Your Destination: Marketing Plan and Strategy Report

This report, prepared for the HND Business Management Marketing Essentials course, examines the core roles and responsibilities of the marketing function within an organization, focusing on Your Destination, a UK-based transportation service. The report delves into Porter's five forces model, marketing research, strategy formulation, and the application of the 4Ps (product, price, place, promotion) to achieve business objectives. It also explores the coordination between the marketing department and other departments like finance, human resources, and production. Furthermore, the report analyzes the marketing mix, including product, price, place, promotion, people, process, and physical evidence, in the context of Your Destination's expansion plans. The report provides a detailed marketing plan, including segmentation, targeting, and positioning strategies, to enhance market position, improve sales, and increase profitability. This report serves as a comprehensive guide to marketing principles and their practical application in a real-world business setting.

HND Business Management
Marketing Essentials
Mihai Calin
ID: 17003736
Batch WH-D38

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function.......................................................1
P2 Roles and responsibilities of marketing in relation with organisation...................................3
TASK 2............................................................................................................................................5
P3 Application of marketing mix in marketing planning process to achieve business objectives
.....................................................................................................................................................5
TASK 3............................................................................................................................................7
P4 Marketing plan for organisation.............................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is essential tactic in every organisation which helps management to execute
business operations appropriately and garb attention of people by informing them about items
and services. Firm has separate departments such as human resource, finance, production,
marketing, sales and R&D. This helps administration to conduct activities such that adequate
items and services are delivered in marketplace and are according to needs and wants of people
(Karasar and Öztürk, 2014). Present report is based on Your Destination which is popular firm
established in UK and provides transportation service to people. This assignment includes
information about roles and responsibilities of marketing department perform to enhance market
position and image by designing attractive message and using effective promotional tools. This
helps other units to execute tasks according to market conditions and deliver things in respect to
taste and preference of public. Thus, accomplish goals and objectives and improve sales and
profitability.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing is a functional department of an organization which involves a numbers of activities
like- product, pricing, place, promotion, research of consumer behavior and various approaches,
pubic relation, sales, segmentation, targeting, poisoning etc. this all function help organization to
inform customer about their existing and new products ,new schemes and persuade them to buy
their products and services. In this all process sales is the only activity of marketing department
which generate revenue for their company. In this competitive era it is compulsion to firm
communicate about their new product launch to their target customer base and inform them to
the essential features and benefits them. The activities and task related to marketing function is
quite complicated and important for the firm. The marketing manager performs various numbers
of tasks to accomplish the organizational goal respect to sales turnover and profit (Berkowitz,
2016).
Porter's five forces model: This concept is used by management to design system and
execute activities in such manner that appropriate items and services are delivered by Your
Destination in marketplace. These are various components which are constituents of this tactic
are defined below:
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Threat of entry: Your Destination require to provide appropriate things and services to
consumers to position organisation higher and to make system competent to easily compete with
rival firms. New firms enter into market when particular industry is making profit which impacts
on functionality of firm.
Bargaining power of suppliers: Management of Your Destination construct relations
with suppliers which help them to order material in respect to market conditions and demands of
people.
Bargaining power of buyers: Consumers plays essential role in every organisation, so
seniors require to provide items and services in respect to needs and wants of public. Your
Destination provide different packages to grab attention of large number of people by giving
them things in according to their budget.
Threat of substitutes: Market have variety of items which provide similar benefits and
fulfil needs and wants of people in same way.
Industry rivalry: Your Destination require that management provide appropriate things
and packages to attract people and influence them to choose their services in respect to
competitors.
Nature of marketing: There are different views of philosopher and institution respect to term
“marketing” is stated beneath:
 Marketing is an art used by the marketers.
 It is a science the various approaches and techniques used by the marketers.
 It is both art and science.
