Marketing Report: YourYour Destination Expansion Plan

This report, prepared for the transportation company "YourYour destination", delves into the core aspects of marketing within the industry. It begins by outlining the duties and responsibilities of marketing officers, detailing their roles in market research, plan development, customer relations, an...Read More

Marketing Essential
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
P1 Duties and responsibilities of marketing officers and explanation of operations of
marketing department..................................................................................................................1
P2 How roles and responsibilities contribute in achieving the objectives of YourYour
destinations..................................................................................................................................3
PART 2............................................................................................................................................4
P3 Compare the marketing mix of YourYour destination and national express.........................4
P4 Marketing plan for nationwide expansion of YourYour destination.....................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
2

INTRODUCTION
Marketing is one of the function of business which is used to promote and sale the
products and services of business the by using tools used inof marketing is tools such as market
research and advertising etc. YourYour destination is the transportation company which is
specialises in providing transportation services. to the industries. The company want to expand
their business after becoming successful in their in 3 years operations. This report is maintained
prepared to describe the duties and responsibilities of marketing officers and also includes the
operations of marketing department. This report explains that roles and responsibilities of
marketing officers who contribute in achieving the organisational goals. Comparison between
YourYour destinationdestinations with the biggest competitors nNational eExpress on the basis
of marketing mix. On the basis of above informationinformation, the marketing plan is has been
produceds for your “YourYour dDestination” for the expansion of their transportation business.
PART 1
P1 Duties and responsibilities of marketing officers and explanation of operations of marketing
department
This task describe duties and responsibilities of marketing officers so is help YourYour
destination transport company to appoint and understand the importance of marketing officers in
the organisation for the expansion (Babin, and Zikmund, 2015).(Babin, 2015). This also
describes the operations of marketing department. Marketing officer is the head of marketing
department. It is a very difficult job with lots of dutiesof duties and responsibilities of marketing
expenses, market funding, brand image, expansion and growth of companies and risk
management.
Duties of marketing officers:
Market research: Main duty of marketing officers in transport companyTransport Company is
to conduct a transport market research to understand the needs and demands. The market
research is tool used by the marketing officer to identify the opportunities of market and help
company in making marketing plan. This market research in Youryour destination is conducted
with the help of methods like face to face interactions, questionnaires etc.
To develop the market plan: The anotherAnother important duty of marketing officers is that
they should make plans and strategies for Youryour destination. This plansThese plans are
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formed for promotions of transport services of Youryour destination to increase the business of
company.
Maintain good customer relation: The marketing officer play important role in maintaining
good relation of company and their customers. They provide the information related to
customerscustomers’ needs to the employees of Youryour destination so they provide the
services to customers on the basis of their needs.
Identifying opportunities: this It is the duty of marketing officer to identify the new
opportunities of business so they can make the plans for the expanding the operations of
Youryour destination for the growth of business.
Responsibilities of marketing officers:
Plan the marketing expenses: Marketing is responsible for preparing budgets for the marketing
expenses of YourYour destinationDestination, on the basis of expenses and incomes of previous
years. (Baxter, 1993). The transportation companies can only be established and expanded when
there is are huge amount of funds and that funds are allocated appropriately so the expenses can
be managed as per plans.
To generate good image in market: The marketing officers are responsible for the promoting
the services of company in such a manner that it generategenerates the good image of products
and services of Youryour destination.
Expansion: This is duty of marketing officers to find the opportunities for Youryour destination
and make plans to expand the business by grabbing profitable opportunities.
To analyse the customers experiences: Marketing officers with help of market research take
collects feedbacks and suggestions from customers related to the services of Youryour
destinations.
Risk management: Transport business must dealsdeal with the financial and legal risks. The
officers must have to taketake care about the content which is used in marketing of transport
services of Youryour destination (Marketing essentials. 2017). The promotions of all the services
must includesinclude the truth. The aAds should be made on the real facts of company if there
are unreal facts in ads the customers have rights to complain about the facts to government.
SoSo, the officers must have to make policies to eliminate such risks.
To control the operations of marketing departments: The officers is are responsible for the
operations of marketing departments in Youryour destinations.
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Operations of marketing departments:
Marketing department of Youryour destination which is transport companyTransport
Company perform operations to promote their transportmissions and visionsservices. These
operations include the followings:
The main operations of marketing department in youryour destination is to promote the name
and the services of the company (Bennett, 2010Bennett, 2010). The ads made by the department
define the services of companies to customers and the image of the company is created in the
mind of customers.
They produce the marketing materials and tools which help in the promotions of services of
Youryour destination.
The marketing department implement the plans of officers in action.
The member of department who provide high tech knowledge work to create website of
company and update it time to time. They also work to monitor the social media pages of
company.
They perform communication function to communicate the informationsinformation related to
the market opportunities or customerscustomers’ needs etc. to the managers of companies.
