Analysis of Marketing Research Essentials

The provided document is an analysis of marketing research essentials, covering various topics such as the competitive marketing strategies of the hospitality industry in UAE, bi-objective two-stage decision-making processes for service marketing, and the impact of integrated marketing communication on consumer behavior. It also explores the concept of advertising in marketing, entrepreneurial marketing in small businesses, and destination marketing essentials. The document is likely a past paper or solved assignment from a university course on marketing research, and its purpose is to provide students with a comprehensive understanding of key concepts and theories in marketing research.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 Roles and responsibilities of marketing relate to the organisational context.........................4
TASK 2............................................................................................................................................7
P3 Comparison of ways in different organisation apply marketing mix for planning to achieve
objectives.....................................................................................................................................7
TASK 3............................................................................................................................................9
P4 Produce and evaluate a marketing plan for an organisation..................................................9
CONCLUSION..............................................................................................................................13
REFRENCES.................................................................................................................................14

INTRODUCTION
In the modern world, marketing play an important role for any organisation to achieve
competitive advantages. It consists several market study for analysing and understanding the
market trends, fashions, customers choices, preferences, demands, maintain goodwill, build
effective relations, provide better quality of goods and services, and adopt best tools or
techniques for the purpose of running an organisation and increasing profits or productivities of
the firm. Marketing department play significant role in every business firm to conduct such
marketing study and analysing customers demands towards products or services. it is important
to undertake several tools or techniques regarding marketing including punch line, slogan,
celebrities endorsement, packaging and designing and many others for creating awareness among
targeted audiences and increase more sales in the marketplace (Baines and Fill, 2013). This
report is based on McDonald's that an American fast food restaurant and it is situated in the
California, US. This company is dealing with variety of products including Hamburgers,
Chicken, Deserts, breakfasts, soft drinks, milkshakes, coffee and French Fries. This report will
explain roles and responsibilities of marketing functions and its relations with organisation. It
compare marketing mix tool with other company and produce or develop a plan for achieving
business goals.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing is an essential tool for every successful organisation because it helps in
building good image ins the marketplace by creating brand awareness among people in an
effective manner. In this included a set of procedure for manufacturing, designing, purchasing or
selling, distributing and delivering any products or services to the targeted audiences for satisfy
their desired needs or expectations in well manner (Page, 2013). It consists various effective
tools or techniques which are beneficial for the organisation in increasing demands and create
good position in the marketplace in more effective manner. This can be helpful in generating
more profits and productivities by analysing the market conditions so that sales volume can be
enhanced and also support in creating market awareness. Every organisation focus on proper
environmental screening so that they conduct an study for market research in which they gather
information regarding market trends, customers behaviours and choices, current situations or
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fashions about good or services so that company can take corrective actions or formulate plans
for providing better quality of goods and services in an effective manner. Marketings department
play a crucial role in getting accurate data or information to the manufacturing department so
that they can make decisions about producing better quality of products and sell it into market
place. In this included several components such as marketing planning, products, research or
survey, tools or techniques, promotional activities, sales functions, customer relationship
managements and their level of satisfaction which are required to increase the brand image and
developing particular business in the competitive environment (Bowie, 2014). McDonald's is
most famous fast food company and restaurant that deals in number of food items in the
international marketplace.
McDonald's is providing several food and drinks at the global market and opened several
restaurants in different places so that they can reach at potentials customers. They always
consider market survey or research process that conducts for analysing consumer tastes or
preferences and also find various competitors in the particular areas. There are several branches
or franchisees can be seen of McDonald's in different countries or places because their main
focus on increasing growth and achieve competitive advantages for the purpose of becoming
market leader in the food and beverages sector. Management undertakes some important
functions that helps in increasing sales volume and generate higher profits or revenues. In
involves production process, marketing strategies, sales support, products development,
distribution channels, communication or promotional activities and selling of specific goods and
services in more effective manner (Paraskevas, 2014). There are defined some marketing
functions and their roles or responsibilities within the McDonald's firm such as:
Functions of marketing:
Marketing strategies: This is an important function that play vital role in the organisation
as it describe various activities that must be performed by every firm to get succeed and achieve
competitive advantages as well. In this function, marketing manager focus on formulating
particular strategies and make decisions regarding conducting survey and use appropriate method
for creating awareness so that they can reach at potentials customers or targeted audiences. It is
beneficial for company to increasing market share and growth to attain predetermined goals or
objectives.
