Analysis of Marketing Literature and Concepts

This assignment requires a comprehensive review and analysis of various marketing literature and research papers. It involves identifying key studies, authors, and publications related to marketing concepts, strategies, and methodologies. The task also includes creating a JSON object with details about the assignment title, meta title, meta description, and summary in English only.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Describe the roles and responsibilities of marketing functions.............................................1
P2 Roles and responsibilities related to organisational context..................................................3
TASK 2............................................................................................................................................6
P3 Compare different organisation which applied marketing mix to the planning procedure for
reaching business objectives.......................................................................................................6
P4 Produce and evaluate marketing plan for McDonald's..........................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing define as management of exchange relationship. It is mainly used for
retaining, satisfying, developing the need of customers. It is clearly state that marketing is
eminent thing or component in business organisation. Generally, commercialisation is an activity
of company which is connected with selling and buying trading products and services in proper
manner. These are such practices which includes advertisement and publicity of goods, selling
and offering desired products to their customers. Marketing main aim is to try their best for
capture large number of customers in target market place. They are using various types of
slogans, evaluate different sort of innovative and creative packaging design and they need to take
assistance of famous person promotion and exposer of media (Bowie, Paraskevas and Mariussen,
2014). Marketing does everything for the company which are able for firm to get high level of
buyers and try to managed and maintain relationship with them in effective manner. The report is
based on McDonald which is American fast food company and it is operated by Richard and
Maurice McDonald. In this project, understand the important roles and responsibilities of
marketing functions in the context of an organisation. It will also analyse marketing mix along
with its marketing planning.
TASK 1
P1 Describe the roles and responsibilities of marketing functions
Marketing- This define as that practices which help in targetting large number of
customers and gain maximum income and revenue. Thus, marketing is the promotional method
and tool which assist firm for getting higher level of profitability in proper manner.
Concept of marketing- The concept of marketing has five major alternatives factors and
philosophies which offer effective assessment to the company owners and identify which
concept is best suitable for firm to determining specific marketing strategies and policies.
Production concept is that procedure which mainly focus on manufacturing things without
having any idea of customers demand and wants and on the other hand, product concept is
identify about quality and improvement of various goods and services (Brassington and Pettitt,
2013). Selling concept refers to keep their idea by which firm willing to buy their products and
on the other side, marketing concept help in reaching with company goals and objectives by
analysing demand and needs of customers and serve them according to their requirements. Social
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marketing concept is assist in rendering valuable to their buyers which aid in maintaining and
developing desired customers and community benefits.
In an organisation, marketing department is play an important role in their business
activities and functions, it is essential for promoting business vision, mission, because it is that
matter which has been face by company and it can be framed by marketing only. Promoting a
products in large marketplace is not easy and the role of marketing, it involves market some
other tasks such as coordinating with other sections, and also generate all resources or material
which present in the business organisation (Cleverley, 2011). Along with this, marketing job help
in target whole market as well as customers, society, community and investors and this will
create or make effective image of business which carry out in positive manner regarding firm.
Marketing has different roles and duties which are managed and handled its core values
in McDonald, such as sales, production, marketing, finance, distribution, research and
development but it has some particular task or work which needs to do that are as follows:
Managing publicity and maintaining brand- Marketing has been play an essential role
in maintaining promotional and advertisement activities, on the other hand, McDonald does not
requirement of any promotion when they launch their first commodity where it is need to be
promoted among desired customers. McDonald is fast food restaurant which offer various
products such as cheeseburger, French fries, breakfast item, soft-drink, milkshakes etc.
Handling sales and examine whole market- Marketing section coordinate their sales
division so this can get all the data and information then it will take suitable actions for render
new products in the large market and developing new policies and strategies for sales. If sales are
weak it is possible for monitoring and maintaining marketing situations. Sales are totally depend
on customers behaviour and it is assist in generating maximum profitability and income (Clow
and James, 2013).
