Marketing Expansion in the International Market

This assignment explores marketing expansion strategies for entering the international market. It delves into service quality, student satisfaction in private universities (using Bangladesh as a case study), bi-objective decision-making processes in service marketing, entrepreneurial marketing in small businesses, and the use of mobile phone technology in agricultural marketing. The assignment also touches upon social engineering and marketing, the role of social media, health care marketing, destination marketing, and innovative communication tools for e-entrepreneurship marketing.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Roles and responsibilities of marketing function.................................................................1
P2: Roles and responsibilities of marketing relate to organisational context.............................3
TASK 2............................................................................................................................................5
P3: Compare ways to use elements of marketing mix................................................................5
TASK 3............................................................................................................................................8
P4 Marketing plan.......................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
In today's world, marketing play an important role in achieving growth and success of
every organisation thus management mainly need to focused on allocation of funds to marketing
department. Marketing is an activity undertaken for the purpose of achieving huge customer
strength (Asaduzzaman, Hossain and Rahman, 2014). It brings beneficial result to company as
adopting marketing tools help in understanding marketplace, creating healthy relationship with
targeted customers, identifying the needs of customers etc. McDonald's, a company which deals
in providing fast food products to the people of USA and across worldwide is taken for the
purpose of preparing this report. The project covers the roles and responsibilities of marketing
functions and its relation with organisational context. The comparison among marketing mix of
two business organisation is also discussed under this report.
TASK 1
P1: Roles and responsibilities of marketing function
Marketing function is considered as an important factor which provides an opportunities
to organisation to grab competitive opportunities in order to achieve desired goals and objectives.
Therefore, it is important for very organisation to consider marketing tools in order to attract
large number of customers. Thus, marketing is essentially tool which McDonald's need to use in
order to make better relation with their targeted customers. It helps management to make an
effective decision regarding charging prices, quality, variety of products etc. after identifying the
customer's taste and preferences (Clow and James, 2013). Along with this, the manager should
also required to adopt strategies in order to determine market conditions. Therefore, in order to
achieve desired goals and objectives, the marketing department should required to perform
several roles and responsibilities related with different functions:
Product: It refers to anything which is produced and offered in market with a motive of
satisfying need and wants of customers. A good quality product with an effective prices can
easily attract interests and buying behaviour of customers which generated huge sales and
revenue. Therefore, it is the responsibility of McDonald's to produce and provide quality
products which helps in maximising the level of satisfaction of customers. As McDonald's offers
wide variety of fast food products thus it is important for them to collect feedbacks from the
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customers regrading the quality, price of products and the changes they want in company's
products. Thus, it is important for company to adopt new trends arises in the market.
Selling: It is process of delivering goods and services to the customers after charging
certain prices from them. But before this, the marketing manager need to first choose the
convenient way of delivering products and services. AS McDonald's has large number of outlets
through out the world through which they can provide their quality fast food products to large
number of customers (Fazlollahtabar, Aghasi and Forte, 2012). The company also required to
adopt door-step delivery in order to maximise interest and buying behaviour of customers and
help them in removing all difficulties faced by customers. For this,the marketing manager should
required to take an effective decision regarding providing training to their employees so that they
can serve products to customers in McDonald's outlet in more effective and efficient manner.
Pricing: It refers to monetary value which is charged from the customers on the product
they sell to their customers. Final price of products affects the profitability of company. Thus, it
is important for management to fix an effective and right prices which maximises the
profitability of company as well as increases the level of satisfaction of customers. It can be done
after identifying the buying behaviour of customers as well as cost incurred in the process
starting from production to delivering it to final customers according to which the manager is
able to fix an effective price for their fast food products ans services.
Promotion: It refers to an activities which performed with a motive of attracting and
influencing interest and buying behaviour of customers. Such activities includes making
advertisements on TV, pamphlets, social media etc. through which the management of
McDonald's can able to interact and communicate with customers regarding the information of
products along with price and quality. Therefore, adopting an effective marketing tools help
company to attain huge customer strength and generate huge sales and revenue.
Management Information System (MIS): Marketing department is wholly responsible to
identify the taste and preferences of customers according to which the marketing manager
formulate an effective decision. The manager need to focus on implementing advanced
technologies such as MIS in order to collect, analyse and store data which further help in guiding
manager to make an effective decision.
Financing: Finance is considered as the backbone of company which allows them to
implement advanced an updated technologies in the process of production and marketing. The
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management of McDonald's is deciding to make changes in products only when the company
have attained good financial position. Having enough funds with company help in producing
good quality products and services for their customers.
Distribution: It refers to the supply goods and services to one place to another with a
motive of capturing hue customer strength (Jones and Rowley, 2011). As may companies ignores
