Marketing Essential Report

This report examines the concept of marketing, current and future trends, the marketing process, and the key roles and responsibilities of a marketing manager, using McDonald's as a case study. It also analyzes the 7Ps of the marketing mix, the marketing planning process, and compares McDonald's strategies to those of Oxfam. Desklib provides past papers and solved assignments for students.

Marketing
essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Marketing...............................................................................................................................1
TASK 2............................................................................................................................................5
Marketing mix........................................................................................................................5
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is comprised of an activity based on fetching attention of potential customers
towards the products and services offered by a company. It is based on creating potential
demands for the offerings presented by organisation in market. McDonald's is a fast food
company which rechristened the company as a hamburger and later it turned the brand into
franchise. It is worlds the largest chain of restaurants by their revenue. It best known as the
hamburger, cheese burger and French fries. This report will study current concept of marketing
with future trends and plans which shows all the strategies for achieving the objectives and goals
of the organisation. It also highlighted the marketing mix and the 7p's of marketing helps them in
achieving the target and retain customers(Kotler and et.al., 2015. ).
TASK 1
Marketing
The term refers to the management and study of exchange of relationship. This process
satisfies customers and in creating relationships. It defined as the collection of activities which is
undertaken by the firm for relating to the profitability and revenue for its market. For taking the
immediate roles and actions as the process through for which exchange for goods and services.
Marketing involves the operations of performance in system of MacDonald. It also involves
those types of operations which obtained changes and determine existing in the market.
Concept of marketing
Concept of marketing term refers to the philosophy which McDonald's has analysed the
demand and needs of the customers and then take the decision on the basis of satisfying the
needs of customers. It is fundamental piece of marketing arrangements. Marketing concept is
based n understanding that sales of the organisation is not depended on aggressive sale force, but
also rather than the decision of the customers for buying the particular product. According to the
needs of the customers firm makes strategies and effective plans in order to satisfying the needs
of customers in better way. Concept of marketing operate whole business of MacDonald. Under
this concept all the designs of companies and production of products according to the wants of
customers which generate profit from satisfying the needs of consumers.
Current trends:-
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There are some trends for improving and developing the trends of marketing which
McDonald's has currently using. Digital marketing and new technology can easily make a
reliable career choice because it increases the focus of the customers. It creates a prominent way
way to interact with buyers as per most of them spend time on social media. From giving an
offer of meals and discounts it easily helps the McDonald's for analysing the needs of customers
and different ways to responding them(Lovelock and Patterson, 2015).
Future trends :-
Future trends of McDonald's can be ascertained as per the usage of various attractive
styles ways which includes the transparency helps manager of the McDonald's in relation with
utilising the time of customers. It also increases the net revenue from influencing buyers.
Transparency is a most influence future promotional trend that can be defined as the tactics of
the advertising and promoting the products from which customers aware about the heavy
marketing of the brands and it builds trust and loyalty with customers. Its important to have fully
transparent advertising which customers can easily understand and prefer to deal with
McDonald's for their transparency.
Marketing process
Process of marketing involves so many ways which the value can be created for the
customers for satisfying the requirements. In this situation it identifies the opportunities and
achieving the goals of marketing. It consists of various stages that includes in the marketing
process: -
Identification of the mission:-
First step of promotion is to identification of mission related with marketing. The
development of marketing plan which is very important for managers in McDonald's in creating
the mission statement which help and guide them in making the planning of marketing.
Analysis of the situations:-
This step of marketing is based on analysing the current situations of MacDonald. In this
management of the McDonald's have to examine the internal environment such as strength and
weakness as well as the external environment like opportunity and threats and from which it can
be more effective in this process(Rowley, 2016.).
Objectives of developments:-
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This steps of the marketing analyse the process of improving the activities of marketing
from that objectives and goals can be accomplished. It mainly requires the resources and
distributed the channels which are used in order to carry out the plan and development of the
objectives of the MacDonald.
Marketing strategy developments:-
It is one of the most important marketing process because in this step it includes the
marketing strategy of McDonald's after analysing the situations and factors. The main aim of the
marketing strategy for developing the services and products of the company. It helps the
customers for understanding the uniqueness and importance for their products.
Evaluation and planning:-
The final and foremost step of marketing process in which McDonald's develop and
implement its marketing plan. In these steps it includes the evaluating of periods and feedbacks
in order to asses the effectiveness of strategies of the marketing.
Key roles and responsibilities of marketing manager.
The core and responsibility of the advertising manager is conducting all the activities
regarding marketing of the McDonald's products and services. It develops the strategy marketing
for the organisation for achieving the objectives and goals. It also improves and mange lead
campaigns of generations and measure the results. There are some points which showing the
responsibilities of marketing manager:-
 Development of marketing plan:- The key functions which is frolicked by the manger
of marketing is for giving the right direction to the business. It also develops the strategy
of marketing and it also involves the target segment of the market and a set for clearing
the goals. It implements the initiatives which aimed for getting the word out. Marketing
plan is an approach to help the business for developing the strategies of marketing. The
main and essential functions of the McDonald's management is to supports for meeting
the satisfaction their customers (Baker, 2016).
