Marketing Elements and Benefits - McDonald's

Added on - 06 Jan 2020

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MARKETING
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Elements of marketing process.........................................................................................31.2 Cost and benefits of marketing orientation.....................................................................4TASK 2............................................................................................................................................52.1 Macro and micro environmental factors...........................................................................52.2 Proposing with segmentation criteria...............................................................................72.3 Choosing targeting strategy..............................................................................................82.4 Determining different buying behaviour.........................................................................82.5 Positioning strategy for McDonald..................................................................................9TASK 3..........................................................................................................................................103.1 Development of products to ensure competitive edge in the market............................103.2 Different distribution strategies........................................................................................13.3 Various pricing strategies.................................................................................................1TASK 4............................................................................................................................................34.1 Planning marketing mix for two different segments for McDonald................................34.2 Difference in marketing products and services to businesses rather than consumers......54.3 How international marketing is differs from domestic marketing in McDonald.............6CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................7
INTRODUCTIONMarketing is just not to sale of the products, it is having a broad meaning related to theproducts and services. In the earlier times a company use marketing tool just to sale theirproducts and services, the company is highly focused to make higher sales. So this is making abad situations for them because their products are not completing the expectations of theircustomers. In the contemporary world scenario most of the big companies are using themarketing in wider area. Marketing process starts with the idea of making a goods and services.The owner and a manufacturer have to use this latest marketing tool with making analysis ofmarket needs and customers needs (Hawkes and Harris, 2011). After it they have to develop theirgoods and services. Promotion and distribution are the main concept of the marketing strategyand this have to be effective. This project report is based on theMcDonald's which is havingaffair in the food industry. The company is having a wide range of Pizza, Burgers, Puffs andcoffees, they are having more than 36,000 outlets in across the world. They are using an effectivemarketing and they are having different marketing policies in different teams. They are makingdistinct products and service styles in different countries and it is an example of marketing in thefood industry. This report is having content of marketing elements and benefits and cost ofmarketing orientation. Micro and macro environmental factors are making a direct impact of thecompanies activities and they have to adopt these affects in their business and production.TASK 11.1 Elements of marketing processMcDonald's is using the latest marketing tool which is helping them to sale and fulfil thecustomers expectations and here is element;Target customer:In the first, company is making target of customers. Many types ofcustomers are available in the markets and this is depends on them that which type of customersto take as a target by the company. They are having generally two types of customers poor andrich. Mostly company is making focus on the high and middle class peoples. They are havingsufficient money to afford the expenses so this is easy for McDonald's to fulfil theirrequirements.Product Development:After making target they are developing products and servicesaccording to their targeted customers (Jobber and Ellis-Chadwick, 2012). Most of the persons
wants a general tastes but they are having differentiation in the prices so they are making distinctpackages and prices of their products. They are adjusting their prices according to the customer'sfinancial conditions.Effective advertisements:The company is making their all activities according to thecustomers demands and which can attract them. They are using classifications of their customerson the basis of their mediums which are suitable for them to communicate about new productsand available price range. They are using effective communication tools like; print media andelectronic media. They have to make distinction according to customers facilities.Selling and distribution:This is the main part and they are using the both online andoffline process to sale their products (Kelleher, 2011). They are having both type of customerswho wants the home delivery of foods and who wants to go for outing. They have their outlets inthe big markets which are suitable for the customer's.1.2 Cost and benefits of marketing orientationMarketing provides number of benefit to company to achieve sustainable growth. Thereare various merits which describes as per under:Benefits of marketing orientation.Identify the demand:Through adopting marketing concept organisation can find out thedesire of customer in targeted market which contribute to deliver desirable value to satisfy theirneed and also enterprise can meet with predetermined goals.New market opportunity:As being a global brand MacDonald can enter in new reasonthough marketing concepts. The model of marketing helps to identified interest of customer thatis essential for the growth of company. In some nations by used this concept organisation candeliver their needed product and service to cover new market for its product (Kotler and et.al.,2015).Capture appropriate market-share:The concept of marketing is focus on the customerinterest rather profit. It helps to understand the requirement of customer which assist to companyto produce it to satisfy them by provide qualitative product and service at affordable price. It alsoaids to increase sales revenue to captured large market-share as well as defeat competitionagainst rivalries.Cost of marketing orientation:As mentioned above, Mc Donald's is following marketingorientation for exploiting maximum benefit of emergence of International business market.
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