Marketing Plan for McDonald's Mc-Swirls

This assignment involves creating a marketing plan for McDonald's new product Mc-Swirls. The plan includes segmentation, targeting, positioning, and market research. It also uses the marketing mix (4Ps) to develop strategies for product, price, promotion, and place. Additionally, a SWOT analysis is conducted to identify strengths, weaknesses, opportunities, and threats in the market. The goal is to create an effective marketing plan that can help McDonald's successfully launch Mc-Swirls and capture more market share.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P 1. Concept of marketing & key roles and responsibilities........................................................1
P 2 Roles and responsibilities of marketing which interrelates with other departments.............3
TASK 2............................................................................................................................................4
P3. Compare the ways of marketing mix to develop the marketing plan....................................4
TASK 3............................................................................................................................................4
P 4. Marketing Plan for McDonald's...........................................................................................4
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is an important tool for an organisation which used as a promotional tool so
that more sales can be generated. It is beneficial for the corporation to aware the consumers
about the products of business so that maximum persons can attract towards the company. It
includes advertising, selling and delivering products & services to people. To better understand
this concept McDonald's has chosen which is an American fast food organisation. In this report
there are following topics are covered such as: concept of marketing, role & responsibilities of
marketing function and elements of marketing mix to accomplish goals of business. Apart from
this it also discuss about the marketing plan for the chosen corporation.
TASK 1
P 1. Concept of marketing & key roles and responsibilities
Marketing is an activity which is associated with buying & selling of goods and services.
It is helpful to create values for consumers so that their needs can be satisfy. To get success it is
important to analyse current and future trends so that management can know the taste, demand,
preferences and food habits of people so that plans and strategies can be made according to it and
products can be develop which can fulfil the demands of consumers. For the corporation it is
essential to analyse external environment so that business of company does not get affected as a
result McDonald's can take effective decisions for the growth of organisation (Laczniak and
Murphy, 2012).
According to Regis McKenna, marketing is an activity that is consider to be a set of
institution and it also comprise the process for developing, communicating, exchanging and
delivering product and services that are related with the value for clients, consumer, partner and
society at a large stages.
The benefit of competitive advantage can be taken when company provides quality
products at reasonable price and satisfy the needs of people. As a result sales will increase which
leads to higher profits. Roles and responsibilities of marketing manager has describe below:
Marketing information: The demand of goods & services can be analysed with the help
of marketing information. For instance, the manager of McDonald's is responsible to analyse
current market demand which is helpful to identify food habits, taste, likes and preferences of
consumers. On the basis of it consumers can be targeted as a result sales of company can be
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increase which is helpful to maximize the profits. The role of marketing manager is to
communicate relevant information to the organisation so that effective strategy can be prepare
for the growth of corporation (Huotari and Hamari, 2012).
Standardisation: It is essential for a company to set specific standards so that each
employee can perform its roles and duties according to the need. The manager of McDonald's is
responsible to set a quality standard & instruct the workers that company will not compromise
with it as a result employees can produce quality food products. It is beneficial for the
corporation to satisfy the demands of people so that more number of consumers can attract
towards the organisation and leads to increase sales as well as profits (Lewis and Ling, 2016).
Product distribution: It is the process of making a product available to the customers or
individuals who need it. As McDonald's provide its food products and services to those
customers who need it. So that their demand can be satisfy and company can grab more market
share which is helpful to generate higher profits. The marketing manager is responsible to
increase its distribution channel so that untapped areas can be capture by the organisation.
Marketing process is beneficial for the company to identify demands of customers as a
result products can be produce according to the desires of consumers. It provide help to analyse
need of target market, opportunities & managing the market efforts (Baker, 2016). As a result
better strategies can be formulated which contribute to develop business plan. There are basically
four elements which are included in marketing process which are mention below:
Analysing marketing opportunities: It is the first step of marketing process which is
helpful to find market opportunities as a result company can analyse the current market demands
& needs of consumers. For instance, if people are demanding quality products and McDonald's is
able to fulfil the desires of customers by providing quality products as a result company can grab
the opportunities which are available in the market. It is helpful for the corporation to prepare
effective marketing process.
