Marketing Essentials Report: Strategies for Your Destination Company

This report provides an in-depth analysis of marketing essentials, focusing on the context of Your Destination Company, a transportation service. The report begins by outlining the roles and responsibilities of marketing functions, including maintaining brand image, creating promotional plans, increasing SEO and social media presence, and conducting market analysis. It then explores the organizational structure of a marketing department, detailing the roles of key personnel such as the vice president, marketing manager, and researchers. The report also examines the relationship between marketing functions and their objectives, emphasizing profit maximization, brand image, and long-term customer relationships. Furthermore, the report discusses the roles and responsibilities of a marketing officer, highlighting their importance in achieving marketing objectives and monitoring activities. Finally, the report delves into the 7Ps of the marketing mix (Product, Price, Place, Promotion, Physical Evidence, Process, People) in relation to Your Destination Company and its competitor, National Express, providing a comparative analysis of their strategies in each area.

Marketing essentials

INTRODUCTION
Marketing essentials tools are helps to achieve the organisation target. In this given
project the importance of marketing tools will be discussed . Its marketing strategies helps to
achieve the target.(Pike, 2015.) Further more in this project marketing 7ps will be discussed and
its importance to achieve the organisation objective. Present study is based on Your destination
company it is a transportation company which provides transport facilities like bus, taxes etc.
marketing is the process in which company create its values and sustainability among customers.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing function is the process in which organisation performs various tasks to achieve
organisation goals(Pike, 2015.). All process in which company implement the business plans to
complete the marketing. Marketing department has the duty to contribute in company goals and
objectives. Marketing function helps to plan marketing strategies and business plans after
identifying the marketing research. Present study will be based on Your Destination company,
Your destination is the transportation company who provide transport facilities. In this project
marketing essentials and its importance and its roles responsibilities will be discussed.
Marketing concepts is the process through which companies enhances the marketing
strategies for future developments. Marketing strategies of transportation company will be
discussed. And business environment factors which affect transportation company will also be
discussed. Concepts gives guidelines and platform on which company full fill their objectives.
Roles and responsibilities of marketing officers are :
 Maintaining the brand image:In marketing function it is the responsibility of
Marketing officer to maintain the brand value in the market. Your destination
transportation company has good brand value because of its quality services which is
required to maintain the values of the company. Marketing image of the company tells
its position in the market.
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 Creating new campaign and promotional plans: Marketing officer of Your
destination company needs to analyse the environment so that they would help to create
new innovative campaign and promotional plans. In the market customer are always
want new technologies and products. it is very important for the organisation to give
new products otherwise customer get used to and switch another company to find better
services. For example the marketing officer of your destination analyse the services of
its competitor who is national express match the services and prices. And make new
strategies to make better services. In the promotional campaign marketing officer needs
to attract customers by providing new services and give more satisfaction. They give
sample rides to analyse the services or offer some discounts on first rides. It is the
promotional plans by which company attracts more clients.
 Increasing search engine optimization: SEO is the most important tool to increase the
customer’s attractions. Marketing officer of your destination company makes better
website design for company by which they attract customers and get first position on
search tool. Marketing officer needs to have creative mind to understand the current
market trends to help company in future growth.
 Increase social media trend: Social media is the successful tool by which company
earns maximum profit. Marketing officer of your destination needs to upload all
necessary content or services on social sites so that customer can easily get all
information regarding new services or their travelling plan. Online social sites are very
useful to promote new services. For example: marketing officer of your destination
company creates new advertisement for their next plan and upload on Facebook,
Instagram, twitter because most of the customers visit all social sites on daily basis and
take all new information.
 Analysis of market: Market environment is dynamic in nature. It keeps on changing on
daily basis all new or existing competitors introduces new offers and services. For this
happened market officio of r the organisation needs to research and identify the internal
and external environment and remove pitfalls of the company(Brassington and Pettitt,
2013). Marketing research helps your destination company to make new strategic plans
and give better new services to the customers. Marketing research show the exiting
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position of the company in front of the current market. Marketing officer needs to
identify the companies weaknesses through marketing research and make new
opportunities plans.
 Maintaining healthy relationship: In today’s market scenario, good communication
with the customers is very important to maintain long term relationship. Customer is the
key success to achieve profit maximization. It is the responsibility of marketing officer
to provide quality product and services to accomplish the organisation goals.
Organizational structure of marketing department
Organisation structure of your destination currently updated and improves their
functional strategies. They adopt some new levels of organisation structure which includes vice
president, marketing manager, market researcher, public relation, creative services. These all
structure helps to improve the performance of your destination company.
 Vice president this person is responsible for undertaking the ctivities involves in
marketing department. This person make marketing planning and strategies. This is the
communication channel between marketing department or owners of your destination.
 Marketing manager of your destination tgives guidelines and explain the process tio other
subordinates.
