Marketing Essentials for Success

This assignment delves into the fundamentals of marketing, examining key concepts, strategies, and applications across various industries. It draws upon a range of academic sources to provide a solid understanding of essential marketing principles. Students are tasked with analyzing provided texts on topics such as competitive marketing strategies, integrated marketing communication, social media marketing, and services marketing.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Role and responsibilities of marketing function....................................................................1
P2. How roles and responsibilities of marketing relate to the wider organisational context......3
TASK 2............................................................................................................................................5
P3 Marketing mix to the marketing planning process to achieve business objectives...............5
TASK 3............................................................................................................................................8
P4 Produce and evaluate a basic marketing plan for an organisation.........................................8
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12
ONLINE.........................................................................................................................................12

INTRODUCTION
Marketing is a process of organisation by which products and services are introduced and
promoted in the target market. Without marketing, a business organisation may offer various
products and services in market but none of potential customers would know about it. Basically,
marketing defines creating, promotion and delivering goods and services to consumers but these
activities are not limited (Brassington and Pettitt, 2013). Marketing has a wide scope that
includes goods, services, organisation, place, people, information, resources and ideas of
marketing as well as customer’s demand and their wants. This project report is based on
McDonald's which was found in the year 1940 as a restaurant by Richard and Maurice
McDonald. They provide various products as Hamburger, French fries, shakes, coffee, desserts
and breakfast, etc. The organisation is serving their quality products to approx. 69 million
customers over 100 countries. This project report includes roles and responsibility of marketing
function and the way they are related to wider organisational context. The purpose of this report
is to analyse marketing mix of different organisation as well as produce and evaluate basic
marketing plan for organisation.
TASK 1
P1. Roles and responsibilities of marketing function
Major role and responsibility of marketing function is to provide effective products and
services to customers according to their needs and demands. To get success in the market, it is
very important for an organisation to build trust in customers mind for their products and
services which will provide maximum profits easily. There are various roles and responsibilities
of marketing function –like:
Marketing and advertisement- Marketing and advertisement is an important element
for an organisation to promote their products and services effectively. Through this process,
organisation provides knowledge of their products, its quality and feature to attract them easily.
McDonald’s also use various marketing and advertising tools to promote their products and
services in target market. For advertising, organisation uses various tools and techniques such as
newspaper promotion, television, social networking, internet, etc. to promote their business
activities easily. This process helps them to get higher business advantages easily (Brassington
and Pettitt, 2013).
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Competitor and customer research – This is very important for an organisation to
analyse their competitors in market who provide the same services to customers. This process
will help to analyse the customer’s need and their demand for existing products and services. It is
essential for a company to provide products which include higher satisfaction of customers. This
process will help to increase the market value of firm and build trust in customer's mind.
Finding new customers and marketing opportunity – It is the required need for an
organisation to find new customers and marketing opportunity from target place. This process
helps to fulfil the desired objectives of a firm. McDonald’s is a well-known organisation which
provides their products and services in various countries. But effective strategy of organisation is
to open their stores at a specific place which provides various marketing opportunity to get
maximum range of customers easily.
Creating Product/ services that represent value - Products are the key elements and
assets of an organisation which help to adding values. It ids effective tool for an organisation to
create and produce effective product which help to providing higher satisfaction to customers
easily. For this, it is important to analyse customer’s demand and their needs from the
organisation.
Support innovation – Advanced technology help to move one step forward to
organisation easily. After using this, an organisation can easily gain higher productivity and
profitability because technology helps to reduce the wastage and extra cost from production and
manufacturing services. This is an effective element which helps to build market value of
organisation easily and provides higher satisfaction to customers (Brassington and Pettitt, 2013).
Delivering customers service standard Communication with customers – It is an
important element for an organisation to understand their customers need and their demand. For
this, various organisations conduct training and learning session to develop communication skills
of employees effectively. Positive communication of employees and customers helps to reduce
the conflicts between their conversations. McDonald’s provide training process to their
employees for understanding customers demand easily.
Developing competitive advantages – Effective products and services helps to develop
competitive advantages in the target market. McDonald’s is a well-known firm which provides
effective products and services to their customers. This organisation is facing a strong
competition from various organisations but they never lose product’s quality to provide lower
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cost. This is the only element which helps to connect their customers for long time and provide
them competitive advances easily.