Selecting the target market: To increase sales it is important for the company to select
appropriate target market which is helpful to make effective marketing process. It is beneficial
for the McDonald's to identify new customers in the new market. Organisation can select the
target market on the basis of following things which are: food habits, taste, likes and income
level of people who lives in specific area. To identify recent & future trend of marketing,
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company can formulate strategies which is helpful to satisfy the desires of consumers. As a result
sales of corporation can be increase (FISK, 2013).
Developing the marketing mix: The another process is to develop plan for marketing
mix, which is a set of controllable marketing variables that company blends to produce & satisfy
desires of customers in the target market. According to Mark Acutt, the basic understanding
about marketing mix it that it related to adopting right product, giving in the right place and
fixing the best suitable prices that will be beneficial for increasing sales. It mainly emphasis
towards following things which are: product, price, place, promotion. These four elements are
beneficial for McDonald's to achieve its targets by providing quality products to the consumers
as per their needs.
Managing the marketing efforts: Marketing manager of McDonald's has focuses to
achieve goals of company which is helpful to get advantage of sustainable growth & success.
The management function has consider following things such as: planning, analysing,
implementation & control. Organisation always emphasis to achieve targets and goals by
satisfying the demands of consumers. It is beneficial for corporation to accomplish its predefined
objectives (Biggemann, 2012).
P 2 Roles & responsibilities of marketing which interrelates with other departments
In the success of company marketing is very important tool which is used to attract more
number of consumers. The marketing manager of McDonald's is focuses to satisfy the needs of
persons by analysing their wants so that product can be develop on the basis of it. There are
various marketing functions such as: advertising, promotion, distribution, customer service &
public relations. The effectiveness is that McDonald's has focuses to build public relation while
its promotional strategies in order to satisfy the needs of consumers. The ineffectiveness is that
the distributional channel of company does not wider specially countries like, India so there are
more scope to capture untapped areas. There are various roles and responsibilities of manager
which are helpful for the organisation to accomplish its objectives. Roles and responsibilities are
describe below:
Marketing with research department: Plans & strategies are prepare by the marketing
division of organisation so that predefined goals can be accomplish. As an example, company
wants to enter in a new sector so that it can grab high market share. The research department
conduct research to analyse demand, preference and food habits of consumers in a specific area.
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So that marketing department will use those marketing strategies which can attract. So research
division of McDonald's can help marketing department to understand the desires of people as a
result target market can be captured. So it is helpful to marketing function which is made by the
marketing manager of company in order to achieve growth and success. For example, in a India
Marketing team analyse the customer preferences and collect different feedback. They comes to
a conclusion that customer are demanding extra benefits and additional items to be added in their
bucket. Thus they guide the research team to make proper analyse of whole industry and
company as well in order to find the product that could be offered to customer. They also make
sure that the additional benefit are not too costly for McDonald's as it will impact the
profitability.
Marketing with finance department: The marketing department is responsible to
conduct market research so that new opportunities can be identify. As an example, if McDonald's
wants to promote its products through various advertisement tools and to conduct these activities
marketing division need funds. So finance department will analyse the need that how much funds
are required in promotional activities. On the basis of requirement finance division can provide
finance to the marketing department so that it can do marketing so that more number of persons
can aware about the products of corporation (Davis, 2017). The judgement is related to focuses
to make effective strategies in order to support marketing function of company. For instance,
marketing department have new innovative idea that will help to grow brand value and profit in
different part of UK. The team have observed that people are demanding return gift for children
on their 3 visit in a same month. So finance department use to analyse the cost of toys that can be
offered to children below age of 7 year. They make sure that is strategy will not effect the profit
for company.
Marketing with sales department: The sales department of company is responsible to
maximize the sales by satisfying the needs of consumers. As an example, McDonald's is
planning to launch a new product for the customers and its main motive to capture more market
share by maximization of sale. In such case sales division of organisation take help of marketing
department to develop new product. With the help of marketing research corporation can know
the recent market trend, food habits and expectations & sales department provide help to meet
with their expectations. It is beneficial for the company to accomplish its objectives by satisfying
the wants of consumers so that profits can be enhanced (Finch and O’Reilly, 2013). These
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functional areas of the business are helpful in context to provide effective judgement which is
helpful to achieve the corporation goals which related to the different departments of
organisations. For instance, in order to increase sales in different past of Australia company use
to adopt different marketing strategy such as event marketing that will attract more number of
customer towards McDonald's exclusive pack.
