Marketing Strategy for Small Businesses

This assignment delves into the world of marketing strategy, specifically tailored for small businesses. It examines the fundamental elements of the marketing mix (often referred to as the 7Ps) and analyzes how they can be effectively implemented to achieve success. The analysis draws upon a variety of academic sources and industry best practices, providing a comprehensive understanding of key concepts such as market segmentation, brand awareness, and customer care.

MARKETING ESSENTIAL
(Project 2)
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Table of Contents
INTRODUCTION...........................................................................................................................3
1.1 Roles and responsibilities of marketing function..................................................................3
P2 Roles and responsibilities of marketing in wider organisational context...............................5
1.3 Analysis of the roles and responsibilities of marketing in the context of marketing
environment.................................................................................................................................6
1.4 Significance of interrelationship between marketing and other functional unit....................7
1.5 Critically evaluate the key functions of marketing and how they are interrelate with each
other.............................................................................................................................................8
PROJECT 2.....................................................................................................................................9
TASK 1............................................................................................................................................9
1.1 Compare the ways in which marketing mix of McDonald and Burger King can be develop
.....................................................................................................................................................9
1.3 Different tactics that applied in McDonald to achieve business objectives........................11
TASK 2..........................................................................................................................................11
2.1 Produce and evaluate basic marketing plan.........................................................................11
2.2 Evidence based marketing plan...........................................................................................12
2.3 Design strategic marketing plan..........................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
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INTRODUCTION
Marketing is an essential part of the business operation that describes the organisational
practices and objectives to be accomplished. It is a practice of the management function that
needs to be taken care of for the success of the business. It is done for the satisfaction of the
business and to promote the organisational product. The functions that are accompanied by the
functions of marketing are the selling and buying of the product. Marketing includes
advertisement, sorting and selling of the products it is implemented by identifying the needs of
customer and also helps the organisation to attract customer for the purchase of the product and
create opportunities for the firm. The present report is for analysing the market conditions and
comparing the functions of organisation and its relation to other functional units of an
organisation. The key roles and responsibilities of the marketing of the firm known as XYZ and
its roles of marketing to the wider organisational context.
PROJECT 2
TASK 1
1.1 Compare the ways in which marketing mix of McDonald and Burger King can be develop
In order to determine effective results, marketing mix is the important element which creates
positive impact on the products and services of the McDonald. In respect to apply marketing
mix, following elements can be implemented at workplace of the organisation:
Product: McDonald sales have wide variety of products and services in the fast food. There are
different types of food and beverages sold by business such as Big Mac, cheese burger,
chicken products, etc. In addition to this, the chosen organisation also selling several kinds
of salad shakes, cold drinks, cones, etc. The company also trying to sell their food in
different areas of the world through open branches (Campbell and Martin, 2015).
Price: In 119 nations total 36,258 total branches of McDonald are exists. With the help of
aggressive expansion strategy, company establish their operations in urban areas as well.
McDonald start their functions at penetration pricing strategy through they can attract
various customers towards the company. Further, letter on the organisation started to sell
their foods at competitive pricing strategy.
Place: In all over the world, McDonald has several branches through them are providing
products by online and offline method. Right now the company also demand to sell their
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products in new areas. In this way, the chosen organisation can easily add new quality and
features in their products through they are able to deliver effective results in the enterprise
(Dibb and Simkin, 2013).
Promotion: There are so many tools and techniques through McDonald can promote their
products and services. In this aspect, the company right now using advertisement, internet,
and social media through them will easily enhance productivity of the company.
Furthermore, word of mouth is another best tool through the business can easily enhance
effective results in the nation (Baines, Fill and Page, 2013).
Beside this, Burger King is the major competitor of McDonald who also provides effective
services and products in the nation. In this context, there marketing mix is differing from
McDonald.
Product: Burger king also provide different kinds of food products and services in term of fast
food, non-veg, etc. In addition to this, Burger King also competes with itself to make
effective results in the business. In this way, the company also determining their operations
to develop effective functioning in the business. Therefore, they also achieve effective
functioning in the country (Campbell and Martin, 2015).
Price: Right now Burger King offering products of double cheese burger through they are able
to deliver effective functioning in the business. It is the best way in which premium price
has been charge by them. In this aspect, generally high price set on the products and
services.
