Essentials of Marketing and Business Studies

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Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of the marketing function of McDonald......................................1
P2 The way roles and responsibilities of marketing relate to the wider organisational context
of McDonald...............................................................................................................................3
TASK 2............................................................................................................................................5
P3 Comparing ways in which McDonald applies marketing mix to marketing planning
process.........................................................................................................................................5
TASK 3............................................................................................................................................7
P4 Producing and evaluating a basic marketing plan for McDonald.........................................7
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
In a economy, different business organisations are established with a specific goal to earn
maximum profit and growth easily. In this procedure, marketing play a most important role
which is uses to maximise profitability and income of firm. Marketing is basically uses to
promote new products and service of an organisation in target market or in front of audience. It
includes numerous activities for increasing sales of products and services properly (Baker and
Saren, 2016). This project is based on McDonald which is world's largest fast food company.
This organisation was established in the year of 1940 by Richard and Maurice McDonald. Firm
has around 36,900 outlets in worldwide in which several employees provide their effective
services to customers. This report include Roles and responsibilities of the marketing function
and the way in which marketing activities are related to the organisational functions. It also
determine marketing analysis process and evaluation of a basic marketing plan for McDonald.
TASK 1
P1 Roles and responsibilities of the marketing function of McDonald
Marketing is a most specific concept that helps to build positive relation with customers.
McDonald is a multinational fast food organisation that provide their effective products to
several customers. In this procedure, it is required that they introduce their services properly in
market in order to maximising their sales easily. There are different role and responsibilities of
marketing function of McDonald is given below -
Marketing analysis – Marketing is a most specific business process which is basically
uses to analyse customers requirement and need properly. Main objective of this procedure is to
provide quality product and services in target market. Through this, firm can easily get higher
benefits and desirable outcomes as well. Marketing analysis is a most important activity that
helps to examine market condition and demand for specific products. After analysing all these
approaches, employees of McDonald provide their quality services to target customers. It is
helps to build positive relation with target customers for getting long term benefits as well as
advantages easily (Brady, 2014).
Pricing – In a business organisation, cost of products play a most important role in order
to capture customer's attention easily toward their services. Marketing executive of firm help in
analysing competitive cost of specific products in target market. Through this, McDonald can
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make desirable modification in their costs. Main objective of this process is to increase sales of
products in target market. This is responsibility of marketing executive to monitor target
competitors and their marketing planning. Through this, McDonald can easily build impactful
strategy to getting higher competitive advantage easily. McDonald always provide quality
products to their customer on affordable costs because this is a most effective promotional tool
of firm.
Selling – In a business organisation, marketing play a most important role to analysing
several activities of market. In this process, they examine customer's demand and their
requirement to provide them quality products and services easily. Through this they can easily
maximise sales and profitability of firm in effective manner. By increasing sales level of
McDonald, they can easily build positive images and goodwill in target market. For this,
management of firm needs to make positive changes in their business activities and strategies as
cost effective method, quality services and impactful promotional strategies that assist in
maximising sales and profitability of firm (Chamorro-Mera, Miranda and Rubio, 2014).
Promoting – For a business organisation, it is require to implement effective promotional
activities to introduce their services easily in market. McDonald always uses impactful
promotional strategy to capture customers attention easily toward their services. In this
procedure, marketing executive provide their own contribution to promote products easily in
target market. In this procedure, it is require to analyse particular areas in which customers has
maximum demand for specific product. After this, they needs to promote their activity to
maximise sales and profitability easily. In this procedure, they can use different promotional
tools as advertising, e-marketing and online servicing as well.
Financing – In a business firm, it is require to manage funds and capitals properly to
operate business activities in effective manner. Through this, they can easily make positive
changes in their products and services on the bases of customer's demand and their requirement.
McDonald is a well known fast food organisation that provide their quality service in several
countries. In this procedure, they needs to implement advancement in their services to maximise
operational business approaches positively. All these business activities required appropriate
funds to utilize them in effective manner (Fazlollahtabar, Aghasi and Forte, 2012).
