Marketing Essentials: McDonald's Case Study

This essay examines the marketing strategies of McDonald's, a global fast-food chain. It analyzes the roles and responsibilities of the marketing function, compares McDonald's marketing mix with Burger King's, and develops a marketing plan for McDonald's. The essay utilizes marketing theories and concepts to provide insights into the company's success and future growth potential.

MARKETING
ESSENTIALS
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INTRODUCTION
In this competitive today’s world, marketing plays a crucial role in obtaining high growth
and success of every organisation. Marketing is broader concept that is used for promotion and
selling activities of goods and services to successfully reach the targeted customers. It also
involves with various activities such as understanding the market share or understanding the
market place or area, developing new strategy, analysis of needs of customers, conducting
market research and providing goods and services to customer in order to build strong
relationship. Every business firm is looking forward to adopt and implement innovative approach
in aspects of marketing strategy. Business firm are using effective techniques and strategies for
developing healthy work environment. In this competitive business environment awareness of
business firm’s n concern with marketing essential is very crucial. This report is based on
McDonald, one of the competent fast food restaurant that provides multiple varieties of fast food
like burgers, fries, veg and nonveg snacks and beverages. This project covers the basic
responsibilities performed by different marketing functions and comparing various marketing
mixes.
TASK 1
P1: Roles and responsibilities of marketing function
Marketing function is considered as a vital part of a business organisation in order to
help it in achieving specific targets within a set time period. This function is a combination
involves various roles performed by an organisation that are directly responsible for growth and
increased market share of a firm. It is an important role or technique used by the employees of
McDonald's for various variety customers.. It is very essential in context of the organisation for
initiating appropriate decision making along with this it helps in maintaining a positive image in
front of society. Moreover, employers of business firm uses various strategies on the basis of
proper analysis of market condition and consequences. In order to attain the desired goals and
objectives, it is essential to perform proper marketing activities in appropriate manner (Clow and
James, 2013). There are few of the roles and responsibilities of marketing related function which
is discussed in detail below:
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Product: Product act as basic assets of business firm which is mainly dealing in
manufacturing or production as per needs and demand of the customers. Standardized goods and
services are very helpful in building a brand image and inviting a wide customer market along
with increasing growth rate. In context with McDonald’s, it is their duty to bring new
innovations in the food products as the demand and needs of customers. It is one of the
competent fast food restaurant which provides various food items like hamburgers, desserts
French fries and many other veg and non veg options. McDonald’s are very concerned about the
food delivery services and they continuously takes feedback from their customers in concern
with their services of their food item and make changes on the basis of taste and demand of the
customers. It is essential for the organisation to adopt new trends of market in order to achieve
competitive advantage.
Selling: Selling is another role of marketing department that plays important role for an
organisation. The data or information is collected with the help of various tools by the marketing
manager in order to develop an appropriate effective strategy that directly and indirectly helps in
enhancing the sales of good and services. Marketing managers of McDonalds mainly focus and
emphasis on increasing the sales rate and generating a high profit level. Marketing manager also
focus on quick and easy way of supplying commodities. As McDonald’s has numerous outlets
and food joints worldwide by which they are able to supply their to consumers worldwide. They
require starting home delivery service for increasing the accessibility of its consumers. Managers
of Mcdonald's should adopt new ways for providing effective annd efficient ways by which they
can serve quality food timely to its consumers (Asaduzzaman, Hossain and Rahman, 2014).
Pricing: Pricing directly impacts on the purchasing power of consumers. It is very
obvious that when price of products and services is high then sale of prodducts will be very less.
So, in order to maintain growth in sales rate it is important proper pricing techniques which help
in increasing the profit percentage quickly.
Promotion: Promotion refers to those activities which are usually done in order to
increase the interests of customers along with their buying behaviour. Promotion activities
generally includes making advertisements on TV, pamphlets, social media etc. These sources
help in building a trustworthy realtionship with consumers about the sources and information of
products along with its price and quality standards. So, by bringing new ways for promotion
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organisation will achieve customer loyalty and provide high sales and revenue for increasing
profitability.
Marketing information system- Marketing information system usually supports and
develop appropriate decisions that are helpful for company. In context to McDonald‘s, manager
collects data about various thing like nature , interests and reaction of consumers. in order to
improve efficiency of decision making. Under Marketing Information System, data collected is
analysed and reviewed as per requiremwents of managers.The manager of McDonald should lay
stress upon developing and bringing new ideas for effective decision making.
Financing- Finance acts as the most necessary asset of business firm for appropriate
distribution in raw material, marketing, human resources and operations etc. For different kind
of activity, firm needs more funds for proper allocation of resources. An efficiently prepared well
developed plan and also helps determining necessary resources . This allows and provides
growth chances for a business concern. Therefore, it is important for the McDonald’s manager to
properly allocate funds and resources.
Distribution: Distribution refers to the overall management of supply of goods and
services from one palce to other with an idea of increasing customer range and loyalty.
Organisations fail to maintain good distribution channel in the rural areas consumers do not
accept fast food as a part of their culture. McDonald is unable to create proper distribution
channel in rural areas. Therefore, McDonald's requires to capture rural areas to develop proper
distribution channel by opening new outlets in such rural areas which can help them in
generating huge revenues and increase their profitability.
These are basic roles and responsiblities to be addressed by managers of McDonald's for
increasing efficiency and profitability.
