Marketing Essentials Report: Your Destination vs. National Express

This report delves into the core principles of marketing, focusing on the practical application within the context of Your Destination, a transportation service provider. The analysis commences with an exploration of the duties and responsibilities of marketing officers, emphasizing their role in identifying market demand, utilizing promotional activities, motivating employees, and contributing to organizational objectives through market research, service development, and effective communication. The report then transitions to an examination of the marketing mix, including product, place, and promotion strategies, with a comparative analysis between Your Destination and National Express. The report concludes with an evaluation of a basic marketing plan. Overall, the report highlights how marketing strategies can be used to attract customers and maintain performance.

MARKETING ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1. Duties as well as responsibilities of marketing officers...................................................1
P2. Contribution of responsibilities in achieving of organizational objective.......................2
M1...........................................................................................................................................4
M2...........................................................................................................................................4
D1...........................................................................................................................................4
LO 2.................................................................................................................................................4
P3. Marketing Mix..................................................................................................................4
LO 3.................................................................................................................................................7
P4. Evaluating a basic marketing plan...................................................................................7
M3...........................................................................................................................................9
M4...........................................................................................................................................9
D2...........................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is the strategy to sell products and services in international market in order to
attract people (Blakeman and Brown, 2010). Through this, companies are able to earn better
return. Large number of use marketing in order to increase sell and improve profit margin as
well. In this process, firms try to identify the needs and demand of their targeted customers in
order to satisfy their needs and maintain performance in an effective manner. The present report
is based on Your Destination which is able to provide better transportation facilities to people.
Company offers the best quality services to people in order to attract them. Also, there is
comparison of this company with National express. Product, price, place and promotion are some
factors which are considered as marketing essentials.
LO 1
P1. Duties as well as responsibilities of marketing officers.
Marketing is the broad concept which is needs to be effectively managed company for the
purpose of smooth functioning and maintain performance in effective manner (Cosic and Djuric,
2010). It involves various strategies and plans which needs to be framed and try to be implement
in organization. Every member of the firm is responsible to follow such plans and procedure in
order to implement them in an effective manner. Your Destination is the transportation services
providing firm. It offers better quality services to people and try to satisfy their needs as well.
Furthermore, in order to earn better profit, firm has to use different promotion functions for the
purpose of improve brand image in market and increase sell.
Members of the firm are responsible to use their collective efforts in order to provide best
quality services and fulfil needs of customers. For the same purpose higher authorities of your
destination firm have to appoint marketing officer. He is the person who is responsible to take
care of entire function of marketing. There are various types of roles, responsibilities and duties
has been imposed on him which he has to fulfil. As a members of firm person is responsible to
follow such duties and roles and try to perform functions accordingly. Several duties and
responsibilities of marketing officer is as aligned below-
Identify market demand- Marketing officer is responsible to identify current market
demand in order to provide goods and services to them according to their needs and demand.
There are large number of people who are belong from different culture and tradition so that they
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have different taste, nature and preference. After this companies are bound to deliver services
according to their demand. Your destination is responsible to take customers to destination of
their choice and satisfy their needs as well. This is the process play effective role in growth and
development of company. No firm can attain target without this process.
Use efforts- Every person is responsible to use their efforts including marketing officer in
order to sell products and services in international market. They are bound to perform ethically
and try to comply with roles and responsibilities which are imposed on them (Garrigos-Simon
and et. al., 2012).
Opt several promotion activities- Promotion activities are able to provide opportunities
to firm to earn better profit and improve quality of services as well. So that, marketing officers
are responsible to for the same purpose and maintain their services in effective manner. He has to
use advance technologies to promote its services and attract large number of people. It can create
perfect brand image of firm in the mind of customers.
Motivate employees- Marketing officer is responsible to motivate employees for the
purpose of attain target. Workers are the useful tool for every company are able to put it in
profitable position (Gummesson, 2011).
Furthermore, marketing department of Your Destination firm is responsible to follow
proposed structure for the purpose of increase sale of company. Initially, they have to analyse
current market demand of customers and try to provide goods and services accordingly. Through
companies is able to satisfy demand of them and maintain performance as well. They can build
trust among people. Try to frame systematic structure for conducting marketing process
smoothly.
P2. Contribution of responsibilities in achieving of organizational objective.
