Marketing Function and Plan Formulation

The assignment details discuss the concept of marketing function and plan formulation as formulated by a marketing manager. The document includes references from various books and journals that cover essential concepts and theories in marketing research. It provides a detailed overview of how to approach marketing planning, including data analysis techniques and the role of fairness quality in a social and ethically oriented marketing landscape.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the key roles and responsibilities of marketing functions........................................1
P2 How roles and responsibilities of marketing are related with organisation...........................3
TASK 2............................................................................................................................................5
P3 Compare the ways of two organisations to apply marketing mix to planning process..........5
TASK 3............................................................................................................................................8
P4 Produce and evaluate a marketing plan for McDonald's.......................................................8
CONCLUSION..............................................................................................................................10
REFRENCES.................................................................................................................................11

INTRODUCTION
Marketing may be defined as activity to create, design, promote, and deliver particular
goods or services to the targeted audiences for satisfying customers needs or wants. It has wide
scope because many of things are marketed such as products, services, events, people,
informations, experiences, organisation, places, property and several ideas. On the other side,
marketing is the activity and procedure in which included various components such as
producing, communicating, distributing and offers to the people where have value for partners,
clients, customers, and society (Baines and Fill, 2013). This report is based on McDonald which
is an American food restaurant. They provide variety of foods items including Hamburgers,
Chicken, French Fries, Soft Drinks, and deserts etc. This assignment will define marketing
functions and its roles or responsibilities with organisational interrelation as well. It will explain
the marketing mix for making strategies and compare with other organisation. It consider the
marketing plan which produce or develop for achieving business goals or objectives in an
effective manner.
TASK 1
P1 Explain the key roles and responsibilities of marketing functions
Marketing is an effective tool and technique for every business organisation for attaining
set targets. In this included a set of institution or activities for manufacturing particular goods or
services so that goals or can be accomplished by considering of production system, purchase and
sells, distributing of that products to the target market for satisfying customers desired
expectation in better ways (Page, 2013). Marketing activities generally perform and develop for
increasing demands and build reputation among competitors because in this undertake various
tools or methods for creating effective goods or services and generate higher revenues in the
organisation. Many of companies focus on adopting effective techniques regarding marketing
which is beneficial in increasing productivity and profitability. In this consider promotional tools
or strategies that support in enhancing growth and sustainable development so that sales volume
can be increased.
There are various activities or functions defined in the marketing that play vital role in
attaining business success in an efficient manner. McDonald's also undertake marketing
functions because its roles and responsibilities make entire task or activities in more effective
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manner. They formed a marketing team in their department which always focus on finding
various opportunities to develop the brand image so that company can occupy good position in
the marketplace (Bowie and Paraskevas, 2014). Marketing team adopt best tools or methods for
promoting products or services and try to attracts number of customers towards firm for
achieving competitive advantages. The roles and responsibilities of marketing functions are as
following:
 Market research: This is the main function of marketing in which company conduct
research or survey for identifying particular situations or current conditions. The
marketer take responsibility for such research and analyse customers, current trends,
fashions, consumer needs or demands, strong competitors and many more so that
company can make favourable decisions and formulate strategies to get success in well
manner. The market research has major role in increasing demands and generate more
profits so many of companies undertake the marketing activities.
 Promotions: it is another important marketing functions because it is necessary to make
decisions regarding adoption of strategies and various tools or techniques for the purpose
of promoting products and services in the particular market. It is an essentials for
increasing brand value or image into customers mind in well manner. It generally
concern with increasing pre-sales of products or services in the market (Mariussen,
2014). Many of firms use television, newspapers, magazines, events and other traditional
techniques for brand promotions. In the modern promotional methods included digital
marketings, social media etc. that are undertaking by most of firms.
 Profit maximization: the roles and responsibilities in the marketing field plays a vital
role in profit maximization. A company can gain profit by improving and developing the
sales quality that help to boom in the market .The profit is the most important part in the
marketing. For instance, Mc. Donald have thousands of branches and a vast employees
all over the world.
 Increase brand: this factor is a most effective process that uses to capture customers
eyes toward the organisation and its products as well. It helps in publicity, selling ,
distribution of the products, ensure the trust of the customers, provide the offers and sale
to customers to attract them on a particular company. For example, Mc. Donald ensure
the customers for the taste they prefer in different countries.
