Marketing Essentials Report

This report explores the importance of marketing in achieving business objectives, using McDonald's as a case study. It analyzes the key roles and responsibilities of the marketing function, compares McDonald's marketing mix with its competitor Burger King, and outlines a basic marketing plan for McDonald's.

Marketing Essentials

Contents
INTRODUCTION.....................................................................................................................................3
TASK 1....................................................................................................................................................3
P1 Key roles and responsibilities of the marketing function..............................................................3
P2 Explain how roles and responsibilities of marketing relate to the wider organizational context. 5
TASK 2....................................................................................................................................................6
P3 Application of marketing mix to achieve business objectives along with comparison with
competitor.........................................................................................................................................6
TASK 3....................................................................................................................................................9
P4 Formulation of basic marketing plan for an organisation.............................................................9
CONCLUSION.......................................................................................................................................11
REFERENCES........................................................................................................................................12

INTRODUCTION
Marketing is valuable of decision-making process of management which assist them in
reaching their products and services to the large number of customers. It directly impact the
sales figure and revenue of company therefore it is important for marketing department of an
organisation to perform its several marketing functions such as conducting research, fixation
of price and selection of an effective distribution channels. It facilitates companies to identify
the market needs and requirements which make them easy to meet within shorter period of
time. The present assignment report is based on McDonald’s which is an American fast food
company engaged in offering wide range of fast food products and beverages including
Hamburgers, Chicken nuggets, French fries, soft drinks etc. It was established in the 1940
and now becomes one of the largest fast food chain restaurant in the world. The project
discusses the marketing functions, marketing mix of two rivals companies, interrelation of
marketing department to others departments and suitable marketing plan of McDonald.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing is considered as a valuable activity which enables organisation in achieving
strong brand image and capturing large market share by fulfilling the needs and requirements
of targeted people with more effective and efficient way. Marketing provides an opportunity
to an organisation to communicate their targeted people and maintain better relations with
them in order to achieve their loyalty for longer time period. McDonald’s is currently having
strong brand image and operated in different nations (Berkowitz, 2016). It is fully supported
by its marketing department who bring them valuable information about customers’ actual
needs and demands. It enables company to achieve huge sales and revenue. The marketing
concept is developed over the period of time which is further understood as under:
Production concept: It is connected with the roles and responsibilities of production
team which help company to meet market needs and requirements for long run. For this, it is
important for production team to monitor and control the usage of resources in order to make
them capable of offering quality products at affordable prices. A the customers are price
sensitive due to which high prices of products largely impact on their buying behaviour
which in results looses loyal customers.
Product concept: Customers demands high quality products from company in order
to maintain their health. Therefore, it must require for McDonald’s to offer quality and heath

nutrition food products so that the buying behaviour of targeted people will not be shifted to
their substitute products (Bird, 2012).
Selling concept: Under this concept, selection of distribution method are made which
assist McDonald’s to reach their food products to maximum number of customer. The
customers prefer to visits at such store to buy food products which are located nearby to them
therefore it is important for McDonald’s to open their outlets in maximum number of
locations where their demands of products are more so as to make easy for users to buy their
products easily and increases its sales.
Consumer concept: According to this concept, the needs and requirements of
customers are taken on priority due to which the company tried to give maximum possible
efforts in maximising their satisfaction level through offering quality products and
communicating the on regular basis using various modes such as social media, feedback form
etc.
Marketing concept: Under this approach, McDonald’s should be directed towards
adoption of marketing tools and techniques which promotes their brand and benefits of their
offerings. Any discount offers or new food products can be easily communicated in market
through using marketing strategies which h makes direct impact on their brand image and
sustainability in market.
Different roles performed by the Marketing department of McDonald’s are as follows:
Customer satisfaction: Customers are the one who decide the growth and success of
company due to which it is essential for McDonald’s to put their maximum efforts in
maximising satisfaction level of targeted people in order to achieve loyalty for longer period
of time. For this, it should required to conduct market research so as to identify the taste and
preferences of customers which makes easy for company to provide offerings accordingly.
Monitoring and managing social media: At present, large number of people are using
digital platform to acquire knowledge about the new offerings in the market. Therefore, to
compete with its rivals such as Burger King, McDonald’s should use such media marketing
in order to influence the interest and buying behaviour of customers in favourable of
company’s offerings. It also allows company to resolve all queries related with their products
to the customers by communicating them by using such tool.

