Digital Marketing and Strategic Perspective

The assignment covers various topics related to digital marketing, including mobile marketing, green marketing, big data analytics, and social media's impact on small businesses. It also discusses impression management, moral meaning in green marketing, and the structure of sustainability research in marketing. The assignment provides a comprehensive overview of digital marketing strategies and techniques, making it an ideal resource for students looking to improve their understanding of this field.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 Duties and obligations of commercialization in relation to McDonald's...............................4
TASK 2............................................................................................................................................6
P3 Marketing mix of MacDonald...............................................................................................6
TASK 4............................................................................................................................................8
P4 Marketing plan of MacDonald...............................................................................................8
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................12

INTRODUCTION
Marketing is the process through which any product is created, knowledge of same is
given to all through adopting different measures, made available at required places. It is a
complex process as dealing with clients, partners and various stakeholders need to be done
effectively in order to maximise total business. Profitability of any enterprise depends largely
upon the effectiveness of marketing function that how activities related to it are carried out.
MacDonald is a famous food chain enterprise and is giving its best services to clients since many
years (Wertime and Fenwick, 2011). It is known for its product quality and the level of customer
satisfaction maintained by it. Following report is prepared in order to understand the different
function of merchandising and how they contribute in companies expansion. Various Ps of
company will be discussed in detail which will enhance knowledge of user that how they are
applied in business scenario.
TASK 1
P1 Key roles and responsibilities of marketing function
Fundamental point of promoting officers is pitching products and enterprises to clients in
a way which fulfils their requirements and requests. It starts with breaking down the
requirements of clients and satisfying them with rendering most elevated amount of fulfillment.
Regular elements of promoting are offering, purchasing, putting away, reviewing,
institutionalizing and gathering data identified with advertising. These days, it additionally
incorporates showcase arranging and system definition. The critical parts and duties of
promoting capacity in MacDonald's are:
Managing brand – It involves functions as communicating with people about what is business
all about and in what sectors it is dealing in.
Conducting marketing campaign- It is another function which is performed in order to identify
the opportunities that are available in for the business to expand.
Producing marketing materials – It involves the role performed by marketing manager in order
to describe the product of the organisation to its potential customers and keeping them update
with the changes made by MacDonald
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Forming strategies – To achieve the desired sales target it is important to design such plans
which can help in achieving the desired level of competition for which higher members of
marketing team formulate different strategies.
Innovation – To make change in the existing products is of most importance as it helps in
maintaining interest of the consumers.
Nature of marketing
 Transaction is the core motive of this activity
 Main body for whom this process is conducted is the buyer.
 It is centred towards the clients.
 Effective commercialization is profit oriented.
 Prime goal of this activity is increasing total worth and rate of profit.
 It can not be considered as only science, it is a combination of both scientific discipline
and art too.
 It is a never-ending process
 All the task performed under this concept are interrelated
There are distinct utility of marketing in organisation which are given under different heads:
1. Marketing information system – Marketing information system is a tool through which
management can utilise different elements like human resource, applications and other
processes through which information can be input and used in future for taking distinct
judgements in future regarding operations of enterprise. Through this process company
gets to know about variety of clients and what they demand at a particular point of time
which helps in supplying right quantity at correct point of time.
2. Statistical distribution – As MacDonald deals in a product type which has number of
customers at same time it has to give extra care to its distribution channel so that waiting
time gap can be minimised to minimum. The marketing manager of cited company
ensures that no compromise is done with the delivery of item demanded by clients.
3. Work management – In order to maintain the interest of buyers cited company needs to
perform various activities so that the total customers every time can be increased to a
good level. It is another function that is performed by the marketing manager of
MacDonald as he takes care that all the activities related to making desired goods
available are performed effectively (Day, 2011)
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4. Selling – Producing a good commodity is not only enough to achieve the desired goals. In
order to succeed and enhance the total scale it is crucial that the selling is done in a
manner that maximum market can be covered. It is of vital nature as only through
maximising total scale the profitability of an enterprise is guaranteed (Cox and Wray,
2011)
Different duties of the marketing department that are performed in MacDonald are:
1. Shaping and managing name – It involves various activities like giving customer an
introduction of company that what is all about. Department concern for it performs
various task to make its brand name famous in market so that more and more clients are
attracted to use the services offered by the company.
