Marketing Essentials Report: Your Destination and National Express

This report provides a comprehensive analysis of marketing essentials, focusing on Your Destination, a transportation company, and comparing its strategies with National Express. The report begins with an introduction to marketing activities and their importance in achieving business success. Part 1 outlines the duties and responsibilities of a marketing officer, including information collection, market plan creation, and branding strategies. The report also explores the roles and responsibilities within the broader organizational context, highlighting the relationship between marketing and other departments such as sales, finance, and production. Part 2 delves into the 7Ps marketing mix, comparing Your Destination's approach with National Express in achieving business objectives, and concludes with the development of a basic marketing plan for national expansion. The analysis covers product, price, place, promotion, people, process, and physical evidence, offering insights into the companies' strategies and effectiveness. This report provides a detailed overview of marketing principles and their practical application in the transport industry, offering insights into the marketing mix elements and the roles of marketing within an organization.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
a) Duties and responsibilities of marketing officer with proposed structure..........................1
b) Roles and responsibilities which contributes in the wider organisational context.............2
PART 2............................................................................................................................................3
a) Using the 7Ps, comparing Your Destination approach to applying the marketing mix with
National express in achieving the business objectives...........................................................3
b) Producing a basic marketing plan for national expansion.................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
With respect to operate functions and operations, there are different kinds of activities
promoted with marketing. It assists to get successful outcomes in the company through
producing more systematic work performances. In this way, different strategies and activities set
that help to attract customers in the business. With this consideration, development of activities
consider as desired results which help to make innovation (Chen, Chowdhury and Lambert,
2015). In this aspect, present report is based on Your Destination which deal in transport sector
and ascertain several activities and tasks to attract customers. They consider innovation to attract
different people in the business. For gaining insight information of present report, it covers duties
and responsibilities with proposed structure. Furthermore, it includes roles and responsibilities
which contribute major consideration to make desired results with objectives. In addition to this,
it considers focus on comparison between chosen business and other competitor. At last, it
determines effectiveness through create successful plan.
PART 1
Memo
To: Your Destination (Senior management meeting)
From: Marketing manager
Date: 20 June 2018
Subject: Duties and responsibilities of marketing officer with proposed structure
In order to consider recruitment of two marketing officers, expansion plan need to
develop to attain desired results. In this way, marketing considers important functions and
operations to attract several people in the business. In this regard, in different international areas
in which transportation facilities implement with marketing tools. Therefore, it will help to
focus on innovation and attain more effectiveness in the company. Furthermore, it also develops
promotional activities to produce effective results (Heiskala, Jokinen and Tinnilä, 2016). Hence,
following are different duties and responsibilities of marketing officer to develop systematic
work performances: Collection marketing information and analysis it: In respect to attain more effective
functions and operations, marketing office of Your Destination needs to identify and
analyse marketing information. This is because in this aspect, they are able to develop
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more significant advantages that assist to meet with the targets and aims. It is the best
way to focus on customer demand and requirement with the company (Sun, Wandelt
and Linke, 2015). Hence, the chosen business is able to satisfy them easily. Creating market plan with product design and development: Furthermore, marketing
officer also needs to concentrate on design more profitability aspect. In this way,
systematic results will be developed so that manager can implement effective product
design and attain more profitability as well. Setting standard and grade: In respect to set standard and grade, effective functioning
will be developed at workplace. In this regard, effectiveness in the business could be
developed to attain desired outcomes as well. The chosen business increases standards
in products and services to concentrate on production activities of the business. It will
help to create more values and systematic outcomes in the business (Park, Egilmez and
Kucukvar, 2015). With the help of setting standards, Your Destination is able to attract
more people in their enterprise. Determining branding, packaging and labelling: Along with this, another
responsibility of marketing officer is to determine proper packaging, branding and
labelling on their services. It is the best way to cater different people at workplace. This
is because in UK, there are maximum customers attracted in transport with provide them
more effective packaging and labelling. It helps to gain more effective advantages at
workplace to attract people in the business (Amekudzi-Kennedy, Akofio-Sowah and
Brodie, 2016).