There are highly skilled managers of marketing department who conduct the market research to
understand the market and to understand the needs of customers.
They also responsible to maintain good relation with the customers and stakeholders like
publishers, media, etc.
P2 How roles and responsibilities contribute in achieving the objectives of YourYour
destinations
The roles and responsibilities of marketing officers help in achieving the objectives of
YourYour destinations. The main aim of YourYour destination is to maintain good image in
market for which marketing officers make plans for producing that marketing materials which
shows the achievements of the companies and the success rate of company. The marketing
department shows the positive feedbacks of customers on their website so it generates positive
image of company among the peoples. The anotherAnother important objective of YourYour
destination is to expand their business for that marketing officers conducted market research and
evaluate the opportunities in market (Shoemaker, and Shaw, 2008). They provide this market
research report to the mangers and this evaluation of opportunities help the managers to choose
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that opportunity which is more profitable for business in this way marketing operations also help
to earn profits of company.
Managing the marketing expenses is the responsibility of the officers which help
YourYour destination to achieve the objective of reducing cost. The transportation business can
be profitable when the customers will be happy with transport services this also is evaluated by
marketing department (Yao, 2006). The efficiency of company also increases by using the
efficient communication process of marketing department. They provide the correct
informationsinformation of market opportunities and customerscustomers’ needs to all the
departments of companies which help them in making appropriate plans for operations. The clear
plans and policies in policies increase the efficiency of employees. The anotherAnother main
objective of your YourYour destination Destination is to compete with national express which is
the biggest competitor. This can be possible with the help of marketing research conducted by
marketing officers which include the analysis of competitorscompetitors’ market which provide
information of the strengths and weaknesses of competitors. This can be used for earning
competitive advantages. Now this can be concluded that roles and responsibilities of marketing
officers and operations of marketing departments help in achieving the objectives of YourYour
destination.
PART 2
P3 Compare the marketing mix of YourYour destination and national express
YourYour destination is a transportation company working in UK specialises with private
personal hire to industrial level transportation facilities. The company is successful in their 3
years operation in London and Essex. Now the company managers want to expand their business
in Manchester, Newcastle, Glasgow and Aberdeen etc. Their main aim is to compete with
Nationalwith National express who is a market leader of transportation market. National express
is public company which deals in public transportation (Dibb, and Simkin, 2013(Dibb, 2013). Its
headquarter is situated in Birmingham, England they provide transport services like Bus,
coaches, trams and trains services in United Kingdom, United states, Canada, Spain etc. and also
long distancelong-distance coach services to Europe. It is also listed in London stock exchanges.
The following is the comparison of both companies using the marketing mix. Marketing mix is a
model used by the companies for marketing planning. This model helphelps the organisations to
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make decisions on the basis of target markets. It also analyses the external market of companies
which help in strategic planning and implementation.
Illustration 1: Marketing mix - 7Ps
(Source: Annmarie Hanlon, 2017)
 Product: Products provided by YourYour destination is including the bus, trains, coaches
and trams whereas wide ranges of products are provided by National express including
bus, train coaches etc. and it is the major provider of transport services to UK. YourYour
destination provideprovides transport services with facilities like good seats, luggage
racks and toilets but in national express provide the services with facilities like in long
distances trip they provide food and drinks services. With facilities of good
seats, ;luggage, luggage racks and toilets they also provide the attendant services.
National express also provide health care services in long distance services (Farese,
Kimbrell, and Woloszyk, 2001Farese, 2001Farese, 2001). To compete with national
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express YourYour destination has to improve their quality of products and have to
provide more facilities than national express like they can provide entertainment facilities
to the customers.
 Price: The pricing policies of YourYour destinations is different from the pricing policy
of national express. National express charged low prices from customers who booked
tickets early and charged high price from customers who book tickets late. In YourYour
destination Destination, there are no benefits for customers who book tickets early they
charged. The nNational express Express with the help of such policies ensures that their
seats are filled early and ensure less empty seats (Marketing theories - the Marketing Mix
from 4 PS to 7 PS. 2015Marketing essentials, 2017). YourYour destination has to choose
effective pricing policies to compete with National express they should chargedcharge
affordable prices from the customers for their services so these services can be enjoyed
by all types of customers.
 Place: YourYour destinations are providing their services currently in London and Essex
whereas national National express Express provideprovides services to large number of
destinations. Vast network of places also make position of National express strong in
market. To compete with national express YourYour destination requirerequires huge
funds so they can expand their business in other destinations.
 Promotion: Marketing departments of both the companies promote the companies and
their services at different platforms. YourYour destination Destination followfollows
market policies which promote their products in London and Essex but national express
use the marketing strategies which promote their services in UK, US and other countries
as well. To expand business YourYour destination Destination have to appoint the
marketing officers who make strong marketing plans to compete with National express
(Jones, and Rowley, 2011Jones, 2011). They should have to use more advanced
promotional techniques to promote their services not only in London and Essex but also
in other parts of UK.