2. Doing campaign for selling initiatives – To make public aware about different offerings
various programs are conducted through which customers get to know about variety and
innovation made by company in their products (Rossi, Allenby and McCulloch, 2012)
3. Producing marketing and promotional activities – it is the duty of marketing director to
promote the main products of the enterprise by which more sales can be encouraged.
4. Keeping online sites updated – In the developed era it becomes very crucial for the
company to keep their official sites modified and refreshed as these days clients do so
much of net surfing to get to know about variety of brands. In cited company the
marketing manager is responsible to manage the links updated so that no quality
information which can influence the buying decision of client is missed out (Tiwari and
et. al., 2011)
5. Ensuring inside interactions – To get the required work done through employees it is
necessary that all the quality information is shared at different levels of an enterprise. In
MacDonald the marketing manager takes care of this area that everyone is well informed
about any new strategy or innovation if brought by the company.
6. Serves as representative – There are many situations in which the company needs to
answer the external stakeholders like public government or other like bodies. In that case
the marketing manager represents the whole company in front of all and answer to the
quarries of different clients (Taneja and Toombs, 2014)
7. Market research – To produce and offer best in to clients it is necessary that company
comes up with an option which is different and better than those which are already
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available in market. For same it is required that investigation of the whole market is done
carefully so that best opportunity is recognised and accordingly offerings is done in the
market (Garrigos-Simon, Lapiedra Alcami and Barbera Ribera, 2012)
8. Choosing vendors – MacDonald is a known brand and has big business all over the
world. Hence cited company needs to make choice of the best option for choosing the
most effective agency to take in use for conducting different activities of marketing.
Variety of task needs to be performed like getting the print media for doing the
promotion activities. Huge cost needs to be incurred on same therefore choice of
selection is a tough task for the marketing manager as any wrong decision may result into
great loss to company (FISK, 2013)
Growth of business – It is the responsibility of marketing division to increase the profit of
company by either enhancing sale or decreasing cost of business. This will help MacDonald's in
attaining their long term goals.
Find target market – It is important for cited company to target right customers because if
they will focus on wrong segment then they may face huge loss in upcoming time. Marketing
wing play this significant role, they remove any kind of confusion relating to the market which
company is going to focus for maximizing their revenue.
Making and executing strategy for advertisements – Marketing department is responsible
for promoting the brand in on internet and television. They are responsible for telling the
customers specialty of a product.
Build and maintain demand – Marketing function is play crucial role in enhancing the
demand of upcoming and existing product. They understand the exact need of customers and
then make plans for providing high level of customer satisfaction in order to force the customers
to visit the restaurant on frequent basis.
P2 Duties and obligations of commercialization in relation to McDonald's
To accomplish the enterprise objective, it is required for the business to make concentrate
on showcasing procedure. Much capacities are considered in such manner like Selling Content
Governance, Dispersion, Commodity, Valuation, Publicity, Merchandising and Funding.
Advertising is critical factor that assume vital part to upgrade the development of the
organization in showcase. It improves number of clients of the organization (Fan, Lau and Zhao,
2015)
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There are numerous office that work inside McDonald's and they are between identified
with each other. It is compulsory for this organization to impart alteration viably with the goal
that it can't damage to different area of association. Numerous procedures are considered by this
organization with the goal that they can improve their piece of the overall industry. It gives
assistance to secure focused position in showcase through various components as item
procedure, making of trade name devotion through complimentary items, keep up mark picture
through premium valuing methodology, powerful ad systems and so forth (Ratiu and Avram,
2013)
Methods of marketing are related with each other and it is required to counsel it so it can't
influence the operation. There is a powerful connection between such division so it is required to
counsel it before receiving diverse procedures of promoting. Hierarchical capacities like fund,
HR and IT are required to be counselled. Like, when promoting technique through online
channels is embraced then it is required to consider to IT division with the goal that they can give
successful route in such manner. Back is one of the critical division that is required to consider
by the association in light of the fact that for every last movement, it is required to counsel to
back office so that there is no issues that is confronted by organization related reserve
(Chitakornkijsil, 2012) Promoting system is received by organization the organization and it is
required for organization to counsel to HR office on the grounds that for each showcasing plan, it
is required to have viable and gifted work forces who can make strong cooperation in advertising
procedure. There are diverse ways that are accessible to McDonald's to make ad and
advancement of their image. They have embraced online channel, take sponsorship of enormous
moves and commercial through workshop and projects with the goal that they can mindful
individuals in regards to their administrations (Biggemann, 2012).