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 Sustainability: this includes the sustainability in the market requires the long term effect
on the customers to get in touched by introducing new products. Upgrading the product
by trend in the market, to attract the customer they provide their customer coupons and
different-different offers on days, week or in months (Brassington, 2013). Just in a case
of Mc. Donald has provides products according to the taste an flavour by different
countries preferred. This helps them to sustain in long term in this competitive market.
 Introducing new products: in this reference, by introducing new product, it will help in
growing the shares of the company in the market. This will increase the profitability and
sustainability of the company and improves the performance of an organization. For
example, Mc. D introduce the different and new products which helps in to capture the
customers eyes on it.
 Quality of products and services: this factor influence the quality of products and
services ensures the trust which bring loyalty between the customer and the organization.
A company should maintain the standard of quality to attract their customers. The Mc.
Donald focuses on its quality of products and services , this help them to maintain the
reputation of its brand name into competitive market.
P2 How roles and responsibilities of marketing are related with organisation
There are defined several marketing functions or activities which are very necessary to
perform in more effective manner (Pettitt, 2013). They play an important role in developing the
firm by promoting products or services in the market place because it helps in creating customers
awareness and increase demands among them. This is very helpful component which considered
by the various organisations as they can maintain or manage goodwill in the market and create
good positions among competitors. McDonald's usually formulate better strategies by
undertaking some major factors that support in making corrective actions such as advertisements,
promotional and distribution channels, Segmentation, target and positioning for promoting the
business in an effective manner.
In the business organisation, marketing manager always try to grab opportunities for
building good image in the market place. It is very beneficial in developing the organisation by
adopting best tools or technologies so that they can achieve future goals or objectives. In this
included market research, promotional activities, finance, creating new products or services,
distribution networks, and many other functions which are very beneficial in accomplishing set
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targets or goals in an effective ways. Market research generally conducted by the firm for
analysing and identifying particular trends, current situations, customer's needs, choice,
purchasing behaviours, competitors and their strategies so that company can attain predetermined
objectives or goals in better ways. This is necessary to satisfy customers desired expectations and
make them loyal to gain long terms profits (Cleverley, 2017). McDonald's is a fast food
restaurant that deals in number of food items in the world. They consider customer's feedbacks as
their reverts after providing better quality of goods or services. they observed customers
behaviours regarding foods as they founded that people are health conscious so do not prefer
junk foods. They wants law fat, spicy and more delicious foods for satisfying their desired
expectations.
Roles and Responsibilities of marketing functions in McDonald's Market research: It is most important function that company has to to perform in
achieving business goals or objectives. Marketing department generally conducts
survey or research fr identifying customers choice, demands, buying behaviours as how
much they can spend money to get particular goods for satisfaction. Manager make
decision regarding analysing market and provide informations to the production
department so that they can create better goods and services to meet their desired needs. Assessment of risk factors: It is necessary to to identify risks factors that can occur
while running business as McDonald's also undertake such things which create barriers
in generating demands and profits in well manner. Therefore, McDonald's requires to
consider various activities and make better actions or decisions about funds
investments, technologies or strategies and attain set goals or targets in well manner. Customers services: In the present scenario, it is very important for every organisation
that to satisfy customers needs or wants so that they will be loyal for longer time
period. Therefore, many of organisations are focusing on customers satisfaction and
they are treating them in well manner by getting their feedbacks regarding particular
products or services so that they can achieve set goals or targets in an effective ways.
McDonald's undertake this method as they focus on customers needs or wants so that
they can be satisfied (Desai, 2013). It is very helpful aspect for maintaining the
relationship with them. Most of company try to build and create better relationship
among customers so that good brand reputation can be create.
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 Product and services management: It is necessary to maintain the quality and
manager products or services of the firm so that number of customers can be attracted.
McDonald's also considered various types of strategies for the purpose of managing the
demand and supply and maintain the quality of food material so that they can satisfy
customers in well manner. They have adopted Total Quality of Management to serve
best as per customers desired expectations.
 Human resource: This functions is also very important as marketing department of
organisation focus on finding new talents or innovative ideas so that they can bring
effectiveness. In this, manager recruit bests suitable candidates who are able to perform
several tasks or marketing activities to enhance growth (Dibb and Simkin, 2013).
