Marketing Essentials Essay

This essay explores the fundamental concepts of marketing, analyzing McDonald's marketing strategies and the role of a marketing manager. It examines various marketing processes, including situational analysis, marketing mix strategy, and the strategic marketing process. The essay also includes a detailed marketing plan for a new product, the Protein Burger, outlining its aim, objectives, SWOT analysis, marketing mix, and budget. It emphasizes the importance of interrelationships between different functional departments within an organization.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
1. Concept of marketing involving current and future trends ....................................................1
2. Overview of various process of marketing ............................................................................3
3. Role and responsibilities of marketing manager ....................................................................6
4. Interrelation and influence marketing functions on another functional department...............7
5. Importance and value of marketing role in organization .......................................................8
6. Significance of effective interrelationship between different functional department ............9
7. Compare marketing mix strategies between two organizations .............................................9
8. Produce marketing plan ........................................................................................................11
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is the action of firm which is connected with purchasing and selling products
and services. It involves advertising, marketing and delivering of goods to communities. People
who work in marketing department try to focus on target audiences, utilising packaging design
and general media view. It is business process of build relations with consumers and fulfil their
satisfactions. Marketing is activity of meet and identify the needs of consumers (Pike, 2015).
This study is based on McDonald's. It is fast food company and world's largest restaurants
chain in terms of revenue. Report will introduce concept of marketing involving current and
future trends. It will explain overview of different marketing processes and roles of marketing
manager in the organization. Furthermore, assignment will explain value and importance of
marketing role and significance of having interrelationships between functional departments. It
will outline marketing mix which will helps in outlining comparison firm with competitor and
market plan to manage marketing activities of new product.
MAIN BODY
1. Concept of marketing involving current and future trends
Marketing is the activity and process for creating, communicating, exchanging and
offering values for consumers and clients.
Concept of Marketing:
There are five concepts of Marketing is based on following concepts that is production,
product, selling and marketing that are utilised by marketing assistant of McDonald's.
Production Concept: It is elderly concept in the business. This concept considers that
consumers select goods which are widely available on low-budget (Malhotra, 2015). Therefore,
marketing assistant focus on accomplishing high production ratio, lower costs and collective
distribution. This concept is based on the approach of increase supply and decrease costs in the
McDonald's.
Product Concept: This concept holds that consumers prefer those goods which are
offered the highest quality, performance or advanced characteristics. Therefore, marketing
assistant direct on creating super goods, so that McDonald's develops good of Premium quality
that normally turns out to be costly. The future trend is artificial intelligence. It is upcoming
trend in marketing which can be used in McDonald's for increasing user engagement. AI has to
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address needs and problems of consumers in effective manner. The artificial intelligence is going
to make it easy for the organization to promote its products and services widely.
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Illustration 1: Concept of Marketing
Source: (Concept of Marketing. 2017)

Selling Concept: The selling concept focuses on preparing of actual sale of the good.
This conception centres on creating every possible sale of good irrespective of quality of
commodity and wants of communities (Concept of Marketing, 2017). If the firm is to sell goods
aggressively, so that consumer is highly attracted towards their product. The current trend is
virtual reality. It is becoming progressively common place as tool of marketing for big brands.
The challenge is utilising virtual reality in way that create awareness for overall brand messaging
and target audiences in the McDonald's. This help in selling concept of marketing of increase
selling of goods and services.
Marketing Concept: McDonald's considers places the consumer at the focus of the
business in the marketing concept. The purpose of realize the needs and wants of customers. It
executes marketing approaches according to market research starting from product concept to
sales of company (Brady, 2014). This concept expresses the pull strategy. This means that brand
is powerful which consumers will always choose brand of their company to other. Social media
platforms such as Facebook and Instagram are mostly used by today's organizations to marketing
their products and services. These organizations provide a good audience where McDonald's is
able to promote its wide range of food options easily. Also, this makes the organization reach to
a large customer base and increase its products demand.
Societal Concept: It is new concept of marketing which focuses on needs and wants of
target market and delivering better value as compared to their rivals. Societal concept also
expresses the significance of welfare of consumers and society as a whole. This conception calls
upon marketers to build societal and ethical mentation into their marketing activities.
2. Overview of various process of marketing
There are different marketing processes which are involved various steps that utilise by
marketing assistant of McDonald's. The marketing process of firm is done by implying to market
planning model that is PR sostac which is discussed below:
Marketing Process:
In this marketing process, some steps are involved such as situational analysis, marketing
strategy, marketing mix decisions, implementation and control.
