Marketing Essentials: 'Your Destination' Transportation Company Plan

This report assesses the marketing essentials for 'Your Destination,' a transportation company specializing in private and industrial transportation. It details the duties and responsibilities of a Marketing Officer, emphasizing consumer needs, competitor analysis, ethical practices, innovation, sales enhancement, and strategic planning. The report also explores the marketing department's broader organizational contributions, focusing on customer satisfaction, business scope evolution, promotional activities, brand loyalty, and social responsibilities. A comparative analysis between 'Your Destination' and 'National Express' is conducted using the marketing mix (Product, Price, Place, Promotion). Finally, it outlines a basic marketing plan for 'Your Destination's' nationwide expansion, including market analysis, target market identification, marketing objectives, strategies, and budget allocation.

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1 ...........................................................................................................................................1
A) Duties and Responsibilities of Marketing Officer and marketing functions........................1
B) Roles and responsibilities of marketing contribution to wider organisational context..........3
TASK 2............................................................................................................................................5
A) Comparison between Your Destination approach with National Express to applying
marketing mix.............................................................................................................................5
B) Basic marketing plan for nationwide expansion....................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The success of an organization is categorized through its marketing techniques and the
way it presents or advertise the essentials of the company. The strategies that is used in
advertisement and the practices organized for the development of the product. According to
Kotler marketing is the science and art that is helpful in exploring, creating and delivering the
outcomes and gaining profit and to satisfy the needs of the market targeted. It determines the
needs that are unfulfilled and the desires of the market and also calculates the requirement in the
market. It is the study of management for exchange of customer's oriented relationship and to
attract customer towards their product success. It is required to have a good marketing strategy
for the success of the company and product to survive in the market. The present report is based
on the transportation company stated as Your Destination and is specialized in providing
transportation facilities in the industry. The company has grown in recent times and decided to
develop nationalized and open few more branches as well. In the report, the key roles and
responsibilities of the Marketing Officers and the marketing mix and comparison of the industry
with other company is also stated. Analysis of interrelationship of different marketing styles and
department or functions of the organization.
PART 1
A) Duties and Responsibilities of Marketing Officer and marketing functions
From: Youth Destination
To: ZZZ
Marketing is the essential function of an organization for its growth and success in the market.
The strategies are implemented to attract different customers or the target market for the
development of the company. The marketing strategies of Your Destination has been defined
perfectly and the performance of the company has been effective in the recent years and it has
grown successfully and targeted its desired market(Pike, 2015). The companies with improper
marketing strategies always lack in attracting customer and is insufficient to develop in the
market. The customer attracting capabilities and advertisement is essential for the growth of the
company. These are the duties and responsibilities of the marketing function of organization
that makes it possible to reach their customers.
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 Sensing consumer needs- The needs of customer helps the organization to enhance their
performance and develop a good and healthy strategies for marketing. Developing
customer relations and listening to their needs and maintain the quality of services as per
their required is important to survive in the market. The marketing department makes
plan to implement it in the organization to perform the practices effectively. They also
make plan after reaching to their customers and receiving the customer feedback. This
feedback from customer is also the medium that helps them to make strategies to
increase their service quality and to also support their customer's for better
productivity(Malhotra, Birks and Wills, 2013). They also make research and perform
according to the situations and attract customer to understand the conditions of market
and also their demands and requirements.
 Identifies competitors and sense trend of market- Marketing Officer make arrangements
and research to track the competitors and trend of the market and develop strategies
according to them. They learn from the experiences and implement their roles as
generating new ideas for successful competition and increase their business practices as
well. They focus on implementing new trends and adopting it for their organization
success and monitor it smoothly to retain their customers.
 Work ethically and convey brand values- The value of the company is stated according
to its services they provide and their quality of the product. The product value in the
market is determined by the type of the services they give to the market. The Marketing
Officer conveys the brand image by adopting new advertisement techniques and share
their ideas to promote the product in the market(Menon, Bharadwaj and Edison, 2015).
 Innovate- They need to innovate their new trends and develop their services quality
successfully to satisfy their customer's. It maximizes trust of employees and customer
and enhance their ability to make decision in the promotions and retention of their
customer's. The innovation techniques is also essential for the marketing officer to
attract customer and develop the quality of services and for improvement in travel and
tourism sector.
 Increase the sales process and performance of company- Effective marketing strategies
is required to develop the sales of the company. It is the key responsibilities of the
marketing department how they are able to satisfy the customer demand by effectively
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improving their tour and travel packages. This helps them to increase their sales and
improve the quality of services and know the requirement and needs of different
departments, so that they can enhance the performance of company and increase their
sales techniques(Solomon, 2014).
 Design plans and strategies- They need to plan and design new marketing techniques for
the long run of the business and also develop cost-effective strategies that maximizes
profit. Plan is also made and implemented to attract new customer's and provide them
with the services that fulfills their demands and needs. They must provide new and
satisfactory tour and travel packages and comfortable services that attracts customers
and is essential for their success.
