Marketing Plan for McDonald's

This assignment requires creating a marketing plan for McDonald's, including an analysis of the company's context in terms of political, economic, social, and technological (PEST) factors. The plan should also include a budget and execution strategy to achieve business objectives. The PEST analysis highlights the importance of government policies, national and international economic conditions, changing customer tastes, and advancements in technology for McDonald's success.

MARKETING
ESSENTIALS

Table of content
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.................................................................................................................................................1
P2.................................................................................................................................................4
TASK 2............................................................................................................................................6
P3.................................................................................................................................................6
TASK 3..........................................................................................................................................10
P4...............................................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is the most important procedure of exchange different types of commodity and
products to customer to attain valuable money for the company. It is related to the selling and
purchasing of various type of goods & services to the consumers present in the market. By
determining the various types of demand and desire of different customer company provide the
various products and services to the company. Every business organisation depends upon the
customer in order increase profit level of the company. The management of the enterprise
implement various strategies and polices which aids to perform various operations of
organisation in effective manner (Jones, 2011).
In this present era, business premises the management acknowledge the organisation to
ascertain different types of tricks and methods that are utilise to attract more consumers. The
chosen company in this assignment is McDonald's. It deals to provide various items of fast food
like hamburgers, French fries, cheese burgers, various types of soft drinks and other various
items. This is the one of the leading chain of restaurants through out whole world. In this report
it is explain about the various types of roles and responsibilities which of marketing functions
in effective manner. The comparison between the marketing mix of the organisation are
explained as well.
TASK 1
P1
Different function of marketing which play significant role to fulfil the specific
requirements of consumers which are present in the marketplace. It is most important factor by
which the marketing manager needs to determine the different type for strategies which helps to
determine the objectives of organisation in effective manner. Enterprise needs to implement
effective pricing strategies that helps to increase the rate of sales of different product in effective
manner. The manager of Mc Donald implement different factors of marketing mix which helps
to expand the business in effective way. This leads to execute various organisation functions of
organisation in effective manner (Hsu, 2011). There are different types of roles and
responsibilities of marketing that are concerned on to manufacturing of various type of goods
and services. Which are explains below:
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Product: It is most important element for the organisation which is produced by
considering the demand and desire of the different customer. providing better quality of food
items which support to attract large number of customer. Mc Donald produce quality services
helps to maximise the level of profit of the company. As McDonald provide different types of
fast food items and implement various types of changes on the basis of the perception of the
various types of customer. the management of the company take views of different customer in
order in order to execute commercial activities in an effective manner.
Selling: It is another function which is completed by the marketing department of the
enterprise. This is important functions of data and information by implementing various types of
organisation’s functions in the marketplace. This leads to complete different functions of
enterprise in proper manner. The marketing manager of the organisation aids to accomplish
different information about the condition of the marketplace. This helps in develop different
types of food products to enhance the rate of sales of different products the marketing manager
of McDonald utilise various types of policies and strategies that support to complete various
functions of the organisation in effective way. It also focus on to provide different types of
various product which support to capture larger market share. Different types of tactics which are
applied by the marketing manager to improve sales of company’s products.
Pricing: It aids to determine the buying power of the customer. If the cost of the
products will then consumer will buy those products and services of the organisation. So, to
increase sales of various products in order to maximise sales of various types of food items.
Promotions: This is one of the most effective tools to increase sales of various food items
which helps to accomplish functions of the entity. The marketing manager of the McDonald
implements different types advertising techniques which helps to promote the various products in
the marketplace (Cooper and et. al., 2014). These techniques help to increase the sales of
different products of enterprise in effective manner. There are so many promotional tools the
marketing manager choose the best among of all the promotional tools which helps to grasp
attention of million customers. in order to increase the sales of different goods manager of
organisation implement different types of promotional techniques like publicity, promotional
sales of different products. The most important objective of promotion is to develop new and
innovative products for the customer.
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Marketing information system: This is most important functions of the organisation are
to gather various of information that support to communication in order to accomplish the
demand and desire of customer. This information is concerned about the information which are
concerned about the interest needs and behaviour of the different customer which helps to
determine the customer. the main responsibility of MIS is to store huge amount of information
that helps to accomplish the enterprise in effective manner,. this helps to control and manage
various types of information about the taste and preferences of the customer (Nguyen, B., Simkin
and Canhoto, 2015).
