good services to their customers. National
express provide high quality services in affordable price to all their customers. This
courier company also provide home deliver services to enhance their growth in market
place.
 Price: Every company should provide goods and services at affordable price to their
customers.
 Both increase their cost of popular items like delivery services or packet services. They
cover all market area where they can serve their products and services to their desired
customers or buyers. Your destination provide less cost of couriers services as compared
to the UK country. Both courier company adopt strong strategies for offering good services to their clients.
They provide services at large market place where more and more people can come for
popular services The National express provide courier services at reasonable price and
need to set some strong strategies which will help to provide delivery services on time to
their customers.
 Place: They both cover large area of market so that more and more people come to buy
package or services. Your destination should expand their business and evaluate all the
operations time to time to find out firm's reputation as well as quality of services. Whereas, National express also give services or facilities which will raise customers base.
The firm also target urban areas to add on more customers (McDaniel and Gates, 2012). Promotion: It the source through which any company can enhance their growth level in
business market place. Through which more peoples can attract large number of
customers towards them or create good image in the market. With, the help of this Your
Destination can spread awareness about company and its various courier services for the
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customers. Company use promotional methods as well as tool for advertising their
products and services according to their level of capital budgets. There are various
sources used by cited company such as billboards, social media, television or advertise
their effective services among customers. National express also use various methods to
advertise their products or services so that number of customer increase. Capital budget is
used by firm while doing promotional for increasing sale and revenue. People: It is most large element of marketing mix which mainly aim to satisfy the needs
of customers and provide goods or services in proper manner. Every organisation try to
create good relationship bond between buyers or company to gain maximum profit.
Nationality express company give good treatment to their workers or customers.
According to requirement company provide proper training and development programs to
their employees to enhance their skills (Malhotra, Birks and Wills, 2013). In this services
are provided according to different segments such as child, female, male, students,
families and so on in the economy. Process: National express need to adopt more techniques and methods that will help to
search more potential customers. While implementing new methods and techniques in
process, firm need more time, cost and proper plan to reduce unwanted wastage. On the
other hand,Your Destination follow effective process help in providing good quality
courier package or other services to their customers.
 Physical evidence: It is intangible marketing mix which can not seen or touch by
anybody. Your Destination 's facilities focus on attracting more number of customers by
using effective concepts of services. Where, National express reduce the operational cost
in business and maximise their profit. Both firm should provide goods and services in
simple manner to retain customer for long time period by applying policies or norms in
company system.
TASK 3
P4. Marketing plan
All company require some strong strategies, policies or good marketing plan for
surviving in business environment for long time. Marketing plan include all the activities or
functions of business operation for smooth running. Business environment divided into two parts
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internal or external which can affect the organisational operation at high level. So, Your
destination should considered both internal or external factors while making marketing plan
(Brassington and Pettitt, 2013). Your Destination firm use smart objectives which includes
specific, measurable, attainable, relevant and time based for increasing the level of profit and
growth in the competitive market place. Goal should be specific and clear and relevant which
will help in achieving growth and development in market place.
Company overview: The your destination is basically a courier company who deliver proper
courier packets services to their all customers. They focus on reduce the time of delivery
products as they know peoples are not wait for long period for courier items. They also try to
resolve all the problem of customers related to the services and products of company. The
company want to expand its business at different location to target more people where firm don't
have any running operations. To provide best services to their services company want to cover
large area of market place (Blythe, 2012). The present status of company and various factors
that are affecting their operational activities at large area are discussed in proper manner. SWOT
analysis of your destination are as below:
Strength
 They use cost reduction plans or
policies.
 Give good facilitates or high quality
services.
 Make capital or increase their sales and
income. Develop strong strategies for growth
and development.
Threats
 Competitors of firm give tough
competition by using innovative plans.
 By follow new price policies and plans
various variations arises in the currency
(Baines, Fill and Page, 2013).
Opportunities
 Company need to expand their business
at different locations to cover more
market.
 Give more focus on service and product
modification
Weaknesses
 Rural market is not fully covered by the
company.
 With changing situation of market
company made its current position in
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