Marketing Essentials and Strategies

This assignment delves into the fundamentals of marketing, covering essential concepts, functions, and strategies. It discusses the main functions of marketing, the 7Ps of marketing, and references various studies on marketing research, social engineering, and entrepreneurship marketing. The assignment also touches on public speaking, small businesses, and e-entrepreneurship innovation.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2 Roles and responsibilities of marketing relate to organisational context..............................4
TASK 2............................................................................................................................................7
P3 Compare marketing mix of McDonald and Burger King.....................................................7
TASK 3..........................................................................................................................................10
P4 Marketing Plan.....................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing play most crucial role in the management and achievement of determined
vision and goals of organisation that is required to develop in the competitive marketplace.
Marketing can be defined as the practices which is outlined for attaining huge strength of
consumer. By the identification, selection, distribution methods and other activities, the
organisation can understand the requirements of their consumer along with making purchase
decision. This carry out the advantageous outcome creating awareness among people by
adopting different tools of marketing assisting the proper consideration of components such as
demands, trade condition etc. along with creating effective relationship which is essential for
organisation. McDonald is one of the extensive fast food chain that deals with large number of
consumer worldwide (Asaduzzaman, Hossain and Rahman, 2014). The company undertake
effective and strong marketing strategies and activities in regard of attaining their business
objectives. The project will demonstrate duties and roles of functions of marketing along with
their major competitor, Burger King. It will also evaluate or develop a proper marketing plan
performing required procedure that help in achieving organisational objectives in an effective
manner.
TASK 1
P1 Key roles and responsibilities in a marketing function
Function of marketing can be considered as one fundamental elements that deliver
numerous opportunities to sustain in the competitive market opportunities to attain determined
objectives and goals.
Marketing Concept: Marketing state that each and every company need to seek the need
and demands of numerous consumer along with the product production procedure that have to be
combined with choice of client. McDonald enterprise is aiming over the better marketing concept
that can assist them in gaining their profitability level (Berkowitz, 2016). They deliver their best
services and products to numerous consumer in huge geographical region. Organisation can
manage better relation with consumer through the assistance of marketing concept. Referred
organisation can conveniently evaluate the preferences and choice of consumer with the
marketing philosophy help. Vision and mission of enterprise can recognise with marketing
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concept assistance. Numerous concept of marketing are there, in which some are discussed
beneath:
Production Concept: As per this, numerous products are accessible in trade for each sort
of consumer so they can easily make purchase decision. McDonald focus over the concept due to
the assistance the risk identification in practices of business along with made efforts for
segregating the concept (Clow and James, 2013). As per the concept, this is facilitating the
distribution and production techniques and tools so organisation increase the productivity and
efficiency.
Product Concept: This consist of consumer want to those product types which deliver
them proper benefits and satisfaction. So this is the duty of organisation to deliver that product
type which influence more consumer situated in the large geographical area.
Selling concept: Concept of selling is fundamental for each and every business company
due to its assistance in enhancement of revenues and income of organisation. This aims over
managing better relations and creating positive recognition with the service provider as this act
as the mediator which play more crucial role in the management of organisation efficiently.
Marketing concept: It is more struggling concept as this helps the organisation in
developing the plans and determining business aims and targets in more significant manner. This
is assisting to deliver more services and product quality along with managing consumer to
emphasise over the organisational income following different market consequences.
Societal concept: It the basic concept which explains the social welfare through deliver
services and products to the individuals. This consist of standard of living along with the product
consumption in more significant manner. It is the duty of referred enterprise to contribute their
involvement in the social betterment (Desai, 2013). To accomplish this purpose, firm can frame
numerous tactics and strategies that can aid in achieving demands and business objectives of
clients efficiently.
The marketing departments consist number of key roles and responsibilities which is
necessary to followed by the managers of departments to achieve the set targets or goals within
given time durations. All the main responsibilities are specified below:
Roles and responsibilities of marketing department
Product: Before production of products the McDonald marketing departments understand
the market, trends which include the customers current preferences or needs and after briefly
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analysis of the market follow the unique products is produce by the organisation. The products
which organisation is producing need have their own unique function which make the products
more popular in comparison to the competitor’s products. While analysis the market the
managers also need to look upon the competitors’ products performances and such information
act as essential platform during strategy formulations (Fazlollahtabar, Aghasi and Forte, 2012).
