Marketing Strategy and Competitive Advantage

This assignment delves into various aspects of marketing strategy, focusing on pricing strategies as a tool for gaining competitive advantage in the retail sector. It examines the evolution of services marketing and introduces key marketing models like the constituency model and the extended decomposed Theory of Planned Behaviour. The assignment utilizes academic literature and online resources to provide insights into effective marketing practices and their influence on consumer behavior.

Marketing Essentials

Contents
INTRODUCTION...............................................................................................................................3
TASK 1.................................................................................................................................................3
P1. Roles and responsibilities of marketing function.........................................................................3
P2 Roles and responsibilities of marketing relate to organisational context......................................6
TASK 2.................................................................................................................................................8
P3 Compare ways to use elements of marketing mix.........................................................................8
TASK 3...............................................................................................................................................10
P4 Basic marketing plan..................................................................................................................10
CONCLUSION..................................................................................................................................12
REFERENCES..................................................................................................................................14

INTRODUCTION
In current scenario, marketing is more important tool for business because it helps in
increasing public awareness towards company products and its features. Basically, it is broad
concept in which company promote as well as sale products to target customers for attaining
their higher satisfaction (Al-Ekam and et. al., 2012). It considers customers relationship,
developing new strategy, understanding marketing and customers’ needs and many more. All
these are important for company to attain higher success at market place. For grabbing
customers attention, it is important for organization to use new and innovative marketing
ways to communicate with their customers to influence them to consume company products.
With the help of this company easily enhance their profitability level and at the same time
also capture larger market share form its rivals. Current report discussed about McDonald’s,
is famous food company which offer variety of beverage and food items in over the world.
The main aim of this company is to create string customers base. Key roles and
responsibilities of marketing functions is mentioned in this report which may leads in
improving the performance level of the company. In addition of this marketing mix and plan
also discussed in this project which helps in offering quality products and services for
fulfilling customers’ demands.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing functions play vital role in business organization in which firm improve
their performance level by establishing their strong positive at market place. In this various
key roles and responsibilities of marketing function helps in reaching target customers by
understanding their needs and wants in appropriate manner. Mainly, marketing is considering
as an important concept in which firm easily communicate with larger customers in one time
and provide them relevant information about products features and verities. This will help in
influencing them to consume its products and services and increase company profitability
level. In context of McDonald’s, they also use effective marketing concept which provide
better support to firm to take right decision towards the purchasing, with the help of this
company maintain their positive brand image at marketplace which contribute in inviting
larger number of customers (Arguello, 2013). Along with this, it is also important for
marketing to effectively play their roles and responsibility which helps in improving the
productivity level at market place. All these responsibilities can be understood by following
points:

Products: It refer to final goods and services which produce as well as manufacture b
the company with the purpose of fulling customers needs and wants in effective manner.
Thus, it is important for company to manufacture quality products to invite as well as attract
larger number of customers towards its food items which may leads in increasing sales
(Bačík, Štefko and Gburová, 2014). In this it is important duty of McDonald’s manager to
evaluate customers taste and preferences at the time of producing products. Along with this,
taking feedback is also important for company to improve their production process as per
customers thinking. As McDonald’s offer cheese, burger, French fries and many more. For
increasing profitability level, manager have to use new and innovative ways to understand
customers taste and market trends as well. With the help of this company easily take strong
place in market pace.
Selling: It is also an important role of marketing function in business organization in
which various tools and techniques are used by the marketing manager to gather and collect
adequate information which may leads in making an effective strategy with the purpose of
increasing overall sales of the company. In this context manager of marketing department is
tries to increase sales by providing final product to end users in order to satisfy their needs.
For this manager needs to select appropriate tool to sale company products to target
customers in effective manner which may leads in increasing customers base. In context of
McDonald’s use cost effective promotion channel through which company easily influence
customers to purchase its food items which directly contribute in increasing profitability
level.
Pricing: One of the important responsibility of marketing function which directly
impact on purchasing power of the customers. Thus, it is necessary for manager of marketing
is to set product price is more effective by which frim enhance their profitability level. If
product price is effective them customers easily consume company products again and again.
In this manager of company prepare an appropriate pricing strategy in which company
provide quality services at affordable cost which may leads in increasing profitability level of
the company. It also helps in inviting larger number of customers towards the products and
services and at the same time also enhance productivity level of the company at market place.
Promotion: For increasing public awareness towards the company and its products, it
is one of the important tools for business organization (Baker and Magnini, 2016). It is
considered as an important function of marketing in which manager have to select

