Marketing Essentials Report: Analyzing Your Destination's Marketing

This report, focusing on 'Marketing Essentials,' analyzes the role and responsibilities of marketing managers within the context of 'Your Destination,' a transportation company. It explores how marketing relates to wider organizational growth, detailing the roles and responsibilities of marketing concerning the market environment. The report evaluates key elements of the marketing function and their interrelations, compares the application of the marketing mix across different organizations, and assesses various tactics applied to achieve organizational growth. It also includes a strategic marketing plan using the 7Ps framework, culminating in a basic plan with clear objectives for 'Your Destination,' emphasizing marketing strategies, market research, product development, and brand awareness within the context of a rapidly evolving global market. The report underscores the importance of adapting to present and upcoming market trends to enhance profitability and productivity.

MARKETING
ESSENTIALS

Table of Contents
LO 1.................................................................................................................................................1
P1 Description on the role and responsibilities of manager. ......................................................1
P2 Define how role and responsibilities of marketing relate to wider organizational growth....2
Description on roles and responsibilities of marketing with respect to market environment. . .2
D1 Evaluation on the key elements of marketing function and how they are relates to each
other.............................................................................................................................................3
LO 2.................................................................................................................................................4
P3 Description on comparison of application of marketing mix in marketing planning process
of differed organization. .............................................................................................................4
M3 Evaluation on differed tactics applied by organization in relation to achieve organization
growth.........................................................................................................................................5
Strategic marketing plan by applying 7P's (D2)........................................................................6
Produce a basic plan with clear objectives for Your destination (P4)........................................6
CONCLUSION ..............................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
The market essential is very important in manner to lead the company to the path of
success. In this 7p’s of marketing is defined which works as to affect the growth and success in
business enterprise. The marketing activities are very helpful to bring the innovation so that need
of the customer can be fulfilled. The marketing and sale are two differed term, marketing helps
he company to increase the sales of the firm. With the help of this the activities of the firm can
expand (Simkin, 2014). The present report is covering the following aspects like role of
marketing manager, plan, marketing evaluation with different term etc. the report is discussing
the role of manager of transportation company. The name of the enterprise is ‘Your destination’
which is growing in fast manner. The report is focusing over the marketing essentials which
belong to modern era of globalization. It is very helpful in order increase the firm profitability
and productivity (Stolyarova and Rialp, 2014).
LO 1
P1 Description on the role and responsibilities of marketing manager of your destination.
The description on the role and responsibilities of marketing department are defined in
following manner are as-
The marketing department plays vital role in relation to promoting the business activities
in effective manner. The marketing function is to be followed in strategic manner so desire
objective of the company can be achieved. The company should adopt good marketing strategy
so it can help in manner to make commodities famous in the market. This kind of working help
to earn heigh amount of profitability and productivity. The strategy is to be follower in this series
are as advertising, publicity, trends in market and publicity etc. These all are depended on
following trends are as-
Present trend- It is very essential to understand the present trend in market. As per the current
scenario customer should focus on the choice and preference of commodities in the market. It
can be vary at any time. To have the prestigious position in the market they should take effective
step in order to provide aster services to the consumer.
Upcoming trend- To survive in the market for longer period, it is very essential to understand the
need of customer in the market. With the help of this company can able to achieve its growth in
market. This kind of working help to gain the brand image of firm.
Roles and responsibilities of marketing function-
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Strategy- The term strategy means formulation of task on time. This term is very helpful to plan
the action on time. This kind of activities is to be done with the senior authority if the
department. To sustain in the market for longer period it is very essential to adopt the right
strategy.
Market research- it is very crucial stage in order to have good research on the customer need and
demand. This is also helpful in order to know the rivalries of firm and their strength and
weakness. In this immediate action can be taken in manner to increase the sale and firm growth.
Product development- in order to sustain in market one need to cope up with the rapidly
changing force of market. The company should adopt innovative strategy in order to attract the
large number of customer in the market. With the help of modification in product the market can
promote heigh success.
Brand awareness- it is essential to understand the need of consumer and to provide quality
products to them. In present scenario large size of customer depends on the services and quality
of products.
P2 Define how role and responsibilities of marketing relate to wider organizational growth.
In business enterprise there are various roles and responsibilities of marketing function
relates to which is essential in relation to success of Your destination and its growth in market. In
relation to have effective stability in market this venture is required to use. Marketing principles,
price and various other function. There are following major roles and responsibilities of
marketing related to firm are as follows-
Exchange of goods and services- The marketing plays major role in relation to exchange of
goods and service in market. By providing faster facility to customer the firm your destination
can earn larger amount of profitability in market.