Thanks and regards
B) Roles and responsibilities of marketing contribution to wider organisational context
From: Your Destination
To: ZZZ
To enhance the quality of services and it is required to know the market condition as a whole
and also requires proper knowledge of the business so to increase its effectiveness in the
market. The roles and responsibilities of marketing must be implemented effectively so that it is
easier to attract customer's to gain profits and brand image in the market. The manager roles and
responsibilities in marketing context of business are stated as below:
 Enhancing customer satisfaction- The organisation focus to seek the demand and needs
of the customer and also maximise the marketing condition to develop satisfaction
among the customers. The requirement of the marketing department is in the case of
developing strategies keeping in mind their requirements so to provide satisfaction to
their utmost level. To enhance the quality of services and the practices of organisation
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and increase customer feedback helps them to manage customer satisfaction
activities(Armstrong Kotler and Brennan, 2015). The objectives of the company is
achieved by increasing the quality of services and making tour packages at affordable
prices. It is their requirement to maintain the quality of service and attain customer
loyalty and attract them for a longer period and gain profitability in the market.
 Evolving the business scope- By conducting customer feedback programs also helps in
increasing the business policies and developing the market research to carry out business
activities affectively. The demand of customers can be generated by conducting surveys
and know the competition in the market. The business activities can be developed at the
large extent by enacting the customer's interest in the business by developing new
strategies for their business expansion. These techniques and strategies helps them in
attracting new customers and retaining older ones and also increase their market share.
 Idealistic promotional activities- The companies activities and practices are
implemented to develop strategies and gain profit from the business. It is required by
analysing the market conditions to attain the profit to organise promotional activities
and increase their techniques to attract customers for their benefit(Tzabbar, Tzafrir and
Baruch, 2017).
 Increasing the customer's and brand loyalty- To increase the loyalty of customer and
developing the brand image, it is essential to gather the information from the market and
condition of market and develop strategies for the satisfaction of their loyal customer's
and also increase the quality of their services. Condition of market is also important as
the economic condition plays an important role in developing the strategies of the
market and helps in structuring the tour packages for the consumers and attract them
with affordable and unique plans. This is an advantageous point for them as they are
able to develop packages according to their necessities and develop competition in
market.
 Enhancement of Social responsibilities- Apart from all the activities, the company also
deals in practices such as CSR, consumer benefits programs and also connecting to the
official agreements of the government. They successfully develop a good business plan
and customer-oriented relationships and also fulfil ls the demands of their customers
ethically. They develop strategies where they are able to relate it with the economic
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conditions and are able implement their duties(Moseley III, 2017). Their aim is to
maximise profit from the market but also benefit the customers and their region from
where they are operating their business. To successfully compete in the market they also
consider the CSR activities that help them to increase and maintain their brand value in
the market.
Thanks and regards
TASK 2
A) Comparison between Your Destination approach with National Express to applying
marketing mix
Your destination is a transportation company that provides services to the customer in
London and Essex and there aim is to provide the best quality of services. Whereas, National
Express is the market leader in the business.
Comparison between both companies Marketing mix:
Youth Destination National Express
Product: It is the quality of service that the
company is providing to their customer. They
aim at satisfying the needs of the customer
effectively. They provide a variety of services
and more beneficial tour packages for their
customers(Habib and Hasan, 2017). This is the
Product: They are the leaders of the market and
aim to deliver their best for the customers by
providing safe and secure services. They also
provide the best quality services to their
customers and that are also under the
affordable range and variety of packages to
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essential element to attract customer's.
Their product includes- Personnel private hire
and industrial level facilities, affordable travel
packages.
maintain their value in market.
Products includes-Safe and secure travel
packages, the best quality services, affordable
and secure travel services.
Price: It is one of the most important element
of the marketing mix. This element describes
the companies profit variables and revenues
from their policies. They are free to credit their
products pricing and keeping in mind to give
competition in the market. The pricing policy
is entitled by the service quality and market
competition.
Price: This element is the main component in
their marketing techniques. They focus on
positioning their marketing strategies by
pricing their services in adequate way to attract
and retain their customers and sometimes
according to their needs(Linder and Williander,
2017).
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Pricing strategy- They have adopted pricing at
premium strategy, and to set their business
costs higher than their competitors.
Pricing strategy- They have adopted Market
Penetration strategy, where they aim in
attracting buyers by giving prices for the
services at the lowest price and draw attention
and attract them for the same.
Place: It is the place where they operate and to
attract and retain target market.
Currently they are operating successfully in
London and Essex, and are trying to
nationalized by opening its branches in
Manchester, Newcastle, Glasgow etc.
Place: They are the market leader and are
operating in most of the regions and need to
maintain their quality of services and currently
the most difficult competition for them and
operating in the regions where they are
opening their branches.
Promotion: This is the most important element
of marketing, without having a good promotion
strategy a company cannot survive in the
market.
Promotion: It is also one of the important
technique to maximise profit in the market.
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Promotional strategy- They have adopted such
as through media promotion and social media.
Promotional strategy- They are adopting
strategies such as by media, social media and
going with the trend in the market.
People: In this marketing strategy they are
trying to attract and target people with different
localities and those who are in the need of
these plans(Smith, 2017).