 Marketing researcher helps to identify the external environments and give new ideas of
working.
 Public relation the employees who handle customers relationship is responsible to listen
the queries of the customers and give the best feedback.
 Creative services it is a team of best web designing. Who make creative attractive sites
for the customer attraction. It helps to make new strategies instead of traditional
marketing like currently they use SEO, SME, PPC.
P2 Relationship of marketing functions and its objectives
Marketing function of Your destination company is to help in accomplish the goals and
increase profit maximization. The main objective of marketing function is to full fill the
company or customer objectives. It also helps to maintain the sustainability or productivity of the
organisation. It maintain the good reputation in the market and build long-term relationship
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between customers. Marketing function of your destination is to gain brand image increase
number of the customers(Cooper, 2013). It gives long-term vision to the company to accomplish
their future goals. Marketing officer is the person who create new innovative plans to create new
product and services to attract more customers it helps to maintain the sustainability of the
company. It is necessary for the company to give new services unless the customers get bored
with existing services. New services and product of the company attract more new customers and
enhance the chance of sales.
Marketing officer of Your destination company spread the information of new products
through the different communication channels and helps to create new customers and increase
the sales(Dibb and Simkin, 2013. ). Increasing sales create new customers brand value and
sustainability in the market. Marketing function increase the brand image of the company. When
company accomplish the customers requirements and get higher sales the brand image of the
company will automatic increase. Marketing officer increase the reputation of the company by
giving active participation in the services and maintain good relationship with the customers.
Market function is the process in which “Your Destination” perform its real task and
achieve the target. Marketing officer of the Your destination company is identify the loop falls
and identify the weaknesses so that they take action and remove the negative activities.
Marketing functions also aware the the company about the current trends so that they adopt new
services and make business plans. It also helps to maintain the finance stability in the Your
destination. Because the company face the problem of finance if they can not earn maximum
sales. Marketing function achieve the internal or external objectives by giving business
opportunities. It also helps to remove negative impacts of external and internal environment and
give best strategic planning. Marketing research helps company to predict future uncertainties so
that company make contingency plans. Marketing function plays important roles in all the
departments.
M1
The roles of marketing officer is to accomplish the marketing objectives and achieve profit
maximisation. It also helps to monitoring the marketing activities which is necessary for the
organisation. Marketing officer is the person who take care of sales and try to improve the
promotional activities. It also helps to maintain the connectivity of customers with the company.
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Moreover it enhance the new opportunities and productivity in the organisation. A good
marketing officer always maintain its competitors plans and its own plans. To identify new
opportunities. It also develop the new product and services after analysing the customer needs
and wants. Adding to that marketing officer maintain the company standard in terms of products
and services. Marketing officer needs to maintain good knowledge about marketing environment
because marketing environment are uncertain and it involve higher risk in terms of company.
Marketing officer helps to create new strategies and business plans which helps company to
protect from uncertain events(Babin and Zikmund, 2015). It is the responsibility of the marketing
officer to identify the customer needs and the place of competitors in the market. They always
make their strategies on the basis of marketing environment. There are various factors which
affect company growth such as changing environment, strategies of competitors, changing in
political factors, social changes. These all factors affect marketing strategies which is very
important to analyse while marketing officer make their plans.
Marketing function is the process in which company invest high capital on promotional
activities. Marketing officer needs to maintain the websites on the company because now a days
customer always visit the company site if they want to check any information. Marketing officer
is responsible for maximum sales of the company.
M2
Marketing interrelated with many other function of the organisation. Marketing manager helps to
identify the future demands so that production manager get to know about the estimation of
resources. On the other side marketing functions help to identify the requirement of new talented
peoples in the company. Overall these all functions are interrelated with each other to help
company growth. Marketing officer identify the requirement of capital in the promotional
activities so that they helps to finance department to arrange that much amount of fund.
Marketing officer is the mediator between customers and company. Marketing function is the
key role to achieve the objective and helps to create new objectives.
D1
Marketing function is the function in which all the other departments are interrelated. These
functions are give negative or positive effects on the basis of situation. Like due to decrease the
sales company can not manage their expenses properly and fails to achieve the objective. So it is
the responsibility of marketing officer to maintain the sales of Your destination company so that
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they achieve maximum sales. Some times good strategies are give new success to the Your
destination and helps to compete with national express company. These functions have either
give positive results or negative result. Its all depend upon the implementation of marketing
plans.
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TASK 2
P3 Explanation of 7ps
Marketing mix is the tool in which company elaborate their product and services on the
basis of product, place, promotion, price, physical evidence, process, people. It helps to identify
the 7ps to compare the product and services with other competitors. The 7ps of Your destination
and National Express are given below.
Products: your destination company provides transportation facilities for their customers
according to their needs and requirement your destination company gives safety essentials to
their customers. from past few year your destination company has change their services and give
better quality transportation to their customers. They give 24*7 services to the customers with
safety requirements. On the other side national express company is a wider national
transportation company which is known for its best quality. It provide bus, taxi on correct time.