Set Pricing, margins and profit level – Cost and prices of product is promotional tool
which helps to attract customers easily. In this process, organisation needs to understand quality
of products also a promotional tool so quality and cost have to be effective. Prices of product
should have to be more facilitating for each and every one for affording easily. McDonald
provides effective cost and price of their products and services to customers who can easily
afford this (Brassington and Pettitt, 2013).
Understanding objective of organisation – It is very important for a business
organisation to understate their future objective and vision because all the business activities are
take next step behind it. This is a only process which is helps to motivate employees and
management of organisation to achieve them effectively. For this organisation's activities take
place and employees provide their services and contribution to get all future objectives easily.
P2. The way roles and responsibilities of marketing relate to wider organisational context
In a business organisation, all the divisions and their departments provide various
services and contribution to attain objectives in effective manner. All these departments and their
employees play the most important role for organisation to provide quality products and services
to customers and earn maximum profit easily. Main objective of McDonald’s is to provide high
quality and healthy products to customers. For attaining organisation's objectives and their goals,
all departments need to provide quality services effectively. The roles and responsibilities of
marketing in relation to wider organisational context are given as below:
Research and development department – This department of organisation is working
to get information of market and customer's need or their demand for firm. After this research
they collect all the sources which is related to production and manufacturing of products. In this
process cost of products play a most important role to attract more customers toward their
products. Marketing officer of organisation provide help to collect effective data for organisation
to build effective product and provide them in demand market (Brassington and Pettitt, 2013).
Production and operational department – This division provides services to produce
and manufacturing effective products in organisation. After getting brief information of
marketing and customer's, this department provides effective services to produce same quality
product according to customer's demand and their need. Marketing officer and department need
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to work with this department to provide them effective direction and guideline for manufacturing
same products as market demanded. This working division is work to produces effective quality
volume of products which is required schedule of delivery according to customer's demand. For
them organisation need to manage innovation equipment to reduce wastage and time factor in
production service to get effective outcome of all material that used to manufacturing.
Finance department – This department helps to providing fund and capital to
manufacturing and production services of products. Finance division covers a wide range to
providing information to manager in making strategic decision effectively (Berkowitz, 2016).
This division includes tracking of all business transaction and data related to output and input in
organisation. This is a most confidential department of firm who manage all business transaction
and its market share or values that can affects its future transaction. In large organisation as
McDonald's this role will extend right through to preparing financial statements with an external
auditor engaged for a special purpose.
Human resources department – This is a only department of organisation who provides
their services for overall business organisation. Main objective of human resources department is
to conduct effective recruitment and selection process for organisation to hire skilled employees
for organisation. All the employee of company need to be skilled and able to achieve firm's
objective on effective manner. The main role of HRM for organisation is to organise people so
that they can effectively perform all activities. In this process they analyse skills and capacity of
employees to providing them effective training and learning to develop their skills and capacity
of working.
IT Department – IT department of a organisation is helps to providing technological
support to manufacturing effective services and products for customers. In this process HR
department and Financial department also helps to adapt effective and technological system for
firm. As organisation adapt big data to capitalize on huge volume for customers, IT officer are
working directly to providing effective services in this process (Brassington and Pettitt, 2013).
For marketing manager it is important to manage all their activities with various
department and providing them effective direction and guideline according to market and
customers need and their demand. For McDonald it is very important to manage their marketing
activities more effective to providing higher satisfaction to customers. Through this process they
can easily get maximum profit and valuation in competitive market. All these activities helps to
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build effective market value of product and build goodwill of organisation in target market.
Research and development department helps to collecting appropriate data and in this
marketing manager help to providing effective information after a brief analysis. Finance
department help to providing fund and helps to mange all the business account in appropriate
manner. Human resources department provide their services to recruit skilled and experienced
employees who effectively provides their services to make effective strategy for organisation's
objective. These all department helps a organisation to providing their servicing for customers in
effective manner.
TASK 2
P3 Marketing mix to the marketing planning process to achieve business
objectives
Marketing mix is used by a organisation to promote their brand and products in market.
For a big difference this process helps to providing effective services and for getting effective
outcomes as results (Desai, 2013). There is analysis of two strong organisation's who provide
same products to their customers in target market. Competition of these two organisation are
classify through marketing mix that how they both organisation's are different to each others.
