Marketing Essentials Report: Your Destination - Marketing Strategies

This report delves into the core aspects of marketing, focusing on the roles and responsibilities of a marketing officer within the context of a transportation company, 'Your Destination'. The report begins with an analysis of key duties, including financial stewardship, brand image management, market research, and business expansion strategies. It then explores how these responsibilities contribute to achieving business objectives. Furthermore, the report provides a comparative analysis of 'Your Destination' and National Express, evaluating their marketing mix strategies. Finally, the report culminates in the development of a basic marketing plan designed to facilitate business expansion. The report emphasizes the importance of effective marketing in achieving sustainable growth and competitive advantage in the transportation industry. The report is structured in two parts, with an introduction, conclusion, and references. The first part focuses on the roles and responsibilities of a marketing officer. The second part includes a comparison of marketing mix strategies and a marketing plan.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................2
P1) Analysis of key duties and responsibilities of marketing officer.....................................2
P2) Explanation of contribution of roles and responsibilities towards achievement of
objectives................................................................................................................................7
PART 2..........................................................................................................................................10
P3) Comparison between your destination and its rival national express towards application of
marketing mix.......................................................................................................................10
P4) Development of basic plan of marketing for expansion of business.............................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is analysed as soul of every organization that provides them supports in
making their products and services more viable for the customers. It is considered as a major
concept of management through which goods and services move from the concept to the people.
Effective marketing strategies and practices will enable every organization to promote its
business operations between its target customers (Ismail, Mubarack and Thulkifly, 2015).
Moreover, it is an essential practice needed to be performed by business firms and it contains
various roles and responsibilities which are needed to be accomplished by employees of
marketing department for achievement of mission, vision and objectives of business enterprise.
In this report, various roles and responsibilities of marketing function in organisation” Your
Destination” has been analysed as a marketing manager. Apart from this, various objectives of
business are also analysed related to market, which helps the managers in development of
effective and successful strategies to influence the target customers of firm.
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PART 1
P1) Analysis of key duties and responsibilities of marketing officer.
To Marketing Officer
From Marketing Manager
Date: 10 November 2017
Subject: Key roles and responsibilities of marketing function
Marketing is recognised is as set of principles which are followed by the management of every
business enterprise to achieve their target segments or customers for sale of products and
services. In competitive business scenario, marketing is considered as the only function that
helps organisation to sustain and achieve sustainable growth in market. In this context, as a
marketing manager of your destination, which is a new business firm in transportation industry
of UK (Roles & Duties of a Marketing Officer, 2017). Marketing officers are charged with role
of heading the marketing departments for all the business units of corporation. There are
various roles and duties of marketing managers have been identified which are discussed
above:
 Expenses and plans: In competitive business environment, marketing managers are
charged with the role financial stewardship of marketing. It is major role of marketing
officers in Your destination, to analyse the cost which is incurred by management for
the accomplishment of activities and outcomes achieved after the successful completion
of activities (Mare, 2015 Ryan, 2016). Other than this, making effective marketing
plans is also major responsibility of marketing managers in order to achieve the
business objectives and also to analyse the roles which are played by other members in
implementation of business plan. It also provides a forecast to management about the
needs of resources in order to accomplish activities in the future.
 Brand image and market placement: marketing officers of every business firms also
plays an important role in increasing the brand image of company in industry through
effective market presentation and messages that helps in increasing the values of
products and services between the customers (Grãdinaru, Toma and Marinescu, 2016).
In this context, it will also be major task for market officer, to enhance the image of
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company in transportation industry through development various marketing campaigns
and promoting the special schemes of enterprise in target market to increase its profits
or markets share.
 Market research: As a marketing manager, it is responsibility to make effective
research of industry in which the company is regulating its business. For increasing the
business of company in transportation sector, it is duty to analyse various activities and
strategies which the organisation needs to adapt to achieve sustainable growth in market
(Homburg and et.al., 2014). With effective research, the manager will be able to analyse
the needs of customers and provides suggestion to company for making changes in their
services.
 Expansion: By making successful marketing campaigns and increasing revenue of
firm, managers of marketing plays a significant in enhancing the business operations of
transportation company. It also provides information to management about the policies
which are applied by competitors in market. This will help the firm to develop new
business strategies to capture the market (Gupta, 2017). With focus on research and
market trend, marketing officers will determine the market needs and wants so that the
company will able to meet those demands.
