Essentials of Marketing and Hospitality Management

The assignment provides a detailed overview of the essentials of marketing and hospitality management. It covers various topics such as human resources marketing, hospitality marketing, and building the constituency model for hospitality marketing. The assignment also discusses analytic hierarchy process as a decision tool for operative marketing, human resources marketing and recruiting, and the role of brand elements in destination branding. It highlights the importance of employer branding, community-based livestock breeding programmes, and network theory's contribution to marketing research.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing function.............................................................1
P2 Roles and responsibilities of marketing relate to organisational context..........................3
TASK 2............................................................................................................................................5
P3 Compare ways to use elements of marketing mix to achieve business objectives...........5
TASK 3............................................................................................................................................9
P4 Basic marketing plan for organisation..............................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing concept plays essential role in each and every type of firm; which includes
activities performed by management to spread information among public about items and
services. People purchase things only when they have knowledge of different variety of items
that are present in marketplace. Companies require to establish relationship with customers and
formulate strategies to make system function in according to needs and wants of people. Market
research is appropriate tool used by manager to have complete information about demands of
customers and competitor's offerings (Pike, 2015). Present report is based on McDonald's which
is famous fast food restaurant established in UK and various other nations. French fries,
hamburger, soft drink and various other food items are provided by firm. This assignment
specifies information about roles and responsibilities that are performed by marketing
department. Along this, it also consists interaction with other units that is human resource,
finance, operation, sales, research and development. Marketing mix and plan is designed by
management to inform public about variety of food items and to grab attention of large number
of people; thereby enhance sales and profit.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing department requires to have skilled and competent members so that
appropriate promotion activities are executed. It is necessary that organisation have appropriate
market image and goodwill to attract people and make them purchase things in respect to their
demands. Pricing and promotion tactic are formulated by seniors to help other units that is
production and sales to have large customer base. This helps administration to take appropriate
decisions and design items in according to requirements of consumers. In McDonald's,
marketing unit responsibility is to provide information to public about food items and packages
designed by superiors to attract large number of people (Malhotra, 2015). These are various role
and responsibilities which are executed by marketing unit are they are stated beneath:
Product: This tactic define that organisation require to provide items and services in
respect to needs and wants of public. Marketing team require to have complete information about
products, its features and benefits which help firm to attract people. McDonald's provide
numerous kinds of food items and quality things to retain customers for longer period.
Hamburger, cheese burger, desserts, French fries, etc. are various items that are provided by
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company to fulfil demands of people. Marketing team helps operation unit to deliver quality food
products to consumers. Along this, restaurant provide food items in according to taste and
preference of people.
Pricing: Management duty is to determine appropriate rates of food items to grab
attention of large number of people. Customers purchasing power determine amount of products
they will be able to buy in respect to their needs and wants. McDonald's provide different
variants and at appropriate prices to attract consumers and make them purchase things in respect
to their demands. In this marketing team provide information to people about different meal
packs and packages that are designed by management to grab attention of people. Along this, it
helps firm to position higher than rival brands (Hair Jr and et. al., 2015).
Promotion: This is another responsibility of marketing unit which includes activities
executed by management to use appropriate tools such as online marketing, print media, sales
promotion, publicity and social media. These are tools that are used by McDonald's to attract
people by informing them about different variety of food items and packages. Consumers prefer
to purchase quality items and things which have brand value. Promotional techniques are used by
marketing unit to influence people by timely providing them data about products, benefits and
features. This also helps management to compete with rival restaurants by giving customers
appropriate advantages such as meal packs and various attractive tools such as gifts and toys to
children.
Marketing information system: This is essential tactic which defines that business firms
needs to provide adequate information to public about variety of items and services. It is
essential that management uses appropriate promotion tools to convey to public about benefits
and features of products. McDonald's have good market position and image as firm provide
quality food items and different varieties in respect to taste and preference of people. Marketing
team plays important role to communicate consumers and attract them by providing them
information about meal packs (Babin and Zikmund, 2015).