Marketing basically consists in the nature of both an art and science. The art consist the basic
nature of marketers personality like person should be calm, self-motivated, enthusiastic and good
communication skills also. The science consist the various approaches applied by the marketing
manager while formulating and implementing marketing strategy for the company like previous
year sales data, advertising and branding expenses and methods etc. today in dynamic
environment the top management of Your destination company use both to get success in
market.
Marketing Research: It is essential process of marketing and a marketing manager goes
through this to analyze the reality of their idea it is feasible for their target market and
economical and beneficial in present situation and long term also. Before the launch of new
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product or service the number of trial steps performed by the manager at various level. A sound
policy of research help firm to invest in worthful projects for the company and also provide base
to other activities in terms of budget, processing time, target market, branding ,poisoning and
promotion etc. (Brychkov and et. al., 2017).
Planning and formulate strategy: If a new product or services introduce in firm or
modification in existing products and services then firstly analyze their feasibility on the basis of
finance policy, technology, employees, production in house or out, and promotional activities,
distribution channel etc.
Implementation of strategy: The Implementation of strategy of marketing is not quite
easy various problems faced by the marketing team during this respect to finance, production,
human resources, operations and marketing department. The all department activities are inter-
related and effect to each other department operations. These are external forces eg. Political,
legal, socio- cultural, technological, economical, competition etc. affect the strategy of top
administration.
Segmentation, targeting and positioning: Marketing manager must have decided its
segmentation and targeting approaches and according to this formulates the policy of positioning
the company product and services for their target customer mind.
4 “P”s: The manager of marketing also take the decision respect to 4 “P”s these is
product, price, place, promotion. Product is related the physical offering of firm or intangible
offering like services. Pricing is refers to the amount charge to customer against product or
services. Place is physical channel where product is available for the customer. Promotion
involves the activities of firm for promotion of their product or services firm can use mass, print,
electronic, digital and social media for this and various method according to company brand
image in customer perspective (Lane, 2016).
Customer services: In this competitive environment a satisfied and loyal customers are
company’s the most valuable assets. The challenge for the company to reach from the new
customer and retain the existing customers base for this customer services during sales and after
sales services make a customer loyal for the company and create a good brand image in
consumers mind.
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Today’s continuous changeable market marketing manager and department role is crucial and
complicated. The marketing activities of organization give a chance to interact with customer
mainly sales through agents and employees. The various trends of market make the managers to
more aware about those changes and take necessary steps to sustain their company in this
competitive era.
P2 Roles and responsibilities of marketing in relation with organisation
Marketing department is charged with responsibilities of overall demand of the company
product. The marketing function is also responsible for the overall promotion and branding of
company products. Organisation consists of many department and functional areas. These
departments are human resource department, finance department, production and operation
department, Research and development. These functions and department are coordinated in such
way that optimises the organisations output in less input (Mittal, 2014). Your destination
marketing department coordinates with each department to give a coordinated result for
organised efforts which are described below:
Finance department: Finance department looks into the monetary transactions of the
organisation. This department is majorly concerned with the income and expenditure of the
organisation. It facilitates the working capital for the smooth working of day to day operations.
The department looks into the matter of investment for future project. It investigates the
requirement of funds for the expansion of business operations. Hence the role of finance
department is very important. It is the responsibility of finance department to keep transparency
in the business transaction. Marketing department coordinates with finance department for the
expansion of business marketing activities. To conduct intensive research for the expansion it
require budget. Once the research is completed and action plan has also selected by the
organisation. The next step is to promote the company’s product. To run marketing campaign
and promotion activities, marketing team needs budget for the same. The marketing department
coordinates with the finance department for the required budget and estimates (Mueller and et.
al., 2015).
Human resource department: The role of human resource department is to hire right
candidate at right time which are competent and skilled as per the current market scenario. The
department is also concerned with the training and development of the employees. The
department creates and maintain the skill inventory of the organisation and add values to this
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inventory timely by providing them proper work culture and motivational trainings. Since
marketing department work in a very complex and competitive situation, the department requires
the candidates who could perform well in the pressure as well as understand the necessity of
competition to grow more. Marketing department faces the challenges of the competition hence
required more skilled and competition oriented employees. In this situation, marketing
department coordinates with the human resource department for the right hiring of the
employees. The marketing department gives the insight of competition to the human resource
department and also explain the skills set which are required in new candidates. Hence marketing
department helps the human resource department to hire better workforce. The marketing
department also intimate the human resource department that what kind of training would be
beneficial for the employees (Cabrera and Williams, 2014).