Attract large number of customer- This is crucial activity of business enterprise to attract the
large size of the market in relation to provide effective service to the customer.
Create brand image- it can only create in the customer mind when company is able to
providing effective services to customer. The advertising and promotional activities is to be
taken in order to develop the product brand image in market.
Description on functional department in organisation are as-
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Production department- The production department pays important role as to cover the raw
material into semi finished goods. The whole other department activities depends on them in
large manner.
Financial department- it is essential to maintain the fund so that firm is able make investment at
the time when they want. It is necessary to maintain the whole transaction records. It is essential
to check the financial performance of company on regular basis.
Marketing department- It plays key role in relation to placing the product in market. In this the
promotional activity is to be taken into consideration. Without there effective role the marketing
department of the business enterprise is not able to play effective role. This is essential in order
to promote the success of firm.
Description on roles and responsibilities of marketing with respect to market environment.
The organization named ‘Your destination’ is taking various effective steps in order to
promote those good and service which are essential to have larger profitability and productivity.
In this the marketing management is defined as process of planning and execution of the various
different marketing concepts. It is inclusive of various methods such are as pricing, promotion,
distribution and sales etc. The roles of marketing plan can be defined in following manner are as-
Market strategies- It is essential to have development in marketing strategies and planning of
business organization. It is the responsibility of the manager of firm to analyze the needs of
target consumer in the market. To have effective development in market strategies there should
be balance between firm objectives and opportunities of market.
Marketing information system- With a help of such details the number of factors regarding
operations can be analysed. For example, it helps in attaining information regarding product,
planning, implementation and controlling of strategies of marketing.
Monitoring of marketing environment- The marketing development plays crucial role in order to
have development in commodities and services (Oseni and Pollitt, 2017). It is essential to
monitored the activities of market with the help of this firm can achieve the profitability and
productivity in large scale.
Market research- It is to be conducted in wide manner. The research involves the specific
knowledge about the commodities in order to define the value of goods and services.
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Market segmentation- in the modern time globalization market is being violated. The marketing
helps the company to identify the goods in market. It is very useful method in order to enhance
goodwill of market.
Brand equity- The consumer in the market is totally dependent on the value and quality of goods
available in market. The brand products always attract the customer in large manner. It is
important to maintain the brand image of firm in market. in this manner it can grow in market for
longer period.
M2 Importance of interrelation between marketing and other functional unit of an organization.
The marketing function enclosed various kinds of market function such are as finance,
advertisement and distribution etc. All these are come under the marketing process. The key
element is defined in following manner as-
Finance management- the financial planning in organisation is to be done in effective manner. It
is very helpful in order to take effective decision (Neupane, 2015).
Production department- These kinds of department also plays effective role in order to
supporting the management at the time of making decision. With the help of t5his organisation
activity can be increased.
D1 Evaluation on the key elements of marketing function and how they are relates to each other.
The main key elements are defined in following manner are as-
Place- to distribute the services at the right place is very important in order to target the
customer. With the help of this customer can satisfy their demand.
Price-The price plays major role in relation to have gain in term to profitability. Yh price is to
decided at which all consumer can willing to pay.
Product- this term means finding the right product and service for the customers so that theycan
satisfy with the all good and services (Neupane, 2015).
LO 2
P3 Description on comparison of application of marketing mix in marketing planning process of
differed organization.
The process of marketing mix is applied in marketing planning in order to achieve the
organizational objectives. The business enterprise is using various methods for the application of
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techniques of marketing department. The marketing mix is the tool which is very useful in order
to understand the product and its need in market. The common application of marketing mix is
inclusive of following things are as place, price, product and promotion. Every organization use
differed advertising and strategies in order to create the awareness about the existence of
commodities in market. The maritime transportation company is also taking various effective
steps in order to enlarge the activities of firm in efficient manner.
This is defined in following manner are as-
Product- the product is very important in order to have the value of product on the basis of its
quality. The innovation technique is to be adopt to give the new value to it. The customers in the
market is mainly attract with goods and services. The quality of the product should be
maintained in this manner firm can earn larger revenue. With the help of this firm can able to
maintain its brand value. The Maritime is providing various innovative service to their customer
but it is very costly.
Place- The place is to be identified properly in order to earn profitability and productivity. The
location is to be situated where the firm can have the large attraction of various customers. The
Your destination transportation company need to maintain its symbol so that they can charge
high price to their customer (Mohammad Kazemi, 2015).