Management of services – In a business organisation, it is essentials to provide
appropriate products and services to customers on the bases of their requirement and need. For
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this, they needs to analyse market and consumer requirement at a time. All these business
approaches helps to reduce wastage in firm. Through this, management of McDonald can easily
manage cost of their products and service to getting maximum profitability easily. Management
services of an organisation assist to achieving target goals and objective properly. In this
procedure, marketing basically helps to analysing desire of market as well as customers to mange
all the activities in easily.
Distribution – in this procedure, marketing executive of an organisation provide their
products and services to target customers by render proper information to them. Main objectives
of this is to resolve issues and quarries of consumers positively. Marketing executive of
McDonald provide their contribution in such activities to maximise growth and income of firm
easily. These distribution channels assist to build positive relation with target customers for
getting long term benefits (Fırat, 2013).
P2 The way roles and responsibilities of marketing relate to the wider organisational context of
McDonald
In a business organisation, several employees provide their appropriate contribution for
achieving target goals and objectives easily. For this management of firm analyse their skills and
working capability to provide them appropriate responsibilities. Through this, firm can easily
operate their operational and functional activities. McDonald is a large scale fast food
organisation which has around 37,000 outlets in which lots of employees provide their services.
In this procedure, marketing division of organisation provide their effective contribution to
maximise profitability and growth in effective manner. There are several roles and
responsibilities of marketing functions of McDonald is given below -
Production and operation department- This division of organisation is basically works
to produce quality products and services for customers on the bases of their requirement and
need. In this marketing division provide their effective contribution to analyse customers
requirement for specific products from the firm. Through this, McDonald can easily get higher
competitive edges from target market (Forshier, 2012). McDonald is a fast food organisation so
for them it is require to manage quality in their products to serve healthy and safe food for each
group of customers. These are the most specific business approaches that helps to maximise sales
and profitability of firm in effective manner.
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Research division – Research and marketing division of an organisation are working for
same target of organisation. Research division analyse market condition and demand to provide
them appropriate services easily. All these activities are basically uses to maximise sales of
specific products and services. In McDonald, this division basically analyse geographical values
of their products to maximise outlets according to them. All these business approaches help to
build direct connection with target customers to getting long term benefits and advantages.
Research division manage production activities of firm to reduce cost of products properly.
Human resource division – This division of an organisation is works as management.
Their main objective is to analyse employees skills and their working approaches to achieving
target goals and objectives easily (Gertner, 2011). Human resource manager of an organisation
analyse target goals and objective of firm that are require to attain properly. On the bases of this,
they hire skilled and experienced candidate in their firm through recruitment and selection
procedure. They also provide training to employees to improve their performance in firm. All
these activities are basically uses to accomplish target objectives and goals in easily.
Marketing – Employees of this provide their specific contribution to promote
organisational products and service in target market. Through this they can easily increase
products sales and organisational profitability. In this process, marketing employees of
McDonald uses different tools and techniques a advertising, e-marketing and online delivering.
Through this they provide proper information to customer about new offers, product price and
new services to capture their attention easily toward firm. All these activities are uses to create
awareness in target market and for getting higher competitive advantages easily. Through these
business approaches, employees of firm can easily resolve issues of customers in effective
manner (Jones and Rowley, 2011).
Finance department – This is a most confidential department of an organisation that
helps to manage all the income and expenses of firm properly. Employees of this division are
analyse organisation's present turnover and growth from past years. For this, McDonald needs to
hire a skilled and experienced candidate who can easily manage business activities and
statements to get proper report of final records. They are the analyst and advisor of an
organisation who provide appropriate guidance to employees for investment procedure. All these
activities are used to getting maximum outcomes and benefits of such activities.
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IT Department – McDonald is a multinational fast food organisation that provide quality
food to their customers on the bases of their requirement and need. For them, it is required to
implement advance technology in their business process to maximise skills and knowledge of
their workforce. These activities are basically uses to maximise production activities of firm.
Through this, McDonald can easily provide at the time, fresh and healthy food to their
customers. Advancement of technology helps to manage data, manage production and enhancing
productivity of organisation easily (Joshi, 2012).
TASK 2
P3 Comparing ways in which McDonald applies marketing mix to marketing planning process
For a business organisation, it is require to use different methods and techniques to
analyse market condition and position easily. In this procedure, different organisations uses
promotional tools and technique to promote their products and services easily. In such cases,
McDonald can use marketing mic theory for specific marketing planning procedure as -
Marketing mix tools McDonald Burger King
Product McDonald is a multinational fast
food organisation that provide
quality products and services in
several countries. Firm basically
deals in innovative products and
services for their customers.