 People: Employees and staffs are the important part of any organisation. In YourYour
destinationDestination, there are is limited number of staff because it operates in small
parts but in national National express Express there are large number of persons
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employees who help in the various operations. The nNational eExpress operates their
services in at large number of destinations with the help of large number of highly
qualified persons. YourYour destination is plan to expand so they should are required
have to appoint personnel with high tech skills for effective operations.
 Physical evidence: this This focuses on the tangible elements of organisation which help
in providing services to the customers. In Both YourYour destination Destination and
national National express Express transport companies interact with their customers
through their websites and social media pages of the company. TheirThere should be a
proper design, layout, and operating of the websites in YourYour destination so it can
attract customers to avail services of YourYour destination.
 Process: the cCustomers of national National express Express enjoy the services of good
quality coaches, seats, attendant services etc. Tthe effective process of to provide services
must be follows in YourYour destination so that it they can satisfy their customers and
make them theirn a permanent. customer of company.
This comparative marketing mix help YourYour destination in making effective
marketing plan which help them in expanding their business and also help in earning competitive
advantages (Marketing theories - the Marketing Mix from 4 PS to 7 PS,, 2015). YourYour
destination needs proper plan which can expand their already successful business which can be
makemade with the help of marketing mix.
P4 Marketing plan for nationwide expansion of YourYour destination
Marketing plan is very much required for any business which want to expand their
business operations. It is a blueprint used by business to make plan for their marketing functions.
YourYour destination also wantwants to expand their business so here is a market plan for
YourYour destination.
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(Source: 6 step marketing plan business diagram, 2011)
 Executive summary: YourYour destination is a transportation company operates their
services in London and Essex (Simmons, and Becker-Olsen, 2013). (Simmons, 2013).
They are specialises in their work through private personal hire to industrial level
transportation services. Marketing department structure of Your destination includes
managerial level, sub managerial level and marketing employees.
◦ Managerial level: This level includes marketing managers who perform marketing
research functions, they make plans for generating public relations and planning is
done for marketing of products and services.
◦ Sub managerial level: It includes the team leaders of marketing department such as
web designing teams, digital marketing team, etc.
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Illustration 2: 6 steps of marketing plan

◦ Employees in marketing department: This includes employees in marketing
department who perform the functions as per plans and policies of managers and sub
managers.
 Mission statement: “To provide safe, economical and appropriate comfortable
transportation services to travellers”.
 Vision statement: “To be the number 1 transportation company worldwide”.
 Marketing objectives:
◦ Increase the sales of packages by attracting customers with standard facilities.
◦ To build positive image of companies in market by using their reviews of their
services in promotions.
◦ To increase market share by conducting market research.
◦ To expand their business by providing transport services in new destination.
◦ To expand business internationally.
◦ Maintain good relations with customers and other stakeholders.
◦ To develop modern promotional tools for effective promotions.
◦ To communicate correct information of market to managers and employees so they
can make effective plans for their operations.
 STP analysis is includes the market segmentation, target market and positioning.
(Source: Segmentation, targeting and positioning, , 2014)
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◦ Market segmentation: the market segmentation in YourYour destination can be done
on the demographic and psychological basis.
▪ In demographic segmentation market segmented on the basis of age, gender,
incomes, lifestyle and values of customers.
▪ In psychological segmentation is on the basis of behaviour and religion of
customers.
◦ Target market: To decide marketing strategies YourYour destination have to select
the target market (Yao, and Liu, 2006) (Baxter, 1993). The target market for
YourYour destination is people of Manchester, Newcastle, Glasgow and Aberdeen
etc.
◦ Positioning: The positioning strategies can be used by YourYour destination is cost
leadership strategy and product positioning.
▪ Product positioning is used to maintain quality of the products like trains, trams,
buses and coaches etc. and services like foods, drinks and attendant services etc.
▪ Cost leadership strategy is used to reduce the cost of products and services.
 Marketing mix: The marketing mix used to make marketing plan which include:
◦ Product: YourYour destination plan to produce the wide ranges of products like
trains, trams etc. and provide the services like food and drink, attendant services,
entertainment services etc. to grow their business.
◦ Price: Effective pricing strategies have to be use so that the price provide profits to
company and affordable to customers of all income groups.
◦ Place: Now YourYour destination operates worldwide by operating branches in many
parts of UK.
◦ Promotions: The companyCompany use effective tools which help in promoting their
activities globally.
◦ People: The companyCompany should have to appoint large number of employees to
expand their business. (Wirtz, J., 2012). PersonnelsPersonnel’s are appointed in
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YourYour destination includes drivers who drive transport, attendants, marketing
officers for effective marketing plans and other highly qualified employees.