Promotion- It is very important to promote the goods in market in well and effective manner.
With the help of effective service the firm can able to earn high volume revenue. The enterprise
your destination is taking various initiatives to promote the good and service in market.
Price- The price is another major factor in order to keep the value of product in expert manner.
The price is to be decided in economic level so that every customer will pay for it and willing to
purchase it. This kind of activities are very helpful in order to enhance the firm profitability and
productivity. Its target the market on the basis of small and upper class sector.
M3 Evaluation on differed tactics applied by organization in relation to achieve organization
growth.
The analysis is the first step which is need to done by the marketers at first step. With the
help of thing can be properly arranged. In this manner there are following activities are defined
as-
Planning- in this step the market activities is to be analysed in proper manner. In this effective
planning is to be framed in order to have various development. With the help of expert planned
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activities, the desired objective of the firm can be achieved (Babin and Zikmund, 2015)it is
inclusive of various decision like tools of marketing, pricing strategies, method of marketing and
budget etc.
Implementation- This is very effective process, it is to done in effective manner. In this all
marketing activities are to be well panned so that execution process ca be taken in expert manner
(Mohammad Kazemi, 2015). The things are to be implanted in order to have clear and specific
object of target market. implementation of plan requires clear flow of planned procedure so this
all can be taken effectively.
Control- This is the third step in this control procedure is to be taken in effective and efficient
manner. It involves as keeping the check on market activities. If there is any kind of deviation
between planned an actual performance than corrective steps are to be taken. It ensures the
success of the organization in large manner.
Marketing strategies- This kind of strategies is to be taken in effective manner. With the help of
this firm can run its activities in well effective and efficient manner. It is inclusive of various
process are as pricing strategies, promotion strategies and distribution strategies. This is very
helpful in in order to achieve the desired objective of the business enterprise.
By having improved focus on the diverse tactics the business objectives can be accomplished. In
addition to this, it can be said that diverse elements Vodafone operations are dependent over
activities of senior managers. With an help of such evolution the functional practice can be
improved for effective promotion of products and services (Jain and Goswami, 2013). Strategic
values also need to be employed by the experts in order to ensure about accomplishment of
objectives. Project management and other supportive values also assist in improving the
performance. Along with this, individual teams can be framed in order to ensure about achieving
the common goal.
Strategic marketing plan by applying 7P's (D2).
Your destination is taking various effective steps which is to be applied as 7P's of
marketing to achieve the business objectives. These include place, price, promotion, people,
processes, physical environment and the product. The consumer only that product which help
them to achieved their satisfaction (Fill and Hughes, 2013). Different products in different
markets does not make any sense. Employees and the management should be efficient enough to
deal with the barriers that come along while achieving objectives.
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Comparison between 'Your destination' and 'National express in terms of marketing
essentials can be described as:
 Product: It includes analysing all features including quality and quantity of materials used
for production and services of 'Your destination'. However, decisions are made for used
quality and quantity for destination as of previous years' demand and profit ratio.
 Price: In this marketing essential element, price is determined for 'Your destination' on
the basis of cost incurred on business operations. Therefore, adequate price is set for
destination in accordance to affordability of tourists. While, on the other side, 'National
express sets price according to market demand and its competitiveness.
 Place: For getting satisfaction of customers with 'Your destination', it is considered to be
reach out them. However, for providing details about destination and its new creation,
place is targeted to increase their satisfaction at maximum level. On the other hand,
'National Express do not consider this factor for planning and marketing affect number of
visitors and its profit level.
 Promotion: It essential to advertise destination and encourage people for visiting the
destination. In this regard, several promotional tools are used as; Radio, TV, using social
networking etc. Hence, decision is made regarding using the best technique to promote
destination impacts on number of visitors and its profit level.
 People: According to this marketing mix element, performance of people involved in
project and for marketing of destination is identified. It is considered that they play vital
role in achieving effectiveness of entity. On the basis of analysing their performance,
several ideas are generated for enhancing their working efficiency. However, 'National
Express advertises its destination using print media tool and its publicity on large scale.
 Process: Under this process, all stages involved planning and marketing of destination are
involved. It also includes planning regarding cost incurred and time incurred for all
activities. Thus, proper strategies are prepared for marketing of destination and
encouraging people for visiting on large scale.
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 Physical evidence: It is for attracting people through packaging and physical evidence for
increasing demand to visit the destination. In accordance to this, several techniques are
used for attracting people and advertising effectively.
