Marketing Essentials Report: Your Destination - Task 1 to 3

This report provides an in-depth analysis of marketing essentials, using Your Destination, a UK-based transportation provider, as a case study. It begins with an introduction to the marketing function, outlining its key roles and responsibilities within an organization, including market research, financing, and brand image management. The report then delves into the relationship between the marketing department and other departments such as finance, human resources, production, and sales. The report further explores the application of the marketing mix in the marketing planning process, aiming to achieve specific business objectives, and concludes with a proposed marketing plan for Your Destination, considering both traditional and digital marketing strategies, B2B and B2C approaches and various promotional techniques. The report also includes a memo outlining the company's expansion plans and its implications for employees.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function.......................................................1
P2 Roles and responsibilities of marketing in relation with organisation...................................4
TASK 2............................................................................................................................................5
P3 Application of marketing mix in marketing planning process to achieve business objectives
.....................................................................................................................................................5
TASK 3............................................................................................................................................8
P4 Marketing plan for organisation.............................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing plays essential part in role in each and every organisation which specifies that
it is necessary that management communicate to public about items and services. Enterprise
includes various units such as human resource, finance, production, marketing, sales, research
and development (Bastable, 2016). These departments require functioning with each other and in
coordination so that appropriate items and services are delivered in marketplace. Marketing team
responsibilities is to conduct market research and survey to anticipate taste and preference of
public. This also helps them to acknowledge competitor firms products and tactics; thereby
design system and conduct activities effectively. Present report is based on Your Destination
which is popular transportation provider established in UK. Marketing department had made
plan to enlarge business by setting branches in different nations which benefit firm to increase
customer base and enhance sales and profitability.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing is process conducted in every organisation to promote information among
public about their items and services. This help management to grab attention of large number of
people; thereby attract them and influence their purchase decisions by communicating them
features and characteristics of items. This benefit firms to improve their market reputation and
position higher than rival firms; thereby generate adequate profit from business.
Nature of Marketing: It is a function of management which includes activities carried out
to make appropriate plan and take appropriate decisions in respect to marketing. For this,
marketing survey is appropriate tool used by seniors to acknowledge taste and preferences of
people. It helps firm to anticipate items and services of competitors to design products
accordingly and deliver creative and innovative things in marketplace. Along this, management
responsibility is to produce quality products, set suitable prices and frame adequate promotion
messages to attract customers. These benefits firm to enhance market position and goodwill;
thereby improve profitability (Cabrera and Williams, 2014).
Each corporation consists different departments such as human resource, finance,
production, marketing, research and development which require conducting activities to
accomplish goals and objectives of organisation. Marketing team plays essential role to analyse
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present demands of people and future trends. This helps management to acknowledge external
environment influence on marketing tasks of Your Destination. Company require providing
adequate information to public about services, features and items. Thus, these are various roles
and responsibilities that are performed by marketing department are as follows:
Financing: This activity defines that management require utilising funds adequately, so
that business operations are executed efficiently. It is necessary that firm have sufficient material
and manpower in respect to objectives. Your destination which is service provider require to
direct money in appropriate tasks, which help company to use various promotional techniques to
advertise information about services to public. (Griffitts, 2016). Market Research: It is essential tactic which specifies that marketing team conduct
survey and take feedback from public to assess quality of items; thereby acknowledge
needs and wants of customers. Your destination conducts this activity which helps
management to anticipate position and image of firm, by finding out requirements of
people and rival firms offerings. This benefits marketing team to make appropriate
marketing plan and program for future. Planning expenses: This defines that marketing team require formulating appropriate
program in respect to cost that will be invested to conduct activities effectively.
Promotional tools such as print media, electronic devices and so on are various
techniques used by management to advertise among public about services of Your
Destination. Maintaining Brand Image: Value, brand, generosity of firm and advancements are
various components that are used by marketing team to enhance market reputation. Your
Destination uses this tactic to create strong brand representation in mind of people, by
constructing attractive message and inform them about their items and services. This
helps company to attract customers by providing them various benefits and offers
(Hoeffler, Herzenstein and Ginzburg, 2015). Expansion: This specifies that firm sales and profits are improved if a successful
campaign is conducted by management. Marketing team is able to improve market share
of Your Destination by launching new things in marketplace. They even require focusing
current trends to acknowledge taste and preference of public; thereby deliver appropriate
items and services to people.
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 Customer service: This tactic defines that marketing team responsibility is to connect
organisation with consumers and informing them about items and services. By designing
attractive message which communicate to people in respect to features and
characteristics. Your Destination provides quality services to clients and take care that
they don’t face any problems and difficulties. For this feedback is appropriate technique
used by management to acknowledge issues that are faced by customers; thereby provide
them after sales services.
