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The role of marketing in McDonald's and Burger King

   

Added on  2021-02-19

16 Pages4387 Words477 Views
Hospitality marketingessential

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

INTRODUCTIONThere are different marketing disciplines that organisations take into consideration fordeveloping an effective relation with its customers(Larson and Draper, 2015). The marketingbasically involves researching, promoting and then distributing the respective products andservices to the potential customers. Present study is based on the company McDonald's that is afast food company in America founded in 1940. Report will include different marketing rolesand there interrelation with different functional units in McDonald's. Further report will comparedifferent ways in which McDonald's and Burger King uses different elements of marketing mixin order to achieve their business goals. At last report will develop a marketing plan for thecompany in order to meet the basic objectives of marketing. LO 1Role of marketing and its interrelation with different functional unitsMarketing:- Marketing is the process that helps the business to create, communicate and deliverthe products and services to its customers that business wants to offer. This process involvepromotion of business offerings with the help of different advertisement mediums in order totarget 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 inorder to attract the customers and make them aware about the products and services that they areoffering. McDonald's is doing social media marketing, retargeting campaigns, text messageadvertisement, targeted emails and internet video advertisements. At present current marketingtrends 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 willrequire some other marketing strategies in order to brining competitive advantage to the firm. Innear 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 forthe same(Tanford, Shoemaker and Dinca, 2016). 1

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 futuremarketing trends with decline in TV, Radio mediums of marketing. In near future personalrelationship development with the clients will rise and McDonald's is also working to buildstrategies 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 environmentof the business and includes fast, present and future aspects in order to understandcapability of the organisation with respect to its customers and also its businessenvironment. This includes PEST and SWOT analysis of McDonald's.Marketing strategies:- It is very essential to identify the opportunity for satisfyingcustomer's needs and a strategic plan is made for the same. McDonald's is doing marketresearch to have information in hand so that business is able to target different marketsegments in order to have positioning in market(Kotler and et.al., 2015).Marketing mix decision:- The marketing mix decision basically includes productdevelopment, different pricing strategies and decisions, different distribution mediumsand promotional campaigns.Implementation and control:- At this stage McDonald's is aiming to assess the plan andpolicies that they are using in order to guide the organisation with respect to itspredetermined objectives. For the same business strategies are interpreted and monitorwhether they are meeting expectation of the business needs and goals(Jones andTadajewski, 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 inorder to meet business objectives. They are making strategies to increase market share,open new channel of distribution for McDonald's etc.Research and development:- Another role of marketing is to do research in order toidentify market opportunities and understanding needs of the customers. This helps to2

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