Hospitality Marketing Strategies in UAE

The assignment explores competitive marketing strategies employed by hospitality businesses in the United Arab Emirates (UAE). It delves into relevant industry trends, challenges, and analyses academic research to provide insights into effective marketing approaches within this sector.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Brief history of organisation.......................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of marketing function............................................................3
P2 Roles and responsibilities of marketing relate to wider organisation....................................6
TASK 2............................................................................................................................................9
P3 Compare ways in which marketing mix can apply................................................................9
TASK 3..........................................................................................................................................12
P4 Produce and evaluate basic marketing plan.........................................................................12
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is an important task of any organisation which is necessary to be conducted for
improving sales and profits. Every company want to manufacture an efficient as well as effective
products or services to gain satisfaction of customers. There are various kind of promotional
activities which are organised by each and every firm to provide information about innovative
goods or new concept to people for making them aware (Berkowitz, 2016). These events should
be organised by building more unique and attractive strategies or policies to carrying out several
promoting procedures tio gain better outcomes. It will facilitate to achieve more productivity and
profitability of an enterprise. This report will discussed about key roles and responsibilities of
marketing function and its relation to wider organisation. Comparative description of marketing
mix between two companies and preparing basic marketing plan with evaluation is below.
MAIN BODY
Brief history of organisation
This assignment is based on McDonald's which is a fast food company of America. It
was founded by Richard and Maurice McDonald in 1940 as small restaurant. This organisation
had its original headquarters in Oak Brook, Illinois but has approved plans to move its global
headquarters to Chicago by 2018. In current scenario, it may considered as largest restaurant
chain by revenue and serve to around 69 million clients daily in 100 nations having across 36900
outlets. Its organisational culture defines the traditions, habits and values which may impacts on
behaviour of employees. They usually encourage learning to improve capabilities of staff
members for attaining desired results. McDonald's organisational structure is helpful to mange
markets based on performance level to satisfy customers.
TASK 1
P1 Key roles and responsibilities of marketing function
There are different kinds of organisation in all over the world which has various
strategies and policies to carrying out business properly (Brassington and Pettitt, 2013).
Marketing is an essential tasks for each and every company so that they become able to improve
sales and profits. It is an important aspect to be carrying out necessarily for providing mandatory
knowledge about new product or innovation implemented in existing one to people. It is essential
to make several an effective as well as efficient strategy of marketing so that company is able to

gain more number of clients to grab more market share. There are different types of functions in
McDonald's which are needed to be conduct properly yo achieve better outcomes.
Nature of marketing -
 Marketing seeks to achieve benefits for both buyers and sellers by satisfying human
needs.
 Marketing is consumer oriented and it is crucial to know what the actual demand of
consumer is. Marketing creates four components of utilities viz. time, place, possession and form.
Marketing functions: -
Marketing Information management:- This term can be described as management of
information system which render necessary knowledge about every aspect of company. This will
facilitate to make appropriate plan of action to be applied for attaining better outputs on regular
basis. Several techniques should be build by manager company so that various activities and
procedures can be completed with better results through effective performance of staff members
(Desai, 2013). To make an innovative and desired product, firm required proper information to
prepared better service for gaining satisfaction of people. McDonald's has a very efficient
marketing information system through which they find all revenues made by them for each
prospects owned and deduct expenses to have main product.
Distribution (Channel management):- Distribution is a essential task for organisation
because it is necessary to provide bulk of any product at correct time to retailing stores or
channels. Company need to take care in terms to avoid delayed supply of goods or services to
fulfil expectations of people. Companies are generally distribute their products to various
retailers or to those stores which owned by same firm. Sometimes, it is observed that high
demand for specified good may increased then enterprise have to complete it through
maintaining stock and supply chain to complete desires of people. McDonald's has an effective
strategy of distribution for their food items in which they supply it by their own stores situated
globally in several countries. They have established own stores all over the world to render more
delicious and tasty food products to people.
Product management (Service):- Basic factors behind success and profitability of
organisation in market. Every company has a core product with unique and creative concept to
complete need, wants and demands of customers (Dibb and Simkin, 2013). Product of an

