ESSENTIALS INTRODUCTION 3 MAIN BODY3 Background of organisation 3 Roles and responsibilities of marketing

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