Marketing Essentials of MacDonald and Burger King : Report
Added on 2020-07-23
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MARKETING ESSENTIALS
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1. Key roles and responsibilities of the marketing function ....................................................1P2. Roles and Responsibilities of marketing relate to the wider organisational context. ..........3TASK 2............................................................................................................................................5P3. 7P's of MacDonald and Burger King....................................................................................5TASK 3............................................................................................................................................9P4. Basic marketing plan for MacDonald...................................................................................9CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13
INTRODUCTIONMarketing is the important component of business functions that involve number ofactivities to be performed in effective manner. Every business organisation carry out this processin order to promote their products and services to ultimate customers. It involves several plan ofactions like advertising, physical distribution of final goods and products and after sales services.The chosen company in this report is MacDonald, which is a well established fast food companyand is among the largest restaurant chain operating in maximum nation all over the world. Itoffer variety of products that include hamburgers, French fries, soft drinks, non- veg food itemsto their potential customers. Apart from this, this assignment highlight the various roles andresponsibilities that marketing functions contain and its relationship with other functional areasoperating in single business organisation system. It also focuses on developing marketing planthat include number of activities to be performed in order to attain set objectives and purpose ofthat entity. Furthermore, there is concept of marketing mix that involve 7P's that have its ownimportance and features playing important role in executing marketing procedure that ultimatelylead to generation of sustainable revenue. TASK 1P1. Key roles and responsibilities of the marketing function Marketing is a broad concept that involve numerous activities and actions to beperformed by marketing department in effective and efficient manner. They have to conductmarket research in order to evaluate the behaviour and nature of customers and than takedecisions accordingly. Their main aim include satisfying the basic needs and wants of ultimatecustomers and consumers. Thus, it become essential to produce such quality products andservices which result in satisfaction of customer's desires (Armstrong, and et. Al, 2015). Every company exist because of some vision and mission that is formulated by themanagement system and has to be achieved in set time period. The primary aim of the companyinclude earning huge profits and establish their sustainable goodwill for longer period of time.Due to advancement and modernisation companies have to adopt innovative marketing system sothat whole marketing process could be conducted in effective way and ultimate goals could beattained adequately (Wilson, 2014). 1
Nature of marketing function: It is focused on fulfilling human actions: The basic aim of marketing function is toperform only those actions that lead to fulfilment of human needs and wants (Sheth,2011). Exchange activity: Every marketing action is performed between seller and buyer. Thismeans that producer produces those goods that customer wants and they purchase, inreturn of money. It is a dynamic process: Marketing include order of activities that are interrelated witheach other hence, it is consider complex and dynamic process. Development of utilities: Marketing function involve creation of utilities of fourelements that include place, time, form and possession. Each utility element havedistinctive use and importance. Its fundamental motive is to work according to the point of views and feedbacks of thecustomers and draft their overall planning process in accordance to it and than, performall functions accordingly. Roles and Responsibilities of Marketing Functions: Storing and transportation: It involve warehousing facility that is taken up by marketingdepartment of business organisation. It is not necessary that every products have to besold at the same time, there can be situation in which it have to be stored for some periodof time. It is important to transport produced goods from factory area to market place sothat potential consumers can buy it easily. MacDonald have proper system of storing andproduce only those goods that are in demand. Marketing Information System: It is a initial step in marketing function that involveconducting market research so that all relevant data can be gathered which is used inmaking decisions effectively (Pomering, Noble, and Johnson, 2011). Management ofMacDonald have several information system that allow them to collect materialisticinformation so that proper decision could be taken. They have transaction processingsystem, in which exchange of important information take place between two individuals.Like, company sells large quantity of hamburgers in response to orders which are placedby the customers. After receiving the order, MacDonald forward it to their suppliers andthan, transaction processing system store all the information and carry out the process. It2
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