The organisation produces the products by using the latest technologies because it help in
making products unique generation core competency when comparing with other competitor’s
similar products.
Selling: another essentials role perform by marketing managers of McDonald is dealing
with wide range of fast food products including drinks, foods ice-creams and beverages etc. to
the customers with motive to earn maximum profits and increase the revenues so that business
transaction run in smooth ways. When the demands of the product is increase then mangers of
McDonald always prefer to use fastest distribution channels for transferring the goods at
different stores situated in different countries. The Advertisement of the goods through printing,
social media etc. to maintain the strong base gain more customers. The effective distributions
channel and modern method of advertisements the McDonald became leading company in field
of furniture.
Pricing: When McDonald marketing managers fix the prices of the goods it considers
both positive and negative aspects on the purchasing power of the customers and company
revenues. It’s natural phenomena when we increase the price of any products in comparison of
similar products offer by the competitors the results always negative on the sale of the company
products because customers will prefer to but he competitor’s products not organisational
product (Gertner, 2011). The McDonald use that pricing policy in which both aspects include
i.e. products cost and customers purchasing power and budgets.
Promotion: In promotion of goods the McDonald always used the best mode of
advertisements so that correct information about the products deliver to the customer at right
time. In promotion strategy different medium of distribution channel is used to transfer the right
information to the customers it includes newspaper printing, TV advertisements and digital mode
of advertisements etc. When promotion is done the main motive to establish strong bond with
customers for long-term time durations. In present scenario the digital mode of advertisements is
very effective and McDonald used in large scale for promotion of products.
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Financing: The finances act as backbone for the function area departments hence in
marketing department fund requirements always needed to perform the marketing activities
effectively. The managers role is to prepare the budget for their departments which includes all
the activities where funds is required.
Distribution: The McDonald always prefer to used that distribution channel which
deliver the goods to different stores in different countries in short duration of time with less
chances of misuse (Hamilton, 2011). The McDonald marketing managers select the suppliers
from different nations after analysis their performances. When goods are timely available in
stores then organisation focus on sales generation without any hindrances.
P2 Roles and responsibilities of marketing relate to organisational context
As discuss above the marketing departments play key role in providing the essentials
information to the other function area departments. The information share by marketing
department to other departments always help in to perform their function effectively and
efficiently. When right information is share between the departments of function areas it always
brings desirable outcomes and eliminated the identical works. The marketing departments of
McDonald coordinates with other departments is describe below:
Marketing with operating: The organisation of McDonald also works in field of interior
designing of the products. When marketing department analysis the market trends and customer
preferences in this it include the trending or latest design follow in market or highly appreciated
by customers. This information quite important for operating departments while making the
design of furniture McDonald operations managers used their latest technology and information
share by the marketing about the design they develop or form new designs for furniture.
Marketing with HR department: As we well aware about the role of HR departments in
the organisation which include recruitments of right candidates, analysing the performances of
the employees, fulfil the essentials requirements of employees, provide proper training or classes
and other work related to employees (Jones and Rowley, 2011). The McDonald managers of
marketing communicate with HR departments when they found employees not working properly
or some training is required for improvements in skills. Hence with proper coordination between
marketing and HR departments performances is easily analysis.
Marketing with finance department: In Marketing department of McDonald number of
activities involved and all these activities important for proper running of marketing strategy.
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The activities of marketing department always required funds to performs their tasks. Hence, it’s
role of the marketing managers to calculate the funds requirements in each activity and prepare
the effective budgets and share the budget with finances departments. When the budget is
transferred to finances departments they arrange the funds accordingly. The proper
communication between the department facilities in proper flow of liquidity without any wastage
of funds (Joshi, 2012). When right amount of funds is available in marketing departments then
positive outcomes always show therefore McDonald marketing managers maintain the eyes on
the fund flow.
Administration: Management division is also associated with the division of marketing
as this helps in controlling operations and documenting consumer and employee related
information and data effectively. This is the duty of administration division to trade entire
worker of the company. The whole procedure can assist in determining vision and target of the
company in significant manner.
Distribution: Department of distribution play crucial role in the management of
distribution activities of services and products to the consumer. The division has a crucial role
due to the services and goods to numerous consumer and clients. Production and marketing is
associated with numerous role in the division of organisation. New trade can recognise with
divisional assistance so this can contribute their services and products as well as maximise and
products to increase the benefit level. The organisation consist of different channels of
distribution that consumer can easily reach to their consumer through McDonald.