People: This element of the marketing mix is
also important as they focus on targeting the
people in the market and provide packages
according to their requirements.
Physical evidence: It is the physical type of
services that company provides according to
their behaviour. They present their evidence
by growing their business in different locality
as well.
Physical evidence: There marketing mix
technique to attract customers and gain benefits
in the market. Their physical evidence is
shown by their position in the market. They
provide services according to the needs of the
customer and retain them.
Process: They provide services that are
beneficial for the customer and unique as well.
Providing quality services and aiming to attract
and conquer new market to achieve
profitability.
Process: They posses to give the best quality
services to the customer's and show their
effectiveness and consistency in the market.
B) Basic marketing plan for nationwide expansion
In this competitive market it is necessary to ensure the success of the business and also
satisfy the needs of the customers. This can be developed by ensuring the products quality and
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increasing the demand of the product in the market. It is therefore necessary to evaluate the
market condition and requirement of the market. Nowadays people are more focused the quality
of services and their preferences are changing with the growing world, so it is management
requirement to develop plans according to the customer needs and preferences and attract them
easily. Plan is developed according to the market condition and requirement as following by
analysing the needs.
Situational analysis: In situational analysis it is essential to conduct SWOT analysis to identify
the opportunities and threats of the company(Pati and Bandyopadhyay, 2017). These situational
analysis are effective in generating the current and future situation of the market and organisation
as well.
 Strength- The strength of company is that it has developed good marketing strategies
earlier also and is expanding in the business and has experience to make plans
according to the requirements of the market and customer's. They have successfully
attracted customer's in London and Essex and have a god brand valuer in the market.
It has various travel plans. They are trying to compete with the market leader
National Express and also increasing their efficiency in the market.
 Weakness- Their weakness is that they are not aware of the political parties and laws
in different states and are trying to go national by opening new firms in different
locality(Yuliansyah and et.al., 2017). They are growing in different regions and that
makes it difficult for them to cope with the conditions over there and know the
economic conditions of those regions.
 Opportunities- They have the opportunities to develop their business in different areas
and give competition to other business organisation. It is a free market for them and
they can develop strategies to attract customer's with their new plans and packages
and can make prices according to their requirements. These techniques of attracting
customer gives them chance to develop services and rates according to their
companies requirement and also give competition in market and different
competitors. They have all the opportunity to cover the market and enter new market
while giving competition to other business entities.
 Threats- They will have to face tough competition with their competitor such as
National Express which is a leading business organisation. Their threat will also be
9

from the economic condition of these regions. It is essential for them to study the
market condition and then enter the competition. Another threat is from the political
condition of these states and the rules and regulation they are going to face in these
localities.
Objectives:
 To increase their service quality and provide best services to their customers.
 To enter new market and develop business nationwide and attract customer's for their
services.
 To increase their market share up-to 15% within 6 months.
Strategies: There are different strategies that the company can implement to target its
customer's.
 Market development- In this strategy the company is liable to enter new market and
expand its business by developing new travel and packages plans. Moreover, they can
also enhance the quality of their services and attract new customers so that they can
easily give competition to their competitors. Developing quality of services will increase
their ability to acquire different market and make strategies according to the requirement.
 Market penetration- This strategy is for the company to introduce its older services and
travel packages to their customer in the new market and attract to their meeds and
requirements. Moreover, they can also introduce new packages to attract customer and
implement new strategies so to increase their brand value in the market. They can also
introduce different promotional strategies to sell their services in the existing
market(Haupt, Vadenbo and Hellweg, 2017).
 Promotional activity- To increase the sale of the services of the company they can use
different promotional activities and advertise their packages. These activities can also be
promoted by using different means of promotion such as social media and different
advertising mediums. This promotional activity by the company can be useful for its
growth and success.
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 Allocation of resources- To compete in the market it is necessary to allocate sufficient
resources for every activity. There is a need to allocate different resources for each
department such as finance, sales and production etc.
 Segmentation- The company need to locate and identify the segment in which they are
going to target their customer. It includes the area where they are going to relocate their
business and in which segment it is suitable for them.
 Targeting- This is the market to be targeted and the group or locality they are going to
target in the competitive environment. It is the source for their success and the market
target for whom they are going to develop strategies and to increase their development
growth.
 Positioning- This is the area of concern in which the target market is to be taken into
consideration and the position in which the company keeps itself and identify the position
in the market.
 Action plan- This is the plan or action taken to implement their risk factor and take
required action for the strategies made. It also delivers into their success rate and the
areas where they are able implement the plan made for the organisation(Blasini, Leist and
Merkl, 2018).
 Monitoring and controlling- After implementation of the strategy for the service it is
necessary to monitor all the practices regularly to know the condition of the market and
the plan. It is also needed to implement changes if required and monitor the activities and
enhance the overall performance of the company.
CONCLUSION
The above report concludes that it is essential for the business entities to attract customer
by providing new and attractive packages to the customers and giving the best quality services.
They also need to understand the market condition before entering new market and develop
strategies for the competitors such as National Express. It is also required to attract different
customers and gain competition in market. The marketing mix of the companies shows their
effectiveness in the market.
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