◦ Physical evidence: they must have to be active on websites and social media to get
connect with customers regularly.
◦ Process: The companyCompany have to follow that process and policies which are
very much effective to achieve the objectives.
 PESTEL analysis: This includes the external market analysis of YourYour destination
transport company.
Political factors:
Government policies like reduction in CO2
emission affect the policies of YourYour
destination (Yüksel, İ., 2012Shoemaker, 2008).
In this policy companies should sign an
agreement which includes the reduction in
emission of harmful gases. This motivates the
public to use the buses and trains rather than
using cars. This increase the use of public
transport like trains and buses which profitable
for YourYour destination company.
Economic factors:
 CustomersCustomers’ needs change
because of change in trends. The
customers of UK want new ways of
transport and innovations in train
services to reduce train accidents.
 The rate of tax on the transport services
encourage customers to shift to their
own cars which is more economical to
them.
 Congestion chargers in London make
the drivers to switch to new transport.
Social factors:
 Older people prefer to travel in buses
because it is safe.
 Changes in behaviour of the customers
can affect the business.
Technological factors:
Changes in technologies affected the business
of YourYour destinationDestination. There are
new technologies used in market.
Advancement in technologies help YourYour
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destination in smooth operations and high
profits.
Environmental factors:
There should be proper and effective
utilisation of natural resources in your
YourYour destinationDestination. The people
are now using environmental friendly
transport.
Legal factors:
YourYour destination need to buy the carbon
credits it permits them to generate particular
amount of carbon emissions. Changes in Laws
related to transport companies can also affect
the operations of company.
 SWOT analysis:
Strengths:
 Regular travelling of 2.5 billion people
of US in UK (Wirtz, 2012).Yüksel, İ.,
2012).
 Effective employees.
 Local people need transport in daily
life.
Weaknesses:
 YourYour destination operates in small
part of UK.
 No Global operations.
Opportunities:
 Expansion of business.
 Internationalisation.
Threats:
 Reduction in CO2 emissions.
 Huge competition.
 Boston matrix is used as the promotional tools by marketing managers. It help in controlling
marketing share and market growth. This is used in product or services portfolio planning of
the organisation. In this products or services of your destination is put in to matrix and then
product and services of rival company like national express put in matrix to analyse market
share. This matrix includes the following:
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o Dogs: In this those products and services includes which have low market growth so
organisation must have not to deal in these products and services.
o Cash cows: This includes that products and services which have high market share and low
market growth. This portfolio includes that products which is the profitable investment.
o Problem children: This includes that products and services which have low market share
with high market growth. These products produces and services rendered in with more
resources but it has less returns. It requires high amount of money for increasing market
share.
o Stars: this includes that products and services which have high market share and high market
growth. Stars help in earning more revenues so the organisation must have to keep these
products and services.
By this Boston matrix the promotion strategies are made on the basis of market share
and growth of the products and services of your destination. Effective promotion
strategies are make for products and services which have great market share and growth
so it maintain and increase their market share.
CONCLUSION
The report evaluates that YourYour destination can expand their business and can
compete with the market leader National express Express with the help of effective marketing
plan which is made by the marketing officers on the basis of marketing research conducted by
the marketing department. Their roles and responsibilities help in achieving organisational
objectives. YourYour destination is successful organisation which want to compete with
National express who deals in large number of companies for that they compare the marketing
mix of both companies. This report also includes the marketing plan of YourYour destination so
that they can expand their business worldwide. The marketing plans is are made by effective
market research. The marketing plan of YourYour destination includes executive summary of
company, mission and vision statements of company, marketing objectives of company, STP
analysis, PESTEL analysis and SWOT analysis of company which help in achieving the
marketing objectives.
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REFERENCES
Books and journals
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Baxter, L.L. and Smith, P.J., 1993. Turbulent dispersion of particles: the STP model. Energy &
Fuels. 7(6). pp.852-859.
Bennett, A.G., 2010. The big book of marketing. Tata McGraw-Hill Education.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Farese, L.S., Kimbrell, G. and Woloszyk, C.A., 2001. Marketing essentials. Glencoe/McGraw-
Hill.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Shoemaker, S. and Shaw, M., 2008. Marketing essentials in hospitality and tourism: foundations
and practices. Upper Saddle River, NJ: Pearson/Prentice Hall.
Simmons, C.J. and Becker-Olsen, K.L., 2013, May. Achieving marketing objectives through
social sponsorships. American Marketing Association.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Yao, J. and Liu, W.N., 2006, May. The STP model for solving imprecise problems. In GrC (pp.
683-687).
Yüksel, İ., 2012. Developing a multi-criteria decision making model for PESTEL analysis.
International Journal of Business and Management. 7(24). p.52.
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