Essentials of Marketing and Business

This assignment provides an in-depth examination of essential marketing concepts, theories, and practices. It draws from a range of academic sources, including books, journals, and online resources, to offer insights into key areas such as marketing mix effectiveness, social good, and entrepreneurship. The assignment aims to equip students with a solid understanding of these fundamental concepts, enabling them to navigate complex business scenarios and make informed decisions.

MARKETING ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................3
PROJECT 1......................................................................................................................................3
Covered in PPT.......................................................................................................................3
PROJECT 2......................................................................................................................................3
7. Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................3
8. Produce and evaluate a basic marketing plan for an organisation......................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing plays a crucial role for proving benefits to the company as customers cannot
know about the products provided by the company if they are not doing the marketing process in
an effective manner, as marketing is determined as a process by which most of the companies
creates value and attract large number of customers for increasing its sales and profitability
(Ahrens, 2011). Marketing includes some of the major factors such as manufacturing goods,
developing strong relationships etc., Present report has focused on the marketing functions of
McDonald's which is a multinational company and operates its business worldwide. In this
assignment different roles of marketing and its interrelation with other departments is included
so as to have a better understanding. Other than this, comparison is being done between the ways
company uses the different elements of marketing mix in order to achieve business objectives is
mentioned in this assignment. Apart from this, a basic marketing plan for an organisation will be
included in this report.
PROJECT 1
Covered in PPT
PROJECT 2
7. Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing Mix is one of the effective process through which company can analyse the
market area and can know about customer’s choices and preferences. Thus, in relation with
McDonalds with the help of this technique firm can determine its level of performance at market
area. Therefore, marketing mix of both McDonalds and Burger King is mentioned bellow for
understanding the same in a better manner.
Basis McDonald's Burger King
Product McDonald's comes under one of
the leading brand all over the
world that deals in food and
beverages. They serve variety of
products such as burgers, French
Unlike McDonalds, Burger
King is also a famous brand
and operates its business
around 71 countries. They
offer burgers which have are
3

fries, sandwiches, ice tea, etc.,
Company has introduced different
products for attracting large
number of customers such as
happy meal for children which
contains exciting gifts.
served in both the category of
vegetarian and non-vegetarian.
Along with this, they have
snacks for all age group
including desert, beverages
such as Oreo shake, ice tea
etc.,
Price McDonald's uses effective pricing
strategies in order to sell its
products like going rates, cost plus
pricing and may more. Despite of
this company’s products are
reasonable and can be afforded by
customers easily. Company is
using bundle pricing strategies and
psychological pricing strategy for
influencing its customers.
Market oriented and bundle
pricing strategy is being used
by Burger King. Thus, main
purpose of this company is to
serve the best in reasonable
rates so that customers can be
satisfied (Ionitã, 2012). In
relation to Burger King, they
are using Market-oriented
pricing strategy.
Place This is refer to as an area where
company is delivering its products.
Thus, McDonald's have different
chain around the world that serves
the best burgers to its customers
and in most of the areas they have
stores that are open for 24 hours.
Such as United Kingdom, US, etc.,
Unlike other food and
beverages brand Burger King
are also operating its business
all over the world. They have a
large network of supply chain
from where customers can
easily purchase or buying
company’s products.
Australia, India etc.,
Promotion Unlike other companies
McDonalds uses different
techniques for promoting their
There are many marketing
strategies Burger King have
their own organised sponsors
4

