Marketing Essentials for Firm Success

The assignment examines marketing essentials as they relate to a firm's success. It delves into various departmental functions that are interconnected with marketing, highlighting their impact on overall organizational strategies. The analysis draws upon academic sources and industry insights to provide a comprehensive understanding of the key elements involved in effective marketing within a business context.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the key roles and responsibilities of marketing functions........................................1
P2 How roles and responsibilities of marketing are related with organisation...........................3
TASK 2............................................................................................................................................5
P3 Compare the ways of two organisations to apply marketing mix to planning process..........5
TASK 3............................................................................................................................................8
P4 Produce and evaluate a marketing plan for McDonald's.......................................................8
CONCLUSION..............................................................................................................................10
REFRENCES.................................................................................................................................11

INTRODUCTION
Marketing is defined as set of procedure which used by organisations for creating,
producing, communicating, promoting and distributing of particular goods or services in the
market place to satisfy customers needs or wants. In this process, various things are to be
marketed including products, any items, services, experiences, place, informations, events and
people etc. for the purpose of meeting desired expectation. In other words, marketing department
play an important role in business firms for manufacturing, designing and deliver products to the
targeted customers and society as well (Baker and Saren, 2016). This report is based on
McDonald's fast food restaurant which provide variety of food items such as Hamburgers,
Chicken, Soft drinks, French fries, and desserts. This assignment will cover various marketing
function with roles and responsibilities within firm for the purpose of attaining predetermined
goals. There will compare between two organisation by undertaking their marketings strategies
to accomplish objectives. Last but not least, a marketing plan will be produced in this project.
TASK 1
P1 Explain the key roles and responsibilities of marketing functions
In the modern era, marketing has wide scope for developing business firms because it
play crucial role in achieving competitive advantages in an effective manner. Many of
organisations used marketing tools or techniques for attracting huge audiences and promote
goods or services in the target market. It is essential in creating better position and increase
goodwill so that company can capture a particular marketplace in well manner. Marketing
functions contains several elements that used by entire business entities for creating or
manufacturing of particular goods or services and deliver those to the end users for meeting
customer's desired expectation as well (Brassington and Pettitt, 2013). Organisation focus on
different marketing activities which must be performed in adequate way to operate business and
in this included various functions such as productions, buying and selling, distribution channels,
and customer relationship management to satisfy customers in more appropriate manner.
Marketing department of any organisation focus on analysing new trends, fashions,
customer's choices and preferences, strong competitions, environmental factors and many more
by conducting market survey or research so that appropriate products can be produced to meet
customers demands. Best strategies must be adopted by the firm for surviving in the competitive
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market. McDonald's is dealing in international market so they also focus on different marketing
tools or techniques to run business and enhance potential growth. Marketing department always
consider competitors, customer's tastes and preferences for producing better quality of food items
to satisfy needs or demands of consumers and accomplish particular goals.
Roles and Responsibilities of Marketing Functions of McDonald's:
 Market Research: It is one the most important role that performed by the marketing
department of organisation. They consider various tools or methods for conducting
research and find potentials customers as well as marketplace (Desai, 2013). Researcher
get more information about particular market and its actual conditions, customer's tastes
or preference, competitors and environmental factors that can direct affects on the
business. McDonald's also undertake market survey and try to find consumers taste in
food and beverages so that effective food item can be served to right people.
 Promotions: It is another important function which help in promoting goods or services
and business in the marketplace. Many of companies choose best promotional tools and
techniques to create more awareness among targeted customers regarding products.
McDonald's undertake promotional tools such as advertisements, celebrity endorsement,
television, internet, social media, newspapers and magazines so that maximum customers
are to bes targeted and attracted towards organisation.
 Increase brand image: Marketing activities are also beneficial in building good image
or reputations among customers mind. It is essential in generating higher profits or
revenues by occupying best position in the competitive market. There are several
components included which helpful in increasing goodwill of McDonald's such as
publicity, promotional tools, producing goods or services and distribute to potentials
customers, build and manage relationship among people so that maximum returns can be
get.
