Marketing Essentials: Your Destination Transportation Company Report

This report delves into the marketing essentials, focusing on the case of 'Your Destination,' a transportation company operating in London and Essex, aiming for international leadership. The report examines the key roles and responsibilities of the marketing function, including market research, planning, product development, and promotion, alongside the duties of a marketing manager. It analyzes the internal and external marketing environment, identifying opportunities and challenges. Furthermore, the report explores the application of the marketing mix (product, price, place, and promotion) by 'Your Destination' and its competitor, National Express. It highlights the importance of the marketing mix in gaining a competitive advantage and achieving the company's goals. The report also covers how marketing interrelates with other departments such as operations, finance, and human resources, emphasizing the importance of a cohesive approach to business operations.

MARKETING
ESSENTIALS

Table of Contents
Introduction.........................................................................................................................................2
Task 1...................................................................................................................................................2
P1 Key roles and responsibilities of the marketing function..............................................................2
P2 Roles and responsibilities of marketing relate to the wider organisational context.......................3
Task 2...................................................................................................................................................5
P3 Different organisations apply the marketing mix..........................................................................5
Task 3...................................................................................................................................................6
P4 Basic marketing plan for an organisation.....................................................................................6
Conclusion..........................................................................................................................................10
REFERENCES..................................................................................................................................11

Introduction
Marketing is the process of selling the goods within the marketing in order to achieve the
targets of the company effectively and accomplishing all the needs of customers. Marketing
essentials are the aspect which are important for defining the various strategies to achieve the
targets of marketing department of the firm.
In this particular report the Your Destination is an transport company who is
delivering its services to the are of London and Essex. The company is doing well in the
commercial environment by developing various marketing plan by defining the promotional
tools and strategies of marketing mix. The company is aiming to be international leader in
sector of the transportation services.
In this report the duties of marketing manager is discussed along with analysing the
internal and external environment and defining the various opportunities available ion
marketplace. This report also defines the marketing mix strategic plan of national express
main rivalry of Your Destination company.
Task 1
P1 Key roles and responsibilities of the marketing function
Marketing is related to deliver of goods and service to the company and provide a value for
the customers (Babin and Zikmund, 2015). A business organization cannot perform without
an effective marketing function. This start from the acquisition of row materials, produced
finished goods and services, and supply to the end customers. Therefore, this is the role of a
company to develop an effective marketing strategies in order to meet its short and long term
goals.
Collecting marketing information: This is the primary function of marketing where a
company is required to collect all relevant information in order to gating various relevant
information to product a product and services. In the context of “Your Destination” which is
one of the leading firm required to determine the current need of their customer (Baines,, Fill
and Page, 2013). Because, company is focusing on the expand its business at the larger level
in different cities such as Manchester, Newcastle, Glasgow, Aberdeen etc. At the current
point of time global economy is not performing well. In this situation more difficult to grow
and required a careful analysis so that a marketing manager can make their decision in order
to meet their expansion target in an appropriate manner.

Marketing planning: This is another aspect where a marketing manager of “Your
Destination” required to produce an effective marketing plan. As par the given case, the cited
firm which is small business wants to expand its business in the other part of the world
(Berkowitz, 2016). Marketing planning is a systematic process of is a document of marketing
strategies which is required to provide a long term growth and increase the market share in an
effective manner.
Product design and development: In this function a company is required to produce a goods
and services as par the customer expectation. This is one of the most challenging aspects
where a firm conduct market research and on the basis of finding they required to follow
various guidelines in order to meet their requirements (Blythe, 2012). In the context of “Your
Destination” this is the responsibility of marketing manager to design their product and
service. In this case they need to develop attractive tourism product which can attract
potential target customers.
Standardization: This is related with the various elements of a product such as quality, size,
design, colour etc. The role of these standard is very crucial and its directly influenced the
sales of a company. According to the given case study, “Your destination” must be
standardized its product which can compete in the market.
Promotion: It is a systematic approach of informing a customer which very crucial about the
product and service offering. If a company is unable to provide relevant information to the
public they cannot get the success (Brassington and Pettitt,2013). There are various
promotional activities such as advertising, customer relationship, direct selling, etc. can be
used. So that they can create awareness of product and services.
Physical distribution: In the case of “Your destination” where they need to open their ticket
counter and online services where they can sale its product and services in an effective
manner. This is critical to identity the place which can provide a platform to sale their
products (Clow and James, 2013). Further there are various travel agents in the United
Kingdom also use for the distribution centre of the company and can get the competitive
advantage in the market.
Key roles and responsibilities of the marketing manager:
Conducting market research: It is necessarily require for marketing manager to
conduct market research in order to understand about the needs and demands of the