Financing: Marketing department's prime responsibility is to use various promotional
techniques to communicate public about items and services. For designing appropriate message
and attractive videos and pictures, it is essential that management have adequate funds to
implement appropriate tools and technologies in system. McDonald's requires to use adequate
techniques which help firm deliver different variety of food items and also of good quality.
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Consumers visit restaurant again only if they get quick services and food items in according to
their taste and preferences.
Distribution: Management require to provide different items and services to people to
fulfil their demands. It is necessary that organisation have number of branches established in
nation to make it easy for consumers to purchase products according to their needs and wants.
McDonald's have more outlets than other food restaurants which help seniors to have large
customer base. In this marketing unit role is to use various promotion tools and techniques to
inform public about different food items and meal packs. Along this, they even require to
examine different distribution channels that help management to provide quality things to
consumers at correct time and place (Lane, 2016).
Thus, these are various activities that are performed by marketing department of
McDonald's to have large customer base. Management provide different variety of food items in
respect to taste and preference of people. Along this, various promotional and pricing strategies
are formulated by seniors to grab attention of large number of consumers. Marketing team
responsibility is to conduct market research to have complete information about taste and
preferences of people. Apart from this, they even require to attract people by communicating
them about different meal packs and food items. This helps company to position higher than
other food restaurants and compete with competitors in efficient manner. Thus, management of
McDonald's is able to enhance sales and generate adequate revenue from business.
P2 Roles and responsibilities of marketing relate to organisational context
Organisation have different departments that is human resource, finance, operation,
marketing, sales, research and development. It is necessary that administration have adequate
manpower which are distributed in these unit in according to their skills and abilities.
McDonald's which is famous food restaurant having numerous outlets established across world.
Management require to regulate and organise business activities in according to provide
appropriate food items and services to people (Baker and Magnini, 2016). They require to make
system function effectively and use adequate tools and technologies so that quality products are
provided to consumers. As, every industry have numerous firms which are executing business;
so it is necessary that marketing department uses various promotional tools to spread awareness
among public about meal packs and food products. Thus, this is inter-connection that marketing
unit have with other departments is stated below:-
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Human resource functions with marketing unit: HR unit duty is to have adequate
manpower in organisation to execute business activities in proper manner. Employer
responsibilities include conducting recruitment, selection, compensation, training and
development processes to employ appropriate individuals in McDonald's. Human resource
provide duties to members in respect to their skills and abilities. Thus, they require to have
skilled and competent people in marketing unit which have capability to use adequate tools and
technologies to spread information among public about food items.
Operation functions with marketing unit: Production department duties include
manufacturing appropriate items and services in according to fulfil needs and wants of people. It
is necessary that management have adequate resources that is funds, material and manpower to
execute business activities properly. McDonald's provide variety of items and use appropriate
things to provide quality food products to consumers. Marketing team have complete
information about needs and wants of people which help operation members to design items and
deliver quality things to consumers. Along this, they even require to formulate appropriate meal
packs in according to provide adequate food products to consumers. This help management to
enhance sales and generate adequate revenue from business (Griffitts, 2016).
Finance functions with marketing unit: Organisation require to have adequate capital to
purchase appropriate material and various other resources to execute business activities in
according to market conditions. It is essential that management uses funds adequately and
provide budget to every department to execute activities effectively. McDonald's which have
branches set up in different nations require that administration establish strong market position
and image. Marketing team require that system have appropriate technologies and tools which
help them to provide information to public about variety of food items and meal packs. Online
advertising, social media and e-marketing are various techniques that are used by firm to grab
attention of large number of people. For this, finance unit require to give appropriate amount of
funds to marketing members to use latest tools and technologies.
Sales functions with marketing unit: Corporations require to have adequate customer
base which help administration to enhance sales and generate adequate profit from business.