Thus, it can be said that these are many roles and responsibilities which are performed
by marketing managers to achieve the goals of expansion of business. It is also analysed that
organisational structure of marketing department also varies according to the individual
company. Small companies may consist of various one of two marketing employees and larger
Marketing is recognised as set of principles which are followed by the management of every
business enterprise to achieve their target segments or customers for sale of products and
services (Glaser, 2017). In competitive business scenario, marketing is considered as the only
function that helps organisation to sustain and achieve sustainable multiplied growth in market.
In this context, as a marketing manager of Your Destination, which is a new business firm in
transportation industry of UK. Marketing officers are charged with role of heading the
marketing departments for all the business units of corporation. There are various roles and
duties of marketing managers which are discussed below:
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 Expenses and plans: In competitive business environment, marketing managers are
charged with the role financial stewardship of marketing. It is major role of marketing
officers in Your destination, to analyse the cost which is incurred by management for
the accomplishment of activities and outcomes achieved after the successful completion
of activities (Menz and Scheef, 2014). Other than this, making effective marketing
plans is also major responsibility of marketing managers in order to achieve the
business objectives and also to analyse the roles which are played by other members in
implementation of business plan. It also provides a forecast to management about the
needs of resources in order to accomplish activities in the future.
 Brand image and market placement: marketing officers of every business firms also
plays an important role in increasing the brand image of company in industry through
effective market presentation and messages that helps in increasing the values of
products and services between the customers (Mišič and Podnar, 2017). In this context,
It will also be major task for market officer, to enhance the image of company in
transportation industry through development various marketing campaigns and
promoting the special schemes of enterprise in target market to increase its profits or
markets share.
 Market research: As a marketing manager, it is responsibility to make effective
research of industry in which the company is regulating its business. For increasing the
business of company in transportation sector, it is duty to analyse various activities and
strategies which the organisation needs to adapt to achieve sustainable growth in
market. With effective research, the manager will be able to analyse the needs of
customers and provides suggestion to company for making changes in their services.
 Expansion: By making successful marketing campaigns and increasing revenue of
firm, managers of marketing department plays a significant role in enhancing the
business operations of transportation company (Gunawan, 2015). It also provides
information to management about the policies which are applied by competitors in
market. This will help the firm to develop new business strategies to capture the market.
With focus on research and market trend, marketing officers will determine the market
needs and wants so that the company will able to meet those demands.
Thus, it can be said that these are many roles and responsibilities which are performed
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by marketing managers to achieve the goals for expansion of business. It is also analysed that
organisational structure of marketing department also varies according to the individual
company. Small companies may consist of various one of two marketing employees and larger
organization may have a dozen of marketing employees in staff.
Along with this, the proposed structure and operations of marketing department has also been
discussed above:
 Vice president: The person who has been charged with the entire market department of
company is considered as Vice president of marketing. It has its major involvement in
operations like planning and creation of marketing strategy for increasing the sale of
company’s products and services (Gummesson,2011). Vice president is considered as
mediator between the marketing department and top management or the owners of
company. In this context, there is also Vice president in Transportation company, which
is involved in development of various strategies and decisions at workplace.
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Traditional marketing (B2B): It is one most essential techniques of marketing in which the
companies will increase the promotion of their products and services through the development
of effective public relations and using offline marketing methods like door to door promotion,
newspaper advertisement, mass communication, sponsorship etc.
Digital marketing (B2C): In present scenario, your destination has used to increase the
marketing of their products and services (Digital Marketing Vs. Traditional Marketing, 2017).
Through use of social media application like Facebook, they have been able to communicate
with the majority of people.
 Marketing managers: It is also major post in organization structure of your
destination. A marketing manager of company typically has the duty to carry out
strategies of marketing for the company. It involves creation of marketing messages,
selection of communication channels like Website, print advertising as well as carrying
out other marketing campaigns and programs to reach the target audience of company.
 Market researchers: Some companies like Your destination also employs market
researcher to find out information about the target audience of the company as well as
competitors. In this, market researcher will use various tools like surveys and focus
groups to support them uncover information and statistic. The research, statistics and
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Illustration 1: Structure of marketing departments
(Source:The Marketing Department of the Future , 2017)

information found by him are utilized by managers to create the programs and
messaging.
P2) Explanation of contribution of roles and responsibilities towards achievement of objectives.
From: Marketing manager
To: Marketing officer
date: 10 November 2017
Marketing plays a vital role in every organization and interrelates with all other functional units
operating at workplace. This function will assist Your destination in formulation of strategies as
per the requirement of market (Chernev, 2015). This is most significant functions that enables
all the departments to perform the various functions through which they will provide support to
organization in achievement of vision, mission and objectives in specific time duration. Further,
the roles of marketing manager of your destination involve some aspects like:
1. Development of various programs and management of team member at workplace.
2. Creation of new concepts and ideas for improvement of existing products and services
of business.