McDonald's is undertaking most talented and qualified persons who have abilities to
attracts customers and treat them in more efficient ways. They provide training and
development programs like take orders as online and offline, billing and cooking for
increasing sales volume.
 Finance and accounting: This is an important department of every organisation that
helps in making an appropriate budget for the purpose of running business activities
and functions in an effective manner. McDonald's consider this finance facilities and
budget that prepared by getting informations from marketing department. They make
decisions about providing adequate funds to promoting particular products and
marketing of business firms.
 Production: Production department is interlinked with marketing that provide
information about current trends, competitors, customer's choices and preferences.
These informations support to the production department in making decisions about
manufacturing of products or services in an effective manner.
TASK 2
P3 Compare the ways of two organisations to apply marketing mix to planning process
Marketing mix is a most important aspects which helps in formulating strategies and
making actions plan for business firm so that they can achieve competitive advantages and
generate higher revenues in more efficient ways. In this included several elements which support
in creating market awareness and increase profits in well manner. Company use marketing mix
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tools for making strategies regarding developing firms. There are define some comparison of
McDonald's and CADBURY who adopt marketing mix tools for creating good image and
occupy position in more efficient manner. These are as following:
Marketing mix
tools
McDonald's CADBURY
Product McDonald's is selling number of
products in the market such as
Hamburgers, Cold coffees, Chicken,
French Fries and soft drinks in the
international market.
CADBURY is a confectionery
brand so it is dealing in
Chocolates, ice cream, Desserts,
crème Egg and cookies to the
targeted customers in the global
market.
Price It is related with pricing factor which
are paid by customers after getting
goods and services (Durmaz, 2011).
McDonald's charge higher prices as
per their products or services because
they consider sitting arrangements,
pure mineral water, air conditioner and
good infrastructure within the
restaurant so they use competitors and
cost based strategies.
CADBURY is selling
confectionery products so they
charge reasonable prices on their
items. They make pricing
strategies as per the market
penetrations and price skimming
as well as cost leadership which
must be required to undertake so
that customers can afford and buy
to satisfy their desired needs.
Place In this included a particular area or
location where business established
and goods and services are to be
provided (Fazlollahtabar and Aghasi,
2012). McDonald's make strategies
regarding selecting the location as they
prefer big cities and developed areas
because they focus on urban or city's
people rather than rural. Their opinion
CABURY is providing its goods
or confectionery items at number
of places for reaching at potentials
customers and satisfy their desires.
They formulate strategy for
creating better distribution
networks for delivering goods at
different countries.
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is that villagers may be afford its price
due to higher charges.
Promotions In this included various promotional
strategies and tools or techniques for
creating brand awareness among
customers so that they can be attracted
towards firm in more better manner.
McDonald's is using several elements
such as providing seasonal offers,
discounts, schemes and other food
combos at attractive price for the
purpose of capturing eye of customers
in an effective manner (Forte, 2012).
Company generally consider hoarding,
print media and other tools to provide
information.
CADBURY is focusing on
adopting best promotional
techniques or method for creating
awareness among customers so
they are using commercial
advertisement, celebrities
endorsement, hoarding,
newspapers, magazines and
billboards so that customers can
be aware and attracted towards
firm in more effective manner.
These are essentials in increasing
market share and generate
demands in more efficient manner.
People For every successful organisation,
people play vital role in increasing
profits or productivity in every
business firms. McDonald's has
considered best candidates and suitable
person who are able to perform better
for achieving goals or objectives. Their
main aim is to satisfy customers needs
or wants rather than satisfy
stakeholders as well.
In this organisation, they are
undertaking stakeholders
satisfaction level that must be
required to run the business. It
included investors, employees and
customers. CADBURY provide
training and development program
to its employees for enhancing
their skills or knowledge.
Process McDonald's undertake best procedures
for delivering goods or services to the
targeted audience (Fırat, 2013). They
use manufacturing process for
They are dealing with
confectionery products or services
so they focus on quality factors by
undertaking cleanness for
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producing better quality of foods as
they adopted transparent strategies for
social welfare.
customers health and safety.
Physical evidences McDonald's focus on its physical
resources for creating better
environment. They are providing
various types of foods and beverages
with several facilities such as sitting
arrangements, dust bean, air
conditioner, positive and clean climate
and mineral water.
