Marketing Essentials

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.

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

Melanthiou, Y., 2012). Marketing function of Mc Donald’s is frequently responsible for
workers interactions through a circular and/or intranet.
 Strategy: It’s the responsibility of marketing manager of Mc Donald’s company to set
marketing strategy in line taking into consideration overall company objectives.
 Market research: It is the key responsibility of marketing manager of Mc Donald’s
company to conduct market research. As research help the company to identify
opportunities and to understand about customer’s needs and preferences.
 Product development: It’s the key responsibility of marketing manager of Mc Donald’s
to work with product development team so as to develop new products and to improve
the existing one.
 Sales support: It’s the responsibility of marketing manager of Mc Donald’s company to
provide support to the sales department with high quality leads (Lane, P., 2015). This can
be done by advertising the product through coupon, telephone, websites and may more
techniques.
P2 Relationship of roles and responsibility of marketing function to wider organizational
concept
Marketing function can be defined as the roles of the company which helps to recognize
and source potentially successful goods for market and then helps in its endorsement as well.
These functions are universal in organization and basically consist of market research,
promotion, sales support, product development plan, customers services etc (Purvis, J., 2015).
The marketing function of Mc Donald’s company consists of various responsibility and functions
which are responsible for the successful growth of the business. The marketing function consists
of product development team, marketing research team, finance team, human resource
department, sales support system etc. Whereas key roles and responsibility of marketing function
are communication, planning, selling, promoting, distributing, financing, market research and
many more. The marketing function of Mc Donald’s company has a key role in the business
concern. There is a close relationship of marketing function of Mc Donald’s company with other
organizational function in an organization which is explained below:

Figure 1Marketing function
Source: (Lewis, 2013).
The interrelationship of marketing function with others organizational functions can be explained
as under:
Marketing and Finance department: In order to create awareness about the product and
services in that market it is essential to have enough of finance. As well as marketing function
require enough of economic resources for planning, research and for making strategies and its is
provided by the finance department (Pike, S.D., 2016). Thus, it can be said that both the
marketing and finance department are interrelated with each other.
Marketing and Production department: Marketing function of Mc Donald’s require accurate
description from the production department regarding products and services of the company so
as to provide accurate marketing plan. Thus it can be said that marketing and production
department are interrelated with one another.
Marketing and Human resource department: Marketing function also require some HR from
the human resource department who can easily influence and attract customers for their products.
So it’s the responsibility of HR department to select and retain best worker for the company.
Thus it can be said that marketing and HR department are interrelated with each other.

Marketing and Sales department: In order to increase the sales revenue of sales department it
is essential o market and advertise the products in the market and it is not possible without the
help of marketing department (Baker, M.A. and Magnini, V.P., 2016). Thus both the marketing
and sales department are interrelated with each other so as to accomplish organizational goal.
Overall it can be concluded that if the marketing function are not related with other department
or are not aware about the production or inventory department then the Mc Donald’s have to
suffer from blunder loss.
TASK 2
P3 Comparison of ways in which the Mc Donald’s and Burger king uses elements of
marketing mix to achieve organizational goal
The marketing mix refers to the strategies that a company uses to reach target consumers,
in terms of products, place, promotion, price, people, process and physical evidence. Given
below is the comparison about the ways in which Mc Donald and Burger King uses elements of
marketing mix so as o accomplish organizational aims and objectives.
Marketing mix McDonald’s Burger King
Product McDonald’s is one of the world’s top
fast food restaurants. It focus on selling
burgers, fries, chicken & sandwiches, ,
desserts & shakes, salads, and drinks. It
provides consumers with a variety of
options. For example, Egg McDuffie,
Hotcakes, Hash Brown, Double Quarter
Pounder with Cheese, Hamburger,
Cheeseburger, Vanilla Shake, Vanilla
Cone, Strawberry Sundae, and
MacAfee, Frappe Mocha are some of
the products offered by McDonald’s.
Burger King produces
hamburgers, cheeseburgers as
well as Fries, Onion rings,
Coffee, Juice, cookies and pies.
Burger King renders many
options including fries or onion
rings, cheese ketchup,
mayonnaise tomato, pickles, and
onion.
Price Companies use a wide range of pricing
techniques to sell their products. Cost
plus pricing, price discrimination, and
many more popular pricing techniques.
The largely aim for McDonald’s
restaurant is to supply food at a
competitive worth driven price for the
clients.
Burger King uses penetration
pricing strategies in order to
attract more number of new
customers as well as to give stiff
competition in the market. In
addition to this they charge quite
affordable price from their
customers. Beside this they
implement pricing policy which
caters to the customers.
Place Place refers to allocation of its products
to its customers. McDonald’s have
Burger King occupies primary
locations and operates its

