Marketing Essentials Contents

Marketing plan 6 CONCLUSION 9 REFERENCES 10 INTRODUCTION Marketing plays an essential role in delivering goods and services as per the need and wants of customer in competitive marketplace. This report is going to analyses the current and future trend, roles and responsibilities of a marketingmanager.Moreover, the dutytothe relationship of marketing mix with the other function unit of different organization is given. In McDonald's, the roles as well as responsibilities of marketing function are described below:- Development of

MARKETING
ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................1
P1. Roles of marketing function ............................................................................................1
P2 Interrelation of marketing with other departments............................................................2
P3 Comparison of marketing mix with other organization....................................................3
P4. Marketing plan ................................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing plays an essential role in delivering goods and services as per the need and
wants of customer in competitive marketplace. Marketing and its essentials are termed as
necessities in functioning business operation properly so that they can understand the actual
needs of customer and deliver goods accordingly with the help of technology and social media
which are trending now a day. In this report organization chosen is McDonald’s which is know
best beverages at worldwide as it is one of the leading fast food chain and restaurants to its
potential customers. This report is going to analyses the current and future trend, roles and
responsibilities of a marketing manager. Moreover, evaluation the relationship of marketing mix
with the other function unit of different organization is given. Furthermore, emphasis has been
laid on the developing marketing plan for product development and expansion of business.
P1. Roles of marketing function
Marketing can be defined as the activity which is aimed at creating awareness about the
offerings of the company among the audience with a view to persuade them to make a purchase.
In McDonald's, the roles as well as responsibilities of marketing function are described below:-
Development of Marketing Campaign: This is identified as one of the most significant
as well as relevant role of marketing function. This department takes a control over all kinds of
marketing campaigns which are run by company with a view to make public aware about the
products offered by entity. To foster effective marketing campaigning, this department
undertakes measures so as to ensure its successful formulation and with that, the promotion of
existing or new offerings of McDonald’s in market place. A number of marketing campaigns are
launched by this organisation so as to attract a large quantum of population.
Recognition of needs and demands of consumers: Human resource is widely regarded
as the most important asset of an entity without which the activities of an organisation cannot be
executed. They are collectively responsible so as to accomplish the goals and objectives of
entity. The marketing function takes into consideration the needs and demands of customers as
well as human resources in order to successfully execute the marketing activities of McDonald’s.
Effective CRM: The marketing function of an organisation is responsible for developing
strategic plans to aim at ensuring the growth and success of company in the market place.
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Further it provides aid to entity in developing a loyal base of customers to increase its
profitability in market and enhance the overall share in global market area.
P2 Interrelation of marketing with other departments
Marketing is the most important functional department of any corporation and focuses
upon promotion as well as sale of offerings of company. This function shares effective
relationship with other departments of company to ensure coordination and cooperation within
the organisational premises and to ensure the successful formulation of all the activities and the
processes in the desired manner. The interrelationship of marketing with other departments is
given as follows:-
Marketing with Human resource: The major task of the HR dept. is to hire most
appropriate and adequate workforce to perform various marketing and sales activities together.
In McDonald's, marketing and human resource dept. works interrelated in a way that marketing
provides information regarding the qualifications required for hiring the employees for
marketing unit of company. The HR department then hires the workforce in accordance with it.
Marketing with Research & Development: It is the major role of marketing Dept. to
create idea generation for the development of products and services. After the creation of an idea
, next comes screening of an idea to evaluate and finalized the production of the actual products
In context with McDonald's, R&D Dept., after the generation of idea, direct connects to
marketing to do the brief analysis or market research to scope to know its future scope. After
such, it is the duty of research department to do appropriate research on various aspects such as:
what sort of the customer we need to targets, what are their taste and preference s and what they
are looking for.
Marketing with finance: In context with McDonald's, it is the duty of the finance Dept.
to raise funds and finance to the marketing department to perform various activities such as sales
promotion, product testing, campaigns etc. The marketing and finance role is necessary, in such a
way that finance provides the budget to marketing department for carry out the promotional,
sales and distribution activities. It is the main and prime duty of marketing department is to
report the sales made during the particular period of time. The outcome is that collaboration
between two will lead to achieve of goals/targets as well as increase in the revenue and sales for
the McDonald's.
