Marketing Mix and Plan: A Critical Analysis

This assignment provides a critical analysis of the marketing mix and plan in the context of business success. It focuses on the role of marketing function in McDonald's, a prominent food chain, highlighting its importance in creating awareness among targeted audiences. The report emphasizes the significance of marketing strategy planning and the essentials of marketing research. It also covers various topics related to marketing, including entrepreneurial marketing, integrated marketing communication, and game development.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the key roles and responsibilities of marketing functions........................................1
P2 How roles and responsibilities of marketing are related with organisation...........................3
TASK 2............................................................................................................................................5
P3 Compare the ways of two organisations to apply marketing mix to planning process..........5
TASK 3............................................................................................................................................8
P4 Produce and evaluate a marketing plan for McDonald's.......................................................8
CONCLUSION..............................................................................................................................10
REFRENCES.................................................................................................................................11

INTRODUCTION
Marketing is a set of activity and process for creating, manufacturing, communicating,
promoting, distributing and delivering of products or services to the customers for meeting their
desired expectations. There are several things available which are marketed like products,
services, place, property, experiences, events, people and informations etc. Therefore, it can be
analysed that marketing function performs several activities regarding producing, designing, and
distributions of goods and services that have some values for customers, society and partners as
well. This report is based on McDonald's that is a fast food restaurant and provide varieties of
items including Hamburgers, Soft drinks, French fries, Chicken, and deserts (Baker and Saren,
2016). It is American based firm and dealing at international market. This assignment will
describe about marketing functions and its roles or responsibilities within organisation so that
they can achieve predetermined goals or objectives. It will compare two different firms who
apply marketing mix strategies for accomplishing set targets within organisation. This will
produce and develop an effective marketing plan for achieving business objectives.
TASK 1
P1 Explain the key roles and responsibilities of marketing functions
In the present era, marketing play vital role in occupying better position in the
marketplace. It is an essentials in increasing brand image and create goodwill among
competitors. Marketing functions consist several aspects that helps in creating products or
services and deliver to targeted audiences for attaining particular goals or objectives. In this
defines a set of institution that organisation consider for performing their functions and run entire
business operation. It involves production systems, distribution channels or networks, buying and
selling performance for the purpose of satisfying customers needs or wants as well as meet their
desired expectations (Brassington, 2013). Many of companies focus on marketing activities as
they conduct survey for analysing particular target market so they gather informations regarding
customers, competitors, current situations, trends, fashion, choices, tastes, buying behaviours and
environmental changes etc. these are very helpful for formulating an appropriate strategies so
that company can survive in the competitive environment. Marketing strategies helps in
developing firms and increasing reputation because in this included various promotional tools or
techniques that create awareness among targeted audiences and meets their desired requirements.
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There are number of activities and functions involves in the marketing that organisations
consider for generating profits and enhance growth. These are also helpful to gain profitability
and productivity with the help of attracting number of customers in well manner. McDonald's
also consider marketing tools for running the business operations as they perform several roles or
responsibilities regarding conducting market research, find potentials customers, produce
effective goods or services and many more to accomplish set goals or objectives. There are
describing roles and responsibilities of marketing functions of McDonald's such as:
 New Product development: This is a important duty or responsibility of the organisation
as they gather information regarding current trends and fashion so that better products
can be manufactured. Companies introduce new product for increasing market shares so
that company can build better brand image among competitors (Pettitt, 2013).
McDonald's also focus on making different flavour of foods to attract huge customers
towards firm which will support in increasings more profits and sustainability
developments in an effective manner.
 Quality of food items: It is another important aspects that support in increasing demands
and create more customers in the marketplace. It can be analyse that customers are ready
to pay higher amount as well as spend money to buy quality of goods or services for
satisfying their basic needs. Company provide better quality of products as per the
customers requirements which helps in making them loyal and build strong relationship
among them. McDonald's maintain its brand image or reputation through providing
effective food stuff with quality manner.
 Sustainability: Marketing is the best or suitable method for developing sustainability and
long term benefits because it create awareness among customers and attracts them
towards firm so that business goals can be accomplished. It includes products or services
upgrades, modify existing products and use various attractive offers such as coupons,
discounts and sale as per days, monthly and weekly (Desai, 2013). McDonald's also does
same for attracting customers and they use flavours of food items so that better image can
be build.