Place: Further, Burger King also develops their operations and functions in different kinds of
place. It is the major enterprise which develop operations and functions in different kind of
market. They are also providing products through online and offline methods. This
enterprise primary select the locations to develop effective functions. There are many
sources exists which create high sales in the company regarding food products and many
other activities.
Promotion: As McDonald, Burger King also using same elements and tools to promote products
and services within the market. In this aspect, generally advertisement, internet, social
media, etc. It is the best way to enhance productivity and grow company results in
systematic way.
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1.3 Different tactics that applied in McDonald to achieve business objectives
In each organisation different organisational culture followed which could be applied as the
tactics in it. In this aspect, goals and objectives can be achieved for development of the business.
In this way, McDonald need to analysis their objectives and goals that assists to meet with
targets and outcomes. With the help of identifying segment market, the chosen organisation will
able to deliver effective functioning in the enterprise. In order to identify segment market,
evaluation can be developing in systematic aspect. In the business, extended marketing mix
elements applied that enhances objectives and goals in the business (Kotler and Keller, 2014).
Process: Process is the systematic aspect in which McDonald will operate their functions
and operations. Therefore, goals and objectives will be develop for ascertain their target market.
In addition to this, they also change raw material in particular products that enhance profitability
in the company (Howell, 2015).
Physical evidence: Physical evidence includes that aspect that makes creative results
through implement some attributes such as tangibility, quality, etc. These all elements create
effective functions and operations in the nation (Lewis, 2013).
People: People also take very important participation in the country to make successful
results in it. In this way, HR, manager, etc. are taking part to make effective functioning in it
(McDonald, 2013).
TASK 2
2.1 Produce and evaluate basic marketing plan
In respect to make create basic marketing plan, following activities implemented in the
business.
 Develop clear understanding: It is the important element of that makes clear
understanding. McDonald requires understand basic elements which need to be included
in the business. It is the important aspect that needed for business development (Jain,
2013).
 Identify target market: in order to assess the target market, McDonald needs to develop
their operations for customer for them they are targeting. Therefore, it is the best way to
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make effective functioning in the business. It makes easier tasks to operate effective
functioning as per the target market requirement (Kotler, 2012).
 Conduct research: After identify target market, McDonald require conduct research
program that assists to meet with goals and objectives. It is the important aspect that
enhance profitability and outcomes in business. Customer requirement can be analysis
that assists to make significant results (Dibb and Simkin, 2013).
 Evaluate research: After conducting the research, research need to be evaluate that
assists to make effective functioning as per the business requirement. In this way, the
chosen organisation able to deliver their effective functions among several people (Lilly,
2014).
 Using effective channel: Further, there are different kind of channel that assists to meet
with goals and objectives off McDonald. In this way, the chosen organisation can use
online material, journals, magazines, etc. that assists to meet with targets in effective
manner (Baines, Fill and Page, 2013).
2.2 Evidence based marketing plan
In this aspect, following elements included that assists to make creative and evidence based
marketing plan.
Executive summary: In order to make evidence based marketing plan, McDonald need to
identify different elements that make successful results to enhance their profits and revenue. In
this context, company overview, marketing situational analysis, external environment analysis
has been explained that assists to make creative results in the business (Gerhardt, Hazen and
Lewis, 2014). Therefore, it explains under here:
Company overview: McDonald is the one of the largest fast food chain in all over the
world. They are providing different kinds of products and services in fast food that increase
profitability and outcomes to make successful operations. In this way, the company operate in
more than 36000 branches in all over the 119 nations. Therefore, it is the way through the chosen
business will easily enhance productivity and performances (Baines, Fill and Page, 2013).
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Marketing situation analysis: With this regard, McDonald needs to define internal factors
that could be impact on the functions and operations of the country. This is because, it include
financial performances, strength, weakness, etc. It is the important activity that helps to manage
functionality in the organisation. Marketing improvements can be made to create effective results
in the organisation (Gerhardt, Hazen and Lewis, 2014).
