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Introduction to marketing essential in McDonald's

   

Added on  2020-10-23

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Marketing essential
Introduction to marketing essential in McDonald's_1

Table of ContentsINTRODUCTION...........................................................................................................................11. Introduction to the concept of marketing including current and future trends ......................12. Overview of different processes in marketing........................................................................23. Roles and responsibility of marketing manager in McDonald's.............................................24. Interrelation of marketing with other functions of the organization ......................................35. Importance of marketing role in McDonald's ........................................................................46. Conclusions that emphasise the significance of having effective interrelationships betweendifferent functional departments.................................................................................................47 Compare the ways in which McDonald's applies the marketing mix to the marketingplanning process to achieve business objectives and its comparison to Subway.......................58. Produce and evaluate a basic marketing plan for the chosen organisation............................6Marketing plan...........................................................................................................................6CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
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INTRODUCTIONMarketing is a process of selling the products and services by making differentadvertising. It is the way through which targeted customers can be reached. In this present reportMcDonald's has been chosen for assessment. McDonald's is a leading fast food restaurants chainwhich serves fast food in all over the world. It was founded in the year 1940 by Richard andMaurice McDonald. This present report will focus on Roles and responsibility of marketingmanager in McDonald's. In addition to this, different processes in marketing will be described indetail. Furthermore, marketing plan will be prepared in which all internal and external factorsthat affect the organisation will be analysed in detail. 1. Introduction to the concept of marketing including current and future trends The concept of marketing is a belief that an organization should examine needs ofcustomers and make appropriate decisions for achieving a competitive advantage in the marketby fulfilling those needs (Campbell, Martin and Fabos, 2018). Marketing is a concept or ideasthat is adopted by most of the companies all around the world. It is very useful and effective inpromoting goods or services in the market to attract more and more customers. Marketingconcept used earlier was very different and traditional as compared to the current marketingtechniques utilized by organizations. Before the development or advancement of marketingmethods companies used to promote their products and services on newspaper, radio etc. But inpresent society marketing is a combination of previous trends that have been improved upon forexample print, TV ads etc. New strategies are focused upon inbound practices, some of the mostcommon marketing methods used by organizations today are - Targeted emailsSocial media marketingText message advertisements Internet video advertisements etc.Past and current trends in marketingGlobalization – It is a macro trend that affected marketing as well as every other aspects of abusiness or organization. The marketing managers in older times were only focusing on a smallor domestic market as there were low competition and fewer options available for theorganizations. But it is not same in present business environment (Pappas, 2017). There are hugenumber of companies offering similar products and services in the market that is building intense1
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competition in the market. Therefore, business seeks to enter into new and different markets suchas foreign countries. This trend has enabled organizations to use new marketing techniques suchas social media marketing, TV ads etc.Technology – It is one of the biggest changes in business entirely and marketing in the last twodecades. The advancement and increasing use of technology has changed the methods of sales,advertising, distribution, research etc. Computer or artificial intelligence is used highlynowadays. Such as use computers has replaced the human resources at a high level such asinternet, social media marketing etc. 2. Overview of different processes in marketingThe marketing process includes following steps of processes - Analysis of the opportunities in the market – The first element of marketing process it to examine the market for finding the opportunities that can be beneficial and needs to be availed. These opportunities are linked with the needs and demands of the customers that are not satisfied properly by the other organisations or competitors in the market. Selection of the target market – This step is also very essential in the marketing process in which target customers are chosen. The organisation performs a breif analysis of the target markets for this purpose. Development of the marketing mix Management of marketing efforts3. Roles and responsibility of marketing manager in McDonald'sThere are various roles and responsibilities of marketing manager that helps inperforming various marketing functions to promote products and services in the market. Theseroles and responsibilities of marketing manager can be described below - Work with top management – The main function or role of marketing manager in McDonald's is to work with top level management. He or she helps the top management in understanding the marketing plans and policies so that each and every issue of the marketing process and planning can be avoided and effective advertising or promotion can be formulated. Supervise and coordinate business activities – A marketing manager is also responsible for establishing effective co-ordination among business activities of sales, purchase, storage, packing, sales promotion, transportation etc. 2
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