Roles & Responsibilities of Marketing Functions in Hospitality Marketing

This report discusses the roles and responsibilities of marketing functions in the context of hospitality marketing. It explores the marketing concepts, roles, and responsibilities of marketing functions in the McDonald's company. The report also compares McDonald's and Burger King based on the 7 P's of marketing mix.

Hospitality Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
P1 Roles & Responsibilities of Marketing Functions ................................................................3
M1 Roles & Responsibilities of Marketing in context of Marketing Environment ...................5
P2 Roles & Responsibilities of Marketing related to the McDonald's Company .....................6
M2 Significance of Interrelation between Marketing & Other functional areas of McDonald's
.....................................................................................................................................................7
TASK 2............................................................................................................................................7
P3 Comparison between McDonald's and Burger King on the basis of 7 P's of Marketing
Mix .............................................................................................................................................7
M3 Evaluate Various Tactics Applied by the McDonald's......................................................10
TASK 3 .........................................................................................................................................10
P4 Marketing Plan for the McDonald's Company ..................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing consider as an ongoing activity which basically related with the deals with
buying and selling activities of a particular business and organisation. Marketing refers as a
process of creating the products and services value at the entire marketplace. For this report,
hospitality industry consider which mainly deal with many services such as food, entertainment,
hotels restaurants and accommodations. In this report, Mc Donald's company is chosen which is
based on American company that mainly deal with fast food and established in 1940 in United
States. This is comes under largest fast food chain of restaurant which operate their business
internationally. The main purpose of this report is to understand the key role and responsibility of
marketing functions and discuss about the marketing mix so that company can do proper
marketing planning process to obtain business target. Apart from this, report explain about the
marketing plan so that company easily meet the marketing goals.
TASK
P1 Roles & Responsibilities of Marketing Functions
Marketing is a continuous process which maintain all the ongoing activities of an
organisation. Marketing consider as a back bone of each and every business. Hospitality
marketing is essential for the Mc Donald's company (Baker and Saren, 2016). The main motive
of hospitality marketing is build a strong brand image and also attract the large number of
customers so that they can maintain their loyalty toward customers. The role of marketing is
really influential for the growth of the McDonald's company. The main purpose of marketing is
to consist of creating, organising, analysing, targeting, promoting, selling and also delivering the
company products and services in a better way. To understand the all aspects of marketing and
hospitality marketing is compulsory to know about the overall marketing concepts which are
discussed below-
Marketing Concepts
It is like a philosophy that basically a company should measure the requirement of
customers and after this take decision according to satisfy the needs and requirements of
customers in a better way as compared to the competitors. In marketing concepts all other
elements of marketing involved which are given below-

 Production Concept - This concept mainly concerned about the customers demand and
needs because customers purchase those products which are easily available and
convenient in prices. McDonald's always focus on customers taste and their preferences.
After consider the requirements of customers, company maintain all the production
activities (Bruhn and Schnebelen, 2017). Product concept -This concept make clear about the customers preferences so company
need to understand the customer only consider those products which prepare a high
quality of material and usually liked by the other people. McDonald's company consider
all the prospectives of the customers and then make products so that company can satisfy
customers expectations. Selling concept - Company mainly focus on product promotion because customers will
purchase those products which they can see on other social platforms. McDonald's
company promote their product through many online media channels so that it can
enhance the selling of the products. Marketing concept – The main motive of marketing concept is to concentrate on
requirements of target market so that McDonald's company can deliver their products
better then their rivals.
 Societal Marketing Concept – In this concept, company mainly concerned about the
society and target markets sop that McDonald's easily maintain their connection with
society and provide a good products and also contribute in society welfare.
Roles of Marketing Functions
There are many roles of marketing functions which maintain all the business operations
of the McDonald's company . The discussion of these roles are as follows - Marketing research – The main role of company to conduct marketing research so that
McDonald's easily understand the latest update about the market and also identify that
what customers really want. Marketing research is essential process which need to
consider every organisation for growth purpose (Deepak and Jeyakumar, 2019). Products & services Management – Management of products and services is really
necessary for McDonald's company because the demand and supply of products

