Marketing Essentials: Marketing Role, 7Ps & Plan Development Report

This report provides a comprehensive overview of marketing essentials, focusing on the role of marketing within an organization and its interrelation with other functional units. It details the key duties and responsibilities of a Marketing Officer and proposes a structure for a marketing department, explaining how these roles contribute to broader organizational objectives. The report also compares how organizations like 'Your Destination' and 'National Express' utilize elements of the marketing mix (7Ps) to achieve their business goals. Furthermore, it includes the development and evaluation of a basic marketing plan for an organization, covering aspects such as brand promotion, sales strategy, resource training, customer relationship management, competitive analysis, and SWOT analysis. The report also contains a practical example to showcase the importance of marketing.

Marketing Essentials
5/13/2018

Table of Contents
Introduction.................................................................................................................................................3
Part 1...........................................................................................................................................................4
LO1: Explain the role of marketing and how it interrelates with other functional units of an
organisation.............................................................................................................................................4
a) Explain the key duties and responsibilities for a Marketing Officer and a proposed structure and
operations of the marketing department...............................................................................................4
b) Explain how the roles and responsibilities will contribute to the wider organisational objectives...9
Part 2.........................................................................................................................................................11
LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall
business objectives................................................................................................................................11
P3: Comparison between the approach of ‘Your Destination’ and ‘National Express’ in achieving the
business objectives............................................................................................................................11
LO3. Develop and evaluate a basic marketing plan...............................................................................16
b) Produce and evaluate a basic marketing plan for an organisation..................................................16
Conclusion.................................................................................................................................................21
References.................................................................................................................................................22
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Introduction
The success of ever business lies in marketing. Most of the business essentials lie in the
marketing need of an organisation. The term marketing covers a lot of different activity which an
organisation has to carry out, it is associated with the selling of goods and services to the
particular market within a region. Here marketing helps to understand the customer expectations
and helps to design a product according to customers need.
Marketing includes different various activities like advertisement, promotion, branding,
segmenting the product, market research and planning. Marketing is an ongoing process which
helps to build a strong relation with the customer. Marketing is a process which creates a brand
identity for an organisation by satisfying the customer need (Chand, 2017).
(Source: https://bowerycap.com/blog/marketing/saas-marketing-tools/)
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Part 1
LO1: Explain the role of marketing and how it interrelates with other functional units of
an organisation
a) Explain the key duties and responsibilities for a Marketing Officer and a proposed
structure and operations of the marketing department.
Marketing helps to understand the customers need. The marketing function defines the roles and
responsibilities of the organisation. There are different functions of organisations which are
related to the marketing activities like Human resource, Finance, operation and sales. Marketing
helps maximise the growth and profit of the company.
Marketing department is related to finance functions of the company; Marketing helps to decide
the budget of the company, the different ways of promoting the product by advertisement, lead
generation, and distribution. Marketing helps to determine the budget and cost by co-relation
with the finance department.
M2. Human resource department is also linked with the marketing activities it helps to motivate
and train the employees of the organisation in order that the employees in the organisation can
perform better.
Sales team with marketing. Sales and marketing go hand in hand in every organisation, sales
helps to understand the revenue and the profit with the help of marketing activities in every
organisation.
All the different departments in an organisation are related with the functions of marketing
(Stein, 2012).
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(Source: http://www.marketingmri.net/marketing101/evolution/department)
M1. Key duties and responsibilities for a marketing officer
Marketing officer’s role in an organisation is very vital, for a company to grow the officer has to
manage both the internal and the external part of an organisation. His main role in an
organisation is to communicate and carry out work with transparency, below stated are the key
roles of a marketing manager:
 Employee management: The key responsibility of a marketing officer to carry out work
within the organisation with total productivity and transparency in the organisation.
‘Your Destination’ is in the growth stage of the market. The officer should make sure that
the employees perform efficiently and effectively in an organisation.
 Marketing strategy: Marketing officer is also responsible for creating a marketing plan
or a strategy for an organisation. The officer of ‘Your Destination’ should have an
effective plan in mind so as to promote the transport service to its client in an effective
way. By creating a right strategy, we will be able to acquire National Express’s position
in the market (Rush, 2016).
 Expansion: The marketing officer can create different marketing strategies and plan
where the revenue and the sales of the organisation rise. For Example: If the competitor
company National express comes with a service which is at a higher rate, Your
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Destination can plan the same kind of service at a lesser price and better one. Your
Destination can advertise the services which give an attractive timeline which helps the
clients to understand the quality of service we provide.