Burger king is also a fast food
organisation but they basically
uses traditional methods in their
products and services for target
customers (Kennedy and Parsons,
2014).
Price McDonald always uses cost
effective methods to capture
customer's attention toward their
services. Their price are more
flexible than other organisation.
Burger king serve high cost
product to their customers. They
also uses cost effective strategy
but their prices are very high than
others firm.
Place McDonald is a multinational fast This firm also provide their
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food organisation that has around
36,900 outlets in worldwide in
which several employees provide
their effective services to target
customers (Khan and Adil, 2013).
products in several countries but
their geographical values and
structure is very small.
Promotions McDonald uses different
promotional tools for this business
organisations to promote new offers
and services in front of target
customers easily. Promotional tools
and techniques of is very unique
and different from others.
Burger king uses less promotional
activities and tools to promote
their products and services.
Therefore, awareness in market
about its products is very
minimum.
People McDonald is a large scale
organisation that has a vast
geographical area. Firm has large
customers chain who like their
products and services.
Burger king uses low promotional
activities in their business. Hence,
customer are not more aware about
its products and services.
Process This organisation uses uses large
process to provide their products to
target customers easily. These
activities include, marketing,
promotions, production and
distribution and sales (Lehmann
and et. al. 2016).
This firm also works with a large
working process as research,
offers, cost management, sales and
distribution to build positive
connection with maximum
customers.
Physical Evidence McDonald has several outlets and
stores in which they provide several
facilities to their customers as
parking, food, sitting arrangement
and waters.
Burger king also has large several
stores in which they provide
different facility to target
customers.
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TASK 3
P4 Producing and evaluating a basic marketing plan for McDonald
In current era, there are various organisation which are mainly focus on developing and
making several planning for marketing which includes different type of techniques as business
can be developed or formulated. These things can be important for promoting appropriate
effective products and services in market place. Through marketing plan, McDonald necessary
for considering various factors such as vision, mission, budgets, objectives and strategies so
company can making accurate plan and policies for accomplishing desired targets and goals in
proper way (Lovelock, 2011). In addition to this, it is necessary for company is to develop
effective plans in given time period so this will assist in getting high level of income or revenue.
There are various stages of components for such type of plans which are discussed as follows:
Vision of McDonald:
McDonald vision statement is to provide variety of products and services to their
customers in large market place. Also they mainly focus on targeting children, adults and young
people regarding their new fast food items.
Mission:
McDonald mission statement is to providing best quality based services or products
which are required by customers in proper manner. They are mainly concentrate on conducting
daily based modifications or improvement for specific goods and try to make appropriate
cooperation for maintaining their quality based products and services in proper way (Malhotra,
2015).
Objectives of McDonald
In this consideration, the blue print of particular plan can assist in executing such things
in effective way. This is very beneficial for developing accurate framework which aid in
expanding their business operations and its functions with the help of effective methods or
techniques in an organisation. Along with this, there are certain main objectives of McDonald
that are described as follows:
 The major purpose of McDonald company is to providing best quality food to their
customers.
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 They also serve variety of food products and high standard services to their desired
consumers.
 They capture entire domestic as well as international market place for gaining attention of
potential buyers (Ogunmokun and Tang, 2012).
Swot analysis of MC Donald's
Strength
 MC Donald's offer new items like coffee,smoothies,nuggets & burgers which expand the
range of choices to the customer.
 MC Donald's Concentrate on training of its people & improving their skills for customer
satisfaction.
 MC Donald's business is not limited to just one economy or currency it spread all over
the world so that its total sales & earnings in one area offset with one another area.
 The company provide consistency in their food items in some products, the taste remain
same whether you eat big mac in New York or Moscow.
 MC Donald's modify their product according to local market or region like MC Aloo
Tikki for India, MC Arbia for middle eastern countries etc help in the sales (Ozuem and
Prasad, 2015).
Weakness
 MC Donald's product are have a huge fat content and beef oil in their food. Its not illegal
but create bad effects on customers health. The persons who are health conscious stop
buying their product.