P2: Roles and responsibilities of marketing that is related to organisational context.
Marketing manager ensures maintaining a proper balance with all its consumers by
maintaining healthy relations and looking after their needs, demands and grievances. Marketing
is a broader cooncept and includes promotion, sales, timely execution and delivery of goods and
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services. It also is responsible for building strong ccommunication channels for making effective
plans and strategies.,
Marketing function with operation function: Manufacturing is implemented through
the operational managers of an organisation. It is vital role of operations manager to maintain
and manage the raw materials in an appropriate way. (Dudu and Agwu, 2014). The basic role
and responsibility of managers to improve the condition of goods by following proper planning,
organising, controlling and coordinating of all the basic raw materials and resources. Building
strong relations with consumers is very important to increase growth and profitability.
Marketing function and finance function: Finance department plays one of most vital role in
increasing business growth rate. All the marketing function like establishment of distribution
channel, advertisement etc. requires finance. Such department are liable in making proper
arrangement of funds ,then allocate them to various departments on the basis of needs and
requirements. The marketing department are capable to adopt and implement various effective
promotional tools when they have enough funds raise from the finance department. Thus,
coordination among finance and marketing department is very important.,thereby resulting in
achievement of specified goals and targets.
HR function with marketing function: Marketing department is mainly responsible to
create attractive and social message that is all about products and services offered by the
business firm. HR manager need to build strong relationship with staff members. In McDonald's,
employer had employed competent employees in marketing department that enables and help the
company to provide adequate information to customers along with the society. They need to
implement effective training and development programs to increase the capabilities of marketing
employees to increase sales revenue.
Sales function and marketing function: Marketing team enables firm to retain
consumers for long time duration by making them aware about different varieties of product and
services. Promotion tools including advertising, newspaper, magazine, online marketing and
social media sites are used by sales manager in order to increase knowledge of customers about
items and services (Katengeza Okello and Jambo, 2011). This helps to catch attention of
customers as they have accurate information about the product items. McDonald's uses and
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implemented various TV commercials and online advertisements which benefited the firm to
communicate to customer about food items, discounts, offers and coupons.
Marketing department with R&D department: Research and development's main duty
is to conduct proper market survey in order to calculate appropriate requirements of customers.
This help business firm to investigate organisation's market value. In McDonald's, R&D unit
helps in analysis the taste and demand of customer. As they have information about customer
demands and wants; this help marketing staff to provide appropriate schemes to their customer
to gain customer loyalty.
IT department and marketing function: This department plays a vital role in any company as
they have access to new skills and technology and they are only responsible in implementing new ideas
and innovations. In McDonsld's, IT department helps in improving efficiency of employees and help in
using new technology effectively.
Therefore, with the help of all these departments, McDonalds is able to function in an effective
manner as they are interconnected with every department and have equal support from each of the
department
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.
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TASK 2
P3: Compare ways to use elements of marketing mix
Marketing mix refers to the combination of various factors that helps in influencing and
enhancing the interest along with to generate consumers behaviour towards organisation services
and products. It is very crucial element that guides and shows success path to increase company
quality standard of their products after the identification of consumers wants, needs and
requirements. Marketing mix mainly includes 7 components that are place, price, promotions
physical evidence, process, and people. It is very essentail for each and every organisation to
implement these components in order to increase their productivity and efficiency to become
more competent. In the comparison, among marketing mix of two different companies like
McDonald's and Burger King are mentioned below.
Marketing Mix
Components
McDonald Burger King
Product Worldwide , McDonald is one of a
largest fast food serving restaurant. It
contains wide range of fast food
products and sell it wide range to
acomplish the needs and satisfy wants of
their consumers. Main products that
McDonald's serve includes hamburgers,
cheeseburgers and deserts. Comapny is
moving forward to enhance nutritional
level in their value of food. Main focus
of this company is to provide healthy
and safe food to their customers.
McDonald's have separate
equipment’s as well as cooking area.
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.
Price This refer to an amount charged by
company for exchange of products and
services to customers The price must be
so effective that consumers need is
The organisation when it comes to
prices focus over the premium pricing
techniques. Burger King has carried
out different costs for different

satisfied and on the other hand company
can generate their required amount of
huge profit margin.
In order to earn huge customer
support,McDonald's must take required
measures to set basic affordable price
line.
regions and types of consumer
worldwide. They produce and provide
more reasonable and affordable
service. Branding and integrity is
more is important for this
organisation.
Place McDonald are currently operating their
business in more than 119 countries and
has attained almost 36,258 restaurants
by which they are providing their fast
food products. The management of
McDonald should require to search
those places where the demand of fast
products are high.
This will able company to icrease their
sales margin and help them to generate
high revenues.
Located at major places and locations
of organisation, 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 very important for every
comany to interact with their
consumers 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
Promotional strategies revolves
around reorganising concepts and
reitalizing companies brands for
specific time. It has improved its
strategies that includes menu,
advertisements and refurbishments of
their outlets and also new concepts
and strategies which are require by
restaurants. Promotion best way
through which company can able to
connect with people and keep them
aware about companies services and
fast food items.

