Marketing Essentials: YOUR DESTINATION Analysis Report

This report provides a comprehensive analysis of marketing essentials, focusing on the context of YOUR DESTINATION, a transport company aiming to compete with National Express. The report begins with an introduction to marketing, defining its core principles and objectives. Part 1 explores the role of marketing within an organization, presenting a memo that outlines marketing activities, strategies, and the importance of customer satisfaction. It includes a SWOT analysis to evaluate the company's strengths, weaknesses, opportunities, and threats, alongside a discussion of B2B and B2C marketing. Part 2 delves into the marketing mix (7Ps) and how organizations use these elements to achieve business objectives. The report examines the importance of market research, customer needs, and the various marketing functions. The report also discusses PESTEL analysis and its significance in understanding the macro-environment. The content covers a wide range of marketing topics, providing a detailed overview of marketing strategies and their application in a competitive business environment.

Marketing Essentials
1

Table of Contents
Introduction......................................................................................................................................2
Part 1. Explain the role of marketing..............................................................................................2
Part 2.a Marketing mix 7P`s......................................................................................................9
Part 2.b Marketing plan....................................................................................................................13
Conclusion………………………………………………………………………………………….…..15
References……………………………………………………………………………………………….16
2

Introduction
According to CIM (2001) marketing is “the management process responsible for identifying,
anticipating and satisfying customer requirements profitably”.
According to AMA (1985) marketing is “a process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy
individual and organizational objectives”.
Analyzing those two visions of marketing, remark that one refers to finding the demands on the
market and the other one refers to product/service design. That`s why in this paper we will
develop a marketing research on YOUR DESTINATION.
Marketing research involves collecting, investigating and analyzing information related to the
marketing of goods, services, organizations, people, places and ideas. Marketing research has the
role of identifying and evaluating marketing opportunities, analyzing and selecting target
markets, grounding the planning and realization of the marketing mix.
This marketing research aims to study all attitudes, opinions, intentions and factors that influence
YOUR DESTINATION, which operates in the industrial level transport. YOUR
DESTINATION is an organization which have expanded very fast and its main objective is to
compete with National Express.
Part 1. Explain the role of marketing and how it interrelates with other functional units of an
organization by writing a memo.
3

YOUR DESTINATION
Memo
Marketing is the management process through which goods and services move from concept to
the customer. The aims of the marketing it`s to create value for customers in order to capture
value from customers in return.
Marketing is managing profitable customer relationship, according to Philip Kotler (1998).
Marketing is more than an art because not everybody can be a sales person. Marketing Officers
are needed to manage the activities in the organization to meet the needs of the customer s. Some
of the activities are: the researching and the analysis of market trends, competitor offerings,
demographic and other information that affects marketing strategies, identifying areas for
improvement in product offerings, sales tactic, marketing strategy and promotional activities.
Furthermore, the Marketing Officer is to ensure that the customers are satisfied with the services
provided.
Until now YOUR DESTINATION has sold every time very quickly all newly launched services.
All the other companies start the sale of their services after 2-3 weeks but YOUR
DESTINATION has sold it for the first week. YOUR DESTINATION is a good company but
had to be better to become a leader market.
4
To: Senior Management Meeting
From:
cc: Marketing Manager
Date:
Re: Marketing Officers-key duties, roles and responsabilities

In marketing strategy, it is beneficial to work according to the organization mission and vision
statement, which can define the aim of our services. A motto can touch customers hearts, that is
also one of the Marketing Officers duties, so “Your destination is faster than your thoughts”.
Like a Marketing Officer that you are, you had to learn the customer why to choose the services
that your business is providing. To be successful you must have Marketing Officers to find the
appropriate method and define the message with the greatest effect to influence and educate the
consumer.
Marketing is the totality of the information captured and interpreted by the consumer when it
takes contact with your business.
YOUR DESTINATION`s main objectives is to satisfy the customer needs. Its activity is focus
on obtaining advantage by analysis customer needs and behavior. Very often YOUR
DESTINATION is monitoring the activities of all his branches from Manchester, New Castle,
Glasgow, Aberdeen to keep in touch with what are they doing. Furthermore, all work together to
achieve the main goals of the company.
Marketing Officers must meet a multitude of key duties. First of all, they must identify the main
features of the system/process, subject to evaluation.
Marketing Officers must contribute to the implementation of the marketing plan established at
the level of entire company and also to ensure implementation of marketing policy. They must
study the existing market so they can understand the market place and customer needs.
Furthermore, Marketing Officers must to carry out studies and to develop plans concerning the
launch of new services and the stopping of certain services that are not giving good influences at
the company. They must also develop policies to keep close the existing customers and to inform
regarding to the existing image of the company on the market.
One of the most important duties is to coordinate actions, using all existing means of promotion
and to track the results of promotional campaigns and also to make periodic reports to be
5