They are giving various
confectionery goods or services
but only on stores rather than any
restaurants. They consider chain
stores, shops and other general
merchandise who sells such
products to reach at desired
customers.
TASK 3
P4 Produce and evaluate a marketing plan for McDonald's
There are define a marketing plan for the organisation which will support in increasing
demands and create awareness so that company can increase its goodwill in more effective
manner. The plan may be consider as the blueprint of marketing activities and strategies that are
to be adopted for future growth. Planning process helps in providing proper guidelines and
instructions to the employees so that they can attain set goals or objectives (Gertner, 2011).
McDonald's should also requires to consider all these aspects while making an appropriate plan
to promote business. In this included budget, objectives, vision, mission and strategies when
enter in new market.
Visions: To provide better quality and variety of foods to the customers and become
number one fast food company in the world (Hamilton, 2011). Their vision statement is
providing qualitative materials, values, services and better environment to make customers smile
in restaurant.
Mission: McDonald's mission statement is to become customer's favourite place and
provide them best delicious food for meeting their desired expectation.
Executive summary:
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McDonald's is a fast food restaurant chain that deals in providing number of food and
beverages items such as hamburgers, Chicken, soft drinks and desserts at global level. This firm
is going to introduces a new burger pizza with adding some more ingredients so that they can
grab opportunities for increasing market shares in well manner.
Objectives:
 To generate demand and increase sales by 20% within six month
 To expand business at different countries for increasing market share by 40% within a
year.
STP model of McDonald's:
Segmentation: the new burger pizza is going to launch in the market place so they are
focusing on geography areas such as developed cities and the customers groups for the purpose
of enhancing growth and profits as well.
Target: the target audiences of burger pizza is those whose age is from 16 to 40 because
they prefer more rather than other.
Positioning: For capturing of market, there are needed best tools or techniques so that
McDonald's can create awareness among customers or targeted audiences.
Marketing Budget:
here are marketing budget that are needed for making effective plans
and procedures. It is necessary to consider an appropriate budgets and
arrange adequate funds so that plan can be implemented in an efficient
manner.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 54000 15000 15000 26000 20800
Investment 20000 15000 16000 14000
Total 54000 35000 30000 42000 34800
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Marketing
expenditures
Advertisement 10000 7200 6800 6500 6200
Sales promotion 2200 2000 5000 3000 9100
Direct marketing 7700 6500 2500 7500 3000
Total 19900 15700 14300 18000 18300
SWOT Analysis of McDonald's
Strengths:
 This firm has strong goodwill in the international market and it established in 1955.
 There are around 67000 restaurants of McDonald's which available at different countries. They have skilled and talented staff members who support in building good image by
maintaining relationship among customers.
Weaknesses:
 The weak point of McDonald's is that they have higher labour turnover due to
unsatisfied employees.
 McDonald's pizza did not create good image due to higher competition so it failed
(Hauer, 2011). They should consider organic foods for social welfare and their health by avoiding junk
foods.
Opportunities:
 McDonald's can introduce new variety of products to attract more customers. They can enter into new market because of good reputation in the global market.
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Threats:
 There are lots of competition available who are dealing in same products which is biggest
threats for company.
 Consumers are focusing on their health and becoming conscious regarding health issues.
PEST analysis for McDonald's Political: It has major impacts on the business as in this consider political forces,
government stability, taxations and employment laws etc. these must be followed by the
McDonald's firm. Economical: It consist number of factors that affects on the organisational profitability
and productivity such as GDP, economy growth rate and interest rates which can be
fluctuate so plan must be create in well manner. Social: In this consider social factors that effects on the sales of company (Jones and
Rowley, 2011). It includes culture, attitudes, populations and values regarding foods.
 Technological: In the present scenario, there are number of technologies launched ins the
market so it generally happens due to changing environment. McDonald's have to
undertake new technologies for achieving competitive advantages in well manner.
CONCLUSION
It has been concluded that marketing have a vital role in organisation as it assist in
producing product and service in accordance to needs and wants of customers. The report
highlights the case of McDonald which is a food chain organisation delivering varied products to
their consumers. The report throws light on key roles and responsibility played by marketing
function as well as its relation with different type of departments. On the other hand, marketing
plan is formulated by marketing manager which include sequence of activities to be conducted in
marketing function.
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