Finance and approval- It is known for everyone that finance is that establishment for
bring out a specific idea because it is one of the most essential for collecting funds and incomes
for making investment in project, an idea should work for convincing their stakeholders and then
it can be approved for getting appropriate budget. For the same, marketing department require
appropriate finance for managing and maintaining all business activities and functions in
effective manner. All the major task need strong finance for smoothly working in an organisation
so it provides certification that will comprise in marketing planning at higher authorities.
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Investigation and value- Research and inquiry is one of the essential role in deciding the
best suitable value or cost, because it it required for understand whether common public can
afford this cost or not and along with this, marketing division conduct various investigation in all
over the places or locations which help in analysing the perception of desired customers
regarding company goods and services. Therefore after research of marketing team for ward the
information to an enterprise authority and they are fix the price of each and every type of
products (Desai, 2013). McDonald company manager also survey and research the whole market
area and place which help in attracting large number of customers or buyers. Also they are able
for making new strategies and policies for gaining huge amount of income and revenue.
Communication- It is another responsibilities and duty of marketing department which
need to predict all strategies and campaign and adopt best planning which assist in transferring
important information from one person to another. By this, they easily communicate desired
customers needs and demand and try to satisfy their requirements. It includes advertisement
campaigning, promotional content, email marketing and company personal sites, brochure,
leaflet and some more to facilitates or services to their future buyers.
McDonald is largest multinational company which is well known organisation among
customers. The share of market of such firm is higher in the large market place. It is world
largest restaurant chain by income and offer over 69 million customers in around 100 countries.
It is mainly famous for its hamburgers so they can sell cheeseburger, chicken products, French
fries, breakfast items, soft drinks etc. the firm always try to maintain their reputation and status
in all over the world and attracting large number of buyers towards their innovative products and
services. They mainly focus and concentrate on adopting effective methods and tools which
assist in promoting the creative goods and services of an organisation.
Distribution channels- It is essential decision which have been taken by department of
marketing so they will easily determine that how products and services can be distributed in
large are of desired customers (Durmaz, 2011). It can defined as idea and thought of specific
goods for rendering effective products and services so that buyers can satisfied their needs and
wants in proper manner.
P2 Roles and responsibilities related to organisational context
Marketing exercises play an important role for developing and building business
operations and activities in appropriate manner. There are various advantages of marketing
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methods and techniques by which company can gain effective opportunity for using suitable
tools and equipments which are helpful for firm in generating the sale volume and earn
maximum profitability in better manner. It involves markets segmentation, positioning and target
the company, advertisement and promotional methods (Fazlollahtabar, Aghasi and Forte, 2012).
Company manager of marketing department play an essential role for promoting the firm
in the competitive environment. They can survey and examine market and process research
which determine the current situations, customers, competitors, taste, preferences and
requirements so firm can give and supporting structure services or facilities according to the
demand and need in effective manner. It is eminent role and responsibilities of the company
management for taking appropriate decisions along with activities and functions which assist in
developing innovative and creative products and services in proper manner. McDonald firm is
mainly focus on their different marketing functions and activities for make effective and quality
based products as per fulfilling their demand and needs (Woodside, 2015). There are large
number of rivals in the demanding market so McDonald require for adopting planning and
strategies which are help in making unique and creative products and services. This will includes
different products such as burgers, cheeseburger, French fries, milkshakes etc. there are some
methods and tools of different marketing activities and functions of McDonald which assist in
gaining high level of competition in appropriate manner.
Market research- It is that function which have appropriate market research which are
necessary for analysing current situations, conditions, market situations and latest trends in
proper manner. It is very essential for gathering and collecting information which provide help to
the company for developing and building new ideas and thoughts for producing as well as
making effective goods and services. McDonald also require to determine this study for
analysing needs and wants of customers and identifying the major competitors.
