Marketing Essentials: Your Destination Company, Marketing Mix Report

This report delves into the marketing essentials for a transportation company, specifically focusing on 'Your Destination.' It begins by outlining the key duties and responsibilities of a marketing officer, emphasizing the importance of communication, analytical skills, and market research. The report then explores the contribution of the marketing officer in achieving organizational objectives, such as expanding the business and gaining a competitive edge. A comparative analysis of the marketing mix elements of 'Your Destination' and its competitor, National Express, is provided. Finally, the report develops a comprehensive marketing plan for 'Your Destination,' aiming to enhance its market presence and attract more customers, while also considering elements like pricing, product, promotion and place.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
PART -1 ..........................................................................................................................................1
P1: The key duties and responsibilities for the marketing officer..........................................1
P2: The contribution of roles and responsibility of marketing officer towards achieving
objective of organization .......................................................................................................3
PART – 2 ........................................................................................................................................4
P3: Marketing mix elements for your destination..................................................................4
P4 : Marketing plan for Your destination ..............................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Today most of the organization make use of marketing in order to promote and make
customers ware about their company products and services. For any organization the concept of
marketing have become an essential aspect. The strategies are being made by the companies in
order to attract more number of customers towards their product and services .In order to expand
their business on a broader platform transport companies are also making use of marketing. With
use of marketing companies will be able to know about preferences of customers. The basic
principles of marketing are needs, demand and wants (Rundh, 2013). The needs are the basic
requirements of humans that is food, shelter and water etc. The wants are nor permanent and
changes regularly. The demand of that particular need or a want is there when a person is
willing to purchase that product.
In the UK, your destination is a transportation company that provide customers with
facilities related to transport such as car, bus etc. The key duties of marketing officer will be
discuss in this report in context of this transportation company. In this report comparison of
marketing mix elements of national express and your destination will be discussed .This report
will also develop marketing for your destination that will help the company to expand its
business on broader platform.
PART -1
P1: The key duties and responsibilities for the marketing officer
The two marketing officers were having an interaction where they talked about their
contribution and also they discussed the key roles and responsibilities of marketing officer in the
company your destination. All the practical application of the company are focused by the
marketing officer and also they pay attention towards the operations of marketing in the
company. The marketing officer need to have good communication skill and good analytical
skills as they need to analyse things in the company before making any decisions. The
communication is also an essential factors for them as they will be able to present their ideas and
views to the entire team with efficient communication skills. In performing their responsibility
these will help them to become efficient and effective. The marketing mangers handles all the
activities of marketing(Schmidt, Spann and Zeithammer, 2014) .The marketing officer formulate,
direct and coordinate their products in order to attract more number of clients to purchase their
products and services over competitors.
1

The key responsibilities of the marketing officers are as follows-:
Marketing research is conducted
This research is done by the marketing officer in order to discover the needs and
requirement of customers in the market. Through this research that is done new opportunities
will be discovered by the marketing officers. For the organization this will beneficial as they will
be able to develop niche for their company products and services. This will be useful for your
destination as they will get to know the marketing strategy of their rival company that is national
express. The analysation of marketing strategy of rival company can be done with this research
that is conducted by your destination. This analysation that is done of competitive company
national express will help your destination to develop products and services superior to
rivals .With this the company can also employ efficient techniques of marketing. The company
can conduct this research by using both primary and secondary research .In the primary research
the company can develop a questionnaire and provide it to randomly to the people .Based on
these questioners that is submitted by the people the company will be able to know about
preference and lifestyle of customers. However on the other hand in the secondary research
company can make use of internet, newspaper etc in order to conduct research about lifestyle and
presence of customers (Sherry and Canon, 2014) .
Creating strategies of marketing
The strategies of marketing will be developed by the marketing officer of the company your
destination. In order to promote its product and services to the target customers these strategies
are been made by the company. The sales of the company will be increased with this and also
the competition among rivals will also be maintained .
Customer relationship management
The function of championing customer relation shop management is also performed by
marketing manager in the organization. The marketing manager of the company your destination
will collect information from the customers' database of the organization. The information that
has been gathered for that database is then shared with other employees of the company so that
they can provide excellent services to customers. This will help the company to develop a long-
lasting relationship with customers and in the business this will be beneficial.
Management of employees
2