enterprises must designed in effective manner so that more number of people will be attracted
that results into improved profitability. It is well known that current scenario of market is all
about changing trends according to that firms required to make some modifications into good or
services. It is necessary to maintain strong position in front of various competitive enterprise
which results in attractive new clients along with retaining the current ones. McDonald's
considers mainly to apply fresh concept in its food items such as breakfast bowl and chicken
McGriddle for their desired consumers. Regular implementation of something fresh is essential
because people change their preferences as per trends.
Financing:- The term finance refers to to factors of money and function which is used as
capital for implementing in company to carrying out different activities as well as procedures for
gaining better results. Without applying essential amount money and resources, it is not possible
to conduct as single event of an enterprise to attain benefits (Hsu, 2011). It is very important to
mage he funds of an enterprise to utilise them at desired time or in some crucial situation to
overcome with it. All kinds of debits and credits should be recorded for future requirements so
that better plan of action can be designed. McDonald's analyse each revenue made by them for
every aspect and less expenses from it to have main product.
Selling:- There are different types of enterprises are running and manufactures their core
product or services. But the fact is only production of desired good or services is not enough but
they have to sell it at specific price to customers for achieving better outcomes from it. Preparing
a brand in attractive way is important to gain satisfaction but selling technique should be
innovative and creative to gain more number of customers. It will facilitate to increase sales of
company which results in improving productivity as well as profitability. McDonald's has food
products which they provide to desired clients by following faster service through established
restaurants around the world.
Promotion:- The term promotion refers to those events and activities by which company
have to render appropriate information about product to people. Firms can conduct several
attractive processes to boost up sales and profits. It is necessary to make people aware about the
particular services or applied new innovations to it (Jones and Rowley, 2011). This will results
into building strong image of brand to grab more market share and maintain better position in
front of competitive organisation. McDonald's usually prefer commercials on television and

posters like on he Olympics or the NFL. They have an attractive logo and advertisements which
helps to boost up number of clients along with sales.
Pricing:- An organisation manufactures an effective product but most important thing is
to make decision about pricing of it. This is essential because people want better services at
reasonable that is in budget of income so that they can afford it. Pricing should be prepared by
companies in more effective as well as efficient manner. Firms have to keep in mind hat fact
price of product must be suitable for both company and customer. McDonald's set their prices in
such way so that every person can afford its food items. They have started pricing firm very low
to high as per different nutrient goods desired by clients.
P2 Roles and responsibilities of marketing relate to wider organisation
There are various kind of function carrying out by different departments in organisation
to attain desired outcomes. Separate sections are established in the company complete various
tasks and procedures in correct manner because they are inter related to each other for gaining
better results. An enterprise is required to conduct several functions such as research &
development, administration, client services, distribution, finance, human resource, marketing,
sales, production, ICT and so on (Lamb, Hair and McDaniel, 2011). Every aspect related to these
factors are necessary to be managed in proper way to run a business successfully to achieve
better results. McDonald's have to set each functional department in such a manner to follow
certain effective strategies or policies to perform on specific project to gain desired outcomes
from it. Manufacturing of food item if this company should be done in proper way to deliver
goods on time to right client as per placed order for eatable things. Some of these functions are
described below:
Research and development:- Research of market through various surveys to determine
current changes of trends along with needs, wants, preferences and demands of clients. This will
facilitate to make an effective and efficient strategies or policies or build appropriate plan of
action to know about actual situation of marketplace. McDonald's observe and analyse the
several trends in terms of modifies demands or needs of customers to provide correct services.
They are usually render some of new concept in their food items by implementing fresh as well
as innovative recipes to attract more clients and retain current ones. It will facilitate to improve
brand image and maintain stability in organisation in terms of productivity and profitability
(Lane, 2016).