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Conduct market research or survey: It is another important functions which must be
considered while expanding business at other countries as well as enters into new market. They
always focus on finding target customers, several opportunities, and try to grab such opportunity
to achieve goals or objectives. Many of firms conduct survey and gather data or informations
about particular market trends, current situations, new customers, environment conditions, and
strong competitors which are beneficial in making decisions for producing or delivering goods
and services in an effective manner (Mariussen, 2014). McDonald's is generally undertake such
study to analyse customers tastes and preferences regarding food products.
Developing products and services: Marketing department play an important role in
providing better information regarding environment and take decisions about improving quality
of goods and services in an efficient way. Company try to increase maximum sales and increase
demands about products and also generate revenues by taking corrective actions such as
modification in existing products or launching new items so that customers can be satisfy in
better manner.
Communication process: It is most important decisions that taken by the company and
marketing department as they found better communication process for providing information in
the market by analysing potentials customers who wants to take these services in an effective
way. McDonald's is also focusing on reaching at target audience by creating awareness such as
Advertisement, promotional methods or activities, commercial ads, print media, brochure and
email marketing and other promotional tools for providing appropriate informations to targeted
audiences as well.
McDonald's is dealing in several products such as milkshakes, Hamburgers, French fries,
soft drinks, Chickens, Mc Puff pizza, desserts, and coffee in its restaurant that established in
number of places at different countries and also focus on expanding the business at various areas
for the purpose of becoming number one company in the world (Brassington, 2013). They also
consider better strategies and effective plans for expanding business and attracts more customers
to achieve competitive advantages. They perform several functions such as:
Finance: It is very necessary function and important aspects that required to run an
organisation and operates its activities in well manner. Without funding, a business cannot be run
so it is necessary to provide adequate funds or proper financing so that company can produce
appropriate goods and services and also perform several tasks or activities in a better way.
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Marketing department use proper finance facilities for promoting goods and services of
McDonald's company. Manager take responsibilities for managing the balance of material as
maintains their quality or quantity for controlling occurring wastages or costs. They undertake
effective strategies such as manage and balance the material and ensure about food stuff or its
durability to increase sales.
Distribution channels: The major role of marketing department is to make decisions
regarding distributing or delivering of goods and services so that customers can fulfil their
desired expectations and demands as well (Pettitt, 2013). McDonald's consider the supply chain
or distribution networks to reach at customers, therefore they are serving their products by using
counters and restaurant facilities for providing foods to targeted customers.
Pricing strategies: In this, company make proper decisions and corrective strategies for
making charges or decide prices of particular goods or services. it is an essentials to attracts more
individuals and get attentions of targeted audiences towards firm. McDonald's generally charge
effective and affordable price on its food items so that every customers can take advantages and
get products to satisfy their needs or wants in an effective way. They use competitors based
strategies so they sell their items in less prices as compare to its competitors including Burger
King, KFC and Domino's as well.
Promotional channels: This is another important aspects which must be require for
creating awareness and selling maximum products in the marketplace. Marketing department
play vital role in choosing best promotional tools or techniques so that company can promote the
business among competitors in the marketplace (Cleverley, 2017). McDonald's is considering
various methods such as brochure, magazines, banners, hoardings, bill boards, mobile
application and many more to provide proper information.
P2 Roles and responsibilities of marketing relate to the organisational context
In this defined various roles and responsibilities that an organisation perform regarding
marketing activities or functions . These are very beneficial for every business firm as they help
to manage or develop the business with increasing more demands and also enhance growth in
well manner. Many of firms focus on adopting best tools or methods for promoting goods or
services and also use some important aspects such as advertisement, promotional strategies,
segmentation, targeting and positioning of the company in the market place.
