Marketing Plan for McDonald's

Hospitality marketing
essential

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Role of marketing and its interrelation with different functional units.......................................1
LO 2.................................................................................................................................................4
Comparison of Marketing mix of McDonald's and Burger king................................................4
LO 3.................................................................................................................................................5
Marketing plan for meeting McDonald's marketing objectives..................................................5
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
There are different marketing disciplines that organisations take into consideration for
developing an effective relation with its customers(Larson and Draper, 2015). The marketing
involves researching, promoting and then distributing the respective products and services to the
potential customers. Present study is based on the company McDonald's that is a fast food
company in America founded in 1940. Report will include different marketing roles and there
interrelation with different functional units in McDonald's. Further report will compare different
ways in which McDonald's and Burger King uses different elements of marketing mix in order to
achieve their business goals. Report will also develop a marketing plan for the company in order
to meet the basic objectives of marketing.
LO 1
Role of marketing and its interrelation with different functional units
Marketing:- Marketing is the process that helps the business to create, communicate and deliver
the products and services to its customers that business wants to offer. This process involve
promotion of business offerings with the help of different advertisement mediums in order to
target the audience(Malhotra, 2015).
Current and future trends in marketing:-
Current marketing trends:-
Current marketing trends includes advertisement with the help of newspaper, magazine,
Radio, Television, Social media marketing. McDonald's is using these marketing strategies in
order to attract the customers and make them aware about the products and services that they are
offering. McDonald's is doing social media marketing, retargeting campaigns, text message
advertisement, targeted emails and internet video advertisements. At present current marketing
trends are effectively working in order to help the organisation and customers(Carver, 2017).
Future marketing trends:-
It is been analysed that though present marketing trends are effective, organisation will
require some other marketing strategies in order to brining competitive advantage to the firm. In
near future there will be many marketing trends that will be fizzle out from the organisations.
Radio, Television and telemarketing will have decrease as many other alternatives will rise for
the same(Tanford, Shoemaker and Dinca, 2016).
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Marketing trends are shifting their focus to individuals and not on scattergun approach.
Rise in social media marketing, mobile marketing and online marketing will be rising as future
marketing trends with decline in TV, Radio mediums of marketing. In near future personal
relationship development with the clients will rise and McDonald's is also working to build
strategies in order to have effective relationship with the customers.
Overview of marketing processes:-
Marketing process generally have four elements that are as follows:- Situational analysis:- It is analysis of the external environment and internal environment
of the business and includes fast, present and future aspects in order to understand
capability of the organisation with respect to its customers and also its business
environment. This includes PEST and SWOT analysis of McDonald's. Marketing strategies:- It is very essential to identify the opportunity for satisfying
customer's needs and a strategic plan is made for the same. McDonald's is doing market
research to have information in hand so that business is able to target different market
segments in order to have positioning in market(Kotler and et.al., 2015). Marketing mix decision:- The marketing mix decision basically includes product
development, different pricing strategies and decisions, different distribution mediums
and promotional campaigns.
 Implementation and control:- At this stage McDonald's is aiming to assess the plan and
policies that they are using in order to guide the organisation with respect to its
predetermined objectives. For the same business strategies are interpreted and monitor
whether they are meeting expectation of the business needs and goals(Jones and
Tadajewski, 2016).
Roles and responsibilities of marketing function in McDonald's:-
Marketing is having different roles and responsibility in McDonald's that are as follows:- Setting Marketing strategy:- Marketing is setting different strategies for McDonald's in
order to meet business objectives. They are making strategies to increase market share,
open new channel of distribution for McDonald's etc. For example:- McDonald's have to
work on sustainability of its business and have to produce healthy food options for the
customers
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