Analysis of Marketing and Business Related Resources

The provided document is a compilation of different resources related to marketing and business. These resources include books, articles, and online content that cover essential topics such as marketing research, branding, and corporate communication. The analysis of these resources provides valuable information for students and professionals looking to improve their understanding of marketing and business principles.

Marketing Essentials

Table of Contents
Project 1 ..........................................................................................................................................1
INTRODUCTION ..........................................................................................................................1
P1 Define the roles and responsibilities of marketing function.............................................1
P2 Illustrate how roles and responsibilities of marketing relate to other organizational context
................................................................................................................................................3
M1 Examine the roles and responsibilities of marketing in relation to marketing environment.
................................................................................................................................................4
M2 Illustrate the importance of interrelationship between marketing and other functional units
of organization........................................................................................................................5
D1 Analyse the key elements of marketing function and their relation with other units of an
organisation............................................................................................................................5
Project 2...........................................................................................................................................6
P3 Differentiate the method in which McDonald's and another fast food company apply
marketing mix.........................................................................................................................6
P4 Provide a basic marketing plan for McDonald................................................................10
M4 Produce a detail, marketing plan for McDonald's.........................................................13
D2 Formulate a strategic marketing plan which organisation applies by using 7 P's in order to
achieve the overall marketing objectives.............................................................................13
CONCLUSION .............................................................................................................................14
REFERENCES .............................................................................................................................15

Project 1
INTRODUCTION
Marketing is the activity under which organization moves its finished good to
marketplace with the help of advertising, selling and delivering product. Marketing is done in the
organization to attract the target customer and differentiating the product or service from
competitor. In this report, the Easy bites of mainland Europe do in -depth study of McDonald
marketing. Easy bites perform a marketing strategy analysis of McDonald to make their working
future business plans. In this assignment, there is a discussion of various roles and
responsibilities of marketing function. Along with this, it relate Marketing functions to other
departments of the organization (Aaboud and et. al., 2017). It also include description about
comparison of marketing mix in two companies including McDonald and Burger King. The
sample marketing plan will discuss along with vision, mission, objectives, STP analysis and
SWOT of given company.
P1 Define the roles and responsibilities of marketing function.
Marketing is a activity which company conduct in order to gain customers and maintain
relationship with them. The main aim of marketing is to match a company's products with
customer needs and wants to ensure profitability.
Nature of marketing : Marketing is the processes, activity and set of institutions for
creating, delivering, communicating and exchanging offers which are valued by customers.
Marketing function is a process which help enterprise in identifying the potential product
for the market and then promote them by differentiating from similar products (Aad and et. al.,
2012). Generally marketing function include market research, preparing a market plan and
product development and many more things. Various types of marketing function are
promotion,advertising,public relations and customer service.
Roles and responsibilities of marketing function are as follows :
Strategy : The marketing department of the organization help in setting marketing
strategy with overall firm strategy and goals. The strategy is made for increasing the market
share in a particular market through entering in new sector or by using a new channel of
distribution. McDonald's use cost leadership strategy in order to create a place among the
1

customers. They provide relatively cheaper products as compared to its rival firm such as
Araby's in order to increase their market share.
Market research : Research is the key responsibility of the marketing functions.
Through the research company able to know the market opportunities and needs of the customer.
Research is done by studying industry reports, market data on sites, surveys. McDonald's
always do research in order to understand their competitor strength and weakness and customer's
need to increase their market share. McDonald's do primary research on their product and
services. Under this they ask their clients about the quality and services through questionnaire
and surveys so that they improve their productivity.
Product development : The marketing department works with product development
team in order to create a new product or improve existing one (Al-Hasan, Thomas and Mansour,
2016). McDonald's marketing team provide information to the development team regarding
customer's needs and preferences so that they can add features to the existing product or
incorporate improvement in the new product. By the help of marketing functions organization
able to set prices and prepare plans for launching a new product. For example : Beef is prohibited
in some of the countries for which McDonald is popular for beef burger around the world. Due to
this they provide the product according to the culture and lifestyle.
Communication : Marketing department of the organization plan a campaign and
prepare communication material in order to promote products and services to target customers.
McDonald's in order to inform customer about their existing product or new product perform
various activities such as organizing advertising campaign, create promotional matters for the
company website,develop email marketing campaigns, bring press release and many more
things. Enterprise can design the promotional material with the help of their department or can
appoint advertising agencies to provide the content. The people who work in marketing
department of the organization need to use slogans and tag lines in order to attract the target
audience. The respective company use I'm Lovin' It for the promotion of their product.
Budgeting : Marketing of the product depends upon the budget. Every marketing
department of the organization get some money in order to create a presence of the company or
its product in the external environment (Babin and Zikmund, 2015). It is a duty of marketing
department to estimate the cost of the marketing activities so that funds of the organization can
2