Financing: it renowned as the most important factor of the organization because every
activities of the organization are performed b y the utilisation of funds that support to complete
different information of the organisation in effective manner. The department of the Mc Donald
prepare various policies which aids to know the need and want of the various customer which are
present in the marketplace. So it is mandatory for the marketing manager is to bifurcate the
whole expense and budget into small sections. This helps to determine the proper balance of
expenditure and gained income in effective way.
Distribution: it is most relevant method to transfer the various goods from one place to
another place of give the finished goods to the client who have place order. It is responsibility of
the organisation is to deliver the products in stipulate time period. The management require to
implement various types of information to implement effective distributive system and provide
various products to the customer which helps to generate more profits. The manager needs to
implement innovative and new technology which support to deliver the good quality of products
to consumers in the stipulated time period.
There are various methods by which the marketing department perform different types of
functions of the organisation indecent way (Kennedy and Parsons, 2014). It support to create
healthy relationship with target consumers. The organisation implement different types of
strategies which helps to improve productivity of the company. These are the most important
roles and responsibilities which are performed by the marketing manager of McDonald.
P2
Marketing department is the most significant function of any enterprise which helps to
developed the business and also retain healthy relationship with the consumer present in
the marketplace. Asserting different concept of marketing which consists of promote, sales,
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marketing and provide good quality of items to the different consumers present in the
marketplace. It is necessary for the organisation to determine the different types of needs
and want of various consumer and considering those company able to produce the various
goods. it support to increase the sales of different types of goods to the customer. the
marketing manager conduct different types of market research which help to gather
relevant data and information and also able to stand before its rivals which are present in
the marketplace (Cabrera and Williams, 2014). The marketing department of the company
is interrelated to the other department of organisation which helps to coordinate with the
other department to determine to perform various functions of marketing in effective
manner. An interrelationship of various marketing functions of with the various
department of the MC Donald needs to maintain effectiveness in performing various types
of strategies in order to accomplish various strategies which are describe below
Marketing function with operation functions: It is responsibility of the organisation to
perform various activities in effective manner. It is responsibility of the manger is to allocate
different sources of raw material and other source that support to manufacture new finished
goods as per the demand and desire of the customer. the major functions of operation department
is to perform different types of functions of organisation in effective manner. Marketing Dept. of
the McDonald's issues new product idea to the research & development to go test and check the
new product and passes it to the operational sector for final production process. Hence, such kind
of the relationship is important to build final goods or services such as fast food products for its
customer's.
Marketing function and finance functions: The finance function of McDonald's is
mainly eligible and responsible to pump money or funds into the functions such as preparation of
the budget for the marketing of its own fast food products or services. Marketing Department of
the McDonald's mainly prepares budget for funds required to carry out business operation along
with conducting of the proposal to finance head to approve funds for the business. Its a process,
where marketing department of the McDonald's passes funds requirements to finance Dept. and
personnel of that department approves such request.
HR function with marketing functions: These two departments plays a major role in
accomplishing the goals and target of the organisation within limited period of time. If the HR
department is capable to hire and recruit skilled candidates for its marketing department. Then
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employees will be competent to give their best output in causative growth of the organisation.
Skilled workforces will contribute new and innovative ideas for enticing large number of
customer's in the market. Best candidates are hired by using innovative techniques such as
campus recruitment, social media, etc. Marketing and HR department of McDonald's are inter-
related with each other. As these two departments can help the organisation in increasing brand
image and reputation of the organisation in the best possible manner. As McDonald's marketing
function conduct various strategies like campus interview, advertisement, job fare and many
more to attract talented or capable personnel who will contribute their best effort toward an
attainment of increased level of sales growth and productivity (Ionitã, 2012).
Marketing department with R&D department: This department play a significant role in
order to make proper coordination with the other department. The marketing department also
concerned with the other departments of the organisation. The major functions of research
department are to conduct different types of activities of organisation to determine the taste and
preferences of the consumers. This is also helps to analyse various types of research to
determine various needs and want of company. This helps to attract million of customer and it
also helps to improve the sales of different types of products (Tyson, 2014).
IT department and marketing functions: This department helps to collect various
information about the working of employees in the organisation. This department support to
implement different technology in order to accomplish various of functions of the enterprise.
