Marketing Essentials Report: Marketing Role and Strategic Planning

This report, focusing on 'Marketing Essentials,' begins by explaining the fundamental role of marketing within an organization, emphasizing its interrelationships with other functional units. It analyzes the responsibilities of marketing in the marketing environment and highlights the significance of interrelationships between marketing and other functional units. The report then evaluates the key elements of the marketing function. Part 2 compares how organizations apply the marketing mix to achieve business objectives, evaluating different tactics used to demonstrate how these objectives can be achieved. The report also covers the production and evaluation of a basic marketing plan for an organization. Finally, the report emphasizes the design of a strategic marketing plan applying the 7Ps to achieve overall marketing objectives, using 'Your Destination' as a case study in the transportation sector, highlighting its marketing strategies and competition with National Express.

MARKETING ESSENTIALS
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Table of contents
Introduction......................................................................................................................................3
Part 1: Explain the role of marketing and how it interrelates with other functional units of an
organization.....................................................................................................................................3
Analyze the roles and responsibilities of marketing in the context of the marketing Environment5
Analyze the significance of interrelationships between marketing and other functional Units of
an organization.................................................................................................................................6
Critically analyze and evaluate the key elements of the marketing function and how they
interrelate with other functional units of an organization................................................................6
Part 2:...............................................................................................................................................7
Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives.............................................................................7
Evaluate different tactics applied by organizations to demonstrate how business objectives can be
achieved...........................................................................................................................................8
Produce and evaluate a basic marketing plan for an organisation...................................................8
Produce a detailed, coherent evidence-based marketing plan for an organization..........................8
Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall
marketing objectives........................................................................................................................9
Conclusion.......................................................................................................................................9
Reference List................................................................................................................................10
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Introduction
When an organization is formed, all the managers and executive members present are expected
to have a firm grasp of the essentials of marketing thereby putting their entire focus on the
customer needs. The changes that occur in an organizational business are expected to acquaint
their employees and staff members to thoroughly understand and adapt to those changes
accordingly. It is therefore vital to make their employees align their respective activities properly
to make the system work better. The main key principles of marketing involve definitions, their
respective key tools and their application in relation to strategic and tactical marketing elements.
In our given company ‘your Destination’ which deals with transportation, has been spreading
their branches in several countries such as Manchester, New castle and such and following the
marketing tools effectively to tactically deal with their competitors such as National Express.
Part 1: Explain the role of marketing and how it interrelates with other
functional units of an organization
MEMO
To:
From:
CC:
Date:
Re:
Explain the key roles and responsibilities of the marketing function
The department of marketing plays an important role in promotion of their business and succeeding
in achieving their goals thereafter. The main responsibility of the marketing department is to act as
the ultimate face of the respective company thereby coordinating and producing all the required
materials which would help to represent their business better (Shaw, 2016). One of the main roles
of the marketing department is to reach out to the various prospects, investors and the customers
present in the community itself in order to create an all embracing imagery of their specific
business in order to represent a positive side of them and the brand in particular. Other important
roles of the marketing department involve a proper management of the brand they represent,
organizing a campaign management to fulfil the marketing initiatives, manufacturing of marketing
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and promotional materials, with the help of a search engine optimization creating an interesting
content for their websites, producing internal communications and most importantly conducting a
customer research to achieve their ultimate objective of maximum satisfaction of their customers.
The company ‘Your Destination’ has succeeded to a great extent in achieving maximum
satisfaction of their customers by keeping in mind their needs and taking their transportation
facilities to a next level by specializing in private personal hiring thereby growing rapidly in this
sector.
The overall responsibility of the marketing function is thus to support the growth in their revenue
thereby leading to an increase in their shares in the market and contributing to the growth of the
company and profitability. In case if the existing business is a small company or a part of a big
company, it may include a marketing director or executive who would be responsible for specific
functions only such as advertising and promoting of their company thereby supporting the
publication of their events (Hair, 2015). Every business follows a set of strategic plans to chalk out
how the distribution would be made and on what basis to achieve their goals. Thus, with the size
and growth of a company, the responsibilities grow with a growth in their market position and
developmental strategies. In order to cope up with the expansion plan further, several marketing
officers have been hired by ‘Your Destination’ company thereby succeeding to reach to that level
where they can now compete with the biggest competition in their sector, the National Express.