Track Trends and monitor competition: As McDonald’s engaged in fast food sector
where large number of rivals are present offering very close substitute products in the market.
Therefore, it is important for the marketing manager of McDonald’s to monitor the
competitive strategies and operations of other brands so as to defeat them by formulating
effective strategies according to the current trends which in results help them in achieving
competitive advantage (Caragher, 2016).
Manage marketing budget: Business environment are complex and contingent in
nature which can affect the business operations of McDonald’s both in negative and positive
way. For this, it is important for marketing manager of company to analyse market dynamics
which can affect their sales and demands of products. This will enable to establish an
effective budget and accordingly make arrangement of funds which removes the risk of non-
availability of funds.
Defining strategic marketing plan: To bring ahead in the competition among the
rivals, McDonald’s should make marketing plan in order to guide and direct the management
and employees to perform well in order to achieve company’s mission, vision and objectives
of company. For this, marketing department is held liable to prepare a document which
contains the list of actions that to be undertaken, strengths of company, rivalry competitions,
target markets etc. It requires adequate support from others departments as well to
accomplish desired goals and objectives (Coombs, 2012).
P2 Explain how roles and responsibilities of marketing relate to the wider organizational
context
McDonald’s is largest fast food chain in the world operated at global level with number
of food offerings. It gets maximum supports from their different departments in proper
functioning which includes Production, Finance, sales etc. These all departments are
interrelated with marketing department in regards with their functions so as to achieve
common organisation goals and objectives. It can be further understood as under:
Marketing versus production: The needs and requirements of customers can be fulfilled
with the help of production department in terms of producing quality products that can easily
attract maximum number of customers. It gets supported by marketing department in terms of
receiving information about the products which are more in demand in market. For this,
marketing division conduct research in order to identify market trends and actual wants of
customers which directly communicated to production team to produce same products in

order to achieve customer base. Further, any changes in menu of McDonald’s by production
division can be communicated to people with the help of marketing division by using
promotional tools and techniques. Therefore, these both departments are interrelated with
each others related to their functioning (Friis, 2012).
Marketing versus finance: All the departments of McDonald’s are much depend on the
finance division in terms of getting financial help in perform their functioning in an effective
and efficient manner. Marketing division can promote McDonald’s products in the market
only if they have an appropriate market budget which requires support from finance
department. Whereas facing shortage of funds by finance division requires support from
marketing department in terms of inviting investors to support them financially. Therefore,
such departments are also interdependent on each others for their better functioning.
Marketing versus sales: Sales departments are largely depends of the activities
performed by the marketing department. As the knowledge of McDonald’s offerings can be
acquired by the customers with the help of promoting tools adopted by marketing division. It
influences the buying behaviour of targeted people which makes positive impact on the sales
as well. Marketing division also assist McDonald’s to locate new store in particular nation
due to having high demand of their products due to which the sales manager can predict the
future sales which helps evaluating the situation of non-availability (Gamble and et. al.,
2011).
TASK 2
P3 Application of marketing mix to achieve business objectives along with comparison with
competitor
Marketing Mix: It is the combination of 7P’s which includes Product, Price, Place,
promotion etc. whose proper evaluation can help marketing team for better functioning. It is
mostly used by large organisation such as McDonald’s to purse marketing objectives and
targets. The main objective behind using marketing tool is to aware people about their current
and new offerings so that maximum supports can be gained by customers in terms of raising
demands of products. McDonald’s is one of the largest fast food retail chain restaurant which
is engaged in offering wide range of products such as Hamburgers, French fries, chicken
nuggets etc. by which they can easily capture large market share. To bring out the
effectiveness of its functions related with 7P’s it is important for McDonald’s to compare its
marketing mix with its rivals engaged in similar sector (Marketing Mix, 2017). Here are the