Administration:- The administration refers to manage the whole organisation properly
through applying various effective rules and regulations. It may involves managing manpower,
resources, projects, activities and many more. Task and activities must be carried out through
suitable strategies to gain better outcomes. This can be done by building several accurate
techniques and methods so that performance of employees will render more outputs from their
efforts. Correct plan of action must be prepared to conduct different p4rocedures and events in
right direction which results to get better profits. McDonald's utilises several different sections to
complete target to making specific food items as per efficiency of staff members to render
correct recipe for desired people.
Customer service:- The organisation have to make sure about services in terms to
deliver it to customers. Apart from attractive products with packaging and advertisements, they
need to make effective technique of serving specific goods or services to clients. This may
considered as first impression of brand which should be effective because many times people
refuse to take it due to incorrect serving tactics of firm (Mihart, 2012). Achieving customer
satisfaction is necessary to improve number of loyal consumers which returns profits to
organisation for a long time. McDonald's prefers better technique of serving for its clients by
providing food services in order to delicious recipes faster to complete expectations of people.
Distribution:- The term distribution can be defined as supply of product to connected
stores and other channels from where people can buy that as per their needs, wants and demands.
It is important to make proper availability of goods in market top fulfil desired of people. Clients
want several essential an innovative features but most mandatory part is that they ant delivery of
particular service in right time whenever required. McDonald's are providing their products on
their own stores along with rendering appropriate delivery by online booking of clients.
Finance:- This section is relevant to money and finds which can be considered as back
bone behind various types of procedures and activities. It is mandatory to invest appropriate
capital and resources to conduct different operational events. An organisation requires basically
human resource and raw material along with machinery or equipments which can be collected
through spending huge amount of money. Overall, funds should be applied in company for
production process is an essential aspect. McDonald's is an large business dealing at global level
then obviously need enough amount to implement a small change in company including all
branches all over the world.

Human resources:- this can be described about staff members of an organisation who
purr efforts in correct direction on regular basis to generate better outcomes (Nguyen and Simkin
2012). Their hard work and loyalty towards firm is responsible for success of organisation in
terms of achieved profits. Recruitment and selection of employees must be done according to
desired qualities, education, experience or skills of them. A candidate should be hired by
analysing and evaluating the abilities or efficiencies suitable for specific vacant position in
company. McDonald's have an effective policy to appoint desired staff to make delicious recipes
as per taste and preferences of people.
ICT:- ICT is an abbreviated form of information and communication technology which is
utilised by various companies to make their work little bit easy. There are different kinds of
software that are implemented by an enterprise to make their work more faster along with
generating better outcomes. In terms of promotional activities, firms are using several social
networking sites to display advertisements to make people aware about it. McDonald's adopts
some of effective and efficient applications to make gain online order and track them correctly
yo render appropriate delivery of food items.
Marketing:- Marketing is an important technique by which productivity and profitability
of company can be increased. There are various types of promotional procedures such displaying
banners, posters, emails, advertisements, pamphlets and many more. It is considered as
mandatory task to make people aware about product in terms of its features and innovations
applied so that clients take interest to buy them. McDonald's is usually implement their attractive
logo to make it popular amongst people and grab more market share through their fresh or
creative recipes rendered to customers.
Sales:- Sales of any company are responsible to measure profitability and brand image of
it. Promotional activities are conducted to improve sales of organisation (Papasolomou and
Melanthiou, 2012). An enterprise is required to make several innovative changes and
modifications into product or services to gain satisfaction of clients. McDonald's utilise different
kind of delicious recipes to provide desired food items as per taste and preferences of people to
gain more customers to improve sales.
Production:- This can be described as manufacturing processes of product in particular
organisation which help to prepare desired goods or services to fulfil expectations of people. It
depends on basically production workers and equipments to create better outcomes on regular

basis in such manner so that client get satisfied. McDonald's are appoint well skilled employees
to prepare food items delicious along with serving them properly to customers.
TASK 2
P3 Compare ways in which marketing mix can apply
Marketing mix – McDonald Vs Burger King
Marketing mix is a tool to develop a business, it is simply a planning to promote a firm in
various ways. It is important to pull customers towards door and make them stay within company
only, but this is not only task to do for a business, there are several reasons which attract
customers with a generating a charisma from which a user can't escape. When individuals head
to market area, they sees many things which are appealing them, but not everything get the
attention, there is a versatility in market that allure customers for the first time, and make them
stay with it forever. The thing which catches attentiveness of users, is called marketing, here
McDonald and Burger King are already on perch of food industry, they both are offering a huge
range of same kind of products, but there still some difference, that impacts on business,
therefore marketing mix is defined below:

Marketing mix McDonald Burger King
Product McDonald is the biggest
leading fast food restaurant,
and it primary sells consists of
breakfast, burgers, fries,
chicken, sandwiches, snacks,
beverages, desserts, and
shakes, along with these
products its offers a huge
variety of edible items such as
cheese burger, hot fudge,
strawberry sundae, etc. it has a
vast pool for epicure.
Burger King is another quick
service fast food restaurant, it
has a line of delicious food
such as burgers, chicken, fish,
sides, salads, veggies,
beverages, sweets and
desserts.
Price A customer make their own
perception about product
worth, a product matters to
them more than a entity. For
an individual price matters a
lot against withdrawing
product (Perreault, 2010). A
quality item with a low cost is
always popular among people,
and get a place in most
demanding product. That's
why it developed new
strategies to satisfy a customer.
It includes distinct techniques
for setting price like value
pricing, active rate, cost plus
pricing, price discrimination,
Burger King has new criteria
for pricing, cost leadership that
aid to minimize costs and
prices. It has appropriate
pricing for marking price of
products, it includes market
oriented pricing strategy,
which us a direct approach of
pricing, and involves set price
according to market
conditions, depending on
supply and demand, also
comprising other competitors.
On the other hand bundle
pricing strategy is a subsidiary
pricing approach, where
customers purchases value

and loss leader. meals in a combo pack.
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Place Place refers to a physical
location and distribution along
with providing products to end
user. McDonald has a long
chain of distribution strategies
in separate countries, though it
offers home delivery in some
countries, but this service is
not offering in several
countries. Therefore, they are
opened for 24X7, that makes
all channels are available for
supplying items to the user.
Burger King products are
availing its products in
restaurant across the world. It
has various venues that are
used to transact its products to
targeted consumers. It has
modern channels for
distribution like restaurant,
mobile app, website for
deliveries, special coupon
offers and freebies.
Promotion They are using its effective
brand name and advertisement
slogan: I'm loving it.
This firm has used several
commercials, websites and
advertisements for promotion.
People This firm is focussed on
suggestions of employees and
their development to render
proper service for desired
customers (Pike, 2015).
They are concentrate on
feedbacks and requirements of
clients and involve employees
it meetings to provide better
products.
Process They have an effective
procedure to make better
recipes to attract more people.
Burger king focus on
manufacturing of products to
improve quality of food items.
Physical evidence McDonald's is using its logo
and slogan for advertisement.
This firm use brand image for
promotion.
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TASK 3
P4 Produce and evaluate basic marketing plan
Marketing plan of an organisation is necessary to carrying out various kind of
promotional procedures in effective as well as efficient manner. It will facilitate to make people
aware about people and render support to make better outcomes on regular basis. This will
helpful to boost up productivity and profitability.
Overview of company:- It is described as fast food limited service restaurant that deals
at global level to provide more delicious recipes for customers. It has its own stores or branches
that are around 3500 all over the world in approximately 100 nations. Employees hired by this
organisation are more than four million at global stage to render better fast food services in
proper time. They have almost 70 million clients who visits in their restaurants on daily basis for
purchasing food items. McDonald's is considered as that firm having largest share on fast food
industry and it's closest competitive organisation is YUM Brands.
Vision and mission of company:- The vision statement of McDonald's is to become
leading and fast food provider at international level. They want to provide food services by
taking care of cleanliness, quality, service and value which makes every person smile. Now,
mission idea is to build best enterprise for staff members and render food products with superior
operating systems to every client. It also includes preparing favourable direction to make brand
more strong by developing operational procedures with innovative techniques.
Situational analysis:- Several elements are existing that impacts on aspects of and
organisation in positive and negative way (Swenson And et. al., 2014). It involves both internal
as well as external components that must be observed and analysed by company to reduce threats
and enhance opportunities. It is mandatory to consider all theses factors factors while preparing
strategies or policies to carrying out desired processes.
Internal analysis:- The factors existing within the environment of an organisation such
as total assets, revenue, staff members, funds, events, resources, strategies, policies, rules may
impacts on company. The management of company, in terms of administrating various aspects of
an enterprises. All these elements are includes into internal analysis that affects events of firm.
External analysis:- There are different factors which may impact on organisational
procedures. Some of them which are necessarily evaluated by McDonald's are described below:
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 Political factors:- There are various kind of political factors that are surviving at that
specific place where branches of McDonald's are running. The firm have to take care
of their policies while carrying out their necessary activities for generating better
outcomes by avoiding their negative impacts.
 Economic factors:- These factors are relevant to money or income which is should be
measured by on regular basis to create. It is related to annual financial gain of
organisation and stability of McDonald's.
(Source: PESTEL Analysis, 2018)
 Social factors:- There are various kind of societal rules and norms which are
mandatory to be followed by McDonald's while manufacturing unique products and
displaying promotional activities.
 Technological factors:- Various technologies are adopted by different kinds of
organisations including equipments and soft-wares but it is mandatory to follow legal
limitations. McDonald's have to consider these rules and norms to improve their
performance and gain benefits.
 Legal factors:- Various legal rules and regulations are established by government
authorities which are essential to follow in terms of paying taxes on time formalities
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Illustration 1: PESTEL Analysis