submitted to the Marketing Manager. Is a fact that Marketing Officers must always work with
other company officers to establish budgets and marketing objectives, must remain true to the
company philosophy and always support the Marketing Manager in day to day marketing
activities.
Marketing Officers always work on new ways to enhance and simplify the connections between
the company and the customers because “the customer always had to be first”.
To find something more about the market in which it operates and to find its target group of
clients, YOUR DESTINATION seeks market segmentation, that means to share the market into
customer categories with different characteristics. Identify five important categories which are:
demographic segmentation, geographic segmentation, psychographic segmentation, behavioral
segmentation and geo-demographic segmentation.
In order to take good decision YOUR DESTINATION had to choose a certain target of
customers, which can be done by using one of the following targeting strategies: undifferentiated
targeting, differentiated targeting, concentrated targeting and customize targeting.
If all of those duties will be fulfilled, we can promote our business from the moment in which the
service is provided until the service is purchased right until the customer gets hooked on you.
Marketing`s role is to provide the information you need to know the market, the company`s
technological capabilities of reporting to the requirements of the potential buyers.
To could take the right decision regarding the best development strategy of the company YOUR
DESTINATION, will be using the SWOT analysis which can be used to evaluate some products,
services or organizations.
As a result of the SWOT analysis will be evaluated the company`s overall of YOUR
DESTINATION and will be created a development plan where will it take account of the
strengths of the company, will be removed the weakness and will be exploited in an efficient
way the opportunities which will appear, to can attack the possible threats.
6

The strengths and the weaknesses are internal factors that get influences at YOUR
DESTINATION and the threats and the opportunities are external factors which influence the
business.
The Marketing Officers had to hardworking with the other departments of YOUR
DESTINATION so they all together could change the weaknesses in strengths and the threats in
opportunities.
In order to be able to expand, YOUR DESTINATION must provide services both to other
businesses and directly to the consumers. They are known as B2B and B2C marketing settings.
Businesses are customers too, and B2B marketing is used in producing of goods for uses in
general business or for resale to customers and represents a marketing changing of products
between two businesses.
Consumers are the final users of a product or service so B2C transactions are conducted directly
for the business to the consumer.
Fig 1. Distribution channels
7

Source: www.web-books.com
The SWOT analysis of YOUR DESTINATION company
The strengths of YOUR DESTINATION is refers at the existence of a clear strategic decision,
the enough financial resources available , the existence of a well-organized system of strategic
planning, the launch of a new service on the market ,the fidelity of the employers , the price is
convenient for the customers and also they became a market leader, have expanded within 3
years and they were opening new branches.
The weaknesses are represented by the lack of experience of the staff, the lack of skills and
special abilities, the location of our business and also that the location don`t have parking spaces.
Additionally the opportunities of YOUR DESTINATION are represented by the existing of a
developing marketing such as the internet, moving into new market segments that offer improved
profits, the existing of a new international market. Also the opportunities that our services
became more popular, outward investments can occur and not the last, the withdrawal of
competitors.
8