Situational Analysis: In this step, analysis of situations in which McDonald's discover
serves on the basis of determining opportunities to satisfy unrealized needs of consumers (Belch
and et.al., 2014).
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Objectives: The objectives of the process are to provide the organisation with a plan that
satisfies its consumer base. The effective strategies are made and implemented after the
evaluation of various factors which are going to make things easy for the organisation while its
provision of services to the customers.
Strategy: A strategic plan is formulated to move the determined options after identifying
the available marketing options. If the best option is selected, so that create strategic plan for that
option with regard to objectives and products and services in order to meet customer expectation.
The firm incorporates Strategic Marketing Process which comprise some stages are involved
such as segmentation, targeting and positioning of products of McDonald's in the marketplace.
Segmentation is a process of dividing wider customer and business market normally comprising
to exist and possible consumers into different segments based on shared features such as
geographic, demographic, behavioural, psycho graphic sub-groups. Therefore, McDonald's focus
on each segment to attract consumer. Further, targeting is another part of this process which
involves breaking market into segments in company's clients into services then focusing on
marketing efforts on some sections such as age, gender, income group etc. comprising needs and
targeting of consumers. After focusing on segmentation and targeting company needs to direct
on create position of product in the marketplace (Strategic Marketing Process, 2017). This
involve build reputation and ranking between competitors’ goods. Therefore, McDonald's only
focus on particular group for the highest position of their products as compared to their
challengers.
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Illustration 2: Strategic Marketing Process
(Source: Strategic Marketing Process, 2017)

Tactics: In this step, detailed strategic decisions are made for manageable invariables of
the marketing mix. It involves decisions related to product, pricing, promotion and place by the
McDonald's.
Action Step: In this stage, the marketing plan is finished and results of marketing efforts
which are displayed to align the marketing mix according to changes in market (Schulze,
Schölerand Skiera, 2014). McDonald's need to monitor and evaluate the utilization of resource
to meet the consumers needs and wants.
3. Role and responsibilities of marketing manager
Marketing Manager is the person who is managed marketing and product of company. In
this context, marketing manager of McDonald's is responsible for developing personality as
brand. The role is to lead state marketing functions, working with leaders and regional
management to accomplish marketing goals and objectives (Pappas, 2016). There are many roles
and responsibilities of marketing manager of McDonald's such as:
Developing Marketing Strategies and Plans:
Marketing manager is responsible for determining needs and wants, deliver them through
adding value to goods and interact super value. They play role in formulating strategic marketing
plan to deliver sales and mercantilism goals. Marketing manager is analysis data of consumer
and market to evolve powerful insights of consumer and inform state marketing activities and
priorities.
Creating Customer Value and Loyalty:
It is necessary to create value, satisfactions and loyalty of consumers, because they are
king of marketplace. Therefore, marketing manager need to follow process of consumer
relationship management in McDonald's (Varvoglis and Sirgy, 2015). This procedure helps to
manage detailed information about single consumers and utilising them to build loyalty of
consumers. They are responsible for developing, implementing and reviewing activity of public
relation to build McDonald's brand.
Marketing Research:
Marketing manager is also responsible for marketing research which involves monitor
environment, product performance, company's market, target consumer group and result to their
communication efforts to firm. It is very important to target more customers and identify
competitors toward products of McDonald's.
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Designing Interpreted Marketing Communication:
It is also another responsibility of marketing manager is to design and manage integrated
marketing communication (Polonsky and et.al., 2014). Therefore, McDonald's invest in effective
communication which is comprised sales promotion, advertising, etc.
Marketing Planning Process:
It is the systematic approach to the accomplishment of marketing objectives of the
McDonald's. The marketing planning process involves many stages such as:
Setting of Objectives: After situational analysis, it is necessary to set the objectives and
goals of marketing by manager of McDonald's. The marketing objective is to increase consumer
awareness and brand image of company in the marketplace. Therefore, they make efforts to
achieve the marketing objectives and goals.
Situation Analysis: In this step, marketing manager needs determining the situation
analysis which involves external and internal environment factors (Marketing Planning Process.
2019). Internal environment factors involves objectives, strength and weakness, summary of
issues and opportunities for the McDonald's.
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Illustration 3: Marketing Planning Process
Source: (Marketing Planning Process.2019)

Strategy Formulation: After setting the objectives, it is needed to determine and
formulate the strategy for achieving the marketing objectives. Therefore, marketing manager
identify different strategies such as target audience, defining goals and develop the budget which
are the most appropriate for increase awareness and brand image of McDonald's in the
marketplace.