be used efficiently. McDonald's grows and sustain because marketing team generally stick to the
budget prepared by them. Initially the company budget is $17500 for their marketing activities.
Sales support : There should be a link between sales and marketing department because
through this organization can improve is sales performance and enhance business growth.
Marketing department of the organization support sales team through advertisement which
include coupon or collecting telephone number or motivating customer's to visit company's
website etc. For example : They use the statue which is outside the store to attract the customer
towards their store. That statue is the advertisement part as this will aid in attraction of children
which increase the sales of the company.
Packaging : It is a marketing department duty to inform production department about
the packaging design of the product or service so that it can attract the customer to buy.
McDonald design the logos and packaging material keeping the customers in mind.
P2 Illustrate how roles and responsibilities of marketing relate to other organizational context
The roles and responsibilities of marketing are also correlated with other functional units
like Human Resource, Finance, Operational, Administration or Customer support, Research and
Development (Baines and Page, 2013). Being a part of marketing unit an employee regularly
comes in contact with all other functional departments. There are several functions of McDonald
and all of them are inter connected. They are mentioned as below -
Marketing with Human resource department : The HR department is related with the
marketing department because it provides efficient and well qualified staff as well as it recruit
candidates according to the requirement. The marketing department provides the information
HR department to offer job to manage the marketing operations. In McDonald's, HR department
coordinates with marketing manager to know vacancies or need of manpower and then create
appropriate job offers for same. Also it helps in resolving problems of staff regarding their shift,
compensation, leave etc. For Example : If marketing department is launching a new product in
the market at hat time they need new staff that can run the campaign efficiently. The marketing
section will provide the information to the HR and they will conduct the hiring process to select
the appropriate candidate that have skills and knowledge according to the requirement (Baker
and Saren, 2016).
Marketing with Finance department : Finance is important asset to any business as it
gives back support to all business operations including marketing. Marketing includes process of
3

identifying customer, satisfy customers and retain customers for which marketing department
have to implement different strategies such as promotions, advertising, offers and sales etc. In
order to run the campaign in an effective way the marketing department needs funds and they get
these funds through the finance department. These funds are provided by the finance team
according to the approved marketing budget.
Marketing with Operation and production department : Marketing is also interrelated
with the operational and production department as marketing gives information about customers
needs and wants or about new demand or requirements of customers (Banerjee, 2013). By
market research processed by marketing team at McDonald's, production team get aware about
demand of customers and it also suggest what changes or innovations in product and taste can be
made. For Example : it was concluded by a market research that more customers are demanding
for egg flavour in burgers, after which McDonald's launched egg burger in their menu.
Marketing with IT department : In McDonald's, administration team also link with
marketing department for their smooth functioning, they provide them infrastructures and IT
system for their market operations. They also provide timely updated software and knowledge
regarding the same. The marketing team provide the gathered information to the IT team so that
they can inform the customer about the new products. The IT team offers various products
through email and text messages so that user can purchase the products.
Marketing with Research and development department : In addition to the above the
research and development team at McDonald's is the engine which generates new ideas,
innovations and creative new products and services for the customers. Also the R&D department
works upon the 4p's of marketing to facilitate the better and innovative services to the customers
(Beatty and Samuelson, 2014). For Example, the research and development team gathers the
information from a specific geographic location to recognize the needs and requirement of the
target users. Then, this information is provided to the marketing department so that they can
make them aware about the products which are required by the people.
M1 Examine the roles and responsibilities of marketing in relation to marketing environment.
The marketing environment includes internal and external market, in which the study of
all the micro and macro environmental factors are included, however the roles and
responsibilities of marketing in context to marketing environment are as follows:
4

