Part 1
LO1: Explain the role of marketing and how it interrelates with other functional units of an organisation
Scenario:
You are a newly appointed Marketing Manager of a relatively new transportation company ‘Your Destination’ specialised in providing transportation facilities nationwide. The company is growing fast and after 3 years of successful operation within London and Essex, senior management has finally decided to become a nationwide company with branches in Manchester, Newcastle, Glasgow and Aberdeen etc. One of the main objective is to be able to compete with National Express who is the market leader.
The content of the memo should
a) Explain the key duties and responsibilities for a Marketing Officer and a proposed structure and operations of the marketing department.
b) Explain how the roles and responsibilities will contribute to the wider organisational objectives.
Part 2
LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve overall business objectives
LO3: Develop and evaluate a basic marketing plan
The marketing strategy will be one of key items on the agenda for the next senior management meeting. Your line manager who is the Chief Executive Officer has requested you to come up with a marketing plan for discussion in the meeting.
a) Using the 7Ps compare Your Destination approach to applying the marking mix to that of National Express in achieving the business objectives.
b) Produce a basic marketing plan for the nationwide expansion.
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