Marketing Strategies of Your Destination

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 operations.

Short term: It implies to those activities which needs to be accomplished by marketing department for application of business plan. In Your Destination, managers need to develop various things that need to be accomplished by management (Pike, 2015).

Long term: It involves tentative determination of company’s broad goals to be achieved and strategies that needs to be implemented for intent over a long term of time.

Strategic planning: In this. Market department of Your Destination will make efforts to identify and meet the requirement of employees. Further, company also needs to apply strategies to attract customer’s National express in order to increase market share. Company will also select appropriate marketing tools to influence about their products and services.

Market trend: Most important responsibility of marketing department is analysing to analyse current market trends and requirements of customers. Branding is most important strategy to raise sales and recognition as well as survival of business operations in market.

P2 How roles and responsibilities will contribute towards wider organizational context

Marketing is considered as essential functional unit of enterprise which combine different roles and activities that are usually interrelated with other department of organization. There are various other department in Your Destination such as Sales, operations, finance and Human resources department. In this context, marketing is directly connected with these departments in respect activities which they needs to completed together for expansion of business (Piekkari, Welch and Welch, 2014). Further, main objective of organization is to increase their presence in other countries in order to meet the Level of National express. Moreover, marketing department will perform financial planning with the finance department in order to expand business operations. Marketing officers will provide a forecast to finance manager about requirement of financial resources for production, research, advertising, distribution and sales etc.

Marketing planning is also performed by manager with the help of operation department for analysis of various important requirements and activities that needs to involved in planning, It correlates with various other functions units to raise opportunities of success and avoid risk of failure (Rogers and Davidson, 2015). Operations will also provide information new products and improvement in services implement by top management to marketing and tactics which are required to apply promote these services. Marketing department also interrelated with human resources department to provide information about requirement of qualified employee for research, production, advertisement distribution and sales etc. Competitor analysis will be accomplished by marketing officer to gain information about the plans and policies through which National express has its objectives. Along with this, marketing officer also communicate and work with finance manager in order to provide them understand the estimated budgeted which is required to implement the marketing plan.

Contribution of marketing department in accordance with meeting organizational objectives is mentioned above:

Market share: Marketing department of organization mainly emphasis upon increasing market share of organization by decreasing cost of operations. In this, marketing department of your destination can identify strategies of National express and make plans to adopt similar strategies for achievement high marketing recognition and success to influence market share of National express.

Share price: By implementing effective strategies and policies marketing department will also tends to raise share price of company in market (Brennan, 2014). Rise in profitability will influence shareholders to make high investment which tends to raise share price of Your Destination in market.

Profit: By implementing effective promotion tools like social media, e commerce and digital technology, marketing department will be able to increase sales of Your Destination. By increasing sales manager will also provide competitive edge to company over National express. By implementing these channels in advertisement and promotion, operating cost of company will also decrease which is also considered as decrease in prices of products and services.

Growth: By implement successful strategies, profitability of organization in transport sector will tends to increase and it will further move towards achievement of growth and development in travel industry of UK (Coombes and Nicholson, 2013). Marketing officers perform the role of increasing brand image of organization in industry to attract the customer’s competitor in market that will provide them support in achievement of competitive advantage.

Sales target: An appropriate sales target is also established by company in every year and they make efforts to meet those target. Market department is also responsible in application effective promotional tools so that sales of Your Destination in market will increase and it will be able to meet the sales targets. Sales targets are also provided by marketing department to their executive who needs to accomplish in specific time duration to meet requirement of organization.