appropriate tools and techniques to communicate with their customers and also influence
them. In this, there are some tools such as sales promotion, personal selling, public relation,
publicity and many more. All these are appropriate for company through which company
easily promote their services in market place. with the help of this company easily understand
customers needs and wants.
Marketing information system: It is one of the important role of marketing which
helps in taking right decision towards the marketing and customers taste as well (Cleverley,
2017). Basically, this system helps in gathering and collecting relevant data and information
towards customers taste, market trends and many more. In this manager easily evaluate entire
activities in effective manner and take right decision. In addition of this, manager of
marketing analyses as well as store data of consumer to attain favourable results.
Financing: Enough fund is essential for each and every business whether it is big and
small. Without this company can not operate their activities. Thus, it is important to keep
adequate financial resources. For this McDonald’s manager make and effective plan in which
they evaluate needed resources in appropriate manner. This will help in providing various
opportunities to frim in which they produce as well as deliver quality products and services to
its customers. It positively impacts on company and customers mind as well.
Distribution: It is important for company to transfer the right product to right
customers effectively. For this, it is vital for firm to choose appropriate channel of
distribution through which they easily provide quality services to number of customers. In
context of McDonald’s, they having best channel as compare to other companies as they
easily cover all the market areas by serving their quality services. Along with this marketing
manager also play essential role in evaluating as well as determining the best distribution
channel to sell quality products to right customers. With the help of this company easily
increase loyalty customers towards its company.
Hence, all these are major key roles and responsibilities of marketing function in
which McDonald’s easily operate their activities in effective manner. With the help of these
company enhance their sale volume which directly contribute in capturing larger market
share.
P2 Roles and responsibilities of marketing relate to organisational context
Every business develops as well as set various department to perform entire business
activities in systematic way. All division having some specific roles and responsibilities

through which they attain set goals and objectives in appropriate time frame (Desai, 2013). In
this, marketing department of business is also play important role which work for
understanding customers needs and also develop an effective relationship with them. Along
with this, marketing concept also includes sales, promotion, marketing and many more. All
these are helps in delivering quality products and services to its customers as per their needs
and wants (Dudu and Agwu, 2014). With the help of this, company increase their profitability
level at market place. For attaining the same, marketing manager also conduct an effective
marketing research to evaluate customers taste in order to compete their competitors which
may leads in attaining strong place in market place. In this context, all the department of
company are interrelated with marketing function. All these can be understood by following
points:
Marketing function with operation function: production process of the product is
more important which is relate with operational department. In this, it is main duty of
manager of operation department to manage as well as evaluate personnel and raw materials
to evaluate the need of resources in appropriate manner. Mainly the main focus of this
department is produce quality products which include planning, controlling, organizing and
maintaining all the resources in systematic way to attain set goals and objectives. With the
help of this marketing department of McDonald’s easily deliver quality products and services
to its target customers and attain their satisfaction.
Marketing function with finance department: It is one of the important department
which work for arranging enough financial funds to all the department. Along with this, the
manager of this function develops and prepare an effective budget after determining all the
aspects because lack of funds may arise various issues in front of company. Thus, it is
important duty of finance department to allocate adequate funds to marketing division so that
they easily perform their marketing activities and also promote products and services in front
of larger number of customers. With the help of this company easily attain their target in
appropriate period of time.
HR function with marketing department: Skilled and capable workers are backbone
for business organization. For this, HR department play vital role in hiring, selecting capable
workers for filling vacant place in company. In order to enhance their knowledge HR
manager also provide training and development programs which helps in making them
capable in which they easily promote their products and services in front of market and also