customers and accordingly implementing marketing techniques in order to attract them
towards company's product.
Developing the marketing strategy: Effective strategy need to be formulated by
marketing manager relating to promoting products and services of company to targeted
market.
Employee management: Marketing manager need to put their efforts in aligning task
and responsibilities to their employees on the basis of their skills and capabilities.
Customer relationship management: It is the responsibility of marketing manager to
collect information about customer's needs and requirements according which they need to
put their efforts to fulfil them in an effective and efficient manner. This will establish a
healthy relationship with loyal customers which directly helps in achieving profitability.
P2 Roles and responsibilities of marketing relate to the wider
organisational context
Marketing is one of the challenging aspects for each and every business enterprise.
The main aim of is relating to the increase sales and profitability and provide a long term
growth. Marketing function helps to create competitive position by using suitable strategies
and tactics. There are different types of roles and responsibilities of marketing manager
which are mentioned below:
Marketing function with operation department: Operating business is related with
cost, expenses incurred in providing transportation services to people. The cost incurred and
revenue generated from marketing are required to properly analyse by operation department
and need to focus on arranging transportation on the basis of requirements.
Finance department with marketing function: Funds are the important factor on
which all business activities performed. As following marketing tools required huge amount
of money thus need to get support from finance department in allocating funds in order to get
positive outcome.
Sales and marketing function: Marketing attracts and influences the interest of large
number of customers to use their transportation services which directly improves the sales
figure of company. Proving the benefit of of travelling with company easily influence
customers to travel with their company which automatically increases sales of company and
generate huge revenue.

Marketing department with human resource management function: Human
resource is an important asset of company which operates business functions in an effective
and efficient manner. The marketing manager has responsibility to assign roles and duties to
the members on the basis of their skills and capabilities so that they can attract maximum
number of people with the help of using new and innovating ways.
M1 Roles and responsibilities of marketing
Marketing environment consist of factors that surrounds and affect the business. The
environment can be categorised into Macro, micro and internal. It is the responsibility of the
marketing function to identify and source the products who have the capability of being
successful. It is responsible for conducting research, planning a marketing strategy and
executing the same with an action plan.
M2 Significance of interrelations of marketing function with other department
Marketing is a not confined to selling and marketing of goods and services it cover
almost every business function in business. Marketing helps a company in determining what
goods to produce and what price they are to be sold in the market. They also help in assessing
the need for additional human capital in the company.
D1 Key elements of marketing function and their interrelation with business
Marketing function cover various function such as designing, pricing, strategies and
tactics. They help in identifying the requirement and designing the product which fulfils the
same. Formulating a plan and executing the same is carried out by marketing function.
Task 2
P3 Different organisations apply the marketing mix
This is one of the most critical part for a marketing strategies and gain competitive
superiority over other firm. Marketing mix is a combination of different elements such as
product, price, place and promotion. These can be explained in mentioned below:
Product: Each and every company is responsible to product such product and services
which can get the company ahead in the market (Ebert and et. al., 2014). In the marketing
mix product can be considered an integral part and provide long term success. In the context
of, cited firm product is related with the transport services. For example, company y can
categorize their product according to the target customer such as premium, business and

economic class. Additional, they can also offer its customization services by selecting
different additional services during their visit. ''
Price: This is another element of marketing mix where a company set their product
price at which can attract its customer. This part is related with the pricing strategies so that
they can increase its sales and revenue (Fill, 2011). “Your destination” can be used
competitive pricing approach where they can set its price lower as compare to its competitors.
Place: It is another element where cited firm identify various aspects which can meet
their target. In the context of “Your destination” can distribute its product by using internet.
Further, cited organization is having various location across the UK and it will lead to
increase the competitive position in the market.
Promotion: There are various promotional aspects which can be used by the cited
such as adverting, customer relation etc. “Your destination” are using social media tools such
as Facebook, Instagram, You Tube etc.
Physical evidence: The company need to present itself as an attractive manner and
provide good facilities to its customers.
Process: The company need to focus on using new devices which help to perform its
transportation activities.
People: The company need to conduct training and development programs to its staff
member which enable them to provide quick services to its customers.
Marketing mix Your Destination National express Group
Product Your destination'' company
offers the transportation
services to its customers with
the help of using new
technology which maximises
the level of satisfaction to
targeted customers.
It is the transportation
company providing bus
related services in different
countries.
Price The company should charge
an affordable prices from the
It is the transportation
company providing bus

