Marketing Essential INTRODUCTION 3 P1 Role and Responsibilities of McDonald's

Marketing essential INTRODUCTION 3 P1 Key role and responsibilities of marketing function for McDonald's 3 P2 Role and responsibilities of marketing related to the wider organization for Mcdonald's. 7 P3 McDonald's Marketing Mix Example Strategies 11 P4 Marketing plan for McDonald's 15 CONCLUSION 18 REFERENCES 19 INTRODUCTION Marketing essential is basically the process or method that help for business purpose to build the brand awareness in the marketplace but it is also beneficial for increasing the production and

Marketing essential

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Key role and responsibilities of marketing function for McDonald's ..............................3
P2 Role and responsibilities of marketing related to the wider organization for Mcdonald's.7
P3 McDonald's Marketing Mix Strategies...........................................................................11
P4 Marketing plan for McDonald's......................................................................................15
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing essential is basically the process or method that help for business purpose to
build the brand awareness in the marketplace but it is also beneficial for increasing the
production and sales. This report will discuss about the main key role and responsibilities of
marketing functions. McDonald's is the fastest growing organization that performed different
role for the purpose of achievements. They will perform different functions to achieve their goals
and objectives. Furthermore, this assignment will describe the role and responsibilities of
marketing which related to the organizational on the basis of scenario. This report will compare
the organization by using marketing mix for planning process to achieve the goals and
objectives. In this way, the firm will determine that which could do better in the business
development. At last, It will produce and evaluate the marketing plan for the McDonald's.
P1 Key role and responsibilities of marketing function for McDonald's
Marketing is a term that applied in the business for exchange the information to customer
and also creating a strong relationship with their potential customers. Marketing is the most
common things that applicable in the business process to manage their task in effective manner.
Marketing is an effective concept for sharing the information from one people to another by
using tool (Hassan and Dadwal, 2018). Sometimes, it can be identified that modern marketing is
less expensive than other traditional method. McDonald's use the social media platform and
marketing campaign to target the potential consumer those who are interested towards their
services and products. There are various type of role and responsibilities of marketing function in
McDonald's.
Importance of marketing-
 Marketing is beneficial for organisation to increase the awareness about the product and
service in marketplace. This will help for McDonald's to target the potential customer
towards the product and also identify customers those who are ready for purchasing the
product.
 It is also beneficial for organization to increase the productivity and profitability in
marketplace. McDonald's is applied the marketing campaign for promotion to build trust
and more customer purchasing the food product to the organisation.

 Marketing information management- It is basically continuous process for interacting to
the people, analyse, evaluate and gather process. Marketing information system is
accurately gathered all the necessary data that require for business process and marketing
team use the concept to improve the planning, control and implementation. McDonald's
is also applied the management information system to analyse, interpretation in both
ways external and internal sources. This process is distributed the relevant information to
the marketer who can take better decision regarding the operations such as distribution,
promotions, media and product development. This process will be collect the internal and
external records of McDonald's in proper manner. For Example- In McDonald's,
Illustration 1: Marketing functions
(Source: Seven marketing function. 2018)

marketing information system is required the manage overall report of product and
services. It is interrelated with the product management system to provide all the
collecting and storing in proper manner. Financing- It is act that providing the money for particular project development.
McDonald's is a leading brand for taking fund from the investors and banks for
development. In this firm, Manager is responsible person to handle all type financial
situation and conditions (Jones, 2017). They also manage the internal financial
management system to develop the proper budget, reporting and practices. In this way, it
also encourages for developing the process and build the practises. For Example- In
McDonald's, Financing cares about the pricing because they mainly focus towards the
productivity and profitability. Finance team is planning cost strategies for maximizing the
profit rate in marketplace. Selling- Selling is basically the prominent enterprise process whereas seller directly
interact with the organization. It takes place in different type of business such as fast food
services. McDonald's also sell their product in market by using distribution channel to
increase the productivity and profitability in marketplace. This organization will use their
own application to provide the facilities to customer where they can buy the product
through smart applications. For Example- Selling is a crucial part of McDonald's that
coordinated with the promotional team to gain attraction towards the product and
services. This organization is selling the product in market through the promotional
activities. Promotions- In the term of marketing functions, promotion is main part of organisation
to design and produce certain affects that help for increasing the goals of business
process. McDonald's is promoting their product by using publicity, advertisement and
other tactics etc. these are important role playing in the marketing. This will help for
convincing the customer towards their product or service. In McDonald's, it is necessary
for promotion to connect with the financial function that help for providing the fund for
the investment of technology. It also used the marketing tool that help for increasing the
productivity and profitability.