Relation between marketing and production – Marketing division provide significant
detail about the future demand, this help production demand is maintaining a proper balance
between demand and supply chain.
Relation between marketing and finance department – Finance division is responsible for
investing the funds in productive areas. Marketing team of McDonald's help them in finding the
right source of finance which reduce their burden of interest on loan on the company. They also
provide them vital information about the areas where company can expand their business. This
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help them improving financial position of the company by earning more profit without investing
more money.
Relation between marketing and sales division – Sales division seek help of marketing
wing for gathering and analysing various information about customers. This help McDonald's in
understanding the thinking of customers in a better way and it ultimately help company in
increasing the total number of their permanent customers.
Advertising has affect over various offices. For arranging open projects and course, it is
required to counsel to monitory decisions, HR and other office since advertising effort is
received by organization then it has affect over other area too. There are diverse area of
association that are required to consider as deals, promoting, ICT, Human assets, back,
circulation, clients benefit, organization, R&D. When promoting effort is received by
McDonald's then it is vital for this association to speak with other division so future issue can't
be emerge in such manner (Chabowski, Mena and Gonzalez-Padron, 2011)
Parts and Duty of merchandising are as the following:-
 Statistical surveying - It is fundamental piece of the association. This gives help to
organization to distinguish best open door that can be utilized by organization. It is
required for firm to make research of market with the goal that they can recognize needs
and necessarily of clients so they can give best treatment to them (Chan, He and Wang,
2012)
 Offerings Development – It is imperative portion of business that is required to consider.
This is basic for the organization to make the recognizable proof of essential change and
to execute such with the goal that it can't influence operation of association in future.
 Transmission – It is required for association to consider viable interaction so they can
give data to open in regards to their unit and administrations. There are distinctive ways
that accessible to organization to convey data in regards to their administrations.
McDonald's can create diverse courses for showcasing like publicizing, email advertising,
limited time content for organization site, item distribution as pamphlet, leaflets, bulletin
and so forth.
 Market division – In this, it is distinguished by the organization to whom they focus in
surroundings. The industry is separated on the premise of Statistic, Geographical, code of
conduct and Mental basis. Cited company has primary concentrate on each sort of
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individuals and they offer their administrations on the premise of Demographic and
behavioural idea (Roberts and Zahay, 2012).
Marketing has its connection with other department as well as with the help of this
distinct divisions perform their work with more efficiency. It helps the production department in
producing the required amount of quantity as it analyse the demand in the market and provide
data to the production team. Apart from this it also assist research and development team to
provide better ideas which can help business in covering greater market share. Department of
marketing has also significant role to perform for the finance department as it helps in estimating
the future requirements of funds. This way it is observed that the function of marketing has its
influence on the other departments too and lead to the wider context.
TASK 2
P3 Marketing mix of MacDonald
It is a combination of various items that are modified and monitor by the cited company
in order to influence customers to make their purchasing decisions in favour of business. Earlier
it used to be a set of four factors which were price, place, product and promotion and they were
effectively utilised to increase total profit. Later with an increase in the total worth and
importance of this concept three more Ps were added which were people, physical evidence and
process and they added more value to this. For every company use of each element is different
from one another as product and business differs and also strategy formulation of each unit
differs to a great extent (Jones and Rowley, 2011).
MacDonald uses the marketing mix in the following manner:
Product– These are resources of a sort out which are offered in return of capitals. McDonald
offers a wide scope of fast food item and assortment of refreshment including hot drink and
frosty drink. These item are of various moderate costs with assortment in items, for example,
sandwich, drinks, espressos, burgers, and so forth (Castronovo and Huang, 2012). McDonald
offer veg and non veg items incorporate hamburgers and cheeseburgers, a few chicken
sandwiches, wraps and French fries,Big Mac, Quarter Pounder with Cheese, Chicken Mc
Nuggets,,Mc Egg and so on. Hence, organization ahas declared to involve sustenance
nourishments in list reason for high amount of quick sustenances. Since purchaser taste
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changing, McDonald has experiencing statistical surveying procedure to now differed taste in
costumers and their requests (Lehtinen, 2011)
Promotion – Advancement suggest to marking and discussing techniques with other association
and open through utilizing different medium of media keeping in mind the end goal to draw in
and impact customers to buy their item and administrations. McDonald construct different
successful advancement techniques to achieve their objective. One of significant advancement
strategies of McDonald is targetting Children offering them toys with administrations by buying
particular offer. Besides, During football matches, McDonald publicize mark by supporting
football. But football, McDonald support to different Clubs, movies and in world exercises. In
spite of all these, McDonald utilizes distinctive media devices, for example, Television, Print,
radio, hoardings, leaflets, portable promoting to achieve their intended interest group. Likewise
McDonald put depiction of their item in administrations plate accessible in eateries.