 Managing promotional activities: Promotional activities are one of the strongest and
the effective means of marketing. Marketing officer of ‘Your Destination’ should make
sure that promotional activities such Outdoor advertisement, PR, Sales are carried out
effectively. For Example: We can come up with a promotional campaign where we can
have an effective way of branding our service to our clients.
 Monitoring performance of employees: Marketing officer’s crucial role is to map an
individual’s performance in an organisation. This helps to understand the gap between
the culture of an organisation and the employee. The officer of ‘Your Destination’ should
have one on one session with each employee which should be done on weekly basis. Here
the officer will be able to understand an individual employee’s strength and his capability
to get a work done. (Sweetwood, 2010)
(Source:
http://partnersinexcellenceblog.com/lean-sales-and-marketing-the-role-of-the-manager/)
Proposed structure and operations of the marketing department
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1. Marketing president: The marketing president is the head of marketing department.
Marketing president carries out all the functions and approves all the strategies
aligned by the ‘Your Destination’ to the immediate department. The VP marketing
will be reporting to him. There will be a secretary who will assisting him/her
2. VP-Marketing: He reports to the manger. The main responsibility of a VP marketing
manager is to decide over the marketing budget of the organisation and to make sure
that plan and strategies are carried out effectively.
3. Sales Manager: Sales manager role is very vital in every organisation, he plays a
vital role in the organisation. Sales manager of ‘Your Destination’ should make sure
the sales target of the organisation is determined. He is the one who supports the sales
team and effectively participate in budgeting.
4. Customer Service: The customer service team of ‘Your Destination’ will take care
of client satisfaction in the organisation, the team will be kind of making outbound
call to the clients there will be representatives who will aligned to the department
5. Sales Executive: The sales executive will be involved in field job, like visiting the
client place like few manufacturing companies and help them understand the quality
service ‘Your Destination’ provides to the client.
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Marketing-
President
SALES
MANAGER
Customer
Service
Sales
executive
PR MANAGER
Media
Relation
SEO MANAGER
SEO EXECUTIVE
BUSINESS
DEVELOPMENT
MANAGER
Lead
generation
Secretary
MARKETING
MANAGER
Marketing executive
VP-Marleting

6. PR Manager: The main objective of the Public Relation Manager is to improve the
public image of the company. Manager will come up with different kind of
campaigns which help promote or launch the product and service in the market. PR
Manager of ‘Your Destination’ should maintain a good relation with media and press
releases.
 Media Relation: Media relation team at ‘Your Destination’ will handle all the
aspects PR campaigns and press release activities. By helping developing the
media contact. Attending different kind of conferences will be the main role
of the Media relation team.
7. SEO Manager: Developing different kind of social media strategies for‘Your
Destination’ will help to advertise the transport service provided by the company. The
manager will align and develop different strategies and implement them.
 SEO Executive: Content designing, develop the other technical requirements,
posting the services on different social media website will be the role of an
SEO executive. ‘Your Destination’ SEO team will design a marketing strategy
to provide effective services on different social media websites.
8. Business Development Manager: Business development managers’ main objective
is to acquire new clients in the market. ‘Your Destination’ BD Manager’s role will be
very crucial to generate new sales lead in the organisation. Following up with new
business opportunities and setting up a meeting and communicating new product with
clients.
 Lead generation team: Lead generation team main motive is generating lead
and clients. Setting up appointment with different manufacturing clients. An
individual has to highly motivate to develop business ideas and drive the
company to its goals.
9. Marketing Manager: Marketing manager main objective is to develop marketing
strategies which includes market development, product development, market research
and competitor analysis. While ‘Your Destination’ will mainly focus on the quality of
service provided, marketing like advertising which includes indoor and outdoor
advertising (Hierarchy Structure, 2018).
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b) Explain how the roles and responsibilities will contribute to the wider organisational
objectives.
(Source: https://www.mazeberry.com/en/blog-marketing-channels-their-roles/)
Marketing Manager is the one who manages the marketing resource of an organisation. He will
be responsible of all the marketing strategies and co-ordinate all marketing activities within the
organisation.
1. Brand Promotion: Marketing manager of ‘Your Destination’ has to promote the
brand i.e. the service provided to the different clients in different sector. The manager
has to make sure that the service provides is better and effective than the competitor
National Express. Brand promotion helps the build a brand image in the market.
