Marketing Essentials Report: Your Destination, Marketing in Manchester

This report provides a comprehensive marketing analysis for Your Destination, a transport company, as it plans to expand its operations into Manchester. The report begins by outlining the key roles and responsibilities of the marketing function, detailing the duties of a marketing manager in defining objectives, organizing promotional activities, enhancing consumer loyalty, and evaluating marketing strategies. It then explores the roles and responsibilities of the marketing department within the organizational context, highlighting the importance of coordination with departments such as HR, finance, production, R&D, and sales. The report further examines the 7Ps of the marketing mix, comparing Your Destination's strategies with those of its competitor, National Express, focusing on product, price, place, promotion, people, process, and physical evidence. Finally, the report outlines the essential components of a marketing plan, including PESTLE analysis, SWOT analysis, and clearly defined objectives and marketing strategies. The report underscores the importance of market research, understanding traveler requirements, and adapting to the competitive landscape to ensure successful expansion. It provides insights into the transport company's marketing strategies and offers a framework for its Manchester expansion.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 Roles and responsibilities of marketing in organizational context........................................2
P3 7p's of marketing mix.............................................................................................................4
P4 Marketing Plan.......................................................................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing act as tonic for the company as it assist in evaluating the demand and needs of
market in context to services offered by an organisation. Marketing manager appointed by the
firm is responsible for the all functions of marketing department and structure. The report will
analyze the roles and responsibilities of Your destination, the transport company which is
planning its expansion in Manchester after three years of functioning in London, Essex. Further,
it will outline the marketing mix factors of leading transport company that national express in
contest to new transport entity. Thus, it will outline the marketing plan which is important for the
for transport business before expanding its operation which comprise Pestle analysis, Swot and
clearly defined objectives and marketing strategies.
P1 Key roles and responsibilities of marketing function.
To Marketing Officer
From Marketing Manager
Date 31st October 2017
Subject: Key roles and responsibilities of marketing function
The key roles and responsibilities of Marketing manager of Your Destination is formulating and
implementing effective strategies of marketing according to requirements. The roles of
marketing manager in market function comprises defining of objectives and functions,
organizing promotion activities and events, enhancing consumer base and loyalty in existing
market and in new market, evaluating effective marketing strategies, understanding traveler's
requirement, tracking the strategies and functions of rivalries in transport industry like National
express. The major responsibilities of marketing manager are, Conducting market research
where the manager research market factors to analyze the travelers needs and requirement
according to changing preferences (Breton and Martín, 2011). This done by the team at the time
of declining sales or at the time of expansion plan. In this the marketing manager focuses on
analyzing the strength and weakness of company to analyze its internal strength and weakness
to deal with the changes. Moreover, Developing marketing strategy is the major responsibility
of marketing manager of Your Destination is responsible for formulating effective marketing
strategies which will assist the company in its expansion plan at Manchester. The strategies are
formulated according to services and market requirements of travel industry. The foremost
responsibility of marketing manager of Your Destination to maintain appropriate and friendly
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relation with travelers which helps the firm in evaluating its strengths and weakness which can
assist during the expansion market development plans. Further, After evaluating the gaps and
need of changes in existing services, marketing manager of Your Destination plans a strategy
which assist the team in expanding its business operation according to data collected from
research (Gupta, 2017). Further, in this the ultimate motive of the travel company is to examine
sales and profits to ensure profitable returns from the enhancement. Apart from this,
communication is important for the marketing team to have communication with consumers to
determine their response over the services offered to them. Moreover, interaction with travelers
assist the company in establishing strong consumer base and loyalty. At Last, It is important for
marketing manager of Your Destination to coordinate and cooperate its efforts with the sales
team as the department to analyze the consumer response towards the services offered to
travelers. Hence, Key Elements of Marketing function are, Advertising, Personal Selling,
Events and Sponsorship, Attractive packaging, Sales promotion (Khurana, 2017) and
Maintenance of public relations. Before expansion plan it is responsibility of Marketing
manager to identify the pattern of delivering services in which Your Destination has two
specific operation Business to business in which the firm can provide services to people through
some trips cu coordinating with trip organizing companies and hotels whereas in business to
consumers the enterprise can provide its services directly to consumer. This the major
responsibility in which the marketing manager performs the analysis to identify the demand for
particular services which can assist the organisation in making profits.
