Assignment on Marketing Essentials McDonald
Added on 2020-06-06
13 Pages2849 Words42 Views
MarketingEssentials(Project 2)
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................2P3. Comparison of marketings mix to achieve goals and targets...............................................2M3. Different approaches to demonstrate the organisation's objectives.....................................4TASK 2............................................................................................................................................5P4. Development and evaluation of Marketing plan...................................................................5M4 Practical analysis of the marketing plan for McDonald's.....................................................7D2................................................................................................................................................7CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................8
INTRODUCTIONPrinciples are the standard which are made of conceptual facts or theories for a particularsubject. Marketing principles defines the meaning of real marketing process by implementationof different sources and options. Marketing principles explain the meaning of marketing theoriesand traditional as well as basic approaches of marketing (Castronovo and Huang, 2012). As perAmerican Marketing Association “Marketing is an activity which involves different processesfrom creating, communicating, delivering and exchanging offers to deliver the same to customersin an attractive way.” McDonald's is the largest fast food chain service provider which is offeringvarious services across the world. In this above context the marketing principles are defines asper McDonald's point of view.TASK 1P3. Comparison ways in which firms apply marketing mix to the marketing planning process toachieve business objectives7psMcDonald'sBurger KingProduct McDonald's provides a wide range offast food products such as burgers,sandwiches, chicken burgers, snakes,cold drinks and ice cream. Itprovides multiple options to thecustomers under one roof fordifferent customers. It providesquality products and satisfactorycustomer services to the customer. Itprovides home delivery services andtake away facility too. So, it becomesmore convenient and easy forcustomers to take the benefits ofproducts at home (Ataman, VanHeerde and Mela, 2010). Burger King is also one of the fast foodchain service which is competing withother fast food frequencies. It alsoprovides multiple ranges of fast foodproducts. It started the restaurants withbasic variety of burgers, French fries,milk shakes and soft drinks. Aftergetting cut though competition by thecompetitors it also started developingits variety of products. It later itintroduced “Whopper Sandwich” sizewith quarter pound, which changed itsentire image in respect of burgers andsandwiches. Its new restaurants are alsorun by the name of 'Whopper Bars”. 1
PlaceMcDonald's have the largestcustomer market place in all over theworld. It has approx. thirty sixthousand and five hundredrestaurants across one hundred andtwenty countries. Its market place isdesigned as per the location andcustomer interest. Mostly, thehygienic and clean places are firstchoice for setting up the restaurant. Itprefers location as per the numbersand flow of customers. Airports,shopping malls, railway or buststations, petrol pumps and toll ways,colleges and schools are the targetsplace from the point of view ofMcDonald's. Burger king is providing its servicesacross the world and building a strongbrand image in global market. It isproviding its services in approx. eightycountries and approx thirteen thousandoutlets. Most of the part is covered byUS market and operated by its ownmanagement and structure. It marketplace may be found in Europe, Oceania,East- Asia and recently it introduced itsbrand name in India.PriceMcDonald's have large number ofproduct’s varieties and the price isone of the important factors to sellproducts to customers. Less pricealways attract the customers.Products like burgers, French fries,snacks are competitive in the fastfood industry. Customers havedifferent options to choose theeffective one. Most of the time, costcome first before the quality. Price is one of the crucial elements forcompetitive market. Burger King is alsoa tuff competitor in fast food industryand McDonald's is one of the nearestcompetitors of it. It has to keepmoderate approach in changing theprices of product. Its price menu andstandards are made for every incomegroup. PromotionsMcDonald's has a positive impact ofpromotions and advertisements. Ithas celebrities who promote theBurger King's promotion strategydepends upon the brand image andproduct’s specialities. It uses the2
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