IT department: In regard of emphasising the products variety in McDonald and assisting
in the production and service delivery procedure, through implication of IT division, organisation
can attain satiate customers. These new methods can be optimised through division of marketing
for deliver online ads, online product selling and designing web pages for interacting and
communicating with consumer undertaking their responses or reviews for making further
modifications (Katengeza, Okello and Jambo, 2011). This can assist in accumulation of division
that is utilise for earning maximization for McDonald.
Customer service: It is one of most crucial marketing department which deliver
numerous services and consumer products. Referred company focus over their consumer
satisfaction creating and the need adopting different approaches to reach consumer. This is the
main elements that can assist in achieving organisational success delivering more satisfaction to
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the clients. Consumer service division resolve different issues and conflicts of consumer through
using marketing method that create convenient interaction framework within McDonald.
Production: Production division of McDonald has their own unique procedure of
manufacturing foods products which is one crucial aspect of the company. Through the
assistance of market research and development that can assist in considering preferences and
taste of customer in more significant manner (Kennedy and Parsons, 2014). This manager is
liable for data identification associated with market condition and consumers. This is the primary
activity that can help in marketing division.
Research & development: Marketing division is able to achieve success through the
assistance of R&D department as this can help in understanding numerous aspects of market. It
is also liable for creating more creation and innovation in services and different production as per
the preferences or choices of clients. It is attained by implementing different tactics and using
techniques of marketing and promotion to reach to the respondents of research. This procedure is
also helpful in outlining the consumer preferences, quality of services and response of consumer
in regard of existing services and products in more significant manner by proper marketing
assistance.
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TASK 2
P3 Compare marketing mix of McDonald and Burger King
One of the potentials tools of marketing is MARKETING MIX in which 7Ps model used
achieve the more markets areas. With help of 7Ps the managers of marketing departments in
formaer, you should have f ocused more on the
marketing mix.tion of strategy or plans. The Marketing Mix 7ps model introduce by E. Jerome
McCarthy and published in 1960 in his book Basic Marketing. A Managerial Approach. The
marketing mix model covered all the essentials target area of market which managers cannot be
neglects for achieving the organisation objectives (Lamb, Hair and McDaniel, 2011). The area
covered by marketing mix7ps model are product, price, promotions, places, physical evidence,
people and process. The connection between McDonald organisation and Burger King business
marketing mix.
Marketing Mix
Components
McDonald Burger King
Product McDonald can be termed one of the
largest and multinational American
fast food chain which provide wide
range of services and products in the
competitive marketplace including
drinks, burgers, sandwiches and
numerous other in all of their outlets
spread worldwide. Nowadays,
individuals are getting more health
oriented and conscious organisation
is developing numerous effective
nutritional products to deliver
quality of food along with rendering
satisfaction to customer in efficient
manner. Organisation use numerous
advanced technologies and specific
Organisation deliver large fast food
variety to the consumer including
Frozen dessert, Veg Menus and
other significant products. In order
to protect and deliver more cultural
oriented products, organisation
develop services making proper
analysis of market. Burger King
provide veg and non-veg services
using their own developed and
modified equipments for better
performance and productivity.
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instruments while cooking to make
same taste and better food in
productive manner.
Price This can be defined as monetary
value through the exchange of
services and product exchange
among consumer. The cost should
be efficient according to the
organisational strategy in regard of
attracting both lower and elite class
of people to gain more revenues.
The organisation's cost of products
also varies according to the places
and income level of nation
(Papasolomou and Melanthiou,
2012). Hence, the company use
saturated and premium pricing
strategy methods according to the
different condition.
Enterprise need to carry out more
premium techniques and methods of
organisation. Burger King need to
execute premium techniques of
pricing. The company carry out cost
effective products and services to
execute among consumer globally.
Enterprise deliver and manufacture
affordable and reasonable cost
which they make available in
affordable cost. It is valuable for
managing their brand integrity and
reputation.
Place McDonald has functioned their
business in approximate 119 nations
as well as achieved 36, 258 chain of
restaurants by which they delinking
their products. Enterprise has its
stores in several major cities and
places such as city places, malls,
airports etc. to make it available for
consumer easily. It can help in
helping in the value generation and
creating more revenues in context of
Situated at key places and situated at
major locations to deliver services in
more easily. Every organisation
need to expand their business in
NCR. Also, this create availability
of restaurants through opening
restaurants at residential areas,
metro cities, malls etc.