Production and operation function: Production and operation department produces the
goods as per the demand of the product in the market. The department is concerned with the
production of quality products. This is process of purchasing raw material converting them into
semi-finished and final goods. The organisation captures the market on the basis of the quality of
products. Hence the company image and trust depends upon the quality of product that it delivers
to the customers (Bastable, 2016). In order to expand the business and market the firm need to
deliver more quality oriented product at low price than competitor. The marketing department
works with the production department that what new features are required in the current product
for the expansion of the business. It also gives an estimate of the future demand of the product so
the supply could match with demand. With increasing demand of the product marketing
department intimates production department that how much expansion is needed in operation and
production unit.
MEMO
Date: 07th May 2018
Your Destination is expanding the business to capture a different market segment thus
increasing its operations so that appropriate product is delivered by the firm to its customers.
To execute this expansion successfully management needs more efficient and skilled staffs
and expect from existing employees to give their 100 per cent at workplace. This memo is
designed to encourage the employees to perform in more efficient way so they get the
benefits of awards and rewards.
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TASK 2
P3 Application of marketing mix in marketing planning process to achieve business objectives
In every firm, marketing team plays important part as their responsibilities is to formulate
adequate marketing plan and program; which specifies information items and services that are
delivered in market. Marketing mix which includes data about product, price, place, promotion,
people, process and physical evidence is designed by management to attract people by setting
adequate pricing and promotional strategies (Griffitts, 2016). Your Destination which is
expanding operations and opening branches in different nations that is Manchester, Newcastle,
Glasgow and Aberdeen. Management require to design system and execute activities which help
organisation to provide variety of things to people to grab attention of large number of people;
thereby position firm higher than rival firm such as National Express and many other operating
business in same industry. Therefore, this is description of Your Destination and National
Express which is described beneath:
Basis Your Destination National express
Product Company provide
standardised items and
services to customers which
helps management to enhance
market image and goodwill.
Your Destination delivers
things in respect to taste and
preference of people.
Enterprise provide different
variety of things to increase
customer base and give them
options to purchase products
in according to their needs and
wants.
Price Your Destination luxury
packages are made by
management to provide
standardised things to
customers.
National Express has various
range products in respect to
provide variety of goods to
people.
Place Company is set up at prime
places which have luxury class
Firm is located in UK which
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individuals. includes numerous people.
Promotion Online advertising, social
media are various forms of
promotional techniques that
are used by marketing unit of
Your Destination to inform
public about prices and items.
Various advertising tools such
as public relation are used by
members to provide
information to public about
prices, facilities and product’s
characteristics.
People Your Destination has
competent subordinates which
help firm to provide quality
items and services to
customers. Marketing team
has set luxury packages to
provide facilities and things in
according to people demands.
In National Express,
administration employs
individuals which are skilled
and have adequate knowledge
in respect to products. This
help firm to provide
appropriate things to clients in
respect to their requirements.
Process In Your Destination, modern
tools and techniques are
implemented in system. This
helps management to conduct
appropriate business
operations effectively and
deliver adequate items and
services to clients. Along this,
various promotion tools such
as social media and online
advertising are used marketing
team to enhance market share
and image by providing them
information about packages
Superiors of National Express
make modifications in system
and use latest technologies
which help firm to provide
adequate things to customers.
Marketing department execute
activities which help them to
design system and frame
appropriate plan which
benefits firm to establish good
position and goodwill in
market.
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and features and tactics.
Physical evidence Your Destination includes
luxury packages to attract
people by providing them
facilities in according to their
taste and preference.