fluctuate on the basis of company market value so McDonald's need to maintain products
and services as per the market scenario.
 Advertising and promotional campaigns – The prime role of the company is to manage
the advertisement so that people can easily identify company services. McDonald's
company also give advertisement on various digital and traditional platforms like TV,
radio, newspaper, magazines and social media platforms so that customers know about
the products and services of the company.
Responsibilities of Marketing Functions
There are many responsibilities of marketing functions which McDonald's company
consider. The explanation of the responsibilities are given below- Tracking current trends & Monitoring Competition - McDonald's company time to
time tracking the current trends so that company easily know about present market
demand ans aspects. Company also focus on their competitors so that McDonald's
smoothly monitor all the activities of their competitors (Gupta, 2020). Develop sales process – The prime responsibility of Market function of McDonald's is to
improve the sales process in a effective way so that company obtain their business
objectives in a specific manner. In sales process, McDonald's easily connect with
customers, demonstrate their product value and most importantly follow up all the
requirement of the sales.
 Formulate Strategic Marketing Plan – To formulate a strategic marketing plan is really
significant for the McDonald's because its necessary to plan for a longer period of time .
Strategic marketing plan consider both strategic plan and all the department of the
company which engage in this plan.
M1 Roles & Responsibilities of Marketing in context of Marketing Environment
Marketing activities consider all the macro and micro market environmental activities.
The supreme role and responsibilities of marketing department of McDonald's is to create those
products and services which satisfy the customers need and expectations so its main
responsibility of McDonald's to mainly focus on internal and external marketing activities of the
marketing environment (Harwood and Murray, 2019). Marketing external environment specially
deal with all the promotional and advertisement activities so that company easily promote their
products in external environment of the business. McDonald's maintain all the marketing

environmental factors such as political, economical, social , technological , social and last
environmental factors so that company easily maintain all the marketing activities of the
business.
P2 Roles & Responsibilities of Marketing related to the McDonald's Company
Marketing department of the McDonald's company have to play many roles and
responsibilities so that all the business operations complete in a systematic manner. Marketing
department of the McDonald's also connected with the other functional areas of the business in
order to maintain all the resources and task of the company (Helmig, Spraul and Ingenhoff,
2016). All the McDonald's department connected with marketing department of the company.
The explanation of market department interrelation with other department are given below-
Marketing & Sales Department
The role of marketing department is to maintain all the activities of the McDonald's
operations. Marketing department mainly concerned with all the information which are
appropriate of the company. Marketing department consider market research and maintain each
and every products and its resources. Sales department of the McDonald's company also
interrelated with marketing department and work together with marketing department to
accomplish the target. Sales department of the McDonald's responsible for business growth,
sales enhancement representatives and mange all the sales activities through specific sales
specialist.
Marketing & Finance Department
Marketing department of the McDonald's work with the financial department for the
smooth running of all the business tasks. Financial department of the McDonald's company
engaged the marketing department and perform their duty in a specific manner. The main role of
finance department is to prepare a effective budge which full full all the basic and specific
requirements of the marketing department with all consideration of cost , margin, investment and
other resources expenses (Huang, Sun and Law, 2020). Marketing department also responsible to
cooperate with each and every plan of finance department and also consider budget and maintain
all the additional expenses.
Marketing & Production Department
Production department of the McDonald's mainly concerned with the product and its
development so that company can easily maintain all the requirement of their customers.

McDonald's marketing department conduct research time to time so that company easily up to
date all the new trends and aspects at a marketplace and analyse that what exactly people want
and prefer so according to this, company can make a plan and prepare a report as per the
marketing research and implement it in to produce, developed and modified the products as per
customers requirements. So both marketing and production department are interrelated with
each other.
M2 Significance of Interrelation between Marketing & Other functional areas of McDonald's
The importance of interrelationship between marketing function with other function is
useful and beneficial of the McDonald's company. All the functions connected with marketing
function in both form directly and indirectly. The effective and appropriate interrelationship of
marketing and other functions helpful to enhancement of company productivity and also useful
for the success of the company(Leo Salas, 2017). It also helpful to encourage the employees to
tackle all the organisational issues and competitors movements. The main advantage of the
interrelation of all the department with each other is that , company smoothly and effectively
control and monitor all the activities like production, manufacturing, product development,
promotion selling and marketing and financial.
TASK 2
P3 Comparison between McDonald's and Burger King on the basis of 7 P's of Marketing Mix
Marketing Mix consider as a prominent technique to maintain each and every level of
marketing of products and services of a company. Through 7 P's of Marketing Mix, company
easily gain profit maximization and appropriate outcome. In this report, the comparison of
McDonald's with Burger King discussed in context of Marketing Mix so the explanation of both
companies are given below-