So these marketing functions are effective and provide help the organisation in order to
achieve the success and growth. If the elements of marketing functions does not consider
effectively than business objectives does not get achieved. So it can affect the performance of
McDonald's.
TASK 2
P3. Marketing mix
Marketing mix is an activity which is the combination of different set of tools, actions
and techniques used by any organization to promote its brand and its products in the competitive
and dynamic market. The elements of marketing mix are product, price, place, promotion,
physical evidence, process and people. All such elements helps in formulating correct marketing
strategy and implementing them with correct tactics. McDonald's is a fast food company
established on May 15,1940 by Richard and Maurice McDonald in San Bernardino, California,
United States. It is famous for its hamburgers, French fries, breakfast items, cheeseburgers,
milkshakes and desserts. It is the largest chain of fast food restaurants operated in different
countries. The elements of marketing mix used by McDonald's in comparison with Burger King
is as follows:
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(Source: 7Ps of marketing mix, 2018).
Marketing mix of McDonald's:
Product: Product is any item or service which is offered for sale. McDonald's provides
variety of products to its customers. It is famous for its hamburgers, hot dogs, cheeseburgers,
milkshakes and French fries. It also provides various non vegetarian products to satisfy the
customers demands.
Price: Price includes the amount which a product or service is worth of. McDonald's
offers various product combos to bundle the products in order to attract many customers. It
works on offering more products by bundling various products to ensure that the customers buy
more. The prices of McDonald's products are generally high as it involves various strategies in
offering products which attracts more customers.
Place: Place is any location where product or services are offered. McDonald's
restaurants are found in many countries and different types of restaurants are operated with
different names under it. It allows customers to use its services with various facilities. It offers
various kiosks, mobile apps, digital and online order services for its customers. (Macarthy,
2018).
Promotion: Promotion are the set of activities an organization performs to generate
awareness, attracting customers and increasing sale of any product. McDonald's invest huge
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amount on such activities to attract customers towards its products. The selected organization is
doing energetic promotions through advertising, public relations, when its comes to making
aware its customers.
People: People are all human factors which influences the perception towards products
and services. McDonald's treats its employees and greet its customers in unique ways as well as
cheers and have affection for people in the society. There is a manager in each outlet of the
selected organization who manages the responsibility for the daily activities.
Process: Process includes systematic procedures under which products and services are
provided to the customers. McDonald's from the past years has changed its processes and
methods in cooking and distribution system. Apart from it, it has also made changes providing its
products and services to customers.
Physical Evidence: Physical evidence involves physical objects on which customers
rely. McDonald's leaves a long lasting impression on its customers when it comes physical
evidence. It includes attributes which displays all the details of the organization such as quality,
speed of delivery, hygiene and transparency of processes. By providing the bill facility, the
selected organization provides a physical evidence.
The above discussed marketing mix of MacDonald's shows help to shows that it support
to increase sales and improve profitability in a specific period of time. While developing best
product to customer with suitable price making it available for them at their comfort providing
best services help to grow and enlarge business for company. It will directly attract more number
of customer and support to increase profit. In case if policies are not implemented in better
manner, target are not clear the marketing mix would lead to decrease the global value for
MacDonald's. As company would not be able to gain competitive advantage and lack to attract
customer which will diminish profit at that point of time.
Marketing mix of Burger King:
Product: Burger king also provides various products to its customers. It is famous for its
basic hamburgers, French fries, milkshakes and soft drinks. Later, it added whopper sandwiches,
whopper bars, mini muffins, French toasts, coffee, cookies, onion rings and various non
vegetarian products in its menu. It provides more choices with quicker services.
Price: Burger king adjusts prices on frequent basis while changing its menu as to make
comfortable to its customers to feel that they are paying for what they are getting. It uses market
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oriented prices where changes in prices takes place quickly in response with the competitor's
actions or changes in relation to the similar products. It offers reasonable prices for its products.
Place: Burger king provides its services in the global market but is restricted at some
level. It operates its franchisees in different countries depending on the particular region. It offers
its products and services through websites for product delivery, mobile apps and various
franchisees operates in backward regions.