 Price and selling: Price and selling is more effective perspective that assists to
determine successful results. In this way, products and services included several benefits
which help to attain more creative work performances at business environment. In Your
Destination, there are several customers buying products with see and know about price
and selling point of products (Stewart, Burger and Johnson, 2017).
Roles and responsibilities which contributes in the wider organisational context
In respect to focus on the above duties and responsibilities, it can be stated that
marketing manager performs different activities in proper way. In this regard, creativity and
innovations help to develop target market and attain desired objectives as well. In respect to
create systematic pricing and promotional activity in Your Destination, manager will be able to
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attract different customers easily at workplace. Along with this, standardisation activity also
consider focus on attain effectiveness with cooperating among different activities. Development
program also set with the systematic work performance in business environment.
In addition to this, selling of products with proper labelling and pricing consider positive
impact on desired level results. Design and activities helps to maintain innovative results and
performances at workplace. Therefore, in Your Destination different programs of transport
business could be set to make profitability (Chen, Chowdhury and Lambert, 2015). In addition
to this, aims and objectives of the business also develop to concentrate on creativity and
innovations. In wider context of the enterprise, it can be stated that developing activity will be
performed through ascertain systematic results.
Marketing with Sales: Marketing department has effective relation with sales department. This
is because, on the basis of research, they develop forecasting in Your Destination. As results,
sales could be increases to attain more significant advantages. It is the best perspective to attain
more revenue at workplace.
Marketing with finance: Marketing with finance also play major role in business success. This
is because, finance department help to arrange money and it considers to conduct market
research. On the basis of market research, it will help to focus on Your Destination aims and
objectives.
Marketing with production: In order to develop functions in marketing with production
department, it can be stated that manager of chosen business should ascertained production with
marketing research. This is because, with the help of research, demand and requirement will be
assess in systematic manner. Therefore, production department produce accordingly.
PART 2
a) Using the 7Ps, comparing Your Destination approach to applying the marketing mix with
National express in achieving the business objectives
In respect to determine new program and outcomes, it can be stated that Your Destination
develop their effectiveness through focus on the new activities. In this regard, marketing mix
elements need to consider which help to target new people at workplace. Strategies also develop
through chosen enterprise will able to focus on desired results at workplace. Along with this, the
selected business considers their functions and operations in transport sector to arrange different
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types of activities through set standards as well (Zhen, Li and Shi, 2016). With the help of active
transport facilities, advance results will be gained in business environment. With the help of
different kinds of transport activities and focus on arrangement, advance results will be gained in
the company. There are numbers of activities has been set that organised to represent different
program at workplace. Hence, key concern also consider which assists to provide better
opportunities to attain goals and objectives. Following marketing mix determines in the
company:
Basis Your Destination National Express
Product Your Destination considers
their operations and functions
to focus on desired results and
outcomes. In this way, it is
important to maintain effective
functioning at workplace.
Successful program must be
developed through promoting
activities and tasks in global
environment (McKay,
Simpson and Patel, 2017). It is
very important aspect to focus
on desired results in transport
business. Along with this,
business also establishes their
new activities which assist to
set new outlets and make more
profitability as well.
However, in National Express
marketing mix consider in
another way. With the help of
concentrate on competition,
the business able to describe
more systematic work
performances in the business.
In this regard, the company
looking for their competitors
after then they making
products. In addition to this,
they are also assess tangible
and intangible aspect in the
product which helps to attain
more significant results at
workplace (Chen, Chowdhury
and Lambert, 2015). As per
current analysis, it can be
stated that the company able to
increase their effectiveness
easily.
Price In Your Destination, price is Price is also important
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also important element that
assists to focus on creative
results at workplace. With the
help of effective functioning,
they are able to attract several
customers in the business in
transport activities. On the
basis of competitive pricing
strategy, they are able to
attract many people at
workplace. It is the best way to
focus on profitability and gain
more functioning at
workplace. Furthermore, it
also assists to launch new
product and service that assists
to establish effective
functioning at workplace
(Guevara, Garvin and
Ghaffarzadegan, 2016).
consideration that assists to
determine marketing mix in
systematic manner. In this
regard, different components
develop through National
Express able to concentrate on
their systematic work
performances (Stewart, Burger
and Johnson, 2017). They are
also adopting competitive
pricing that helps to make high
position in the market. In
addition to this, they are also
increased their effectiveness
with using different pricing
such as premium, penetration,
etc.
