Marketing Essentials and Project Development

The given project aims to depict the role of marketing functions and their interrelation with other organisational functions. It focuses on developing and evaluating a marketing plan to achieve goals and objectives. The assignment references various books and journals related to marketing, including 'Marketing Essentials', 'Destination Marketing: Essentials', and 'Human Resources Marketing and Recruiting'.

MARKETING
ESSENTIALS

INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of a marketing manager in an organization..................................1
P2 Roles and responsibilities of marketing relate to the wider organisational............................4
TASK 2............................................................................................................................................5
P3 Marketing mix to the marketing planning process to achieve business objectives................5
TASK 3............................................................................................................................................8
P4 Marketing plan........................................................................................................................8
CONCLUSION................................................................................................................................9
REFENCES...................................................................................................................................10

INTRODUCTION
Marketing refers to activities of an organisation which are related with purchasing as well as
selling service or product. It consists selling, delivering and advertising goods to persons. It is a
procedure of interesting the existing consumers in services or goods. The marketing consists
research, promotion, selling and also distributing the products. This present report is based on
McDonald's company and it was established in year 1955. It is fast food company and provides
soft drinks, French fries, cheese burgers, desserts etc. in this given report will be discussed about
the marketing consisting the future and current trends. Roles and responsibilities of marketing
manager in company will be mention (Dibb and Simkin, 2013). There will be discuss about
comparison of marketing mix among two organisations.
TASK 1
P1 Roles and responsibilities of a marketing manager in an organization
Marketing refers to activities, communicating, delivering, processes and also exchange
the offering which are valuable for consumers, partners, society etc. It is a management process
through which services and products move from concept to consumers. In this, McDonald
company provides the better and quick services along with fast food products.
Marketing concept refers to philosophy that company should examine requirements of
consumers and then take the effective decisions to fulfil needs and demands of consumers.
Different marketing concepts are mention below:
Production concept- Under this, customers only prefer goods which prefer inexpensive
and quality products. As comparison to other concept, it is operation oriented. It is emphasis on
the high production efficiency, minimum cost of production, large volume production etc.
Product concept- In this concept, firms believe that priorities for consumers are
functional characteristics and quality of product (Pike, 2015). In this present time period, main
focus of McDonald company is on quality products on the reasonable cost.
Selling concept- This concept assumes that customers are look towards the promotions as
well as sales from organisations. On the basis of this concept, consumers will purchase goods if
firm is sells as well as promotes aggressively.
Marketing concept- The main focus of this concept on satisfying wants and needs of
consumers by providing the better quality of services to them as comparison to competitors
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(Purvis, 2015). It believes in pull strategy and also state that company require to make its brand
strong and better.
Current trends of marketing
Mobile marketing- Under this, many firms developed the desktop applications and email
templets in past time. But in this present time period, the market trend is change and focus on
company is on mobile marketing business.
Driving value- In this present business environment, consumers are cost savvy. They
purchase through internet by comparing costs of different companies. The young people mainly
prefer fast food so it is necessary for McDonald to notice that they are fiscally conscious as
comparison to older cohorts.
Focusing part- In this, it is necessary for company to search the better integrated as well
as compliance market that provides more publishers and advertiser. It is essential that targeting
and technology area should be better because through this ROI of company will not be impacted.
Marketing is an essential process of providing better quality of services to consumers on
the basis of their wants and requirements. In context to marketing, it helps in examining better
opportunities at the market place. Different stages are included in the market process mention
below:
 Process of situation analysis
 Marketing strategy
 Marketing mix decisions
 Execution and control
Role and responsibilities of a marketing manager
Marketing managers are accountable for emerging behaviour for McDonald's as a brand. To
do this by collaborating with the product and its brand message using an amount of changed in
communication means such as promotion and advertisings which are used to offer the brand its
familiar face.
 As a manager of McDonald marketing manager major role is to idealize the price of
individual product or an item (Campbell, Martin and Fabos, 2018). Its comparatively
much good than other and more worthy for the customer with the serving of quality base
meal.
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 McDonald is starting tradition of very unique and challenging format of serving breakfast
from 5am in UK as well as India also, but it’s totally depending upon location wise.
 McDonald is very much particular about the ingredients they used in their meal. You can
find full ingredient statement for all food served in the UK by visiting the online
nutritional calculator tool.
 McDonald has wide range of dip and sauces in their menu. They all are full of natural
ingredients and natural flavour, which makes a taste alive and attract the customer.
 Marketing manager has a major role who manages the marketing resources of a business
or product. He may be liable for numerous products and facilities or responsible for the
any change of service or product. Manager must have a friendly, natural and a polite
nature with their employees. He needs to be highly focused with the detailing of product
and the company orientation.
 In McDonald marketing manager has to found operative direction between the business
events of buying, sale, packaging, storage, transportation, advertising, sales promotions,
after sales service etc.
 Manager has to find and identified the potential to create the growth of the demand of
goods and services created by the company, the marketing manager has to identify new
potential markets in which they performed well and find the prime location to introduce.
