Project Report on Marketing Essentials of McDonald
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Added on 2020-06-04
Project Report on Marketing Essentials of McDonald
Added on 2020-06-04
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Marketing Essentials
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Role and responsibilities of marketing function....................................................................1P2. How roles and responsibilities of marketing relate to the wider organisational context......3TASK 2............................................................................................................................................5P3 Marketing mix to the marketing planning process to achieve business objectives...............5TASK 3............................................................................................................................................8P4 Produce and evaluate a basic marketing plan for an organisation.........................................8CONCLUSION..............................................................................................................................11REFERENCES .............................................................................................................................12ONLINE.........................................................................................................................................12
INTRODUCTIONMarketing is a process of organisation by which products and services are introduced andpromoted in the target market. Without marketing, a business organisation may offer variousproducts 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 theseactivities are not limited (Brassington and Pettitt, 2013). Marketing has a wide scope thatincludes goods, services, organisation, place, people, information, resources and ideas ofmarketing as well as customer’s demand and their wants. This project report is based onMcDonald's which was found in the year 1940 as a restaurant by Richard and MauriceMcDonald. They provide various products as Hamburger, French fries, shakes, coffee, dessertsand breakfast, etc. The organisation is serving their quality products to approx. 69 millioncustomers over 100 countries. This project report includes roles and responsibility of marketingfunction and the way they are related to wider organisational context. The purpose of this reportis to analyse marketing mix of different organisation as well as produce and evaluate basicmarketing plan for organisation. TASK 1P1. Roles and responsibilities of marketing functionMajor role and responsibility of marketing function is to provide effective products andservices to customers according to their needs and demands. To get success in the market, it isvery important for an organisation to build trust in customers mind for their products andservices which will provide maximum profits easily. There are various roles and responsibilitiesof marketing function –like: Marketing and advertisement- Marketing and advertisement is an important elementfor 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 andservices in target market. For advertising, organisation uses various tools and techniques such asnewspaper promotion, television, social networking, internet, etc. to promote their businessactivities easily. This process helps them to get higher business advantages easily (Brassingtonand Pettitt, 2013). 1
Competitor and customer research – This is very important for an organisation toanalyse their competitors in market who provide the same services to customers. This processwill help to analyse the customer’s need and their demand for existing products and services. It isessential for a company to provide products which include higher satisfaction of customers. Thisprocess 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 anorganisation to find new customers and marketing opportunity from target place. This processhelps to fulfil the desired objectives of a firm. McDonald’s is a well-known organisation whichprovides their products and services in various countries. But effective strategy of organisation isto open their stores at a specific place which provides various marketing opportunity to getmaximum range of customers easily. Creating Product/ services that represent value - Products are the key elements andassets of an organisation which help to adding values. It ids effective tool for an organisation tocreate and produce effective product which help to providing higher satisfaction to customerseasily. For this, it is important to analyse customer’s demand and their needs from theorganisation. Support innovation – Advanced technology help to move one step forward toorganisation easily. After using this, an organisation can easily gain higher productivity andprofitability because technology helps to reduce the wastage and extra cost from production andmanufacturing services. This is an effective element which helps to build market value oforganisation easily and provides higher satisfaction to customers (Brassington and Pettitt, 2013).Delivering customers service standard Communication with customers – It is animportant element for an organisation to understand their customers need and their demand. Forthis, various organisations conduct training and learning session to develop communication skillsof employees effectively. Positive communication of employees and customers helps to reducethe conflicts between their conversations. McDonald’s provide training process to theiremployees for understanding customers demand easily. Developing competitive advantages – Effective products and services helps to developcompetitive advantages in the target market. McDonald’s is a well-known firm which provideseffective products and services to their customers. This organisation is facing a strongcompetition from various organisations but they never lose product’s quality to provide lower2
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