Unit 35 Marketing essentials UK College of Business and Computing

                                                                     MEMO

To: Senior manager “Your Destination”

From: Marketing manager

Date: 12^th June 2018

Subject: Different responsibilities and delegations of marketing manager in organisation and Structure of marketing department

There are various department in an organisation which contributes maximum in achieving desired goals and objectives. Such departments includes marketing, production, operation and finance out of which marketing department play an important role as compared to other departments. The marketing managers of “Your Destination” are held responsible to adopt suitable marketing plans and policies with an objective of attracting customers to use their transportation services whenever they want to travel from one place to another. The roles and responsibilities of marketing manager of “Your Destination” are defined as below:

Identifying the preferences and behaviour of customers towards the price and quality of services they provided to them.

After collecting feedbacks and information through conducting research, the marketing managers required to make an effective decision and plans regarding the prices and additional services the customers prefer while travelling.

Choosing best distribution channel among various with a motive of maximising the satisfaction level of customers.

Making an effective and profitable marketing plans and strategies in order to attract and influence the behaviour and interest of customers.

Therefore, through performing such responsibilities, “Your Destination” can able to achieve high market share and generate huge revenues. Marketing provides an opportunity as well to build healthy relation with the customers.

Roles and responsibilities of marketing functions

Marketing department performs crucial role in increasing revenue of company through attracting customers to use their services in order to get maximum satisfaction. Following are the some roles and responsibilities of marketing functions:

Product/Service: It refer to something which is offered by company in order to generate huge revenues. “Your Destination” offers transportation services across worldwide thus it is important for them to provide quality services so as to enhance the satisfaction level of customers. Therefore, marketing manager need to first conduct research in order to identify the needs and requirements of customers at the time of travelling and took an effective decision effectively.

Price: It refers to the monetary value which is charged on the product or services offered by company. The pricing factor may change the decision of customers to travel to different locations. Therefore, “Your Destination” should required to adopt an effective pricing policies better than their rivals so as to influences the decision of customers in favour of company.

Selling: It refers to selecting distribution channel through which the company can provide transportation services to the customers. Therefore, “Your Destination” required to buy or hire fuel efficient transportation due to which the they can earn maximum revenue. The suppliers are also play an important role in providing transportation services by the company.

Promotion: It is the process of communicating with the customers regarding the quality of service they offered in market with the purpose of grabbing the attentions o customers. Through adopting different marketing tools such as online advertisement, print media etc. the company can easily attract large number of customers.

Financing: It is considered as the backbone of company which gives financial support in adopting an effective tools and techniques. In context of “Your Destination” the marketing manager need to allocate funds on different areas such as hiring or buying new transportation, marketing tools and techniques etc. thus the company need to have proper amount of funds in order to adopt an effective technologies.

Management information system: It is essential for company to record and stored all information  regarding their customers along with their needs and requirements. It further helps marketing manager to make an effective decision and plans for the betterment of an organisation.

                                                                  MEMO

To, Senior manager “Your Destination”

From marketing manager

Date: 12^th may 2018

Subject: Interrelationship between marketing functions and other departments of organisation

“Your Destination” is UK-based company which deals in providing transportation services to the customers across worldwide. Therefore, it is important for company to adopt marketing plans in order to communicate with the targeted customers regarding the quality and price of services they provided in market. There are different department in an organisation which gives sufficient support to each other to achieve common goals and objectives of an organisation. Interrelationship of marketing department with other department are briefly described as under:

Marketing department with operational: Operation department is held responsible to produce services that to be offered to customers in future. As in case of “Your Destination”, the company offered transportation services thus hiring or buying transportation and manage in order to offer quality services to the customers. Therefore, they need to get support from marketing department in form of identifying the additional services the customers required while travelling.

Marketing with finance department: An effective marketing tools and techniques has been adopted by the marketing department of “Your Destination” only when they get sufficient support from Finance department. Allocation of funds to marketing department help them in making an effective budget to formulate marketing plans and strategies. Therefore, the marketing department is totally depend on the support of financial department.

Marketing with Human resource department: HR department is held liable to recruit and select skilled and knowledgeable employees who are able to contribute maximum efforts to the company thus it can be possible through inviting candidates first through adopting various marketing tools such as advertisement on Newspapers, Pamphlets etc. through which the company can easily get large number of job applicants.

Marketing with research and development department: R&D team of “Your Destination” helps in providing sufficient information about the needs and requirements along with the problems the customers faced during travel through conducting appropriate research on regular basis. With the help of such information, marketing managers are able to make an effective marketing plans and communicate with the customers regarding the elimination of such problems due to which the satisfaction level of customers are increased.

Marketing and sales department: The sales department has set their own target which can be achieved with the help of marketing department. For example, the marketing department help in communicating people regarding the services the company offered which attract and influences the interest and decision of customers in favourable manner thus may increases sales figure of company as well therefore can achieve desired sales target easily.

Marketing with IT department: IT department of “Your Destination” implements  an effective technologies and modern systems such as Management Information system (MIS) which help in providing relevant and crucial information about the needs and requirements of customers. With the help of such information, the marketing manager are able to make an effective decisions and plans for attracting large number of customers.

Basis

“Your Destination”

National Express

Product

The company is offering transportation services across worldwide thus need to improve their services through adding extra value to the services.

As a top leader in transportation market, the company required to offered quality services and create new additional services as well which help them in maintaining their exist market position.

Price

The management required  to adopt an effective pricing policies better than their rivals so as to shift customers from rivals to their company.

The company already attained huge customer based thus need  to focus on maintaining their price so as to retain their loyal customers.

Place

It has operated with many branches located in Manchester, Newcastle, Glasgow etc. thus need to be analyse the market situation and expand their business as well in order to compete with their rivals.

The company offered services across worldwide thus capture large market share thus to dominate their rivals they need to focus on expanding their business through out the world.

Promotion

In order to communicate with customers and make them loyal, the company required to adopt an effective marketing tools such as advertisement on TV, social media, print media etc.

As generating huge revenues every year, the company required to offer discount on their transportation services and inform customers about such discount through adopting various marketing tools such as TV Advertisement, social media, company's website etc.

Process

The company need to buy or hire new transportation and make suitable changes in facilities provided during travelling which help in maximising the satisfaction level of customers.

As having enough funds, the company required to buy cost efficient transportation which contains all luxurious services to the customers.

People

The company should required to recruit employees who know how to deal with customers in more effective way.

As company already attained brand image in market thus the employees can easily attracted towards company regarding getting employment opportunities.

Physical evidence

The company required to take more actions in order to get identified in market by the customers.

The company attained strong position in market thus they can easily attracted customers with the help of using their name, logo.

Strengths

The company is operating its business in different locations of UK. The firm already attained large number of transportations such as buses, trains etc.

Weaknesses

It is a small scale company which is not yet achieved strong image in market thus cannot able to compete with their rivals.

Opportunities

There are number of emerging market such as china and India which help them in achieving growth and expansion of business.

Threats

The economy of United Kingdom is decreases due to which their business may get affected in negative manner.

Particulars

Third Quarter (2017) £

Personal

Salaries

Payroll tax

Commission

15000

3500

5600

Market research

Primary research

Secondary research

Other expenses

5800

4500

2300

Marketing communication

Customer relationship management

Advertising

Internet marketing

Press relation

Print media

Electronic media

Social media

Events

Other expenses

2500

1600

4800

1920

4800

7500

1500

1800

2290

Total

65410