McDonald's Marketing Strategies and Functions

This assignment delves into McDonald's marketing strategies and their role in achieving success within a competitive market. It defines and analyzes various marketing functions performed by the company, emphasizing their interconnectedness and importance for organizational effectiveness. The analysis draws upon relevant academic literature, including concepts from services marketing and hospitality management.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of the marketing function.............................................................1
P2 Roles and responsibilities of marketing relate to wider organisational context...................4
M1 Roles and responsibilities of marketing in regards to marketing environment...................5
M2 Importance of interrelationships between marketing and other functional units.................6
D1 Key elements of marketing function and how they interrelate with other functional units. .6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
In the current era, marketing is an process which is used by every companies for
increasing awareness and promoting products and services at world wide level because in which
included several activities and methods which can be used by sellers and buyers. Generally,
marketing has 4 major terms such as product, price, place and promotion. Therefore, this report
is based on McDonald's is an leading fast food chain of the America. It have many franchises at
world wide level which provides several type of foods such as chicken products, French fries,
desserts, soft drinks burgers, ham burgers and so more. Along with this, there will be define
major roles and responsibilities of marketing functions in the context of McDonald's and wider
organisational. (Jeffery, 2010)
TASK 1
P1 Roles and responsibilities of the marketing function
Marketing is an concept which also can be carried out as a procedure because in which
included customers and sellers which exchange things and money with each others. Generally, it
is beneficial for every organisations because with the help of this easy to promote company's
products and services across all over the world. An organisation using different type of
marketing methods and techniques for giving fully satisfaction to their customers, setting an
brand image in the market place, take advantages of competition, increasing awareness and so
more. (Burke and Friedman, 2011)Along with this, McDonald's has several departments due to
this their staff members significantly performed their tasks and attain their decided goals and
objectives. In the last, marketing has major 7 functions and their roles and responsibilities which
all are defined under below such as:
 Marketing Information system (MIS): It is an processing system which used by mostly
organisations for transferring information with the help of some intelligent devices and
computers. With the help of this can easy to control and manage all over activities and
operations of the firm. (Mihart, 2012) Generally, it is an effective system which is totally
based on system it aids to provides different tools and techniques to the organisation for
managing and controlling efficiency and effectiveness of the departments. In the context
of McDonald's while this company adopting MIS system at the work place than staff
members of firm can easy to gather actual and reliable information related to the internal
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and external environment.(DQINDIA, 2016) Meanwhile, MIS is a framework which is
used for collecting information, organising, advertisement, distributing and also for the
marketing related activities. This system plays several roles within the organisation such
as:
 It is beneficial for the recording information and data
 Helpful in decision making process
 Beneficial for the find out issues and problems
 Comparison between actual and standards of performance of the company. (Novak,
2011)
Illustration 1: Marketing
(Source- DQINDIA, 2016)
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 Distribution: It is the another function of marketing which assists to distribute goods and
products to suppliers and customers in the proper time period. This department provide
their goods and products to vendors so that they can distribute them to consumers as per
their needs and requirements so that they can get satisfaction towards their expectation.
Therefore, it is compulsory must be have effective distribution chain so that company can
easy and systematically handle their wholesalers, retailers and distributors. On the other
hand, one of the major responsibility of this marketing function is to maintain and ensure
about the quality of goods and services.(Desai, 2013) Whereas, major role is to make
better relationship with manufacturers and customers. With the help of this marketing
function McDonald's can easy to increase their effectiveness and efficiency in an
impelling style.
 Product management: Generally, it is an important function of marketing because in
which included several activities such as develop planning, production, advertisement
and so more. All these steps are related with the product life cycle which used by
production department of the firm for producing goods for customers. Generally, product
management aspect provide product related information with the help of this business
firm can increase their supply chain management system. McDonald's using smart and
innovative technologies for producing better and high quality of products.
 Pricing: Generally, it is main term of marketing mix thus prices of products and goods as
per their quality, weight, brand name and so more. Apart from this, it is required to use
suitable and applicable pricing methods because it helps to attract high number of clients
towards organisation due to this respectively increase profit and sales of company. In the
context of McDonald's, pricing of food items are decided by the managers according to
their quality and quantity.
 Promotion: This is necessary marketing technique which used for promoting and
increasing awareness of company's products and goods at world wide level. Basically, it
mandatory thing which have to systematically performed and managed by the company
because with the help of this effectively set an brand image as well as easy to get high
number of attention. (Nguyen and Simkin, 2012)
 Selling: This function of the marketing is performed by manufacturers additionally in
which concluded persons who related to the sales. Sellers are the part of selling
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department of the company which all have major responsibility is to sell company's
products and goods to customers as per their demand and expectations. However, sales
department must be adopt and use smart methods and strategies at work place so that they
can understand the actual requirements of clients and sale best quality of products to
them.