Promotion: Burger king formulates promotional activities on definite time period also do
not make investments in large amounts. The selected organization performs promotional
activities through sales promotion, personal selling when it comes to marketing mix (Möller,
2013).
People: Burger king treats its customers and employees in the same manner. To place an
order customer has to go to the employees at different sections and to get the order ready
customer itself has to get the order from different employees.
Process: Burger king has also done various changes in its process but not at vast level.
The selected organization adopts easier and convenient processes to provide products and
services to its customers for great satisfaction.
Physical Evidence: Burger king creates a great impact in the minds of customers by
providing information through press releases, video recording. By providing the bill facility, the
selected organization provides a physical evidence. Many consumers only rely on the material
cues provided by the organizations (Pike, 2012).]
The above discussed marketing mix of Burger farm shows that it is an effective tool for
company has it support to increase profitability and productivity within a specific time frame. In
case if company is left behind to implement the basic strategy of marketing mix, then it would be
not easy for them to attain the interest of customer which would reduces the actual profit.
As prices of McDonald's are higher in comparison to Burger king but at the same time
Burger king provides more variety of products to its customers than McDonald's. Organisation
offers various kiosks, mobile apps, digital and online order services for its customers at distant
places where as Burger king offers its products and services through websites for product
delivery, mobile apps and various franchisees operates in backward regions which shows the
effectiveness of corporation in order to capture more market share. Company invests huge
amount in promotional activities in comparison to burger king. The manager only manages the
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employees and customers in business premises where as in Burger king different employees
interact with different customers. McDonald's has many various changes in its processes but
Burger king has not done till that level. Corporation provides the bill facility as physical
evidence which is same in Burger king. The ineffectiveness is that organisation does not have
more variety of products in its menu which can affect the performance of corporation in terms of
profit.
If the 7Ps of marketing max are implement properly than effectiveness can be enhanced
and it help McDonald's to achieve its organisational goals.
TASK 3
P 4. Marketing Plan for McDonald's
The marketing plan is a business document which outline marketing strategy for new
products & services. It is being prepare by manager of company which is for stipulated time
period and contain marketing details which includes action plan, target and cost. It is beneficial
to develop insight that how a plan has to be implemented. For an organisation it is essential to
consider market segment as a result right products can be produce according to the desire of
people. Marketing plan is important to capture more market share by satisfying the needs of
consumers which is helpful to maximize the profits also.
McDonald's wants to launch a new product so it is important for it to make an appropriate
marketing plan so that objectives of company can be accomplish as per the requirement. As
McDonald's is comping up with a new product that is Mc-swirls & its main focus to target
youngsters and the age group of 15 to 40 years. The product has launched in mango flavour and
initially it is introduce in UK.
Vision and Mission: “To be our consumers favourite place and way to eat & drink.”
Objective: To capture more market share by satisfying the needs of consumers so that
company can survive for a long time in the market. The smart objective of McDonald's is to
prepare & deliver the product with 15 minutes of placing the order. It can be effective when all
plans and policies are implemented as per the requirement.
Marketing mix for Mc- Swirls
Product: The product which is launch by the McDonald's is Mc-swirls so that company
can capture more market share (Beck and Reichert, 2012).
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Price: The price of product is reasonable so that a common man can afford it and the
price of Mc-swirls is 3 GBP.
Place: Organisation Choose UK in initial stage and after that company can expand its
business in other nations.
Promotion: There are various promotional tools which can be used by company to aware
more number of consumers. It involves hoardings, newspaper, TV etc. It maximize the
effectiveness of company to aware the more number of consumers and maximize the sales.
Strength of marketing mix: All such elements helps in formulating correct marketing
strategy and implementing them with correct tactics and it requires for the feasible marketing
plan.
Weakness of marketing mix: For implementation of marketing mix it requires huge
expenditures and time which is not possible for every one.
Marketing programme: It is a coordinated & well designed set of activities to
accomplish marketing objectives. To make it effective company can use different promotional
tool which are: R&D, online marketing, hoardings etc. Social media is a tool which can be used
by the management to promote its food products and it involves: twitter, Facebook and
Instagram.