customers for the services
they offered. Through this
company can avail large
number of customers.
related services in different
countries.
Place In order to target large
number of people the
company need to expand their
business across worldwide.
This will help company in
achieving productivity and
profitability within limited
period of time.
The company provide its
transportation services in
different countries such as
Canada, Malta etc. They also
need to focus on expanding
their business across
worldwide in order to attain
profitability.
Promotion There are various
promotional aspects which
can be used by the cited such
as adverting, customer
relation etc. “Your
destination” are using social
media tools such as
Facebook, Instagram, You
Tube etc.
The company need to focus
on using effective
promotional techniques in
order to attract large number
of people Such promotional
methods are news papers,
television etc.
People There are large number of
employees working in
company therefore it is
required for company to
conduct training and
development programs to
them in order to maximise
their skills and knowledge.
This will enable memebr to
treat and welcome customers
The company need to conduct
training and development
programs to its staff member
which enable them to provide
quick services to its
customers .

in an respected manner.
Process The company need to use
advanced technology in
business process which help
them in maintaining customer
loyalty.
The company need to focus
on using new devices which
help to perform its
transportation activities.
Physical evidence The company need to use
effective infrastructure which
can easily attracted large
number of people. The
marketing manager may use
company's logo and its
infrastructure to attract
targeted customers.
The company need to present
itself as an attractive manner
and provide good facilities to
its customers.
M3 Evaluation of different tactics
In order to achieve growth and profitability, the company need to apply different tactics
which are mentioned as under:
 It is required for company to charge an affordable price from the targeted customers
in order to attract them towards the services provide by company which satisfy
customers. This will help company in improving its profitability as well as attaining
loyal customers.
 The company need to conduct training sessions and development programs with a
motive of enhancing skills and capabilities of their workers. Through this their worker
can communicate and welcome customers in respected manner which directly helps in
building good reputation of company.
Task 3
P4 Basic marketing plan for an organisation
A marketing plan is a systematic process of developing a plan supporting with
strategies and tactics. This is one of the complex task for a company where they need to
understand the overall environment and the potential risk on their businesses (.Jones and
Rowley, 2011). There are various stages which are mentioned below:

Mission and Vision: This is the first stage of a marketing plan where a company is required
to organize the overall aspects and determine what they want to achieve. A mission and
vision statement provide a direction for the future. These are related with the long term goals
so that they can provide consistent growth and develop their business in the future. “Your
destination” having following statement of mission and vision:
“To provide a safe and secure journey which customer feel and enjoy their travel with their
family, friends and colleagues”.
In the transportation service sector, they required to provide a secure transport service to its
customers which can leads to increase their satisfaction level (Lamb, Hair and McDaniel,
2011).
Corporate objectives: This is the next stage where top management are required to decide
their target and relating to the short term goals. As par the given case, there are following
short term goals of “Your destination”:
 To increase their presence in the other part of the country.
 To increase market, share by 2 percent in the region area. To increase the customer satisfaction level.
Marketing audit: Business environment is dynamic in nature and create uncertainty on the
company current and future performance. Therefore, this is the responsibility of a marketing
manager is to evaluate the overall environment and meet their short and long term target in
order to attain their sales goals (Lipsman and et. al. 2012). External factors having large
influence and required a careful analysis which can overcome the potential risk. These
elements can be:
Political factor This factor is belonging to the government of UK and stability.
If the state politics provide a long term consistency it will get the
advantage and vice versa (Malhotra, Birks and Wills, 2013).
Economical factor There are two types of element involves in the fiscal and
monetary policies of the economy. In the context of UK, which
contribute the $2.4 trillion in the global economy. The other
element such as demand, income level and other aspects are very
crucial for the growth of the company (Cronin-Gilmore, 2012).