 Finance: It is an necessary thing for every organisation because without finance cannot
complete the any activities and operations of the company as well as employers cannot
get success. Along with this, McDonald's take bank loan and take money from investors
so that they can survive in the competitive market place as well as provide better and high
quality of products and goods to customers as per their needs and demand. At the last, it
is required for every organisations must be perform all these functions in an systematic
mode. (Collins and Stern, 2012)
P2 Roles and responsibilities of marketing relate to wider organisational context
Marketing plays several important role with in the organisation due to this respectively
grow and develop company. It aids to promote and sell command's products and goods to the
customers as per their needs and requirements. However, it is essentials for the managers must
be establish and make better relationships with all departments and should be communicate with
them so that managers can understand issues and problems of staff members with the help of this
enterprise can accomplish their decided targets and objectives in an impelling style. Apart from
this, there are different type of departments such as finance, human resource, marketing, research
and development, production, customer service, information technology and so more. All these
are briefly elaborated under below such as:
 Finance department: Finance can be carried out as blood for every organisation because
without finance any company cannot get success in the competitive market place. If an
organisation has strong financial capabilities and skills then it can easy to expand their
business and focus on product quality. Along with this, financial manager of the company
is liable to to make effective budget, income statement, cash flow, inflow, balance sheet
and so more. Additionally, have to be record all over necessary information and
mathematical data related to the business. With the help of this employers cam easy to
take better decisions and systematically invest necessary fund in the required sectors or
departments. (Swenson, Rhoads and Whitlark, 2014)
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 Human resource department: The HR and marketing department of the selected
organisation can work together in order to attain decided goals and objectives as well as
getting success in the competitive market place. In the context of selling products to
clients so that there are necessary a skilled person who can easy and effectively
communicate with others. Along with this, human resource department is responsible to
conduct effective and better training and development programmes for all over staff
members so that they can learn and enhance their skills and capabilities. Due to this, they
will significantly performed their operations and achieve their goals.
 Research and development department: The major aim and objective of research
department of the company is to find out something new things so that can be adopt is the
business firm.( Hsu, 2011) With the help of this company can easy to full fill needs and
demand of the customers. Research manager conduct an effective research with the
market place for analysing and collecting actual information from the external
environment. Along with this, marketing manager will make appropriate strategies for
producing products and goods for clients so that they will provide better quality of
services to them. Due to this respectively increased sales, and profit level of business
firm.
 Operation and production department: This department of the company is liable to
enhance quality of products and goods so that they can attain proper attention from
customers also can maintain the loyalty. In the other words, marketing and operation
department of the organisation can work together for attaining the competitive
advantages from external market place as well as giving fully satisfaction to clients.
While in order to increase production and sales of products than respectively improve
profit level. In the last, it is essentials to be manage and control all business departments
and activities so that employers of the firm can reach their decided targets and objectives.
(Baker and et. al., 2016)
M1 Roles and responsibilities of marketing in regards to marketing environment
As per above define, marketing is an process because in which concluded that several
activities such as branding, promoting, advertising, distributing and so more. Apart from this,
marketing plays several roles and responsibilities in the marketing department of he company
which have to be systematically performed by marketing manager so that they can take proper
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competitive advantages and attain decided goals and objectives in an systematic mode. Along
with this, with the help of marketing tools and techniques company can increase awareness of
their services and promote their goods across all over the world.
M2 Importance of interrelationships between marketing and other functional units
McDonald's has different departments such as marketing, finance, sales, distribution,
human resource, finance and information technology. All these departments has their own
responsibilities and roles which have to be systematically performed by them with the
organisation because company's profit and income level is totally based on different departments
of the business firm. Due to this, it is necessary to be allocate and delegate their roles and powers
to every staff members of the firm so that they will significantly performed their tasks and
operations and attain their goals. In order to this, every departments of the company can easy to
do their work with marketing concept due to this they can give satisfaction to client towards their
needs and requirements so that they can set an brand image in the competitive market place.
(Ogunmokun and Tang, 2012)
D1 Key elements of marketing function and how they interrelate with other functional units
As per above represented different marketing functions which have to be systematically
performed within the organisation so that easy to handle and manage every operations and
activities of the company. Due to this, they can get success in the competitive market place and
attain goals and objectives as well. In the other hand, marketing functions such as promoting,
branding, advertising, marketing information system and so more. All these functions are
correlated with each others additionally its have several roles and responsibilities which should
be performed by every departmental managers.
CONCLUSION
From the above mentioned study it has been concluded that, marketing is an broad
concept which adopted and used by every companies for promoting company's products and
goods. Along with this, there has been defined several roles and responsibilities of marketing in
the context of McDonald's which had to be performed by employees of the company so that they
could get success in the competitive market place. Whereas, marketing function also has been
defined which all are interrelated with the roles and duties of marketing department which have
to be systematically performed by every staff members of the selected organisation.
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REFERENCES
Books, Online and Journals
Baker, M. A. and et. al., 2016. The evolution of services marketing, hospitality marketing and
building the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management. 28(8). pp.1510-1534.
Burke, R. E. and Friedman, L. H., 2011. Essentials of management and leadership in public
health. Jones & Bartlett Publishers.
Collins, J. and Stern, E. J., 2012. Chest radiology: the essentials. Lippincott Williams & Wilkins.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Hsu, W., 2011. The vocabulary thresholds of business textbooks and business research articles
for EFL learners. English for Specific Purposes. 30(4). pp.247-257.
Jeffery, M., 2010. Data-driven marketing: the 15 metrics everyone in marketing should know.
John Wiley & Sons.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). p.121.
Nguyen, B. and Simkin, L., 2012. Fairness quality: the role of fairness in a social and ethically
oriented marketing landscape. The Marketing Review. 12(4). pp.333-344.
Novak, J., 2011. Game development essentials: an introduction. Cengage Learning.
Ogunmokun, G. O. and Tang, E. C. H., 2012. The effect of strategic marketing planning
behaviour on the performance of small-to medium-sized firms. International Journal of
Management. 29(1). p.159.
Swenson, M. J., Rhoads, G. K. and Whitlark, D. B., 2014. Startup marketing: Leveraging
leverage. The Journal of Applied Business and Economics. 16(6). p.56.
Online
Marketing Mix of McDonalds. 2016. [Online]. Available through:
<http://www.marketing91.com/marketing-mix-mcdonalds/>.
DQINDIA, 2016. [Online]. Available through:<http://www.dqindia.com/gartner-says-it-leaders-
need-a-more-agile-approach-to-support-marketing/>.
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