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Assignment on Comparison of Marketing Mix of McDonald’s

   

Added on  2020-06-04

16 Pages5635 Words51 Views
MARKETING ESSENTIALS

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1. Roles and responsibilities of marketing function.............................................................1P2. Roles and responsibilities of marketing in relation to wider organisational context.......3TASK 2............................................................................................................................................6P3. Applying marketing mix in marketing planning for attaining business objectives..........6TASK 3............................................................................................................................................9P4. Formation and evaluation of a basic marketing plan at McDonald's...............................9CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12

INTRODUCTIONAn organisation has to perform various functions so that they can achieve their missionand vision. Marketing department is considered as one of the most important divisions. It isrelated to finding the needs of consumers and then offering products or services accordingly.McDonald's is an American organisation that is working in the fast food restaurant industry(Friesen and Lowe, 2012). They are running their business in most of the nations and they havearound 36900 outlets all over the world. This assignment will discuss about the role of marketingfunction in a wider context along with making comparison of marketing mix of McDonald’s withone of its competitors. Also, a basic marketing plan will be formulated and evaluated in thisreport for the selected organisation.TASK 1 P1. Roles and responsibilities of marketing functionEvery restaurant has to divide their work in different parts so that they can give properattention to every task. This can be considered as the prime reason that company make variousdepartments according to the function they perform. If one division has to do many work thanthey cannot get expert of any field, so firms allot the work according to the speciliaty of a groupand fix their responsibility which improve their efficiency (Ko, Hwang and Kim, 2013). Earlier,marketing was not considered to be an important department and most of the enterprises do nothave it in their organisation. Their main focus was to manufacture goods and then selling thesame to customers. After sometime, they started concentrating on quality because consumersstarted demanding better products. Their bargaining power got enhanced because number ofseller were increased. This marketing trend survived for some time but when the concept of customersatisfaction raised, this theory went old long time ago (Strandvik, Holmlund and Grönroos,2014). Most of the companies were offering high quality products and so, they failed to earn anyextra edge over their competitors which forced them to innovate some new programmes likehome delivery of goods, after sales services, etc. Technology played a significant role inaccomplishing these activities. In the current scenario, people want firms to manufacturecommodities without doing any harm to nature. Organisation is also getting more responsibility1

towards environment and they are following various regulations which are helping them ingetting loyal customers. Following are the main roles of marketing function:Bring business – In corporate world, it is the responsibility of marketing department toenhance the revenue of an organisation (Lee and Walsh, 2011). They can do anything which theythink is right in order to increase sale but it should be legal and ethical. McDonald's is operatingin highly competitive market and their marketing team is responsible for expanding business inmore locations so that they can target more customers. Sometimes, they play a crucial role inreducing the cost of operations. Market research – This department is accountable for gathering and recording variousinformation which is present in the market. So, top level management can make strategies forrestaurant accordingly. McDonald's is working in many countries and so, this task is essential foreffective planning. If they will have reliable and compete data then they can earn more benefitsin short time period. Normally, every division collects content according to their need butmarketing department is responsible for storing information which can be utilised by anydepartment (Armstrong and et.al, 2015). They record internal as well as external information. Itis significant for McDonald’s to gather data of every restaurant which they are running. Promotion – It is one of the most popular works done by marketing department.McDonald's is known for their aggressive advertising (Babin and Zikmund, 2015). This divisionis redeeming their responsibility in a remarkable manner. They are spending allotted money in acorrect way which is assisting them in convincing more potential customers to visit theirrestaurant frequently. It is their role to launch a new food item so that they can attract moreconsumers and buy a place in mind of their buyers. They are accountable for managing TV andprint advertising which is the main way to be competitive in market. Physical distribution – McDonald's have their outlets in most of the countries. Theyhave many restaurants which are far from their factories. Marketing department is responsible fortaking the material that is necessary for making a final product to the outlets (Nakata, Zhu andIzberk-Bilgin, 2011). They are running their business through franchisee in many countries andthey cannot reveal the secret of their ingredients. So, this division make arrangement for a propersystem where they can keep their formula out of the site of world and do on-time delivery of theitems. 2

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