Explain how roles and responsibilities of marketing relate to the wider organizational context
The traditional view of organization is associated with the various departments and divisions with
specific responsibilities and functions to carry out. The chief executive in any organization has the
responsibility to direct the organization by setting up distinct boundaries that make them separated
from the outside environment thereby keeping their brand distinct and unique from the rest (Pike,
2015). They are specifically designed to get access to the resources from the environment as well
contribute to it. The transportation company also follows certain set of marketing rules in order to
achieve success by designing their resources as per the needs required to improve their brand. In
our given company, “Your Destination’, not only have they improved their transportation facilities
by specializing in the hiring of private personnel, but also competing nationwide by spreading their
branches to various countries such as Aberdeen, Manchester and such thereby making their place
in the global market.
Any part of the organization that is found defective or needs to be replaced needs to understand the
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needs, to first understand what changes are required to cope up with the other competitors and
make a place of their own by following all the necessary strategies to improve their systems. ‘Your
Destination’ has followed similar concept where they have been successful in making effective
strategies to enhance their position further in the global market (Wilson, 2014). All the physical
and financial resources and assets present, act as the ultimate strength of the organization which
need to take care of by following the important roles and responsibilities that are provided to them.
The maintenance of the boundaries are given maximum importance both between the
organizational market as well as between the organization and the outside important. The
reputation of the senior management teams indicates how the organization would be seen to be
different from the other companies and bound their own structure.
Communication with the customers is very important in order to change their strategies
accordingly to fulfill their decisions (Baines et al, 2013). The main objective of every
organizational market is therefore to make sure that they are able to fulfill the customers’ demands
and needs and make amendments in order to bring out the best service from their respective brands
to compete in the global markets more successfully. “Your Destination’s has made all efforts to
make the communication with their customers successful
by implementing specialized methods to enhance their standard to the industrial level in their sector
of transportation. The linear chains of causality that lie in every organization follows a
straightforward approach where any form of casualty that has been experienced in the organization
are noted down in such a way so as to prevent it from happening again in the near future and avoid
any mistakes from turning up. Several faults occur in the transportation business where one
mistake can take down the entire business. Thus, they follow the concept of linear chains of
causality thereby eliminating any form of risk that may turn up at any possible time, and take steps
to prevent them from happening again (Babin et al, 2015). A well managed system is implemented
in order to avoid the risks from causing detrimental effects to the company and their customers,
thereby keeping their company at the top.
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Analyze the roles and responsibilities of marketing in the context of the
marketing Environment
Every market follows certain set of strategic plans in an attempt to attract more customers
following certain techniques to gain maximum profit. Every marketing company has a closed
association with the environment, be it handling of the consumers or their competitors
(Muralidharan and Neha, 2013). Today, every company irrespective of their position or activity
gives their main focus on competing with the other global markets and companies in order to
conduct their marketing research better. The main idea of competing with the outside markets is
to promote their own products and commercialize them thereby making a stand for them and
putting their position above all. Surviving in the market in today's world has become a challenge
for all the companies with more brands coming up putting their innovative ideas and products
forward that are sure to enhance their business by attracting their customers and impressing them
to a great deal (Silberschatz et al, 2014). The unstable environment has made it difficult for the
companies to guarantee their success in the market since customer’s mind are fickle and can
change at any time with the change in their needs. no one company can be sure of their sales and
profit since no customer’s mind can be expected to stay fixed at one particular brand forever. An
often misunderstood concept of marketing turns up among all where focus is only given to sales
and advertising process. However people forget that other factors such as customer satisfaction,
proper analysis of the market in all sectors and such also need to be taken equal care of. The
American marketing Association (AMA) describes marketing as the use of the goods and
services of the manufacturer in such a way so as to fulfill their customer’s needs and enhance the
exchange system between the customer and the producer better thereby making the distribution
process just and well planned.