rural areas for the purpose of selling their products and services on the basis of assumptions that
rural areas people are not willing to consume fast food product but sometimes assumption may
gone wrong. Therefore, McDonald's should also required to capture rural areas as well through
opening new outlets in such areas which help them in generating huge revenues.
These are main roles and responsibilities of marketing functions of McDonald's and it is
important to perform all such functions in an appropriate manner. Through this, the company can
increase their sales figure and generate huge revenues.
P2: Roles and responsibilities of marketing relate to organisational context
It comes under the responsibility of marketing department to maintain healthy relation
with their loyal customers and attracts new customers in order to ensure them about giving
quality products at an effective prices which directly maximise their level of satisfaction as well.
The concept of marketing includes promotion, sales, marketing and delivery of goods and
services in an appropriate manner. The marketing department need to be communicated with
different department regarding in order to make an effective plans and strategies. Such
interrelation between marketing function with different department are as follows:
Marketing function with operation function: The operation department are perform
several business activities related with manufacturing of products in an optimum quality. They
are the liable to arrange raw materials and human resource engaging in production process. The
main responsibility of operation department to develop and improve product through adding
extra value to the products with a motive of enhancing satisfaction level of customer. Thus, in
order to inform about the information about the products, they need to take support from
marketing department (Joshi, 2012). Coordination among between such two departments helps in
increasing sales figure of fast food products and generate huge revenues.
Marketing function and function function: Finance department plays also an important
role in growth and development of business. Such department are liable to arrange funds from
different sources and allocate them to different departments on the basis of their needs and
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requirements. The marketing department can adopt various effective promotional tools only
when they enough funds from the finance department. Thus, coordination among finance and
marketing department is must required. Thus, it help McDonald's to achieve their desired goals
and objectives in an eff3ective and efficient manner.
HR function with marketing function: Marketing unit responsibility is to design
attractive message to spread awareness among public about items and services. HR manager
require to establish relations with members and analyse their performance. In McDonald's,
employer had employ adequate candidates in marketing department which helps company to
provide adequate information to public about food items and their offers. They require to
conduct training and development programs to enhance capabilities of marketing team members.
So they will perform tasks effectively and are able to grab attention of large number of
customers.
Sales function and marketing function: Marketing team helps firm to attract customers
by making them aware about different varieties. Promotion tools such as advertising, newspaper,
magazine, online marketing and social media sites are used by management to spread awareness
to public about items and services (Katengeza Okello and Jambo, 2011). This help sales team to
easily grab attention of people, as they have accurate and complete information about items.
McDonald's various TV commercials and online advertisements are present which benefit firm
to communicate to people about food items, modification done by them and discounts, offers and
coupons. This save efforts of sales team as they don't require to influence customers.
Marketing department with R&D department: Research and development unit duties
include conducting market survey to acknowledge needs and wants of people. Along with this,
they even require to anticipate rival brands items. This help firm to investigate market position
and image. In McDonald's, R&D unit helps marketing team to design message appropriately in
respect to customers. As they have information about public demands and wants; this help
members to provide appropriate offers and discounts to them.
IT department and marketing function: IT department plays essential role in
organisation, as their duty is to implement modern tools and techniques in system. This help
marketing team to use latest technologies and design attractive and effective messages. In
McDonald's, marketing department is able to make system function efficiently and deliver
adequate information to public.
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Therefore, in McDonald's marketing team function effectively as they have support from
other departments that are human resource, sales, IT, research and development. Employer plays
essential role in firm whose responsibility is to conduct recruitment and selection process, so that
organisation have adequate manpower available. They require to provide duties to individuals on
basis of their skills and abilities (Kennedy and Parsons, 2014). So, it is necessary that human
resource take care that marketing team have skilled and qualified people which have good
communication skills. This help firm to increase customer base and sales. Thus, company is able
to improve market image and goodwill.
TASK 2
P3: Compare ways to use elements of marketing mix
Marketing mix refers to the combination of factors which helps in influencing interest
and buying behaviour of customers towards company's product. Therefore, it is essential element
which guide company to enhance quality of products and services after identifying the
customer's needs and requirements (Which are the 7P's of Marketing, 2016). Marketing Mix
includes 7 components which are place, price, promotion, physical evidence, process and people.
It is essentially required for company to use such components in more effective and efficient
manner. Under this, comparison between marketing mix of two companies such as McDonald
and Burger King are described as below:
Marketing
Mix
Components
McDonald Burger King
Product McDonald is one of the multinational fast
food company which deals in providing
wide range of products such as sandwiches,
burgers, drinks and many more through
having large number of outlets in many
countries. Nowadays people are more
conscious about maintaining their health
thus providing them quality and nutritional
products in order to maximise the health of
Company provide fast food
products such as Veg Menus,
Frozen Dessert etc. The company
care for the culture and religion
sentiments of consumer according
which the products are produced.
This optimised separate
equipments and cooking are for
keeping veg and non-veg