 Achievement of the effectiveness outcomes:- for determining the outcomes and
achieving the effectiveness of advertising manager always emphasis on enhancing the
inter-personnel relationships of all efficient departments and also focus on collaboration
of working. It brings comparatively positive results.
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 Development an effective outcome:- For promotion of the McDonald's on which
strategies and the functions of the marketing personnel is for developing strategy on
initial level. The strategy has defines as how company promote their offerings. For
developing of the strategies, it determines the market for that it collecting all the
information which is relevant with buyers.
 Identification of the proper market segments:- the roles and responsibility of the
marketing manager is to satisfy the needs of the customers and identifies the segment of
the market. From the segmentation of marketing it is a process of dividing the peoples of
the group which has the common characteristics and features. The main segment of
marketing manager to helps them in focusing on the one type of people in market. Its not
possible for the marketing manager to fulfil the needs and demand of all the types of the
customers in the market in one time. So it makes them able to focus on the targeted
customers of the MacDonald.
Values and importance of marketing role
All the values and functions are ongoing activities of the McDonald's such as the
manufacturing, sales and IT. importance and values has no end and beginning, from combining
the functions of the organisation it improves the efficiency and also enhance the satisfaction of
the customers. There are some point which shows the values and importance of the marketing
role:-
Specialisation:-The most important advantage of the functional department is when the
grouping of the employees with the specialisation ensures the dependable level of competence
department. This is particularly for enlarging the McDonald's which has several levels of the
functions within the departments of the McDonald's. The membership in the team requires a
bachelors degree in computer science and for the recommendation of the manger need a
minimum number of the experience in this field. It ensures and support the problems which has
moved up and follow the group and handed by the fully qualified personnel and increase
satisfaction of consumers(Todorova, 2015.).
Operational speed:- this is related to the benefits of the McDonald's specialisation of the
operational speed. It is only for giving the training to the new staff and members for working
faster.
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Operational clarity:- its important to have the clarity about the operations that all the functions
and responsibility is clear and allocations of the task. It tends to eliminate the duplications of the
assignments which waste the time and make it easier for management for appropriate employees
for direct working.
TASK 2
Marketing mix
Marketing mix term defined as the mix of marketing strategies from multiple areas. It
includes the area of focusing as the part of the comprehensive plan. It is strategy which
McDonald's uses to formulate the product and services offering to its customers. It is a
classification of developing the effective strategy of marketing. The target of the marketing plan
and it takes various approaches for each of the marketing mix.
Product:- A product is an item for satisfying the needs of certain groups of people. The
product is too designed to satisfy the needs and wants of customers of MacDonald. Its most
important to identifies the differentiates from the competitive products and services in market.
Product is something which has some values of functions which can be used by the consumers
for achieving something. It includes the certain phase for the growth and development of the
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McDonald's which increase the sales. It may be wise when the current product mix is
diversifying the and also increase the depth line of the products(Fine, 2017.).
Price:-it is the main important part for both the organisation and customers. The price of
the product refers to the amount which pays to enjoy it. It is main important component of
marketing mix. The value which the McDonald's get in the exchange of the products. It depends
upon the customers that they are willing to payable or not for products. McDonald's has to apply
the best pricing strategy for making the marketing mix perfect. Adjusting the price of the
products impact the organisation in positive and negative ways such as when the level of the
price is high than its not acceptable for customers to purchase the products and on the other hand
when the price is low than its easy for everyone to purchase it. Pricing of the products help to
shape the perception of the products. Its necessary to examine the pricing strategy of the
competitors and then price accordingly.
Place:- Distribution and placement of the products is one of the most important part of
the marketing mix, when the pricing strategy of the product is right then its not enough which
need to make the available at right place. Products always need to be where the customers likes
to buy it. it needs deep understanding for target the market at right time and right place.
Promotion:- it is one of the most important part of the marketing which boost the brand
recognition and sales of the products. Advertising typically covers the promotion method
through television, print media and internet advertisement. It refers as the communication about
the products(Baker, 2016).
People:- these are the employees which help to deliver the service. People are directly
relate to the service. It discovers through research that enough people in the target market. It may
become the face of the service which is important to chose the right people. Its necessary to find
out those people which genuinely believe in the products and services.
Physical environment:- a service which is intangible but to the customers it has
reassurance that service happened. Its important to have the physical evidence of the delivered
services in the McDonald's. It pertains also to how the business and the products are perceived in
the marketplace. It immediately knows exactly the presence in the marketplace. It should be
positive meaning that customers always assured that all the services is completed as expected.
Process:- The process is undertaken for delivering and completion of the services in
McDonald's . It all depended upon the process and system which affect the execution of the
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service. The process of marketing mix includes the systematic procedures and distribution
system of the products and services. The steps of the process is ensured the working business
which running effectively. The process doesn't contain and consist the positive path but
sometimes it should consist the negative path in the issuing of the delivery of the services(Mishra
and Modi, 2016.).
