Marketing Essentials Report: Marketing Planning and Evaluation

This report provides a comprehensive analysis of marketing essentials within the context of Your Destination Transport Ltd. It begins by outlining the structure and roles of the marketing department, emphasizing the responsibilities of the marketing officer, including market research, SWOT analysis, strategy development, and distribution management. The report then explores how these roles contribute to the wider organizational objectives, highlighting the importance of effective marketing in achieving company goals. Furthermore, it delves into the application of the marketing mix in the planning process, offering insights into how Your Destination Transport Ltd can leverage this framework. Finally, the report concludes with an evaluation of a marketing plan for the company, assessing its strengths and weaknesses and providing recommendations for improvement. The report covers B2B and B2C concepts and provides insights into the transport and tourism sector.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Marketing department’s structure and roles and responsibilities of marketing officer in
context of Your Destination Transport Ltd.................................................................................1
P2. Way in which roles and responsibilities of marketing relate to the wider organisational
context.........................................................................................................................................4
TASK 2............................................................................................................................................6
P3. Application of marketing mix to the marketing planning process........................................6
TASK 3............................................................................................................................................8
P4. Evaluation of marketing plan for Your Destination Transport Ltd......................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
.......................................................................................................................................................12

INTRODUCTION
In recent era, marketing is one of the important concepts for every business firm because
it assists to promote company's products and goods at market place. Thus, it is required to be
used as appropriate and effective marketing methods and approaches for increasing awareness
regarding the outside market. In the marketing aspects included several activities such as
promoting, branding, advertising, controlling, distributing, directing and so more. This report is
based on “Your Destination Transport Ltd (Dibb and Simkin, 2013).” thus there will be prepared
a effective memo for selected organisation in which will be defined actual organisation structure
as well as major roles and responsibilities of marketing officer will be elaborated. On the other
hand, there will be effectively provide a appropriate application of marketing mix so that which
can be used in marketing planning process. In the last, will be effectively evaluate marketing
plan which will be produced for selected organisation in a effective and efficient manner (Wirtz,
2012).
TASK 1
P1. Explain the key duties and responsibilities for the Marketing Officers and a proposed
structure and operations of the marketing department
To: Your Destination Transport Ltd
From: …...................
Date: 26th October, 2017
Marketing can be understand as a effective procedure for every company because it aids to
increase awareness and promote services and products at world wide level. Marketing has
included several terms such as promoting, advertising, branding, controlling, developing,
managing and so more. Every business firm has several departments such as marketing, finance,
sales and so more. Thus, all business works and operations also categorised into different
sections due to this, employees of the firm effectively will be complete their tasks and
operations. Therefore, it is necessary for every business firm must be manage and control all
over business activities so that employees of the company can effectively understand they
should perform the tasks as well as how they can attain the goals and objectives. In the context
of selected organisation there are explaining its marketing department structure in a effective
and efficient manner such as follows:
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Financing: It is the important function of marketing department without finance a company
cannot survive in competitive market place as well as cannot complete the marketing activities
and operations. Company have several options for generating the fund such as banks, public and
so more.
Buying and selling: In the context of marketing department there are plays several functions by
marketing manager and its employees. One of the major function of marketing department of
the company is buying and selling products and goods to customers as per their and needs ad
requirements.
Product designing and developing: Marketing department also working on designing and
developing appropriate products and goods for the consumers with effective features and
quality. With the help of appropriate product design customers can easily differentiate with
other company's services and products.
Marketing planning: Planning is one of the important aspect because with the help of effective
plan can systematically manage and arrange all business activities and operations. Thus,
marketing department of selected organisation working on producing effective plan so that they
can manage and arrange all marketing activities.
Marketing information system: It can be consider as a important marketing tool and technique
for every organisation because with the help of this effectively can manage and arrange all
marketing activities and operations in a impressive manner. Additionally, it helps to decision
making process as well as collecting appropriate information about organisation.