Marketing team uses various promotional tools to inform public about food items, meal packs
and prices to grab attention of large number of people (Pappas, 2017). This helps sales members
as they don't require to influence public and convince them to purchase things. Consumers have
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appropriate knowledge about variety of food products of McDonald's which help them to choose
items and purchase in according to their taste and preferences. This helps firm to attract people
and make them purchase food items in respect to their demands and fulfil requirements.
Research and development functions with marketing unit: R&D unit responsibility is to
conduct market research and survey to have complete and accurate information about needs and
wants of public. It is necessary that items and services are designed by management in respect to
demands of people. For this, seniors implement latest tools and techniques in system which help
McDonald's to provide creative and unique food items to customers in respect to their taste and
preferences. Company keep modifying their menu and offer variety of products to fulfil needs
and wants of people. In this, marketing unit responsibility is to inform people about changes and
transformations that are made by management in items. This help members to attract large
number of individuals; thereby enhance sales and profitability (Illing and Anders, 2016).
Information technology (IT) functions with marketing unit: IT department duties is to
design system and implement appropriate tools and software which helps management to provide
adequate items and services to consumers. Marketing team requires to have latest technologies to
execute activities and design attractive messages in respect to inform public about variety of
products, meal packs and prices. Online advertising and e-marketing require that McDonald's use
appropriate devices to convey information to consumers and attract them. It is also necessary that
company establishes good reputation and goodwill which helps management to position higher
than competitors (Dessain, 2016).
Therefore, marketing team provides support and help to other units of McDonald's by
informing public about variety of items and meal packs. With use of online advertisement, print
media and e-marketing tools management spread awareness to people about packages and
variety of food products. This advantages company to have large customer base and enhance
sales by providing appropriate data about food products, its prices and other essential aspects.
TASK 2
P3 Compare ways to use elements of marketing mix to achieve business objectives
Marketing department formulate plan which includes information about marketing mix
which help management to design system and execute business operations effectively. Product,
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price, place, promotion, people, process and physical evidence are various constituents which
help organisation to grab attention of large number of people.
McDonald's is popular food restaurant which has number of branches established in UK
and various other nations. Marketing team require to design appropriate marketing mix and
deliver appropriate variety of items and services to consumers to enhance sales and revenue. As,
McDonald's have competition from Burger King which is also famous food chain (Kladou and
et. al., 2016). Thus, it is necessary that adequate strategies and tactics are designed by marketing
members to enhance market position and grab attention of large number of people.
Basis McDonald's Burger King
Product Hamburger, desserts, chicken
products, breakfast goods,
cheese burgers, deserts are
various food items that are
provided by firm to fulfil
needs and wants of people.
All these are offer to
customers in order to attain
their satisfaction level.
Burger King offer quality
products to its customers
according to their needs. In
this the main focus of
company is to offer quality
food items to its customers. It
includes French fries,
sandwich, soft drinks, desserts,
milk shakes and many more.
Price McDonald's provide different
variety of food items and at
reasonable rates to target
people by giving them things
in respect to their demands.
Different packages and meal
packs are formulated by
company to attract people and
make purchases in respect to
needs and wants.
Burger King use oriented
pricing strategy in which they
set their product price is
appropriately. Basically, firm
focus on their product quality
and services in which they
offer customers as per their
needs. In this they serve their
products at affordable cost in
order top increase profitability
level.
Place Franchising is appropriate It include that place where
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technique which is used by
company to increase outlets
and provide people number of
branches to avail food items
and services to fulfil their
needs and wants.
McDonald's have branches
established in different nations
which help firm to have large
customer base. Along this,
company have numerous
outlets in particular country
which help marketing team to
enhance sales and profit.
company serve their products
to its customers. In this Burger
King set their outlets attractive
which influence customers to
consume its products. In
addition of this company
operate their stores in various
countries to offer services.
Promotion Online advertising, social
media and e-marketing are
various tools used by
marketing team to inform
public about variety of items
and meal packs. This helps
marketing team to grab
attention of large number of
people and establish brand.
McDonald's has strong market
image as company provide
information to consumers
about packages and food
products.