 Pricing- Pricing is main component of marketing to offer the best quality of product at
cheap price. McDonald's is also planning pricing strategies to maintain their demand in
marketplace (Kirkpatrick, 2018). They also give more option to customer on reasonable
price. Sometimes, Price and Quality should be directly proportional to the development.
In this way, McDonald's has increased the demand in marketplace. The quality is main
important factor that required for product management to increase their quality so that
many people buy the product in market. McDonald's always try to maintain their cost and
quality in proper manner. Product service management-It is a concept for changing and creating information about
the McDonald's. This organization offering various type of service to the customer by
using online website, applications. In this way, it can be managed the product services by
the specialist those who maintain their online catalog in proper manner. In McDonald's,
Manager always monitor the profit, sales and market share those who are meeting all
expectations or goals. The product service management is coordinated with the
distribution channel that associated with the supply chain to finish their production
afterwards, it will manage the services of product in proper manner.
 Distribution (Channel management)- Distribution is many group of activities that
associated with the supply chain to finish their product from the production line.
Distribution channel is a medium to deliver the best quality of good and service to the
consumers. In McDonald's, marketing team is responsible for maintain, sorting, storage
and transportation of product from manufacture to consumers. This type of channel
provide both pre sales and post purchased services in effective manner. For Example –
McDonald's, Distribution channel is coordinated with the sales team to store all the
details regarding the order, purchased product, delivery etc. All the necessary detailed is
provided to the consumer with the help of sales team.
Information management-
Information management is a type of cycle of company activities for performing different
function for growth and development. It also gathered the details from one or more sources and
also distributed the information those who are needed. In McDonald's, This cycle has
involvement of different stakeholders those who are responsible for assuring the accessibility,

quality and utility of information (Rubin, 2016). Information management is also beneficial for
organization handle the business operations and function with the help of information system.
This will help for organisation to control, organize, process and evaluate through information
management.
P2 Role and responsibilities of marketing related to the wider organization for Mcdonald's.
Marketing is a process that help for organization to increase their production and sales
but it is also responsible for manage their promotions of product in marketplace. For Example-
Marketing department is running the campaign that help for promoting the product and service in
marketplace. On the other hand, finance department is communicated with the marketing team to
collect all the details regarding the products. Afterwards, they can be planned the money
investment in new product development (Tan and Sousa, 2015). In this way, it can be said that
each and every departments are interrelated to each other. It is necessary for maintaining the
coordination between the different departments and also share the information in proper ways.
There are different type of organizational function as followings:

Illustration 2: Functional area in business organization
(Source: Function areas in organization. 2018.)

 HR Department- Human resource management is important part of organization to
handle the component of employees in the business. There are lot of responsibilities for
maintain the benefits, firing, payroll and hiring the new candidates etc. In McDonald's,
HR manager is becoming responsible to handle the policy, law and regulation for
employee. Human resource management is also maintained the leaves, attendance of
employee in the organizations. Human resource is coordinated with the marketing team
to identify that what are requirement and demand of consumers. HR manager is planning
the strategy for hiring the efficient employee to handle the business operations and
functions in proper manner. For Example- In McDonald's, Manager is maintained their
policy, terms and condition through Human resource. They always maintain the
information regarding the customer and employee. Production department- This department is responsible for produce the best quality of
product and service in marketplace. It is responsible for converting the input into the
outputs by using production process (Thompson, 2016). McDonald's also ensure that
manufacturing process run in properly and effectively. Manager is also planning and
organizing the production schedule on the basis deadline. Production team is coordinated
with the manufacture department to determine the raw material that applied for product
development. For Example- In McDonald's, The marketing team is providing the entire
information regarding the raw materials that needed for production of product in
marketplace. Manufacturing- This is main department of McDonald's to manufacture the best quality
of product and service in marketplace. The production manager is also chosen the right
raw materials which help for made the product effectively and efficiently. Research and development- This department plays important role in the product
development life cycle. This department allow for increasing the duties towards the
business operations and functions. Research and development team is planning strategies
to introduce new product in marketplace. McDonald's always believe in research and
development to analyse the requirement of customer. It includes cost of production, time
line and specifications etc. Research and development team can determine the latest
approach for innovation in the product development. Sales and marketing team provide
the innovative product that useful for increasing the productivity and profitability in