Price – Cost will be cost of chose item generation and administrations charges of association.
Organization offe4r its customer savvy, moderate and helpful cost to each classes of society. Mc
D lead Cost viable business methodology and give nourishments and drink on an aggressive cost.
McDonald is very reasonable eateries. Sustenances and drinks are offered from reasonable cost
to most extreme costs. McDonald has significance to brand and its solidarity. Regardless of all
advancement blend, bring up in costs are not recognizable in eateries (Morgan, 2012)
Place – Spots is essential part of an association foundation, it is area where operation of
development of and association is finished. McDonald dreams to spread its eateries in tip top and
additionally country territories. McDonald claims its bistros in 119 nations with more than
37,000 eateries all finished world. McDonald works from Crowded spots like shopping centres,
airplane terminals, toll ways, market and real ranges and additionally provincial territories like
towns, expressways, lodgings, and so on. Clients come to McDonald cause its simple to visit
eatery because of its accessibility in adjacent areas and fulfil their craving. McDonald have its
eateries in the vast majority of area with their rivals like Burger rulers. This is powerful
promoting procedure that have been prevail from decades (Pimenta da Gama, 2011)
Physical Appearance – Physical confirmation alludes to store condition and appearance and its
structure. McDonald have some good times loving,lively agreeable feel in each eateries in U.K.
Physical appearance pull in costumers as well as impact and put on an impact on outside open
and furthermore means the viable business methodologies of business capacities. Staff part
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continue checking cleanliness office and McDonald have uniform of their workers and bosses. It
has viable and engaging Infrastructure and cleanliness and appealing eateries with powerful
offices of serving nourishments and feasting office. Noticeable signs and store upkeep are
impeccably kept up by proprietors. For amusement of customers, They have LED's in their stores
with particular promotions and projects (Satit and et. al., 2012)
People – Individuals of an association is every last individual who is engaged with building and
running of association. McDonald have administrator, and other representative who serves to
customers. Individuals of McDonald are altogether perfect, cleanliness and with great physical
appearances. Staff has required to wear outfits in working hours. Staff regularly are granted with
stars for their execution and great administrations records. McDonald consider their workers part
as critical as administrator part in execution. McDonald individuals comprehend costumers their
need and offer inclinations to their prerequisites. Staff give agreeable and clean condition
extraordinarily to families and keep up issues identified with purchaser understanding
circumstance. Individuals fragments are isolated agreeing prevalence and exhibitions.
Process – Process is set of exercises which endeavour to create and serves administrations and
items. McDonald have cleanliness and clean procedure of sustenance creation. McDonald
consider its significance in endeavour to pull in costumers. Clients of McDonald are permitted to
see creation and serving procedure of nourishment. Sustenance Production process is
straightforward and purchasers are permitted to see all fixings utilized as a part of level
nourishments (Laczniak and Murphy, 2012)
Comparison between marketing mix of MacDonald and KFC
Basis MacDonald KFC
Place Wi-Fi facilities are not
available at all its branches
Internet services is available at
all its stores.
Promotion Use of an attractive mascot is
done.
No such promotional tool is
used.
Price Products are offered at less
value.
Items are available at
comparatively high price.
Product Equal importance is given to
both vegetarian and
More focus is on improving
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nonogenarian products. chicken products.
Process Customers can see how
products are produced as
concept of open kitchen is
followed in this company.
Clients get to see directly the
final product only.
TASK 4
P4 Marketing plan of MacDonald
Background of cited enterprise: This is one of the largest fast food chain which having
more than 35000 stores across the world. They provide a wide range of product and high quality
services to its customer at the best price. The cited firm start their operations in 1940’s with a
single store and develop their business at the next stage. They entertain more than 1 million
customers in a day which is quite large as compare to any other large corporation. But now a day
the market share of MacDonald's is going down which needs to improve their performance and
maintain its position in the market. They required to design its market plan which improve their
performance which is given below:
Corporate objectives: This is first stage where marketing department of the company required
that to design its corporate objectives. These all goals must be developed according to the short
and long term. The firm can be use SMART objectives in an appropriate manner for a given
period of time. There are following MacDonald's mission and vision statement of the company
which provide future direction (Amirkhanpour, Vrontis and Thrassou, 2014)
Mission statement: This is related with the future opportunities, make principle and corporate
objectives in the long run.