This department also check the quality of different goods and products in effective manner. it
give the opportunity for the company in order to promote various knowledge about the different
product which are mainly made by the McDonald. These Platforms are like Twitter and
Facebook in order to attract large number of customer. in this respect technology which are used
in the business operations which support to save cost as well as time of firm and increase the
capability of performing work in proper manner.
There are other operations which are accomplished by the IT department which are
interrelated to other department in order to make proper coordination. This department also helps
to make effective decision.
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TASK 2
P3
Marketing mix is the most important factors which aids to make different types of plan and
policies which aids to maintain effectiveness in performing various types of activities of
organisation. It is mandatory for the organisation implement various types of tactics which helps
to deliver the products to the customer. This helps to improve the quality of different products
and which helped to deliver the products to the customer in short period of time. The different
element of the marketing mix plays a significant role in order to goals and objectives of the
organisation in proper way (Tonkin, Whitmore and Cutroni, 2011).
There are 7 element of marketing mix which helps to provide good quality of food items
of organisation in proper manner. It’s very important for the organisation in order to implement
these element of marketing mix which aids to accomplish the goals and objectives of
organisation in effective manner. As pert this there is comparison between the two restaurant like
Mc Donald and Burger King. Both the organisation provides different types of fast food items.
Marketing mix of McDonald
Products: This company is leading fast food provider to whole world. This company has
very large range of the fast food items which aids to fulfil the needs and want of different
customer whom are very fond of eating fast food. These products are like sandwiches, desert
drinks and many others. It is responsibility of the organisation to deliver good quality of food
items which helps to generate large number of revenues of the organisation in effective manner.
Mc Donald implement separate the equipment which are used in the cooking premises (Coombs,
2012).
Price: it is most important element of the marketing mix this helps to attract large
number of customer in the marketplace. Main responsibility of the organisation is to implement
effective pricing strategies in order to provide different types of food products in the restaurant.
The upper level of management is decided to reduce the price of different food item so that lots
customer can visit the restaurant and this helps to generate large number of revenue of the
customer.
Place: There are about the 119 nation where approx 36,258 restaurants providing various
types of food items to the customer. There are various types of strategies which are used by the
management in order to retain the healthy relationship with the customer. It also focusses on to
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deliver the product and opening off new restaurant rural area and also in urban area. This helps to
maximise the level of profit of the company in effective manner. The management of the
organisation always consider the views of different customer and prepare various items of food
products.
Promotion: The management of the organisation implement different types of
promotional activities which helps to perform effective advertisement about the different types of
food products. The management of McDonald target a small group age child which helps to
generate large number of revenue of the organisation in effective manner. Management take
helps of different medium of promotional activity which helps to promote the various products in
effective manner. It also affixes different types of posters, holding and different types of outlets
which helps to attract large number of customer (Srivastava, 2014).
Process: the management of McDonald implement different types of new and advance
technology which helps to perform different types of operation which are involve in preparing of
of different types of food item provided to the customer in proper manner. There are new and
innovative techniques which are used to pack different types of foods item for the customer.
Company has spent approx 50 crores. The new and innovative technology aids to accomplish
different steps of production process in effective manner. Company always maintain the
homogeneity in preparing different types of food items.
People: there is proper dress cord for the employee working in the organisation. It is
responsibility of organisation to provide high standard quality of service to the customer. The
managers of the organisation implement different types of strategies which are used to deliver
the products in proper manner (Langer and Heil 2015).
Physical evidence: The management of the organisation put their effort in order to give
good impression on the outsider and also helps to attract large number of customer in effective
manner. It focuses on to provide hygienic and clean premises to the different customer.
Marketing mix of Burger King
This organisation implemented different types of market mix as the response to saturated
and change condition of global very fast food organisation. In respect to burger king, main aims
of marketing mix are to enhance the competiveness against its company.
Product- This organisation provides different types of services to different customer
present in the marketplace. the management of organisation concentrate over to on the various
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food item such as milk shakes, French fires, sandwich soft drinks and various other. This leads
the company to stand before the Mc Donald which provide various types of food items and
different meals at reasonable price this organisation control and manage different types of
operations and functions in effective manner which helps to generate large number of revenue in
the marketplace. It also focusses on to improve the quality of different food items which are
given to customer (Bird, 2012).