 Increase brand image or reputation: It is another factor of marketing that helps in
generating higher revenues and attracts huge audiences. It is an asset for company that
support in enhancing sales volumes. It included publicity, promotional tools, selling and
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distributing particular goods or services, build good relations with winning trust and
provide better quality of products for generating demands and higher profits. McDonald's
consider marketing or promotional tools for creating awareness and building brand
image.
 Profit maximisation: Marketing function consist number of roles and responsibilities that
are beneficial for the firm in maximising profits in well manner (Desselle and Zgarrick,
2016). It can be possible by developing products and modify existing one so that sales
can be enhanced. McDonald's have various branches at different countries and they just
try to reach at potential customers through expanding size of firm.
 Promotions: This is an important part of marketing functions as most of companies
consider the promotional strategies and its tools or techniques so that number of
customers can be attracted. Company take better decisions regarding adoption of several
tools or techniques such as television, newspapers, celebrities endorsement, internet,
social media, magazines, and many others to promote business and its goods or services
in the market place.
 Market research: This functions play crucial role in every business firm in finding
particular market and customers in an efficient manner. In this, researcher conduct a
survey and get information about current trends, demands, customers tastes or
preferences, competitors, environmental factors and fashions so that company can make
decisions regarding production of goods or services to fulfil consumer requirements.
 Pricing: in this, marketer fix the price of the products or services which are related with
costs factors, expenses as well as factor of production etc. company undertake various
activities which helps in making products or services to set the price of products (Alston,
2016). McDonald's use pricing strategies as per the making charges and it is affordable
for consumer.
P2 How roles and responsibilities of marketing are related with organisation
In this defined various roles or responsibilities of marketing functions that are interrelated
with organisation for achieving predetermined goals or objectives in an effective manner. There
are many of firms who consider the marketing tools or techniques for the purpose of promoting
particular goods or services in the market place. Marketing function has major impacts on
increasing goodwill and maintain the brand image by using different methods and formulate
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effective strategies in an effective manner. McDonald's focus on making best decisions regarding
adoption of strategies and consider various tools so that they can survive in the tough
competition. In the business organisation, environmental factors can affects on the operations
and productivity as per the changes. Therefore, McDonald's undertake several components of
marketing functions while making strategies that are beneficial for generating higher revenues
such as segmentation, targets, positioning, advertisements and promotional tools, markets
analysis and research, distribution channels or networks and many more.
There are various roles or responsibilities of marketing that must be performed by the
manager within the organisation (Dibb, 2013). Therefore, marketing department play an
important role in the business firm because in this included various activities that can be support
to the McDonald's in running business and gaining profits such as market research, analysis,
finds potentials customers, promotions, finance, producing goods or services, distribution
networks and communications channels that helps in increasing demands and generate higher
profits in more effective manner. Organisational departments are interlinked with marketings
functions which perform several roles or responsibilities and these are as followings:
Roles and Responsibilities of marketing functions in McDonald's
 Market research and analysis: In this function, company try to find potentials
customers by conducting research or survey. It is very important for the business to
attain set targets in better ways. This is an essentials components as organisation make
better decisions regarding producing goods or services so that they can satisfy
customers needs or wants. Manager take responsibilities for conducting survey and
analyse consumers needs, demands, choices, current trends, situations, and tough
competitors in the particular market so that company can make better strategies as well
as adopt best techniques to achieve competitive advantages.
 Transportation: In this, company make decision regarding distributing of products by
using better transportation so that they can reach at potentials customers in well
manner (Simkin, 2013). McDonald's consider the effective strategies for transferring
rights products to the right customers for fulfilling their requirements. McDonald's use
Just In Time (JIT) strategy to manage the material and deliver it on time so that
company can minimise its wastages in more effective manner.
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 Identify risk factors: Marketing department always focus on various risks or
uncertainties that can be occur while running business functions or its operations. This
will support in making better decision and actions plans for dealing with such factors.
It is necessary to formulate strategies within the firm during occurring risks so that
firm can survive in better manner (Hauer, 2011). McDonald's also undertake many of
uncertainties while making decisions which helps in attaining goals or objectives.
 Products and services management: This is another important factor for organisation
that to manage and maintain the quality or quantity of products or services in the
organisation so that predetermined outcomes can be gathered. It support in attracting
more customers as well as reach at potentials targeted group through effective goods or
services. McDonald's consider the quality of their products so that customers can fulfil
their demands and basic requirements in more efficient manner. They focus on Total
Quality of Management for balancing demands and supply.
