Marketing Essentials Essay

This essay examines the key roles and responsibilities of the marketing function within a business context, using McDonald's as a case study. It analyzes the marketing mix and its application in achieving organizational objectives, comparing McDonald's to KFC. The essay also includes a basic marketing plan for McDonald's, analyzing its strengths, weaknesses, opportunities, and threats. Desklib provides past papers and solved assignments for students.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Description on key roles and responsibilities of marketing function....................................1
P2 Define how roles and responsibilities related with wider organisation context....................2
LO 2 ................................................................................................................................................3
P3 Comparison about ways of different organisation with apply of marketing mix to achieve
objectives. ...................................................................................................................................3
P4 Define produce and evaluate basic marketing plan for enterprise.........................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
The term marketing is social activity in which individuals and enterprise obtains what
they need and want by creating and exchanging value with others (Cross, Harrison and Gilly,
2017). It is managerial process of identifying, anticipating and satisfying the requirements of
customers.
The present report will look over upon business activities of McDonald's, it is global
leading enterprise and provides immediate consumption food with best quality. The report will
look over various things as roles and responsibilities of marketing and there must be evaluation
of basic marketing plan.
LO 1
P1 Description on key roles and responsibilities of marketing function.
The marketing department has overall responsibility for growing profitability within the
enterprise, enhance market share and its contributes to company growth and profitability. Thus, it
plays main role in promoting the activities of firm and mission of enterprise. Thus, it has been
defined in following manner as are-
Roles of marketing function-
 Understanding need of customer- It is essential to identify the requirement of
customer so that brand image of firm can be sustained in market. By identification of
wants of buyers the firm can able to enhance its brand image and it is possible to gain
competitive advantage (Fernandes, 2018).
 Interaction with customers- The enterprise need to make the interaction with people
so if there is any issues so that they can able to identifies and can take effective steps
towards it. By making interaction the improvement areas can be identified easily.
 Establishing prices- The marketing department need to fix the price of commodities
and services. In order to make it effectively, they need to uses the variety of strategies in
terms to marketing.
Responsibilities of marketing departments-
 Market research- This is one of key fundamental responsibility of marketing
department. It is helpful for company to identify market opportunities and gain better
understanding about need or consumer. With help of it, managers or McDonald's can
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have idea about strength and weakness of competitors.
 Product development- The external and internal product development teams must
works as to develop new product and improve existing ones (Hamzah and Sutanto,
2016). It can be done with help of analyzing the sales of existing products and if there is
any gap then commodity need to be develop to gain market share by attracting
customers.
 Communication- The marketing departments plan campaigns and develop
communication to promote product and services to customers. By conducting
advertising campaigns, develop e-mail marketing programs, leaflets, company brochure
and creation of promotional content all will aids to communicate with customers.
P2 Define how roles and responsibilities related with wider organisation context.
The enterprise plays essential role in order to bring competitive advantage to firm. In
order to promote activities effective, manager of McDonald's need to set the mission and vision
so that better steps can be taken towards it. Thus, it defined in following manner as-
 Define and managing brand- The marketing department of an enterprise plays crucial
role in order to manage and grow profitability within the enterprise. It can be done with
help of managing and sustaining brand image so that enterprise can retail its customers.
 Producing marketing and promotional materials- Marketing is term that proactively
identifies the product and services in market. The marketing manager of McDonald's
needs to enhance sales of enterprise so he has to conduct campaign in relation to aware
customers about products (Helm and Gritsch, 2014).
 Monitoring and managing social media- The marketing manager of McDonald's must
works as to monitor and managing social media approach to manage and maintain
online pages. The instant feedback of customers can be taken so that each things can be
done in expertise mode.
 Conduct campaign for marketing initiatives- The firm as McDonald's need to
organize market campaign so that they can able to promotes its initiatives in better
mode. Thus, one suitable selection is need to do for promoting the products and
services.
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LO 2
P3 Comparison about ways of different organisation with apply of marketing mix to achieve
objectives.
Marketing mix is tool that has combination of factors and it can be controlled by firm to
induce consumer to buy its product and services. Thus, there is need to have comparison with
KFC and its defined in below presented manner as are-
Basis of comparison McDonald's KFC
Product This entity deal with food and
beverage products. The
commodities as Hamburger
and sandwiches, Chicken and
fish, salads and desserts and
shake etc.