Analysis on the marketing planning process
It is a process of systematic approach for ascertaining the marketing goals, steps in the
process which include the analysis of the situation. It includes the formulation of the strategy,
development of the action programmes, implementation and control:-
Analysis:- For examine the situational analysis of the McDonald's it focuses on the
changing the perceived quality of the foods according to demand of the customers. It always
ensures the best experience of the customers and also for the continuing the promotions which
improves the brand image.
Planning:- the planning of the market is multi faced, cross functional activities, complex
which achieve every task of the organisational life. Marketing planing process of the McDonald's
focusing on the issue of the marketing plan.
Implementation:- marketing planing process is phase where all the research tools and
implement on the research plan of the market of McDonald's. The research of the market
implementation plan which develop the several markets tools and it also includes the questioner.
Control:- controlling system of the McDonald's is sustainable of success of the business.
It controls wider operational chain of this business. A combination of several methods of
controlling which is necessary for the efficient and effective management of the
McDonald's(Wan, Poon and Yu, 2016.).
Marketing strategies:- the marketing strategies of the MacDonald's plays a significant
role from which it attracts the customers for turning out the very inefficient and randomly. It
need flexible techniques which adjust the perception of the customers and demands.
Compression with other company
Bases McDonalds Oxfam
Product McDonald’s is one of the
biggest fast food restaurant
Oxfam creates gift products
that offered to the customers as
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chain, it offers a variety of
products such as chicken and
sandwiches, burgers, fries,
desserts & shakes, salads and
drinks etc.
a chance to buy an item to
donate.
Price Organisations utilise a wide
range of pricing strategies for
selling their products. These
strategies include going rate,
value pricing, cost plus
pricing.
As a charitable firm, the
services and products are free
to the target market.
Promotion McDonald’s advertisement is
the most notable among its
promotion strategies. The
restaurant utilises newspaper,
magazine, television and other
media.
It is one of the leading
charitable organisation
advertisers in the charity
NGO’s industry. It promotes
its products and activities by
utilising television, newspaper
and magazines.
Place This refers to distribution,
strategies for distribution are
the ways in which organisation
gets its products to its
customers. McDonald’s offers
home delivery in some
countries, however this service
is not present in numerous
countries. Many restaurants
are available for 24 hours a
day.
Oxfam delivers it’s a services
& products throughout the
world. The organisation
identifies the injustice and
poverty facing people as well
assists them in their location.
Physical evidence McDonald’s interiors are very The activities and products of
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attractive and it maintains
hygienic and clean interiors of
its outlets.
Oxfam can be found on the
website of the organisation.
People More than 97000 employees
work in McDonald’s in United
Kingdom and Northern
Ireland. 70% of McDonald’s
restaurants in United Kingdom
are owned and operated by
Local businessmen and
women.
Oxfam recognises the
significance of the correct
individuals in the right place
for offering their support. The
organisation is highly utilising
technology for communicating
with both the victims and
volunteer.
Process Procedure refers to various
activities performed for
achieve certain objectives. The
process of McDonald’s
includes activities such as food
preparation is an essential
activity in the entire procedure.
This process is completely
transparent to customers.
Oxfam services are delivered
to the injustice and poverty
victims through the affiliates
located in various countries.
The organisations requires for
improving its procedures by
developing more
communication platform for
the individuals.
CONCLUSION
Marketing term study about the exchange of the relationship in management. Marketing is the
process of business for creating the relationship and satisfying consumer desires. Focus on the
customers in marketing and satisfying the need of the customers. This report has concluded
concept of promotion with the future and current trends as well as a process of marketing and the
key roles and responsibility of the marketing manager which handle the situations and also
achieve the objectives of the organisation. It has concluded importance of the advertising roles. It
also described the 7P's of marketing mix and comparison of 2 organisation which is private and
voluntary. It has also concluded the analysis of marketing planing process.
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REFERENCES
Books and journals
Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Todorova, G., 2015. Marketing communication mix. Trakia Journal of Sciences. 13(1). pp.368-
374.
Fine, S.H., 2017. Introduction to social marketing. In Marketing the Public Sector (pp. 1-12).
Routledge.
Armstrong, G. and et.al., 2015. Marketing: an introduction.
Massingham, P.R. and Pomering, A.A., 2017. Introducing Knowledge Management to the
Marketing Mix.
Rowley, J., 2016. Information marketing. Routledge.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Mishra, S. and Modi, S.B., 2016. Corporate social responsibility and shareholder wealth: The
role of marketing capability. Journal of Marketing. 80(1). pp.26-46.
Wan, L.C., Poon, P.S. and Yu, C., 2016. Consumer reactions to corporate social responsibility
brands: the role of face concern. Journal of Consumer Marketing. 33(1). pp.52-60.
Online
The marketing mix. 2019. [Online]. Available through<https://marketingmix.co.uk/>
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