products which they are servings.
Mostly, firm do promotions
through various channels like TV
advertisements, newspaper articles,
magazines etc., Along with this, in
some their products McDonalds
offers discount coupons so that
maximum number of people can be
attracted.
who helps company for
promoting its products and
services. Other than this, firm
give advertisements in
newspapers, television etc.,
Along with this, advertising
and sales promotion is being
used by Burger King.
People As McDonald operates its business
all over the world so the company
has large number of customer base.
Along with this, in United
Kingdom McDonalds have around
97000 employees who are working
in almost 70 percent of the
restaurants. Majorly includes local
businessmen and women and
operated by them as well. In
relation with McDonald's sales
promotion, public relations is
being used for attracting large
number of people.
Burger King make and deliver
its products focussing on its
customers and because they
serve excellent quality
products and different dining
experience to most of the
people who prefer going to
their place (Jones, 2011).
Process It is determined as an activity that
includes procedure of making food
items. Its food preparing process is
completely transparent and can be
seen by an individual who is
buying the product. Firm use high
technological processes to offer
The process of developing
food is mainly designed by
professionals considering
health and hygiene. In their
process, makers determine all
the elements such as taste,
customer satisfaction etc., for
5

quality products to customers. making the food items. Thus,
this helps Burger King in
providing better services and
facilities to its customers.
Physical evidence It is referred to a place where a
firm is selling its products means
its shops and outlets. Across the
world they have many outlets
along with the highways as well.
Their interior is attractive as
company has a different segment
for children.
Burger King has its outlets and
maintained in such a way that
customers can easily go to
their outlets and purchase
goods according to their
choices and preferences.
8. Produce and evaluate a basic marketing plan for an organisation
Basic Marketing Plan is refer as a document that is further used for analysing market and
introducing new product in the market area. Therefore, it can be said that it provides guidelines
to the manager so that overall performance can be improved. Other than this, it helps firm in
grabbing opportunities from the market environment (Kennedy and Parsons, 2014).
Overview of the company
McDonalds is a one of the leading fast food chain that provides excellent services by
delivering best quality food items such as burgers, McPuff, Cold Drinks and other beverages.
Company has numerous outlets that are offering 24 hours servicing. McDonalds is using
different marketing strategies for attracting large number of customers and largely they are
giving commercial advertisements. This is ultimately assisting company in increasing its
revenues in speculated time frame.
Vision: Unlike other companies McDonalds has a vision is to become world's quick
service restaurants by providing outstanding quality services and food items.
Mission: McDonald is to become customer's favourite.
Marketing objective
 To improve the market share upto 20 percent in the duration of six months.
6

 To give 100 percent healthy food that contains hygienic stuffs.
STP: This is a three step process that includes Segmentation, targeting and positioning.
This helps company in understanding its customers in a better manner which ultimately improves
the effectiveness and efficiency of company (Langer and Heil, 2015). Therefore, McDonalds is
using this process in order to understand and evaluate the market area so that effective plans can
be developed. Thus, STP is explained below for better understanding:
Segmentation: This is a process that helps company in making segments for a particular
area so that products and services can be delivered in an effective manner. Basically,
segmentation is done on the basis of demographical, geographical, psycho-graphic, behavioural
etc., This assist firm in manufacturing products as per the needs and requirements of customers
which further aid company in increasing its revenues. Company's segmentation is on the basis
demographic factor which is based on income of the people living there.
Targeting: Under this, company set target customers to whom they can sell their
products so that more and more benefits can be attained (Ahrens, 2011). Thus, in relation with
McDonalds, they have focussed every sector of the society and manufacturing its products
accordingly. Company is producing food items for all age group whether children, adults or old
aged people.
Positioning: Each company establish its business in order to attain a better position at the
market area. In case of McDonalds, they have created a unique brand image which is assisting
the firm in sustaining an effective position at the market area. Other than this, in order to know
where the firm is standing at market area they compare the effectiveness of the company with
other rival companies. Therefore, it aid McDonalds in becoming even more better in terms of
products and services. With the help of digital marketing company will position itseld in the
market area.
SWOT analysis of McDonald's
Strengths Weakness
 It has large customer base and it is
expanding its business in different parts
of the world.
 McDonald's on a regular basis launches
new food items considering customer's
 Some of the food items provided by
them are costly because of which
customers prefer other firms who are
dealing in the same sector.
7