of launching ventures at new place to expand business. These aspects must be
fulfilled by McDonald's to avoid threats and termination in running business
successfully.
 Environmental factors:- Environmental issues are rapidly increasing by expanding
businesses and introducing new firm (Wirtz, 2012). Their activities and events are
somehow harmful for natural environment. To save nature, government has prepared
some rules so that McDonald's must use biodegradable things and ozone friendly
material.
Competitive analysis- Porter's five forces
 Threat of competition:- In current scenario of competition, McDonald's has various
competitors then it is necessary to observe and analyse strategies of competitive
firms. This is essential to make effective modifications in policies to compete with
them, successfully.
 Threat of new entry:- When any fresh venture of McDonald's is entering in market
with new concept then they have to establish their own brand image and compete
with existing organisations.
 Bargaining power of buyers:- When a buyer has various choices of brands to
purchase single product or service then they have more power. The company have to
establish something unique or innovative so that people prefer only McDonald's
 Bargaining power of suppliers:- This can be described about suppliers in terms when
McDonald's is facing rivals of competition then they need to collaborate to maintain
its stable position in market.
 Threat of substitute:- There are various kind of firm that are producing substitute
products and try to grab more market area. McDonald's have to take care of all these
enterprises to maintain their profitability.
SWOT analysis
Strengths Weaknesses
 Effective advertisements and brand
image along with collaboration with
coke. Provide space to kids, appoint
 They have weak enhancing of their
food items and management of
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trained employees and competitive
price.
franchise or joint venture.
Opportunities Threats
 They are running business at global
level as they have internationalisation
and growing dining out market.
 They have more health conscious
clients and facing global economic
recession.
Identification of target market:- Target market of McDonald's includes the segment of
children and youngsters because they has business of fast food products with innovative and
delicious recipes to attract clients. Fast food items are generally preferred by youngsters so that
they have to make new products as per desires of customers.
Formulation of marketing budget:-
Marketing budget
Particulars
1st
year
2nd
year
3rd
year 4th year 5th year
Capital 32000 2200 4400 2500 7200
Investments 13500 14200 15000 14400
Total 32000 15700 18600 17500 21600
Marketing
expenditures
Promotion 8000 7000 5000 4000 6000
Sales 5000 2000 4000 5000 2000
Marketing 4000 1500 2300 2500 1200
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Internet
Marketing 3000 2000 5000 4000 5000
Networking 1500 6500 7000 14000 1800
Printing 800 900 700 300 8500
Advertising 5000 8000 7500 1600 3500
Total 27300 27900 31500 31600 28000
Allocation of resources:- It is important to make appropriate allocation of different types
of resources in more effective as well as efficient way to gain better results. McDonald's have to
allocate sources to employees along tasks as per their field of expertise so that they can perform
in better manner to generate desired outcomes.
Execution of plan:- McDonald's have to make an effective plan of action to conduct
effective marketing activities to attain better output. Every step of planning should be in
appropriate manner to create desired results.
CONCLUSION
The above report had concluded that there are various kind of promotional activities
through building several effective policies to gain better profits. It is important to improve sales
and benefits of an organisation by efficient strategies of an enterprise. Planning should be done
before carrying out marketing procedures so that they get appropriate results as per desires.
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