Analyze the significance of interrelationships between marketing and other
functional Units of an organization
The main concept of marketing is to sell their products in a specialized and effective manner.
The entire business focuses on the sales made and the final result that has been achieved as a
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result according to the customers. The responsibility that lies therefore focuses on all the areas of
the business. The main objective of any business is to keep their customers satisfied at all points
thereby fulfilling all their needs. In the transportation company for example, the brand is
associated with selling their best service to the customers to keep them safe and satisfied thereby
focusing on the satisfaction of their customers and hiring the best people in their sector who can
effectively carry out any sort of mishap from happening (Baker et al, 2016). ‘Your Destination’
is a newly made transportation company who has already achieved a lot and is about to compete
with the biggest competitor of their group, the National Express’ by specializing in the private
person ire system where efficient officials are appointed to take care of the management system
better thereby helping their company to grow worldwide and make a mark in this sector (Pike,
2016). Marketing is the sole ingredient of any business and the activities that are carried out
always follow certain set of strategies and directions while carrying out the entire process.
Although specialized people are hired to carry out the essential works of the department, the
thinking process of the marketing needs to be carried out by all the employees together (Lane,
2016). In order to develop an efficient marketing plan, close associations with the other
functional areas of the business are also taken into account for a better working. Any form of
potential conflict that may arise between the functional areas while delivering the corporate plan
needs to be taken care of by the functional organizations all together (Campbell and Martin,
2015). A close association is required between the marketing and production department in any
sector in order to ensure the following:
● A well managed and efficient research to carry out the developmental processes to
provide the best services to their customers and fulfilling their needs accordingly.
● The quality of the service that is to be provided in any form of business be it
transportation or any other is designed in such as way so as to fulfill all the specifications
laid down by the customers.
● The time allotted for the delivery of service or the orders that are specified by the
customers are given utmost care and importance so as to avoid any form of delay from
occurring in the near future.
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Critically analyze and evaluate the key elements of the marketing function
and how they interrelate with other functional units of an organization
The most important tool required for carrying out any form of business is the analysis of
PESTLE (Lilly, 2014). In order to carry out the marketing function properly in any business,
PESTLE helps to analyze the political, economic, social, technological, legal and environmental
factors that are responsible to give a detailed view of the whole environmental structure thereby
keeping a track on them and helping to follow their objectives and plans more effectively. All
these factors and aspects of PESTLE help in the growth of the business better (Brassington and
Pettitt, 2013). Not only does it help to understand the market system better but also helps to
implement a well managed strategic plan to help follow the goals and objectives better and
achieve success. In order to carry out a successful market plan the key elements followed are the
four Ps of marketing which involve the concepts of product, Pricing, place involved and the
promotional process that is carried out to advertise and make a position on the global market
(Shukla, 2015). The four Ps help to give a proper guidance to help the managers of the various
markets work successfully and develop a successful strategic plan in order to successfully
promote their products and services to their customers (Clow et al, 2013). ‘Your Destination’
being a transportation company has successfully used all these methods and implemented them
in their business by taking care of all the sections including the economic, technological,
political, social and such thereby keeping customer satisfaction as their first priority and
following all the methods of promotion in the right manner to take their position on top who is
now expected to compete with their biggest competitor in the nearby future. In order to cope up
with their expansion plans further, all the whereabouts of the business is taken care of starting
from the location where they are planning to spread and their entire economic and political
aspects to all the strategic plans they have made to rightfully place their position in the marketing
business of transportation.
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Part 2:
Compare the ways in which different organizations apply the marketing mix
to the marketing planning process to achieve business objectives
In order to successfully present a particular product or service to the customers, the various
marketing professionals follow certain marketing strategies thereby taking into account the
benefits that the product may give, the audience that is targeted to be achieved and the various
marketing methods that are to be followed to influence their customers to purchase a particular
product from that particular brand (Berkowitz, 2016). The marketing mix follows all the factors
of ps of marketing into account and is used by the various companies in order to combine these
elements into their marketing strategies. This in turn helps the various organizations to have a
clear focus on their goals and achieving success to attract their customers by filling their needs
and providing them ultimate satisfaction from the products they sell. Using the unique selling
proposition, the service providers understand what the customer actually wants to purchase and
what value the customers will receive as a result and whether they are satisfied with the products
and services received in the end (Malhotra et al, 2013). Using the USP helps to narrow down the
focus of the service providers and helps them to understand what steps they need to be take in
order to keep their customers satisfied.