 Sustainability: Every organisation try to increase growth and develop sustainability that
can be possible through adopting best marketing strategies and action plan (Desselle,
2016). McDonald's generally considered appropriate marketing tools to achieve long term
advantages and create awareness among targeted audiences in an efficient way. They can
undertake up-gradation of products or services, modification or alternation of existing
food items for attracting them towards firm. McDonald's also use attractive schemes or
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offers like discounts, coupons as per monthly, weekly and daily basis for getting more
attentions of customers.
 New product development: It is major responsibility of business firm that to analyse
current trends and choices of consumers by conducting market survey so that better
informations can be get. This is beneficial in making favourable decisions about products
or services that can enhance market growth or shares in better ways. McDonald's always
considered this and use various ingredients or flavours while preparing new food for
satisfying customers desired needs.
 Pricing strategy: In this, Marketing department considered pricing factors which can
affects on the business profitability and sales as well (Zgarrick, 2016). They decide the
price on particular products or services which can bes based on factor of production,
competitive based, expenses and costs etc. McDonald's undertake best pricing strategies
according to making charges or rates so that customers can easily afford.
 Better quality of food items: Marketers always ensure about the quality and
effectiveness of food items that help in attracting more consumers and satisfy their needs
or wants in adequate way. It can be said that customers are ready to spent higher values in
exchange of quality of goods or services for maximum satisfaction. Therefore,
McDonald's focus on preparing effective food items by undertaking qualitative materials
and fresh ingredients for meeting customers requirements.
P2 How roles and responsibilities of marketing are related with organisation
There are several roles and responsibilities of marketing functions which beneficial in
achieving business goals or objectives in an effective way. These functions directly interrelated
with organisation so that they can enhance market growth and increase shares as well.
McDonald's focus on adopting best strategies and market tools or techniques for creating
awareness among targeted customers and build good relationship with them for attaining long
term objectives (Alston, 2016). Marketing functions are related with other organisational
departments which is helpful in increasing brand image or generate higher revenues. In this
included market research, targeted audiences, promotions, analysis, distributions, finance, goods
or services, communication channels or methods, and many more to run business functions in an
effective manner. There are number of activities and task which are performed by marketing
department with help of other organisational departments or functions to accomplish particular
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goals or objectives. Here are some important roles or responsibilities of marketing functions of
McDonald's related with organisation context such as:
Roles and Responsibilities of marketing functions in McDonald's
 Research and Development (R&D) department: This department play crucial role in
find current trends, market conditions, situations, customer's needs or wants, their tastes
or preference so that organisation can make better decisions about producing goods or
services. they collect informations by conducting survey as well as market research
which play important role in producing new goods or modify existing one to meet
customers desired expectations. Marketer provide adequate informations by gathering
from different sources and coordinate with R&D in McDonald's.
 Production and Operational department: Marketing department also interlinked with
manufacturing or production department for producing better quality of good or services
for satisfying customers desired expectations (Dibb, 2013). Marketer gathered data or
information and provide it to production departments so that they can make decision
about manufacturing of effective goods as per demands. McDonald's always considered
this for creating more awareness regarding recent trends, customers choices, tastes or
preferences which support in preparing different varieties of food items to meet
consumers requirements.
 Finance department: This department is very important for entire businesses that
provide adequate funds and manage all financials activities in an efficient way. It is
essential in running businesses activities effectively as it ensure about the required funds
for producing goods or services and promote its into marketplace. Marketing department
make decisions about promotional tools or techniques so that they can create better
position in the target market therefore, it is necessary to have sufficient funds for
building good image and manage it in appropriate way (Simkin, 2013). It is confidential
department which take responsibilities to manage all transaction and records data of
McDonald's for creating better future.
 Humans Resource department: HR department is one of the most important in the
organisation that play vital role in running entire business operations by performing tasks
in an effective manner. Marketers try to attracts more suitable candidates for increasing
sales volume or represent firm on front of customers. HR department have to considered
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this and focus on recruiting suitable candidates for sales and marketings who have
abilities to enhance sales and achieve targets within limited time period. They measure
human's skills, knowledges and abilities while recruiting and selecting them for creating
skilled workforce. McDonald's have educated and skilled employees that work hard for
accomplishing goals or objectives.