Price: Burger king implement different types of pricing strategies in order to stand before
the different rivals present in the marketplace. The manager of the burger king company
determines the different pricing strategies of the different company. this helps to provide
different types of food items of the company. This leads to maximise the profit of company. The
pricing strategies which help to satisfy demand and desire of the customer the company focus on
to provide different types of food products to the customer at reasonable price. The company
concentrate over to provide better quality of food items. The pricing strategies help recognise the
buying behaviour of different customer in order to accomplish various function of company.
`Place: There are different types of Burger King is performing different types of
functions in different functions of organisation performing its business in the 79 different nations
and it has almost 13000 shops in various nations. The stores are located in Taiwan, Japan, India,
South Korea and Singapore. There are various types of system which are implemented by the
organisation in order to coordinate with the various franchise working in the organisation
(Larson and Draper, 2015).
Promotion: There are different types of promotional strategies which are used by the
organisation in order to attract large number of customer in the marketplace. It also helps to
helps to advertise various food items to the various customers present in the marketplace. This
organisation take helps to different types of strategies which aid to accomplish different
functions and operations of company in effective manner. Promotion is the most important factor
by which organisation communicate with the different customer in proper way. It also helps to
determine the different types of strategies and policies which aid to achieve goals and objectives
of organisation in proper manner. it also gives knowledge about the various element of different
types of food items to the customer in effective manner (Ahrens, 2011).
Process: This is the main element of marketing mix which plays a significant role in order
to perform different types of operation which are related to preparing of different products in
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better way. Burger King always concentrate over the culture of the organisation supply of
different types of goods and products, meet satisfaction to the customer. Burger King also focus
on to introduce new and innovative food items of its loyal customer. Burger King alo prepare
different types of food items which aids to fulfil the demand and desire of different types of
customer.
People: The manger of the Burger King concentrate over the different employee working
in the organisation guide them to behave with various customer in proper manner. So that can
attain service from the various service to the restaurant. Burger King is put it s effort on to
improve the quality of the different items which aids to maximise the level of profit of the
company. it also implemented by company to deliver the different food items to the customer in
effective manner.
Physical evidence: Burger King provides its service in 71 nations and more than 15000
places. It is most effective position in the global marketplace. This organisation attains growth in
the business in the developing country like India. In this country pizza and burger are most
popular in the developing nations and also in developed nation.
TASK 3
P4
The marketing plan plays an important role in order to proper functioning of enterprise. The
marketing plan is the main section of the company (Brooks and Simkin, 2012). It helps to
prepare different types of strategies to maintain the effectiveness in performing various types of
activities of company. This helps to increase sales of various goods. The manger of McDonald is
to determine the sales of goods and service. It is important for the manager define the vision,
mission, and aims of organisation. Marketing plan should implement by the organisation in order
to make various policies and strategies in order to maintain the effectiveness in proper manner. It
is duty of the manager of the company implement different types of strategies in order to perform
different types of strategies in order to maintain the effectiveness of performing various types of
organisation. The marketing mix of Mc Donald describe below:
Company Background
Mc Donald is the restaurant founded in the year 1940 and in order to performed by the
Richard and Maurice McDonald. This restaurant has the largest chain of restaurants. This
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increase market shares of company. The products are prepared by the Mc Donald provide
various products which provide milkshakes, desserts, chicken products, breakfast goods, cheese
burgers and many others. McDonald wants to introduce oil free French fires in order to attract
health conscious and to increase its profits and market share.
Vision
The main vision of the organisation is to provide various types of service to the different
customer. it give different types of discount offers to the customer which helps to generate large
number of revenue of the organisation. It also provides qualitative service to the customer. This
helps to accomplish goals and objectives of organisation in effective manner.
Mission
The mission of the company is to attract large number of customer and maintain long-term
relationship with them (Friis, 2012).
Objectives:
 To increase sale of its food items by 10% in coming 6 months.
 To enhance its market, share by 5% in one year by attract more and more numbers of
customers. To double the number of its profits.
SWOT analyses of Mc Donald
Strength Weaknesses
It has large number of brand equity
It has strong brand recognition and effective
advertisement channel.