Apart from this, organisation structure helps to define their working system, management,
arrangements and so more. Therefore, while employees of the company perform their tasks as
per the departments also with effective management system then effectively increased the
profitability and productivity of the organisation. With the help of appropriate organisation
structure company can enhance their sales and revenue as well as they can set a brand image in
competitive market place. Moreover, it is required for selected organisation should be arrange
all business operations with proper time schedule so that every staff members will significantly
complete their works and tasks as well as they will attain their objectives and goals in a
impressive manner. In context of selected organisation, marketing manager of this business firm
has some duties and responsibilities which should be systematically performed. Marketing
manager of business assists to manage and control all marketing activities and operations in an
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effective and efficient way. Therefore, below explained are the roles and responsibilities of
marketing officer in Your Destination Transport Ltd.:
Market research and analysis: Marketing officer plays several roles within organisation and
thus, marketing manager has major responsibility is to be conduct research in the competitive
environment so that company can be identify and examine actual market condition, trends,
customer's needs and demand, major competitors and so more. Effective market research helps
in the decision making process. Therefore, effective and appropriate survey assists to enhance
profitability and productivity of organisation in an impressive manner.
SWOT analysis: Marketing manager of major responsibility is to properly analyse and identify
the strengths and weaknesses of the company with the help of SWOT analysis tool. For
example: Your destination is a travel and tourism company of UK thus, one of the major
strength of this organisation is it focus on to understand customer's demand and their needs. In
the other hand, weaknesses of this business firm is, its not effectively manage all visitors in a
systematic manner. Due to this, sometimes creates conflicts and issues at the work place of
selected company.
Creating short and long term strategies: Marketing officer responsible to help in making
short and long term strategies and methods for company so that the can effectively provide
better services and take appropriate decision. For example: Your destination using smart and
effective strategies within the organisation so that they can effectively attract high number of
visitors towards business firm. Additionally, can give proper satisfaction towards their needs
and demand.
Understand market trends and situations: In this context, marketing manager has major duty
is to examine and measure actual market condition and current trends. For example: Selected
tourism company time to time conduct research or survey in the market place so that they can
get proper ad actual detail about market situations and condition. As per the customer's demand
and market trends they provide better services and facilities to visitors.
Distribution: Every company focuses on increasing their sales and profit level. Thus, it is
necessary to use effective and smart distribution methods and approaches within organisation.
Therefore, organisation can significantly attract large number of customers. Appropriate
distribution channels help to build a positive brand image in the competitive market place as
well as with the help of this, business firm can easily compete with their competitors in an
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appropriate style.
Pricing: Marketing manager of organisation has duty to be set appropriate and effective price
of products and goods as per their size, quality, brand name, quantity and so more. It is
necessary to use appropriate pricing methods and strategies while deciding the price of
company's services and products as every customer focuses on quality and price. Therefore, it is
required to be price of the goods should be linked with its quality and quantity in a effective and
efficient way.
Managing activities and operations: Management is one of the important concept which have
to implement in every business firm, because it assist to manage and control all over business
activities ad operations in a effective and efficient style. With the help of appropriate
management system all over employees will significantly perform their operations and activities
due to this, organisation can attain their goals and objectives.
Promotion: Promotion can be carried out as an important process as with the help of this,
company can effectively promote their products and goods in competitive market place.
However, business firm adopt appropriate promotional tools and techniques within the
organisation then respectively organisation can get high number of attentions from customers.
With the help of appropriate promotional channel consequently increased profitability and
productivity of the company.
Apart from this, marketing manager of Your Destination Transport Ltd. has some
responsibilities which should be effectively performed by the marketing manager in company
like:
One of the major responsibility of marketing manager is have to be effectively conduct research
in the external market place. So that they can determine and examine the current market trend,
situation, company's major competitors, customer's needs and demand and so more.
Marketing manager have duty to be manage and control all over market activities and
operations in a effective and efficient manner. Additionally, with the help of appropriate
management system employees of the marketing department will systematically perform their
operations and tasks.
In the last, marketing major have to be choose appropriate target market so that they can invest
their fund in that particular area. It assist to increase profitability and productivity of the
business firm. Apart from this there are elaborating B2B and B2C concept such as follows:
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B2B: According to this term when a business firm supply and dealing with other organisation
then they are concluded in this section. One of the major reason behind this is to develop
contacts and make healthy relationships with other companies. For example: Your destination
using this concept for making relationship with their competitors. Due to this, it can effectively
compete with them and make healthy relationship with other companies of tourism sector.
B2C: In this aspect of marketing, when a company sell their products and goods to direct
customers so they are concluded in this aspect. With the help of this, company can attract high
number of consumers and increase their profitability. For example: Your destination can be
used B2C method for getting attention from high number of customers towards business firm.
So that significantly increased profitability and productivity of the company as well as increased
awareness of tourism sector.