customers thus then chances of achieving
growth and success will be more.
McDonald has uses various equipments and
skilled cooked workers who produce
delicious and healthy fast food products.
products distinct.
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Price It refers to monetary value which is charged
by company in exchange of their products
to customers (Lamb, Hair, and McDaniel,
2011). The price must be so effective that
satisfies the satisfaction level of customers
and at the same time company also earning
huge profits. In order to attain huge
customer strength, the McDonald required
to set price which can afford by every
people of country.
The organisation when it comes
to prices focus over the premium
pricing techniques. Burger King
has carried out different costs for
different regions and types of
consumer worldwide. They
produce and provide more
reasonable and affordable
services. There are more
importance to the organisation
brand and their integrity.
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Place McDonald has operated its business in more
than 119 countries and has attained almost
36,258 restaurants through which they are
providing their fast food products. The
management of McDonald should required
to search those places where the demand of
fast products are high. This will help
company in increasing sales figure and
generate huge revenues.
Located at major places and
locations of organisation. Each
and every deploy in NCR. Also
the availability of its restaurants
are more convenient and in all big
places and cities along with malls,
residential areas etc.
Promotion It is important for every organisation to
interact with their customers and tell them
about the benefits of products in order to
influence their interest and buying
behaviour. The main targeted customers of
McDonald are children and young
generation therefore marketing policies
should be made to attract and influence
their purchasing behaviour.
The target consumer of enterprise
consist of children and teenagers.
In order to aware about the major
offerings, services, exotics plan,
the enterprise optimise hoardings,
Mobile advertisement, TV ads,
and various means of media in
effective manner. Also this use
banner and pamphlets on various
outlets along with exotics
strategies of promotion.
People Company has headed a proper operation
manager and divisional manager. The
person is accountable for the regular
consumer interaction and operations. The
members of deliver and their carried out the
basic restaurants operation ensuring the
consumer satisfaction (Papasolomou, and
Melanthiou, 2012). Company organise
Company has organised their
internal and external structure in
more significant manner through
managing proper leaders and
manager for each department.
There are proper rewarding and
compensation activities organised
for worker for their personal

proper worker motivation and stimulation
procedure for better performance.
motivation that can assist them in
achieving their business
objectives.
Physical
Evidence
The company has good appearance in the
market influencing the operation of
business and proper functioning of
organisation. The members of staff are
organised. Hence building has good
maintenance and proper appearance and
location.
The company maintain proper
ambience and effective aura along
with using certain colours and
logos on their outlets in regard of
making it more visible. People are
organised and uniformed
maintaining the aura of building.
Process The company provide licensed training to
their worker. The manufacturing procedure
of food is transparent for consumer
satisfaction and gaining their credibility.
New distribution and packaging methods
are optimised by company which is unique
from other organisations.
Company has certain procedure
which they follow for building
their services and products.
Different distribution and
packaging techniques are
optimised by organisation in
regard of creating unique
positioning among the minds of
clients. Also, consumers are
allowed to check the ingredients
that are used in their services for
their self satisfaction.
TASK 3
P4 Marketing plan
Marketing plan is essential to identify the further practice of McDonald that can be
optimise for the development of organisation along with their expansion in the international
market (What is Market and discuss the Main Functions of Marketing, 2011). Through shaping
the mission, vision, aims and organisational goals of enterprise, company can easily determined