 IT department: This department provide information technology support to the
marketing departments as they can use internet, advanced techniques and electronics
devices for the purpose of promoting particular goods or services. this is also beneficial
in reaching at potentials customers and accomplish predetermined goals in an adequate
manner. Financial department help to the McDonald's for adopting better tools or
techniques to run business operations (Hauer, 2011). They can use cloud computing for
recording more data, internet sources for creating awareness among customers, social
media, online advertisements, and many more for generating higher revenues or profits.
Marketing manager of McDonald's undertake several departments for performing entire
activities so it is necessary to manage and maintain the coordination with them so that they can
satisfy customers needs and wants by providing better quality of goods or services.
TASK 2
P3 Compare the ways of two organisations to apply marketing mix to planning process
Marketing mix consists several components or elements that used by various
organisations while making effective strategies and decisions to promote business and products
in an effective manner. It play an important role in formulating better strategies within
organisation so that they can generate higher revenues or profits and create effective position
amongst competitors. Many of companies considered the marketing mix tools and aspects which
is helpful in surviving in the competitive environment with accomplishing targets (Jones, 2011).
They can make better decision about products, place, price and promotion to build good brand
image. Here are comparison between McDonald's and Burger king as both deals in food and
beverage sector at global level. They applied marketing mix strategies which are as followings
such as:
Marketing Mix McDonald's Burger King
Products They are dealing in several food items This is biggest competitors of
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as vegetarian and non-vegetarian as
per customers needs or wants in the
international market. Their major
products are hamburgers, chickens,
mac puffs, cheeseburgers,
sandwiches, desserts, soft drinks, ice
cream, French fries and many more in
the restaurants (Rowley, 2011). They
focus on quality of food items for
attracting more customers.
McDonald's that provide same
food items at different prices such
hamburgers, meals, soft or cold
drinks, desserts and many more
items in the market place. But,
their marketing strategy is not so
effective and less people are
attracted towards this firm as
compare to McDonald's.
Price McDonald's is providing variety of
goods or services at reasonable price.
They adopted best suitable strategy
for making charges on their food
items such as factor of production,
price skimming and penetrations.
They also used competitors based
strategies which fluctuate as per the
environment. They provide better
quality of products, services, air
conditioning restaurants and proper
sitting arrangements so they set price
according to these factors.
They charged higher price on their
products because it is newly
established and less market shares.
They focus on generating higher
profits or revenues by increasing
sales volume. Therefore, they
charge high as compare to
McDonald's which is biggest issue
for customers as they do not prefer
this brand to satisfy needs or wants
(Lamb and Hair, 2011). They used
cost leadership and price
penetration strategies for their
products.
Place McDonald's has covered wide area of
market at global level and expanded
business at different places. They
always focus on reaching at potentials
customers through opened up stores
at different places in an effective
This firm is dealing in same sector
and selling same products or
services to the customers but they
are not able to opened up various
stores at different places so that
customers do not reach at
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manner. They are selling varieties of
items to around 69 million customers
over 100 countries.
products. Therefore, they should
adopt suitable strategies to reach at
potentials customers by covering
particular marketplace.
Promotion It is essential in promoting products
and create awareness among
customers regarding goods and
services so that they can be attracted
towards firm. McDonald's always
focus on promoting their products by
adopting several tools or techniques
to generate demands (Malhotra and
Birks, 2013). They use magazine,
television, advertisements, celebrities
endorsement for promoting products.
McDonald's has created a good
market image among customers mind
by using joker and logo as well as
their punch line that differentiate the
brand from other competitors.
They do not use any promotional
tools or techniques for promoting
their products or services and they
spend less amount of funds in
promotional channels due to lack
of financial support and newly
started business. They also have
mini stores and less market shares
in the international market.
Therefore, customers are not
aware about such products or
services.
People This firm focus on effective
employees services and key people
who are responsible and contributes
more in developing firm so that goals
can be achieved. They try to satisfy
customers desired needs or wants by
providing better quality of goods or
services. McDonald's give priority to
the customers not to stakeholders for
business functions.