Transportation- It is essential for making appropriate strategies and policies for selecting
the suitable transportation services for an organisation in better manner (Fırat, 2013). McDonald
also consider such components for distributing the effective facilities and services for future
buyers in appropriate way. Firm can need to using transportation methods for secure their money
and also reducing the consumption of time with the help of utilising Just in time method.
Best quality of products and services- This is eminent factor which help in support for
capturing large number of customers towards firm goods and services. McDonald mainly focus
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on targeting whole market place and also their desired customers by adopting and using best
strategies and policies that are related to total quality management in the firm for providing
services and products to buyers in better manner. It is necessary for gaining long term advantages
in the whole competitive environment (Gertner, 2011).
Assessment of risk factors- McDonald require to mainly concentrate or focus on
reducing their risk factors or elements by adopting various techniques and methods in
appropriate manner. Uncertainty and risk can be occurred while business activities and functions
will be operated in the company. Thus, by ignoring these type of factors, McDonald's need to
adopt various tools and methods for eliminating risks or uncertainty so effective goals and targets
provide in better way.
Product development- It is very important function and activity which need to be
performed by firm marketing department. By development of specific products, company can
increasing their worth of brand and developing effective position in the large market area.
Human resource- Company manager have to perform various practices or exercises for
attaining growth and success of an organisation (Wirtz, 2012). The main function and activities
of human resource management is to motivate or encourage their staff members so they can help
in improving and developing firm sales and generating higher income or revenue. In the
McDonald, for gaining high level of success or return of investment, it will help in producing
different products and services at the dominant market place. For maintaining the productivity of
specific company, manager of HR, conduct various type of training and development to their
employees and management which help in enhancing their skills and abilities so that company
can work in effective and efficient manner. Along with this, the main aim of the firm is to
increasing the base of selling products and services, other is company need to hire talented and
skilled employees which help in promoting their products among customers. On the other hand,
marketing department will play an important role who are performing unique and innovative idea
for advertise their products and services (Hamilton, 2011). This process will be completed by
using different techniques and methods of selecting and recruiting tools. Also they mainly use
various online method for recruiting best and appropriate candidates in the marketing division
and those who have efficient and awesome with strong communication skills.
Customer services- The main purpose of this department is to filling the position and
sustainability at market place so company require to be able for providing best and suitable
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facilities for their customers. It is the effective and best segment of the company where manager
is responsible for providing best appropriate services after selling innovative goods and services.
In the food sector, organisation such as McDonald's, facilitate effective services regarding all
needs and demand along with complaint of customers on given time (Joshi, 2012). The similar
process proves to be profitable for making and developing strong brand goodwill in various
market places with the assistance of making strong relation with their buyers. By this, efficient
and best service provider, this enterprise has been gaining their predetermine goals and targets in
appropriate manner.
Management- This department arrange and manage all working of their division and
create concern about strategies and policies according to this. In the McDonald's, their
department are performing together for facilitate all best and appropriate services to their desired
customers which help in retaining skilled employees in better manner. On the other hand,
management will make and create effective rules and norms which has been imposed by
government so that they can perform and conduct all legal aspect (Silver and et. al., 2012).
TASK 2
P3 Compare different organisation which applied marketing mix to the planning procedure for
reaching business objectives
Marketing mix will play vital role in the company which contain by different factors that
support in making effective policies and strategies for business. Along with this, marketing
planning relay on such methods and techniques which help in gaining desired goals and
objectives for specific project. So each company willing to create strong market goodwill and
mainly focus on adopting or using best suitable methods and tools for adequate application.
There are 7Ps and 4Ps which involved in the marketing mix process and this will useful for each
and every business organisation for selling their various goods and services and provide
sanctification for each individual demand and needs in better manner (Khan and Adil, 2013).