There is a comparison between McDonald and Burger king through marketing mix is as follows
-
Marketing Mix McDonald's Burger King
Product This organisation is deal in
vegetarian and non-vegetarian
products according to customer's
demand. They provide wide range of
fast food in various countries. Some
fast food products of them are
Hamburgers, cheeseburgers, Mac
puffs, French fries, sandwiches, cold
drinks and ice creams etc..McDonald
also provide new range of different
products with effective quality to
This organisation is a big
competitor of McDonald. They also
provides Hamburgers, and
cheeseburgers, meals, soft drinks
and deserts to customers but they
are do not able to attract more
customers toward their products
and services because quality of
their products are not as much
satisfying (Dibb and Simkin,
2013).
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attract more customers toward them.
Price McDonald providing efficient
quality and cost effective products to
their customers. For promotional
activities they uses flexibility in their
prices which is affordable for all
customers in a economy. They
manage quality of their products
according to cost and their services.
This organisation always provides
impressive and attractive price to
customers (Hsu, 2011).
Prices and cost of this
organisation's products are quite
high because this company is
newly established in market and
they faces lots of expenses over its
revenues. This is the only reason
that customers do not show their
interest to take its product and
services only a small range of
customers show their interest in it.
Place McDonald is provides wide rang of
their products in world wide and
they expend their business structure
through various stores. They always
work through a effective strategy to
open their stores at most visited
place to get higher range of
customers easily. Locality of their
stores are always attract to customers
to take their products and services
easily. The organisation is serving
their quality products to approx. 69
million customers over 100
countries.
This organisation also provides
same quality products but do not
able to open effective chain of their
stores easily. This is a reason that
customer's do not get their products
and services yet. For them it is very
important to open their stores in
various countries to make their own
goodwill effectively (Jones and
Rowley, 2011).
Promotion This is a most important element of
all organisation to introduce their
products and services in target
market and customers. McDonald
This organisation do not use any
promotional tool for their that's
why customers have no idea about
this company and their products
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uses various promotional tool to
attract more customers for their
products, services and offers. This
organisation build their own image
in customer's mind through their
logo and joker which is symbol
company. They use television and
networking to promote business and
its activities (Lamb, Hair and
McDaniel, 2011).
and services. They only promote
their business in those countries
where they already established
some mini stores, in others
countries customers do not have
any idea and information.
People This organisation provides quality
products for all age group of people.
In this process they uses various
techniques to build rang of
customers of this company. Quality
and cost of their products is as much
attractive which is easily attract most
of customers without any
promotional tool. Their customer's
includes men, women, children and
adult who enjoy to take their meal
and offer and get fun at their place.
They do not have a lots of stores at
various place because this
organisation is not landscape their
structure currently. Their expenses
are more effective over its revenue
that why this company wants to
build rang of customers in a
country (Lane, 2016).
Process This organisation is working on a
process to providing healthy and
quality products to all customers on
effective and affordable cost to
everyone. To attract more customers
toward their products they uses more
offers and prizes for their customers
on different occasions. This is the
This organisation is now open their
stores at various places and process
is also cost effective. Servicing
process of them is also very
effective but they do not have a
large workforce, so it can be their
negative point and may be a barrier
between organisational process
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only reason that customers visit their
place more then any other. For
effective working they uses various
techniques and process to providing
effective and desirable services to
customer.
(Mihart, 2012).
Physical Evidence It is very important for a
organisation that their physical
evidence need to be visible and
effective for customers. This is
includes furniture of store,
cleanliness, equipments, staff,
building, location interior, outlet etc.
McDonald always concern for these
physical evidence and they always
work on it to providing effective
services to them. They always
provide ecofriendly environment to
customers and quality products as
well.
This organisation also provides
effective physical evidence to
customers. For this they work on
sitting arrangement, serving
equipments, clean stores and
customer evidence etc. but less
employees and workforce in their
stores also affect policy and
procedure as well as customers
appearances as well (Nguyen and
Simkin, 2012).
Marketing mix of McDonald is helps to get a brief knowledge of their products and
services as well as various effective offers that they provides to customers. This is very important
for marketer that has affect on consumers decision to buy their products and services or not.
Theses factors are directly affects on customer's decision making system and their demand
approach. Through this process organisation getting various business opportunities from target
market. After analysis of this process marketer get brief information of various marketing
elements that can affect on business policy, activities and procedures. This process is useful for
business owner, marketing executive and operational manager to describe essential elements
through various strategies (Papasolomou and Melanthiou, 2012).