Evaluate different tactics applied by organizations to demonstrate how
business objectives can be achieved
Every organization directs at steering their business by following a well planned set of strategies
to fulfill their desired objectives (Babin and Zikmund, 2015). The business targets aim at
meeting the goals of the organization thereby enhancing their position in the global market. An
effective communication with the employees and the customers help to understand the individual
goals and the team goals. Strategic planning process followed by an effective budgeting and
monitoring of the specific measurements of the performances help to achieve the objectives of
the organizations better (Dibb and Simkin, 2013). The managers, the team and the individuals in
particular play an important role to bring out the best in their organizations by adopting the
innovative ideas and to modify the business further. Assigning specific teams to take care of the
specific sections of the work helps to modify the working in the system better. “Your
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Destination’ has followed this method and appointed two specialized marketing officers to to
help in the expansion process further and as a result of which their company has expanded
nationwide and has become enough to compete with their biggest competitor, National Express.
Produce and evaluate a basic marketing plan for an organisation
While creating an efficient marketing plan, the main elements of the organization which are the
essentials need to be taken special care of. Focus is given on all the important aspects such as
analyzing the situation, meeting the targeted audience, specifying certain goals and objectives
which are to be fulfilled. The strategies and the various tactics need to be followed effectively
and the budget system of the organization, all of which if managed properly and effectively helps
the company to prosper further in the future. Transportation companies these days follow certain
strategies to provide the best services in order to achieve their desired profit margin and
maximize customer satisfaction.
Produce a detailed, coherent evidence-based marketing plan for an
organization
Every organization follows certain types of marketing methods which are based on evidences
where importance is given to the statistics, detailed research, following the trends and industry
practices. Customer reviews are very important for any organization to develop further where
they understand their flaws and work accordingly to improvise them (Philip, 2014). There are
seven phases which are mainly followed while implementing the evidence based marketing plan
in an organization. They involve the complete analysis of the various situations faced in the
organization while working, taking care of the market intelligence where all the important factors
of the outside environment such as competition, media and the respective leaders of the various
markets are taken into view and used as a means to take out the best from them and implement
them in their own work process, proper assessment and research of the workings of the company
to help them achieve success expansion and refinement made to improvise the flawed areas of
the business and help them develop the business further.
Design a strategic marketing plan that tactically applies the use of the 7Ps to
achieve overall marketing objectives
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Following a SWOT analysis and other competitive analysis, every company be it of any category
use the model of 7 Ps to fulfill their desired objectives and goals. In the process of evaluating a
particular business and carry out their work processes appropriately, the 7Ps are followed as a
framework thereby implementing the marketing mix elements in them accordingly (Cooper,
2013). The common possibilities that arise while implementing the 7Ps in the work process of an
organization involve the methods with which the products and services can be developed, what
type of pricing model to be implemented, the distribution options that are available for the
customers so that they can get the desired product, the promotion process that is needed to be
followed in order to advertise the company better, the physical evidence that would be required
to provide the best service to the customers and the people and partners with whom the dealing
process is to be involved while the business is to be carried out. Keeping all these elements in
mind, the business can function better and make their strategic plans accordingly to achieve their
ultimate objectives.
Conclusion
As a marketing manager of the transportation company, ‘Your Destination’ we can thus see how
the essentials of the marketing have been thoroughly implemented in the component thereby
keeping in mind all the requirements to develop the business further and keep the needs and
satisfaction of the customers at the top as a result of which they have successfully operated in
spreading their business worldwide spreading their branches in many countries and keeping high
goals to fulfill their objectives and compete with their biggest competitor, National Express in
the future. Following the 7Ps, they have been able to successfully place their organization on top
and reaching to all the sections of people. Using the PESTLE analysis, a detailed view has been
taken into account of all the sections of the business thereby narrowing down their goals and
working on them to achieve it.
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