It is an American fast food
restaurant and specialized in
fired chicken. Thus, they also
offers Chicken Fillet Burgers
and wraps, salads, potato fries,
desserts and beverages and
they optimized its commodity
offering based on geography
and demand (Hume and Hume,
2015).
place It is located in more than 110
countries. Thus, restaurant is a
place in which company
product can be distributed
proficiently.
This firm has located in more
than the 125 countries. The
location will be chosen on the
basis of number of factors as
business climate, total cost,
infrastructure, quality of
labour, and host community
etc.
price The McDonald's adopts price
building strategies and they
have taken thins in order to
The quoted firm offered its
services as reasonable price
and to make it effective they
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attract the customer by
providing offer and reduction
in prices.
have adopted intensive pricing
strategies so that they can
easily compete in differ
markets. They offers
differentiate pricing and wide
variety of offer periodically.
promotion This is firm which has spent
huge amount of cost on
advertising campaign. They
makes the use of bother
tradition and modern
advertisement tool so that they
can attract the customers and
ware about the product and
services.
In order to promote its
services, the KFC has take the
use of social networking sites
as Facebook, Twitter
Instagram and YouTube. Thus,
newspapers, magazines
featuring tempting display of
KFC offerings, special offers
and prices
People The firm treats his employees
in well and organized manner
and they also provides a dress
code to follow (Kasemsap,
2015). Employees be given
rating based on their
performance.
This firm believe in providing
highest quality food within
affordable rates. They treats
their employee with good
manner and also provides
financial assistance. Thus, this
entity is impartial relates to
minority and women
candidates.
Physical evidence The locations and interior of
restaurant creates the great
impact on the mind of
customers. Thus, attributes of
physical evidence as are speed
of service, quality and
They also has attractive
physical layout but delivery
services of this firm is very
limited.
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cleanliness.
Process They have the use of
technological advancement in
process as by using
sophisticated equipment for
food processing and new
method of packaging.
They also uses the
technological advancement so
that they can able to attract the
customer with the services of
the enterprise.
P4 Define produce and evaluate basic marketing plan for enterprise.
Executive summary- The McDonald's is a food retail enterprise and it considered as world
largest restaurant chain. This firm has taken various initiatives to provide quality product to
customer within the affordable rates. In order to gain more competitive advantage the basic
marketing plan is need to evaluated.
Mission- To be the consumers favorite place and to encourage people with the unmatched
quality, service, cleanliness and values.
Vision- The main aim is to be the quick service restaurant that supported by set of core values
and guiding principles.
SWOT Analysis
Strength-
 It is global leading firm engaged in both domestic and international markets.
 They uses economies of scale to get its cost reduction strategies ( Fernandes, 2018).
 Reputed firm, therefore, they attracts customers.
Weakness-
 There is saturation in market so it creates difficulty for having expansion.
 This firm is quite slow relates with product innovation.
Opportunities-
 They can makes their outlet chain more attractive so that they can attract customer by
offering values added services as internet access by launching Wi-Fi.
 The international expansion is one the greater opportunity for McDonald's.
Threats-
 The availability of fluctuation in foreign currency rate is big threat for McDonald's.
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 It is one of the alteration to world wide economy.
Marketing objectives- The recent plan of McDonald's is to put major focus over delivering time
of services and they are launching dietary sandwiches and burgers with organic ingredients so
that health conscious customer can have it ( Role of Marketing: Top 10 Important Role of
Marketing in Making a Product Successful, 2018). In present scenario the consumer do not have
much time. Thus, the aim aims as are-
 To have easy accessibility of commodities and services to buyers.
 To get convenient complaint handling process.
 To covered whole target market.
 To enhance its sales by 40%.
 To build brand awareness among non existing clients.
Marketing programme- This is term that assists to design the framework of set of activities that
aids to reach to ultimate goal (Cross, Harrison and Gilly, 2017). The company should draw
strategic goals and it helps to identify strength and weakness of enterprise.