Illustration 1: 7
P's of Marketing Mix, 2020
Marketing Mix McDonald's Burger King
Product McDonald's consider as a largest
chain which lead the fast food items.
Company offer various range of
products like breakfast, soft drinks
and shakes. Some famous products
like cheese burger, hamburger,
French fries, chicken sandwiches and
Mc Muffin etc. which attract most of
customers. Company set taste of all
the products on the basis of
customers preference and local and
cultural purpose (Luchs, Swan and
Creusen, 2016).
Burger King comes under the most
popular fast food chain of
restaurant which provide
diversified products for different
age groups people. Company serve
burger and other products in both
form veg and non veg and also
provide soft drinks and other
beverages. The most famous
products of company are
hamburger, desserts milk shakes
and onion rings.
Price McDonald's use wide range of cost
and price techniques so that company
easily sell their products. Company
consider value based pricing, going
Burger King set competitive
pricing strategy to gain customers
attention because company facing
competition in many companies

rate pricing and cost plus pricing
strategies to their customers.
Company set suitable price so that
each and every customer buy their
product with out any problem. After
covid- 19 company suffer uncertain
situation so company now mainly
prefer value based pricing as
compared to their competitor.
like McDonald's, KFC and Pizza
Hut. Company also consider the
psychological pricing strategy
which effect the customer buying
power in a positive way.
Place For the place purpose, McDonald's
prefer distribution strategy.
McDonald's is a most famous
company and always expand their
business in many foreign countries
and open many branches and
franchisees in local and specific
location of the market. McDonald's
also doing business in many cities of
UK. Most of the company restaurants
open for 24 hours in many countries.
In current time, Burger King have
branches and outlets almost every
location in most of the countries.
Company doing business globally
and estimate approx 13000 outlets
across the whole world. Burger
King restaurant found in many
malls and other local market which
available for customer reach (Nasir,
et. al., 2020).
Promotion McDonald's use most effective
promotional activities which directly
influence the customer mind.
Company advertise their company
products on TV, newspapers,
magazines and other internet and
online platforms like Facebook,
Instagram, Twitter and give
advertisement in both audio and
video form on You tubes and other
The new and latest concept of this
company is known as “ BK
Whopper Bar” company constantly
attract their customers through their
promotional activities and
campaigns and set a influential
slogan named “ Have It Your
Way”. Company promote their
products on TV, newspaper,
magazines and other social media

online platforms . channels.
People The way of addressing the people is
very unique and effective. In
McDonald's , more than 210,000 are
working and every employee follow
a specific dress code of the company.
The main motive of company to
satisfied their customers with their
services. Employees of the company
also participate in decision making
process and maintain all the
photocalls of the company.
Burger King pay more concern on
both employees and customers. The
customer satisfaction is more high
of burger king as compared to other
companies. Burger king conduct
program like best performer of the
week and give appraisal to their
employees to encourage them
because happy employees can
easily take care the satisfaction
level of customers.
Process McDonald's set many activities
which help to perceived the process
of the business operations. Company
continuously improve the cooking
methods and apply it product
development. Company food
preparation is visible for every
customers which create a positive
image on customers mind. Company
follow quick service process of the
convenient of customers.
The process of the company which
specially designed and structured
by special experts. Burger king
operating successful operation in
More than 71 countries. Company
successfully manage all the
activities process like taste,
preferences, work culture, and
customers satisfaction.
Physical Evidence The impact of physical evidence of
company is remarkable at the
marketplace. The design and
structure of the company restaurant is
very impressive which influence
people and physical availability is
very smooth, all the customers easily
Burger King operate more than
15000 locations approx 71
countries and consider a
remarkable appearances in many
developed and developing
countries. The franchisees of
Burger King appear in many

go and have delicious meal in their
native places. McDonald's also
provide home delivery (Solimun and
Fernandes, 2018).
supermarket, mall and other native
places so that people can take
benefit of happy environment of
the restaurant.
M3 Evaluate Various Tactics Applied by the McDonald's
McDonald's applied various sets of tactics to obtain company objective. Company has
segmented the entire population on the basis of anti- ageing products and mainly target all age
group of people. Company use various resources and specific material so that company can gain
customers loyalty. Company maintain all the promotional channels and other online campaigns
which influence customers directly. McDonald's use key performance indicator which helpful to
measure the current performance of the company in market and which also helpful to maintain
sales revenue, return on investment , profit margin and cost per lead.
TASK 3
P4 Marketing Plan for the McDonald's Company
Marketing plan consider as a blueprint that work like a roadmap for McDonald's
Company which mainly helpful to distribute the product and services of the company to the
selected target market. Company prepare proper marketing plan and strategy for their new
product development. Effective marketing of a company require a effective market plan to
maintain each and every task and activities and also strategies of the McDonald's Company
company which includes many steps. The discussion of all the marketing plan stages are given
bellow-
Overview of Company
McDonald's is a largest and most popular fast food chain of United States which founded
by Richard & Maurice McDonald's. Company serve their services almost 120 countries and
providing their specific products and services over 69 million people all over the world.
Company mainly operate their business activities through 38,695 restaurants. Company mainly
famous for valuable products like hamburger, chicken burger, French fries, salads, desserts
wraps and pancake. Company want to launch new product that is organic beverage which help in

