Marketing Essentials Introduction

MARKETING
ESSENTIALS

INTRODUCTION
Marketing is the process, set of instructions and procedure for interacting, initiating,
bearing and transferring products which create value for buyers, partners and communities at
large. In other words, marketing is the process of management that is accessible in identifying,
satisfying and anticipating customers’ demands. Along with this, people who work in marketing

department of business organisations try in order to capture the the interest of customers by using
packaging designs, slogans and celebrity endorsement (Baker and et. al., 2016). McDonald's is
the chosen organisation in this present report. It is the biggest fast food restaurant chain serving
its services approximately 69 million customers over 100 countries. There will be discussion on
the roles and responsibilities of marketing functions through which managers can easily manage
all activities of their department. This report will also explain the interrelationship of marketing
with other functional units of company. Marketing mix of different business organisations is also
described here. This assignment also involves an effective marketing plan through which the
firm can easily achieve its goals and objectives in competitive market.
Company Overview
Marketing is the management function that plays a vital role in promoting and advertising
business as well as mission of company. It can be served as an important aspect of firm which
coordinates and produces all materials that represents the commercial entities. The marketing
department of McDonald's is able to reach at customers, community, investors and prospectus in
order to build an overreaching image which represents company's brand in the overall market.
Firm was founded in 1940 by Richard and Maurice McDonald's. It is located in 36900 locations
across the globe. The overall revenue of business is $24.622 billion. The company is engrossing
upon its core brand, McDonald's is started divesting itself with further chains. These are the
primarily products of McDonald's French fries, chicken products, cheeseburgers, hamburgers,
soft drinks, wraps, milkshakes and other breakfast items. After facing criticism and change in
customer’s tastes for the arthritic quality of their substitutes, brand has extended its menu by
including fish, salads, smoothies, fruit and wraps. According to the data promulgated in 2012,
McDonald's is included as the 2nd largest private employer; it has 1.5 million franchisors over the
world. But in external market there are many stakeholders which bear upon the firm, especially
on consumers' perception; the company also has a variety of corporate social responsibilities as it
can easily recognise interest of the stakeholders. The brand vision is “to supply the top-grade
service restaurant experience” whereas its mission is “to be the customer's first choice when it
comes to quality products, great value for money and outstanding services or cleanness”.