 In the competitive market company should maintain the technical area, the requirement
and demands of the customers fluctuate time to time (Pike, 2016). Thus, it becomes
essential for the marketing manager to study the change in market strategies and the new
challenges to retain the existing old and new customers.
 The manager should maintain the process of physical delivery of goods and services done
by many channels via food delivery partner, own delivery partner, etc. is decided by the
marketing manager. As per the requirement of the company. It provides the exciting
services to the customer.
 On the basis of the promoting nature of the McDonald company, the marketing manager
generate the action of strategy to determine when, how, where and by whom the
marketing actions like sales forecast, advertisement, sales promotion, delivery of
products, etc. should be approved to achieve marketing goals.
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 To continue and get success in the professional, the marketing manager not only has to
study the financial, public and the political environment of the business (Baker and
Saren, eds., 2016). Company should follow the rules and regulation of social norms,
cultural values, government policies and global alignment.
 Marketing manager has to confront the customer problem and arrange the sale power in
the company to resolve the customer queries.
 Formulate a roadmap of promoting the product of sales and specify the channels of
distribution for goods and service.
 The marketing manager is a very answerable specialist to attain the pre-determined goals
of the company. To increase the profit margin of the company.
P2 Roles and responsibilities of marketing relate to the wider organisational
Marketing is the boarder term in itself and there are several roles as well as responsibilities
performed in the organisation. It helps McDonalds in building relation with customers and create
values of the respective organisation in market. There are several roles and responsibilities of
marketing within McDonalds are mention below :- Market research – It is important for analysing current marketing trends, taste and
preferences of customers as well as for satisfying needs and wants it is necessary for
McDonalds to create market research (Lane, P., 2015). For this work there is requirement
of marketing professionals which is totally based on products and services offering by the
same organisation. Moreover, it involves market information, segmentation and trends.
All these areas are studied by McDonalds by survey, focusing groups questionnaires and
other available data or charts. Public relation – For an organisation it is necessary to build positive relation with people
and marketing is performing this by dealing with customers. Marketing professionals
help McDonalds in dealing with customers, press and several other media in relation to
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their goods and serving offering in market area (Brady, 2014) (Baker and Magnini,
2016). For remaining in market there is requirement of public relation because good
relation also help in generating more and more revenue. Market strategy – It involve lots of strategies such as estimating demand of goods and
services, developing the idea price point, identifying what product should be released
when as well as what market should be targeted. Market strategy for McDonalds is
framed by marketing professionals. Through marketing McDonalds make better
strategies which help them in satisfying needs and wants of their customers at wide level. Advertising and promotions – One of the major role and responsibility performing by
marketing in McDonalds is advertisement and promotion of their offerings. This is the
best tool and technique for attracting customers as well as providing them information
related to anything new in market. It involves ads, prints, videos TV, internet and so on.
This is expensive but easy way of taking place in the market and through advertisements
as well as promotions McDonalds can attract large number of customers. Sales – It is also role and responsibility of marketing performed by them for organisation.
There are several tools such as personal selling, promotion, customer attraction and any
more for increasing sales and generating revenue. There is big hand of marketing behind
sales because it involves several tools and techniques which assist company in attracting
existing as well as potential customers.
TASK 2
P3 Marketing mix to the marketing planning process to achieve business objectives.
Marketing mix – It is the foundation model in marketing and marketing mix is set of several
tools which is utilised by the organisation to pursue its marketing objectives in the target (Brady,
2014). Although, marketing mix help company in achieving their business objectives. There are
7Ps of marketing mix explanation of these are as follows:-
Basis McDonald's Burger King
Product It has product which is
composed of beverages and
food. Apart from that, it has
following products such as:
The main product of Burger
King is Burger but it also
offers chicken and fish,
sweets, sides, beverages,
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Mc Cafe, Hamburgers and
Sandwiches, breakfast, salads,
chicken and fish, snacks and
sides, shakes and desserts.
desserts, salads and veggies.
Price The main objective of pricing
is to maximize profits and
increase sales volume.
McDonald's uses bundle
pricing strategies. In this
strategy, it provide meals and
other product for bundle price
which can be at discount and
comparable.
Burger king uses market
oriented pricing strategy. In
this strategy, price is set
according to the prevailing
market which includes demand
and supply situation and price
of competitive firm.
Place It includes the locations or
venues from where customers
can get the product. Restaurant
is the main place but apart
from that products are
distributed through kiosks,
post mates, websites,
McDonald's mobile app and
others.
The products of Burger King
are found in restaurant
globally. It uses various places
to distribute products such as
websites and mobile app.
Promotion Promotion helps in
communicating the product to
the customer and provide
information. It includes the
following promotional tools
such as: direct marketing,
advertising, public relations
and sales promotions. It is the
Burger King uses various
promotional activities to
promote the products (Babin
and Zikmund, 2015). It helps
in creating awareness among
customer about the offering of
product. It includes: personal
selling, advertising, public
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role and responsibility of
marketing department in the
organisation.
relations and sales promotions.
Best tool for grabbing
attention of customers and
through this they can increase
their sales also.
People It has unique way for treating
its customer and employees.
The McDonald's employees
have to follow dress code and
emphasising worker to be
cheering, customer
satisfaction. The focus is on
customer satisfaction, hygiene
and service delivery.