boost the immunity system and help the negative effect of Covid 19 so its necessary to consider
all the activities which explained below-
Situation
In situational elements McDonald's consider the SWOT Analysis of the company.
SWOT Analysis
Strengths Weaknesses
 McDonald's has a strong brand image
and reputation.
 McDonald's contain large market share
as compared to their rivals.
 McDonald's conduct specialized
training to their managers and other
staff members (Tuomi, 2018).
 McDonald's adopt time to time latest
technological innovation.
 Company affected by “ Supersize Me”
negative press activity which affect
their food image.
 McDonald's utilise trans fat and also
beef oil in food which create issues in
health.
 Company involved many legal actions
and lawsuits which affect their
reputation.
Opportunities Threats
 McDonald's develop the market and
consider as a growth of the hospitality
and fast food sector.
 Company expand their market globally
and internationally expansion in other
foreign countries local places.
 Company provide low cost menu which
give positive impact on customers.
 Intensity of competitors become the big
threat for the company.
 Public health issues and crisis consider
a massive threat.
 Economic recession affect the company
operations (Wang and Zhi, 2016).
PEST Analysis Political Factors -In this factor all the trade regulation and political stabilities of the
company. McDonald's mainly focus on this factors because company doing their
business all over the world so company need to consider all countries political available

and support so that company easily operate their business. Company include all these
factors for their new product development (Wang, 2019). Economical Factors – These factors include economic changes and growth of the
country economy. McDonald's company affective by the uncertainty of Covid 19 and
Brexit which affect their marketing. Social Factors – McDonald's company consider this factor because it factor lead the
customers behaviour and buying power. Company provide products and services as per
the customers requirement with out any cultural discrimination.
 Technological Factors – This factors involved all the technological activities and
modification of the technologies. McDonald's adopt latest technologies for the easily
access and convenience of the customers.
Objectives
To serve high quality fast food with rapid and outstanding services and give great value
of money to their customers.
Strategies
To make a specific strategy, McDonald's used STP model which discussed below-
STP model Segmentation -In this first step, McDonald's divide the whole market in to many groups
of customers so that company easily target all those customers as per their requirements
and company also maintain each segment for their new product. Targeting – In this step, McDonald's targeted those customers who selected and divided
in to many segments. The target market of McDonald's is very wide and company
basically targeted all age group people. Company target local market, colleges campus,
canteen and office areas for their new products.
 Positioning – In this last step, McDonald's use to consider all the promotional activities
and promote their products and services through traditional and modern media channels
including TV, newspaper, magazines, billboards, banner, poster, and other social media
platforms. McDonald's can use all the following for their new product development
(Yang and Gabrielsson, 2017).
Tactics
The discussion of 4 P's on the basis of new product development are given below-

4 P's Product – McDonald's need to focus on development of new product as per the taste and
priority of customers. McDonald's about to launch new product that is organic beverage
to prevent all the people from uncertainty of pandemic. Price – McDonald's need to set price on the basis of customers income so that customers
easily buy new product of McDonald's. Due to covid 19, McDonald's set low price of
their new product. Company should adopt price penetration strategy. Place – McDonald's should launch their product all places where company operating
their business already and apart from this company should expand their market other
location.
 Promotion – McDonald's should use social media channels like Facebook, Instagram,
Twitter and LinkedIn to easily access of customers reach and gain their attention.
Action Plan
McDonald's has allocated the works into various forms. The action plan of the cost
implementation of new product development are mentioned below-
Budget Allocation
Particulars Amount (€)
Marketing 70000
Tools & Equipment 30000
Manpower 26000
Other material & Resources 68000
Budget allocation on the basis of requirement of the company in new product
development of the company.
CONCLUSION
As per this report it can be concluded that hospitality industry require a specific level of
marketing to achieve the most probable outcome. The main purpose of this report is to identify
the key roles and responsibilities of marketi8ng functions in organisation. This report identifies
that marketing research, tracked latest trends , monitoring competitor and management of all

pricing and selling policies are the key role and responsibilities of the marketing function. This
report also discussed about the marketing mix of the company and elaborate all 7 P's of
marketing mix effectively and also compared with other company. This report also explained the
marketing plan of the company and identified that with the help of marketing plan company
easily maintain all the marketing activities and target which helpful to accomplish the business
objective.

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