It is the duty of managers of marketing and to handle and monitor the department of
marketing and within the department it is their responsibility to ensure that employees are
performing their duty well. By the marketing officers the evaluation of perform of employees
that are working in the company is also done by them. This evaluation is conducted by the
marketing manager in order to chance and find out whether the employees that are working in
the organization are doing this work properly or not or any training need to be given in their
work.
The new opportunities of business are recognized by marketing officers
By the marketing manager the latest trend in the market is analysed. This will be useful
for the company in order to exploit the unexploited market or discover the new products and
services for the organization. By examining the purchasing power of customers the off-demand
period will be recognized. The company can also analyse the market and forecasting in order to
remain competitive in the market.
The marketing officer of your destination will conduct a marketing reach in order to find
out likes and dislikes about customers and this will help the company to provide services as per
the needs of the customers. With this the sales of the company will increase and also the
company will be able to expand its business on national scale.,
P2: The contribution of roles and responsibility of marketing officer towards achieving objective
of organization
The strategies that is being made by the marketing officer of your destination will help
them to achieve the global of business that is to spread their businesses of transport on a broader
platform and also to gain competitive advantage form rival company such as national express.
The marinating officer plays and essential rile in the expansion of business on national level as
all strategies and plans will be made by them. By conducting research the requirement and desire
of customer are understood by them (Hofmann, 2015)..
The marketing department can also describe the materials that are required for marketing
.These officers also promote the core products and services related to transport facilities to its
potential customers. By the marketing department the current content of web is also kept up to
date and regular updation is also modified by them in order to give its customer the latest details
and information about company your destination. In order to assist the company to achieve its
goals and objective the social website such as Facebook, twitter and blogs etc are also
3

maintained by them marketing officers. This is done in order to keep customer updated about the
company. In order to enhance experience of customer while travelling through bus,train and car
the company must be able to provide them with better quality food and services. It will me
beneficial for the company as more number of customer will be attracted towards it and the
company will able to increase it sales from this. The employees and the staff that is working I the
company will be assessed by the marketing officer on a regular basis (Leonidou and Zeriti,
2013).. This will be one by them in order to see and check whether they are fulfilling their duties
properly or not. The duties of employees and staff is to make the experience of customer best
through their journey by fulfilling their needs desires. The marketing officer need to use right
advertising for the company where all the details about the services that is provided for customer
is given. This will help the company in order to achieve its goals .
PART – 2
P3: Marketing mix elements for your destination
The comparison between marketing mix of your destination and national express are as follows-:
7 P's of marketing mix Your destination National express
Product The services that are provided
by this company are not
tangible that is they cannot be
touch they can only be
experienced. The bus, coach
and train services are being
provided by the company. The
future plan of the company is
to provide car services to
people. There is no physical
appearance of the services that
is given by your destination
company (The marketing mix
model and service
On the contrary note this
company also provide services
related to bus and train and
both tangible and intangible
components products and
services are provided by this
company. The attributes for
tangible products for this
company are the food and
drinks that is given to
customer son their journey or
travel. On the other hand the
intangible is service that is
given to customers (Menon
4

characteristics, 2017). The
features and benefits that are
being provided by the
company through its products
are many. To the customers the
lavishing travel is given. All
the business will be air-
condition and for the
entertainment the television
will be provided. The company
also provides tangible products
such as seats rack and toilets.
As per the needs of customers
the good quality food will be
given to customer during their
travel. By the services that has
been provided by the
company the travel for
customer will be made
comfortable.
and Edison, 2015).
Price In this company a unique
policy is followed. The pricing
strategy that is followed is the
differentiation strategy. In this
type of strategy the charge that
is taken form customer sis low
when the tickets are booked
early. And when the tickets
are booked late they are being
charged high. With the help of
this strategy the spare capacity
The decision of pricing is very
crucial in the area of services.
By using the pricing
component of marketing the
revenue for the business can
be determined. This company
decide its pricing of the
services on the basis of load
factors, margins of profit, and
the pricing of the competitors.
By this company the higher
5

of coach is utilized and the
percentage of empty seats are
lees by following this strategy
in the company your
destination. In order to book
tickets online a flotation
strategy is followed. In this
type of strategy cost of coach
ticket is changing over
time .The customer have to
revisit the website of company
again and again in order to get
a tickets as per their need.
price on transportation
charged when the demand is
high. For example during
weekend or any public holiday
the high price is charged by
this company on these season.
People In order to expand its business
the company will target
customer in the countries such
as Manchester,Glasgow etc.
The process of recruitment
will be there in order to hire
new talent in the company.
The staffs are there who take
care of customer and see to it
that needs of customer are
fulfilled during their travel. As
by the staff the direct contact
with customer is made. The
talent and skills to staff is
given in order to make their
communication efficient with
customers. In order to see that
whether the employees are
Both the marketing and
operational responsibilities are
fulfilled by the staff of
national express. It is not an
easy job to hire employees
who are efficient in both these
operations .So, the companies
face an issue issues while
hiring this kind of employees
who can take in charge of both
these things (Lockrey, 2015 ).
6

