Marketing Essentials

This presentation covers the basics of marketing, including the marketing plan, resource planning, STP approach, SWOT analysis, marketing mix, and more. It focuses on McDonald's as a case study and provides insights into their marketing strategies and challenges. The presentation also includes references for further reading.

Marketing
Essentials

Content Covered
 Introduction
 Basic marketing plan
 References

Introduction
Marketing Plan: It is a comprehensive blueprint that mainly
outlines company's marketing and advertising efforts for the
upcoming year. It defines business activities that are needed to
attain particular objectives of marketing within its specified
time-frame.

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Company Overview: McDonald's is an leading American fast
food organization that is founded in the year 1940 by Richard
and Maurice McDonald. Initially they name their business as
“Hamburger Stand” which later named as “McDonald's”.

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Vision: “To become best and quick service restaurant who
provide high quality goods at reasonable price”.
Mission: “To provide unforgettable experience to customers in
terms of offering goods that fulfils their requirements and
delight each customer”.

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STP Approach
Segmentatio
n: McDonald's is currently using strategy of demographic
segmentation as it usually consider age as the basic
parameter.
Targeting: Children, Youth and members of young urban family.
Positioning: Favourite place of customers

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Resource Planning: In this aspect manager of marketing
department identify the major resources require to complete
business activities. Manager identify and gather the resources
through which organisation can attain its marketing objective
and can capture a large market share. When firm have all the
resources require implement marketing plan then it provide
competitive benefit to enterprise.

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Resource Planning: In this aspect manager of marketing
department identify the major resources require to complete
business activities. Manager identify and gather the resources
through which organisation can attain its marketing objective
and can capture a large market share. When firm have all the
resources require implement marketing plan then it provide
competitive benefit to enterprise.

Continue...
SWOT Analysis:
Strength:
 Strong market contender in fast food chain
 Strong brand name and image which makes McDonald more
popular among customers
Weakness
 Lack of product diversification that adversely affect its sales
 Flexibility of process is limited

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Opportunities
 Great opportunity in context of developing or expanding its
restaurant chain in the market of Middle East.
 More focus on product diversification.
Threats
 Change in eating habits of target customer
 Strong competition

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Marketing Mix:
Product: McDonald's is a globally renowned fast food chain. It
primarily deals in selling hamburgers, soft drinks, chicken
items, desserts, milkshake and cheeseburger.
Price: The company currently using price bundling strategy. For
example: Offering meal to its target in which they sell as per
client requirement.

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 Promotion: McDonald is spending huge amount on
promoting its products mainly through advertisement, print
media and social media.
 Place: The company is selling their products in more than
110 countries with over 36,000 restaurant all across the
globe.

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Key Competitors: Some of the main competitors of McDonald's
are Burger King, Wendy’s International, Yum! Brands etc.
Controlling and Monitoring: After formulating all relevant
strategies and policies, the role of marketer is to figure out that
all activities are carried out as per the plan or not.

References
 Brooks, N. and Simkin, L., 2012. Judging marketing mix
effectiveness. Marketing Intelligence & Planning. 30(5).
pp.494-514.
 Caragher, J. M., 2016. 7 Essentials for a CPA Firm
Marketing Program. The CPA Journal. 86(12). p.11.

Thank You