Roles of Marketing Function in McDonald's

This article discusses the roles and responsibilities of the marketing function in McDonald's, including the development of marketing campaigns, creating effective plans, recognizing customer needs, and implementing effective CRM strategies.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles of marketing function..................................................................................................3
P2. Interrelation of marketing with other departments................................................................4
TASK 2............................................................................................................................................5
P3. Comparison of marketing mix with other organisations.......................................................5
TASK 3............................................................................................................................................9
P4. Marketing plan.......................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing plays an important role in order to deliver prominent products and services
according to the requirements of customers within the dynamic business environment. In regard
of this marketing is essential considering the functioning and business operations in terms of
understanding the prominent requirements of customers and provide products with the help of
advanced technology and social media (Al Badi, 2019). To carry forward this report McDonald’s
is considered which is a leading food chain and well known for offering best beverages across
the world to its potential customers. Moreover, the report covers effective identification of
existing and future trends considering the roles and responsibilities of marketing manager.
Besides this, effective evaluation of the relationship of marketing mix is conducted with other
functional units. Along with this it also focuses on the effective development of marketing plan
considering the expansion of business and development of product.
TASK 1
P1. Roles of marketing function
Marketing refers to the activity with the effective objective of creating awareness regarding
the offerings of an organisation within their customers with the perspective of persuading them
to make a purchase. In relation with McDonald’s the prominent roles and responsibilities of
marketing function is mentioned as underneath:
Development of marketing campaign: It is identified as one of the most effective and
suitable role of marketing function. This Department tends to make effective control over the
types of marketing campaign which tends to run by an organisation with the perspective of
making public aware regarding the offerings of products (Sharma, Ahuja and Alavi, 2018). It
leads to foster prominent marketing campaign, and also consider effective measuring to make
sure the successful formulation and by this the promotion of current offerings of McDonald’s
takes place in market area. Besides this prominent number of marketing campaigns are launched
by the company in order to attract large number of individuals.
Creating effective plan: It is the most important role of marketing which is useful for
company to promote their production services considering the prominent allocation of resources
in an effective manner. For this a prominent marketing strategy is helpful for McDonald’s to
consider their customers and the viewpoint of company undertaking the preferences of

customers. it is also helpful for company to analyse growth opportunities and also eliminate
threats for the business organisation.
Recognition of needs and demands of customers: Human resources are prominently
concerned as the most essential asset of an organisation as without them the prominent business
activities cannot be implemented. They are also responsible to accomplish the suitable goals and
objectives of company. Besides this the marketing function taken into consideration on the
grounds of prominent requirements of customers and human resources in terms of effectively
execute the marketing activities of McDonald’s.
Effective CRM: This marketing function is responsible to develop suitable strategic plans
with the objective of making sure success and growth of company (Šedík and et. al., 2018).
Besides this it also provides help to company in terms of developing loyal customer base in order
to enhance their profitability and overall share at the global level within the market area.
P2. Interrelation of marketing with other departments
Marketing is considered as the most significant functional Department of any company and
also focus on the promotional activities and sales. This function also leads to share suitable
relationship with other Department in order to make sure prominent cooperation and
coordination considering the organisational promises to make sure the effective formulation for
all the activities in desired way. The prominent in relationship with marketing and other units are
mentioned as below:
Marketing with human resource: The major role of human resource Department historic
route skilled and talented workforce in terms of performing various marketing and sales
activities collectively (Hanzaee, Sadeghian and Jalalian, 2019). In terms of McDonald’s human
resources Department and marketing both work in collective manner and for this marketing offer
prominent information considering the qualification it is required to recruit the employees for
marketing unit. After that HR Department recruit workforce according to their requirements.
Marketing with research and development: It is the basic function of marketing
Department to develop prominent ideas towards their production services. Besides this the
suitable creation of idea then screening to evaluate and finalise the production for the actual
products is essential. In relation with McDonald’s research and development Department
significantly generate idea directly connect with their customers and marketing in terms of
conducting brief analysis for their research in terms of eliminating threads on the future basis.

After that it is the responsibility of research Department to prominently conduct research on the
ground so various factors including the requirements of target taste and preferences and exactly
what they are looking for.
Marketing with finance: In relation with McDonald’s it is the duty of finance Department
to raise funds for the marketing Department in terms of performing several activities including
sales promotion product testing campaigns and many more (Gravetter and et. al., 2020). In
regard of this the financial marketing is important because finance offer the budget to marketing
Department to carry forward the promotional distribution and sales activities. It is the basic
responsibility of marketing Department is to report the sales in the specific period of time. The
result is that effective collaboration among the two departments is helpful to accomplish suitable
targets to enhance the revenues and sales of McDonald’s.
TASK 2
P3. Comparison of marketing mix with other organisations
Marketing mix undertake prominent combination of 7 P’s which is useful in terms of
understanding the prominent marketing process of an organisation that leads to deliver suitable
production services within the competitive market area. Besides this the comparison is developed
among McDonald’s and subway. This factor is useful to understand every important component
of marketing mix that leads to contribute towards the success in market area. In terms of
McDonald’s it is important for their manager execute various activities so that they can develop
permanent product in their portfolio for their current offerings (Bertoli and Valdani, 2018).
Presently company is coming with its new product named “Mc Wrap”. Moreover, company need
to understand defective analysers of marketing mix with its competitor which is mentioned as
below:
Basis McDonald’s Subway
Product The prominent products
which is offered by
McDonald’s including
sandwich, hamburgers and
other drinks to their potential
customers within the
Subway Leeds to offer
submarine sandwich which
include veg and non veg
varieties and by this their
products do not have much
varieties but due to it’s taste

