Marketing Essentials– McDonald's

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles and responsibilities of a marketing function in context of McDonald.......................3
P2 Roles and responsibilities of marketing with organisational context....................................5
TASK 2............................................................................................................................................7
P3 Marketing mix with two different organisational context.....................................................7
TASK 3............................................................................................................................................7
P4 Creating a marketing plan......................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is an essential process that is carried out by organisation in order to promote
their products and services to final customers to satisfy their needs and demands. It has broader
scope and plays a vital role as it helps in generating demands for particular products and helps in
fulfilling it in an effective and efficient manner. It consists of interrelated activities starting from
marketing research, innovative product development and transferring the important and
necessary information to potential customers (Baker And et. al., 2016). Company included in this
report is McDonald's, a fast food firm that is among the largest restaurants in world. They are
famous for hamburgers and other food items in the market place. Marketing function plays a
crucial role in this organisation as their basic purpose is to understand the demands of consumers
and work accordingly. This report focuses on roles and responsibilities of a marketing function
and its relationship with other departments of business organisation. Apart from that, assignment
also concentrates on the basic marketing plan that is developed by company.
TASK 1
P1. Roles and responsibilities of a marketing function in context of McDonald
The main purpose of marketing function is to find out the needs and demands of final
customers and produce such products that result in fulfilling their desires. Every business
operates in dynamic environment which keeps on changing with time and hence, it is very much
necessary to operate in accordance with the current prevailing conditions of market place.
McDonald’s is a well-established food restaurant and therefore, it is essential for them to work in
order to satisfy their customer's needs and help them to remain among the largest food outlets
(Desai, 2013). Marketing functions have certain roles and responsibilities that are described as
below:
 Market Research: This is considered as an initial phase of marketing function in which
relevant information is gathered that is prevailing in the business environment and must
be examined by company. This helps in taking effective decisions and perform actions
accordingly. Marketing manager of McDonald’s come to know about the tastes and
preferences of consumers so that favourable decisions can be taken. There are numerous
activities that are conducted in this phase that involve finding out the target audience and
group of people so that proper marketing research can be performed on them.

 Building of marketing plan: This is the basic aim of manager to build marketing plans
and procedures so that goals could be framed and develop path accordingly (Chamorro-
Mera, Miranda and Rubio, 2014). It helps in the formation of framework so that proper
strategies will get formulated in order to target work actions to that particular process.
Marketing manager needs to make sure that plans must be effective and in accordance
with McDonald’s vision and mission so that proper steps could be taken. It consists of
number of sequence of steps that must be followed in a conducive way so that ultimate
aim could be accomplished. Plans provide the right direction so that every activity could
be focused on that particular path and results in completing the purpose for which it is
formulated. Hence, planning must be done in a conducive manner by the marketing
manager (Dibb and Simkin, 2013).
 Product development: Marketing manager collects the relevant information about
several factors so that specific products will get developed in adherence to gathered data.
McDonald’s carry out this process very keenly and succeeded in developing such
products that lead to satisfaction of needs and wants of people. Product must be
developed in an efficient manner as it depicts the image of business organisation and
hence, it should be properly formed. Every product has certain features and
characteristics that include size, quality and other properties that have to be present in it.
Thus, efforts must be made to make continuous development in an appropriate way.
 Distribution of final goods to consumers: This is also an important role that is played
by marketing department which involves supplying the produced goods and services to
ultimate customers. In order to carry out such process, company has well set channel
through which company easily distribute the final products in market place. The products
must be distributed through correct and prospective way so that it could reach to final
customers in a proper time (Black, 2013).
 Lending customer support services: The role of marketing department does not end
after selling products to final customers but also provide better support to customers in
order to resolve their issues and complaints. This will helps in generating more profit.
This helps the marketing department to make changes and modifications that are required
in several key areas. It is necessary to remove any complaints and problems that are faced