marketplace. For Example- In McDonald's, research and development manager is the
master of art and marketing team can master the art of possible. It helps for boost the
awarenesses about the values of customers. Administration- This department is backbone of the McDonald's that assists to maintain
the relationship between the different department. This will help for manage and
exchange the flow of information from one place to another. The main responsibility of
administration to ensure the performance of every department and creating link between
the higher authority and employees. For example- the administrator always maintain the
coordination with the different department such as marketing, sales, production and
manufacture etc. In this way, they can communicate and exchange the information from
one department to another. McDonald's is the firm where all the employee interacted
towards the different department to maintain the services. Customer Service- McDonald's always maintain their customer service because many
people choose the product by online mode (Tomczak, Reinecke and Kuss,2018).
Manager has responsibilities to identify that the chose of consumers. This department
also provide the suggestion to the customer regarding the products and services. In this
way, McDonald's is also fulfilled the need and requirement of clients. They also provided
the services such as taking incoming call, queries resolve etc. customer services is
coordinated with the marketing team to solve the issues and queries related to the product
or services. Marketing and sales- marketing team is try to promote the product and service through
tool or platform. These are different type of marketing tool help for increasing the
production in global world. McDonald's use the social media, Facebook to share the
information related to the new product. This will help for introduced new product and
their services by using marketing tool (Zuberi and Pelton 2016). Sales team always
maintain the overall purchasing details of particular products in proper manner. It is
useful for easily identifying the demand of customer in global world. Sales and marketing
team is used the information technology services to promote the product and services in
effective manner. It is coordinated with IT department to handle all the promotion related
to the products. For Example- In McDonald's, sales team is basically used the

information technology that help for easily provide the details to the customers by using
tool and platform. Finance department- This department can handle the overall budget of McDonald's in
appropriate manner. In this way, finance manager easily identified that what are overall
budget takes for the investment of new product development. For Example- According
to McDonald, Finance team is communicating with the sales team to identify the
estimation cost of product. In this way, finance manager is maintained the record and
information regarding the product sales and purchased. It is beneficial for organisation to
manage and control the financial condition.
 ICT- Information communication technology is mainly focused towards the transmission
of messages from one department to another. This will handle the information technology
department to provide the facilities for employee to share details of product one place to
another. ICT is the most common department that coordinated with the marketing team to
apply the new approach and innovative idea for growth or development. For example- In
McDonald's, it is required for better understanding where the employees are interacted
with the customer. This organisation is also investing money for the use of significant
amount of technology.
P3 McDonald's Marketing Mix Strategies
There are various ways by which McDonald's applies marketing mix strategies in order to
achieve the its business objectives are as follows:
Basis McDonald's Subway
Product: McDonald's is selling a wide
range of fast foods across the
world. Its product categories
includes cheeseburgers,
hamburgers, chicken
sandwiches, chicken
McNuggets etc. (Astuti,
Silalahi and Wijaya, 2015)
McDonald's also sells
Subway offers a wide range of
products in marketing mix
strategy. Subway sells
sandwiches, snacks, side
drinks, breads. In certain
countries subway has
introduced flat breads,
breakfast sandwiches, English
muffins. Now Subway has