their policies, terms and achieve their business objectives in significant manner. This is require to
frame a proper plans and activities in regard of development for evolution of organisation along
with setting the certain period of time for achieving objectives and set goals. Here are mentioned
proper marketing plan of McDonald undertaking the required components which is discussed as
below:
Company Background: McDonald is a large fast food chain founded by Maurice and
Richard McDonald in 1940 firstly in American. The company was began from the hamburger
handstand which has deployed their business in more 100 nations with approximate 36,900
outlets proven itself as the largest chain of restaurants in term of revenues. The company provide
wide range of services and products employed more than 1.5 million worker as their franchisee
organisations.
Vision: The vision of organisation is to provide best and quick restaurants services and
experience along with better quality, influencing values and smile. This is required to
determined for further mission and other elements of company that can lead to growth.
Mission: Company's mission is to become the first choice of consumer in regard of
outstanding products services, cleanliness, values and quality of services in exchange of money.
Current market analysis: This is one of the significant phase to follow for developing a
proper marketing plans of an organisation (Berkowitz, 2016). This consist of various activities,
environmental evaluation and market research that can help in meeting the business outcome.
This will undertake the SWOT analysis of McDonald which is briefly mentioned as below:
SWOT Analysis
Strengths Weakness
 The organisation has a global
recognition and is very popular fas food
brand so consumer are more loyal to it.
 Hygienic food manufacturing
procedure and very quick services
rendered to consumer.
 Happy meal is one of the most
 High calorie and fat affirmed to not
better for health conscious people.
 McDonald has generally been included
in the animal rights and environmental
lawsuit etc.

preferred and effective offer of
enterprise.
 Wide range of services and products
including veg and non veg (Pike,
2015).
 Company has market positioning in
more than 100 nations along with food
consistency.
Opportunities Threat
 McDonald can develop their service to
home delivery.
 They can innovate their services and
products to more vegetarian market and
including more healthy products.
 McD can vent their services to those
market which are untouched and
preferring more globalisation.
 Health conscious consumer are
avoiding the fast food.
 Due to recession and inconstant
fluctuation in the economies,
McDonald is affected by as the
company has global recognition.
 Large competitors and eating joints can
become threat for enterprise
(Siricharoen, 2013).
Market Budget:
Marketing budget
Income 1st year 2nd year 3rd year 4th year 5th year
Initial money 540000 150000 150000 260000 208000
Investment 150000 200000 150000 160000
Total 540000 300000 350000 410000 368000

Marketing
expenditures
Advertisement 100000 72000 68000 65000 62000
Sales promotion 22000 20000 50000 30000 91000
Direct marketing 77000 60000 30000 70000 30000
Total 199000 152000 148000 165000 183000
Available balance 341000 148000 202000 245000 185000
CONCLUSION
The above mentioned report summon that marketing is an activity undertaken for the
purpose of achieving huge customer strength. Marketing is essentially tool which McDonald's
need to use in order to make better relation with their targeted customers. in order to achieve
desired goals and objectives, the marketing department should required to perform several roles
and responsibilities related with different functions. The concept of marketing includes
promotion, sales, marketing and delivery of goods and services in an appropriate manner.
Marketing mix refers to the combination of factors which helps in influencing interest and
buying behaviour of customers towards company's product. Marketing Mix includes 7
components which are place, price, promotion, physical evidence, process and people. Marketing
plan is essential to identify the further practice of McDonald that can be optimise for the
development of organisation along with their expansion in the international market.

REFERENCES
Books and Journals
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practice. Sage.
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.
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Lamb, C. W., Hair, J. F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
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Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Siricharoen, W. V., 2013. Infographics: an approach of innovative communication tool for e-
entrepreneurship marketing. International Journal of E-Entrepreneurship and
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Online
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