P2 Roles and responsibilities of marketing in organizational context.
To Marketing Officer
From Marketing Manager
Date 31st October 2017
Subject: Roles and responsibilities of marketing in Your Destination
Roles and responsibilities of marketing manager in organisation are completely different from
individual responsibilities of marketing manager for marketing department. Further, it is
important for the manager to establish cooperation and coordination with all other departments
of the organization in order to analyze the strength and loopholes and to increase efficiency and
effectiveness in the expansion plan of company. The travel companies in Manchester like
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National Express have clearly defined and systematic structure in order to make smooth flow of
business operations. Therefore, its important for Your destination to establish an
interconnection between function of all department with Marketing team which are, Human
resource department (HR) in firm is the back bone to the enterprise as it make sure that there are
adequate number of skilled and qualified employee in the business according to the
requirements (Maritz, 2017). Therefore, in accordance to this when the marketing team analyses
the requirement of individual for expansion plan it communicates it to Human resource (HR)
manager which focuses on making effective recruitment techniques to attract the unemployed
skilled and cable individuals to fulfill the job requirement. Recruiting and hiring the people
from Manchester will assist the entity in organizing business functions according to preferences
of city. On the other hand, Finance department in the organisation ensures the smooth flow of
funds in order to carryout to business activities. Coordination between finance and marketing
department is the major key responsibility as it is important for the marketing team to concern
the investment and cost effectiveness of strategies in order to make the process with for the
entire firm (Shankarand et. al., 2011). The finance team of Your Destination will make sure that
there are adequate amounts of funds available with all, the department according to set budget
in order to carryout smooth business operations in Manchester. This team assist the marketing
manager in determining market share and profits related to the plan. Further, The production
department in the organisation make sure that the services are according to preferences of
consumer. The most important role in transport company is payed by production department as
team understand the requirement of travelers and formulate the services accordingly to the
environmental changes. This department will assist the manager in determining the prices for
the services in order to maximize profits and serve consumer satisfaction. The flow of
information between marketing and production team act as tonic because the manager studies
the new market services and conveys it to production which enhances the level of services
according to the needs and wants. Further, the production manager of the travel enterprise
ensures that the services are comfortable and cost effective in order to provide company an
advantage over offering services at affordable prices (Beck and Reichert, 2012). The study of
marketing manager over the new market is not effective until it has the effective strategies and
to enhance the plan buy implementing effective techniques according to the analysis of research
and development team. Moreover, the connection of (R&D) and marketing team of transport
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company assist the management in analyzing the acceptance of services by travelers of
Manchester. This team assist the manager in analyzing the growth of company in market
according to actual plan. Thus, in accordance to expansion plan the team is focused on
developing the services to satisfy consumers needs and wants at affordable price. Apart from all
this department, Marketing department and sales department of transport are closely linked to
each other, as it helps in analyzing the demand of services. Further, with the help of sales team
of Your Destination analyses loopholes and shortcomings according to market competitors. In
accordance the expansion plan the sales will, compare its services according National express
the leading travel firm of England. This team assist the marketing manager in identifying sales
target which are necessary for establishing stability. Furthermore, the department will convey
the demand information to marketing team to make strategies of attracting more and more
travelers. Information technology department, in transport company assist the marketing team
in analyzing the technical changes and advancement to make the system adaptable (Biggemann,
2012). The coordination of marketing Information technology and (IT)teams helps the travel
firm to enhance its level of services in expansion plan according to new city that is Manchester.
Henceforth, Customer service department of enterprise connects the company with consumers.