Marketing Mix: It is necessary to determine the marketing mix which involves 4p's such
as product development, pricing, promotion, place and distribution. In the marketing mix,
marketing manager needs to identify the features and quality of product, different pricing
strategy, selecting promotional channel and distribution channel.
Implementation and Control: It is needed to implement and control on strategic
management and planning which help to achieve objective of McDonald's.
4. Interrelation and influence marketing functions on another functional department
Marketing function is usually carried out by differentiated department that is thinking
must penetrate the whole company. Therefore, marketing functions are interrelated with other
functional department such as production, human resource, finance etc. in the organization.
Human Resource Department:
The marketing department is needed to work nearly with HR department to ensure
adequacy in staff skills according to innovation management plan of marketing. Also, create
compulsive and competent marketing team in the McDonald's. HR department will have many
hiring and training demand as per marketing department of firm.
Finance Department:
All marketing plans involve major financial concepts such as evolutions of cost, unit of
sales, budgets that are necessary to utilize strategies and marketing plans. Analysis of budget and
profits are also important aspects of planning and control of marketing that expresses financial
tools in the McDonald's. Financial development including cash flow analysis, capital
requirements and other financial policies are required during marketing inputs (Nyukorong,
2014). This evaluation is required to develop sales and revenue forecast which are later recorded
in marketing plans.
Production Department:
The marketing and production are also interrelated which involves production
capabilities, determine number and type of good which needs to be produced as per marketing
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information. These are important for effectively production operations in McDonald's. The
interrelationship between production and marketing is most evident is the development of new
products. This relation is depended on extended market research and estimate demand for new
goods, time and space distribution and coordinating with production team.
Research and Development:
The efforts of McDonald's in research and development (R&D) which also interrelate
with marketing efforts closely of firm. R&D and marketing rotate around the new product
development efforts of the firm. Research and development are very close with each of new
product development steps from idea generation to final product development stage in the
organization. The interface of marketing and R&D is realized the potential contribution and
predicting consumer response to new product.
5. Importance and value of marketing role in organization
Marketing is unique and separate entity which involve marketing research, advertising,
promotion, price and customer services (Londhe, 2014). Also, marketing plays various roles such
as identifying target market, appropriate strategies, market research, developing new goods,
delivering marketing plans etc. These roles are having different values and importance of the
marketing in the McDonald's.
Creating marketing plans:
Marketing role is important as it helps in creating and delivering marketing plan for
collecting all the information’s such as company's market, products etc. It is essential to identify
potential consumer and target them. This plan helps to meet needs and wants as well as develop
new product of McDonald's in the marketplace.
Commissioning and Understand Market Research:
Marketing role is valuable as it is needed to empowerment and understand market
research by marketing assistant of McDonald's. Market research is very essential to understand
consumer better, every information about the challengers, testing products and growth of
business. This help to increase success of product of firm.
New Product Development:
New product development is valuable as marketing. It is necessary to develop new
product by McDonald's in the new and existing marketplace. New product development is very
important to target consumers and increase sales of firm (Ilić, Ostojić and Damnjanović, 2014).
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It is essential to improve value of new consumer, sustain and overcome of competitors and add
the value to improve society.
Establishing Marketing Information System (MIS):
Nowadays, it is needed to establish MIS for getting detailed informations such as
different product, consumer demand, competitors and growth of McDonald's in the marketplace.
Through this, marketing assistant identify and meet consumer needs and wants towards products.
MIS help to target consumer and develop new goods in the marketplace.
Identifying Appropriate Strategies:
Marketing role is important as it is needed to identify appropriate strategies such as
marketing mix, new product development, segmentation, targeting and positioning etc. that are
utilised by McDonald's. It is important to target consumer and meet their needs and wants. These
strategies aid to create position and increase competition in the marketplace.
The marketing role is important and valuable in McDonald's because it helps the
organisation in creating such strategies and developments to promote its products and services.
The marketing role makes sure that the organisation is moving a step closer to achieve its desired
organisational goals and objectives. It also ensures that organisation is making required changes
as per the needs and demands of the consumers effectively.
