As newly appointed marketing manager of Your Transportation they provide transport services nationwide now their main objective is to compete with national express who is market leader.
- Brief explanation of key roles and accountability of marketing function
- Provide Comparison of how Your Destination uses marketing mix to achieve set business objectives.
- Develop marketing plan for Your Destination.
INTRODUCTION
In present era people are more focused about qualities and differentiated products and services so this is a requirement of each and every business houses that they develops standardisation in their operational and non-operational activities and this objective can be catered by developing marketing activities. Marketing is a function that starts working at the time when idea of new product development has been emerged till the product is sold. Marketing manager is a person who is responsible for efficient conduction of all actions that are associated with marketing department because this concept is working for bringing standardisation in all business activities. This report revolves around company Your Destination which is a new transportation company and becoming popular in United Kingdom. This report includes roles and responsibilities of a marketing manager, structure of marketing department, a marketing plan for company, business to business & consumer and marketing mix strategy for Your Destination company.
P1 Key duties and responsibilities for a Marketing Officer and a proposed structure and operations of the marketing department.
Marketing is a concept that not only includes selling the products for catering human needs and wants but also this function pays attention on need generation for that item which is manufacturing by vendor. There are three factors that present basis for marketing functional area and these aspects are stated as beneath:
Need: This is called as basic requirements of human body for instance food, shelter, security, water and clothes. These necessities are important for existence of human being in world.
Want: This is a kind of secondary need that Anne Pu on hold for some time or it can be permanently killed because these are not related with survival. This concept is understandable with one example which is if a person is running business operations in many regions and needs to transport goods from one place to another then it can use Your Destination this is a want but desire of a transportation system is a need.
Demand: When a person is having a sufficient potential to purchase a product or service then it is defined as demand. This is a point of human desire where people are ready to pay for product or service.
Development of Marketing Trends: In earlier times, retailers as well as manufacturers; both are concerned about selling products and services that help to gain high profits. They follow sales concept which provide revenue of an organization. The main aim is to clear stock and manage inventory in an effective manner. Management of Your Destination uses training program that enhances employee’s skills and knowledge. Through these activities, firm increases customer's satisfaction. It helps to provide higher sales and market position. Trained workers are able to manage and organise all business tasks effectively. It is the management responsibility to know consumers’ needs and wants by conducting research events within and outside company. Through this, enterprise is capable to develop and modify goods according to clients’ needs and wants. In the current market scenario, selling concept is not important as compared to product. All company are concentrating on both quality of goods and customer's satisfaction. But this concept are no longer profitable by firm. This theory pays attention on distributing goods and services with high quality in order to achieve higher consumer's satisfaction. This concept includes aspects of needs, wants and demand generation in all potential clients (Blythe, 2012).
- Current Trends: In the current market, various types of trends are noticed in area which affect whole business activities. Most of the changes are done in the field of technology and IT. Also, it considers manufacturing and transportation that affect supply chain management of Your Destination.
- Future Trends: Some important future trends are enhancement of advertising, promotion, process and physical evidence as well as many more which affect firm’s future requirements and strategies in order to achieve set goals and objectives in given time frame.
There are some roles and responsibilities of marketing manager that are stated as follows:
Work With Top Management:- Marketing manager has work with top management because senior managerial personnels order middle level manager for conveying their order to lower level manager. Marketing manager has to work with top management in order to make appropriate marketing plan so that all business activities could get done in most appropriate manner.
Supervise and Coordinate Business Activities:- It is a responsibility of marketing manager that he/she should establish effective coordination among all business functions like purchase, sales packing, storage, transportation etc. in Your Destination company it is a responsibility of market manager that quality of all vehicle should be assessed and adequate maintenance should provide if needed.
Identification of Potential Market:- It is a responsibility of marketing manager of Your Destination company that he/she should conduct an effective analysis upon market so that future opportunities and treat would be found and then appropriate decisions would be formulate.
Evaluate the Product:- It is a duty of manager that quality of items and services could be assessed so that it could be found that whether product is able in catering needs and wants of people in higher satisfactory level if yes then this action will develop higher customer level.
External environment that create impact on marketing activities: There are various external factors which affect firm’s tasks that affect the marketing activities which are explained as follows:
Legislations: Through these activities, management of Your Destination provides equal rights to all employees at workplace.
Technology: Through this, firm is capable to improve product’s quality in order to achieve targets in an effective manner (Baines, Fill and Page, 2013).
Structures and Operations of Marketing Department
Structure
(Sources: Organisation of Marketing Department, 2018)
Operations and Roles of Marketing Department: There are many functions possessed by marketing manager in Your Destination These are stated as beneath:
- Distribution: This is an essential function of marketing department because this task involves efficient and timely delivery of products among all other retailers and whole sellers and this move will decide sales volume of association on which success of Your Destination company depends as this is a transport company. To get all actions done, activities need support of transportation and conveyance facilities. This section includes following aspects which are discussed as below:
┦ Customer Service: Your Destination promises its clients to provide quality services and this is related with association as brand equity and keep increasing position of company in marketplace (Rossi, Allenby and McCulloch, 2012).
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