Marketing Essentials: Roles, Responsibilities, and Marketing Mix of McDonald's

This document provides an overview of marketing essentials, including the roles and responsibilities of the marketing function, how they relate to the wider organizational context, and an analysis of the marketing mix of McDonald's. It also includes the marketing plan of McDonald's, the STP approach, marketing budget, and sales and market analysis.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Roles and responsibilities of the marketing function ............................................................3
How marketing roles and responsibilities relate to wider organisational context .................5
Analyse the roles and responsibilities of marketing in the context of marketing environment. .6
TASK 2 ...........................................................................................................................................6
7 P's of marketing mix ...........................................................................................................6
TASK 3 ...........................................................................................................................................9
Marketing plan of McDonald's ..............................................................................................9
CONCLUSION..............................................................................................................................12
Reference.......................................................................................................................................13

INTRODUCTION
Marketing is defined as the function of an organisation which handles all activities
related to the promotion of a product or service. This department is connected with all other
departments of the company in order to work for attaining organisational goals and objectives.
The main task which is very important in marketing is market research. These are to be
conducted in effective manner so that needs and demands of consumers is analysed effectively
(Kotler, and et. al, 2017). The following report is based upon an American fast food company
naming McDonald's corporation,. This was founded by Richard and Maurice McDonald in the
year 1940. This is largest restaurant chain across the world. The following report has two parts –
the first is presented in the form of report and other is in the form of power point presentation.
This report includes roles and responsibilities of marketing function and how marketing is
related to other departments of the company. This also includes marketing mix of two
companies. In the presentation, basic marketing plan of McDonald's is presented.
TASK 1 (Covered in presentation)
Roles and responsibilities of the marketing function
How marketing roles and responsibilities relate to wider organisational context
Analyse the roles and responsibilities of marketing in the context of marketing environment
TASK 2
7 P's of marketing mix
Marketing mix is a tool that is used by marketing managers to analyse their opportunities
as well as strengths their product possess in marketplace. McDonald's is an American company
that produces burger and other food items. The biggest competitor of this company in market is
Subway. The marketing mix of McDonald's and Subway is described below -
Elements McDonalds Subway
Product This is one of the leading fast
food restaurants across the
world. This sells burgers,
Subway is famous for it's
submarine sandwiches. This
company offers sandwiches

breakfast, chicken,
sandwiches, shakes, sundae,
etc. Burger of McDonald's are
liked by lot of people around
the world.
which are very customised and
there are two sizes offered i.e.
full and half.
Place Place is defined as distribution.
The strategies of distribution
of McDonald's are different in
every country. This restaurant
offers home delivery in some
countries. This company has
signed contract with Uber eats
for delivering food at home.
There are several McDonald's
restaurant which are opened 24
hours a day. This helps in
increasing sales and total
revenue of the company.
He Subway restaurant is found
all over the world. These are
located generally at airports,
amusement parks, shopping
malls, business centres, etc.
There is a section naming 'Find
out stores' on website of this
restaurant in which customers
can put their country code,
post code, etc. this restaurant
provides home delivery
services in some countries.
Price There are different pricing
strategies used by companies
while selling their products
and services. The main aim of
McDonald's restaurant is to
give food at competitive value
driven price for the consumers.
This restaurant set prices with
demand based methodology.
Franchises of this company
have to offer a competitive
value driven price for their
This is a global restaurant and
the price offered by this
restaurant in every country is
different. This restaurant uses
premium pricing strategy. This
restaurant must maintain high
quality of products and food
items and for this they offer
higher price for their product.