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In this consider a particular marketing study for the purpose of analysing target customers
and find the effective tools to attracts them towards company. It includes proper research
regarding customers behaviours such as their choices, demands, desired expectations, tastes,
preferences, and strategies which are required to achieve competitive advantages. McDonald's
company also consider this elements and try to find consumers tastes such as some of them likes
low fat food, spicy, lights and delicious to satisfy needs (Clow and James, 2013). Some of
customers are health conscious who do not prefer junk foods so company make such types of
foods as per the clients requirements. Here is define some roles and responsibilities of marketing
functions for McDonald's company such as:
Market research: Marketing manager always focus on analysing appropriate trends,
situations and conditions of particular market by conducting a survey or research which is
beneficial for organisation. Company undertake this for getting information about customers
choices and tastes as McDonald's does same and provide delicious or better quality of foods to
customers for satisfying needs or wants.
Transportation: Marketing department also describe the better transportation facilities
which are required to provide better quality of foods in limited time period as McDonald's focus
on its supply chain management systems. This will support in creating effective goods or
services in well manner. They adopted suitable method which is Just In Time (JIT) to balance the
supply and demand and reduce maximum wastages within the firm.
Maintain the quality of products: It is another aspect that perform by the marketing
department as they provide accurate information about the products or services to the
manufacturing department and focus on making decisions to maintain its quality and add some
unique features to attracts number of people towards firm (Desai, 2013). McDonald's also
formulated strategies and considered Total Quality Management (TQM) for managing and
maintaining the quality of goods or services and make them more efficient.
Risk assessment: Risk is one of the major force that have direct impacts on the business
operations and its functions. McDonald's also needs to consider such aspects that can create
barriers while selling good or services in the marketplace. They have formulate better strategies
and make appropriate decisions so that company can run effectively and efficiently.
New product development: In this, manager take decisions to regarding modify existing
products or launch new products or services to satisfy customers needs or wants in more
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effective manner. It is an essential for every business firm in increasing demands and fulfil
customers desired expectations.
Administration: in this, marketing department ensure about various tasks or activities
that divided among people and also set effective policies so that business can be run with
appropriate management or administration. McDonald's also manage its entire performance and
business operations by collaborating and cooperating with various department for achieving
common goals or objectives (Dibb, 2013). They also focusing on managing or maintaining
relationship with customers and make them loyal towards firm.
Better customers services: This is an important and effective tool which support in
attracting customers and increasing sales volume or generate profits within the firm. Every firm
try to satisfy its customers and win their trust by providing them better quality of goods so that
long term benefits can be get. McDonald's also focus on customers services and increase their
satisfaction level so that brand image can be increased. They consider the method or get
feedbacks from them regarding goods and services which support in improving the quality and
tastes of particular products.
Human resource: This is an important function which helps in creating better workforce
and find suitable candidates who can perform several tasks or activities in well manner. Their
main purpose is to manage the people and workforce in such manner so that maximum outcomes
can be get and also increase productivity and also focus on providing training or learnings
sessions to the people for enhancing skills or knowledges in better ways (Simkin, 2013).
McDonald's is dealing with fast foods and soft drinks so they have to maintain their workforce
with appropriate management. There is requires skilled, educated and knowledgable person who
can understand customers and can interact with them in better manner. They also conducts
training and learning sessions to develop employees abilities as these support in enhancing
knowledge, capabilities and skills such as how to manage public if crowed, billing system
maintain quality of food and create better or safe environment within the restaurant.
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TASK 2
P3 Comparison of ways in different organisation apply marketing mix for planning to achieve
objectives
Marketing mix consist various components or elements such as 4ps and 7ps which are
required to formulate the strategies and action plan for the purpose of developing business and
create good position in the marketplace. These must be necessary to consider while making
favourable decisions and adopt suitable strategies so that goals or targets can be achieved in well
manner. McDonald's is one of the best or famous company that provide fast food and drinks in
the market at global level (Durmaz, 2011). In this included variety of foods such as hamburgers,
Chickens, soft drinks, coffee, French fries, Mc Puff and many food stuffs that satisfy customers
needs or wants and meet their hunger. They focus on reaching at potentials customers or target
audiences in an efficient manner. This will help in creating and maintaining customers
relationship with long time and also make them loyal towards business firm.