P2. Explain how the roles and responsibilities will contribute to the wider organisational
objectives
Marketing manager of the Your Destination Transport Ltd. plays important role because
it helps to manage and control all over business activities and operations in a effective and
efficient manner (Malhotra, Birks and Wills, 2013). Therefore, marketing manager have some
duties and responsibilities within the organisation which have to be effectively perform so that
business firm can systematically achieve their goals and objectives as well as increased their
profitability and productivity in a effective and efficient way. Apart from this, it is necessary to
be manage and control all over marketing activities and operations thus, should be used
appropriate marketing concepts and methods within the business firm. So that, employees of the
marketing department will impressively perform their operations and attain their targets and
objectives (Jones and Rowley, 2011). Apart from this, there are defining how selected
organisation can attain their goals and objectives in a significant manner such as follows:
Distribution will assist to increase demand and supply: Distribution is one of the important
concept for every business firm because with the help of effective distribution tools and
techniques, organisation can effectively attain high number of customers. Additionally, with the
help of appropriate distribution channel company can be enhance demand and supply of their
company's products and goods in a effective and efficient manner (Mihart, 2012).
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Promotion: Generally, promotion is one of the major and effective concept for every business
firm because with the help of this company can systematically promote their products and
services at the competitive market place. Therefore, it is necessary for selected organisation
should be use and adopt appropriate promotional techniques and methods within the company so
that employee of the business can attract high number of customers towards enterprise. Due to
this, business firm will systematically attain their targets and objectives in a effective and
efficient way (Desai, 2013). Apart from this, at this time most of the companies are using online
or internet services for promoting company's products and goods at national and international
level. Effective promotional tools assist to compete with their major competitors as well as with
the help of them employers can systematically understand what customers expect from the
organisation. Moreover, every business firm should be properly analyse and examine the
customer's demand and expectations from company then should be produce and provide products
and goods to customers as per their needs. So that they can get proper satisfaction as well as can
build appropriate and effective image in their mind regarding company as well as their products.
In the context of promotion, there are included several methods and techniques such as banners,
holdings, internet, advertising, pamphlets and so more. Thus, it is necessary to be use all these
methods and sources for promoting products and goods in the market place because with the help
customers can get proper and actual information regarding company as well as its products and
goods ( Nguyen and Simkin, 2012).
Research and development: Research is one of the important concept for every business firm
because with the help of this company can collect appropriate and actual information about
market trends, situation, customer's demand and expectations, major competitors of the business
firm and so more (Hsu, 2011). Effective research or survey helps in decision making process
therefore with the help of this employers of the business firm can effectively set appropriate rules
and regulations as well as they can use impressive strategies and methods in the marketing
department. Research can be consider as a process because in which employees can be
understand how staff members should perform their operations and tasks with proper outcomes
(Baker and et. al., 2016).
Therefore, Your Destination Transport Ltd seeks to be expand their business firm at
national and international level as well as it wants to be compete with with National Express.
Thus, it is required marketing manager of this organisation should be effectively perform their
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duties and responsibilities within the company. So that its can be attain their targets and
objectives as well as can be set a brand image at competitive market place. Along with this,
marketing department of this company is plays several roles additionally aids in decision making
process.
Market share: Effective analyse market share of the company, it is one of the important duty of
marketing department because its unstable in nature. It directly affects on company and its
working system. For example: Your destination effectively conduct market survey for collecting
and gathering actual market trends and customer's demand. So that employees of the company
can systematically gives better tourism services and facilities to visitors.
Share price: It helps to define actual capabilities and power of the business firm because share
price based on profit and loss amount and investment level. For example: Share price of Your
destination company regularly increased. Thus, it represent company's financial capabilities and
skills.
Profit and Growth rate: Every business firm wants to be enhance their profitability due to this
they focuses on to adopt smart and innovative methods are work place for producing appropriate
products and goods. For example: Your destination focuses on to adopt and use smart strategies
at work place so that employees of the firm can understand visitor's needs and demand in a
effective manner. Due to this, visitors can get proper satisfaction towards their expectations from
company.
