The role and responsibilities of marketing in McDonald's

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. The concept of marketing, including current and future trends.........................................1
2. An overview of the different marketing processes............................................................2
3. The role and responsibilities of a marketing manager in the context of McDonald..........3
4. How marketing influences and interrelates with other functional departments of
McDonald's.............................................................................................................................4
5. The value and importance of the marketing role in the context of the organisation.........5
6. Conclusions that emphasise the significance of having effective interrelationships between
different functional departments.............................................................................................6
7. Marketing mix of McDonald to the marketing planning process......................................6
8. Produce and evaluate a basic marketing plan for McDonald's..........................................8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing is a most important aspect that assist in promoting and delivering goods or
services to customers for business benefits (Ahrens, 2011). On the basis of these elements, an
organisation fulfil need and demands of their existing as well as potential customers. For the
implementation of this strategy, a business firm needs to be able to attract customer's towards
their products. This report is based on McDonald which is a large scale fast food company. The
organisation was founded in the year 1940 by Richard and Maurice McDonald. It has an approx.
37,000 outlets in around 120 countries. In this, they served services to estimated 68 million
customers (Countries With The Most McDonald's, 2018). This report is going to cover the role of
marketing and how it interrelates with other functional units of an organisation. It will also
determine the elements of marketing mix as well as evaluation of basic marketing plan in the
respect of McDonald.
MAIN BODY
1. The concept of marketing, including current and future trends
Marketing concept is determined as a strategy that is implemented by firm to satisfy
needs and demands of customers. Through these practices, a firm can improve their sales as well
as can maximise profitability easily. McDonald is a second large fast food chain in the world
which implements unique marketing strategy to get connected with customers for a long
duration. In this procedure, marketing department of McDonald's provides their effective
contribution by implementing new trends and ideas. Thecurrent and future trend of marketing is
determine below as -
Current trends – These are general terms which influence marketing activities of each
organisation in direct and indirect manner. McDonald has their own marketing strategy that they
implement to get connected with their potential customers easily. These trends are -
 Mobile marketing – This is a most common and cost effective platform in which
organisation provides information of their products and services to customers through
mobile calls and messages (Bellenger, Bernhardt and Goldstucker, 2011). McDonald also
implement these marketing strategies to update new information’s to customers directly.
On the basis of these platforms, customer can ask their quarries to service employees
easily.
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 Online performance marketing – Now a day, numerous organisations conduct their
marketing and promotional activities on online platform. Main reason behind these
approaches is that, customers are more likely to grasp information through these
platforms. Therefore, McDonald conducts advertisement as well as sales activities
through digital applications for their customers.
Future trends – Marketing has a wide concept in which technology play a most important
role. Therefore, the possibility of modifications in marketing aspects can be through advance
technologies (Bird, 2012). The physical techniques of advertisement and marketing are now also
get connected with internet, so there might be possibilities to identify technical changes in future
trends of marketing. Main objectives of these approaches is to enhance organisational profits and
sales effectively. These technological trend can be beneficial for those organisation who deals
with international customers/ because through this they can get connected with them easily and
render them desired services in convenient manner.
2. An overview of the different marketing processes
Marketing is a wide concept that include promotion, analysis and delivering of goods and
services on the basis of market requirement need. For this, marketing department of a business
needs to conduct a marketing procedure for the betterment of analytical approaches. In
McDonald, marketing division works wisely for the identification of their customer's demand.
 Situational analysis – McDonald is a well-known organisation which always
implements unique analysis approaches for their business firm. They are basically
working on internal and external environmental factor that can impact business decision
in direct and indirect way. The impact of these factors has on marketing and business
operations therefore, management of McDonald requires to work on them partially.
Through this, they can analyse positive and negative impact of these factors for future
procedures.
 Marketing strategy – After the marketing analysis and situational analysis, management
of McDonald working on planning practices. These activities are based on impactful
strategies of firm that they conduct to maximise business sales and profitability.
Marketing employees of McDonald's provide their effective contribution in this process
because they all basically works to identify customer's demand and requirement towards
firm to provide them higher satisfaction easily.
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