Social factor It involves various factor population size, growth, per capita
income, income groups etc. For instance, the income group in
the UK especially middle income groups are growing which can
provide long term growth to the company (McDaniel and Gates,
2012).
Legal factor There are various laws and legislation should be followed by the
“Your destination”. Because, it having large impact on the
revenue and profitability of the company. For example, increase
in the minimum labour wage rate having negative influence on
their profit and revenue (Hu, 2011).
Technological factor There are various technological aspects such as social media,
digital transaction, internet, GPS etc. increase the efficiency and
effectiveness of the company which can leads to get competitive
advantage (McDaniel, Lamb and Hair, 2012). For example, use
of navigation company can tract their transport system and
reducing the travelling time (Griffith and Hoppner, 2013).
Environmental factor Today, environment plays a vital role in the business practices.
This is the responsibility of “Your destination” to provide
growth in a sustainable way which is very crucial.
Organizational Audit: At this stage, a company is required to conduct SWOT analysis of
their business so that they can know their capability and other aspects. There are following
SWOT tools can be used for “Your destination”:
Strength The company is operating their business in the various cities at
UK. The firm already having large number of buses in the
different segment.
Weakness “Your destination” is small company which cannot compete
with the giant firm.
Opportunity There is various emerging market such as India and China
which can provide a long term growth to their transport
business.
Threats The global economy slow down which having a negative
impact on the company which can leads to decrease its
competitiveness position.

Marketing strategies: There are various marketing strategies which required to design in an
effective manner. “Your destination” wants to increase their business operation and needs
different tactics in order to compete their competitive position in the market. These strategies
can be involving:
Product development: This is one of the most significant strategy which is related with the
developing a new product which can satisfy the needs to their customers. In the context of
“Your destination” needs to develop innovative products and services. For example, there are
large number of potential customer who wants to travel at the weekend, especially at the
festive season (Durif and et. al., 2011). Cited firm can categorise their target market and offer
its product accordingly in order to meet their targets.
Market development: This is another strategy where a company can expand its business in
their existing market. This is one of the challenging task for a marketing manager and
required to launch their existing product or services in to the existing market.
Product expansion: In this strategy a business organization is required to expand its business
in to other part of the world which required to maintain its position in the market.
Budget: There are following budget of “Your destination” given below:
Particulars Third Quarter (2017) £
Personal
Salaries
Payroll tax
Commission
15000
3500
5600
Market research
Primary research
Secondary research
Other expenses
5800
4500
2300
Marketing communication
Customer relationship management
Advertising
Internet marketing
2500
1600
4800

Press relation
Print media
Electronic media
Social media
Events
Other expenses
1920
4800
7500
1500
1800
2290
Total 65410
Implementation: This is the final stage of marketing plan where the manager of the cited firm
is required to implement the overall plan (Mihart, 2012). The project manager us assign roles
of each department and communicate with them for such specific issues. They also monitor
each stage and conduct feedback for each issue so that they can evaluate and recommend the
suggestion which can improve the overall plan in order to make them more effective.
M4 Marketing plan
Marketing plan is a blue print which defines the serial of activities and tasks which to
be taken place to achieve the objectives. It abstracts the efforts in terms of marketing and
advertising for a firm. It consists of a formal structure and past data which is used to
formulate the policies and plans for the future.
D3 Strategic Marketing plan
From above part it has been concluded that strategic marketing plan refers to the way
in which the company will utilise its marketing resources for the attainment of goal. It forms
an action plan according to which all the activities will be conducted in a systematic and
planned way.
Conclusion
From the discussion over the subject matter of marketing essential, this can be ended
with concluding that the marketing is having significant role in accomplishing the targets of
company ton large extent. This particular functions integrate the whole needs of the
organisation and helps in achieving the targets on time. Your Destination the company which
is serving to the transportation service industry in marketplace. The company is carrying out
internal auditing in order to identify the strength and competence of the firm which will
contribute in the assessing the future growth opportunities of the firm and helps in delivering

quality services to the marketplace. The marketing manager is developing marketing
strategies in order to deliver the products as per the neds of customers to provide satisfactory
services. The various elements of marketing mix largely contribute in achieving the goals of
marketing department by defining product, process, place and promotional tools and serving
customers with motivated force of people and providing physical evidence to the users which
helps in developing trustworthy relation with customers.