In this the customer care executives connects with travelers in order to analyze and their
problems with the traveling services (Hofacker and Bloching, 2013). During the expansion plan
this department of the enterprise will connect with marketing team to tell them about the
changes which can helps them in enhancing the level of services.
P3 7p's of marketing mix
Marketing mix model of the organisation assist the firm in planning process of marketing
activities when expanding business functions. Moreover, analysis of marketing mix factors ass t
the transport company in recognizing the need of changes in its services, availability, pricing,
process etc. The marketing mix factor of Your Destination are as follows:
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5
Illustration 1: Marketing Mix
Source: (Marketing mix, 2017).

Marketing mix Your Destination National Express
Product The services of Your
Destination comprises bus and
coach services. Further, in
order to attain greater
advantage company can make
innovation in its existing
facilities like it offer free food
and beverage to travelers.
Proving comfortable and
entertaining journey to
travelers is the tactics which
can assist the enterprise in
establish its growth and
development in new market.
The national express of
Manchester comprises bus
coach and train services which
demonstrate it owes the greater
advantage over services and
facility.
Price It is the amount of money
charged from then traveler by
an organisation. In
accordance, to rivalries, the
company charges less price
from the consumers who
books the ticket in advance
and charges more from the
travelers who books the tickets
on spot. Moreover, the strategy
of the firm is based on
utilizing all the sitting at the
end of booking. Therefore, in
accordance to this the pricing
of the transport company will
The pricing policy of National
express is unique and cannot
be easily adaptable as it
demands large number of
consumer base.
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be stable and will be
affordable for all the
consumers which will attract
the consumers and will also
provide travelers flexibility
over booking system.
Place The large number of places to
travel, the large number of
consumer base. Your
Destination will focus on
making services available for
all the destination which are
most visit to grab the market
share in comparison to travel
firms of Manchester.
National express offers travel
to almost every possible
destination due to which its
has earned the competitive
advantage over all the travel
services.
Promotion It is the technique used by the
enterprise to create awareness
about the services and schemes
offered by the firm to attract
consumers (Satit, Tat and
Sukati, 2012). Therefore, in
order to promote the expansion
plan the company will focus
on consumer friendly booking
system to make easy access of
people to the services.
Moreover, it will promote the
services and offers on travel on
various channels like, social
media, newspaper, television
The national express uses
various promotion techniques
like it has, friendly online
booking system, effective
communication, interactive
and attractive website, The
assist access to the website of
the entity is the best way of
promoting services.
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etc.
People The human resource of the
organisation is responsible for
serving the best travel
experience to travelers.
Therefore, in accordance to
rivalry staff of travel
companies in Manchester, the
transport company will recruit
and train its staff to manage all
the needs of travelers on time.
Moreover, the firm will ensure
the adequate facilities to
enhance the level of comfort
while traveling.
The staff of National express
plays major role in enhancing
the level of service as the
individuals are trained to treat
travelers as god for which the
people are offered timely food
and beverages according to
requirement.
Process The process of Your
Destination is simple and
consumer friendly and to
support this the staff of the
firm is always available to
guide the travelers on their
ways which makes its process
easy and convenient for the
travelers and enhances the
level of services and will assist
the expansion and marketing
plan of entity.
National Express is leading as
it focuses on providing
appropriate training to its staff
in order to deliver consumer
friendly process and services.
The ticketing and booking
system of company is
consumer friendly and easy to
access.
Physical Evidence It is based on tangible services
which are being offered to
consumers at the time of travel
The existence of Nation
express is very strong as it is
the leading travel organisation.
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(Shankar and et. al., 2011).
Therefore, it is important for
the enterprise to serve clean
and hygienic travel experience
to travelers. The transport firm
holds the advantage over these
factors as its services are
focused on environmental
safety and delivering healthy
and safe services of
consumers. For this the
enterprise have various
equipment's and escape plans
which enhances its level of
services.