influence their customers to consume it (Lancaster and Massingham, 2010). This department
of McDonald’s is highly related with marketing function because all the staff members are
work for attaining set marketing target and deal with number of customers to attain their
satisfaction by fulfilling their needs according to them.
Sales department with marketing function: Under this both marketing and sales
department is highly related with each other because both are work for delivering products
and services to customers (Lane, 2014). In this manager use various tools and techniques for
communicate with final customers for encouraging as well as influencing them to purchase
company products. This will help in increasing profitability level of the company and at the
same time also create strong customers base. In context of McDonald’s, manager easily attain
their set goals and objectives in settled time frame.
Marketing function with R&D function: For attaining higher success in market, it is
important for firm to make better coordination between marketing and research department.
As the main focus of this department is to undertake an effective research to effectively
understand customer taste, market trends, competitor’s policies and many more. With the
help of all these marketing department produce quality products and services as per consumer
taste which leads in attaining their satisfaction and also grab their attention towards the
company goods and food items.
IT department with marketing function: Under this, IT function refer to various
technologies and software which used by company to attain their set target. By using this,
McDonald’s easily connect with their customers and understanding their wants. As company
produce their quality goods accordingly (Marketing Structure, 2010). Facebook and Twitter
are famous and common tool through which company communicate with their customers and
collect their information as well. With the help of this marketing department of company
enhance overall sales and profitability level as well.
All these are interlinked with McDonald’s department in which may helps in
improving the positive image of the company in customers mind. Thus, it is important for
manager to effectively use all these and communicate with their customers. This will help in
taking right decision and at the same time also invite larger number of customers towards its
products and services.

TASK 2
P3 Compare ways to use elements of marketing mix
Marketing mix is an important aspect which refer to combination of entire tactics and
strategies which may helps in making an effective marketing plan. It is important elements
through which company easily produce quality goods and services for larger number of
customers. Marketing mix consider 7 elements such as products, price, place, promotion,
people, process and physical evidence (Marketing Mix, 2018). All these are necessary for
firm to effectively evaluate and implement in order to attain set marketing target. With
assistance of this company enhance increase their sales and profitability as well. In this
context there are comparison between different firm McDonald’s and Burger King. This can
be understood by following points:
Marketing mic of McDonald’s
 Product: As McDonald’s is famous and biggest fast food company serve variety of
food items in over the world. Company has various products which sale by them to its
customers in order to satisfy their needs and wants. Burger, French fries, drinks,
sandwiches and many more are the products of this company. Along with this, they
also offer high nutritional value of products to customers. By this they easily maintain
customers health. Quality food items of company can enhance loyalty customer base
which contribute in profitability level.
 Price: It is monetary term which charge to customers for product. Thus, it is
important for company to set their product price affordable as customers are easily
consume it. As McDonald’s use cost leadership strategy in which they set their
affordable cost of food items. With the help of this company increase their customers
base and profitability as well.
 Place: McDonald’s operate their business in approx. 119 countries. As they use
expansion business strategy in which they focus on covering rural and urban areas by
providing their services to customers. This will help in enhancing their market share
and productivity as well (Malhotra, Birks and Wills, 2013).
 Promotion: It is one of the important element which crease customers awareness
towards the company products. In this the main aim of McDonald’s is to create
customers base by promoting their services in market place. Through television,
social media, hoarding and many more company promote their products. With the

help of this they easily invite larger number of customers in relation of their food
items.
 Process: McDonald’s use transparent process which is visible to customers. Along
with this company also use new and innovative methods within their production
process on regular basis. This will help in improving their performance and
productivity as well in front of customers.
 People: Customers and staff members are the important for McDonald’s for
improving their entire performance. As the uniform of company staff members is
more attractive and hygienic which will invite customers (Martin, Campbell and
Harmsen, 2014). Mainly company focus of establishing friendly environment to its
customers and workers as well.
 Physical evidence: It refer to appearance of outlets of the company which invite
number of customers. Thus, it is important for McDonald’s to make their outlets
attractive so that customers are visit again and again. This will help in increasing
profitability level of the company.
Marketing mix of Burger King
 Product: Burger king also deal in food industry in which they offer Burger, French
fries, drinks and many more. Along with this they also offer combo meals to its
customers in order to compete their competitors. The main focus of this company is to
maintain their quality products.
 Price: Burger king follow market-oriented pricing strategy in which they serve their
products at affordable cost. With the help of this company easily grab customers
attention and fulfil their needs easily. They focus on their product quality and cost
well.
 Place: Under this, stores of Burger king is various countries in like Taiwan, India
South Korea and so on. As company sale food items as per customers demand which
may enhance their sales and profitability as well.
 Promotion: Burger King use effective promotion activities to communicate with
people and provide them information of products. Along with this they use social
media, internet and many more to connect with larger number of customers.
 Process: It is important part of firm in which Burger King also use transparency
within their production process as any one can se their manufacturing of the food