People McDonald's puts their mains focus on
promoting friendly services to their
buyers from employees. Standards of
uniform of their staff members is finest.
Management of this company also
includes their employess in decision
making. This organisation provides
clean and comfortable environment
specially to families.
Burger king main focus is on their
staff members as well as its
consumers. On comparison with other
outlets who are serving in fast foods
in marketplace, overall ratio of
satisfaction level of burger king
consumers is high. This company
delivers quality food service
experience to its customers along
with fast delivery. Company provides
effective training to their employees
so they can able to deal with
consumers in their best and fair
manner.
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 uniform and
organised in order to maintain aura
of building.
Process The manufacturing procedure of food is
transparent for consumer to provide
satisfaction and able to gain
credibility.Packing and distribution
methods are developed by comany in a
new effective manner which is
competely unique from other
organisations. McDonald's is providing
licensed training for their workers.
Company have their certain
procedure which they follow for
building their services and products.
Different distribution and packaging
techniques are enhanced by company
in order to create unique level of
positioning in the minds of their
clients. Consumers are allowed to
check the outlets ingredients which
are using by them to generate
satisfaction level of their consumers.

are used in their services for their
self-satisfaction.
TASK 3
P4: Marketing plan
Marketing plan is one of the most essential plan that helps to examine the overall
practice of McDonald that can be enhanced for the development of company along with their
extension throughout worldwide. By designing and appropriate framing the vissions, missions,
mission, vision, aims and organisational goals of the organisation, company can able to
determine and understand the policies, terms and condition to achieve their business goals and
objectives in effective manner. It is required to frame an appropriate proper plans and procedures
in regard of development for evolution of organisation for some 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 one of the competent and largest fast food chain
founded by Maurice and Richard McDonald in 1940 firstly in American. This company is began
from hamburger handstand which helps their business to establish in more than 100 nations with
approximately 36,900 outlets worldwide. This company proved itself as an world largest chains
of restaurants in terms of revenue generation. Products and services which is provided by this
company are of wide ranges with having more than 1.5 million of workforce as its franchisee
organisation.
Vision: Vision of this organisation is to deliver quick and best restaurants services and have
experience along with finest quality to influence values and smile. It is mainly required to
evaluate further mission for future purpose which can help organisation to move towards high
performance and production.
Mission: Organisation primary mission is to become first choice for their customers in view of
having outstanding services, products, values, cleanliness and best quality of services in the
exchange of monitory values.
Current market analysis: It is one of the important phase to implement by any company in order
to develop a systematic and proper market plans or strategies. It mainly consists of different

types of activities, market research and environmental evaluation which can able to help business
organisation to meet business outcomes. It will take SWOT analysis of McDonald's which is
mentioned below.
SWOT Analysis
Strengths Weakness
 Company is having global recognisance
and they are very popular in fast food
band so customers are more loyal
towards this.
 Hygienic food manufacturing process is
very quick services rendered to
consumer.
 Happy meal is one of the most preferred
and effective offer of enterprise.
 Wide range of services and products
including veg and non-veg (Pike, 2015).
 Organisation is having world wide
market positioning in more than 100
countries along with their food
consistency.

 Food those are having high calorie and
fat in them are not suitable for people
who are health conscious.
 McDonald's are generally included in
environmental law suits and animal
rights cases.
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.
 McDonald can vent their services to
those market which are untouched and
 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.

preferring more globalisation.  Large competitors and eating joints can
become threat for enterprise
(Siricharoen, 2013).
CONCLUSION
The report summon that marketing is a cluster of various activates that is undertaken for
the purpose of achieving high customer loyalty and engagement. Marketing is essential tool and
McDonald’s need to use marketing in order to build strong relation with their targeted and
focused customers. In order to achieve desired goals and objectives, the marketing department
should require to perform several roles and responsibilities with support of other functional
department to achieve competitive advantage. The concept of marketing includes promotion,
sales, marketing and delivery of goods and services in an effective way. Marketing mix is
defined as combination of various factors which can help to influence buying behaviour and
intrests of consumers toward products of company. Marketng mix mainly includes 7 major
components that are place, price, promotion, physical evidence, process and people. Formulation
of marketing plan is very essential for the identification of further practice of McDonald which
can be effectively optimimised for organisational development along with expansion of their
business in international market.

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