Question :
Marketing manager of Your Destination has to make a memo which will focus on expansion plan of the company. This memo will be circulated to all the managers who will attend senior management meeting. They want to compete with market leader i.e. National express.
- Analyze responsibilities of marketing and explain the way it interrelates with other departments of Your Destination.
- Explain the difference between use of marketing mix strategies of two companies.
- Make marketing plan for Your Destination and analyze it by considering the context of nationwide expansion.
Answer :
INTRODUCTION
Marketing is analysed as the most essential functions as it comprehend business opportunities for organization and helps in achievement of goals and objectives. It has been used by various business enterprises for creating, keeping and satisfying customers. With the consumer as major focus of its activities, it can be stated that market is one of premier components of business management and innovation (Dibb and Simkin, 2013). Present report is also based on analysis of marketing functions and strategy of “Your Destination” which is Transportation Company specialised in delivery transportation services nationwide. Analysis of National express is also done which is competitor of cited organization in UK and has high market share as well as existence. Recently company has achieved high growth and recognition in market. However, senior management of organization has decided to expand business operations in Manchester, Newcastle, Glasgow and Aberdeen etc. This report will cover an analysis of key roles and responsibilities that needs to be performed marketing department and officer along with proposed structure and operations of marketing department. In addition, various approaches of Your Destination towards application of marketing mix in comparison with National express in achievement of business objectives are also discussed. At last, a basic marketing plan for Your Destination has been developed to determine ways to expand business operations.
PART 1
P1 key duties and responsibilities for a Marketing Officer and a proposed structure and operations of the marketing department
Marketing is the activity, set of various functions and the processes of creating, communicating, delivering and exchanging offerings which have for consumers, clients, partners and society at large. As per production concept, customer of “Your destination” prefers their services which are widely available and inexpensive. It is more oriented towards operations that any other concept. Product concept implies customer of company favour those products which offers the most high quality, performance or innovative features. Selling concept of marketing implies consumer will purchase products only when they company aggressively promotes or sells these products. Marketing concept of organization implies that Your Destination needs to focus on requires and wants of target market & delivering value even better than competitors.
In this context, as marketing manager of your destination, there are various key roles and responsibilities of marketing officer have been discussed below:
Market research: Marketing officer in “Your destination” possess responsibilities to conduct effective market research to analyse requirement of customers. It is accomplished to identify target customers in countries where organization needs to expand their operations. Through this, manager will be able to recognise their opportunities to growth and development in transportation sector in other country (Hall, Timothy and Duval, 2012).
Strategy development: Marketing officer also plays important roles in development of strategy to achieve objectives of business expansion. In Your Destination, marketing officer can also provide suggestion to improve transportation services and provide new ideas for development of new products and services.
Target market: It is important roles of marketers to identify target market for “Your destination” where they can they will get potential customer for their products and services (Malhotra, Birks, and Wills, 2013). Presently, company needs target Tourist destinations in different countries as they will quick response of visitors and also provide its service local communities people in countries.
Competitive analysis: In business expansion, it is also important responsibility of marketing officer analyse to analyse strategies of National express which has achieved high growth in transportation industry in UK.
There are various duties of marketing department at Your Destination which are described below:
Market analysis: Marketing department is responsible to analyse attractiveness and dynamic for transportation industry where Your Destination needs to expand its operations. In this, Expansion in transportation industry in other regions of UK will be effective for company because they have strong brand image in market (Wirtz, 2012). Marketing department should develop strong recognition of service of organisation between people to get quick response.
SWOT analysis: It implies to analyse of competencies to expand business operations. Marketing department of Your Destination is required to identify strengths, weakness, opportunities and threats for organization before expansion of o
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