Marketing Essentials Report: Your Destination Marketing Analysis

This report delves into the core principles of marketing essentials, focusing on the 'Your Destination' company within the UK transportation industry. It explores the roles and responsibilities of marketing officers, detailing how they contribute to organizational objectives, brand image, and customer relations. The report provides a comprehensive overview of marketing functions, including product development, promotional activities, market research, and communication strategies. Furthermore, it distinguishes between 'Your Destination' and 'National Express' using the 7Ps of the marketing mix, analyzing their products, pricing, and overall marketing approaches. The report also includes a marketing plan and memorandum, providing insights into the expansion strategies of 'Your Destination' and illustrating practical applications of marketing concepts.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
P1 Roles and responsibilities of marketing functions............................................................1
P2 Contribution of roles and responsibilities to the wider organisational objectives............3
PART 2............................................................................................................................................6
P3 Distinguish between National Express and Your Destination 7ps of marketing mix.......6
P4 Marketing plan..................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an important part for any type of business which align in providing services
and products to customers (Wirtz, 2012.). Without knowing the product no any organisation can
make effective sale and make profit for better operations. Study of marketing essentials helps to
define the principles and morals which helps to introduce the company to customers and market.
In this report marketing essentials are explained in reference to 'Your Destination' company.
There are roles and responsibilities defined in respect of marketing officers to operate marketing
functions and developing a marketing plan. What are the marketing ethics, 7ps, marketing
strategies and plans justified in descriptive form.
PART 1
P1 Roles and responsibilities of marketing functions
Marketing is a considered as connector for an organisation. Its helps to connect the
organisation to its customers (Pike, 2015). Marketing helps to interact the product to customers
and build an relationship between company and consumer. It also considered as building brand
image nationwide. Your Destination is a growing transportation organisation in UK. It achieved
various milestones and set benchmarks in transportation industry. It wants to explore its business
size and introduce its services to the customers. What would be the roles and responsibilities of
marketing officers while managing marketing functions in above discussed organisation.
Marketing remains divided in multiple functions which categories the marketing work for
accurate results. Roles and responsibilities are defines as per the functions of marketing.
Roles and responsibilities of marketing officers
 Brand image and reputation matters in various forms to grow a business and establish
the name of the organisation. Product and services are the mirror of the organisation
which represent an organisation's image. Marketing functions are formed to manage the
brand name and product image in front of customers. It also helps to divert make an
effective marketing strategy to beat the competition in market. Product and services are
the mirror of the organisation which represent an organisation's image. Product sampling,
labelling and packaging are main functions which are responsible to create and
impressive brand image in front of customers.
 Marketing campaigns and events are the methods to interact with customers directly. It
plays significant roles to assess the marketing activities and plans. Managers would get
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help by select the option for campaign. Product and services must be known to customers
and buyers. Without knowing and informing no any business type get capable to increase
the sales records. Promotions and campaigns are responsible to generate high revenues
and profits.
 Promotion is one of the essential element to increase the sale of product and justifying
the image of product in market (Baines, Fill and Page, 2013.). For any organisation it is
require to make experiments with the product. It helps to make the product active and
visible in market. Innovation and experiments with product provide the base of
promotional activities. Promotional events and campaign provide the large number of
customers and platform to introduce the product. Building an brand image these activities
plays very supportive role. Promotions activities accelerate the scale of sales which
increase profitability.
 Market research: Managers should in direction of finding out the interest of customer
towards the product. Marketing plan and strategies are formed as per the requirement of
customers. One of the key role of marketing function is to get the enough sources and
information related to product. Information helps to initiate the product development and
activities. It is very important for any organisation to research properly to make changes
in nature of product. Proper analysis of customer and availability of resources are require
to innovate and develop the product type.
 Monitoring: Managers are responsible to monitor the project to operate the function in
ethical way. Organisations use social media and websites to promote the product.
Managers keep control and monitor the details whether any misrepresentation and wrong
details are not providing by the source. Monitoring the task helps to maintain the level of
discipline in marketing departments.
 Communication : it is the main responsibility of any marketing function to provide an
medium to circulate the information among the departments. Marketing function are
liable to make effective communication system in sales and marketing department
(Lancaster and Massingham, 2010). These are two main decrements which remains
interrelated each other. Sales records helps to find out the area where marketing plan and
strategies are required to make.
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 To make outside relationship : An organisation take helps of outside resources of
marketing to promote the product in market. Marketing and advertisement agencies are
the external sources of marketing. These sources contains high knowledge and
information about customer interest and product requirement. Good relations and
connection with external sources are also helpful for the organisation to understand the
nature more closely.
P2 Contribution of roles and responsibilities to the wider organisational objectives
Business entities and large organisations are made of multiple structures of departments,
functions and management (Berkowitz, 2016). Large organisation structure of operating function
is found in international and multinational companies which have large market in parent place
and outside the place. These type of organisations have large targets and aims. It requires high
professional skills and experience to get wanted goals and objectives. Marketing strategies and
plans are made with practical methodologies. These type of organisation have teams of experts in
every department who are responsible for their deliverables.