There are different roles and responsibilities to are imposed on marketing officer which are
helpful for attain organizational objectives. But they are responsible to perform function in
effective manner. Such roles and responsibilities are helpful for companies to attain target. Every
members of firm are able to manage their duties and responsibilities which are imposed on them
and mentioned under law. Some objectives of Your Destination firm are as aligned below-
Market research- In transportation firm market research play effective role. Members of
company are responsible to conduct market research in order to analyse current market demand
of their customers. It is the significant responsibility of marketing officer. It helps firm to
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evaluated market opportunities as well as better return. It is helpful for understand competitors’
strength or weaknesses. Through which they can protect interest and rights of existing customers.
For the same purpose they have to frame different plans and strategies and after this conduct
market research.
Development of services- The marketing department of Your Destination is able to works
with internal as well as external goods and services development in order to improve existing
services of firms. In which marketing officer is able to collect significant information about taste,
nature and preferences of consumers. They have to set prices of their products and services
according to the need of people. Prices should be set at reasonable rate which are easily
affordable for them and attract people as well (Huotari and Hamari, 2012).
Communication- Marketing officer is responsible develop his communication skill in
order to interact with large number of people for the purpose of sale goods and services of
company. Such process has been considered under roles and responsibilities of person. He has to
fulfil task which are provided to him and allot him according to skills and experience. With the
help of such skills is easily able to attain target and attract number of customers as well (Jones
and Rowley, 2011).
Sales support- Firm have to maintain effective relationship among sales as well as
marketing department in order to improve overall performance of firm. Members are responsible
to maintain best quality and try to advertise of goods and services. For the same purpose opted
different strategies and try to fulfil them as well.
Strategies- Formation of systematic plans and strategies is the helpful tool for every
company. Through which they are able to attain target and maintain performance as well.
Marketing officer is responsible to take responsibility for setting related strategies and attain set
of objectives.
CRM- Customer Relationship Management has been considered as basic for maintaining a
business. It is a procedure of the correspondence that is finished with the clients. Having great
connection with clients helps in the maintenance and in addition helps in welcoming more clients
towards our items. Like-Wishing the customers on their birthday, commemoration, on
celebrations prompt make a solid balanced with the clients.
Overseeing representatives: Most and exceptionally troublesome undertaking that an
administrator needs to do is to deal with representatives of division as in light of fact that work
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power of firm has an extraordinary commitment towards hierarchical destinations and objective.
The supervisor needs to relegate right occupation and assignment to individual who can satisfy
it. It is obligation of advertising chief to evaluate exhibitions of workers in an occasional way
and making remedies if required.
M1
There are various types of roles as well as responsibilities are imposed on marketing
officer which are helpful for companies to maintain their performance in effective manner.
Marketing is the broad concept which consists various activities.
M2
There is interrelationship among marketing department and other functional areas. All
other functions are related with market department. Because services need to be introduce in
international market in order to attract large number of customers and which can be done with
the help of concept of marketing. All members who are performed in such department have to
use their efforts and skills and try to perform in ethical manner. They are bound to fulfil target
which are imposed on them as per the policies of company. Marketing officer is responsible to
maintain relationship of such department with others. This is the effective role which have to be
play by members of the firm.
D1
There are different types marketing elements are mentioned in order to manage entire
performance of firm. Such as product, price, place, promotion and people. These elements are
able to guide marketing manager for the purpose of develop strategies and promote products and
services in international market. With the help of this process companies are able to attract large
number of customers and maintain performance as well. Other functional units of firms are
interrelated with each other and provide proper support.
LO 2
P3. Marketing Mix
Marketing is continually evolving discipline and such can be the companies who stand
still for a long period of time. One suitable example is the evolution and fundamental changes of
the marketing mix concepts. Earlier it used to only 4 but now it has been evolved and developed
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till 7Ps. So marketing mix can be explained as the tool used by the organisation to determine
products and the offering process (Lusch and Vargo, 2014). In additional it also explains the
tracks of business it should walk upon in order to run smooth and make profit. The 7Ps are stated
for both companies are as follows: Product: It plays vital role for an organisation as products or the services can be the only
way by which company can not only grow but also satisfy the expectations of a customer.