doing their doing well or not
the customer feedback forms is
there where they can mention
their experience (Leonidou and
Zeriti, 2013).
Promotion The company your destination
make use of advertising,sales
promotion, public relations etc
in order to promote it services
among customers. In order to
promote its services on a
broader platform the company
make use of social media sites
such as Facebook,twitter and
blogs. In order to book tickets
online a friendly online
booking system is being
provided to the customer
(Kakarot-Handtke, 2015.).
In comparison with your
destination this company , this
company make use of
traditional mass advertising
media to promote its services
and products among
customers. The more moderns
technique such as e-commerce
is used for more specific
product.
Process The quality services of
bus,train and coach is
experiences by the customers
during their travel. On the
performance of drive the
experience of journey of
customers depend. The
expectation of customers will
be good when the driving of
the drive is god. It is directly
proportional to driving skills of
This process begins at the
time of reservation and
continues until the seats of
customer is confirmed.
7

driver.
Physical evidence The physical evidence is the
website of the company .All
information regarding its
services have been provided in
it. The booking system is user-
friendly and the first
impression of the users can be
made by referring top website
(Gerlemann and Carr, 2014).
The design of counters of this
company are extremely
spacious and are deigned with
good looks. In the luxury
buses the interiors and seats
are well designed.
Place Across the nation the company
will provide its services. In
order to gain competitive
advantage from national
express this number of
destination will be increased
by this company.
In the market the vast network
have been successfully
contributed by this company
in UK. In the UK to the vast
network its services are been
provided (Hofmann, 2015).
P4 : Marketing plan for Your destination
Executive summary
In the UK, your destination is a transport company. All the facilities related to transport such as
services for bus,train, coach, car etc have been provided by this company to its customers. In this
company by suing online website of your destination customers can book their tickets online.
This company in now planning to expand its business on a national level where it can compete
with its rival company national express. The marketing plan will be made in which the objective
of the company will define (Dawson, Hirt and Scanlan, 2016). The objective of this company is
to expand its business on a broader platform .It is being expected that in coming years that is
within 4 years the company will acquire about 50 % of the national market . The company will
also use SWOT analysis and pestle analysis in order to analyse external and internal
environment.
8

Objective
 To enhance its market at a national level
 To give it client the better facilities in comparison with rival companies
 To increase its market share in coming 4 years
 To provide greater level of satisfaction among customers through their services\
SWOT analysis
Strength
 The rate of growth is high
 The well-trained staff and employees
are there in the company The transport related services is
provided by company (Dawson, Hirt
and Scanlan, 2016).
Weakness
 The competition is market is huge .
 There is a lack of funding
Opportunity
 For the company the new market is the
opportunity The growing demand of transportation
Threat
 The competition faced from national
express.
 Automation is an unknown factor for
this industry.
Pestle analysis on Your destinations
Political – The attitude of government towards transport facilities is dependent on the economic
scenario .The subsidiaries have been provided by government in order to buy fusion buses.
Economical – There have been continuous downfall in UK so the demand of business and rains
will also be affected by this.
Social – Today more and more people are making use of these personal cars so demand of
public transport will decrease. The company provided pension schemed to its employees.
Technological – In order to provide its customers with advance facilities new and innovative
technology need to be used by the company.
Legal – On fuel hike place the policies have been made by government. The positive impact will
be there on the company due to this policy (Bharadwaj, 2015).
9