'Your destination' is one of the largest transportation service in UK. It provides
transportation services at large level. It provides luxurious and class transportation services to
large business corporates, high profile personalities, five star hotels and restaurants. It has a very
clear brand image in UK. In large scale organisation marketing plans and strategies contains high
rick of building and maintain the brand image of an organisation. There are some roles and
responsibilities are defined in respect of marketing strategies.
 Defining goals and objectives is one of the major key criteria of any organisation.
Organisation with high sustainability and large scale have their specified goal and
objective. Multinational companies remain focused upon their parent and prime
objectives. Management and authorities are advised to form the strategies and plans as
the objectives and aims. Employees must be aware about the key criteria and their role in
organisation.
 Customer choice : clients and customers are considered more important for and
organisation. Business operations and activities are performed as per customer's interest
and their level of satisfaction for product specified. Services and products represent the
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image of organisation. Managers should try to innovate and explore the product to
maintain market size and customer size.
 Quality level : brand image and goodwill depends upon quality of goods and services of
the organisation (Blythe, 2012.). There should be a proper analysis of resources as per
availability. Raw material and process plays specific role to maintain and improve the
product quality. In large-scale business production and manufacturing process remains
more hygienic and transparent. These process helps to make the raw material in to
finished good product. Skilled and performance of works also helps to enhance the nature
of product.
 Creating image : By providing value of services a business entity can earn enormous
reputation and fame in customer market. An organisation become strong and visible by
facing the challenges to get desired goals and objectives. After long year struggle and
hard work helps to get desired position in market. Managers remains responsible to keep
retain the dignity of the organisation.
 Managing people : large business and industries need huge number of manpower in the
form of labour, worker, employees managers etc. these are the people who works
together for get best results and advantages. Managing the employees and manpower at
large level is very big challenges for any management. Best leaders, experts and
managers are hired to get to operate the functions by managing these people.
 Building relations with customers and employees : Human resource management is
play very important role in creating healthy and effective employee relation in
organisation. It is prime responsibility of management that its employees feel free while
performing the task and keep working continuously.
Apart from it managers should keep mothering and provide required help to other functional
departments of the organisation.
 Finance department : Manager should analyse the requirement of finance for
fulfilling the task ( Dibb and Simkin, 2013). Marketing and promotional events
retain high cost and large finance requirement. Multinational and brand
organisation use advanced tools of marketing and uses repudiated and high profile
personalities in advertisement to promote the product. They invest large amount
of finance on advertisement and promotional activities.
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 Sales and marketing department : A marketing manager is responsible to prepare
sales graph of product. Analysis of sales records helps to make marketing plan. If
an organisation deals in multiple products then it is important to find out law sales
group of products and make marketing strategies accordingly.
 human resource department : Best employees and workers are the base for any
manufacturing and production organisation (Durmaz, 2011.). Managers should
submit the report of desired candidates with specified skills to HR department.
HR managers plan recruitment and selection program as per the requirement
criteria.
 Purchase department: Managers of purchase department keep monitoring the raw
material require for production process. Sales and marketing managers provides
records so that purchase department could maintain optimum level of raw
material stock. Records must be accurate and certain so that no any impact fall
upon manufacturing process of the product.
MEMORANDUM
To: Senior Authorities of Yours Destination
From: Marketing Manager of Yours Destination
Date: 20th November, 2017
Subject: Expansion plan in UK
Respected Managers,
We are glad to inform you that we are working extremely good and our quality services are
creating strong goodwill in market. As per further customers' demand and requirement we are
presenting an expansion plan of business in variations cities of UK. There is research report is
made by our experts team and find out the scope of this plan. We want to plan a meeting for
describe the objective, roles and responsibilities under expansion plan. Being a part of growth
and development I hope you will put your efforts in this matter.
Regards,
Marketing Manager (Head of operation)
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PART 2
P3 Distinguish between National Express and Your Destination 7ps of marketing mix
Marking mix are the methods which helps to analyse overall market analysis of product
and services (Jones and Rowley, 2011). Below table explain and bifurcated 7ps in different
organisational context.
Basis Your Destination National Express
Product Your destination provide luxurious and
class transportation services to high
profile communities, Hotels and
businesses corporates. They charge
high cost which are not for genuine
purpose. Their services are worth the
price and provide an unbelievable
experience to its customer. Its vehicle
and tools are fully advanced and easily
conveyable to customers (Lipsman and
et. al., 2012).
National express provides affordable
transportations service to customers.
Your destination used luxury cars, air
crafts, SUVs and vanity vans whereas
National Express has trams, buses,
trains. National express services are
cheapest in comparison to Your
Destination.
Price Yours Destination focuses on high
profile and rich communities which
keep capacity to bear luxury services.
They use high performance tools and
equipments which give extreme level
of experience to customers. Your
destination is providing customers
satisfaction services in its stream. Even
being high cost prospective the
organisation is giving tuff competition
in its segment.