 Jobs at mac Donald's are very low skilled and has very low pay which induce person to
not remain there for a longer period of time. Due to that they have to spend a lot on the
training of workers which increase the employee turnover & reduce total profit.
 MC Donald's has various place of business worldwide due to franchisees agreement they
face quality issues as they force them to pay high fees with every expansion of business.
Opportunity
 MC Donald's can expand their product range especially in the organic food line for the
people who are health conscious.
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 The company can provide additional services like free internet service,sponsoring various
event for children and adults to attract customer’s (Papasolomou and Melanthiou, 2012).
 The enterprise should offer various discounts deals on the occasions & season discounts
to beat its competitors.
 They can innovate more vegetarian product especially in the countries like India.
 The business should become environment friendly & research about green energies and
green packing solution as it incorporate as the advertisement & marketing strategies.
Threats
 MC Donald's is facing huge competition due to increase in the number of fast food
restaurants like yum!brands,burger king ,Wendy's etc. They are lower share than MC
Donald's but they trying new methods for more customers (Rossi, Allenby and
McCulloch, 2012).
 The business can face the environment issues as any action which harm or effect the
earth & the human life is strongly criticized. If retail outlet continue using HCFC-22,they
lose customer who really care about earth.
 Healthy lifestyle is a biggest threat as the MC Donald's often pointed for unhealthy
products.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 40000 10000 12000 25000 10000
Investment 20000 12000 25000 25000
Total 40000 30000 24000 30000 35000
Marketing
expenditures
Advertisement 9000 8000 3000 8000 5000
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Sales promotion 2000 8000 3000 7000 5000
Direct marketing 9000 8000 4000 6000 7000
Total 20000 24000 10000 21000 17000
Available balance 20000 6000 14000 9000 18000
CONCLUSION
As per the above report it has been summarised that marketing is a most specific
functional process of firm that use to maximise sales and profitability of firm easily. All these
activities are based on management strategy of a firm that helps to build positive market image.
Fro this employees uses different marketing tools as promotion, advertising, e-marketing and
online delivering to build positive relation with target customers. Through this, firm can easily
get long benefits and advantages. Main objective of a organisational procedure to getting higher
competitive advantage easily. Marketing is basically uses to promote new products and service
of an organisation in target market or in front of audience. It includes numerous activities for
increasing sales of products and services properly.
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REFERENCES
Books and Journals
Baker, M. J and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Chamorro-Mera, A., Miranda, F. J and Rubio, S., 2014. Facebook as a marketing tool: An
analysis of the 100 top-ranked global brands. International Journal of Virtual
Communities and Social Networking (IJVCSN). 6(4). pp.14-28.
Fazlollahtabar, H., Aghasi, E and Forte, P., 2012. Bi-objective two-stage decision-making
process for service marketing. International Journal of Strategic Decision Sciences
(IJSDS). 3(3). pp.24-39.
Fırat, A. F., 2013. Marketing: culture institutionalized. Journal of Macromarketing. 33(1). pp.78-
82.
Forshier, S., 2012. Essentials of Radiation, Biology and Protection. Cengage Learning.
Gertner, D., 2011. A (tentative) meta-analysis of the ‘place marketing’and ‘place
branding’literature. Journal of Brand Management. 19(2). pp.112-131.
Jones, R and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1). pp.25-36.
Joshi, M., 2012. Essentials of marketing. Bookboon.
Kennedy, A. M and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
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.
Lehmann, S., and et. al. 2016. Replications hardly possible: Reporting practice in top-tier
marketing journals. Journal of Modelling in Management. 11(2). pp.427-445.
Lovelock, C., 2011. Services Marketing, 7/e. Pearson Education India.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
Ogunmokun, G. O and Tang, E. C. H., 2012. The effect of strategic marketing planning
behaviour on the performance of small-to medium-sized firms. International Journal of
Management. 29(1). p.159.
Ozuem, W and Prasad, J., 2015. Online social gambling and its implications for the study of
marketing communications. International Journal of Applied Behavioral Economics
(IJABE). 4(3). pp.22-50.
Papasolomou, I and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Rossi, P. E., Allenby, G. M. and McCulloch, R., 2012. Bayesian statistics and marketing. John
Wiley & Sons.
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