P4 Marketing Plan
Marketing plan of the transport company is enhanced in order to implement the best strategies
and techniques which will assist the organisation in expanding its business operation as well as
will assist in accomplishing its determined goals and objectives. The plan is developed before
expanding functions to evaluate the internal strengths and weaknesses which will help in
surviving in new market like Manchester. Further, expansion plan will target consumers
according to the segmentation, and the firm will implement the use of advanced technology
according to its rivalries of new market that is National Express. On the other hand, marketing
plan is developed to analyze the present scenario of the city. Thus, to identify the current
scenario the marketing manager of Your Destination will analyze it's strengths and weakness the
company will use SWOT analysis which states that (Huotari and Hamari, 2012).
Strengths: Your destination enhanced its growth continuously when working in London
for 3 years. The domestic market operations of transport are very strong and therefore it
supports high growth rate if planning and expansion in Manchester. The threat of new entrant
will be low as the business operations are large and bounded with various legal regulations of
city. The labor cost of city is less which will strengthen functions of new transport services.
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Weaknesses: The loan rates in city are very high which will limit the investment and
increase the charges over interest. The weakness of Your destination is in its consumer because it
is new and do not have strong consumer base which will consume time to attract more and more
travelers.
Opportunity: The biggest opportunity of transport services lies in its expansion plan for
which the organization will offer its services in large market to enhance its growth and
development according existing rivalries of Manchester like Nation express.
Threats: The biggest threat in expansion plan in changing rates of services and strategies.
Further, the most common threat is the pricing strategy of Your destination and its increasing
labor cost which will influence the business operations.
PESTLE ANALYSIS
Political: The legal framework of the Manchester demonstrate the favorable and stable
political factors for travel sector enhance its development plan. Moreover, level of corruption in
services sector in England will influence the stability of Your Destination. Besides, tax rates,
price regulations and Antitrust laws of travel sector are major factor which hinder the
performance of new entrants. Further, the mandatory compliance with employees benefits and
safety regulation programs are the factors which assist the firm in establishing effectiveness and
efficiency in organizational functions.
Economic: Government interruption in travel services is the factors which influences the
functioning of new entrants in Manchester. On the other hand, the infrastructure quality, the
exchange rates, and effectiveness of financial markets are the factors which supports the growth
of transport services in England. Further, the productivity and the labor cost of the England
provided the major advantage to the organisation for expansion plan, as it decreases the chance
of threats and uncertainties which can come across in new market.
Social: The skill and capabilities of unemployed labors in Manchester are the favorable
factors Your destination. Moreover, the structure of the society is flexible to changes and new
services which supports the development plan. Whereas, The attitude and interest of People
depends on the quality of transport services which will enhance the growth and development of
transport company in new city.
Technological: The transport industry revolves around the advancement of technology
and equipment (Breton and Martín 2011). The advancement in Manchester has supported and is
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supporting the business operation of National express. On the other hand the up gradation
impacts the cost structure of the enterprises and services which creates a direct impact on the
sales of services.
Environmental factors: Different countries have different environmental factors which
interrupts and creates hindrance for new entrants. Further, the transport services clearly depends
on the climatic changes, pollution (water, air, noise). The waste management and recycling
procedure of Manchester are strict and it is important for the firm to comply with all the
environmental procedure to establish stability in organizational functions and its services.
Legal factors: The legal frame work of the city ensures the growth and development of
new entrants and therefore it is mandatory for Your destination to comply with all legislation
like, Anti trust law of travel industry Manchester, discrimination law, patents, trademark,
copyright, employment acts, health and safety measure at work environment, consumer
protection and data protection.
MISSION
The ultimate mission statement of transport company is to become market leader of
transport services across the globe by delivering best and comfortable transport experience to
travelers at affordable prices. The Mission statement of Your Destination is based delivering the
best travel service across the globe. Hence, To attain the objectives of mission statement, the
company delivers the services at lowest possible prices keeping in mind the importance of
ethical business operations.