Price: Your destination company adopt screaming price strategy. on the other side National
express company adopt penetration strategies to attract the customers. Selling of the product and
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Illustration 1: 7ps of Marketing mix

services is based on its price. Customers select those product and services which available at low
prices and gives various benefits.
Place : Your destination company is located in few areas because they connect with the
customers through online and phones so they easily connected with the customers on the other
side National express company situated in many areas it helps customers to reach the offices
easily and take all the required information. Place is the destination where customer deal with
face to face. So it is the important factor for the company to select best medium to interact
customer.
Promotion: Your destination company attracts customers through online platforms. And book
their buses and taxis easily(Philip, 2014.). These promotional activities helps company to attract
more new customers. On the other side national express company which is very popular to
maintain its quality services. This company create online website to connect with customers and
give some discounts and offers to attract new customers.
Physical evidence: your destination company exist in London. And connect with the customers
through online platform. On the other side National express company has attractive offices and
they connect customers with their talented employees which helps to maintain good relationship.
Process: process is the another main source by which company achieve the organisational goals.
It helps to create more efficiency working in the company. Your destination have good process.
It provide smooth transportation booking which helps customer to easy access. On the other side
national express company process is easy to access customer can book their transport
immediately and take services.
People: Employees play a very important role to achieve the company objective. Your
destination company appoint talented employees which helps company to get maximum
customer satisfaction on the other side national express also hire quality employees which gives
long term relation with the customers
M3
Marketing officers always adopt quality tactics to achieve the organisation goals(Ratiu,
and Avram, 2013.). Like Your destination company use social media platform or online
champaign through which the promote their product and services also they provide easy booking
for their customers. Marketing process is the promotional activity to achieve the target.
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D2
Strategic planning is the process in which all the functions are going continuous and they
needs to be evaluate on regular basis. Strategic planning has the main aim to achieve the
opportunities and complete the task on time(Askoul Khan and Faisal, 2015). They need proper
implementation and evaluation which is compulsory for the company objectives.
Process of strategic planning
 first process of strategic planning is to analyse the objective for which purpose company
make strategies the mission or vision of the strategic planning.
 The second process in strategic planning is to measure the cost involvement in all the
departments to full fill the requirements.
 The next process after analysing the cost the next planning is to implement the roles and
responsibilities of each employees.
 The next step to implement the plans in systematic manner.
 The last process of strategic planning is to control the all activities.
In marketing function all 7ps marketing tools are helps to achieve strategic planning in-
terms of common objective.
P4 marketing plan for transportation companies.
The success of the company always depend on the marketing strategies. Good marketing
plan is based on good information. It is the responsibility of marketing officer to identify the
business environment and make good marketing plan which satisfy the customers properly.
Organisation strategies are plan for getting new position in the market(Lee, 2016) . These
strategies are implement on the basis of requirements of the customer. For getting good
feedback(Rind, Subhpoto and Sheikh, 2017). The implementation of strategic plan is based on
functioning of the company. Execution of the plan is very important to achieve the market. Your
destination company make their plans on the basis of customer requirements. They identify the
market situation and analyse the needs of customers to plan strategies.
Process of marketing plans:
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Mission: the first process of marketing plan is to set the mission for the organisation for which
marketing plans are form (Büyüközkan, Mukul, and Uztürk, 2016.) It involves basic guidelines
to achieve the future targets.
Company goals: transportation company main objective to give quality services to the
customers. For which they make their marketing plans.
Follow ups: the next process is to evaluate the implementation process and remove unwanted
activities for smooth working.
SWOT analysis: SWOT analysis is the marketing tool which explain the weakness
opportunities and threat involves in the organisation. It is a internal external factors which affect
company directly indirectly.
Allocation resources: in this process company allocate the marketing plans and analyse the
working in the organisation which helps to accomplish the target on time.
M4
Marketing plan improves the productivity and increase the opportunity growth to achieve
the market plans. An good market take company to the top position and helps to compete with
the competitors. the organisation when marketing process are done all the necessary
requirements are analyse through which company helps to meet these requirements and achieve
the organisation goals(Meacham, 2015. ). Marketing plan process is to identify the opportunities
and threats. And helps to take corrective action towards fulfilment of company goals. Marketing
strategic are important tool to accomplish the requirements of organisation which is helps to
achieve the target.
CONCLUSION
From the above report it can be concluded that marketing process is the important activity
to accomplish the organisation goals. It helps to expansion of business unit. That marketing
research helps to gather all the information. which is required to make the business plans
according to the customer requirements. Your destination company has to give quality services at
lower cost by which customers get satisfied. Marketing essentials are the key points to maintain
the requirements and provide quality services to the customers. In the above project report it is
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