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organisation.
Promotion This is paramount for business of
organisation to convey their message
and communicate properly in regard
of meet their buying decision and
influence it. Key target of
organisation is children and
teenagers through promoting Happy
Meal which is the major attraction of
organisation. Organisation opt major
advertising and promotion
techniques such as newspaper, TV,
hoardings, souvenir advertising etc.
along with participating in the global
functions or events etc.
Key enterprise's aim is teenagers
and children. In regard of achieving
and delivering messages of service,
organisation need to deliver
numerous exotics plans, offering,
along with different advertisement
such as mobile ads, TV ads,
hoardings, TV, Newspaper
advertisement etc. Also, Burger
King has initiated to participate in
numerous outlets and different
activities in regard of achieving
business objectives significantly
creating a global recognition.
People Organisation has led an authentic
divisional and operation
management. Individual of company
is liable for productivity and better
performance of organisation. The
member s of staff render basic
restaurants services along with
carrying out the satisfaction among
consumer (Pike, 2015). In order to
keep encouraging and stimulating
clients and people, McDonald keep
organise activities and practices in
more significant manner.
Organisation has coordinated their
external and internal structure in
disciplined form to manage their
divisions. Numerous compensation
and rewarding practices are
organised by organisation to mange
their worker in more significant
manner. This can also deliver more
satisfaction among consumer by
providing proper consumer service
procedure in more significant
manner.
Physical Evidence Physical evidence is the first
impression on the company in
Enterprise can manage accurate
proper effective and ambience along
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market in the functioning of business
and operations of enterprise.
McDonald has their theme, logo and
design of organised which can be
identified from even distance.
Consumer can easily identify their
organisation in more organised and
disciplined.
with utilising specific logos and
colours within their outlets and
physical appearance which makes it
visible for their consumer.
Employee are more uniformed and
disciplined in their working
environment in their building and
infrastructure.
Process The organisation delivered
registered and licensed training and
learning programs to their worker
and employee. Production process of
the service and food of organisation
is more transparent that also allows
the consumer to examine their
ingredients to make certain whether
they are better. New packaging and
distribution techniques which are
utilised through organisation who
are organised by unique from other
companies.
Organisation has ascertain the
process that they follow for creating
their products and services. Distinct
packaging and distribution in
relation of unique positioning
within their the market. Also, clients
are allowed to make certain whether
ingredients which are opted in their
products and services for their
consumer satisfaction. Hence, the
company has a better process and
methods through which they attract
their consumer.
TASK 3
P4 Marketing Plan
Marketing is a function of practical activities like selling, market research, product
development and many more. It is essential for McDonald implemented all marking strategies in
order to compete competition in an effective manner. Marketing manager has conducting
research program at market place through this they are capable to identify clients needs,
competitors plan, current trends etc. thus help to achieve goals and objectives in limited period
of time appropriately (Siricharoen, 2013). To shaping aim, objectives, vision, mission, goals of
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firm they are easily fix rule and regulation to gain market position as well as profitability
effectively. Here are explain marketing plan of McDonald in detail as follows:
Company Background: McDonald is a world largest fast food organisation introduce by
Maurice and Richard in the year 1940 at America. Richard has start their journey of business
with hamburger and after they are expend their enterprise into more then 100 nation with almost
36,900 stores. It is a largest company in fast food industry on the basis of revenue. McDonald
offer number of product and services to their clients which help them to get higher customer's
satisfaction in long period of time. Approx 1.5 million employees are working here.
Vision: The vision of McDonald is a provide higher quality product to their clients at
minimum cost. They are also focus on rich experience of consumers that influencing brand
image as well as value good and services. This is help to provide long run growth to company
through this they are able to achieve target goals and objective in limited period of time.
Mission: McDonald has develop their mission in which they say, customer is more
priority for their company and they are produce goods and services accordingly to achieve their
clients satisfaction in long period of time appropriately (Wirtz, 2012). They focus on cleanliness,
quality of goods, values of money etc.
Evaluation of Current Market: It is one fundamental phase outlined in regard of
developing proper marketing plan by each and every organisation. It consist of several practices,
evaluation of environment as well as research of market which can aid in attaining the outcome
of business. In context of McDonald, report will conduct SWOT analysis on McDonald which is
elaborated as beneath:
SWOT Analysis
Strengths Weakness
 Restaurant has international brand
recognition and is reputed fast food
centre which has been able to earn
consumer loyalty.