National express charge optimum
amount to which are affordable to
economic group of customers. It has vast
range of transportation services as train,
buses, trams which provides wide rage
of option to its customers. Their facilities
remains divided as per the price of
tickets and plans.
Place Place defines the setup field or site
location of head office. Your
It has different site location where a
general person can get advantage of
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Destination choose porch locations to
attract high class and rich people. Their
best location list remains as centre of
the city, Luxury hotels, tourism places.
It uses digital way of booking tickets
via. Website and application.
transportation facility easily. It has a
wide range of transportation tools which
are easily conveyable to customers.
Basically they are found edges of cities,
centre location, malls and stations etc.
Promotion It uses large level of social media and
marketing tools to promote its
luxurious transportation services. High
profile people, communities, actors
remains the part of its promotional
activities (Malhotra, Birks. and Wills,
2013). Its marketing research team
prepare the marketing plan as per
selected targeted area. It provides
attractive offers, lotteries and discount
offers to get customer's attention
towards organisation. It invest huge
amount of investment on advertisement
and promotion activities.
This organisation uses traditional
approaches and techniques of marketing
and promotions. It does not invest high
amount in advertisement. It has general
and large number of customer group
with different income group. They use
mobile application for ticket bookings. It
uses news papers, templates and holding
boards to promote services.
Physical
Evidence
It is providing its quality services in
Essex and London. It has impressive
and strong image in London. It is a first
choice of rich people and communities.
It consumes the time of journey and
provide a comfortable experience every
time. Hygiene and clean policy is the
prime objective of Your Destination.
National Express provides effective
services in cheapest price. Its services
are for every group of people and their
satisfaction level and usage of services
are the physical evidence of customer
services.
People In organisational context people are the
persons who works in the organisation .
It is large organisation and it needs
standard and qualified employees who
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People of the organisation are found in
an organisation in the form of
employees, leaders, managers who
make their efforts to achieve goals and
objectives of the organisation. Your
Destination hires skilled and
professional employees to operates its
operations. There staff remains in full
of etiquettes and ethics because they
have to represent themselves at high
level.
can treat the customers in decent way.
Employees and managers works around
customer satisfaction. They recruit and
select skilled and technical employees
who have effective communication and
expressive skills.
Process Process define the formation of
completing the raw product in finish
product. There procedures of providing
service is little complex in comparison
other transportation service because its
services retains high cost and payment.
Its needs more prominent and effective
in clear the process more transparent
and easy (Mihart, 201).
National express have to high number of
staff members and customers. It is
operating its service by giving online
services of ticket booking. It gives less
discount and offers because it has large
number of customers and monopoly in
transportation facility in its segment.
P4 Marketing plan
Market plans are the design and the format of the implementing ideas and thoughts to
increase sales and generating revenue (Lamb, Hair and McDaniel, 2011). Marketing plan helps
to access the activities and operations in practical manner. Marketing plan of expand the size of
business of your destination.
Mission of the organisation : Providing quality and luxurious services to targeted people is the
main criteria of Your Destination.
Marketing Vision : being an market leader in luxury services is the market vision of the
company.
Basic objectives : Improve the level of satisfaction and customer feedbacks is the basic
objective.
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Overall Businesses objectives : Your destination has basically focused in above targets as
 Increase the sale of products by 30% and income by 25% in 5 years.
 Decrees the inbound time of providing the services.
SWOT analysis
Strength
Your destination is one of the organisation
which is a brand name in providing luxury and
high profile transportation services to rich
communities (Papasolomou and Melanthiou,
2012). Applying advanced and new Tactics in
manufacturing transportation tools and
equipments are the main strength of the
organisation.
Weakness
it has high cost and charges which are not
affordable to genuine community and people.
But your Destination is one of the organisation
which is very concerned about its deliverables.
Opportunities
it has an opportunity to expand the size of
business in small cities and law targeted groups
in affordable price. It may invest in economic
sector so it would get easy of medium income
group.
Threats
Competition level of business in transportation
sector is one of the common threat for the
organisation (Peter and Donnelly, 2011).
National express is one of the nearest
competitor of this organisation.
PESTEL analysis
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(Source : PESTEL analysis)
Political : political environment define the scope of government policies and regularities on
business. Management and policies of Your Destination get impacted by the policies of UK
government.
Economical : Growth rate, GDP and employment conditions effect the nature of the Your
Destination's price strategies.
Social : state of mind and behaviour defines the culture. Moderate approach of customer in
spending amount is a challenging factor for organisation.
Technological : New techniques, methods and tactics in providing services are the essentials
factors which affect the organisation's operations. Implementing new tactics may helps to reduce
the process level of services.
Legal : Legislations of UK government as leave policies, labour acts must be followed for better
operations.
Environmental : Providing hygienic and clean services to its client make an ethical
environment. It also helps to increase the size of customers.
BSG Matrix of Your Destination
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