In “Your destination” additionally it can launch various products like airport's
shuttlecocks, Limousine services and personal cab. This way it can reach many customers
and hence grow whereas National Express don't have much products to offer in addition
as they focus on the running from suitable place. Fundamentally, it is developed by an
association; therefore, they can accomplish needs and wants of their clients. As a result, it
will provide success as well as development to them and that will aid to improve their
goodwill at marketplace. Place: The product should be available from where the target customer finds it easiest to
catch. In case of your destination company they can launch an app on smartphones form
where they can easily book a ride without going to the office and booking a ticket.
Moreover, they can make regular update son their application so that user using it do not
face issues like slow and transaction process unlike National Express which can optimize
and can bring updates to their app. It needs to be approachable for people; thus, they can
go there easily and purchase goods as per their wants. If location is appropriate then this
will enhance sales of their organisation, which will assist them to enhance their revenues
in an effective manner. Promotion: Advertising, sales promotion, personal selling are important communication
tools for organisation (Malhotra, Birks and Wills, 2013). National Express does not use
promotion as they are the government body but in this sector your destination can grab
the opportunity by promoting themselves like offering discounts, giving offers on a
regular basis and provide extra safety for the females who are travelling alone in the night
and many more. Company has to utilize best promotional strategies for their business. If
they do effective promotion of their products and services; so that, they can easily attract
individuals towards them. It may consist high cost and to control their unnecessary
expenses, manager will prepare an adequate spending plan.
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 People: Companies in which front line people are essential as having right people is
necessary because they are much part of the offering by business. Being a Govt. body
there is possibility that National Express front line staff members do not work up to the
expectations but Your Destination can make sure that staff members should cooperate
with the customers and just not only cooperating but also treating them in a good manner
and making them comfortable. An enterprise needs best and suitable employees for their
firm. Therefore, they can assign work to them as per their skills as well as abilities. As a
result, they can accomplish their coveted targets within minimum period of time. Processes: Delivery of the service is usually done with the customer present and that is
what expectation is done by customers. National Express can lack in this service area as
the Govt. transport facility cannot be maintained daily whereas Your Destination can
make a step in this process by maintaining their transport means like bus and cars.
Moreover, they can keep optimising their app and innovate new ways like booking
through a phone call or online website so that more people usage can be obtained. It is
required for an association to create their working process much flexible; thus, they can
modify it as per requirement. Hence, they will fulfil demands of their buyers in an
effective manner. Physical Evidence: To some consumers it matters that company from which they are
buying any service or product should be authenticated and have a proper logo and
number provided by the Govt. and at the time or purchasing they should provide a proof
as in receipts or emailing the confirmation and many more (Mitchell, Skinner and White,
2010). This criterion is being fulfilled by National Express as they provide the proof of
the purchase so Your Destination has to work upon gaining trust of customers and
establish good reputation. Hence, every sort of firm needs their physical existence to
survive at marketplace for longer period of time.
 Price: It has to be affordable; so that, people can easily acquire them and fulfil their
needs. If prices are moderate then, it will attract individuals towards them. But if it is
high then, people will go for item's substitute.
Though till 1980's there is been a vast change but still these 7Ps are taught as the
fundamental logic behind a successful business and marketing abilities and changes like social
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media, updates in the places of selling the product or customer expectations in a changing
commercial environment.
LO 3
P4. Evaluating a basic marketing plan
Marketing plan serves as the blueprint of the company. It states every minor and major
detail of what is to come and changes which will be taking place during coming period of time.
Marketing should be constantly reviewed, evaluated and adjusted to fulfil the needs of company
and customers. 7 basic plans which can expand the business globally are: ROI: Known as return on Investment and considered as major concern when it comes
to marketing (Nath, Nachiappan and Ramanathan, 2010). Its function is to calculate
whether the money invested in marketing plan has resulted into profit or loss. Deep
calculations like amount spent on campaign against the amount spent on sales. In
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additional, a more specific breakdown by each marketing initiative will let us know the
exact where it worked well and where it lacked. Number of Sales: Reading the figures can be the fastest and basic way to know whether
the plan is working or not. For example, if the last year overall sales is 100,000 and this
year sales recorded is around 200,000 it can be noticed clearly that the plan is working
in a positive manner. Taking into account regarding prices rising or expansion of
business, but when all is said and done, in raw numbers, sales is more than a year ago. Customer Response: Response of customers in all varied forms can help in determining
what type of reactions marketing plan got. Online surveys and general customer
feedback and online commentary can reveal the actual thoughts of customers about the
marketing and the product and its impact. Questions like “Did seasonal sales made you
any profit” can reveal the thinking and the mind set of customers and segments in
which they made purchases. Expansion: If the marketing reach is making business expand then all the planning is on
right track (Singh and Pandey, 2012). Marketing that enables an organisation to open a
door into a new market, new place and new customers can be said as effective
marketing results. Expansion of marketing budget is another sign that your plan is
working well and has gained more support from the company. Sales People: Outside sales people are essential to measure the marketing effectiveness.