affordable prices. Now they
are coming but the varieties
of options invidious drinks
and beverages. In regard of
this they also need to attract
large number of customers
with their prominent services
(He and Harris, 2020). It is
the largest fast-food chain
that offer numerous ranges of
products and also looking
forward to expand and adding
new products in their
portfolio.
company prominently survive
in the business environment.
Along with this subway also
come up with effective
addition which considering
the variety of vegetables.
Price McDonald’s tends to use
effective pricing strategy
which is prominently similar
and quite different to the
other fast-food channels.
Besides this that tends to
offer prominent products at
the affordable cost with the
prominent use of raw
materials and also often
effective quality of products.
Along with this they also use
advanced technology by
which they can eliminate
their cost in prominent
manner.
Subway is popular for it's
luxurious outlet and also uses
exclusive pricing strategy.
For this company charging
high prices as they are using
effective quality of raw
materials instead of
McDonalds. They also lead to
offer their products at high
prices because of their quality
of using raw materials and its
certification (Palos-Sanchez
and et. al., 2018).
Place In present time fast food Subway prominently has

chain services prominently
offered their products at the
global level. by this
McDonald’s have less outlets
in comparison to subway
because the franchises are
quite expensive
(Lähteenmäki-Uutela and et.
al., 2018). Therefore, the
benefit for McDonald’s is
come up with the
opportunities in developing
areas.
large number of outlets at the
world level. Its outlets are
quite cool and attractive and
due to this company
prominently charge premium
prices for its premium places
in terms of attracting large
number of customers base to
gain competitive advantage.
Therefore, both the outlets
offer their commodities
prominently at the airport
malls and many more.
Promotion McDonald’s promote its
commodities in various
attractive manner. Including
effective advertisement
Pamphlets social media
Instagram Facebook and
many more. besides this
company prominently invest
in large number of food chain
by their promotion and also
leads to communicate with
the help of various routes of
advertisement in order to
attract large number of
customers. Besides this
company also look forward
for the new platform in terms
of gaining competitive market
In relation with subway they
prominently use large number
of strategies in terms of
offering their products within
the dynamic market area.
Besides this they are also
using celebrities to promote
their offerings.

area.
People McDonald’s recruit
employees in terms of
offering qualified abilities
and those who are capable to
maintain management in
prominent manner. Besides
this they also want talented
staff members in terms of
serving to their customers and
also attract new customer
base. Along with this
McDonald’s also offer
training and development to
their staff members as by this
they can prominently engage
with their customers.
Subway consider autocratic
approach considering the
functioning of their
organization. For this the
employees are individuals
how prominent right in terms
of executing various
strategies to have effective
profitability within the
competitive market area
(Ahmad, 2018). Along with
this they also need to offer
suitable training considering
the several factors in order to
manage their customer base
and maintain effective
inventory control.
Process McDonald’s offer effective
transparency with their
employees by maintaining
prominent hygiene and health
awareness factors with their
customers undertaking the
classes of uses of equipments
and preparing orders
(Barnum, 2020). Besides this
the prominent objective of
suitable transition is to offer
their customers prominent
services in the best possible
In relation with subway they
prominently look for several
types of it wants techniques
of cooking. Besides this they
also maintain prominent
hygiene for the use of
products including Toppings
packing of machine and so
on. besides this companies
also planning for prominent
change in the production
services considering the
advanced techniques and

manner to save both cost and
time.
technology. Subway also use
suitable food products among
their customers.
Physical Evidence McDonald’s currently operate
in videos countries and also
has various outlets at the
global level. Besides this they
are looking for this suitable
expansion and by this it is
useful for them to attract
large number of customers
within the competitive market
area.
Subway also have large
number of outlets with
premium services. Currently
companies looking towards
the subway restaurants with
the objective of large amount
of funds in order to promote
their idea within the dynamic
market area (Wilson, McCabe
and Smith, 2018).
McDonald’s prominently need to use various types of marketing mix as by this they can
implement their prominent products and services and then effective manner within the
competitive market area. Besides this they are also planning for suitable production services in
terms of identifying their market and also offer competitive services in the same industry.
Considering the objective company also need to bring several changes in regard of operating
their business functions and also come up with suitable products (Lu, Poon and Weng, 2018).
Marketing is the important term which is required for the prominent functioning and effective
business operations by which they can understand the suitable requirements of customers in
order to deliver products which is helpful considering the technology of social media which is
famous currently. As per the discussion company also offered effective training to their
workforce in order to manage functioning and increase their productivity and profitability in the
dynamic market area. Therefore, it is required for the company to understand the changing
scenario considering the preferences and taste of customers but in the competitive market sector.

