Marketing Essentials.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explanation of key roles and responsibilities of marketing function....................................1
P2 Explanation of interrelation of roles and responsibilities with organisational context..........2
TASK 2 ...........................................................................................................................................4
P3 Comparison of ways in which different organisations apply marketing mix to marketing
planning process to achieve business objectives.........................................................................4
TASK 3............................................................................................................................................7
P4 Evaluation of basic marketing plan for an organisation........................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing essentials includes advertising, publicity and the sales techniques. It is
believed that marketing begins after the product or service are designed, produced and are ready
for the sales and delivery (Shrestha, 2016). Marketing is tool that involves understanding of
marketplace, demands of the customers, building profitable relations and provide quality
amongst the customers. The companies have realised the importance of consumer relation and
they are trying to innovate good market strategies. The company selected for this project report is
McDonald's which is an American fast food company founded in 1940 as a restaurant by Richard
and Maurice McDonald. This report will mainly focuses over the role of marketing and its
interrelations with other functions of the company; the uses of market mix to achieve the
objectives. In addition to that the report will also focus on development and evaluation of
marketing plans of McDonald's.
TASK 1
P1 Explanation of key roles and responsibilities of marketing function.
The marketing functions are concerned by buying and selling of products to satisfy needs
of consumers. The key functions and roles of marketing are product management, identification
of consumers needs, pricing of the products, channels of distribution, promotional activities,
financing of an enterprise, and most important market research (Omojola, 2019). The description
of these functions in McDonald's with their roles and responsibilities are as follows:
Product Management- The items which are used to produce final goods should be
stored by company so that there is no delay in production process and distribution of goods are
done smoothly. The role of storing food items in McDonald's is that make sure that items which
are used for making burgers, french fries or any other dishes are stored in proper manner. At
same time it is responsibility of product management function to keep records of all items used
by company and store them on time so that the production process of food items is not delayed.
Identifying Consumer needs- It is necessary to identify that products provided by
company is a need for consumer or not. Were as the other situation can be to make possible for
company produce goods which have high demand in market. In case of McDonald's it is
necessary role to identify consumer needs due to change in taste and preferences as per change in
time and according to that come up with different varieties in existing food items. This needs to
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be done because the brand has global reach with high consumer base as it has been in market
from so long. This function is responsible to know the change in needs of consumers and
analysis the data of marketing strategies to know what consumers are consuming more in all over
market.
Pricing- Setting prices for the goods is really a challenging task for company's. Through
pricing function McDonald's needs to check that order of food items by consumers makes the
worth for them and at same time it is helping the brand to level up in achieving the goal of being
effective with affordable price. The pricing function is responsible for setting the price which are
not to high for consumer that food items are not being consumed or too low that brand can not
gain profits from the sale of food items.
Channels of distribution- The channels through which goods are sold by company to
people who want to its products are distribution channels. The role of distribution channel
function is important for McDonald's, as the brand not only services its consumers on its store
but also has home delivery option (Harris, Ciorciari and Gountas, 2018). So it is necessary that
channel of distribution function takes the responsibility to work properly on delivery channel of
brand which make the positive impact on the consumers. While in stores it is responsible to
make sure that the orders of consumers are fulfilled as per there demand.
Promotional Activities- To make brand similar in market, some activities like
advertisements, personal selling, publicity are done to make the consumer know about products
company provides and persuade them to buy. The role of effective promotional function in
McDonald's helps brand reach more consumer at global level. For that promotional department is
responsible to decide the best promotional mix and ensure that people doing these task have full
knowledge about all food items provided by company. This knowledge is necessary to make
consumers aware about items they will be consuming are up to the mark with good quality.
Responsibilities of marketing funciton-
 Segmentation- Segmentation refers to segmenting the market in an effective manner and
ensuring that the customers can be targeted effectively and efficiently. In the context of
McDonald's it is quite important that customers are segmented on a geographic basis
which will be thus helpful in targeting them.
 Targeting- Targeting refers to preparing a strategy to effectively target the customers.
Therefore, In the context of McDonald's it is crucial that the customers are targeted in the
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