customers.
Promotion This company is dedicated
towards promoting it's meal
effectively so that it can reach
potential customers. The
various factors used by
McDonald's for advertising
products are magazines,
newspapers, internet, social
media, television, etc.
Subway is using different
media for implementing it's
promotional activities. This
restaurant offers advertisement
on newspapers, television,
social media, etc. this
restaurant offers a lot of money
on TV advertisement during
sports events in US. The brand
endorsement partners of
Subway are Olympian
swimmer Michael Phelps and
Brazilian football legend Pele
(Marketing mix of Subway,
2017).
Physical evidence This marketing mix is referred
to physical environment
visitors and experience of
customers. McDonald's think
that making an attractive
physical restaurant will help to
attract lot of customers.
The major issue with Subway
restaurant are how the stores
look, seating facilities,
uniforms of employees and
staff, location of the restaurant,
etc. This restaurant ensures
that customers are given good
quality infrastructure and
dining for customers.
Process Process is defined as set of
activities which is performed
for attaining success in
organisation. There are various
activities performed within
Process is defined as
standardised set of activities
which is helpful for
accomplishing particular task
like orders of customers and

McDonald's for delivering
products to the customers. The
food preparation at
McDonald's sis transparent and
the whole process can be seen
by customers. McDonald's also
provide drive through services
so that customers do not have
to wait for long to take their
orders.
processing of food orders
effectively.
People This company is one of the
biggest employers in both
USA and UK (Marketing mix
of McDonald's, 2017). More
than 60% of McDonald's
restaurants of UK are operated
and owned by local business
people.
The main thing on which
Subway works is customer
service. This restaurant hires
talented and skilled staff and
employees so that goals and
aims of the company are met
easily (Peattie, 2016) .
After analysing the marketing mix of both McDonald's and Subway, it is concluded that
McDonald's is a reputed restaurant around the world and the food items offered by this restaurant
are liked by customers of all countries (Shaw, 2016). They need to focus on needs and demands
of employees. They must be motivated in order to do work effectively.
An overview of the marketing planning process (Analysis, Planning,Implementation and
Control) and marketing strategy in the context of Mcdonalds
The main aim of developing a campaign that uses different types of methods in such a
way that are helpful in providing effective results. This can be explained with an example, there
are various TV advertisements used for promoting the food dishes sold by McDonalds. There is
also in store promotion in which people are try the product and a collectable promotional device
is given for encouraging customers for buying the product. The main objective of marketing

communication is to move the target audience into some type of action. This includes – buying a
product, visiting the restaurant, recommending to a friend, etc. The marketing strategy within
McDonalds are put into place and different responsibilities are given for implementing plans
effectively.
TASK 3
Marketing plan of McDonald's
A marketing plan is defined as a document which consists of marketing plan of an
organisation and development of strategies is the main objective of marketing plan. The main
motive of marketing plan is to develop strategy that is helpful for increasing the sales and
productivity of the company (Keegan, 2017) . The marketing plan of McDonald's restaurant is
mentioned below -
Company Overview
McDonald's is an American food chain which was established in year 1940 by Richard &
Maurice McDonald. Its head office is located at Chicago, United States. The company is
operating in more than 20 countries and have around 38,00 restaurant globally that shows it has a
high market share and market presence . McDonald's offers product such as French fries,
Desserts, Coffee, Breakfast, Hamburgers, Wraps and so on (Chaffey, and Ellis-Chadwick,
2019). The company have greater than 2,00,000 workforce which is the main reason behind
success. In addition to this, the higher authorities of McDonald's uses effective marketing
strategies so that they can attract ample number of people and increases its sales. This food
company has decided to offer new food dish i.e. Bacon topped capsicum fry burger .This is a
new food item sold to the customers for enhancing the profit of the company.
Mission: The Mission statement of company is “ To be the prefer choice of customers to
drink and eat and to give excellent as well as high quality service to customers”
Vision: The vision of company is “ To be the most profitable and leading organisation
globally and to offer delicious food to its customers”
Marketing Objective
 To increase its market share by 10% in coming 9 months by opening more outlets.
 To raise sales of its new product “ Bacon topped capsicum fry burger”.