2. Sales strategy and implementation: One of the very key activities of the marketing
manager is to effectively design and implement sales strategies in order to effectively
compete with its competitors such as National Express. In this case one of strategy
can be offering discount packages to the customers on the basis of volume of business
as provided by the customer.
3. Training and Development of resources: The Marketing manager needs to ensure
that its sales team is highly skilled which is competed enough to get more and more
business and achieve its target. Training and development helps to enhance the skill
of employees which helps to create business for organisation.
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4. Customer relation management: Marketing manager’s responsibility is to build
customer/client relationship, it helps to hold on existing customer and build new
clients. It helps to understand the customer requirement and deliver the quality
product, after sales service. Marketing manager of ‘Your Destination’ can come up
with a different service which helps to build a strong relation with then client.
5. Dealing with the competition: Here Marketing manager has to make sure that the
competitor company i.e. National express strategies are not better than us. The main
objective of Your Destination is to achieve the market place and beat the competitor.
Here the manager has to make sure that the services we give are better than the
competitor and help the business to expand.
6. SWOT Analysis: It is very important for a marketing manager to design the SWOT
Analysis of the company to be specific a service or a product. Here the manager’s key
role is to understand the Strength, weakness, opportunities and threats to the
company. It becomes very important for a manager to understand the current market
trend and implement the SWOT analysis (Worth, 2017).
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Part 2
LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives
P3: Comparison between the approach of ‘Your Destination’ and ‘National Express’ in
achieving the business objectives
Cherry decides that she wants to buy a pair of sports shoes for the purpose of working out in the
gym that she is going to start next week. Now, she has a week in her hand to buy that pair of
shoes for herself. She calls up her friends to take their recommendations. Couple of her friends
gave their respective suggestions. One of her friends who have been working out in the gym
from last 2.5 years suggests for a pair of Nike shoes. Along with her friend’s suggestion, she also
searches for the shoes online. She checks out for different brands and looks out for their price as
well. From her last month’s salary Cherry saved $85 for the same and that is the budget within
which she wants to buy the pair of shoes (GK Today, 2010).
Online, she finds out that, there are a couple of varieties available in her budget, under the brand
of Nike and Puma. Adidas shoes were comparatively expensive than the other 2 brands. She
likes a couple of them but, decides to go to the mall and actually try the shoes and only then buy
it. This is because; she is buying them for the first time and would want to see the design and the
fit of the shoes.
She goes to the brand outlet of Nike and Puma, respectively, likes a Blue and Black coloured
pair of shoes of Nike and purchases them.
Here, what would happen if Nike would not have enough stock available of shoes used for
working out in the gym?
What if her friend would have suggested Adidas?
What if the shoes of Puma would cost $65 and she would save the rest of $20?
Marketing is the process that ensures the right service/product is placed in the hands of the
respective customer at his/her convenient time and place after the customer is appropriately
informed about the service/product (Marketing Teacher, 2018).
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Marketing Mix: the questions that were raised above clearly explain the components of the
process of Marketing known as Marketing Mix. It answers the questions of what service/product
to sell, exactly where, at what time, at what price, what are the processes required in doing so,
people who would help in doing so and it is a service that is to be marketed then how can its
tangibility be proved (Duermyer, 2017).
Thus, as they put, the 7 Ps of the marketing mix are explained below in comparison of each
other:
a. Product: this is that P around which all the other Ps of marketing revolve. The thing that
has been created by the business in the form of a product or a service and which is to be
sold for the business to earn revenues.
b. Price: very product/service produced for a commercial purpose has a value for which it is
sold, which equals to the cost of the product to the company + the amount of profits it
decided to earn behind that particular product/service.
c. Place: It is very important that the product/service is sold at a place and time which is
both, convenient and accessible for the customer. This aspect is covered by the P of Place
under the marketing mix
d. Promotion: the product/service just does not sell by the virtue of it being produced. The
customer needs to be informed about it for him/her to make a decision of purchase. This
is covered under promotions.
e. People: It is the people by whom the product/service is created and served to the people
and hence, how are the internal customers i.e. employees of an organization treated,
firstly, do they believe in the product/service created by them are important questions to
be answered.
f. Process: every action taken in an organization in a productive manner goes in to forming
a process. However, it is important to analyse and streamline these processes and
formulate them in to the one that generates the maximum revenue.
g. Physical evidence: when it is a service that is to be sold, it is very important to make the
customers feel the service with the help of certain tangible elements; these go to form the
physical evidence under marketing mix (Mind Tools, 2018).
Ways in which organizations use Marketing Mix:
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