“To provide high quality product at the best place with good environment and community where
a customer can spend valuable time.”
Marketing Audit: Business environment is too complex and competitive which required a
careful analysis. Basically, there are two types of factor internal and external influenced their
current and future performance. Internal factors can be controllable by the company such as
customers, suppliers, employees, investors and so on. On the other hand, external factors cannot
control by the management needs an appropriate marketing strategies and tactics. Macdonald’s
required that to use PESTEL analyses and minimize market risk. These are:
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Political factor: It is related with the government stability and business
policies. In the context of given case, UK is a country where
government stable and promote a healthy business
environment. It helps to lead in the promoting consistency in
business laws and policies.
Economic factor: There is various economic factor such as GDP rate, Inflation,
Interest rate, employment situation. UK is one of the leading
economy in the EU which provide a good opportunity for
cited company.
Social factor: It involves population size, its growth, culture, attitude,
customer preferences etc. It having a large impact on the
current and future performance of the MacDonald's. for
example, the per capital income of UK is more than $30000
which increase spending power of its customers.
Environmental factor: Customer is more aware regrading climate issues, therefore
MacDonald's needs to offer its product in an Eco-friendly
way.
Technological factor: Innovation and technology plays a significant role which helps
to provide competitive advantage in the market.
Legal factor: There are various laws and legislation which should be
implemented by each and every company.
SWOT analyses:
There are following SWOT analyses of MacDonald's:
Strength One of the most valuable brand in the United Kingdom which having
more than 35000 stores.
They having wide variety of products such as burgers, drinks, juice and
so on.
They having more than 1.5 million workforces which are highly skilled.
Weakness Now a day, people are more aware towards the health and healthy
foods.
The customer also aware regrading environment and legal issues.
Opportunity There is various emerging market such as India, Indonesia, China which
having large number of customer and provide long term targets.
They needs to provide new healthy foods which increase new
customers.
Threats There are various business units which align with each other and
provide tough competition in the market.
Marketing objectives: In this stage, business organization is required that to design their
marketing objectives. In the context of given case, there are following marketing objectives of
MacDonald's:
To increase market share by 3 percent in the next 5 years.
To increase its customer base by provide more products and services.
To increase customer satisfaction level by providing high quality services.
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Marketing strategies: At this stage, MacDonald's required that to design their marketing mx
which provide competitive advantage in the market. For this, market department must be
communicate with various functional department such as finance, HR, sales etc. and design these
strategies in an effective manner (Tollin and Schmidt, 2012)
Product This is the most critical element of marketing which related with the
products and services offered by the company. MacDonald's needs to
develop their product unique in terms of quality, hygiene, variety etc.
the cited firm is having wide range of products such as burger, cold
drinks, coffee, juice and so on.
Price It is related with the different pricing strategies used by a business
corporation. MacDonald's are using competitive pricing where they
provide combo packs at the lower price as compare to other companies.
Place It is related with the supply chain and distribution center more than
35000. They having integrated supply chain where raw materials can be
supplied at the minimum time and increase customer satisfaction level.
Promotion MacDonald's are using social media such Facebook, Instagram, You
Tube etc.
Implementation and Evaluation: This is one of the crucial stage where marketing manager
needs to provide all resources such as financial and HR in order to meet its marketing target.
They also need to monitor overall proposed market plan and modify it whenever is required. It
helps to increase market share and profitability which is the common goal for every company.
CONCLUSION
As per the given study it can be summarised that marketing essentials is of vital
importance for the given organisation as it helps in developing and expanding the total business.
Through this concept company can take effective decisions as comparative data is provided to
management which helps in reaching to realistic plans. It is discussed in report how crucial
functions are performed by commercialism manager in MacDonald and goals are achieved
accordingly. Later knowledge about different elements of marketing mix is given which shows
how analysis of each needs to be done in order to formulate the most suitable startergy.
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Successful Digital Marketing in 6 Easy Steps. 2017. [Online]. Available through:
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