Marketing structure: This concept specifies that each organisation require designing
appropriate system so that business operations are executed effectively. Firm capacity and size
determine various channels of structure in respect to market conditions. Traditional and digital
advertising are various techniques that are used by management to promote information about
items and services (Kennedy and Parsons, 2014). SWOT analysis, market analysis, strategic plan
are various tactics that are used by management to have accurate and complete information about
system functionality and market capabilities. Customer's needs and wants are acknowledged by
superiors to design system and items in respect to their demands.
These are various marketing strategies which are used by Your Destination to conduct activities
are stated beneath:
B2B: Business to business is a marketing strategy which is related with providing the
products and services to other business who are dealing in similar business operations. Your
Destination which is a transport service provider require that management establishes good
connection with suppliers. This help them to timely acquire material and other essential things
for their operations. Along this, firm provides quality services to customers and are able to
position higher than competitors.
B2C: Business to Customer marketing strategy is linked with the offering services
directly to customers and this is the vital factor in order to capture large market shares.
Management of Your Destination responsibility is to utilise man, machine, material and
manpower efficiently; so that appropriate items and services are transferred to people. It is
essential that products are designed by members in respect to needs and wants of consumers.
Matrix structure: This form of organisation structure determine that superior provide
duties to members and connect people from different units to complete project on time.
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Management of Your Destination uses this structure to select expert from different departments
and make them perform tasks which help seniors to accomplish projects timely.
Divisional structure: Human resource, finance, production, marketing, research and
development are various departments that are constituted by management to separate individuals
and execute activities in respect to their skills and abilities.
These are various promotional techniques which are used by marketing team to advertise
to public about offerings are stated beneath:
Traditional marketing: This type of concept defines that firm’s uses newspaper, pamphlets,
billboards, flyer print advertisement and so on were used to promote to people about items and
services. Public relations and offline advertising are various techniques that are used by
marketing department to communicate to people about products (Berkowitz, 2016).
Public Relations: This defines that organisation uses TV, radio and daily papers to make
connection with customers and provide them appropriate information about items and services.
Digital Marketing: This is modern tool which are used by marketing team to use
advanced technology to communicate to public about items and services. This helps Your
Destination to attract customers by providing them information about offers and packages set by
them. Social media, YouTube, twitter are various promotional tactics used by company to retain
clients for longer period by sending them mail about price of items and services.
P2 Roles and responsibilities of marketing in relation with organisation
Every organisation includes human resource, finance, production, marketing, research and
development units; which require executing activities such that goals and objectives are
accomplished timely. Statistical survey and market research are various tools that are used by
management to have accurate and complete information about public taste and preferences.
Along this, it helps marketing team of Your Destination to acknowledge competitors offering;
thereby design items accordingly. Thus, marketing department requires functioning in
coordination with other units which are described below:
Finance Department: This department is having the main responsibility to utilise funds
adequately and take care that business have sufficient material and manpower; so that business
operations are executed appropriately. Financial statements such as balance sheet and profit &
loss are constituted by management which provide information about income and expenditures.
Marketing unit require to have sufficient money so that appropriate promotional techniques and
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technologies are used to grab attention of large number of people. Your Destination requires
setting up offices in different countries to increase customer base. Marketing unit of company
requires having adequate resources so that business operations are executed appropriately
(Brychkov and et. al., 2017).
Human resource department: This department is having the major responsibility to
recruit adequate manpower in organisation so that business activities are conducted
appropriately. They require distributing tasks and duties among workforce in according to their
skills and abilities. Your Destination has skilled and competent employees, so quality items and
services are provided to customers. Employer constructs friendly relations with subordinates
which help them to keep them motivated and dedicated towards job. Along this, they are able to
timely anticipate issues and conflicts faced by members; thereby provide them appropriate
solutions. Management major duty is to have talented members in marketing team so that
promotional activities are executed adequately (Lane, 2016). HR department is linked with the
marketing operations because if there had to be any promotional activity carried out then
manpower is required who can easily execute the promotional activities thus developing
awareness among people and they will enhance their overall sales and profitability ratios.
Production department: This segment duty is to manufacture appropriate items and
provide quality services to people. Your Destination which is Service Company require that
modern tools and techniques are implemented in system so that adequate things to clients in
according to their taste and preference. Marketing department requires having coordination with
operation unit, so that quality products and services are being given by firm to people. Your
Destination management require to provide items and services in respect to requirements of
public of UK. Marketing unit helps operation unit to manufacture items in respect to wants of
public, thereby promote in market to inform consumers about different packages and offers. This
help company to grab attention of large number of people by constructing connection with
clients.
Sales department: This unit defines that in organisation administration provide responsibility to
members to establish connection with people, by communicating them information about items
and services. Marketing department provides help to sales people of Your Destination by
informing public about products, its features, benefits and offers (Mittal, 2014).