Environmental – In order to protect the environment one driving schemes need to be launched so
that pollution can be less form vehicles.
Bostan matrix
Bostan matrix is the effective tool for the marketing manager. It provides a way to plan
for the product portfolio to increase their company performance in the world. It has two
controlling the marketing growth and market share. It is the combination of four elements such
as dogs, cash cow, problem children and stars (Dawson, Hirt and Scanlan, 2016). Your
destination follows different types of strategies and approaches to increase the overall
productivity in a market.
Dogs
These are the products with a low share of a low growth market. In this stage they do not
generate the cash for the company, they tend to take in it.
Cash cows
In this step, these are the products with a slow market growth and higher rate of share I
the market. It generates the more, more than its invests in them.
Problem children
These are the items with the higher growth market and low market share in an industry. It
consumes a lot resources and generate less in the return.
Stars
These are the items that have higher share rate and higher growth in the market. It also
generates the huge amount of income in the industry.
Segmentation, targeting and positioning
Your Destination company provides effective services of transportation in the world. To
promote their products in the market they follow different types of strategies and approaches in a
company. STP of Your Destination firm as follows:
Segmentation: It is the process to divide entire market into small groups with keeping the factors
such as income, gender and the behaviour. Your Destination follows different type soi strategies
for the segmentation in the company. Income is divided into the higher level, lower level and
middle level of the employees.
Targeting: targeting is the approach in which the company can easily get higher performance in
the world. It includes the different types of target customers such as higher, middle and lower
10

level. Your Destination company use multi targeting approach to increase productivity in the
world.
Positioning: it is the part in which company implement their policies and targeting part. For the
easy process of purchase company divides the clients in different category such as services,
products and company better and easier positioning process (Kakarot-Handtke, 2015.)..
11

12
Illustration 1: Marketing department structure
(Source:The marketing department structure , 2017)

CONCLUSION
Thus summing up the above report it can be concluded that the concept of marketing is
important for the company in order to attract more number of customers towards their product
and services. The role of marketing officer is to develop marketing research and also to conduct
research by using Internet and newspaper. So , that the demands of customers can be recognized.
In the company your destination the differentiation strategy is followed. However, the price of
transport in the national express is high in holidays. With the market plan developed the
company will expand its market in coming 4 years. The company will promote is services by
making use of advertisement and its company website.
13

REFERENCES
Books and journals
Bharadwaj, S., 2015. Developing new marketing strategy theory: addressing the limitations of a
singular focus on firm financial performance. AMS review. 5(3-4). pp.98-102.
Dawson, A., Hirt, M. and Scanlan, J., 2016. The economic essentials of digital
strategy. McKinsey Quarterly.
Dawson, A., Hirt, M. and Scanlan, J., 2016. The IAB Establishment Panel—methodological
essentials and data quality. Journal for Labour Market Research. 47(1-2). pp.27-41.
Gerlemann, G.D. and Carr, S.N., 2014. Impact of ractopamine hydrochloride on growth,
efficiency, and carcass traits of finishing pigs in a three-phase marketing
strategy. Journal of animal science. 92(3). pp.1200-1207.
Hofmann, A., 2015. Compensation and Benefits: Essentials of Base Salary. Handbook of Human
Resources Management, pp.1-15.
Kakarot-Handtke, E., 2015. Essentials of Constructive Heterodoxy: Money, Credit,
Interest. Browser Download This Paper.
Leonidou, L.C. and Zeriti, A., 2013. Resources and capabilities as drivers of hotel environmental
marketing strategy: Implications for competitive advantage and performance. Tourism
Management. 35. pp.94-110.
Lockrey, S., 2015. A review of life cycle based ecological marketing strategy for new product
development in the organizational environment. Journal of Cleaner Production. 95. pp.1-
15.
Menon, A. and Edison, S.W., 2015. Effective Marketing Strategy-Making: Antecedents and
Consequences. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual
Conference (pp. 224-224). Springer, Cham.
Rundh, B., 2013. Linking packaging to marketing: how packaging is influencing the marketing
strategy. British Food Journal. 115(11). pp.1547-1563.
Schmidt, K.M., Spann, M. and Zeithammer, R., 2014. Pay what you want as a marketing strategy
in monopolistic and competitive markets. Management Science. 61(6). pp.1217-1236.
Sherry, C.S. and Canon, C.L., 2014. An Introduction to “Business Essentials”. Journal of the
American College of Radiology. 11(2). pp.110-111.
14

Shih, B.Y., Chen, C.Y. and Chen, Z.S., 2013. Retracted: an empirical study of an internet
marketing strategy for search engine optimization. Human Factors and Ergonomics in
Manufacturing & Service Industries. 23(6). pp.528-540.
Online
The marketing mix model and service characteristics. 2017. [Online] Available through:
<http://retardedlian.blogspot.in/2010/07/marketing-mix-model-and-service.html/>
The marketing department structure . 2017. [Online] Available through:
<http://slideplayer.com/slide/10005073/>
15