marketing mix of McDonald’s and its rival Burger King which makes easy for marketing
manager to make relent changes in their existing strategies to bring company ahead in the
competition:
Marketing Mix of McDonald's and Burger King
McDonald’s Burger King
Product: McDonald's is engaged in different
item sections, for example, veggie lover,
Non-vegan, Beverages and Frozen desserts
and so on. The primary focus given by the
administration is to build up the menu
according to needs of clients. Research about
market helps in assurance of real patterns
which are hold on in market. It is surveyed
that client's prerequisites are changed
persistently over the timeframe. To address
out the issues of various segments of clients,
it is required to present new items and
eliminated old ones. Administration of
McDonald's realizes that prevalence of their
things in menu will fluctuate over the time.
This will impact their capacity to produce
benefits at various focuses in their cycle.
Product: The offerings of Burger king covers
distinctive kind of items for various age
gathering of individuals. The things which
are offered by this restaurant incorporate
burgers, drinks, and milkshakes and so on.
Burger King gives item in both veg and non
veg classifications. They additionally begin
offering plate of mixed greens and veggies
for health conscious customers.
Price: Pricing will enable the association to
like McDonald's to charge precise value
which fulfils the diverse needs of clients hold
on in different segments. For ex., in the event
that low cost was charged for their items,
clients having the observation that quality
traded off. It is vital for McDonald's while
choosing the costs completely mindful about
estimation of their image in market.
Differentiation pricing approach is adopted
Price: The strategy which is trailed by
Burger King for pricing their offerings is
market oriented. To viably rival McDonald's,
they begin providing quality with reasonable
valuing.

by McDonald's for their distinctive kind of
offerings to attract middle section of society.
Promotion: This perspective covers all sort
of technique which is utilized by the
association to communicate with clients. The
distinctive sort of limited time techniques
incorporates promoting, TV, Radio, Online,
notice locales and so forth. Some other are
known as sales promotion, marketing, regular
postal mail and loyalty schemes. These
strategies are utilized by McDonald's to
accomplish compelling outcomes. For ex.,
TV ads push the association to aware clients
about fast food items and press promotions
help in fortune of more detail. At present,
principle focus is given on targeting kinds. In
such manner, small toys are offers along with
a meal.
Promotion: Basically two different ways are
utilized by Burge King for promoting their
items incorporates social media and
commercials through print media. They
likewise take the help of various sponsors to
spread out their scope towards clients.
Another strategy which is embraced by them
incorporates discounting offers while
purchasing their items through online to
attract customers.
Place: This will covers the perspective about
dispersion focuses for items. In current
circumstance, outlets of McDonald's are
spread out in primary urban communities
which are effortlessly open by end clients.
Drive in and Drive out choices is likewise
given by McDonald's to accommodation of
purchasers which empowers them to draw in
huge number (Cooper and et. al., 2014).
Place: The supply chain network system of
Burger King is solid at worldwide stages.
Charge of selecting providers has assumed
control by quality control division of Burger
King to guarantee best is given to their
clients. Nearness of Burger King is higher in
western areas. Alongside physical stores they
create mobile application to enhance reach
towards new clients.
People: The manner by which McDonald's
treat their clients and workers in one of a
kind. Appropriate clothing regulation is
trailed by workers. More focus providing
People: Management of Burger King gives
focus on both clients and employees. They
are extremely contributed towards their
worker which appears from the outcome that

customer friendly environment at their
outlets. Need is given on quick conveyance
of fast food products and fulfilment of
requirements of clients.
consumer loyalty proportion of burger King
is most noteworthy in contrast with different
outlets.
Process: Cooking strategies and procedures
utilized by McDonald's are enhanced over the
timeframe. New types of equipments are
obtained by association to proceed with the
producing of food items along with the
packaging and supplying to the customers.
Immense sum is put resources into research
exercises to accomplish robotized process
which brings quality of working.
Process: The procedure which is utilized by
Burger King to perform their functions is
structured by specialists. This will causes the
association to keep up same taste and work
culture in all outlets agent in excess of 71
nations.
Physical evidence: McDonald's having great
physical evidence which help in impacting
the mind of customer. The fundamental
aspect which delineates physical evidence
perspective of McDonald's incorporates
speed of service, cleanliness and so on. It is
family restaurant, so all the arrangement are
made on the basis of requirements and
demands of targeted segment which is
children.
Physical evidence: Burger King has nearness
nearly in the vast majority of the created
countries. In 71 unique nations their outlet is
set up in 15000 areas. Presently, they begin
growing their activities in some creating
nations additionally like India. This will be
considered as gigantic open door for Burger
King as trend of fast food continuously
expanding in creating countries like India.
TASK 3
P4 Formulation of basic marketing plan for an organisation
Marketing plan is kind of blueprint which directs the management and employees to
perform according to the company’s goals and objectives mentioned under the plan. It drives
company to achieve its long term goals within limited time period with getting best efforts
from their workforce.