Effective competitive pricing strategies
Having space to maintain hygiene and clean
environment
Less number of market shares
Slow income of Mc Donald
Less number of franchises.
Opportunities Threats
Opportunity to expand business globally.
It can provide food to 1% of whole population.
There is a change to perform work in joint
venture with various retailers.
If economically instability comes then it is
chance to reduce the profit.
Fluctuation in the rate of foreign exchange
of nation.
STP of McDonalds
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Segmentation Segments market as per the needs and income level of customers.
Targeting Health conscious people are the main target of McDonald.
Positioning McDonald use an effective positioning strategy as firm has developed a
unique image in mind of customers as compare to its various competitors.
Marketing mix
Basis Description
Product Product portfolio of McDonalds consists different type of vegetarian and
non-vegetarian burgers. Along with these company offer french fries, wrap
paneer masala, potato wedges, ice cream, soft drink and many more.
Company also provide combos with french fries and cold drink.
Price Price is known as the monetary value charge by company to offer its
products to its final customers. McDonald use bundle pricing in combination
of premium pricing to sell its food items to its target customers.
Place McDonald generally operates from prime locations or busy areas such as
malls, market and highways. One of the main reason behind this is that
customers can easily visit the place.
Promotion This aspect of marketing mix, indicate the way in which company interact
with its customers. This consists various strategies used by enterprise to
attract more number of customers in order to generate a large number of
profit. McDonald sponsor various clubs and events in order to promote its
food item.
People This aspect reflect all the individuals involved in the various functions
perform by company to satisfy the needs of its target market. Workers in the
McDonald have a standard uniform and firm mainly focus to provide
friendly services to all its clients from their workers.
Process Food manufacturing procedure at McDonalds is totally transparent, every
customer can see it. Customers can even judge the hygienic standards at
McDonald. Company maintain homogeneity in its process of serving and
preparation of food.
Physical
Evidence
Main focus of McDonald is to provide clean and hygienic place to its
customers so they can enjoy their meal.
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PEST analysis of McDonald
Basis Description
Political Political context is very essential for McDonald as this provide both
opportunities and threats to the firm. Different policies of government related
with public health and trade affect the cost of business operations of
McDonald.
Economic Various economic elements are there which affect the McDonald such as
national, international and local conditions, this is because McDonald is a
global brand. Success of McDonald is depends on strong economic
conditions. Different elements such as exchange rate; higher competitions all
affect company’s activities in negative manner.
Social Changing taste of customer affect the sale of company’s products and its
profits. McDonald require to meet the changing needs of customers such as
health conscious customers. to sustain in market for long run and to maintain
the ales of its products, company require to adaptation in its menu as
according to include low fat choices.
Technologica
l
Changing in technology allow McDonald to improve in business process and
also help in develop good relations with its customers. Online ordering help
McDonald to collect information related with customers which help in carry
out marketing through personalised promotions and this increase sale of
company.
Marketing strategy
In order to gain thee is effective marketing plan of Mc Donald. It is important the business
to develop and effective marketing plan which helps to increase the number of profit of
company. For make its customers aware about its new health conscious products, entity require
to use various promotional channels so it can attract more customers and at the same time can
attain its set business objective.
Marketing budget: Its one of the formal process in which cost of the marketing process is
effectively proceed further to achieves further business objectives.
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PARTICULARS 1st Year 2nd Year 3rd Year
Initial investment 12000 15000 18000
Borrowings(Bank loans, credits) 6000 7000 90000
Retaining earnings 7000 8000 9000
TOTAL 25000 30000 45000
MARKETING OUTLAY
Promotion activities 8000 10000 11000
Sales publicity 6000 10000 11000
Distribution and supply expenses 3000 10000 9000
TOTAL 42000 60000 76000
Execution
In this it is need to inculcate with al steps organisation prepare plan to gain aims and
objectives of the organisation (Daniel, 2011).
Evaluation: it is concerned with making judgment in order to evaluate the amount in
effective manner. it is concerned with the analyses of the sales, share of market analyses,
efficiency ratios and many others.
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CONCLUSION
It has been assumed that marketing plays significant role in order to perform different types
of functions and operation of the organisation. It also helps to maintain healthy relationship with
the customer. This leads to increase the rate of different product of the organisation.
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REFERENCES
Books and Journals
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