There is defined some comparison of McDonald's and CADBURY who used marketing
mix tools for formulating business strategies and perform several functions for the purpose of
creating better position in the marketplace and also achieve competitive advantages. There are as
following such as:
Marketing mix
tools
McDonald's CADBURY
Products Products may be consider as the item
or material which customers take in
exchange of values (Fazlollahtabar,
2012). McDonald's is selling variety
of foods and drinks in the markets
including hamburgers, milkshakes,
chickens, French fries, coffee etc.
Cadbury is dealing in confectionery
products in the marketplace such as
chocolates, biscuits, bars, dairy
milk, crème egg, ice cream and
different items in the international
market.
Price Price is consider as the value that
receive by company from customers.
McDonald's make pricing strategies
by considering the various facilities
This firm do not provide these kinds
of facilities as they charge less price
on their products as compare to
McDonald's. They are selling
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such as proper sitting arrangements,
air conditioner restaurants, mineral
water, wash room, appropriate
infrastructure and many more
facilities provided by them to the
customers so they use cost based
pricing and competitors based
strategies.
chocolates at 2 pounds in the UK.
They undertake marketing
penetrations, competitors based and
cost leadership while making
pricing strategies (Aghasi and Forte,
2012).
Place Place must be suitable for operating
business as it is require to select best
place according to target market.
McDonald's consider the locations
such as big cities, developed
location, and urban areas because
owner thinks that people from rural
areas could not be afford due to high
charges.
Cadbury is selling number of
confectionery items in the market at
world wide in the global market.
They focus on adopting best
suitable distribution network or
channels to deliver the particular
goods to the targeted audiences.
Promotions It consider several promotional tools
or techniques that must be adopted
by the firms for the purpose of
creating market awareness (Fırat,
2013). McDonald's firm spend less
money for advertisements as they
provide information through
commercial ads, TV, brochure and
hoarding etc.
Cadbury is also focusing on best
tools or techniques for promoting
business and goods or services so
that number of customers can be
aware as well as attracts towards
firm (Gertner, 2011). They use
celebrities endorsement, TV,
hoarding, commercial ads etc.
People People play an important role to run
the business and achieve competitive
advantages. McDonald's also
concentrate on developing people so
Cadbury undertake its stakeholders
and give them importance including
customers, investors, suppliers and
employees as they must be satisfied.
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that they can treat customers in well
manner. They do not give
importance to the stakeholders
within the firm.
They also organise training and
development program to enhance
employees skills or abilities.
Process In this consider the appropriate
procedures for the purpose of
producing goods and services and
also decide transportation for
delivering them to the potentials
customer (Hamilton, 2011).
McDonald's used transparent
techniques for society welfare and
good relations.
They focus on providing better
quality of goods and services
including confectionery items.
Therefore, they follow their own
process and produce best quality of
goods as per customer health.
Physical evidence McDonald's sell its products or
services in the restaurants where also
provide several facilities such as
cleanness, sitting arrangements, wash
room, air conditioner, dust bean and
mineral water for the purpose of
creating better positive environment
and give various facilities with
foods.
They provide various facilities and
services with their confectionery
brands (Jones and Rowley, 2011).
There is no any restaurants or place
so they provide their products in the
retail shops or other chain stores
where customers can reach at the
potentials consumer as well as
targeted audiences.
TASK 3
P4 Produce and evaluate a marketing plan for an organisation
Marketing plan is a document which is prepared by the management of organisation at
the beginning of year which includes forecasting about adverting functions and marketing efforts
which performed through out the year. Such plans are prepared for the guidance of employees
which helps in deployment of their activities with expertise. The main of developing marketing
plan is to achieve their sales target within a set time frame (Joshi, 2012). Such plan also includes
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different strategies and tactics through which they influence the behaviour of customers that
choose their product instead of their rivals. Here, also make plan regarding segmentation of
market through of STP model to identify the needs of customer of different segments. It provides
the opportunity is to make their products according to such preferences to grab the trust and
loyalty of customer towards their activities. In the present report, marketing plan is developed by
McDonald's for improving their number of sales and effectively compete in market with
competitors (Khan and Adil, 2013). The different aspects which are covered under such
marketing plan of McDonald's includes Vision, Mission, Objectives, SWOT, budget and target
market etc. The marketing plan of McDonald's is defined below:
Vision: The vision of McDonald's is to become the world's largest fast food provider
through providing good quality food items and services.