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TASK 3
P4 Produce and evaluate a basic marketing plan for an organisation
Marketing plan of a organisation is based on effective strategy that made for analyse
impact of business on customer's demands. It involves various activities of organisation that used
to attain future objectives in effective manner. This is includes various stages as research and
planning, developing marketing strategy, determining actions and control etc.. Marketing plan
provides effective direction to organisation's members to do various activities according to
market and customers demand.
There are some marketing strategy which makes major impact on organisation are as follows -
Strength Weaknesses
 McDonald is a well known organisation
which provides fast food products to
their customers. Their product's cost
and its quality is their strength which
helps them to get more customers in
their stores.
 Company provides various offers to
their customers according to their
demand.
 Stores, employee, facilities, products,
logo and equipments are their strength.
 Products which are offered to
customers have major portion of
cholesterol and fat that can negatively
impact on customers health and makes
them scared to bring it.
 Customers can not store their products
for a long term.
 Their stores are more crowded so
customers can not instantly and easily
get product (Perreault, 2010).
Opportunities Threats
 They have various options to providing
new products for customers.
 McDonald can easily open their stores
at different places because they have a
wide rang of customers at various
places (Pike, 2015).
 Low cost of their products and their
polices are helps them to providing
 Newly established organisation can be
threats for them.
 Such organisation who provides same
quality and cost effective products as
well for example Burger King.
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effective opportunities.
Porter Five forces analysis :- Porter's five forces analysis is a tool for using to analysing
the competition of business in market. This framework is introduce for industrial organisation,
which is determine competitive entity in market. This analysis affect its ability to serve with
customers and make profit for organisation.
Five forces analysis of McDonald :-
Threat of New entry :- New entry of an organisation with the same product is always a
big competition in economy. McDonald's is a iconic organisation whose have a wide range of
customers in worldwide but this company faces strong rivalry from various places. But due to
these reason company never loose quality of their products and services for customers.
Threat of Substitute :- All the companies in market are known by the quality of their
particular product but some companies are offer substitute products. These all are cheated on
customers. Not all substitute products are cheat on customer, some product uses different
technology to solve economic needs. These items provide flexibility in market (Swenson, 2014).
Bargaining power of Customer :- Customers are the last buyer of product. They are
very sensitive with their deals and they always want some attractiveness in a product either they
can be in packing or it can be in price. They always want some discount or offers with products.
For an organisation it is very important to know how to attract customers with further offers.
McDonald's always introduce new ideas with their products like changes in prices and also
introduce various offers for their customers to providing them effective services. So these ideas
always made customers first choice to choose McDonald around the world.
Bargaining power of suppliers :- Suppliers and customers relation always matters for a
company. It is basically says what customer want and how supplier fulfil their needs. They work
on Demand theories. This organisation always give a best quality to their customer as they want.
That's why this company is more likely among the all (Wirtz, 2012).
Industry Rivalry :- Industry rival is introduce to some competitor in market which are
short lived. These companies are chasing same target and become big threat for company like
burger is a biggest rivalry organisation for McDonald who provides same quality products to
customers. But competition offer to show their strength.
Budget -
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Marketing budget
Particulars
1st
year
2nd
year
3rd
year 4th year 5th year
Capital 40000 1800 3800 2000 4000
Investments 16500 16100 17000 19500
Total 40000 18300 19900 19000 23500
Marketing
expenditures
Promotion 7000 6000 6000 3000 5000
Sales 6000 1000 5000 4000 1000
Marketing 3000 1300 2100 2300 1100
Internet
Marketing 2000 1000 4000 3000 3000
Networking 1000 6000 8000 13000 1700
Printing 600 700 600 200 7500
Advertising 4000 9000 6000 1300 2500
Total 23600 25000 31700 26800 21800
CONCLUSION
From the above report it has been summarised that marketing essential is a important
element for a organisation to promote their products and services in market and to customers.
This project report is based on McDonald which is a largest chain of fast food in worldwide. For
them it is very important to introduce their new products and services in target market to
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providing effective services to everyone. This project report includes role and responsibility of
marketing functions and marketing officer as well. After this a comparison through marketing
mix of McDonald and Burger king as well as a marketing plan of organisation through SWOT
analysis and Porter's five forces model.
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