Place Your Destination considers
their operations in different
areas so that they are able to
maintain effectiveness in
creative manner. In this regard,
products and services will be
delivered in online and offline
market to attract customers.
With this regard, products and
services will be promoted to
make high investment in the
In UK and other areas of the
world, there are different
aspects exist in which National
Express consider their
operations and functions. In
this way, it is important to
increase online and offline
selling so that business able to
develop more profits and
access more customers as well
(Bergqvist, Macharis and
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business. It is the best way to
produce more effective results
in the nation. There are
different locations exist in
which the selected business
can produce effective results
with developing visibility of
customers. Hence, they
divided the whole market as
per special stores.
Woxenius, 2015). It assists to
focus on successful results and
outcomes that help to meet
with intensive distribution at
workplace. They adopt
distribution strategies through
customers could be attracted at
workplace.
Promotion In order to perform several
functions and operations, it can
be stated that Your Destination
has several promotional tools.
It is the best way to gain more
creativity and increase
performances to focus on
desired activities. Furthermore,
vision and goals of the
company is to increase their
customers in new areas (Lowe
and Mosby, 2016). Hence,
they produce different options
to promote their business such
as discount, vouchers,
coupons, etc. It is the best way
to produce effective results in
the business with taking
innovative results. Apart from
this, the company also using
advertisement, through they
Apart from this, National
Express considers different
types of promotional activities
that assist to meet with desired
results and outcomes in the
business environment. There
are several options in front of
company such as sales
promotion, social media
advertisement, public relation,
etc. Advertisement is main
consideration which helps to
maintain effectiveness at
workplace. In this regard,
communication must be
developed using radio, media,
advertisement, etc. In addition
to this, public relation adopted
to make effective program that
develop effectiveness of the
company (Shen and Peng,
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are able to communicate their
functions and operations in
international areas easily.
2018).
People People are considered as
another important tool that
assists to gain more effective
results in the market. In this
regard, in Your Destination,
different staff members
consider plan to focus on
desired results and outcomes
in the business. With the help
of their creativity, they are
able to attract more customers
at workplace (Ding, Lu and
Zhang, 2016). It is the best
way to create evidence
towards marketing activities.
People are the most important
elements for National Express
that assists to focus on desired
level outcomes and results at
workplace. With the help of
systematic work performances,
it can be stated that staff
members of the enterprise
make full efforts and support
to attain more profitability at
workplace. Hence, they are
able to attain goals and
objectives at business
environment.
Physical evidence In this consideration, products
and services of Your
Destination develop with
adding value and effective
system. It is the best way
which assists to attain
objectives and goals in desired
manner. With consideration of
branding activities, the
company increase their
promotional tools in the
business development
In National Express, there are
different types of physical
evidence consider important
role which help to increase
profits and revenue (Park,
Egilmez and Kucukvar, 2015).
With this consideration, it is
important to implement
successful operations and
functions to focus on
development of business
activities. Right product at
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program. right time assists to meet with
systematic work performances
at workplace.
Process In the process, it can be stated
that there are different
activities looked with ascertain
more creative functions and
operations. In the selected
enterprise, more creative and
systematic plan has been
developed through which Your
Destination is able to maintain
customer loyalty at workplace.
With the help of systematic
process, it can be stated that
the chosen business more
create effective consideration
at workplace (Fahimnia, Bell
and Sarkis, 2015).
Process of National Express
consider important
consideration at workplace that
assists to meet with desired
results at workplace.
Distribution system of the
company is effective so that
smooth functioning will be
ascertained to maintain
effectiveness at workplace.
b) Producing a basic marketing plan for national expansion
In order to create marketing plan for Your Destination, it is essential to include following
elements:
Executive summary: Your Destination is one of the famous transport sector business in
the UK country. They develop significant advantages to attain more creative work performances
at workplace. With the help of innovative marketing plan, they can expand their operations and
functions in new areas of the world. In this way, more customers also attracted which increasing
profits and revenue as well (Stewart, Burger and Johnson, 2017).