Burger king use effective ways
to communicate with their
customers to influence them to
buy company products ad
services. By this company
increase customers awareness
towards its products and
services which may leads in
increasing profitability level at
market place.
People Toys and various food items
are provides by McDonald's to
Customers, workers and
management which play vital
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provide different variants of
food items in respect to target
consumers. Hamburger,
desserts, chicken products,
breakfast goods, deserts and
drinks are various things
which are provided by firm in
respect to taste and preferences
of people.
role in executing activities of
the company. So that,
company have to offer quality
services to its customers as per
their needs. Along with this,
they also provide better
training and development to
their workers so that they
effectively serve quality
services to its customers.
Process McDonald's system includes
latest tools and techniques
which help management to
utilise resources and deliver
appropriate items and services
to people. Quality food
products and quick services
are provided by firm to
consumers which help
management to establish good
position in market.
It includes effective method
and procedures to serve
products and services to its
customers. Thus, it is
important for company to use
appropriate manufacturing
process to produce quality
goods and services as per
customers needs. This will aid
in increasing profitability level
at market place.
Physical evidence McDonald's includes attractive
infrastructure which helps
consumers to have good
experience. Along this, self
service helps people to
purchase food items and have
appropriate place to eat food
adequately. Restaurant also
includes Ronald statue which
Burger King operate their
business activities in various
location in which they offer
their services. In this context,
company also includes
pamphlets, brochures an many
more to serve their product
information to its customers in
order to influence them to
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help firm to give additional
benefit to consumers.
consume its products.
TASK 3
P4 Basic marketing plan for organisation
Marketing department responsibility is to promote information among public about items
and services. It is essential that organisation design appropriate plan which includes data
strategies formulated by management in respect to pricing, promotion and distribution. Seniors
require to utilise resources that is funds, material and manpower efficiently; so that adequate
business operations are executed. Top personnels duty is to frame mission, vision and objectives
to direct members; thereby make them perform duties effectively. Human resource, finance,
production, marketing, sales, IT, research and development are various unit which are
constructed by administration to conduct activities in according to accomplish goals and targets
(Mueller and et. al., 2015).
In McDonald's, marketing plan is framed by marketing department which specifies
information about activities executed to attract public by acknowledging them food items,
benefits and meal packs. Hamburger, desserts, chicken products, breakfast goods, cheese burgers
and various other products are provided by restaurant to fulfil needs and wants of people by
giving them options and different variants of food things.
Vision of McDonald's: Company gives quality food items and uses appropriate
technologies which help management to provide quick services to enhance customer's
experience. McDonald's provide good infrastructure and quality products to attract people by
offering different varieties in respect to taste and preferences of consumers.
Mission of McDonald's: Administration goal is to construct consumers loyal by
providing them quality food items.
SWOT analysis of McDonald's: This tool is used by management to have accurate and
complete information about system abilities and market conditions. It is necessary that top
personnels design system and execute activities in such manner that appropriate items and
services are delivered in marketplace in respect to needs and wants of people. Marketing team
conducts SWOT analysis which help McDonald's to utilise market opportunities with uses of
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strengths of system and protect it from threats by reducing weaknesses (Hoeffler, Herzenstein
and Ginzburg, 2015). This is explanation which is described below:
Strengths Weaknesses
 McDonald's have set up branches in
different nations which help business
person to have large customer base.
 Franchising is appropriate tool used by
company to have numerous outlets
established in market.
 McDonald's have strong brand image
and goodwill, as firm provide quality
food items and variety of products in
according to taste and preferences of
consumers.
 Online advertising, e-marketing and
social media are various promotional
tools used by marketing team to inform
public about meal packs and items.
 Market share and position of
McDonald's is reducing which is due to
various new restaurants are opening
outlets in market.
 Franchising may impact on image of
McDonald's. As, management quality
of food items determine consumer's
retaining or shifting to other brands.
 People taste and preferences keep on
changing with time which is due to
technological advancements and
improvements made by chef's.
