This unit states that Your Destination is a new business operating in transportation sector. This business is growing progressively and is planning to compete with National express which is market leader.
- Explanation of role of marketing and its interrelation with different function performed by Your Destination.
- Compare ways in which elements of marketing mix are utilised in Your Destination and National Express
- Developing and evaluating a basic marketing plan designed for the undertaken business.
INTRODUCTION
Marketing essentials of a company are based on price, place, promotion, and product area of a business. 'Your business' is also a company which works on the same criteria an and marketing strategy and focuses on segmentation, placement and discrimination of the products of this company. It is the root to of any company to grow in a much faster way. Marketing of products is based on the concepts of doing expertise in selling the products and exposing them in the markets in an excellent manner. 'Your Destination' uses the method of digital marketing and many marketing campaigns for their needs. In this targeted people are discussed and the quality of product is being discussed to attain the meaningful outcomes. Customer base is expanded as they are the compelling marketing tool.
PART 1
A) Duties and responsibilities of Marketing officer
There are various duties and responsibilities of the marketing officer 'Your Destination' . It works with PR agency which is executed externally and they conduct and organize various marketing campaigns in which they target specific customer group because mainlining loyal customer base is very essential for their company to grow and flourish. Developing and making new innovative ideas and transferring them to their active customers increase their sales and nourish their marketing plans. Some companies expand their services to their business customers while 'Your Destination' plans for the sales of quality products and services to their final customers (Oelze Hoejmose Habisch and Millington 2016). They emphasize on the on the operational department of the company. Various marketing strategy are developed for keeping a contending edge in the market with the challengers. Management of customer relationship is also very important for the proper functioning of the organization. Firstly marketing officers creates the strong customer base which get stick to them to a long term and then these marketing officers rolls up data by doing the survey and offer perfect customer service to build up long lasting customer relationship(Kerzner and Kerzner 2017.). They give the surety of excellent service and ensure no complaints regarding their products and services. Different kinds of marketing strategy are developed for the promotion of services and products to their focused market which includes increment in sales volume. There is an aim fixed by marketing officers to recognize the unexploited or brand new markets for the sale of their products and services. Analysing market trends, and examining different designs of the customers increase the demand of their products which finally does the increment in sales. Periodically evaluation is also done of the team members running with them for the better performance(Kotler 2015). There are various types of organizational structures based on the team members of the marketing department. These are Elastic Organization where marketing is a bit quick and flexible then Inbound Organization where dynamic marketing strategies are followed by the marketing officer, then comes Funnel focus organization and then finally Culture organization is there where there is cultural bonding and transferring of culture and high quality of products are made. For success there there has to be planned budgets, well versed campaigns, annual plans.
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