Like the threats of YOUR DESTINATION we identify that a competitor has a new ,
innovative service , the competitors have superior access to channels of distribution, the entry of
new competitors on the market and the entering of a period of economic recession nationwide.
For achieving the success first of all YOUR DESTINATION had to recruit more specialized
people in its staff, able to make advertising to promote the business and together with the other
departments could realize the main objective of YOUR DESTINATION which is to be able to
compete with National Express.
To could complete all its objectives YOUR DESTINATION had to take into consider all the
factors that could get influences at the business. For example the factors which get influences to
the micro environment of the business and the factors which get influences to the macro
environment of the business.
The macro environment of the enterprises takes into account a number of environmental factors
which long-term influence in a variable manner all organizations. The evolution of the factors of
macro-environment can't be controlled by the organizations but it's very important to evaluate the
impact of the changes from the macro-environment on the organizations.
The PESTEL analysis order the influences from the macro-environment in six categories of
factors: political, economic, socio-cultural, technological, environmental and legal factors. These
are the political factors which represents by politic stability, the country's foreign policy,
economic and social policy, relations between government and enterprise, the influence of
political parties and alliances. This is followed by economic factors which are represented by
state intervention in the economy, growth rate, inflation, the interest rate, exchange rate and
fluctuations, financial market, unemployment rate, cost and qualification of the workforce,
energy and transport costs. Additionally, the Socio-cultural factors are represented by the
demographic structure, population structure of social environment, education and the level of
education, health, changing lifestyles traditions and mentality, revenue distribution. Also the
technological factors are represented by government investments policy, speed of technology
transfer, the impact of technologies on services and costs, new technologies, the rate of renewal
9

of services, the potential for development research. The environment factors are represented by
quantity, quality and structure of natural resources, environmental policies and environment
protection, waste consumption and energy sources. And the legal factors are represented by
competitors law, intellectual property protection taxation, social protection and occupational
safety, consumer protection legislation.
Any economic activity is carried out in a legislative framework. It is the state that establishes the
constraints and the limits within which the undertaking can operate.
The influences of the legal factors on the enterprises may be even more pronounced, even if in a
negative manner, when there are frequent changes in the normative acts or they are not
sufficiently comprehensive or precise, which causes instability and legal insecurity.
P2. Roles and responsibilities of marketing relate to the wider organizational context
There are various roles and responsibilities of marketing with the help of which organization
achieve their desired objectives. Some are the following:
10

Part 2.a Compare ways in which organizations use elements of the marketing mix (7p`s) to
achieve overall business objectives.
11
MEMO
To: Marketing Manager
From: Senior Executive
Organization: “Your Destination”
Subject: Roles and Responsibilities of marketing related to wider organization
Human resource: It is considered as important department of an organization which mainly
focuses on development of employees working in an organization. Its main motive is to recruit
skilled and knowledgeable candidate so that they can contribute more to achieve organizational
goals. The manager also need to focus on improving skills and abilities of existing employees
by conducting development programs within working environment.
Marketing: This department has perform various activities such as selling, promotion,
distribution etc. which help company in reaching to its targeted customers. It is the
responsibility of manager to communicate and inform people about company's product and
services which can easily influence the interest of customers.
Production: This department has main responsibility is to manufacture quality products and
services with a motive of maximizing customer's level of satisfaction. It will help in increase
sales and profit of company.
Operations: This department is related with purpose of improving efficiency level in maximum
possible manner. This department motivate employees to engage in improving products in such
a manner that will easily sell it to the targeted customers.
Finance: This department has main responsibility to collect funds from different sources and
allocate them in different areas of department which gives maximum outcome. Finance
department help company to avoid financial crisis situation and allow business to run smoothly.

Marketing has an especially important role in the work of any company because it involves the
entire activity of the staff with the aim of generating profit. Marketing functions constitute the
process of solving a long assignment, qualifications, issues, regarding the attribution of the
activity of marketing in various economic and social fields. We identify four marketing
functions. First one is market research and customer needs of buyers, which refer to investigate
market that now operates with respect to the overall size of the market, the needs of consumption
and purchasing behavior and consumption. This position is a starting point in customer
satisfaction.
The second one is represented by the dynamic linking of activities of firms in the environment,
which refers to the collection of information concerning the company`s potential, ability and
leadership to staff to use resources to achieve the objectives of the company and the company
with its resources to adapt to the conditions imposed by the market to the external environment
of the firm.
The third one of the marketing functions is talking about the satisfaction in terms of the
requirements of the buyer and refers to providing a quality service at fair prices not enough to
educate the buyer's tastes.
The last of the functions is profit maximization and refers to the ability of the organization to
have interests in satisfying the buyer but also to get an optimally profit.
Strategic marketing option resulted in the decision to express management team “to do the right
thing” but to do the best that is needed for the its implementation it means “how to do” to
accomplish your objectives.
Implementing marketing strategy is a difficult process that are made through a complex of
practical actions that reflect the vision of the organization with regard to concrete ways of
achieving the objectives set out in the concept of mix of marketing.
12