Marketing Analysis of McDonald's

MARKETING ESSENTIALS

Table of Contents
Introduction......................................................................................................................................4
LO1 Explain the role of marketing and how it interrelates with other functional units of an
organisation......................................................................................................................................5
P1 Explain the key roles and responsibilities of the marketing function for the chosen
organisation......................................................................................................................................5
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context
for the chosen scenario....................................................................................................................7
Task 2:...........................................................................................................................................11
P3 Compare how the chosen organisation applies the marketing mix to the marketing planning
process to achieve business objectives..........................................................................................11
Task 3:...........................................................................................................................................16
P4 Produce and evaluate a basic marketing plan for the chosen organisation..............................16
1. Company Overview:..............................................................................................................16
2. External environment analysis:..............................................................................................16
4. Internal environment analysis:...............................................................................................19
Conclusion:....................................................................................................................................25
References......................................................................................................................................26

Introduction
As an organisation, the name Mc Donalds need no introduction. It is one of the most famous and
named fast food joints in the world. Initially it started only as a Hamburger joint, but later on,
they started selling French fries, cold drinks, ice cream and increased their menu. They are
located all over the world as of now. Mc Donalds was established in 1940 as a fast food
restaurant which sold hamburgers by Richard and Maurice McDonald.Currently, Mc Donalds is
the fourth largest employer concerning the number of employees. In the current business quarter
it employees about 1.9 Million employees approximately all over the world. And has branches
around the globe (Mcdonalds.com, 2018). The union of all these resources gives a huge brand
name to the company and helps in the marketing.

LO1 Explain the role of marketing and how it interrelates with other
functional units of an organisation.
P1 Explain the key roles and responsibilities of the marketing function for the
chosen organisation.
Introduction to the concept of marketing, including current and future trends
Marketing is basically a strategy to promote a brand name in various ways in a particular
segment and sometimes globally as well. Over the years marketing has seen multiple deviations.
Previously marketing was limited to only News Papers and TeleVision. In the old people used to
discuss about a certain product if they liked it and even criticize some products as well
(Sheth,and Sisodia, 2015). This discussion itself is advertising. Building a rapport and good
name for an organization so it can grow smoothly and increase its profits is the sole purpose of
marketing. In the modern world, marketing has taken various turns and can be divided into
multiple categories and subcategories.
An overview of the different marketing processes
As discussed above marketing could be of various types, to major classifications can be Online
and Offline marketing. Offline marketing may include the distribution of fliers, the discussion
between people regarding the positive points of a product and service. And the shortcomings as
well. There could be free advertising as well. Let's take a practical example to understand what

free advertising is. Let's assume there is a consumer who liked the product or service of a certain
organisation or did not like it; the customer will go ahead and tell that to hi s family and friends.
Going further the group of people he has introduced the brand to will go ahead and discuss that
with their friends which in result will create a Domino effect (Tomczak et al., 2018). Then there
are intangible resources as well. The amount of intangible resources a company owns which
includes its huge brand name, the reputation all over the world and the frequent partnerships and
collaboration also is a result of marketing and can be used for marketing as well.
Role and responsibilities of a marketing manager in the context of the organisation
Taking the example of Mc Donalds, one can study as to how they have used marketing to grow
and prosper as a business. Mc Donalds has spread all over the world with its different branches
and had marketing managers around the globe. The job profile of a marketing manager can cover
a huge area of scope. As the branches are spread all over the world, the marketing techniques
used by the managers are also very different. As the concept of marketing depends hugely on the
culture and generally speaking the demographics of an area.
The job profile of a manager includes tasks such as "Market Research", which implies that a
marketing manager is supposed to keep an eye on the competition. What is the competition doing
now what are the price differences in the market concerning the service they are providing. What
is the development graph of other competitors compared to the manager's organisation etc.?
One of the major job roles also includes the development and implementation of various
marketing strategy. After doing research as to what is the status of the market and what
competition is doing, a manager is supposed to invent and analyse new marketing strategies to
withhold the reputation in the market (Bai and Chang, 2015). A very good example can be