6. Significance of effective interrelationship between different functional department
There are various functional departments such as finance, human resource, marketing,
production, research and development etc. in the McDonald's. All departments are interrelated
with each other in the workplace. These interrelationships are very essential for growth of
organization. Interrelation of Human Resource Department is significant with marketing, finance
and research as well as development in the organization. HR department ensure that hiring
skilled and increase staffing level who have ability to marketing of products, analysis financial
resources, research and developing of different resources of McDonald's.
These interrelationships are essential that company have effective human resources which
are contributing in the growth of business (Belch and et.al., 2014). Further, interrelationship of
finance department with other functional department is significant as it is responsible for raising
funds for marketing goods, hiring the candidates in the firm. These interrelationships are
essential that company have effective financial resources which are contributing in the growth of
business.
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7. Compare marketing mix strategies between two organizations
Basis McDonald's Burger King
Product Company sells wide range of
products such as chicken products,
cheeseburger, breakfast,
hamburgers, milkshakes, salads etc.
Firm sells variety of menu from
snacks to meal for various age
group. Products such as Burgers
and Wraps are very famous and
widely eaten. Sides and beverage
are valued added to firm for their
consumer.
Price McDonald's focuses on
psychological pricing strategies
which assist the firm in attaining
competitive advantage and meeting
business goals.
Burger king follow market-
oriented pricing strategies (Brady,
2014).
Place Company operates 110+ nations and
more than 36000 restaurants in the
worldwide. The restaurants are
located at prime locations like,
malls, shopping areas, residential
areas, etc. Company operates in San
Bernardio, California and US.
The operations of Burger King are
distributed region wise with strong
supply chain network
internationally. In US, each and
every state such as new york, Ohio
and Mississippi are having
regional outlets which are situated
in every 20 miles radius.
Promotion Firm has spent large money on
advertising campaign by using
newspaper, signage sponsors of
sporting events like FIFA world cup
etc.
Company utilise print media like
magazines, newspaper, hoardings.
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Physical Evidence The company display on stores
brand colour and visible cue of their
brand.
Organization changes in their
décor through reinventing its
image.
Process Company has improved methods
and process of cooking by utilise
refined equipment’s (Ilić, Ostojić
and Damnjanović, 2014). Also, use
new process of packaging and
distribution.
Burger King is focused on
consumer tastes, work cultures,
supply chains and launch of new
products to satisfy its consumer.
People McDonald's has unique way to
address customers and employees in
the workplace. Also, they have
dress code follow to employees to
be customer friendly.
Company has focus on employees
and customer. The customer
satisfaction ratio of Burger King is
higher than compared to other
firms such as Pizza hut, Dominoes
etc.
It is necessary to determine the all elements of marketing mix which help to achieve the
overall marketing objectives and goals of McDonald's. High quality and featured products,
effective pricing strategy, popular promotion and distribution channel that aid to target audiences
and increase awareness towards product and services of McDonald's.
8. Produce marketing plan
Marketing plan is essential for introducing the new product and services within the
marketplace. It is important for minimizing the future uncertainties, useful in controlling function
and increasing the efficiency as well as consumer satisfaction within the marketplace.
Executive Summary
The plan covers that McDonald develop new product (Protein Burger) that aims and
objectives of McDonald as well as situational analysis of firm by using BCG matrix. It has
covered segmentation, targeting and positioning as well as SWOT analysis of firm. Also, the
marketing mix strategies and budget of marketing in the firm are covered as well.
Aim and Objectives
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The Aim of company is to serve Protein Burger food and improve health of consumers.
Also provide products in clean and welcoming environment (Londhe, 2014).
Below mentioned are the chosen objectives:
To increase sales: The main objective of the organisation is to increase sales in its
marketing plan.
To increase value: The organisation is focused on increasing its value with the help of
this marketing plan.
Segmentation, Targeting and Positioning
In this section, McDonald's identify different segments, target consumers and then
position of products in the marketplace.
Segmentation: It is the procedure of dividing up mass markets into various group of
same needs and wants. Company develop new product (Protein Burger), so that, McDonald's
focus demographic segments children, 18-29 age group for their products in the marketplace
(Nyukorong, 2014).
Targeting: While targeting its new McDonald's need to focus on size and growth,
objectives as well as resources of business. This help to driving marketing strategies, sales and
marketing actions. Company develop new product (Protein Burger) for targeting 18-29 age
group of people.
Positioning: In order to position its new product, the company need to select market
segments for targeting consumer, so that they are focusing on demographic segments which
involves children, 18-29 age group young people.
SWOT Analysis
In this section, company needs to identify strength, weakness, opportunities and threats of
business.