 Hygienic food product process as well
as better and quick services delivered to
consumer.
 Happy Meal is most popular and
 High fat and calories food is one of the
major drawback of organisation as
people have become more conscious
toward health.
 McDonald often involve environmental
lawsuit and animal rights etc.
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preferred meal which the company
offer to their consumer as a good
investment deal.
 Wide variety of products and service
including different veg and non-veg
services along with distinct beverage.
 Organisation has good positioning in
approximate 100 countries and more
which is constantly delivering their
food from decades.
Opportunities Threat
 McDonald can include home-delivery
as the opportunity to consumer.
 Organisation can start to develop their
menu including different other options
along with healthy food.
 McDonald can carry out their
operations in those nation which are
untouched by organisation including
the open economies in the whole word.
 Consumer who are more health
conscious are increasing each and very
day which is threat to company.
 Cause of fluctuation in economy, GDP
and other currency issues, the company
has been facing numerous issues and its
identity is affected.
 Extensive organisation or competitors
who are giving constantly threat to the
organisation.
Pestle analysis:- Political:- This factor includes rules and regulations by government, political change that
have an huge impact over business operations. McDonald is facing governmental
pressure as its food items includes sodium and sugar that causes many health related
issues. Economical:- It includes various economical factors such as inflation, foreign exchange
rate, economical growth patter etc. Due to increasing awareness about healthy food many
restaurants add on healthy options in their menu. This affect the profitability of
McDonald.
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 Social:- This includes culture, norms and values shared by the society in which company
operates that affect the demand for company's product. With the changing demand of
customer, McDonald's now started McCafe for catering the increasing demand of coffee. Technological:- The technological factor refers to the introduction or up-gradation of
technology and its impact over business operations. McDonald uses upgraded their
technology and now they use television in their restaurants for showcasing information
about their food items and offers. Legal:- These factors consist of certain laws and legislations that must be followed by
company in order to perform its operation effectively within a particular region. As
McDonald's operates at various geographical area throughout the world, it faces
difficulties in operations because each country follows different laws. Environmental:- The environmental factor includes various laws regarding the safety
and protection of environment. With the increasing awareness toward safeguarding the
environment, McDonald's cut out the use of polystyrene and started using paper-based
packaging.
Tactics: McDonald can make use of numerous tactics and activities which can assist
them in achieving business objectives in more significant manner. This include use of integrated
marketing communication methods in fundamental manner.
Budget: The company has set the budget of $50000million that will include market
analysis and proper evaluation of distinct methods and techniques effectively (Wirtz, 2012).
Marketing budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial capital 5000£ 8000£ 12000£ 20000£ 10000£
Investment of
finance 10000£ 27000£ 20000£ 10000£
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Net Total 5000£ 18000£ 39000£ 40000£ 20000£
Types of marketing
Promotion 2000£ 5000£ 4000£ 3000£ 5000£
Advertisement or
publicity 6000£ 6000£ 5000£ 4000£ 5000£
Direct selling 4000£ 1000£ 2000£ 2000£ 2000£
Grand Total 12000£ 12000£ 11000£ 9000£ 12000£
Result and Control: It is essential to set standard outcome for comparing it to the actual
outcome that can help in achieving business objectives in more significant manner. McDonald
need to determine criteria of outcome along with need to track the practices for shaping it
adequate manner.
CONCLUSION
This can be summarise from the above discussed report that marketing can be defined as
the practices which is outlined for attaining huge strength of consumer that can carry out the
advantageous outcome creating awareness among people by adopting different tools of
marketing assisting the proper consideration of components such as demands, trade condition
etc. Function of marketing can be considered as one fundamental elements that deliver numerous
opportunities to sustain in the competitive market opportunities to attain determined objectives
and goals. The information share by marketing department to other departments always help in
to perform their function effectively and efficiently. One of the potentials tools of marketing is
MARKETING MIX in which 7Ps model used achieve the more markets areas. Marketing is a
function of practical activities like selling, market research, product development and many
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more.. Marketing manager has conducting research program at market place through this they
are capable to identify clients needs, competitors plan, current trends etc. thus help to achieve
goals and objectives in limited period of time appropriately. Hence, this can be summon that
marketing mix is one paramount part of any business company that can helped in achieving
business objectives.
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