Mission: The mission of McDonald's is about build themselves as preferred consumer
place through bring improvements in their operations and satisfaction of the requirements of
customers.
Objectives
 Translocation of large number of customers
 High market share
 Attain diversity in offerings
 Satisfaction of the needs of customer
SWOT analysis of McDonald's
Strengths
 Successfully deals in many other items also other that fast food such as Coffees,
Smoothies and Angus burgers
 It is observed at the time of recession the income of organisation is increased due to
having strong product base
 It provides their functions in many countries so, having the exposure of working in
different economies and conditions (Lamb and Hair, 2011). Difficult situation of one
economy not affects the earning prospect of organisation.
Weaknesses
 McDonald's is big brand required prime locations to setup their business which difficult
task to find such type of locations.
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 It is observed that the staff turnover rate is high of McDonald's. So, need to built training
programmes which involves the investment of high amount of cost
 Need to provide more emphasis on preparation of organic food as individuals are now
more health conscious.
 Lack of management as they expand their business through joint ventures and Franchisee
 Need to provide the training to employees in development of the skills as behavioural
issues are arise which has negative impact upon their brand image.
Opportunities
 Need to built organic food as the society is health conscious (McDaniel, 2011). It helps in
attraction of customers also which are health conscious. This will provides the
opportunity is to develop good brand image in eyes of society.
 Having the opportunity to diversify the business in different food segments which are
popular in market such as chicken items.
 More number of franchisee is provided to generate the large number of revenues.
 They have the opportunity is to expand their business in dinning market
Threat
 High competition in market which reduces their sales figure such as Burger King, KFC
etc.
 large number of restrictions are imposed by the government on providence of fast food
which has negative impact upon their business (Lane, 2016).
 The price of intermediary products is increases day by day which has direct impact upon
their pricing policy and reduces their profit margin.
 The new products which are launched by the organisation has direct competition with big
organisations like Starbucks in coffee and Jamba in respect of smoothies.
Marketing Budget
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
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Initial money 50000 13000 14000 22000 19000
Investment 20000 11500 16000 14200
Total 50000 33000 25500 38000 33200
Marketing
expenditures
Advertisement 8600 7700 7200 7000 6800
Sales promotion 3000 4000 3500 3000 7500
Direct marketing 8000 7000 3000 6000 3000
Total 19600 18700 13700 16000 17300
Available balance 30400 14300 11800 22000 15900
PEST Analysis
There are several environmental factors that are present in outside business environment
and affect the overall functioning of the organisation hence have to be properly evaluated
through PEST analysis which is described below:
 Political Factors: Mc Donald have to face several challenges related to political
conditions which involve tax rates, employment laws policies, trade norms and many
other.
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 Economical Factors: every country have different economical condition that must be
complied by the Mc Donald in effective manner in order to minimize the negative impact
on the organisation (Lehmann and Bengart, 2016). It include factors like interest rate,
GDP, inflation and deflation level that have to be consider by the company in decision
making process.
 Social Factors: This factor involve aspects that is present in society such as customer's
behaviour. Preferences, attitudes that affect the overall functioning of the company in
several ways (Lin and Wang, 2015). For instance Mc Donald have to develop policies in
accordance to customer's prevailing situation that is present in market place.
 Technological Factors: Modern time involve number of technological advancement that
take place in every field. Therefore, it is necessary to consider by Mc Donald to keep in
pace with these changes (Lovelock, 2011). Company have to adopt all modern
technology system in effective way.
CONCLUSION
From the above prepared report it has been concluded that marketing play a essential role
in business organisation as focuses on carrying out activity to promote their products and
services in market place. The report highlights the case of Mc Donald that is among the fast food
restaurant established at various place in world. Report also focuses on several roles and
functions that is played by marketing as well as the importance of marketing mix concept. Apart
from it, marketing plans are also developed by the manager of company that involve several
steps that is conduced in marketing function.
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