Opportunities Threats
 McDonald's have joint venture as
option to join hands with retailers and
supermarket of UK to increase
customer base.
 Increase food varieties and provide
different variants to people in respect to
their taste and preferences.
 McDonald's require to implement new
tools and techniques to deliver quick
services and innovative food items.
 Burger King, KFC, Pizza Hut and so on
are various rival brands of McDonald's.
 Company require to provide different
food items and quality things to
consumers to grab attention of large
number of people and enhance sales
and profit.
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STP OF McDonald's: This technique is used by marketing team to grab attention of
large number of people by giving them appropriate items and services in respect to their taste and
preferences. It is necessary that marketing plan includes information about different tactics and
strategies to attract consumers by giving them adequate benefits, gifts, vouchers, toys and
various other aspects to target people and make them purchase food products in respect to their
needs and demands. This is description of various techniques that are used by McDonald's are
defined below:
Segmentation: This concept specifies that market includes different kind of people which
have different needs and wants. It is essential that McDonald's provide food items and various
other benefits to attract people and enhance sales. Food products varieties are designed by top
personnels in respect to taste of consumers and age group. This help company to have large
customer base and enhance sales; thereby generate appropriate revenue from business (Penoyar,
2016).
Targeting: This tactic define that organisation require to provide different items and
services in marketplace in respect to needs and wants of people. McDonald's have branches in
different nations which help firm to have large customer base. Toys and gifts are various tools
that are provided by firm to grab attention of children by providing them attraction to visit stores.
Along this, variety of food items are provided by company to provide things in respect to taste
and preferences of public and target consumer.
Positioning: This is last concept of STP which includes activities executed by marketing
team of McDonald's to use appropriate promotional tools such as online advertising, social
media and e-marketing to inform people about variety of food items and meal packs (Piñeiro-
Otero and Martínez-Rolán, 2016).
Marketing mix of McDonald's: Marketing team require to specify
appropriate information about 4 P's which help management to execute
business operations in according to market situations. This is description of
marketing mix which is as follows:
Product: Hamburgers, chicken products, soft drinks, desserts and many other food
variants are provided by McDonald's. Along this smoothies, fruits, salads and fish wraps are
various other things that makes it famous fast food restaurant (Mendel, 2016).
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Price: McDonald's has large customer base as they provide food items at reasonable rates
than other rival firms. To segment people of different background, restaurant give products in
respect to their needs and wants.
Place: McDonald's have set up branches in different nation which help firm to have large
customer base. Along this, it also benefits business person to enhance sales and generate
adequate profit from business.
Promotion: Online advertising, social media and e-marketing are
various tools that are used by McDonald's to inform public about variety of
food items, meal packs and packages. This help company to establish good
image and reputation in market and attract people (Perry and Pyatt, 2015).
Execution: Marketing department frame marketing plan which includes complete and
accurate information about variety of food items, strategies in respect to promotion and pricing.
After this, management responsibility is to execute market research to acknowledge needs and
wants of public; thereby provide support to other units to execute activities accordingly.
Evaluation: This is last step which define that marketing team require to have
information whether marketing plan is constructed in respect to needs and wants of people or
not. McDonald's sales and profit determine actions which management take to organise business
operations and deliver appropriate items and services to consumers (González-Prida and et. al.,
2015).
CONCLUSION
From the above mentioned assignment, it can be summarised that marketing is an
important activity as well as part of the business organization to increase the profitability level. It
also helps in building positive relationship with their customers by providing them quality
services. Basically, it consider as an important tool by which company effectively communicate
with their customers towards the company products and services. In addition of this, by using
marketing tool firm can easily attract as well as invite number of customers. This will enhance
the profitability level of the company at market place. For attaining the same, company have to
use appropriate distribution channel for delivering variety of products at affordable cost. Along
with this, various roles and responsibilities of marketing function also contribute in executing
entire business activities to enhance the profitability level at market place. Marketing plan of
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McDonald is also summarised in this project which consider all the elements to attain better
success at market place as compare to its rivals.
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