 Market Segmentation : The marketing manager have to segment all the customers in
different segments according to their age, taste or buying behaviour to cater them in
significant manner. With proper research and study of buying behaviour the customers
can be segmented properly (Braslow, 2015). For an instance, marketing will conduct a
research to launch a new flavor of the burger but to get the profit it needed to conduct a
research on geographical basis. So that the company can identify the requirement of the
people in certain location.
 Designing and Managing Coordinated Marketing Communication : The organization
must invest in effective communication tools. This communication mix include
advertising, promotion management, direct marketing and personal selling. Marketing
managers have to examine the merits and cost of each of them. All of these things are
essential to manage to launch a new product or restaurant.
M2 Illustrate the importance of interrelationship between marketing and other functional units of
organization.
The interrelationships between marketing and other functional units of an organisation is
really essential for the subtle and beneficial performance of the company. At McDonald’s the
significance of interrelationships between the marketing department and other departments as
following:
 Higher Customer Satisfaction : All the departments works in coordination and this
achieves the higher customer satisfaction. As all of these departments are working
together to analyses the information about the needs and requirement along with the the
market trends. So that they can provide the products that can satisfy the customer s
(Caporaso and et. al., 2010).
D1 Analyse the key elements of marketing function and their relation with other units of an
organisation.
According to Eser “ marketing function is a activity which was performed in the
organisation to satisfy the needs and desire of the target market for the benefit of the business”
Various elements of marketing function is advertising , branding,direct marketing,product
placement ,public relations,sales promotion, pricing ,selling etc. Every department activities are
interrelated with other departments of the organisation. Marketing activities is linked to finance,
human resource,information technology and research and development department of
5

McDonald’s. Finance department provide the fund due to which marketing department able to
do promotion of their product (Chamorro-Mera, Miranda and Rubio, 2014). Human resource
department is responsible to recruit employees for working if they don't select suitable candidate
for sales and marketing activity than marketing department unable to perform their work with
full efficiency.
Project 2
P3 Differentiate the method in which McDonald's and another fast food company apply
marketing mix.
Marketing mix : It is about putting efficient product at right place at the right price.
Initially there is only four P's which is Price, Product, Place Promotion later on it extended to 7
P's and 3 more P's are added to it which is Process, People, Physical evidence. Organization use
it in order to achieve desired target of marketing through building trust of the society.
Description of 7 P's and its adoption in McDonald and Burger king is given below :
6

Basis McDonald Burger king
Product McDonald's has a product mix of
food and beverages, like:
 Hamburgers and
sandwiches
 salads
 Snacks
 Desserts
McDonald's has laid emphasis on
the offerings which customers
demand. However, to meet these
demands continuously in the
market, McDonald's has
introduced new range of products.
Burger King has a product mix of :
 Bacon Cheeseburger
 Whooper Junior
 Coffee
 Juice
 Onion Rings
Burger King use attractive tactics to
support the organization's long term
goal and to achieve the fast growing
company in the fast food domain.
Because they know that there are so
many competitors in the market
against them (Clow and James,
2013).
Price
Price is the amount that customers
pay to buy the products or services
offered in the market. Companies
have to be every careful while
deciding prices of the products,
because customers have different
price perceptions in their minds.
So to satisfy these perceptions,
McDonald's has categorized their
products into 2 categories:
Branded affordability (BA) which
includes Mcveggie and Mcchicken
Burgers and Branded Core Value
Products (BCV) which mainly
includes Mcaloo tikki and chicken
There are two strategies of pricing of
Burger King. These are:
Market Oriented Pricing Strategy:
 Primary approach
 Involves setting prices
according to market
conditions.
Bundle Pricing Strategy:
 Offer value meals and kids
meals at bundle pricing that
customers can afford easily.
So, this indicates that Burger King
mainly focuses on market conditions
to decide its prices.
7

