Fundamentals of Marketing Individual Assignment on McDonald’s

International Collage of Business and Technology
FUNDAMENTALS OF MARKETING
Individual Assignment on McDonald’s
Programme Higher Diploma in Business Management
Student Name M.D. Semini Prasangika
ICBT Student Number GM/HDBM/01/22
Subject Name Fundamentals of Marketing
Subject Code BM4153
Word Count 2885
Submission Date 24/04/2021
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Assignment Cover Sheet
Qualification Module Number and Title
HD in Business Management BM4153: Fundamentals of Marketing
Student Name & No. Assessor
M.D. Semini Prasangika
GM/HDBM/01/22
Ms. Randika Dulanthi
Hand out date Submission Date
24/04/2021 25th of April 2021
Assessment type Duration/Length of
Assessment Type
Weighting of Assessment
Coursework (3000 words) 70%
Learner declaration
I, M.D. Semini Prasangika certify that the work submitted for this assignment is my own and
research sources are fully acknowledged.
Marks Awarded
First assessor
IV marks
Agreed grade
Signature of the assessor Date:
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FEEDBACK FORM
INTERNATIONAL COLLEGE OF BUSINESS & TECHNOLOGY
Module : BM4153: Fundamentals of Marketing
Student : M.D. Semini Prasangika
Assessor : Randika Dulanthi
Assignment : Report
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Strong features of your work:
Areas for improvement:
Marks Awarded:

Statement of Originality of Submitted Work
Myself M.D. Semini Prasangika
Student Id No GM/HDBM/01/22
Module Name Fundamentals of Marketing
I hereby confirm that the work presented here in this report and in all other associated
material; is wholly my own work. And I agree to assessment for plagiarism.
Signature: Semini
Date: 24/04/25
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Acknowledgement
First of all, I must give thanks to my Almighty God for the blessings given in doing
this assignment.
My sincere gratitude Ms. Randika Dulanthi, the module lecturer of Marketing
Management. Thank you for the support and guidance given throughout the lecture
sessions and in doing the assignment.
I also thank my parents and my colleagues for being the behind pillar in my academic
carrier. A special thanks goes to the International College of Business and
Technology, Gampaha campus for the facilities and the guidance give.
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Executive Summary
Businesses need to be aware of the marketing environment in order to run a business.
The marketing environment is divided into two sections. They are the internal
environment and external environment. SWOT analysis is used in the analysis of the
internal environment and PEST analysis is used in the analysis of the external
environment.
Also, the main asset of a business is the consumer. Business integrity can be
maintained if consumer behaviour patterns are properly identified. Marketing Stimuli,
Other Stimuli, Consumer Psychology, Consumer Characteristics, Buying Decision
Process and Purchase Decision are the main components used line up customer
behaviour. Businesses that have identified consumer behaviour patterns, are segment
into different consumer situations. The segmentation is divided into four parts. They
are Geography variables, Behavioural variables, Demography variable and
Psychology bases. After segmentation businesses need to choose the right targeting
strategy and positioning to maintain business continuity, reputation and consumer
attraction.
Product, Price, Promotion and Distribution is main when considering marketing
strategy. There five level of production. They are Core product, Generic Product,
expected product, Augmented product and potential product. Penetration pricing,
Price skimming, Premium pricing and Economy pricing are the main pricing strategy
of price. Business is using Advertising, Sales promotions, Public relations, Personal
selling and Direct marking to promote their product. Also, business is using direct and
indirect distribution to handover their product to the customer. A business can make a
good profit if the above components are used properly.
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