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P3 Comparison of marketing mix with other organization
Marketing mix compromises of7 P’s that is price, product, place, promotion, process and
physical evidence. This mix help’s an organization to understand the actual marketing process so
that an organization can deliver their goods and services in competitive market place. Herein,
comparison is made between McDonalds and Subway. This factor will help to understand each
and every component of the marketing mix that contributes towards success in marketplace. As
an manager of McDonald’s it is necessary to implement out different strategies so that they can
generate large number business in competitive marketplace. The mangers are planning to
develop their product in to the portfolio of the existing product and services. Now they are
coming with their new product “Mc Wrap”. For such instance they need to understand the
marketing mix of McDonalds with subway which is described below:-
Marketing Mix ( Basis) McDonald’s Subway
Product The product offers by
McDonalds such as
hamburgers, sandwich and
drinks to their customers at
affordable price. They are
coming up with varieties of
option with different
beverages and drink. In this
manner they are attracting
large number of customers by
their effective services. This
is fast food chain that has
large range of product and
also looking forward in adding
new product and services.
Subway are offering
submarine sandwich which
involves both Veg and Non
Veg in variety of categories.
Though their products are not
in varieties but customers
prefer its taste a lot. Herein,
Subway has coming up with
new veggie sandwich with
varieties of vegetables.
Price McDonald’s are using
inclusive price strategy is
almost similar and constant as
Subway is known for its
premium outlet and uses
exclusive pricing strategy.
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compare to other Fast food
channels. Moreover, they are
offering their product at
affordable price with high use
of raw material and best
quality of goods and services.
Moreover they are using
advance technology so that
they can minimize their cost in
an effective manner.
They are charging their high
price as they are using high
quality of Ingredients of
higher quality in comparison
to McDonald’s. They are
offering their product at high
prices because of their
certification as they are using
best quality of raw material.
Place In today’s fast food chain
services McDonald’s are
offering their product in many
outlets at worldwide. Though
they have lesser outlets as
compared to Subway because
franchises are more expensive.
Thus, the advantage of
McDonald’s can come up with
the opportunities in rural or
developing areas
Subway are having large
number outlet sat worldwide
over global level. It outlets is
most cool and attractive as
they prefer to locate their
stores in most premium places
in order to attract large
number of customers in
competitive marketplace.
Both the outlets are offering
their product and services
mainly on Malls, high level of
street foods and airports etc.
Promotion McDonald’s are promoting
their product and services in
many different and attractive
ways. Such as advertisements,
pamphlets, social media like
YouTube, Instagram and
Facebook etc. Moreover, they
are investing large number of
In case of subway, they are
using large number of
different strategies for
prompting their product and
services in competitive market
place. Moreover, they are
using celebrity endorsements
to promote their product and
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food chains through their
promotion and
communicating, moreover,
they are using different routes
of advertising in order to
attract large number of
customers as well as looking
forward towards new platform
in competitive marketplace.
services.
People McDonald’s are hiring their
employees and staff members
who are highly qualified and
have the ability to maintain
their management in an
effective manner. Moreover,
they want best and qualified
staff so that they can serve
their product and services in
an attractive manner.
Moreover, they are providing
proper training and
development session to their
employees and staff members
so that they can properly
engage their customers in an
effective manner.
Subway are using autocratic
leadership approach for the
function their product. They
employees and individual have
proper rights and freedom in
order to implement different
strategies in order to have
profitability in competitive
marketplace. Moreover, they
are also providing proper
training and development in
different aspects so that they
can manage its potential
customers and maintain proper
inventory control.
Process McDonald’s is providing clear
and proper transparency with
their employees and staff
members. It are marinating
proper hygiene and health
In case of Subway they are
using various type of cooking
advance tools and technology.
Moreover, they are marinating
hygiene in their product and
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awareness with their
customers along with this they
are using highly classes
equipment’s in preparing
order. The main motive of the
respective transition is to serve
their customer in an effective
manner with least possible
time and hence save both time
and cost.
services such as toppings,
packing machine and many
more. Moreover, they are
planning to change their
product and services with the
advance tools and technology.
Furthermore, Subway is using
their food products on spot
and even in front of their
customers.
Physical evidence McDonald’s are operating at
more than 36525 outlets at
worldwide. Along with this
they are looking towards more
expansion. Hence this will
help them to attract large
number of customers in
competitive market place.
Subway is having large
number of outlets. Now they
are looking toward Subway
restaurants. For such purpose
they need huge amounts of
funds in promoting their new
idea in competitive
marketplace.
McDonald’s needs to use all types of marketing mix so that they can execute their
product and services in an effective manner in competitive market place. Moreover, they are
planning their product and services in order to analyses their market share and have high
competitive market place in same industry line. For such purpose they need to bring out different
changes so that they can operate their business function while coming up with their product.
Marketing and its essential are termed as necessities in functioning business operation properly
so that they can understand the actual needs of customer and deliver goods accordingly with the
help of technology and social media which are trending now a day. According they are providing
proper training and development so that they can manage their work force as well as raise their
business productivity and profitability in competitive market place. Hence it is necessary for a
respective company to understand the changing scenario of taste and preference of customer in
competitive marketplace.