 Human resource management: In this, organisation manage or maintain people or
humans resource and utilise them for increasing productivity so that particular goals
can be achieve in well manner. HR manager recruit fresh talents and suitable
candidates for creating better workforce and complete entire tasks. McDonald's also
consider this and try to attract skilled or knowledgeable persons who are able to
perform several tasks or activities and focus on attaining goals in better ways (Jones,
2011). They conducts training or learnings sessions for improving employees
performance as they teach that how to do online transaction, billing and ways to cook
particular foods in an appropriate manner.
TASK 2
P3 Compare the ways of two organisations to apply marketing mix to planning process
In the modern era, many of big organisation are focusing on making better actions plans
regarding adoption of marketing tools or techniques so they formulate strategies by undertaking
some marketing mix elements (Rowley, 2011). These are very beneficial for achieving
competitive advantages and higher growth in well manner. McDonald's also make strategies and
consider several components of marketing mix so that they can create effective position in the
marketplace. It support in generating higher profits or revenues as well as increase create more
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awareness among customers so that they can be attracted towards firm. Here are comparison of
McDonald's and CADBURY as how they are applying and adopting best strategies to achieve
competitive advantages (Lamb and Hair, 2011). They focus on build good reputation in the
market through marketing mix tools such as:
Marketing mix
tools
McDonald's CADBURY
Product In this included the material or things
which have value for customers.
McDonald's is selling several
products or services in the market
including Hamburgers, Cold Coffees,
soft drinks, French fries, Chicken,
Mc Puff and many more.
It is a confectionery brand
company that deals in various
items such as Chocolates, ice
cream, crème eggs, Cookies, and
desserts in the international
market.
Price In this include the exchange value
which are paid by the customers after
consuming goods or services.
McDonald's set the price according
to production activities so they may
charge high value of amount of its
food material (McDaniel, 2011).
They gives various kinds of facilities
or services such as sitting
arrangements, air conditioner, wash
rooms and several services with
products.
CADBURY is a confectionery
brand so they are selling
chocolates, ice cream, crème eggs
and cookies at the marketplace.
they charge higher prices on
products or services as they use
market penetrations, price
skimming and cost leadership
strategies for setting prices. They
consider low price strategy for
customers so that they can afford
and buy their products.
Place In this consider the particular areas
that use for transferring goods or
services to the potentials customers.
It is necessary to reach at targeted
audiences so company make
CADBURY is selling its number
of items or goods and services at
different location so that they can
meet with customers requirements.
They consider the distribution
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strategies for defining locations and
areas to run the business.
McDonald's is selling its products at
different countries as they focus on
developed cities rather than rural
areas.
networks for delivering their
confectionery items.
Promotions It includes promotional tools or
strategies that are undertaken by the
company to promote their products
or services. these are essential in
creating brand awareness among
targeted audiences (Malhotra, 2013).
McDonald's is using several
promotional tools or techniques such
as commercial ads, television and
banners to attracts number of
customers ins an appropriate manner.
They also focus on considering
various aspects for promotion such as
seasonal offers, schemes, and
combos for providing informations
and attracts them.
Cadbury is also focusing on
creating more awareness regarding
new products launching or
modification in existing products
so that customers can satisfy their
desired expectations in well
manner. They are undertakings
various promotional tools or
techniques such as advertisement,
commercial ads, magazines,
newspapers and hoarding so that
customers remember this brand
and prefer to take these products
or services.
People For every business firm, people play
crucial role in running business
operations and perform entire tasks
so that company can achieves
competitive advantages in well
manner. McDonald's focus on satisfy
internal and external customers for
building good image. They do not
In the CADBURY, they consider
stakeholders while making
decision and taking corrective
actions regarding organisation. In
this included investors,
shareholders, employees and
customers who are key people for
Cadbury. They provide better
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consider Stakeholders for
organisational functions.
training and learning to employees
so that better confectionery items
can be produced.
Process They follow their procedures or
structure for creating goods or
services as they use transparent
strategies while producing goods or
food items so that customer can trust
easily on the firm (Birks and Wills,
2013). It will support in winning trust
and make better relationship among
customers.