Feedback from the staff members who are selling the product or are into promotion can
be useful way of knowing whether the plan made is effective and the message which
organisation wants to deliver is effective or not. High chances are there of getting
responses, mostly will be the changes required regarding so if the feedback comes for
changes in that case the pan should be revised for fulfilling the needs of customer and
sales team. Competitor Response: Reactions of the competitor reveals when it comes to the success
or failure of marketing plan (Wertime and Fenwick, 2011). If competitor tries to copy
what you have planned and done, that clearly means that plan is working because only
after the success they will copy otherwise rival will come up with another plan.
Campaigns if showing the negative response, there may be an issue or setting into the
motion.
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 Response of Partner: There will be feedbacks form the marketing partners whether its
working or not or the changes which will be required to make it effective associated
with the brands, suppliers and vendors (Is Marketing essential for success?. 2017).
These outside team members will tell the correct changes as they have the experience
on the front lines and direct customer interaction. Same goes for negative report
because if the marketing partners are asking for new marketing efforts, it might be the
time to overhaul marketing plan.
M3
Your destination is firm which is able to provide transportation services to people. So that,
its members responsible to use marketing elements in effective manner in order to attain target
and achieve better profit as well. Such as transportation facilities are considered as product for
the firm, have to focus on their quality services in order to attract people, must be provide
services at perfect place and much more.
M4
Firm is responsible to frame effective marketing plan in order to attract large number of
customers. Through this companies are responsible to attain their target. Marketing officer is
responsible to produce detailed marketing plan and try to perform functions accordingly.
D2
Strategic marketing plan needs to be frame by companies for the purpose of attain
organizational objectives. Identification of marketing elements such as 7Ps are helpful to manage
overall performance of firm.
CONCLUSION
From the above report, it has been concluded that marketing is the concept of improve
brand image of company in international market. Your destination is the transportation facilities
providing firm. It offered best quality of services to people for the purpose maintain performance
in international market. Members of the company have to prepare marketing plan in order to
attract large number of customers and earn better profit as well. Product, price, place,
placements are then basic elements of marketing which are considered as helping tool for firms.
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REFERENCES
Books and Journals
Blakeman, K. and Brown, S., 2010. Part II: Social media: Essential for research, marketing and
branding. Bulletin of the American Society for Information Science and Technology.
37(1). pp.47-50.
Cosic, M. and Djuric, M.D., 2010. Relationship marketing in the tourist services sector. UTMS
Journal of Economics. 1(1). p.53.
Garrigos-Simon, F.J. and et.al., 2012. Social networks and Web 3.0: their impact on the
management and marketing of organizations. Management Decision. 50(10). pp.1880-
1890.
Gummesson, E., 2011. Total relationship marketing. Routledge.
Huotari, K. and Hamari, J., 2012, October. Defining gamification: a service marketing
perspective. In Proceeding of the 16th International Academic MindTrek Conference (pp.
17-22). ACM.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Malhotra, N.K., Birks, D.F and Wills, P., 2013. Essentials of marketing research. Pearson.
Mitchell, G.W., Skinner, L.B. and White, B.J., 2010. Essential soft skills for success in the
twenty-first century workforce as perceived by business educators. The Journal of
Research in Business Education. 52(1). p.43.
Nath, P., Nachiappan, S. and Ramanathan, R., 2010. The impact of marketing capability,
operations capability and diversification strategy on performance: A resource-based view.
Industrial Marketing Management. 39(2). pp.317-329.
Singh, P.B. and Pandey, K.K., 2012. Green marketing: Policies and practices for sustainable
development. Integral Review. 5(1). pp.22-30.
Wertime, K. and Fenwick, I., 2011. DigiMarketing: The essential guide to new media and digital
marketing. John Wiley & Sons.
Online
Is Marketing essential for success?. 2017 [Online] Available through:
<http://www.thepurpleedge.co.uk/blog/detail.rhtm/863871/is_marketing_essential_for_
success_.rhtm> [Accessed on 10th October 2017].
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