3. Analysis various models which can be applied to increase the promotion of business.
4. Identification of loop holes in present marketing strategies.
5. Making direct communication with clients.
Apart from this, there are also some important functions in Transportation company which are
interrelated with the marketing department such as:
 Financial unit: In transportation company, there is also financial units which handles
financial resources and also makes coordination with other departments to analyse needs
to resources for completion of task. In this context, finance managers of company will
make coordination with the marketing department to identify the requirement of
resources that needs to accomplish all the activities under marketing plan. Moreover,
managers of finance will also ensure the smooth flow of funds in order to resolve the
issues of scarcity of resources and also provides them, directions to accomplish the
responsibilities at workplace. Marketing department of transportation company will also
remain in touch with the finance department, to ensure there is adequate budget must be
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available to meet the marketing and promotion of company. It will also provide a
forecast of activities and funds which are required to meet the objectives. Thus, it can be
said there is a major interrelationship between marketing and financial department of
your destination.
 Operations department: It is also most essentials functional unit of organization which
has its major involve in regulation of business operations of Your destination. Marketing
department of company needs to communicate and coordinate with the operations
managers to ensure that appropriate a research and development must be accomplished
in order to satisfy the needs of consumers (Wirtz, Tuzovic and Kuppelwieser, 2014).
Marketing and operation management will work together with a common objective of
increasing customer loyalty and satisfaction. It is mainly essential to meet the
requirement of customer in order to develop a brand image of company in market as if
customer are lacks satisfaction then it will impact profitability of organization and the
company will face the situation of low turnover. Further, marketing department of
enterprise works with operations department so that volume of order must be managed
and must be delivered with the time schedule of companies. In order to increase the
productivity, the and profitability simultaneously they will also coordinate with
management and increase its operations.
 Human resource department: Providing qualified employees is also major activities of
organization which is need to be accomplished by managers of Human resources
department. But before implementation of effective services they have major
requirement to coordinate with the other functional units in organization for analysing
the requirement of employees and vacant position. In this context, marketing department
also needs to coordinate with the Human resources' department to ensure that employees
which are recruited by them must contain skills and knowledge and experience so that
they will be able to make effective research, develop new product idea and meet the set
standards. Further, human resources managers always remain in touch with marketing
department in order to needs of employees and provides them satisfaction at workplace.
By analysing the needs of employees, HR will make specific policies and procedures
that promotes motivation and satisfaction among the customer at workplace. Thus, it
provides a clear understanding that if employees are satisfied then will accomplish the
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work effectively and their quality of work will increase and work diligently in order to
achieve the common objectives of organization. It is also implying that marketing and
human resource works together so that business can bloom and organization will be able
to meet its objectives.
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PART 2
P3) Comparison between your destination and its rival national express towards application of
marketing mix
In present economic scenario, firms need to make more efforts to increase their market
share and continuous expansion of business in transportation sector. Through application of
marketing function, they will become able to influence its customer to purchase the products and
services which are delivered by firm (Ebert and et.al., 2014). Elements of marketing mix also
plays a significant role in expansion of business operations. Usually marketing function consist
of seven elements which provides support in determination of marketing approach of Your
destination in appropriate direction. Further, the comparison between the company and its rival
nation express on the basis of marketing mix is mentioned above:
 Product: the product strategy of marketing mix also relates with differentiation of
company's products and services with its rivals in order to achieve more recognition from
customers. In present context, the product strategy which is adopted by Your destination
is different from its rival company national express. In order to gain the competitive
advantage over the rivals they need to make improvement in their services of private
personal hire and industrial level transportation facilities. Moreover, for the expansion of
business operations in Manchester, new castle, Glasgow, and Aberdeen, the organization
is required to improve their services so that needs and expectation of target audience will
be accomplished effectively.
 Price: In competitive business environment, the pricing strategy of companies will define
their growth in market and their ability to attract more and more customers to sell their
products and services. In this, the purpose of your destination is to gain profitability by
providing quality of services to its customers at competitors. With increase in
competition in transportation industry, company needs to change its strategy to sustain in
market. The prices of services which are offered by nation express to its customers is
varied from your destination because it is charging low prices from customers. Thus, it
clearly provides an understanding that marketing department of Your destination needs to
change their pricing policy in order to gain competitive advantage over National express.
 Place: From the effective research practices, it has been analysed that headquarter of
your destination is situated at London where they plan and provides services to their
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