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Your Destination includes flexible structure so marketing team makes changes in system
and makes modifications in tactics in according to market conditions. Promotional techniques are
used by management which benefits company to inform public about items and offers. Thus,
Memo is used by firm to inform members about expansion and transformations that are made in
system are designed beneath:
MEMO
Date: 30th January 2017
Your Destination is enlarging business and enhancing operations so that appropriate items and
services are delivered by firm. For this, management require to have skilled members and
competent members to conduct operations effectively. This memo is to inform employees that
company will reward them on basis of their performance and outcomes. Expansion is good for
workforce and firm who help in its success and growth; thereby enhance market position and
share.
TASK 2
P3 Application of marketing mix in marketing planning process to achieve business objectives
Marketing department plays essential role to design appropriate marketing tactics and mix in
such manner that firms are able to grab attention of large number of people. It is necessary that
adequate items, prices, promotional tools and process are designed by management of Your
Destination. This help company to enhance market image and goodwill, thereby position higher
than rival corporations. Thus, this is comparison of Your Destination with National Express
which includes good market share (Mueller and et. al., 2015).
Basis Your Destination National express
Product It is a service firm which prime
goal is to provide quality items
and services in market in
according to needs and wants of
people. Company major services
are to provide luxury comfort to
clients by adding adequate
This enterprise provides different
range of items to construct brand
image and compete with rival
firms. Taxi fare and quality
comfort are appropriate tactic
that are used by firm to grab
attention of large number of
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facilities and things.
Management keep making
changes in system and try that
people get quality services in
respect to their taste and
preferences.
people. Free Wi-Fi, cab and train
facility and other services are
given by management to clients.
Price Your Destination consist
packages which are mostly
made for high standard
people. They are adopting
economical pricing strategies
in order to attract customers
who will maximise their
overall market shares.
Skimming pricing tactic is
used by marketing team, as
company provide different
variety of items and services
to public.
National express provide
different range items to public to
select packages in respect to
their needs and wants.
Penetration pricing strategy is
used by marketing team to grab
attention of large number of
people.
Place Your Destination is located at
prime sites which includes luxury
class people. These help clients
to approach company easily.
Company is famous in UK, so
management require to provide
adequate items and services in
market in according to needs
and wants of public.
National Express offices are
situated in UK which has large
number of people.
Administration require to
provide different things in
respect to needs and wants of
consumers. Superiors main
duty is to design things and
build creative and innovative
items to construct appropriate
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position and share in
marketplace.
Promotion Marketing team frame attractive
message and uses appropriate
promotional tools such as online
advertising, social media to
inform people about services
and packages.
National express uses traditional
marketing tactic such as public
relation to keep connection with
buyers and provide them
information about services.
People Target audience is high standard
people who are ready to pay
large amount to avail luxury
services and things. Your
destination has skilled and
competent members so quality
services and items are delivered
by firm. Firms have recruited
skilled and talented drivers who
are safely driving and
transferring products from one
place to another. Management
provide ticketing to workers,
that is compensation and various
benefits in respect to their
results and targets.
Internal and external are tactic
used by company to segment
people. Management employ
individuals who have appropriate
ability and skills. Along this,
training and development
programs are executed to
enhance capabilities of members;
thereby standardised services are
given to clients. National Express
don't give remuneration and
additional incentives to members
to encourage them and inspire
towards job.
Process Main goal of firm is to
implement latest technologies in
system so that business activities
are executed appropriately. This
help management to design
attractive promotion message
and keeping customers
Transformations help
management to provide quality
services and items to people.
With use of modern techniques
ticket booking facility is became
simple and relevant for public.
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connected with help of social
media and online advertising.
Along this, people have options
to book tickets at their home
and get accurate information
about services. There is an
effective complain process
adopted by firms in which if any
employee is having any issues
they can share those issues and
plans can be developed in order
to resolve them.
Physical evidence Your Destination is famous in
London where people want
luxury services. The physical
evidence is related with the
products and services which are
offered by them to their
potential customers so they can
travel from one location to
another according to their
convenience.
National express provide tickets
to clients to give them options
and offers to take their services
again.
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SOURCE: 7 P's Marketing Mix, 2017
TASK 3
P4 Marketing plan for organisation
Each organisation requires having appropriate plan which help management to expand business
and set up branches in different nations. Marketing plan specifies information about various
activities that are executed by marketing department to promote among public about items and
services; thereby grab attention of large number of customers. Mission, objectives, market
analysis and aims are set which determine information to members about targets that are required
to be accomplished by them. This helps management to enlarge business and enhance market
share and image (Pappas, 2017).
Mission of company: The coach provide adequate services to clients by using innovative
and unique technologies in order to gain their attention thus enhancing their overall sale volume
and therefore make their experience wonderful. Your Destination management has implemented
various tactics in system such as firm websites, content marketing tools and mobile facility to
keep connection with consumers by informing them about their packages and offers.
Marketing objective: To enhance market image and reputation by creating attractive message to
grab attention of large number of people. Business expansion is appropriate tool to increase
market reach and compete with rival brands.
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Illustration 1: 7 P's Marketing Mix