Marketing Essentials: A Case Study of McDonald's

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Essentia
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Table of Contents
Introduction:..........................................................................................................................................2
Task 1.....................................................................................................................................................3
LO1: Explain the role of marketing and how it interrelates with other functional units of an
organization.......................................................................................................................................3
P1. Using examples from your chosen organization, explain the key roles and responsibilities of
the marketing function..................................................................................................................3
P2: How roles and responsibilities of marketing relate to the wider organizational context........5
Task 2...................................................................................................................................................10
LO2: Compare ways in which organisations use elements of the marketing mix (7Ps) to achieve
overall business objectives..............................................................................................................10
P3: Using your chosen organisation and another organisation, compare how organisations use
the various elements of the 7Ps marketing mix in the marketing planning process to achieve
business objectives......................................................................................................................10
LO3: Develop and evaluate a basic marketing plan.........................................................................14
P4. Using your chosen organisation, produce and evaluate a basic marketing plan to meet
marketing goals and objectives...................................................................................................14
Conclusion:..........................................................................................................................................16
References:..........................................................................................................................................17
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Introduction
Today, marketing has become the crucial tool for the modern business organisations.
Marketing involves the successful understanding of the customers as well as the market. It
involves market research and building strong and healthy relations with the customers. The
following assignment is based on the concept of marketing. In the following assignment, we
will discuss the various roles and responsibilities of the marketing function as well as the
importance of the interrelationship between marketing and other functional units of the
organization. In addition to this, we will also discuss the use of the elements of the marketing
mix for achieving organisational objectives.
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Task 1
LO1: Explain the role of marketing and how it interrelates with other functional units
of an organization.
P1. Using examples from your chosen organization, explain the key roles and
responsibilities of the marketing function.
Marketing: Marketing may be defined as the process through which the business identifies
the successful products for the potential market and then help the business in its promotion.
Marketing helps the business in increasing its sales. Marketing usually consists of market
research, planning of product, its development, promotion, finance, sales, distribution etc.
The marketing function is very crucial for business organizations like McDonald’s and is
responsible for the success or failure of the business (Kotler, 2012).
Marketing Concept: The marketing concept believes that understanding the needs of the
customers is the essence of every business based on which the business should develop its
products and services and achieve its goals. There are five components of marketing concept:
production, product, selling, marketing and social marketing.
McDonalds is one of the biggest fast food retailers of UK which uses marketing concept in its
business operations. The brand equity of the McDonalds is very strong which provides a
competitive advantage to the organisation. McDonalds is famous and popular because it
knows how to serve people with the changing market trends. McDonalds understands the
value of the culture and therefore serves differently in different nation based on their religion
and culture. For example: They do not use pork in Malaysia and Saudi Arabia while in India
they don’t serve beef (McDonalds, 2018).
Common Roles in a Marketing Department: Following are the key roles within the
marketing department of McDonalds:
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