In National Express,
individuals are given vouchers
and offers to provide various
items and services in respect to
demands of public.
TASK 3
P4 Marketing plan for organisation
In organisation, marketing department formulate program which define activities that are
conducted by management to provide information to public about items, its features and benefits.
Mission, objective and aims are various tactics that are frame by seniors to organise activities
adequately and make system function in according to market conditions and needs and wants of
people. In Your Destination, marketing team have designed appropriate programme which
specifies information about activities conducted by them to advertise about their items; thereby
grab attention of large number of people and enhance sales and profit (Hoeffler, Herzenstein and
Ginzburg, 2015).
Mission of company: To deliver standardised things and creative vehicles to people and
make them experience good. Modern tools and techniques are implemented in system to help
management enhance market reputation; thereby improve sales and profit.
Marketing objective: To improve market goodwill and image by using appropriate
promotional tools and design attractive message. This helps management to attract people by
proving them information about different variety of vehicles and services. With business
expansion company has large customer base and market reach which help salespeople to have
numerous clients (Kennedy and Parsons, 2014).
Business Aim: Main purpose of Your Destination in next few periods is to enlarge business
and set up braches at various nations. Along with this, these are various goals which are framed
by management are stated below:
 Increase customer base by 30%.
 Improve revenue capabilities by 20%.
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 Enhance market position and increase it by 15%.
Situational analyses: Marketing department execute market survey to acknowledge taste and
preference of public. Along this, management have accurate and complete information about
competitor and its items. Superiors will make adequate judgements and choose alternatives
which are advantageous for Your Destination. Marketing team uses SWOT analysis which help
them to acknowledge strengths and weakness of system, thereby utilise market opportunities.
Along this, company deliver quality things in market to enhance image and compete with rival
firms easily (Pappas, 2017).
Strengths
 Your Destination has good market
reputation and share in United
Kingdom. Management provide quality
services and things to customers which
help them to create strong brand image
in marketplace. Management of Your Destination
frame luxury packages to provide
adequate services to public on basis of
their needs. This help superior to cover
cost that is incurred by firm to
manufacture vehicles. Thus, marketing
team eliminates chances of difficulties
and improve market reputation.
Weakness
 Seniors have set high rates for items
which effect on sales and revenue of
company.
 Administration prime goal is to provide
standardised products to clients and
construct appropriate position in
market. But this, impact on profit as
people wants to get things at adequate
prices. Thus, Your Destination may
lose its market share and goodwill.
Opportunities
Executive of Your Destination have large
customer base as they have set up branches in
different nations. For this, management
provide different variety of things to customers
Threats
Management of Your Destination require
making system function efficiently; thereby
deliver appropriate items and services in
market to position higher than competitors.
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in according to their preferences and demands.
This benefits company to increase market
share and reach; thereby enhance sales and
profitability.
National Express which is rival firm, so it is
necessary that supervisors formulate
appropriate packages and provide offers to grab
attention of large number of people.