External environment analysis: In order to assess the international market, external
elements need to be assess that helps to take decisions that are based on the competitor’s
performances as well. As results, it is the best way where organisation able to attract so many
customers at workplace. With this regard, McDonald need to implement PESTLE analysis which
include political factors, social factors, economical factors, etc. that impact on the functioning of
the business unit (Jefferson and George, 2014). Therefore, goals can be achieve to create high
performances in the business.
2.3 Design strategic marketing plan
In order o make strategic marketing plan, the selected business need to include several
elements that impact on the functions and operations in different nations. It includes, porter five
forces, swot analysis, etc. All these elements create positive functioning in the business to target
customers in systematic aspect (McDaniel Jr and Gates, 2014). With this regard, following
analysis can be made at workplace of the McDonald:
Porter five forces model:
Threat of substitute: In each market, there are several kind of substitute products exists as the
chosen business. Therefore, it impact largely on functions and operations of the business. In this
way, the chosen firm unable to deliver unique features and productivity in the business
(Churchill and Brown, 2009).
Threat of new entry: In different areas of the world, several businesses exists that impact on the
functions and operations of McDonald. This is because, continuously development of new entry,
the chosen organisation unable to deliver there effective functioning in the country. It is the best
way to target people as per the preference (Ferrell and Hartline, 2008).
Bargaining power of buyers: Due to demand and changes in preferences of the customers, the
chosen organisation facing many issues to operate their functions and operations in market.
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Therefore, the chosen organisation has high impact due to customer buying power (Kotler,
2013).
Bargaining power of suppliers: McDonald has less risk in term of suppliers because in each
country they are getting more suppliers to develop their objectives and functions. In this aspect,
the can make profitability high with taking low supplier power (Kotler and Keller, 2014).
CONCLUSION
From the above report, it can be concluded that there are several kinds of roles and
responsibilities that played by McDonald to operate their functions and operations in
international market. In this context, they are developing profitability and functioning which
create effective results at chosen business. Furthermore, it summarized about marketing mix
which create effective functioning in the business for development of the objectives and goals in
international market. Moreover, it articulated about the strategy that adopted by business to
enhance their functions and operations in new areas such as marketing mix, etc. In addition to
this, report also defines comparison among Burger King and McDonald to enhance profitability
and effective functioning in the market.
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REFERENCES
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Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
Campbell, R and Martin, C., 2015. Media essentials: A brief introduction. Macmillan Higher
Education.
Churchill, G., and Brown, T. 2009. Basic Marketing research, 7th edition. Thomas South-
Western.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Ferrell, O.C. and Hartline, M.D. 2008, Marketing strategy, 4e []. edn, Thomson South-Western,
Mason, OH.
Gerhardt, S., Hazen, S. and Lewis, S., 2014. Small Business Marketing Strategy Based on
McDonald's. ASBBS Proceedings. 21(1). p.271.
Howell, R., 2015. Market segmentation: the importance of age cohorts. The Neumann Business
Review. pp.21-54
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equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
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Jain, M.K., 2013. An analysis of marketing mix: 7Ps or more. Asian Journal of Multidisciplinary
Studies. 1(4).
Jefferson, D.A. and George, B.P., 2014. Standardized and Localized Strategies and the Role of
Culture in Marketing and Consumption.
Keller, A. A., and et.al., 2014. Release of engineered nanomaterials from personal care products
throughout their life cycle. Journal of nanoparticle research. 16(7). pp.2489.
Kotler, P. 2013. Principles of Marketing. Pearson Education Limited.
Kotler, P., 2012. Kotler on marketing. Simon and Schuster.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Kotler, P., and Keller, K. 2014. Marketing and Management,. , USA: Pearson Prentice Hall.
Lewis, B.R., 2013. Customer care in service organisations. Marketing Intelligence & Planning.
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Lilly, M.C., 2014. Content Marketing Essentials for Small Business.
Łopaciuk, A. and Łoboda, M., 2013, June. Global beauty industry trends in the 21st century. In
Management, Knowledge and Learning International Conference (pp. 19-21).
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McDonald, M.H., 2013. Ten barriers to marketing planning. Journal of Product & Brand
Management. 5(12). pp.12
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7 Function of marketing 2017. [Online]. Available through: <https://www.lamarketing.net/9-
steps-building-marketing-plan/> .
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