Mcgrill Burgers.
Place This term states the location at
which the product has been served
to the consumers. They have a
strategic implantation of 1200
restaurants in France and recently
put efforts in decoration of
restaurants with games of children
to attract more kids towards brand.
McDonald's restaurants offer the
customers outdoor and indoor
seating. It also banned smoking in
its areas and highly takes care of
hygiene.
In case of Burger King, they have
fifth largest fast food chain along
with serving around 16859 locations
and provide delicious food product to
people for satisfying their actual
requirements in an appropriate
manner.
Promotion This element defines the tactics
that the organizations use to make
people aware about their product
and promote the same to increase
sales. For example, McDonald's
provides attractive and better
information to persuade customers
to purchase their products. These
are:
 Advertising
 Public Relations
 Sales Promotion
 Direct Marketing
McDonald's spend huge money to
promote its products and most
commonly it uses TV ads, in
Burger King commonly uses:
1. Advertisements on print
media and TV.
2. Sponsors different events to
reach more customers .
Sales promotion in the form of
coupons and other offers with the
help of its website. It conduct
advertisements on social media and
other methods such including
television, radio, Facebook,
Instagram, Skype, posters, banners,
pamphlets etc. thus, all of these
method are helpful to attract new
clients and facilitates to grab more
profit share in market.
8

which they show that people
engaging their activities. The
website of McDonald's is also
available for promotion which has
the strong presence.
Process McDonald over the year put efforts
to improve its cooking methods
and other process which helps to
satisfy actual needs of people
effectively. It use sophisticated
method of the processing the food,
packaging and distribution of the
product in an appropriate manner
(Cohen and et. al., 2010).
The manufacturing process is
completely explained to people
involved the same so that they will
prepare desired food items to fulfil
demands of customers. At the same
time production of burger king is not
transparent they does not allow
customer to view their process. They
does not allow their customer to
enter into their manufacturing area to
view and judge the hygiene
standards. They disallow their
customers to check the ingredients
used in the product.
People In context of this organization,
they recruit local people of
particular place because they are
more efficient to attract new
clients along with promoting brand
which helps to grab better market
share as well as enhancing
business at global level.
This firm provide training or learning
to its sales executives in order to
boost up skills of making people
convinced to purchase of product and
put efforts to producing individuals
to make more delicious and
satisfactory food items to increase
profitability in market.
Physical evidence McDonald concentrate on the
clean and hygiene interiors of their
stores. They invest huge fund in
The company continuously reinvent
its image by making changes in their
décor. It new restaurant is
9

making their place attractive and
maintain a decorum at its outlets.
modern,box like architectural lines
and many more things. They also
make their internet presence by
making a website BK. com. This site
inform about the company
stocks,history and press release.
M3 Different tactics used by McDonald in order to achieve business objectives.
McDonald time to time make changes in their organization interior and structure to
attract the customers. The respective company provide information about their manufacturing so
that they can build good image in front of customer. In context to given firm, they have aim to
improve their quality of food products in terms of increasing sales which facilitates to grab more
profits share in market. They make variation in their services according to the region and
geographical area. They make such variations in order to cope with the person lifestyle and
culture. McDonald takes feedback from their clients to get know about their liking, taste and
preferences. The concerned company perform, all such activity for attracting the large number of
customer's and achieve their ultimate goal which is becoming the best leading food chain retailer.
P4 Provide a basic marketing plan for McDonald.
Marketing Plan : It is a document which present a company overall marketing effort. It
is a road map which informs about company's marketing strategy and the resources need to
achieve this business objectives and sales target (Cua, Reames and Chai, 2013). Marketing plan
starts with identification of customer needs and wants and how the company fulfill it while
generating an acceptable return. It generally include vision,mission, objectives, swot analysis and
financial statement.
Company Overview : McDonald is the largest food chain outlet of fast food restaurant
who serves around 68 billion clients in around 120 countries. At present approx 36000+ retails
outlets over the world. The company was founded in 1940 by Richard and Maurice McDonald
in united states. The respective company sell hamburgers, cheese burgers,french fries,soft
drinks,milk shakes, breakfast items. McDonald expand its menu with salads, fish,wraps,smoothie
and seasoned fries. The best quality of the company is that they sell product according to the
culture and life style of the country people.
10