PESTEL analysis is tool used by marketing unit to anticipate market situations and
formulate strategies in respect to regulatory bodies’ rules. This helps manager to make
appropriate decisions and select options which are beneficial for firm. In Your Destination,
administration formulates adequate strategies and design system in according to market
situations. Therefore, this is description of PESTEL which helps management to conduct
business operations effectively are stated below: Political: This tactic determine that owner require to take license from government and
register their firm. This benefits executive to safeguard and enhance market reputation
and goodwill of organization. Management of Your Destination frame tactics and policies
in according to laws and legislations of government. Company have good market image
and make system function legally (Baker and et. al., 2016). Manchester, Newcastle,
Glasgow, Aberdeen and so on are various nations in which Your Destinations are
operating business. Thus, business person require to formulate strategies and tactics to
make system function in according to conditions of country. Social: This factor define that organisation deliver items and services in marketplace to
fulfil needs and wants of people; thereby generate adequate profit from business. Your
Destination is a transportation enterprise which provides different variants to grab
attention of large number of customers. Management is enlarging business and
establishing outlets in various countries to enhance their customer base. This help firm to
increase sales and improve profitability. Your Destination require to provide different
forms of items and design packages in respect to target customers. Economical: Interest, inflation, exchange rate are factors which are different for each
nation as government set rates on basis of market conditions. Your Destination
administration responsibility is to utilise funds adequately and take care that they provide
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items on basis of demands of people. It is essential that management have adequate funds
to organise activities and make system function effectively. Technological: Management require providing creative and unique things in according to
needs and wants of public. Your Destination which is transportation service firm have
strong market image as they provide advanced technology vehicles to clients. Along this,
they keep on enhancing things and adding new features in items (Hoffman and Turley,
2015). Your Destination latest tools and techniques are implemented in system which
help business person to utilise funds and deliver creative things to people. Environmental: This factor define that Your Destination has good market position and
goodwill as their vehicles are environment friendly. Along this, modern tools and
techniques are implemented which helps management to use natural resources properly.
Internet helps management to use natural resources and deliver appropriate items in
marketplace.
 Legal: Employment, equality and discrimination are various acts that are framed by
regulatory bodies to manage and regulate rights of staff members. In Your Destination,
employer provides duties to workforce on basis their skills and abilities. Management
provide opportunities to individuals on basis of their performance and outcomes. Along
this, employees are given fair treatment and not being exploited on grounds of gender,
religion, caste and other aspects (Karasar and Öztürk, 2014). Your Destination have
branches in different nations which includes Manchester, Newcastle, Glasgow, Aberdeen
and so on. Management require to utilize capital and have adequate number of manpower
to execute activities effectively.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 54000 15500 16000 22000 18000
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Investment 14000 12000 15000 15400
Total 54000 29500 28000 37000 33400
Marketing expenditures
Advertisement 9900 6700 6400 5500 6000
Sales promotion 2400 2300 4500 3000 7000
Direct marketing 7000 6000 2200 6200 2700
Total 19300 15000 13100 14700 15700
Available balance 34700 14500 14900 22300 17700
CONCLUSION
From the above report, it can be comprehended that marketing plays essential role in
designing appropriate plan and program. Organisation has different departments such as human
resource, finance, production, sales, research and development which have interconnection with
marketing unit. It is necessary that appropriate information about products and services is
conveyed to public which influence them and construct their mind in respect to items. Product,
price, place, promotion, people, process and physical evidence are various components which are
designed by marketing team to compete with rival firms. Marketing mix helps management to
grab attention of large number of people and enhance sales and profit.
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REFERENCES
Books and Journals
Baker, M. A. and et. al., 2016. The evolution of services marketing, hospitality marketing and
building the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management. 28(8). pp.1510-1534.
Bastable, S. B., 2016. Essentials of patient education. Jones & Bartlett Publishers.
Berkowitz, E. N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Brychkov, D. and et. al., 2017. Social marketing and systems science: past, present and
future. Journal of Social Marketing. 7(1). pp.74-93.
Cabrera, S. A. and Williams, C. L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology. 40(3).
pp.349-367.
Griffitts, M., 2016. Human Resources Marketing and Recruiting: Essentials of Internship
Management. Handbook of Human Resources Management. pp.103-118.
Hoeffler, S., Herzenstein, M. and Ginzburg, T., 2015. Optimal Design for Radically New
Products. Design Thinking: New Product Development Essentials from the PDMA.
pp.253-264.
Hoffman, K. D. and Turley, L. W., 2015. Toward an Understanding of Consumers’ Price
Sensitivities for Professional Services. In Proceedings of the 1999 Academy of
Marketing Science (AMS) Annual Conference (pp. 169-173). Springer, Cham.
Karasar, S. and Öztürk, Ö. F., 2014. Management Trainee Program of Turkish Airlines: Global
Distance Education. Turkish Online Journal of Educational Technology-TOJET. 13(2).
pp.111-120.
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