McDonald can develop and make best and eminent strategies for promoting their effective
products and services in the large market place. There are different company which imposed
with various tools and methods for building top position against with their competitors so they
are able for beat the other firm in the large market area. Along with this, McDonald try to
became a global leader in the fast food restaurant, for this they need to concentrate on different
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marketing mix methods or techniques for developing appropriate decision making process
regards for adopting firm innovative products and services. Also enterprise are able for attaining
their potential goals and objectives in given time frame.
There are eminent comparison with McDonald and Burger king and how these firm are
impressive different techniques and strategies for promoting their creative food items in the large
competing market place (Lamb, Hair and McDaniel, 2011). They also used and adopting
different methods and techniques for spread awareness among large distance customers whether
they are domestic as well as international level. McDonald and Burger king both are very
popular organisation and well known as they need to make high reputation or goodwill in the
market area so it is essential for focussing on customers demand and needs in better manner.
Such companies are leading within the international places of market for providing their
effective goods at various domestic and international areas.
Marketing mix tools McDonald Burger King
Product It is the restaurant which operate in
the form of large chain and
consider as the restaurant which is
located in large number of nation
in all over the world. This will
mainly dealing with fast food items
and various products such as
French fries, burgers,
cheeseburger, milkshakes and
some more at market place.
This is large firm which are
providing different type of burger
to their desired and regular
customers in proper manner. They
also analyse the demand and need
of guest and according to their
request change in their goods taste
and features. It is very famous and
popular firm in all over the world.
Price It clear that McDonald is largest
brand so they provide services of
various goods and items in urban
locations. The majorly focused of
this firm is only huge and
developed areas where they easily
Burger king using competitive
prcing because the competition is
very high as compare to the
McDonald. So burger king has
been monitoring and evaluating
their pricing policy so that they
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expand their business and charge
reasonable price from their desired
customers.
does not feel burden by such
prices.
Place McDonald's is very famous brand
so it will provide facilities of
innovative products and services in
the urban places (Lehmann and
Bengart, 2016). The mainly
concentrated areas is developed
and larger locations of the
company through rural places is
not efficient and does not suitable
for expensive products and
facilities.
Current burger king is located in all
over the world. Its international
location includes East, Oceania and
Europe. Burger king has divided
their all international operations in
three different areas.
Promotions This enterprise has been investing
very low amount in the
promotional strategies and policies
which attract large number of
customers. They also taking usage
of eye capturing offers and
seasonal strategies for promoting
their creative and new goods and
services.
The company promotional strategy
is totally based on identified
concept and revealing its brand at
given time frame. Burger king
developing their strategies which
are related to menu, agencies,
advertisements, outlets and new
concept for the restaurant. Also
they need to adopt or used various
methods and techniques which help
in increasing profitability and
income and attracting large number
of customers.
People Along with this, firm also provide
consuming goods and various fast
food products so that they are
People refers to their customers,
employees, management,
administration and each one who
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given less importance to their
company shareholders and mainly
worth to providing financial
advantages for gaining additional
income.
involved in this business operations
and activities. It is very important
for every one to understand that the
goodwill of the brand are in the
hand of all these people of
organisation.
Process McDonald make and develop their
food process in more transparent
which main reason is to keep
secure and safe in their health
issues and problems (Lin, Li and
Wang, 2015).
This refers to procedures and
methods for giving effective
services and thus, it is necessary
for them is to maintain and manage
all business operations and
functions which is useful for their
customers.
Physical evidence It is one of the most famous and
well known company who are
mainly spend their money for
giving better facilities to their
customers.
It define to the experience of adopt
the specific products and services.
When the services goes out to the
customers, it is important for
buying or not. Physical evidence
such as brochure, pamphlets etc.
P4 Produce and evaluate marketing plan for McDonald's
Marketing plan has various things such as mission, vision, objectives, planning and
budget and some more. It is that strategy which has to be framed a time for dealing in new
market and help in developing things better (Lovelock, 2011). Different elements and factors
should be included in this marketing plan of McDonald which are described as under:
Vision of McDonald:
“To be the best quick service restaurant experience”. Being the best means providing
outstanding quality, services, cleanliness and value so they wll make each and every customers
face with full of smile.