They undertake various key people
for generating higher demands and
build better relationship among
stakeholders because of less
market image as well as share
(Mihart, 2012). In this included
investors, employees, customers,
shareholders and many more who
are directly and indirectly related
with organisation.
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Process They use their own working process
for producing and delivering better
quality of products or services to the
target audiences in an effective ways.
McDonald's use transparent strategies
for preparing food items and build
trust so that strong relationship can be
maintained.
Burger king also considered its
own effective procedure for
running business operations or
functions in an efficient way. They
try to increase market shares and
generate profits with the help of
using suitable business process.
Physical evidence It play an important role in attracting
number of customers towards firm
with using appropriate physical
evidence strategies (Novak, 2011).
McDonald's is giving several services
with quality of food items such as air
conditioner restaurant, sitting
arrangement, table chairs, mineral
waters, wash room, better
infrastructure, music, sound,
television and effective environment
so that customers can enjoy their
foods in well manner.
Burger king also providing variety
of foods and beverages in the
market place so they prefer less to
physical evidence within
restaurant. They prefer limited
factors such as sitting
arrangements, cleanness, water
and air conditioners for satisfy
customers needs or wants in an
appropriate way.
TASK 3
P4 Produce and evaluate a marketing plan for McDonald's
In the present scenario, marketing plan must bes produced by every organisation for
achieving competitive advantages (Ormrod, 2014). Many of firm focus on occupying better
markets positions among competitors and build good brand image into customers mind so that
long term benefits can be get. Plan is essential in reaching at desired place as it is blueprint with
consisting several routes or paths towards goals achievements. McDonald's consider marketing
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plans for performing different task or activities in adequate way. There are some criteria required
for formulating plan such as vision, budget, objectives, mission, strategies and many more.
Executive summary:
McDonald's is planning to introduce new food product which is mac-puff burger in the
marketplace. They focus on maximising wealth and growth of the firm by broadening of product
lines in adequate manner. Company requires to formulate appropriate marketing plans and
strategies to create awareness and satisfy customers desired expectations.
Vision:
The vision statement is that to serve good food for making quality life of customers
(Papasolomou and Melanthiou, 2012). They focus on consumer health and safety for providing
them effective goods or services so that they can become number one fast food company in the
world.
Mission:
The mission of McDonald's is that to capture international market and attracts more
customers by providing delicious foods so that they can become consumers favourite restaurant.
Objectives:
 To generate higher growth by capturing 8% of market share within 6 months.
 To maximise wealth by covering 5% of market area within 6 months.
SWOT Analysis:
Strengths:
 McDonald's has good repution in the international market. Good quality of foods and services so they can introduce new food items into
marketplace.
Weaknesses:
 One of major issue if labour turnover in the organisation. New food can impacts on the customers health due to heavy grains or wheat (Perreault,
2010).
Opportunities:
 McDonald's can increase more market shares by introducing new food items in the
international market. They can achieve competitive advantages by formulating strategies.
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Threats:
 Competitors are biggest threats for McDonald's in the global market.
 Consumers become health conscious.
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 54000 15000 15000 26000 20800
Investment 20000 15000 16000 14000
Total 54000 35000 30000 42000 34800
Marketing
expenditures
Advertisement 10000 7200 6800 6500 6200
Sales promotion 2200 2000 5000 3000 9100
Direct marketing 7700 6500 2500 7500 3000
Total 19900 15700 14300 18000 18300
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CONCLUSION
From the above report, it has been concluded that marketing is an essential tool for
business organisation that facilitate to achieve growth and competitive advantages as well. There
are various roles and responsibilities of marketing functions that increase profitability and
maximise wealth in an adequate way. This report defined about McDonald's as how they use
marketing strategies to promote their products or services and create more awareness among
targeted audiences so that they can be attracted towards firm. In this considered various
department that interrelated with marketing functions of organisation.
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Online
Marketing essentials 2018. [Online]. Available through <https://smallbusinessbc.ca/blog/4-
smart-marketing-essentials-success/>.
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