TASK 2
P3. Using the 7Ps compare Your Destination approach to applying the marking mix to that of
National Express in achieving the business objectives
Marketing mix is a concept it helps to take appropriate decisions as well as assist to
market planning process (Kennedy and Parsons, 2014). Thus, with the help of this,
systematically can perform their marketing activities and operations in a effective and efficient
style. So that, company will effectively attain their objectives and goals as well as can set a brand
image in competitive market place. Generally, marketing mix carried out some major terms such
as product, price, place, promotion, people, process and physical evidence. All these aspects are
covered marketing department. Hence, with the help of marketing mix aspect will effectively
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prepared a marketing plan for competing the business activities and operations in a impressive
way. Apart from this, there are explaining all these contents in the context of Your Destination
Transport Ltd such as follows:
Illustration 1: Marketing mix
(Source- Allen, 2017)
Product: Your Destination Transport Ltd is the private transportation company of UK it
provides several services and facilities to customers such as truckload, dedicated, brokerage,
intermodal and Mexico (Ogunmokun and Tang, 2012). Therefore, this organisation seeks to be
provide better and effective quality of services and goods to customers so that they can build a
brand image in comparative market place as well as can be compete with National Express.
Apart from this, it is necessary for every business firm should be use and adopt appropriate
marketing and product development strategies within the organisation so that company can
produce better quality of products and goods to customers (The 7ps Marketing Mix, 2017).
Price: Every business firm should be decide price of services and products as per their quality,
quantity, features, brand name and so more. Therefore, its is required to be use effective pricing
methods and techniques within the organisation so that company can provide better quality of
transportation services and facilities to customers. Price of services helps to set a image
regrading company as well as its products (Riddle, 2013).
Place: This business firm seeks to be expand their business firm at national and international
level in a impressive way as well as it wants to be compete with National Express. Therefore,
effective place and location of the business firm helps in increasing profitability and productivity
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of the organisation. Thus it is necessary to be set and create effective surrounding around
business firm so that high number of customers can easy to attract towards enterprise. At this
time, attractive location an place plays important role because it aids to increase sales and
revenue of the organisation in a impressive style.
Promotion: It is one of the major concept for every business firm because with the help of this
company can effectively promote their products and goods in the competitive market place.
Thus, it is necessary to be used appropriate promotional tools and techniques so that business
firm can systematically promote their services as well as increase awareness. There are included
several promotional sources such as advertisement, banners, pamphlets, holdings and so more
(Hoffman and Fodor, 2010).
People: This is the important content of marketing mix because without people a company
cannot effectively survive within the market place. In this term of marketing mix included,
customers, competitors, suppliers, dealers, employees and so more. Stakeholders of the business
firm plays important role because they assist to enhance profitability and productivity of the
organisation in a effectual and efficient way.
Process: It is necessary to be complete all business activities and operations in a process because
it assist to increase sales and revenue of the organisation. Additionally, with the help of
appropriate process employees can systematically perform their tasks and operations (De Vries,
Gensler and Leeflang, 2012).
Physical evidence: This is the last content of marketing mix, in which included stores,
equipments, trucks, warehouses, service farms, branches and so more of the selected
organisation. This company has approximately 35,800,452 to 58,600,100 common stock. With
the help of this systematically analyse and identify the actual and reliable position of the
organisation.
TASK 3
P4. Produce a basic marketing plan for the nationwide expansion.
Marketing plan helps to manage and control all over marketing activities and operations
in a effective and efficient manner. Therefore, it is necessary to be significantly prepared a
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marketing plan for Your Destination Transport Ltd (Berthon and et. al., 2012). In which should
be mentioned actual condition of the business firm, budget, time schedule, aims and objectives
and so more. Apart from this, marketing plan included some stages such as follows:
Situation analysis: This is the first stage of marketing plan, in which must be effectively analyse
and evaluate the actual and current situation of the company. Apart from this, Your Destination
Transport Ltd. is the leading transportation company of UK thus it has approximately 35,800,452
to 58,600,100 common stock.
SWOT analysis of Your Destination Transport Ltd.: Generally, SWOT analysis is a effective
tool or technique because with the help of this systematically can identify the actual strengths
and weaknesses of the company. Thus there are representing SWOT analysis for the selected
organisation such as follows:
STRENGTHS WEAKNESSES
 It has highly educated and experience
holder employees
 It is one of the large domestic company
of UK
 At this time, share market of the
organisation respectively increased.
 This company using complex future
cost structure due to it is not easy to
manage investment of the business
firm.
 Competition level regularly increased at
the market place.
OPPORTUNITIES THREATS
 Economy of UK become strong so that
transportation sector of this country
may be developed.
 It can expand their organisation at
national and international level.
 It has major threat is financial
capabilities and powers due to this it
cannot be effectively invest their fund.
 Enhancing labour cost.
Goals and objectives: Your Destination Transport Ltd seeks to be expand their business firm in
several sectors as well as wants to be compete with National Express in a effective ad efficient
manner.
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