Therefore, there are some differences in marketing mix elements and decision making for
promoting destination for both 'Your destination' and 'National Express'. In comparison to
National Express, Your destination got more profit and maximizing tourists' satisfaction with
destination on larger scale.
Produce a basic plan with clear objectives for Your destination (P4).
The planning helps in getting direction in regard to business activities (Coffie and
Owusu‐Frimpong, 2014). In addition to this, it can be said that diverse advantages are there that
an organisation can attain through application of planning. Classification can be as rallying
point, operational instructions, captured thinking, top-level reflection, etc. Tit helps in creating
positive work environment which also helps in meeting business needs. Along with this,
profitability, effective marketing, organisational growth and customer satisfaction are also
corrective measures which need to be referred properly. In order to achieve these objectives, the
firm needs to take effective steps in order to have implementation in effective marketing plan.
An impelling plan is prepared below for the entity-
1. Executive summary- It is considered as initial stage of planning. In addition to this, it can
be said that overview of the planning is necessary to understand for sustainable values.
2. Company Overview- Information in respect to the company need to be provided so that
basic aspects can be referred properly. Along with this, marketing tactics are also
designed as per company need and performance. They deal in the transportation company
with innovative features.
3. Current Marketing Situation analysis- In this step, current situation based analysis is
done. This process covers entire data about the market in which the Vodafone is presently
working in (Christopher and et.al, 2013). This analysis is to be done with the help of
following methods:
 Internal analysis- The internal checking of matters is to be done correctly. In this
method, the people working in the organisation will do this activities.. This
analysis can be done by checking the past records, sale books, etc. With the help
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of the records, firm can have idea about that previous services are mostly like by
various custromers hence, development in that order can be done.
 External Analysis- Customers and competitors are the major participants who
plays important role in manner to achieve objectives of the organisation.
 SWOT analysis- This method is very helpful at it work in manner to have their
involvement in both, the internal and the external analysis. In this method, the
advantage and disadvantage of the internal environment are evaluated in proper
manner in order to deal with customer review.
 Objectives- All the business objectives that are to be attained by the entity are listed
down in this step so that they can get a direction to move on. After listing down the
goals, further strategies and tactics are prepared to achieve them (Babin and Zikmund,
2015). In present context, the objectives of your destination is inclusive of profitability,
productivity, organisational growth, effective marketing, and customer satisfaction.
 Strategy- This term is refer as plan of action. It is to be prepare in effective manner. With
the help of this the organisation activities can be achieved in proper manner.
 Segmentation, targetting and positioning- The customers are divided the whole work into
different programmes. After targetting, alignment of commodities and services is to done
in target market.
Budget for marketing of 'Your destination'
Budget is a planning process for analysing entire operations and further decision making
regarding their management and improving performance. It includes all aspects including time
consumed for planing, marketing and performance evaluation and so on. Similarly, cost is
estimated to be incurred for planning as well work segmentation among workers of the
destination and so on. Therefore, budget for marketing and performance evaluation of 'Your
destination' can be prepared as:
Plan Cost incurred Time consumed
Analysing actual business performance 200 1-2 week
Preparing strategic plans 10 1 week
Cost estimation 150 1 week
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Converted plans into actions 800 6-7 weeks
Performance evaluation 300 3-4 weeks
Detailed and evidence based marketing plan (M4).
The marketing plan for your destination is divided into four parts which is inclusive of
proper strategies for product, place, price, promotion and many other related services (Ansah,
2014). These strategies play an essential role in regard to plan the things in systematic manner. It
is considered with developing plans which includes the basic requirements of a customer. Your
destination keeps track of new modifications and development, so people can get attracted
towards it. Further, marketing plan involves crucial processes such as situation analysis,
objective setting, strategy preparation and implementation. Your destination should involve all
these steps while preparing a marketing plan and they should provide faster services to their
customer in order to maintain the brand image of company.
CONCLUSION
From the above report it has been concluded that role of marketing function is totally
dependent on role of manager. The market essential is very important in manner to lead the
company to the path of success. In this 7p’s of marketing is defined which works as to affect the
growth and success in business enterprise. The marketing activities are very helpful to bring the
innovation so that need of the customer can be fulfilled. The marketing and sale are two differed
term, marketing helps he company to increase the sales of the firm. The marketing department
plays vital role in relation to promoting the business activities in effective manner. It is essential
to achieve the mission of business enterprise. The transportation company ‘your destination is
totally dependent on the activities of marketing department.
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