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The role of marketing in McDonald's

   

Added on  2020-10-22

15 Pages4160 Words387 Views
MARKETINGESSENTIALS1

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3Concept of marketing, including current and future trends.........................................................32. Overview of different marketing process................................................................................43. Roles and Responsibilities of Marketing Manager..................................................................44. Marketing influences and interrelates with other functional departments ..............................65. Value and Importance of marketing role in McDonald's.........................................................66. Importance of effective interrelationship between different Functional Department..............7TASK 2............................................................................................................................................87. Compare ways in which McDonald's applies marketing mix to achieve business objectivesand how dose it differs from other...............................................................................................8TASK 3. ........................................................................................................................................108.Evaluate a basic marketing plan for McDonald's...................................................................10CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................13..............................................................................................152

INTRODUCTIONMarketing refers to use of promotional tools and techniques by company to attract moreconsumers to avail there products/services. This report discuss about the concept of marketing,including future and current trends. The key role and responsibilities of marketing manager inpromotion of products. The concept of marketing mix and it application by organisation toachieve business objectives. It shows the importance of interrelationship of different departmentsof organisation with each other. McDonald's is a leading fast food chain which operates throughit outlet all around the world. It was established in year 1940. The company has strong logo andbrand image. TASK 1Concept of marketing, including current and future trendsThe concept of marketing means that a firm should properly analyse their customer needsand then make decisions to satisfy them (Babin and et. al, 2015). The five marketing concepts are:Production concept:It means that consumers will buy more products if it's cheaper andwidely available. The organisation would focus more over efficiency of production.Product Concept: This concept proposes that consumers will buy products that havebetter quality, innovative features and performance.Selling Concept: According to this concept, a company should focus on selling theirproducts. It should engage in aggressive promotions to sell these products.Marketing Concept: This concept focuses on the needs, wants of their consumers anddelivers it accordingly.Societal Marketing: Organisation should assist the needs, wants of consumer, anddelivers them in a better way that enhances both consumers and society’s well-being(Brunello, 2013).Current trends in marketing:Use of social media: To promote their products/services organisation is using socialmedia platform. These online portals help companies' to target large number ofconsumers in a cost effective way.3

Importance of content: This is done to attract more customers in order to avail theirproducts/services. Company is focusing on establishing good content for their products(Chikweche, T.Fletcher, R., 2012).Future trends in marketing: Eco-Friendly concept:The shift of organisation to concept of produce goods that areenvironment friendly. Companies are trying to focus on sustainable development.Transparency: The firm must be transparent in their operations and in dealings withcustomers (Gajić, 2012).2. Overview of different marketing processThe marketing process consists of four elements i.e. Situational Analysis, marketingstrategy, marketing mix decision and implementation and control (Gordon, 2012). The overview of these process is :Situational Analysis:The firm is required to identify their capabilities and needs toanalyse external and internal environment. To achieve better results, companies' usesvarious analysis such as 5C's, SWOT and PESTLE analysis.Marketing Strategy: After identifying the needs of consumers, a firm develops amarketing strategy and plan to fulfil the demands of consumers. It includes segmentationof market as per customers’ needs and wants. Marketing Mix: This refers to a set of tools that organisation uses to achieve itsmarketing objectives within their target markets. It includes 4P's which are Product,Promotion, Place and Price.Implementation and control: This is a process that ensures achievement of strategicgoals mentioned by company. It refers to the preparation of list in which roles areassigned for completing specific activities. It state resources required for achievingobjectives (Kafashpoor, Mortazavi and Hasani,2012).P 1. Explain the key roles and responsibility of the marketing function.The marketing department of company is responsible for increasing market share,contributing towards revenue generation and growth of company. The key roles andresponsibility of marketing department is:4

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