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P4. Marketing plan
This can be referred to as a well structured as well as documented plan which consists of
the strategic course of actions that would be undertaken by an entity in order to gain a strategic
and competitive edge in market place. This marketing plan has also been made by the team of
McDonald's in order to launch the new product “Mc Wrap”.
Overview of entity: McDonald's has one the market players within the F&B sector having
a large loyal customer base owing to its high quality offerings and excellent customer service.
Mission: “To provide exceptional customer service to people across the globe”.
Vision: “To become the market leader within Fast Food sub sector of food & beverage
industry”.
Strategic objective: The respective organisation is launching a new product within
market place under the name of “Mc Wrap” with an aim to enhance the existing customer base.
Offerings: The company provides food and beverages like burger, sandwich, puffs, soft
drinks, desserts. Further, the entity offers festive offers like Happy Meal as well as combo offers
to gain the attention of a large number of people towards its offerings. Further, the organisation
is coming up with “Mc Wrap” which would be tasty and meet the expectations and tastes of
customers in order to provide them high satisfaction.
Market research: On the basis of research, it has been found out that McDonald's has
been offering its products to a customer base of 69 million daily. Further, SWOT analysis has
been carried out to gain knowledge of the internal performance and positioning of entity and its
aspects, as follows:-
Strengths Weaknesses
This organisation has an excellent brand image
and market positioning owing to its high
quality offerings which assists the entity to
attract the customers towards new products
easily.
One of the biggest weaknesses of this company
is that it makes use of moderate quality
ingredients for cooking as well as service.
Opportunities Threats
This entity has the potential as well as the The survival of this entity is challenged by the
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capability to launch new products with a view
to enhance the existing share in market place.
existence of big rival companies such as
Subway, KFC, Burger King.
STP: This model has been applied to McDonald’s in order to identify the target audience
for its new product “Mc Wrap”:-
Segmentation: This can be referred to as the procedure through which division of market
into groups is carried out in order to identify the target market. McDonald's has segmented the
market on the basis of demographics. For this they have selected age group as the particular
aspect and it has been decided that they will target the age group of 8-24 years for their new
product “Mc Wrap”.
Targeting: This is referred to as the process wherein the identified market is targeted.
This will be done by ensuring high quality of the new product as well as economic pricing.
Positioning: Here, the products are positioned among the target audience in order to
achieve the desired goals and objectives thereby enhancing the share in market place. The
respective company is positioning Mc Wrap among the middle class and upper class section of
society. For this, the entity is making use of social media as well as digital marketing which will
provide assistance to the enterprise in enhancing the existing base of customers.
Marketing budget: In order to facilitate the development as well as launch of the new
product, a budget has been devised. This will assists the organisation in ensuring that the costs
incurred in introducing the new product within market place is under control. In this regard, the
budget for launching Mc Wrap is underneath:-
PARTICULARS 1st Year 2nd Year 3rd Year
Initial investment 9000 11500 16000
Borrowings 8500 7500 8000
Retained Earning 4500 8000 11000
TOTAL 22000 27000 35000
MARKETING OUTLAY
Promotional expenses 6000 9000 11500
Publicity 5000 9500 11500
Distribution expenditure 4000 10500 7000
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TOTAL 15000 30000 30000
Control and monitor: Here, McDonald's implement the plan to monitor the activities
associated with development and launch of new product within the market place. The analysis
conducted here is made on the basis of aspects such as time, activities, budget, scope, resources,
risks etc. With this, company intends to launch the new product effectively amidst its large
customer base with a view to enhance its share in global market as well as its profitability.
CONCLUSION
From the above discussion, it has been concluded that marketing essential plays an
important role in the market place in delivering goods and services. Herein, a respective
organization are coming with social media that are trending in present and future trend as it
helps to attract large number of customers that have huge impact on competitive marketplace. It
is essential for an organization to understand the needs and wants of customers that they can
provide goods and services accordingly. This mix help’s an organization to understand the actual
marketing process so that an organization can deliver their goods and services in competitive
market place. Herein, comparison is made between McDonalds and Subway. This factor will
help to understand the each and every components of the marketing mix that contribute success
in marketplace It is important for an organization to compare their marketing mix of different
two companies in order to know the down fall and shortcomings as well as get rid of short
comings. Furthermore, it is concluded that marketing plays an important role and its elements
that are required to manage and control over the function and activities within the organization.
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Online
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<https://www.howandwhat.net/marketing-mix-mcdonalds-mcdonalds-marketing-mix/>.
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