items. In addition of this company also make necessary modifications within their
process on daily basis to enhance their productivity level at market.
 People: Burger King having skilled and capable staff members in which they easily
serve quality products to its customers by understanding their needs (Moons and et.
al., 2010). With the help of this consumers are highly satisfied with workers services
and give them appreciation as well.
 Physical evidence: Under this firm expand their business in various developing
countries and also set attractive stores where number of customer are visit again and
again. This will enhance customers base of the company.
TASK 3
P4 Basic marketing plan
Marketing plan is one of the important and written document which define outline of
the marketing. By making an effective plan company easily improve their performance level
at market and also capture customers attention as well (Perreault, 2010) (Wieser, 2012).
Mainly it considers as a formal document which cover company mission, vision, aims and so
on. All these contribute in determining actual performance of the company at market place. In
context of this, marketing plan of McDonald’s can be understood by following components:
Overview of the company
McDonald’s is famous and popular fast food company which established by Richard
and Maurice McDonald in 1940. This company is famous by its menu and products line such
as desserts, milkshakes, cheese burger and many more. McDonald’s deliver their quality
products in over the world.
Vision
The main vision of McDonald’s is to be leading company in over the world by
quickly provide quality products and services to large number of customers in order to
provide better customers experience.
Mission
Mission of McDonald’s is to create loyal customers by providing them quality food
items to its customers.
SWOT analysis of McDonald’s

Strengths Weaknesses
 Famous and biggest brand image
 Quality of food items with
competitive price is also a big
strength of McDonald’s (Campbell
and Martin, 2015).
 High competition in market place
 Revenue growth of this company is
slow
Opportunities Threats
 Company expand their business at
international level
 Joint venture with supermarkets in
also a biggest opportunity.
 Down economy of nation is
negatively impact on company
 Demographics changes.
 High fluctuation in foreign exchange
STP of McDonald’s
 Segmentation: McDonald’s segment various areas such as demographic,
psychographic and demographic. Company deliver their services in these markets
(Dibb and Simkin, 2013).
 Targeting: Company target kids, families and teenagers to serve their food items.
 Positioning: McDonald’s create their positive brand image in front of customers as
they use various positioning strategy to target market in order to attain high success in
competitive market.
Marketing mix
 Product: Burger, French fries, cold drinks, Hamburgers, desserts and many more are
the product of McDonald’s. through which company easily fulfil customers demands.
 Price: The cost of the products should be affordable so that customers are easily buy
and consume. Under this, McDonald’s include bunding price strategy in order to offer
their products to customers.
 Place: Under this, company select convenient place to operate their stores in which
they easily offer their customers. This will help in creating larger customers base and
profitability also.
 Promotion: Company use various promotional tools to connect with their customers
and at the same time also attract them towards company products and services (Hsu,

2011). Personal selling, advertisement, direct selling and many more used by the
company to invite number of customers.
Marketing strategy
For attaining higher success, McDonald’s use an effective marketing strategy to
enhance their performance level. As company select relationship marketing strategy which
helps in developing good relation with customers. This will enhance the profitability level
(Draelos, 2010).
Execution
Under this, manager of the company ensure that all the steps are effectively follow by
the company because it helps in attaining set goals and objectives in appropriate time frame
and at the same time also capture larger marker share.
Evaluation
This is last step of marketing plan which helps in evaluating the effectiveness of the
strategies which used by the company to improve their performance level (Eslinger, 2014).
This will help manager to take right decision which directly contribute in creating positive
brand image at market place.
CONCLUSION
From the above discussed assignment, it has been summarised that marketing is
important study for each and every firm who operate their business with the purpose of
attaining high success at market place. This term is highly contributing in building strong
relationship with customers by fulfilling their needs and wants. Mainly, it is considered as an
essential tool through which firm create public awareness and at the same time also capture
customers attention towards its products and services. Along with this, it also includes
various tools and techniques which helps in inviting as well as influencing customers to buy
company products in order to increase profitability at market place. In business organization
key roles and responsibilities of marketing function is also vital in which manager of
marketing easily deliver quality services to its target customers with the aim of capturing
larger market share from its rivals.

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