Marketing Essentials Elements Assignment
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Added on 2020-10-05
Marketing Essentials Elements Assignment
Added on 2020-10-05
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Marketing Essentials
Table of ContentsProject 1 ..........................................................................................................................................1INTRODUCTION ..........................................................................................................................1P1 Define the roles and responsibilities of marketing function.............................................1P2 Illustrate how roles and responsibilities of marketing relate to other organizational context................................................................................................................................................3M1 Examine the roles and responsibilities of marketing in relation to marketing environment.................................................................................................................................................4M2 Illustrate the importance of interrelationship between marketing and other functional unitsof organization........................................................................................................................5D1 Analyse the key elements of marketing function and their relation with other units of anorganisation............................................................................................................................5Project 2...........................................................................................................................................6P3 Differentiate the method in which McDonald's and another fast food company applymarketing mix.........................................................................................................................6P4 Provide a basic marketing plan for McDonald................................................................10M4 Produce a detail, marketing plan for McDonald's.........................................................13D2 Formulate a strategic marketing plan which organisation applies by using 7 P's in order toachieve the overall marketing objectives.............................................................................13CONCLUSION .............................................................................................................................14REFERENCES .............................................................................................................................15
Project 1 INTRODUCTION Marketing is the activity under which organization moves its finished good tomarketplace with the help of advertising, selling and delivering product. Marketing is done in theorganization to attract the target customer and differentiating the product or service fromcompetitor. In this report, the Easy bites of mainland Europe do in -depth study of McDonaldmarketing. Easy bites perform a marketing strategy analysis of McDonald to make their workingfuture business plans. In this assignment, there is a discussion of various roles andresponsibilities of marketing function. Along with this, it relate Marketing functions to otherdepartments of the organization (Aaboud and et. al., 2017). It also include description aboutcomparison of marketing mix in two companies including McDonald and Burger King. Thesample marketing plan will discuss along with vision, mission, objectives, STP analysis andSWOT 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 maintainrelationship with them. The main aim of marketing is to match a company's products withcustomer needs and wants to ensure profitability.Nature of marketing : Marketing is the processes, activity and set of institutions forcreating, delivering, communicating and exchanging offers which are valued by customers.Marketing function is a process which help enterprise in identifying the potential productfor 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 andproduct development and many more things. Various types of marketing function arepromotion,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 marketingstrategy with overall firm strategy and goals. The strategy is made for increasing the marketshare in a particular market through entering in new sector or by using a new channel ofdistribution. McDonald's use cost leadership strategy in order to create a place among the1
customers. They provide relatively cheaper products as compared to its rival firm such asAraby'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'salways do research in order to understand their competitor strength and weakness and customer'sneed to increase their market share. McDonald's do primary research on their product andservices. Under this they ask their clients about the quality and services through questionnaireand surveys so that they improve their productivity.Product development : The marketing department works with product developmentteam 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 regardingcustomer's needs and preferences so that they can add features to the existing product orincorporate improvement in the new product. By the help of marketing functions organizationable to set prices and prepare plans for launching a new product. For example : Beef is prohibitedin some of the countries for which McDonald is popular for beef burger around the world. Due tothis they provide the product according to the culture and lifestyle.Communication : Marketing department of the organization plan a campaign andprepare 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 performvarious activities such as organizing advertising campaign, create promotional matters for thecompany website,develop email marketing campaigns, bring press release and many morethings. Enterprise can design the promotional material with the help of their department or canappoint advertising agencies to provide the content. The people who work in marketingdepartment of the organization need to use slogans and tag lines in order to attract the targetaudience. The respective company use I'm Lovin' It for the promotion of their product. Budgeting : Marketing of the product depends upon the budget. Every marketingdepartment of the organization get some money in order to create a presence of the company orits product in the external environment (Babin and Zikmund, 2015). It is a duty of marketingdepartment to estimate the cost of the marketing activities so that funds of the organization can2
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