diverse distributions strategies in all
over the world. Mc Donald offers home
delivery in some countries and is open
24 hour a day.
business via franchise. It is
situated in almost in all big
cities, malls etc.
Promotion McDonald’s restaurant uses television,
newspapers, magazines, the Internet and
other media outlets to create awareness
with its customers. The company uses
different techniques of sales
promotion as well. For example. The
restaurant also offers discount coupon
and freebie for certain products.
Burger King uses social media in
order to generate awareness
about their goods and services to
their existing as well as new
customers. They provide picture
of product on paper nuts sited in
the trays.
Process Process refers to a set of actions
performed so as to attain something.
The food research at McDonald’s is
wholly transparent i.e. the whole
method is visible to the clients. Along
with this customers are allowed to enter
the production department so as to
check the ingredients used in their
products.
A Burger King focus on
processing health product for
their customers taking into
consideration customer health
product is being produced.
Along with this they uses most
efficient cooking equipment.
People Around 97,000 people work in
McDonald’s in UK. People aspect is the
addressing issues and Mc Donald
concern about both customers and
workers. In addition to this Mc Donald
has standard uniform for workers in
order to render equality service
treatment.
Burger king taken into
consideration customer
perspective and accordingly
produce products so as to satisfy
customers. In order to motivate
workers they render them stars
as per their performance.
Physical
Evidence
The last element of the marketing mix
of McDonald’s is substantial evidence
which refers to the essentials of the
physical surroundings guests and
customers knowledge. McDonald’s
interiors are attractive and the restaurant
Burger King is in the practice of
reinventing its picture via key
changes in its interior
decoration. Its new restaurants
will quality modern, box-like
architectural lines and urban-

maintains clean and hygienic interiors of
its outlets.
industrial structure resources,
including ridged metal.
TASK 3
P4 Develop and evaluate basic marketing plan for Mc Donald’s
Evaluation of marketing plan of Mc Donald includes following steps:
Executive summary:
This report is about the exhibition of marketing plan for McDonald’s items; with allusion
to more offerings the description demonstrates the planning that in what propensity Mc Donald
tender new items in the commerce sector (Nguyen, B. and Simkin, L., 2012). This report
demonstrates that McDonald in addition to is hamburger it can also render other related high
impact items to its customers. For new offerings Mc Donald can build up other media other than
plugs, they can go for online networking so as to advance its new products items. This ill help in
development and growth of the company in different nation too.
Introduction of Mc Donald:
McDonald's is an American fast food company, developed in 1940 by Richard James Mc
Donald. It is the world's largest restaurant serving over 69 million clients daily over 101countries
(Desai, S.S., 2013). Although McDonald's is famous for its hamburgers, in addition to this they
also trade chicken products, French, breakfast items and desserts.
Mission:
The mission of Mc Donald Company is to make improvement in operating activities and
in addition to this to enhance customer experience.
Vision:
To be the world best service rendering restaurant is the vision of the Mc Donald
Company.
Marketing objectives:
The main marketing objective of Mc Donald is to serve good food to their clients so as to
achieve great value in a friendly environment (Smith, A., 2014). In addition to this their other
objective is to provide favorable return to their shareholders.
Segmented, Targeting and Positioning (STP): Mc Donald has segmented their products on the
basis of behavioral, demographic and psychographic nature of kids, students and family.

Mc Donald emphasizes on their targeting techniques by introducing some new s well as modified
product which contain low cholesterol so as to target and attract more new customers.
Mc Donald has started positioning according to the kids by introduction of advertisement of toys with
their products like; “Happy meal” as well as taking into consideration teenage and adults they are
positioning their products.
SWOT of Mc Donald:
Strength Weakness
 It has its worldwide presence in the form of
clear brand image.
 To achieve its cost reduction strategies it
perfectly uses its economics of scale.
 It is slow in the matter of product
innovation.
 Unhealthy food menu.
Opportunities Threats
 McDonald can catch up its product
innovation strategy.
 International expansion opportunities are
still available.
 Trend towards healthy eating is major
threat for Mc Donald.
 Local fast food restaurant is the threat to
Mc Donald.
Monitoring and Controlling:
This is the last step during the evaluation of marketing plan of Mc Donald. It’s the major
responsibility of the manager of the company to get to know about the working progress about
the company (Khan, M.N. and Adil, M., 2013). The manager of the company should timely
monitor and controls the procedure taking place during carrying out various operational
activities. This will help the company to run smoothly so as to accomplish organizational goal.
CONCLUSION
Overall from the above project it can be concluded that marketing department is the
major and crucial department for every organization in order to achieve predetermined aims and
objectives. So it’s the major responsibility of the manager of the company to take due care about
what all things need to be carried out in order to make marketing successful. It’s the marketing
department who helps in creating awareness about the availability of new or the existing
products in the market.

REFERENCES
Books and Journals
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Blythe, J., 2012. CIM Coursebook Marketing Essentials. Routledge.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Lane, P., 2015. Human resources marketing and recruiting: essentials of employer
branding. Handbook of Human Resources Management. pp.1-30.
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital
recruiting. Handbook of Human Resources Management. pp.1-19.
Pike, S.D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th International Conference on Tourism. International
Association for Tourism Policy (IATOUR).
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.
Nguyen, B. and Simkin, L., 2012. Fairness quality: The role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review. 12(4). pp.333-344.
Desai, S.S., 2013. An Analysis of the Competitive Marketing Strategies of the Hospitality
Industry in UAE. IUP Journal of Management Research. 12(1).
Smith, A., 2014. Breaking the chain: The screen industry and disintermediation. Metro
Magazine: Media & Education Magazine. (182). p.104.
Khan, M.N. and Adil, M., 2013. Data analysis techniques in service quality literature: Essentials
and advances. Serbian Journal of Management. 8(1). pp.95-112.
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