TASK 3
P4. Marketing plan
Marketing plan refers to the suitable structure and documented plan which undertake
suitable course of action which is considered for the company in order to gain competitive
advantage and strategic functioning at the market sector. The suitable marketing plan is useful by
the marketing team of McDonald’s in order to introduce their new product named “Mc Wrap”.
Overview of company: McDonald’s is the leading fast-food company and prominent
player within the food and beverage sector that leads to offer a large number of customer base
considering suitable offerings and effective Customer services.
Vision: The vision of company is to become the leader of market by offering its products
and services at the low prices.
Mission: The mission of companies to provide effective and exceptional Customer
services to the individuals across the world.
Strategic objectives: McDonald’s tends to launch new product in the market area with the
objective of improving their existing customer base and expanding their outlets in in developing
areas.
Offerings: Company leads to offer various food and beverages including sandwiches
burgers desserts soft drinks and many more. Besides this company also offer happy meals and
combo offers at the occasions in order to gain attention of large number of individuals towards
their offerings. Along with this company also come up with the new product “Mc Wrap” In
terms of offering tasty and delicious products considering the preferences and taste of customers
in order to offer prominent satisfaction.
Market research: On the grounds of suitable research it is identified that McDonald’s offer
prominent products on the grounds of customer base on the daily basis. For this SWOT analysis
is conducted in order to carry forward the suitable knowledge considering the effective
positioning and performance of company which are as follows:
 Strengths: McDonald’s has prominent brand image and marketing positioning in terms
of offering quality services which is helpful for company to attract large number of
customers towards its new product prominently.
 Weaknesses: The biggest weakness of company is to use lower and moderate quality of
ingredients in their cooking and suitable services (Hoque and Awang, 2019).

 Opportunities: The company also has potential and capability to launch new product with
the perspective of improving their current Share in the market area.
 Threats: The survival of company is quite challenging considering the existence of its
rival organisations including Burger King, KFC and subway.
STP: This model is used by McDonald’s in terms of identifying the target audience for its
new product.
 Segmentation: It is identified as the effective process by which suitable classification of
market is done in various groups to analyse their target market. McDonald’s segment its
market on the grounds of demographic bases considering the selected age group for this
specific aspect and also decide to target the age group of 8-24 years for their new
product.
 Targeting: It is referred as the effective process to identify the target market which is
done to make sure the suitable quality of their new product and economic pricing.
 Positioning: In regard of this the products are positioned within the target audience in
terms of accomplishing the desired objectives in order to enhance their share in the
market. More about the respective company is position its new product within the middle
class and upper-class market (Beig and Khan, 2018). Besides this company also make
effective use of social media and digital marketing by offering suitable assistance to the
company to improve their current customer base.
Marketing Budget: In terms of developing and launching new product in the market it is
important for company to consider budget as the prominent part of planning. It is helpful for
company to make sure the suitable cost which is in curd to introduce the new product in market
area to make things under control (Mogaji and Yoon, 2019). In terms of this the budget is
developed to introduce the new product named “Mc Wrap”.
PARTICULARS 1st Year 2nd Year 3rd Year
Initial investment 12000 12500 14000
Borrowings 9600 7800 6000
Retained Earning 7500 10000 13000
TOTAL 29100 30300 33000
MARKETING OUTLAY
Promotional expenses 9000 8000 17500

Publicity 7000 6500 16500
Distribution expenditure 3000 14500 9000
TOTAL 19000 29000 43000
Controlling and Monitoring: McDonald’s execute suitable plan in terms of monitoring
activities which are related with development and launch of new product in the market area. The
suitable identification is conducted on the grounds of prominent factors considering activities
Budget, Time, resources and many more. In relation with this company leads to launch new
product considering the large customer base with the perspective of improving their share in the
global market and profitability.
CONCLUSION
By considering the above discussion it is identified that marketing essential is an important
factor in the market to deliver suitable products and services. In regard of this respective
company come up with trending social media factors considering the upcoming Trends which is
useful to attract large number of customers considering the prominent impact on the market area.
It is important for company to consider the requirements and wants of customers by which they
can offer suitable products respectively. Besides this it is useful for company to understand the
prominent marketing process for company to deliver products within the competitive market
area. Marketing mix is effective for the company to contribute towards the success and
considering prominent comparison to accomplish effective growth and success for company.
Along with this marketing mix is helpful to identify the shortcomings and also develop activities
to get rid of of the downfall. Besides this it is identified that marketing plays an important role
which is needed to manage and also control the prominent activities within the company.

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