Marketing budget: To make successful marketing plan organisation need specific
budget and budget of McDonald's is 26000 GBP (Baker, 2016).
Particulars Amount
R&D 9000
Promotions 10000
Online marketing 7000
Total 26000
Strength of marketing budget: As the main strength of marketing budget is to
anticipate the income and expenses of the organisation in future.
Weakness of marketing budget: If revenue and expenditures does not estimated
properly than best outcomes dose not get.
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Situational analysis: To analyse the situation is important for an organisation as
McDonald's analyse the situation that there are more scope available in the market so company
introduce a product which is helpful to attract the consumers so that more market share can be
capture which leads to maximize the profits.
Action programme: The action programme use by the marketing manager of company
in order to grab high market share so that revenue can be increase. It targets age group of 15 to
40 years people by introduction of its product. This plan can be effective when activities are
performed as per the requirement of company.
Monitoring: To monitor the marketing plan it important so that manager can get to know
it is really working as per the expectations and if not than corrective actions can be taken to make
it successful. It is important to monitor to activities which are related to the marketing plan in
context to introduce a product and it is helpful to achieve the goals of company. If monitoring
and controlling does not perform as per the need than it shows the ineffectiveness of corporation.
Controlling: The process to control the different process and business operation within
an organisation to improve the effectiveness of overall business activity in MacDonald's.
Manager appoints different team leader those manage and control the operation so that more
deliberately they handle the customer and gives them best services so that they may feel
comfortable.
Segmentation: Segmentation means dividing market and customers into different
segments which are define and profitable for company. McDonald's should try to identify a
particular segment that is mostly youngsters and it is beneficial for organisation to maximize its
product sale.
Targeting:Targeting means choosing a particular segment from segmentation stage and
provide products and services to each segment. MacDonald's company should identify a segment
which is age group of 15 to 40 years and after provide product in that segment. This will increase
sell of Mc swirls.
Positioning: Positioning means building a brand image into customer’s mind which can
increase in selling. MacDonald's should also try to create its product's brand image in the
customer's mind. This will help company in increased sells and profit.
From the above discussed marketing plan, it is observed that a plan is a course of action
so it must be effective and appropriate in order to attain the desired goals. Each factors of
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marketing plan have equal importance and must be effective enough that fulfil the objective of
manager in order to reach the actual target of plan. Budgets must be accurate so that business
activity can be performed and maximum result will be in favour of company. In order to launch
new product in dynamic environment it is the responsibilities of marketing manager to apply best
marketing strategy such as STP that support to attract and produces the product as per the
demands of customer as it will be helpful to increase the profit.
SWOT analysis:
Strength:
 Strong brand image and reputation
 World wide operations and serves
consumers in more than 120 nations
Weakness:
 Unhealthy food image
 High labour turnover rate and market
share is reducing due to competitors
like Burger King and Pizza Hut.
Opportunities:
 To launch new product to capture more
market share.
 To expand its business in those areas
which untapped.
Threat:
 Competitors like: Burger king.
 Recession or down turn in economy can
influence the retailer sales.
Evaluation of marketing plan: As the marketing plan has been prepared for the
McDonald's and it make marketing plan for the Mc-swirls which is a new product and it has a
cost of 3 GBP and for effective marketing plan marketing mix has been used by the organisation
so that new product development can be successful. For promotion different tools and techniques
has been used so that consumers can aware and purchase the product of organisation.
As per the opinion it can be said that marketing plan provides help the organisation to
successfully launch the new product and capture more market share which is beneficial for the
business growth of corporation.
CONCLUSION
As from the above report, it has been concluded that marketing plays an important role to
aware the persons about the products and services of company. Manager of organisation has
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various roles and responsibilities so that predefined goals can be accomplish as per the
requirement. Marketing mix is beneficial for the corporation to achieve its goals so that higher
profits can be generated and corporation can sustain for a long time in the market. With the help
of effective marketing plan organisation can introduce new product as per the needs of
consumers so that it can capture higher share in the market.
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REFERENCES
Books and Journals
Marketing. 2019. [Online] Available Through:
<http://www.skylinetradeshowtips.com/what-is-marketing-how-10-experts-define-it/>.
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