salads,shakes, soft drinks,
oatmeals, pies, soft serve cone
and other beverages.
McDonald's has announced its
pledge to improve the
nutritional values of its
products in order to attract
more customers as its
McDonald's products are
perceived to be unhealthy by
the customers.
introduced number of
vegetarian food in its menu.
Place McDonald's has more than
35,258 restaurants in more
than 119 countries across the
world. Due to McDonald's
aggressive strategy of
expansion now the
McDonald's aims to establish
its business presence in rural
areas. A company is looking
for the best locations for its
restaurants in different
marketplace in rural areas.
Subway mainly operates
through its franchises and it is
the one of the largest and fast
growing franchises in the
world. It has got more than
44,000 franchises across more
than 112 countries in the
world. Subway's placing
strategy is set its outlets in
malls, on airports, business
centres, hospitals amusement
parks etc. (Baker, 2014)
Price McDonald's follows cost
leadership strategy as its
drinks and foods are placed at
competitive prices.
McDonald's charge for its
products at comparably low
prices in order to gain
Majority of Subway outlets are
located at premium places
where the customers are
nutrition cautious and are
easily willing to pay the higher
prices for its products. The
quantity and size of the

competitive advantage in the
market.
products offered by Subway is
more and better than
McDonald's and KFC,
Subways has adopted a
differential pricing strategy by
offering quality products to its
customers.
Promotion A promotional strategy of
McDonald's is post its ads
through television, magazines,
internet, newspapers, social
media and outlets of media in
order to communicate with its
customers. McDonald's also
use different type of promoting
its products by providing offer
and discounts to the customers.
Subway uses number of
promotional activities in order
to promote its product or a
brand. A promotional strategy
of Subway is to advertise its
products through a employee
personal which personally sells
the products of Subway, keep
involving in public relations
and promoting sales which is
strategy of its marketing mix.
They have been making
different products infront of
the customers in order to
promotes its freshness and
quality of its products.
People There are more than 97,000
people working McDonald's in
UK and Northern Ireland
(Davari and Strutton, 2014).
Most of the McDonald's
restaurants present in UK are
owned and operated by local
Subway being a major brand
across the world so its focuses
mainly on its employees and
customers in order to satisfy
both of them. There are more
than 400,000 workers working
in Subway across the world

business men and women.
Employees of McDonald's
have a standard uniform and
the organization mainly
focuses on providing friendly
and prompt services to its
customers. McDonald's invests
more than 40 million Euros on
its employee training and
developmental programs every
year.
and for all of these employees
customer's satisfaction is a
prime concern as on daily
basis Subway serves more than
millions of customers across
the world.
Process McDonald's is involved in to
number of activities in order to
deliver its products to its final
consumers. McDonald's has
adopted to be transparent
while preparing food for the
customers and is considered as
an important activity of its
process. Whole process of
preparing of food is totally
visible to its customers. But
other aspects may include not
limiting how a customers
would place a order, how
customers are been treated and
how long a customer has to
wait.
Subway believes in
transparency and gives it
customers fresh and quality
food. Customer's service is
important factor for subway
and its mainly focuses on
satisfying its customer's.
Subways also has efficient
warehousing, supply chain,
efficient procure for food and
delivery processes.
Physical Evidence McDonald's physical evidence
has an impact on its business
Subway's main physical
evidence are its stores.

processes as McDonald's
restaurants are attractive and
are clean and hygienic for the
customers.
Ambience in their staff,
location, stores, maintenance
forms the physical evidence
for Subway.
P4 Marketing plan for McDonald's
McDonald's is fast food company of America, it was founded in 1940 as restaurant
McDonald's is the worlds the largest restaurant company by revenue and is serving over 69
million customers across the world on daily basis in more than 100 countries (Helm and Gritsch,
2014) It has more than 36,900 outlets across the world it serves a wide range of food products to
its customers.
Objectives: To expand its business in order to create loyal customer base and establish outlets in
Germany.
SWOT Analysis
 Strengths: It is the one of the largest restaurant chain in the world with more than 36,900
restaurants in more than 100 countries which gives a McDonald's a strong market share
and also a financial strength.
 Weaknesses: McDonald's have a complex menu as its menu contain wide range food
products with a food products with high fat contents. McDonald's is being poor in
satisfying its customers across the world which is its weakness.
 Opportunities: McDonald's has an opportunity to make use of better technology in order
to improve its service quality and also to improve relationship with its customers. There
is a opportunities for McDonald's to become a more responsible business in Germany.
 Threats: McDonald's has to face a tough competition from other food companies of
Germany and also customers high concern of their health regarding obesity also poses
threat for McDonald's.
Segmentation: McDonald's strategy of segmenting the markets of Germany according to the
customers are as