 To increase overall sales by 5% within 6 months.
STP approach
This approach is used by companies when they develop effective marketing strategies as
it assist them to prioritise, develop as well as deliver appropriate message to customers. The
acronym of STP is Segmentation, Targetting and Positioning (Tuten, and Solomon, 2017).
These elements is defined below with relation to company:
Segmentation: Herein, Organisation divide the whole market on the basis of Psycho
graphics, demographics such as age, gender, income level and so on. In context to McDonald's,
the categorised its market into various geographical segments such a America, Asia, Europe and
many more countries. According to the cultural of these Countries, McDonald's makes alteration
in their food Menu that influence large number of customers that automatically raise its sales.
Targeting: This step takes place after segmentation as company target market or
customers according to it (Hastings, and Stead, 2017). This approach assist companies to target
right customers and generates higher profit. With reference to McDonald's, the target market of
company is young adults who is in the age between 18-25. Along with this, they also target
children and adults by offering healthy and less calorie in its menu.
Positioning: It is refer as developing a positive brand image in the mindset of customers
about an organisation products or services. In context to McDonald's, the company has well
established brand image which is the opportunity for them to raise sales of its new product
Bacon topped capsicum fry burger.
Marketing Budget
The manager of McDonald's has prepared budget which will be helpful for next 5 years
which is shown below:-
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500

Total 6000 22500 37500 46500 31850
Marketing
outlay
Promotion 6500 3200 4300 3300 3250
Sales
publicity 2200 2100 3300 2200 2000
Sample
distribution 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900
Marketing mix
The 7 P's of marketing are considered for analysing the factors in order to achieve
organisational goals. The factors of marketing mix are mentioned below -
 Product: This means the basic product of company by which the company is famous for
(Deepak, and Jeyakumar, 2019). In context of McDonald's, the main product of this
company is Burger (veg and Non Veg). The main attraction of this company is burger
and thus this company introduces new innovation in it.
 Price: This means how much money the company is demanding for the new product.
McDonald's is bringing new burger in market i.e. Bacon topped capsicum fry burger.
This product is provided at affordable price to customers.
 Place: This is known as targetting customers for selling them product. This new burger is
available at McDonald's restaurant in countries where bacon is eaten by people.
 Promotion: Extensive marketing techniques are used by McDonald's for promoting the
new product.
 People: This factor focuses on employees and staff of McDonald's as this restaurant hires
skilled and talented employees.
 Processes: McDonald's restaurant has proper management of process which helps in
delivering burger to potential customers.

 Physical Evidence: This is known as the infrastructure of McDonald's restaurant which
are made attractive for customers.
Sales analysis -The analysis is used to determine how to stock inventory, how to measure the
effectiveness of a sales force, how to set manufacturing capacity and to see how the company is
performing against its goals.
Market analysis - Market share is a proportion of company’s sales in the total sales of the
industry. It helps to know how well the company is performing relative to its close competitors.
Thus, the performance is assessed against expected market share and competitors’ market share.
CONCLUSION
From the above discussion, it is concluded that marketing plays an essential role in an
organisation. Different departments of the company are linked with marketing department for
managing work effectively and increasing profits and sales of the company. Marketing mix of an
organisation provides information about different elements of marketing. The marketing plan of
any organisation consists of a SMART objective which has to be achieved by the company in
specified time frame.

Reference
Books & Journals
Kotler, P, and et. al., 2017. Marketing for hospitality and tourism.
Kotler, P., and et. al., 2018. Marketing management: an Asian perspective. Pearson.
Wilson, A., and et. al., 2016. Services marketing: Integrating customer focus across the firm.
Peattie, K., 2016. Green marketing. In The marketing book(pp. 595-619). Routledge.
Shaw, S., 2016. Airline marketing and management. Routledge.
Keegan, W. J., 2017. Global marketing management. Pearson India.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Hastings, G. and Stead, M., 2017. Social marketing. Taylor & Francis.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Online
Marketing mix of Subway.2017. [Online]. Available through:
<https://www.howandwhat.net/marketing-mix-subway/>
Marketing mix of McDonald's .2017.[Online]. Available through:
<https://www.howandwhat.net/marketing-mix-mcdonalds-mcdonalds-marketing-mix/>