In this, company deals in several
confectionery items such as ice
cream, chocolates, and crème eggs
and desserts so they use their
procedures for creating goods or
services. they prefer cleanness,
good infrastructure and
appropriate machinery for
manufacturing of products.
Physical evidences In this defines that a proper climate
of the company that use for dealing
with products or services.
McDonald's is a fast food restaurant
so they focus on various physical
resources to attracts more customers
and make feel them comfortable to
get better goods or services. they use
air conditioner, sitting arrangements,
mineral water, wash room, good
infrastructure and many other
facilities. `
They are providing various types
of goods and confectionery items
at different stores so that they can
reach for consuming these goods.
They use retail chain, general
merchandise and shops for
providing products to the
customers.
TASK 3
P4 Produce and evaluate a marketing plan for McDonald's
There must be required to formulate the marketing plan for getting success within
organisation. It is an essentials for the firm because it will provide instruction and guidelines to
the company for reaching at targeted audiences and achieve predetermined goals or objectives in
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well manner (Mihart, 2012). A marketing plan is a blue print of marketing activities and function
which are going to be perform in the futures. It is beneficial for formulating strategies and
actions plans so that company can accomplish goals or targets in more efficient manner. There
are some aspects which must be undertake while making the plans such as vision, mission,
budget, strategies and many more.
Executive summary:
McDonald's is going to launch a new food items which is Pizza in the international
market for attracting more customers and satisfy their desired needs or wants in well manner.
There are number of food stuffs and services which provided by this firm to the targeted
audiences so it is necessary to diversify business into another tastes for getting more attentions
and capture the particular market as well.
Visions: The vision statement of McDonald's is to provide better quality of goods and
services to the targeted audiences by considering their health and safety aspects so that they can
become number one fast food company in the world (Novak, 2011).
Mission: The mission statement of McDonald's is to become most famous and customer's
favourite restaurant so that they can bes attracted for enjoying delicious food to meet desired
expectations.
Objectives:
 To increase the market share of the company by 5% within 1 year.
 To enhance the profitability as well as footfall in McDonald's restaurant by 15% in 1
year.
SWOT Analysis:
Strengths:
 It has strong reputation and goodwill among competitors.
 There are number of restaurants as around 67000 available in the international market. They have good image in the international market so it will be easy to promote new food
item.
Weaknesses:
 They have the issues regarding labour turnover which down their values in the
marketplace.
 McDonald's pizza was failed in the international market due to tough competition.
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 New food can be impacts on the health due to heavy grain and wheat. This is also can be harmful for heart patients because it increase cholesterol.
Opportunities:
 McDonald's can use several techniques for new product development to satisfy
customers expectation (Ormrod, 2014).
 There are opportunities to entering into new market place. They can increase huge market share and create better position in the international
market.
Threats:
 There are lots of competition in the international market which are biggest threats for the
firm.
 Consumers are being conscious for their health.
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 54000 15000 15000 26000 20800
Investment 20000 15000 16000 14000
Total 54000 35000 30000 42000 34800
Marketing
expenditures
Advertisement 10000 7200 6800 6500 6200
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Sales promotion 2200 2000 5000 3000 9100
Direct marketing 7700 6500 2500 7500 3000
Total 19900 15700 14300 18000 18300
STP model of McDonald's:
This firm has decided to launch another food product which is McDonald's Pizza into the
marketplace. Therefore, it is required to produce a better marketing plan for promoting the new
items and provide information regarding this to the targeted audiences. There are various types
of segmentations that can be considered for making effective marketing plan such as: Segmentation: it is necessary to divide the market among small groups as per the basis of
several criteria. McDonald's has segmented the market as per the division of group of
people on the basis of age, and locations for pizza. Target: Their main targeted group is young generation who likes fast food rather than
organic food items. They also considered age of people which is from 16 to 40.
 Positioning: This is another major plan for occupying the position in the market by
providing better quality of food and services in well manner. McDonald's focus on
effective marketing as well as promotional tools for creating awareness among targeted
audiences as well.
CONCLUSION
From the above report it has been concluded that marketing play a vital role in business
organisation so that final aims and objectives could be achieved in set period of tome. The report
highlights the case of Mc Donald which is a food chain and a well known brand in this sector.
There are certain role and responsibilities that is played by marketing function and is relation
with other department that is present in this company. Importance of marketing mix is also being
highlighted along with marketing plan is also been underlined.
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