Mission of McDonald:
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“McDonald brand mission is to be our customers favourite place and way to eat and
drink. The worldwide operation are aligned in the international strategy”.
Objectives of McDonald:
The objectives are prominent thing so McDonald are as follows:
 To produce more burgers and cheeseburgers.
 To encourage and motivate the products quality. The main aim is to became large organisation.
Situational analysis:
It is necessary for each and every organisation for evaluating both internal and external
condition so they will frame effective strategies and policies in proper manner (Mihart, 2012).
Therefore, SWOT analysis will be described as follows: Strength- McDonald is one of the reputed firm, inception in united kingdom, have
presence in around 200 nations. This is blessed with brand trust and loyalty due to their
marketing and maintaining strong branding in all over the years. They has offer high
quality products which attracting large number of customers and charge product at
reasonable rate. It has been established market for their strong goods such as
cheeseburger, French fries, milkshakes and some more. Such products are highly
maintained good quality based products. Its acquire their position as gift products such as
that includes burgers, cheeseburger, soft drink and so more. They recently launch
innovative and creative goods in the large market place for their customers. McDonald's
has strongest tag line for promoting in FMCG sector. Weakness- McDonald has lack of penetration in rural market. The large segment of
population which suffer from diabetes, disorder so they are reducing its sales. This will
be harder for find out prime places for developing setting strategies and policies. When
the annual dividend hikes are continue so the dividend growth rate has been lower and
probably slow down the level. Opportunities- The huge market in rural locations can easily develop for McDonald's
which boost up the market (Ogunmokun and Tang, 2012). Expand some of the new tastes
and preferences for the people and some of the specific products and services for
developing cholesterol and diabetes patient. Enhancement of acceptance of international
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market such as India, Russia, china etc. there are some opportunities for new restaurant
outside the united kingdom and the firm grab this advantages. Threats- The major threat for the firm is other company offer similar type of products
and services to their customers in large market place. People are being health conscious
so they are avoiding the extra calories (Papasolomou and Melanthiou, 2012).
Government are consider with regulating targetting fast food and other products. Products
rate is increasing which can higher the cost when economy rate is weak and the ability to
pass the price hikes through the consumers.
Marketing budget- For making effective marketing budget is an essential so this will
exercises in effective and efficient manner (Pike, 2015). Company manger of McDonald develop
market budget in different expenses which are related to various marketing exercises.
For the expansion of this sector, marketing budget has made that are as follows:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 60000 14600 14200 120000 16000
Investment 10500 10000 12000 14000
Total 60000 25100 24200 132000 30000
Marketing
expenditures
Advertisement 8600 5700 4200 5000 6000
Sales promotion 1000 3000 5500 2000 8000
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Direct marketing 2000 4000 1000 5000 2000
Total 11600 12700 10700 12000 16000
Available balance 48400 12400 13500 120000 24000
CONCLUSION
According to this mentioned report it can be analysed that Marketing has different roles
and duties which are managed and handled its core values in McDonald, such as sales,
production, marketing, finance, distribution, research and development. McDonald is largest
multinational company which is well known organisation among customers. Marketing exercises
play an important role for developing and building business operations and activities in
appropriate manner. Company manager have to perform various practices or exercises for
attaining growth and success of an organisation. Marketing mix will play vital role in the
company which contain by different factors that support in making effective policies and
strategies for business. There are eminent comparison with McDonald and Burger king and how
these firm are impressive different techniques and strategies for promoting their creative food
items in the large competing market place. Marketing plan has various things such as mission,
vision, objectives, planning and budget and some more.
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REFERENCES
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Woodside, A. G., 2015. Iconic studies relevant for research in marketing and the Journal of
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Online
Marketing mix tools 2017. [Online]. Available through:
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marketing-mix---from-4-p-s-to-7-p-s>.
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