Vision : Their vision is to become the best leading fast food retailer around the world
(Dioko, 2016).
Mission : Their mission statement is to be the world best quick service provider. The best
indicate towards cleanliness, quality and value so that every customer's eat with a smile in there
workplace.
Objectives : To enhance variety and quality of fast food & beverages through delivering
service on time to increase sales by 10% in next 20 months.
Strength :
 McDonald has strong brand image because they sponsor many international events such
as football world cup and Olympics which help them to earn competitive advantage.
 The respective company maintain high level of standardization because they want
product and services of the same level wherever a customer go in the world.
 They make differentiation in their product on the bases of nation and region (Harris,
Schwartz and Brownell, 2010).
Weakness :
 McDonald menu cover a wide range of products including some with a very high fat
which is to be not liked by the consumer due to leading healthy lifestyle. In place of low
fat product range they induce customer to buy a high calories and fatty product.
 The franchise scheme offering different level of services at McDonald outlet which create
bad impact on their brand.
 McDonald standardization affect the company flexibility to responding into market
variations.
Opportunities :
 McDonald can increase its market share by providing recycling facilities which show
them to the world as a more responsible business person.
 They need to make use of technology in a better way for improving their delivery service
and creating link with customers, basically in the world of convenience (Hoványi, 2013).
 McDonald focus is on the western market,they have a big opportunity to grow and
expand in the developing countries such as Asian countries.
Threats :
11

 The healthy lifestyle of the people is the biggest threat of the McDonald because it
discourages people from eating unhealthy food which they provide.
 To lower the obesity level, there is a high taxation put on the fast foods chain which
reduce the profit margin. It can bring decrease in number of consumer as the tax was
passed to them in the form of price increase.
Financial Analysis :
Organization should estimate the capital before allocating the fund to various department
of the organization. Organization should collect all necessary data or information before making
decision regarding the budget. Below there is a description of the amount which was spend every
year in different kinds of marketing activity. In the first year the amount is maximum and in the
four year it is minimum.
Marketing budget
Particulars
1st
year
2nd
year
3rd
year 4th year 5th year
Initial fund 20000 2500 4800 4200 5600
Finance 17500 15200 15800 14400
Total 20000 20000 20000 20000 20000
Marketing
expense
Publicity 7000 8000 6000 5000 7000
Sales publicity 2000 2000 3000 2000 2000
Direct
marketing 3000 1500 2500 2500 1500
Internet
marketing 3000 1000 2000 2000 2000
12

Social media 1000 1000 1000 1000 1000
printing 500 700 300 400 550
Events 1000 1000 1000 1500 1000
Total 17500 15200 15800 14400 15050
Segmenting : McDonald uses a mix of demographic,geographic variables in order to
segment the market. They always make changes in their product and service in accordance with
the taste and preferences.
Targeting : They target children, youth and young urban families for their product.
Positioning : McDonald has changed them from product-based positioning to value
based positioning strategy. It means that earlier they focus on providing variety to the customers
but now they position themselves as quality provider. They provide WIFI facilities at their
outlet.
M4 Produce a detail, marketing plan for McDonald's.
Marketing plan is prepared in the organization to get to know the resources present with
them so that business objectives can be achieved . It includes vision ,mission, financial
statement, strength ,weakness,opportunities, threats, objectives,segmenting, positioning and
targeting. The modern day marketing plans present the short brief of two three years of the
organization. It gives answer to various question like what the business do and what is your
product and service, how is your target audience, what amount is available in the organization.
D2 Formulate a strategic marketing plan which organisation applies by using 7 P's in order to
achieve the overall marketing objectives.
Through analyzing the marketing techniques and 7P's of marketing mix, organization can
attain their business objectives and effectively promote their services and products(Jain, Ahuja
and Medury, 2013). In case of given firm, they have an aim to increase sales by 10% through
improving quality & variety of food items by putting appropriate efforts which are favorable to
grab target market along with applying desired budget. McDonald's is one of the largest fast-food
retailer worldwide which is aiming to provide quality food, clean environment and be the market
leader. The organization through addressing product, price, place, physical evidence, promotion,
13

people and process, this has been analyzed the company has opted suitable methods and
techniques that can positively assist firm in accomplishing the marketing objectives accordingly.
CONCLUSION
The above report is conclude that how marketing department of selected firm works in
order to attain customer attention. By the help of this analyses Easy bites get inform about the
various marketing strategies which given company can adopt to survive in the external
environment. It present the relation of marketing department with other units of organisation
which is used by Easy bites in order to expand in the UK market. It include comparative
discussion on the basis of marketing mix which involves product, price, place, promotion,
people, process and physical evidence of two companies. At last, it define marketing plan of
given company in order to identify organisational overview in the terms of marketing aspects.
14

