Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1Roles and responsibility of marketing function...........................................................3
P2 Relationship of roles and responsibility of marketing function to wider
organizational concept.....................................................................................................5
P3 Comparison of ways in which the Mc Donald’s and Burger king uses elements of
marketing mix to achieve organizational goal.................................................................7
TASK 3............................................................................................................................................9
P4 Develop and evaluate basic marketing plan for Mc Donald’s...................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10
Books and Journals........................................................................................................10

INTRODUCTION
Marketing is the essential tool in the current business organizations; it involve
understanding of market, demands of clients, building cost-effective relations, consumer driven
market strategy and supply quality among the consumers. Taking into consideration the
significance of client relationships business organizations have realized to get towards some
modern approach while setting up marketing strategies. This assignment is based on business
organization named Mc Donald’s which is an American Fast Food company found in 1940. It is
best known for its hamburgers. Mc Donald’s is situated almost in 101 countries and more than
36000 restaurants serve 69 million customers every day. This report focuses over role of
marketing and its interrelationship with other functional unit of an organization. In addition to
this, it explains about how organization makes use of marketing mix so as to achieve
organizational goal. Lastly, this project also focuses on developing and evaluating marketing
plan for Mc Donald’s.
TASK 1
P1Roles and responsibility of marketing function
The Marketing Department plays a crucial role in promoting the company and mission of
an association. It serves as the face for Mc Donald’s company, coordinating and generating all
materials in lieu of the business (Dibb, S. and Simkin, L., 2013). It is the Marketing
Department's profession to arrive at scenario, clients, investors and/or the society, so as to create
an image that represents business in a positive light.
Marketing concept:
The marketing concepts are alienated into five major concepts which portray the core of
marketing at Mc Donald’s. These concepts of marketing entail the current as well as future
trends for a prosperous marketing preparation (Pike, S., 2015. ). These concepts are: production,
product, selling, marketing and societal marketing concept.
 Production concept: This concept implies that consumers will favour products only
which are highly affordable for them. Accordingly Mc Donald company produces
products and srvices.
 Product concept: This concept lays on a fact that customers will favour only those
product which offer them quality and innovative features. Accordingly Mc Donald
company produces products and srvices.
 Selling concept: This concept lays a fact that unless the firm undertakes large effort in
selling and promoting its products consumer will not purchase firms products.

 Marketing concept: This concept is based on the fact of adoption of customer first
approach (Blythe, J., 2012). The consumer needs and wants are taken into consideration
to achieve organizational goal.
 Societal marketing concept: This concept is based on the fact of adopting such
marketing strategy which help in delivering value to the customers.
Overview of marketing process:
Marketing process involves 4 major steps which as as follows:
1. The very first step is to analyze the situation so as to find out is there any opportunity
available or not.
2. Second step is to formulate the marketing strategy for value proposition.
3. Third step involve taking a corrective and tactical decision.
4. Lastly, the plan is implemented and the outcomes are monitored and controlled.
Al the above mention marketing process steps are essential for the Mc Donald’s company to
follow so as to accomplish the aims and objectives of the company on predetermined period.
Roles and responsibility of marketing function of Mc Donald Company
There are some of the major responsibilities too of the marketing function of Mc Donald’s
company so as to accomplish organizational aims and objective on predetermined period. They
are explained below:
 Defining and managing brand: It’s the major role of marketing manager of Mc
Donald’s company to defining what the company is, for what purpose company stand and
how company acts.
 Producing marketing and promotional materials: Its role of marketing manager of Mc
Donald’s company to generate the materials that depict and promote company core goods
and services.
 To keep website of company up to date: Company website is frequently the first rest
public visit for gathering information about the company (Wirtz, J., 2012). It’s the role of
marketing department of Mc Donald’s to keep Web content current, and should also
ensure that company site comes up promptly when people searches for business.
 Monitoring social media: Marketing manager of Mc Donald’s should, handle and
maintain company social media pages (Baines, P., Fill, C. and Page, K., 2013). In
addition to this, the other role is to manage accounts and cautiously watch what’s being
posted about the company online.
 Producing internal communications: Mc Donald’s company workforce needs to
understand about company, its principles, its aims and its priorities (Papasolomou, I. and