choices and preferences.  Employee’s turnover is high which is
one of the weaknesses because of
which company are shorting with
skilled employees who are capable of
providing effective services (Bellenger,
Bernhardt. and Goldstucker, 2011).
Opportunities Threats
 In order to maintain customer
relationship company can use new and
latest technologies.
 Nowadays people are becoming more
health conscious which can act as a
threat for the company.
Basis McDonalds
Product Company's new product will be Tandoori
Burger with exotic Indian flavours.
Price Company first for this product is using
economy pricing.
Place McDonald's will first launch this product in
some outlets of United Kingdom.
Promotion McDonald's will use all the effective
promotion such as social media, newspapers,
magazines etc.,
People Their targeted people will be from all age
group.
Process Procedure will be simple and flexible so that
changes can be done effectively.
Physical evidence Company has made changed its interior and
given an Indian touch.
8

Marketing Budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 8000 5000 10000 8000
Investment 10000 4000 5000 8000 6000
Total 17000 12000 10000 18000 14000
Marketing outlay
Promotion 6000 5000 7000 8000 4000
Sales publicity 8000 4000 10000 10000 5000
Direct selling 10000 8000 14000 12000 5000
Total 24000 17000 31000 30000 14000
Monitoring and control:
Improvements can be done if managers on a continuous basis monitor the performance of
company. As a result, it assists company in attaining its goals and objectives in a speculated time
frame (Bird, 2012). For example: sales and productivity company gained as compared with
previous years.
CONCLUSION
From the above mentioned report, it has been concluded that marketing activities plays an
essential role in the growth of organisation as it helps in spreading awareness about products and
services among customers. It has been observed that effective marketing process contributes in
enhancement of sales of business organisation. In addition to this there are several numerous of
function which are beneficial for business organisation in improving their productivity level. It
has been analysed that effective usage and implementation of marketing plan contributes in
enhancing command of company over its customers as well as profitability ratio.
9

REFERENCES
Books and Journals
Ahrens, C. D., 2011. Essentials of meteorology: an invitation to the atmosphere. Cengage
Learning.
Bellenger, D. N., Bernhardt, K. L. and Goldstucker, J. L., 2011. Qualitative research in
marketing. Marketing Classics Press.
Bird, A., 2012. The LinkedIn Essentials: Leveraging LinkedIn to Grow Your Business. Fair
Trade Digital Exchange, Incorporated.
Brooks, N. and Simkin, L., 2012. Judging marketing mix effectiveness. Marketing Intelligence
& Planning. 30(5). pp.494-514.
Cabrera, S. A. and Williams, C. L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology. 40(3).
pp.349-367.
Coombs, D., 2012. Strategic Uses of Alternative Media: Just the Essentials. Journal of
Advertising Education. 16(2). p.60.
Cooper, A., and et. al., 2014. About face: the essentials of interaction design. John Wiley &
Sons.
Daniel, J., 2011. Sampling essentials: Practical guidelines for making sampling choices. Sage.
Friis, R., 2012. Essentials of environmental health. Jones & Bartlett Publishers.
Hsu, Y., 2011. Design innovation and marketing strategy in successful product competition.
Journal of Business & Industrial Marketing. 26(4). pp.223-236.
Ionitã, D., 2012. Entrepreneurial marketing: a new approach for challenging times. Management
& Marketing. 7(1). p.131.
Jones, D. B., 2011. Pioneers in marketing: A collection of biographical essays. Routledge.
Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Langer, D. A. and Heil, O. P., 2015. Luxury Essentials: Essential Insights and Strategies to
Manage Luxury Products. Center for Research on Luxury, University of Mainz.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Baker, M. A. and Magnini, V. P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management. 28(8). pp.1510-1534.
Mueller, J. P. and et. al., 2015. Community‐based livestock breeding programmes: essentials and
examples. Journal of Animal Breeding and Genetics. 132(2). pp.155-168.
Online
Marketing Concepts. 2018. [Online]. Available Through:
<http://www.yourarticlelibrary.com/marketing/marketing-concepts-top-5-important-
concepts-of-marketing-explained/32287>.
10