REFERENCES
Books and Journals
Aaboud, M. and et. al., 2017. Electron efficiency measurements with the ATLAS detector using
2012 LHC proton–proton collision data. The European Physical Journal C. 77(3).
p.195.
Aad, G. and et. al., 2012. Observation of a new particle in the search for the Standard Model
Higgs boson with the ATLAS detector at the LHC. Physics Letters B. 716(1). pp.1-29.
Al-Hasan, S., Thomas, B. and Mansour, A., 2016. Internet Adoption and International Marketing
in the Jordanian Banking Sector. International Journal of Online Marketing (IJOM).
6(2). pp.34-48.
Babin, B. J. and Zikmund, W. G., 2015. Essentials of marketing research. Nelson Education.
Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Banerjee, B., 2013. Trends in the Use of Social Media as a Tool of Marketing Communications
in FMCG Sector in India. International Journal of Online Marketing (IJOM). 3(3).
pp.62-75.
Beatty, J. F. and Samuelson, S. S., 2014. Cengage Advantage Books: Essentials of Business
Law. Cengage Learning.
Braslow, K., 2015. Some Essentials to Consider When Opening a Private Psychiatric Practice.
Current Psychiatry. 14(5). p.54.
Caporaso, J.G. and et. al., 2010. QIIME allows analysis of high-throughput community
sequencing data. Nature methods. 7(5). pp.335-336.
Chamorro-Mera, A., Miranda, F. J. and Rubio, S., 2014. Facebook as a marketing tool: An
analysis of the 100 top-ranked global brands. International Journal of Virtual
Communities and Social Networking (IJVCSN). 6(4). pp.14-28.
Clow, K. E. and James, K. E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Cohen, S.H. and et. al., 2010. Clinical practice guidelines for Clostridium difficile infection in
adults: 2010 update by the society for healthcare epidemiology of America (SHEA) and
15

the infectious diseases society of America (IDSA). Infection Control & Hospital
Epidemiology. 31(05). pp.431-455.
Cua, F., Reames, S. and Chai, J. C. Y., 2013. Relationships in Technological Processes: Finding
the Common Ground between Diffusion of Innovations and Relationship Marketing
Theories-A Case Study. International Journal of Information Systems and Social
Change (IJISSC). 4(2). pp.17-41.
Dioko, L. D. A., 2016. Progress and trends in destination branding and marketing–a brief and
broad review. International Journal of Culture, Tourism and Hospitality Research.
10(1). pp.5-13.
Harris, J. L., Schwartz, M. B. and Brownell, K. D., 2010. Evaluating fast food nutrition and
marketing to youth. New Haven, CT: Yale Rudd Center for Food Policy & Obesity.
Hoványi, G., 2013. Essentials of Corporate Communication: Implementing Practices for
Effective Reputation Management. European Journal of Marketing.
Jain, N., Ahuja, V and Medury, Y., 2013. Websites and Internet Marketing: Developing a Model
for Measuring a Website’s Contribution to the Brand. International Journal of Online
Marketing (IJOM). 3(1). pp.14-30.
Online
Business Essentials Information Session. 2017. [Online]. Available through:
<https://haskayne.ucalgary.ca/executive/BEInfo>. [Accessed on 31st October, 2017].
Basic elements of the marketing function. 2012. [Online]. Available through:
<http://steinvox.com/blog/five-core-marketing-functions-a-business-organization-
blueprint/>. [Accessed on 31st October, 2017]
Eser., 2018. Functions of marketing. [ONLINE]. Available through
<https://tinobusiness.com/marketing-function-identify-satisfy-produce/>
16