Background, purpose and focus: Your Destination is famous transport enterprise which
deals in different kinds of activities and functions. They generally consider selling transporting
8

products and services in UK and others areas. They are also listed in different kinds of activities
such as travel agent, internet service provider, health insurance, etc. Their purpose is to increase
customer base in the enterprise and focus on maintaining creativity to attract several people at
workplace. It is the best aspect to attain more desired results at workplace (Murphy and Usher,
2015).
Situation analysis (SWOT): Main strength of Your Destination is that they managing
their staff members easily those are committed, dedicated and passionate to provide
transportation services. Their staff members have more knowledge and they are skilled to deal
with international customers. However, lack of highly specialised technology is main weakness
of the business. Due to small workforce capacity, business loosing lucrative results. With the
help of government assistance, there are several opportunities exist in front of chosen business to
increase their creativity. There are competitors main threat to the chosen business because they
possess solid goodwill (Sun, Wandelt and Linke, 2015). New entrants are also major threat so
that it creates negative impact on the enterprise.
Target market: Your Destination considers their target market with several people. They
mainly consider their program to attract family, friends group, college group, etc. All they take
part to make significant advantages and maintain more creativity at workplace. As results, it is
essential to focus on their needs and requirement which help to maintain creativity at in Your
Destination. Furthermore, the company also targets businessman so that they can develop
international areas’ operations in significant manner. On the basis of target market, the company
producing their results in different areas (Haddad, Gracia and Skoufias, 2017).
Goals and objectives: With respect to develop international operations and functions,
Your Destination has several objectives that assist to meet with effective functioning. In this
regard, the chosen business wants to increase their customer base and attain more profitable
results as well. Therefore, it will help to focus on increasing promotional results. With the help
of development program, the chosen business also wants to expand their business in places. As
results, they require consider more research towards market and attain more creative work
performances in the business as well (Çetinkaya, Alenazi and Sterbenz, 2015). In context to
attain more creativity, it can be stated that innovative results will be ascertained at workplace.
Marketing mix strategies: In respect to determine marketing mix strategies in Your
Destination, there are different elements included. In this way, products are categories in term of
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coaches, reservation, lightning, catering, water, bed rolls, medical aids, etc. Along with this, the
company also provide different products that assist to meet with desired results. Furthermore,
pricing element considers to focus on setting systematic work performances in the business
environment. In this way, the chosen business operates their functions on the basis of
competitive pricing. Hence, it considers several principles such as cost and value of services,
differential charging, etc. Along with this, the selected business develop different kinds of
products and services in different places (Globerman and Storer, 2015). Therefore, distribution
facility consider in remote areas in which online facilities consider such as passenger's current
status enquiry, fare enquiry, etc. There are different promotional tools exist that assists to expand
enterprise in systematic manner. In this regard, advertisement on social media so that customers
could be attract easily.
Plan for monitoring and evaluation: Furthermore, planning also consider monitor and
evaluate program in systematic manner. In this aspect, it is important for Your Destination to
continuously check their program development in different areas. It will assist to maintain more
effectiveness at workplace (Heiskala, Jokinen and Tinnilä, 2016). On the basis of customer
feedbacks and their reviews, the company needs to focus on the development program which
helps to attain desired results at workplace. On the basis of effectiveness, it has been seen that
managerial skills also develop to maintain significant advantages at workplace.
Budget/resources: With respect to make marketing plan, there are different resources
must be carry to attain desired results. In this way, the chosen business needs to develop their
effectiveness with human resource, technical tools, etc. All these activities help to attain more
significant advantages at workplace (Amekudzi-Kennedy, Akofio-Sowah and Brodie, 2016).
Furthermore, physical resources also implemented to focus on the relevant consideration that
assists to promote Your Destination in new areas. In this way, total budget requires around £785.
As per amount, activities and tasks have been set to focus on desired results outcomes in the
business.
CONCLUSION
From the above report, it can be concluded that marketing essential consider important
role in the business. In this regard, several activities have been set that assists to meet with
systematic work performances at workplace of Your Destination. They demonstrate different
roles and responsibilities which assist to perform functions and operations in international
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