 Demographic segmentation: Segment the market in kids, family and students (Wang,
2016)
 Psychographic segmentation: McDonald's should segment the market on the basis of
lifestyle and convenience of the customer's in Germany.
 Behavioural Segmentation: McDonald's should introduce new and better quality products
in Germany in order to gain customer's attraction.
Targeting:
 On the basis of Age, targeting the customer between the age limit of 8-45,
 On the basis of income, McDonald's should target the customers with low and middle
income level.
 On the basis of working class, McDonald's should target the customers low and middle
working class customers in Germany.
Positioning: McDonald's should place a considerable emphasis on the people of Germany
through various sponsorships of events and sports.
Marketing Strategy:
 Market Penetration: McDonald's should place its products at comparably low cost in
order to enter in the markets of Germany.
 Marketing Development: McDonald's should develop its markets in Germany by
segmenting the entire market of Germany in different customer groups.
 Product development: McDonald's should make investments in research and
developments of its products and services.
 Diversification: McDonald's should diversify its products based up on the quality by
developing the quality standards of its product and services.

Progress Monitoring:
Progress monitoring is a way of assessing the effectiveness of marketing plan. It mainly
focuses on quantifying the rate of improvements or responsiveness and to evaluate the
effectiveness of marketing plan. By using progress monitoring tools McDonald's can track the
progress of its marketing plan and can check the effectiveness of a plan. McDonald's can use
progress monitoring tool charts, activity behaviour data sheets, daily reports and behaviour
summary to monitor the progress of marketing plan.
Adjustments: McDonald's has to make necessary adjustment if there is any deviation or errors
in the marketing plan. When ever any deviation arises it should be checked and adjusted as soon
as possible to make the plan sucessful.
Evaluation: McDonald's can use various techniques of evaluating marketing plan like:
 Return on Investment: With the help of this technique McDonald's can check whether the
money put in the marketing plan has been profitable for McDonald's or not . McDonald's
should measure the amount spent on each campaign and what is the amount in return
from the investment made.
 Sales numbers: McDonald's can evaluate the marketing plan by analysing the sales
number which is the fastest way of evaluation.
 Customers response: McDonald's can check the response of the customers such as
feedback, online surveys etc to evaluate the marketing plan.

Budget: Total marketing expenses of McDonald's in order to expand in Germany for the
upcoming year will be:
Activities Cost Estimated (Million euros)
1 Total Advertisement Expenses on billboards and
Social media
5.2
2 Promotional Campaigns 8.8
3 Product cost for T.V and Radio Campaigns 9.8
4 Marketing analysis and data collection 6
5 Marketing department salary and wages 2.5
TOTAL 32.3 million Euros
Control and Evaluation
Plan will be evaluated in the basis of set standards and goals will be measured with it.
Then accordingly measures will be taken to control any deviations. Apart from this various
strategies will be developed to implement them in case of critical circumstances to ensure goals
are attained in effective manner.
CONCLUSION
As per discussion, it concluded that Marketing essential is a method that help for business
process to build the brand awareness in the marketplace and also beneficial for increasing the
productivity and profitability. The main key role and responsibilities of marketing functions.
They perform different functions to achieve their goals and objectives. It summarized the role
and responsibilities of marketing which related to the organizational on the basis of scenario. It
also compares the organization by using marketing mix for planning process to achieve the goals
and objectives. However, this is really helped for determine that which could do better in the
business development. McDonald's produce and evaluate the marketing plan for growth and
development.

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Online:
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