Budget-
Particulars January February March April May June
Cash inflows
Opening cash inflow 5000 6300 8682 11145.88 13691.4472 16318.4317
Sales revenue 10000 10200 10404 10612 10824 11041
Other income 2000 2000 2000 2000 2000 2000
Total cash inflows 17000 18500 21086 23757.96 26515.7688 29359.2398
Cash outflows
Material 2500 1530 1560.6 1591.812 1623.64824 1656.1212
Labour 2000 2000 2000 2000 2000 2000
Other expenses 2200 2288 2380 2475 2574 2677
Administration expenses 4000 4000 4000 4000 4000 4000
Total cash outflows 10700 9818 9940.12 10066.5128 10197.3371 10332.7576
Cash deficit / surplus or closing cash balance6300 8682 11145.88 13691.4472 16318.4317 19026.4822
STP process-
Segmentation- This is process that work as to division of population as per the certain
characteristics. These as are-
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 Geographical- density and region.
 Demographic- life cycle stage, age, gender and income.
 Behavioural- Benefits soughs, degree of loyalty and user status.
 Psycho-graphic- Life style and social class.
Targetting- The McDonald's targets all over the domestic and internation markets. This need to
expands the specific number of franchises and it will be based on demand. This entity will chose
office going customers by delivering the services timely they can enhance its brand image.
Positioning- They put consideration as to enhance its brad image by positioning of number of
sponsorship and events.
Monitoring and evaluations
After the above all, it is essential to conduct the monitoring so that there can be
identification of gap between the planned and actual process (What is the importance of
marketing in an organization, 2014). With help of identification of gap, the entity can take
effective step of improvements so that brand image in market can be enhanced.
Marketing Mix
 Product- The McDonald's is firm that is taking various initiatives in order to launch
dietary sandwiches and burgers with organic ingredients so that health conscious
customer can have it. They have targetted the office going individual and adult group till
age of 40.
 Place- They want to expand their services in almost all areas of international and
domestic market. To promote the product, they will choose location as near offices,
colleges etc.
 Price- They will have the use of Bundle pricing strategies. In this, they can able to offer
the discounts and combo offers to attract customers.
 Promotion- In order to promote their product and service innovation they will have the
use of social media network as Facebook, YouTube, Twitter etc. Thus, number of
customers relay over this techniques.
CONCLUSION
Hereby, it can be concluded that marketing is process that helps to identify the
opportunities exists within market and set proper activities so that brand image can be sustained.
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The present report is based on business activities of McDonald's, it is leading brand in UK.
Thus, assignment has covered various activities as roles and responsibilities of marketing
department so that entity can undertake it activities effectively and market plan has been framed
so that the thing can will be taken in proper planned manner.
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REFERENCES
Books and Journals
Cross, S. N., Harrison, R. L. and Gilly, M. C., 2017. The Role of Marketing in Ritual Evolution.
Journal of Macromarketing. 37(4). pp.460-478.
Fernandes, A.A.R., 2018. The mediation effect of customer satisfaction in the relationship
between service quality, service orientation, and marketing mix strategy to customer
loyalty.Journal of Management Development. 37(1). pp.76-87.
Hamzah, S.B. and Sutanto, J.E. 2016. The Role of Marketing Mix (7P) for Consumer Buying
Decision Pastry Cake in Malang City.
Helm, R. and Gritsch, S, 2014. Examining the influence of uncertainty on marketing mix
strategy elements in emerging business to business export-markets. International
Business Review. 23(2). pp.418-428.
Hume, C. and Hume, M., 2015. The critical role of internal marketing in knowledge management
in not-for-profit organizations. Journal of Nonprofit & Public Sector Marketing. 27(1).
pp.23-47.
Kasemsap, K., 2015. The role of marketing strategies in the tourism industry. In Emerging
innovative marketing strategies in the tourism industry (pp. 174-194). IGI Global.
Kyriakopoulos, K., Hughes, M. and Hughes, P., 2016. The role of marketing resources in radical
innovation activity: antecedents and payoffs. Journal of Product Innovation
Management. 33(4). pp.398-417.
Online
Role of Marketing: Top 10 Important Role of Marketing in Making a Product Successful. 2018.
[Online]. Available through:< http://www.yourarticlelibrary.com/marketing/role-of-
marketing-top-10-important-role-of-marketing-in-making-a-product-successful/32289>.
What is the importance of marketing in an organization. 2014.[Online].Available through :<
https://www.bayt.com/en/specialties/q/68815/what-is-the-importance-of-marketing-in-an-
organisation/>.
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