GOALS AND OBJECTIVES
CORPORATE OBJECTIVES
When expanding business operation transport company has its predetermined corporate
objectives which defines roles and responsibilities of marketing manager in order to make
coordinate and cooperation in expansion activities (Satit, Tat and Sukati, 2012). The
predetermined objectives of Transport company are as follows:
Maximizing Profits: When expanding business functions in new area the ultimate
objective of the firm is to earn more and more profits. In order to maximize profit, the manager
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of the organisation will formulate its plans and strategies according to existing market leaders
like National express.
Increasing market share: With the increasing profits and revenue the firm will aims at
increasing its market share by attracting more and more travelers with various kinds of schemes
and offers (Shankar and et. al., 2011). The strong consumer base for Your destination will
support its growth and development.
Effectiveness of Services: The marketing manager will focus on improvising the
effectiveness of travel services by grabbing the knowledge over the services and techniques used
by National Express.
MARKETING OBJECTIVES
In order to improve the effectiveness and efficient of expansion plan, the transport
company has it owns clearly defined marketing objectives which are as follows:
 To continuously increase the consumer base by at least 5 percent.
 To continuously increase revenue and profits by at least 10 percent.
 To identify the traveler's preference over travel services.
 To increase awareness about the services provided by the company in order to attract
more and more travelers.
Target Market: In this the company will focus on determining the potential markets which can
assists in stabilizing the profits in new area. For instance your Destination will offer its travel
services to specific trip like, adventures to students, religious to old people. On the other hand, it
will also determine the level of profits of the travel services is offered on general routes of
Manchester.
MARKETING STRATEGY
Marketing strategy of Your Destination is based on promoting and creating awareness
about the travel services which will be done by implementing the use of promotion techniques
like, newspaper, magazines, radio, social media, television etc. The promotional campaigning is
best marketing strategy used by the manager to attract the travelers of England.
RESOURCES
In this resources can be promotion tools such as, magazines, newspapers, manpower
involved in process of marketing when expanding business
MARKETING PROGRAM
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Events Description Duration
Newspaper and
Magzines
Transport company will aim at
advertising its services with the
use of marketing tactics that are,
schemes and discounts on
Newspapers is the best way of
promoting the business and its
services in which manager will
print an advertisement to attract
citizens of Manchester.
The transport firm will publish the
advertisement continuously for at-least
9 to 10 days every month to make
people aware about its travel services.
Digital platform Digital promotion plays a vital
role in promotional activities as
it grabs the wide market area and
consumers through its various
channels like, Instagram,
Facebook, twitter etc.
Twice in a day for almost 15 – 20 days
every month
Direct mailing
(Taneja and
Toombs, 2014)
In this the marketing team of
enterprise will mail about its
services, prices and discounts to
potential travelers.
Thrice in a week
Promotional
campaigns
To promote the services, the
organisation will organize
campaign at populated areas of
Manchester like, colleges,
universities and Malls.
Twice a year at every location.
Public relation
events
Communicating with the citizens
of Manchester in conferences
and seminars.
Once in a year
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MONITORING AND MEASUREMENT TECHNIQUES
Further, it is important for the new entrant to monitor and keep control over marketing
plan and its strategies in order to attain the determined goals and objectives of the business. The
step followed by the marketing officer of the transport firm to monitor and control marketing
plan are as follows:
 Regular check over the promotion strategies, plans and budgets to make optimum and
effective utilization of travel resources.
 Evaluate the changes in the actual and planned activities of marketing team.
 Identifying more and more effective and efficient strategy to enhance marketing plan and
services.
 Regularly comparing the performance of budget and services in terms of sales of present
year and last year.
CONCLUSION
The report summarized the term marketing essentials which plays vital role for the
growth and development of business. It is important for the enterprise to determine the
responsibilities and roles of marketing function in order to enhance the level of its existing
services. Further, the report summarized the marketing mix of Your destination in comparison to
leading travel company of England that is National Express. The expansion marketing plan of
the organisation is completely based on the factors which can influence the growth of entity.
Moreover, it comprises the marketing strategy, corporates objectives and marketing program
which will assist the company in monitoring And controlling the performance of Marketing plan
in Manchester.
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