Introduction of company: McDonald’s is one of large fast food retail chain restaurant
having more than 3000 outlets in over 100 countries. It offers wide range of food items which
includes hamburgers, French fries, chicken products, beverages etc. At present, the company
has generated approx. 24.66 billion annually. They now decide to launch new product known
as oil free French fries in terms of attracting health conscious people (Illing and Anders,
2016).
Vision: To become a progressive and modern burger firm which offers contemporary
customer experience”
Mission: To become the favourite place of people where they can eat and drink.
Marketing objective: McDonald’s marketing objective is:
 To influence buying pattern of health conscious people in order to increase revenue
by 15%.
 To enhance the sales of company’s offerings by 20% in next 6 months.
STP: Concept of segmentation, targeting and positioning is more beneficial for
company in order to identify the needs and preferences of population divided into different
segments. It makes easy for management of McDonald’s to make suitable strategies for all
segments according to their identified needs and demands.
Segmentation: Under this, population is divided into different segments on the basis
of having common needs and preferences. McDonald’s is carrying out segmentation based on
different variables which includes demographics, behavioural and psychographic (Jones,
2011).
Targeting: Under this, company targeting the demands of particular groups of
individuals. V is targeting kids as well as health conscious people by providing healthy
nutrition products such as oil free French fries.
Positioning: McDonald’s attained strong position in market as a fast food company
which offers better quality products with wide range.
SWOT Analysis of McDonald’s
Strengths Weakness

 Operations in Overseas market
 Strong brand name and reputation
 McDonald’s successive approaches
 Specialised training to managers
 Declining market share.
 Slow income growth and revenue.
 Unhealthy food image
 High employee turnover
Opportunities
 Expansion at international level.
 Joint ventures with retailers
 Growth of fast food sector.
 Strengthen its value proposition by
encourage individuals to visit.
Threats
 Fluctuations in demographics
 Downfall in Public Health
 Strong competition
 Fluctuation takes place in exchange
rates.
Marketing budget:
Monitoring and controlling: This part of marketing plan includes the identification of
effectiveness of activities performed so as to analyse the outcomes. The main benefits of
controlling is to help management in reducing cost of business activities as well as
determining the gap between standard and actual performance. It enables to bring out
maximum outcomes to company for longer run (Nguyen and Simkin, 2012).
CONCLUSION
It has been concluded from the above project report that marketing is an important
element of every organisation as it provides them an opportunity to maximise their reach to
various markets. For this, marketing manager need to perform its roles and responsibilities
more effectively which includes preparation of marketing plan, analysing and comparing
marketing mix of company with their rivals so that effective strategies can be made for the
growth and success of an organisation.

REFERENCES
Books and Journals
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Coombs, D., 2012. Strategic Uses of Alternative Media: Just the Essentials. Journal of
Advertising Education. 16(2). p.60.
Friis, R., 2012. Essentials of environmental health. Jones & Bartlett Publishers.
Gamble, J and et. al., 2011. The Marketing concept in the 21st century: A review of how
Marketing has been defined since the 1960s. The marketing review. 11(3). pp.227-
248.
Illing, L. and Anders, F., 2016. Human Resources Marketing and Recruiting: Essentials of
Executive Search. Handbook of Human Resources Management, pp.139-171.
Jones, D. B., 2011. Pioneers in marketing: A collection of biographical essays. Routledge.
Langer, D. A. and Heil, O. P., 2015. Luxury Essentials: Essential Insights and Strategies to
Manage Luxury Products. Center for Research on Luxury, University of Mainz.
Nguyen, B. and Simkin, L., 2012. Fairness quality: the role of fairness in a social and
ethically oriented marketing landscape. The Marketing Review. 12(4). pp.333-344.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new
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Online
Functions of marketing. 2017. [Online]. Available through:
<http://smallbusiness.chron.com/functions-marketing-business-32399.html>.
Marketing Mix. 2017. [Online]. Available through:
<http://www.marketingteacher.com/marketing-mix/>.