Strengths: The popular brand name and large brand loyalty is the largest strengths of
McDonald. They are variety of products offered such as burgers, wraps etc. Firm has superior
advertising and marketing that create its top brand in the market. Company operates 35000+
locations in 100 nations that is also strength of firm.
Weakness: It is high fat and calorie food claimed to be not good for health-conscious
people that is weakness of firm. Therefore, McDonald's develop new product (Protein Burger)
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Also, they have rarely included laws relating to animal rights and environment in the
organization.
Opportunities: McDonald's get more innovative goods for vegetarian market in nations
and also improve ion existing services of home delivery. This kind of element create chances to
growth of business.
Threats: Health conscious people are avoiding fast food that is threat of McDonald's.
The fluctuation economies, recession is highly affected on operations of business.
Marketing Mix Strategy
Product: Company sells different range of goods such as chicken products, break fast
sandwich involve bagels, Hamdesal etc. as per local taste and cultural identity. Now they are
developed new product (Protein Burger) to health conscious people.
Price: McDonald's adopt psychological pricing methods that appear affordable to
consumers. They also offer discounts on certain goods as per promotional strategy (Nyukorong,
R., 2014).
Place: Company operates in over 35000 location in 100 nations in the worldwide. Also,
they allow services such as indoor and outdoor seating and counter service. The company will be
launching its new product (Protein Burger) in these places.
Promotion: For the promotion of its new product McDonald's spent large amount of
money on advertisement which involves sponsorships, billboard etc. for developing new product
(Protein Burger) targeting consumer toward their goods and services.
Physical Evidence: Company leaves everlasting good impression in terms of physical
evidence in marketing mix. During its promotion of new product store display brand colour and
visible cue of brand of firm.
Process: McDonald's focus on new method and process of cooking by utilising refined
machines in the business in relation to packaging and distribution of new product (Protein
Burger).
People: Company follow unique way to treat their consumers as well as employees in the
business. Employees have followed dress code and company accent on their employees to be
consumer friendly, cheering and affection for people. This is done in order to promote its new
product its McDonald's Protein Burger.
Marketing Budget
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Particular Estimated Budget (£)
Market Research £100000
Digital Marketing £130000
Marketing Campaign £150000
Marketing Surveys £140000
Marketing program
Marketing technique Strategies involved Time
Market Research They must maintain and build
contacts with customers .
2 months
Digital Marketing They must provide their
product on internet and
various social media.
3 months
Campaigning marketing They must also provide
advertisements of product in
newspapers and television as
youngsters are connected to
television.
1 months
Marketing Surveys Survey will make the
organization aware about the
customer preferences and
requirements.
3 months
Evaluation and Monitoring:
It is necessary to evaluate and monitor of marketing plan for achieving the marketing
objectives of McDonald's. Therefore, marketing manager follow sales analysis for evaluating and
monitoring the marketing plan of business. It is the technique of analysing the sales volume of
business. With sales analysis, marketing manager needs to evaluate and monitor the marketing
plan for new product and services within the market. The sales analysis report is to define
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different sales metric is called as sales analysis. The different metrics are inventory stock,
effectiveness of sales force and performance of McDonald's.
CONCLUSION
This report has summarised that different concept of marketing such as production,
products, selling, marketing and societal conception by the McDonald. It concluded that different
process of marketing involving situational analysis, marketing mix strategy, strategic marketing
process are essential for a marketing plan. Furthermore, report has completed that specific
marketing plan which involves aim and objectives, SWOT analysis, marketing mix, marketing
programme, and marketing budget, etc.
Recommendations:
McDonald's must have followed the all the elements which involves on the marketing
planning process. They should follow the three additional elements of marketing mix such as
people, process and physical evidence for targeting the more people for increasing the awareness
towards products and services.
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economy. Singidunum Journal of Applied Sciences. 11(1). pp.34-42.
Londhe, B. R., 2014. Marketing mix for next generation marketing. Procedia Economics and
Finance, 11, pp.335-340.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
Nyukorong, R., 2014. Interrelationship between culture and marketing strategy: multiple case
studies from the netherlands. European Journal of Business and Management, 6(26),
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Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
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Pike, S., 2015. Destination marketing: essentials. Routledge.
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Schulze, C., Schöler, L. and Skiera, B., 2014. Not all fun and games: Viral marketing for
utilitarian products. Journal of Marketing. 78(1). pp.1-19.
Varvoglis, T. and Sirgy, M. J., 2015. The Interrelationship of Utilitarian and Value-Expressive
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