Employees are rated based on
performance and encouraged.
Every McDonald's have
restaurant manager who take
responsibility of daily
proceeding.
It has focus on both employees
and customer. The satisfaction
level of Burger King is high as
compared to others (Pappas,
2017). The quality food, fast
service and dining experience
attracts more customers. It has
taken steps to work for
employees such as: best
performer of week, work
appreciation, appraisal for the
workers.
Process It has improved process used
and cooking methods. It uses
good equipment required for
food processing and methods
for distribution and packing. It
has invested money in research
to improve. As customer can
easily view the process of food
manufacturing (Baker and
Magnini, 2016).
It has focus on customer
segment strategy in which lots
of money has spend for
restaurant. It uses loss leader
promotion for French fries and
soft drink to increase sale. It
has focus on entering recent
strategic and adding 400 new
restaurants. For the popularity
and growth it is using king
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television commercial
promotion tool.
Physical Evidence It operates its business in
11900 restaurants which
includes 50 states. It has
BK.com website for internet
presence and in the stage of
reinvesting its restaurant.
TASK 3
P4 Marketing plan.
Marketing plan – Every plan need to be follow systematic approaches same as in the
marketing plan also (Rancati, Gordini and Capatina, 2016). It is necessary to frame or design
marketing plan for the company so they can take better place in market as well as generate
revenue as much as can. For reaching to the customers and fulfilling their needs and wants it is
necessary for McDonalds to proper marketing plan. There are several steps which is involved in
marketing plan description of these are as follows :- Analysis – It is the first step of marketing plan which should be critically done by the
marketer of McDonalds. This includes analysis of the business environment in terms of
marketing. Along with this, for respective organisation there is requirement of analysing
present situation of market. McDonalds have to analyse market proper then have to bring
new product in market because before brining something new or innovation in the
existing there is requirement of identifying internal as well as external market factors. Planning – This is second and most important process of marketing plan which comes
after analysing market (Kladou and et.al.,2016). Thus, after determining external as well
as internal factors there is requirement of making blueprint which act as an guide for
implementing all the actions in proper manner. Planning involve drafting of all the
activities that is required to be done in the marketing plan of McDonalds. There are
several decisions which included in it such as time of marketing, method, pricing, budget
etc..
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 Implementations – In this stage planning comes into actions and in simple term it can be
said that at the time of implementations all the marketing tools start processing.
Although, implementation of plan need continuous flow of activities for achieving
desired goals and objectives. It is important to implement plans in better as well as
appropriate manner as per the planning for gaining better outcomes. Control – There is requirement of proper controlling after implementation so that plan
can be executed in proper manner by following every steps. Control involves keeping
check on activities of marketing (Craig, Mitchell and Wilkinson, 2018). Any deviation
from the plan needs to be checked and corrective measures should be used to reduce the
deviation gap from the original plan. In this stage mainly standard of performance
measure with actual and these gap between the fill for gaining better results. Marketing strategies - Marketing strategies involves the strategies that need to be opted
in order to execute the marketing plan. Marketing plan involves the strategies like pricing
strategies, promotional strategies, distribution strategies etc. Pricing strategies determines
the criteria that are followed in calculating the price of the product (Akbar and
et.al.,2017). Distribution strategies deals with the method used to distribute the products
to the market.
This is the marketing plan of McDonalds which help them in implementing things in better
manner and creating values, customers satisfaction and most important in generating revenue.
CONCLUSION
From the above assignment it has been concluded that, marketing is the wider term which
involves several beneficial activities in itself such as advertising, promotion, public relation,
sales and so on. Moreover, there is particular department in the organisation for marketing which
have professionals who perform all the activities related to marketing. This project successfully
depicts role of marketing function and their interrelation with other organisational functions.
Apart from this, it also develops and evaluate marketing plan and explained it for achieving goals
as well as objectives.
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REFENCES
Books and Journals
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital
recruiting. Handbook of Human Resources Management, pp.1-19.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.
Pike, S.D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th International Conference on Tourism.
International Association for Tourism Policy (IATOUR).
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Lane, P., 2015. Human resources marketing and recruiting: essentials of employer
branding. Handbook of Human Resources Management, pp.1-30.
Brady, D.L., 2014. Essentials of international marketing. Routledge.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management. 28(8). Pp,1510-1534.
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). Pp,195-218.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and Measuring Content
Marketing in Luxury Firms: An Exploratory Analysis. In Global Marketing Strategies
for the Promotion of Luxury Goods (pp. 109-132). IGI Global.
Kladou, S. and et.al.,2016. The role of brand elements in destination branding. Journal of
Destination Marketing & Management.
Craig, S., Mitchell, R. and Wilkinson, K., 2018, June. The ‘Chlefie’Phenomenon: A Qualitative
Study to Ascertain the Essentials of Usage in Youth Fashion Retail Environments.
In ECSM 2018 5th European Conference on Social Media (p. 36). Academic
Conferences and publishing limited.
Akbar, F. and et.al.,2017. Niche marketing strategy framework for SMEs: A conceptual
framework.
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